Although May to July is traditionally known as Summer blockbuster season, this year sees an unusually high number of upmarket arthouse releases. Coming out on the same weekend as Iron Man 3 (April 26) are two all-star features with a strong comedic slant. Bernie earned a Golden Globe nomination for Jack Black’s performance and is [...]
The Guardian & Observer’s new tongue-in-cheek ad campaign marks a new, bold direction for the newspaper group’s January marketing approach which has, in previous years, focused primarily on promotional giveaways. Devised by award-winning creative agency Bartle Bogle Hegarty (BBH), the cinema creative comprises 60’ and 30’ versions of a 3-minute film fronted by Hugh Grant, who was not paid for his involvement in the campaign.
Running on Fridays and Saturdays in January and February, the cinema spots have been booked to coincide with the on-sale dates of weekend editions over the course of the three week campaign. The media planning by PHD Networks draws on insight into the Guardian and The Observer readership, which is known be made up of light TV viewers, but includes cinema in its leisure pastimes. This makes Guardian News & Media one of the first advertisers to take advantage of cinema’s new flexibility to book spots by the day instead of by the week, following DCM’s recent switch to 100% digital.
Sequels monopolised the top of the UK box office this weekend as the top three places all went to high profile franchises. The number one spot was taken by Madagascar 3: Europe’s Most Wanted 3D with £6m (including £2.4m from previews). When the previews are removed it shows the extremely consistent performance of the series. The first Madagascar opened with £3.6m in 2005 and Madagascar 2: Escape 2 Africa opened with £3.9m in 2008. Both those films went on to a final total in excess of £22m.
Second place was possessed by found footage chiller, Paranormal Activity 4 with £2.5m (including £806k from previews). It’s a solid start but comfortably the lowest of the series, with PA2 opening with £3.8m, PA1 with £3.6m and PA3 with £3.4m. The low production costs of the series though has ensured that a fifth instalment is on the way in time for Halloween 2013. In third spot, Taken 2 continued its remarkable run with a further £2.3m taking its cume to £18.6m. Although it’s likely to take a hit with the release of Skyfall on Friday, it’s possible that The Bourne Ultimatum’s final total of £24m is within reach.
March 2012 has something for everyone and sees a wealth of quality releases estimated to draw 14 million pairs of eyes to the big screen.
The month opens with Hansel and Gretel: Witch Hunters. This action-comedy follows the duo with a sweet tooth 15 years after their traumatic gingerbread-house incident as they seek to track and kill witches all over the world. The fairy-tale adaptation is set to take a healthy £3m in the box office and is likely to attract a predominately 18+ male audience.
This weeks film schedule updates:
- The Big Year now opens 23-March 2012
- Seeking Justice now opens 18-November 2011
- 50/50 now opens 25-November 2011
- Safe now opens 02-March 2011
- Texas Killing Fields has now been added to the schedule
- House At The End Of The Street has now been added to the schedule
The film schedule has been updated to reflect these changes.
This weeks film schedule updates: Knight & Day has moved from 16-Jul to 06-Aug 2010 Maramduke has moved from 20-Aug to 11-Aug 2010 Step Up 3D has moved from 13-Aug to 06-Aug 2010 Scott Pilgrim vs. The World has moved from 27-Aug to 13-Aug 2010 The Adjustment Bureau has moved from 30-Jul to 17-Sep 2010 Charlie St [...]
Comic Relief, Action for Children and Women’s Aid are the latest charities tapping into the ABC1-dominated cinema audience with tailored campaigns. With Red Nose Day this Friday 13 March, Digital Cinema Media, the market leader in cinema advertising, has teamed up with Comic Relief to launch a week-long campaign appealing to the public to “Do [...]
Digital Cinema Media (DCM) the market leader in UK cinema advertising has tied up with leading children’s charity Action for Children to offer free cinema tickets. The charity is offering free admission to those that download a voucher from the Action for Children website. Foyer activity in Picturehouse sites will also give cinemagoers the opportunity [...]
The Agent Provocateur ad ‘Proof’ from 2001 topped the public poll as thousands chose online over the last eight weeks at DCM’s website. They have been deciding in their droves from a top ten shortlist put together by a distinguished panel of experts, including heavyweights from the cinema industry. Agent Provocateur beat off stiff competition [...]