The drop came as a result of tightening competition on the exhibition market, with the second 7-screen multiplex Cinamon and 2-screen Artis art-house cinema opening in Tallinn in October 2009. The new competition forced the incumbent near-monopoly Finnkino to reduce its ticket prices by nearly 45%. The full extent of the competition's impact will likely work itself into the statistics of 2010, spurred on by the economic depression.

Estonia's ticket prices have long been viewed as hugely inflated with regard to GDP per capita, and still remain more expensive by nearly a quarter in comparison with neighbouring Baltic states, Latvia and Lithuania.