Thanks to the EBRD and the EU4Business initiative, Silver Screen has taken Belrusian viewers to another dimension of cinema-going, with greater comfort.
"We want to change people's ideas about cinema-going"
Some six years ago, cinemas in Belarus were a gloomy sight. There were no private movie halls when the founders of Silver Screen spotted this niche. Co-founder and Director of Development Alexei Malaychuk speaks about how they managed to grow from one cinema into a multiplex network. “We wanted to give people two best hours of their lives—and show how innovative and top-notch a Belarusian company can be,” Malaychuk recalls.
It all started in 2014 with a small start-up that later became the first European-style cinema in Minsk— located in a three-storey mall, with seven movie halls, each of which simultaneously broadcasts a different film. The founders also made sure of the ultimate comfort for movie-goers. Silver Screen has a gaming area with slot machines and a self-service hall where people can buy snacks, drinks and real popcorn made with American kernels and Indonesian coconut oil. In the back corner, they even installed comfy love seats for sweethearts.
Focus on new technologies and increased comfort
It’s one thing to start a business, and another to ensure that it can be sustained and grow. The founders and top managers needed additional knowledge and expertise. The European Bank for Reconstruction and Development came to rescue and brought in a local consultant specializing in strategic and sustainable development to put together a business development strategy and better understand market trends. The consulting project was supported by the EU4Business initiative and the EBRD's Women in Business program funded by Sweden, the European Union and the Small Business Fund supported by Italy, Japan, South Korea, Luxembourg, Sweden, Switzerland, Taiwan, and the US.
Silver Screen received partial compensation for these consulting services. As a result, it was able to focus on new technologies, such as the South Korea’s ScreenX, which expands movie screens on the cinema walls. In addition, the Silver Screen equipped its cinema halls with Sony 4K digital projectors and audio systems for amazing sound, using Dolby, DCP, Crown and JBL technology. Last, but not least, this external support has helped Silver Screen to improve internal organization and efficiency.
By the end of 2019, Silver Screen had grown to a team of 170. The focus on technology and increased comfort has paid off: Silver Screen theaters are now famous. But the team isn’t ready to stop there: plans are to open new multiplexes with 4DX and ScreenX technologies.
