In an increasingly fragmented entertainment landscape, understanding the movie-going audience has never been more important. This session, which is part I of today's set of International Business Insights sessions, will focus on new and cutting-edge research that examines the movie-going behaviours and attitudes of three key audience segments: Millennials, Families and Older Adults. What drives their decision to go to the cinema? What can we as an industry do to address their barriers to cinema-going? Are technological enhancements to the cinema experience of relevance to these audiences? The data driven insights will be invaluable in helping you to better understand the moviegoer of 2017 and will help determine what we need to do as an industry to future-proof our attendance.