1. 16-34 Men want to be
the first

2. 16-34 Men want to be the first
Audience snapshot
WHO ARE THEY?
WHY CINEMA?
KEYWORDS
Early Adopters
Want the buy the latest products first
Need to stay updated
They love the hype and the conversation
Want to watch the latest films first
The only place to watch the latest blockbusters
Opening Week Audience
Appointment to View
Shared Experience

3. 16-34 MEN: THEIR AV WORLD 71% -11% +25%
Light TV viewers who are using Subscription services more frequently to create their own content viewing schedules and therefore becoming harder to reach.
71%
7 in 10 are light commercial TV viewers1
8% increase over
the last 12 months
-11%
76% watch commercial TV at least once a week2
11% decrease over
the last 12 months
+25%
33% have used Netflix in the last 4 weeks3
25% increase over
the last 12 months
Source: 1. IPA Touchpoints 2018 & 2017.
2. IPA Touchpoints 2018 & Weekly Mon-Sun reach of non-BBC TV – live or recorded on any device. 3. TGI Q & 2018.

4. Streaming is fuelling their passion for film
Cinema remains a great way of engaging with entertainment-loving young men - 95% of men who used Netflix, Amazon Prime or Now TV in the last month are cinemagoers.
+13% uplift
Source: TGI Q
Target: Men – 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 in the last decade, cinemagoing has grown and reached a consistent peak of 9 in men visiting the cinema every year
Source: TGI trend analysis Q – Q

6. CINEMA OCCUPIES A UNIQUE ROLE IN Their av world
Top 3 associations by platform
LIVE TV
Fill time
31%
Background viewing
27%
Low attention
19%
BVOD
Fill time
27%
Binge viewing
24%
Quality content
18%
YOUTUBE
Fill time
46%
Helps me escape
29%
Binge viewing
25%
SOCIAL VIDEO
Fill time
37%
Low attention
27%
Spontaneous
19%
CINEMA
High attention
34%
Shared experience
Immersive
32%
Across the first two qual phases we collated a list of different phrases and descriptions of the different viewing experiences people had with the different AV media. In the survey to 1, s we asked them to select which descriptors they most associated with viewing content on each of the AV platforms.
This slide highlights the Top 3 phrases selected for each AV platform and showcases the unique position that cinema occupies in the AV landscape.
At a basic level, Live TV, VOD, YouTube and videos on social are broadly seen as ways to fill time with some slight differences for each platform:
Live TV provides a comforting accompaniment.
VOD is the place to binge on favourite shows.
YouTube is a temporary escape from other tasks (e.g. popping to YT for a quick video to distract yourself from work)
Videos on Social Media are far more spontaneous and often given less attention.
Whereas, Cinema is perceived as a shared experience, highly attentive and providing quality content – offering something unique to audiences and highlights why cinema remains in such strong health with the audience.
Q. Which of the following words and phrases do you associate with […]?
Bold phrases indicate highest association for this phrase
Base: Men

7. 16-34 Men love the hype and the conversation
They want to see the latest films first, ensuring they don’t miss the out on what their friends are talking about.
53%
46%
“I love the hype that surrounds
big film releases”
(Index: 121)
“I feel left out if my friends are talking about a film I haven’t seen”
(Index: 145)
Source: FAME Index vs. average UK cinemagoer.

8. 65% more likely to visit the cinema for a get together with friends
Source: FAME Index vs. average UK cinemagoer.

9. 6 in 10 watch a new film within its opening week
51% more likely than the average Uk cinemagoer
Source: FAME How long after the release date did you watch your last film at the cinema?
57% index vs. 38% of average UK cinemagoer.

10. A race to watch the latest blockbusters
16-34 men are significantly more likely to go and see a film early in its release enabling brands to tap into hype, anticipation and excitement.
Source: FAME Last cinema visit. How long after the release date did you watch the film?

11. They are receptive to cinema advertising
The anticipation and excitement means cinema is perfect environment to reach young men as they’re receptive and open to brand advertising.
Gen Z
16-19 year olds
Gen Y
20-34 year olds
Cinema ads
44%
34%
TV ads
14%
23%
Video ads (laptop/PC)
-24%
-20%
Video ads (mobile)
-26%
Source: Kantar Millward Brown – AdReaction Study.
‘How would you describe your attitude towards each of the following formats of advertising? - % net positive.

12. 16-34 men are the blockbuster audience
Superhero, action, science fiction – buy into these big blockbuster genres to effectively reach and engage young men.
Superhero
One to watch: Joker
(Index: 291)
October 2019
Action Adventure
One to watch: Fast & Furious: Hobbs & Shaw (Index: 250)
August 2019
Science Fiction
One to watch: Star Wars: The Rise of Skywalker (Index: 214)
December 2019
Top-indexing genres source: TGI Q Film profile source - DCM Planner, profiles based on comparative film profiles from CAA Film Monitor

13. The conversation continues after the film
16-34 male cinemagoers are sociable creatures – they like to spend time with friends, sharing content online –
making them great potential word of mouth brand advocates.
63%
48%
30%
Go for food and/or drink1
(Index: 167)
Post an update about their cinema visit on social media2
(Index: 161)
Visit a friends house3
(Index: 233)
Source: FAME & 3. Activities do immediately after / on same day as cinema visit.
2. Ever done after visiting the cinema – includes posting/checking in on Facebook, posting on Twitter, sending a snapchat/posting on story, posting on Instagram/on story.

14. engage them with cinema in 2019 & 2020
Reach and engage this key audience with a range of highly anticipated releases through 2019 and beyond…
It Chapter Two
291 index
Star Wars: The Rise of Skywalker (214 index)
The King’s Man
228 index
A Quiet Place Sequel
295 index
Bond 25
174 index
Joker
291 index
Birds of Prey
246 index
Mulan
234 index
Black Widow
235 index
Tenet
314 index
Source: DCM Aston campaign planner. Index vs. % of Men in UK population. Based on Kantar TNS comparative film data

15. First to watch and first to buy
It’s not just seeing the latest movies that they love being first at – young male cinemagoers want to be the first in line for new products, developments and experiences
77% like to treat themselves to new things
they don’t need
(Index 114 vs. 67% of UK population)
Early Adopters:
They are 80% more likely
to ‘buy new products before their friends’
(Index 180)
69% ‘keep up to date with developments in technology’
(index 150)
‘I’m tempted to buy products
I’ve seen advertised’
(Index 154)
‘It is important my household is
equipped with the latest technology’
(Index 186)
Over half keep up with developments
in the video game industry
(index 315)
63% love to buy new
gadgets and appliances
(index 172)
‘I like innovative cars’
(Index 171)
Source: TGI Q
Target: male cinemagoers. Index vs. average UK adult.