Hazel Mollison: Films are just the ticket

Cinemas are booming as people looking for a few hours of escapism in the midst of the downturn head for the movies. But what's driving the big screen success? HAZEL MOLLISON reports

IT CAN be one of the best ways to escape from the problems of everyday life. While the weather outside may be miserable and the news unrelentingly gloomy, there are few better ways of relaxing than sitting back in the local cinema.

People across the country have been returning to the cinema in droves, bucking the recession.

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Last year audiences were at their highest since 2002, while UK box office receipts exceeded 1 billion for the first time. This is in sharp contrast to other leisure options such as restaurants, pubs and nightclubs, which have seen revenues fall.

In Scotland, sales have been particularly strong, with people going more often than anywhere else in the UK.

It seems that the difficult economic times have increased our need for escapism, and a relatively cheap night out.

Many families have cancelled foreign holidays and ditched restaurant meals, but a trip to the cinema is still seen as an "affordable luxury".

This desire is perhaps reflected in the type of films chosen. The top two highest grossing films in 2009 were Harry Potter and the Half-Blood Prince and James Cameron's hugely anticipated Avatar, which both transport the viewer into magical worlds.

Feelgood films, such as last year's Oscar-winning Slumdog Millionaire, have also proved a huge hit.

Celia Stevenson, director of inward investment at Scottish Screen, said: "Perhaps it's because it's an affordable treat – you can be taken to another world for two hours. 3D is also a totally new experience. Avatar is completely revolutionary, and it's got enormous novelty value. In Scotland we go to the cinema more than any other nation in the UK. The figures have been considerably higher for many years. Scottish audiences love films that tell stories."

Although most of the growth was down to blockbuster Hollywood films, the Filmhouse on Lothian Road also reported a "good year". A number of specialist film festivals proved popular, in particular a series of French films. Its Made in Edinburgh programme, which focused on local films, was also well attended. Programme manager Rod White said: "There is a view that cinema is 'recession-proof' and this has been borne out last year. It's a relatively cheap night out, and I don't think anyone is being put off spending 6 on a ticket. You would be lucky to get two drinks at the pub for the same price."

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His view is backed up by figures from the UK Film Council, which show cinema admissions held up during the recessions of 1974-76, 1980-82, and 1990-93.

The Great Depression in the 1930s coincided with a golden era in movie-going, which continued during the Second World War.

Dr Alexandra Smith, a reader in film and cultural studies at the University of Edinburgh said there were several reasons why people turned to film in difficult economic times.

She said: "From a psychoanalytical point of view, people want to have a sense of escapism. Also there is a need to enjoy being part of an audience, rather than being by yourself with your problems. Comedies are popular, because people need to laugh, but so are melodramas. People want to be able to empathise with other characters.

"Cinema creates a sense of being very close to reality. People feel the barrier between reality and film is very blurry. It gives them a sense of experiencing something else, which they feel they can relate to."

The cinema is one of a number of industries that seem to be flourishing despite – or perhaps because of – the recession.

It mirrors the success of the Edinburgh Fringe Festival, which saw record sales last year, as more people opted to spend holidays at home.

Other clear winners include takeaway companies such as Domino's Pizza, which has seen rising sales as people swap restaurant meals for a cheaper treat at home. People's drinking habits have also changed, with pubs and bars recording a fall in profits, while more people splash out on mid-priced bottles of wine to drink at home.

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Ros Davies, of Edinburgh Film Focus, said that film releases were becoming more of a "special event".

While cinema attendance slumped in the 1980s, a new generation is discovering the enjoyment of the big screen.

She said: "It feels a bit special, and people like to sit in an audience and have a shared experience.

"Most people want to be entertained. The Twilight series has been exceptionally successful. It's almost like in the 1970s, when people used to queue round the block to see films like Grease or Saturday Night Fever."

Whether or not the economic outlook improves, this trend looks set to continue in 2010.

Avatar is continuing to break box office records, and several major 3D films, such as Toy Story 3, are due to be released. And with high-profile events such as the Edinburgh International Film Festival, there is no shortage of choice for film fans in the city.

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