The Money Returns For Cinema Despite Ad Industry Downturn

May once again proved a good month for cinema admissions, with last year’s high (see May Days Prove No Emergency For Cinema Box Offices) being overtaken by 2.5%, to reach the largest figure for May admissions, 11.6 million, since records began 26 years ago.

Debbie Chalet, president of the Cinema Advertising Association (CAA) commented: “Cinema is booming at the moment. Despite all the news of an advertising downturn, cinema revenue is very buoyant. This is due to the successful sales packages that have been developed over the last few years, capitalising on increasing audiences and a growing number of screens. Year on year we anticipate cinema to be 15-20% up by the end of 2001.”

A strong box office performance for the month was attributed to the twin attractions of the newly launched action thriller The Mummy Returns, which managed an opening weekend of £5.4m, and the continued popularity of Bridget Jones’s Diary, which has so far taken £37.3m during its nine week run.

The CAA is forecasting cinema admissions for 2001 could reach 148 million, a 4% increase year on year. June is expected to show a 12% year on year increase as The Mummy Returns continues to enjoy success, while the critically acclaimed animation Shrek opens, along with the critically panned Pearl Harbour.

The top five films for the month in terms of box office performance were: Bridget Jones’s Diary, which took £15.4m; The Mummy Returns, which took £11.3m; Captain Corelli’s Mandolin, which took £6.1m; The Mexican, which took £3.2m and Spy Kids, which took £2.6m.

CAA: 020 7534 6363

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