In a significant advancement for cinema enthusiasts in Colombia, Bogota has recently embraced a pioneering commitment to innovation and creativity in the film industry. The newly inaugurated company Viziona has launched an impressive complex of movie theaters nestled within the bustling El Eden Shopping Center, located in the western part of the city.
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With a total of nine state-of-the-art theaters, this modern venue showcases cutting-edge technology in sound systems, screen quality, and overall design. Their unique selling proposition includes a promise of zero waiting times, providing cinephiles with an unprecedented opportunity to immerse themselves in “a new way of experiencing cinema.”
Rodrigo Botero, general manager of Viziona Cines, spoke with EL TIEMPO about the inauguration festivities, reflecting on the initial response and the company’s groundbreaking strategies as well as their ambitious expectations for the upcoming holiday season in December.
Despite being operational for only a few days, the complex has already reported an impressive occupancy rate of 22 percent. This figure becomes particularly noteworthy given that a 40 percent annual occupancy is considered remarkably successful in the cinema industry.
“From Thursday to Sunday, approximately 7,000 visitors experienced our facilities, which is a substantial number, surpassing many established cinemas and key competitors throughout the city,” Botero mentioned, expressing satisfaction with their early achievements and noting that Viziona has quickly positioned itself as “third in the area of influence.”
The construction of this cutting-edge cinema complex involved an investment exceeding 30,000 million pesos, and it officially opened its doors to eager audiences on November 14.
What was the balance of the inauguration of the movie theaters?
Botero described the experience as magnificent, noting that while there are always minor technical adjustments to refine, the sound quality in the theaters was outstanding. To highlight the capabilities of their spaces, they screened various short films, culminating in the highly anticipated release of ‘Gladiator 2,’ catering to movie purists. The complex also offers original English versions with subtitles, allowing viewers to appreciate the authentic performances by the actors along with breathtaking sound effects.
What do moviegoers find in Viziona theaters?
With nine distinct theaters, Viziona is able to cater to diverse cinematic preferences. The offerings range from family-friendly films to Hollywood blockbusters, action-adventures, and thought-provoking art films, ensuring that there is something to delight every audience member.
For dedicated cinephiles who cherish exceptional sound quality, the venue features original versions in English within their flagship Vmax Room—a giant 20-meter screen equipped with the advanced Dolphin Dolby Atmos system, which is touted as the most sophisticated such technology currently available in Colombia. This auditory experience is designed to envelop viewers completely, creating a truly captivating ambiance.
The VIP rooms are designed for cineaste enthusiasts, featuring an extraordinary 7.1 Dolphin sound system, coupled with plush reclining chairs and personalized chair service. These amenities ensure that patrons enjoy a unique combination of luxury and comfort, with offerings tailored to appeal to every taste and budget.
What expectations do you have for the December season, which is very strong for the industry?
Looking forward to the upcoming December season, which is traditionally robust for the cinema sector, Botero expressed hopes that the recent addition of online ticket purchases will significantly enhance attendance, potentially doubling or tripling the number of guests. Highly anticipated films, such as ‘Mufasa,’ a prequel to ‘The Lion King,’ are expected to draw considerable crowds, along with notable national titles like ‘La Pena Máxima,’ which traditionally attract interest in December. Botero conveyed optimism that this holiday season would result in extraordinary attendance figures.
How do you fulfill the promise more than just going to see the movies?
One of the standout features is noted in the children’s theater, where the fun often continues even after the movie has concluded. Children are seen playing and enjoying themselves in the common areas while families linger, highlighting the venue’s commitment to providing a comprehensive entertainment experience beyond just the film itself.
Botero remarked that their strategy aims to extend the time spent within the venue, ensuring that customers, regardless of the type of ticket purchased, have access to the VIP lounge, allowing for a more inclusive environment unlike that found in other cinemas.
How do you position yourself against local competition?
