State Cinema Director's Explanation on Private Sector's Audience Attraction Reason

Vladimir Karachevskiy reminisces about the days when "Kinovideoprokát" was the sole cinematic powerhouse in Minsk. With a capacity to accommodate around 8,000 viewers simultaneously, the state-owned network reigned supreme. However, the emergence of shopping and entertainment centers saw the rise of private cinemas, numbering 48 in Minsk today, boasting nearly the same seating capacity as the state network, comprising 31 cinemas with 6,750 seats.

A concerned government official shared their thoughts with Belta, voicing, "Premium comfort seats, a different footfall. Located in shopping centers. They're snatching our audience."

Karachevskiy elaborates on the stark differences between the two business models. While private cinemas solely rent space, state-owned cinemas bear a significantly higher cost with managing separate buildings, infrastructure, maintenance, and more.

Cinema with a Twist

Once taking the helm of "Kinovideoprokrat," Karachevskiy spearheaded the introduction of food services in cinemas. Exploring various options, a new line of cocktails and drinks was introduced, with careful consideration given to the placement of each drink based on the region's preferences. Hot dogs, for instance, do well in certain areas, but may not be suitable elsewhere. Beer is sought after in some places, whereas expensive wine and cognacs are more popular in others.

Chinese, Indian, and other Asian fast foods, along with various snacks, followed suit. At the "Pobeda" cinema, a new hot food section was put in place, featuring blinis and hot meals, in addition to the ever-popular popcorn line. A food hall similar to that found in private cinemas was established at "Pobeda," but due to adaptations needed, the service isn't accessible everywhere.

Evolution of "Victory" Cinema

Significant transformations have graced the "Victory" Cinema:

*The cinema has become multifunctional. In addition to the screening of films, we host events, make presentations, hold receptions, press conferences, organize exhibitions, and operate bars. (...)

We now have auditoriums with 12, 24, and 48 seats, as well as children's auditoriums. We host children's parties. People come to sing karaoke, have a cup of coffee or a beer, or a glass of cognac at the bar. We organize exhibitions and photo shoots. So, the space is fully utilized," explains Karachevskiy.*

State-owned cinemas are striving to expand additional services, which account for around 40% of total cinema revenues in other countries, according to an official.

"Thank goodness, we're at around 40% with additional services. The rest is cinema," explains the official.

While private cinemas show films based on audience demand, state-owned cinemas adhere to a distinct policy, featuring a broader repertoire, with more festival films and Belarusian films. The official adds, "Our function is not just commercial. We're also a cultural institution that promotes education, ideology, and other important aspects. Because we host significant premieres for our country. Something a private owner wouldn’t do."

It's worth mentioning that state-owned cinemas currently screen propaganda films from television channels. Regarding the repertoire, Karachevskiy aims to showcase Indian, Turkish, South Korean, and Southeast Asian films, and organize screenings related to specific events.

With the competition heating up, state-owned cinemas in Minsk may consider adapting their business models by offering additional services, such as high-quality food and beverages, and exclusive content. Utilizing cinema spaces for events, creating gaming zones, and offering cultural programs can also contribute to a unique, engaging experience for viewers.

Partnerships with local businesses and digital transformation can further help state-owned cinemas tap into broader community networks and attract tech-savvy audiences, ensuring their sustainability in the market while offering experiences that differentiate them from private cinemas.

Cinemas in Minsk have evolved significantly, with state-owned cinemas like "Kinovideoprokát" expanding their services to include food and beverages, events, presentations, receptions, and exhibitions.
Karachevskiy, the head of "Kinovideoprokát", introduced a variety of food options, including cocktails, hot dogs, beer, wine, and cognac, tailored to different regions' preferences.
The "Victory" Cinema, once a monolithic film-only venue, has transformed into a multifunctional space, offering auditoriums of various sizes, children's sections, karaoke, bars, and exhibition spaces.
To maintain their relevance in the face of increasing competition, state-owned cinemas in Minsk are exploring partnerships with local businesses, digital transformation, and the introduction of unique content, aiming to create a more engaging viewer experience and differentiate themselves from private cinemas.