Main shoppers with children want quality time

Main shoppers with children want quality time Audience snapshot WHO ARE THEY? WHY CINEMA? KEYWORDS Family orientated In the market for big family purchases Want products that make their busy daily lives easier The place to escape & spend quality time with the whole family A treat for the kids and adults Part of wider trip out from the family home Family Escapism Co-Viewing Appointment to View

Home VIEWING HABITS ARE CHANGING DRAMATICALLY The shared viewing family moment is disappearing due to a change in TV viewing habits

Streaming is fuelling their passion for film Cinema remains a great way of engaging with main shoppers with children - 94% of those who have used Netflix, Amazon Prime or Now TV in the last month are also cinemagoers +9% uplift Source: TGI Q2 2019. Target: Main shoppers with children – use either Netflix, Amazon Prime or Now TV in the last 4 weeks.

Cinemagoing has increased and stayed consistent over the last decade Amid drastic changes in media consumption over the last decade, cinema has remained a consistently recognised source of quality family entertainment with 9 in 10 Main shoppers with children visiting the cinema every year. Source: TGI trend analysis Q2 2010 – Q2 2019.

Cinema remains THE go-to place for family entertainment Family cinema is booming with animation and family films consistently attracting huge audiences. Incredibles 2 £56m 6.2m DCM admissions Mary Poppins Returns £46m 4.6m DCM admissions Peter Rabbit £40m 5.0m DCM admissions The Grinch £28m 3.1m DCM admissions Aladdin £37m 4.2m DCM admissions Toy Story 4 £59m* 6.7m DCM admissions* Source: IBOE & DCM admissions cube. *to date – still in cinemas. 1. Estimated profile based on comparative film data (Kantar TNS Film Monitor).

Family ticket sales peak during key periods of the year On average, across the last 3 years, family ticket sales have peaked during key periods with nearly half sold in April, July, August or December. Easter Summer Holidays Christmas Source: DCM admissions cube. % of total annual family/adult ticket sales.

Escape to the cinema with the whole family Cinema is the perfect place to escape with the whole family 70% 67% “Going to the cinema allows me to have some well needed time out from day-to-day life” (Index: 120) “The cinema is a great way to spend quality time with family and friends” (Index: 120) Source: FAME 2018. Index vs. average UK cinemagoer.

Co-viewing increases advertising impact Research from Sky showcases how co-viewing an ad with your family enhances content engagement and recall. +38% +18% = + Co-Viewing Content Engagement Ad Recall Source: BDRC Continental & Sky - Engagement Study with Households with Children 0-10.

CINEMA IS A treat for the kids, a break for the parents The children chose the film, the parents buy the popcorn 64% more likely to visit the cinema for a treat 8 IN 10 Children choose the film on 8 in 10 cinema visits £18.80 average foyer spend on food/drink – vs. £12.60 of average UK cinemagoer Source: FAME 2018. Target: Main shoppers with children who last went to the cinema with their children. Index vs. average UK cinemagoer.

Cinema is an ‘appointment to view’ experience Excitement builds as they plan their family visit for the opening week of a film 75% 52% Buy cinema tickets in advance1 (Index: 127) Go to watch at a film at the cinema in its opening week (Index: 136) Source: FAME 2018. Index vs. average UK cinemagoer. 1. I bought the tickets in advance or someone else bought the tickets in advance .

Your advertising can have instant impact Cinema is part of a wider trip out of the family home so you can reach Main shoppers with children before they go on to the shops. 59% Go for food and/or drink1 (Index: 156) 37% Go grocery shopping online or offline (Index: 209) 34% Go non-grocery shopping on the high street or online (Index: 206) Source: FAME 2018. Activities do immediately after / on same day as cinema visit. Index vs. average UK cinemagoer.

engage them with cinema in 2019 & 2020 Reach and engage this key audience with a range of highly anticipated releases through 2019 and beyond… Maleficent: Mistress of Evil 112 index Frozen II 147 index Spies in Disguise 166 index Trolls 2 176 index Peter Rabbit 2 164 index Shaun The Sheep Movie: Farmageddon 142 index Jumanji: The Next Level 121 index The Voyage of Doctor Dolittle 121 index Onward 160 index Soul 149 index Source: DCM Aston campaign planner. Index vs. % of Housewives with children in UK population. Based on Kantar TNS comparative film data

Family products for family audiences Engage buying adults and activate pester power amongst the kids in the highly attentive cinema environment. 78% agree ‘shopping online makes their lives easier’ (Index 125 vs. 62% of UK population) 65% agree ‘supermarket brand products are of equal quality to big brand products’ (Index 115) 57% ‘like to have technology that makes life easier at home’ (index 111) 42% more likely to buy a new TV in the next 12 months (Index 142) ‘It is important my household is equipped with the latest technology’ (Index 131) 34% more likely to buy a new car in the next 12 months (index 315) 60% more likely to own a smart speaker (index 160) ‘I’m tempted to buy products I’ve seen advertised’ (Index 154) Source: TGI Q2 2019. Target: Main shoppers with children AND cinemagoers. Index vs. average UK adult.