You will be redirected back to your article in seconds

U.K. Film Distribs Cut Advertising Spend by 6%

Internet ad spending slashed by 53%


Blighty’s film distributors spent less coin on media advertising last year, according to figures released Thursday by the U.K. Film Distributors’ Assn.

Figures compiled by Nielsen Media Research show total media spend fell 5.95% to £184.7 million ($277.5 million) in 2012 with significant drops in Internet-based advertising.

Despite the fall in media spend, an increased number of film releases — 646 in 2012 as opposed to 577 in 2011 — hiked total P&A spend to around $496 million, according to FDA estimates.

Final P&A figures are not yet available but FDA CEO Mark Batey estimates they will narrowly beat last year’s record $497 million.

In 2011, distribs spent a record $12.7 million on Internet advertising, overtaking radio advertising. However, the boost was short-lived, with 2012’s Internet spend falling 53.1% to $6 million, its lowest level in five years, while radio advertising rose 3.4% to $10.1 million. TV remained the key placement for film advertising, with a total spend of $127.9 million, down 5.6% on 2011, followed by spending on outdoor advertising at $100.5 million, down 3.5%, and press at $32.1 million, off 2.7%.

August ($29.3 million) and March ($26 million) saw the biggest individual monthly media advertising spends, with 58 films released both months. More films were released in June (78) and November (67), when media spend was $21.1 million and $25.4 million, respectively.

August’s box office of $185.7 million was the second highest of the year led by Universal’s “Ted” ($38 million) and Disney’s “Brave” ($28.1 million). March’s box office of $132.4 million ranked only 9th among monthly totals.

November was the year’s biggest grossing month with $199.8 million. U.K. record breaker “Skyfall” headed business with $86.3 million on its way to becoming the first £100 million ($151 million) grosser and the year’s No. 1 release with a total $153.8 million box office. The James Bond title also topped the chart for films trending online in the U.K. in 2012, followed by Ridley Scott’s “Prometheus.”

Meanwhile, data on U.K. entertainment sales for 2012 showed total value dropping 12% to $6.3 billion. Within this, digital entertainment sales hit a record high of $1.55 billion, up 11.4% from 2011.

Film sales (incorporating DVD, Blu-ray and downloads) were down 10% to $2.42 billion. Digital sales were up 20.3% to $147.1 million, however physical sales still accounted for 93.9% of all film sector sales. This compares with digital sales accounting for 34.6% of games industry sales and 38.05% of music sales.

Games industry sales value fell below film to $2.4 billion, down 17.4% year-on-year. Digital games sales rose 7.7% to $829.8 million. Music sales were off 5.5% at $1.5 billion, of which $576 million came from digital sales, up 15.1% from 2011.

Popular on Variety

More Film

  • Joker

    Why 'Joker' Is About All of Us (Column)

    Take a look at the photo above. It’s the most poetic image to have emerged from Todd Phillips’ “Joker,” and the reason I say “poetic” isn’t just because the shot has that caught-in-action indelible vibe of a quintessential movie poster: graphic, hauntingly composed, a bit shocking (at least, the first time you see it). It’s [...]

  • Angelina Jolie is Maleficent in Disney’s

    'Maleficent: Mistress of Evil' Rules International Box Office With $117 Million

    Though Disney’s “Maleficent: Mistress of Evil” stumbled at the domestic box office, the Angelina Jolie-led sequel enjoyed a far stronger start overseas. The follow-up to 2014’s fantasy adventure inspired by the “Sleeping Beauty” villain took off with $117 million from 56 international markets. In North America, “Maleficent: Mistress of Evil” debuted with a meager $36 [...]

  • Angelina Jolie is Maleficent in Disney’s

    Box Office: 'Maleficent: Mistress of Evil' Dominates With Soft $36 Million

    Five years after Angelina Jolie’s “Maleficent” cast a spell over the box office, the villainous enchantress has returned to the top of domestic charts. Disney’s “Maleficent: Mistress of Evil,” a sequel to 2014’s fantasy adventure based on the “Sleeping Beauty” sorceress, flew lower than the original and debuted to a disappointing $36 million from 2,790 [...]

  • MIA Wrap

    Rome MIA Market Wraps With Stronger U.S. Presence, Boosts Italy's Industry Standing

    Rome’s MIA market for TV series, feature films and documentaries wrapped positively Sunday with organizers boasting a bump in attendance just as some 2,500 executives departed in an upbeat mood after four days of dealmaking and presentations of mostly European fresh product, which elevated Italy’s global standing in the industry, especially within the TV sector. [...]

  • Film Republic Adds Further Sales for

    Film Republic Inks Further Deals for 'God of the Piano' (EXCLUSIVE)

    Sales agent Film Republic has closed further territory sales on “God of the Piano.” Film Movement previously picked up North American rights to the film, as reported exclusively by Variety. Mont Blanc Cinema has taken the rights for Argentina, Chile, Uruguay and Paraguay. Limelight Distribution is looking after the Australian and New Zealand releases, Hualu [...]

  • ‘Bears Famous Invasion’s Lorenzo Mattotti Brings

    Lorenzo Mattotti on MIA Title ‘Bears Famous Invasion of Sicily’

    Illustrator Lorenzo Mattotti is no stranger to film festivals. The artist – a long-time New Yorker cover artist and onetime Lou Reed and Michelangelo Antonioni collaborator – has designed posters for past editions of Venice and Cannes, and has contributed to films that played in Toronto and Rome. This year, however, he experienced the festival [...]

  • Dreamworks Abominable

    'Abominable' Release in Malaysia Abandoned

    Plans to release the increasingly controversial Chinese-U.S. co-produced animation film “Abominable” in Malaysia have been dropped after the distributor said that it would not be cut to cater to political sensitivities. The film includes a scene which depicts a map showing the South China Sea and the so called “nine-dash line” that China uses to [...]

More From Our Brands

Access exclusive content