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Cineworld, Britain's only publicly-quoted cinema chain, today claimed the huge success of James Cameron's sci-fi extravaganza Avatar had vindicated its belief in the appeal of 3D.
The group, which has led the switchover of cinemas to 3D technology, today claimed investment had helped it to grow its share of the British box office to almost 24 per cent.
“Avatar has generated a great deal of interest in the 3D format, so we're very excited about the 3D films coming out this year like Alice in Wonderland with Johnny Depp,” said Cineworld's finance director Richard Jones. “The digital expansion is really paying off.”
Revenue at the chain, which has 790 screens at 77 locations, rose 9.3 per cent in 2009, with box office takings up 14.6 per cent. Demand for popcorn and sweets — a mini-barometer of consumer confidence — was also up, with sales rising 7.6 per cent on 2008.
Only screen advertising declined during last year, falling by more than a quarter, but Cineworld said it would still meet City expectations for full-year profit.
