From cinema usher to international CEO: The career path of Yakov Borover

Yakov Borover, the 39-year-old executive at Planet cinemas, began his career in 2005 as an usher at a theater in Petah Tikva. Having dreamed of working in cinema since his youth, he now oversees the company's operations across Israel, Romania, and Bulgaria. Borover maintains that despite technological shifts and the rise of home streaming, cinema remains a vital space for collective experience and joy.

Born in Samarkand and having immigrated to Israel in the 1990s, Borover pursued his career in the film industry following his service in the Israeli Navy. In 2017, he moved to Europe to manage Planet's operations in Bulgaria, later taking on the Romanian market. During the COVID-19 pandemic, he faced unprecedented challenges, including theater closures and workforce management; he even established Romania's cinema association to facilitate the reopening of theaters.

Borover emphasizes that modern cinemas provide experiences—such as IMAX, 4DX, and ScreenX—that cannot be replicated at home. He also notes the significant influence of social media, particularly TikTok, on film success, observing that audience demand for locally produced films remains high in both Israel and his European markets.

Currently residing near Bucharest with his family, Borover continues to seek growth opportunities. When asked about a potential return to Israel, he jokingly remarks that the Israeli market alone is too small for his ambitions. He remains convinced that the cinema offers a sanctuary from the tensions of the outside world and a rare opportunity for collective focus.