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Movie Theaters - US - May 2012

Movie theaters fared well throughout the recession years (2007-09), being one of the few leisure markets to post gains as Americans cut back on discretionary spending. However, after a slight increase in 2010, total revenue declined by 1.2% in 2011 with the fewest tickets sold since 1995 as nearly all age groups went to the movies less frequently.

Declining attendance has been attributed to a variety of reasons, including: film releases that lacked appeal among the critical youth segment of 12-24 year-olds, and studios pushing to reduce theatrical release windows; rising ticket prices; the increasing availability of movies online; and more homes with sophisticated home entertainment systems resulting in audiences waiting until the movies are available to view from the comfort of home.

The movie industry continues to face these challenges in 2012 and Mintel expects the movie business to make just a 2% gain in 2012 based mostly on an incremental ticket price increase of 2-3%.

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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

                      • The market
                        • Total movie theater revenues expected to just keep pace with inflation
                          • Figure 1: Total U.S. movie theater revenues and fan chart forecast of the market with best- and worst-case scenarios, at current prices, 2006-16
                        • Market drivers
                          • Increasing ticket prices deter attendance
                            • Figure 2: U.S. movie theater average ticket prices, 2003-12
                          • Improving the viewing experience through technology may drive attendance
                            • Figure 3: Installed analog, digital, and 3D movie screens, U.S., 2007-11
                          • Leading companies
                            • Regal, AMC, Cinemark, and Carmike account for more than half of U.S. audiences
                              • Figure 4: Share of attendance and screens for top four theater chains, Fiscal Year 2011
                            • The consumer
                              • Movie attendance has yet to rebound from decline
                                  • Figure 5: Adults, teens, and kids movie theater attendance, 2010-11 vs. 2008-09
                                • Going to the movies is usually a social activity
                                  • Figure 6: Movie theater companionship, January 2012
                                • A majority of moviegoers purchase tickets in person at the theater box office
                                  • Figure 7: Most common movie ticket purchase method, January 2012
                                • For many, concessions are vital to the movie experience
                                  • Figure 8: Concession and other non-ticket purchases at movie theaters, usually bought vs. sometimes bought, January 2012
                                • At-home viewing is consistently preferred over movie theaters
                                  • Figure 9: Preferred movie watching venue, by key demographics, January 2012
                                • Cost, control, crowds, and comfort keeping movie viewers at home
                                  • Figure 10: Why a theater is not the preferred venue for watching movies, January 2012
                                • Opportunity to target avid moviegoers through loyalty program membership
                                  • Figure 11: Purchases tickets using a theater loyalty club card, by frequency of movie theater attendance, January 2012
                                • What we think
                                • Issues in the Market

                                    • What can theaters do to boost attendance?
                                      • How can theaters combat the draw of watching movies at home?
                                        • How can theaters leverage their spaces to create new revenue streams?
                                          • Is interest in 3D declining? What’s next?
                                          • Insights and Opportunities

                                            • Make it about more than just the show: highlight the social and experiential aspects
                                              • Give the audience some control
                                                • Theaters can use spaces for more than just movies
                                                  • Figure 12: Willing to pay for live musical performances, special presentations at the movie theater, January 2012
                                                  • Figure 13: AMC Theatre rentals and package tickets website information, April 2012
                                                  • Figure 14: Level 4 theater, nightclub, lounge, April 2012
                                                • Consider selling the time, not the ticket
                                                  • Increase onscreen advertising time to boost revenues
                                                  • Inspire Insights

                                                      • Trend: Rise of the Screenager
                                                        • Trend: Snack Society
                                                        • Market Size and Trends

                                                          • Total revenues expected to remain flat in face of declining attendance
                                                            • Market size and forecast
                                                              • Figure 15: Total U.S. movie theater revenues and forecast, at current prices, 2006-16
                                                              • Figure 16: Total U.S. movie theater revenues and forecast, at inflation-adjusted prices, 2006-16
                                                            • Fan chart forecast
                                                                • Figure 17: Total U.S. movie theater revenues and fan chart forecast of the market with best- and worst-case scenarios, at current prices, 2006-16
                                                            • Competitive Context

