JANUARY 23, 2012

One year after launching its Backing British Film Campaign and in response to the Film Policy Review findings released last week, ODEON - the UK and Europe’s largest cinema operator - today reveals it boosted British Film viewers by over 270,000 in 2011.

Since the exhibitor’s Backing British Film Campaign launched in January 2011, the additional ODEON guests earned British films an extra £2.2m at the box office, exceeding expectations by 5%. Using ODEON Première Club points as an incentive, film fans across the country were encouraged to try out British films in return for cinema rewards, including popcorn and tickets. Figures from 2011 reveal that as a result, ODEON gave away the equivalent of 564,000 boxes of free popcorn in Première Club points for members.

With one of the key objectives of the Film Policy Review to increase audience demand for film, ODEON hopes to continue the success of its campaign and increase cinema visits even further in 2012. As cited by the Prime Minister, the British Film industry is worth a staggering £4billion to the UK economy every year, highlighting the importance of increased support for a home-grown industry which employs over 100,000 British people1.

Rupert Gavin, CEO of ODEON and UCI Cinemas said, “As an exhibitor, we understand the importance of contributing to and showing our support for the British film industry. It is our aim to do so by encouraging as many people as possible across the country to visit their local cinema to see the latest British releases.

“The results of our Backing British Film campaign so far are hugely positive and we hope that in our second year, we can continue to show our commitment by helping to drive the success of British film releases at the box office.”

In response to the Government’s plan to ensure the vibrant growth of the British Film industry, ODEON has been actively supporting the industry through regular Backing British Film promotions. These include a recommended British Film of the Month which encourages film fans to try out films which have been contributed to by the British Film industry. In return, guests receive additional ODEON Première Club points. The top ten films attended by ODEON Première Club members during 2011 were as follows:

- Harry Potter and the Deathly Hallows: Part 2

- The Inbetweeners Movie

- Johnny English Reborn

- Arthur Christmas

- Sherlock Holmes 2

- Gnomeo and Juliet

- Tinker, Tailor, Soldier, Spy

- The King’s Speech

- Horrid Henry – The Movie

- One Day

Tickets for ODEON’s British Film of the Month are available to purchase on ODEON’s website www.odeon.co.uk or via the ODEON Filmline on 0871 22 44 007.