The document summarizes key audience data and profiles for art house cinemas in the UK. It finds that the leading art house cinema audience is those aged 45+, who make up nearly half of attendees. Males and females attend at equal rates, and the highest social grade is ABC1 at 78%. Cinemas are seen as the most engaging media compared to other options like TV due to their captive environment and focus on immersive storytelling.

1. Understanding Media Audiences

2. 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

3. 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%

5. 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%

7. 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

9. 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. Group habits 7-14 yr olds 38% go with there mum or dad have an average party size of 3.79 15-24 year olds 96% watch the adverts before the film Average party size of 4 72% will watch film within first 2 weeks of release 23% go once a month or more Male 48% of heavy cinemagoers are males 89%watch ads 27% more likely to go to cinema preview Female 90% watch ads 52% of heavy cinemagoers are female Housewives & Children 49% go with child aged 7-14yr 21% go with child 0-6 yr

10. MEDIA AUDIENCES TV and other media habits UK audience / demographics breakdown

11. http://www.thinkbox.tv/server/show/nav.914 Lifestyle / description TV channels watched Other media Internet use Men 16-34 65% have no kids 60% are single Majority work full time 80% have access to digital Sky sports channel 4 bravo kerrang 25% use newspaper Zoo nuts FHM Cinema and radio 70% have broadband at home Sport banking news shopping Men ABC1 12.8m in Britain 2/3rds are married Scrubs, Simpsons, sport, news, documentaries 5 live, radio 4, tabloids newspapers less magazines 60% with broadband travel, sport, finance and news sites Men C2DE 10.5m, constant media habits ITV, five, Discovery, Bravo, The Sci-Fi Channel and Sky One FiveLive and TalkSport Nuts and zoo 44% have broadband Men 55+ 7.5 million, retired, more free time ITV1, UKTV History, Discovery and National Geographic particularly radios 3, 4 and FiveLive. The Telegraph, The Mail and The Express 33% have broadband Women 16-34 Broad set of media tastes Channel 4, E4, ITV 2, Living and MTV Glamour grazia, radio virgin and kiss 60% have access for shopping downloading Women ABC1 Have children, more likely to be, single 30% of adults in uk E4, UKTV Style Living Channel 4, ITV the BBC Cosmopolitan, Elle, Hello!, Red Over 50% have access Women C2DE 11m, broad range less than £17k 34% don’t work ITV1/2, E4 and Living TV 5 Sun Now, OK , Take a Break, The Mirror radio 1,2, capital vigin <35% have access Women 55+ 9m, free time Day time tv bbc itv gmtv ½ read papers, Daily Mail, Mirror classic fm 41% have acess Children / Boys and girls 81% own a tv, 67% have mobile and > 1/3 have there own laptop Simpsons eastenders Kiss five live 75% have access Communication gaming

12. Classifying audiences and Psychographic profiles 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).