AWARE OF ANGRY BIRDS

91 94

76 73

85 8690

94

77 7584 85

9397

7470

91 9194 93

7567

86 88

74 74

5664 65

7370 73

5765 66

717276

54 56

73 7682

75

52

62 64

76

GermanyUK MexicoSouth KoreaRussia

Generals ParentsAll (7-49) Kids% Aware

Generals ParentsAll (7-49) Kids% Have played the game

US

All data among moviegoers; “% have played the game” can refer to any Angry Birds game

BRAND ESSENCE

WHERE DO WE STAND?

(Int’l only)2012

We tested ANGRY BIRDS against 14 competitive franchises

US release dates shown

2005

2010

2000

20102009 20112009

1998

1976

1999

2007

19491933 1974

ImaginativeFunny ChildishFamily-FriendlyOutrageousOriginalPopularFunAdventurousHeartwarmingOutdatedSillyExcitingBoringAppeals to kids and adultsHas good stories FRANCHISE ATTRIBUTES

US data shown; Data among awares

Action-Packed

Strange

Cute

Smart

BIG SCREEN POTENTIAL

Among awares; Scores based on global averages; Candy Crush Saga scores do not include US

7272 71

7067

6057

54 5447

45

3433 31

26

% saying ‘would make for a good big screen movie’

Properties with established TV or film content

are more easily

imagined as movies

KEY TAKEAWAYS

This is a top tier franchise that is well-known andliked in several key territories.

Establishing a strong narrative – and giving thecharacters rich personalities – will be crucialnext steps.

Family audiences comprise the core base for the movie.

Angry Birds has a consistent brand identity across markets that emphasizes fun and funny gameplay.