Newsletter-21

122 NEWSLETTER 2016 The Competition Authority determined that the said undertaking has been active in the screen advertisement market after the AFM/ MARS decision, and its market share is nearly 88%. It is observed that the MARS group receives much more of the advertisement revenue than its competitors. In the Report, end-user prices are also examined; however, a competitive concern was not mentioned. In the said Report, the purchasing power of the MARS group was also reviewed. In this scope, as a result of the acquisition, it was stated that the MARS group has important purchasing power in the screenings of foreign movies of small-medium size distributors; however, its purchasing power has no reflection on the market conditions. However, it was mentioned that the MARS group has determining influence over the dates on which these movies are released as a result of its purchasing power. The competitive concerns of the Competition Authority are stated with regard to the vertical integration activities of the MARS Group and its new acquisitions. As a result of the acquisitions, the MARS group is seen to have become vertically integrated in 2014. Within this scope of the sector examination, the undertakings that are active in both the distribution and screening markets are observed to have voiced their concerns on vertical integration. Additionally, again in the examination, it is provided that the MARS group has acquired few movie theatres with the last year; however, these acquisitions were not subject to authorization, since they were beneath the thresholds stated under Communiqué numbered 2010/4. Conclusion The sector report of the Competition Authority regarding cinema services determined the changes of the sector and the effects of digi- talization after the AFM/MARS acquisition. Within this scope, in the said report, the structure of Turkey’s cinema industry was examined, and the potential of its growth was mentioned. Within this scope, the development of the cinema industry, which has expanded significantly over the last ten years, is likely to continue when compared to the similar sized countries of the EU. The changes in the cinema industry are not limited to viewing numbers. It is observed that the movie theatres in malls and the chain