Associations launch campaign to convince Portuguese to go to the movies

Uma incentive campaign on cinema trips is launched on Thursday by two associations of the sector, to attract more spectators and ensure the business of the cinema exhibition, Lusa told the leaders of the initiative.

Titled “Sit down. In cinema”, the campaign consists of a small film-manifest involving several Portuguese actors and actresses, for exhibition in the cinema, television and social networks, and was created by the Portuguese Association of Cinematographic Companies (APEC) and the Portuguese Association of Defense of Audiovisual Works (FEVIP).

This communication campaign is to “create habits that are no longer rooted” among the Portuguese and “to prevent the offer of cinemas from starting to decrease. If there is more public, the rooms will not close ", told Lusa the director-general of FEVIP, António Paulo Santos.

When asked if it is a communication campaign that will take the Portuguese to the cinema, namely those who live outside the large urban centers, where the offer is smaller, António Paulo Santos responded with the need for “public policies” for the sector.

“ Obviously this has to be accompanied by public policies and if we can create some habit – I don’t say we’ll create a habit, that’s an illusion – if this makes it possible to pick up some viewers in these areas, the rooms start to be more composed and, from the perspective of commercial cinema, to be profitable. And this is one of the goals”, said the head of FEVIP.

António Paulo Santos also rejects the idea that the problem lies in the price of tickets that, on average, cost 6,18 euros in 2025, according to data from the Cinema and Audiovisual Institute (ICA).

“ Tickets are not expensive, there is a very miserabilist culture, but we see the music festivals, with 100 euros tickets, sold out. Football fields sold out. Seven euros for a ticket and with the discounts there is a lot of money? ", asked.

The communication campaign – which will last at least until March 2027 – is launched at a time when there is an increase in both the number of spectators and box office revenue in Portuguese cinemas.

According to the ICA, with data recorded by September, cinemas this year recorded a 20% increase in ticket receipts, to a total of EUR 64.8 million, and a 9.8% increase in audience to 9.2 million viewers, compared to an equal period of 2025.

“ This year is not going badly, we hope to reach the end of the year with a lot more viewers than last year, but the truth is that we have not yet reached what we would like to have and that would be ideal for the activity: we probably have 2018, 2019 levels, have more than 15 million [of spectators]”, said Lusa the director-general of APEC, Fernando Ventura.

For APEC, which represents most cinematographic displays, “Portuguese cinema is essential” to boost business.

“ We would like a higher percentage of national cinema on the national market. If it went up to 15% [of spectators share], it would be a good tool to sustain the distribution activity, of the exhibition ", said Fernando Ventura.

By the end of September, 40 Portuguese films or Portuguese co-production were released in cinemas, representing 13% of the market share of all films premiered in the room.

However, 291,321 viewers saw them, that is, only 3.1% of the 9.2 million entries registered between January and September 2026, and APEC wants this quota to rise to 15%.

About the cinema exhibition network in the country, until September there were 525 rooms, but the number is fluctuating as it concerns the rooms that report ticket data to the ICA.

Nevertheless, this issue reflects the changes in the view of the exhibition in recent months, with the closure of several rooms, namely the insolvency of the exhibitionist Cineplace. A year ago, at the end of September 2025, there were 550 active rooms.

“ If there is no tendency for spectators to go, the rooms do not open either. This is a vicious circle: no spectators, no rooms; no rooms, no spectators. Everyone has to row in the same direction, even if it is necessary for the State to make some initiatives and support, as I think they are being thought of”, said Fernando Ventura.