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SONY PICTURES ENTERTAINMENT

THEATRICAL RESEARCHCapabilities & Methodologies

By: David Kaminow - SVP, Worldwide Research

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WORLDWIDE RESEARCH OVERVIEW

Research Philosophy at SPE

Research Process at SPE

Current Types of Research/Methods Conducted/Utilized by SPE

International On-Line Tracking: What’s next?

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SPE RESEARCH PHILOSOPHY

Movie market research is really its own unique entity in the research arena. It is specifically geared towards a business that needs accurate answers quickly, efficiently, with a sense of projectibility and the utmost confidentiality. In turn…

Research should be seen and used as a tool, in conjunction with other information, to direct, inform and enhance your decision-making process.

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SPE RESEARCH PROCESS The SPE Worldwide Research Group works with essentially all operating divisions of the company, including: Creative Advertising Development/Production International Marketing Media Distribution On-line Marketing Publicity Promotions Consumer Products Licensing & Merchandising Home Entertainment

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TYPES OF RESEARCH/ METHODS

Recruited Audience Screenings

Market Positioning Studies

Trailer Testing

Ad Testing

TV

Print

Focus Groups

Pre-release Tracking (& Tracking “Pulse Checks”)

Post-release Exit Polls

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Initial screenings get fairly wide demographic profiles to see where our strengths exist.

Subsequent screenings and/or certain titles (i.e. Mona Lisa Smile) may be more targeted from the start.

The audience, utilizing questionnaires, rates the movie on a variety of measures including: overall rating recommendation elements of the film such as the beginning,

ending, story, cast/acting, music, pacing most/least liked scenes.

The results of the screening help “fine-tune” who the target audience is for the movie and provide insights to aid in the creative campaign.

RECRUITED AUDIENCE SCREENINGS

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MARKET POSITIONING STUDIES

Quantitative* Study: (By telephone or in-person “intercept”)

This research is conducted early in the marketing cycle, before any other testing is done, in order to guide marketing strategy and to provide direction for the development of the marketing materials.

Moviegoers are questioned on various movie content/story elements (including cast, director, concept, genres, F/X, title, etc.)

Results are then analyzed to determine the ideal positioning combination: What is the central storyline that has the best appeal to the widest demographic? What subplots and themes should be emphasized or avoided?

* Based on a nationally representative sample of 800+ moviegoers

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TRAILER TESTING Conducted via “in-person intercept

methodology” (usually in shopping malls) with a nationally representative sample of 300 moviegoers, to assess just how effective a trailer is at increasing the audience’s “interest” in seeing the movie.

The results are used to pinpoint themes, elements and scenes that have the strongest recall/affinity among the target audience.

For the U.S. market, the goal is to have a trailer that generates in the range of 55-65% “definite interest” and about 80% “positive interest” in seeing the movie.

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TV SPOT TESTING Tested among a nationally representative

sample of 300 moviegoers per spot. The results are used to pinpoint themes,

elements and scenes that have the strongest recall/affinity among the target audience.

The testing results allow you to segment out by age (under and over 25) and gender to maximize the effectiveness of both the creative campaign and the media buy. The media group can then set out to specifically target programming.

The ideal for TV test scores for the US market is about 55-65% “definite interest” and about 70-80% “positive interest”.

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PRINT TESTING Least common form of research conducted.

Posters are extremely subjective, and studies have shown that the theatrical poster holds less influence over moviegoers’ decision-making process than A/V materials or publicity.

Conducted among a nationally representative sample of about 300 moviegoers via in-person intercept (usually in shopping malls).

The goal is to determine which of a number of executions best communicates/sells the concept of the movie and also generates the most interest in seeing the movie.

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FOCUS GROUPS The ideal compliment to traditional

quantitative research. Conducted to show/review marketing

materials in the early, developmental stages.

Identifies various movie elements that appeal, or do not appeal to the target audience. It is ultimately used to fine tune marketing communications to the target audiences.

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PRE-RELEASE TRACKING In the U.S., tracking is conducted 3 times

per week (Sunday, Wednesday, and Thursday).

Supplemental tracking can be conducted among specific groups (family audience, African-American, Hispanic) to determine awareness and interest among these targeted groups.

A movie appears on tracking 3 1/2 weeks prior to the scheduled release date. A movie only qualifies if it is receiving a “wide” release (600+ theaters in the U.S.).

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PRE-RELEASE TRACKING Moviegoers are questioned on “unaided

awareness,” “aided awareness,” “interest” in seeing a movie, and “first choice” among movies that are/or will (that weekend) be out in the marketplace.

Awareness, interest and first choice numbers are analyzed by audience segment (e.g., males/females under 25, males/females 25 & over) to determine if the marketing message is reaching the targeted audience segment.

U.S. opening weekend “norms” for unaided awareness are 12%, total awareness 77%, definite interest 40% and first choice 12%.

Tracking and box-office projections: what is the connection?

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TRACKING “PULSE CHECKS” “Pulse checks” (pre-tracking tack-ons)

are conducted among the tracking sample anytime before a scheduled movie appears on regular tracking.

Used to obtain early information regarding “awareness” and “interest” to: evaluate effectiveness of trailer play

and in-theater print fine-tune media plans

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EXIT POLLS Usually conducted the first weekend a movie

opens, in 5-6 representative U.S. cities nationwide.

Conducted to determine the audience composition on opening weekend, and to evaluate playability among key audience segments.

Aid in further targeting the marketing message for “post-open” media planning by evaluating the various channels of communication that worked best for each audience segment.

Provided to the home entertainment division to help determine what may be effective positioning and audience profiles for the VHS/DVD release.

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INTERNATIONAL ONLINE TRACKING OVERVIEW

Current territories in operation Germany UK Australia

Proposed additional territories Japan France Spain Mexico

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METHODOLOGY

Panel-based sample Dedicated panel for each territory

Recruited strictly from random sources

Opinion Points with prize incentives for participation

Respondents invited via e-mail to complete survey online

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METHODOLOGY

Online survey Questionnaire similar to industry-wide tracking

with some custom additions (such as Source of Awareness)

Interviews: 400 Frequency: Weekly Gender: 50/50 Male/Female Ages: 13-49

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METHODOLOGY

Report delivery Password protected online system

Available in HTML, PDF, or Excel format

Other services Tack-on/Pulse Checks

Family Tracking

Comparative Tracking Reports