moderate scores for this first tv test indicate that i l m s...moderate scores for this first tv...

Moderate scores for this first TV test indicate that there’s still some work to be done—but the building blocks are there.

Despite the fact that there is much affinity for Denzel Washington, viewers aren’t yet taking away enough specifics about his character. Instead, many fall back on the action content/style when evaluating their interest. These elements, though, aren’t yet distinctive enough to carry the movie so uniqueness is low.

Moving Forward:

Lead with Denzel’s character, with action supporting. Spots should try to define his character first, i.e., the mystery surrounding his dark past, who he he is today, what he’s trying to do etc. When viewers are asked want they want to find out from the movie, a common response is like this: “I want to find out what he is fighting for. What went wrong to make him go hardcore?” (Female, 23).

Give Denzel a clear adversary. Consider introducing the Russian Mafia in a specific way – it’s a story element that already has traction with the core group of men.

It can also help showcase what he’s capable of: his special skill-set, the things that make “The Equalizer” so exceptional.

Having him face-off against a dangerous opponent gives him a noble cause, too: it makes returning to his past ways justified, if he’s saving someone from a powerful force.

Highlight signature action moments. Low saliency is an issue. Again, moments that do better tend to show off Denzel skills.

Denzel flipping a gun around towards his opponent stands out (especially when the scene is allowed to play out).

The “19 seconds” fight also showcases Denzel-specific expertise; but it needs a payoff (a room full of injured hoods from Time).

Top Draws

Action

Denzel Washington

Story

Top Obstacles

Generic Action

Not enough character detail

Not enough story

Top Scenes Denzel grabs pistol / flips it on

bad guy

“Nineteen seconds” fight

Fight/Ring Returned

Key Takeaways

Definite Interest

• Scores are moderate. Of the current spots, One Man V.9 is the most successful at 49% overall definite interest, four points above the norm. The other three spots are in a narrow range of 39-41% definite.

Interest skews towards men and older viewers, with older men 30-49 the most enthusiastic segment, one point shy of the top 10% norm of 60% in response to One Man V.9.

African Americans report stronger interest scores, hovering around the top 10% norm (58-65% definite). Hispanic viewers are more in line with the norm (42-52%), and Whites are less enthusiastic at 36-44% definite.

Fans of action movies approach the top 10% norm, reaching 58% definite in response to One Man V.9. Even though these are solid scores, there is still room for growth. Scores among non-fans are weak (20-29% definite vs. 45% norm).

41%

49%

39% 41% 40% 37%

51% 48%

44%

59%

39% 34%

49%

40% 38%

52%

31% 37%

50%

39% 46%

55%

29% 35%

44%

32% 39%

48%

Definite Interest by Age and Gender

Norm 45%

Top 10% 60%

Time For Justice V.9 Time V.4 Rev Alt One Man V.9 Hero V.5 Rev

Denzel Washington Fanship

58%

19%

27%

55%

66%

35% 34%

63%

55%

16%

24%

53% 58%

19%

28%

55%

Definite Post Interest by Age and Gender – Denzel Viewership/Fanship

Hero

Norm

Top 10% Norm

One Man Time Time For Justice

Plenty of affinity for Denzel (another reason why telling the story through character will be important).

• Over half of the audience (57%) say they are fans of Denzel (rising to 73% among African Americans). Scores among fans overall actually exceed the top 10% norm based on One Man (66%), and hover in the mid to late 50’s for other spots.

• Similar to action fans, though, there is still room for growth as scores among non-fans are soft.

• Not surprisingly, people who have seen more Denzel Washington movies are much more interested than those that have seen zero to two movies, again peaking with One Man (63%).

Just because someone is a fan of Denzel doesn’t mean that they

automatically buy a ticket to his films, however.

Among viewers who are fans of Washington, 48% to 50% have seen

THE BOOK OF ELI and SAFE HOUSE. At 42% to 44% viewership, FLIGHT, 2

GUNS, and UNSTOPPABLE are slightly behind.

The patterns by film are similar for African Americans, though viewership

is up by about 10 points with this sample.

Viewers overall and African Americans are less likely to have seen PELHAM 123—at 34% and 44% viewership.

Commitment, Urgency, and Marketplace

• Urgency and commitment measures are solid.

• 25% of viewers (just above the norm) in the total positive audience are very likely to buy a ticket to see THE EQUALIZER on opening weekend (commitment). 42% of definitely interested viewers say they will see the film on opening weekend (urgency)—which is comfortably above the norm.

• THE EQUALIZER is the clear favorite competition-wise.

25% Total Positive

Likelihood of Buying Opening Weekend Ticket (% very likely)

Norm (24%)

42% 42% 14%

Where/When Will You See This Movie? (among definitely interested)

Theater, opening weekendTheater, ASAPTheater, not right awayAt homeOpening weekend norm (36%)

26%

46%

28%

GONE GIRL

EQUALIZER

WALK AMONG THETOMBSTONES

Social: Shareability and Recommend

• Social measures are also solid. Up to half of general viewers say they will talk, email, or text about THE EQUALIZER, above normative levels. 24% say they wouldn’t share anything about the film—below the 29% norm for this measure (the farther below the norm, the better).

• Further, 39% of general viewers say they are ‘very likely’ to recommend this movie to others —above the 34% norm.

48% 19% 24%

How Would You Share Your Feelings with Friends and Family?

I would talk, email, or text to my friends about it

I would share a link to the movie preview with my friends online

I would "Like" or "Favorite" the movie's webpage

I wouldn't share anything about it

39%

51%

10% Very likely toRecommend

Might Recommend

Wouldn'tRecommend

How likely are you to recommend to friends, family, and others?

Needs to separate itself from the action pack

Typicality is the primary stumbling block towards interest.

• Uninterested viewers choose “Seems typical” as the major reason for holding back.

– A relatively low number overall consider the movie unique (20% vs. 25% norm).

– Negative statements concerning typicality receive the highest levels of strong agreement among the negative audience, including “This movie looks like it’s been done before” (34%), “This movie looks too typical” (28%), “It looks like other movies I’ve seen and I don’t like that” (20%), and “I am tired of seeing Denzel Washington in these types of roles”.

6% 11% 58% 10% 14%

Reasons for Lack of Interest Among Might/Not Definitely Interested)

Not Enough action Doesn't seem like a big screen movie Seems typical Tired of seeing Denzel in these roles Too violent/dark

20%

31%

14%

9%

Overall

DefinitelyInterested

ProbablyInterested

NotInterested

Perceived Uniqueness

% finding movie unique Norm (25%)

In their volunteered reasons for holding back, a significant number complain that the movie is too typical. The story and Denzel’s role don’t deviate that much from other

action movie tropes (tough guy, revenge story etc.).

“It seems typical – a former tough guy rescues a person

in trouble” (Male, 49)

“It looks like your run-of-the mill revenge movie. It

doesn’t look like anything special” (Female, 29)

Denzel is the key towards standing out

Viewers need to get invested in his “Equalizer” character.

• Fence-sitters (those who are “probably interested”) choose a plurality of reasons for holding back, all having to do with wanting more story and character information, including “Story might be typical”, “Needs to show more of what Denzel’s character can do”, and “I’d like to know more about the past of Denzel’s character”.

• Furthermore, in their volunteered responses, probably interested viewers hold back because they’re not sure why he gets involved in the violence and action; or what his motivation is for the things that he does.

27% 5% 30% 15% 23%

Reasons for Lack of Interest (Among Probably Interested)

Needs to show more of what Denzel can do Might be too dark Story might be typical

Might be the same thing Denzel always does Like to know about Denzel's past

“I didn’t see the motivation for why he

was doing the things he was doing” (Male, 17)

“I do not see the plot. He just goes around killing

everybody.” (Male, 49)

“[I want to find out] more about the story; Denzel’s ultimate goal”

(Female, 44)

“I want to find out what he is fighting for. What went wrong to make him

go hardcore” (Female, 23)

They want a better understanding of who he is and what’s he’s trying to do.

• Confusion is high at 13% overall (vs. 8% norm), and much of the confusion is character-based.

• In terms of want viewers want to find out from the movie, it’s striking that a significant number have questions about Denzel’s character (along with generally wanting to know what happens). Specifically, they’re looking to find out what he’s fighting for, what went wrong in his life, and what he wants etc.

13% %

Confused

Norm (8%)

One Man gives the best sense of his character

It goes a little further to show how the character has evolved.

• All spots get across that Washington “helps people who can’t help themselves,” but don’t provide much detail beyond that. When a bit of extra texture is added, giving more sense of his character, there is a positive effect. For example, One Man touches on his mysterious past (“I promised I would never go back to being that person”), hinting that he has a dark past and also communicating that there’s a change in his behavior now.

– If revising One Man, consider giving Washington a bigger moment late in the trailer. After the highly salient “gun-flip” scene, saliency and engagement tails off a bit.

70% 71% 69% 64% 50%

66% 66% 66% 62% 45%

64% 63% 56% 62% 47%

68% 66% 58% 60% 48%

Determined Skilled Heroic Bad-ass Resourceful

Descriptions about Denzel’s character by Spot (% Strongly Agree)

One Man Hero Time Time For Justice

25% 27% 31%

16% 24%

34%

20% 22%

Knight in Shiningarmor"

Never go back topast life

Denzel vs. RussianMafia

Denzel helpingwoman in peril

Summary Description makes you most interested in the movie (by Gender)

Male Female

Character attributes such as determined, skilled, heroic, bad-ass, and resourceful are higher for One

Man.

The story that makes females the most interested overall is Denzel not being

able to escape his past. Males appreciate this, too, but note that they also like the story that introduces the Russian Mafia – giving Denzel a clear adversary. None of the current spots

introduce the Russians in a specific way, so there’s definitely room for that

moving forward.

Requested elements The following are the most requested elements among viewers across the board.

• Despite the difficulty of presenting extended story positioning in ads, spots should still try to offer up distinct hooks; ‘information’ is at the top of the list of elements people want more of. This includes “Information about Denzel Washington’s past” and “scenes of Denzel Washington’s character before he becomes The Equalizer”.

– This reinforces the need to lead with character rather than action/style. In fact, “action scenes” ranks near the bottom (14%).

– People also want to know more “about the bad guys”. This echoes male interest in the Russian Mafia story – if it’s clear who Denzel is up against, more people will know what motivates him and what he wants to achieve.

• There is a call for more of Moretz’s character, especially among women. More time given to a relatable female figure may boost scores with women.

58%

51%

48%

48%

44%

42%

Information about Denzel's past

Information about the bad guys

Scenes of the young woman (Chloë GraceMoretz)

Scenes of Denzel's character before hebecomes the Equalizer

Lighter moments

Interaction between Denzel and theyoung woman (Moretz)

Elements People Want More Of

Information Skews younger

Higher among younger women

under 30

Higher with teen women

Higher among women

Scenes that work best

Description Positive Mentions Negative Mentions

Denzel grabbing pistol, turning it back 120 3

Ring is back in register 65 10

Moretz being hit/in a hospital bed 51 78

One Man V.9

The extended version of Denzel grabbing the gun from a bad guy is easily the most salient in One Man V.9. It also makes him more cocky, capable, badass.—and it shows a specific skill he has.


Denzel punches a man/ring in register 77 5

Moretz: “What’s your book about?” 60 22

General: Fighting 56 11

General: Explosions 52 11

Hero V.5 Rev


“19 seconds”/Room strew of bodies 97 14

Denzel grabbing pistol, turning it back 70 1

Time V.4 Rev Alt


Denzel” “Gotta be who you are …” 61 22

Moretz being hit/in a hospital bed 61 74

“16 seconds” 50 17

Time V.4 Rev Alt

Be mindful of scenes that show Moretz being hit, lying in hospital. They tend to polarize – and draw a large number of positive and negative mentions

The “19 second” fight is much more effective in Time (compared with Time For Justice) because it pays-off – showing the aftermath of bodies strewn around the room.

Suggestions and Recommendations

This first TV spot test indicates that there’s still some work to be done on this project—but the movie has the building blocks for the campaign to be a success. Obviously it will be difficult to cover all the elements that resonated in trailer

testing in 30 seconds, but these results suggest that moviegoers are looking for materials to go further:

Materials need to define further who Denzel is or create more mystery surrounding his past.

Viewers have plenty of affinity for the actor but, with little information about his character, they fall back on the film’s action content and style –which isn’t coming across very distinctive yet. Try to get across that he has a mysterious and/or dark past. How he has evolved? Perhaps indicate a change in his situation that leads him to revert back to

the way he used to be. Those on the fence need to be shown more of what Denzel can do. This is where his special

skill-set can come into play. Using “MacGyver-esque” tools to fight, plus the moment when he flips the gun around, are good examples of how exceptional he can be.

Character based spots can combat typicality

Consider introducing the Russian Mafia in a specific way – this story element already has traction

with the core group of men. Putting Denzel up against a worthy opponent – someone who forces him to use all his available skills,

offers up enough motivation for him to do the things that he does – and also gives him a noble cause to make returning to his past ways justified.

Also, experiment with the notion that by helping Moretz, Washington might have bitten off more than he can chew by opening up a ‘hornet’s nest’ of enemies that he didn’t expect.

Needs a clear adversary

Suggestions and Recommendations (Cont’d)

THE EQUALIZER is coming across as a typical action movie. If possible, try to include signature

action moments with attitude – anything that can set the action in this movie apart. Low saliency is an issue (as seen throughout trailer testing). In this round, moments that do relatively

better tend to show off his skills. For example: Denzel flipping a gun around towards his opponent (the extended version One Man works

better, where Denzel gives a dummy smirk before striking). Showing him saying “19 seconds” after he takes out a room full of hoods (again, the extended

version from Time works better because of its payoff).

Allow signature action moments to play out

The Eminem title track gets used only in One Man, and ends up being noticed more than any other

music cue. Capitalizing on Eminem’s involvement can be a way to keep materials coming across as energetic and contemporary. It also helps that the lyrics work in concert with the character.

