1. Main shoppers with children want quality time

2. Main shoppers with children want quality time
Audience snapshot
WHO ARE THEY?
WHY CINEMA?
KEYWORDS
Family orientated
In the market for big family purchases
Want products that make their busy daily lives easier
The place to escape & spend quality time with the whole family
A treat for the kids and adults
Part of wider trip out from the family home
Family Escapism
Co-Viewing
Appointment to View

3. Home VIEWING HABITS ARE CHANGING DRAMATICALLY
The shared viewing family moment is disappearing due to a change in TV viewing habits

4. Streaming is fuelling their passion for film
Cinema remains a great way of engaging with main shoppers with children - 94% of those who have used Netflix, Amazon Prime or Now TV in the last month are also cinemagoers
+9% uplift
Source: TGI Q
Target: Main shoppers with children – use either Netflix, Amazon Prime or Now TV in the last 4 weeks.

5. Cinemagoing has increased and stayed consistent over the last decade
Amid drastic changes in media consumption over the last decade, cinema has remained a consistently recognised source of quality family entertainment with 9 in 10 Main shoppers with children visiting the cinema every year.
Source: TGI trend analysis Q – Q

6. Cinema remains THE go-to place for family entertainment
Family cinema is booming with animation and family films consistently attracting huge audiences.
Incredibles 2
£56m
6.2m DCM admissions
Mary Poppins Returns
£46m
4.6m DCM admissions
Peter Rabbit
£40m
5.0m DCM admissions
The Grinch
£28m
3.1m DCM admissions
Aladdin
£37m
4.2m DCM admissions
Toy Story 4
£59m*
6.7m DCM admissions*
Source: IBOE & DCM admissions cube. *to date – still in cinemas. 1. Estimated profile based on comparative film data (Kantar TNS Film Monitor).

7. Family ticket sales peak during key periods of the year
On average, across the last 3 years, family ticket sales have peaked during key periods with nearly half sold in April, July, August or December.
Easter
Summer Holidays
Christmas
Source: DCM admissions cube. % of total annual family/adult ticket sales.

8. Escape to the cinema with the whole family
Cinema is the perfect place to escape with the whole family
70%
67%
“Going to the cinema allows me to have some well needed time out from day-to-day life”
(Index: 120)
“The cinema is a great way to spend quality time with family and friends”
(Index: 120)
Source: FAME Index vs. average UK cinemagoer.

9. Co-viewing increases advertising impact
Research from Sky showcases how co-viewing an ad with your family enhances content engagement and recall.
+38%
+18% = +
Co-Viewing
Content
Engagement
Ad Recall
Source: BDRC Continental & Sky - Engagement Study with Households with Children 0-10.

10. CINEMA IS A treat for the kids, a break for the parents
The children chose the film, the parents buy the popcorn
64%
more likely to visit
the cinema for a treat
8 IN 10 Children choose the film
on 8 in 10 cinema visits
£18.80 average foyer spend on food/drink – vs. £12.60 of average UK cinemagoer
Source: FAME Target: Main shoppers with children who last went to the cinema with their children.
Index vs. average UK cinemagoer.

11. Cinema is an ‘appointment to view’ experience
Excitement builds as they plan their family visit for the opening week of a film
75%
52%
Buy cinema tickets
in advance1
(Index: 127)
Go to watch at a film at the cinema
in its opening week
(Index: 136)
Source: FAME Index vs. average UK cinemagoer.
1. I bought the tickets in advance or someone else bought the tickets in advance .

12. Your advertising can have instant impact
Cinema is part of a wider trip out of the family home so you can reach Main shoppers with children before they go on to the shops.
59%
Go for food and/or drink1
(Index: 156)
37%
Go grocery shopping
online or offline
(Index: 209)
34%
Go non-grocery shopping
on the high street or online
(Index: 206)
Source: FAME Activities do immediately after / on same day as cinema visit. Index vs. average UK cinemagoer.

13. engage them with cinema in 2019 & 2020
Reach and engage this key audience with a range of highly anticipated releases through 2019 and beyond…
Maleficent: Mistress of Evil
112 index
Frozen II
147 index
Spies in Disguise
166 index
Trolls 2
176 index
Peter Rabbit 2
164 index
Shaun The Sheep Movie: Farmageddon 142 index
Jumanji: The Next Level
121 index
The Voyage of Doctor Dolittle 121 index
Onward
160 index
Soul
149 index
Source: DCM Aston campaign planner. Index vs. % of Housewives with children in UK population. Based on Kantar TNS comparative film data

14. Family products for family audiences
Engage buying adults and activate pester power amongst the kids in the highly attentive cinema environment.
78% agree ‘shopping online makes
their lives easier’
(Index 125 vs. 62% of UK population)
65% agree ‘supermarket brand products are
of equal quality to big brand products’
(Index 115)
57% ‘like to have technology that makes life easier at home’
(index 111)
42% more likely to buy a new
TV in the next 12 months
(Index 142)
‘It is important my household is
equipped with the latest technology’
(Index 131)
34% more likely to buy a new car
in the next 12 months
(index 315)
60% more likely to own
a smart speaker
(index 160)
‘I’m tempted to buy products
I’ve seen advertised’
(Index 154)
Source: TGI Q
Target: Main shoppers with children AND cinemagoers. Index vs. average UK adult.