Australia just had its biggest Mother’s Day weekend at the cinemas in history.
From Thursday to Sunday last week, cinemas generated $21.2 million and attracted 1 million admissions.
The result was driven by “The Devil Wears Prada 2”, which accounted for one-third of total weekend box office admissions.
In just two weeks, “The Devil Wears Prada 2” has delivered more than 1 million admissions and $25.4 million at the box office.
The film has also become the eighth biggest comedy of all time in Australia.
Biopic “Michael” also continued to draw audiences across the weekend, alongside new releases including “Mortal Kombat II”, “Sheep Detectives” and “Billie Eilish – Hit Me Hard And Soft: The Tour”.
The Billie Eilish concert film delivered the fifth-biggest opening ever for a documentary in Australia.
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Guy Burbidge, Managing Director of Val Morgan Cinema, said the weekend showed the continued strength of cinemagoing in Australia, especially for families.
“It also reflects the findings from our Famous for Families research, highlighting the role cinema continues to play in bringing families together, as well as the commercial gains for brands in being part of that shared experience.”
Burbidge said the box office is expected to continue strengthening over the coming months, supported by a slate of multi-generational IP and original content.
“There’s a lot for both audiences and brands to look forward to as we head into the second half of the year, particularly over the winter school holidays, with titles like Toy Story 5, Minions & Monsters and Moana all landing in cinemas across that key holiday period.
“Other highly anticipated titles like The Odyssey and Spider-Man: Brand New Day, releasing in July, continue to build on that momentum and will set Cinema up for a record-breaking 2026, driven by a release schedule that delivers depth, quality, and cultural moments that brands should be looking to align with.”
From Mediaweek