News

Digital Cinema Media and UM London has facilitated a deal for Prime Focus World to convert the Jack Daniel’s Tennessee Honey creative to immersive 3D for Brown – Forman. It will play in cinemas before Star Trek Into Darkness 3D, which is predicted to take over £25m at the UK Box Office and generate over 4m admissions.

The creative, developed by Arnold, uses the surround sound capabilities of cinema to make the audience feel enveloped by a swarm of bees and then opens on a highly detailed visual of a Jack Daniels stylised bee, in fully rendered 3D.

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Digital Cinema Media (DCM) joined more than 5,000 movie industry professionals from around the world in Las Vegas last week for the annual CinemaCon event. It was inspiring, energising and slightly scary to spend a week in the company of the biggest stars, producers, directors, studio executives and cinema owners, with all of us coming together to preview upcoming films and debate all facets of the motion picture and cinema industry – from exhibition, concessions, technology and distribution, to marketing, advertising and social media.

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Olympus Has Fallen has risen to the top of the Box Office with a decent £2.2m opening (including £651k from previews). The first of the year’s White House set action films has set a solid benchmark which September’s White House Down will be looking to beat. It was the best opening for a live-action Gerard Butler film since 300 in 2007 (£4.7m).

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The next three months has some absolutely barn storming Sci-Fi releases to satisfy every fan of the genre, from the casual to the hard-core.

First up on 9 May is JJ Abrams’ hugely anticipated Star Trek sequel, Star Trek into Darkness 3D. Chris Pine and Zachary Quinto, battling against the unstoppable evil of Benedict Cumberbatch.

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Tom Cruise is back on top as Oblivion flew to an impressive £5m five day opening, with £1.6m coming from Wednesday and Thursday previews. This is further confirmation that audiences still love to see Tom Cruise headlining major films.

The Croods had yet another strong hold, falling just a measly 15% to £2m and a spectacular cume of £22.7m. By this time next week it should have overtaken Wreck-It Ralph to become the highest grossing animated film of the year so far. In third spot, is the fifth installment in the Scary Movie franchise. An opening of £1.1m is the lowest in the series and a long way off from Scary Movie 3’s series best £3.5m debut.

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Yes, we have a spectacular selection of summer blockbusters on the horizon but this summer is also a dream for fans of comedies of all sizes. Fans of 2005 hit The Wedding Crashers will be particularly interested in The Internship (4 July). Reuniting Owen Wilson and Vince Vaughn as two salesmen who have to take an internship (hence the title) at Google, it also features a cracking support cast including Rose Byrne and John Goodman, so expect box office to rival Vaughn and Wilson’s previous outing.

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At your local cinema this weekend you might enjoy a night at New York’s Metropolitan Opera or the dancing troupes of the Bolshoi Ballet, but would you pay money to watch an art exhibition on the big screen?

A new film, Manet: Portraying Life, hopes to start a trend and tempt audiences from the galleries into the auditoriums.

“The last thing we want is for people to consider this as an alternative,” says director Phil Grabsky, whose production gives a behind-the-scenes tour of the Royal Academy of Art’s latest sell-out show.

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The Queen has been described as the ‘most memorable Bond girl yet’ for her role opposite Daniel Craig in the Olympics opening ceremony after receiving an honorary BAFTA award.

Actor Sir Kenneth Branagh presented her the award at a Windsor Castle reception last week in recognition of a lifetime’s support of British film and television.

‘Several of my colleagues want you to know that, should you wish to take it further into the world of British films, they have a number of scripts with them here this evening,’ Branagh joked.

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For the third weekend in succession, animated hit The Croods proved to be cinema’s biggest draw. A further £2.4m takes its cume to £17.7m and it now sits behind Les Misérables and Wreck-It Ralph 3D as the third highest grossing film released so far this year. With another week of the Easter holidays left, £20m-plus is a certainty.

GI Joe: Retaliation 3D held on to the second spot with £1.1m and has a cume of £5.6m. It’s now less than £1m behind the first G.I. Joe’s final total of £6.5m, which it should have overtaken by this time next week.

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The Croods was the big Easter winner, easing just 6% (when previews are removed) to £3.3m and a very healthy ten day total of £10.6m. This is ahead of the animation benchmark set by Brave 3D last year.

G.I. Joe: Retaliation 3D was the best performing newcomer, easily outstripping the first GI Joe film with £2.8m (including £890k from previews).

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