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Going to the cinema in Sweden has become an expensive activity over the past years. In detail, one ticket cost Swedish kronor on average in 2010, a price that increased to * kronor in 2017. However, in 2018, the ticket price stayed unchanged.

Higher prices – more visitors

Now one might think that higher prices would mean fewer visitors to the cinema. However, the share of Swedes visiting the cinema during the period from 2010 to 2017 actually increased. While ** percent of the Swedes had been to the movies at least once in the year of 2010, the number peaked in 2017 at ** percent. In addition, particularly women frequented the cinema with more than ** percent of Swedish women going at least once in 2018, as opposed to ** percent of the men. Watching movies in the cinema was furthermore most popular with younger generations, with more than ** percent of Swedes between 16 and 29 years going at least once in 2018.

A thriving industry

While people in general spent more money on a movie experience, the cinema industry in Sweden seems to thrive. While the industry generated a revenue of *** million U.S. dollars in 2010, it is forecasted to reach *** million U.S. dollars as of 2019. Alongside the increase in revenue, the amount of money on advertising spending in cinemas has also overall increased, amounting to roughly *** million Swedish kronor in 2018.