Roman Isaev, a member of the board of directors of the Association of Cinema Owners (AVK) and the founder and head of the AVK PRO division, believes that the drop in attendance at Russian shopping centers and cinemas is temporary. He expects foot traffic to rebound within one to two weeks and is currently in discussions with NSN to coordinate responses. The perspective is grounded in past patterns where momentum returns after unsettling events, supported by industry observers who note that the current dip resembles a brief pause rather than a lasting trend.
In the wake of the terrorist attack in the Moscow region, a sharp decline in visitors to malls and cinemas followed. Isaev points out that after such incidents there is typically a lull as people reassess risk and adjust their routines. Yet his forecast is cautiously optimistic: within a week or two, normal activity levels should resume. He observes that traffic tends to surge on weekends and during school holidays when family outings become more common, suggesting a rebound driven by shared consumer habits rather than permanent change.
Isaev stresses that cinemas are actively augmenting security measures as an essential element of restoring public confidence. In his view, the principal obligation for enhancing safety rests with shopping malls themselves, which bear a major responsibility for maintaining secure, welcoming environments that encourage people to return to their favorite venues.
Analysts have noted that attendance in Russian shopping centers rebounded after notable events, although not uniformly. After the Crocus City Hall incident, analysts reported a temporary decline in foot traffic, with a decrease in some venues by a noticeable margin. In Moscow specifically, traffic to shopping centers dropped significantly, prompting industry bodies to forecast a gradual recovery over the following weeks. The Shopping Centers Association has indicated that a normalization of activity is likely within a month, reflecting an industry-wide expectation of resilience in consumer behavior and the effectiveness of renewed safety protocols.
There has also been recognition of a broader trend in which previous owners and operators of shopping centers express willingness to support film industry initiatives, underscoring a collaborative approach within the sector to sustain traffic and cultural programming during periods of uncertainty.
Across the sector, stakeholders advocate for proactive communication with the public to clarify safety measures, reassure visitors, and highlight ongoing investments in security, lighting, crowd management, and consents for events. The consensus is that as audiences adjust to the new normal, cinemas and shopping centers will continue to adapt with updated protocols and community-focused programming that strengthens the appeal of in-person experiences. The retail and entertainment ecosystem remains focused on balancing caution with the intrinsic appeal of live entertainment, shopping, and dining in a safe environment, with recovery expected to unfold in a measured, consumer-driven timeline.