The first 13-week first quarter of 2022 was passed with 16,148,034 ticket sales and 439 million TL revenue, and the results of the last two first quarters before the epidemic were captured.
Markets are also normalizing as the effect of the epidemic, which has turned lives upside down around the world for two years, gradually diminishes. After the compulsory changes, the Turkish cinema market was one of those that preferred to “stay in the game” when the first-quarter data of 2022 were examined.
In the first 13-week first quarter of 2022, the results of the last two first quarters of the pre-epidemic period were captured with 16,148,034 ticket sales and 439 million TL revenue. Between 7 January 2022 and 25 March 2022, 81 new feature films were screened, 37 of which, 45%, were recorded as Turkish productions.
The performance of the new 81 films, which were released in the first quarter after the epidemic, according to the sales and revenue totals in the first 13 weeks of the last ten years, excluding the first quarter of 2021, when film distribution programs were not made and cinema businesses were closed, managed to catch the ‘normal’ indicator levels of the period.
While five of the new cinema films of 2022 exceeded the threshold of 500 thousand ticket sales, these films took sixth place with their total sales of 10 million in the last ten years. The rate of 63% captured, however, was able to leave behind the first quarter of 2020, 2019, 2016, and 2015, two weeks missing.
As expected, the first quarter slice after the epidemic is well behind the total sales between 2014-and 2018. However, the world and humanity, which came out of a heavy epidemic period, did not withdraw from cinemas globally in the first three months. While the public filled movie theaters in markets that reached three-digit million sales on an annual basis, the first 13 weeks of 2022 were passed with 16 million sales in Turkey. Although there was a 3% decrease compared to the same period of 2020, while the transition from 2019 to 2020 before the epidemic, there was a 5% decrease in the first quarter slice.
In the first quarter, mostly the sales intensity was in January, but this trend changed in favor of March in 2022, for the first time in the last ten years. In this quarter, ticket sales in March came in front of February and January with 46.34%. The highest total in March ticket sales of the last ten years (excluding 2021) belongs to 2014. By 2022, sales of 7.9 million units in 2014 were followed by 2015 with 7.3 million units. Carrying its monthly sales to 7.4 with a very positive effect after the epidemic, March of 2022 ranked second in the sales order of March in the last ten-year period.
While only one of the films released in 2022 had 72% of the total tickets sold on a weekend, this rate increased to 74% on a weekly basis. From this point of view, the week of March 11-17, 2022, has been recorded as the 20th week, the 23rd weekend with the highest dominance rate of a movie since 2006. This weekly rate had increased to 86%, which was the highest level in February 2009, and 88% for the weekend in April 2019. The highest rates of movie dominance were seen in the top three of the movies on a weekly basis, with 99% sales in one weekend in December 2008 and 93% in October 2009.
These days when digital platforms are put into operation one after another, the devoted interest of people who have just come out of the epidemic and with great damage is observed. While the proliferation of content on platforms that allow instant and on-demand viewing makes it difficult for satellite television channels, subscription pressure on the audience, time, and content traffic strengthens the hand of cinema. From the numbers and ratios that emerged in the first quarter of 2022, it is observed that the audience of quality cinema productions remains in place and is ready to watch refined works in quality cinema enterprises.