Research proves that cinema is the best media to reach 25 – 34 women

1. CINEMA SUCCESSFULLY
REACHES FEMALES
DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE

2. APRIL 2012
CINEMA IS THE BEST MEDIA TO REACH 25 – 34
WOMEN
TOP 2 MEDIA NEUTRAL QUINTILES
DCM: MAKING THE 2012 | Base : All 15+ Adults
Source : GB TGI Q2 CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE
Target : 25 – 34 Females, who are single or divorced/ separated / widowed

3. APRIL 2012
25-34 SINGLE FEMALES ARE REGULAR
CINEMAGOERS
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
Source : FAME 2010 | Base : All 15+ Females Cinemagoers
DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE
Target : 25 – 34 year olds who are single or divorced/ separated / widowed
* Index against the average UK 15+ Female Adult

4. APRIL 2012
ROMANTIC COMEDY IS THEIR FAVOURITE GENRE
Romantic Other Fantasy Thrillers Horror
Comedy Comedy 144 114 101
232 153
DCM: MAKING THE 2012 | Base : All 15+ Adults
Source : GB TGI Q2 CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE
Target : 25 – 34 Females, who are single or divorced/ separated / widowed

5. APRIL 2012
THEY ARE RISK TAKERS WORKING TOWARDS THE
LIFE OF THEIR DREAMS
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
Source : GB TGI Q2 2012 | Base : All 15+ Females
DCM: MAKING THE CINEMA EXPERIENCE or divorced/ separatedTHE MOVIE
Target : 25 – 34 Cinemagoers who are single BIGGER THAN JUST / widowed
*Index against the average 25-34 Female Adult, who is single or divorced/ separated / widowed

6. APRIL 2012
THEY SPEND AN AVERAGE OF 14 MIN IN THE
CINEMA FOYER
ITEMS WOULD DOWNLOAD IF AVAILABLE IN FOYER FOR FREE
Money Off
Offers / Promotions Music
Coupons / Vouchers
36% 26%
48%
Source : FAME 2010 | Base : All 15+ Females Cinemagoers
DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE
Target : 25 – 34 year olds who are single or divorced/ separated / widowed
* Index against the average UK 15+ Female Adult