1.2 Numbers of admissions  
 
Total number of admissions
 
In 1992, the total number of admissions in EU cinemas was around 560 million. Numbers of admissions vary less than the number of screens from one country to another. In Greece, people certainly go less often to the cinema than they do in Ireland, but the difference is only moderate: Greeks go about once a year while the Irish go a little less than two-and-a-half times a year (see Figure 5), and the weighted average is a little more than one and a half times-a-year. This is substantially less, however, than in the US, where people go to the cinema on average almost four times a year (964 million admissions for 249 million people), and this in a market where VCRs are in 75% of homes.
 
Looking at the average, the fall in number of admissions is now stabilising: the average number of admissions in the whole of the EU has only dropped 4% in the last five years, whereas from 1980 to 1992, it fell overall by 38%. But this convergence towards two visits-a-year per inhabitant is the result of greatly contrasting shifts in demand: countries are clearly divided into two groups, as Figure 6 and Table 3 show:  
 
 
 
  
 
Table 3: Changes in numbers of admissions and screens since 1960, by country.
 
No. of admissions 1960-1992
No. of admissions
1980-1992
No. of admissions, 1985-1992
No. of screens
1960-1992
No. of screens, 1980-1992
No. of screens, 1985-1992
Belgium
-79%
-20%
-7%
-74%
-22%
-11%
Denmark
-80%
-46%
-23%
-31%
-33%
-26%
France
-67%
-34%
-34%
-23%
-2%
-14%
Germany (1)
-85%
-35%
-10%
-53%
-5%
5%
Greece
-96%
-45%
-12%
 
-42%
-10%
Ireland
-81%
-17%
74%
-31%
16%
40%
Italy  
-64%
-28%
 
-64%
-38%
Netherlands
-74%
-47%
-10%
-24%
-18%
-10%
Portugal  
-60%
   
-47%
-29%
Spain  
-52%
-24%
 
-56%
-42%
UK
-79%
0%
44%
-42%
10%
38%
Average (2)
-80%
-38%
-3%
-40%
-24%
-9%
(1) Excluding East Germany 
(2)Unweighted average 
Source: MEDIA Salles/BIPE Conseil
 

Rate of capacity utilisation: average admissions per seat
 
In order to gain a picture of what is happening to the provision of screens and to admissions, comparisons can be made for capacity utilisation, expressed in terms of the number of admissions per seat, which show that, here as well, there is a considerable diversity in exhibitors' fortunes in different parts of the European Union (see Figure 7 and Table 4). The rate of admissions-per-seat varies at the two extremes from 3.8 per week in the UK to 1.79 per week in Greece, which is a ratio of 2.1:1. This of course points to the wide diversity in relative profitability of the exhibition industry in the different countries of the European Union.
 
Contrary to all expectations, a few larger countries have capacity utilisation rates which are lower than the European average:

· Germany and France, where, as we have emphasized, part of the sector owes its survival to an active policy of subsidising the exhibition industry, and regional development by local or national governments. Even where the sector has been modernised, as in France during the 1970s with the creation of multi-screen cinemas, and in Germany more recently with the creation of multiplexes, the sector still includes cinemas which have a very low number of admissions. It is worth noting that although a screen in Paris might attract on average 80,000 spectators a year, a screen in a town with a population of 200,000 and over will only attract 47,000 spectators on average, and a screen in a rural area (with a population of less than 20,000) will operate with an average of 10,000 admissions. Capacity utilisation rates in France suffer, therefore, from the high screen density.
 
The four southern European countries have relatively similar rates of capacity utilisation: · Portugal, which has the highest rate (because of the recent closure of numerous cinemas which has not translated into a fall in admissions).
 
· Spain, which paradoxically has an important exhibition sector, and a relatively high number of annual admissions per head of population, but whose capacity utilisation rate is one of the lowest in the EU, is characterised by a large number of screens with large seating capacity. The average number of seats per screen was 498 in 1992, compared to 221 in France and 200 in Germany.
 
· Italy and Greece, where the single screen cinemas represent the large majority.
 
Conversely, as we shall see, Ireland, the UK and Belgium illustrate the favourable impact which multiplexes with more than 8 screens have exerted on admission rates in the densely populated areas (complexes with 10 - 15 screens in highly-populated urban areas, and, outside the main cities, increased advertising of film releases, with its favourable impact on total admissions, and its knock-on effect encouraging the modernisation of other cinemas, etc.). The Kinepolis complex in Brussels has one of the best capacity utilisation rates in Europe, with eight admissions per week per seat. Denmark's position is also worth mentioning, and seems to be based on cinemas being confined to the big population centres.
 

 

 Table 4: Number of admissions and capacity utilisation rate (weekly admissions per seat in 1992), by country 
Country
Number of seats (1992)
('000)
Number of admissions per year (Millions)
Number of admissions per week per seat
Belgium
101
16.5
3.1
Denmark
52
8.6
3.2
France
972
115.9
2.3
Germany
725
105.9
2.8
Greece
100
9.3
1.8
Ireland
43
7.9
3.5
Italy
902
83.6
1.8
Netherlands
95
13.7
2.8
Portugal
96
11.8
2.3
Spain
900
83.3
1.8
UK
520
103.6
3.8
Total
4,506 (1)
560.1 (1)
 
Average(2)    
2.4
(1) Total number of seats, including Luxembourg: 4,509 
     Total number of admissions, including Luxembourg: 560.7 
(2) Weighted Average 
Source: MEDIA Salles/BIPE Conseil 
 

These factors are confirmed by the quantitative survey, which places the average admission rate per seat per week at around 3, which is an average occupancy rate of about 15% per seat (see Table 5).
 
Conclusions
 
On the basis of these two criteria - density of screens and capacity utilisation - it is possible at a macroscopic level to classify countries into four groups:

 

 Weighted average: 5.24 cinemas/100,000 head of population
 
 
1992
Density greater than the EU average
Density less than or equal to the EU average
 
Weighted average: 2.40 weekly admissions/seat
Admissions rate greater than European average
Ireland 
Denmark
UK 
Belgium 
The Netherlands
Admissions rate less than or equal to the European average
Italy 
France 
West Germany 
Portugal 
Greece 
Germany (E & W) 
Spain
 

 

Two main typologies of the cinema exhibition industry in the European Union suggest themselves:

  Is European film going to be swallowed without trace by the liberal model proposed by the US majors, which can be seen particularly in Britain? We hope to bring together factors which answer that question in the last chapter.

  

 Table 5: Distribution of EU screens by capacity utilisation per week (1992)
Less than one admission per seat
34.7%
1 to 2.99 admissions per seat
31.3%
3 to 4.99 admissions per seat
14.9%
5 to 9.99 admissions per seat
12.0%
More than 10 admissions per seat
7.1%
Source: MEDIA Salles/BIPE Conseil