Cinema Goes From Strength To Strength

Latest Cinema Advertising Association (CAA) figures show cinema admissions are continuing to climb, with an impressive 14.5 million cinemagoers heading to the big screen in March alone. The new figure marks a massive year-on-year increase of 21.7 per cent and ranks the month as the strongest March for cinema admissions in over 10 years. To date, the overall cinema admissions for 2010 stand at 44 million, a 6.2 per cent increase on the same period in 2009. 2009 proved to be the second most successful year for cinema ever.

Tim Burton’s 3D remake of Alice in Wonderland was the UK’s number one cinema release for March. Stealing the top spot, it took £36.3 million in March alone; over four times the figure taken by the second most successful film of the month, Shutter Island. Starring Leonardo Dicaprio and directed by Martin Scorsese, the psychological mystery-thriller took £8.3m in March, positioning it at number two in the box office chart for the month. Gunning its way up the chart is Paul Greengrass’ army thriller, Green Zone. Featuring Matt Damon, the film took £5.2m.

Just 13 days into its release, The Bounty Hunter managed to reach number 4 in the box office chart for March. Jennifer Aniston’s latest comedy offering, which sees her star alongside Gerard Butler took an impressive £4.4m in under two weeks.

2010 has already been a massive success for cinema, setting a benchmark for 3D success. In the past 12 months there have been 17 3D films released, accounting for 3% of the total releases in the UK. With the unforgettable box office toppers of Avatar and Alice in Wonderland hitting our screens, there is no doubt that there is a substantial consumer appetite for films in this format. In the UK alone, Avatar took 90% of its box office takings through 3D screenings although it was in fact shown on far more 2D screens. CAA research has even revealed that 30 per cent of adults insist they are more likely to watch a film in 3D than if it were in 2D*.

Anna Cremin, spokesperson, CAA: “2010 has and is continuing to be, a fantastic year for the cinema industry. 3D technology is continuing to shine, which is truly down to the high calibre of films we’re now seeing produced in this format. With hotly anticipated Sex and the City 2, The A-Team, Harry Potter - Deathly Hallows and The Twilight Saga: Eclipse set to hit our screens over the course of 2010, there is no doubt it is going to be a memorable year for the silver screen.”