2000 US Demographic Study MPA Worldwide Market Research -1- Movies appealed to a broader audience in 2000, with a record number of US residents counting themselves as movie-goers - an increase of about 20%, or 27 million people since (millions) Movie-Goers Total Population Ages 12+

2000 US Demographic Study MPA Worldwide Market Research -2- The overall composition of movie-goers has changed substantially over the last decade. In 2000, those in the 40+ age group accounted for 40% of total moviegoers, compared to only 32% in Movie-Goers

2000 US Demographic Study MPA Worldwide Market Research -3- When looking at the US population by age group, adults age 18+ accounted for 86% of all movie admissions in Movie-Goers

2000 US Demographic Study MPA Worldwide Market Research -4- Frequency Frequency of Movie-Going Among Total Public Age 12 & Over Frequent = at least once per month (12x/year) Occasional = at least once in six months (2-11x/year) Infrequent = less than once in six months A higher percentage of the US population classified themselves as frequent or occasional movie-goers, compared to last year.

2000 US Demographic Study MPA Worldwide Market Research -5- In 2000, the majority of ticket sales were again generated by frequent moviegoers -- who comprised 30% of the US population, but 83% of all movie admissions. Frequency Frequent = at least once per month (12x/year) Occasional = at least once in six months (2-11x/year) Infrequent = less than once in six months

2000 US Demographic Study MPA Worldwide Market Research -6- At the beginning of the decade, 12 to 24 year olds accounted for almost half of all frequent movie-goers. In contrast, frequent attenders came from a more even mix of ages in Total Frequent Moviegoers by Age Group Frequency

2000 US Demographic Study MPA Worldwide Market Research -7- More than one-half of all US residents, age 12 to 24, were frequent movie-goers in as compared to 33% of all 25 to 39 year olds. Frequency Total Frequent Moviegoers by Age Group

2000 US Demographic Study MPA Worldwide Market Research -8- Frequency Male Female Total Public Age 12 and Over Almost 65% of both males and females age 12 and over classify themselves as frequent or occasional movie-goers. On average, men attended 9 movies last year, compared to 8 by women.

2000 US Demographic Study MPA Worldwide Market Research -9- Frequency Percent of Frequent Movie-Goers Among Other Home Entertainment Consumers Consumers of other entertainment options tend to be more frequent movie-goers as well.

2000 US Demographic Study MPA Worldwide Market Research -10- Hispanic movie-goers continue to view the most films per person each year, with an average of about 9 films attended in Ethnicity Average Admissions By Race/Ethnicity

2000 US Demographic Study MPA Worldwide Market Research -11- Source: 2000 MPA Demographic Study Hispanics purchased almost 14% of all movies tickets sold in representing a bigger portion of attendance than their share of the population. Ethnicity

2000 US Demographic Study MPA Worldwide Market Research -12- Frequency of Moviegoing by Ethnicity (ages 12+) White Black Hispanic Other Ethnicity Over 40% of the Hispanic population are frequent movie-goers -- a significantly higher percentage compared to other ethnic groups.