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THE INTERVIEWMEDIA PROFILE STUDYDraft: October 14, 2014

Thank you for agreeing to participate in our survey! Your opinions are very important to us.

Please remember your responses will be kept strictly confidential and only reported in aggregate.

To begin the survey, simply click on the "Next" button. [NEXT]

SCREENER QUESTIONS

[DO NOT TERMINATE UNTIL END OF SCREENER SECTION AND SAVE ALL DATA FOR TERMS]

State. In what state is your primary residence? [DROP-DOWN MENU WITH ABBREVIATIONS FOR ALL FIFTY STATES]

[TERM1 IF NON-US]

Age. How old are you? [OPEN NUMERIC]

[TERM1 IF Age <17 OR >44]

Gender. What is your gender?

1. Male2. Female

Sch. [IF Age > 17] What is the highest level of education you have completed?

1. Some high school or less [AUTO-CODE TO HERE IF AGE < 18]2. Graduated high school3. Technical school4. Some college5. Graduated college6. Graduate/Professional school

Industry. Sometimes in our surveys we are looking for people who work in certain industries. Do you, or does anyone in your household work in any of the following? [YES/NO FOR EACH]

[RANDOMIZE]1. Movie Studio2. Market Research Company or Department3. Movie Theater4. An Advertising Agency5. TV station/network

Media Profile Study Questionnaire Territory: US

6. Food or Beverage Company7. Local/State/Federal Government

[TERM1 IF ANY OF Industry[1 – 5] = YES]

Rac1. Are you of Spanish, Hispanic, or Latino descent, such as Mexican, Mexican-American, Chicano, Puerto Rican, Cuban, or another Spanish, Hispanic, or Latino group?

1. Yes [AUTODOCE Rac3 = 4]2. No

Rac2. [IF Rac1 = 1] Which of the following best describes your Spanish, Hispanic, or Latino descent?

1. Mexican, Mexican-American, or Chicano2. Puerto Rican3. Cuban4. Other Spanish/Hispanic/Latino – Please Specify [OPEN TEXT]

Rac3. [IF Rac1 = 2] Which of the following best describes your race?

[RANDOMIZE]1. White/Caucasian2. Black/African-American3. Asian/Asian-American4. Hispanic/Latino5. Other [OPEN TEXT] [ANCHOR]

LangTV. [IF Rac1 = 1 OR Rac3 = 4] In what language do you watch TV and listen to the radio?

1. Spanish only2. English and Spanish3. English only

LangWeb. [IF Rac1 = 1 OR Rac3 = 4] In what language do you view and read content online?

1. Spanish only2. English and Spanish3. English only

LangDream. [IF Rac1 = 1 OR Rac3 = 4] In what language do you dream when you are asleep? [RANDOMIZE]

1. Spanish only2. English only3. Don’t know [ANCHOR]

LangH. [IF Rac1 = 1 OR Rac3 = 4] How often do you speak Spanish in your home?

1. Always speak Spanish2. Speak Spanish most of the time3. Speak both English and Spanish equally4. Seldom speak Spanish

Copyright MarketCast 2014


5. Never speak Spanish

HispAcc. [VARIABLE TO CAPTURE HISPANIC ACCULTURATION]

Acculturated =LangTV=2 and LangH=5

or LangTV=3 and LangH=2,3,4,5

Partially =LangTV=1 and LangH=5

or LangTV=2 and LangH=2,3,4or LangTV=3 and LangH=1

Unacculturated =LangTV=1 and LangH=1,2,3,4

or LangTV=2 and LangH=1

Cable1[x]. Which, if any, of the following do you currently have access to in your home and use to watch television programming?

Please select all that apply.

1. Cable TV subscription (e.g., Time Warner/Comcast/AT&T U-verse/Fios)2. Own or rent a satellite dish (e.g. DISH Network or Direct TV)3. An online subscription service (e.g. Hulu, Netflix)4. None of the above [EXCLUSIVE]

[TERM1 IF Cable1 = 4] [A MAXIMUM OF 10% OF RESPONDENTS TO BE Cable1 = 3 ONLY]

ZipCode. What is the zip code of your primary residence? [OPEN NUMERIC]

[TERM1 IF ZipCode AND State ARE NOT A VALID MATCH]

DMA. [AUTOCODE A HIDDEN DMA VARIABLE BASED ON ZIPCODE]

Bdate. In what year were you born? [OPEN NUMERIC]

[TERM1 IF Age AND Bdate ARE NOT A VALID MATCH +/- ONE YEAR]

Parent. [IF AGE > 20] Are you the parent of any children under the age of 18?

1. Yes2. No

Kids. [IF PARENT = YES] How many children do you have under the age of 18? [OPEN NUMERIC]

KidAge. [IF KIDS > 0] Please indicate the age and gender of each of your children under the age of 18.

