The Finnish Chamber of Films has estimated that visitor numbers at cinemas plunged by more than a quarter over the first two summer months of the year – by 16 per cent in June and by as much as 37 per cent in July. However, the near-empty screenings cannot be blamed solely on the warm summer weather.
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“One variable doesn't explain the phenomenon; it's rather a sum of several factors,” views Tero Koistinen, the chief executive at the Finnish Chamber of Films. “Naturally, the heat is not the least of them,” he recognises.