                                                              • Key points
                                                                • Live entertainment events compete with movie theaters for audiences
                                                                    • Figure 18: Live entertainment participation, July 2011
                                                                  • Alternative venues screen movies—sometimes cheaper, sometimes free
                                                                    • Viewing movies from the comfort of home
                                                                      • Equipment: a majority of households own HDTVs
                                                                        • Figure 19: Household ownership of TVs, home theater equipment, and Blu-ray, January 2012
                                                                      • Services: well-equipped households more likely to have video subscriptions
                                                                        • Figure 20: Household subscription services, and internet connectivity, by home entertainment equipment, January 2012
                                                                    • Market Drivers

                                                                      • Key points
                                                                        • High ticket prices cited as a reason for declining attendance
                                                                          • Figure 21: U.S. movie theater average ticket prices, 2003-12
                                                                        • Time poverty a real issue cutting into movie industry’s business
                                                                          • Figure 22: Average hours per day spent on all activities, weekends and holidays, 2006-10
                                                                        • Record high youth unemployment likely dampens teens’ spending
                                                                          • Figure 23: Employment-population ratio, 16-24 year olds, July 2002-11, not seasonally adjusted
                                                                        • Innovation and technology a driving force
                                                                          • Figure 24: Installed analog, digital, and 3D movie screens, U.S., 2007-11
                                                                        • Theater-to-video-release window tightened; consumers wait to buy
                                                                          • Simultaneous release even more of a threat to theaters
                                                                          • Segment Performance

                                                                            • Increased advertising revenue offsets box office and concessions losses
                                                                              • Figure 25: Total U.S. movie theater sales, by revenue stream, 2009 and 2011
                                                                              • Figure 26: Total U.S. movie theater revenues and forecast, by segment. 2006-16
                                                                          • Segment Performance—Box Office Admissions

                                                                            • Poor attendance causes admissions decline in 2011, gains expected in 2012
                                                                                • Figure 28: U.S. and Canadian movie theater box office admissions, 2006-11
                                                                              • Novelty of 3D wearing off, audiences more selective in their 3D viewing
                                                                              • Segment Performance—Concessions

                                                                                • Concessions decline in 2011, slide expected to continue in 2012
                                                                                  • Figure 29: U.S. revenue and forecast of movie theater concessions, at current prices, 2006-16
                                                                                  • Figure 30: U.S. movie theater concessions per patron, 2006-12
                                                                              • Segment Performance—Advertising

                                                                                • Advertising revenue forecast to double from 2006-16
                                                                                    • Figure 31: U.S. revenue and forecast of movie theater advertising, at current prices, 2006-16
                                                                                  • Newly launched “second screen” may compete for audience attention
                                                                                  • Leading Companies

                                                                                    • Overview
                                                                                      • Regal Cinemas, AMC, Cinemark, and Carmike are top theaters
                                                                                        • Figure 32: Top four theater chains’ operating data, Fiscal Year 2011
                                                                                      • Consumers’ visitation habits confirm the top four
                                                                                        • Figure 33: Movie theaters visited in the past six months, by adults and teens, 2010-11
                                                                                      • Revenues reflect attendance, top theaters account for more than half of total sales
                                                                                        • Figure 34: Top four theater chains’ revenue and attendance, Fiscal Year 2011
                                                                                      • Regal Entertainment Group
                                                                                        • Operations
                                                                                          • Figure 35: Regal Entertainment Group U.S. operating data, Fiscal Years 2007-11
                                                                                        • Revenues
                                                                                          • Figure 36: Regal Entertainment Group U.S. revenue data, Fiscal Years 2009 and 2011
                                                                                        • Strategic initiatives
                                                                                            • Figure 37: Regal Entertainment Group digital, 3D-capable, and IMAX screens, Fiscal Year 2011
                                                                                          • AMC Entertainment Inc.
                                                                                            • Operations
                                                                                              • Figure 38: AMC Entertainment Inc. U.S. operating data, Fiscal Years 2007-11
                                                                                            • Revenues
                                                                                              • Figure 39: AMC Entertainment Inc. U.S. revenue data, Fiscal Years 2009 and 2011
                                                                                            • Strategic initiatives
                                                                                              • Figure 40: AMC Entertainment Inc. digital, 3D-capable, IMAX, ETX, and dine-in theaters and screens, Fiscal Year 2011
                                                                                            • Cinemark
                                                                                              • Operations
                                                                                                • Figure 41: Cinemark U.S. operating data, Fiscal Years 2007-11
                                                                                              • Revenues
                                                                                                • Figure 42: Cinemark U.S. revenue data, 2009 and 2011
                                                                                              • Strategic initiatives
                                                                                                  • Figure 43: Cinemark digital, 3D-capable, IMAX, XD, NextGen screens, Fiscal Year 2011
                                                                                                • Carmike Cinemas
                                                                                                  • Operations
                                                                                                    • Figure 44: Carmike Cinemas U.S. operating data, 2007-11
                                                                                                  • Revenues
                                                                                                    • Figure 45: Carmike Cinemas U.S. revenue data, 2009 and 2011
                                                                                                  • Strategic Initiatives
                                                                                                    • Figure 46: Carmike Cinemas digital, Big D screens, Fiscal Year 2011
                                                                                                • Innovations and Innovators

