1. 1 Agenda B ackground & Methodology M oviegoing Behavior N ewspaper Usage M ovie Information Sources & Advertising K ey Highlights Q & A

2. 2 More openings fragment the market for the studios Movies Opening/Weekend

3. 3 Industry Benchmark places Newspapers 3 rd among paid advertising sources 78% 42% 39% 59% 22% 19% 51% 8% 11% 35% 5% 8% 33% 5% 6% 16% 1% (Source: 2005 NRG Summer Moviegoer Benchmark Study) General sources of Awareness Where 1 st heard about title Most important source Sources of Information for last movie seen

4. 4 Moviegoers are intercepted before or after moviegoing; upon meeting the required screening criteria the individual is escorted into the Nielsen content viewing and research environment. Theatre Research Network

5. 5 U.S. pop. (18+) = 263 M How many times have you gone to the movies in the past year? Q. Moviegoers = 115 M (see 3+ movies / year) (44% of total) Represents 63% of all moviegoers (1+/yr.) 90% of movie admissions Moviegoing frequency/year 3 – 6 movies 7 - 12 movies 13 - 19 movies 20+ movies

6. 6 Print / Newspaper website engagement? Q.

7. 7 Which sections of the newspaper do you generally use? Q.

8. 8 How often do you use the entertainment section of the newspaper? Q. RarelyOccasionallyRegularly

9. 9 Reviews Movie ad (other) Movie’s rating Theatre showtimes Interviews w/stars & filmmakers Theatre locations Movie trailer/ commercial Special programming 72% 59% 55% 36% 12% 24% 25% 16% 23% 18% 19% 14% 15% 14% 13% 20% 39% 27% 10% 0% What was it? (top of mind response) Q. Did you read something in the Newspaper, Online or Newspaper Website that helped you make your movie decision? Q. 30% newspaper online 25% 12% Newspaper website

10. 10 Does reading a positive / negative movie review affect your interest in seeing the movie? Q. 72% INCREASE NO EFFECT DECREASE NEGATIVE Review 5% 36% 18% 46% 28% POSITIVE Review Most influential review type? Q.