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Kenyans are facing increasingly expensive cinema tickets and concessions, prompting a shift towards more affordable streaming options and raising concerns about the future of the traditional movie-going experience.
Going to the cinema in Kenya is becoming a luxury for many, as ticket prices and concession costs continue to climb. This trend mirrors a global phenomenon where rising expenses are pushing movie enthusiasts towards more economical entertainment alternatives, particularly streaming services. The pinch is felt by individuals like 20-year-old Sahil Arora, who found a single multiplex ticket in Delhi, India, costing nearly a third of his weekly pocket money, with popcorn adding another substantial expense.
The escalating costs are leading to a noticeable decline in cinema attendance, with consumers like 38-year-old Harsh Verma reminiscing about a time when weekly movie outings were feasible, a stark contrast to the current economic reality. This shift is particularly relevant in Kenya, where the cost of living has been a significant concern for households. While the annual inflation rate cooled to 4.5% in 2024 from 6.8% in 2023, largely due to lower food prices, other sectors continue to strain budgets.
Kenya's cinema landscape has undergone a significant transformation over the decades. Once vibrant halls like Bellevue, Odeon, and Globe in Nairobi, and Moons, Lotus, and Majestic in Mombasa, were central to social rituals, offering communal experiences for families and friends. However, this culture has gradually faded, initially with the advent of pirated DVDs in the early 2000s, and more recently, with the widespread adoption of streaming platforms such as Netflix and Showmax.
Despite these challenges, Kenya's entertainment and media sector is projected for substantial growth, with PwC's Africa Entertainment and Media Outlook predicting the industry to reach KSh 412 billion by 2027, surpassing South Africa and Nigeria. This growth is largely attributed to Kenya's youthful population, increasing smartphone penetration, and improved internet access. The film and broadcasting industry contributed an average of 0.4% to Kenya's GDP between 2016 and 2022.
The Kenyan government, through initiatives like the 'Bottom-Up Transformational Agenda,' prioritises the film industry as part of the creative sector. Organisations like the Kenya Film Commission (KFC) and the Kenya National Bureau of Statistics (KNBS) are working to measure the economic contribution of the industry, with a Film Industry Satellite Account (FISA) report indicating a gross production value of KSh 86.9 billion in 2022.
However, the industry faces challenges, including a limited number of cinemas. According to data from Century Pictures, Kenya has only 12 cinemas and 43 screens, with Nairobi accounting for more than half. This limited infrastructure, coupled with the affordability gap, poses a significant hurdle to growing cinema culture.
Moviegoers express a clear concern about the cost of the theatrical experience, including transport, ticket prices, and inflated food and drink charges. Yet, the appetite for cinema, especially for major blockbusters, remains. Independent filmmakers and producers are also navigating this evolving landscape. Chloe Genga, an impact producer and distribution manager, advocates for an audience-first approach, emphasising the success of local stories that resonate with Kenyan audiences while possessing global appeal.
The rising cost of cinema tickets, coupled with the convenience and affordability of streaming services, poses a significant risk to the traditional cinema model in Kenya. This shift could further diminish communal movie-going experiences, which were once a cherished part of Kenyan culture. While streaming offers wider access to content, it also presents challenges related to digital piracy and the potential impact on local content consumption if not properly balanced with accessible theatrical releases.
The long-term impact of artificial intelligence (AI) on Kenya's entertainment industry, particularly in content creation and user analytics, remains to be fully seen. While AI is expected to revolutionise the sector, its specific effects on local filmmakers and the job market are still emerging.
The World Intellectual Property Organization (WIPO) and Omdia Film Production Database are set to launch a report on September 29, 2025, which is expected to provide further insights into global film production trends, including Kenya's position. This report will offer valuable data for stakeholders to strategise for the future of the Kenyan film industry.
The ongoing evolution of consumer habits, driven by technological advancements and economic pressures, will continue to shape Kenya's entertainment landscape. Stakeholders will be closely watching how cinemas adapt to the competition from streaming platforms and whether innovative models emerge to make the theatrical experience more accessible and appealing to a broader audience. The growth of local content on streaming platforms and the government's support for the creative industry will also be key areas to monitor.
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