Two years after the opening of Iveria Cinema in Khashuri, businessman Valeri Gelashvili says the venue continues to operate despite low customer turnout, with operating losses being covered by his other business activities.
Speaking to BM.GE, Gelashvili said the cinema is not generating enough revenue to sustain itself financially. However, he considers the project important for his hometown and has chosen to continue supporting it. “The cinema is operating. It is our own company, and we cover its expenses ourselves. Khashuri is my home town, so we offset these costs through our other businesses,” he said.
Gelashvili also noted that Iveria Cinema has a partnership agreement with Cavea, Georgia’s largest cinema chain. As a result, the same films shown at Cavea cinemas in Tbilisi are also screened at Iveria Cinema in Khashuri.
Iveria Cinema officially opened on March 4 last year, following an announcement of the project in 2021. Gelashvili invested approximately $2 million in the cinema, aiming to expand cultural and entertainment opportunities in the region despite the project's ongoing financial challenges.
