‘Tough to beat’: Marmalade lovers fight for the right to watch in Apple cinemas
In its most comprehensive analysis of cinema-goers in the United Kingdom to date, the Royal Institute of British Cinema says that it is now “tough to get a cinema-goer to pay for an Apple CinemaPass” (or, as the RIB calls it, a ‘cinema pass’ or ‘pass’ for Apple devices).
It’s a claim that could be contested by anyone who can show the RIC’s research has consistently found that people are most interested in cinema viewing at home.
So far, the RIAC has found that the number of people who have purchased a “cinemas pass” in the UK has risen by 25% since 2014, with the largest increases in the Midlands, London, and Wales.
“There is evidence that many people are buying Apple Cinema Passes for the first time, and some are switching to Apple Cinema Resolutions,” the RIF’s analysis of data from the Sunday Times cinema chain found.
“This makes sense given that Apple Cinema is expected to become the UK’s second-biggest digital distribution platform for films in 2020.”
The RIB’s analysis also shows that the demand for Apple Cinema has grown, in large part due to the rise of Apple’s CinemaPass service.
The cinema chains data shows that in the past 12 months the number to have purchased CinemaPass for the iPhone has risen from just over 200,000 to nearly 500,000.
Apple’s CinemaResolutions have also helped to drive demand for the Apple CinemaSites app, which lets people watch movies with their Apple devices.
A spokesman for Apple told the Sunday Star-Times that it supports the RITC’s findings, and that it would “continue to provide an array of entertainment services” to cinema owners.
It seems unlikely that any cinema-going public will be able to make a fuss about Apple’s latest “cancellation” of cinema passes, but we’ll just have to wait and see if the RIIC’s claims hold up in court.