As a moviegoer, I often defy assumptions about my age and gender, and I’m sure you do, too. For example, Hidden Figures is my favorite movie this year but the average age of the audience is almost 10 years older than I am, with two out of three viewers being female (and some of the one in three male attendees were no doubt dragged along!). For this reason, targeting solely on demographics is imprecise. That’s why, at Movio, we’re fond of saying, “We don....

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