Yesterday, the restrictions that apply, among other things, to the participation ceiling will disappear, which in practice means that cultural Sweden will reopen. The cinema chain Filmstaden is expecting a record weekend and several nationwide cultural institutions are feeling the pressure from the audience.
– On the first day, we had sales records for the new Bond film, says Helena Eklund, marketing director for Filmstaden.
What does that record look like?
– We are now at 63,000 tickets sold for Bond, so those are fantastic numbers, says Helena Eklund.
Better than before the pandemic
With the previous restrictions, Filmstaden has been able to fill at most about a third of each cinema with an audience. From now on, it will be possible to fill the entire cinemas again. And at the cinema chain's classic headquarters in Råsunda in Solna, expectations are high.
– Our estimate for the first opening weekend is that we will sell somewhere just over 150,000 tickets. This can be compared to a good weekend in 2019 when it was around 120,000 tickets on a good weekend, says Helena Eklund.
So you expect things to go better this weekend than before the pandemic?
– Yes, actually. But that's because we have a blockbuster movie coming out, says Helena Eklund.
Tickster: ”Explosive increase”
Even at Sweden's largest ticket platform Tickster, there is a sense of anticipation, both from organizers and the audience.
– The increase is explosive. In September alone, almost as many organizers have sold tickets with us as in the entire year 2021, says Niclas Lindeberg, CEO of Tickster.
Is it sold out?
– Much is sold out and even smaller venues are selling out now. Most things are selling very, very well right now, says Niclas Lindeberg.
”Stay home if you are sick”
At the National Theatre, which has 230 associations throughout the country, it is also seen that ticket demand is high ahead of the reopening.
– My opinion is that it is even better than normal. For example, I know of a theater that sold 14,000 tickets in just one day, says Magnus Aspegren, CEO of Riksteatern.
What would you like to say to visitors?
– Welcome. We are ready. There will be a lot of great performing arts all over the country. But also: take it easy! If you feel like you are not really in shape, stay home and come next time when you are in full shape, says Magnus Aspegren.
Source:svt
