The Eden Cinemas organised their first ever Cinemum morning last Friday – and it was a great success.

Mothers were invited to watch a recent release at the Eden Cinemas with their young babies in a relaxed atmosphere and were able to socialise with other young mothers. Due to the demand, the Eden Cinemas showed the film on two screens and had to close bookings the weekend before.

Over 100 mums brought over their kids to watch “Yours, Mine and Ours”, a light comedy very much in theme with the day’s event. Before the film and during the intermission, mothers had time to mingle, visit the various mother-baby related stands in the foyer and allow their babies to play in the designated play area.

During the film’s interval, mums were treated to complementary teas and coffees and had at their disposal baby changers and bottle warmers kindly made available by “Little People” of San Gwann.

A stand of Pampers goods was on show and Pampers handed out products and kids’ toys to every one of the mums and grandmothers present.

Mums only paid Lm2 while babies and children up to the age of four were allowed for free.

“This event was organised after some research of mother-baby facilities on the island. The general feeling among mothers was that there were too few activities available for mother and baby. Such Cinema mornings are popular in the UK and the US and although we weren’t certain of how Maltese mums would react to a cinema morning, we thought we’d give it a go! We were pleasantly surprised at the turnout and great feedback we received”, said Kate de Cesare, Marketing manager for the Eden Leisure Group.

Lights were partially on in the theatres and the sound subdued to make it easier for mothers and babies. Parking was provided for free and a buggie park was organised so that mums could keep their pushchairs close by.

The general feeling at the morning was one of fun and acceptance of the noise and bustle that a group of at least 100 under four-year-olds can generate! The mums were thrilled as not only did they enjoy watching the movie, but they also enjoyed the opportunity to socialise. They are looking forward to the next Cinemum event, which the Eden Cinemas plan to hold on a regular basis. Interested persons may email marketing@eden leisure.com for more details.