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's activity report 2022

Apollo Kino OÜ (hereinafter also referred to as the „Company“) is a subsidiary of Apollo Group OÜ, whose main activity is the screening of films.

By the end of the 2022/2023 financial year, the Apollo cinema chain consisted of 11 cinemas, with a total of 50 halls and 7235 seats. More specifically, the cinemas are located as follows: five cinemas in Tallinn (Apollo Mustamäe, Apollo

Ülemiste, Apollo Solaris, Apollo Kino Kristiine, Apollo Coca-Cola Plaza), two cinemas in Tartu (Apollo

Lõunakeskus, Apollo Eeden), one in Jõhvi, Narva, Pärnu and Kuressaare. The estimated market share of the Apollo cinema chain fluctuates between 60-70% depending on the period and film selection. The newest member of the Apollo cinema chain is

the Apollo Coca-Cola Plaza in Tallinn, which was acquired at the end of the previous financial year and began operating under the Apollo name from May 2022. The cinemas with the highest attendance in the cinema chain are Apollo Mustamäe and Apollo Lõunakeskus.

The main three components of the company's business model are ticket sales, cinema shop and catering sales, and cinema advertising and hall rental income.

The biggest characteristic of the financial year can be described as a slow recovery from the long-term pandemic impact on the entertainment business. The majority of marketing activities have been aimed at recalling customers to the cinema, advertising films and reintroducing the cinema experience. The cinema business is still affected by the Russia-Ukraine war, which has ended cooperation with Russian film studios and thus caused a lack of Russian films in Estonian cinemas. International film producers, led by Hollywood, have also withdrawn from the Russian market, which means not dubbing box office hits into Russian, which in turn means little or no cinema attendance in regions with a Russian-speaking population, i.e. in Narva and

Jõhvi

The company's main activity, i.e. the screening of films, was positively influenced by the improving film program after the pandemic and the abundance of local Estonian films. The total attendance of the Apollo Estonian cinema chain in the previous financial year was 1.994 million times, i.e. sold cinema tickets. The most watched films of the financial year were the Hollywood science fiction film „Avatar“, with a total attendance of 207 thousand tickets, the children's film „Minions. The rise of Gru“ 148 thousand visits and the domestic sports drama „Kalev“ 118 thousand visits

In the next financial year, the Company will continue to focus on bringing the customer back to „out-of-home“ entertainment and improving service quality. Greater emphasis will be placed on cooperation with film producers, aggressive marketing and sales strategy including cinema-specific special events. We are developing our service model including self-service environments and sales channels but also physical space to make cinema visits even more comfortable and enjoyable. More specifically, the company plans to modernize the technology of the Apollo Solaris and Apollo Coca-Cola Plaza cinema halls and renew the interior of the cinema halls.

Other long-term business focuses concern the management of the Company's human resources and the increase of environmental impacts or so-called green footprint. As the workforce providing cinema services is younger than the market average and the organization still has the effects of post-pandemic restrictions and cuts, the goal is to increase employee satisfaction, mental health measures and support and advise employee development. In the field of social responsibility, we will start preparing more specifically for future changes in packaging law, i.e. the introduction of reusable packaging, in order to