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Movie Theaters - US - July 2011

For the purposes of this report, Mintel concentrates on commercial cinema venues. Festivals, army bases, schools, museums, libraries, prisons, airlines, restaurants, cafés, and other venues that license films for profit are not included; only sites whose primary day-to-day function is the commercial display of cinema are considered.

Companies that own, lease, manage, or operate facilities for the day-to-day commercial display of films are the subject of this report, and 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."

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                    • Declining admissions to drag down revenues in 2011
                      • Home entertainment options grow at the expense of cinemas
                        • Declining home video industry revenues lead to fewer Hollywood releases
                          • Hollywood renegotiating distribution windows
                            • Vertical integration: the future of the film industry?
                              • Digital conversion opens new revenue opportunities for exhibitors
                                • Exhibitors struggle with declining attendance
                                  • RealD dominates domestic 3D market
                                    • Movie sites and ad distributors a growing part of the cinema business
                                      • Theaters offer enhanced experiences to get viewers off the couch
                                        • Targeted experiences for diverse audiences
                                          • Exhibitors need to market the cinema experience
                                            • Preshow as content and branding tool
                                              • Affluent, kids, teens, and 18-24s attend most frequently
                                                • Kids, 12-24s drive opening weekends
                                                  • Product placement, movie theater ads effective when handled with care
                                                    • Bringing mom or dad
                                                      • Onsite purchase still far and away the norm
                                                        • Old media, new media used to find showtimes, locations
                                                          • Soda and popcorn for the young and young at heart
                                                            • Location, location, location
                                                              • Serious competition from home screenings
                                                                • Those age 12-24 show greatest interest in 3D
                                                                  • Minority groups show greater affection for cinematic experience
                                                                    • Frequent attendees spend more, want more
                                                                    • Insights and Opportunities

                                                                      • Customize and upscale cinema for older and higher income audiences
                                                                        • It’s not just seeing a film
                                                                          • Movie theaters as event spaces
                                                                          • Inspire Insights

                                                                              • Inspire Trend: “Let’s Make a Deal”
                                                                              • Market Size and Forecast

                                                                                • Declining admissions drag down revenues in 2011
                                                                                  • Figure 1: Total domestic revenues of movie theater operators, at current prices, 2006-16
                                                                                  • Figure 2: Total domestic revenues of movie theater operators at inflation-adjusted prices,* 2006-16
                                                                                • Fan chart forecast
                                                                                    • Figure 3: Total revenues and fan chart forecast of movie theater operators, at current prices, 2006-16
                                                                                • Competitive Context

                                                                                  • Key points
                                                                                    • The Couch
                                                                                      • Streaming libraries
                                                                                        • Facebook and YouTube
                                                                                          • Kiosk rentals
                                                                                            • More households have true home theater capabilities
                                                                                              • Figure 4: Types of televisions owned, 2006-10
                                                                                            • Digital transmission capacity growing
                                                                                              • The couch goes 3D
                                                                                                • Cinematic video games compete with movies for core demographics
                                                                                                  • Vertical integration: the future of the film industry?
                                                                                                  • Market Drivers

                                                                                                    • Key points
                                                                                                      • Digital conversion opens new revenue opportunities
                                                                                                        • Figure 5: Installed analog, digital, and 3D U.S. movie screens, 2006-10
                                                                                                      • 3D and larger big screens drive attendance, pricing
                                                                                                          • Figure 6: U.S. and Canadian box office, by 2D/3D presentations, 2006-10
                                                                                                        • Time spent watching videos at home growing across all formats
                                                                                                          • Figure 7: Screen time at home, 2010-11
                                                                                                        • Home video revenues in flux lead to fewer Hollywood releases
                                                                                                          • Hollywood renegotiating distribution windows
                                                                                                            • Exhibitors push back against shrinking windows
                                                                                                              • Experiments with release windows move forward
                                                                                                              • Segment Performance

