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Cinemas - UK - May 2011

This report concentrates on commercial cinema venues; that is, sites whose primary day-to-day function is the commercial display of cinema. Data on sites and screens, however, include any that accept advertising.

Companies that own, lease, manage or operate facilities for the day-to-day commercial display of films will be referred to as cinema operators or exhibitors. Companies that distribute and/or produce films are not the subject of this report and will be referred to as film distributors.

Arthouse cinemas are those that specialise in showing mainly films that are not part of the commercial mainstream.

Multiplex cinemas are defined as those with five screens or more.

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: The UK cinema market size and forecast, 2005-15
            • 3D boosts industry
              • Box office grows as admissions slip in 2010
                • Market factors
                  • Product is everything
                    • Digital conversion opens up further opportunities
                      • Theatrical window under pressure?
                        • Volatile economy is a concern
                          • Mixed demographic picture
                            • Increased device ownership opens up field for booking and promotions
                              • Companies, brands and innovation
                                • Figure 2: Cinema market shares by number of screens, December 2010
                              • The big three dominate
                                • Market maturity encourages segmentation
                                  • The consumer
                                    • Figure 3: Frequency of cinema-going, February 2011
                                  • Most go infrequently
                                    • Figure 4: Agreement with statements about film and cinema, by frequency of cinema-going, February 2011
                                  • Attitudes towards cinema worryingly negative
                                    • Outdoor screenings and 4D receive the thumbs up
                                      • Consumers unconvinced about worth of 3D and IMAX
                                        • Consumers demand more choice in catering
                                          • What we think
                                          • Issues in the Market

                                              • How can operators counter resistance to rising cinema admission prices?
                                                • What are the prospects for 3D within the overall box office total?
                                                  • How can operators further develop secondary spend in the next five years?
                                                    • What would consumers like to see cinemas doing in the future?
                                                    • Future Opportunities

                                                      • Home from Home?
                                                        • Giving something back
                                                        • Internal Market Environment

                                                          • Key points
                                                            • Good product keeps people coming back
                                                              • Figure 5: Top 20 films released in the UK and Republic of Ireland, 2009
                                                              • Figure 6: Box office results for the top 20 films released in the UK and Republic of Ireland, 2010
                                                            • Digital gathers momentum
                                                              • Figure 7: Number of high-end digital screens in the UK, 2006-10
                                                            • The march of 3D continues on
                                                              • Figure 8: 3D digital screens in the UK, 2006-10
                                                              • Figure 9: Top ten 3D releases, 2010
                                                            • 3D to help counter piracy?
                                                              • Shrinking window of opportunity?
                                                                • Film Council abolition could impact on UK film plc
                                                                • Broader Market Environment

                                                                  • Key points
                                                                    • Economic volatility continues
                                                                      • Figure 10: GDP quarterly percentage change, Q1 2004-Q1 2011
                                                                    • Consumer confidence falling once more
                                                                      • Figure 11: Trends in UK consumer confidence, January 2008-April 2011
                                                                    • High unemployment among 16-24s
                                                                      • Figure 12: Unemployment rate, by age group, November 2010-January 2011
                                                                    • Age trends less likely to be helpful in the future
                                                                      • Figure 13: Trends in the age structure of the UK population, 2005-15
                                                                    • Growth in ABs generally positive in the longer term
                                                                      • Figure 14: Forecast adult population trends, by socio-economic group, 2005-15
                                                                    • Silver screen boost?
                                                                      • Figure 15: Forecast adult population trends, by lifestage, 2005-15
                                                                    • Growth in online access boosts scope for migration of bookings
                                                                      • Figure 16: Device ownership trends, April 2009-December 2010
                                                                    • Come rain or shine…
                                                                      • Figure 17: UK weather trends, 2006-10
                                                                    • Migration boom creates demand for foreign-language films
                                                                      • Figure 18: Long-term trends in net migration to the UK, by age and gender, 1991-2009
                                                                      • Figure 19: Top five foreign languages at the UK and Republic of Ireland box office, 2009
                                                                      • Figure 20: Five most common foreign nationalities in United Kingdom, July 2009-June 2010
                                                                  • Competitive Context

