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Who’s Your Audience?

“The King’s Speech” helps reflect the importance of knowing your audience. This example illustrates that sometimes, as counter-intuitive as it might be to do something, if it will cater to your target demographic, it’s worth the risk.

It might seem silly to bother paying people to staff the till, bar and manage the projection room at 10.30 in the morning at an art-house cinema, opening far earlier than usual. But when the film appeals to an older demographic (who make up an increasing part of the movie-going audience, as well as the country), in a London borough like Chelsea that skews old, with traditional mindsets that enjoy Merchant Ivory films and a low opportunity cost of time [they're retired], it makes perfect sense.

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