Key Points
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1960-92 |
-79%
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-80%
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-74%
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-40%
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1980-92 |
-20%
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-38%
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-22%
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-24%
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1985-92 |
-7%
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- 3%
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-11%
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- 9%
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Number of screens |
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Number of seats ('000) |
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Number of admissions per seat |
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Total number of admissions (millions) |
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Number of admissions per head of population |
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* unweighted average |
Concentration in Exhibition
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Market share of Top 3 players |
29%
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60%
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18%
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34%
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Market share of independents responsible for own programming |
57%
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26%
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68%
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47%
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Along with Ireland, the United Kingdom, Portugal and the Netherlands,
Belgium is undoubtedly one of the European countries where exhibition appears
the most concentrated: the three principal players - the Bert-Claeys-Kinepolis
group should be seen as a single player - together represent 60% of the
market. The cinemas belonging to the Bert-Claeys-Kinepolis group alone
account for 40% of admissions. With the opening of the Metropolis at Antwerp,
at the end of 1993, its share of the market should then exceed 55%.
In aggregate, the three leading Belgian exhibitors control 126 theatres:
they are all directly owned by the companies themselves. The only two outside
cinemas whose programming is provided by a circuit are the Beverly Screens
Complex and Super City One at Leuven; their programming is provided respectively
by Albert and Koen Bert (of the Bert-Claeys-Kinepolis group).
The structure of these leading players and the nature of the cinemas
which they own are, however, profoundly different: the Kinepolis group,
as it is known, in fact refers to cinemas owned separately or jointly by
the Bert and Claeys families, operating as a unit in other respects, as
a result of family ties. They are a family-owned company which had its
birth in the dramatic development experienced by two exhibitors twenty
years ago. This group's sites consist of multi-screen complexes, located
in various urban centres throughout the country (Liège, Hasselt,
Courtrai), but also, and most importantly, of multiplexes: the Decascoop
in Gand, and, in Brussels, Kinepolis, which is considered the largest cinema
complex in the world, with 24 screens and more than 3 million admissions
per year. In the near future, the group will also be opening another multiplex
with more than 20 screens, in the suburbs of Antwerp.
The UGC "circuit" is a subsidiary of the French company of the same
name: it owns three complexes, all situated in the capital.
Finally, the third Belgian network, the Heylen "network" (with 25 screens
located in Bruges and especially in Antwerp) went into liquidation. This
circuit went out of business in September 1993 when bankruptcy proceedings
were filed against the proprietor, Baron Heylen, one of the founders of
the Belgian exhibition industry.
As well as these leading players, the market contains other "circuits"
of a more regional nature: Hanne (since September 1993 the third Belgian
network), Rastelli, Hemelaer and Drieghe etc. Superclub, of the Philips
group, also owns a complex, in Louvain.
Access by Films to Screens
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Belga (Hemelaer) |
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Independent Films |
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Cinélibre |
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Excelsior (Heylen)* |
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Looking at Belgium, it cannot be said that access to films is made
particularly problematic by the presence of vertically integrated players.
There is, effectively, quite a clear separation between the functions of
exhibition and distribution: the most important distributors are hardly
present in exhibition; the principal exhibitors only exercise a marginal
distribution function. UGC, for example, does not carry out any distribution
activity in Belgium.
One is entitled, on the other hand, to inquire about the consequences
of the concentration experienced at the local market level in the exhibition
sector. When looking at films with wide popular appeal, these repercussions
appear to be negligible. Without exception, the leading exhibitors are
in fact benefitting from a monopolistic or quasi-monopolistic situation
in each of the provincial markets where they are present; this makes the
question of access to films de facto scarcely pertinent. In Brussels, where
competition is lively between UGC and Kinepolis, films are programmed in
parallel, owing to the considerable geographical distance between the complexes
(Kinepolis on the outskirts, and UGC in the city centre).
For specialised films, the position is only a little more difficult.
The distributors which specialise in this segment (essentially Cinélibre)
will give priority treatment to the Art and Experimental cinemas which
they own, or with which they have close relationships. But this type of
programming has little overlap with the provincial programming policy of
the principal circuits, so it is reasonable to assume that there is very
little cause for conflict.
The problem does, however, become more acute for "quality" films which
have received substantial media coverage, as these are at the same time
both indispensable to the Art and Experimental cinemas, and to the complexes
belonging to the circuits outside Brussels. In practice, the latter seem
to benefit from an effective exclusivity over feature films distributed
by the majors, whereas Cinélibre gives priority to the Art and Experimental
cinemas.
This situation causes conflict. Besides, we cannot rule out within
the hypothesis the likelihood that the future will bring an increase, if
not an acceleration, of the movements towards concentration which are already
occurring. The principal circuits will surely be tempted to use their dominant
position in the capital and the large towns to try and obtain exclusive
control over particular provincial markets. This trend is likely to be
reinforced by the lack of any specific regulation seeking to limit exclusivity
practices, as the only recourse for an aggrieved exhibitor is to take an
action with reference to the necessity for them of obtaining a specific
film.
Ticket Prices and Exhibitors' Shares
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Average ticket price incl. taxes (ECUs) |
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Average rental as a % of box office net of tax |
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Exhibitor's average share (%) |
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Exhibitor's share of ticket price (ECU) |
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Exhibitor's average share per screen (000 ECUs) |
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Cinemas Provision
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Number of screens per 100,000 population |
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Number of seats per screen |
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% large screens |
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% Dolby |
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% multiplexes (7+ screens) |
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The decrease in the number of admissions to cinemas resulted in profound
restructuring of the exhibition industry: a decrease in the number of screens,
a reduction in the average number of seats, and, as a corollary to these
two preceding phenomena, a rapid fall in the total capacity of the sector
(ie the number of seats) which has been divided by eight in the space of
thirty years.
