Harry Potter has attracted an array of new advertisers to the
cinema screen, and has achieved the highest-ever box office figures for
a preview period.
According to sales house Pearl & Dean, the film took a staggering £6.7m over the 11 to 12 November weekend.
Among the advertisers are BMG Entertainment, which is promoting the new
Westlife album. BMG hadn't advertised on cinema in five years.
Other new advertisers lured in include BT Openworld, Standard Life,
Skips and Cadbury's Heroes, which has held back from advertising on
cinema all year to capitalise on the Harry Potter hype.
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