Cinema’s COVID recovery may have taken longer to kick off than most of the media, but it seems the sector is finally now in full bounce-back mode, with a significant milestone set for admissions last weekend.
The weekend spanning 25 to 28 March saw the highest weekend of admissions for Aussie cinema since pre-lockdown levels in February of 2020. A total of 897,000 people viewed films over the weekend as the Easter school holiday period kicked off.
Of those admissions, 50% were aged between 18-39 as Hollywood blockbusters finally begin to reach our shores. Godzilla vs. Kong brought in 413,000 admissions, while the animated Peter Rabbit sequel brought another 176,000, both in just their opening weekend.
Godzilla vs Kong brought in 413,000 admissions last weekend
Val Morgan managing director, Guy Burbidge, said the results are already exceeding forecasts for 2021.
“These early results have far exceeded our forecasts and signals that returning cinema audiences are craving the immersion and escape that only the cinema experience provides.
“We anticipate that national admissions will continue to gain momentum and exceed forecasts throughout 2021 with an 18-month content slate crammed into just nine months.”
Films set to hit cinemas over the April school holiday period include Tom & Jerry, Two by Two: Overboard!, Nobody, and The Courier.
Speaking with Mumbrella earlier this year, Screen Australia CEO Graeme Mason predicted that when a full year of delayed Hollywood blockbusters began to finally reach Australia, that cinema would enjoy a “magical” revival.
Over the next 15 weeks blockbuster titles like Fast & Furious 9, Mortal Combat, Cruella, Black Widow, Top Gun: Maverick, In the Heights, and A Quiet Place II are all slated to be released.
Val Morgan managing director Guy Burbidge
Burbidge expects the spike in admissions to drive advertisers back to cinema as well.
“Advertisers can be assured that Val Morgan Cinema is still the most powerful AV platform for brands to tell their story and truly connect with consumers. Now is the time to get back on board with the biggest, brightest, and best advertising platform in the world.”