The first “National Cinema Day” nationwide promotion became the highest-attended day of the year, drawing an estimated 8.1 million moviegoers on Saturday, according to The Cinema Foundation.
The one-day event – offered on more than 30,000 screens and held in more than 3,000 theaters, including major chains AMC and Regal Cinemas – collected preliminary box office returns of $24.3 million, according to data firm Comscore.National Cinema Day was intended to flood theaters with moviegoers during a Labor Day weekend, which is traditionally one of the slowest weekends in the industry.
“This event outstripped our biggest expectations,” said Jackie Brenneman, president of the Cinema Foundation, a nonprofit arm of the National Association of Theater Owners, in a statement. “The idea of the day was to thank moviegoers for an amazing summer, and now we have to thank them for an amazing day.”Some other countries have experimented with a similar day of cheap movie tickets, but Saturday’s promotion was the first of its kind on such a large scale in the U.S.
The top three performing movie titles for the day included Tom Cruise’s “Top Gun: Maverick,” The Rock and Kevin Hart’s “DC League of Super Pets” and Brad Pitt’s “Bullet Train.” Another top draw was “Spider-Man: No Way Home,” which recaptured the No. 1 box office spot for the weekend.
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