February 2005 was a strong month for cinema, with advertising spend enjoying a 39.4% year on year increase to reach £12.1 million, according to the latest data released by the Cinema Advertising Association (CAA).
The top three advertisers during the month were Orange, spending £1.1 million with its out-of-reel sponsorship, followed by car manufacturers Vauxhall with £746,000. Volkswagen UK was the third largest spender, splashing out £582,000 during February.
Despite a slow start to the year, cinema advertising is predicted to enjoy a strong performance in 2005, following the 6.6% increase in revenue enjoyed in 2004. The cinema industry as a whole continues to go from strength to strength with a 4% increase in total UK admissions last year.
At the beginning of the year, the Advertising Association (AA) forecast that cinema advertising expenditure would see a 4.8% increase in 2005 (see UK Adspend Forecast To Rise By 4.2% In 2005).
Meet the Fockers retained its position at number one at the box office in February, taking £17.5 million and hitting over £26 million since its release in January (see UK January Cinema Admissions Fall). Ocean’s Twelve followed in second place grossing £11.5 million, while Warner Brothers’, Racing Stripes took £5.23 million at the box office.
The CAA forecasts that April will perform strongly in terms of cinema admissions, with a few of Hollywood’s most anticipated blockbusters set to make an appearance. John Tavolta and Uma Thurman will be reunited for Be Cool, the follow up to Get Shorty, while Matthew McConaughey and Penelope Cruz pair up in Sahara.
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