Cinema admissions flat despite Matrix Reloaded success

LONDON - Cinema admissions for May 2003 were £13.8m, flat on the same period last year, despite the release of 'X-Men 2' and the long-awaited and much-hyped opening of 'The Matrix Reloaded'.

Even though there was no increase, the figures will be good news for the cinema industry, which has been pinning its hopes on the film boosting attendance figures that are largely down on last year.

In the first quarter of 2003, admissions fell 14% on last year, which was a bumper year for cinema attendance, according to the Cinema Advertising Association. Last May, audience figures soared 20% on the previous year.

Debbie Chalet, president of the Cinema Advertising Assocation, said: "This is a strong UK admissions performance. May 2002 experienced growth rates of over 20% last year, so to maintain this level is extremely encouraging."

'The Matrix Reloaded', starring Keanu Reeves and Laurence Fishburne, was shown for three weeks during May. It took £20.7m at the box office, making it the second-highest grossing film in the UK so far this year, second only to the second film in 'The Lord of The Rings' trilogy, 'The Two Towers', which has taken £28.2m.

'The Matrix Reloaded' took £8.9m in its first weekend -- the highest opening for a 15-certificate film and the fourth-highest opening weekend for any film to date.

'X-Men 2' took £19.4m during May and £5.9m in its first weekend -- making it the third-largest grossing film of the year to date. Rowan Atkinson's latest film 'Johnny English' has taken £18.8m since its release and is currently the fourth largest film of the year.

Films due out this summer include 'Charlie's Angels: Full Throttle'; 'Hulk'; 'Terminator 3'; and a remake of 'The Italian Job', which are all expected to ensure cinema audience numbers are maintained.

Attendance figures are expected to be bolstered again later in the year, which sees the release of the final episodes in 'The Matrix' and 'The Lord of the Rings' trilogies and the latest animated picture from Disney, 'Finding Nemo'.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .

Market Reports

Get unprecedented new-business intelligence with access to ±±¾©Èü³µpk10’s new Market Reports.

Find out more

Enjoying ±±¾©Èü³µpk10’s content?

 Get unlimited access to ±±¾©Èü³µpk10’s premium content for your whole company with a corporate licence.

Upgrade access

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content