1. Source : IPA Touchpoints 3 SuperHub 2010 Base: All cinemagoers, who have went to the cinema in the early or late evening on Monday – Friday Target : Those who were out of home and eating/drinking CINEMA: THE ULTIMATE BRAND EXPERIENCE A DAY IN THE LIFE OF A CINEMAGOER WHO GOES TO THE CINEMA IN THE EARLY / LATE EVENING ON A WEEKDAY AND THEIR OUT OF HOME MEAL CONSUMPTION HABITS Mon – Fri (Any Day) Audience (000s) Between 5.20pm – 6.15pm and 6.45pm – 7.50pm, there are big dips in eating/drinking activity, signifying they are in cinema during this time viewing the film. Cinemagoers show that they eat/drink out of home before and after the early / late evening cinema showings.