[Film Journal]

According to a new report by analysts Dodona Research, moviegoers worldwide spent $162 million in 2010 attending non-film events in cinemas, with more than half that figure generated in the United States. While business and worship events accounted for $28 million there, worldwide “the biggest success story so far” has been opera, “thanks to the commitment and energy with which New York’s Metropolitan Opera and its distributor, BY Experience, have approached the market.” Dodona sees this as exemplary and argues that “more focus and structure is exactly what this market needs if it is to fulfill its potential.”

Dodona forecasts that the alternative-content market as a whole will reach a value of $400 million by 2015. According to report author Melissa Keeping, “The final shape of this industry won’t become clear until it passes the billion-dollar mark, but on the plus side, that’s almost certainly coming before the decade is out.”

See the full story here: http://www.filmjournal.com/filmjournal/content_display/columns-and-blogs/european-update/e3ia9daf0443cbb7190719857482cef610e