1 agenda b ackground & methodology m oviegoing behavior n ewspaper usage m ovie information...
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AgendaBackground & Methodology
Moviegoing Behavior
Newspaper Usage
Movie Information Sources & Advertising
Key Highlights
Q & A
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More openings fragment the market for the studios
Movies Opening/Weekend
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Industry Benchmark places Newspapers 3rd among paid advertising sources
78%
42%39%
59%
22%19%
51%
8%11%
35%
5%8%
33%
5%6%
16%
1% 1%
(Source: 2005 NRG Summer Moviegoer Benchmark Study)
General sources of Awareness Where 1st heard about title Most important source
Sources of Information
for last movie seen
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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
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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)
Represents63% of all moviegoers
(1+/yr.)90% of movie admissions
Moviegoing frequency/year
3 – 6 movies
7 - 12 movies
13 - 19 movies
20+ movies
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Print / Newspaper website engagement?Q.
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Which sections of the newspaper do you generally use?Q.
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How often do you use the entertainment section of the newspaper?Q.
Rarely Occasionally Regularly
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Reviews Movie ad(other)
Movie’s rating
Theatreshowtimes
Interviewsw/stars &
filmmakers
Theatrelocations
Movie trailer/commercial
Specialprogramming
72%
59%
55%
36%
12%
24% 25%
16%
23%
18%18%
19%
14%15%
14% 13%13%
20%
39%
27%
10%
0%0%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
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Does reading a positive / negative movie review affect your interest in seeing the movie?
Q.
72%INCREASE
NO EFFECT
DECREASE
NEGATIVE Review 5%
5%
36%
18%
46%
28%
POSITIVE Review
Most influential review type?Q.