Cinema admissions reached a record peak since first lockdown restrictions were lifted, with more than 376,000 Australians visiting the cinema in the last full week of data, a 26% rise on the previous week.
The past week’s results (the week ending September 10) exceeded previous post-lockdown records, despite cinema closures currently in place across Melbourne.
The previous peak aligned with the last school holiday period and spanned Melbourne’s post-first lockdown cinema opening.
“The results are thrilling, but not surprising. This is a culmination of 7 weeks of continuous audience growth within our cinema environments," says Guy Burbidge, managing director of Val Morgan
“The returning cinema audience are mainly young and affluent, whose eagerness to return to normality presents a valuable audience opportunity to advertisers."
The admissions also closely mirror Val Morgan’s latest research, which shows that an overwhelming segment of the Australia population are seeking experiences that offer them a sense of escapism and return to normal life.
“Australians are content and experience hungry," says Burbidge.
Val Morgan anticipates steady audience growth into the December quarter with a strong content slate ahead including the Bond film No Time to Die.
The highly anticipated Bond instalment launches cinema’s peak admission period of pre-Christmas, Boxing Day and summer.
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