UK RESEARCH OVERVIEW June 2014 Updated: June 26, 2014

UK Brand familiarity: Very good -Brand is pretty well-known, and even more so among adults - About half overall have heard songs from ANNIE - Girls most likely to be big fans -Known for being family-friendly, classic -Moms, girls, and (to a lesser extent) female generals are the target; males will be tough to convert -The music, “fun factor”, and promise of a new take on ANNIE will be key selling points Source: PSB Brand study for another title unless otherwise noted. Study sampled 400 general moviegoers and 150 kids ages 7-12.

ANNIE is a fairly well-known, female-skewing franchise in the UK. Unsurprisingly, familiarity skews female among both generals and kids. General audiences tend to be most familiar with the franchise, but kids show higher fanship and interest in a new film, driven by girls. Familiarity with Annie All Gens M <25 M 25+ F <25 F 25+ All Kids BoysGirls Base40079*11979* * Very familiar 34% 20%29%46%38% 32%17%47% Somewhat familiar 37% 28%41%39%38% 27%35%20% NET: Very + somewhat familiar 71%48%70%85%76%59% 52%67% *Caution: Small base sizes. Familiarity = Very + somewhat familiar. Base = all moviegoers (based on title only) 3

General Cinemagoers Data Ranked by Familiarity Familiarity Fanship (%Big Fan) Definite Interest in a New Movie Among all 4

Kids Data Ranked by Familiarity Familiarity Fanship (%Big Fan) Definite Interest in a New Movie Among all 5

ANNIE is classic, and great for families… *Among aware (generals + kids) TOP DESCRIPTORS Looking at the top descriptors, ANNIE’S family- oriented qualities are top of mind. Negative descriptors are negligible. Women and girls are much more likely to endorse ANNIE with these positive descriptors. 6

…but some will need convincing that ANNIE is worthy of theatrical viewing. *Among all aware (generals + kids) THEATRICAL APPEAL (% WOULD MAKE A GOOD BIG SCREEN MOVIE*) Reaches 66% among girls 7

The film’s music drives engagement with the brand in the UK. Among both generals and kids, roughly half have heard songs from “Annie”. After this, most interaction with the brand comes from seeing the original 1982 film. Only 1 in 4-5 overall have no experience with the brand. Among all. 8

Trailer Testing: Post Interest and Main Takeaways - Encouraging scores among moms and girls (driven by younger girls 7-9) - Among general audiences, older females (25+) are also in a good place - Guys are largely un-gettable for this film; the musical genre is a main barrier - The “fun factor” and music drive interest - Annie is a popular character, and audiences look forward to seeing a fresh take Girls 7-12Moms Interest in Taking Child General Audiences Source: Marketcast trailer test conducted among 300 general audience moviegoers 13-49, 150 girls 7-12, and 150 moms of girls