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The U.K. posted its strongest first quarter takings in four years, bringing in $379.4 million from 166 films, compared with $346 million in the same period in 2006, according to figures from Nielsen EDI.
News of the upturn in box figures coincided with a report predicting a surge of growth in the U.K. cinema market. British cinemagoers are set to pay nearly $2.17 billion for movie tickets by 2011, according to predictions made by Dodona Research. U.K. B.O. totaled $1.63 billion last year.
The rollout of digital technologies in the exhibition sector across the U.K. is likely to be main factor behind the bullish numbers.
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"There's big box office potential when you have a look at the films coming out in the summer. It's unprecedented that to have so many blockbusters coming out in the same period," said Par's international topper Andrew Cripps.
Away from the big studio duo, Easter sees a clutch of arty fare released. Eros has Aishwarya Rai starrer "Provoked," Optimum brings out "The Caiman," while Soda Pictures has "Close to Home" unspooling on two screens.
"'The marketing campaign for 'Close to Home' was intense with lots of grass roots marketing and press in targeted publications so we're hopeful the film will be protected against factors out of their control, like people leaving the city for Easter holidays and the good weather," said Gerova, Soda's publicity topper.
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