FAME SEGMENTATION

1
FAME SEGMENTATION 2008
2
Cluster 1 Destination Directors
Love the whole experience of going to the cinema

• Its a treat from the moment they book their
  ticket and pick up a box of popcorn to the
  closing credits. They love to take the kids to
  the cinema as a family outing so are likely to
  watch animation and family films. At home theyll
  they watch ITV1 and BBC1 and favourite shopping
  haunts include BHS, Marks Spencer and Next.
• Actor they admire Brad Pitt
• Movie most likely to see High School
  Musical 3
• Most enjoyed cinema ad Ben Jerrys
  Heritage

3
Cluster 2 Red Carpet Followers
Always in the know when it comes to film gossip
and celebrity news.

• Theyre ad savvy and listen to their friends to
  find out what to see at the cinema. They often go
  to the cinema on the spur of the moment and
  prefer to watch comedy and adventure films. You
  might spot them driving a Skoda or a Citroën
  around town, on their way to pick up groceries
  from Waitrose.
• Actor they admire George Clooney
• Movie most likely to see Sex The City
  The Movie
• Most enjoyed cinema ad Chanel No.5
• 
  Coco Mademoiselle

4
Cluster 3 Couch Critics
Happy to watch films on DVD, but enjoy the hype
surrounding new releases and sequels

• They keep a close eye on film reviews and book
  their tickets ahead when they decide to venture
  off the couch and to the cinema. This group enjoy
  a tipple of Bells Scotch Whisky, choose Thomson
  for their holidays and like to be seen driving a
  Hyundai. When they find a brand they like they
  stick to it.
• Actor they admire Hugh Grant
• Movie most likely to see Angels Demons
• Most enjoyed cinema ad Sony Bravia
  Playdoh

5
Cluster 4 A-List Actors
Heavy cinemagoers who pride themselves on being
in the know about movie gossip

• Youll probably find them discussing the latest
  fantasy or crime film theyve seen, along with
  the cinema ads before it, at the pub with a
  Peroni or San Miguel beer in hand. They read the
  Metro, watch Channel 4 and E4 and will be the
  first to check out new developments such as 3D
  cinema or a new independent screen.
• Actor they admire Johnny Depp
• Movie most likely to see Quantum of Solace
• Most enjoyed cinema ad Orange Gold Spot
  featuring
• Snoop Dogg

6
Cluster 5 OSCAR Winners
Selective cinemagoers who prefer to visit
independent cinemas and watch art house and
Bollywood films

• They are influenced by advertising and the media
  they consume, which includes Marie Claire, Hello,
  FHM and Virgin Radio. When it comes to shopping
  youll find them at Top Shop or Topman, and when
  they travel, which is often, it will be with
  Emirates or American Airlines.
• Actress they admire Julia Roberts
• Movie most likely to see City of Men
• Most enjoyed cinema ad Audi Lines

7
Cluster 6 Trivia Trailers
Film gurus who love watching films both in cinema
and on DVD

• Theyre a social group and will go to the cinema
  as a treat, probably to watch a horror or sci-fi
  flick. This group like to shop at River Island
  and New Look and plan their holidays with Thomas
  Cook.
• Actor they admire Bruce Willis
• Movie most likely to see Indiana Jones 4
• Most enjoyed cinema ad Carling Space