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

Typical arthouse 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 Babel, The Queen and The Last King of Scotland among others is evidence of how the repetoire of New Zealand moviegoers has broadened.