How Are Cinema Audiences Bouncing Back Post-Lockdown?
Cinema has long stood the test of time, proving its resilience as Australia’s most loved cultural activity through history’s biggest hurdles. While lockdown periods across the nation have naturally spurred fluctuations in audiences, local and neighbouring markets are a strong indication of cinema’s ability to quickly and powerfully bounce back. Across these markets, we see a perfect recipe stirring up – where there is new content, safety measures and an eagerness to return to normality, consumers respond with minimal hesitation.
New Zealand
We need not look any further than New Zealand for a view of the life post-lockdown.
In July, New Zealand cinemas experienced their biggest weekend audiences since January 2020, as 247,000 Kiwis raced in-theatre to enjoy the highlight anticipated Marvel Studios blockbuster Black Widow and family favourite Space Jam: A New Legacy.
This mammoth audience result was backed up the following weekend, delivering 179,000 admissions and marking the second strongest weekend of the past 18 months.
Melbourne
As Melbourne emerged from a long stint in lockdown in 2020, we saw an immediate uptick in admissions, with audiences representing their usual 20% market share after just one week. By two weeks post lockdown, Melbourne’s share had increased to 22% and after just three weeks, the region accounted for 30% of all national admissions.
Following a recent sharper lockdown, Melbourne’s cinema doors opened with a +35% audience uplift, indicating the market’s longstanding stability and hunger for the backlog of blockbuster content. This was again evidenced just last weekend, with HOYTS Chadstone the second-best performing cinema in Australia over the weekend.
Perth
In Perth, a recent snap lockdown saw cinemas close before reopening with heavy restrictions. Despite mandatory mask-wearing, capacity limitations and spatial restrictions, cinema overachieved on guaranteed audiences, taking +32% admissions week-on-week.
Attendance was sustained with, with WA cinemas achieving a +74% uplift the following week.
During this time, we saw campaigns over-deliver on predicted audiences, with brands capitalising on blockbuster admission results for Fast & Furious 9, Black Widow, A Quiet Place: Part II and Cruella.
Regional Markets
Other open markets continue to deliver on par with Val Morgan’s Q3 expectations. Regional cinemas across New South Wales and Victoria continue to draw in strong numbers, representing a combined market share of 28%.
These epic results were underpinned by a strong blockbuster slate. Aussies are itching for experiences post-lockdown, yearning to escape the confines of home and work. We’re craving shared social and cultural experiences. We’re longing for fresh content and a truly immerse and engaging environment. Unlike 2020 where we saw a significant reduction in theatrical releases, 2021 is characterised by big titles, big audiences and big, out-of-the-home experiences.
Get ready, because big just got bigger.