2001 US Demographic Study MPA Worldwide Market Research -1- With about 70% of US residents counting themselves as movie- goers - average admissions per Moviegoer increased to 8.6 in Frequency Total Population Ages 12+ (millions)

2001 US Demographic Study MPA Worldwide Market Research -2- Moviegoers in the 40+ age group continued to account for 40% of total moviegoers, while year olds increased to 30% compared with 28% the previous year. Frequency

2001 US Demographic Study MPA Worldwide Market Research -3- Teen movie attendance is on the rise, with teens (ages ) accounting for more movie admissions in 2001 than in previous years. While teens only make up 11% of the total US population in 2001, they accounted for 19% of total movie attendance. Movie-Goers

2001 US Demographic Study MPA Worldwide Market Research -4- Frequency Frequency of Movie-Going Among Total Public Age 12 & Over Frequent = at least once per month (12x/year) Occasional = at least once in six months (2-11x/year) Infrequent = less than once in six months As in previous years, the majority of Americans age 12 and over consider themselves to be frequent or occasional movie-goers. 59% Frequent and Occasional movie-goers

2001 US Demographic Study MPA Worldwide Market Research % of moviegoers consider themselves frequent movie-goers, accounting for 82% of all ticket sales. Frequent = at least once per month (12x/year) Occasional = at least once in six months (2-12x/year) Infrequent = less than once in 6 months (<2x/year) Frequency

2001 US Demographic Study MPA Worldwide Market Research -6- In 2001 frequent movie-goers tended to be younger than in 2000, with years olds accounting for 40% of total frequent movie- goers. Total Frequent Movie-goers by Age Group Frequency

2001 US Demographic Study MPA Worldwide Market Research -7- Nearly-half of all US residents, age 12 to 24, were frequent movie-goers in as compared to 29% of all 25 to 39 year olds. Frequency Total Frequent Moviegoers by Age Group

2001 US Demographic Study MPA Worldwide Market Research -8- Frequency Male Female Total Public Age 12 and Over In 2001, men attended movies more often than women. 56% of women and 60% of men classify themselves as frequent or occasional movie-goers.

2001 US Demographic Study MPA Worldwide Market Research -9- Frequency Percent of Frequent Movie-Goers Among Other Home Entertainment Consumers Consumers of other entertainment options tend to be more frequent movie-goers as well. Nearly half of people who own a DVD player are frequent movie-goers. Frequent = at least once per month (12x/year)

2001 US Demographic Study MPA Worldwide Market Research -10- Hispanic movie-goers continued to view more films per person than the average moviegoer, with an average of 9.9 films attended in Ethnicity Average Admissions per movie-goer by race/ ethnicity

2001 US Demographic Study MPA Worldwide Market Research -11- Hispanics purchased 15% of all movies tickets sold in representing a bigger portion of attendance than their share of the population. Ethnicity

2001 US Demographic Study MPA Worldwide Market Research -12- Frequency of Moviegoing by Ethnicity (ages 12+) White Black HispanicOther Ethnicity 75% of the Hispanic population are frequent or occasional movie-goers -- a significantly higher percentage compared to other ethnic groups.