Cinema is enjoying a continued renaissance, with the latest
admission figures for 1999 revealing that attendance is at a 25-year
In the 12 months to December, 139.1 million people visited the cinema,
representing an increase of 3 per cent over 1998, according to the
latest figures from Nielsen EDI. Cinema admissions revenue broke through
the pounds 100 million barrier.
Cinema advertising revenue estimates also show that the medium is
enjoying a boom period. In 1999, ad revenue grew 26 per cent to around
pounds 125 million, according to Cinema Advertising Association
Blockbuster films such as Star Wars Episode 1 - The Phantom Menace,
Notting Hill and A Bug’s Life ensured strong cinema attendance. The
biggest box office weekend recorded in UK history took place between 29
and 31 October when the release of Tarzan, American Pie and The Blair
Witch Project brought in pounds 13 million in ticket sales.
Christine Costello, vice-president of the CAA, said: ’With a greater
variety of film product in 2000, cinema now provides access to more
audience segments than ever. There’s never been a stronger line-up of
The increase in the number of cinema-goers has been helped by the growth
in cinema screens during last year. The total number of screens rose to
2,825, up 187 over the previous year and representing the largest screen
total since 1960. Multiplex screens account for 57 per cent of all
Cinema is set to broaden its range of targeted advertising packages,
with the launch of Premium Plus. This offers advertisers the opportunity
to reach 25- to 40-year-old ABC1 audiences.