Gender AgeFirst Child [Drop-down] [Open Numeric]

[SHOW AS MANY ROWS AS THERE ARE KIDS; UP TO EIGHT KIDS]

[TERM1 IF AGE OF RESPONDENT MINUS AGE OF OLDEST CHILD IS LESS THAN 16]



Kid712. [VARIABLE TO RECORD IF TEEN 13 TO 17 IN HOUSEHOLD]

1. Yes [IF THERE ARE TEENS BETWEEN THE AGES OF 13 TO 17 AT KidAge]2. No [IF Parent = 1 AND THERE ARE NO TEENS 13 TO 17 AT KidAge]

Teen[X]Avail. [IF ELIGIBLE TEENS AVAILABLE AND NEEDED]This survey will be about entertainment appropriate for teens and adults.

Is your [INSERT AGE/GENDER OF RANDOM ELIGIBLE CHILD 13 TO 17] available to participate in this survey? [ASK FOR EACH APPLICABLE TEEN IN HOUSEHOLD UNTIL A TEEN IS AVAILABLE OR LIST IS EXHAUSTED; IF NO TEEN IS ELIGIBLE OR AVAILABLE, BUT PARENT IS ELIGIBLE FOR ADULT QUOTA, REASSIGN TO MOST NEEDED OPEN ADULT QUOTA AND GO TO Avid]

1. Yes2. No

Handoff. This survey will be about movies appropriate and rated for your [TEEN]. Please have your [TEEN] come back to the computer to complete the remainder of the survey.

[ONLY ASK Bdate_T THROUGH Gender_T AMONG TEENS 13 to 17 RECRUITED THROUGH A PARENT]

Bdate_T. In what year were you born? [OPEN NUMERIC]

[Term1 IF Age AND Bdate ARE NOT A VALID MATCH FOR RECRUITED TEEN AS REPORTED BY PARENT, +/- ONE YEAR]

Gender_T. Are you…

1. Male2. Female

[Term1 IF Gender IS NOT A VALID MATCH FOR RECRUITED TEEN AS REPORTED BY PARENT]

PastPart. Have you participated in any of the following types of online surveys during the past one month?

[RANDOMIZE] [YES/NO FOR EACH]1. Movies2. Television3. Music4. Sports5. Restaurant

[TERM1 IF PastPart1 = YES]

AgeGenQuota. [VARIABLE TO RECORD AGE AND GENDER]

1. Males 17-202. Males 21-243. Males 25-294. Males 30-34



5. Males 35-396. Males 40-447. Females 17-208. Females 21-249. Females 25-2910. Females 30-3411. Females 35-39

AgeGenAdTest. [VARIABLE TO RECORD AGE AND GENDER]

1. Males 17-292. Males 30-493. Females 17-294. Females 30-49

Lasttwo. About how many movies have you seen in a movie theater during the past 2 months? [OPEN NUMERIC] [TERM1 IF Lasttwo = 0]

Avd1. About how many movies have you seen in a movie theater during the past 12 months? [OPEN NUMERIC]

[TERM1 IF Avd1 < 3] [Avd1 MUST BE GREATER THAN OR EQUAL TO LastTwo]

Device[x]. Which, if any, of the following do you have in your household and use on a regular basis?


[RANDOMIZE]1. High definition TV or HDTV (not Internet-enabled)2. An Internet-enabled High definition, or HDTV (connects to the Internet and allows

you to surf the Web and access online video)3. A next-generation gaming console, like an Xbox One or Playstation 44. A gaming console, like a Nintendo Wii or Playstation 35. A smartphone, like an iPhone or Droid6. A tablet, like an iPad or Kindle Fire7. A desktop computer, like a PC or Mac8. A laptop computer, netbook, or ultrabook9. A Blu-ray or DVD player (not a Playstation 3)10. A Digital Video Recorder or DVR such as TiVo11. A set-top video player, like Apple TV, Roku, or Google Chromecast

12. None of the Above [ANCHOR][EXCLUSIVE]

WatchTV[x]. In which of these ways, if any, have you watched TV shows in the past six months?


[RANDOMIZE]1. On my TV set, via a cable/satellite connection2. On my TV set, via an Internet streaming service such as Netflix or Hulu3. On a PC/Laptop/Tablet/Smartphone or other mobile device4. On Blu-ray/DVD



5. None of these [TERM1]

CommWatch. For each type of ad below, please indicate whether or not you typically watch them when you are watching television programming, whether online or on your television.

