1

Greenlight Study

March 2013

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Objectives and Methodology

Evaluate Awareness and Health of the Goosebumps Brand Identify Franchise Strengths Measure Interest in a Goosebumps Film Uncover Potential Directions for the film

Methodology Fielded February 7-11th 1500 online interviews among:

• 900 interviews among General Moviegoers ages 13-54 • 300 interviews among Parents of 6-14• 300 interviews among Kids 7-12

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Goosebumps in Perspective

62 titles published in the original series from

92-97

Several spin-off series including Give Yourself

Goosebumps, Most Wanted, and Horrorland

Two spin-off TV series, Goosebumps from 95-98

on Fox Kids, and The Haunting Hour on The

Hub

Created in the 1990s, Goosebumps is one of the best-selling children’s series of all time with over 300 million copies sold worldwide (second only

to Harry Potter)

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Franchise Health

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All 7-9 10-12 13-17 18-34 35-54 Parents

77 7887

7884

6775

51 5265

5767

29

48

2331 26

1932

12

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Aware Read Big Fan

All Ages Familiar with Goosebumps

35-54 are the only group with low

readership and fanship due to their age when the original series was

released

Kids 10-12 and 18-34 have the highest awareness and

readership

Among kids 7-12, readership skews female (63% vs. 54%)

Among adults 18-34, readership skews male (63%

vs. 54%)

Kids 7-9 and Parents of 6-14 also have healthy awareness, readership

and fanship

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Readers Have High Exposure

Read the original

Goosebumps series

71%

Watched the Goosebumps TV

series

Read the Goosebumps Series 2000

Read the Give Yourself

Goosebumps Series

58% 36% 29%

12# of books the

average Goosebumps

readers have read

44% among 7-12

On average, they read their first Goosebumps

book at 8

And their last at 14

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Measuring Brand StrengthEvaluated Goosebumps and 8 Other Comparable Book

Franchises

Would make a good big screen moviePower Definite Interest in a

New Movie

AwarePopularity “Big Fan”

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Overall Goosebumps is Popular, but Lacks PowerPo

wer

Popularity

ExpandingNiche Stagnant

Established

9

Goosebumps is an Established Brand Among Kids

Pow

er

Popularity

0

ExpandingNiche Stagnant

Established

10

Goosebumps is an Established Brand Among Parents

Pow

er

Popularity

ExpandingNiche Stagnant

Established

11

90 90 90 8381

78

70 69

61

% Saying ‘would make for a good big screen movie’

Books Going to the Big Screen Despite the popularity of the franchise, readers are less likely to say Goosebumps will make a

good movie than other comparable book series

Due to the one-off nature of the books, readers find it hard to

picture as a full-length film

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Brand Essence

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Measuring Brand EssencePerceptual maps display the relative – not absolute – connection of attributes to franchises. The closer the attribute is to the franchise,

the stronger the perceived association between them

Action-packed Adventurous Classic Childish Cute

Dark Family-friendly Fun Funny Heartwarming

Imaginative Mature Modern Original Outrageous

Scary Smart Silly Strange Suspenseful

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Action-PackedStrangeSuspensefulImaginativeFunny ChildishFamily-FriendlyOutrageousClassicOriginalModernCleverFunCuteAdventurousSmartDark

Goosebumps is Scary and Dark Across Audiences

Silly Mature

Heart-warming

Scary

While Goosebumps is seen as dark

and strange, it is not viewed

as modern (9%)

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Readers Have Vivid Memories

Readers describe Goosebumps as:

Their favorite books and monsters:

Slappy Plant monster

Ghost Werewolf

Haunted Mask

Mummy Monster Blood

Readers have strong memories of the unique

cover art and the fun scares

It is silly, but I have always enjoyed the artwork on the

covers. [M18-24]

it was always so fun and scary, but not too scary. it really kept you on the

edge of your seat, but in a fun way [Mom]

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Key Brand StrengthsFor all readers, the FOUR core brand assets are:

Variety of Stories55%

Twist Endings50%

Nostalgia 47%

Fun Scares47% % of Readers Saying they like this

It’s scary and keeps you on the edge of your seat [F 6-12]

Each book was a different adventure

[M13-17]

Kid favorit

e

It reminds me of my childhood [F 18-24]

I liked how there was always some weird

twist at the end [Mom]

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Lack of Continuity a Hindrance to Film

Harry Potter

Unlike other popular book-to-film franchises, there are no central or main reoccurring characters to follow in the

Goosebump universe

Hunger Games

Twilight Diary of a Wimpy Kid

Goosebumps

Also since it is not a traditional series, there is

no entry point to the series or one book that every reader is familiar with

?

