Cinema slump fuels fears for ad sales

Agencies are concerned that a 20 per cent slump in cinema attendances may cause chaos in the cinema advertising market.

Figures for the first third of the year from the Cinema Exhibitors Association show that audiences have fallen dramatically year-on-year, and there is no sign of a blockbuster release to rescue the crucial summer period.

“The audience delivery packages sold by the cinema ad sales houses are guarantees that you will eventually get your promised audience,” says one agency chief.

“You get an extension of your campaign if audience guarantees aren’t met. But, with such a shortfall, there is going to be a serious problem in moving advertisers around to accommodate those whose targets haven’t been reached,” adds the source.

While the cinema chains have blamed the National Lottery for the audience slump, agencies believe this year’s films have been weak. A number of medium-sized releases are planned for the summer, but these will not generate the mass audiences of a Jurassic Park or a Four Weddings and a Funeral.

“We have been able to look ahead and predict admissions this year – so we’re not getting into a TV situation of overselling,” says Pearl & Dean deputy sales director Craig Harris.