The highest percentage of art house cinema audiences are those aged over 45, who are mostly from social class ABC1. Cinema provides the most positive engagement of audiences compared to other media like TV. Multiplex cinemas offer variety and extras to attract broad audiences, while independent cinemas provide a different experience in smaller intimate spaces. The 15-24 age group is the most profitable target for cinemas as they tend to see films earliest and account for initial box office revenues as well as DVD sales.

1. UnderstandingMedia Audiences

2. CINEMA: THE ULTIMATE BRAND EXPERIENCE2009 ART HOUSE AUDIENCE PROFILETARGETING AN OLDER AND MORE AFFLUENT AUDIENCEAgeGenderSocial Grade15-24M25-34ABC135-44F45+C2DESource notes: CAA Film Monitor Jan – Dec 08 Q1Base: 15+

3. Summarise the leading profile for Art House Cinema (who is most likely to frequent Arthouse cinemas?)The highest percentage and age group is the over 45’s accounting for 49% of Art house cinema viewings, in the social class ABC1.

5. How do other media compare to cinema for positive engagement from the audience? Cinema is the most positive engagement for audiences with 33% of audiences finding it stimulating, TV comes in close second with 22% and with other forms of media lagging behind.

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7. There are now a total of 3,721 Cinema screens across the UK.A Multiplex Cinema has multiple screens and allows audiences choice as well as the experience of going to the cinema and engage with the extras within the multiplex e.g. the foyer, snacks and popcorn.Where the multiplex offers something to all audiences, Independent cinema offers something different as well as showing a different multitude of film audiences can engage in small cinema screens of around 20 seats, drinking coffee, relaxing in leather chairs and talking to the audiences

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? (Who are they most likely to target and why?)The 15 -24year olds are the most likely target audience and they start bringing the gross revenue as soon as the film hits the big screen and usaly accounts for more than DVD sales.

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

11. http://www.thinkbox.tv/server/show/nav.914Using the link complete this table:

12. Classifying audiences and Psychographic profileshttp://www.caci.co.uk/acorn2009/acornmap_ext.aspList the main audience profiles used by Acorn Wealthy Achievers

13. Urban Prosperity

14. Comfortably Off

15. Moderate Means