Summer scorcher

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AUCKLAND, Today: New Zealand cinema has experienced a scorching summer school holiday season with a sizzling 1.6 million admissions across the summer.

Val Morgan Group NZ sales director Matt Tremain said: “The hard-to-reach 18-39 audience were a key segment, representing 49% of the summer admissions, with 18-39 attendances doubling year on year.

“Admissions exploded to 1.6 million, driven by a strong slate of highly anticipated big-name films such as Spiderman: No Way Home, Sing 2, Ghostbusters: Afterlife, House of Gucci, and The Matrix Resurrections all releasing across 16 December to 30 January.

“The cinema audiences eclipsed the comparable 2020/21 school holiday period by 60%.

“Spiderman: No Way Home took out the top result of the summer and 2021 with a total of 667,000 admissions across the entire school holiday period.

“Family favourite Sing 2 became the second-biggest film of the summer school holidays pulling in 203,000 Kiwis to the big screen, while The Matrix: Resurrections captured 80,000 admissions.


“Summer audiences skewed towards young, affluent 18–39-year-olds, eager to immerse themselves in entertaining and exciting experiences.

“Summer audiences skewed towards young, affluent 18-39-year-olds, eager to immerse themselves in entertaining and exciting experiences.

“A total of 49% of admissions over the holidays came from this hard-to-reach segment, with 18-39 attendances doubling year on year.

“Alongside these audiences were other high value categories such as families and Socio 1&2 which presented an incredibly valuable opportunity to advertisers at such a crucial time of the year.

“With these incredible figures we can see that consumer confidence in the cinema environment is exceptionally strong, which presents an exciting opportunity for brands to get on board and explore cinema advertising this year – especially with the incredible slate of content rolling out over the coming months.”

“The stellar start to the 2022 blockbuster slate is set to continue in the coming weeks and beyond, with a diverse range of films on the horizon with the likes of action-packed adventure film Uncharted, starring Tom Holland releasing on 17 February, and one of this year’s most-anticipated films, The Batman, starring all-new Batman Robert Pattinson, releasing on 3 March.

About Val Morgan
Val Morgan delivers premium audiences across cinema, outdoor and digital platforms. throughout Australia and New Zealand. The Val Morgan network comprises over 14,000 location-based digital advertising screens in cinema, retail, petro-convenience and fitness locations.


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