However, use caution, since it’s easy for the song to overpower the character and story info.

Packaging can still be a powerful tool

Women call for more of Moretz’s character – and her involvement could boost scores. Again, her predicament helps provide further motivation for what Denzel does. Just be mindful that

scenes don’t linger on her distress (scenes of her getting hit/lying bruised in hospital tend to polarize).

For women, invest more in Moretz’s character

Open-Ends: Perceptions

• Respondents say the film will be about a man, played by Denzel Washington, who turns vigilante, seeking justice for those who have been hurt or wronged. Quite a few specify he is motivated or forced into this when a girl is endangered or killed; some say he is trying to save her, while others say he is avenging her. A number of viewers, particularly those who saw Time V.4 Rev. Alt, say Washington’s character is a retired agent or cop, and those who saw that spot are also more likely than usual to say that he is targeting the Russian mob.

“A guy who finds out something bad is happening to a girl, and he is

going to help her.” (Female, 44, Time for Justice V.9)

“Denzel’s character goes after some people who hurt a girl,

and he wants revenge.” (Male, 27, One Man V.9)

“Denzel will play the hero like Robin Hood.”

(Female, 19, Hero V.5 Rev)

One Man V.9. Respondents are more likely to say Washington’s character is avenging a girl.

Time V.4 Rev. Alt. Viewers are more likely to say Washington’s character is ex–Special Ops or ex-CIA; some say he goes undercover to take on a drug lord or the Russian mob.

Open-Ends: Likes

• There are no significant differences in the responses to the spots; viewers across the board are overwhelmingly enthusiastic about Denzel Washington.

• Many also like that the film has a lot of action and violence.

• Some like that the film is about vigilantism; a few males who saw Time V.4 Rev. Alt like that Washington’s character was Black Ops or a trained agent.

“Lot of action.” (Male, 35, Time for Justice V.9)

“The storyline.” (Female, 40, Time V.4 Rev. Alt)

“A good actor like Denzel.” (Male, 17, One Man V.9)

Open-Ends: Dislikes

• Many say the film just does not appeal to them; some simply dismiss it as boring, and a number of viewers, especially females, say it is too action-oriented or violent.

• A number of viewers say the spots don’t provide enough details about the story or the film.

• Some males feel the film is very typical.

• Some viewers dislike Denzel Washington or complain that there are no other recognizable actors in the cast.

“Doesn’t seem interesting to me.” (Male, 20, Time V.4 Rev. Alt.)

“Too much violence.” (Female, 49, Time for Justice V.9)

“Unknown story.” (Female, 19, One Man V.9)

“Looks like I’ve seen it all before.” (Male, 35, Hero V.5 Rev.)

THE EQUALIZERTV Test #1: Hero V.5 Rev.

SCENES LIKED MOST SCENES LIKED LEASTMen Women Men Women

<25 25+ <25 25+ <25 25+ <25 25+

442 121 123 101 97 123 29 21 35 38

0 0 0 0 0 1Graphics: From the Director of Training Day. 0 0 0 0 0

60 12 12 22 14 2

Aerial view of a Boston at twilight. Moretz V/O: What’s your… Moretz sits on a stool and leans against a counter in a diner. Moretz says: book about? Washington sits alone at a table holding a book and looks up. Washington V/O: It is about a guy…

22 8 2 8 4

37 9 7 12 9 3

Washington pushes a cart through an aisle of lumber. Washington V/O: who’s a knight in shining… Washington stands next to a woman at a cash register in front of a hooded man. Washington V/O: armor… Man says: Give me that ring . A hand cocks a gun. Washington removes a ring from a woman’s hand. Washington V/O: It’s okay Jenny . Washington places the ring in a man’s hand. Washington frowns. Washington V/O: except he lives in a world where knights don’t exist… Washington sits at a table alone with a book turned over. Washington says: anymore.

21 4 3 8 6

77 21 23 19 14 4

Washington punches a man in the face and throws the man to the ground in an alleyway. A register opens and reveals a ring inside an empty drawer. A woman stands at a register and looks over her shoulder. Washington looks over his shoulder.

5 2 0 2 1

0 0 0 0 0 5 Graphics: On September 26. 0 0 0 0 0

19 5 7 4 3 6Washington walks away from an explosion . A helicopter flies over trees. Washington V/O: Brick by brick.

5 2 1 0 2

15 7 3 3 2 7Washington slashes at a man’s face. Washington punches a man’s face. Washington breaks a man’s neck.

5 3 0 0 2

0 0 0 0 0 8 Graphics: Everyone. 0 0 0 0 0

Total SCENE NUMBER AND DESCRIPTIONTotal

THE EQUALIZERTV Test #1: Hero V.5 Rev.


<25 25+ <25 25+ <25 25+ <25 25+Total SCENE NUMBER AND DESCRIPTIONTotal

23 3 7 6 7 9

Moretz holds her purse strap as she walks forward in darkness. A man hits Moretz across the face. Washington frowns as he looks on. Washington V/O: Body by body . Washington cocks a large gun with one hand as he walks forward.

25 4 4 6 11

2 0 1 0 1 10 Graphics: Need justice. 0 0 0 0 0

47 16 12 5 14 11

Washington stands in front of a bright light. Washington V/O: I’m here to protect . Washington grabs a gun out of a man’s hand and aims it back at the man. People sit in a fog in front of loaded pallets.

5 1 2 0 2

18 6 6 2 4 12

Washington walks away from a building. Washington V/O: I’m going to stand for something. Washington slams a man into a wall headfirst. An explosion occurs. An SUV drives under an overpass. A man fires a gun. Washington and a man tussle. Washington shoots a gun.

9 4 2 1 2

15 3 5 0 7 13Close-up of Washington. Washington says: Gotta be who you are in this world. Washington’s eyes open.

0 0 0 0 0

0 0 0 0 0 14Graphics: The Equalizer. Graphics: September 26. 1 0 0 1 0

21 5 7 3 6 General: Guns/Shooting 3 1 1 0 156 17 21 13 5 General: Fighting 11 0 1 7 352 17 12 12 11 General: Explosions 11 0 5 2 4

THE EQUALIZERTV Test #1: One Man V.9


<25 25+ <25 25+ <25 25+ <25 25+

442 111 112 112 107 155 37 30 46 42

56 11 13 17 15 1

Washington pushes a loaded cart through a store. Washington V/O: Can you do a refund… Washington stands beside a woman at a register. Washington V/O: for me? A hooded man stands across from Washington and a woman. Man V/O: Open the register.. . Close-up of a hooded man. Man says: right now. A hand cocks a gun. A woman holds her hands. Man V/O: Give me that ring. Washington tosses a ring into a man’s hand. Washington V/O: It’s okay… Washington frowns. Washington V/O: Jenny.

27 5 7 8 7

2 1 1 0 0 2 Graphics: If the odds are against you. 0 0 0 0 0

51 7 12 14 18 3

Moretz looks back over her shoulder. Moretz holds her purse strap as she walks in darkness. Washington looks out the window as he sits a table alone. A man hits Moretz across the face. Washington watches Moretz lie in a hospital bed through an observation window. Washington V/O: There comes a point where you have to help people…

78 21 14 25 18

0 0 0 0 0 4 Graphics: One man fights for you. 0 0 0 0 0

23 4 5 7 7 5

Washington opens his eyes. Washington walks forward. Washington V/O: who can’t help themselves . Washington punches a man in the face.

2 1 0 0 1


65 16 16 19 14 7

A register opens to reveal a ring inside an otherwise empty drawer. A woman looks over her shoulder. Washington wipes down a hammer and hangs it up. Washington V/O: I promised …

10 4 1 4 1

SCENE NUMBER AND DESCRIPTIONTotal Total

THE EQUALIZERTV Test #1: One Man V.9


<25 25+ <25 25+ <25 25+ <25 25+SCENE NUMBER AND DESCRIPTIONTotal Total

10 1 1 1 7 8

A man suffocating inside a car grips the driver’s side window as Washington watches. Washington V/O: I would never go back… Two men stand in front of an open doorway showing men sitting in fog in front of loaded pallets. Washington V/O: to being that person.

4 1 0 2 1

120 36 35 26 23 9 Washington grabs a gun out of a man’s hand and aims it back at the man. 3 0 2 1 0

34 9 2 13 10 10

Washington sits across from a woman at a table while he holds papers with a man’s photo attached to the top. Woman says: What happens next? Washington punches a man in the face. Washington walks away from an explosion. Washington V/O: Body…

10 0 3 3 4

2 1 1 0 0 11

A person walks past a body lying on the ground. Washington V/O: by body… A shirtless, tattooed man leans back. Washington walks forward. A man shoots a large gun in darkness. A man yells.

7 1 2 1 3

24 9 6 6 3 12

Washington cocks a gun with one hand as he walks forward. Washington lowers a gun as water falls around him. Washington V/O: I’m going to stand for something.

5 2 1 0 2

0 0 0 0 0 13Graphics: The Equalizer. Graphics: September. Social media information. 0 0 0 0 0


THE EQUALIZERTV Test #1: Time V.4 Rev. Alt.


<25 25+ <25 25+ <25 25+ <25 25+

419 119 116 93 91 137 32 38 35 32

0 0 0 0 0 1Graphics: Sony logo. Columbia Pictures logo. Village Roadshow Pictures logo.

0 0 0 0 0

13 2 7 1 3 2

Washington stands in front of a mirror. Washington V/O: What do you see when you look… Washington walks through a dark doorway. Washington V/O: at me?

15 4 6 3 2

35 6 7 10 12 3

Aerial view of Boston. Washington V/O: There comes a point where … Moretz holds her purse strap as she walks in darkness. Washington V/O: you have to… A man hits Moretz across the face. Washington V/O: help people … A man slams a car door shut. Washington sits at a table in a restaurant and looks out the window. Washington V/O: who can’t help… Seconds tick by on a stopwatch. Washington V/O: themselves.

37 9 12 9 7


11 4 5 1 1 5

Washington walks through falling water holding a gun. Water drips over Washington’s eye. Washington aims a gun in falling water. Washington hits a man with an object in darkness.

6 1 1 2 2

70 20 21 15 14 6 Washington grabs a gun out of a man’s hand and turns it on the man. 1 0 0 0 1

0 0 0 0 0 7 Graphics: On September 26. 1 0 1 0 0





34 9 10 7 8 8

Two people stand next to a car with its headlights on. Man V/O: Find him. A man cocks a gun. A man stands by a window. Man V/O: I want to know… Washington pushes a loaded cart through an aisle. Man V/O: who he really is. Washington hits an object out of a man’s hands, grabs him by the neck, and slams him on a table.

16 4 5 3 4

0 0 0 0 0 9 Graphics: Every. 0 0 0 0 0

6 2 1 2 1 10A man swings his fist down. A person walks past bodies lying on the ground. Reflections move in Washington’s eye.

3 1 0 0 2

0 0 0 0 0 11 Graphics: Second. 0 0 0 0 0

22 7 4 5 6 12Washington watches a man inside a car claw at the driver’s side window as a hose spews gas.

8 1 2 3 2

0 0 0 0 0 13 Graphics: Counts. 0 0 0 0 0

49 12 13 13 11 14

A man sits in front of a painting. Washington V/O: When you pray for rain… Washington moves a glass skull forward across a desk. Washington V/O: you gotta… Close-up of Washington. Washington V/O: deal with the mud too.

14 5 4 2 3

4 2 0 0 2 15Washington smashes a shot glass into a man’s face. Washington cocks a gun with one hand as he moves forward.

0 0 0 0 0

7 0 1 5 1 16Washington pushes a man into a wall. An explosion occurs. Washington walks away from an explosion.

2 1 0 1 0

0 0 0 0 0 17 Graphics: The Equalizer. 1 0 1 0 0

97 29 29 14 25 18

Washington’s hand rests on his stopwatch. Washington V/O: Nineteen seconds. Washington purses his lips and shakes his head as he looks about a room strewn with bodies.

14 5 3 2 4




0 0 0 0 0 19Graphics: September. Social media information. 1 1 0 0 0


THE EQUALIZERTV Test #1: Time for Justice V.9


<25 25+ <25 25+ <25 25+ <25 25+

407 104 104 104 95 175 39 34 57 45

61 16 18 13 14 1

View of a bridge. Sound of a clock ticking. Washington stops a stopwatch. Washington stands in front of a mirror. Washington V/O: Gotta be who you are in this world. A train rides by. Washington stands inside a train and holds a latch. Washington V/O: No matter what.

22 9 6 5 2


61 7 14 19 21 3

A man walks outside a lit up diner at night. Washington looks over his shoulder. Moretz looks over her shoulder. Washington V/O: There comes a point where you… Moretz holds her purse strap as she walks through darkness. Washington V/O: have to… Washington sits at a table and looks over his shoulder out the window. Washington V/O: help people… A man hits Moretz across the face. Washington watches Moretz lie in a bed through an observation window. Washington V/O: who can’t help themselves.

74 19 13 21 21

50 14 9 12 15 4

Men sit in a room. Washington stands in the doorway. Washington V/O: I’m here about a girl. Tattooed knuckles grip a knife. Close-up of a man’s scarred face. Washington’s eyes shift for side to side. A man moves his gun over his lap. Washington walks forward into the room. Washington V/O: Sixteen seconds. A hand starts a stopwatch. Washington grabs a man’s hand and punches a man in the face.

17 4 3 6 4

0 0 0 0 0 5 Graphics: The time. 0 0 0 0 0

9 3 1 4 1 6A helicopter lifts off. Man V/O: I want to know… A man stands next to a window. Man says: who he really is.

7 1 3 3 0


THE EQUALIZERTV Test #1: Time for Justice V.9



28 6 8 8 6 7

Washington cocks a gun with one hand as he walks forward. Woman V/O: Took out… A woman hands Washington a folder. Woman V/O: the Russian… Men with guns walk away from an SUV at night. Woman V/O: mafia.

