Click here to read German version of our press release on Blickpunkt Film.

BERLIN, GERMANY / MOSCOW, RUSSIA – April 4th 2018 – “Cinema Park” and “Formula Kino” form Russia’s largest cinema chain with over 25 million visitors per year. It is the first Russian cinema chain to test Smart Pricer’s “dynamic pricing” software. In summay, the new pricing system launched as a pilot at 3 sites in February 2018: CINEMA PARK Metropolis, CINEMA PARK Global City and CINEMA PARK MEGA Belaya Dacha.

Incidentally, the goal is to reward moviegoers with attractive prices. Providing that, they book early and come to shows at non-peak times. Guests can choose between three different price levels for movie tickets: “light”, “comfort” and “standard”. “Light” and “comfort” offer significant discounts to the standard rate. Consequently, they are optimized in real-time, based on predicted demand, time of booking and pre-sales.

“Light” and “Comfort” rates are highlighted in green or yellow on box-office monitors and the theaters’ websites for the convenience of the customer,

Cinema Park Pricing

Illustration of customer communication at Cinema Park Formula Kino

“It is important that Cinema Park Formula Kino moves with the times and keeps up with world trends”.

“Dynamic pricing in cinemas is a major trend in 2018. Large international networks such as AMC-UCI and Regal are actively testing and implementing this system. In that case, it drives revenue in peak periods and increases attendance in non-peak periods. It is important that the largest Russian cinema chain moves with the times and keeps up with world trends”, states Roman Linin, CEO of the United Cinema Chain ” Cinema Park” and “Formula Kino “.

January 2018, the German division of the world’s largest cinema operator AMC Entertainment, UCI Kinowelt, switched to a similar model with the help of Smart Pricer.

“Dynamic Pricing creates a true win-win situation for moviegoers, distributors and exhibitors. Moviegoers benefit from booking early and attending low-demand shows with attractive prices. Exhibitors drive online sales and overall revenues. Accordingly, distributors benefit as well”, says Christian Kluge, CEO of Smart Pricer.

Real-time dynamic pricing software

A German start-up developed the real-time dynamic pricing software. Smart Pricer specializes in bringing airline-type dynamic pricing to the entertainment and sports industry. The software producer is a Berlin-based company. They give businesses in the entertainment and sports industry the necessary tools to increase ticketing revenues. Smart Pricer helps its customers achieve their commercial goals while enhancing visitor satisfaction with their innovative analytics and pricing software,

For any additional information regarding pricing solutions by Smart Pricer GmbH please contact us at

“Cinema Park” and “Formula Cinema” merged to form United Cinema Chain, the largest cinema chain in Russia. It includes 77 cinemas in 29 cities. At the moment, the chain operates 641 movie screens, that is almost every 7th screen in Russia.

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