Paddington 2 has attracted massive audiences across its opening weekend, accounting for 43 percent of last week’s Irish cinema going gross.
It is also having a positive impact on Marks and Spencer who have entered into a licensing arrangement with the producers on a range of over 90 products in store.
These range from soft toys to coats and books, some of the proceeds of which will be going to charity.
Marks and Spencer have invested heavily in the marketing campaign for their Christmas offering and have produced 90, 60 and 30 second TV and online ads that have been four months in the making.
The movie took in €830,000 over its opening weekend and is showing in 96 sites across the country.
Whether it was in part down to the retail tie up, or to a raised level of anticipation among cinema-goers, the movie is currently running at more than 150 percent of what Paddington took on its original theatrical release in 2014.