Press Release Strasbourg, 11 February 2010 EU admissions approach the 1 billion barrier again in 2009		LUMIERE Database on film admissions
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On the occasion of the 60th Berlin International Film Festival the European Audiovisual Observatory releases its first estimates for European cinema attendance in 2009. The Observatory estimates that total admissions in the European Union increased to about 985 million tickets sold. In a difficult economic environment this represents impressive 6.5% growth year-on-year and the highest admissions level since the record-breaking result in 2004.

Admissions increased in 18 out of the 24 EU member states for which data were available. In absolute terms Germany registered the most significant growth (+16.9 million, +13.1%), followed by France (+10.9 million, +5.7%), the United Kingdom (+9.3 million, +5.6%) and Poland (+5.4 million, +16.1%). For the first time in the past five years Spain reported an increase in admissions (+2.8%), whereas attendance decreased marginally in Italy (-0.4%).

Though the Observatory does not yet have enough data to estimate the overall GBO for 2009, data already available show box office growth significantly outpacing growth in attendance in basically all countries. The increasing number of 3D blockbusters like Ice Age 3 or Avatar selling tickets at premium prices is likely to have been a major contributing factor in this development.

Outside of the EU, the Russian Federation continued its growth trend of the past years with admissions growing by 11.8% to reach a 138.5 million tickets sold, holdings its position as the fourth largest cinema market in Europe in terms of cinema attendance. With the Russian ruble losing around 20% of its value against the US dollar in 2009, GBO reported in US dollars dropped from USD 830 million in 2008 to USD 736 million last year. Measured in local currency GBO increased by an estimated 10.4%.

US films driving market growth in Europe

Contrary to cinema attendance increasing in most EU member states in 2009, national market shares decreased in 19 out of the 24 countries for which data were available. Though it is too early to estimate European market shares, it would appear that US films such as Ice Age 3 (3D), Avatar (3D), 2012, Up (3D) or Angels & Demons, played an preponderant role in growing overall cinema attendance in Europe in 2009.

Only a few European countries proved an exception to this overall trend. Thanks to the Millenium trilogy, Sweden registered a record year in 2009, with admissions to local films increasing by 81.5% year-on-year, and local market share climbing to 32.7%, the highest level on record. In Germany, led by Wickie und die starken Männer, Die Päpstin and Zweiohrküken national films topped the record market share of the previous year, capturing 27.4% of total admissions, which is particularly impressive in light of the strong overall growth of cinema attendance in 2009. 2009 also was an excellent year for Spanish cinema with admissions to local films like Agora, Planet 51 or Cell 211 increasing by 35% year-on-year and capturing a market share of 15.4%. Also, Austrian films generated a record market share of 8% in 2009. Despite a drop from 58% to 51% in 2009, Turkey remains the leading European country in terms of national market share.

Notes: Data have been collected with the collaboration of the EFARN (European Film Agency Research Network). All 2009 figures are provisional. The 2009 Spanish admissions figure is a total market estimate by the European Audiovisual Observatory, on the basis of data communicated by Nielsen/EDI. National market share is also estimated by the Observatory based on ICAA data covering January to December 13, 2009. The 2009 Italian admissions figure is a total market estimate by the European Audiovisual Observatory, on the basis of a growth rate of 0.4% as communicated by Cinetel / ANICA. Market shares for Bulgaria, Iceland, Portugal, the Russian Federation and the United Kingdom are on the basis of gross box office, other market share figures are on the basis of admissions. In the case of the United Kingdom the market share estimate is based on UK and Republic of Ireland gross box office figures.

 

NEXT FIGURES FROM THE OBSERVATORY The European Audiovisual Observatory will publish a complete overview of 2009 European cinema market trends in early May 2010.