BFI figures released this week show that 2010 box office admissions totalled 169.2 million – a drop of just over 2% on 2009 admissions.
But despite a drop in admissions, cinema sales house Digital Cinema Media said its bookings for on-screen advertising campaigns during 2010 had risen 19% year on year.
DCM claimed cinema admissions for the first six months of this year were up 0.7% on 2010 and early indications for the year as a whole were positive.
Second-half blockbusters such as 'Harry Potter and the Deathly Hallows: Part 2' and 'The Twilight Saga Breaking Dawn: Part 1' are expected to push annual admissions up 3% year on year and past the 174 million mark.
A DCM spokeswoman said: "Cinema remains robust during a difficult economic climate, and with 2011 set to be another great year for cinema, it means that brands booking into the amazing selection of upcoming films are sure to benefit."
Despite lower admissions in 2010, UK box office sales climbed 5% to £988m, according to the BFI.
The increasing popularity of 3D films, like Tim Burton's 'Alice in Wonderland', and second-biggest grossing film of all time 'Toy Story 3' helped to push up 2010 sales, with UK films accounting for 21% of releases and 24% of all market revenue in 2009.
In a recent cinema sector analysis Media Week looked at how brands and agencies can exploit the buzz social media generates around films.