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Audience profile
- Male, 25-30s, higher education, works in creative environments
- Very opinionated, disposable income, film buff (TV like GoT, Breaking Bad, The Wire)
- Core group of friends - opinion leader when it comes to film - utilise two-step flow
Explorer
- Open to change - 'a sponge for new experiences'
- New aesthetic experiences - blu-ray and games consoles
- First to try things
- Likes to come to his own conclusions - but researches to be well-informed
Succeeder
- Competitive element - wants to be the best film buff he can be
- Has all the latest technology (high disposable income)
- London location - expensive, sophisticated, a hub of creativity
- Likes to take on challenges
- Friends come to him for advice
Prominence and status
- specialist info/collectibles
Control
- making informed choices
Aesthetic
- art design, colour
Secondary Audiences
- Film/media students, late teens, early 20s
- Older film buffs - may even be in the industry
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