9 1 2 3 3

0 0 0 0 0 8 Graphics: For justice. 0 0 0 0 0

46 12 14 10 10 9

Washington watches a man inside a car claw at the driver’s side window as a hose spews gas inside the car. Washington V/O: I promised I would never go back to being that person. Washington hits a kneeling man in the face.

13 0 2 10 1

0 0 0 0 0 10 Graphics: Is now. 0 0 0 0 0

22 10 7 4 1 11

Washington wipes off a hammer. Washington V/O: but today… A man shoots a gun. A man leans over and yells. Washington slams a guy’s head against a table.

10 1 3 5 1

34 5 8 11 10 12Close-up of Washington. Washington V/O: I’m gonna make an exception. A hand stops a stopwatch.

3 1 1 0 1

31 10 7 8 6 13 Washington walks away from an explosion. 3 1 1 1 0

0 0 0 0 0 14

Graphics: The Equalizer. Narr: The Equalizer. Graphics: September. Social media information. Narr: September 26th.

0 0 0 0 0


Chart AThe Equalizer

TV Test #1 (7/28/2014)Interest by Age and Gender (Quads)

Among General Sample Ages 17 to 49

Based on Title/Stars as of:Definite 22% 19% 29% 14% 27% 15% 30%Probable 38% 42% 37% 37% 34% 35% 35%Total Positive 60% 61% 66% 51% 61% 50% 65%

BatchBased on Exposure to Advertising:Hero V5 Rev (30) TV 1

Definite 41% 37% 48% 33% 45% 45% 60%Probable 36% 40% 32% 40% 30% 25% 20%Total Positive 76% 77% 80% 72% 75% 70% 80%

One Man V9 (30) TV 1Definite 49% 45% 56% 40% 53% 45% 60%Probable 38% 42% 33% 43% 32% 25% 20%Total Positive 86% 87% 89% 83% 85% 70% 80%

Time V4 Rev Alt (30) TV 1Definite 39% 35% 46% 31% 42% 45% 60%Probable 34% 38% 31% 38% 30% 25% 20%Total Positive 73% 73% 78% 69% 72% 70% 80%

Time For Justice V9 (30) TV 1Definite 41% 38% 49% 34% 45% 45% 60%Probable 42% 46% 38% 46% 37% 25% 20%Total Positive 83% 84% 86% 80% 82% 70% 80%

General Top 10%

7/28/2014

Interest by Age and Gender (Quads) Overall Interest

Interest by Age and Gender (Quads) MC Norms

Males 17 to 24 Males 25 to 49 Females 17 to 24 Females 25 to 49

Chart BThe Equalizer

TV Test #1 (7/28/2014)Interest by Age and Gender (3age)


Based on Title/Stars as of:Definite 22% 21% 18% 33% 13% 25% 24% 15% 30%Probable 38% 43% 42% 35% 38% 30% 38% 35% 35%Total Positive 60% 64% 60% 68% 51% 55% 62% 50% 65%


Definite 41% 40% 37% 51% 31% 37% 50% 45% 60%Probable 36% 38% 40% 30% 41% 34% 29% 25% 20%Total Positive 76% 78% 77% 81% 72% 71% 79% 70% 80%

One Man V9 (30) TV 1Definite 49% 48% 44% 59% 39% 46% 55% 45% 60%Probable 38% 40% 43% 30% 44% 36% 33% 25% 20%Total Positive 86% 88% 87% 89% 83% 82% 87% 70% 80%

Time V4 Rev Alt (30) TV 1Definite 39% 39% 34% 49% 29% 35% 44% 45% 60%Probable 34% 36% 39% 29% 39% 33% 31% 25% 20%Total Positive 73% 75% 74% 78% 68% 69% 75% 70% 80%

Time For Justice V9 (30) TV 1Definite 41% 40% 38% 52% 32% 39% 48% 45% 60%Probable 42% 45% 46% 35% 49% 40% 37% 25% 20%Total Positive 83% 85% 84% 86% 80% 79% 85% 70% 80%

General Top 10%

7/28/2014

Interest by Age and Gender (3age) Overall Interest

Interest by Age and Gender (3age) MC Norms

Males 17 to 19 Males 20 to 29 Males 30 to 49 Females 17 to 19 Females 20 to 29 Females 30 to 49

Chart CThe Equalizer

TV Test #1 (7/28/2014)Interest by Gender


Based on Title/Stars as of:Definite 22% 24% 21% 15% 30%Probable 38% 40% 36% 35% 35%Total Positive 60% 64% 56% 50% 65%


Definite 41% 43% 39% 45% 60%Probable 36% 36% 35% 25% 20%Total Positive 76% 79% 74% 70% 80%

One Man V9 (30) TV 1Definite 49% 50% 47% 45% 60%Probable 38% 38% 38% 25% 20%Total Positive 86% 88% 84% 70% 80%

Time V4 Rev Alt (30) TV 1Definite 39% 41% 36% 45% 60%Probable 34% 35% 34% 25% 20%Total Positive 73% 75% 71% 70% 80%

Time For Justice V9 (30) TV 1Definite 41% 43% 40% 45% 60%Probable 42% 42% 42% 25% 20%Total Positive 83% 85% 81% 70% 80%

General Top 10%

7/28/2014

Interest by Gender Overall Interest

Interest by Gender MC Norms

Male Female

Chart DThe Equalizer

TV Test #1 (7/28/2014)Interest by Age (2 Category)








General Top 10%

7/28/2014

Interest by Age (2 Category) Overall Interest

Interest by Age (2 Category) MC Norms

17 to 24 25 to 49

Chart EThe Equalizer

TV Test #1 (7/28/2014)Interest by Age (3 Category)


Based on Title/Stars as of:Definite 22% 17% 21% 29% 15% 30%Probable 38% 41% 36% 36% 35% 35%Total Positive 60% 57% 57% 65% 50% 65%


Definite 41% 36% 37% 50% 45% 60%Probable 36% 40% 37% 30% 25% 20%Total Positive 76% 75% 74% 80% 70% 80%

One Man V9 (30) TV 1Definite 49% 44% 45% 57% 45% 60%Probable 38% 42% 40% 31% 25% 20%Total Positive 86% 86% 85% 88% 70% 80%

Time V4 Rev Alt (30) TV 1Definite 39% 34% 35% 47% 45% 60%Probable 34% 38% 36% 30% 25% 20%Total Positive 73% 72% 71% 76% 70% 80%

Time For Justice V9 (30) TV 1Definite 41% 36% 39% 50% 45% 60%Probable 42% 47% 43% 36% 25% 20%Total Positive 83% 83% 81% 86% 70% 80%

General Top 10%

7/28/2014

Interest by Age (3 Category) Overall Interest

Interest by Age (3 Category) MC Norms

17 to 19 20 to 29 30 to 49

Chart FThe Equalizer

TV Test #1 (7/28/2014)Interest by Race








General Top 10%

7/28/2014

Interest by Race Overall Interest

Interest by Race MC Norms

White/Other African American Hispanic

Chart GThe Equalizer

TV Test #1 (7/28/2014)Interest by Education








General Top 10%

7/28/2014

Interest by Education Overall Interest

Interest by Education MC Norms

HS or Less Some College +

Chart HThe Equalizer

TV Test #1 (7/28/2014)Interest by Avidity








General Top 10%

7/28/2014

Interest by Avidity Overall Interest

Interest by Avidity MC Norms

Under 11 11 to 23 24 Plus

Chart IThe Equalizer

TV Test #1 (7/28/2014)Interest by Denzel Washington Fanship








General Top 10%

7/28/2014

Interest by Denzel Washington Fanship Overall Interest

Interest by Denzel Washington MC Norms

Fan[ 57% ]

Non-Fan[ 43% ]

Chart JThe Equalizer

TV Test #1 (7/28/2014)Interest by Action Fanship








General Top 10%

7/28/2014

Interest by Action Fanship Overall Interest

Interest by Action Fanship MC Norms

Fan[ 66% ]

Non-Fan[ 34% ]

Chart KThe Equalizer

TV Test #1 (7/28/2014)Interest by Dramas Fanship








General Top 10%

7/28/2014

Interest by Dramas Fanship Overall Interest

Interest by Dramas Fanship MC Norms

Fan[ 33% ]

Non-Fan[ 67% ]

Chart LThe Equalizer

TV Test #1 (7/28/2014)Interest by Denzel Movies Seen in Theater








MOVIE LIST:FLIGHTSAFE HOUSE2 GUNSTHE BOOK OF ELIUNSTOPPABLETHE TAKING OF PELHAM 1 2 3

General Top 10%

7/28/2014

Interest by Denzel Movies Seen in Theater Overall Interest

Interest by Denzel Movies Seen in Theater MC Norms

0 to 2[ 50% ]

3 to 6[ 50% ]

Appendix Chart: 1Descriptive Statements: Overall Audience

% Strongly AgreeTV Test # 1

THE EQUALIZER (General Sample)Table of Contents

% Strongly Agree

STATEMENTS TV1 AVG Hero V5 Rev (30) One Man V9 (30) Time V4 Rev Alt (30)

Time For Justice V9 (30)

Positive Statements

I like the action 27% 25% 26% 32% 27%

I like Denzel Washington, so I want to see this movie 25% 22% 25% 28% 26%

This looks like a movie that should be seen on the big screen 25% 22% 27% 24% 27%

I like the premise that Washington helps people 22% 21% 22% 18% 28%

This looks like a movie that will have some nice twists and turns 21% 19% 21% 21% 22%

This movie looks like it'll keep me on the edge of my seat 20% 17% 20% 22% 22%

This movie looks suspenseful 20% 18% 19% 23% 20%

I like seeing Denzel Washington's character before he became The Equalizer 18% 17% 19% 18% 18%

This movie looks like a smart, thinking-man's action movie 16% 13% 16% 14% 19%

I like the CIA elements 14% 12% 15% 14% 16%

I like the Russian mob elements of the movie 13% 8% 13% 15% 17%

I like the relationship between Denzel Washington and the girl he rescues 13% 11% 16% 11% 14%

Negative Statements

This movie looks like it's been done before 6% 9% 6% 6% 5%

This movie looks like more of a rental 5% 7% 4% 6% 3%

This movie looks too typical 5% 7% 3% 5% 4%

I am tired of seeing Denzel Washington in these types of roles 4% 5% 4% 4% 4%

It doesn't make me want to learn more about the movie 4% 3% 2% 6% 5%

I don't understand the story 4% 5% 4% 3% 3%

It looks like other movies I've seen and I don't like that 3% 6% 4% 2% 2%

This movie looks too serious 3% 2% 5% 4% 3%

This movie looks too violent 2% 2% 2% 3% 2%

This movie looks boring 2% 2% 1% 4% 0%

Appendix Chart: 2Descriptive Statements: Among Definitely Interested



% Strongly Agree



Positive Statements

I like the action 43% 39% 40% 54% 39%












Negative Statements











Appendix Chart: 3Descriptive Statements: Among Best Potentials*



% Strongly Agree



Positive Statements

I like the action 19% 17% 16% 21% 20%












Negative Statements











* Best Potentials=Those who answered "Probably Interested" or "Might or Might Not be Interested"

Appendix Chart: 4Descriptive Statements: Total Negative Audience*



% Strongly Agree



Positive Statements











I like the action 1% 0% 4% 0% 0%


Negative Statements











* Total Negative Audience=Those who answered "Probably Not Interested" or "Definitely Not Interested"

Appendix Chart: 5Descriptive Statements: By Gender

% Strongly Agree TV Test # 1

THE EQUALIZER (General Sample)

Table of Contents % Strongly Agree

Males Females

STATEMENTS Hero V5 Rev (30) One Man V9 (30) Time V4 Rev Alt (30)

Time For Justice V9 (30) Hero V5 Rev (30) One Man V9 (30) Time V4 Rev Alt

(30)Time For Justice

V9 (30)

Positive Statements

I like the action 26% 23% 36% 27% 25% 28% 28% 26%

This looks like a movie that should be seen on the big screen 21% 23% 32% 28% 22% 30% 16% 26%

I like Denzel Washington, so I want to see this movie 20% 21% 30% 29% 25% 28% 26% 23%

This looks like a movie that will have some nice twists and turns 18% 20% 21% 21% 20% 23% 20% 23%

I like the premise that Washington helps people 18% 19% 17% 29% 25% 24% 19% 27%

I like seeing Denzel Washington's character before he became The Equalizer 17% 19% 24% 18% 17% 18% 12% 19%

This movie looks like it'll keep me on the edge of my seat 15% 18% 26% 23% 18% 23% 18% 21%

I like the CIA elements 14% 13% 19% 15% 10% 17% 10% 17%

This movie looks suspenseful 14% 20% 30% 20% 23% 19% 16% 19%

This movie looks like a smart, thinking-man's action movie 13% 18% 17% 23% 14% 15% 12% 16%

I like the relationship between Denzel Washington and the girl he rescues 10% 11% 12% 13% 11% 22% 9% 14%

I like the Russian mob elements of the movie 9% 15% 17% 19% 6% 12% 13% 15%

Negative Statements

This movie looks like it's been done before 13% 6% 4% 6% 5% 5% 8% 4%

It looks like other movies I've seen and I don't like that 9% 3% 1% 4% 3% 4% 3% 1%

This movie looks too typical 8% 4% 5% 6% 5% 2% 5% 3%

This movie looks like more of a rental 8% 2% 4% 5% 6% 5% 8% 1%

I am tired of seeing Denzel Washington in these types of roles 4% 5% 3% 7% 6% 3% 5% 1%

It doesn't make me want to learn more about the movie 4% 2% 7% 8% 2% 2% 6% 2%

I don't understand the story 4% 3% 0% 4% 5% 4% 6% 3%

This movie looks too serious 3% 5% 2% 3% 1% 5% 6% 2%

This movie looks boring 1% 2% 2% 0% 3% 0% 6% 1%

This movie looks too violent 1% 2% 2% 3% 2% 2% 4% 1%

Appendix Chart: 6Descriptive Statements: By Age




17 to 24 25 to 49




V9 (30)

