‘Threequels’ Boost Cinema Admissions To 11.2 Million For June
High profile ‘threequels’ have seen UK cinema admissions up almost 28.5% year on year in June to 11.2 million, according to the latest figures from the Cinema Advertising Association.
Films such as Pirates of the Caribbean: At World’s End, Shrek the Third, Ocean’s Thirteen and Spider-Man 3 have spurred the upturn.
The third instalment in the Pirates series was the month’s biggest film with a massive £15 million in box-office takings. Despite its release at the tail end of June, Shrek the Third took second place for the month at just under £13 million.
Total admissions figures for the second quarter of 2007 also experienced a significant uplift of 6.4% to 37.9 million. Orange was the top cinema advertiser over the period April – June 2007, with their out-of-reel sponsorship, followed by Unilever and Apple. The top categories for advertising spend over the quarter were Drink at over £8 million, Telecoms and Computers.
2007 has been a strong year for cinema admissions, with the trend expected to continue into July and the coming months.
“2007 is proving to be a bumper year for cinema with a number of big summer blockbusters bringing film lovers to the movies in their millions,” said Clare Turner, sales director at Pearl & Dean.
“With the latest instalment in the Harry Potter series grossing £16.5 million domestically in its opening weekend, more big movies still to come like this week’s Transformers and The Simpsons Movie, The Bourne Ultimatum due in August, fantasy Stardust in the autumn and The Golden Compass towards the end of the year, the coming six months are looking very promising for the cinema industry.”
Adam Mills, sales director at Carlton Screen Advertising, added: “It’s no surprise that cinema admission figures have increased this year with such a solid product offering. Our recent FAME research shows that cinema is still the most enjoyed activity out of the home across the UK, and this is evident by the three million plus people who visit the cinema each week.”
According to the CCA’s research study, FAME (Film Audience Measurement and Evaluation), which was rebranded from CAVIAR (Cinema and Video Industry Audience Research) last year (see Cinema Research Study Re-Brands), cinema-goers are likely to be more receptive to advertising messages than those watching TV or surfing the internet.
The cinema body’s 24th annual survey released earlier in the year showed the medium to be in strong health.
The study shows that 92% of people enjoy going to the cinema as compared to the other activities surveyed, whilst people are more receptive to ads on the medium because they claim to be more relaxed, engaged and attentive (see Cinema Advertising Gives Greatest Cut-Through).
CAA: 020 7534 6363