Here's some cheering news from an article in Variety, the US film magazine that focuses on the business side of the industry. The language is funny, like 'auds' for audiences, 'orgs' for organisations, and well, you can guess 'pics.' Aint got time for long words in this crazy world of movies! Directors are generally 'helmers'. I don't understand the last paragraph much, though. Maybe FDA is Film Distibutors Association, but 'Batey & Co.'?


LONDON — U.K. cinema admissions for the first six months of this year are up 6% on the same period in 2006, according to the Film Distributors' Association.
The FDA reports that 76.9 million visits were made to the cinema in the first six months of the year.

The org attributes the rise to the success of homegrown pics, such as "Mr Bean's Holiday" and "Hot Fuzz," and the massive appeal of Yank sequels, such as "Shrek the Third," "Spider-Man 3" and "Pirates of the Caribbean: At World's End" at the U.K. box office.

"Coming off such a strong start to the year, this summer's wonderful lineup is already attracting cinemagoers in record numbers," said FDA chief exec Mark Batey. "The schedules are jam-packed week in, week out, and it's intensely competitive all the way, but overall prospects for the year look very encouraging."

The upbeat figures do not include admissions for the latest "Harry Potter" pic, which banked a boffo $61.9 million in its first 11 days on release.

And still to come in July are potential blockbusters "Transformers" and "The Simpsons Movie," which go head-to-head this weekend.

Persistently rainy weather over the summer has helped boost box office as auds opt for indoor entertainment over a rain-interrupted trip to the beach or park.

This summer, cinema business has not been negatively impacted by any major sports tournament, such as the soccer world cup or European championship.

Cinema advertising by U.K. distribs has leapt up 4% to $169.1 million for January-June 2007 compared with the same period in 2006.

The FDA has done its bit to beat the drum for cinemagoing this year. Batey and co. have hosted regular season launch lunches at upmarket London eateries to whet the appetite of the press for forthcoming product and have created a 60-second compilation trailer promoting generic cinemagoing, which is playing in 3,000 screens.

Sheila