The cinema ad, which was created by Ogilvy SA with media planning and buying by Mindshare UK, follows an Irishman having a wonderful time travelling around and making friends in South Africa.
The ad, called ‘The Journey', ran against a number of films, including ‘I Love you Philip Morris', ‘Avatar' and ‘The Girl with the Dragon Tattoo'.
‘Alice in Wonderland', starring Johnny Depp and Helena Bonham-Carter, delivered the most impacts of any film in UK cinemas last weekend, for the third weekend running.
Tim Burton's 3D spin on the Lewis Carroll tale delivered an estimated 989,210 impacts last weekend, bringing the total impacts since its release to 6.2 million.
‘Bounty Hunter', the most recent release starring ex-'Friends' actress Jennifer Aniston, was the second most-watched film of the weekend in its first week, with an estimated 419,392 impacts.
The third most-watched film of the weekend was Martin Scorsese's ‘Shutter Island', which delivered an estimated 370,058 impacts during its second weekend.
| Total UK box office (20&21 March) | |||||||||||||||||||||||||||||||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Film title | Total box office so far (£) | Impacts so far | Weekend box office (£) | Weekend impacts | |||||||||||||||||||||||||||||||||||||||||||||
| Alice In Wonderland (Disney) | 30,493,427 | 6,223,148 | 4,847,129 | 989,210 | |||||||||||||||||||||||||||||||||||||||||||||
| Bounty Hunter (Sony) | 2,055,021 | 419,392 | 2,055,021 | 419,392 | |||||||||||||||||||||||||||||||||||||||||||||
| Shutter Island (Paramount) | 5,483,018 | 1,118,983 | 1,813,282 | 370,057.6 | |||||||||||||||||||||||||||||||||||||||||||||
| I Love You Phillip Morris (E1 Films) | 1,066,092 | 217,569.8 | 1,066,092 | 217,569.8 | |||||||||||||||||||||||||||||||||||||||||||||
| Green Zone (Universal) | 3,926,084 | 801,241.6 | 1,022,458 | 208,664.9 | |||||||||||||||||||||||||||||||||||||||||||||
| The Spy Next Door (Paramount) | 698,155 | 174,538.8 | 698,155 | 174,538.8 | |||||||||||||||||||||||||||||||||||||||||||||
| Avatar (20th Fox) | 90,596,474 | 18,489,076 | 445,809 | 90,981.43 | |||||||||||||||||||||||||||||||||||||||||||||
| The Girl With The Dragon... (Momentum) | 914,850 | 186,704.1 | 309,135 | 63,088.78 | |||||||||||||||||||||||||||||||||||||||||||||
| Hachi: A Dog's Tale (Entertnmt) | 902,615 | 184,207.1 | 260,848 | 53,234.29 | |||||||||||||||||||||||||||||||||||||||||||||
| The Princess and the Frog (Disney) | 10,939,794 | 2,734,949 | 145,651 | 36,412.75 | |||||||||||||||||||||||||||||||||||||||||||||
| The Lovely Bones (Paramount) | 6,193,167 | 1,263,912 | 141,459 | 28,869.18 | |||||||||||||||||||||||||||||||||||||||||||||
| Old Dogs (Disney) | 130,384 | 26,608.98 | 130,384 | 26,608.98 | |||||||||||||||||||||||||||||||||||||||||||||
| Percy Jackson & The ... (20th Fox) | 7,347,672 | 1,499,525 | 100,673 | 20,545.51 | |||||||||||||||||||||||||||||||||||||||||||||
| Crazy Heart (20th Fox) | 984,880 | 200,995.9 | 85,440 | 17,436.73 | |||||||||||||||||||||||||||||||||||||||||||||
| The Crazies (Paramount) | 3,255,301 | 664,347.1 | 82,645 | 16,866 | |||||||||||||||||||||||||||||||||||||||||||||
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