€2.50 is all it will cost to watch a film at nearly 500 cinema theatres across the country between May 11 and 13.
Organised by the country’s cinema theatres and distributors, ‘Festa do Cinema’ hopes to revive the movie-going tradition by offering lower ticket prices during the three-day event.
“We have to attract more people to the cinema – that’s our great challenge,” said Filomena Serras Pereira, the president of the national cinema and audiovisual arts institute (ICA), which is involved in the event.
The discount tickets will be available for all movies except 3D, IMAX and VIP theatres.
According to ICA, things have actually been going better for the nation’s movie theatres this year.
Data shows that ticket sales – almost exclusively thanks to box office success ‘Fifty Shades of Grey’ – increased 20% during the first three months of this year compared to the same period in 2014.
Based on the book by British author E.L. James, ‘Fifty Shades of Grey’ was seen by over 490,000 movie-goers and generated a €2.5 million box-office, helping cinema revenues increase by a whopping 60% in February compared to the same month last year.