UPDATED, Monday AM: In what was the second lowest-grossing weekend at the summer box office, despite goosing admissions from Saturday’s National Cinema Day, Paramount/Skydance’s Top Gun…
for Saturday vs. box office stat org EntTelligence’sfrom last Saturday, per Comscore. What National Cinema Day did was suction most of the $ business out of Friday and displaced it to Saturday: EntTelligence reports that just under 1M people went to the movies on Friday. In addition the analytics org saw Saturday notching 6x more presales than Friday. Friday to Saturday business for all movies last weekend was +37% versusthis weekend over the last two days.
“The success of National Cinema Day was measured in patron count this past weekend. It was about bringing back audiences who were still concerned about the return to the theater, and for rewarding loyal moviegoers. Arguably, this is the first time there was a push foras opposed to seeing a particular movie. Collectively, the industry succeeded,” said EntTelligence Chief Strategy Officer Steve Buck.
“With National Cinema Day, we wanted to do something to celebrate moviegoing,” said Cinema Foundation president Jackie Brenneman in a statement. “This event outstripped our biggest expectations. The idea of the day was to thank moviegoers for an amazing summer, and now we have to thank them for this amazing day.”
However, the mind wonders if we’d get an even greater surge had we known about National Cinema Day earlier in the summer. Distribution sources say the Saturday during Labor Day weekend sans a major movie was an ideal day to pull this stunt off. I’m told ads for National Cinema Day were placed on connected TV , digital billboards, in-store digital, paid social media and Fandango.
I know that exhibition rolled up their sleeves, got hold of slews of advertising assets to get the word out on their social media handles and to their loyalty club members.
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