Barriers to Diversity in Film – A Research Review – Aug 07

6.3.2 Demographic change and the consumer
The above data on population change should also challenge the
industry to consider the audiences for film. Young males are a
declining portion of the audience for film and they will dwindle further
as the population ages in coming decades. Minority ethnic group
audiences will increase significantly. Changing demographics have
implications for both filmmakers and exhibitors.
The spending power of the ‘new’ consumer (ethnic minorities, women,
older people, etc) has increased. They have a greater political voice
and a clearer identity and organisations that target under-served
consumers can gain a competitive advantage. Rising incomes among
minority ethnic groups, women, the disabled and older workers for
example, will stimulate their desire for greater choice in all their
spending. Some consumers will switch brands because of their support
for social justice issues, which is why a company’s reputation matters
(Corporate Intelligence in Retailing 1998) These consumers will go to
the cinema if it offers films they want to see, in surroundings that offer
the levels of comfort and convenience they expect.
The film industry needs to be aware of the spending power of many
marginalised groups. The annual income of the over 50s currently
exceeds £160 billion; they have an 85% share of the UK’S private
wealth (Zadek and Scott Parker 2001). Recent research on the business
case suggests that disabled people make distinct and positive
contributions to business success, by virtue of their experience of
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