The Lastminute.com ad, by the creative agency Kream London, shows clips of events which can be booked through the website, with a soundtrack featuring a Mumford & Sons song.
In activity booked by Manning Gottlieb OMD, the ad ran against ‘Iron Man 2', which delivered an estimated 1.564 million impacts, making it the most-watched film in the cinema in its first weekend.
The second most-watched film of the weekend was the consistently well-performing ‘How to Train Your Dragon' from 'Shrek' animator DreamWorks and Paramount, which delivered an estimated 168,733 impacts.
‘How to Train Your Dragon' has delivered 3.05 million impacts since its release.
‘Date Night', the comedy from Twentieth Century Fox starring Tina Fey from '30 Rock', was the third-most watched film of the weekend with an estimated 159,876 impacts.
| Cinema box office figures (1&2 May) | |||||||||||||||||||||||||||||||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Film | Weekend box office total (£) | Weekend impacts | Total box office takings so far (£) | Impacts so far | |||||||||||||||||||||||||||||||||||||||||||||
| Iron Man 2 (Paramount) | 7,664,732 | 1,564,231 | 7,664,732 | 1,564,231 | |||||||||||||||||||||||||||||||||||||||||||||
| How to train your Dragon (Paramount) | 843,663 | 168,732 | 15,272,853 | 3,054,570 | |||||||||||||||||||||||||||||||||||||||||||||
| Date Night (20th Fox) | 783,393 | 159,876 | 2,625,161 | 535,747 | |||||||||||||||||||||||||||||||||||||||||||||
| The Last Song (Disney) | 679,698 | 138,713 | 679,698 | 138,713 | |||||||||||||||||||||||||||||||||||||||||||||
| Clash of the Titans (Warner) | 659,005 | 112,650 | 19,201,856 | 3,282,368 | |||||||||||||||||||||||||||||||||||||||||||||
| Dear John (Paramount) | 608,637 | 124,211 | 4,627,618 | 944,411 | |||||||||||||||||||||||||||||||||||||||||||||
| The Ghost (Optimum) | 548,270 | 111,891 | 2,961,437 | 604,374 | |||||||||||||||||||||||||||||||||||||||||||||
| Kick-Ass (Universal) | 402,864 | 82,217 | 10,991,324 | 2,243,127 | |||||||||||||||||||||||||||||||||||||||||||||
| Nanny McPhee 2 (Universal) | 388,832 | 97,208 | 15,631,528 | 3,907,882 | |||||||||||||||||||||||||||||||||||||||||||||
| Housefull (EROS) | 262,752 | 53,622 | 262,752 | 53,622 | |||||||||||||||||||||||||||||||||||||||||||||
| It's a Wonderful Afterlife (Icon) | 175,224 | 35,760 | 813,882 | 166,098 | |||||||||||||||||||||||||||||||||||||||||||||
| The Disapperance of Alice... (CINX) | 142,324 | 29,045 | 142,324 | 29,045 | |||||||||||||||||||||||||||||||||||||||||||||
| Alice in Wonderland (Disney) | 139,995 | 27,999 | 42,169,542 | 8,433,908 | |||||||||||||||||||||||||||||||||||||||||||||
| The Jones (E1 Films) | 110,809 | 22,614 | 514,680 | 105,036 | |||||||||||||||||||||||||||||||||||||||||||||
| Cemetery Junction (Sony) | 75,570 | 15,422 | 1,329,002 | 271,224 | |||||||||||||||||||||||||||||||||||||||||||||