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Future Film Evaluation

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All 7-9 10-12 13-17 18-34 35-54 Parents Take Child 6-14

Goosebumps Readers

39

5952

3541

29

49 52

Post Concept

Interest in Film is Broad

General

Norm = 29*

Kid Norm = 40

Parent Norm = 38

Even among 18-34s (41%) interest is strong

which suggests nostalgia for the

Goosebumps stories

Definite interest exceeds the PSB norm among almost all ages and is highest among kids 7-9, particularly

among girls 7-9 (63%)

Kids 10-12 have the next highest interest

followed by parents’ interest in taking their children

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Moments that Pop

Suspenseful Scares

Twists

Monsters

The Scarecrow

creepy ventriloquist dummy

The Abominable Snowman of Pasadena

gigantic monster appears

sucks Abby back into

the pages of her story

monsters would jump off the page

Mr. Shivers is R. L. StineHannah is a ghost!

no story can end without a

haunting twist

bone-chilling storiescreepy, rundown house

girl’s loud scream

ferocious, horrifying roar

creepy abandoned amusement park

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Excitement for a Big Screen Experience

Live-action48%

Mix33%

Animated19%

Moviegoers want to see Goosebumps comes to life on the big screen

% of All Saying what type of film they most want Goosebumps to

be… It sounds fun, scary and exciting. Reading is fun and to

see it in a theater would be even better! [F7-9]

very unique idea. I think special effects

would be great. [Mom]

They would prefer a live-action film or a mix of live-action and animation than a straight out

animated film

Moviegoers are excited to see Goosebumps as a big screen movie with special

effects

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Positioning

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Positioning StatementsMONSTERS UNLEASHED

Fiction becomes a terrifying reality when all the monsters from R.L Stine’s novels jump off the page and spring to life. Mummies, zombies, werewolves, evil lawn gnomes and many other creatures are running rampant in a small town, terrorizing residents and attacking the high school.

OUTCASTS BECOMES HEROES

Zach and his best-friend Duncan are not the most popular kids in school; in fact, they only have each other. But when monsters attack during the annual Halloween Dance, they know they’re the only ones who can save the faculty and their fellow students.

R.L. STINEAfter discovering that the monsters from his horror stories come to life, R.L. Stine swore off writing and moved to a small town. But when all of his monsters are accidently set free on the small town, Stine must face his fears and write his greatest novel ever in order to stop his creations.

SLAPPY’S REVENGE

After being trapped by R.L. Stine for years, the diabolical ventriloquist dummy, Slappy, takes the opportunity for revenge and convinces the other Goosebumps monsters that it’s time to be the winners and defeat the humans for good.

SMALL TOWNForced to leave his old life in New York, Zach is not prepared for the quiet town of Normal, Maryland. However, in trying to solve the mystery of the suspicious next door neighbor, Zach accidentally unleashes dangerous monsters and discovers Normal might not be as quiet as he thought.

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Positioning Statements

MONSTER BATTLEWhen monsters attack during the annual Halloween dance, the high school students rally and begin an epic battle to defend their school against zombies, mutant insects, deranged scarecrows and other Goosebumps monsters.

ZACH AND HANNAH

Zach starts falling for Hannah, the cute girl next door, but he soon discovers that she’s not your average teen but rather a ghost. When monsters attack, Zach is heartbroken to learn that saving the town may endanger his crush.

GOOSEBUMPSBased on the popular children’s book series, the Goosebumps film will feature all of the iconic monsters coming to life as their famous author, R.L. Stine, must figure out a way to rein them in.

FAN BRAVERYZach and Duncan grew up loving the Goosebumps novels but never expected they’d face the terrifying monsters in real life. With danger around every corner, they must rely on their knowledge of the monsters’ weaknesses if they’re going to defeat them and save the town.

TWIST ENDINGSThe Goosebumps novels are notorious for their twist endings but their author, R.L. Stine, never imagined he’d be at the mercy of his own unpredictable plot. With time running out and the fate of the town in his hands, he must write for his life and concoct his most inventive ending yet.

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Positioning Scores

MOST Interesting

LEAST Interesting

o Message #2 oo Message #6 oo Message #3 o

Used Max Diff Technique to evaluate 9 unique elements/storylinesRespondents see multiple randomized elements/storyline sets Results reflect moviegoers’ preference share relative to other elements/storylinesScore of 100 means preference level for this element/storyline achieved exactly its proportionate share of preference.

Max Diff ScoresRanked by Overall Score

ALL Kids 7-9

Kids10-12 13-17 18-34 35-54 Parents Readers

MONSTERS UNLEASHED 130 136 135 139 128 123 128 134

TWIST ENDINGS 128 113 124 131 132 127 125 132

R.L. STINE 117 111 111 117 118 121 114 120

FAN BRAVERY 100 117 104 99 95 100 98 97

MONSTER BATTLE 96 106 112 112 88 96 94 95

SLAPPY'S REVENGE 96 85 97 104 100 91 95 104

ZACH AND HANNAH 89 80 80 89 93 92 91 82

SMALL TOWN 88 92 80 88 84 92 93 82

OUTCASTS BECOME HEROES 80 91 83 73 77 83 87 74

GOOSEBUMPS 76 69 74 64 86 75 76 80

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Monsters Escaping is UniqueThe Goosebumps monsters coming to life is the

highest testing positioning and what sets it apart from other films

Tons of monsters in one movie

Favorite Goosebumps characters

Fantasy becomes

reality

Unique & different premise

like to see make believe be come real

[M10-12]

I know and like many of the monsters-

villains. I'd like to see them all in action.