                                                                    • Key points
                                                                      • Affordable escapism prevails while other sectors falter
                                                                        • Figure 21: Consumer expenditure on selected leisure activities, 2005-10
                                                                      • Multichannel households growth boosts home movie viewing
                                                                        • Figure 22: UK multichannel TV households, by platform, 2005-10
                                                                      • Retail and rental film market still dwarfs spending on cinema-going
                                                                        • Figure 23: Pre-recorded video and DVD industry key metrics, UK, 2005-09
                                                                      • UK: Ahead of the 3D curve?
                                                                        • US is largest cinema market but losing value and market share
                                                                        • Strengths and Weaknesses in the Market

                                                                            • Strengths
                                                                              • Affordability
                                                                                • Broad appeal
                                                                                  • High barriers to market entry
                                                                                    • Digitally converted estate
                                                                                      • Constantly evolving product
                                                                                        • Weaknesses
                                                                                          • Resistance to further price rises
                                                                                            • Limited scope for organic growth
                                                                                              • Reliance on younger consumers
                                                                                                • Reliance on third parties for product and promotion
                                                                                                  • Vulnerable to shrinking theatrical window
                                                                                                  • Who’s Innovating?

                                                                                                    • Key points
                                                                                                      • Vue raises the bar
                                                                                                        • What the well-dressed cinema-goer is wearing
                                                                                                          • First alternative content, now alternative venues
                                                                                                            • Stepping back in time
                                                                                                            • Market Size and Forecast

                                                                                                              • Key points
                                                                                                                • Market value growth continues in 2010 as admissions slip
                                                                                                                  • Figure 24: UK cinema market, 2005-15
                                                                                                                • Forecast
                                                                                                                  • Market value
                                                                                                                    • Figure 25: Cinema market size forecast (value), 2005-15
                                                                                                                  • Market volume
                                                                                                                    • Figure 26: Cinema market size forecast (volume), 2005-15
                                                                                                                • Segment Performance

                                                                                                                  • Key points
                                                                                                                    • 3D boom boosts box office as secondary spend stalls
                                                                                                                      • Figure 27: Breakdown of UK cinema market, 2005-10
                                                                                                                    • Summer is the key to a good year
                                                                                                                      • Figure 28: UK cinema monthly admissions, 2005, 2007 and 2010
                                                                                                                      • Figure 29: UK cinema monthly admissions, 2005-10
                                                                                                                    • Sites decline but screen numbers grow
                                                                                                                      • Figure 30: Trends in UK cinema sites and screens, 2005-10
                                                                                                                    • Multiplex growth continues
                                                                                                                      • Figure 31: UK multiplex cinema development trend, 1985-2010
                                                                                                                      • Figure 32: Trends in UK cinema screens, by region, 2005-10
                                                                                                                  • Market Share

                                                                                                                    • Key points
                                                                                                                      • Odeon leads by sites and screens, Cineworld by box office
                                                                                                                        • Figure 33: Cinema operators in the UK, by number of sites and screens, December 2010
                                                                                                                        • Figure 34: Cinema operators in the UK, by number of multiplex sites and screens, December 2010
                                                                                                                      • Vue lags behind on 3D
                                                                                                                        • Figure 35: 35mm, 2D digital and 3D digital screens, by circuit, December 2010
                                                                                                                    • Companies and Products

                                                                                                                      • Key points
                                                                                                                        • Major circuits
                                                                                                                          • Cineworld Group plc
                                                                                                                              • Figure 36: Financial performance of Cineworld Group plc, 2008-10
                                                                                                                              • Figure 37: Breakdown of Cineworld Group plc’s revenue, by segment, 2009 and 2010
                                                                                                                            • Odeon & UCI Cinemas Group Ltd
                                                                                                                                • Figure 38: Financial performance of Odeon & UCI Cinemas Group Ltd, 2007-09
                                                                                                                              • Vue Entertainment Holdings (UK) Ltd
                                                                                                                                  • Figure 39: Financial performance of Vue Entertainment Holdings (UK) Ltd, 2008-10
                                                                                                                                • National Amusements (UK) Ltd – Showcase
                                                                                                                                    • Figure 40: Financial performance of NATL Amusements (UK) Ltd, 2007-09
                                                                                                                                  • City Screen Ltd
                                                                                                                                      • Figure 41: Financial performance of City Screen Ltd, 2007-09
                                                                                                                                    • Apollo Cinemas Ltd
                                                                                                                                      • Figure 42: Financial performance of Apollo Cinemas Limited, 2008-10
                                                                                                                                      • Figure 43: Breakdown of Apollo Cinemas Ltd’s revenue, by segment, 2009 and 2010
                                                                                                                                    • Omniplex Holdings (NI) Ltd – Ward Anderson
                                                                                                                                      • Reel Cinemas
                                                                                                                                        • Empire Cinemas Ltd
                                                                                                                                        • Brand Communication and Promotion

