DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE

CINEMA SUCCESSFULLY REACHES FEMALES

DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE

DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE

APRIL 2012

CINEMA IS THE BEST MEDIA TO REACH 25 – 34 WOMEN

Source : GB TGI Q2 2012 | Base : All 15+ AdultsTarget : 25 – 34 Females, who are single or divorced/ separated / widowed

TOP 2 MEDIA NEUTRAL QUINTILES

DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE

25-34 SINGLE FEMALES ARE REGULAR CINEMAGOERS

Source : FAME 2010 | Base : All 15+ Females CinemagoersTarget : 25 – 34 year olds who are single or divorced/ separated / widowed* Index against the average UK 15+ Female Adult

They are 77% more likely to be heavy cinemagoers (going to the cinema once a month or more)

Over half have been to the cinema in the last month (Index 113)

55% last went within the first two weeks of a film’s release

FOR THEM, CINEMA IS A TREAT WITH FRIENDS, TO ESCAPE THE DEMANDS OF EVERYDAY LIFE

47% go to the cinema with their friends, in groups of 3

26% go for night out 24% go for a treat

APRIL 2012

DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE

ROMANTIC COMEDY IS THEIR FAVOURITE GENRE

Source : GB TGI Q2 2012 | Base : All 15+ AdultsTarget : 25 – 34 Females, who are single or divorced/ separated / widowed

Romantic Comedy

232

OtherComedy

153

Fantasy144

Thrillers114

Horror101

APRIL 2012

DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE

THEY ARE RISK TAKERS WORKING TOWARDS THE LIFE OF THEIR DREAMS

Source : GB TGI Q2 2012 | Base : All 15+ FemalesTarget : 25 – 34 Cinemagoers who are single or divorced/ separated / widowed*Index against the average 25-34 Female Adult, who is single or divorced/ separated / widowed

They 5% less likely* to agree.. “I am happy with their standard of living”

Over two thirds disagree.. “There’s little I can do to change my life” (Index 106)

Over a third agree… “I like taking risks”

83% agree… “I should seize the opportunities in life when they arise”(Index 105)

And… they are 3 times more likely to go online dating than the average female adult

APRIL 2012

DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE

THEY SPEND AN AVERAGE OF 14 MIN IN THE CINEMA FOYER

ITEMS WOULD DOWNLOAD IF AVAILABLE IN FOYER FOR FREE

Source : FAME 2010 | Base : All 15+ Females CinemagoersTarget : 25 – 34 year olds who are single or divorced/ separated / widowed* Index against the average UK 15+ Female Adult

Money Off Coupons / Vouchers

48%

Offers / Promotions36%

Music26%

APRIL 2012