Cinema sales live up to their blockbuster billing

    Author Zoe Aresti

Campaign Magazine's Gideon Spanier speaks to DCM's Karen Stacey about cinema sales and how they are living up to their blockbuster billings, while Stacey outlines her plans around how to grow the medium further in 2016.

Cinema advertising revenues have made the jump to light speed. The combination of Star Wars: The Force Awakens and the James Bond movie Spectre sent revenues at Britain’s biggest cinema sales house, Digital Cinema Media up 27 per cent last year – ahead of box-office admissions, which rose about 9 per cent.

And the good times are set to continue as revenues are up 56 per cent in January, thanks to the ongoing strength of Star Wars: The Force Awakens, which has exceeded expectations, according to the DCM chief executive, Karen Stacey.

Revenues in the first quarter are on course to rise 25 per cent. Although momentum is likely to slow later in the year: Stacey is forecasting annual growth of 5 to 8 per cent.

This represents a turn-around for a medium that saw ad sales, including production costs, slump 20 per cent from £176 million in 2008 to £139 million in 2013, according to Group M.

However, last year’s bounce sent revenues up to £178 million – with DCM holding about four-fifths of the market and Pearl & Dean the remainder.

Samsung was the top spender in the 11 months to November 2015, investing £6.9 million – more than double a year ago, according to Nielsen data supplied to DCM.

Sky, Procter & Gamble, HTC and Lidl completed the top five, all spending more than £5 million. Lidl’s spend was up nearly tenfold.

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