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2. 2 Evaluate Awareness and Health of the Goosebumps Brand Identify Franchise Strengths Measure Interest in a Goosebumps Film Uncover Potential Directions for the film Methodology Fielded February 7-11 th 1500 online interviews among: 900 interviews among General Moviegoers ages 13-54 300 interviews among Parents of 6-14 300 interviews among Kids 7-12 Methodology Fielded February 7-11 th 1500 online interviews among: 900 interviews among General Moviegoers ages 13-54 300 interviews among Parents of 6-14 300 interviews among Kids 7-12

3. 3 62 titles published in the original series from 92-97 Several spin-off series including Give Yourself Goosebumps, Most Wanted, and Horrorland Two spin-off TV series, Goosebumps from 95-98 on Fox Kids, and The Haunting Hour on The Hub Created in the 1990s, Goosebumps is one of the best-selling children’s series of all time with over 300 million copies sold worldwide (second only to Harry Potter)

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5. 5 35-54 are the only group with low readership and fanship due to their age when the original series was released Kids 10-12 and 18-34 have the highest awareness and readership Among kids 7-12, readership skews female (63% vs. 54%) Among adults 18-34, readership skews male (63% vs. 54%) Kids 7-9 and Parents of 6- 14 also have healthy awareness, readership and fanship

6. 6 Read the original Goosebumps series Watched the Goosebumps TV series Read the Goosebumps Series 2000 Read the Give Yourself Goosebumps Series 12 # of books the average Goosebumps readers have read12 44% among 7-12 On average, they read their first Goosebumps book at 8 And their last at 14

7. 7 Evaluated Goosebumps and 8 Other Comparable Book Franchises Would make a good big screen movie Power Definite Interest in a New Movie Aware Popularity “Big Fan”

8. 8 Power Popularity Expanding NicheStagnant Established

9. 9 Power Popularity 0 Expanding NicheStagnant Established

10. 10 Power Popularity Expanding NicheStagnant Established

11. 11 Despite the popularity of the franchise, readers are less likely to say Goosebumps will make a good movie than other comparable book series Due to the one-off nature of the books, readers find it hard to picture as a full- length film

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13. 13 Perceptual maps display the relative – not absolute – connection of attributes to franchises. The closer the attribute is to the franchise, the stronger the perceived association between them Action-packedAdventurousClassicChildishCute DarkFamily-friendlyFunFunnyHeartwarming ImaginativeMatureModernOriginalOutrageous ScarySmartSillyStrangeSuspenseful

14. 14 SillyMature Heart-warming Scary While Goosebumps is seen as dark and strange, it is not viewed as modern (9%)

15. 15 Readers describe Goosebumps as: Their favorite books and monsters: SlappyPlant monster GhostWerewolfHaunted Mask MummyMonster Blood Readers have strong memories of the unique cover art and the fun scares It is silly, but I have always enjoyed the artwork on the covers. [M18-24] it was always so fun and scary, but not too scary. it really kept you on the edge of your seat, but in a fun way [Mom]

16. 16 For all readers, the FOUR core brand assets are: Variety of Stories 55 % Twist Endings 50 % Nostalgia 47 % Fun Scares 47 % % of Readers Saying they like this It’s scary and keeps you on the edge of your seat [F 6-12] Each book was a different adventure [M13-17] Kid favorite It reminds me of my childhood [F 18-24] I liked how there was always some weird twist at the end [Mom]

17. 17 Harry Potter Unlike other popular book-to-film franchises, there are no central or main reoccurring characters to follow in the Goosebump universe Hunger GamesTwilightDiary of a Wimpy Kid Goosebumps Also since it is not a traditional series, there is no entry point to the series or one book that every reader is familiar with

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19. 19 General Norm = 29* Kid Norm = 40 Parent Norm = 38 Even among 18-34s (41%) interest is strong which suggests nostalgia for the Goosebumps stories Definite interest exceeds the PSB norm among almost all ages and is highest among kids 7-9, particularly among girls 7-9 (63%) Kids 10-12 have the next highest interest followed by parents’ interest in taking their children Kids 10-12 have the next highest interest followed by parents’ interest in taking their children

20. 20 Suspenseful Scares Suspenseful Scares Twists Monsters The Scarecrow creepy ventriloquist dummy The Abominable Snowman of Pasadena gigantic monster appears sucks Abby back into the pages of her story monsters would jump off the page Mr. Shivers is R. L. Stine Hannah is a ghost! no story can end without a haunting twist bone-chilling bone-chilling stories creepy, rundown house girl’s loud scream ferocious, horrifying roar creepy abandoned amusement park