                                                                                                                • Cinema advertising fastest-growing revenue stream through 2010
                                                                                                                  • Figure 8: Movie theater sales, by revenue stream, 2008 and 2010
                                                                                                                  • Figure 9: U.S. sales and forecast of movie theater operators, by revenue stream, 2006-16
                                                                                                              • Segment Performance—Admissions

                                                                                                                • 2009 breaks trend as growth is driven by admissions
                                                                                                                  • Figure 10: Sales of movie tickets at box office, 2006-16
                                                                                                                • Admissions in long-term decline
                                                                                                                  • Figure 11: Movie theater admissions and average ticket prices, 2002-11
                                                                                                              • Segment Performance—Concessions

                                                                                                                • Concessions revenues plummet in 2011
                                                                                                                  • Figure 12: Sales of theater concessions, 2006-16
                                                                                                                  • Figure 13: Theater concessions per patron, 2006-16
                                                                                                              • Segment Performance—Cinema Advertising

                                                                                                                • Cinema advertising stumbles in 2011
                                                                                                                  • Figure 14: Sales of cinema advertising*, 2006-16
                                                                                                              • Leading Companies

                                                                                                                • Key points
                                                                                                                  • Cinemark capitalizes on early digital conversion strategy
                                                                                                                    • Figure 15: U.S. Ticket sales, by theater exhibitor, 2008 and 2010
                                                                                                                  • Megaplexes continue to outperform smaller theaters
                                                                                                                    • Figure 16: Selected statistics for major U.S. theater exhibitors, 2010
                                                                                                                  • Bigger screens on the rise
                                                                                                                    • IMAX
                                                                                                                      • RealD dominates domestic 3D market, but competition is stiff
                                                                                                                        • The Competition
                                                                                                                          • Ticket vendors
                                                                                                                            • Figure 17: Traffic to movie portal websites, Oct. 2009–Dec. 2010
                                                                                                                          • IMDb and Fandango most popular with 18-34s
                                                                                                                            • Figure 18: Use of movie portal websites in last 30 days among adults, by age, Oct. 2009–Dec. 2010
                                                                                                                          • Fandango/Movies.com
                                                                                                                            • Movietickets.com/moviefone.com
                                                                                                                              • Ad distributors
                                                                                                                                • NCM
                                                                                                                                  • Screenvision Cinema Network
                                                                                                                                  • Innovation and Innovators

                                                                                                                                    • Key points
                                                                                                                                      • Enhanced experiences to get viewers off the couch
                                                                                                                                        • Preshow as content
                                                                                                                                          • Targeted experiences appeal to diverse audiences
                                                                                                                                            • Live and interactive experiences bring new excitement to the cinema
                                                                                                                                            • Marketing Strategies

                                                                                                                                              • Key points
                                                                                                                                                • Exhibitors need to market the cinema experience
                                                                                                                                                  • Figure 19: Ad spend by major exhibitors, 2008-10
                                                                                                                                                • Theaters brand themselves in preshow
                                                                                                                                                • Attendance and Frequency of Attendance

                                                                                                                                                  • Key points
                                                                                                                                                    • Age is central factor determining attendance
                                                                                                                                                      • Figure 20: Attended movies in past six months, by age, Oct. 2009–Dec. 2010
                                                                                                                                                      • Figure 21: Number of films seen in past 90 days, by age, Oct. 2009–Dec. 2010
                                                                                                                                                    • Penetration nearly universal among teens and kids
                                                                                                                                                      • Figure 22: Attended movies in past six months, adults vs. teens, Oct. 2009–Dec. 2010
                                                                                                                                                      • Figure 23: Attended movies in past three months, kids age 6-11, Oct. 2009–Dec. 2010
                                                                                                                                                    • 12-24s are sweet spot of market
                                                                                                                                                      • Figure 24: Number of films seen in past 90 days, teens vs. adults vs. kids, Oct. 2009–Dec. 2010
                                                                                                                                                      • Figure 25: Number of films seen in past 90 days, teens vs. kids, by gender and age, Oct. 2009–Dec. 2010
                                                                                                                                                    • The role of affluence
                                                                                                                                                      • Figure 26: Attended movies in past six months, by household income, Oct. 2009–Dec. 2010
                                                                                                                                                      • Figure 27: Number of films seen in past 90 days, by household income, Oct. 2009–Dec. 2010
                                                                                                                                                  • Timing of Attendance

