1 Hispanics and Moviegoing Discussion slides for Sony Pictures Entertainment August 1, 2007

2 Contents Updated look at the Hispanic marketplace Insights into the movie-going habits of this audience

3 The Specs

4 Definitions Moviegoers –Persons who’ve gone in past 3 months Movie Volume –Total number of movie occasions Spanish Dominants –Hispanics who speak primarily Spanish at home English Dominants –Hispanics who speak primarily English at home (50+% of the time)

5 Caveats Adults only Teens are not included in analysis Moviegoing behavior is self-reported People have fuzzy memories

6 Source: Simmons, Fall 2006 Unified Study Hispanic Adult Population 27 million 13% of U.S. pop “Primary language spoken in the home”

7 Quick Hits English Dominants have a huge appetite for movies Spanish Dominants are less movie-centric, but still account for 6% of movie attendance SD moviegoers are more likely to go opening weekend SD moviegoers gravitate towards family and horror films

8 Moviegoing Penetration Adults 18+ Base: Adults Source: Simmons, Fall 2006 Unified Study

9 Moviegoing Penetration Adults 18+ Base: Adults Source: Simmons, Fall 2006 Unified Study

10 Base: Adults Source: Simmons, Fall 2006 Unified Study Moviegoing Penetration Adults 18-34

11 Base: Adults Source: Simmons, Fall 2006 Unified Study Moviegoing Penetration Adults 35-49

12 Base: Adults 50+ Source: Simmons, Fall 2006 Unified Study Moviegoing Penetration Adults 50+

13 Hispanic Movie Contributions Source: Simmons, Fall 2006 Unified Study Base: Adults 18+

14 Hispanic Movie Contributions Source: Simmons, Fall 2006 Unified Study Base: Adults % +11% +10%

15 Hispanic Movie Contributions Source: Simmons, Fall 2006 Unified Study Base: Adults % +10% +9%

16 Hispanic Movie Contributions Source: Simmons, Fall 2006 Unified Study Base: Adults % +14% +8%

17 Hispanic Movie Contributions Source: Simmons, Fall 2006 Unified Study Base: Adults %

18 When do you usually like to see a new movie? Opening Weekend Source: Simmons, Fall 2006 Unified Study Base: Adult Moviegoers

19 When do you usually like to see a new movie? Opening Weekend Source: Simmons, Fall 2006 Unified Study Base: Adult Moviegoers

20 Source: Simmons, Fall 2006 Unified Study When do you usually like to see a new movie? Opening Weekend Base: Moviegoers A18-34

21 Types of Movies Seen Base: Adult Moviegoers Source: Simmons, Fall 2006 Unified Study

22 Theatrical Exercise 25+ titles “Saw movie in a theater” Hispanic attendance and composition

23 Base: Moviegoers Source: Simmons, Fall 2006 Unified Study Top 10 Movies Unique to Top 10

24 Base: Moviegoers Source: Simmons, Fall 2006 Unified Study Top 20 Movies Unique to Top 20

25 Base: Moviegoers Source: Simmons, Fall 2006 Unified Study Top 10 Movies Unique to Top 10

26 Base: Moviegoers Source: Simmons, Fall 2006 Unified Study Top 20 Movies Unique to Top 20

27 Base: Moviegoers Source: Simmons, Fall 2006 Unified Study Hispanic – Audience Composition by Film

28 Base: Moviegoers Source: Simmons, Fall 2006 Unified Study Spanish Dominant – Audience Composition by Film

29 Quick Re-Cap English Dominants have a huge appetite for movies Spanish Dominants have less of an appetite, but still account for approximately 5% of attendance SD moviegoers are more likely to go opening weekend SD moviegoers skew towards Sci-Fi and Horror genres