Apollo Cinemas Taps Digital Expert to Helm Baltic Operations

TALLINN, ESTONIA – July 24, 2026 – Apollo Group OÜ, the largest entertainment group in the Baltics, has announced a pivotal leadership transition for its cinema division. Effective August 1, 2026, Leitti Mändmets will take the helm as the new CEO of Apollo Cinemas Baltics. She succeeds Kadri Ärm, who will step down on July 31 after a significant tenure on the management board. The move signals a strategic emphasis on innovation and growth, appointing an executive with a deep background in marketing and a formal education in digital business transformation to navigate the evolving entertainment landscape.

A New Vision Forged in Digital Transformation

Leitti Mändmets is uniquely positioned to lead Apollo Cinemas into its next chapter. With over two decades of leadership experience across the private and public sectors, her appointment is a clear indicator of the group's forward-looking strategy. Crucially, Mändmets is no stranger to the organization, having previously served as the Sales and Marketing Director for Apollo Cinemas. This prior experience provides her with an intrinsic understanding of the company's operational DNA, market position, and customer base.

Her resume extends far beyond the cinema industry, featuring senior management roles at major Estonian corporations like telecommunications giant EMT (now Telia) and energy firm Eesti Energia, as well as a tenure as CEO of Bestair Group. This diverse background in large-scale, service-oriented industries suggests a capacity for managing complex operations and driving corporate strategy. However, it is her Master's degree in Digital Transformation in Business from Tallinn University of Technology (TalTech) that most clearly telegraphs the likely direction of her leadership. In an era where the line between at-home streaming and the theatrical experience is increasingly blurred, her expertise is poised to be a critical asset. Industry observers anticipate Mändmets will champion initiatives focused on leveraging data analytics for personalized marketing, enhancing the digital customer journey from ticket purchase to in-theater experience, and exploring new technology-driven revenue streams. Her vision will be essential as Apollo seeks to not only attract audiences back to theaters but also to redefine what a modern cinema experience can be.

A Legacy of Expansion and Resilience

Kadri Ärm, who has been on the management board of Apollo Kino since 2019, will depart after steering the cinema chain through a period of both significant growth and unprecedented adversity. Under her leadership, Apollo Cinemas solidified its status as the Baltic region's largest exhibitor, expanding its footprint with new locations, including a modern five-hall cinema in Tartu's Tasku Center in 2021 and the opening of Apollo Kino Keila in May 2026.

Ärm's tenure was also marked by a commitment to technological advancement aimed at enhancing the premium movie-going experience. A key achievement was the launch of the first ICE THEATERS® auditorium in Estonia at the Apollo Cinema Solaris in Tallinn in 2022. At the time, she expressed excitement about bringing innovative formats to customers, a strategy designed to differentiate the theatrical offering from home entertainment. Perhaps her most defining challenge was navigating the crippling impact of the COVID-19 pandemic, which forced widespread cinema closures in 2020. She led the company through this turbulent period, managing phased reopenings and adapting operations to a radically changed market. Her leadership ensured the company's resilience, leaving a legacy of strategic expansion and steadfast management through crisis.

The Strategic Engine of an Entertainment Powerhouse

The leadership change at Apollo Cinemas is not an isolated event but a calculated move within the broader strategy of its parent company, Apollo Group OÜ. The holding company is a dominant force in the Baltic entertainment and retail sectors, with a diversified portfolio that includes Apollo bookstores, O'Leary's entertainment centers, Blender juice bars, and restaurant chains. This integrated model creates a powerful ecosystem where different business units can cross-promote and create synergistic customer experiences.

The group's financial muscle and ambitious growth trajectory provide a formidable backdrop for the cinema division's next phase. For the 2024/2025 financial year, Apollo Group reported consolidated revenue of €227 million and a net profit of €3.8 million, demonstrating a strong recovery and robust health. This was further underscored by the successful public issuance of up to €50 million in bonds in March 2026—the largest such offering in the history of the Baltic capital market—securing significant capital for future investments. Recent strategic moves, including the acquisition of the 'Can Can Pizza' and 'Delano' restaurant chains in Lithuania and the announcement to bring the Krispy Kreme brand to the Baltics, highlight a relentless drive for expansion. Within this dynamic context, the appointment of a digitally-savvy CEO for the cinema division is a logical step to ensure one of its core entertainment pillars continues to innovate and contribute to the group's overall dominance.

Charting a Course in a Competitive Cinema Landscape

Leitti Mändmets will take charge of Apollo Cinemas at a critical juncture for the entire industry. The Baltic cinema market remains highly competitive, with major players like Forum Cinemas vying for audience attention. Furthermore, the industry is still grappling with the long-term shifts in consumer behavior accelerated by the pandemic and the pervasive challenge from high-quality streaming services.

Success in this new landscape requires more than just screening the latest blockbusters; it demands creating an unmissable out-of-home event. Apollo has already laid groundwork in this area with its premium formats and modern facilities. Mändmets' leadership is expected to build on this foundation, using her marketing acumen and digital expertise to deepen customer loyalty and enhance the value proposition of a trip to the movies. Potential strategies could involve expanding 'event cinema' offerings, such as live broadcasts of concerts and sporting events, and creating more integrated loyalty programs that span the entire Apollo Group ecosystem. By focusing on a seamless, technologically enriched, and premium customer experience, Apollo Cinemas under its new leadership aims to prove that the magic of the big screen remains an essential part of the cultural and entertainment fabric of the Baltics.