Positive Statements

I like the action 22% 24% 30% 26% 29% 27% 34% 27%

This looks like a movie that should be seen on the big screen 20% 26% 23% 20% 23% 28% 25% 34%

I like the premise that Washington helps people 20% 17% 12% 22% 23% 27% 24% 34%

This looks like a movie that will have some nice twists and turns 18% 20% 20% 14% 20% 22% 21% 30%

I like Denzel Washington, so I want to see this movie 17% 22% 22% 18% 27% 28% 34% 34%

This movie looks suspenseful 16% 16% 22% 16% 21% 22% 25% 23%

This movie looks like it'll keep me on the edge of my seat 13% 17% 17% 17% 20% 23% 26% 27%

I like the CIA elements 11% 14% 15% 15% 13% 16% 13% 17%

I like seeing Denzel Washington's character before he became The Equalizer 11% 20% 14% 11% 23% 17% 22% 26%

This movie looks like a smart, thinking-man's action movie 10% 14% 13% 11% 17% 19% 16% 28%

I like the relationship between Denzel Washington and the girl he rescues 7% 12% 8% 9% 14% 20% 13% 18%

I like the Russian mob elements of the movie 6% 10% 11% 14% 10% 17% 18% 20%

Negative Statements

This movie looks like it's been done before 10% 5% 9% 2% 9% 6% 4% 8%

This movie looks like more of a rental 7% 6% 10% 1% 7% 1% 2% 5%

This movie looks too typical 7% 2% 8% 5% 6% 4% 2% 4%

I don't understand the story 6% 4% 1% 3% 3% 3% 5% 4%

It looks like other movies I've seen and I don't like that 6% 4% 4% 1% 5% 3% 0% 3%

It doesn't make me want to learn more about the movie 5% 1% 5% 7% 1% 2% 7% 3%

I am tired of seeing Denzel Washington in these types of roles 4% 4% 5% 5% 7% 3% 3% 3%

This movie looks boring 2% 1% 7% 1% 2% 1% 1% 0%

This movie looks too serious 2% 4% 5% 2% 2% 6% 3% 3%

This movie looks too violent 1% 3% 4% 3% 2% 1% 2% 1%

Appendix Chart: 7Descriptive Statements: By Quads




Males 17 to 24 Males 25 to 49 Females 17 to 24 Females 25 to 49




V9 (30) Hero V5 Rev (30) One Man V9 (30) Time V4 Rev Alt (30)



V9 (30)

Positive Statements

I like the action 22% 28% 36% 26% 29% 19% 36% 28% 21% 21% 24% 26% 28% 36% 32% 27%

This looks like a movie that should be seen on the big screen 19% 25% 34% 23% 24% 22% 30% 32% 22% 26% 12% 18% 23% 34% 20% 35%

This looks like a movie that will have some nice twists and turns 18% 21% 24% 11% 18% 18% 18% 31% 17% 19% 16% 17% 22% 27% 24% 29%

I like Denzel Washington, so I want to see this movie 15% 22% 28% 19% 24% 20% 32% 38% 19% 22% 17% 17% 30% 35% 36% 30%

I like the premise that Washington helps people 14% 22% 17% 22% 22% 15% 17% 37% 26% 11% 7% 23% 23% 38% 30% 31%

I like the CIA elements 14% 13% 21% 14% 15% 13% 16% 16% 8% 15% 9% 17% 11% 19% 10% 18%

This movie looks like it'll keep me on the edge of my seat 13% 19% 26% 15% 18% 17% 25% 30% 14% 15% 7% 19% 23% 30% 28% 23%

I like seeing Denzel Washington's character before he became The Equalizer 11% 24% 23% 14% 23% 15% 25% 22% 10% 17% 4% 8% 23% 19% 19% 29%

This movie looks suspenseful 11% 17% 29% 15% 17% 22% 31% 25% 20% 16% 14% 17% 25% 21% 19% 22%

This movie looks like a smart, thinking-man's action movie 9% 18% 18% 9% 16% 17% 17% 37% 11% 11% 8% 13% 18% 20% 15% 19%

I like the relationship between Denzel Washington and the girl he rescues 4% 12% 12% 7% 15% 9% 11% 20% 9% 12% 5% 11% 13% 31% 14% 17%

I like the Russian mob elements of the movie 2% 13% 14% 19% 16% 17% 20% 18% 9% 7% 9% 8% 3% 16% 16% 22%

Negative Statements

This movie looks like it's been done before 15% 6% 7% 0% 12% 7% 2% 11% 6% 5% 11% 3% 5% 4% 6% 5%

This movie looks too typical 9% 3% 7% 4% 7% 6% 3% 7% 5% 1% 8% 5% 5% 3% 2% 1%

It looks like other movies I've seen and I don't like that 8% 2% 3% 1% 9% 4% 0% 6% 3% 6% 5% 2% 2% 3% 0% 0%

It doesn't make me want to learn more about the movie 7% 1% 5% 10% 1% 3% 10% 7% 2% 1% 6% 5% 2% 2% 5% 0%

This movie looks like more of a rental 7% 3% 5% 2% 9% 0% 2% 8% 7% 9% 14% 1% 5% 2% 2% 1%

I don't understand the story 4% 4% 0% 3% 4% 2% 0% 4% 7% 5% 2% 2% 3% 3% 9% 3%

This movie looks too serious 2% 3% 3% 1% 5% 6% 0% 4% 3% 5% 6% 3% 0% 5% 5% 2%

I am tired of seeing Denzel Washington in these types of roles 1% 6% 3% 9% 8% 4% 3% 6% 7% 3% 6% 1% 5% 3% 3% 1%

This movie looks boring 1% 2% 4% 0% 2% 2% 0% 0% 4% 0% 10% 1% 1% 0% 2% 0%

This movie looks too violent 0% 4% 3% 4% 3% 0% 2% 2% 2% 1% 6% 2% 2% 3% 3% 0%

Appendix Chart: 8

Star Summary ChartTV Test # 1


ATTITUDE TOWARD STAR

STARS ONE OF FAVORITES SORT OF LIKE TOTAL POSITIVE INDIFFERENT DON'T LIKE NOT FAMILIAR

WITHTOTAL NON-

POSITIVE

POST Denzel Washington 57% 25% 82% 8% 1% 8% 18%Chloë Grace Moretz 6% 11% 17% 5% 1% 77% 83%Melissa Leo 2% 5% 7% 3% 0% 89% 93%

MARKETCAST NORMS, TOP 10% 44% 41% 81% 25% 7% 50% 73%MARKETCAST NORMS 23% 30% 53% 18% 5% 24% 46%MARKETCAST NORMS, BOTTOM 10% 6% 19% 26% 11% 2% 2% 19%

Appendix Chart: 9

Profile of Star FanshipTV Test # 1


% SAYING THEY ARE FANS OF (POST):

Audience Segment Denzel Washington

Chloë Grace Moretz Melissa Leo

Overall 57% 6% 2%

GenderMale 62% 5% 2%Female 52% 8% 3%

Age Groups 17 to 19 41% 9% 1%20 to 29 59% 5% 2%30 to 49 70% 6% 5%

Men by Age Male 17 to 19 48% 8% 1%Male 20 to 29 64% 3% 1%Male 30 to 49 75% 5% 3%

Women by Age Female 17 to 19 35% 9% 0%Female 20 to 29 55% 8% 3%Female 30 to 49 66% 7% 7%

Education High School or Less 53% 7% 2%Some College+ 62% 6% 3%

Movie Avidity Rare (Under 11 movies/yr) 56% 7% 2%Frequent (11 to 23 movies/yr) 60% 5% 3%Avid (24+ movies/yr) 55% 11% 1%

Race White/Other 56% 5% 3%AA 73% 5% 1%Latino 49% 11% 3%

Awareness Aware 69% 11% 6%Unaware 51% 4% 1%

Denzel Washington Fan 100% 8% 4%Non-Fan 0% 5% 0%

Action Movies Fan 65% 6% 3%Non-Fan 41% 7% 2%

Dramas Fan 66% 8% 6%Non-Fan 53% 5% 1%

Denzel Movies Seen 0 to 2 40% 6% 1%3 to 6 75% 6% 4%

Post-Int Def. Interested 80% 8% 5%Prob. Interested 49% 5% 0%Not Interested 23% 5% 1%

Market Size Large 57% 8% 4%Small 57% 5% 1%

Appendix Chart: 10

Profile of Perceived Genre TV Test # 1


Do you think THE EQUALIZER is mainly a…?

Audience Segment Action movie

Suspense Thriller Drama

Overall 69% 25% 6%















Appendix Chart: 11

Perceived Genre by SpotTV Test # 1


Do you think THE EQUALIZER is mainly a…?

Spots Action movie

Suspense Thriller Drama

Overall 69% 25% 6%

Spots Hero V5 Rev (30) 79% 18% 3%

One Man V9 (30) 68% 25% 7%

Time V4 Rev Alt (30) 64% 31% 6%

Time For Justice V9 (30) 66% 28% 7%

Appendix Chart: 12

Confusions Based by SpotTV Test # 1


Table of Contents

Was there anything about the commercial that was

confusing?

Spots % YES

Overall 13%

Spots Hero V5 Rev (30) 14%

One Man V9 (30) 12%

Time V4 Rev Alt (30) 13%

Time For Justice V9 (30) 14%

MARKETCAST GEN NORM 8%

Appendix Chart: 13

Profile of UniquenessTV Test # 1


Do you think anything is unique or different about

this movie in comparison to other movies?

Audience Segment % Yes

Overall 20%

GenderMale 17%Female 23%

Age Groups 17 to 19 19%20 to 29 23%30 to 49 19%

Men by Age Male 17 to 19 15%Male 20 to 29 21%Male 30 to 49 16%

Women by Age Female 17 to 19 23%Female 20 to 29 24%Female 30 to 49 21%

Education High School or Less 20%Some College+ 21%

Movie Avidity Rare (Under 11 movies/yr) 19%Frequent (11 to 23 movies/yr) 19%Avid (24+ movies/yr) 36%

Race White/Other 20%AA 20%Latino 22%

Awareness Aware 24%Unaware 18%

Denzel Washington Fan 24%Non-Fan 14%

Action Movies Fan 23%Non-Fan 14%

Dramas Fan 21%Non-Fan 19%

Denzel Movies Seen 0 to 2 16%3 to 6 24%

Post-Int Def. Interested 31%Prob. Interested 14%Not Interested 9%

Market Size Large 22%Small 18%


Appendix Chart: 14

Uniqueness by SpotTV Test # 1


Do you think anything is unique or different about this movie in

comparison to other movies?

Spots % Yes

Overall 20%

SpotsHero V5 Rev (30) 20%

One Man V9 (30) 22%

Time V4 Rev Alt (30) 17%

Time For Justice V9 (30) 21%


Appendix Chart: 15

Music by SpotTV Test # 1


Did you notice the music in the commercial?

How does the music affect your interest in seeing the movie? (among noticed music) Did you enjoy the music in the commercial? (among noticed music)

Spots Yes No Increases interest Decreases interest Has no effect on interest Yes, I liked it a lot Yes, it was ok No, I didn't like it very

much No, I hated it

Overall 60% 40% 60% 3% 37% 30% 68% 3% 0%

SpotsHero V5 Rev (30) 68% 32% 50% 2% 48% 29% 69% 2% 0%

One Man V9 (30) 73% 27% 62% 2% 35% 39% 57% 3% 1%

Time V4 Rev Alt (30) 50% 50% 68% 5% 27% 22% 75% 3% 0%

Time For Justice V9 (30) 48% 52% 59% 6% 35% 24% 74% 1% 1%

MARKETCAST TV NORM 55% 45% 47% 4% 49% 29% 64% 5% 2%

Appendix Chart: 16

Profile of Reasons for Interest (Among Definitely Interested)TV Test # 1


What is the MOST IMPORTANT reason you are definitely interested in seeing this movie?

AUDIENCE SEGMENT Denzel Washington The story The actionWashington using his skills to accomplish a

goal

The interaction between the characters

Overall 26% 22% 28% 18% 7%

GenderMale 28% 18% 28% 21% 5%Female 24% 26% 27% 15% 8%

Age Groups 17 to 19 23% 27% 30% 16% 4%20 to 29 27% 18% 27% 17% 10%30 to 49 27% 21% 26% 21% 6%

Men by Age Male 17 to 19 28% 17% 27% 23% 5%Male 20 to 29 28% 21% 28% 17% 6%Male 30 to 49 26% 18% 29% 21% 5%

Women by Age Female 17 to 19 16% 40% 34% 6% 3%Female 20 to 29 27% 16% 27% 16% 14%Female 30 to 49 27% 25% 23% 20% 6%

Education High School or Less 26% 20% 31% 16% 7%Some College+ 25% 25% 24% 21% 5%

Movie Avidity Rare (Under 11 movies/yr) 25% 20% 31% 17% 7%Frequent (11 to 23 movies/yr) 29% 28% 21% 16% 6%Avid (24+ movies/yr) 18% 13% 32% 34% 3%

Race White/Other 27% 28% 24% 16% 6%AA 20% 15% 34% 25% 6%Latino 28% 14% 33% 17% 9%

Awareness Aware 27% 21% 25% 21% 6%Unaware 25% 23% 30% 15% 7%

Denzel Washington Fan 30% 20% 25% 20% 5%Non-Fan 10% 30% 39% 10% 11%

Action Movies Fan 25% 21% 30% 18% 7%Non-Fan 30% 27% 18% 20% 5%

Dramas Fan 25% 20% 26% 19% 9%Non-Fan 26% 23% 29% 17% 5%

Denzel Movies Seen 0 to 2 20% 26% 30% 17% 7%3 to 6 29% 20% 27% 18% 6%

Market Size Large 21% 22% 32% 19% 7%Small 30% 22% 24% 17% 6%

Appendix Chart: 17

Reasons for Interest by Spot (Among Definitely Interested)TV Test # 1


What is the MOST IMPORTANT reason you are definitely interested in seeing this movie?

