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