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MEDIA Salles an initiative of the MEDIA Programme of the European Union with the support of the Italian Government “The economic potential of the cinema industry in Central and Eastern European countries ” Talk by Dr Joachim Ph. Wolff

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slide1

MEDIA Salles

an initiative of the MEDIA Programme of the European Union

with the support of the Italian Government

“The economic potential of the cinema industry in Central and Eastern European countries”

Talk by Dr Joachim Ph. Wolff

Scientific advisor to MEDIA Salles’ “European Cinema Yearbook”

and Chairman of The Netherlands Film Sector Research Foundation

MEDIA Salles Seminar

“OPENING CINEMAS IN NEW MARKETS”

Cinema Expo International, 21 June 2004

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This study concerns the following

Central and Eastern European countries:

  • Bulgaria
  • Croatia
  • Czech Republic
  • Estonia
  • Hungary
  • Latvia
  • Lithuania
  • Poland
  • Romania
  • Serbia and Montenegro
  • Slovak Republic
  • Slovenia

Eight of them are now Member States of the European Union.

Therefore, the subject of the study is very actual.

MEDIA Salles is an initiative of the MEDIA Programme of the European Union with the support of the Italian Government

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Table 2: Admissions and Frequency per capita

Average of Western European countries is about 3 ½ times higher.

Hungary and Slovenia about the same frequency as Finland and the Netherlands.

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Table 3: Market shares by film origin - 2002

Market shares of US films are an important political and economic indicator.

BG: figures for 2000.

LT, EE, HU: new releases only.

SI: Percentage of gross distribution revenues

PL: Percentage of admissions

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Table 4: Average ticket price (2002)

Untill now: attention on admissions.

Another picture emerges if one looks at Gross Box Office (GBO)

Attention: considering the purchasing power in the countries concerned, their admission prices are not low but rather high.

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Table 5: Central and Eastern Europe versus Western Europe

Main indicators

If the average frequencies in 2002 would have been the same in both groups,

GBO in the Central and Eastern countries would have been:

€ 224 765 000 (2,47:0,69) ≈ 804 593 600, being about 3,7 times higher then it was in 2002.

If also the average ticket price would have been the same, GBO would have been:

€ 5 374 279 000 (118,5:390,1) ≈ € 1 632 535 000, being about 7,3 times higher

then it was.

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This means that for instance a Western European film producer exporting to the countries concerned could potentially receive up to seven times more than he does now.