About 40% of all movie tickets sold in Denmark are for seats in one of Nordisk Film’s 14 movie theater complexes. The no smoking policy thus affects a great deal of movie-going Danes – from families to film buffs.
Marketing Director in Nordisk Film Cinemas, Michael Chalmer:
”We are doing this in consideration of our guest and employees. Our two Metropol-cinemas in Århus and Copenhagen became no-smoking theaters last year, and we have had positive reactions. Studies show that smokers and non-smokers alike have received the initiative really well. This is why we have chosen to initiate the no-smoking policy in all our theaters starting May 1.”
Michael Chalmer does not rule out the possibility of a photographer’s flash catching puffs of smoke at future opening night events, however. In these cases, it will be up to the production companies, who rent the entire movie complex, to decide whether guests and cast members may smoke in the theater lobby.
From now on, however, everyday users of the theaters will find that all 226 ashtrays in Nordisk Film Cinemas have been removed, and that they will have to go outside, if they wish to smoke.
