Cinema attendances were up 14.5% in the first half of 2009 compared to 2008, which was itself a good year. Ticket sales for the first half of 2009 rocketed to 83.4 million, thanks to the success of a number of blockbuster films such as Star Trek and Watchmen, as well as popular domestic films such as Slumdog Millionaire.

However, there are worrying reports from internet service providers, of a big leap in illegal film downloading, with pirated copies of first run films spreading within hours of their premieres and there are worries that cinema’s renaissance is about to turn sour.

In recessions, consumers cut back on pricier forms of entertainment in favour of going to the cinema. Coupled with the fact that when times are dreary, entertainment and escapism are crucial and a visit to the cinema is a modest treat.

In June alone, 12.5 million cinema tickets were sold across the UK, an increase of more than 5 per cent year on year. And cinemas anticipate that these figures will continue to rise for the second half of 2009, with James Cameron’s 3D film Avatar released in December, and into 2010 with hotly anticipated films such as Shutter Island, which brings together the talents of Martin Scorsese and Leonardo DiCaprio.

In terms of advertising revenues, cinema is holding up better than other media. For the seven months, January to July 2009, advertising spend declined by only 3.8% for cinema. This compares against an overall ad spend decline of 16.2% for the same period, led by outdoor with a drop of 21%, TV with 16.2% and press with 17.8%.

By: Shifra Cook

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