[ACROSS] 1. I always watch this kind of ad2. I usually watch this kind of ad3. Sometimes I watch this type of ad, sometimes I ignore, skip through, or fast forward

through it4. I usually ignore, skip through, or fast forward through this type of ad5. I always ignore, skip through, or fast forward through this type of ad

[DOWN] [RANDOMIZE]1. Previews for movies2. Previews for TV shows3. Ads for sporting events4. Ads for food or restaurants5. Ads for household products6. Ads for new cars7. Ads for insurance8. Ads for video games

Primary. What is the primary way you currently watch TV shows?

[RANDOMIZE]1. On my TV set, via a cable/satellite connection2. On my TV set, via an Internet streaming service such as Netflix or Hulu3. On a PC/Laptop4. On a Tablet/Smartphone or other mobile device5. On Blu-ray/DVD

HoursWkA. [SHOW BELOW Primary ON SAME PAGE] How many hours a week in total do you spend watching TV shows? Please include the hours you spend watching TV shows in any of the ways listed above. Your best guess is fine, but please round to the nearest hour. [OPEN NUMERIC; WHOLE NUMBERS ONLY]

[TERM1 IF HoursWkA < 1]

Stream. [IF Primary = 2] Which of the following do you use to stream TV shows to your TV set?


[RANDOMIZE]1. Hulu+2. Netflix3. Amazon Instant Video/Amazon Prime4. None of these [ANCHOR; EXCLUSIVE]

Stream2. [IF Primary = 4] Which of the following do you use to stream TV shows to your tablet?




[RANDOMIZE]1. Hulu+2. Netflix3. Amazon Instant Video/Amazon Prime4. Network apps (e.g. WATCH ABC or NBC)5. Other6. None of these [ANCHOR; EXCLUSIVE]

VidCheck. [PRESENT ON SEPARATE PAGE BY ITSELF] In order to participate in this study, you will need to be able to hear sound and see video on your computer. Please adjust your monitor and volume so you can clearly see the video and hear the sound effects on this page.

[PLAY VIDEO; DISPLAY “next” BUTTON AFTER 10 SECONDS]

[AFTER VIDEO IS FINISHED] Were you able to see the video and hear the sound effects?

1. Yes2. No [TERM2]

VidChk2. What did you see and hear on the screen?

[RANDOMIZE]1. A bird2. A dog barking3. Fireworks4. Other [ANCHOR]

[TERM2 IF VidChk2 > 1]

Qualify. Congratulations! You have qualified to participate in this survey! Please take the time to answer the following questions thoroughly. Your opinions are important to us!

Term1. Thank you for your participation. Unfortunately you do not qualify for today’s study.

Term2. In order to participate in this study, you need to be able to see the video clearly in this study. We thank you for your time and look forward to your participation in a future study.



QUOTAS:

Maximum of 10% of respondents can be non-subscribers to cable or satellite (Cable1 = 3 ONLY) Maximum of 30% of respondents who are not interested in the title based on the preview shown

(PostInt1 > 2) NOTE THAT THIS QUESTION IS NOT SHOWN IN THE SCREENER BUT WILL BE MONITORED DURING FIELDING

General SampleGender Age Total

Males

17-20 12521-24 125

25-29 125

30-34 125

35-39 125

40-44 125

Subtotal 750

Females

17-20 125

21-25 125

25-29 125

30-34 125

35-39 125

40-44 125

Subtotal 750

Grand Total 1500

Regional Quotas (Best Efforts): NE SE MW SWC W 20% 20% 20% 10% 30%

Race Quotas: 60% Caucasian, 20% Latino, 15% African American, 5% Other non-White



MAIN QUESTIONNAIREShortTitle. [REPLACES ShortTitle IN SURVEY]

1. THE INTERVIEW

Commit1. Thinking about going to the movies around the holidays, how far in advance do you decide what to see?

1. Same day2. The day before3. A few days before4. 1 week before5. 2 weeks before6. More than 2 weeks before

Commit2. Thinking about going to the movies with your family around the holidays, how do you decide which movie to see?

1. Watch movie trailers online2. Read movie reviews (i.e. online, app)3. Recommendation from friends/family4. Decide when I get to the theater5. Other [ANCHOR]

Commit3. Thinking about going to the movies with your family around the holidays, who typically is the most influential person or persons in deciding what movie to see?


[RANDOMIZE]1. Me 2. My friends3. My sibling(s)4. Parent(s)5. Children [IF PARENT]6. My spouse/significant other7. Other

Commit4. Do you see more or fewer movies during the holiday season in the theater than at other times of the year?

[RANDOMIZE]1. More movies during the holiday season than other times of the year2. About the same number of movies during the holiday season as other times of the

year3. Fewer movies during the holiday season than other times of the year

Video1. Next you will see a movie preview for a movie that has not come out yet, but will be released in theaters in the future.



[PLAY VIDEO] [DO NOT ALLOW RESPONDENT TO CONTINUE UNTIL VIDEO HAS PLAYED COMPLETELY]

Seecom. Were you able to see and hear this movie preview clearly from start to finish, without any stuttering or stopping?

