Dcm audience insights 16-34 women

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 Q2 2016 2-4. CAA Film Monitor Coverage & Frequency 2015

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

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

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

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

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

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

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

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

The big screen creates big emotions

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

16-34 WOMEN HELP drive the box office

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

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

Fantastic Beasts And Where To Find Them HOW TO REACH THEM Top films for 16-34 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

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 2015. Activities do immediately after / on same day as cinema visit

TOOLKIT

£70 £70 £65 £80 £100 How to Buy Cinema FEMALE AGP YOUTH AGP Reaching 16-34 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

Toolkit reach Audience (000’S) Time period Reach % frequency AGP - Audience Reach – 16-34 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