1

AgendaBackground & Methodology

Moviegoing Behavior

Newspaper Usage

Movie Information Sources & Advertising

Key Highlights

Q & A

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More openings fragment the market for the studios

Movies Opening/Weekend

3

Industry Benchmark places Newspapers 3rd among paid advertising sources

78%

42%39%

59%

22%19%

51%

8%11%

35%

5%8%

33%

5%6%

16%

1% 1%

(Source: 2005 NRG Summer Moviegoer Benchmark Study)

General sources of Awareness Where 1st heard about title Most important source

Sources of Information

for last movie seen

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Moviegoers are intercepted before or after moviegoing; upon meeting the required screening criteria the individual is escorted into the Nielsen content viewing and research environment.

Theatre Research Network

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U.S. pop. (18+) = 263 M

How many times have you gone to the movies in the past year?Q.

Moviegoers = 115 M (see 3+ movies / year) (44% of total)

Represents63% of all moviegoers

(1+/yr.)90% of movie admissions

Moviegoing frequency/year

3 – 6 movies

7 - 12 movies

13 - 19 movies

20+ movies

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Print / Newspaper website engagement?Q.

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Which sections of the newspaper do you generally use?Q.

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How often do you use the entertainment section of the newspaper?Q.

Rarely Occasionally Regularly

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Reviews Movie ad(other)

Movie’s rating

Theatreshowtimes

Interviewsw/stars &

filmmakers

Theatrelocations

Movie trailer/commercial

Specialprogramming

72%

59%

55%

36%

12%

24% 25%

16%

23%

18%18%

19%

14%15%

14% 13%13%

20%

39%

27%

10%

0%0%0%

What was it?(top of mind response)Q.

Did you read something in the Newspaper, Online or Newspaper Website that helped you make your movie decision?

Q.30%

newspaper

online

25%

12%

Newspaper website

10

Does reading a positive / negative movie review affect your interest in seeing the movie?

Q.

72%INCREASE

NO EFFECT

DECREASE

NEGATIVE Review 5%

5%

36%

18%

46%

28%

POSITIVE Review

Most influential review type?Q.