Save the Cinema: Vue Cinemas reveal families rank the movies as their top half-term activity

What is your family favourite?

Vue Cinemas, mask wearing, save our cinemas
(Image credit: Vue Cinemas)

As Vue Cinemas cut a number of screen opening hours, they've released a survey which shows the importance of the big screen.

As the country continues to be affected by local tiered lockdown measures, with the rule of six and 10pm curfew to name just a few, the uncertainty of the entertainment industry hangs in the balance.

And while many of us will enjoyed watching Halloween movies at home , a lot would prefer to get freaked out at the cinema like we used to do pre-lockdown.

In a bid to raise awareness around the importance of movie halls, Vue Cinema bosses have taken steps to discover just how much the big screen means to families across the country by conducting a survey.

Why did Vue Cinemas announce some closures?

As Vue Cinemas were closing some of it's screens, operating on reduced opening hours at a quarter of it's outlets in order to help it survive the impact of Covid-19. But the planned closures of 21 of it's 91 stores on Tuesdays, Wednesdays and Thursdays, have affected the half-term plans of many families.

What has the Vue Cinemas survey shown?

They've learnt that more than two-thirds (69%) of children aged 5-14 would rather go to the cinema than visit a playground (68%), theme park (56%) or going for a walk (48%), after carrying out a survey of 2,000 of it's UK parents and children.

“With all the preventive measures in place, we mustn't abandon the activities which break the routine by providing an exciting opportunity to spend great family time, united in a common experience of enjoyment," said Dr. Agata Lulkowska, Lecturer in Film Production and Vue ambassador.

She explained how out-of-home entertainment like a cinema trip is a great way to do this, while providing a "much-needed sense of normality".

Vue Cinema, family

(Image credit: Alamy)

And she encouraged families to continue to support their local screen, "A family cinema experience gives parents some much-needed down time, while children visit faraway lands, time-travel, or experience some magic, providing a healthy form of escapism as we wait for the better times.”

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What are the other survey findings?

Vue Cinemas also learnt more than half of parents (58%) feel safe and happy taking their children to the cinema under the current safety guidelines and enhanced measures. Of those new measures there is online booking, mask wearing indoors and physically distanced seating.

With most of us stuck at home for most of 2020 due to lockdown restrictions, aside from the best ways to socialise during lockdown,both parents and children are keen to get back to the big-screen. But it's the children who are most excited about a cinema trip - with almost half (47%) hoping they'd be visiting soon.

And out of the parents, it’s dads (63%) who are more likely to be on cinema duty this half term, with two in five (40%) declaring the cinema being a treat and the main reason for the visit.

Vue Cinemas, mask wearing, save our cinemas

(Image credit: Vue Cinemas)

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What are the benefits of a cinema experience?

In a year marked by restrictions on our daily lives, the importance of escapism has never been stronger.

And the cinema appears to be the perfect place for the family to escape from one dramatic world into another, with over a quarter of parents (26%) picking the movies as the place they feel most relaxed with their family. (Here's one other simple trick to help you relax.)

And not forgetting the top things kids love about a cinema trip ishaving treats like popcorn and fizzy drinks (64%), while others simply look forward to relaxing and spending time with their family (35%).


(Image credit: Alamy)

As wearing masks becomes part of the new cinema experience, films like Sonic The Hedgehog have been voted their favourite family picture of the year for two in five family critics. And the newly released Doolittle, starring Robert Downey Jr, came second for more than a third (34%).

It is hoped that raising awareness of why it's important to save the cinema, will mean our day or night out at the movies will still be there for many generations to come...

Selina Maycock

Selina is a Senior Entertainment Writer with more than 15 years of experience in newspapers and magazines. She has covered all things Entertainment for GoodtoKnow, Woman&Home and My Imperfect Life. Before joining Future Publishing, Selina graduated from the University of Sheffield in 2006 with a degree in Journalism. She is fully NCTJ and NCE qualified and has 100wpm shorthand.