                                                                                                                                                    • Key points
                                                                                                                                                      • The importance of the early attendee
                                                                                                                                                        • Timing of attendance age-based
                                                                                                                                                          • Figure 28: Timing of movie attendance among adults, by age, Oct. 2009–Dec. 2010
                                                                                                                                                        • Teens vie with 18-24s for most avid early attendees
                                                                                                                                                          • Figure 29: Timing of movie attendance, adults vs. teens, Oct. 2009–Dec. 2010
                                                                                                                                                        • One in three kids see movies soon after opening
                                                                                                                                                          • Figure 30: Timing of movie attendance, among children, by age, Oct. 2009–Dec. 2010
                                                                                                                                                      • Attitudes Toward Product Placement and In-Theater Ads

                                                                                                                                                        • Key points
                                                                                                                                                          • 18-34s notice ads and commercials
                                                                                                                                                            • Figure 31: awareness of ads and commercials in theaters, among adults, by age, Oct. 2009–Dec. 2010
                                                                                                                                                          • Teens show high awareness of ads and commercials
                                                                                                                                                            • Figure 32: Awareness of ads and commercials in theaters, among teens, by gender, Oct. 2009–Dec. 2010
                                                                                                                                                          • Brand placement most attractive to 25-34s
                                                                                                                                                            • Figure 33: Attitudes toward brand names in movies, by age, Oct. 2009–Dec. 2010
                                                                                                                                                        • Theater Chain Visited

                                                                                                                                                          • Key points
                                                                                                                                                            • Figure 34: Theater chain visited in past six months, by age, Oct. 2009–Dec. 2010
                                                                                                                                                        • Children’s Role in Driving Attendance

                                                                                                                                                          • Key points
                                                                                                                                                            • Kids play a major decision-making role in movies they see
                                                                                                                                                              • Figure 35: Children’s role in selecting movies, by age, Oct. 2009–Dec. 2010
                                                                                                                                                            • Most kids see films with parents
                                                                                                                                                              • Figure 36: Children’s companions at the theater, by age, Oct. 2009–Dec. 2010
                                                                                                                                                            • Parents attend more often
                                                                                                                                                              • Figure 37: Attended movies in past six months, by presence of children in household, Oct. 2009–Dec. 2010
                                                                                                                                                              • Figure 38: Number of films seen in past 90 days, by presence of children in household, Oct. 2009–Dec. 2010
                                                                                                                                                          • Method of Ticket Purchase

                                                                                                                                                            • Key points
                                                                                                                                                              • Nine in 10 purchase movie tickets at the theater
                                                                                                                                                                • Figure 39: Method of ticket purchase, by age, March 2011
                                                                                                                                                              • Machine or online purchases rise with income
                                                                                                                                                                • Figure 40: Method of ticket purchase, by household income, March 2011
                                                                                                                                                              • Households with kids more likely to purchase online or by machine
                                                                                                                                                                • Figure 41: Method of ticket purchase, by presence of children in the household, March 2011
                                                                                                                                                            • Finding Showtimes and Locations

                                                                                                                                                              • Key points
                                                                                                                                                                • Over two thirds use websites, online services, phone apps
                                                                                                                                                                  • Figure 42: Method of finding showtimes and locations, by age, March 2011
                                                                                                                                                                • Use of online information sources tends to increase with income
                                                                                                                                                                  • Figure 43: Method of finding showtimes and locations, by household income, March 2011
                                                                                                                                                                • Internet ticketing sites widely used by parents
                                                                                                                                                                  • Figure 44: Method of finding showtimes and locations, by presence of children in household, March 2011
                                                                                                                                                              • Spend on Food, Drink, Games, and Merchandise

