Box office takings have performed poorly throughout the summer in key territories such as Germany, France and Italy, whilst the UK has fared only slightly better. Two key factors affecting the European market have been the heatwave and the Football World Cup.
As a result the US Box Office for 2018 has recovered its market share in relation to the rest of the world. There was a time when the core market for major productions was the US domestic market and the rest of the world made up the icing on the cake.
Not any longer! The Asian market has surged and 2017 saw the US market hit its weakest market box office share.
Another notable feature in 2018 is the lack of any original intellectual property in the line up of hit films. While last year’s 10 summer titles included original storylines such as Dunkirk, Girls Trip and Baby Driver; this summer all the top films are sequels. The best performing film with original characters is Book Club, in 12th place.
The UK market has performed better than most European countries in 2018 due to hits such as Avengers: Infinity War, Mamma Mia! Here We Go Again, Incredibles 2 and Jurassic World: Fallen Kingdom. The World Cup particularly affected the UK market. Film producers have learnt from previous World Cups and held back all major releases during the four weeks of the tournament.
Another feature of 2018, and hopefully for future years, is the great cinema audience experience. Sharing the enjoyment of watching ‘Mamma Mia’ or the ‘Greatest Showman’ along with 200 other people, in a cinema, is an experience that just can’t be replicated at home.
Long Live Cinema!