21/04/2008

Cinemagoing is right up there as a summer activity for Britons, with the likes of holidaying abroad and barbecues, according to a new survey conducted by the Film Distributors’ Association (FDA). The online survey consisted of interviews with teens and adults aged 15 and over.

Respondents were given a list of typical summer activities and asked to rank them in order of preference, beginning with “the best thing about summer 2008”. Cinemagoing was ranked third after holidaying abroad and barbecues, beating out other popular summer activities like sunbathing, concerts, picnics and watching European football.

Eighty-one percent of the participants also agreed that summer is a time when “a lot of the year's best films come out,” while 35% of men and 27% of women said they “can’t wait” for some of the summer releases.

To support the summer line-up the FDA is launching a one-minute compilation trailer that will contain clips from 28 summer releases that will play on 3000 screens and online from April 25. In addition, one million copies of movie preview magazine Focus will be given away free.

FDA CEO Mark Batey said, “The survey indicates that, for most of us, our summers are partly but increasingly defined by the experience of the films we see in cinemas. This summer’s line-up is a mouth-watering mix of sequels and originals, with top-flight films from the UK, Europe and Asia as well as the innovative action, witty humour and sparkling romance audiences have come to expect and enjoy. The compilation trailer offers virtually an A to Z whistle-stop tour of the summer, from Adulthood and Angus, Thongs through to WALL-E and Wanted via many stars in between. Whatever their tastes, cinemagoers are in for a memorable summer at the movies.”