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BOX OFFICE UK

Hot summer of cinema sees 50m admissions

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The summer of 2007 saw the biggest summer of cinema-going in 40 years, according to new figures released by trade body Film Distributors’ Association (FDA). Over 50.8 million visits were made to UK cinemas in the three summer months June-August. This is a 27% increase from the corresponding period in 2006.

The fact that the UK suffered its wettest summer since 1914 and the coldest August since 1996 drove punters indoors to seek entertainment. They had plenty to choose from as 117 films were released during the period. Local distributors spent approximately £75m to launch and sustain their summer releases.

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In addition, FDA’s one-minute compilation trailer heralding “The Ultimate Summer of Cinema” played on 3,000 screens from mid June for two months and on many websites, encouraging repeat visits during the summer holidays.

The last weekend in July was among the greatest for cinema going ever recorded in the UK with 5.5 million admissions.

Harry Potter and the Order of the Phoenix [+see also:
trailer
film profile
]
was the undisputed box office champion during the period. Even after schools reopened, the trend has continued with early September British releases Atonement [+see also:
trailer
film profile
]
and Run, Fat Boy, Run, each attracting over a million cinemagoers in the first fortnight of release.

Run, Fat Boy, Run topped the box office three weekends in a row, grossing £6,345,816 to date while Atonement, which has stronger weekday legs, has overtaken it to gross £6,732,204.

Mark Batey, Chief Executive of FDA, said, “These are sensational figures, unprecedented in modern times. It’s thrilling that so many people have enjoyed the uniquely immersive, high quality experience of the cinema this summer. The first eight months of 2007 have seen 116.5 million admissions – more than took place in the whole of 1995 – while the autumn line-up looks powerful and varied enough to make this an absolutely barnstorming year at the movies.”

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