[F25-34]

all of the monsters from the books, and stories in

one movie [F10-12]

other movies have had monsters in it but the

fact they are coming out of books is unique.

[M13-17]

40%of moviegoers say

the monsters escaping their books is a top

interest driver

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Specific Monsters They Want to See

Moviegoers are excited to see many of the classic Goosebumps characters come to life

Some moviegoers say they would also like to see the film introduce a new monster to make the story feel

freshI expect goosebump stories to create new characters each time.

[F25-34]

I would like to see some new monsters. [F45-54]

They are interested in…

Slappy Werewolves

Mummies

Zombies

17%

25%

?

22%

18%

15%

14%

12%Blob Abomina

ble Snowman

Lawn Gnomes

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Twists Add Excitement The promise of a twist ending is the primary interest

driver overall and a top testing storyline across audiences

44%of moviegoers want to see the surprise twist

ending

MysteryKey Asset of the Brand

Anticipation

The movie captures R. L. Stine's pattern of hooking you and

keeping you, while throwing in the classic twists. [M25-34]

It makes me want to find out the ending

even more [M10-12]

Wanting to know the twist at the end. [F18-

24]

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R. L Stine Broadens Appeal Moviegoers think R.L. Stine is essential to the Goosebumps brand and are excited to see him as an actual character in

the film

35%of moviegoers say

they are fans of R.L. Stine

Stine as a character adds:

Nostalgia A Twist Uniqueness

Over 60%

of

moviegoers

remembere

d Stine as

the author

(unaided)

As a child I used to read the Goosebumps books,

now as an adult I like having R.L Stine in the

movie [F25-34]

I like Mr. Shivers actually being RL Stine

[M13-17]

It’s different because the author of the books is actually

involved in the story [F18-24]

37%of moviegoers say

they are most excited to see the character of R.L.

Stine

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Teen Storyline Is Too Formulaic

A key concern among general moviegoers is that the teenage storyline feels predictable and childish

It's too childish, especially if it's going to use

immature jokes like "pooper." Please, don't

ruin a good series. [F13-17]

Being too similar to other films is a top holdback

Formulaic Plot Elements: • Zach and Duncan as nerdy

underdogs • Popular Jocks are Bullies

• Chubby kid likes popular girl

Plot sounds like other movies. New kid, not

liked, makes weird friend, gets into chaos, saves the day, becomes

hero. [F13-17]

Too Cliché

The story feels childish is the top holdback overall (25%)

• Battle at a High School• Silly Humor (Pooper, Fight w/

school supplies, etc.)

Too Childish

The need for Zach to be some sort of downtrodden

geek. That is passé and formulaic. [M25-34]

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Story within a Story Frames the Movie

Moviegoers are excited to see :

R.L. Stine writing a new story during the movie broadens the scope of the film

A story being written in real time that will change the future of the

town

An author facing his own creations

The challenge of R.L. Stine writing a new story should be the primary storyline for the movie. Emphasizing Zach and Duncan’s role in helping Stine write the story can take focus away the

more predictable themes of kids trying to fit in at school.

Recommendation

its exciting to see what R.L. Stine will do, what will he write. How will it

end. [Mom]

I like that the author meets his characters in real life [M7-9]

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Need to Mix Scares With FunWhile scares are one of the main brand assets, kids are concerned that the film could become too scary

i only like some scary movies. if its too scary, I don't want to see

it [F7-9]

The part where there are monsters and the ventriloquist make me a little scared. [F7-9]

it just seems a bit scary for me [M7-9]

39%of kids 7-9 say the

story is too scary – the top holdback for them

It will be important to find the right balance of scary and fun. While scares are a key part of the brand, the film will still need funny, silly moments to alleviate the scares for family audiences similar to other successful

PG horror movies.

Recommendation

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Positioning ArchitectureTarget Audiences Kids 7-12, Parents

Secondary Audience

Young adults 18-34 who read Goosebumps as kids

Potential TaglineIf the books gave you chills… just wait for the movie! The monsters have been unleashed from the page to the big-screen!

Meta Positioning

Discovering he has the power to bring his creatures to life, famous author, R. L. Stine quits writing Goosebumps, changes his name to Shivers and hides out in Normal, a small town with his “niece” Hannah. One day, a new kid, Zach and his friend Duncan start investigating Shivers and discover his secret. The two accidentally release all the Goosebumps monsters from their books on the small town. Stine realizes he must face his fears and write his greatest novel ever in order to stop his creations.

Key Assets

Strong franchise readership and knowledge Nostalgia factor broadens appeal to 18-34s Unique premise of book characters coming to life Monster appeal Well-known author as lead character

Key Challenges

Overcoming perceptions of being too childish Overcoming perceptions of a formulaic story Finding a balance between scary and fun Effects and visuals must be cinema worthy

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Thank You