The sharp rise is largely attributable to a dramatic drop in ticket prices, nearly 20% from 4.2 EUR in 2009 to 3.66 EUR in 2010. The drop in prime time evening ticket prices was even more marked compared to the average price, amounting in some cases to nearly 40%.
The drop in prices is a direct result of opening a second multiplex in the capital city of Tallinn in the end of 2009, the city that accounts for the bulk of the tickets sold in Estonia. The rise in admissions more than compensated for the price drop, bringing the country's gross box office to 7.8 M EUR in 2010, up from 7.5 M EUR in 2009.
The growth did little to help domestic films, however, leaving the share of Estonian films to a lowly 2% for a second year running, with just two features rolling out in the course of the year.
Predictably, the box was topped by Avatar which drew over 132,000 admissions in 2010. The highest scoring Estonian film, Red Quicksilver, landed on spot 16 with 27,235 admissions.
Estonian box office by admissions, TOP10
| Avatar | 132 739 |
| Shrek Forever After | 106 676 |
| Alice in Wonderland | 83 934 |
| Despicable Me | 65 124 |
| Inception | 61 696 |
| Eat, Pray, Love | 51 695 |
| Harry Potter and the Deathly Hallows | 49 118 |
| How to train your Dragon | 47 459 |
| Step Up 3D | 46 809 |
| Toy Story 3 | 46 170 |
Source: Estonian Film Foundation