                                                                                                                                                                • Key points
                                                                                                                                                                  • Concessions drive margins
                                                                                                                                                                    • Popcorn and drinks still by far most popular purchase
                                                                                                                                                                        • Figure 45: Spend on food, drink, games, and merchandise, by age, March 2011
                                                                                                                                                                      • Kids spur spend on concessions and arcade games
                                                                                                                                                                        • Figure 46: Spend on food, drink, games, and merchandise, by children in the household, March 2011
                                                                                                                                                                      • Younger moviegoers willing to invest in extras
                                                                                                                                                                        • Figure 47: Willingness to pay a premium for special services, by age, March 2011
                                                                                                                                                                    • Theater Selection

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Location and convenience top factors in theater selection
                                                                                                                                                                          • Figure 48: Factors in theater selection, March 2011
                                                                                                                                                                        • Differences by age groups limited
                                                                                                                                                                          • Figure 49: Factors in theater selection, by age, March 2011
                                                                                                                                                                      • The Call of the Home

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Only one in five systematically prefers attending theater
                                                                                                                                                                            • Figure 50: Preference for movie theater vs. at-home screenings, by gender, March 2011
                                                                                                                                                                          • Older respondents more likely to prefer at-home viewing
                                                                                                                                                                            • Figure 51: Preference for movie theater vs. at-home screenings, by age, March 2011
                                                                                                                                                                          • Lower-income households more likely to prefer at-home viewing
                                                                                                                                                                            • Figure 52: Preference for movie theater vs. at-home screenings, by household income, March 2011
                                                                                                                                                                          • Those without children more likely to prefer seeing movies at home
                                                                                                                                                                            • Figure 53: Preference for movie theater vs. at-home screenings, by presence of children in household, March 2011
                                                                                                                                                                          • Control of experience and cost of tickets keep people at home
                                                                                                                                                                              • Figure 54: Reasons for preferring home screenings, March 2011
                                                                                                                                                                            • Even highest income groups see tickets as overpriced
                                                                                                                                                                              • Figure 55: Reasons for preferring home screenings, by household income, March 2011
                                                                                                                                                                            • Families most likely to consider home better for movie watching
                                                                                                                                                                              • Figure 56: Reasons for preferring home screenings, by children in the household, March 2011
                                                                                                                                                                          • The 3D Experience

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Younger, more frequent attendees show greater preference for 3D
                                                                                                                                                                                • Interest in 3D is age-based
                                                                                                                                                                                  • Figure 57: Preference for 3D screenings, by age, Oct. 2009–Dec. 2010
                                                                                                                                                                                • Teens keen on 3D
                                                                                                                                                                                  • Figure 58: Preference for 3D screenings, teens vs. adults, Oct. 2009–Dec. 2010
                                                                                                                                                                              • Impact of Race and Hispanic Origin

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Asians stand out as frequent attendees
                                                                                                                                                                                    • Figure 59: Attended movies in past six months, by race/Hispanic origin, Oct. 2009–Dec. 2010
                                                                                                                                                                                    • Figure 60: Number of films seen in past 90 days, by race/Hispanic origin, Oct. 2009–Dec. 2010
                                                                                                                                                                                  • Minorities head out for opening weekends
                                                                                                                                                                                    • Figure 61: Timing of attendance in film’s theatrical run, by race/Hispanic origin, Oct. 2009–Dec. 2010
                                                                                                                                                                                  • Asians most interested in 3D
                                                                                                                                                                                    • Figure 62: Interest in 3D screenings, by race/Hispanic origin, Oct. 2009–Dec. 2010
                                                                                                                                                                                  • Asians most likely to purchase tickets online
                                                                                                                                                                                    • Figure 63: Method of ticket purchase, by race/Hispanic origin, March 2011
                                                                                                                                                                                  • Asians and Hispanics most likely to turn to ticketing sites for information
                                                                                                                                                                                    • Figure 64: Method of finding showtimes and locations, by race/Hispanic origin, March 2011
                                                                                                                                                                                  • Minorities make more purchases at the theater
                                                                                                                                                                                    • Figure 65: Spend on food, drink, games, and merchandise, by race/Hispanic origin, March 2011
                                                                                                                                                                                  • Blacks most selective about theaters, Asians prioritize high-tech projection
                                                                                                                                                                                    • Figure 66: Factors in theater selection, by race/Hispanic origin, March 2011
                                                                                                                                                                                  • Minorities keen on special services
                                                                                                                                                                                      • Figure 67: Willingness to pay a premium for special services, by race/Hispanic origin, March 2011
                                                                                                                                                                                    • Asians and Hispanics most likely to prefer theater experience
                                                                                                                                                                                      • Figure 68: Preference for home screenings vs. theater attendance, by race/Hispanic origin, March 2011
                                                                                                                                                                                    • Minority groups pay more attention to ads and commercials
                                                                                                                                                                                      • Figure 69: Awareness of ads and commercials in theaters, among adults, by race/Hispanic origin, Oct. 2009–Dec. 2010
                                                                                                                                                                                    • Minorities more likely to buy and use brands seen in movies
                                                                                                                                                                                      • Figure 70: Attitudes toward brand names in movies, by race/Hispanic origin, Oct. 2009–Dec. 2010
                                                                                                                                                                                  • Custom Consumer Groups: The Frequent Attendee

