Almost 70% of 35 ABC1s  are cinemagoers having been in the last year. Just under 40% have been in the past 3 months. However, 35+ ABC1s are light TV viewers.

55% are light TV viewers watching less than 20 hours per week. But  24% are heavy cinemagoers, being in the top two quintiles for cinemagoing.

Which means that cinema delivers an essential hard to reach audience.