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Reopening cinemas: Beltrade in Milano, Italy

Reopening cinemas: Beltrade in Milano, Italy

In this article, we have the feedback of Cinema Beltrade’s team in Italy on how was their reopening experience.

Cinemas across the world have slowly started reopening. Curious to know what it feels like to go back to the cinema after months of closure, we have asked some of our members to give us their feedback on the reopening experience.

We have collected the first impressions of: Splendid Cinema in Riga, Latvia; Cinema Zlatna Vrata in Split, Kino Samobor in Samobor and Kino Valli in Pula, in Croatia; Kinodvor in Ljubljana, in Slovenia; Kino Tapiola in Espoo, in Finland; LantarenVenster in Rotterdam and Chassé Cinema in Breda, in the Netherlands; Cinema Rosebud in Reggio Emilia and Beltrade Cinema in Milano, in Italy; CinéMadart in Carthage, Tunisia; Cinéma Le Studio in Aubervilliers, France; Uránia and Béke Art Cinema Screens in Miskolc, Hungary.

Beltrade, Milano (Italy)

We talked with Paola Corti and Monica Naldi, owners of Beltrade cinema in Milano

How was the experience of reopening? How did your audience react?

We were happy but also very agitated, then the audience arrived with a lot of calm and desire to return to the cinema and they gave us their energy. We noticed positively that all age groups of cinemagoers came.

What worked out best at reopening your cinema?

Strengthening the contact and the relationship of trust with the audience. Moreover, the fact that we were the only cinema in Milan to open from day one, in addition to a single multiplex, provided us with considerable journalistic coverage!

Have there been any unforeseen difficulties around the reopening?

It was difficult to deal with the succession of different news about the reopening and the rules to follow. The rules themselves, beyond the economic aspect, were a source of anxiety at first but after a few days we metabolized them. There remains a certain complication in some aspects, such as having to keep track of people, and in assigning seats in the room with the variable of family groups. For Italy there is then the seasonality, the sun came out and the heat started, even more so after a quarantine, people have little desire to stay in closed places. But this was an expected problem.

How did you implement the security and health guidelines given by the authorities of your country?

Distance in the room: one seat yes and two no, none in front and none behind > from 200 to 70-90 seats (the numbers vary due to the variable presence of ‘family groups’)

Distance to entry and exit: signs on the ground and signs on the walls. One at a time in the ticket office – use of a removable Plexiglas at the cash desk. When necessary, use of several different exits from the entrance.

Hygiene: Initial sanitization with special products (in practice a thorough cleaning); presence of hand sanitizers, gloves and on request masks. Sanitation of all surfaces, including the armrests of the seats, between one show and another. Cleaning once a day (as before), with indicated alcohol/chlorine based products. Thinner programming so that you have time to ventilate the room between shows (in addition to the intake of air from outside through the mechanical intake system – we do not have air conditioning).

Booking: recommended for evenings and weekends

Purchase: we recommend the use of satispay (phone app) whenever possible. We have no pos: no credit cards.


Cinema Beltrade
Milan – Italy


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