Cinema attendance is growing steadily.
Even with the advent of DVDs, Blu-Ray technology and home theatre systems the cinema industry has been growing steadily over the last ten years. According to Screen Australia's analysis of Motion Picture Distributors Association of Australia (MPDAA) data, there were 403 films screened in Australian cinemas in 2010. Collectively these films grossed $1.13 billion, making last year’s box office the highest on record [Screen Australia media release January 2011].
Not only is cinema attendance growing, but according to the [ABS] publication Attendance at Selected Cultural Venues and Events, Australia, 2009-10 (cat. no. 4114.0), the cinema had the highest attendance rate of all the venues and events surveyed, with an estimated 11.7 million people having been to a cinema in the 12 months before interview. Cinema attendance rates increased from 65% in 2005-06 to 67% in 2009-10.
Between 2005-06 and 2009-10, statistically significant increases in attendance were shown for those aged 35-44 years (from 69% to 71%), 45-54 years (from 63% to 67%) and those aged 75 years and over (from 27% to 32%).
Among other personal characteristics, the highest attendance rates for cinema were reported by people who had higher than average household incomes.
Changes are happening within the cinema complexes themselves. Theatres are now entertainment centers with information kiosks, previews and premieres and compelling advertising all part of the mix.
Growth is expected for cinema in terms of its use as an advertising medium as advertisers begin even more to understand its unique reach. With an audience of relaxed cinema-goers in the mood to be entertained, advertisers have the undivided attention of the audience!
Reference: Australian Bureau of Statistics Attendance at Selected Cultural Venues and Events, Australia, 2009-10 (cat. no. 4114.0)