Would the Culture Pass become a welcome boost for cinemas, worried about declining attendance? It is not surprising that Rima Abdul-Malak climbed the steps of the Cannes Film Festival red carpet on Tuesday, May 24, with some young Pass holders. The new Minister of Culture is well aware of the latest data from this system which, for the past year, has offered an envelope of 300 euros to all young people aged 18 and, since January, 80 euros for 15-17 year olds to access activities and cultural practices of their choice (books, shows, concerts, etc.). What does this data show? That the reservation of a cinema session now comes in second place in the expenses of the Pass.
Admittedly, theatrical release represents only 17% of the consumption of this “culture check”, compared to 55% for books (top category since the launch of the system), but “the change in favor of films has been real since the reopening of the premises in May 2021”, notes Sébastien Cavalier, president of SAS Pass culture. Thus, nearly 2 million screenings were sold via the application, which includes 1,800 partner cinemas (all the major networks and 50% of art house cinemas). “Operators recognize that the Pass keeps their heads above water”slips Sébastien Cavalier.
Of the 1.9 million Pass users, a third have made at least one cinema reservation since May 2021. 50% of them are students, 36% high school students and 42% of them live downtown. Reservations concern 58% subscription cards and 42% individual sessions. A good number of young people allow their loved ones (family or friends) to benefit from it: thus half of them take advantage of their Pass to take “duo offers”. Unsurprisingly, the Wednesday and Saturday sessions concentrate the most reservations.
action and manga
What will Pass recipients see? Action, comedy, police, adventure are, in order, the most popular genres. These last months, Spider-Man, Uncharted, The Batman, Jujutsu Kaisen 0from Sunghoo Park, topped the rankings of their “cinema references”. The success of the animated film Jujutsu Kaisen 0, cited above all by 15-17 year olds, joins that of the manga from which it is adapted, Jujutsu Kaisenthe fifth most reserved book on the Culture Pass.
Invited to testify, Tuesday, May 24, during the presentation of the results of the first year of generalization of the Pass, Priscille Descout, director of the Saint-Maur Theater and Cinemas establishment (Val-de-Marne), did not hidden his interest in this new device. “Thirty percent of our places sold to young people come from the Culture Pass and the extension to middle and high school students will also allow us to increase reservations for school outings”she testifies.
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