Understanding Our Audiences : Audience Research for Film Hub Wales

Abstract

For the first time, here is a study of Welsh cinema audiences within the independent sector – their demographic make-up, information seeking and buying behavior, likes and dislikes and motivations. We sought their views on the cinemas represented by Film Hub Wales and how they might better deliver their services. What has emerged, is a picture of a group of unique and vibrant cinemas all facing very challenging operating conditions but without exception, loved and cherished by their local communities as places where they can meet and make friends and see some of the best films the world has to offer. The report describes and analyses the fragility and agility of the sector due to changes in key personnel, local authority funding cuts, capital development plans, competitive threats and one closure (and re-opening).