                                                                                                                                          • Key points
                                                                                                                                            • Adspend maintained at historically high levels
                                                                                                                                              • Figure 44: Main media expenditure by UK film distributors and cinema exhibitors, by type of film certificate, 2006-10
                                                                                                                                            • TV the favoured medium
                                                                                                                                              • Figure 45: UK film distributors’ media expenditure, by channel, 2006-10
                                                                                                                                            • Spending big doesn’t guarantee box office success
                                                                                                                                              • Figure 46: UK film distributors – top ten advertisers, 2006-10
                                                                                                                                            • 20th Century Fox shuns the norm
                                                                                                                                              • Figure 47: UK film distributors – top ten advertisers, by channel, 2010
                                                                                                                                            • Cinemas opt for press
                                                                                                                                              • Figure 48: UK cinemas’ media expenditure, by channel, 2006-10
                                                                                                                                            • Vue lags behind other majors in terms of main media spend
                                                                                                                                              • Figure 49: UK cinemas – top advertisers, 2006-10
                                                                                                                                            • Top two take differing approaches
                                                                                                                                              • Figure 50: UK cinemas – top advertisers, by channel, 2010
                                                                                                                                          • How Often do People go to the Cinema?

                                                                                                                                            • Key points
                                                                                                                                              • Majority go to the cinema but most do so infrequently
                                                                                                                                                • Figure 51: Frequency of cinema-going, February 2011
                                                                                                                                                • Figure 52: Frequency of cinema-going, by current financial situation, February 2011
                                                                                                                                            • What are Cinema-goers' Booking, Visiting and Buying Habits?

                                                                                                                                              • Key points
                                                                                                                                                • Impulse visiting still most prevalent
                                                                                                                                                  • Figure 53: Cinema-goers' booking, visiting and buying habits, February 2011
                                                                                                                                                • Advance online bookers more likely to buy food and drink at the cinema
                                                                                                                                                  • Figure 54: Cinema-goers' booking, visiting and buying habits, by most popular cinema-goers' booking, visiting and buying habits, February 2011
                                                                                                                                                • Promotional days stimulate the weekend market
                                                                                                                                                  • Figure 55: Cinema-goers' booking, visiting and buying habits, by next most popular cinema-goers' booking, visiting and buying habits, February 2011
                                                                                                                                                • Frequent cinema-goers are the most likely to book over the phone
                                                                                                                                                  • Figure 56: Cinema-goers' booking, visiting and buying habits, by most popular frequency of cinema-going, February 2011
                                                                                                                                                  • Figure 57: Cinema-goers' booking, visiting and buying habits, by next most popular frequency of cinema-going, February 2011
                                                                                                                                                • Financial status doesn’t influence people taking in their own food and drink
                                                                                                                                                  • Figure 58: Cinema-goers' booking, visiting and buying habits, by current financial situation, February 2011
                                                                                                                                              • Attitudes towards Films

                                                                                                                                                • Key points
                                                                                                                                                  • General interest in film and home viewing remain high
                                                                                                                                                    • Figure 59: Attitudes towards films, February 2011
                                                                                                                                                  • Home viewing stimulates, rather than restricts, cinema-going
                                                                                                                                                    • Figure 60: Attitudes towards films, by most popular frequency of cinema-going, February 2011
                                                                                                                                                    • Figure 61: Attitudes towards films, by next most popular frequency of cinema-going, February 2011
                                                                                                                                                  • Strugglers most likely to watch DVDs at home
                                                                                                                                                    • Figure 62: Attitudes towards films, by current financial situation, February 2011
                                                                                                                                                • Agreement with Statements About Film and Cinema

