11/03/2003

From 16-18 March, the French Film Federation (FNCF) is organising the 4th edition of Springtime in Cinemas when it will be possible to see a film for just Euros3. This is a way of encouraging filmgoing during the traditionally slow month of March. More than 2.1 million people took advantage of the offer last year, twice as many as in a "normal" week. Best of all, the overwhelming majority of audiences was made up of young people, attracted by the discounted tickets.
The FNCF publicised the event by means of a widespread promotional campaign called "the Pin Ups of Cinema" that has been screening in French cinemas since 12 February. The trailer features popular female stars like Elody Bouchez, Emmanuelle Devos, Lou Doillon and Cécile de France.
For the last 18 years, French exhibitors have been organising the Film Party at the end of June, and they are hoping that "Springtime in Cinemas" will contribute to maintaining public interest. During the 90s, and thanks to improvements made to theatres and the quality and variety of films programmed, attendance in France really began to take off and reached new heights in 1992 with 116 million tickets sold, followed by 183 million in 2002.

(Translated from French)