The second annual National Cinema Day was a big success, with over 8.5 million moviegoers flocking to theaters across the U.S. and Canada. This event offered patrons the opportunity to see any movie in the theater for only $4, a significant discount compared to the average ticket price of $10.53. In major cities like New York and Los Angeles, ticket prices can be even higher, with premium formats such as Imax costing $25 or more.
Compared to last year’s National Cinema Day, which saw 8.1 million participants, this year’s event saw a 5% increase in attendance. The promotion generated a total revenue of $34 million, a 42% gain over the previous year’s revenue of $24 million. The decision to raise ticket prices to $4 certainly played a role in this increase. However, it remains unclear how much the discounted Sunday tickets impacted attendance on Friday and Saturday.
Comscore data revealed that moviegoers aged 18-24 and 25-34 each accounted for 22% of the National Cinema Day audience. The next largest age group was 13-17, making up 16% of attendees. In terms of gender, slightly more women (52%) attended the event than men.
Certain films experienced a notable revenue boost during National Cinema Day. Movies appealing to younger adults and families, who may be more conscious of their spending, saw the most significant increases. “Teenage Mutant Ninja Turtles: Mutant Mayhem” and “Blue Beetle” had revenue boosts of 37% and 32%, respectively. The R-rated comedy “Strays” also saw a healthy increase of 25%.
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“Barbie” emerged as the highest-grossing film of National Cinema Day, raking in $5.7 million. It was followed closely by “Blue Beetle” with $5.5 million and “Gran Turismo” with $4.7 million. “Mutant Mayhem” earned $3.3 million, while “Oppenheimer” brought in $2.7 million. “Barbie” saw a 6% increase in revenue from Saturday to Sunday, while “Gran Turismo” experienced a 12% day-over-day boost. However, “Oppenheimer” saw a decline of 21% in revenue from one day to the next, likely impacted by its reliance on Imax screens.
In addition to discounted movie tickets, National Cinema Day offered various other attractions for moviegoers. Movie enthusiasts had the chance to choose from a range of offerings, including showings of “The Super Mario Bros. Movie” and “The Little Mermaid Sing-Along.” Classic films like “Jurassic Park (3D),” “American Graffiti,” “Lady Bird,” and “Oldboy” were also rereleased for the event.
National Cinema Day is organized by the Cinema Foundation, a non-profit organization affiliated with the National Association of Theatre Owners (NATO). The event aimed to showcase the love people have for the movie theater experience. With the success of National Cinema Day, it is apparent that the future of exhibition is bright, and the enthusiasm for the theatrical experience remains strong among consumers. Michael O’Leary, the newly appointed president-CEO of NATO, expressed confidence in the industry, highlighting the positive response and reaffirming the enduring appeal of going to the movies.
