1. Project Team Shanice Bailey Sally Kim Andrew Nadler Math 110 Final Report – December 2011 Survey and Analysis for Movie Theaters

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3. 3 Business Issue An increased number of people viewing movies But….there are fewer consumers going to the movie theaters, they are instead using other outlets (ex: Rentals, Online) How to help the movie theaters better advertise to attract customers to their business

4. 4 About Addressable Minds Addressable Minds is a scientific, actionable form of “predictive consumer intelligence” for business and social issues. This patented science created by Dr. Howard Moskowitz,has achieved critical acclaim and financial success across: product design and development, consumer messaging, more effective consumer engagement physically and digitally.

5. Survey Overview 51 Individuals responded Assess two major aspects of messages Does it convince a prospect to attend the movie theaters? How does it make the prospect feel? Data reveals the mind-sets of respondents across the United States, as well as ‘what works, what doesn’t’ 5

6. 6 The Survey begins with an orientation screen

7. 7 Each respondent evaluates 48 unique combinations of elements First on overall interest

8. 88 Then selects a single emotion

9. 9 What convinces? What drives feelings?

10. 10 Total Panel – Interested in Discounts and membership clubs but were not interested in transportation or crowd control

11. There are three unique segments Different Customers – Different Approach Messaging for one isn’t necessary going to appeal to the other…and could actually hurt 11 Value Seekers 47% Movie Fanatics 20% Laid Back Customers 33%

12. 12 The Total Panel’s Interest is Different From That in Each of Three Identified Segments of customers

13. 13 Value Seekers (Segment One) Highly Interested In… Discounts and Specials Low Priced snacks and other concession perks Not so interested in… Location and other traveling concerns Crowd control and other safety services

14. 14 Laid Back Customers (Segment Two) Highly Interested In… Not so interested in… Friendly Workers Clean and comfortable environment Food selections and concessions stand Transport options to and from movie theater

15. 15 Movie Fanatics(Segment Three) Highly Interested In… Not so interested in… Discounts and membersh ips for avid movie goers Large variety of movies Location and convenience of theater Extra features the theaters offers

16. 16 The Movie Theaters Segmentation Wizard- Online Example The Segmentation Wizard is a short survey with the questions derived from the full survey to identify segment membership http://mjiweb.com/mjitt/QC_Fall2011_Movie1/ind ex.htm

17. 17 The Movie Theaters Segmentation Wizard– Online example

18. 18 Conclusions Three Segments discovered by Addressable Minds point to the need for 3 individual messaging groups Positive Emotions can be uncovered and subsequently reinforced in the marketing elements Conclusion =>The results of our study could help movie theaters advertise and target different types of consumers, as well as potential audience as a whole. We recommend using top-rated messages for total panel to be included in general advertisement. When there’s an opportunity to define the type of potential movie-goer through segmentation wizard we suggest using top-rated messages from each of three identified segments

19. 19 Full House! Empty Seats