Art movies cater for more discerning cinemagoers, providing advertisers with an ideal opportunity to target affluent and more upscale audiences.  

Typical art movie viewers are more likely than the general population to be highly educated, affluent, professional, as well as being light commercial TV viewers.

With the strong success of discerning titles on the mainstream cinema circuit the lines are increasingy blurring between mainstream and Arthouse cinema. The recent box-office success of movies such as Juno, The Painted Veil and Mongol among others is evidence of how the repetoire of Australian moviegoers has broadened.