CINEMA: THE ULTIMATE BRAND EXPERIENCE 2009 ART HOUSE AUDIENCE PROFILE TARGETING AN OLDER AND MORE AFFLUENT AUDIENCE Age Gender Social Grade 15-24 M 25-34 ABC1 35-44 F 45+ C2DE Source notes: CAA Film Monitor Jan – Dec 08 Q1 Base: 15+
Summarise the leading profile for Art House Cinema (who is most likely to frequent Arthouse cinemas?) The highest percentage and age group is the over 45’s accounting for 49% of Art house cinema viewings, in the social class ABC1.
How do other media compare to cinema for positive engagement from the audience?
Cinema is the most positive engagement for audiences with 33% of audiences finding it stimulating, TV comes in close second with 22% and with other forms of media lagging behind.
There are now a total of 3,721 Cinema screens across the UK. A Multiplex Cinema has multiple screens and allows audiences choice as well as the experience of going to the cinema and engage with the extras within the multiplex e.g. the foyer, snacks and popcorn. Where the multiplex offers something to all audiences, Independent cinema offers something different as well as showing a different multitude of film audiences can engage in small cinema screens of around 20 seats, drinking coffee, relaxing in leather chairs and talking to the audiences
According to the Pearl and Dean source what can you summarise about the following audience groups and their cinema habits? Which audience would you say is the most profitable one for cinemas? (Who are they most likely to target and why?) The 15 -24year olds are the most likely target audience and they start bringing the gross revenue as soon as the film hits the big screen and usaly accounts for more than DVD sales.
MEDIA AUDIENCES TV and other media habits UK audience / demographics breakdown
http://www.thinkbox.tv/server/show/nav.914 Using the link complete this table:
Classifying audiences and Psychographic profiles http://www.caci.co.uk/acorn2009/acornmap_ext.asp List the main audience profiles used by Acorn
Conduct your own Internet search to find out what VALs and Psychographics are? (Give examples). Psychographics – Consumers personality traits and lifestyle studied within the Media, used by Global corporations to appeal to their audience, Their key demographic. VALs – Stands for Values, Attitudes and Lifestyles