ANALYSIS: MEDIA TRACK - Cinema revenues are still growing despite television stealing the show in June

Last month’s Euro 2000 competition may have been good for network TV - ITV’s ad revenue for June grew by 20 per cent annually to pounds 168.7 million - but for cinema the footie was not so beneficial.

Last month’s Euro 2000 competition may have been good for network

TV - ITV’s ad revenue for June grew by 20 per cent annually to pounds

168.7 million - but for cinema the footie was not so beneficial.



UK cinema admissions fell by 30 per cent during June as film

distributors held back the release of key films until the competition

was over. This meant bums were more likely to stay on sofas than sit in

front of the silver screen.



The annual drop appeared more severe when compared with the success of

films such as Notting Hill and The Matrix in June last year.



In June 1999, admission figures - at 11 million - were the highest for

the month in 25 years. This year, figures reached 7.7 million.



The highest grossing film last month was Gladiator, which pulled in

pounds 9 million according to AC Nielsen EDI, placing it well ahead of

the second place Final Destination, which managed pounds 3.8

million.



However, the disappointment of June has not prevented the first half of

this year from producing the highest first-half admission figures for 26

years.



Between January and June, 71 million cinema visits were made by the

British public - an increase of 13 per cent on the same period last

year.



At 17.6 million, admissions in February were the highest since 1971,

thanks mainly to the success of Toy Story 2.



However, July is set to show a fall compared with last year, when Star

Wars: The Phantom Menace broke all opening weekend box office records

for the UK.



Cinema ad revenue is set to rise by around 10 per cent this year,

according to CIA MediaLab, to around pounds 660 million. At the same

time, audiences are predicted to grow by 3 per cent and the number of

screens to rise by 7 per cent, continuing at the same rate as last

year.



The overall trend is that cinema is a growing medium, with annual

admissions 57 per cent higher last year than in 1990 and revenue up 215

per cent over the same period.





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