The 3-screen midiplex will be operated by a newcomer in the local exhibition business, Apollo, which also operates one of the two largest bookstore chains in Estonia.

The cinema will be housed in a newly built shopping and entertainment centre and coupled with a book and entertainment store. The three cinema halls have a combined 420-seat capacity and 3D projection equipment.

Pärnu has long been deprived of modern cinema facilities, relying on a single-screen Soviet-era cinema which has been closed ahead of the new midiplex. The local theatre has also offered irregular screenings of mostly art-house fare.

Estonia currently has 4 multi-screen cinemas in 3 cities.

Apollo operates 11 brick-and-mortar bookshops in the Baltics, as well as online presence. The group belongs to Estonian Capital and its turnover in 2013 was 13.2 m EUR.

Sources: Estonian Public Broadcasting, Apollo