The fourth instalment in the Shrek series of movies took €1.7 million at the box office in its opening weekend and previews in the Republic’s cinemas, Carlton Screen Advertising (CSA) reports. Shrek Forever After look set to match the success of its three predecessors which made the two top spots when released.
Advertisers which took advantage of the friendly ogre’s family appeal included Irish Ferries, SmithKlineBeecham’s Aquafresh toothpaste, Haribo, Fyffes and Specsavers Specklies. Jane White of CSA said kids’ blockbusters accounted for three of the top five movies in Irish cinemas last year.
This summer’s other top family cinema attractions include Toy Story 3, The Airbender and Cats and Dogs 2. Later this year will see the release of Steve Carell’s Despicable Me and The Chronicles of Narnia – Voyage of the Dawn Treader. CSA sells cinema advertising on 418 screens in 69 sites.
