In the Seehof cinema in Zug, the first films were shown again on Thursday evening after a forced break of more than four months. In contrast to part of the industry, the Zug cinema operators were not surprised by the Federal Council’s decision to reopen. Even so, it took a few days to get the cinemas up again.
However, there can be no talk of normal operation. “We switched very quickly,” says Managing Director Thomas Ulrich, “but there are a lot of questions that we don’t know how to deal with.” The reopening was associated with great effort. The halls had to be prepared, employees called up, posters printed and the homepage updated within a short period of time. “Our nerves were on edge until the first premiere,” says Thomas Ulrich.
The safety rules such as mask requirement, distance and reduced room occupancy by a third with a maximum of 50 people applied to the cinemas before the lockdown. A consumption ban has now also been added. For the Zug cinema operators this is an additional serious economic restriction and for the many visitors part of the experience is missing. Soft drinks and snacks are simply part of it for them. A new popcorn machine was therefore purchased in the Seehof cinema, but it cannot yet be put into operation.
Take away snacks and drinks only
Once again, the provisions are quite complex. The cinema could theoretically open its kiosk and hand out drinks and snacks outside as take-away. If you have a cinema ticket, on the other hand, you shouldn’t buy anything at the bar to consume, at best only when you leave.
“Under these circumstances, there can never be any question of profitability,” says Thomas Ulrich, who nevertheless cares about opening up and is happy to take on the effort. “We are making the offer for all loyal cineastes who feel the need to finally be able to go to the cinema again.”
Limited selection of films
At the moment there are six performances a day in the two Seehof halls and eight on the weekend. The aim of the operator is to cover a broad spectrum in spite of the limited possibilities. At the moment there is a superhero comic for the general public, a comedy and a thriller for less action-oriented people, a Swiss documentary and the essay film by Milo Rau “The New Gospel” for art house moviegoers.
The events organized by external parties in the Zug cinemas are also picking up speed again. According to President Elke Mangelsdorff, the FLIZ film club will begin its monthly screenings with a special guest on May 8th with the preview of “Arara – Banished in a foreign home”. The planning of the Zuger Genuss-Film-Festival from 16 to 23 September is also in full swing. The films and the chefs for the diners have already been selected. “We are happy about the opening of the cinema and we are happy to be able to hold our event,” says Festival CEO Matthias Luchsinger.
The 7th Zug Film Festival from November 2nd to 6th is in the middle of the preparations. Up to now, a physical issue and expanded hybrid offers are planned. The reopening of the cinemas is very important for the organizing committee, on the one hand because the retention of films affects the programming and on the other hand because the festival depends on the infrastructure and cooperation with the cinemas. “Above all, we’re pleased that you can finally see films on the big screen again,” says festival director Eveline Stalder, “that’s why we started the ‘Back to cinema’ campaign.” Who about the Festival website If you buy five cinema vouchers, you will receive a voucher for the Zug Film Days in November by mid-May.
—
It is currently not easy to put together an attractive program. “We are completely dependent on the distributors,” says Thomas Ulrich. “We had to keep changing the programming until the very end.” Films that were still promised on Friday were withdrawn on Monday. German productions are being held back until they can also celebrate their cinema premiere in Germany. The same goes for British and French films. The Swiss market is too small and not interesting enough for that.
A silver lining is looming on the horizon in terms of film offerings for May. Then the new Tom and Jerry film, the Disney production “Reya and the Big Dragon”, the blockbuster “Mortal Kombat” or studio films like “Druk (Another Round)” by Thomas Vinterberg with Mads Mikkelsen will be launched. “Then the cinema really picks up speed again,” believes Thomas Ulrich.
The audience returns
The audience definitely seems to have been waiting for the cinemas to open. The first day went well for the cinema in Zug. The afternoon children’s films were very popular. “We were so looking forward to being able to go to the cinema again,” says a grandmother with her grandson, “we just went to the first film we saw.” The cinema experience was also a welcome change from the vacation days for a family with two children.
According to the operator, the first screenings of the adult films were also well attended. He was pleased that the regular audience was returning: “I knew about half of the people.” Advance sales run as usual, many people spontaneously decide to go to the cinema.
Continue planning step by step
The Zug cinemas are only observing how the audience is now starting to pick up again. If it makes sense, the Gotthard cinemas in Zug and Lux in Baar will also be reopened. If the ban on consumption continues, the Gotthard is likely to open as an art house cinema in front of the Lux, which is known as a popcorn cinema. “We will continue to do what we are used to,” says the managing director, “remain flexible.”
Thomas Ulrich does not want to make a prognosis about the further perspectives: “I can imagine that people are tired of streaming and want to watch films again in company, but that is pure speculation.” He used to say that going to the cinema is a habit like going to a gymnastics club. “Today I hope that it is no longer the case.”
–
