Cinema Puts Bums On Seats

In 1983, less than half the population said that they would ever go to the cinema; last year three quarters of the UK visited the big screen at some point during the year. It seems that the movies have found a place in Britons’ hearts and it currently shows little sign of waning.

Excepting a little lull three years ago, cinema popularity has continued to grow since the start of the decade when admissions stood at 88.7 million for the year. If growth continues at its current rate, then around 140 million people will have gone to the pictures by the end of this year.

Source: CAA

Annual advertising revenue across the medium grew by 300% between 1987 and 1997, up from £22 million to £88 million (not including direct marketing expenditure). According to Advertising Association data, drinks advertisers are the biggest spenders in cinema, followed by cosmetics and toiletries and clothing. Of this ad spend Carlton Screen Advertising handles just under 70% of all cinema sales with Pearl & Dean picking up the remainder.

Source: Advertising Association/CAA

Those in the 25-34 year old age group are the heaviest users of the cinema, accounting for 29% of visits; 35-44s make up 16% of cinema attendance. The younger age groups visit the cinema less than the generation above them. In terms of social grade, cinema audiences predominantly comprise C1s (36%) and ABs (31%). C2DEs account from 33% of cinema attendance.

Source: CAA/NRS

Latest data from CAA/EDI shows that cinema admissions for August this year fell by 18.9% year on year to 13.95 million. An average weekly admission during the month was 13.5 million. August is a traditionally big month for cinema as the summer’s blockbuster films are released. This August saw the likes of the X Files Movie, The Horse Whisperer and Mercury Rising.

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