The cooperation between Fünf Höfe and Filmfest München is a fine example of how the interplay between retail, art, culture, and entertainment can result in creative innovations that also benefit visitors. Elke Haeffner, Center Manager of Fünf Höfe, explained: “We are very proud to be the official cooperation partner of the popular and well-established film festival since 2019. It has been a successful symbiosis from the very beginning. An intensive exchange from which many exciting, creative things emerge.”
Guests from casts and crews live at the shopping center
The shopping center welcomed the movie industry in 2021. Due to the Corona pandemic, the concept was adapted to the current situation. The motto was “Live throughout the city”, which meant that all movie premieres were shown at nine special open-air venues – and Maffeihof of Fünf Höfe was the most central of these venues. Right at the city center, between Marienplatz and Odeonsplatz, and easily accessible by all means of transportation. Here, film fans could experience a modern plaza feeling à la “Cinema Paradiso” in an atmospheric, architecturally top-class, and elegant ambience and finally enjoy great cinema again after lockdowns, contact restrictions, and cultural as well as cineastic dry spells. For each screening, people from the movies’ casts and crews were live guests in the mall, presented to the audience on stage after the film, and they were available to answer the audiences’ questions. On July 7, 2021, the Fritz Gerlich Award ceremony and screening of the award-winning film also took place at Fünf Höfe.