15% admissions surge boosts cinema industry

UK cinema admissions increased by 15 per cent to 132 million in 1996, according to analyst Dodona Research.

The figure was boosted by National Cinema Day, which celebrated 100 years of cinema with a national 1 admission fee. The cinema industry is now understood to be planning to make Cinema Day an annual event.

Dodona predicts that admissions could reach 180 million a year if the industry continues its programme of opening multiplex screens. Over the next three years, a further 600 multiplex screens are planned – in addition to the existing 900. There are 1,350 traditional town-centre screens in the UK – which accounted for 60 million admissions in 1996.

The cinema industry is expected to start channelling more funds into marketing as it completes its multiplex construction programme and seeks to ensure the new complexes are filled. Growing competition between new complexes will also increase the need for marketing, says Dodona.

The leading cinema chain is former MGM, now relaunched under the ABC or Virgin banners. It took 31 million admissions, worth about 95m at the box office. The second largest chain is UCI, which took 72m from 22 million admissions.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here