                                                                                                                                                  • Key points
                                                                                                                                                    • Attitudes towards cinema worryingly negative
                                                                                                                                                      • Figure 63: Agreement with statements about film and cinema, February 2011
                                                                                                                                                    • Frequent cinema-goers just as negative
                                                                                                                                                      • Figure 64: Agreement with statements about film and cinema, by most regular frequency of cinema-going, February 2011
                                                                                                                                                      • Figure 65: Agreement with statements about film and cinema, by next most regular frequency of cinema-going, February 2011
                                                                                                                                                    • Food buyers and non-buyers equally in agreement about food prices
                                                                                                                                                      • Figure 66: Agreement with statements about film and cinema, by most popular cinema-goers' booking, visiting and buying habits, February 2011
                                                                                                                                                      • Figure 67: Agreement with statements about film and cinema, by next most popular cinema-goers' booking, visiting and buying habits, February 2011
                                                                                                                                                    • Taking the benefits of the home into the cinema
                                                                                                                                                      • Figure 68: Agreement with statements about film and cinema, by most popular agreement with statements about film and cinema, February 2011
                                                                                                                                                      • Figure 69: Agreement with statements about film and cinema, by next most popular agreement with statements about film and cinema, February 2011
                                                                                                                                                    • Universal agreement on catering prices but ticket costs hurting strugglers
                                                                                                                                                      • Figure 70: Agreement with statements about film and cinema, by current financial situation, February 2011
                                                                                                                                                  • Attitudes towards Innovations or Improvements to the Cinema Experience

                                                                                                                                                    • Key points
                                                                                                                                                      • The great outdoors and 4D beckon
                                                                                                                                                        • Figure 71: Attitudes towards innovations or improvements to the cinema experience, February 2011
                                                                                                                                                      • Regular cinema-goers keenest on innovations and improvements
                                                                                                                                                        • Figure 72: Attitudes towards innovations or improvements to the cinema experience, by most popular frequency of cinema-going, February 2011
                                                                                                                                                        • Figure 73: Attitudes towards innovations or improvements to the cinema experience, by next most popular frequency of cinema-going, February 2011
                                                                                                                                                      • Affluent food and drink buyers among keenest on premium innovations
                                                                                                                                                        • Figure 74: Attitudes towards innovations or improvements to the cinema experience, by most popular cinema-goers' booking, visiting and buying habits, February 2011
                                                                                                                                                        • Figure 75: Attitudes towards innovations or improvements to the cinema experience, by next most popular cinema-goers' booking, visiting and buying habits, February 2011
                                                                                                                                                    • What Do People Think About 3D and IMAX Films and Cinemas?

                                                                                                                                                      • Key points
                                                                                                                                                        • Consumers falling out of love with 3D?
                                                                                                                                                          • Figure 76: Attitudes towards 3D and IMAX films and cinemas, February 2011
                                                                                                                                                        • Scarcity of outlets biggest issue for IMAX
                                                                                                                                                          • Three quarters of regular cinema-goers have seen a 3D film
                                                                                                                                                            • Figure 77: Attitudes towards 3D and IMAX films and cinemas, by most popular frequency of cinema-going, February 2011
                                                                                                                                                            • Figure 78: Attitudes towards 3D and IMAX films and cinemas, by next most popular frequency of cinema-going, February 2011
                                                                                                                                                          • Scope for creating value-based offer?
                                                                                                                                                            • Figure 79: Attitudes towards 3D and IMAX films and cinemas, by most popular cinema-goers' booking, visiting and buying habits, February 2011
                                                                                                                                                            • Figure 80: Attitudes towards 3D and IMAX films and cinemas, by next most popular cinema-goers' booking, visiting and buying habits, February 2011
                                                                                                                                                          • 3D film-goers lukewarm about value
                                                                                                                                                            • Figure 81: Attitudes towards 3D and IMAX films and cinemas, by most popular attitudes towards 3D and IMAX films and cinemas, February 2011
                                                                                                                                                            • Figure 82: Attitudes towards 3D and IMAX films and cinemas, by next most popular attitudes towards 3D and IMAX films and cinemas, February 2011
                                                                                                                                                            • Figure 83: Attitudes towards 3D and IMAX films and cinemas, by other attitudes towards 3D and IMAX films and cinemas, February 2011
                                                                                                                                                          • Affluence makes little difference to perceptions of 3D value
                                                                                                                                                            • Figure 84: Attitudes towards 3D and IMAX films and cinemas, by current financial situation, February 2011
                                                                                                                                                        • Attitudes towards Improvements to Cinema Catering

