Some like it hot: cinema-goers prefer the sunshine to movie theatres
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Some like it hot: cinema-goers prefer the sunshine to movie theatres

SINT MAARTEN/THE NETHERLANDS – Cinema-goers are opting to stay away from theatres and to enjoy the warmer weather instead, according to research by ABN Amro.

The bank’s economists have been tracking data since 2012 and have detected a ‘significant’ relationship between outside temperature and going to the cinema, online news service nu.nl reported on Tuesday.

The total cinema audience fell by 12.6% in the first six months of 2018. The weather was much warmer in April of this year than April 2017 and visits to films were very much lower in that month, economist Sonny Duijn said.

Duijn suggested that cinemas could tie in marketing with the weather. For example, discounts could be offered when the outside temperature reaches a certain level. He said cinema-goers opt to see a film when prices are lower.

Moreover, many cities offer open-air film shows in the evening. (DutchNews)

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