21. 21 Moviegoers want to see Goosebumps comes to life on the big screen % of All Saying what type of film they most want Goosebumps to be… It sounds fun, scary and exciting. Reading is fun and to see it in a theater would be even better! [F7-9] very unique idea. I think special effects would be great. [Mom] They would prefer a live-action film or a mix of live-action and animation than a straight out animated film Moviegoers are excited to see Goosebumps as a big screen movie with special effects

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23. 23 MONSTERS UNLEASHED Fiction becomes a terrifying reality when all the monsters from R.L Stine’s novels jump off the page and spring to life. Mummies, zombies, werewolves, evil lawn gnomes and many other creatures are running rampant in a small town, terrorizing residents and attacking the high school. OUTCASTS BECOMES HEROES Zach and his best-friend Duncan are not the most popular kids in school; in fact, they only have each other. But when monsters attack during the annual Halloween Dance, they know they’re the only ones who can save the faculty and their fellow students. R.L. STINE After discovering that the monsters from his horror stories come to life, R.L. Stine swore off writing and moved to a small town. But when all of his monsters are accidently set free on the small town, Stine must face his fears and write his greatest novel ever in order to stop his creations. SLAPPY’S REVENGE After being trapped by R.L. Stine for years, the diabolical ventriloquist dummy, Slappy, takes the opportunity for revenge and convinces the other Goosebumps monsters that it’s time to be the winners and defeat the humans for good. SMALL TOWN Forced to leave his old life in New York, Zach is not prepared for the quiet town of Normal, Maryland. However, in trying to solve the mystery of the suspicious next door neighbor, Zach accidentally unleashes dangerous monsters and discovers Normal might not be as quiet as he thought.

24. 24 MONSTER BATTLE When monsters attack during the annual Halloween dance, the high school students rally and begin an epic battle to defend their school against zombies, mutant insects, deranged scarecrows and other Goosebumps monsters. ZACH AND HANNAH Zach starts falling for Hannah, the cute girl next door, but he soon discovers that she’s not your average teen but rather a ghost. When monsters attack, Zach is heartbroken to learn that saving the town may endanger his crush. GOOSEBUMPS Based on the popular children’s book series, the Goosebumps film will feature all of the iconic monsters coming to life as their famous author, R.L. Stine, must figure out a way to rein them in. FAN BRAVERY Zach and Duncan grew up loving the Goosebumps novels but never expected they’d face the terrifying monsters in real life. With danger around every corner, they must rely on their knowledge of the monsters’ weaknesses if they’re going to defeat them and save the town. TWIST ENDINGS The Goosebumps novels are notorious for their twist endings but their author, R.L. Stine, never imagined he’d be at the mercy of his own unpredictable plot. With time running out and the fate of the town in his hands, he must write for his life and concoct his most inventive ending yet.

25. 25 MOST Interesting LEAST Interesting o Message #2 o o Message #6 o o Message #3 o Used Max Diff Technique to evaluate 9 unique elements/storylines Respondents see multiple randomized elements/storyline sets Results reflect moviegoers’ preference share relative to other elements/storylines Score of 100 means preference level for this element/storyline achieved exactly its proportionate share of preference. Max Diff Scores Ranked by Overall Score ALL Kids 7-9 Kids 10-12 13-1718-3435-54ParentsReaders MONSTERS UNLEASHED130136135139128123128134 TWIST ENDINGS128113124131132127125132 R.L. STINE117111 117118121114120 FAN BRAVERY10011710499951009897 MONSTER BATTLE96106112 88969495 SLAPPY'S REVENGE9685971041009195104 ZACH AND HANNAH8980 8993929182 SMALL TOWN8892808884929382 OUTCASTS BECOME HEROES8091837377838774 GOOSEBUMPS7669746486757680

26. 26 The Goosebumps monsters coming to life is the highest testing positioning and what sets it apart from other films Tons of monsters in one movie Favorite Goosebumps characters Fantasy becomes reality Unique & different premise like to see make believe be come real [M10-12] I know and like many of the monsters-villains. I'd like to see them all in action. [F25-34] all of the monsters from the books, and stories in one movie [F10-12] other movies have had monsters in it but the fact they are coming out of books is unique. [M13-17] 40% of moviegoers say the monsters escaping their books is a top interest driver 40% of moviegoers say the monsters escaping their books is a top interest driver

