Active - Does get involved with the film.
Passive - This is where the audience are not getting involved or engaged with the product.
Traditional - the audience will go see the film and buy the dvd afterwards, they would never buy a blue ray disc.
Hedonist - these audience members are drawn into different types of films. They may go see a film just out the blue because they feel like it.
Post-modernist - This is groundbreaking films. Films that can be streamed at home via Netflix or lovefilm.com at home, via a mobile or through the tv.
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