                                                                                                  • Key points
                                                                                                    • Going beyond the projector: upgrading the theater experience
                                                                                                      • Tugg lets movie theaters give the people what they want
                                                                                                          • Figure 47: Tugg website, April 2012
                                                                                                        • Satellite-based digital delivery to increase efficiency, decrease costs
                                                                                                        • Marketing Strategies

                                                                                                          • Key points
                                                                                                            • Traditional advertising is for the title event—not for the theater
                                                                                                              • Websites used to relay show information, promote theater, drive loyalty
                                                                                                                • Regal Cinemas
                                                                                                                  • Figure 48: Regal Entertainment Group website, April 2012
                                                                                                                • AMC Theatres
                                                                                                                  • Figure 49: AMC Theatres website, April 2012
                                                                                                                • Cinemark
                                                                                                                  • Figure 50: Cinemark website, April 2012
                                                                                                                • Carmike Cinemas
                                                                                                                  • Figure 51: Carmike Cinemas website, April 2012
                                                                                                                • iPic Theaters web commercial provides audiences with an escape
                                                                                                                  • Figure 52: iPic Theaters web commercial, April 2012
                                                                                                                • CinéBistro advertising hits the streets with 3D mobile showcase
                                                                                                                  • Figure 53: CinéBistro mobile marketing, September 2011
                                                                                                                • Muvico partners with area business to increase awareness and drive foot traffic
                                                                                                                  • Figure 54: McDonald’s Muvico tray liner, April 2012
                                                                                                              • Movie Theater Attendance Trends

                                                                                                                • Key points
                                                                                                                  • Movie attendance has yet to rebound from decline
                                                                                                                    • Glut of sequels in 2012 predicted to negatively impact attendance
                                                                                                                      • Increasing ticket prices foot some of the blame for decreasing attendance
                                                                                                                        • Figure 55: Adults’ past six month movie attendance and average number of times visited the movies in the last 90 days, January 2006-September 2011
                                                                                                                      • Attendance driven by women, young adults, and affluents
                                                                                                                        • Figure 56: Adults’ past six month movie attendance and average number of times visited the movies in the last 90 days, by key demographics, July 2010-September 2011
                                                                                                                      • People who notice products placed in movies are more likely to attend the cinema
                                                                                                                        • Figure 57: Adults’ past six month movie attendance and average number of times visited the movies in the last 90 days, by movie product placement segmentation, July 2010-September 2011
                                                                                                                      • Teen movie attendance declines significantly
                                                                                                                        • Figure 58: Teens’ past six month movie attendance and number of times visited the movies in the last 90 days, May 2005-June 2011
                                                                                                                      • Still, teens go more than adults, and kids are most likely to attend
                                                                                                                        • Figure 59: Adults’, and teens’ past six month movie attendance and average number of times visited the movies in the last 90 days/kids’ past three month movie attendance and number of times attended the movies in the past three months, 2010-11
                                                                                                                      • Kids go against overall trends; attendance is up among 6-11 year olds
                                                                                                                        • Figure 60: Kids’ past three month movie attendance and number of times attended the movies in the past three months, May 2005-June 2011
                                                                                                                    • Movie Theater Attendance Frequency

