Cinema admissions reached a post-lockdown record during school holidays, reaching 500,000 admits a week for the first time since COVID-19 lockdown restrictions were lifted.
The new peak is a 37% increase week on week and the ninth consecutive week of growth for cinemas despite closures in place across Melbourne.
“We are thrilled to see continuous audience growth within our cinema environments. Cinema provides the perfect combination of content and experience that simply cannot be recreated elsewhere,” says Guy Burbidge, managing
director of Val Morgan.
“With school holidays in full swing, cinemas are set to record the highest two weeks of admissions since re-opening, showing us that families are eager to get back to enjoying the big screen experience.
"Cinema emotionally engages with the entire family and this presents a valuable opportunity for advertisers to reach the whole family unit as part of a shared and memorable experience."
Research conducted on behalf of Val Morgan shows cinema is seen as a place to escape, immerse and indulge, with the appeal amplified by the current upheaval and uncertainty.
“Importantly, audiences that have returned to cinema are typically more positive in their outlook, they have spending power and are making purchase decisions for today and the near future - making them high value for brands and advertisers,” says Burbidge.
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