©Warner Bros/Courtesy Everett Collection
An estimated 8.5 million people went to the cinema this Sunday on National Film Day, a 5% increase in viewers from last year’s inaugural event.
On National Film Day, hosted by the Motion Picture Foundation, all showtimes in all formats (including Imax and Dolby) were $4 at participating theaters.
Even with heavily discounted tickets, the box office was up 16% on the previous Sunday, August 20. Moviegoers aged 18-24 and 25-34 made up 22% of the National Movie Day audience, according to Comscore, while patrons aged 13-17 accounted for 16% of ticket buyers. Women participated in slightly higher numbers than men, making up 52% of the audience.
“National Film Day was a major success as it brought together millions of moviegoers of all ages to enjoy movies on the big screen,” said Bryan Braunlich, executive director of the Cinema Foundation. “The cinemas and all our partners helped maximize the impact of the day with creative marketing and special offers that added to the overall excitement, while a variety of exciting films offered something for everyone. Thank you to all those hardworking people who make the theater experience magical.”
This year’s one-day event, which is designed to pack multiplexes and sell popcorn during the dogs of summer, accounted for $34 million in ticket sales. That’s a boost from last year’s inaugural National Movie Day, which grossed $24.3 million and drew 8.1 million viewers.
More than 3,000 locations, including major chains and smaller independents, across the U.S. and Canada participated in National Movie Day, with theaters reporting sold-out showtimes in many formats throughout the day.
“The positive response to National Movie Day is just another reminder of how much people love going to the movies,” said Michael O’Leary, president and CEO of the National Association of Theater Owners. “Around every corner, audiences flocked in large numbers this weekend to share in the experience of seeing great stories on the big screen. These numbers show us that the future of the fair is strong and that consumer enthusiasm for the theatrical experience continues unabated.”
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