"Skalvija" Director V. Levickaitė: Films Are More Than Entertainment, They Can Provoke

Vilma Levickaitė, director of the "Skalvija" cinema center and head of the Film Culture Association, observes a significant resurgence in non-commercial cinema attendance. Audience numbers have rebounded to pre-pandemic levels, demonstrating that the act of going to the cinema remains important to people, even with the convenience of home viewing. Levickaitė emphasizes that the appeal lies in the communal aspect of watching films together and the unique value propositions that cinemas offer. She notes that this return to normalcy is not just about the films themselves but also about the overall experience. Audiences now expect more, seeking not only compelling movies but also pleasant surroundings, film introductions, and other elements that deepen their engagement with cinema. This shift reflects a growing demand for curated and enriched cultural experiences.

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Non-commercial cinemas have seen audience numbers return to pre-pandemic levels. This is proof that going to the cinema is important for people, even though they can watch comfortably at home: because of being together with others, the shared experience, and the added values that cinemas offer.