The “Theatrical Market Statistics 2010” report

The “Theatrical Market Statistics 2010” report reflects the major tendencies in movie-going within the United States and Canada population. It includes the data on the total shifts in attendance of theatres in 2010, being compared with the data of the previous years; then, there is information on how the ratings differ among different age, gender and ethnic groups; further, the report reflects situation around other entertainments compared with theatre-going; and finally, there is a rating of the films released and attended in 2010.

Thus, the report starts with the information that the worldwide box office has grown up to $31.8 billions, with international box office making up 67 percent and the U.S./Canada box office making up 33 percent. Total growth of box office has made up 8 percent in comparison with 2009 and 25 percent in comparison with 2006. As for the regional diversification, the leasing position for box offices belongs to the region uniting Europe, Middle East and Africa, however it has dropped to 49 percent. And the region of Asia Pacific has grown essential growth, with China registered as the most important contributor. As for the U.S./Canada market in particular, a key driver for the admissions was 3D showings. In spite of the fact that the takings from movies have shown such an increase, the statistics has shown that the amount of tickets sold has declined to the level of 2008. In 2010 the national average admissions per capita decreased to 4.1.

As for demographics, the overall number of moviegoers has grown by 3 percent compared to 2009. Among U.S./Canada population, 68 percent are moviegoers, which makes up 222.7 million moviegoers on the whole. However, the annual tickets per moviegoer have declined from 7 to 6. At the same time there is a separate category of frequent moviegoers; these are those who attend theatre at least once a month. The amount of frequent moviegoers has increased to 11 percent of total population (that is 35 million people) compared to 32 million in 2009. As for gender differences, women are restricted to the age group of 18-39, while all age groups of males attend theatre on a frequent basis. Still, young people aged 12-24 make up almost a quarter of moviegoers and at the same time they make up one third of admissions. Yet in 2010 the tickers sold to this age category decreased, while the attendance of the next age group (25-39) increased. Returning back to the female population, it is important to underline that overall movie attendance by females per person dropped to 4 per year in 2010 (4.7 in 2009), whereas the attendance of males grew to 4.2 per person.

It has been estimated that the amount of tickets bought by female frequent moviegoers has fallen in 2010. As for the ethnic diversity, the Hispanics have been found to be the most active category among frequent moviegoers. 351 million movie tickets were sold in 2010 to 43 million Hispanic moviegoers.

In comparison with other entertainments, theatre stays the most affordable and thus the most attended option, costing less than $50 dollars for a family consisting of four members. As for the rating of the most popular films, it is dominated by those classified as PG, or requiring Parental Guidance. Among 25 top films nine are rated as PG.

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