National Cinema Day: Celebrating the Big Screen

National cinema day drew the crowds in to celebrate the big screen. The UKCA’s Phil Clapp reflects on a successful campaign.

Success of the event exceeded all hopes, with more than 1.46m admissions on the day

WHEN YOU READ THIS, National Cinema Day — Saturday, 3 September — will be a distant but hopefully positive memory. Brought together by the crossindustry body Cinema First, with support of the UKCA, the Film Distributors’ Association and key players on both sides, the day was conceived primarily as a celebration of the place of cinema and cinema-going in the UK public’s hearts.

Backed by a marketing campaign across broadcast, print, online and outdoor, the aim was to excite the public, not least with heavily-discounted tickets at all participating sites at a time when household budgets are under pressure.

Success of the event exceeded all expectations. With support of colleagues in distribution and the involvement of over 570 UK cinemas — including major multiplexes, regional chains and a large number of smaller venues — National Cinema Day delivered in spades.

Phil Clapp, CEO, UK Cinema Association

We saw over 1.46 million admissions one the day — an astonishing figure that knocks those seen for previous events of their kind in the UK (including the £1 Cinema Day in 1997) out of the park.

Equally importantly, feedback from cinema staff and on social media was that the event produced a huge sense of excitement and celebration in returning audiences. Being so close to the sector, it is easy to forget the escape that a trip to the big screen is for so many. National Cinema Day was perhaps a wake-up call to remind us of all that we collectively represent.

AND THAT BRINGS ME to a final point, which is a huge thank you to those across the industry who showed their support to National Cinema Day, extending the reach of our marketing across their own social media and other channels. It was noted and appreciated and undoubtedly had an impact in driving the numbers to such heady heights.

In terms of what’s next, it’s still early days and we continue to analyse a number of aspects of the day, but fair to say I think that none of us is ruling out the possibility of repeating the exercise in 2023. So stay tuned!