1 IN 4 BRITS PLAN TO RETURN TO THE CINEMA BEFORE THE END OF MAY

Comparethemarket.com today announces the return of its 2 for 1 cinema tickets, available every Tuesday or Wednesday for rewarded customers, as cinemas across the nation prepare to reopen their doors from next week. Due to the COVID-19 pandemic, cinemas in the UK have been closed for nearly a year, with many blockbuster releases either postponed or converted
to digital releases, but the doors are finally about to open.

New research by comparethemarket.com has found that three in 10 are more excited about watching long-awaited movies on the big screen than they would have been when they were originally released
– you really don’t know what you’ve got until it’s gone.

While Daniel Craig’s final performance as ‘James Bond’ topped the list (28 per cent) as the most anticipated cinema blockbuster of 2021, other titles Brits are counting down the days for their release include ‘Spider-Man: No Way Home’ (14 per cent), Margot Robbie reprising her role as Harley Quinn in ‘The Suicide Squad’ (12 per cent) and John Krasinski’s follow-up thriller, ‘A Quiet Place: Part II’ (10 per cent).

Other long awaited films making up the top 40 list were nostalgic origin story, ‘Cruella’ (8 per cent) , with lead actress Emma Stone taking on this live-action role and family favourite sequel, ‘Peter Rabbit 2’ (10 per cent).

Our yearning to get back to the big screen was evident throughout lockdown, as Brits were left with no option but to watch movies on their TV (85 per cent), laptop (16 per cent), tablets (14 per cent) and phones (10 per cent). It emerged more than a tenth of adults said cinemas closing had been one of the hardest parts of lockdown for them, with 16 per cent planning to make a trip during the first week cinemas reopen and the average adult hoping to go almost twice a month.

A further 56 per cent of those polled agreed that viewing a film at home doesn’t offer the same adrenaline rush as the cinema experience. The study also found the things people have missed the most about going to the cinema in the past year include the big screen (44 per cent), the surround sound (31 per cent) and watching trailers (20 per cent). Similarly, the smell of popcorn (18 per cent), collective reactions from the audience (15 per cent) and the nostalgic feeling (23 per cent) were all missed.

British film critic, James King, said: “There is so much to look forward to with cinemas reopening – not just the films (including plenty of blockbusters) but the whole experience. Meeting with friends, family or your other half to enjoy a bucket of fresh popcorn, comfy chairs, a film on the big screen with surround sound, complete with the company of an audience, is something we took for granted pre-lockdown. There is something nostalgic about a trip to the cinema, whether it’s the film itself, the food, or the memories, people clearly can’t wait to get back to their local cinemas.”

The study found that many film fanatics tried to recreate the feeling of a cinema at home by adapting their surroundings. From outdoor garden showings to lounge projector screenings, dimming lights (20 per cent), making your own popcorn (15 per cent), turning the volume up (13 per cent) and making home-made nachos (11 per cent) were the most commonplace cinema hacks. The study also found that almost a third of adults watched a film at least once a week during lockdown to reignite a familiar feeling of a trip to the cinema, to spark a sense of feel-good nostalgia and create a moment of sheer escapism.

65 per cent of those surveyed agree that it’s important to support local cinemas post lockdown, with people typically feeling excited (33 per cent), nostalgic (19 per cent) and even emotional (15 per cent)
about returning to their local cinema.

Julie Daniels, head of rewards at comparethemarket.com, said: ”The cinema experience is one we love as a nation and our research shows just how much people are looking forward to returning, with two thirds planning a visit at least once a month when cinemas are open again.
”We’re excited to see the doors of our beloved big screens reopen from Monday 17 May and to help support the UK cinema industry to get back on its feet after a long period of uncertainty. With 2 for 1 cinema tickets every Tuesday or Wednesday, our Meerkat Movies reward gives you the perfect excuse to get down to your local cinema and relive the magic of the silver screen!”