                                                                                                                                                          • Key points
                                                                                                                                                            • Consumers would welcome more choice in cinema catering offers
                                                                                                                                                              • Figure 85: Attitudes towards improvements to cinema catering, February 2011
                                                                                                                                                            • Wider range of drinks would appeal particularly to regular cinema-goers
                                                                                                                                                              • Figure 86: Attitudes towards improvements to cinema catering, by most popular frequency of cinema-going, February 2011
                                                                                                                                                              • Figure 87: Attitudes towards improvements to cinema catering, by next most popular frequency of cinema-going, February 2011
                                                                                                                                                            • Great choice appeals most to advance online bookers and weekend visitors
                                                                                                                                                              • Figure 88: Attitudes towards improvements to cinema catering, by most popular cinema-goers' booking, visiting and buying habits, February 2011
                                                                                                                                                              • Figure 89: Attitudes towards improvements to cinema catering, by next most popular cinema-goers' booking, visiting and buying habits, February 2011
                                                                                                                                                          • Cinemas Targeting Opportunities

                                                                                                                                                            • Key points
                                                                                                                                                              • Figure 90: Cinemas target groups, February 2011
                                                                                                                                                            • Indifferent
                                                                                                                                                              • Demographics
                                                                                                                                                                • Marketing message
                                                                                                                                                                  • Averse
                                                                                                                                                                    • Demographics
                                                                                                                                                                      • Marketing message
                                                                                                                                                                        • Buffs
                                                                                                                                                                          • Demographics
                                                                                                                                                                            • Marketing message
                                                                                                                                                                              • Buffs the heaviest cinema-goers
                                                                                                                                                                                • Figure 91: Frequency of cinema-going, by target groups, February 2011
                                                                                                                                                                              • Buffs like to be spontaneous
                                                                                                                                                                                • Figure 92: Cinema-goers' booking, visiting and buying habits, by target groups, February 2011
                                                                                                                                                                            • Appendix – Market Size and Forecast

                                                                                                                                                                                • Figure 93: Cinema market value forecast scenarios, 2010-15
                                                                                                                                                                                • Figure 94: Cinema market volume forecast scenarios, 2010-15
                                                                                                                                                                            • Appendix – How Often do People go to the Cinema?

                                                                                                                                                                                • Figure 95: Most popular frequency of cinema-going, by demographics, February 2011
                                                                                                                                                                                • Figure 96: Next most popular frequency of cinema-going, by demographics, February 2011
                                                                                                                                                                            • Appendix – What are Cinema-goers' Booking, Visiting and Buying Habits?

                                                                                                                                                                                • Figure 97: Most popular cinema-goers' booking, visiting and buying habits, by demographics, February 2011
                                                                                                                                                                                • Figure 98: Next most popular cinema-goers' booking, visiting and buying habits, by demographics, February 2011
                                                                                                                                                                            • Appendix – Attitudes towards Films

                                                                                                                                                                                • Figure 99: Attitudes towards films, by demographics, February 2011
                                                                                                                                                                                • Figure 100: Attitudes towards films, by most popular cinema-goers' booking, visiting and buying habits, February 2011
                                                                                                                                                                                • Figure 101: Attitudes towards films, by next most popular cinema-goers' booking, visiting and buying habits, February 2011
                                                                                                                                                                                • Figure 102: Attitudes towards films, by attitudes towards films, February 2011
                                                                                                                                                                            • Appendix – Agreement with Statements about Film and Cinema