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Avid moviegoers seek coffee, alcohol, food, and memorabilia
                                                                                                                                                                                          • Figure 71: Spend on food, drink, games, and merchandise, by frequency of attendance, March 2011
                                                                                                                                                                                        • Avid movie-goers want good food and drink
                                                                                                                                                                                            • Figure 72: Factors in theater selection, by frequency of attendance, March 2011
                                                                                                                                                                                          • Avid moviegoers ready to pay more for ease of ordering and eating food
                                                                                                                                                                                              • Figure 73: Willingness to pay a premium for special services, by frequency of attendance, March 2011
                                                                                                                                                                                          • Cluster Analysis

                                                                                                                                                                                              • Budgeters
                                                                                                                                                                                                • Demographics
                                                                                                                                                                                                  • Characteristics
                                                                                                                                                                                                    • Opportunities
                                                                                                                                                                                                      • The Mainstream
                                                                                                                                                                                                        • Demographics
                                                                                                                                                                                                          • Characteristics
                                                                                                                                                                                                            • Opportunities
                                                                                                                                                                                                              • Spenders
                                                                                                                                                                                                                • Demographics
                                                                                                                                                                                                                  • Characteristics
                                                                                                                                                                                                                    • Opportunities
                                                                                                                                                                                                                      • Cluster characteristic tables
                                                                                                                                                                                                                        • Figure 74: Movie theater clusters, March 2011
                                                                                                                                                                                                                        • Figure 75: Frequency of attendance, by movie theater clusters, March 2011
                                                                                                                                                                                                                        • Figure 76: Purchases at the theater, by movie theater clusters, March 2011
                                                                                                                                                                                                                        • Figure 77: Factors in theater selection, by movie theater clusters, March 2011
                                                                                                                                                                                                                        • Figure 78: Interest in premium services, by movie theater clusters, March 2011
                                                                                                                                                                                                                      • Cluster demographic tables
                                                                                                                                                                                                                        • Figure 79: Movie theater clusters, by gender, March 2011
                                                                                                                                                                                                                        • Figure 80: Movie theater clusters, by age, March 2011
                                                                                                                                                                                                                        • Figure 81: Movie theater clusters, by household income, March 2011
                                                                                                                                                                                                                        • Figure 82: Movie theater clusters, by race, March 2011
                                                                                                                                                                                                                        • Figure 83: Movie theater clusters, by Hispanic origin, March 2011
                                                                                                                                                                                                                      • Cluster methodology
                                                                                                                                                                                                                      • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                          • Figure 84: Love going to the movies among teens, by gender, Oct. 2009–Dec. 2010
                                                                                                                                                                                                                          • Figure 85: Love going to the movies among teens, by age, Oct. 2009–Dec. 2010
                                                                                                                                                                                                                          • Figure 86: Factors in theater selection, by household income, March 2011
                                                                                                                                                                                                                          • Figure 87: Factors in theater selection, by children in the household, March 2011
                                                                                                                                                                                                                          • Figure 88: Reasons for preferring home screening over theater attendance, by age, March 2011
                                                                                                                                                                                                                          • Figure 89: Spending on food, drink, games, and merchandise, by household income, March 2011
                                                                                                                                                                                                                      • Appendix: Trade Associations

