New chain of cinemas arrives in Querétaro


The company born in 2021 seeks to compete in the market with Cinemex and Cinépolis with lower prices and alternative theaters for art films

There is good news for lovers of the seventh art. Querétaro will be the new home of an emerging cinema chain that seeks to attract young audiences with its digitalized sales system and ticket prices that start at 42 pesos.

Cinedot is the name of this new chain that opened its doors in 2021 in Coacalco, a town in the State of Mexico, and has since expanded to other cities in the country, including Cuernavaca (Morelos), Toluca (State of Mexico), Tijuana (Baja California), Azcapotzalco and Los Reyes Acaquilpan, in Mexico City.

The new branch of this Mexican chain will be located in The Hub complex, located on Boulevard Bernardo Quintana Arrioja in the Centro Sur area of the capital of Querétaro. Dulce Cid, in charge of the company’s marketing department, said in an interview for DIARIO DE QUERÉTARO that the announcement of its inauguration will be made through the company’s social networks; Therefore, they invite the population to keep an eye on their official channels.

He announced that in our city they are contemplating the opening of a total of seven movie theaters, one of them with a 3D format screen and 7.1 surround sound, while the regular screens will have 5.1 sound.

In addition to including the most anticipated film premieres on its billboard, the marketing manager expressed that they will allocate part of their projections to their “Side B”, as they call, the space Cinedot provides titles from independent cinema, art cinema or experimental cinema.

“In this Side B we exhibit films that may be art films and that, above all, the large chains do not give them this space in many of their cinemas, so we do open this space so that all those titles from small distributors can reach the people,” Dulce Cid added.

She asserted that something that characterizes her brand is the price range, with tickets between 42 and 49 pesos; while in chains like Cinépolis the general admission starts at 82 pesos, depending on the age group and the days of the week, and at Cinemex they start at 75 pesos. As indicated by Dulce, in Querétaro the entrance prices will not exceed 70 pesos and during the opening week they will have a promotion for tickets at 39 pesos per person.

They opened their doors in a pandemic

According to what Ramón Estévez, general director of the chain, shared for El Sol de México, in July 2022, the project was born “quickly.” His work in other cinema chains allowed him to learn how the industry worked, and so, in less than four months, he was able to launch his own project in 2021.

The company’s plan is to open a total of 120 theaters in the country, and although they had planned to open 15 cinemas in 2023, as it is a project born in a pandemic, growth has been slower, but stable, indicated the general director.

Cinedot’s initial investment is 300 million pesos and its initiative includes the recovery of disused movie theaters. In the case of Querétaro, the company will open its doors in facilities that had been abandoned by another cinema chain, so part of its objectives is to give these spaces a new opportunity.

According to the director’s testimony, it has been their commitment to the recovery of spaces that people already knew, and the digital sale of tickets, which has managed to quickly position them in the market.

Since they opened the doors, they have opted to offer the sale of tickets and food online; That is, moviegoers can make their purchases from the official website or application and show up only with their QR code. The company has observed that this tool saves audiences an average of 20 minutes waiting in lines, and prevents them from missing part of the beginning of their movie.

Source: Diario de Queretaro