Spots Denzel Washington The story The actionWashington using his skills to accomplish a

goal

The interaction between the characters

Overall 26% 22% 28% 18% 7%

SpotsHero V5 Rev (30) 29% 24% 29% 13% 5%

One Man V9 (30) 23% 25% 26% 18% 8%

Time V4 Rev Alt (30) 24% 19% 30% 19% 8%

Time For Justice V9 (30) 27% 19% 26% 22% 6%

Appendix Chart: 18

Profile of Reasons for Not Definite Interest (Among Probably Interested)TV Test # 1


Earlier you said you would probably be interested in seeing this movie in a movie theater. What is keeping you from being definitely interested?

AUDIENCE SEGMENTNeeds to show more of what Denzel's character

can doMight be too dark The story might be

typical

Might be kind of the same thing Denzel

always does

I'd like to know more about the past of

Denzel's character

Overall 27% 5% 30% 15% 23%














Appendix Chart: 19

Reasons for Lack of Interest by Spot (Among Probably Interested)TV Test # 1


Earlier you said you would probably be interested in seeing this movie in a movie theater. What is keeping you from being definitely interested?

SpotsNeeds to show more of what Denzel's character

can doMight be too dark The story might be

typical

Might be kind of the same thing Denzel

always does

I'd like to know more about the past of

Denzel's character

Overall 27% 5% 30% 15% 23%

SpotsHero V5 Rev (30) 21% 5% 34% 18% 23%

One Man V9 (30) 25% 9% 25% 18% 24%

Time V4 Rev Alt (30) 26% 4% 34% 13% 23%


Appendix Chart: 20

Profile of Reasons for Lack of Interest (Among Might to Definitely Not Interested)TV Test # 1


What is the MOST IMPORTANT reason you are NOT definitely interested in seeing this movie?

AUDIENCE SEGMENT Not enough action Doesn't seem like a' big screen' movie Seems typical

Tired of seeing Washington in these

types of rolesToo violent or dark

Overall 6% 11% 58% 10% 14%














Appendix Chart: 21

Reasons for Lack of Interest by Spot (Among Might to Definitely Not Interested)TV Test # 1


What is the MOST IMPORTANT reason you are NOT definitely interested in seeing this movie?

Spots Not enough action Doesn't seem like a' big screen' movie Seems typical


types of rolesToo violent or dark

Overall 6% 11% 58% 10% 14%

SpotsHero V5 Rev (30) 8% 12% 61% 8% 12%

One Man V9 (30) 8% 9% 64% 6% 13%

Time V4 Rev Alt (30) 5% 12% 50% 14% 19%


Appendix Chart: 22

Reasons for Lack of Interest by Spot (split by interest)TV Test # 1


What is the MOST IMPORTANT reason you are NOT definitely interested in seeing this movie? (among might)

What is the MOST IMPORTANT reason you are NOT definitely interested in seeing this movie? (among probably or definitely not)

Spots Not enough action Doesn't seem like a' big screen' movie Seems typical


types of rolesToo violent or dark Not enough action Doesn't seem like a'

big screen' movie Seems typicalTired of seeing

Washington in these types of roles

Too violent or dark

Overall 9% 15% 57% 11% 8% 2% 6% 60% 9% 24%

SpotsHero V5 Rev (30) 12% 11% 58% 8% 11% 0% 13% 65% 8% 14%

One Man V9 (30) 12% 9% 64% 10% 3% 2% 8% 63% 0% 26%

Time V4 Rev Alt (30) 6% 20% 52% 15% 9% 4% 0% 47% 14% 35%

Time For Justice V9 (30) 4% 20% 56% 12% 8% 0% 0% 65% 14% 20%

Appendix Chart: 23

Audience: by Test Elements: % Not Enough

TV Test # 1THE EQUALIZER (General Sample)

Table of Contents

% Not Enough

Elements Overall TV1 Hero V5 Rev (30) One Man V9 (30) Time V4 Rev Alt (30)


Information about Denzel Washington's past 58% 57% 60% 55% 58%

Information about the bad guy/s 51% 52% 58% 50% 45%

Scenes of the young woman (Chloë Grace Moretz) 48% 47% 43% 57% 46%

Scenes of Denzel Washington's character before he becomes The Equalizer 48% 44% 47% 46% 56%

Lighter moments 44% 44% 38% 49% 45%

Interaction between Washington and the young woman 42% 32% 40% 51% 46%

Scenes of Washington helping people 30% 23% 23% 39% 36%

Attitude moments from Denzel Washington 24% 24% 17% 27% 26%

Scenes of Denzel using his commando skills 21% 18% 23% 19% 25%

Scenes of Washington using his skills 20% 16% 21% 17% 25%

Action scenes 14% 10% 14% 14% 17%

Scenes with Denzel Washington 12% 10% 14% 12% 14%

Appendix Chart: 24

Profile of Elements Think Not EnoughTV Test # 1


% Not Enough

AUDIENCE SEGMENT Scenes with Denzel Washington Action scenes

Interaction between Washington and the

young woman

Scenes of Denzel using his commando skills

Scenes of Washington helping people

Information about the bad guy/s

Attitude moments from Denzel Washington

Information about Denzel Washington's

pastLighter moments

Scenes of the young woman (Chloë Grace

Moretz)

Scenes of Denzel Washington's

character before he becomes The

Equalizer

Scenes of Washington using his skills

Overall 12% 14% 42% 21% 30% 51% 24% 58% 44% 48% 48% 20%

GenderMale 10% 14% 39% 23% 31% 51% 25% 56% 42% 47% 51% 19%Female 14% 13% 45% 20% 30% 51% 23% 60% 46% 50% 46% 20%

Age Groups 17 to 19 11% 13% 46% 23% 36% 62% 30% 66% 50% 51% 54% 21%20 to 29 12% 13% 43% 23% 25% 48% 20% 53% 46% 51% 40% 17%30 to 49 15% 16% 38% 19% 30% 43% 21% 55% 37% 43% 51% 22%

Men by Age Male 17 to 19 10% 15% 44% 25% 38% 64% 34% 67% 47% 48% 52% 20%Male 20 to 29 14% 12% 42% 25% 25% 52% 26% 52% 44% 50% 46% 18%Male 30 to 49 7% 16% 33% 18% 28% 38% 16% 49% 35% 43% 54% 20%

Women by Age Female 17 to 19 11% 11% 48% 21% 33% 60% 27% 65% 52% 54% 55% 22%Female 20 to 29 9% 14% 44% 20% 24% 44% 14% 54% 48% 52% 34% 16%Female 30 to 49 22% 16% 43% 19% 33% 48% 27% 61% 39% 44% 49% 24%

Education High School or Less 13% 13% 40% 20% 31% 51% 26% 57% 45% 50% 49% 18%Some College+ 12% 15% 45% 23% 29% 51% 21% 58% 43% 46% 47% 22%

Movie Avidity Rare (Under 11 movies/yr) 13% 15% 45% 24% 30% 50% 23% 57% 44% 48% 49% 22%Frequent (11 to 23 movies/yr) 10% 12% 37% 13% 31% 52% 27% 57% 42% 47% 44% 18%Avid (24+ movies/yr) 19% 11% 37% 29% 28% 55% 21% 61% 54% 53% 54% 12%

Race White/Other 12% 11% 41% 23% 33% 51% 24% 59% 45% 48% 52% 20%AA 11% 12% 35% 14% 23% 47% 20% 50% 37% 44% 32% 14%Latino 13% 25% 51% 23% 28% 54% 26% 60% 45% 52% 50% 25%

Awareness Aware 8% 10% 44% 21% 29% 49% 25% 56% 47% 50% 47% 19%Unaware 14% 16% 41% 22% 31% 52% 23% 59% 43% 47% 49% 21%

Denzel Washington Fan 15% 16% 42% 21% 27% 47% 23% 55% 37% 47% 49% 21%Non-Fan 9% 11% 43% 23% 35% 57% 25% 61% 54% 51% 47% 19%

Action Movies Fan 12% 14% 40% 22% 27% 49% 23% 58% 40% 45% 48% 19%Non-Fan 13% 13% 45% 20% 35% 55% 24% 57% 51% 54% 48% 22%

Dramas Fan 16% 17% 39% 17% 28% 45% 23% 53% 40% 39% 39% 18%Non-Fan 10% 12% 44% 24% 32% 54% 24% 60% 46% 53% 53% 21%

Denzel Movies Seen 0 to 2 10% 11% 47% 22% 33% 52% 25% 56% 47% 48% 49% 21%3 to 6 14% 17% 38% 21% 27% 50% 23% 59% 41% 48% 48% 19%

Post-Int Def. Interested 13% 14% 37% 21% 27% 41% 20% 51% 36% 41% 42% 20%Prob. Interested 14% 17% 48% 20% 32% 59% 27% 69% 46% 54% 60% 20%Not Interested 10% 9% 44% 26% 34% 60% 26% 55% 59% 55% 43% 20%

Market Size Large 16% 19% 42% 20% 33% 48% 27% 56% 40% 49% 49% 22%Small 10% 10% 42% 22% 28% 53% 21% 59% 47% 48% 47% 18%

Appendix Chart: 25

Audience: by Test Elements: % Too Much


Table of Contents

% Too Much

Elements Overall TV1 Hero V5 Rev (30) One Man V9 (30) Time V4 Rev Alt (30)


Scenes with Denzel Washington 16% 13% 14% 24% 13%

Action scenes 11% 14% 9% 13% 10%

Scenes of Washington using his skills 9% 9% 8% 11% 9%

Scenes of Denzel using his commando skills 8% 10% 7% 9% 7%

Lighter moments 7% 8% 10% 6% 4%

Attitude moments from Denzel Washington 6% 2% 7% 7% 8%

Interaction between Washington and the young woman 6% 4% 3% 8% 7%

Scenes of Denzel Washington's character before he becomes The Equalizer 6% 5% 6% 7% 5%

Scenes of the young woman (Chloë Grace Moretz) 5% 4% 7% 4% 6%

Scenes of Washington helping people 5% 3% 7% 4% 6%

Information about the bad guy/s 5% 3% 7% 6% 4%

Information about Denzel Washington's past 4% 2% 3% 8% 2%

Appendix Chart: 26

Profile of Elements Think Too MuchTV Test # 1


% Too Much

AUDIENCE SEGMENT Scenes with Denzel Washington Action scenes

Interaction between Washington and the

young woman

Scenes of Denzel using his commando skills

Scenes of Washington helping people

Information about the bad guy/s

Attitude moments from Denzel Washington

Information about Denzel Washington's

pastLighter moments

Scenes of the young woman (Chloë Grace

Moretz)

Scenes of Denzel Washington's

character before he becomes The

Equalizer

Scenes of Washington using his skills

Overall 16% 11% 6% 8% 5% 5% 6% 4% 7% 5% 6% 9%

GenderMale 15% 12% 6% 8% 5% 4% 5% 4% 7% 5% 4% 8%Female 17% 11% 5% 8% 6% 6% 7% 4% 6% 5% 7% 10%

Age Groups 17 to 19 18% 15% 8% 11% 7% 4% 6% 4% 6% 6% 6% 12%20 to 29 19% 11% 5% 8% 6% 7% 5% 6% 9% 6% 8% 10%30 to 49 11% 8% 4% 6% 2% 4% 7% 2% 5% 4% 3% 5%

Men by Age Male 17 to 19 15% 16% 10% 13% 6% 5% 4% 2% 6% 9% 2% 10%Male 20 to 29 17% 14% 4% 7% 7% 1% 3% 6% 8% 5% 5% 10%Male 30 to 49 13% 7% 4% 6% 2% 4% 8% 3% 7% 3% 4% 4%

Women by Age Female 17 to 19 21% 15% 7% 9% 9% 3% 8% 6% 6% 4% 9% 15%Female 20 to 29 20% 9% 6% 10% 6% 12% 7% 6% 10% 7% 10% 11%Female 30 to 49 10% 8% 3% 6% 2% 4% 6% 1% 3% 5% 2% 5%

Education High School or Less 18% 13% 8% 10% 7% 6% 7% 4% 8% 6% 6% 11%Some College+ 14% 9% 3% 6% 4% 4% 5% 3% 5% 5% 5% 7%

Movie Avidity Rare (Under 11 movies/yr) 17% 11% 4% 9% 5% 5% 6% 3% 6% 5% 6% 7%Frequent (11 to 23 movies/yr) 14% 14% 10% 7% 3% 6% 6% 4% 10% 6% 3% 12%Avid (24+ movies/yr) 12% 11% 6% 9% 14% 4% 6% 9% 2% 7% 8% 15%

Race White/Other 15% 12% 5% 7% 5% 3% 6% 4% 5% 5% 5% 9%AA 10% 4% 6% 9% 7% 7% 3% 3% 8% 3% 4% 7%Latino 23% 14% 6% 13% 7% 8% 8% 6% 9% 8% 9% 10%

Awareness Aware 15% 9% 3% 7% 3% 2% 3% 1% 4% 2% 3% 5%Unaware 16% 12% 7% 9% 7% 6% 8% 6% 8% 7% 7% 11%

Denzel Washington Fan 9% 8% 5% 5% 3% 3% 3% 3% 7% 4% 3% 5%Non-Fan 26% 16% 6% 13% 8% 7% 10% 6% 6% 7% 8% 15%

Action Movies Fan 12% 7% 4% 7% 5% 4% 5% 3% 7% 5% 3% 7%Non-Fan 23% 20% 8% 11% 6% 7% 8% 6% 6% 7% 11% 14%

Dramas Fan 13% 10% 6% 8% 7% 6% 4% 4% 7% 7% 5% 11%Non-Fan 18% 12% 5% 9% 4% 4% 7% 4% 6% 4% 6% 8%

Denzel Movies Seen 0 to 2 20% 17% 5% 8% 5% 7% 6% 5% 7% 6% 7% 9%3 to 6 12% 6% 6% 9% 6% 3% 6% 3% 7% 4% 5% 9%

Post-Int Def. Interested 8% 7% 4% 7% 5% 4% 4% 2% 6% 4% 3% 4%Prob. Interested 18% 11% 5% 7% 6% 6% 5% 4% 9% 7% 7% 12%Not Interested 29% 21% 9% 13% 6% 5% 11% 8% 5% 7% 8% 15%

Market Size Large 16% 13% 7% 11% 4% 7% 4% 5% 11% 7% 8% 11%Small 16% 10% 5% 7% 6% 4% 8% 3% 4% 4% 3% 8%

Appendix Chart: 27

Profile of Awareness Based Only on Title and Stars and ExposureTV Test # 1


Have you heard of the movie GONE GIRL, starring Ben Affleck, Rosamund Pike, and Neil Patrick Harris

Have you heard of the movie THE EQUALIZER, starring Denzel Washington, Chloë Grace Moretz, and Melissa Leo.

