2009 ART HOUSE AUDIENCE PROFILETARGETING AN OLDER AND MORE AFFLUENT AUDIENCE
Summarise the leading profile for Art House Cinema (who is most likely to frequent Arthouse cinemas?)
The leading profile for art house cinema according to the 2009 art house audience profile it shows the most popular age group is 45+ which is nearly half the overall audience.
And the least popular age group being 35 to 44 at 14%.
The percentage of males to females is both 50%.
The most popular social grade is abc1which is 78% to c2de which is 22%
How do other media compare to cinema for positive engagement from the audience?
Cinemas in 2009 reached a high of 173.5m admissions
At the cinema the audience is captive and at higher level of emotional stimulation.
Cinema is 33% highest of positively engaging with the media
There is less distraction at the cinema e.g. talking or mobile phones
No option e.g. changing channels or skipping a page
More focus lights out and its quiet and focus on one thing
Cinema is the least avoided medium 8%
There are 764 cinema sites in the uk
There are 3,721 screens naionwide
A multiplex is a new build cinema with 5 or more screens
Multiplexes have grown to around 2/3rds of all screens
these are smaller circuit screens
Independent cinemas offer individuality and often a specialist audience
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? They are mostly likely to target 15-24yr olds as they have the largest party size and are regular cinemagoers with almost all watching the adverts before hand.
MEDIA AUDIENCES TV and other media habits UK audience / demographics breakdown
http://www.caci.co.uk/acorn2009/acornmap_ext.asp List the main audience profiles used by Acorn Wealthy achievers – wealthy executives, affluent greys, flourishing families. Urban prosperity- aspiring singles, educated urbanities, prosperous professionals. Comfortably off- starting out, secure families, settled suburbia prudent pensioners. Moderate means – Asian communities, post industrial families, blue collar roots. Hard pressed – struggling families, burdened singles, high rise hardship, inner city adversity. VALs stands for values attitudes lifestyles which is a psychographic segmentation adult consumers are put into one of eight segments based on there respone to a VALs questionnaire. This is based on things like innovation, education, self-confidence, intelligence and income. Psychographics are any attributes relating to personality values attitudes interests or lifestyles also called IAO variables. They can be contrasted with demographic variables (such as age and gender).