Take a recent cheapie Tuesday night at the Coronet cinema in Notting Hill. It's £3.50 all day to enter any of their three grubby, drafty cinemas and it's packed. So far, so discount. But look around. This isn't a motley assortment of shuffling pensioners and benefit Brians - it's a smartly-attired throng of upper middle class Brit and Euro trash.

Bureau Trash? The pre-movie chatter is all prep schools and Peter Jones; house prices and Wholefood's hampers. They're the kind of folk who could buy the Coronet cinema, turn it into lofts and still have change for half of Holland Park. But they're wise too. As a tight-fisted man once said: look after the pennies and the pounds can take care of themselves. Or as these people would have it: follow the poor and keep yourself rich.