Understanding our Audiences (FHW)

Creative and Cultural Associates on behalf of Film Hub Wales
October 2015

This study was undertaken in order to help Film Hub Wales members with their work in attracting larger and broader audiences.

The consultants’ brief was first to establish who the current audience is, what is currently known
about it, what marketing, data capture and audience development activity is currently taking place
and how effective this is. We also wanted to find out who is not coming to the venues and if
possible, why not.

For the first time, here is a study of Welsh cinema audiences within the independent sector – their
demographic make-up, information seeking and buying behaviour, likes and dislikes and
motivations. The consultants talked directly to over a hundred people including mainly audience members but also venue staff, volunteers and supporters.


Download: UOA Wales Foreword

Download: UOA Full Report

Download: UOA Full Report (printer friendly)

Download: UOA Appendix