Figures issued by the National Association Of Theatre Owners (NATO) on Wednesday showed an estimated 1% admissions rise over 2010.
Figures issued by the National Association Of Theatre Owners (NATO) on Wednesday showed an estimated 1% admissions rise over 2010, even though a report on Hollywood.com at the weekend said attendance was at its third lowest level since 1997.
NATO did not confirm the increased average ticket price, which Hollywood.com put at $8.06.
The organisation pointed out that this was the fifth consecutive summer in which box office exceeded $4bn. Summer is defined as the period from the first full weekend in May through Labor Day at the start of September.
NATO data revealed that summer admissions reached 546m.
“In the midst of 9% unemployment and a continuing weak economy, it is striking that the movie theatre industry can continue to grow revenues and admissions,” NATO president and CEO John Fithian said.
“Along with our distribution partners, movie theaters offer compelling entertainment in state-of-the-art facilities at reasonable prices. In a weak economy or strong, the movie theater remains the first and most affordable choice in out-of-home entertainment.”