As the 1D film hit the US Box Office at the weekend it is clear to see the effective market segmentation that is in action. "This Is Us" attracted as expected huge numbers to the cinemas of which 87% were female and 65% were under the age of 17. The film grossed $15.8 Million in its first three days in the USA which was not quite as impressive as Bieber who's 2011 documentary film took $29.5 million.