                                                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                                                        • Amazon North America
                                                                                                                                                                                                                        • AMC Entertainment Inc.
                                                                                                                                                                                                                        • AOL
                                                                                                                                                                                                                        • Apple, Inc
                                                                                                                                                                                                                        • Ben & Jerry's Homemade Inc.
                                                                                                                                                                                                                        • Blockbuster USA
                                                                                                                                                                                                                        • Carmike Cinemas, Inc.
                                                                                                                                                                                                                        • Cinema Advertising Council
                                                                                                                                                                                                                        • Cinemark, Inc.
                                                                                                                                                                                                                        • Comcast Corporation
                                                                                                                                                                                                                        • Dolby Laboratories, Inc.
                                                                                                                                                                                                                        • Economist Group Limited (The)
                                                                                                                                                                                                                        • ESPN, Inc.
                                                                                                                                                                                                                        • Facebook, Inc.
                                                                                                                                                                                                                        • Fédération Internationale de Football Association
                                                                                                                                                                                                                        • Foursquare
                                                                                                                                                                                                                        • Fox Entertainment Group Inc.
                                                                                                                                                                                                                        • Greenfield Online
                                                                                                                                                                                                                        • Groupon, Inc.
                                                                                                                                                                                                                        • Home Box Office, Inc.
                                                                                                                                                                                                                        • HTC
                                                                                                                                                                                                                        • IMAX Corporation
                                                                                                                                                                                                                        • Independent Film & Television Alliance
                                                                                                                                                                                                                        • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                                                                                        • Loews Cineplex Entertainment Corporation
                                                                                                                                                                                                                        • Metro-Goldwyn-Mayer Inc.
                                                                                                                                                                                                                        • Motion Picture Association of America
                                                                                                                                                                                                                        • MSN (USA)
                                                                                                                                                                                                                        • National Amusements Inc.
                                                                                                                                                                                                                        • National Association of Theater Owners (NATO)
                                                                                                                                                                                                                        • National Broadcasting Company, Inc. (NBC)
                                                                                                                                                                                                                        • NBCUniversal, LLC
                                                                                                                                                                                                                        • Netflix, Inc.
                                                                                                                                                                                                                        • New Line Cinema Corporation
                                                                                                                                                                                                                        • Paramount Pictures Corporation
                                                                                                                                                                                                                        • Pixar Animation Studios Inc
                                                                                                                                                                                                                        • Procter & Gamble USA
                                                                                                                                                                                                                        • Redbox Automated Retail, LLC
                                                                                                                                                                                                                        • Regal Entertainment Group
                                                                                                                                                                                                                        • Seattle Coffee Company
                                                                                                                                                                                                                        • Sony Pictures Entertainment
                                                                                                                                                                                                                        • Starbucks Corporation
                                                                                                                                                                                                                        • The DIRECTV Group Inc.
                                                                                                                                                                                                                        • Time Warner Inc.
                                                                                                                                                                                                                        • Twitter, Inc.
                                                                                                                                                                                                                        • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                        • U.S. Bureau of the Census
                                                                                                                                                                                                                        • U.S. Securities and Exchange Commission
                                                                                                                                                                                                                        • Universal Pictures
                                                                                                                                                                                                                        • US Department of Commerce
                                                                                                                                                                                                                        • Viacom Inc.
                                                                                                                                                                                                                        • Walt Disney Company, The
                                                                                                                                                                                                                        • Warner Bros. Entertainment Inc.
                                                                                                                                                                                                                        • Wolfgang Puck Worldwide Inc.
                                                                                                                                                                                                                        • Yahoo! Inc
                                                                                                                                                                                                                        • YouTube, Inc.

                                                                                                                                                                                                                        Movie Theaters - US - July 2011

                                                                                                                                                                                                                        £3,277.28 (Excl.Tax)