Source notes: CAA Film Monitor Jan – Dec 08 Q1 Base: 15+ 2009 ART HOUSE AUDIENCE PROFILE TARGETING AN OLDER AND MORE AFFLUENT AUDIENCE CINEMA: THE ULTIMATE BRAND EXPERIENCE 15-24 25-34 35-44 45+ M F ABC1 C2DE Age Gender Social Grade
Summarise the leading profile for Art House Cinema (who is most likely to frequent Arthouse cinemas?) <ul><li>Over 45’s are most likely to frequent Art house cinemas. </li></ul><ul><li>The gender of the over 45’s is 50/50. </li></ul><ul><li>The social grade of people who go to Art house cinema is ABC1. </li></ul>
How do other media compare to cinema for positive engagement from the audience? Other media is not as social as cinema. At the cinema you have to engage with the screen for more than an hour in the company of many others, this gives a positive environment as everyone is there for the same thing. Whereas when you buy newspapers and magazines you buy them for personal enjoyment and they don’t have the positive vibe that the cinema does.
3. There are 3721 cinema screens in the UK. 4. A multiplex is a cinema with 5 or more screens. 5. Independent cinemas contrast to Multiplex cinemas as they offer individuality.
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?) Group habits 7-14 yr olds A majority of 7-14 year olds go to the cinema with their parents. 15-24 year olds This age group are heavy cinemagoers, they mostly go in groups of 4 with friends, when the film first comes out. Male Males tend to go to the cinema with a boyfriend or girlfriend. They are more likely to watch a film at the preview. Female More women than men are heavy cinema goers. They also tend to go with a boyfriend or girlfriend. Housewives & Children More housewives take their children to the cinema when they are over 7, rather than under 7.
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: Lifestyle / description TV channels watched Other media Internet use Men 16-34 Men ABC1 Men C2DE Men 55+ Women 16-34 Women ABC1 Women C2DE Women 55+ Children / Boys and girls
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).