August Triumph For Cinema

UK cinemas enjoyed their highest month of admissions for 31 years during August, according to the Cinema Advertising Association (CAA), as 18.1 million came to see films including Planet of the Apes and Cats & Dogs. Research also suggests that cinema advertising so far continues to resist the downturn affecting the rest of the industry.

According to Media Monitoring Services (MMS), cinema revenue is up 46% year on year, compared to the -4% decline seen across the rest of the industry. Sectors showing significant growth include motors, which, as the biggest spending category, has grown 239% year on year. Drinks climbed 45% and food 49%.

Debbie Chalet, president of the CAA, commented: “The performance of cinema so far this year has been tremendous…we are also seeing a marked increase in advertisers looking to use cinema for the first time.”

The total number of admissions, the best August figure since 1969, was up 31% on July’s and 34% year on year. Cats & Dogs opened on 3 August and went on to take £18.7m at the box office, putting among the top box office draws of the year. Planet of the Apes took £12.9m, while other box office winners for the month included sequels Rush Hour 2 and Jurassic Park 3 and children’s animation Shrek.

CAA: 020 7534 6363

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