Cinema Admission To Reach 148m During 2001, Despite March Slump

UK cinema admissions are predicted to reach 148m during 2001, an increase of 4% year on year, according to the latest figures from the Cinema Advertising Association. Revenue for the medium is also on the increase, pushed by a more adult and female orientated film product.

Admissions rose by 3% in the first quarter, compared to 2000. Ad revenue was up 113% in January, 18% in February and 53% during March, with brands including Orange, Renault and Tchae Tea amongst the biggest spenders. Debbie Chalet, president of the CAA, said: “2001 has seen a greater variety of films and cinema admissions have had an encouraging start to the year. The blockbusters this year will be later in the year with Artificial Intelligence, Tomb Raider, Pearl Harbour, Planet of the Apes, Lord of the Rings and Harry Potter.”

Admissions for March were down, however, at 10m, an average of 2.26 million admissions a week and a fall of 6.6% compared to last year. This is largely down to the huge success of the first quarter of 2000 when three of the top ten grossing films were released.

During the first quarter of 2001 however, only Hannibal is expected to reach the final top ten for the year. Its launch in February broke UK box office records (see Hannibal Smashes UK Box Office Records).

Hannibal remained the number one movie during March, followed by Chocolat, The Gift, Miss Congeniality and What Women Want. April admissions are predicted to be up 8% compared to last year following the success of Bridget Jones’s Diary and The Mexican.

Cinema Advertising Association: 020 7534 6363