At the beginning of July, residents of a quiet Worcestershire village had a surreal awakening. Villagers of Hollywood, near Birmingham were surprised to find a replica of the giant Tinseltown sign had appeared, thousands of miles from Los Angeles, California!
Celebrating a decade of cinematic rewards
The sign was created by Compare the Market to celebrate 10 years of their 2-for-1 cinema tickets reward, which has seen 25 million redemptions and 50 million trips to the cinema.
With over half (51 per cent) of Brits believing the UK deserves an iconic film landmark, the arrival of the sign couldn’t be more fitting – firmly putting this small English village on the cinematic map.
Locals received free cinema tickets and the promotion includes a competition to win a family trip to Hollywood USA.
Reaction from the USA
And across the Atlantic in Hollywood LA, Californians were happy to see the sign pop up in Worcestershire. Steve Nissen, President and CEO of the Hollywood Chamber of Commerce, said: “It’s not every day you see the Hollywood sign pop up halfway across the world – let alone in another place called Hollywood. We’re thrilled to see our iconic sign reimagined in Worcestershire and proud to share a little piece of Hollywood with our friends in the UK.”
WIN a family trip to Hollywood USA
The importance of cinema
New research has revealed that half of Brits (48 per cent) feel as though they’re on autopilot during the week, with nearly three in five (57 per cent) craving more midweek excitement, rising to a huge 82 per cent among 16-24 year olds. A further 61 per cent say that a trip to the cinema offers an escape from everyday life – making it the ultimate offline antidote to a busy, always-on lifestyle. In fact, three quarters (76 per cent) of 25-34 year olds agree that going to the cinema helps to improve their mental health.
Cinema nostalgia is also on the rise, particularly among younger audiences. Over half (51 per cent) of 25-34 year olds say recent cult movie sequels have boosted their sense of nostalgia. Over two thirds (68 per cent) of the same age group say they go to the cinema more now than they used to – and with savings made simples with Rewards, it’s a great excuse to head to the cinema and shake up the midweek as a two fifths (41%) say they are looking for ways to break the routine. Across all age groups, 40 per cent of people agree going to the cinema is more enjoyable than ever.
The emotional benefits are just as clear: over half (52 per cent) of Brits say they feel happier when they have midweek plans, which climbs to nearly three quarters (72 per cent) among 25-34 year olds. And with over a third (37 per cent) admitting they feel too distracted to fully enjoy films at home, a figure that is highest among 25-34 year olds (58 per cent), it’s no surprise that cinema remains one of the most beloved escapes from the everyday.
Kristin Sonfield, Director of Brand, Partnerships and Grow at Compare the Market, said: “For 10 years, we’ve been helping the nation beat the midweek slump and make saving simples with 2-for-1 cinema tickets on Tuesdays or Wednesdays, and what better way to celebrate than by bringing a little slice of Hollywood to the UK’s own Hollywood?
“Millions of customers have used our Rewards to make the midweek something to look forward to – and seeing that so many are enjoying going to the cinema more than ever, it’s clear the magic of movies is only growing. The public’s response, and even the message from Hollywood itself, shows how much people still love the magic of the movies.
“After a decade of helping customers enjoy films on the big screen, it’s only fitting that we bring a touch of Hollywood closer to home.”
Competition
But the Hollywood sign is just the opening act in Compare the Market’s blockbuster celebrations. One lucky family of four will be treated to a once-in-a-lifetime trip to the real Hollywood in Los Angeles – complete with sunshine, palm trees, and maybe even a glimpse of a real A-lister. To be in with a chance, simply head over to the Compare the Market app T&Cs apply.
The research from Compare the Market also revealed the UK’s top 10 film genres:
- Action (20 per cent)
- Drama (12 per cent)
- Comedy (11 per cent)
- Horror (9 per cent)
- Romance (6 per cent)
- Sci-Fi (6 per cent)
- Thriller (6 per cent)
- Adventure (5 per cent)
- Crime (5 per cent)
- Fantasy (4 per cent)
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