Recent figures by the National Association of Theatre Owners (NATO) revealed that the 2011 domestic box office has surpassed every previous record with its $4.4 billion haul. Admissions were reportedly 1% higher, which, coupled with the greater quantity of 3D films, accounted for much of the increase.
John Fithian, President of NATO, offered this as a brief comment:
In the midst of 9% unemployment and a continuing weak economy, it is striking that the movie theater industry can continue to grow revenues and admissions. 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.
The summer season began with the May 6th theatrical release of Marvel's favorite god,
THOR, which was quickly followed by the fourth installment of Disney's buccaneer odyssey and billion dollar baby,
PIRATES OF THE CARIBBEAN: ON STRANGER TIDES. From there, the summer season rolled into form, with such blockbusters as
THE HANGOVER 2,
X-MEN: FIRST CLASS,
TRANSFORMERS: DARK OF THE MOON, and
HARRY POTTER.
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