Pathé Live Kids - a new initiative that shows exclusive kids content on the big screen, has scored impressive box office figures in the French market, with a total of 90,000 cinema admissions recorded for screenings of exclusive Masha and the Bear content.
The show, which screened on weekends and in school holidays, offered six brand new Masha episodes, all brought together in a feature-length show with a presenter introducing each episode and interacting with the audience. Screenings started in early January and, due to high demand, the run was extended by two weeks. Around 200 cinemas participated in the event.
Pathé Live Kids has also seen recordings of hit stage shows T'choupi and TroTro hitting cinema screens, whilst mega-brands Fireman Sam and Bob the Builder are set to follow with two new 60-minute features – the global premiere of Bob the Builder: Mega Machines and the European premiere of Fireman Sam: Alien Alert. All content is exclusive to Pathé Live in France, Switzerland and Belgium and has never been seen before.
“We’ve been extremely impressed with the success of the Masha screenings, which have been very effective from a brand promotion viewpoint,” says Claus Tømming, director of Ink Global, which represents Masha and the Bear across the world. “Pathé Live have done a great job in delivering a unique and engaging cinema experience and that’s been rewarded by these excellent box office figures.”
“The popularity of these screenings shows just how much appetite there is out there for exclusive kids’ content at the cinema. The whole Pathé Live Kids programme has been such a success that we are drawing up a new line-up for release in October 2017, which will run until May 2018.”