                                                                                                                                                                                • Figure 103: Agreement with the statement ‘I don’t rush to see films at the cinema because they come out so quickly on DVD/film channels’, by demographics, February 2011
                                                                                                                                                                                • Figure 104: Agreement with the statement ‘I prefer watching films in the comfort of my own home rather than going to the cinema’, by demographics, February 2011
                                                                                                                                                                                • Figure 105: Agreement with the statement ‘I’d like to go to the cinema more often than I do’, by demographics, February 2011
                                                                                                                                                                                • Figure 106: Agreement with the statement ‘I’m only interested in seeing the big blockbuster films at the cinema’, by demographics, February 2011
                                                                                                                                                                                • Figure 107: Agreement with the statement ‘Popcorn is an essential part of the cinema experience’, by demographics, February 2011
                                                                                                                                                                                • Figure 108: Agreement with the statement ‘The cinema is a good value trip out compared to other leisure activities’, by demographics, February 2011
                                                                                                                                                                                • Figure 109: Agreement with the statement ‘The food/drink is overpriced’, by demographics, February 2011
                                                                                                                                                                                • Figure 110: Agreement with the statement ‘Tickets are becoming too expensive’, by demographics, February 2011
                                                                                                                                                                                • Figure 111: Agreement with statements about film and cinema, by attitudes towards films, February 2011
                                                                                                                                                                            • Appendix – Attitudes towards Innovations or Improvements to the Cinema Experience

                                                                                                                                                                                • Figure 112: Most popular attitudes towards innovations or improvements to the cinema experience, by demographics, February 2011
                                                                                                                                                                                • Figure 113: Next most popular attitudes towards innovations or improvements to the cinema experience, by demographics, February 2011
                                                                                                                                                                                • Figure 114: Other attitudes towards innovations or improvements to the cinema experience, by demographics, February 2011
                                                                                                                                                                                • Figure 115: Attitudes towards innovations or improvements to the cinema experience, by attitudes towards films, February 2011
                                                                                                                                                                                • Figure 116: Attitudes towards innovations or improvements to the cinema experience, by most popular agreement with statements about film and cinema, February 2011
                                                                                                                                                                                • Figure 117: Attitudes towards innovations or improvements to the cinema experience, by next most popular agreement with statements about film and cinema, February 2011
                                                                                                                                                                                • Figure 118: Attitudes towards innovations or improvements to the cinema experience, by most popular attitudes towards innovations or improvements to the cinema experience, February 2011
                                                                                                                                                                                • Figure 119: Attitudes towards innovations or improvements to the cinema experience, by next most popular attitudes towards innovations or improvements to the cinema experience, February 2011
                                                                                                                                                                                • Figure 120: Attitudes towards innovations or improvements to the cinema experience, by other attitudes towards innovations or improvements to the cinema experience, February 2011
                                                                                                                                                                                • Figure 121: Attitudes towards innovations or improvements to the cinema experience, by current financial situation, February 2011
                                                                                                                                                                            • Appendix – What do People think About 3D and IMAX Films and Cinemas?

                                                                                                                                                                                • Figure 122: Most popular attitudes towards 3D and IMAX films and cinemas, by demographics, February 2011
                                                                                                                                                                                • Figure 123: Next most popular attitudes towards 3D and IMAX films and cinemas, by demographics, February 2011
                                                                                                                                                                                • Figure 124: Other attitudes towards 3D and IMAX films and cinemas, by demographics, February 2011
                                                                                                                                                                                • Figure 125: Attitudes towards 3D and IMAX films and cinemas, by attitudes towards films, February 2011
                                                                                                                                                                                • Figure 126: Attitudes towards 3D and IMAX films and cinemas, by most popular agreement with statements about film and cinema, February 2011
                                                                                                                                                                                • Figure 127: Attitudes towards 3D and IMAX films and cinemas, by next most popular agreement with statements about film and cinema, February 2011
                                                                                                                                                                                • Figure 128: Attitudes towards 3D and IMAX films and cinemas, by most popular attitudes towards innovations or improvements to the cinema experience, February 2011
                                                                                                                                                                                • Figure 129: Attitudes towards 3D and IMAX films and cinemas, by next most popular attitudes towards innovations or improvements to the cinema experience, February 2011
                                                                                                                                                                                • Figure 130: Attitudes towards 3D and IMAX films and cinemas, by other attitudes towards innovations or improvements to the cinema experience, February 2011
                                                                                                                                                                            • Appendix – Attitudes towards Improvements to Cinema Catering

