Cinema ad revenue grows as 1999 sees record admissions

Cinema is enjoying a continued renaissance, with the latest admission figures for 1999 revealing that attendance is at a 25-year high.

Cinema is enjoying a continued renaissance, with the latest

admission figures for 1999 revealing that attendance is at a 25-year

high.



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

estimates.



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

family films.’



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 screens.



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.



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