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Lucerna Cinema joins the Aerokina. Promises to preserve tradition and new experiences

Prague's Lucerna cinema, one of the oldest and most prestigious cinemas in the Czech Republic, is changing its operator. It is joining Aerokina, a group of friendly cinemas, including Aero, Bio Oko, Světozor, Přítomnost in Prague, Bio Central in Hradec Králové and University Cinema Scala in Brno. The merger promises to diversify the programme, but also to enrich the services for the audience.

The legendary cinema Lucerna is entering a new chapter in its rich history, which dates back to 1909. By joining with Aerokina, it will gain access to shared know-how in the areas of dramaturgy, operations and marketing, which will enable further development of the programme and services for visitors and female visitors. At the same time, the cinema will retain its unique atmosphere and refinement associated with gala premieres of important Czech and international films.

"The audience need not fear that Lucerna will lose its charm or its popular film programmes and festivals. On the contrary, we will preserve what they like, and at the same time they can look forward to completely new blocks and formats that will enrich the offer," assures Jana Trnková, the new dramaturge of Lucerna, who also creates the programme of the Světozor cinema.

"I am very happy that Lucerna is joining the experienced colleagues from Aerokina," says Filip Schauer, Operations Director of Lucerna cinema, who has been working here for more than eight years. He adds that the process of Lucerna's transition to the new operator has been underway for several months, although the first changes will only now be noticed by the audience. These are mainly the new look of the cinema's website www.kinolucerna.cz and the possibility to use the so-called cinema cards, the Aerokina loyalty programme.

The Lucerna Café, which is inseparably part of the cinema and through which one walks to the cinemas, remains with its current operator, Lucerna Catering s.r.o. However, they are friendly entities that often complement each other in organising various events.

"The merger of the Lucerna Cinema with Aerokina is one of the first important steps we are taking to gradually revive the entire Lucerna Palace and, in the spirit of its rich history, expand its functional use as a traditional cultural and social centre that meets the demands of the 21st century," says Filip Štědrý, director of the Lucerna Palace.