Val Morgan posted a record-breaking Easter, with more than 1.6 million Australians visiting the cinema in the last full week (April 1-7).
It was the best full-week performance seen since January 2020, with 44% of audiences in the hard-to-reach 18-39 demographic.
Family titles dominated the top-ten movies of the week as the school holiday period kicked off across most of the nation.
Peter Rabbit 2: The Runaway delivered 394,000 admits, only a whisker shy of top spot.
Bringing a sense of nostalgia to the cinema, everyone’s favourite squabbling cat-and-mouse team, Tom & Jerry rounded out the top 3 movies of the week, with 225,000 admits.
But it was Godzilla vs. Kong which exceeded forecasts, achieving a monster performance of 436,000 admits.
The results proved once again that audiences are craving high-budget first-run content. In a recent EVENT Cinemas survey of 7.500 regular cinemagoers, 91% of respondents indicated their intent to rush out to see this year's blockbusters titles.
“The audience growth we’ve seen this Easter proves that Aussies are actively seeking out social entertainment experiences outside of the home. Cinema provides audiences with just the ticket," says Guy Burbidge, managing director of Val Morgan.
"With locked-in Hollywood content and a pent-up demand for blockbuster titles, Val Morgan is the best platform to provide brands big-screen attention amongst the most valuable audience in Australia.”
Strong results are expected to continue over the next three months with brands already beginning to take advantage of highly anticipated blockbuster titles such as Mortal Kombat, Fast & Furious 9, Top Gun: Maverick, Black Widow and Space Jam 2.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.