                                                                                                                      • Key points
                                                                                                                        • More than half go to the movies at least every two to four months
                                                                                                                          • Figure 61: Frequency of movie theater attendance, January 2012
                                                                                                                        • Frequency generally reflects attendance trends
                                                                                                                          • Figure 62: Frequency of movie theater attendance, by key demographics, January 2012
                                                                                                                      • Movie Theater Companionship

                                                                                                                        • Key points
                                                                                                                          • Going to the movies is usually a social activity
                                                                                                                            • Figure 63: Whom do you go to the movies with? Most often and also go with, January 2012
                                                                                                                          • Women more likely to go with children; men more likely to go solo
                                                                                                                            • Figure 64: Movie theater typical companionship, by gender, January 2012
                                                                                                                          • Younger adults go with friends; older adults go with a spouse
                                                                                                                            • Figure 65: Movie theater typical companionship, by age, January 2012
                                                                                                                          • Among teens, friends replace parents as companions
                                                                                                                            • Figure 66: Teens’ typical movie companionship, by gender and age, April 2010-June 2011
                                                                                                                        • Movie Ticket Purchase Methods

                                                                                                                          • Key points
                                                                                                                            • Tickets are most often purchased in person at the theater box office
                                                                                                                              • Figure 67: Movie ticket purchase methods, January 2012
                                                                                                                            • Moviegoers aged 18-34 use a variety of methods to purchase tickets
                                                                                                                              • Figure 68: Movie ticket purchase methods, by age, January 2012
                                                                                                                            • Mid- to upper-income moviegoers more likely to plan ticket purchases in advance
                                                                                                                              • Figure 69: Movie ticket purchase methods, by household income, January 2012
                                                                                                                          • Movie Time and Location Searching Methods

                                                                                                                            • Key points
                                                                                                                              • Local print publications and movie theater websites used most often
                                                                                                                                • Figure 70: Movie time and location searching methods, January 2012
                                                                                                                              • Print used most by ages 55+, under-55s more apt to go online
                                                                                                                                • Figure 71: Most typical movie time and location searching methods, by age, January 2012
                                                                                                                              • Most affluent moviegoers use local print and internet ticketing sites
                                                                                                                                • Figure 72: Most typical movie time and location searching methods, by household income, January 2012
                                                                                                                            • Concessions and Other Non-ticket Purchases at Movie Theaters

                                                                                                                              • Key points
                                                                                                                                • Popcorn and soft drinks, fruit juice, water purchased most at the movies
                                                                                                                                  • Figure 73: Concessions and other non-ticket purchases at movie theaters, January 2012
                                                                                                                                • Movie theater “extras” are often driven by children in the household
                                                                                                                                  • Figure 74: Most typical concessions and other non-ticket purchases at movie theaters, by presence of children in household, January 2012
                                                                                                                              • Movie Theater Amenities Worth Paying Extra For

                                                                                                                                • Key points
                                                                                                                                  • Movie viewing technologies most likely to be worthy of paying extra for
                                                                                                                                      • Figure 75: Movie theater amenities worth paying extra for, March 2011 vs. January 2012
                                                                                                                                    • Preference for 3D declines
                                                                                                                                      • Figure 76: Preference for 3D version of movies, by age, October 2009- September 2011
                                                                                                                                    • Men more willing to pay extra for viewing experience
                                                                                                                                      • Women show greater interest in convenience and variety of food and beverages
                                                                                                                                        • Figure 77: Movie theater amenities worth paying extra for, by gender, January 2012
                                                                                                                                      • In general, a willingness to pay extra diminishes with age
                                                                                                                                        • Figure 78: Unwilling to pay extra for any theater amenities, by age, January 2012
                                                                                                                                      • Most affluent value technology and healthy, higher-quality food choices
                                                                                                                                        • Figure 79: Movie theater amenities worth paying extra for, by household income, January 2012
                                                                                                                                      • Alcohol purchasers are most willing to pay extra…for everything
                                                                                                                                        • Figure 80: Movie theater amenities worth paying extra for, by purchases alcohol, January 2012
                                                                                                                                    • Preferred Movie Venue and Why Home is Preferred

