2. poulation cinema audience
32%
34%
39% 41%
15-24 15-24
35-44
35-44
55+
55+
34% 20%

3.  Hero seeker: like staying in
 Impulsive materialist: fashion victim; word of mouth
 Film fanatics: usually 25-44; plan trips ahead
 Impressionable socialites: male/female; below 25; like
blockbusters; influenced by advertisement
 Modern parent: decisions made upon children’s preference
 Fun lovers: like big films and videos
 Youth: immediately watch films as they are released

4.  Recognisible genre
 Star persona
 Director
 Institution – production and distribution companies
 Trailer
 Roller coaster-like plot
 Marketing campaign
 Film theme song
 Tie-in
 Cinema atmosphere

5.  Confusing genre
 Unpopular actors and directors
 Small production and distribution companies
 Boring and uninteresting plot
 Simplistic theme song
 Poor marketing campaign
 Uncomfortable cinema

6. FEMALE Comedy MALE
romance Sci-fi
Action adventure horror
action Action
horror Action adventure
Sci-fi romance