My First Cinema Experience takes £3m in the UK and $2.16 million in Australia.
eOne’s Peppa Pig has been charming cinema audiences in both the UK and Australia.
Peppa Pig My First Cinema Experience: Peppa’s Australian Holiday marked the theatrical debut for Peppa Pig in Australia where the release hit 241 screens across the country and debuted at number six in the overall box office chart.
Since it opened on March 16, the release has so far racked up box office receipts of AUS $2.16 million.
Meanwhile, in the UK, Peppa Pig My First Cinema Experience debuted on April 7, screening in over 500 cinemas nationwide. It has also enjoyed tremendous success generating box office sales of just over £3 million since opening and ranking in the overall top five UK box office releases in its opening week.
In both countries the release was supported by heavyweight marketing and PR campaigns, including a celebrity studded pink carpet premiere and partnerships with Tourism Australia and Australian airline Qantas, which hosted costume character meet and greets at Sydney and Melbourne airports.
In the UK, brand partners included Visit London, which secured cross promotional opportunities with its London tourist destinations and Northern Rail which displayed posters in Leeds and Manchester Piccadilly stations and distributed flyers across its rail network.
In addition, retail activity during opening weekend included a London themed tea party at Foyles bookshop and costume character appearances at Bluewater and Portsmouth’s Gunwharf Quays shopping centres.
Licensees including TY, Penguin, Trademark, Underground Toys, Redan and Portmeirion came on board in the UK to produce spin-off licensed merchandise to tie in with the theatrical release.
Rebecca Harvey, head of global marketing at Entertainment One Licensing, said: “Families have embraced the unique format of five-minute episodes linked with live interactive content, which encourages children to get up and dance.
“The cinema experience gives fans the unique opportunity to be completely connected with the brand and creates a halo effect that benefits the franchise as a whole.”
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