1 SONY PICTURES ENTERTAINMENT WORLDWIDE THEATRICAL RESEARCH Capabilities & Methodologies By: SABRINA YAMAGUCHI, Strategic Marketing & Research

2 SPE RESEARCH  Movie market research is really its own unique entity in the research arena. It is specifically geared towards a business that needs accurate answers quickly, efficiently, with a sense of projectibility and the utmost confidentiality. In turn…  Research should be seen and used as a tool, in conjunction with other information, to direct, inform and enhance your decision-making process.

3 SPE RESEARCH PROCESS  The SPE Worldwide Strategic Marketing & Research Group works with essentially all operating divisions of the company, including:  Creative Advertising  Development/Production  Media  Distribution  On-line / Digital Marketing  Publicity  Promotions  Consumer Products  Licensing & Merchandising  Home Entertainment

4 TYPES OF RESEARCH/ METHODS  Market Positioning Studies  Property / Franchise / Brand Studies  Recruited Audience Screenings  Trailer Testing  Ad Testing  TV  Print  Focus Groups  Pre-release Tracking  Post-release Exit Polls

5 INTERNATIONAL ON-LINE TRACKING  NRG and Troy Research  Current markets Germany Mexico Italy Japan UK Spain FranceAustralia RussiaKorea

6 INTERNATIONAL ON-LINE TRACKING  Conducted weekly among 1,000 moviegoers 13-54s  T-24, T-16 and T-8 through T+4 weeks  Key measures:  unaided awareness  total awareness  definite interest  first choice  first choice opening/released

7  Screenings get fairly wide demographic profiles to see where our strengths exist.  The audience, utilizing questionnaires, rates the movie on a variety of measures including:  overall rating  recommendation  elements of the film such as the beginning, ending, story, cast/acting, music, pacing  most/least liked scenes.  The results of the screening help “fine-tune” who the target audience is for the movie and provide insights to aid in the creative campaign. RECRUITED AUDIENCE SCREENINGS

8 PRINT TEST sittingstanding

9 TITLE TEST

10 SONY PICTURES ENTERTAINMENT WORLDWIDE THEATRICAL RESEARCH Capabilities & Methodologies By: SABRINA YAMAGUCHI, Strategic Marketing & Research