The Irish public have voted with their feet and it’s official, cinema is in, with February admissions revealing an astonishing 11.2% rise on figures for February 2010. Contrary to popular opinion that Ireland’s love-affair with cinema is drawing to a close, this rise in figures proves that Ireland remains a nation of cinephiles. More than 1.6 million Irish movie-goers went to their local cinema in February.
Despite continuing economic challenges and the rise in illegal downloading, it’s clear that the cinematic experience is something the public are still willing to pay for. This is largely down to higher quality viewing experience and a growth in the diversity of film product. The national turnover to top-quality digital cinema is fast gathering pace with Bantry Cinemax being the latest cinema to convert to an entirely digital system. This takes the number of digital screens in Ireland up to 139, almost one third of all screens nationwide. 367 films released in 2010 compared to just 185 in 2002, illustrating the immense growth in choice audiences now have across all genres of film.
The current trend in cinema admissions growth has shown no sign of stopping with the latest figures released. ROI September admissions show a 5.3% increase in September admissions compared to the same period in 2009. September’s success is likely to have been bolstered by the release of comedy gold such as ‘Dinner for Schmucks’ led by Steve Carell and ‘The Other Guys’ featuring the unlikely but hilarious pairing of Mark Wahlberg and Will Ferrell.
2010 cinema admissions are again on the rise with the latest figures revealing a 5.4% increase in July admissions compared to the same period in 2009. More than 2.1 million Irish movie-goers went to their local cinema in July, helping overall cinema admissions for 2010 catch up on last year’s impressive tally of 17.6 million. July’s success is likely to have been led by the summer release of box office hits such as ‘Inception’ and ‘Toy Story 3’.
Last year, advertising revenues fell by 15 per cent, largely because cinema tends to be used for big-brand advertising and such campaigns have been severely impacted by the recession. Neither did it help that cinema admissions declined last year, though this year has seen a rebound. The advertising market on cinema screens in Ireland is controlled by Carlton Screen Advertising, which sells advertising for 71 cinemas and more than 400 screens. It may shortly be the only vendor of cinema ad space as it is believed Carlton is about to acquire the rights to sell advertising for the GalwayEye and Vue Liffey Valley from the UK cinema advertising company Pearl & Dean. Carlton is fighting more aggressively for ad revenue, says general manager Eoin Wrixon, and hit movies can make his job a bit easier. Despite critical brickbats, Sex and the City 2 has been a big box-office hit in Ireland and cinema viewers have been targeted with a vast array of ads. Although there’s no legal cap on the number of ads that can be screened, cinema owners and Carlton have agreed a minute limit which varies from Cinema to Cinema. There are also strict guidelines around alcohol advertising. Ireland has the second highest per capita admissions in the world and the attraction of cinema as an advertising medium is that people are consuming the message in a positive social environment. And unlike when they’re watching TV at home, the audience can’t skip the ads with a remote control.
According to research conducted for Carlton last year, one-third of TV users now have a personal video recorder (PVR) and most PVR users skip the ads all or most of the time. The study claims only a quarter of those aged 25-44 will watch the ads on TV. But despite the captive audience cinema can offer, advertisers are still put off by the cost of producing a cinema ad.
Low Low, made its debut on the big screen on May 14th, 2010. The 30 second advert, entitled ‘Love It Live It’, features a group of 30 something women enjoying Low Low on toast after a night out together. The advert will appear in cinemas nationwide alongside female movies in order to tap into Low Low’s recently broadened target market of women aged 25-44. This is the first time a dairy spread has decided to take their brand to the silver screen. Low Low brand manager Georgina Quain, is keen to emphasize that they “wanted to bring the Low Low brand message, that taste and health can be enjoyed together, to life in surprising and unexpected ways right across the communications mix,” With this in mind, “cinema felt like a natural media to use to amplify our new advertisement, and perfect for our target market of 25-44 year old women.”
This decision is already paying off based on the box office figures from “Sex and the City 2” which opened on Friday May 28th. The movie took in an impressive €792k at the box office in it’s opening weekend, the 2nd biggest opening weekend of 2010 so far.
Quarter 1 cinema admissions for 2010 reveal a year on year increase of 1.2%.
More than 1.5 million Irish movie-goers went to their local cinema last month, an impressive 14.7% increase on March admissions for 2009.
Blockbusters, such as Tim Burton’s ‘Alice in Wonderland’ and Martin Scorsese’s latest thriller. ‘Shutter Island’, were responsible for drawing in the big crowds, each grossing €3.5 and €1.5 million respectively at the box office so far this year. This growth trend looks likely to continue over the upcoming summer months with blockbusters to suit the taste of every demographic due for release throughout May, June and July. Guaranteed hits such as ‘Sex and the City 2’ and the third instalment of the hugely successful Twilight franchise ‘The Twilight Saga’s Eclipse’ promise to be the must-see female movies of the year.
Adrenaline junkies will be satisfied with action and adventure blockbusters such as Ridley Scott’s “Robin Hood”, “Prince of Persia: The Sands of Time” starring Jake Gyllenhaal, and the much-anticipated remake of the cult classic ‘The A-Team’ featuring Liam Neeson and Bradley Cooper.
Over one third of 15-34 year olds say they go to the cinema every month (ROI Film Monitor 2008) and all younger demographics list it as their first choice leisure activity ahead of playing computer games and watching TV.
Carlton Screen Advertising (CSA) has announced that Eoin Wrixon has been appointed General Manager. Wrixon has been a member of the CSA team for over 3 years and he formerly held the position of Senior Account Manager at CSA and comes from a television sales and account management background.
Wrixon will replace Sales Director Eithne Billington with immediate effect. After 13 years of valued service with Carlton Screen Advertising Billington has decided to move on. Eoin Wrixon, General Manager, Carlton Screen Advertising said ‘’I am delighted with the new appointment and look forward to leading the team and growing the business in 2010’’.
It was announced on the W/C 1st March that the 20th Century Fox film AVATAR now has the highest box office takings ever in Ireland. Incidentally it has taken well over $2.5bn worldwide so far making it the highest grossing film ever worldwide also.
Ireland’s all time top ten now looks like this:
