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The opposite of OTT? Event cinema revenue to hit $1bn

War Horse

War Horse

IHS forecasts that ‘event cinema’ revenues globally will hit $1 billion by 2019. 

Event Cinema is defined as non-theatrical programming in cinemas enabled by the transition to digital projection technology, and covers everything from operas to eSports, theatre to secret cinema: since you have to actually go to the cinema, and then watch something live, IP&TV would go so far as to call event cinema the opposite of OTT!

“The global market for event cinema is estimated at $277.2 million in 2014, according to IHS Technology, and this IHS/Rentrak report covers countries making up 38 percent of this,” explains David Hancock, head of cinema analysis at IHS Technology.

In 2014, Western Europe made up 45.5 percent of the sector’s revenues, and North America slightly less, at 40.8 percent.

Theatre is new hot genre in event cinema. The leading title across all countries in the report was the UK’s National Theatre production of “War Horse” (grossing nearly $6 million in the sample countries), followed by One Direction in concert, “Billy Elliot: The Musical,” and “Monty Python.”

The IHS and Rentrack report concluded that event cinema has an integral part to play in re-defining the cinema experience, assisted by new experience-enhancing technologies.

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