Romanians spend 59 million euros in cinemas in 2024

Romanians spent 59 million euros in cinemas last year, a 5% decrease compared to 2023, despite a 10% ticket price increase in 2024 and a 14% drop in audience numbers, according to data from the National Center for Cinematography, analyzed by real estate consultancy firm Cushman & Wakefield Echinox.

In 2024, Romanian cinemas recorded 11.2 million viewers, down from 13.1 million in 2023, a year when the cinema market had returned to pre-pandemic levels, the consultancy company mentions in a press release sent to AGERPRES Thursday.

In terms of total revenues, cinema operators reported a 5% decline, to 292.9 million lei (about 59 million euros), compared to the record figure of 308.8 million lei (approximately 63 million euros) in 2023. The average ticket price rose to 26.1 lei in 2024, up from 23.7 lei in 2023.

As of the end of last year, Romania had 108 cinemas nationwide, compared to 103 in 2023. These figures include both single-screen and multiplex cinemas, with the latter accounting for over 96% of revenue and 93% of total audience numbers.

The per capita visit frequency also declined in 2024, dropping to 0.59 visits per person, down from 0.68 in 2023. The largest cinema markets in Romania are: Bucharest - 3,496,225 viewers (-13%); Constanta - 633,300 viewers (-14%); Cluj-Napoca - 626,188 viewers (-18%); Timisoara - 611,548 viewers (-19%); Brasov - 541,478 viewers (-13%).

These five cities account for more than half of national demand.

According to the report, these markets saw double-digit declines in audience numbers, suggesting a potential shift in urban cultural consumption habits. However, there are exceptions, such as Iasi and Prahova counties, which saw increases in visitors, indicating a possible regional redistribution of interest in cinema.

'The evolution of the cinema market in 2024, at a time when entertainment, cultural, and recreational activities were among the sectors contributing to GDP growth in the previous year, reflects a transformation in urban public consumption preferences. In a landscape dominated by digital content and personalised experiences, the traditional cinema must rethink its role in the entertainment ecosystem,' said Dana Radoveneanu, Head of Retail Agency at Cushman & Wakefield Echinox.

'This trend has direct implications for the development of shopping centers, where cinemas have long served as key traffic anchors. Today, developers are challenged to create multifunctional spaces that combine retail with cultural, social, and technological experiences adapted to new consumer expectations,' she added.

In terms of cities with the highest visit frequency per inhabitant in 2024, the leaders were: Brasov - 2.05 visits per resident (2023 data); Bucharest - 1.54; Braila - 1.18; Iasi - 1.06. In all other counties, this indicator was below 1.