North American cinema goers have long been the primary foreign audience for European movies — hardly surprising given the long tradition of European influence on Hollywood, and vice versa. But, according to a study released Monday by the European Audiovisual Observatory, more people in China are paying to watch European movies than they are in the U.S.
Lower ticket prices in China compared to the U.S. and Canada meant that North America is still the most lucrative market for European movies, accounting for 41 percent of the $587 million in box office that European films earned outside Europe in 2017. Overall, the global audience for European movies has been growing steadily, increasing on average by 10 percent per year for each of the five years to 2017, the EAO found.
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