Kazakhstan's largest cinema chain Kinopark has stopped charging mandatory fees for film promotional marketing following intervention by the Agency for the Protection and Development of Competition (APDC). Promotion costs ranged from 20 to 60 million tenge.
WHAT THE ANTIMONOPOLY BODY FOUND
According to the APDC, film producers reported having to pay for promotional marketing of films at Kinopark. Following its analysis, the agency highlighted evidence of imposed advertising and mandatory payments.
It was noted that Kinopark independently determined screening schedules and could alter them during the opening weekend. Films could be left with predominantly morning and daytime screenings, have their number of showings reduced, or be pulled from distribution if box office takings were insufficient.
WHAT DEMANDS THE REGULATOR MADE
The chain was sent a notification under Article 174 of the Republic of Kazakhstan's Entrepreneurial Code. The APDC demanded that the imposition of advertising cease, that mandatory "entry fees" for film releases be abolished, and that partners be informed that advertising is not a mandatory condition.
Furthermore, the agency demanded the development of public, uniform rules for including films in distribution and for changing the number of screenings. According to the APDC, from 16 March Kinopark stopped charging mandatory fees for film releases and imposing promotional marketing.
WHAT MARKET SHARE DOES KINOPARK HOLD
The APDC's analysis covered the period from 1 January 2024 to 1 January 2026 and included Astana, Almaty, Shymkent, regional centres, as well as the Almaty and Turkestan regions.
In 2025, the volume of services in the market studied amounted to 40 billion tenge, with Kinopark's share reaching 48% compared with 45% a year earlier. Chaplin accounted for 19%, Arman 3D 3%, and Cinemax, Cinema Park and Aru Cinema 2% each. Other cinemas accounted for 24% of the market.
Thus, Kinopark and Chaplin together accounted for around two-thirds of the market studied. The APDC notes that Kinopark-Kinoplexx holds significant market power and an extensive network of screens, allowing it to influence the terms of interaction with distributors.
WHERE CONCENTRATION IS HIGHER
Kinopark's overall share does not reflect differences between individual territories. According to the APDC, in the Almaty region Kinoplexx's share in 2025 reached 92.3%, in Aktobe the affiliated company Kamga LLP held 97% of the market, and in Atyrau Kinoplexx West controlled 76.95%.
In Zhezkazgan, Kinoplexx was the only operator recorded and held 100% of the market in 2024 and 2025. In Kokshetau, following Kinoplexx's arrival on 15 December 2025, its share for the remainder of the month stood at 68%, while Cinema Alem held 32%.
The APDC recorded Herfindahl-Hirschman Index values ranging from 2,000 to 10,000 points across the territories studied. The agency classifies all these values as highly concentrated markets.
WHAT CHANGES THE APDC PROPOSED
The agency proposed introducing separate rules for carrying out film distribution activities and a standard contract between cinemas and rights holders or distributors. The proposals were sent to the Ministry of Culture and Information on 29 June 2026.
The ministry informed the APDC that it is considering amendments to legislation on cinematography. The materials provided do not specify exactly which amendments might be adopted or within what timeframe.
Separately, market participants pointed to the absence of uniform rules for interaction between cinemas and distributors, a standard contract, and a transparent procedure for the issuance and revocation of KDM digital keys.