Have you heard of the movie A WALK AMONG THE TOMBSTONES, starring Liam Neeson

Prior to today, have you seen a preview or commercial for this movie?

AUDIENCE SEGMENT Yes No Don't Know Yes No Don't Know Yes No Don't Know Yes No

Overall 21% 76% 3% 34% 62% 4% 16% 80% 4% 23% 77%

GenderMale 21% 76% 3% 37% 59% 4% 20% 78% 3% 25% 75%Female 21% 76% 4% 31% 65% 5% 12% 83% 5% 21% 79%

Age Groups 17 to 19 16% 80% 4% 30% 64% 5% 15% 81% 5% 21% 79%20 to 29 22% 76% 2% 36% 60% 4% 15% 81% 4% 27% 73%30 to 49 24% 72% 4% 36% 61% 3% 18% 80% 3% 22% 78%

Men by Age Male 17 to 19 16% 81% 4% 38% 58% 4% 22% 75% 3% 23% 77%Male 20 to 29 21% 76% 2% 39% 57% 5% 18% 78% 4% 30% 70%Male 30 to 49 26% 71% 3% 34% 62% 4% 18% 79% 3% 22% 78%

Women by Age Female 17 to 19 17% 79% 4% 23% 70% 7% 8% 86% 7% 19% 81%Female 20 to 29 23% 75% 2% 32% 64% 4% 12% 84% 4% 24% 76%Female 30 to 49 22% 72% 5% 38% 60% 2% 17% 80% 3% 21% 79%

Education High School or Less 20% 77% 3% 32% 63% 5% 16% 81% 4% 20% 80%Some College+ 23% 74% 3% 36% 60% 4% 16% 80% 4% 27% 73%

Movie Avidity Rare (Under 11 movies/yr) 19% 77% 4% 31% 65% 4% 14% 82% 4% 19% 81%Frequent (11 to 23 movies/yr) 23% 75% 2% 37% 58% 5% 19% 78% 3% 30% 70%Avid (24+ movies/yr) 29% 67% 4% 50% 47% 3% 19% 78% 3% 32% 68%

Race White/Other 24% 73% 3% 34% 61% 5% 18% 78% 4% 19% 81%AA 19% 77% 4% 42% 55% 4% 12% 85% 4% 34% 66%Latino 13% 84% 3% 29% 68% 3% 11% 84% 5% 29% 71%

Awareness Aware 34% 63% 4% 100% 0% 0% 27% 68% 5% 46% 54%Unaware 15% 82% 3% 0% 94% 6% 10% 87% 3% 11% 89%

Denzel Washington Fan 25% 72% 3% 41% 55% 4% 19% 78% 4% 27% 73%Non-Fan 16% 81% 3% 24% 71% 5% 12% 84% 4% 18% 82%

Action Movies Fan 23% 74% 3% 37% 59% 4% 17% 79% 4% 26% 74%Non-Fan 18% 78% 4% 28% 68% 4% 13% 84% 3% 18% 82%

Dramas Fan 25% 71% 4% 39% 59% 2% 18% 80% 2% 29% 71%Non-Fan 19% 78% 3% 32% 63% 5% 15% 81% 4% 20% 80%

Denzel Movies Seen 0 to 2 18% 79% 4% 25% 70% 5% 13% 83% 4% 19% 81%3 to 6 24% 73% 3% 43% 54% 4% 19% 78% 3% 27% 73%

Post-Int Def. Interested 25% 71% 4% 46% 51% 3% 21% 76% 3% 35% 65%Prob. Interested 18% 80% 2% 27% 67% 6% 13% 81% 5% 17% 83%Not Interested 19% 77% 4% 22% 74% 4% 9% 88% 3% 9% 91%

Market Size Large 22% 74% 3% 36% 60% 4% 15% 81% 4% 24% 76%Small 20% 77% 3% 32% 63% 5% 17% 80% 3% 22% 78%

Appendix Chart: 28

Profile of Interest in Seeing the Movie (Among Definitely Interested)TV Test # 1


Is this a movie you would…

AUDIENCE SEGMENT See at a movie theater opening weekend

See it at a movie theater as soon as you could

See it at a movie theater, but not right away Wait to see it at home

Overall 42% 42% 14% 2%

GenderMale 47% 39% 13% 1%Female 36% 45% 15% 3%

Age 17 to 19 38% 44% 16% 2%20 to 29 44% 43% 11% 1%30 to 49 42% 40% 15% 2%

Men by Age Male 17 to 19 44% 36% 17% 3%Male 20 to 29 44% 49% 7% 0%Male 30 to 49 50% 36% 14% 0%

Women by Age Female 17 to 19 30% 55% 14% 1%Female 20 to 29 45% 38% 15% 2%Female 30 to 49 33% 45% 16% 5%

Education High School or Less 46% 42% 11% 1%Some College or More 37% 42% 17% 3%

Movie Avidity Rare (Under 11 movies/yr) 40% 45% 13% 2%Frequent (11 to 23 movies/yr) 43% 37% 17% 3%Avid (24+ movies/yr) 58% 33% 10% 0%

Race White/Other 42% 40% 16% 2%AA 42% 42% 14% 2%Latino 42% 46% 11% 2%

Awareness Aware 50% 36% 11% 3%Unaware 34% 48% 17% 1%

Denzel WashingtonFan 42% 43% 13% 1%Non-Fan 40% 36% 18% 7%

Action MoviesFan 47% 41% 11% 1%Non-Fan 21% 44% 27% 8%

Dramas Fan 46% 41% 12% 1%Non-Fan 39% 43% 16% 3%

Denzel Movies Seen 0 to 2 22% 51% 22% 5%3 to 6 52% 37% 10% 1%

Market Size Large 43% 44% 10% 2%Small 41% 40% 17% 2%

MARKETCAST GEN NORM 36% 44% 16% 4%

Appendix Chart: 29

Profile of Interest in Seeing the Movie (Among Total Positive)TV Test # 1


Is this a movie you would…

AUDIENCE SEGMENT See at a movie theater opening weekend

See it at a movie theater as soon as you could

See it at a movie theater, but not right away Wait to see it at home

Overall 25% 37% 30% 7%


Age 17 to 19 24% 36% 31% 9%20 to 29 23% 37% 31% 8%30 to 49 29% 39% 28% 4%



Education High School or Less 27% 36% 29% 8%Some College or More 23% 39% 31% 6%




Denzel WashingtonFan 29% 43% 25% 4%Non-Fan 20% 27% 39% 13%

Action MoviesFan 30% 41% 24% 4%Non-Fan 12% 27% 46% 15%



Post-Int Def. Interested 42% 42% 14% 2%Prob. Interested 9% 33% 46% 12%Not Interested 0% 0% 0% 0%


MARKETCAST GEN NORM 24% 37% 27% 11%

Appendix Chart: 30

Profile of Likelihood of Paying Full Price for a Ticket (Among Def or Prob Interested)TV Test # 1


On a scale from 1 to 10, where 10 Means "very likely" and 1 means "very unlikely" what number represents how likely you are to purchase a ticket to this movie in a movie theater on its opening weekend?

AUDIENCE SEGMENT 1 Very unlikely 2 3 4 5 Neither Likely or Unlikely 6 7 8 9 10 Very likely OVERALL

MEANGEN NORM TV

AVG

Overall 4% 3% 5% 5% 8% 9% 15% 15% 10% 27% 7.2 6.8

GenderMale 3% 2% 4% 4% 9% 9% 17% 19% 8% 25%Female 4% 4% 7% 5% 8% 8% 13% 11% 11% 28%

Age Groups 17 to 19 3% 2% 6% 6% 8% 12% 20% 11% 13% 19%20 to 29 2% 3% 5% 5% 5% 9% 15% 18% 7% 30%30 to 49 6% 4% 6% 3% 12% 6% 9% 15% 9% 31%

Men by Age Male 17 to 19 2% 1% 5% 6% 7% 10% 24% 16% 13% 18%Male 20 to 29 1% 3% 4% 3% 8% 9% 19% 21% 6% 26%Male 30 to 49 6% 3% 2% 4% 12% 9% 7% 20% 7% 31%

Women by Age Female 17 to 19 3% 3% 6% 6% 10% 14% 17% 7% 14% 20%Female 20 to 29 4% 3% 6% 7% 3% 9% 11% 15% 9% 34%Female 30 to 49 6% 6% 9% 1% 11% 3% 11% 11% 10% 31%

Education High School or Less 2% 1% 6% 5% 9% 10% 17% 11% 12% 27%Some College+ 5% 5% 4% 4% 7% 8% 12% 20% 7% 27%

Movie Avidity Rare (Under 11 movies/yr) 3% 4% 8% 5% 8% 10% 15% 15% 8% 25%Frequent (11 to 23 movies/yr) 6% 2% 0% 3% 12% 7% 17% 17% 11% 24%Avid (24+ movies/yr) 0% 0% 4% 6% 0% 2% 7% 6% 21% 53%

Race White/Other 3% 2% 7% 5% 10% 9% 15% 16% 9% 23%AA 4% 5% 3% 5% 5% 4% 14% 15% 10% 36%Latino 3% 4% 3% 2% 7% 12% 15% 11% 10% 32%

Awareness Aware 5% 2% 3% 1% 8% 7% 16% 15% 11% 33%Unaware 2% 4% 7% 6% 9% 10% 14% 15% 9% 24%

Denzel Washington Fan 4% 3% 5% 2% 6% 7% 12% 17% 11% 33%Non-Fan 3% 4% 7% 9% 14% 12% 20% 10% 6% 15%

Action Movies Fan 3% 3% 4% 4% 7% 9% 14% 16% 11% 29%Non-Fan 4% 4% 9% 7% 12% 8% 17% 12% 6% 22%

Dramas Fan 5% 4% 4% 4% 5% 4% 13% 11% 13% 38%Non-Fan 3% 3% 6% 5% 11% 12% 16% 17% 8% 20%

Denzel Movies Seen 0 to 2 2% 6% 9% 6% 13% 11% 16% 13% 5% 18%3 to 6 4% 1% 3% 3% 5% 7% 14% 16% 13% 33%

Post-Int Def. Interested 3% 1% 3% 2% 2% 5% 12% 18% 12% 42%Prob. Interested 5% 6% 9% 8% 17% 13% 18% 11% 6% 7%Not Interested - - - - - - - - - -

Market Size Large 4% 3% 5% 3% 7% 7% 14% 15% 13% 29%Small 3% 3% 6% 6% 9% 10% 15% 15% 7% 25%

GENERAL TV NORM 21%

Appendix Chart: 31

Profile of PriceTV Test # 1


How likely are you to spend $10 -- or whatever you typically would pay -- to see this movie in a theater?

AUDIENCE SEGMENT Very likely Somewhat likely Not very likely Not at all likely

Overall 35% 45% 13% 7%


Age Groups 17 to 19 30% 51% 13% 6%20 to 29 29% 51% 12% 8%30 to 49 48% 33% 13% 6%



Education High School or Less 35% 47% 13% 5%Some College+ 36% 42% 13% 8%




Denzel Washington Fan 50% 42% 6% 1%Non-Fan 17% 49% 21% 14%

Action Movies Fan 44% 44% 9% 4%Non-Fan 17% 48% 21% 13%



Post-Int Def. Interested 70% 28% 2% 0%Prob. Interested 15% 73% 10% 3%Not Interested 4% 24% 42% 30%


TV NORM 34% 42% 16% 9%TV NORM AMONG DEFINITE INTEREST 63% 34% 3% 1%

Appendix Chart: 32

Price by SpotTV Test # 1


How likely are you to spend $10 -- or whatever you typically would pay -- to see this movie in a theater?

Spots Very likely Somewhat likely Not very likely Not at all likely

Overall 35% 45% 13% 7%

SpotsHero V5 Rev (30) 31% 48% 14% 7%

One Man V9 (30) 42% 43% 11% 4%

Time V4 Rev Alt (30) 34% 44% 16% 7%

Time For Justice V9 (30) 35% 46% 10% 9%

TV NORM 32% 40% 17% 11%

Appendix Chart: 33

Profile of Choice Pre ExposureTV Test # 1


All of these movies are opening around September 26, 2014. Which of the following would be your first choice to see in a theater?

AUDIENCE SEGMENTGONE GIRL, starring Ben Affleck, Rosamund Pike, and Neil Patrick

Harris

THE EQUALIZER, starring Denzel Washington as a retired black-ops commando forced out of retirement to rescue someone

A WALK AMONG THE TOMBSTONES, starring Liam Neeson as a private detective

hired to investigate the murder of a drug lord's wife

Overall 26% 46% 28%















Appendix Chart: 34

Profile of RecommendationTV Test # 1


Which of these options best describes how you would share your feelings about this movie with friends and family?

How likely are you to recommend this movie to your friends and family?

