19 Jul 10

Cinema continues to buck the economic trend

by Lesley Robertson, Planner/Buyer

Good news is that Cinema continues to buck the economic downturn trend – Q1 admissions are up by 6.2% from the same period in 2009. Q1 2010 also recorded the highest admission figure (from the same period) since 2002 according to the UK Film Council.

And it’s all down to 3D…

The release of blockbusters such as Avatar, Alice in Wonderland and Clash of the Titans in 3D contributed hugely to takings in the first quarter. Cinema-goers do have to pay a premium to experience the films ‘with an added illusion of depth’ which will have helped boost the figures however this shouldn’t detract from the fact that admissions are on the up.

The success of Avatar and 3D films across the board has prompted heavy investment in 3D and digital technology from cinema groups. DCM (who represent Cineworld and Odeon to name a few) currently have 2,122 screens of which 650 are digital – this accounts for 31% of their estate. They are projecting that by the end of 2010 777 screens will be digital accounting for 37% of their estate…so it’s only going to get bigger.

Overall cinema is managing to avoid the recession as it drives people to the big screen and with more and more viewers wanting to embrace the 3D experience, investment in new digital / 3D technology can only be a good thing…

Plus with the reinvention of 3D comes the redesign of the 3D glasses. Gone are the white cardboard, blue and red lens, ill-fitting glasses replaced with plastic black retro style aviators…that is definitely a welcome change fit for the future of 3D cinema!