emch270307

Film Audience Measurement Evaluation Presentation to MRG 27th March 2007: 

Film Audience Measurement Evaluation Presentation to MRG 27th March 2007

Slide3: 

Some background What’s changed? And why? Cinema going – what’s it all about? Pirates 3 – a case study Film Audience Measurement Evaluation Jackie McCarry, P&D Graeme Griffiths, TNS Neil Sharman, TNS Chris Hall, CSA

Film Distributors: 

Film Distributors

Cinema Exhibitors: 

Cinema Exhibitors

Advertising Sales Houses: 

Advertising Sales Houses

Slide8: 

£52.5m

Slide9: 

7-14yrs 4% 15-24yrs 9% 25-34yrs 6% 35-44yrs 5% 45yrs+ 76% Male 23% Female 77% ABC1 75% C2DE 25%

Slide10: 

THE GROWTH OF FILM & CINEMA THE GROWTH OF FILM & CINEMA

Slide11: 

Ad Reel

Slide12: 

Graeme Griffiths TNS Media

Slide13: 

RIP CAVIAR

Slide16: 

£23 Million

Slide18: 

* Satellite Digital Broadcasting ** Terrestrial Digital Broadcasting 1983 – Sony launches the ‘Betamovie’ first camcorder for consumers 1983 – First TCP/IP network established (the birth of the Internet!) 1985 – 1,000 illegal copies of Rambo: First Blood part 2 found in Puerto Rico 1985 – Sky Launched 1988 – Sony drops the Betamax format and starts producing VHS recorders 1988 – First Megaplex opens with 25 screens in Brussels 1990 – Internet Movie Database (IMDb) started 1990 – Sky movies becomes first channel to be ‘scrambled’ 1992 – Dolby digital premiers with Batman Returns 1992 – Birth of ‘Txtng’ 1993 – Sony Dynamic Digital Sound premiered on Last Action Hero 1995 – DVD specification finalised and agreed. 1998 – IMDb acquired by Amazon 1998 – Film Four launched 1999 – Dolby Digital Surround EX premiers on Star Wars Episode 1 1999 – BFI London Imax opens 2001 – Sky+ arrives along with the iPod 2004 – Apple announces video downloads via iTunes 2005 – Apple iTunes offers full movie downloads 2005 – Dixons stops selling VHS recorders 2005 – Mobile video streaming (S-DMB* and T-DMB**) service started in Korea 2005 – ROK releases Shawshank Redemption on mobile memory card 2006 – Dixons ceases trading on the high street

Slide20: 

3,000 Nat Rep Respondents 3,000 Cinema Goers Visited in last 6 months

Slide21: 

75% 64%

Slide23: 

Neil Sharman TNS Media

Greater Breadth and Depth: 

Greater Breadth and Depth

Greater Breadth and Depth: 

Greater Breadth and Depth

Film Council Genres: 

Action Adventure Animation Biopic Comedy (including rom coms) Crime Documentary Drama Family Fantasy Horror Musical Romance Science Fiction Thriller War Film Council Genres

Slide33: 

Think of your favourite film genre… Think of the last film you saw (and what genre it belongs to)…

Slide34: 

“I went into college today and some of the other students started singing the James Bond theme tune at me as it turned out they had found my profile on Youtube and viewed my videos, and most of them were my attempts at making my own Bond gunbarrel with me as Bond They seemed to think this was really sad of me” ScottMU65

Slide35: 

“In the face of ridicule, I simply start rattling off amazing trivia...stuff that makes them wide eyed with a mix of rage and jealousy” Pendragon

Film Lovers who never see…: 

Film Lovers who never see…

Slide39: 

Think about a typical visit to the cinema… Think about your last visit…

Occasion Specific: 

Occasion Specific Who they went with/who made the decision Occasion (date, treat, birthday/anniversary, family outing, spur of the moment, routine…) Time of week When decided to go/when tickets were booked Premier, opening weekend etc. Number in party Time/activities in foyer What they did before and after

Anticipation Funnel: 

Anticipation Funnel information trusted source awareness

Key Areas of Change: 

Key Areas of Change Larger sample sizes More genre information Occasion specific information Anticipation funnel

Slide45: 

Chris Hall Carlton Screen Advertising

Slide47: 

How to spend the marketing budget?

Slide48: 

Source: Film Monitor Wave 69 Distributor: BVI Using comparative profiles 7-14yrs 19% 15-24yrs 26% 25-34yrs 17% 35-44yrs 18% 45yrs+ 21% Male 49% Female 51% ABC1 64% C2DE 36%

awareness: 

awareness information trusted source

Creating initial awareness: 

Creating initial awareness 12%

Finding out more information: 

Finding out more information 35% 12%

Most trusted source: 

Most trusted source 17% 23%

Who are these people?: 

Who are these people? National stores 47% 55% Top website Regular DVD purchasers

Slide55: 

Base: All aged 7+ Source: FAME (2007) Those intend to see Pirates 3 Film Genre Preferences ENJOYED TOTAL ENJOYED INDEX FAVOURITE TOTAL FAVOURITE INDEX ACTION COMEDY ADVENTURE FANTASY HORROR WAR COMEDY ACTION SCI FI WAR FANTASY SCI FI

5 viewing facts typical of this audience: 

5 viewing facts typical of this audience 11% more likely to have Sky Movies 9% more likely to have Sky Plus 11% more likely to have home cinema 3% more likely to be light TV viewers* 13% more likely to ‘spend money without thinking’** Watching less than 2 hrs TV weekday or weekend ** based on all who definitely agree

Threat of piracy: 

Threat of piracy 13% have downloaded films for free before….

But viewing experience is key: 

But viewing experience is key 86% ‘very good’ ? ‘very good’

But viewing experience is key: 

But viewing experience is key 1% ‘very good’ 86% ‘very good’

Slide60: 

Source: FAME 2007 (7+) Targeting opportunities Pirates Of The Caribbean: At World’s End Target Audience 15-34 yr olds 60% intention to view Target Audience 15-24 yr olds 58% intention to view

Slide61: 

Source: FAME 2007 (7+) Huge anticipation Pirates Of The Caribbean: At World’s End 11.1m intend to see at Cinema Average ticket price £4.50 Est. Box Office AT LEAST £50m

Slide62: 

Pirates Trailer

Film Audience Measurement Evaluation Presentation to MRG 27th March 2007: 

Film Audience Measurement Evaluation Presentation to MRG 27th March 2007