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State of the Screens

Hollywood’s Shaky Summer Box Office Points to Larger Issues

By September 5, 2019No Comments

Summertime Blues: Despite record-breaking hits (Avengers: Endgame, etc.) annual movie ticket sales will most likely decline vs. 2018.

Why this matters: Summer accounts for as much as 40% of annual movie ticket sales.

Summer movie ticket sales (YoY growth) according to comScore:
1) 
2017 – $3.8B
2) 
2018 – $4.4B (↑ 15%)
3) 2019 – $4.3B (↓ 2%)

Annual movie ticket sales (YoY growth) according to Box Office Mojo:
1) 2010 – 1.3B 
2) 2011 – 1.3B (↓ 4%)
3) 2012 – 1.4B (↑ 6%)
4) 2013 – 1.3B (↓ 1%)
5) 2014 – 1.3B (↓ 6%)
6) 2015 – 1.3B (↑ 4%)
7) 2016 – 1.3B (↑ 0%)
8) 2017 – 1.2B (↓ 6%)
9) 2018 – 1.3B (↑ 6%)

Average ticket price (YoY growth):
1) 2010 – $7.89
2) 2011 – $7.93 (↑ 1%)
3) 2012 – $7.96 (↑ 0%)
4) 2013 – $8.13 (↑ 2%)
5) 2014 – $8.17 (↑ 0%)
6) 2015 – $8.43 (↑ 3%)
7) 2016 – $8.65 (↑ 3%)
8) 2017 – $8.97 (↑ 4%)
9) 2018 – $9.11 (↑ 2%)
10) 2019 – $9.01 (↓ 1%)

Quote from Chris Aronson – Former Distribution Chief @ 20th Century Fox:
“Pricing was never an impediment to going to the movies, and it is now…Streaming services have come along with such attractively priced entertainment that theaters can’t compete, except on a handful of event movies that people absolutely must see.”

The big question: Could variable pricing drive more ticket sales?

FYI: It is not just movie ticket sales that are down.

Entertainment choices down in 2019 vs. 2018:
1) 
Disney Theme Parks (tickets) – ↓ 3%
2) 
Broadway (tickets) – ↓ 3%
3) 
Movies (tickets) – ↓ 2%
4) 
National Parks (visits) – ↓ 1%

More #1: ‘Avengers: Endgame’ is now the highest-grossing film of all time, dethroning ‘Avatar’

More #2: How Will Movies (As We Know Them) Survive the Next 10 Years?

More #3: The Absurdities of ‘Franchise Fatigue’ & ‘Sequelitis’ 

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.

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