1. Yes2. No [TERM2]

[SHOW VidQual1 AND AudQual1 ON SAME SCREEN]

Vidqual1. Considering only the quality and clarity of the picture, as it appeared on your screen, would you say it was...

1. Excellent2. Very Good3. Good4. Fair [TERM2]5. Poor [TERM2]

Audqual1. [SHOW BELOW Vidqual1 ON SAME PAGE] Considering only the quality and clarity of the sound, as you heard it on your computer, would you say it was...

1. Excellent2. Very Good3. Good4. Fair [TERM2]5. Poor [TERM2]

Postint1. Now, based on this movie preview for [ShortTitle1], how interested are you in seeing it in a movie theater?

1. Definitely interested2. Probably interested3. Might or might not be interested4. Probably not interested5. Definitely not interested

Intens1. [IF Postint1 < 3] On a scale from 1 to 10, where 10 means “very likely” and 1 means “very unlikely” what number represents how likely you are to pay to see [ShortTitle1] in a movie theater on its opening weekend?

[RANDOMIZE ORDER 1 – 10; 10 – 1]1. Very unlikely2.3.4.5. Neither likely or unlikely6.7.8.9.10. Very likely



Share. Which of these options best describes how you would share your feelings about this movie with friends and family?

[RANDOMIZE]1. I would talk (more than email or text) to my friends about it2. I would email (more than talk or text) to my friends about it3. I would text (more than email or talk) to my friends about it4. I would share a link to the movie preview with my friends online5. I would post a review online6. I would comment about it via Twitter7. I would “Like” or “Favorite” the movie’s webpage or Facebook page, but not share a

link with friends8. I wouldn’t share anything about it [ANCHOR]

WhoWith[x]. [IF Postint1 < 3] With whom do you think you would likely go see [ShortTitle1]?


[RANDOMIZE]1. Alone [EXCLUSIVE]2. A group of male friends3. A group of female friends4. My sibling(s)5. Other relatives6. My spouse/significant other7. Other8. I don’t know who I would see it with [ANCHOR] [EXCLUSIVE]

Remind. Does [ShortTitle1] remind you of any other movies?

1. Yes2. No

RemindOE. [IF Remind = 1; SHOW ON SAME PAGE BELOW Remind] What movies does [ShortTitle1] remind you of? [OPEN TEXT]



TV SHOW VIEWERSHIP

ShowEver[x]. Following is a list of TV shows. Please indicate whether or not you have ever seen any episodes of each show.

Please consider both shows that are airing now, and those that aren’t on the air at the moment, that you might have watched in the past.


SHOWS YOU HAVE EVER SEEN…

[RANDOMIZE] [MAXIMUM OF 50 PER PAGE]

[COMEDY]1. 2 Broke Girls2. About a Boy3. American Dad4. Anger Management5. Bob’s Burgers6. Brooklyn Nine-Nine7. Children’s Hospital8. Family Guy9. It’s Always Sunny in Philadelphia10. Last Man Standing11. Modern Family12. Mom13. New Girl14. Parks and Recreation15. South Park16. The Big Bang Theory17. The Goldbergs18. The League19. The Middle20. The Mindy Project21. The Simpsons22. Tosh.023. Two and a Half Men24. A to Z25. Selfie26. Manhattan Love Story27. Cristela28. Black-ish29. Marry Me30. Mulaney31. Bad Judge32. Cristela33. Jane the Virgin



[ACTION/CRIME]34. Arrow35. Grimm36. Marvel’s Agents of S.H.I.E.L.D37. Person of Interest38. Sleepy Hollow39. The Blacklist40. Gotham41. Stalker 42. The Flash

[PROCEDURALS]43. Blue Bloods44. Bones45. Castle46. Criminal Minds47. CSI (Any)48. Elementary49. Hawaii Five-O50. Law & Order (Any)51. NCIS (Any)52. Suits53. White Collar54. Scorpion55. The Mysteries of Laura56. How to Get Away with Murder57. Forever

[REALITY]58. America’s Funniest Home Videos59. America’s Next Top Model60. Dancing With the Stars61. MasterChef Junior62. Shark Tank63. Survivor64. The Amazing Race65. The Biggest Loser66. The Voice67. Who’s Line is it Anyway?68. The Real Housewives (Any)69. Utopia70. Keeping up with the Kardashians (any)71. Project Runway72. Top Chef73. The People’s Couch74. Bad Girls Club



