In a world of streaming and affordable home media, the death of cinema distribution is often talked about. A belief that many would agree with. After all, why go to the cinema when you can watch a film multiple times at home for a fraction of what they would pay going to see those films at the theatre?
It’s therefore interesting that according to the UK Cinema Association, UK cinema attendance in 2018 was at its highest since 1970, with 177 million admissions. This is impressive considering all the factors going against cinema in 2018, including a boiling summer and competition from the World Cup.
But why did cinema attendance decline during the 1970s? And what was it about this past year that encouraged people to return in larger numbers? Well, join me as we dive down the rabbit hole and try to find out.
1970: Starting to decline
1970 was the year the UK saw the general release of many perennial favourites, including Butch Cassidy and the Sundance Kid, Kes and many others. It was also the year when cinema audiences began to decline dramatically in numbers, going from 193 million admissions in 1970 to 176 million in 1971. By the end of 1980 admissions only reached 110 million.
Many blame the expansion of television and the video recorder for the decline. And with Hollywood going through major changes at the time due to several large flops, the big crowd-pleasing spectacles that had been largely used to showcase its superiority to home viewing quickly dropped off. These pictures then took a back seat in the UK, replaced by a mix of personal and experimental projects that appealed to niche audiences as well as television adaptations and sex comedies. From there although attendance was not always in continual decline, and tentpole blockbusters returned, the audience figures never reached the numbers they once had – until 2018!
In 2018 attendance numbers rose with huge hits like Bohemian Rhapsody, Mamma Mia Here we go again, Avengers: Infinity War and Black Panther.
2018: What has changed?
There are of course many factors that could have contributed to the rise in cinema attendance. Some insiders put it down to the value of the cinema experience. Going to the cinema is not just about the film anymore, it’s about the communal experience. The ability to buy food, drink, alcohol and enjoy a film with your family and friends on a large screen with luxury seating without having to spend as much as you would for a night at the opera or a football match.
The number of venues dedicated to showing films across the UK is also growing, in different geographical areas. This means that it is easier for audiences to get to cinemas, no doubt helping to encourage repeat visits.
On the other hand, the rise could be a result of Hollywood using their old hits formulas with a new approach. The big hits of 1970, M*A*S*H, Love Story and Airport all had pre-existing fanbases, all being based on novels (some specially written to drum up interest for the movie) and stars with name recognition. Airport having Burt Lancaster and Dean Martin, M*A*S*H having Donald Sutherland and Love Story having Ali MacGraw and Ryan O’Neal. Hollywood often used these tactics in the past, but these films also covered a range of genres: disaster, romance, war/comedy and demonstrated an attempt to appeal to different tastes. Airport focused on Hollywood spectacle, Love Story on personal character drama and M*A*S*H on anti-establishment humour rampant at the time. Helping to attract different audiences.
All these elements can be seen in the big hits of 2018. The genres range from musical to superhero and biopic. And all demonstrate a commitment to bringing in broad audiences through either brand recognition or having a big name attached to the project.
But these films also tackle modern issues that help them appeal to different audiences. Instead of focusing exclusively on white straight men we now have stories about black superheroes, LGBTQ icons and women exploring their sexuality and coming to terms with their own identities. With a lot of money spent on these projects, it must be an attractive prospect for underrepresented groups to see representation on the big screen. All the aforementioned films are also rated 12a. And with cinemas being more easily accessible it makes it easier for every member of the family to watch these diverse tales. The issues of today are being told with old school Hollywood spectacle, w
A long way to go
But despite rising attendance figures, these must be viewed within context. Comparing the populations of the times the average person in 1970 would have visited the cinema around 3.5 times a year. In comparison the higher population the average person will only visit the cinema around 2.7 times a year. Which makes a difference when considering box office takings
With the average ticket price in the 1970s being £6.83 (45p, adjusted for inflation) the total box office takings of 1970 reached £1,318,190,000. Beating 2018’s takings of £1,277,122,327 despite the higher average ticket price and
The average viewer just does not visit the cinema enough to equal the 1970 numbers. So, if cinema is to return to the high attendances it once had, there is still a long way to go. And with the predicted continuing increase of the population, cinemas will need to do all they can to encourage visitors to return or attendance will continue to fall. This could result in cinema closures or another rise in the average ticket price.
Despite this, the high attendance figures of the past few years indicate that if cinemas continue to appeal to audiences, through showcasing big films that can be viewed by diverse audiences at affordable prices, then maybe we will reach the attendance figures of cinemas heyday again.
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