I'm not saying cinema is dying, at all. I'm reacting to a statement that said "cinema is having its most successful years ever". That is only true in gross and

I'm not saying cinema is dying, at all. I'm reacting to a statement that said "cinema is having its most successful years ever". That is only true in gross and that's only true because tickets are so expensive. If you're going to make qualitative claims, where the price of a unit is largely fixed at a point in time, I think you have to compare quantity of sales, not gross. It's all marketing wank. A way for producers to pomp around with their "record"-breaking titles. And at a financial level, sure, whatever... But that's not how these statements are used.