1. Dcm audience insights
16-34 women

2. 21% of all UK cinema admissions
16-34 women: 4 fast facts 2 1
91% are cinemagoers
36.1 million admissions 7 3
21% of all UK cinema admissions 4
Visits per year
Source: 1. TGI Q CAA Film Monitor Coverage & Frequency 2015

3. Who are they? GETTING TO KNOW THEM What does cinema mean to them?
Ambitious to achieve and
be respected
Hype and glamour
Keep a close circle of friends
and family
Conversation fuel
Regularly checking phone
and social networks
Social activity

4. 16-34 women SPEND 3.4 HOURS PER DAY CONSUMING AV
Source: IPA TouchPoints 6

5. Short form online video
Media & av consumption
How it breaks down
Live tv
BBC, ITV, C4, Sky 1
Long form vod
Netflix, iPlayer, All 4 etc.
Short form online video
YouTube, Facebook etc.
Average time per day
16-34 WOMEN
2 hours 38 minutes
35 minutes
10 minutes
Average time per day
16+ adults
3 hours 31 minutes
18 minutes
6 minutes
Source: IPA Touchpoints 6

6. Film REMAINS A PASSION POINT FOR 16-34 WOMEN
69%
…Used an online film service in the past 3 months
CINEMA FUELS THEIR FILM HABIT FURTHER!
Source: FAME 2015

7. LET’S GO TO THE cinema WITH…
16-34 WOMEN

8. BROWSE THE INTERNET ON THEIR PHONE WHILE WAITING
In the cinema foyeR
Here’s what they’re doing…
19 mins
2.8 average group sIze
Average time in foyer
37%
67%
Go with friends
BROWSE THE INTERNET ON THEIR PHONE WHILE WAITING
Source: FAME 2015

9. What are they doing on their phones?
Updating their facebook status
Posting on instagram
Checking in on a social network
tweeting
56%
43%
46%
50%
interested IN DOING AT THE CINEMA
Source: FAME 2015

10. THE ADS & TRAILERS FORM part of the experience
92%
Make sure they’re seated before anything is on screen (ever)
Source: FAME 2015

11. The big screen creates big emotions

12. Cinema creates positive emotions
More than any other AV channel
cinema
Live tv
Longform vod
Short online video
82%
56%
58%
60%
Positive emotions
Source: IPA TouchPoints 6.
% of all time spent consuming each media associated with positive emotions

13. 16-34 WOMEN HELP drive the
box office

14. 16-34 WOMEN help drive the box-office…
52%
Go to the cinema within a week of film opening
(Index: 107)
Source: FAME 2015

15. Why do 16-34 WOMEN go to the cinema?
72%
57%
“Watching a film at the cinema gives me something to talk about with friends and family”
(Index: 107)
“I love sharing my recommendations on films I have seen”
(Index: 128)
Source: FAME 2015

16. Fantastic Beasts And Where To Find Them
HOW TO REACH THEM
Top films for Women in 2016/17
COMEDY
HORROR
ROMANCE
SCI-FI & FANTASY
Table 19
Rings
La La Land
Fantastic Beasts And Where To Find Them
Mother/Daughter
Get Out
Fifty Shades Darker
The Space Between Us
Pitch Perfect 3
Annabelle 2
Beauty And The Beast
Flatliners

17. Went for food and/or drink Went non-grocery shopping
After the film
Here’s what they do after the credits roll…
47%
19%
15%
Went for food and/or drink
(Index: 108)
Went grocery shopping (Index: 140)
Went non-grocery shopping
(Index: 132)
Source: FAME Activities do immediately after / on same day as cinema visit

18. TOOLKIT

19. £70 £70 £65 £80 £100 How to Buy Cinema FEMALE AGP YOUTH AGP
Reaching Women
FEMALE AGP
YOUTH AGP
ADULT AGP (16+)
FILM PACK
Ratecard CPT
Ratecard CPT
Ratecard CPT
Ratecard CPT
Ratecard CPT
£70
£70
£65
£80
£100
Non-blockbuster
Blockbuster
Source: CAA Film Monitor Coverage & Frequency 2015

20. Toolkit reach Audience (000’S) Time period Reach % frequency
AGP - Audience Reach – Women
reach
Audience
(000’S)
Time period
Reach %
frequency
1 week
2866
7740
11740
14391
16319
17810
19540
24013 6 16 25 30 34 37 41 50
1.00
1.49
1.97
2.41
2.83
3.24
3.84
6.25
1 month
2 months
3 months
4 months
5 months
6 months
12 months
Source: CAA Film Monitor Coverage & Frequency 2015