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Cinemas - UK - December 2018

“Rising ticket prices may deter cinema-goers from visiting as regularly as they’d like. Cinema operators are therefore looking at revenue streams beyond raising ticket base prices, including investing in widescreen theatres and ultra-comfortable VIP seating. However, by increasing the range of ticket options they risk losing clear differentiation between standard and premium options that could lead to confusion from customers.”

– Andrew Moss, Consumer Technology Analyst

This report examines the following issues:

  • Discounting a vital part in driving admissions
  • Increasing premium options but losing differentiation

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Decade high for admissions
              • Figure 1: UK cinema market volume (admissions) forecast, 2013-23
            • Summer cinema impacted by World Cup fever
              • Superheroes and sequels lead the box office charts
                • Beyond 3D
                  • Maintaining an appropriate release window
                    • Companies and brands
                      • Cineworld maintains lead amongst the big three
                        • Figure 2: Major cinema operators’ sites and screens, October 2018
                      • UKCA invests in data analytics and automated processes
                        • The consumer
                          • No change in overall cinema visitors in 2018
                            • Figure 3: Cinema visiting, October 2018
                          • Regular viewers more likely to watch premium screenings
                            • Mobile booking matches PC bookings
                              • Six in 10 had a discounted ticket for their last trip
                                • What we think
                                • Issues and Insights

                                  • Discounting a vital part in driving admissions
                                    • The facts
                                      • The implications
                                        • Increasing premium options but losing differentiation
                                          • The facts
                                            • The implications
                                            • The Market – What You Need to Know

                                              • Decade high for admissions
                                                • Cinema operator revenue benefits from increased visitors and better yields
                                                  • Summer cinema impacted by World Cup fever
                                                    • Superheroes and sequels lead the box office charts
                                                      • Solo: A Star Wars Story underperforms
                                                        • Investing in premium screening options
                                                          • Cinema operators want to maintain appropriate release window
                                                          • Market Size and Forecast

                                                            • Decade high for admissions
                                                              • Figure 4: UK cinema market volume (admissions) forecast, 2013-23
                                                              • Figure 5: UK cinema market, 2013-23
                                                            • Cinema operator revenue benefits from increased visitors and better yields
                                                              • Figure 6: UK cinema market value forecast, 2013-23
                                                            • Forecast methodology
                                                            • Market Segmentation

                                                              • Strong admissions in 2018
                                                                • Summer cinema impacted by World Cup fever…
                                                                  • …but bounces back with a busy August
                                                                    • Figure 7: UK cinema market, by segment, 2013-18
                                                                    • Figure 8: UK cinema monthly admissions, 2014-18
                                                                  • Average base ticket price falls
                                                                    • High mark-up food and drink helps recover investment
                                                                      • Increasing time in the lobby
                                                                        • Other revenue streams also responsive to admissions
                                                                          • Figure 9: Top cinema advertisers, January-September 2018
                                                                        • Rising online bookings boost revenue from fees
                                                                        • Market Drivers

                                                                          • The 2018 film landscape
                                                                            • Superheroes and sequels lead the box office charts
                                                                              • Strong showing from family films
                                                                                • Solo: A Star Wars Story underperforms
                                                                                  • Figure 10: Top 20 films released in the UK and Ireland, by box office revenue, Q1-Q3 2018
                                                                                • Investing in premium screening options
                                                                                  • The number of 3D releases is down, but performance is up
                                                                                    • Beyond 3D
                                                                                      • Diversifying genres in low-attendance months
                                                                                        • Resurgence for horror films
                                                                                          • Figure 11: Average monthly cinema admissions as a proportion of yearly admissions, 2002-17
                                                                                        • Maintaining an appropriate release window
                                                                                          • OTT streaming services: More than a TV disruptor?
                                                                                            • Cannes Film Festival bans streamed films from competition
                                                                                            • Companies and Brands – What You Need to Know

                                                                                              • Cineworld maintains lead amongst the big three
                                                                                                • Odeon Leicester Square flagship to re-open
                                                                                                  • Cineworld invests in IMAX, 4DX and ScreenX
                                                                                                    • Google Home supports ticket purchasing with voice
                                                                                                      • Advertising spend posts small growth in 2017
                                                                                                      • Market Share

                                                                                                        • Cineworld maintains lead amongst the big three
                                                                                                          • Picturehouse and Everyman contrast the mass-market multiplexes
                                                                                                            • Figure 12: Major cinema operators’ sites and screens, October 2018
                                                                                                            • Figure 13: Number major cinema operators’ screens, 2016-18
                                                                                                        • Launch Activity and Innovation

                                                                                                          • UKCA invests in data analytics and automated processes
                                                                                                            • Odeon Leicester Square flagship to re-open
                                                                                                              • Cineworld invests in IMAX, 4DX and ScreenX
                                                                                                                • Secret Cinema pushes Romeo + Juliet into the box office charts
                                                                                                                  • Vue ‘any film, any day’ cheap tickets
                                                                                                                    • Disney continues with plans to buy Fox
                                                                                                                      • Chain-specific memberships thrive
                                                                                                                        • Google Home supports ticket purchasing with voice
                                                                                                                        • Advertising and Marketing Activity

