My local Cineworld has only six screens. Three new films start tomorrow and most of the early September releases are finishing today. The Duchess, The Women, Rocknrolla and Stepbrothers are all gone. But mamma Mia is retained four showings a day. Incredible really.
I'm sure there are plenty of peope who have seen it more that five times. It will be one of those films that certain cinemas will show in future, a bit like The Rocky Horror Picture Show
Mamma Mia has become the film equivalent of the Bryan Adams and Wet Wet Wet hits from the 90's that stayed at number one for 16 and 15 weeks! Perhaps they should do what Wet Wet Wet did and announce a date that the film will be pulled from all cinemas. then it will stop. But there is no reason why they should. It does stop some new films from being seen at smaller multiplexes though.