These movements have obviously affected the rural and semi-rural areas
most; the areas of higher population proved more resistant to change: whereas
10% of screens were located in the large towns (more than 100,000 population)
in the country 30 years ago, today nearly 45% are there. Inversely, communities
with less than 20,000 inhabitants, which in 1960 had two-thirds of the
cinemas, today only possess a mere 15% of the screens, and account for
only 4% of box office.
In a first instance, in the towns, multi-screen complexes were developed.
The population density (more than 300 inhabitants per square kilometre)
and geographical concentration of Belgium both favour the building of multiplexes
(more than 10 screens) in Brussels, Gand, Charleroi, Mons, and now at Antwerp.
Amongst the country's five cities, only Liège does not yet have
a multiplex, but there, too, there is a project to build one.
For the audience, the development of multiplexes brought hitherto unknown
comfort and technical quality. Moreover, this competition acted as a spur
to other operators, forcing them to put considerable effort into modernisation.
This explains why the Belgian sector is, from a technical point of view,
one of the best in Europe.
This modernisation has especially helped to check, or in some cases,
to stop, the slump in the number of visits: the opening of the Decascoop
in Ghent has already, since the beginning of the 1980s, brought a revival
of cinema-going in that town. In Charleroi, the number of admissions increased
by nearly 50% in the 4 years following the opening of Carollywood, and
in Brussels, the figures leapt 30% in 3 years after the opening of Kinepolis.
Moreover, the largest complexes show the best films; have the best seat
occupancy rates (for example, nearly 8 visits per seat per week at Kinepolis
against a national average of 3.5); seats are more expensive there; and
they record the best monthly results per screen (nearly BF 2 million per
screen at Kinepolis, against a national average of BF 0.5 million).
Programming
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US films' market share |
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European films' market share
- of which national films |
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Art-house & experimental: screens as % of all screens |
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Art-house & experimental: share of admissions |
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As the principal circuits try to achieve a quicker return on investment,
the number of showings per screen has clearly increased: from 713 showings
per year in 1980 to 1,002 in 1991.
In other respects, the increasingly urban nature of the sector has
worked to limit the number of cinemas which close certain days each week,
or for certain periods during the year. In 1960, only one cinema in two
was open all year round; but as a result of these trends, this proportion
is now more than 70%.
The increase in the number of screens per complex has led exhibitors
more and more to organise their programming according to the principle
of one film per screen. Among the cinemas open all year, there are scarcely
more than one in five which present two or more different programmes each
week.
Allocating one film to each screen each week constrains the exhibitors
to choosing films which seem most likely to prove profitable, that is primarily
American films. The market share of American films was less than 60% in
1986/87; it nearly achieved a level of 80% in 1991/92. During the same
period, the market share of European films has dropped, from 32.6% to 18.9%.
Other statistics confirm this phenomenon: amongst the 20 top films at the
Brussels box office in 1991/92, only two films were not US productions.
Many European films, which achieve performances below the increasing
levels demanded by the complexes, are quickly taken off the screen, without
being given a chance to get established. It seems that occasionally even
the self-image of these new complexes may preclude the more demanding films.
It is also significant that specialist films, coming from the EU frequently
achieve better results in the modest Art and Experimental cinemas than
they do in the large complexes in the capital or principal towns.
Despite the above mentioned trends towards concentration, about a dozen
cinemas still survive in the large towns which can be grouped together
into the "Art and Experimental" category. In fact, they are the only cinemas
to show a wide variety of non-national EU films. Their market share is
obviously limited (between 3 and 4%), particularly as these establishments
are not found - with the exception of Courtrai - outside the larger urban
areas.
Role of the Public Authorities
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Taxes:
- Other taxes - Rights (musical) |
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Financial assistance:
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Cinema admission is subject to VAT at a reduced rate of 6%. There is
also, in most places, a local tax on exhibition, which is also applied
to box office. This latter can vary, according to the area, from 0 to 20%.
It averages at 9.6% of box office. The cumulative effect of these two measures
is to return to the public authorities nearly BF 400 million per year,
that is an average of BF 1 million per screen.
Since 1980, cultural affairs have ceased to be the responsibility of
national government, and have become that of the three Communities: the
French, the Flemish and the German. When it comes to economic affairs,
exhibition still comes under the national government, as a responsibility
of the Ministry of Economic Affairs. It was this Department which was responsible
for the regulations relating to film rentals.
With the exception of that regulation, intervention in the exhibition
sector has been rather rare: there is no specific regulation in existence,
for example, to limit exclusivity practices or block-booking. Finally,
there are no regulations seeking to define rules concerning windows for
feature films (cinema, video, pay TV, free TV).
Public subsidies to the exhibition industry also depend on the country's
various "Communities". There are no subsidy mechanisms in Flanders or Wallonia
for investment or operation. Even the Art and Experimental cinemas are
not generally in receipt of subsidies.
Some of them, however, benefit from a specific aid, which is given
in practice case by case. Some cinemas also benefit from a refund, or indeed
an exemption, from local taxes on exhibition. The European support from
MEDIA Salles or Europa Cinémas must also be mentioned. Whatever
the source of the subsidy, total aid given to cinemas is less than BF 20
million, which is 20 times less than the amount collected by the public
authorities from its levies on tickets.