Chapter 15 Audiences The audience lies at the heart of a vibrant and successful film economy and culture, yet current insight provides a limited perspective on audience engagement. New research is needed to show the full picture of the audience on all platforms. FACTS IN FOCUS: In 2013, the 15-24 age group made up the largest proportion of UK cinema admissions, at 33%. Hangover Part III had the largest above-average audience share among the 15-24 age group, while Quartet had the largest share among cinema-goers aged 55 and above. A wide range of genres appealed to women, whereas action films, comedies and thrillers were popular with men, with Captain Phillips and Alan Partridge: Alpha Papa drawing larger than average audiences. UK films were popular across all demographic groups, with a particularly strong appeal for those aged 45 and above. Older audiences also showed a strong preference for UK independent films. Black and minority ethnic groups were over-represented among buyers of cinema tickets, video rental and digital film; disabled audiences were overrepresented amongst video buyers.
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