1 Turn Offs for the Deal Seekers Kosher Food Options Kid’s Meal Deals (Popcorn, soda, and candy)

2 The Self-Indulgent (Seg3) – Interested in being comfortable 1) How likely are you to go to this movie theater based on this information? Sorted by Total Sample : Highlighted >+9 winners & <-9 losers Total Sample Seg1 of 3Seg2 of 3Self- Indulgent Base Size Constant Isolated Smoking Sections Couches in all 15 theaters Guest Appearances featuring the stars of films during premier nights Waiter Service at the touch of a button Great tasting, nutritional food for the health conscious Listening Devices (Headphones, etc.) Heavily cushioned chairs for you to relax 3029 Enjoy a glass of ice cold beer with warm popcorn Handicap Access throughout the building Choose from 1 of our 15 theaters screening your favorite films Buy 1 ticket past 11 p.m., on the weekends, and watch movies into the morning hours Great party deals for groups Buy 5 tickets, Get 1 Free Gluten free options available Watch movie premiers on the night they are released 473 Our clean contemporary bathrooms have wheelchair accessible stalls We have an easily accessible ATM No cell phone reception within the theaters Our regularly cleaned bathrooms are stroller accessible and have changing tables Theaters are cleaned inbetween each viewing

3 The Self-Indulgent This segment of comfort seekers are interested in having the best of the best. The like to hear about: -Couches -Waiter service -Good food -Cushioned chairs -Listening devices -Handicap access -A large theater

4 Turn Offs for the Self- Indulgent Theaters cleaned between each movie viewing, Our regularly cleaned bathrooms are stroller accessible and equipped with changing tables.

The “Segmentation Wizard” is a 30 second shortcut survey that is extracted from the 15 minute survey and identifies the segment membership of that individual 5 DEVELOP SURVEY QUESTIONS Potential theater attendants ANALYZED SURVEY RESULTS → Addressable Minds INTERNET IdeaMap™ SUY SURVEY IDENTIFY TARGET MARKET SEGMENTATION WIZARD 10 – 15 minutes Segmentation Wizard consists of 3 or 4 elements identified in the in-depth 10 – 15 minute survey

6 The movie theater Segmentation Wizard– Online example The Segmentation Wizard is a short survey with the questions derived from the full survey to identify segment membership

7 “How likely are you to go to this movie theater based on this information… Isolated Smoking Sections?” Not At All, Some What, or Very Much

8 “How likely are you to go to this movie theater based on this information… Waiter service at the touch of a button?” Not At All, Some What, or Very Much

9 You fall under the segment… Family Oriented.

10 To Conclude… We placed our survey takers into 3 segments. We differentiated the 3 segments as Family Oriented, Deal Seekers, and the Self- Indulgent. Positive Emotions can be uncovered and subsequently reinforced in the marketing elements You can improve messaging...but you have to – Know the segmentation (Be able to identify your survey takers with each other and separate them into groups) – Give the right message to the right segment (Understand what appeals to who)