The document profiles different cinema audience segments and their preferences, including Hero Seekers, Impulsive Materialists, Film Fanatics, Impressionable Socialites, Modern Parents, and Fun Lovers. It also outlines factors that influence audience decisions such as genre, stars, directors, marketing, and atmosphere. Viewers are turned off by confusing genres, unpopular talent, small production companies, boring plots, poor marketing, and uncomfortable theaters. Females prefer comedy and romance while males prefer sci-fi, action adventure, and horror genres more than females.