Cinema Audiences Steady Throughout January

UK cinema admissions stood at a steady 13.4 million in January, representing an average of 3 million admissions a week, according to the Cinema Advertising Association.

But while the total is down 12.4% year on year, the CAA explains the dip with the extraordinary success of Lord of the Rings: The Return of the King, which dominated box offices throughout January 2004. The advertising body states that there were no comparable releases at the end of 2004 going into January 2005.

Following a year of sequels in 2004, the new year began with another follow-up film, Meet the Fockers, following Ben Stiller through a visit to his parents with disastrous consequences. Featuring ratings-winners Dustin Hoffman and Barbara Streisland the film took £8.6 million at the box office in January alone, far surpassing the success of prequel Meet the Parents.

Close behind Meet the Fockers, is supernatural thriller White Noise, starring Michael Keaton. Despite launching with a relatively low-profile release the film has notched up strong takings, raking in £6.1 million to put it in second place for the month.

Third place went to The Aviator, which won plaudits at both the Baftas and the Oscars during February. The Martin Scorsese adventure secured £5.9 million at the box office in January, while Closer drew £5.8 million in the same period.

Successful Christmas hit Lemony Snicket’s A Series of Unfortunate Events was still going strong at the beginning of 2005, claiming a second month in the top five, taking £4.8 million to secure fifth place.

Investment in cinema advertising was up 17.1% year-on-year during January at £9.3 million. According to Nielsen Media Research the top three advertisers in terms of spend were Orange with £1.2 million, Beiersdorf with £845,000 and Brown Forman Beverages spending £517,000.

February also looks promising for cinema admissions, as Meet the Fockers continues convincingly into the month, while audiences also enjoyed high-profile big-screen release, Ocean’s Twelve. A kids line-up, including The Spongebob Squarepants Movie, Racing Stripes and retro re-make The Magic Roundabout also looks strong and is likely to capitalise on the half-term break. Cinemagoers in March can look forward to the latest Will Smith movie, Hitch, as well as animated feature Robots and Miss Congeniality 2. CAA: 020 7534 6363

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