## Discovering Analog Majesty: The New 70 mm Projector in Madrid
Recently, the Mk2 Cine Paz in Madrid has taken a bold step into the cinematic past by installing a state-of-the-art 70 mm analog projector. This new addition, installed by David Pereira and his son, marks a significant revival in analog cinema and offers film enthusiasts a unique viewing experience. Officially inaugurated on April 10 with the release of ‘Kill Bill: The Whole Bloody Affair’, Madrid becomes the fourth Spanish city equipped with this remarkable technology.
### A Legacy of Cinematic Expertise
The Pereira family’s connection to cinema spans three generations, with a history steeped in cinematic innovation. David’s grandfather was instrumental in installing the Cinerama system in the late 1950s. Such specialized craftsmanship has become increasingly rare, making this installation even more significant. Nacho Martínez-Useros, the programming director at the Mk2 Cine Paz, has confirmed that this 70 mm projector is here to stay and will be used alongside the existing digital projector in the theater.
### Mapping the 70 mm Renaissance
Prior to this launch, only three theaters in Spain could boast 70 mm projection capabilities: the renowned Phenomena in Barcelona, and the Palafox and Aragonia cinemas in Zaragoza. Interestingly, Zaragoza, a mid-sized city, previously had two 70 mm theaters while Madrid had none. Upcoming showings at the Mk2 Cine Paz include Christopher Nolan’s ‘The Odyssey’ and special re-releases of classics like ‘The Hateful Eight’ and ‘2001: A Space Odyssey,’ aiming to close the cinematic gap in the capital.
### Challenges in the Current Cinema Landscape
The timing of this venture coincides with a precarious phase for the Spanish film industry. Recent provisional data from Comscore for 2025 indicates a decline in theater attendance and revenue, with a staggering 38% drop from 2019. While the first half of the year saw a slight uptick, the latter half fell sharply, illustrating the challenging environment for cinemas.
### Premium Formats: A Market Opportunity
Despite the challenges faced by traditional cinemas, premium formats such as IMAX are flourishing. In stark contrast to the decline in the Spanish market, IMAX reported a record-breaking $1.28 billion in 2025, a 40% increase from the previous year. The rise of premium formats has shown that audiences are willing to pay for unique experiences, with 15.6% of the North American box office attributed to these formats.
### The Vision Behind Analog Cinema
Though analog 70 mm may not compete on the same financial level as IMAX, it seeks to provide a similar allure by transforming the cinema visit into an extraordinary event. With features like intermissions and hands-on reel loading, every screening aims to cultivate a richer, immersive experience. This strategy aligns with a broader cultural trend known as “eventization,” where audiences seek experiences that cannot be replicated at home.
### The Future of Cinematic Experience
While maintaining profitability in today’s cinema landscape is a challenge, the Mk2 Cine Paz’s venture into 70 mm film represents an exciting return to classic cinema. The approach of fewer screenings at higher prices for unique experiences may ultimately provide much-needed oxygen to the film exhibition industry. By elevating the experience of going to the movies, could this be the answer to revitalizing the theater-going experience?