1. A statistical framework elaborated by MEDIA Salles Talk by Elisabetta Brunella, Secretary General, MEDIA Salles CINEMA-GOING IN EUROPE FOCUS ON MULTIPLEXES 25 February 2004 MEDIA Salles is an initiative of the MEDIA Programme of the European Union with the support of the Italian Government

2. www.mediasalles.it

3. Admissions in Europe (x 1 000) MEDIA Salles is an initiative of the MEDIA Programme of the European Union with the support of the Italian Government

4. Admissions in the US (millions) MEDIA Salles is an initiative of the MEDIA Programme of the European Union with the support of the Italian Government

5. Number of screens in Europe

6. MEDIA Salles is an initiative of the MEDIA Programme of the European Union with the support of the Italian Government Number of screens in the US

7. Number of theatres in the US (by number of screens) Source: MPAA

8. Multiplexes in Europe – number of screens (as at 31 st October) Multiplexes in Europe – number of sites (as at 31 st October)

9. Multiplexes in Western Europe: concentration of admissions

10. Trend of number of screens in multiplexes in Europe  Screens located in multiplexes (sites with at least 8 screens) continuously increase, but with a decreasing rate both in Western and in Central and Eastern Europe.  The growth of screens, especially of those located in multiplexes with 9 and 10 screens and in megaplexes (sites with at least 16 screens), is slowing down. MEDIA Salles is an initiative of the MEDIA Programme of the European Union with the support of the Italian Government

11. 19992000Var% 00/99 2001Var% 01/00 2002Var% 02/01 2003Var% 03/02 8 screens1032120817,1%137613,9%14485,2%15849,4% 9 screens819102625,3%117914,9%131411,5%13956,2% 10 screens71095033,8%107012,6%126017,8%13104,0% 11 screens31940727,6%47316,2%58323,3%69318,9% 12 screens76888815,6%105618,9%11408,0%12368,4% 13 screens15618216,7%28657,1%3129,1%3388,3% 14 screens43451819,4%58813,5%68616,7%79816,3% 15 screens21027028,6%30011,1%300-34515,0% >=16 screens47660126,3%80533,9%105631,2%11428,1% Total4924605022,9%713317,9%809913,5%88419,2% Multiplexes in Western Europe: Number of screens (as at 31 st October) MEDIA Salles is an initiative of the MEDIA Programme of the European Union with the support of the Italian Government

12. 20002001Var% 01/00 2002Var% 02/01 2003Var% 03/02 8 screens488066,7%12860,0%15218,8% 9 screens2754100,0%8150,0%9011,1% 10 screens8013062,5%16023,1%1706,3% 11 screens2255150,0%6620,0%66- 12 screens2448100,0%7250,0%8416,7% 13 screens26 -3950,0%39- 14 screens4228-33,3%28-4250,0% 15 screens00-0-0- >=16 screens020- - - Total26944163,9%59434,7%66311,6% Multiplexes in Central, Eastern Europe and Mediterranean Rim: Number of screens (as at 31 st October)

13.  In major markets, the countries with the highest density of screens in multiplexes are Great Britain (59,2%) and Spain (45,8%).  The analysis of the situation of the number of screens during the years shows that the percentage on the total of:  the number of screens in sites with 8 or more screens grows, but with decreasing rates in the last three years;  the percentage of screens in multi-screens cinemas shows a small but constant decrease;  the percentage of screens in single-screens cinemas records the greatest flexion. Density of screens in multiplexes in the major markets

14. Density of screens in multiplexes MEDIA Salles is an initiative of the MEDIA Programme of the European Union with the support of the Italian Government

15. Density of screens in monoscreen cinemas, multiscreens and multiplexes – France (percentage variation) MEDIA Salles is an initiative of the MEDIA Programme of the European Union with the support of the Italian Government

16. Density of screens in monoscreen cinemas, multiscreens and multiplexes – Spain (percentage variation) MEDIA Salles is an initiative of the MEDIA Programme of the European Union with the support of the Italian Government

17. Density of screens in monoscreen cinemas, multiscreens and multiplexes – Italy (percentage variation) MEDIA Salles is an initiative of the MEDIA Programme of the European Union with the support of the Italian Government

18. Density of screens in monoscreen cinemas, multiscreens and multiplexes – United Kingdom (percentage variation) MEDIA Salles is an initiative of the MEDIA Programme of the European Union with the support of the Italian Government

19. Trend of number of admissions in multiplexes  The density of screens in multiplexes determines in all Countries a concentration of admissions which is more than proportional in those kind of sites and this mainly happens in Belgium, Luxemburg, Austria and Spain  In some countries the number of admissions per seat obtained in multiplexes is strongly higher to that recorded in other cinemas. MEDIA Salles is an initiative of the MEDIA Programme of the European Union with the support of the Italian Government

20. Concentration of admissions and density of screens in multiplexes - 2002 MEDIA Salles is an initiative of the MEDIA Programme of the European Union with the support of the Italian Government

21. Number of admissions per seat in multiplexes and other cinemas - 2002 MEDIA Salles is an initiative of the MEDIA Programme of the European Union with the support of the Italian Government

22. Trend of number of admissions in multiplexes  Admissions in multiplexes grow with fluctuations during the years, depending on the situation of cinema-going, at a loss of other cinemas.  However, the average number of admissions per screen tends to decrease (with a sensitive flexion, in particular during the last year) not only in single-screen and in multi- screen cinemas but also in multiplexes, sometimes more than in other cinemas. MEDIA Salles is an initiative of the MEDIA Programme of the European Union with the support of the Italian Government

