We have made it to the 5th weekend and that in itself is good. And what is great is that the cinema footprint grew from week 1 to week 2 and then it again in week 3 and also in week 4. Now, on the start of weekend number 5 the footprint has been reduced, by 3 sites. At the time of writing this the current box office is around 4.8 million Rands, and we estimate the film will do close to 7 mil. over its cinema run. That would be a fantastic result.
Nowhere else are the laws of supply and demand as evident than with the cinema business. A movie, if it is lucky enough to get a theatrical release, then starts the weekly nail biting test of whether or not it stays on circuit, and if it does, what happens to the weekly cinema footprint. Every Monday, around the world, the cinemas chains in each country tally up the weekend’s box office, and work with the film distributors to decide on what stays on, and what comes off. There are new movies coming out every Friday, so screen time is always a limited resource. There really isn’t much for them to decide as the numbers say it all. The top earning films stay on, and the poor performers come off circuit to make way for new titles. It is brutal and it is very straight forward. If there is demand then the cinemas will supply. And if not, you are history. There are never any second chances.
This weekend is pay-day for many so we should see a boost in the cinema attendances for all movies. We also had a very cool shout-out on Twitter this week from the minister of arts and culture, and lots of new compliments from cinema goers. There has been a non-stop Twitter stream of positive energy since the film’s release. It has been good for the soul. The word-of-mouth has certainly been strong and consistent. All of this has contributed to the film’s fantastic cinema journey thus far. Hopefully, as we go into the 5th weekend on circuit the attendances will be strong again.
There are about 10 sites in our cinema footprint that are constantly busy, and we expect, that as the footprint starts to reduce now, with each passing week, that that these key sites will demonstrate longevity. It could be that the film plays on these key sites for quite some time. Again, as long as there is demand, the cinemas will supply.
Weekend number 5 is about to begin – bring it on !!!