CINEMA'S COMEBACK The ultimate big screen experience is back in a big way
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
CINEMA'S COMEBACK The ultimate big screen experience is back in a big way
CINEMAS ARE BACK IN A BIG WAY
The pent-up demand has translated into big box office and admissions numbers
2.3M
DCM estate will deliver over
2m weekly admissions (w/c
30 July) for the first time
since February 2020
16M+
DCM admissions since re-
opening*
*compared to less than 6m between July-December last year
472 DCM CINEMAS NOW OPEN
= 91% OF THE DCM ESTATE
THESE DELIVER 99% OF
DCM ADMISSIONS*
* Based on 2019
FORECAST VS. ACTUAL ADMISSIONS SINCE CINEMAS REOPENED
Admissions are consistently outperforming our forecasts, with the weekly average +13% higher than our predictions
2,500,000
+22%
2,000,000 1,907,894
+17% +13% +20%
+77% 1,558,875
+9% -4% -15%
1,500,000 1,409,064 +14% 1,420,980
1,386,035
1,339,074 1,309,219 1,309,871
1,250,112 1,261,965
Delivered Average 1.23m 1,187,809 -15% 1,206,479 1,210,368 1,188,014
1,106,743 1,118,495
1,062,438
Forecast Average 1.08m 1,014,465
1,000,000
879,746
754,922
+129%
500,000
340,272
148,603
-
W/C 17th May W/C 21st May W/C 28th May W/C 4th June W/C 11th June W/C 18th June W/C 25th June W/C 2nd July W/C 9th July W/C 16th July W/C 23rd July
Original Forecast Actual Admissions
Source: DCM Admissions
CINEMA’S RETURNING AUDIENCE PROFILING YOUNG AND ABC1
Based on initial insight from the opening three weeks, cinema’s returning audience is profiling young and ABC1 – with Peter Rabbit 2, Cruella
and the horror movies enticing the family and 16-34 audiences back.
80%
70% 68%
60%
52%
50%
46%
40%
34%
30% 27% 27%
25%
21%
20%
11%
10% 7%
0%
7-15 16-34 35-54 55+ ABC1
Visited the cinema (Reopening to 20th June 2021) GB 7+ population profile
Source: Kantar Film Monitor.
Cinemagoers – reported visiting the cinema in the last three weeks (17th May -20th June)
DESPITE A RISE IN AT-HOME MOVIE VIEWING CINEMA’S APPEAL HASN’T WEAKENED
While movies have helped keep people entertained at home, the majority still believe you can’t replicate the cinema experience & plan to return at a
similar or higher frequency than pre-pandemic.
How often did you watch films at home?
26%
61%
Multiple times a week
33%
20% Once a week
20%
27% 2-3 times a month
26%
61%
19% Once a month
15%
9% Less than once a month 7%
12 months prior to first lockdown 12 months since first lockdown
(Survey: May 2020) (Survey: March 2021)
Source: FDA/MetrixLabs. Base: c.1000 adults per wave.
BLACK WIDOW CINEMAGOERS: SVOD USERS WHO CHOSE THE CINEMA
The cinema experience, being able to share it with friends/family (and others in the room) and cost were big drivers in cinema being seen as the
best way to watch the film.
Why did you choose to watch Black Widow at the cinema rather than pay to watch it
on Disney+?
Which SVOD services do you have
access to?
“Watching it at home on the TV makes it just feel like watching a TV show.
Cinemas are made for movies. Plus I’d have to almost pay the same amount
without the experience”
92%
77%
“Me and my friends just missed the experience of seeing movies in the cinema,
and it was a friends birthday so she picked the film for us to watch”
68%
32%
“I paid £7.50 to watch it at the cinema. It's £20 to watch on Disney+. Plus the
cinema is better.”
18% 85%* were
aware they
could have
None of the above 2%
paid for it on
“I prefer watching movies for the first time in the cinema for the better
Disney+ experience”
Source: Differentology/DCM. 300 16-44 cinemagoers who saw Black Widow at a DCM cinema
*of those who have access to Disney+
RETURNING CINEMAGOERS HAVE LOVED BEING BACK
What did you enjoy about the experience of being back at the cinema?
“The atmosphere of a cinema is unbeatable. The comfy chairs and massive screens
“Getting to eat a bunch of popcorn and drinking Coke with my friends while sitting
and big speakers. No annoying family members asking questions and trying to speak
back and relaxing watching a film, that feeling is just the best”
during the film. Also I’ve missed Tango ice blasts and slushies!”
“Being immersed in the film and not having the distractions of life. That feeling “Feeling the movie through your body. The surround sound is something I missed
when you go back into the sunlight and it’s like you’ve been in a different world” so much, it adds another dimension”
“The whole cinema experience, getting ready to go, deciding what to watch, eating
“Dark room, great sound, adverts, trailers and properly focussing on a film. Great
takeout before film starts, ordering treats and snacks and drinks in the cinema with the
atmosphere and experience”
film, big screen and sound, and after meal after cinema experience”
“It was amazing, I had forgotten what being in a cinema was like, I loved it so
“Time away from my phone, watching something new and eating some treats”
much and I can’t wait to go back later this month!!”
Source: Differentology/DCM
Quotes selected from 500 cinemagoers who visited a DCM cinema in June/July 2021
RETURNING CINEMAGOERS WOULD RECOMMEND THE EXPERIENCE
Satisfaction with the experience of returning to the cinema is high with cinemagoers happy with the level of safety measures, enjoying the
experience and over 9 in 10 would recommend returning to others.