23. Trend of number of admissions in multiplexes  It must be underlined that also the average number of admissions per cinema tends to decrease; this shows that the high number of screens in a multiplex is not sufficient in itself to guarantee an increase in admissions at an overall level of cinemas.  Not ensuring is, at the same way, also the situation of the average number of admissions per seat in multiplexes that, for instance, in Belgium decreased by 6,7% during the last year. MEDIA Salles is an initiative of the MEDIA Programme of the European Union with the support of the Italian Government

24. Admissions per screen and per cinema in multiplexes and other cinemas - Italy

25. Var%99/98Var%00/99Var%01/00Var%02/01 Multiplexes: Admissions51,3%75,9%37,7%43,7% Admissions per screen-0,7%1,3%-20,1%-1,6% Admissions per cinema0,9%0,5%-17,4%-3,3% Other cinemas: Admissions-15,4%-7,2%3,3%-1,4% Admissions per screen-20,9%-7,8%3,1%-3,5% Admissions per cinema-19,0%-5,0%6,9%-2,8% Admissions per screen and per cinema in multiplexes and other cinemas – Italy (percentage variation) MEDIA Salles is an initiative of the MEDIA Programme of the European Union with the support of the Italian Government

26. Admissions per screen and per cinema in multiplexes and other cinemas - France

27. Var%99/98Var%00/99Var%01/00Var%02/01 Multiplexes: Admissions6,2%22,9% 4,4% Admissions per screen10,8%6,0%10,9%-3,1% Admissions per cinema-16,6%6,8%9,6%-2,9% Other cinemas: Admissions-16,8%-0,3%4,3%-4,9% Admissions per screen-22,2%0,5%4,4%-2,7% Admissions per cinema-16,4%0,5%3,6%-2,6% Admissions per screen and per cinema in multiplexes and other cinemas – France (percentage variation) MEDIA Salles is an initiative of the MEDIA Programme of the European Union with the support of the Italian Government

28. Admissions per screen and per cinema in multiplexes and other cinemas - Spain

29. Var%99/98Var%00/99Var%01/00Var%02/01 Multiplexes: Admissions48,0%30,1%21,7%7,2% Admissions per screen-11,1%10,4%-0,1%-10,2% Admissions per cinema-13,2%10,0%3,3%-4,6% Other cinemas: Admissions4,0%-13,3%-3,6%-17,2% Admissions per screen7,2%-13,7%0,0%-15,5% Admissions per cinema4,9%-9,7%2,6%-13,1% Admissions per screen and per cinema in multiplexes and other cinemas – Spain (percentage variation) MEDIA Salles is an initiative of the MEDIA Programme of the European Union with the support of the Italian Government

30. Admissions per screen and per cinema in multiplexes and other cinemas - Germany

31. Var%99/98Var%00/99Var%01/00Var%02/01 Multiplexes: Admissions11,8%17,1%23,6%-8,2% Admissions per screen-10,4%0,1%12,9%-10,3% Admissions per cinema-12,2%-1,1%12,9%-10,3% Other cinemas: Admissions-4,8% 12,5%-7,7% Admissions per screen-5,5%-4,1%15,5%-8,9% Admissions per cinema-0,8%-3,0%17,3%-9,6% Admissions per screen and per cinema in multiplexes and other cinemas – Germany (percentage variation) MEDIA Salles is an initiative of the MEDIA Programme of the European Union with the support of the Italian Government

32. Admissions per screen and per cinema in multiplexes and other cinemas - Belgium

33. Var%99/98Var%00/99Var%01/00Var%02/01 Multiplexes: Admissions-7,4%10,2%1,1%3,6% Admissions per screen-8,3%9,2%-9,0%-3,7% Admissions per cinema-7,4%10,2%-10,1%3,6% Admissions per seat-7,2%-3,2% Other cinemas: Admissions-27,7%0,6%4,9%-4,7% Admissions per screen-25,8%1,7%14,1%-5,8% Admissions per cinema-25,8%0,6%18,9%-7,4% Admissions per seat21,1%-6,7% Admissions per screen and per cinema in multiplexes and other cinemas – Belgium (percentage variation)

34. The possibilities of a further development of multiplexes  The multiplexes’ ability in generating more spectators in the future seems uncertain in the countries with a highest density.  In the hypothesis of a small or null growth of the frequency per capita and of the total admissions, multiplexes’ effectiveness can result sensitively reduced. MEDIA Salles is an initiative of the MEDIA Programme of the European Union with the support of the Italian Government

35.  A possible solution might be, on the example of the American pattern, that of increasing the megaplexes’ number at a loss of multiplexes, searching for a greater effectiveness at cinemas’ level.  Considering the difference with the American market (that presents an annual frequency per capita of 5,8), it seems interesting to widen the knowledge of multiplexes’ effectiveness, with specific statistics on the costs’ divisions, on the admissions by type of film and on the audience’s characteristics, to verify the existence of an effective competitive advantage. MEDIA Salles is an initiative of the MEDIA Programme of the European Union with the support of the Italian Government The possibilities of a further development of multiplexes

36. Cinema exhibition in Western Europe and in the US EuropaU.S.A. 01/200201/2003Var. %01/200201/2003Var. % N. of cinemas 14 584 14 7261,0% 7 070 6 050-14,4% N. of multiplexes74583612,2%188919111,2% of which: 8 -15 screens69477712,0%14581437-1,4% >=16 screens515915,7%43147410,0% Admissions (x 1 000 000) 958 9670,9% 1 487 1 63910,2% Admissions per screen 37 027 36 325-1,9% 40 455 46 46514,9% Admissions per cinema 65 686 65 6550,0% 210 368 270 95928,8%