UK RESEARCH OVERVIEWJune 2014

Updated: June 26, 2014

UKBrand familiarity: Very good

-Brand is pretty well-known, and even more so among adults- About half overall have heard songs from ANNIE

- Girls most likely to be big fans

-Known for being family-friendly, classic

-Moms, girls, and (to a lesser extent) female generals are the target; males will be tough to convert

-The music, “fun factor”, and promise of a new take on ANNIE will be key selling points

Source: PSB Brand study for another title unless otherwise noted. Study sampled 400 general moviegoers 13-54 and 150 kids ages 7-12.

3

Definite Interest in New Movie

% Big Fan

Familiarity

21

22

59

17

13

71

General Moviegoers

Kids

ANNIE is a fairly well-known, female-skewing franchise in the UK.

Unsurprisingly, familiarity skews female

among both generals and kids.

General audiences tend to be most familiar with the franchise, but kids

show higher fanship and interest in a new film,

driven by girls.

Familiarity with Annie All Gens

M<25

M25+

F<25

F25+

All Kids Boys Girls

Base 400 79* 119 79* 119 154 77* 77*

Very familiar 34% 20% 29% 46% 38% 32% 17% 47%

Somewhat familiar 37% 28% 41% 39% 38% 27% 35% 20%

NET: Very + somewhat familiar 71% 48% 70% 85% 76% 59% 52% 67%

*Caution: Small base sizes. Familiarity = Very + somewhat familiar. Base = all moviegoers

(based on title only)

4

General CinemagoersData Ranked by Familiarity

66

57

55

51

47

41

37

16

14

10

9

9

9

6

17

14

14

14

12

9

11

93

91

90

90

88

73

71

24

29

22

23

20

15

13

25

30

23

23

21

15

17

Familiarity Fanship (%Big Fan) Definite Interest in a New Movie

Among all

5

KidsData Ranked by Familiarity

51

38

37

37

35

35

27

13

10

9

8

8

11

7

23

13

12

10

13

11

11

96

91

86

83

72

60

59

33

43

21

25

17

15

22

33

48

30

32

25

19

21

Familiarity Fanship (%Big Fan) Definite Interest in a New Movie

Among all

6

ANNIE is classic, and great for families…

*Among aware (generals + kids)

Has good messages/morals

Entertaining

Has appeal for both kids and adults

Has a good story

Heartwarming

Classic

Family-friendly

23%

29%

32%

35%

35%

36%

50%

TOP DESCRIPTORS

Looking at the top descriptors,

ANNIE’S family-oriented qualities are top of mind.

Negative descriptors are

negligible.

Women and girls are much more likely to endorse ANNIE with these positive descriptors.

7

77 74 7265 64

5751 51 51 50

46 4440 39

…but some will need convincing that ANNIEis worthy of theatrical viewing.

*Among all aware (generals + kids)

THEATRICAL APPEAL (% WOULD MAKE A GOOD BIG SCREEN MOVIE*)

Reaches 66% among girls

8

The film’s music drives engagement with the brand in the UK.

Among both generals and kids, roughly half have heard songs from “Annie”. After this, most interaction with the brand comes from seeing the original 1982 film.

Only 1 in 4-5 overall have no experience with the brand.

None of the above

Other

I’ve read the comic strip Little Orphan Annie

I’ve seen the musical stage show Annie

I’ve seen the 1999 TV movie Annie starring Kathy Bates, Victor Garber and Alicia Morton

I’ve seen the original 1982 film Annie starring Aileen Quinn, Albert Finney and Carol Burnett

I’ve heard songs from the Annie musical

19%

1%

5%

19%

26%

48%

55%

27%

0%

6%

12%

27%

39%

46%

KidsGenerals

Among all.

9

Trailer Testing: Post Interest and Main Takeaways

- Encouraging scores among moms and girls (driven by younger girls 7-9)- Among general audiences, older females (25+) are also in a good place- Guys are largely un-gettable for this film; the musical genre is a main barrier- The “fun factor” and music drive interest- Annie is a popular character, and audiences look forward to seeing a fresh take

Girls 7-12 Moms Interest in Taking Child

General Audiences

Source: Marketcast trailer test conducted among 300 general audience moviegoers 13-49, 150 girls 7-12, and 150 moms of girls 7-12.