95% 99% 96%
Source: FDA/MetrixLabs, June 2021
2021 TOP PERFORMING FILMS SO FAR
Some amazing performances from the top films since cinemas reopened.
Peter Rabbit 2 Black Widow Fast & Furious 9 A Quiet Place: Part II Cruella The Conjuring: The Devil Made
Me Do It
A huge hit with families, Delivered the biggest opening The hit franchise returned with In America this is the first film to Stylish Disney film is delivering a Horror’s most successful
delivering over 2m DCM weekend box office of any film another success story – hit $100 million since the big cinema performance franchise returns with another hit
admissions, out-performing our since the pandemic, and within delivering 19% ahead of our pandemic and it’s delivering here (approaching 1m DCM that brought young audiences
initial forecast by 42%. ten days of release the film has forecasts and at a time when too – it’s opening weekend UK admissions) despite being back to the cinema quickly – its
already hit 1m admissions on the facing significant competitions box office was 13% higher than available to buy at home on now approaching 1m DCM
DCM estate. from Euros 2020. A Quiet Place (2018) and it has Disney+ Premier Access. admissions, up 143% on our
delivered over 1m admissions initial forecast.
(+19% on our forecast).BRANDS HAVE FLOCKED BACK TO CINEMA! Since cinemas re-opened on 17 May, brands have returned to the big screen in force!
PREMIUM SPOTS REMAIN POPULAR WITH CLIENTS With the major films at the start of opening selling well, as well as major bookings further out for the likes of No Time to Die Nomadland Peter Rabbit 2 Cruella Fast and Furious 9 Black Widow No Time to Die 17 May 17 May 28 May 24 June 9 July 30 September
2021 - UK CINEMA ADMISSIONS FORECAST
20.0
2019
18.0
16.0
2021
Industry Admissions By Month (m)
14.0
12.0
10.0
8.0
6.0
4.0
2.0
2020
0.0 UK Cinema Admissions:
May Jun Jul Aug Sep Oct Nov Dec
2019 - 176m
2019 2021 Actual 2021 Forecast 2020 – 44m
2021 – 66m (+50% YoY)
Source: DCMFORECAST TOP 10 BLOCKBUSTER FILMS OF 2021
Most of 2021’s biggest films have moved back from 2020 rather than gone to streaming
Industry 16-34
Admissions TVRs
No Time To Die
30 September 6.9m 17.2
Spider-Man: No Way Home
17 December 3.8m 12.0
Eternals
5 November 3.1m 10.0
Top Gun Maverick
19 November 3.0m 9.9
Black Widow
7 July 2.3m 8.0
The Suicide Squad
30 July 1.6m 8.0
West Side Story
10 December 3.2m 7.9
Shang Chi And The Legend Of
The Ten Rings 2.0m 7.9
3 September
Untitled Matrix Film
22 December 2.5m 7.6
Fast & Furious 9
24 June 2.0m 7.6
Source: DCM. Non-family titles.CINEMA PROFILES YOUNGER AND MORE UPMARKET VS. TV & ONLINE VIDEO
Cinema is a great complement to TV & online video campaigns providing a more affluent, younger skewing audience
70
Cinema
65
% of audience who are ABC1
Sky Atlantic Sky Arts
60 Sky Sports
Instagram YouTube
Channel 4
Facebook GB Average
Sky Cinema ITV1
55
Sky1
More4 Channel 5
E4
ITV3
ITVBe ITV2
ITV4
50 Film4
45
40 45 50 55
Average Age
Source: GB TGI Q3 2020 (Apr 2019-Mar 2020) -‘Been to the cinema in the last week’ /
Channels watched in the last week’ / Instagram, Facebook & YouTube = Used in last 7 daysCINEMA HELPS DELIVER MORE OF THE KEY 16-34 AUDIENCE FOR YOUR PLANS
Investment across September can deliver incremental reach to TV+VOD campaigns among the pivotal 16-34 audience
Adding the 16-34 AGP to your September plan adds reach… Key 16-34 titles…
60% 64%
TV + VOD ONLY TV + VOD + CINEMA (£200K)*
4 weeks 4 weeks
16-34 Adults 16-34 Adults
250 commercial TVRs 250 TVRs
4m VOD impressions 4m VOD impressions
No cinema 1.8m cinema admissions (11.9 TVRs)
+4% exclusive reach
Source: IPA Touchpoints Channel Planner & DCM Aston Campaign Planner.
16-34 adults AGP - 3/09-30/09. *No agency discount applied to cinema budget.TV PRICES SET TO INFLATE IN 2021
16 -34 CPT Inflation vs 2019/20
80%
70%
60%
50%
Price Inflation
40%
30%
2021 Vs 2019
20%
10%
2021 Vs 2020
0% Cinema Vs 2019
MAY JUN JUL AUG SEP OCT NOV DEC
-10%
Inflation Vs 20 Inflation Vs 19 Cinema
Source: Agency EstimatesTHE BIG FILMS KEEP ON COMING - BE A PART OF THE ACTION Speak to you DCM rep today about premium position availability Shang-Chi & The Legend of the Ten Rings Venom: Let There Be Carnage Dune 3 September – 2.0m Industry Admissions / 8 16-34 TVRS 15 September – 1.5m Industry Admissions / 7 16-34 TVRS 21 October – 1.3m Industry Admissions / 4 16-34 TVRS
2021 FILM SLATE Jun Jul Aug Sept Oct Nov Dec
2022 FILM SLATE JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
You can also read
