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   Web Issue 3498 July 5 2009   
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Feel-good films lift cinema to 40-year audience high
Catherine FeganSeptember 30 2008

The film that brought back the music of the 70s has helped lift cinema audiences to a 40-year high.

Mamma Mia! has overcome the financial crisis by taking £245m in box offices around the world, including £61m in Britain since July.

Other films such as The Dark Knight, Wall-E and Sex and the City have played a part in generating unparalleled interest in cinema.

Mamma Mia!, based on the hugely popular theatre musical showcasing Abba's hit songs, is currently placed at No 81 in Box Office Mojo's top world-wide films of all time for box office takings.

Now industry figures say the "absolute phenomenon", which also stars Pierce Brosnan, Julie Walters and Colin Firth, has been instrumental in making this summer the best for British cinema admissions since 1972.

Phil Clapp, chief executive of the Cinema Exhibitors' Association (CEA), said the film's timing was perfect. "In times of economic gloom, people seek affordable and escapist entertainment," he said. "Mamma Mia! has really tapped into the public's desire for feel-good escapism."

The CEA is expecting August 2008's overall admission figures to be 17.56 million or more, which would make the period from June to August the best summer for British cinema admissions for 40 years.

"Even cinema industry veterans have been taken by surprise by the popularity of cinema this summer.

"We knew that admissions generally hold up well when the economy falters but, combined with a series of high-quality movies, that has produced a truly exceptional period for UK cinema," Mr Clapp said.

The UK's unseasonably wet summer will also have played a part as cash-strapped parents sought ways to entertain their children indoors.


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