Cinema remains the most popular form of out-of-home activity, attracting 87 per cent of the UK population. Indeed, research carried out by CAA/FAME went so far as to say that cinema is recession proof, citing the fact that it actually grew by three per cent in the last recession.
Of course, a surge of big name blockbusters over recent summers has gone some way to keeping the popularity of cinema high. Film franchises including The Lord of the Rings, Shrek, Pirates of the Caribbean and Harry Potter have helped push up cinema admissions and ad spend in the UK steadily. In 2005 and 2006, that figure stood at £188 million, increasing to £203 million in 2007 and peaking at £205 million in 2008 – in part thanks to the phenomenal performance of The Dark Knight.
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