75. The Long Island Medium76. Sister Wives77. 19 Kids and Counting78. Ice Road Truckers79. Chrisley Knows Best

[RELATIONSHIP/DRAMA]80. Teen Wolf81. Pretty Little Liars82. Chasing Life83. The Fosters84. Hart of Dixie85. Parenthood86. Nashville87. Scandal88. Grey’s Anatomy89. Revenge90. Once Upon a Time91. The 10092. The Vampire Diaries93. The Good Wife94. The Originals95. Mad Men96. Resurrection97. American Horror Story98. Chicago Fire99. Chicago PD100. Covert Affairs101. Graceland102. Hell on Wheels103. Reckless104. Reign105. Rizzoli & Isles106. Sons of Anarchy107. Supernatural108. Red Band Society109. Madam Secretary110. The Walking Dead111. Awkward112. True Life

[LATE NIGHT]113.Conan114.Jimmy Kimmel Live115.Late Night with Seth Meyers116.Late Show with David Letterman117.Saturday Night Live118.The Late Late Show with Craig Ferguson119.The Tonight Show with Jimmy Fallon120.The Daily Show with Jon Stewart121.The Colbert Report122.Watch What Happens Live



123.At Midnight

[MORNING SHOWS]124.America’s Newsroom125.CBS This Morning126.Good Morning America127.New Day, on CNN128.The Today Show129.The local morning news130.Fox & Friends

[DAYTIME SHOWS]131.Dr. Phil Show132.Live With Kelly & Michael133.Ellen DeGeneres Show134.Dr. Oz Show135.Maury136.Rachael Ray137.The View138.The Chew139.The Doctors140.The Talk141.The Wendy Williams Show142.Judge Judy143.The Queen Latifah Show

[NEWS]144.20/20145.48 Hours146.60 Minutes147.ABC World News148.CBS Evening News149.Dateline NBC150.Inside Edition151.Meet the Press152.The local early evening news153.The local late night news154.Anderson Cooper 360155.Nancy Grace156.Hannity157. The Rachel Maddow Show158.All in With Chris Hayes159.The Last Word with Lawrence O’Donnell

[ENTERTAINMENT]160.106 & Park161.Access Hollywood162.E! News163.Extra164.The Insider



165.The Soup166.TMZ (The TV show, not website)167.Dish Nation168.Entertainment Tonight

[SPANISH]169.Camelia La Tejana170.Despierta America171.Nuestra Belleza Latina172.Premio Lo Nuestro173.La Por Ti174.Premier Impacto175.El Goro y La Flaca176.LMX Futbol177.MNT Futbol

178.None of these [ANCHOR] [EXCLUSIVE]

Show12mo[x]. Which of the following shows, if any, have you watched in the past twelve months?


SHOWS YOU HAVE WATCHED IN THE PAST TWELVE MONTHS…

[LIST ITEMS SELECTED AT ShowEver[x]; INCLUDE A “None of these” OPTION (ANCHORED/EXCLUSIVE)]

ShowReg[x]. Which of the following shows, if any, do you watch regularly when there are new episodes on the air? For each show, please select the way you usually watch it.

Even if you have watched a show in multiple ways, please pick the viewing method you use most often for that show.

[ACROSS] [RANDOMIZE]1. On TV via cable/satellite/FIOS2. An On-Demand service such as XFinity or Time Warner On-Demand3. A website or “App” for the network or show4. On Hulu/Hulu+ [ALWAYS ADJACENT TO 5]5. An Internet streaming service such as Netflix (but NOT Hulu/Hulu+) [ALWAYS

ADJACENT TO 4]6. On Blu-ray/DVD7. Some other way [OPEN TEXT] [ANCHOR]8. I do NOT regularly watch this show

[LIST ITEMS SELECTED AT Show12mo[x]

DvrA[x]. [IF ANY ShowReg[x] = 1 OR 2] When there are new episodes on the air, do you usually…?

[ACROSS]1. Watch this show live when it first airs2. Record this show on DVR to watch later [SHOW IF Device10 = SELECTED]



3. Watch this show using an On-Demand service

[LIST ITEMS FOR WHICH ShowReg[x] = 1 OR 2]

DvrB[x]. [IF ANY DvrA[x] = 2] When do you typically watch episodes of each of the following shows you record on DVR (relative to when you record them)?

[ACROSS]1. Later the same day2. Within three days of recording a new episode3. Within seven days of recording a new episode4. More than a week after recording a new episode

[LIST ITEMS FOR WHICH DvrA[x] = 2]

OnDemand. [IF ANY DvrA[x] = 3] When do you watch episodes of each of the following shows using an On-Demand service (relative to when they first air)?

[ACROSS]1. Later the same day2. Within three days of when a new episode first airs3. Within seven days of when a new episode first airs4. More than a week after a new episode first airs

[LIST ITEMS FOR WHICH DvrA[x] = 3]

Must[x]. Which, if any, of the following shows are absolutely “must watch” shows that you have to see as soon as they air new episodes?

