Cinema is particularly exciting in Geneva
Movies More and more Swiss people—especially those from Ticino—are going to the movies more often—and are also seeing more ads. In Geneva and Lausanne, the advertising time marketer Mediavision gained additional market share.
Cinema More and more Swiss people - especially those in Ticino - are going to the cinema more often - and are also seeing more advertising. The advertising time marketer Mediavision gained further market share in Geneva and Lausanne. The cinema industry recorded an extremely strong influx last year - 6.3 percent more visitors bought tickets. Box office hits such as "Harry Potter", "Lord of the Rings II" and the latest James Bond film brought an average of 486,000 weekly contacts to the cinema medium throughout Switzerland in the survey period from April 2002 to April 2003, 29,000 more than in the same period the previous year. However, the growth was only really significant in Ticino, where the weekly reach increased by 33 percent to 21,000 visitors, while in German-speaking Switzerland the increase in visitors (+17,000 or +5.5 %) reached exactly the limit of the confidence range. In the French-speaking part of Switzerland, on the other hand, cinemas only gained a total of 6000 contacts (+4.3%). The change was far less significant. In contrast to the previous year's survey period, new multiplex cinemas did not play a significant role in the increase in reach this time, as only one new large cinema opened its doors in Baden (fall 2002). At the same time, however, small cinemas were closed in the city of Aargau.
Medivision catches up slightly
At the level of the two competing cinema marketers Cinecom and Mediavision, the good cinema year brought hardly any shifts in their market shares (MA). In terms of Switzerland as a whole, the two even remained in exactly the same positions as in the previous year: Cinecom continues to hold 86.4% and Mediavision 13.6%. As Cinecom still leases all cinemas in German-speaking Switzerland and Ticino, it has an MA of 100% in both parts of the country. The situation is different in French-speaking Switzerland, where Mediavision improved its MA slightly from 45.3% to 46.2%.
What is significant, however, is the fact that Mediavision was able to expand its combat zone in the hardest-fought centers of Geneva and Lausanne. In these cities, Cinecom also achieved slight, albeit not significant, improvements in market share. However, Mediavision - with an increase of 4,000 visitors in Lausanne and 5,000 contacts in Geneva - was ahead: these gains are exactly on the significance threshold.
As a result, Mediavision now has a market share of 26.4% in Lausanne, 4.7% more than last year. In the city of Calvin, the figure is now as high as 57.4%, 3.2% more than in the previous survey period. By contrast, Mediavision was unlucky in Valais, where it won all leases but still suffered significant losses in reach (-28.6 %).
Multiplex: primarily leased by CinecomThere are currently nine multiplex cinemas in Switzerland: Balexert in Geneva, Cinétoile in Prilly, CineStar in Lugano, MaxX in Lucerne, Cinemax in Zurich, Kinepolis in Schaffhausen, Trafo in Baden, Cinedome in Abtwil (SG) and Flon in Lausanne. Further projects are in the planning phase in the Basel, Berne, Zurich-Oerlikon and St. Gallen regions. Apart from Balexert, Cinecom has succeeded in signing contracts with all other major cinemas. (mk)
Markus Knöpfli
Medivision catches up slightly
At the level of the two competing cinema marketers Cinecom and Mediavision, the good cinema year brought hardly any shifts in their market shares (MA). In terms of Switzerland as a whole, the two even remained in exactly the same positions as in the previous year: Cinecom continues to hold 86.4% and Mediavision 13.6%. As Cinecom still leases all cinemas in German-speaking Switzerland and Ticino, it has an MA of 100% in both parts of the country. The situation is different in French-speaking Switzerland, where Mediavision improved its MA slightly from 45.3% to 46.2%.
What is significant, however, is the fact that Mediavision was able to expand its combat zone in the hardest-fought centers of Geneva and Lausanne. In these cities, Cinecom also achieved slight, albeit not significant, improvements in market share. However, Mediavision - with an increase of 4,000 visitors in Lausanne and 5,000 contacts in Geneva - was ahead: these gains are exactly on the significance threshold.
As a result, Mediavision now has a market share of 26.4% in Lausanne, 4.7% more than last year. In the city of Calvin, the figure is now as high as 57.4%, 3.2% more than in the previous survey period. By contrast, Mediavision was unlucky in Valais, where it won all leases but still suffered significant losses in reach (-28.6 %).
Multiplex: primarily leased by CinecomThere are currently nine multiplex cinemas in Switzerland: Balexert in Geneva, Cinétoile in Prilly, CineStar in Lugano, MaxX in Lucerne, Cinemax in Zurich, Kinepolis in Schaffhausen, Trafo in Baden, Cinedome in Abtwil (SG) and Flon in Lausanne. Further projects are in the planning phase in the Basel, Berne, Zurich-Oerlikon and St. Gallen regions. Apart from Balexert, Cinecom has succeeded in signing contracts with all other major cinemas. (mk)
Markus Knöpfli