27. 27 Moviegoers are excited to see many of the classic Goosebumps characters come to life new monster Some moviegoers say they would also like to see the film introduce a new monster to make the story feel fresh I expect goosebump stories to create new characters each time. [F25-34] I would like to see some new monsters. [F45-54] They are interested in… SlappyWerewolvesMummiesZombiesBlobAbominable Snowman Lawn Gnomes

28. 28 The promise of a twist ending is the primary interest driver overall and a top testing storyline across audiences 44% of moviegoers want to see the surprise twist ending 44% of moviegoers want to see the surprise twist ending Mystery Key Asset of the Brand Anticipation The movie captures R. L. Stine's pattern of hooking you and keeping you, while throwing in the classic twists. [M25-34] It makes me want to find out the ending even more [M10-12] Wanting to know the twist at the end. [F18-24]

29. 29 Moviegoers think R.L. Stine is essential to the Goosebumps brand and are excited to see him as an actual character in the film 35% of moviegoers say they are fans of R.L. Stine 35% of moviegoers say they are fans of R.L. Stine Stine as a character adds: NostalgiaA TwistUniqueness Over 60% of moviegoers remembered Stine as the author (unaided) As a child I used to read the Goosebumps books, now as an adult I like having R.L Stine in the movie [F25-34] I like Mr. Shivers actually being RL Stine [M13-17] It’s different because the author of the books is actually involved in the story [F18-24] 37% of moviegoers say they are most excited to see the character of R.L. Stine 37% of moviegoers say they are most excited to see the character of R.L. Stine

30. 30 A key concern among general moviegoers is that the teenage storyline feels predictable and childish It's too childish, especially if it's going to use immature jokes like "pooper." Please, don't ruin a good series. [F13-17] Being too similar to other films is a top holdback Formulaic Plot Elements: Zach and Duncan as nerdy underdogs Popular Jocks are Bullies Chubby kid likes popular girl Being too similar to other films is a top holdback Formulaic Plot Elements: Zach and Duncan as nerdy underdogs Popular Jocks are Bullies Chubby kid likes popular girl Plot sounds like other movies. New kid, not liked, makes weird friend, gets into chaos, saves the day, becomes hero. [F13-17] Too Cliché The story feels childish is the top holdback overall (25%) Battle at a High School Silly Humor (Pooper, Fight w/ school supplies, etc.) The story feels childish is the top holdback overall (25%) Battle at a High School Silly Humor (Pooper, Fight w/ school supplies, etc.) Too Childish The need for Zach to be some sort of downtrodden geek. That is passé and formulaic. [M25- 34]

31. 31 Moviegoers are excited to see : R.L. Stine writing a new story during the movie broadens the scope of the film A story being written in real time that will change the future of the town An author facing his own creations The challenge of R.L. Stine writing a new story should be the primary storyline for the movie. Emphasizing Zach and Duncan’s role in helping Stine write the story can take focus away the more predictable themes of kids trying to fit in at school. Recommendation its exciting to see what R.L. Stine will do, what will he write. How will it end. [Mom] I like that the author meets his characters in real life [M7-9]

32. 32 While scares are one of the main brand assets, kids are concerned that the film could become too scary i only like some scary movies. if its too scary, I don't want to see it [F7-9] The part where there are monsters and the ventriloquist make me a little scared. [F7-9] it just seems a bit scary for me [M7-9] 39% of kids 7-9 say the story is too scary – the top holdback for them 39% of kids 7-9 say the story is too scary – the top holdback for them It will be important to find the right balance of scary and fun. While scares are a key part of the brand, the film will still need funny, silly moments to alleviate the scares for family audiences similar to other successful PG horror movies. Recommendation

33. 33 Target Audiences Kids 7-12, Parents Secondary Audience Young adults 18-34 who read Goosebumps as kids Potential Tagline If the books gave you chills… just wait for the movie! The monsters have been unleashed from the page to the big-screen! Meta Positioning Discovering he has the power to bring his creatures to life, famous author, R. L. Stine quits writing Goosebumps, changes his name to Shivers and hides out in Normal, a small town with his “niece” Hannah. One day, a new kid, Zach and his friend Duncan start investigating Shivers and discover his secret. The two accidentally release all the Goosebumps monsters from their books on the small town. Stine realizes he must face his fears and write his greatest novel ever in order to stop his creations. Key Assets  Strong franchise readership and knowledge  Nostalgia factor broadens appeal to 18-34s  Unique premise of book characters coming to life  Monster appeal  Well-known author as lead character Key Challenges  Overcoming perceptions of being too childish  Overcoming perceptions of a formulaic story  Finding a balance between scary and fun  Effects and visuals must be cinema worthy

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