                                                                                                                                      • Key points
                                                                                                                                        • Viewing at home is consistently preferred over movie theaters
                                                                                                                                          • Figure 81: Preferred movie watching venue, by key demographics, January 2012
                                                                                                                                        • Cost, control, crowds, and comfort keeping movie viewers at home
                                                                                                                                          • Figure 82: Why a theater is not the preferred venue for watching movies, by movie attendance, January 2012
                                                                                                                                        • Mid- to upper-income moviegoers are not immune to pricing pressure
                                                                                                                                          • Figure 83: Why a theater is not the preferred venue for watching movies, by household income, January 2012
                                                                                                                                        • Home theaters and subscription services compete with theaters
                                                                                                                                          • Figure 84: Why a theater is not the preferred venue for watching movies, by home entertainment equipment owned and subscription services, January 2012
                                                                                                                                          • Figure 85: Household subscription services, by home entertainment equipment owned, January 2012
                                                                                                                                      • Impact of Race and Hispanic Origin

                                                                                                                                        • Key points
                                                                                                                                          • Movie theater attendance trends
                                                                                                                                            • Asians are most likely to have attended; Hispanics average more visits
                                                                                                                                              • Figure 86: Past six month movie attendance and average number of times visited the movies in the last 90 days, by race/Hispanic origin, July 2010-September 2011
                                                                                                                                              • Figure 87: Perception of movie attendance frequency, by race/Hispanic origin, July 2010-September 2011
                                                                                                                                            • Teens of all races go to the movies; non-white teens go with greater frequency
                                                                                                                                              • Figure 88: Teens’ past six month movie attendance and number of times visited the movies in the last 90 days, by race/Hispanic origin, April 2010-June 2011
                                                                                                                                            • Movie theater attendance frequency
                                                                                                                                              • Figure 89: Frequency of movie theater attendance, by race/Hispanic origin, January 2012
                                                                                                                                            • Movie theater companionship
                                                                                                                                              • Figure 90: Movie theater typical companionship, by race/Hispanic origin, January 2012
                                                                                                                                            • Movie ticket purchase methods
                                                                                                                                              • Figure 91: Movie ticket purchase methods, by race/Hispanic origin, January 2012
                                                                                                                                            • Movie time and location searching methods
                                                                                                                                              • Figure 92: Most typical movie time and location searching methods, by race/Hispanic origin, January 2012
                                                                                                                                            • Concessions and other non-ticket purchases at movie theaters
                                                                                                                                              • Figure 93: Most typical concessions and other non-ticket purchases at movie theaters, by race/Hispanic origin, January 2012
                                                                                                                                            • Movie theater amenities worth paying extra for
                                                                                                                                              • Figure 94: Movie theater amenities worthy of paying extra, by race/Hispanic origin, January 2012
                                                                                                                                              • Figure 95: Preference for 3D version of movies, by race/Hispanic origin, July 2010-September 2011
                                                                                                                                            • Preferred movie venue and why home is preferred
                                                                                                                                              • Figure 96: Preferred movie watching venue, by race/Hispanic origin, January 2012
                                                                                                                                              • Figure 97: Why a theater is not the preferred venue for watching movies, by race/Hispanic origin, January 2012
                                                                                                                                          • Custom Consumer Groups—Attendance Frequency

                                                                                                                                            • Key points
                                                                                                                                              • Movie theater companionship
                                                                                                                                                • Figure 98: Whom do you go to the movies with?, by frequency of movie theater attendance, January 2012
                                                                                                                                              • Movie ticket purchase methods
                                                                                                                                                • Figure 99: Movie ticket purchase methods, by frequency of movie theater attendance, January 2012
                                                                                                                                              • Movie time and location searching methods
                                                                                                                                                  • Figure 100: Movie time and location searching methods, by frequency of movie theater attendance, January 2012
                                                                                                                                                • Concessions and other non-ticket purchases at movie theaters
                                                                                                                                                  • Figure 101: Concessions and other non-ticket purchases at movie theaters, by frequency of movie theater attendance, January 2012
                                                                                                                                                • Movie theater amenities worth paying extra for
                                                                                                                                                    • Figure 102: Movie theater amenities worth paying extra for, by frequency of movie theater attendance, January 2012
                                                                                                                                                  • Preferred movie venue and why home is preferred
                                                                                                                                                    • Figure 103: Preferred movie watching venue, by frequency of movie theater attendance, January 2012
                                                                                                                                                    • Figure 104: Why a theater is not the preferred venue for watching movies, by frequency of movie theater attendance, January 2012
                                                                                                                                                • Appendix—Other Useful Consumer Tables

