(Image: Shutterstock/Fer Gregory)

Latest figures are in for cinema this summer following a raft of blockbuster releases at the movies from Digital Cinema Media

Spider Man Brand New Day added £12m on its second weekend, reaching an incredible £65.1m in its first 12 days to become 2026’s biggest film. There’s real potential for a £100m total, a number only two films have reached in the past (Skyfall and StarWars The Force Awakens).

The Odyssey delivered a sensational fourth weekend, adding £5.3m to reach a 24-day total of £61.5m and become 2026’s second biggest film. It’s Christopher Nolan’s highest-performing film in the UK & Ireland.

Now, having seen both movies, I am definitely Team Odyssey. But what really stood out to me was just how busy the whole cinema was at 5.50pm on a Sunday afternoon. And not just people watching our film. The place was absolutely heaving!

So, the film studios are producing incredible content and not giving it straight to the streamers. Sensible, right?

The cinemas have upped their game incredibly too. I’ve sat on sofas, had food delivered to my seat and stretched out in Lazy Boy recliners. (Yes, the popcorn is still overpriced!)

Again, makes sense surely?

Combine great content with a great environment and you’re onto a winner. Build it and the people have definitely come.

And that creates incredible opportunities for brands, nationally and regionally, to be on the biggest screens, around the best content, watched from the comfiest seats in the house.

If you want to find out more about what cinema can do for your brand, talk to us at Mostly Media.

Rocket science? Probably not!

Great storytelling with a comfy seat? Most definitely!

Credit: Stu Smith, MD