With impressive early numbers, Viziona aims to rank among the top 10 to 15 cinemas in Colombia within a span of six months. Noting the stiff competition, Botero confidently stated that Bogotá houses some of the finest cinemas in the region, particularly in the western part of the city.
Highlighting the need for resilience in an evolving marketplace, Botero addressed the competition posed by digital streaming platforms, which gained traction during the pandemic. Despite an increase in viewership on these platforms, he is optimistic about returning to pre-pandemic attendance levels, fueled by the cinematic experience’s irreplaceable appeal, particularly regarding sound quality and the overall immersive environment it offers.
“In 2023, we approached around 80 percent of the public attendance witnessed in 2019, and with strategic plans in place, we anticipate surpassing these figures in the coming year,” he concluded.
This blend of state-of-the-art technology, engaging experiences, and profound audience understanding positions Viziona Cines not just as a place to watch movies, but as a destination for unforgettable cinematic adventures.
ÁNGEL NICOLÁS DÍAZ MALPICA – School of Multimedia Journalism of EL TIEMPO
GUILLERMO REINOSO RODRÍGUEZ – Editor of Bogotá
EDITORIAL TIME
*The El Edén Shopping Center belongs to the Luis Carlos Sarmiento Angulo Organization, a group of which the newspaper EL TIEMPO is a part.
How does the occupancy rate of Viziona Cines compare to the industry standard, and what strategies contributed to its early success?
**Interviewer:** Welcome, Rodrigo Botero, General Manager of Viziona Cines. Thank you for joining us today. Your new cinema complex in Bogotá has made quite a splash! Can you share some highlights from the recent inauguration?
**Rodrigo Botero:** Thank you for having me! The inauguration was indeed a magnificent experience. We had sound quality that exceeded our expectations, and despite the initial technical adjustments we foresee, the response from our first visitors has been overwhelmingly positive. We screened various short films, leading up to the release of ‘Gladiator 2,’ and the audience’s reaction was encouraging.
**Interviewer:** That’s impressive! You mentioned that you achieved a 22% occupancy rate shortly after opening. How does that compare to other cinemas in the area?
**Rodrigo Botero:** Yes, it’s noteworthy, especially considering that a 40% annual occupancy is considered very successful in the industry. We welcomed approximately 7,000 visitors from Thursday to Sunday, which is quite substantial and places us third in our area of influence, surpassing some of our larger competitors.
**Interviewer:** It’s clear that Viziona Cines is committed to providing a unique cinema experience. What can moviegoers expect when they visit your theaters?
**Rodrigo Botero:** We offer nine state-of-the-art theaters that cater to a wide range of cinematic preferences—from family films to action-packed blockbusters. Our flagship Vmax Room features a giant 20-meter screen with the Dolphin Dolby Atmos sound system, ensuring an immersive experience. Additionally, our VIP rooms provide a luxurious atmosphere with reclining chairs and personalized service.
**Interviewer:** Looking ahead, what are your expectations for the upcoming December season, which is typically a big time for the cinema sector?
**Rodrigo Botero:** We’re optimistic! With the new online ticket purchasing system, we expect to significantly boost attendance, potentially doubling or tripling our visitor numbers. There are highly anticipated films like ‘Mufasa,’ along with national titles that usually attract a lot of interest. We believe this holiday season will bring extraordinary attendance figures.
**Interviewer:** That sounds promising! I’d also love to hear about your strategy to create an engaging experience beyond the movie itself.
**Rodrigo Botero:** Absolutely! One of our standout features is the children’s theater, where the fun doesn’t stop after the film. We encourage families to enjoy our common areas, allowing children to play and interact. Our goal is to create a comprehensive entertainment experience that extends well beyond just watching a movie.
**Interviewer:** Thank you, Rodrigo. It seems like Viziona Cines is setting a new standard for cinema in Bogotá. We look forward to seeing how you continue to innovate in the industry!
**Rodrigo Botero:** Thank you! We’re excited for the journey ahead and thrilled to be part of this vibrant community.