Taylor Swift at the Victoria's Secret London Show in Olympia © Joe Alvarez
0 2 mins 8 mths

Ever since it was announced that Taylor Swift: The Eras Tour would play in cinemas, the advance hype has been massive, with many anticipating this would be a record-breaking event for the concert genre. And, indeed, The Eras Tour has set that record in North America (with a $92.8m opening), globally (around $125m) and also in UK/Ireland (with £5.73m, beating Michael Jackson’sThis Is It, from 2009).

However, such was the sky-high expectation, cinemas may be slightly disappointed that the numbers were not even bigger. Although The Eras Tour played strongly at IMAX and premium large-format (PLF) screens, the film was not just a multiplex play – and it tops our Indie Cinemas chart, with 5,171 admissions from the 20 participating sites that played it. Top performer among these (by miles) was Light House Dublin, with Winchester Everyman in second place.

Taylor Swift. PHOTO: JOE ALVAREZ

Venue operators that played the film, when emailing their admissions numbers to help generate the Indie cinemas chart, offered a range of comments. “Taylor Swift is a disappointment for us, the pre-sale has been pretty poor,” said one operator. “Can honestly say the single shows of Taylor saved the weekend, with concession sales in evening,” said another – with Swifties evidently spending to make the evening a celebration at this venue.

The question now remains: how will Trafalgar’s film hold? Swift’s core fanbase can be presumed to have now seen the film, and a broader audience may be hard to entice. Sustained success will likely be underpinned by repeat business, if fans return for second and third helpings.