The price reduction, the first ever for the exhibitor outside special events, is widely seen as a countermove in anticipation of the opening of a competing Cinamon (www.cinamon.ee) multiplex in the capital city of Tallinn in October 2009.

The near monopoly of Forum Cinemas (www.too.ee) has been the cause of disproportionally high ticket prices in Estonia. According to a survey by Screen Digest, Estonia in 2005 had the world's second most expensive cinema ticket prices when weighed against personal incomes, just behind Bulgaria.

According to the national agency, the Estonian Film Foundation, the average ticket price in Estonia was 4.5 EUR in 2008.

Forum Cinemas is the biggest exhibitor in Finland and the Baltic States, operating 25 cinemas with 155 screens.