BBC rolls out Doctor Who cinema ad as Alice in Wonderland generates 2.6 million impacts

LONDON - The BBC advertised the new series of 'Doctor Who' against Disney's new release 'Alice in Wonderland', which delivered an estimated 2.6 million impacts over its first weekend.

The 'Doctor Who' ad, which was created by RedBee Media with the activity planned and bought by MPG, was shown in 2D and 3D and features the new doctor Matt Smith.

According to figures from Digital Cinema Media 'Alice in Wonderland', the new 3D film from Tim Burton, was the most-watched film of the weekend and delivered more than twice the impacts of the next 14 most watched films combined.

The second most watched film of the weekend was 'Avatar', James Cameron's 3D science fiction blockbuster from 20th Century Fox, which delivered an estimated 185,316 impacts.

'Avatar', which lost out in the best film and director categories to 'The Hurt Locker' at Sunday's Oscars ceremony, has delivered an estimated 18.1 billion impacts in the UK since it was released and is the biggest grossing film of all time.

'The Crazies' from Paramount was the third most watched film of the weekend with an estimated 137,459 impacts shortly followed by 'The Lovely Bones' which delivered 135,019.

UK cinema box office (Mar 6&7)
FilmTotal box office so farImpacts so farWeekend box officeWeekend impacts
Alice In Wonderland (Disney)  £10,555,2202,638,805£10,555,2202,638,805
Avatar (20th Fox)  £88,748,01718,111,840£908,049185,316
The Crazies (Paramount)  £2,514,167513,095£673,551137,459
The Lovely Bones (Paramount)  £5,183,7631,057,911£661,595135,019
The Princess and the frog (Disney)  £10,487,6232,621,906£381,76095,440
From Paris with Love (Warner)  £1,444,330294,761£374,62076,453
Percy Jackson & the ... (20th Fox)  £6,960,9471,420,601£369,93875,498
Leap Year (Optimum)  £1,479,156301,869£364,87574,464
Valentine's Day (Warner)  £9,977,6022,036,245£296,56160,523
A Single Man (Icon)  £2,411,861492,217£219,24344,743
Legion (Sony)  £212,32843,332£212,32843,332
Crazy Heart (20th Fox)  £492,990100,610£210,04242,866
Case 39 (Paramount)  £183,08837,365£183,08837,365
Invictus (Warner)  £4,537,276925,975£140,31028,635
Chloe (Optimum)  £135,54027,661£135,54027,661

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