2007 ended on a triumph, with three December releases making record history. Will Smith's I AM LEGEND grossed $76.5 million to become the biggest December box office weekend in history. NATIONAL TREASURE: BOOK OF SECRETS led the Christmas rush, opening with an estimated $65 million during the five-day yuletide frame, including the 3rd biggest Christmas day opening on record. The critter comedy, ALVIN AND THE CHIPMUNKS dup up nearly $60 million and nearly quadrupled Charlotte's Web's opening from the same weekend last year.

Year-over-year, 2007 industry grosses marked a 5% uptick compared with 2006.

SOURCE: Hollywoodreporter, Box Office Mojo

Recent consumer research found that recall of pet snack ads in movie theatres is extremely high. 85% of moviegoers recalled an ad for pet snacks that ran in Screenvision theatres. The study also found that 91% of moviegoers who recalled the ad said they "liked" the ad and a prevalent 92% of moviegoers said it was "appropriate" to see this ad in a movie theatre.

Screenvision and Lieberman Research Group partnered to conduct this consumer research study for a first-time cinema advertiser. Over 200 "pet parents" were interviewed about their recall and reactions to advertising in Screenvision theatres during the month of December 2007.

To learn more about cinema recall and how our research team can help you evaluate your cinema advertising elements, contact your Screenvision sales representative.

SOURCE: Lieberman Research, December 2007 in-theatre research study, n=243; Base A30-64