AUDIENCE SEGMENTI would talk, email, or

text to my friends about it

I would share a link to the movie preview with

my friends online

I would "Like" or "Favorite" the movie's

webpage, but not share a link with friends


Very likely to recommend I might recommend it I wouldn't recommend

it

Overall 48% 19% 10% 24% 39% 51% 10%

GenderMale 48% 22% 10% 19% 41% 50% 9%Female 47% 16% 9% 28% 37% 51% 12%

Age Groups 17 to 19 46% 13% 11% 29% 35% 53% 12%20 to 29 43% 23% 8% 25% 35% 57% 8%30 to 49 53% 21% 9% 17% 46% 43% 11%

Men by Age Male 17 to 19 46% 16% 9% 29% 40% 53% 7%Male 20 to 29 42% 30% 12% 16% 33% 57% 11%Male 30 to 49 56% 21% 10% 14% 50% 41% 9%

Women by Age Female 17 to 19 46% 11% 14% 30% 30% 53% 17%Female 20 to 29 45% 16% 5% 34% 38% 57% 5%Female 30 to 49 51% 21% 9% 20% 42% 45% 13%

Education High School or Less 49% 15% 10% 26% 39% 51% 10%Some College+ 46% 24% 9% 21% 38% 50% 11%

Movie Avidity Rare (Under 11 movies/yr) 47% 16% 11% 26% 38% 51% 10%Frequent (11 to 23 movies/yr) 49% 23% 5% 22% 40% 51% 9%Avid (24+ movies/yr) 46% 29% 15% 10% 45% 41% 14%

Race White/Other 47% 19% 9% 25% 35% 53% 12%AA 53% 24% 8% 14% 49% 45% 6%Latino 45% 15% 12% 28% 44% 48% 7%

Awareness Aware 54% 26% 8% 13% 54% 40% 5%Unaware 44% 16% 10% 30% 31% 56% 13%

Denzel Washington Fan 59% 21% 8% 11% 55% 43% 2%Non-Fan 31% 16% 12% 41% 19% 60% 21%

Action Movies Fan 54% 22% 10% 14% 48% 46% 6%Non-Fan 36% 14% 9% 41% 21% 61% 19%

Dramas Fan 54% 21% 5% 19% 48% 44% 8%Non-Fan 44% 18% 12% 26% 35% 54% 11%

Denzel Movies Seen 0 to 2 41% 15% 10% 35% 26% 56% 18%3 to 6 54% 23% 10% 14% 54% 45% 2%

Post-Int Def. Interested 66% 22% 6% 5% 74% 26% 0%Prob. Interested 43% 19% 15% 24% 19% 76% 5%Not Interested 16% 12% 8% 64% 8% 50% 42%

Market Size Large 51% 17% 9% 23% 40% 52% 8%Small 45% 20% 10% 24% 38% 50% 12%

GEN TV NORM 40% 18% 13% 29% 34% 49% 17%

Appendix Chart: 35

Recommendation by SpotTV Test # 1


Which of these options best describes how you would share your feelings about this movie with friends and family?

How likely are you to recommend this movie to your friends and family?

SpotsI would talk, email, or

text to my friends about it

I would share a link to the movie preview

with my friends online

I would "Like" or "Favorite" the movie's

webpage, but not share a link with

friends


Very likely to recommend I might recommend it I wouldn't recommend

it

Overall 48% 19% 10% 24% 39% 51% 10%

SpotsHero V5 Rev (30) 45% 24% 6% 24% 36% 55% 9%

One Man V9 (30) 51% 16% 7% 26% 43% 49% 7%

Time V4 Rev Alt (30) 46% 16% 14% 25% 40% 47% 13%

Time For Justice V9 (30) 49% 20% 11% 20% 37% 51% 12%

GEN TV NORM 40% 18% 13% 29% 34% 49% 17%

Appendix Chart: 36

Profile of TV ShowTV Test # 1


Were you aware that this movie is based on a TV series of the same name, The

Equalizer?(If Aware) Have you seen the TV show, The Equalizer? Does knowing that THE EQUALIZER is based on a TV show

make you...

AUDIENCE SEGMENT Yes No Yes No Not Sure More interested Less interested No difference

Overall 14% 86% 58% 33% 9% 31% 4% 65%

GenderMale 16% 84% 62% 30% 8% 33% 3% 63%Female 13% 87% 54% 36% 10% 28% 4% 67%

Age Groups 17 to 19 10% 90% 22% 67% 11% 33% 4% 63%20 to 29 7% 93% 47% 53% 0% 31% 3% 66%30 to 49 26% 74% 75% 14% 11% 28% 4% 67%

Men by Age Male 17 to 19 12% 88% 35% 46% 18% 39% 3% 58%Male 20 to 29 8% 92% 58% 42% 0% 31% 2% 67%Male 30 to 49 26% 74% 74% 19% 7% 31% 4% 65%

Women by Age Female 17 to 19 8% 92% 0% 100% 0% 27% 4% 68%Female 20 to 29 6% 94% 33% 67% 0% 31% 4% 65%Female 30 to 49 25% 75% 76% 9% 15% 26% 5% 69%

Education High School or Less 13% 87% 48% 42% 10% 31% 4% 65%Some College+ 15% 85% 69% 23% 8% 30% 4% 66%

Movie Avidity Rare (Under 11 movies/yr) 11% 89% 62% 31% 7% 31% 3% 65%Frequent (11 to 23 movies/yr) 20% 80% 59% 26% 15% 30% 4% 66%Avid (24+ movies/yr) 27% 73% 38% 62% 0% 26% 9% 65%

Race White/Other 13% 87% 63% 29% 8% 29% 4% 67%AA 17% 83% 66% 29% 5% 44% 4% 52%Latino 15% 85% 37% 48% 16% 29% 2% 69%

Awareness Aware 21% 79% 71% 22% 8% 41% 4% 55%Unaware 10% 90% 45% 44% 10% 26% 4% 71%

Denzel Washington Fan 17% 83% 71% 23% 6% 40% 3% 57%Non-Fan 11% 89% 33% 52% 15% 20% 5% 76%

Action Movies Fan 16% 84% 58% 33% 9% 36% 2% 62%Non-Fan 10% 90% 59% 33% 7% 21% 7% 72%

Dramas Fan 19% 81% 57% 37% 6% 36% 3% 61%Non-Fan 12% 88% 59% 30% 11% 29% 4% 67%

Denzel Movies Seen 0 to 2 10% 90% 46% 45% 9% 25% 4% 71%3 to 6 19% 81% 65% 26% 9% 38% 3% 59%

Post-Int Def. Interested 23% 77% 66% 25% 10% 43% 1% 56%Prob. Interested 9% 91% 38% 52% 10% 27% 5% 68%Not Interested 6% 94% 61% 39% 0% 13% 6% 81%

Market Size Large 20% 80% 58% 34% 8% 30% 3% 67%Small 10% 90% 58% 31% 10% 31% 4% 64%

Appendix Chart: 37

Audience: by Test Descriptions About Washinton's Character: % Strongly Agree


Table of Contents

% Strongly Agree

Comments Overall TV1 Hero V5 Rev (30) One Man V9 (30) Time V4 Rev Alt (30)


Tough 70% 65% 71% 71% 71%

Brave 68% 70% 69% 63% 70%

Determined 67% 66% 70% 64% 68%

Skilled 66% 66% 71% 63% 66%

Heroic 63% 66% 69% 56% 58%

Bad-ass 62% 62% 64% 62% 60%

A character I can root for 62% 62% 60% 61% 64%

A character I want to watch 61% 60% 62% 58% 65%

Intense 60% 57% 61% 62% 61%

Dangerous 48% 51% 47% 44% 49%

Resourceful 48% 45% 50% 47% 48%

Cool 47% 49% 47% 48% 44%

Mysterious 38% 32% 35% 39% 44%

Cunning 34% 34% 33% 33% 37%

Appendix Chart: 38

Profile of Washington's CharacterTV Test # 1


% Strongly Agree

AUDIENCE SEGMENT Cool Heroic Determined Intense Brave Tough Bad-ass Dangerous A character I can root for Resourceful Cunning A character I want to

watch Skilled Mysterious

Overall 47% 63% 67% 60% 68% 70% 62% 48% 62% 48% 34% 61% 66% 38%

GenderMale 46% 65% 66% 60% 67% 70% 64% 56% 62% 49% 42% 62% 68% 38%Female 48% 60% 67% 61% 70% 70% 60% 40% 61% 46% 26% 60% 65% 37%

Age Groups 17 to 19 40% 65% 66% 56% 68% 69% 63% 45% 63% 42% 33% 54% 66% 34%20 to 29 46% 64% 73% 63% 70% 72% 64% 53% 63% 49% 37% 62% 69% 38%30 to 49 54% 59% 62% 62% 66% 68% 59% 45% 59% 52% 32% 67% 65% 41%

Men by Age Male 17 to 19 38% 67% 65% 57% 70% 70% 65% 56% 63% 43% 37% 59% 67% 32%Male 20 to 29 54% 70% 78% 69% 72% 74% 74% 66% 66% 56% 51% 65% 75% 46%Male 30 to 49 46% 58% 56% 54% 59% 65% 54% 46% 58% 48% 38% 62% 61% 35%

Women by Age Female 17 to 19 42% 63% 66% 55% 67% 68% 61% 35% 64% 41% 28% 49% 66% 36%Female 20 to 29 39% 59% 68% 58% 69% 70% 54% 41% 59% 43% 24% 60% 62% 30%Female 30 to 49 61% 60% 68% 69% 72% 70% 64% 44% 60% 55% 26% 72% 68% 47%

Education High School or Less 46% 63% 64% 57% 67% 68% 61% 45% 63% 43% 31% 59% 63% 36%Some College+ 48% 62% 70% 65% 69% 72% 64% 52% 61% 54% 38% 64% 71% 39%

Movie Avidity Rare (Under 11 movies/yr) 44% 59% 66% 56% 65% 67% 60% 47% 58% 46% 31% 60% 64% 36%Frequent (11 to 23 movies/yr) 48% 67% 68% 67% 74% 74% 65% 48% 69% 48% 38% 63% 69% 40%Avid (24+ movies/yr) 64% 78% 74% 73% 73% 74% 68% 53% 73% 60% 47% 65% 79% 46%

Race White/Other 45% 59% 65% 59% 68% 70% 60% 46% 59% 46% 33% 60% 65% 36%AA 55% 70% 67% 63% 71% 74% 69% 56% 70% 50% 35% 69% 72% 47%Latino 45% 66% 71% 62% 67% 66% 63% 49% 63% 50% 35% 59% 65% 36%

Awareness Aware 59% 70% 73% 72% 77% 77% 66% 58% 72% 57% 40% 69% 73% 44%Unaware 41% 59% 64% 54% 64% 66% 60% 42% 56% 43% 31% 57% 63% 34%

Denzel Washington Fan 58% 71% 73% 67% 76% 77% 70% 55% 74% 56% 42% 76% 74% 45%Non-Fan 31% 50% 59% 50% 57% 59% 50% 37% 45% 36% 22% 40% 56% 27%

Action Movies Fan 55% 69% 74% 64% 77% 75% 68% 54% 72% 53% 40% 72% 74% 41%Non-Fan 31% 51% 54% 54% 53% 59% 51% 36% 42% 38% 23% 42% 53% 31%

Dramas Fan 56% 66% 71% 64% 74% 72% 67% 55% 64% 54% 37% 68% 73% 46%Non-Fan 42% 61% 65% 58% 65% 68% 59% 44% 60% 44% 33% 57% 63% 33%

Denzel Movies Seen 0 to 2 38% 55% 62% 52% 61% 64% 57% 38% 52% 40% 27% 49% 61% 32%3 to 6 55% 70% 71% 68% 75% 74% 66% 57% 71% 54% 41% 72% 71% 43%

Post-Int Def. Interested 62% 75% 75% 69% 81% 81% 73% 58% 77% 57% 45% 77% 76% 47%Prob. Interested 41% 60% 66% 56% 65% 65% 59% 45% 57% 47% 30% 61% 67% 35%Not Interested 23% 41% 51% 49% 45% 53% 45% 31% 38% 30% 16% 28% 44% 21%

Market Size Large 51% 63% 62% 57% 67% 67% 61% 48% 59% 45% 28% 59% 65% 35%Small 44% 62% 70% 63% 69% 72% 63% 48% 63% 50% 38% 63% 67% 40%

Appendix Chart: 39

Audience: by Test Descriptions About Movie: % Strongly Agree


Table of Contents

% Strongly Agree

Comments Overall TV1 Hero V5 Rev (30) One Man V9 (30) Time V4 Rev Alt (30)


Action-packed 66% 60% 69% 73% 64%

Intense 55% 54% 60% 55% 50%

Entertaining 52% 49% 57% 55% 47%

A movie worth seeing in a theater 51% 46% 58% 51% 47%

Supenseful 50% 45% 55% 54% 44%

Will keep me on the edge of my seat 49% 48% 50% 49% 50%

Has a great story 44% 41% 52% 42% 43%

Cool 42% 41% 43% 43% 40%

Unpredictable 28% 25% 27% 29% 33%

Dark 21% 18% 25% 14% 27%

Original 20% 23% 24% 17% 16%

Typical 18% 17% 16% 18% 20%

Funny 12% 10% 16% 10% 12%

Boring 6% 5% 10% 7% 4%

Appendix Chart: 40

Profile of Movie DescriptionsTV Test # 1


% Strongly Agree

AUDIENCE SEGMENT Cool Boring Entertaining Action-packed Supenseful Funny Original Intense Typical Dark Will keep me on the edge of my seat Has a great story A movie worth seeing

in a theater Unpredictable

Overall 42% 6% 52% 66% 50% 12% 20% 55% 18% 21% 49% 44% 51% 28%

GenderMale 47% 6% 54% 68% 53% 13% 22% 58% 16% 22% 51% 48% 53% 29%Female 37% 7% 50% 64% 46% 10% 19% 51% 19% 19% 48% 40% 48% 28%