                                                                                                                          • Advertising spend posts small growth in 2017
                                                                                                                            • Figure 14: Total above-the-line, online display and direct mail advertising expenditure for UK film distributors and cinemas, 2012-17
                                                                                                                          • Distributor marketing campaigns in 2018
                                                                                                                            • Warner Bros and Universal contribute over a third of distributor advertising spend
                                                                                                                              • Figure 15: Share of recorded above-the-line, online display and direct mail advertising expenditure by film distributors, Jan-Sep 2018
                                                                                                                              • Figure 16: Top 15 films, by recorded above-the-line, online display and direct mail advertising expenditure, Jan-Sep 2018
                                                                                                                            • Nielsen Ad Intel coverage
                                                                                                                            • The Consumer – What You Need to Know

                                                                                                                              • No change in overall cinema visitors in 2018
                                                                                                                                • Young people continue to be cinema’s largest demographic
                                                                                                                                  • 2D dominates screening options
                                                                                                                                    • Regular viewers more likely to watch premium screenings
                                                                                                                                      • Mobile booking matches PC bookings
                                                                                                                                        • Six in 10 had a discounted ticket for their last trip
                                                                                                                                          • Booking fees impacting booking choices
                                                                                                                                            • Discounts a key factor in choosing a new cinema
                                                                                                                                            • Cinema Visiting

                                                                                                                                              • No change in overall cinema visitors in 2018
                                                                                                                                                • Over a third visit at least once a month
                                                                                                                                                  • Young people continue to be cinema’s largest demographic
                                                                                                                                                    • Figure 17: Cinema visiting, October 2018
                                                                                                                                                    • Figure 18: How regularly cinema-goers visit the cinema, October 2018
                                                                                                                                                  • Gender differences reflect genre preferences
                                                                                                                                                    • Figure 19: How regularly cinema-goers visit the cinema, by gender, October 2018
                                                                                                                                                • Screening Types and Film Genres

                                                                                                                                                  • 2D dominates screening options
                                                                                                                                                    • Figure 20: Type of screening seen most recently at the cinema, October 2018
                                                                                                                                                  • Regular viewers more likely to watch premium screenings
                                                                                                                                                    • Figure 21: Type of screening seen on most recent cinema trip amongst regular (once a month or more) cinema visitors, October 2018
                                                                                                                                                    • Figure 22: Type of screening seen on most recent cinema trip amongst less regular (less often than once a month but at least once every 6 months) cinema visitors, October 2018
                                                                                                                                                  • Action genre remains top choice
                                                                                                                                                    • Figure 23: Film genres watched most often, October 2018
                                                                                                                                                  • Sci-fi sees the largest gender split
                                                                                                                                                      • Figure 24: Film genres watched most often, by gender, October 2018
                                                                                                                                                  • Cinema Booking

                                                                                                                                                    • Growth of advanced booking slows
                                                                                                                                                      • Mobile booking matches PC bookings
                                                                                                                                                          • Figure 25: Cinema booking methods, October 2018
                                                                                                                                                        • Six in 10 had a discounted ticket for their last trip
                                                                                                                                                          • Figure 26: Discounts and add-ons to base ticket purchase at most recent cinema visit, October 2018
                                                                                                                                                      • Cinema Behaviours

                                                                                                                                                        • Blockbusters the main beneficiary of high ticket prices
                                                                                                                                                            • Figure 27: Cinema-goers’ behaviours, October 2018
                                                                                                                                                          • Diversifying cinema offerings
                                                                                                                                                            • New screening types generating interest
                                                                                                                                                              • Alternative experiences
                                                                                                                                                                • Booking fees impacting booking choices
                                                                                                                                                                  • Half of cinema-goers buying food and drink
                                                                                                                                                                    • Figure 28: Usually buying food and drink at the cinema, by booking method most recently used, October 2018
                                                                                                                                                                  • #MeToo increases scrutiny on Hollywood
                                                                                                                                                                  • Cinema Choices – TURF Analysis

                                                                                                                                                                    • Methodology
                                                                                                                                                                      • Discounts a key factor in choosing a new cinema
                                                                                                                                                                          • Figure 29: TURF Analysis – Influencing factors to visit cinemas further away, October 2018
                                                                                                                                                                          • Figure 30: Table – TURF Analysis – Influencing factors to visit cinemas further away, October 2018
                                                                                                                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                          • Abbreviations
                                                                                                                                                                            • Consumer research methodology
                                                                                                                                                                            • Appendix – Market Size and Forecast

                                                                                                                                                                              • Market Forecast
                                                                                                                                                                                • Figure 31: UK cinema market, value forecast, 2018-23
                                                                                                                                                                                • Figure 32: UK cinema market, volume forecast, 2018-23
                                                                                                                                                                              • Forecast methodology

                                                                                                                                                                              Cinemas - UK - December 2018

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