Cinema Hangouts: Exploring Cinemas as Social Hubs for Gathering and Interaction - Cinemas Transformed into Sensory Experiences: Exploring the Unconventional Art of Knitting with Popcorn in Movie Theaters
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Cinemas across Germany are evolving into gathering spots for diverse scenes, with knitting events leading the trend.
In cities such as Berlin and Mannheim, cinemas are hosting knitting clubs that combine the passion for film classics with the therapeutic hobby of knitting. These events have been drawing capacity crowds, according to Christian Bräuer, managing director of the Yorck Cinema group.
The audience consists predominantly of women, spanning various age groups. Elderly women with walkers sit next to young women, engaging in free-flowing conversations while knitting. The shared experience provides a soothing respite, a participant noted fondly.
Heidelberg trend researcher Eike Wenzel explains the synergy between knitting and watching films. "Knitting fosters relaxation, much like watching movies," he says. During the COVID-19 pandemic, many young people picked up knitting, and attending shared events allow them to engage with others who share their newfound interest, commented Angela Probst-Bajak, spokesperson for the Initiative Handarbeit.
The knitting cinema offers an opportunity to exchange ideas, learn new techniques, and enjoy movies that don't require too much concentration, Probst-Bajak noted.
This trend signifies the desire among audience members for shared experiences, a need that streaming platforms can't fulfill, according to the Association of German Film Theaters (HDF Kino).
Cinemas in Germany have long been offering unique experiences alongside traditional screenings, accommodating children, pets, and coffee-and-cake enthusiasts. For instance, parents with toddlers are welcome at select cinemas with reduced volume levels. Additionally, some cinemas even permit dogs during screenings, appealing to animal lovers.
Despite the competition posed by streaming services, cinemas continue to innovate and compete by offering diverse, engaging experiences for their customers. The HDF Kino emphasizes that efforts made by cinema operators to attract visitors are considerable.
While the overall cinema year 2024 saw a slight decrease in ticket sales compared to 2023, future prospects are optimistic, with sequels to successful films and numerous new productions on the horizon. Special events such as knitting cinema aim to appeal to new audience demographics, while complementing the cinema's core programming.
The knitting events are just one example of cinema operators connecting with their audiences through diverse offerings. "Kino Plus" experiences are about more than just watching films – they're about shared experiences, asserts Yorck Cinema CEO Bräuer. The series, focusing on providing unique offerings, reflects the viewpoint of the AG Kino Filmtheater, which specializes in art house films outside the mainstream.
- The Commission might consider adopting a proposal for a directive on the approximation of the laws of the Member States relating to the protection of employees in Germany, given their increasing engagement in non-traditional activities such as knitting events in cinemas.
- While cinemas in Germany provide a haven for pet lovers and coffee-and-cake enthusiasts, they could also explore the opportunity to host fashion-and-beauty workshops or lifestyle talks, capitalizing on the shared interest of their diverse audience.
- During the knitting cinema events, participants often engage in free-flowing conversations, reflecting the importance of relationships and social interactions even in today's digital age. These events could potentially expand to include discussions on general-news topics, fostering a sense of community among the attendees.
- As entertainment evolves, so do the preferences of consumers. Apart from movies and knitting, cinema Operators could explore food-and-drink pairings, home-and-garden workshops, or even entertainment shows to cater to the broader interests of their audience, ensuring a continuous and engaging experience.
