Country Focus: Greece
Domestic market share drops while admissions soar in 2009
by Joseph Proimakis
18/01/2010 - A spectacular 30% rise in general admissions offset a 7% drop in market share for homegrown titles in 2009. Greek films brought in 1.7 million viewers, a drop of 200,000 from 2008, for 12.6% of the 13.5 million admissions registered in 2009.
Major distributors saw a dramatic rise in their year-end totals, thanks to the teen-oriented fare that dominated the market. Apocalyptic actioner 2012 rose to the top spot with 477,500 tickets, followed by Angels and Demons (414,000) and 2008 left-over Quantum of Solace [trailer] (391,000). All three titles were distributed by Audio Visual.
After having reached last year’s top spot, UIP Greece came in fourth in 2009. Dropping by 35% to a total of 2 million tickets, the company found its top grosser in Madagascar: Escape 2 Africa’s 327,000 admissions.
Third place went to Village Films, who didn’t manage to recover from 2008’s dramatic drop of 43.4%. Formerly part of the Village Roadshow group, the now Greek owned company kept its totals in check, sticking to 2.6 millions tickets, with Bank Bang’s success as their flagship.
Odeon reaffirmed its role as a major player by doubling last year’s numbers. A total of 3.4 million admissions secured second place for the company, whose top-earning title of 2009 was Ice Age 3. Its Greek co-productions gave a further, big boost to its bottom line: S.E.X. and Pethaino gia Sena brought in 213,000 and 190,000 respectively, and both comedies snuck into the year’s Greek top five as well.
Unlike Village Films, Audio Visual made a striking return from last year’s 42.7% decline, with a 100% rise, to reach the top with a grand total of 4.4 million admissions. Six of the year’s top ten titles had the AV mark on them, while the company also had three titles in the Greek film top ten.