Danish cinemas thrive with streaming service collaborations

Cinema is not dying, as some might believe. In Denmark, Nordisk Film Cinemas is showing that with innovation and data, the film industry can thrive. Founded in 1906, Nordisk is one of the world's oldest film companies and remains a leader in Danish cinema. The way people watch films has changed over the years. More viewers now turn to streaming services and at-home subscriptions. Mikkel Hansen, head of business intelligence at Nordisk, explains that the film industry has always adapted to changes. The company has embraced collaboration with streaming giants like Netflix and Amazon to reach a wider audience. Despite rising competition from streaming services, cinema attendance in Denmark remains strong. Around 10 million people visit Nordisk multiplexes each year. According to a recent report, Danish cinemas are expected to grow by 8% in 2025. Hansen shows optimism, saying that there is little evidence to suggest cinema popularity is declining. To stay successful, Nordisk Film is diversifying its offerings beyond just movies. They are involved in areas like video games and digital advertising. Hansen emphasizes the need to adapt to audience preferences, which is essential for continued growth. Behind Nordisk’s modernization is a company called Qlik. Their technology helps optimize screening schedules and adjust pricing. This collaboration allows Nordisk to better understand consumer behavior and create tailored experiences for moviegoers. One example of innovation at Nordisk is the new cinema concept called Reservoir. This venue combines dining, intimate screenings, and social areas for a more complete experience. Hansen highlights that using real-time data helps them adapt quickly to what customers want, ensuring a vibrant future for cinema.