the essential
Despite a “catastrophic start to the year”, the Rex is doing well, with attendance up 15% for 2024. This is the fruit of the efforts made by its manager, Nicolas Subra.
“Do you remember what it was like before?”: Nicolas Subra takes a rather happy look at the entrance hall of the Rex, renovated at the beginning of last year (like room 2, equipped with new armchairs and comfortable reviewed). “It wasn’t suitable. We hired an interior designer, anyway, and I think the colors are good. It’s new, without being too modern. A little retro, nice. I’m very happy with the result, we did that, it’s not bad,” analyzes the manager of Rex.
Two French films as locomotives
At the helm for two and a half years, he looks back on a year 2024 which had started off badly: “Until May 1, it was very bad, admits the manager of the Appamean cinema. We lacked American films, because of the strikes in Hollywood, but it was bad for everyone, nationally.
And then two French films were released which boosted attendance, “A Little Something Plus”, and “The Count of Montecristo”. “Until the end of December, we had very good films, these two in particular, and above all quality films: people left happy. And as a result, they wanted to come back. It’s an effect snowball. I see it like that,” continues Nicolas Subra.
Then, “L’amour Ouf”, by Gilles Lellouche, brought back to the Rex “a younger audience, who did not come to the cinema: they use other media”, he adds. And then the attendance was supported by two cartoons, “Vice-versa 2” and “Vaiana”, at the end of the year.
Despite four days of closure
In total, “A little something extra” attracted 4,800 spectators, while “Vice-versa 2” had 3,600 entries. “In 2023, we had 43,000 entries, and at the end of December, we are at 49,000, having closed 15 days in January, for work. That is a 15% increase,” he summarizes.
Nationally, small cinemas (less than 80,000 admissions) are doing well, but with lower scores. “There have been changes at the Rex. People noticed it, and I added comfort”, analyzes Nicolas Subra: the installation of air conditioning, at the start of his activity, then the restoration of the entrance hall and room 2 this year, representing around €40,000 worth of work.
A clientele that develops “loyalty”
Another reason for satisfaction: the Rex is building customer loyalty better and better, with 700 subscriptions in 2023, then 1,000 last year. And the Appamean cinema has widely opened its doors to the city’s associations. “I will continue to work with them,” continues the manager of the Rex. There are monthly meetings with Ciné 9 and Art Plus, the Carmelite association. I have set up “Anguish Fridays” », a horror film, once a month I want to improve the concept, but I have to think about it Now, the associations come to me. This was not the case at the beginning. We set up the cinemas tales, with the Appameans of the book, which worked very well, 150 people in total, with an adapted price” (€4 entry, adults and children).
In two years, the Rex has forged many links: “I’m really happy with that,” concludes Nicolas Subra.
“We will have to find something else”
There remains the future. Redoing room 1 is infeasible: “It is designed in tiers, everything would have to be broken”, impossible to change the chairs. Nicolas Subra simply planned “maintenance for 2025”. Change the armchair covers for example. But that’s all: “We’re between four walls, there are stairs… We have to find something else,” he confides. In the city center, of course: “That’s what Pamiers needs, a cinema between the city center, with a real place of welcome and conviviality, not a simple corridor: I have lots of ideas “The city and its surroundings deserve something else, despite everything we can do here.” In terms of comfort, accessibility, entertainment and programming, with at least three rooms.