[RANDOMIZE ENTIRE LIST FROM ShowEver[x] (INCLUDING ITEMS NOT SELECTED)]

ShowFut[x]. Which, if any, of the following shows do you intend to watch when it is airing new episodes in the future?

[RANDOMIZE ENTIRE LIST FROM ShowEver[x] (INCLUDING ITEMS NOT SELECTED)]

Synd[x]. Now, thinking about older TV shows that air re-runs on various networks, which of these re-runs, if any, do you regularly watch?


REGULAR VIEWERSHIP OF RE-RUNS …

[RANDOMIZE]1. Big Bang Theory2. Family Guy3. Two And A Half Men4. The Office5. Mike and Molly6. King of the Hill7. 30 Rock8. How I Met Your Mother9. American Dad



10. Modern Family11. Seinfeld12. None of these [ANCHOR] [EXCLUSIVE]

ShowFall[x]. The following shows are new and scheduled to Premiere in the fall. Which of the following shows, if any, do you think you will be likely to watch in the fall?


[RANDOMIZE]

1. Constantine: A man struggling with his faith is haunted by his past sins but is suddenly thrust into the role of defending humanity from the gathering forces of darkness.

2. The McCarthys: Comedy about a sports-crazed Irish-Catholic family that shares a three decker house in Boston and the one member that dares to move out on his own.

3. Ascension: An original science fiction mystery drama that takes places in an alternate present aboard a generation ship.

4. Benched: A high-powered corporate attorney has a very public nervous breakdown after getting passed up for an expected promotion and finds herself working in the rough-and-tumble world of public defenders.

5. State of Affairs: A CIA officer plucked from the field to become the president's daily briefer, assuming responsibility for targeting America's most critical threats while navigating the unique lifestyle that comes with such a high-powered job.

6. Wake Up Call: Reality show featuring Dwayne “The Rock” Johnson lending a helping hand to everyday people who are facing enormous challenges in their lives.

7. None of these [ANCHOR; EXCLUSIVE]

ViewEvent2[x]. [SHOW ON SAME PAGE AS ViewEvent1] Which, if any, of the following TV events do you regularly watch?


[RANDOMIZE]1. The Latin Grammys2. The Soul Train Awards3. American Music Awards4. None of these [ANCHOR; EXCLUSIVE]

[PLEASE BREAK SELECTIONS INTO TWO SCREENS, ADD AN EXTRA LINE BREAK IN BETWEEN EACH OPTION]

[RANDOMIZE ORDER OF GenMov AND GenTV]

GenMov[x]. How do you feel about the following genres or types of movies?

[ACROSS]1. One of your favorite types


http://en.wikipedia.org/wiki/Generation_ship

http://en.wikipedia.org/wiki/Alternate_history

http://en.wikipedia.org/wiki/Drama

http://en.wikipedia.org/wiki/Mystery_fiction

http://en.wikipedia.org/wiki/Science_fiction


2. Only see if you hear it’s good or it has stars you like3. Usually not interested4. Not sure

[DOWN; RANDOMIZE]1. Action2. Comedy3. Drama4. Suspense/Thriller5. Romantic Comedy6. Horror7. Sci-Fi8. Fantasy9. Outrageous Comedy

GenTV[x]. How do you feel about the following genres or types of TV shows?

[ACROSS] [SCALE FROM GenMov]

[DOWN] [RANDOMIZE]1. Action (e.g., Hawaii Five-O or 24:Live Another Day)2. Comedy (e.g., Parks and Recreation or The Big Bang Theory)3. Drama (e.g., The Good Wife or The Walking Dead)4. Suspense/Mystery (e.g., Criminal Minds or Person of Interest)5. Non-family Animated (e.g., Family Guy or Archer)6. Family Animated (e.g., The Legend of Korra or The Penguins of Madagascar)7. Reality shows (e.g., American Idol or Mythbusters)8. Variety shows (e.g., Saturday Night Live or Tosh.0)9. Talk shows (e.g., The Daily Show or The Ellen DeGeneres Show)

MovStat[x]. How strongly do you agree or disagree with the following statements about watching movies in general?

[ACROSS]1. Strongly agree2. Somewhat agree3. Somewhat disagree4. Strongly disagree

[DOWN; RANDOMIZE]1. When I see a commercial for a movie I tend to watch it all the way through2. Even when I fast-forward commercials on my DVR, I tend to stop fast-forwarding

when I see a movie commercial3. I watch trailers for upcoming movies online4. I always try to get to the theater in time to watch the previews before the movie

starts

ViewSport[x]. Which, if any, of the following types of sports programming do you regularly watch?


