ANA DEL BARRIO Madrid

Madrid

Updated Saturday, February 3, 2024-12:08

This story began 10 years ago when a handful of neighbors decided not to resign themselves to the closure of the cinemas in their neighborhood. In the middle of the crisis in the sector, the all-powerful distributor, Enrique González Macho, threw in the towel and decreed the closure of the four Renoir theaters in the Madrid town of Majadahonda, which were incurring losses of 100,000 euros annually.

The residents got to work and decided to set up

a cultural association in order to attract partners

to reopen the cinemas. They needed 1,200 members who paid an annual fee of 100 euros. And they did it.

Not only did they achieve the feat, but the Souk cinemas are much more than exhibition halls: they are not limited to showing films, but have become a

meeting point and cultural reference

for the entire northwest area of ​​the region.

«We have created a community.

When we opened it was a kind of heroism

. We couldn't imagine that we were going to last 10 years with increasingly cool events and activities. It is the feat of a group of people who decided to overcome difficulties with vigor and sympathy," explains Delia Mateos, one of the promoters of the group, at the cinema headquarters located in the Souk of Majadahonda, one of the first shopping centers built in Madrid.

These theaters are the only ones self-managed

by the residents of the entire Community

and one of the few that exist in the rest of the country, such as the Zumzeig cinema in Barcelona, ​​the Numax in Santiago de Compostela or the CineCiutat in Palma de Mallorca, which were the model of inspiration from the Majariegos residents.

A cinema by and for everyone

They were always clear that they wanted a cinema for everyone and for everyone,

where the viewer was more than a mere voyeur

and became an active subject. For this reason, they organize film screenings with a subsequent discussion with the director, screenwriter or actor to be able to debate with the film's creators.

In 2023, 100 talks with guests

were held in these cinemas

, a model that has been imported by the Verdi cinemas, those of Embajadores or even Kinépolis. In fact, throughout these 10 years, more than 580 events have been held with 900 guests such as Pedro Almodóvar, Rodrigo Sorogoyen, Isabel Coixet, Alberto San Juan, Anna Castillo or Javier Gutiérrez.

But their programming does not stop there, they also organize

a monthly showing of classic cinema

with a subsequent colloquium, in which experts participate, such as José Luis Alcaine, director of photography and winner of five goyas.

In these theaters they have always opted for inclusive cinema and

hold sessions for children with autism spectrum disorder

, in which films with lower sound are projected and a play area to rest.

They also have educational screenings for schools in the area and more than 25,000 students have attended the Souk, since for the members it is essential to attract

the youngest to the big screen

.

Unlike traditional venues, Zoco cinemas have

a very dynamic programming

. They are not limited to a single film per theater, but each of them can show two or three films. In addition, they try to program auteur and European cinema in original and dubbed versions. Of course, what they have not been able to give up is the sale of drinks and popcorn.

Members are entitled to a reduced ticket price of five euros,

to one free preview per month

and to meetings with the film directors. Tickets for the rest of the public cost eight or nine euros, which drop to five on Wednesday, which is spectator day.

10 employees and about 20 volunteers work

in the cinemas

, but all partners get involved. If a poster needs to be made for an event and a member owns a printing press, they offer to make it.

A necessary initiative

Everyone is welcome. Javier Martínez, 18 years old, has been one of the last to join as a partner. He is studying at film school and wants to contribute his bit: «I really want to.

It is a wonderful and necessary project

. The programming is incredible because very good films are being made now,” he says.

The Zoco cinemas have been recovering little by little from the blow of the pandemic, although there is

a part of the turnover that has not been recovered

. «For every four euros, we now invoice three. Before Covid we sold 85,000 tickets annually and we surpassed the number sold by the original Renoirs. But, in 2023, we sold 63,000,” says the treasurer, Gabriel Rodríguez.

The rooms are not as modern as those in shopping centers, but

the projection and sound system has been renewed

, which is now surround. Everything to continue serving many more years in front of the cinemas, where you can breathe the impetus and enthusiasm of these neighbors.

«Not only did we commit the folly of existing,

but we have remained there for 10 years

. Furthermore, we have established a model of events in which we have been pioneers," concludes Jesús Escudero, vice president of the cultural association.