The cinema industry is currently under pressure from many sides. Viewing habits have changed due to competition from Netflix and Co. Streaming platforms compete with movie theaters for blockbuster films.
In addition, the maximum return expectations of property owners cannot be met with film screenings. Gone are the days of the large cinema halls, the trend is towards small projection rooms and multiplex cinemas.
How the situation will develop after the corona lockdown has been lifted and whether the audience will come back is in the stars.
Downsizing the cinema room
Cinema operators must therefore think about the future. At the Gotthard cinema in Zug, the decision was made to make better use of the space in order to achieve at least a minimal return. To this end, corresponding studies were commissioned from a well-known Zug architect (Zentralplus reported).
Now you are one step further. Adrian Hürlimann, who owns the Gotthard cinema together with his brother Alban, confirms this: “There are now specific preliminary projects that relate, among other things, to a second use within the space of the cinema.” Even if some rooms for shops or services are being built into the Gotthard, in future films will be shown there on the big screen. “Operations are planned to remain unchanged until further notice,” says Adrian Hürlimann.
Kino Hürlimann AG operates a total of four cinemas in Zug and Baar. The pioneering cinematic company can celebrate its 100th anniversary in 2023.
“Lively cinemas and an innovative film culture undoubtedly enliven Zug’s cultural landscape.”
Iris Weder, Head of Culture Department, City of Zug
The Gotthard cinema has its basic structure from the early days and is one of the buildings worthy of protection. “This inventory makes some concepts impossible for us”, regrets Adrian Hürlimann, “we have been discussing it with the preservation department for four years.”
For these reasons, there is still no schedule for the building application for the renovation of the Gotthard cinema. According to the preservation officer Franziska Kaiser, the Office for Monument Preservation and Archeology has not yet received an application to clarify whether the building is worthy of protection.
Controversial arcade installation
Theoretically, the city would have the option of continuing the arcade in the neighboring building of the Speck brothers, Gotthardstrasse 16, through the cinema building. This would allow straight passage from the new pedestrian passage under the railway viaduct to the Speck confectionery. However, this would not only affect almost the entire cinema foyer, but also the existing street café.
At the moment, the city’s plans are on hold. “The arcade would only be enforceable for the city in the event of a total renovation of the property,” says Adrian Hürlimann. In his opinion it would do some damage to the industry. However, pedestrians would have little benefit because the arcade in the area between Baarerstrasse and Alpenstrasse is broken up by uncovered streets and driveways.
Subsidies and new business models
Definitive structural decisions have not yet been made for the Gotthard. According to Adrian Hürlimann, other requirements are necessary for the survival of the cinema. “The long-term future also depends on public participation,” he predicts. Zug and Baar should have an interest in the continued existence of the cinemas, as these are an important factor for the attractiveness of the inner cities of Zug and Baar. There was a fundamental consensus on this among their representatives and also in the Directorate of Culture.
“The long-term future also depends on public participation.”
Adrian Hürlimann, cinema owner
In order for cinemas to retain their place in the cultural offerings of the city of Zug in the future, changes in their business models are required. This is the conclusion of the head of the city’s culture department Iris Weder.
She sees concrete possibilities for this: “New digital formats, increased participation and communication as program announcements, as well as efforts to build a sustainable cinema community – these challenges will increasingly be the focus in the future.” In Iris Weder’s view, the role of public funding should be discussed in more depth. She hopes that the cinemas in the city of Zug will find their way out of this crisis.
The head of the Office for Culture Aldo Caviezel confirms that the discussion on cinema funding has been launched by the Canton of Zug. Concrete statements on this are not yet possible at this point in time.
However, cinema operator Hürlimann is optimistic: “The maintenance of the arthouse section, which is dependent on cross-subsidization, which is crucial for a comprehensive offering, should be able to count on broad support.”
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