[RANDOMIZE]1. National Football League (NFL)



2. National Basketball Association (NBA)3. National Hockey League (NHL)4. College Football5. Golf6. Tennis7. English Premier League Football8. “Extreme” sports9. Mixed Martial Arts (MMA) (UFC)10. NASCAR11. Major League Baseball (MLB)12. College Basketball13. Soccer14. None of these [ANCHOR; EXCLUSIVE]

ViewCab[x]. Overall, how often do you watch the following networks?

[ACROSS]1. Frequently2. Regularly3. Occasionally4. Seldom5. Never

[DOWN; RANDOMIZE ACROSS CATEGORIES]

[RANKED BY NUMBER OF VIEWERS]1. USA Network2. Disney Channel3. ESPN4. Nickelodeon5. TNT6. History7. TBS8. A&E9. FX/FXX10. Nick at Nite11. ABC Family12. Adult Swim13. Cartoon Network

[OTHER]14. Discovery15. Lifetime16. Esquire Network17. HGTV18. Comedy Central19. Food Network20. Bravo21. AMC22. BET23. TLC24. E!25. Animal Planet



26. National Geographic27. Spike28. MTV29. VH130. Disney XD31. IFC32. Oxygen33. Syfy34. truTV35. FOX Sports 136. Hallmark37. OWN38. TVOne39. El Rey40. Fusion

[NEWS]41. CNN42. CNBC43. MSNBC44. Fox News Channel

[SPANISH NETWORKS]45. Univision46. Telemundo47. UniMas48. Galavision49. Mun250. Fox Deportes51. ESPN Deportes52. Univision Deportes53. Azteca54. Discovery Espanol55. Estrella TV56. MTV357. Mundo Fox

OTHER MEDIA

Websites. Which, if any, of the following websites or website services do you visit and use regularly?


[RANDOMIZE]1. Amazon Prime2. Apple Face Time3. Beats4. BuzzFeed5. Facebook 6. Facebook messenger7. Foursquare8. Gchat



9. Google+10. Hulu11. Instagram12. iTunes13. Kik Messenger14. LinkedIn15. Netflix16. Pandora17. Pinterest18. Reddit19. Skype20. Snapchat21. Spotify22. Tumblr23. Twitter24. Vine25. WhatsApp26. You Tube27. ABC.com28. AMC.com29. A&E.com30. CBS.com31. Fox.com32. NBC.com33. FX.com34. Sporting News35. TNT.com36. VEVO37. Viacom38. CNN39. Gawker40. Huffington Post41. LA Times42. NBC News (iVillage/Today)/NBC Sports43. NY Times44. Bleacher Report45. ESPN46. Nascar47. IGN48. Vice49. Break50. Smosh51. MadeMan52. Funnyordie53. Jibjab54. Ebaumsworld

55. None of these [ANCHOR; EXCLUSIVE]

Websites2[x]. [IF ANY Social[x] SELECTED] About how often do you access the following websites or website services?

[ACROSS]



1. Multiple times each day2. Once per day3. A few times per week but not daily4. Once per week5. A few times per month6. Once per month7. Less than once per month

[DOWN; LIST ITEMS SELECTED AT Websites IN SAME ORDER]

ActiveOn[x]. Which, if any, of the following activities do you do in a typical week?


[RANDOMIZE]1. Read a newspaper (online/via an App/e-reader) [KEEP WITH NEXT]2. Read a newspaper (a paper version)3. Read a magazine (online/via an App/e-reader) [KEEP WITH NEXT]4. Read a magazine (a paper version)5. Watch video content on a video sharing site (such as YouTube)6. Upload video content to a video sharing site (such as YouTube)7. Watch TV shows/series on a video streaming site 8. Watch full-length movies on a video streaming site9. Play video games (online/via an App)10. Shop for clothes, shoes, etc. (online/via an App) [KEEP WITH NEXT]11. Shop for clothes, shoes, etc. (not online/via an App)12. Watch a movie at home (online/via an App) [KEEP WITH NEXT]13. Watch a movie at home (not online/via an App)14. Watch TV at home (online/via an App) [KEEP WITH NEXT]15. Watch TV at home (not online/via an App)16. Read a book (online/via an App/e-reader) [KEEP WITH NEXT]17. Read a book (a paper version)18. None of these [ANCHORED] [EXCLUSIVE]

Newspaper[x]. [IF ActiveOn2 = SELECTED] You said earlier that you read a paper version of a newspaper. Which ones do you read during a typical week?


[DOWN] [RANDOMIZE]1. Your local newspaper – weekday edition2. Your local newspaper – Sunday edition3. USA Today4. The New York Times5. Wall Street Journal6. The Los Angeles Times7. Other [ANCHOR] [OPEN TEXT]

ActiveOff[x]. Which, if any, of the following activities do you do in a typical week?




