Country Focus: UK
British audiences grow
by Naman Ramachandran
31/08/2010 - Over two thirds of UK adults go to the cinema, an increase of over 10% from 2001, according to data released by analytical company TGI.
The figures state that in 2010 67% of British adults will visit the cinema, compared to 64% last year and 55% in 2001. The TGI report states that the cause for the increase is that the films being released have gone beyond its core youth audience, with the pattern for cinema visits amongst 15-24 year olds remaining at 80%. The proportion of 35-44 year olds going to cinemas has increased from 66% in 2001 to 78% in 2010.
The percentage of 45-54 year olds attending cinemas has risen from 53 to 71 in the same period, while in the 55-64 year age bracket the rise is from 37% to 55%. Cinema going in the over-65 age range has risen from 23 per cent to 40 per cent.
According to TGI, the most important growth areas are couples without children, parents with older children at home and single older people. And an ageing population means these groups are likely to become even more important in the years to come. The body also reports that that regardless of age, people who visit the cinema at least once a month or more tend to be more affluent than the average, making them an attractive target for advertisers.
Cinema Exhibitors’ Association Chief Executive Phil Clapp said, “Exhibitors’ ongoing investment in the cinema environment clearly continues to pay dividends, not just in terms of strong admission figures, but – this data suggests – in broadening the appeal of the big screen. Despite all the other ways to watch a film that are now on offer, these figures show that adults are increasingly returning to the comfortable, high quality environment of the modern cinema.”