                                                                                                                                                  • Movie theater attendance trends
                                                                                                                                                    • Figure 105: Teens’ past six month movie attendance and number of times visited the movies in the last 90 days, by gender and age, April 2010-June 2011
                                                                                                                                                    • Figure 106: Top ways for teens to spend money, by gender, May 2011
                                                                                                                                                    • Figure 107: Kids’ past three month movie attendance and number of times attended the movies in the past month, by age, April 2010-June 2011
                                                                                                                                                  • Movie theater attendance frequency
                                                                                                                                                    • Figure 108: Frequency of movie theater attendance, men, by age, January 2012
                                                                                                                                                    • Figure 109: Frequency of movie theater attendance, women, by age, January 2012
                                                                                                                                                  • Movie theater companionship
                                                                                                                                                    • Figure 110: Movie theater typical companionship, by household income, January 2012
                                                                                                                                                    • Figure 111: Movie theater typical companionship, men, by age, January 2012
                                                                                                                                                    • Figure 112: Movie theater typical companionship, women, by age, January 2012
                                                                                                                                                    • Figure 113: Movie theater typical companionship, by presence of children in household, January 2012
                                                                                                                                                  • Movie ticket purchase methods
                                                                                                                                                    • Figure 114: Movie ticket purchase methods, men, by age, January 2012
                                                                                                                                                    • Figure 115: Movie ticket purchase methods, women, by age, January 2012
                                                                                                                                                  • Movie time and location searching methods
                                                                                                                                                    • Figure 116: Most typical movie time and location searching methods, by gender, January 2012
                                                                                                                                                    • Figure 117: Most typical movie time and location searching methods, men, by age, January 2012
                                                                                                                                                    • Figure 118: Most typical movie time and location searching methods, women, by age, January 2012
                                                                                                                                                  • Concessions and other non-ticket purchases at movie theaters
                                                                                                                                                    • Figure 119: Most typical concessions and other non-ticket purchases at movie theaters, by gender, January 2012
                                                                                                                                                    • Figure 120: Most typical concessions and other non-ticket purchases at movie theaters, by gender and marital status, January 2012
                                                                                                                                                  • Movie theater amenities worthy of paying extra
                                                                                                                                                    • Figure 121: Movie theater amenities worthy of paying extra, by age, January 2012
                                                                                                                                                    • Figure 122: Movie theater amenities worthy of paying extra, by region, January 2012
                                                                                                                                                  • Preferred movie venue and why home is preferred
                                                                                                                                                    • Figure 123: Preferred movie watching venue, by region, January 2012
                                                                                                                                                    • Figure 124: Why a theater is not the preferred venue for watching movies, by gender, January 2012
                                                                                                                                                    • Figure 125: Why a theater is not the preferred venue for watching movies, by age, January 2012
                                                                                                                                                • Appendix—Trade Associations

                                                                                                                                                  Companies Covered

                                                                                                                                                  • AMC Entertainment Inc.
                                                                                                                                                  • Blockbuster USA
                                                                                                                                                  • Carmike Cinemas, Inc.
                                                                                                                                                  • Cinema Advertising Council
                                                                                                                                                  • Cinemark, Inc.
                                                                                                                                                  • Fox Entertainment Group Inc.
                                                                                                                                                  • IMAX Corporation
                                                                                                                                                  • Independent Film & Television Alliance
                                                                                                                                                  • Metro-Goldwyn-Mayer Inc.
                                                                                                                                                  • Motion Picture Association of America
                                                                                                                                                  • National Association of Theater Owners (NATO)
                                                                                                                                                  • Netflix, Inc.
                                                                                                                                                  • Paramount Pictures Corporation
                                                                                                                                                  • Redbox Automated Retail, LLC
                                                                                                                                                  • Regal Entertainment Group
                                                                                                                                                  • Sony Pictures Entertainment
                                                                                                                                                  • Taco Bell Corp.
                                                                                                                                                  • Universal Pictures
                                                                                                                                                  • Walt Disney Company, The
                                                                                                                                                  • Warner Bros. Entertainment Inc.

                                                                                                                                                  Movie Theaters - US - May 2012

                                                                                                                                                  £3,199.84 (Excl.Tax)