[RANDOMIZE]1. Cook at home2. Homebrew3. Gardening4. Go to a restaurant5. Go to a museum6. Go to a park7. Watch a movie in a movie theater8. Work on a home improvement project9. Attend a concert10. See a play or live theater11. Attend an art show12. Host a party/event at home13. Host a party/event outside the home14. Attend a dinner party or social gathering at a friend’s house15. Attend a book club meeting16. Ride a bike to work17. Take the bus to work18. Work on DIY projects / arts-n-crafts19. Go to church20. None of these [ANCHORED] [EXCLUSIVE]

MAX DIFF EVALUATION

MaxDiffIntro2. Now we would like you to think about some aspects of the movie [ShortTitle1] you saw a preview for today.

Over the next several screens, we are going to show you multiple sets of factors, some of which may repeat from screen-to-screen. For each set of factors:

First, please indicate which one of the statements below MAKES YOU MOST INTERESTED in watching [ShortTitle1].

Second, please indicate which one of the statements below MAKES YOU LEAST INTERESTED in watching [ShortTitle1].

Please consider each set of statements carefully before making your choice.

1. [BUDDIES] After working together for 1,000 episodes on Skylark Tonight, Dave Skylark (James Franco) and his producer Aaron (Seth Rogen) have become best friends. When an opportunity to go to North Korea to interview Kim Jong-Un comes along, the two friends find themselves in the midst of a CIA assassination plot. They will need to stick together to make it out alive.

2. [ACTUALNEWS] Interviewer Dave Skylark (James Franco) and his producer Aaron (Seth Rogen) have a meaningless entertainment gossip TV show. But when given the opportunity to report on real news, an interview with the leader of North Korea, will they be able to rise to the occasion? Or will the duo attract the usual hilarity and sensationalism that seem to follow them everywhere they go?



3. [CIA] When the CIA finally gets a chance to eliminate one of the world’s most dangerous dictators, they must train mediocre TV show host Dave Skylark (James Franco) and his producer Aaron (Seth Rogen) to become undercover agents. Now the CIA must rely on these two inexperienced entertainers to complete this highly important mission.

4. [ASSASSINATE] When Dave Skylark (James Franco) and his producer Aaron (Seth Rogen) land an interview with North Korean leader Kim Jong-un, the last thing they expect is for the CIA to ask them to assassinate him. Unaware of the task ahead, these bumbling idiots set off on a journey that involves them in more than they ever could have imagined.

5. [KIMJONGUN] When Kim Jong-un invites Dave Skylark (James Franco) and his producer Aaron (Seth Rogen) into North Korea for a friendly interview, he has no idea that Dave and Aaron have been enlisted by the CIA to assassinate the dictator who is not only dangerous, but happens to be one of their biggest fans.

6. [ACTIONHUMOR] Dave (James Franco) and Aaron (Seth Rogen) are hard-partying fools that find themselves caught in the middle of a CIA plot. These two jokesters fumble their way through a highly dangerous mission in this action-packed outrageous comedy.

7. [PEDIGREE] From the people who brought you NEIGHBORS and THIS IS THE END comes the newest outrageous comedy. THE INTERVIEW, starring James Franco and Seth Rogen, lives up to its predecessors in a long line of outlandish, hysterical movies.

Who. Do you know who Kim Jung-un is?

1. Yes2. No

PSYCHOGRAPHICS

Now just some basic demographic questions and we’ll be finished.

Job. Which of the following best describes your employment status?

1. Employed full-time (30+ hours per week) 2. Employed part-time3. Homemaker4. Full-time student and employed5. Full-time student and not employed6. Retired7. Not currently employed

Politics. Which of the following best describes your political beliefs?

[RANDOMIZE]1. Conservative 2. Liberal3. Moderate



4. Other [ANCHOR]5. Prefer not to say [ANCHOR]

Politics2. Which of the following best describes your political party affiliation?

1. Strong Republican2. Republican3. Independent4. Democrat5. Strong Democrat6. Other/None of the above [ANCHOR]

Politics3. How interested in current events and politics are you?

1. Very interested 2. Somewhat interested3. Not very interested4. Not at all interested

Inc. [IF AGE > 17] Which of the following ranges best describes your annual household income before taxes?

1. Under $20,0002. $20,000 to $39,9993. $40,000 to $59,9994. $60,000 to $79,9995. $80,000 to $99,9996. $100,000 to $119,9997. $120,000 to $139,9998. $140,000 or more9. Prefer not to answer [ANCHOR]

MarStat. [IF Age > 17] What is your marital status?

[RANDOMIZE]1. Single, never married2. Living with partner3. Married4. Widowed5. Divorced/Separated6. Prefer not to answer [ANCHOR]

Live. Where do you live primarily?

1. In a large city2. In a small city3. In a suburb of a large city4. In a suburb of a small city5. In the country, or rural area



Those are all the questions we have for you today. Thank you very much for participating in our survey!


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