Magazine article Screen International

Odeon Sees Increased Attendance for British Films in 2011

Magazine article Screen International

Odeon Sees Increased Attendance for British Films in 2011

Article excerpt

New reward scheme may have helped boost attendance to British films.

Odeon reports that 270,000 more cinema-goers bought tickets for British films at its cinemas in 2011, compared to 2010.UK productions and co-productions accounted for a record £295m at the box office in 2011, almost one-third of total receipts. Overall attendance was also up year-on-year at an estimated 171m.The unusual surge in UK box office can largely be put down to the huge breakout success of The King's Speech and The Inbetweeners Movie as well as the bonanza for Harry Potter and the Deathly Hallows: Part 2.But Odeon also credits the attendance increase to its points-based Backing British Film Campaign, which launched in January 2011. In return for a visit to a British film, cinemagoers receive rewards including free popcorn and cinema tickets. …

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