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After issuing the second protocols for its operation in early October, where approval was given, among other requirements, such as the sale of food, several movie chains will finally open their cinemas in the country.
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Even though companies like it in the past Cinemark, Cinemas Procinal, Royal Films and Cinépolis Announced that they will reopen from this Thursday 26 November, Portafolio has learned that the fact is due to a previous work that had been carried out in recent months between companies, with the support of Acocine.
The result, some sources confirm to this newspaper, is that added to the individual campaigns, the official launch of the initiative will take place tomorrow. #WeReturnToCinema, in which, in addition to exhibitors, film distributors, representatives of the audiovisual world and of Ministry of Culture, promote the return of visitors.
“Basically from the union, which brings together 95 percent of the screens in Colombia, we tried to choose the best time to reopen. We know that opening at 30 percent is not profitable, but here we bet that we will lose less open money than closed “, said Pablo Umaña, president of Cinemark.
Of the 31 rooms that this company has in the country, those of Palmira, Bucaramanga, Manizales, Pasto, Soledad, Villavicencio and Yopal are the only ones that will not leave at this stage, the other 12 cities already have the authorization.
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Procinal Cinema, For its part, which had implemented three pilot projects to resume its activity since 12 October, it begins Thursday with the return of 11 of its 16 theaters to Colombia, with Medellín the only one on hiatus.
For Raúl Ángel, the brand’s commercial and marketing manager, they have the highest expectations that people will trust their return, and for this reason they have offers of 50% discount at the box office and “we are preparing a whole new loyalty plan”.
In the case of these two brands, the investments for the adaptation of the spaces to safety standards exceed respectively 300 million pesos and 100 million pesos.
The previews
With 60 of the 88 screens that the Mexican company Cinépolis has in 11 theaters in Colombia, the return scheduled for this week would be given.
“We know that with the limited supply of titles it will be a complicated return, but we are confident that our customers will gradually return to cinemas,” said José María Ortega Arreola, Andina’s Chief Operating Officer at Cinépolis.
And it is that as it had manifested itself, the theme of the previews, which in the world have been paused due to the brake of productions due to the pandemic, was another industry complication. However, “despite the postponements to 2021 and 2022, there are new titles that will be implemented in this reopening,” said Gustavo Palacio, president of Acocine.
New Mutants, The Witches, Scooby, Dogs and Cats 3, Boonie Bears, the musical of the Korean band BTS and Break The Silence, added, for now, to the reproduction on the giant screen of Wonder Woman, would be the bets of the exhibitors at this stage.
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However, Royal Films, It will resume activity this Thursday with three cinemas in Cali, two in Barranquilla and only one in the cities of Medellín, Girardot and Ibagué.
And in the midst of this context Cinecolombia, The country’s largest film exhibitor, with a 50 percent share of the domestic industry, will not be part of this consensus of returning to business, at least for this year. Its president Munir Falah said earlier.
“Basically the who it becomes safer first because we have all the protocols in place. Second, because at the cinema you don’t talk or come face to face with anyone and you will have 2 meters distance between each family group. And third, because the air conditioning is designed to renew the air 2 or 3 times per hour, “noted the president of Cinemark.
It is with this bet, therefore, that the film industry, which employed 8,000 people before the pandemic, had 230 screens and 352 annual premieres in Colombia, is trying to get a boost at this end of the year.
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MARÍA CAMILA PÉREZ
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