'Harry Potter and The Half Blood Prince' opens tonight (July 17) seeking to reclaim the coveted highest grossing film of all time tag.
Set for a record breaking opening weekend with advanced sales of over £1m in Odeon cinemas alone, Digital Cinema Media (DCM), a market leader in UK cinema advertising, wonders if it has what it takes to beat ‘Mamma Mia!’ to the top spot.
“A fantastic film coupled with high quality advertisers should help Harry Potter and the Half Blood Prince secure a top spot., Fleur Castell, Head of Marketing at (DCM) .
“It might even have weather on its side with the forecasted rain helping families make up their minds on whether to go the cinema this coming weekend”.
Initial estimates suggest the film has already taken £4.7m from preview showings, putting it well on its way to surpassing James Bonds Quantum of Solace opening weekend last year that took £15.4m.
Advertisers are also queuing up to associate themselves with the high profile film, with Harry Potter specific advertisers including, Haribo, O2, Oreo, Aquafresh, CoCo Pops, Crusha, Weetos, CBBC and ‘Wicked the Musical’.
Interestingly the film is proving a draw to gaming companies looking to promote their latest offerings. Both EA and Playstation are using it to push the Harry Potter Game, Capcom to promote Monster Hunter Game, Eidos for its Mini Ninjas Game, while Sonic & Mario Winter Games will also receive cinema ad support.
There is a high correlation between cinemagoers and gamers with 57% of cinemagoers owning a games console with 51% having visited the cinema in the last three months according to TGI.
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