Docu plays on 1,500 screens across 40 countries
LONDON — The concert film “Led Zeppelin: Celebration Day” grossed $2 million from a single night’s showing on 1,500 screens across 40 countries.The movie, which captures the rock band’s reunion performance at London’s O2 Arena in 2007, was released Oct. 17 for special event screenings worldwide. Although the screen average of $1,333 does not look especially high, this covers territories with wildly varying ticket prices — from $5 in Poland to $20 in Finland. As part of the innovative digital distribution strategy for the film, online marketing specialist Distrify has set up a platform for fans worldwide to request more theatrical screenings at their local cinemas. People can log their interest online by entering their zip code, which will then guide the film’s distrib Omniverse Vision to make further cinema bookings. “On top of this excellent opening, what we are now seening is film fans worldwide demanding repeat screenings,” said Omniverse CEO Grant Calton. Distrify said that its website has been receiving 100,000 hits a day from Led Zep fans, including 46,000 searches a day for cinema showtimes, and 4,000 demands a day for screenings. The top countries requesting information or screenings are the U.S., the U.K., Japan, Brazil, Canada, Italy, Germany, France, Mexico and Australia. “What this means is that the film’s distributor is able to listen to the consumer, track where there is demand for the film, then offer the film to a cinema,” said Peter Gerard, CEO of Distrify. Calton added, “Being able to target audiences is a key part of any film’s release plan, but being able to track where there is demand gives the distributor and cinema operators the chance to react more actively to consumer demand, in a way that hasn’t been possible before.”
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