                                                                                                                                                                                • Figure 131: Most popular attitudes towards improvements to cinema catering, by demographics, February 2011
                                                                                                                                                                                • Figure 132: Next most popular attitudes towards improvements to cinema catering, by demographics, February 2011
                                                                                                                                                                                • Figure 133: Other attitudes towards improvements to cinema catering, by demographics, February 2011
                                                                                                                                                                                • Figure 134: Attitudes towards improvements to cinema catering, by attitudes towards films, February 2011
                                                                                                                                                                                • Figure 135: Attitudes towards improvements to cinema catering, by most popular agreement with statements about film and cinema, February 2011
                                                                                                                                                                                • Figure 136: Attitudes towards improvements to cinema catering, by next most popular agreement with statements about film and cinema, February 2011
                                                                                                                                                                                • Figure 137: Attitudes towards improvements to cinema catering, by most popular attitudes towards innovations or improvements to the cinema experience, February 2011
                                                                                                                                                                                • Figure 138: Attitudes towards improvements to cinema catering, by next most popular attitudes towards innovations or improvements to the cinema experience, February 2011
                                                                                                                                                                                • Figure 139: Attitudes towards improvements to cinema catering, by other attitudes towards innovations or improvements to the cinema experience, February 2011
                                                                                                                                                                                • Figure 140: Attitudes towards improvements to cinema catering, by most popular attitudes towards 3D and IMAX films and cinemas, February 2011
                                                                                                                                                                                • Figure 141: Attitudes towards improvements to cinema catering, by next most popular attitudes towards 3D and IMAX films and cinemas, February 2011
                                                                                                                                                                                • Figure 142: Attitudes towards improvements to cinema catering, by other attitudes towards 3D and IMAX films and cinemas, February 2011
                                                                                                                                                                                • Figure 143: Attitudes towards improvements to cinema catering, by most popular attitudes towards improvements to cinema catering, February 2011
                                                                                                                                                                                • Figure 144: Attitudes towards improvements to cinema catering, by next most popular attitudes towards improvements to cinema catering, February 2011
                                                                                                                                                                                • Figure 145: Attitudes towards improvements to cinema catering, by other attitudes towards improvements to cinema catering, February 2011
                                                                                                                                                                                • Figure 146: Attitudes towards improvements to cinema catering, by current financial situation, February 2011
                                                                                                                                                                            • Appendix – Target Groups

                                                                                                                                                                                • Figure 147: Target groups, by demographics, February 2011
                                                                                                                                                                                • Figure 148: Attitudes towards films, by target groups, February 2011
                                                                                                                                                                                • Figure 149: Agreement with statements about film and cinema, by target groups, February 2011
                                                                                                                                                                                • Figure 150: Attitudes towards innovations or improvements to the cinema experience, by target groups, February 2011
                                                                                                                                                                                • Figure 151: Attitudes towards 3D and IMAX films and cinemas, by target groups, February 2011
                                                                                                                                                                                • Figure 152: Attitudes towards improvements to cinema catering, by target groups, February 2011

                                                                                                                                                                            Companies Covered

                                                                                                                                                                            • Apollo Cinemas Limited
                                                                                                                                                                            • BC Partners Ltd
                                                                                                                                                                            • Ben & Jerry's (UK)
                                                                                                                                                                            • British Board of Film Classification
                                                                                                                                                                            • British Video Association (BVA)
                                                                                                                                                                            • Cinema Advertising Association
                                                                                                                                                                            • Empire Cinemas Ltd
                                                                                                                                                                            • Häagen-Dazs
                                                                                                                                                                            • HBOS plc (Halifax Bank of Scotland)
                                                                                                                                                                            • Legal & General Group PLC
                                                                                                                                                                            • Lloyds Banking Group
                                                                                                                                                                            • Market & Opinion Research International (MORI)
                                                                                                                                                                            • MetroCentre
                                                                                                                                                                            • National Amusements Inc.
                                                                                                                                                                            • Odeon Cinemas
                                                                                                                                                                            • Pearl & Dean Cinemas Ltd
                                                                                                                                                                            • Reel Cinemas Ltd
                                                                                                                                                                            • Showcase Cinemas
                                                                                                                                                                            • Sports Industry Research Centre
                                                                                                                                                                            • UGC Cinemas
                                                                                                                                                                            • United Cinemas International (UK) Limited
                                                                                                                                                                            • Vue
                                                                                                                                                                            • Warner Bros. Entertainment Inc.

                                                                                                                                                                            Cinemas - UK - May 2011

                                                                                                                                                                            £1,995.00 (Excl.Tax)