Age Groups 17 to 19 42% 10% 50% 69% 48% 12% 20% 51% 18% 13% 46% 42% 50% 27%20 to 29 37% 4% 51% 61% 49% 10% 16% 53% 17% 20% 46% 40% 49% 22%30 to 49 46% 5% 55% 69% 52% 13% 25% 61% 19% 29% 56% 51% 53% 36%

Men by Age Male 17 to 19 48% 11% 55% 70% 54% 14% 24% 57% 14% 8% 49% 51% 54% 30%Male 20 to 29 38% 2% 48% 66% 49% 11% 14% 55% 19% 23% 47% 38% 46% 23%Male 30 to 49 54% 4% 58% 69% 56% 15% 27% 62% 15% 36% 57% 56% 60% 34%

Women by Age Female 17 to 19 37% 9% 44% 68% 42% 10% 16% 44% 21% 19% 44% 34% 47% 25%Female 20 to 29 36% 5% 54% 56% 50% 9% 17% 50% 14% 16% 44% 42% 52% 21%Female 30 to 49 38% 6% 52% 69% 47% 12% 23% 60% 23% 22% 55% 45% 45% 39%

Education High School or Less 45% 8% 56% 69% 52% 14% 24% 58% 19% 20% 53% 47% 54% 30%Some College+ 38% 4% 48% 62% 47% 9% 16% 51% 17% 22% 46% 42% 47% 27%

Movie Avidity Rare (Under 11 movies/yr) 43% 5% 55% 68% 51% 11% 20% 57% 19% 21% 51% 46% 50% 29%Frequent (11 to 23 movies/yr) 39% 8% 47% 60% 46% 15% 17% 47% 18% 21% 43% 40% 49% 24%Avid (24+ movies/yr) 43% 8% 48% 68% 50% 10% 37% 67% 10% 15% 55% 49% 64% 42%

Race White/Other 42% 7% 52% 67% 51% 13% 19% 54% 19% 23% 49% 41% 48% 30%AA 40% 6% 58% 71% 42% 7% 24% 56% 21% 20% 55% 54% 60% 27%Latino 42% 4% 48% 60% 50% 12% 23% 57% 10% 14% 46% 48% 52% 24%

Awareness Aware 52% 4% 64% 73% 61% 17% 25% 65% 15% 27% 60% 52% 62% 35%Unaware 37% 7% 46% 63% 44% 9% 18% 50% 19% 18% 44% 41% 45% 25%

Denzel Washington Fan 53% 3% 67% 74% 61% 12% 21% 66% 12% 22% 63% 55% 66% 35%Non-Fan 29% 10% 34% 56% 35% 11% 19% 41% 25% 19% 32% 31% 31% 21%

Action Movies Fan 51% 4% 61% 71% 57% 15% 24% 63% 13% 23% 57% 54% 60% 33%Non-Fan 23% 10% 35% 56% 34% 5% 12% 38% 29% 16% 33% 25% 31% 18%

Dramas Fan 52% 6% 61% 77% 60% 14% 28% 63% 18% 29% 57% 59% 61% 37%Non-Fan 37% 6% 48% 61% 45% 11% 17% 51% 18% 17% 46% 38% 46% 25%

Denzel Movies Seen 0 to 2 29% 7% 44% 59% 41% 7% 16% 46% 19% 19% 37% 32% 37% 22%3 to 6 56% 6% 62% 74% 60% 17% 25% 65% 17% 23% 64% 59% 67% 36%

Post-Int Def. Interested 66% 5% 77% 80% 66% 16% 29% 75% 8% 24% 72% 69% 80% 40%Prob. Interested 33% 4% 43% 63% 43% 10% 15% 43% 15% 22% 42% 34% 42% 23%Not Interested 10% 14% 18% 43% 29% 6% 11% 37% 44% 13% 18% 16% 9% 15%

Market Size Large 43% 3% 52% 64% 50% 10% 21% 55% 16% 21% 51% 48% 52% 30%Small 41% 9% 52% 68% 50% 13% 20% 54% 19% 21% 48% 42% 50% 27%

Appendix Chart: 41

Profile of Commercial Summary and InterestTV Test # 1


Regardless of whether you liked the commercial you just saw, which of the following descriptions best describes the commercial you just saw for THE EQUALIZER? Based on everything you know about the movie, which of the following descriptions makes you most interested in seeing THE EQUALIZER in a movie theater when it is released?

AUDIENCE SEGMENT

Often finding himself with the opportunity to step in and defend the innocent, Robert McCall (Denzel Washington)

acts as a modern day knight, never asking for compensation or recognition for his help. Instead, McCall keeps his heroic acts a secret as he protects those who

cannot protect themselves

Despite making a promise to himself that he will never go back to the dangerous and violent life he once led, when

Robert McCall (Denzel Washington) sees bad things happen to other people, he feels compelled to intervene

and use his skills to help them. Ultimately, he cannot escape who he is

After effortlessly taking out five men while protecting someone he barely knows, Robert McCall (Denzel

Washington) finds that he has unknowingly killed key men in the Russian Mafia. The mafia begins to search for McCall, relentless in their attempt to track him down and

find out who he really is.

Women living in the world of violent men are often forced to bend to the will of those who hold power. But when

one women threatened by the Russian mob is lucky enough to cross paths with Robert McCall (Denzel

Washington) he is determined to rescue her.













Overall 26% 35% 21% 17% 25% 31% 25% 19%

GenderMale 26% 35% 22% 17% 25% 27% 31% 16%Female 26% 36% 20% 18% 24% 34% 20% 22%

Age Groups 17 to 19 26% 35% 23% 16% 25% 28% 29% 17%20 to 29 27% 35% 20% 18% 25% 34% 22% 20%30 to 49 26% 36% 20% 18% 25% 30% 26% 19%

Men by Age Male 17 to 19 28% 34% 25% 13% 27% 24% 35% 13%Male 20 to 29 28% 33% 20% 19% 25% 32% 25% 18%Male 30 to 49 23% 38% 21% 19% 24% 26% 33% 17%

Women by Age Female 17 to 19 24% 36% 20% 20% 23% 32% 23% 22%Female 20 to 29 27% 38% 20% 16% 24% 36% 18% 22%Female 30 to 49 28% 34% 19% 18% 25% 35% 18% 21%

Education High School or Less 26% 33% 22% 19% 24% 30% 27% 19%Some College+ 27% 38% 20% 15% 26% 32% 24% 19%

Movie Avidity Rare (Under 11 movies/yr) 25% 38% 20% 17% 24% 33% 24% 20%Frequent (11 to 23 movies/yr) 30% 27% 21% 22% 25% 26% 29% 19%Avid (24+ movies/yr) 28% 40% 24% 7% 35% 24% 30% 11%

Race White/Other 28% 37% 19% 15% 24% 31% 26% 19%AA 25% 31% 23% 22% 25% 31% 23% 21%Latino 22% 32% 25% 21% 27% 31% 26% 17%

Awareness Aware 25% 35% 22% 18% 25% 28% 26% 21%Unaware 27% 36% 20% 17% 25% 32% 25% 18%

Denzel Washington Fan 26% 37% 20% 17% 23% 30% 27% 20%Non-Fan 27% 33% 22% 18% 27% 32% 23% 18%

Action Movies Fan 26% 37% 22% 16% 25% 27% 28% 20%Non-Fan 28% 33% 19% 21% 24% 37% 21% 18%

Dramas Fan 28% 35% 19% 17% 23% 25% 26% 26%Non-Fan 25% 36% 22% 18% 26% 34% 25% 16%

Denzel Movies Seen 0 to 2 27% 37% 20% 16% 26% 34% 25% 16%3 to 6 26% 34% 22% 18% 24% 28% 26% 22%

Post-Int Def. Interested 26% 36% 22% 17% 24% 29% 26% 20%Prob. Interested 27% 36% 21% 16% 24% 32% 26% 17%Not Interested 26% 34% 19% 21% 26% 32% 22% 19%

Market Size Large 25% 35% 20% 20% 26% 29% 24% 20%Small 28% 36% 21% 15% 24% 32% 27% 18%

Appendix Chart: 42

Commercial Summary and Interest by SpotTV Test # 1


Regardless of whether you liked the commercial you just saw, which of the following descriptions best describes the commercial you just saw for THE EQUALIZER? Based on everything you know about the movie, which of the following descriptions makes you most interested in seeing THE EQUALIZER in a movie theater when it is released?

Spots

























Overall 26% 35% 21% 17% 25% 31% 25% 19%

SpotsHero V5 Rev (30) 32% 23% 23% 22% 31% 25% 23% 21%

One Man V9 (30) 24% 46% 14% 15% 25% 32% 24% 19%

Time V4 Rev Alt (30) 29% 29% 28% 14% 23% 31% 31% 15%

Time For Justice V9 (30) 20% 43% 18% 19% 20% 35% 24% 21%

Appendix Chart: 43

Profile of Denzel Washington's MoviesTV Test # 1


% Movies Seen In Theater

AUDIENCE SEGMENT FLIGHT, starring Denzel Washington

SAFE HOUSE, starring Denzel Washington and Ryan Reynolds

2 GUNS, starring Denzel Washington and Mark Wahlberg

THE BOOK OF ELI, starring Denzel

Washington and Mila Kunis

UNSTOPPABLE, starring Denzel

Washington and Chris Pine

THE TAKING OF PELHAM 1 2 3, starring

Denzel Washington and John Travolta

Overall 44% 48% 42% 50% 42% 34%

GenderMale 46% 52% 50% 58% 48% 41%Female 42% 44% 35% 42% 36% 28%

Age Groups 17 to 19 39% 46% 38% 41% 35% 25%20 to 29 43% 47% 42% 56% 45% 34%30 to 49 50% 50% 47% 53% 46% 45%

Men by Age Male 17 to 19 39% 51% 47% 47% 43% 33%Male 20 to 29 46% 51% 51% 67% 50% 38%Male 30 to 49 52% 53% 52% 60% 51% 51%

Women by Age Female 17 to 19 38% 41% 28% 36% 28% 16%Female 20 to 29 40% 43% 34% 44% 40% 30%Female 30 to 49 48% 48% 42% 45% 41% 39%

Education High School or Less 41% 46% 41% 47% 41% 30%Some College+ 47% 49% 43% 53% 43% 40%

Movie Avidity Rare (Under 11 movies/yr) 39% 43% 38% 47% 39% 31%Frequent (11 to 23 movies/yr) 53% 54% 48% 57% 47% 40%Avid (24+ movies/yr) 61% 64% 58% 55% 56% 49%

Race White/Other 40% 45% 39% 48% 39% 34%AA 59% 61% 54% 61% 55% 44%Latino 44% 48% 45% 46% 42% 28%

Awareness Aware 53% 58% 54% 59% 50% 43%Unaware 39% 42% 36% 45% 38% 30%

Denzel Washington Fan 52% 59% 52% 62% 52% 46%Non-Fan 34% 32% 30% 34% 29% 19%

Action Movies Fan 50% 54% 50% 56% 49% 39%Non-Fan 33% 36% 28% 38% 28% 25%

Dramas Fan 53% 55% 50% 54% 52% 45%Non-Fan 39% 44% 38% 48% 37% 29%

Denzel Movies Seen 0 to 2 17% 21% 16% 24% 17% 11%3 to 6 71% 75% 69% 76% 68% 59%

Post-Int Def. Interested 55% 61% 56% 60% 57% 48%Prob. Interested 39% 44% 38% 47% 35% 27%Not Interested 29% 28% 23% 34% 23% 21%

Market Size Large 49% 51% 46% 51% 44% 39%Small 40% 45% 39% 49% 41% 31%

Appendix Chart: 44

Profile of Age/Gender AppropriatenessTV Test # 1


When you think about this new movie, EQUALIZER, would you say it is most age appropriate for…?

When you think about this new movie, EQUALIZER, would you say it is…? With whom would you go see EQUALIZER?

AUDIENCE SEGMENT Adults 17 to 24 Adults 25 to 34 Adults 35 and above For all adults 17 and older Mostly for males Mostly for females For males and females

equally Alone With a group of male friends

With a group of female friends My sibling(s) A date My spouse/significant

other Other relatives A friend I don't know who I would see it with

Overall 15% 17% 6% 63% 29% 2% 69% 4% 19% 6% 2% 12% 21% 4% 16% 15%

GenderMale 16% 17% 5% 61% 38% 1% 61% 6% 30% 4% 2% 11% 15% 4% 13% 15%Female 14% 17% 6% 64% 21% 3% 75% 1% 9% 8% 2% 14% 27% 5% 19% 15%

Age Groups 17 to 19 17% 9% 4% 71% 33% 3% 64% 3% 29% 9% 3% 12% 7% 6% 17% 13%20 to 29 19% 19% 4% 58% 30% 2% 68% 2% 21% 6% 1% 15% 20% 3% 16% 17%30 to 49 9% 23% 9% 59% 25% 2% 74% 6% 8% 3% 3% 10% 36% 4% 14% 15%

Men by Age Male 17 to 19 17% 7% 3% 73% 39% 2% 59% 6% 42% 4% 3% 11% 4% 6% 12% 12%Male 20 to 29 21% 19% 5% 55% 37% 1% 62% 3% 35% 5% 1% 11% 12% 1% 13% 18%Male 30 to 49 10% 25% 8% 57% 37% 0% 63% 9% 13% 4% 2% 10% 29% 3% 12% 17%

Women by Age Female 17 to 19 16% 10% 4% 69% 28% 4% 68% 1% 17% 14% 3% 13% 11% 6% 22% 15%Female 20 to 29 16% 20% 3% 62% 23% 3% 74% 1% 6% 8% 0% 18% 29% 4% 19% 16%Female 30 to 49 8% 20% 11% 61% 13% 3% 84% 3% 3% 3% 4% 10% 43% 5% 17% 13%

Education High School or Less 16% 11% 3% 69% 26% 3% 72% 5% 23% 8% 3% 12% 13% 5% 18% 14%Some College+ 13% 23% 9% 55% 34% 1% 65% 3% 15% 4% 1% 13% 30% 3% 13% 17%

Movie Avidity Rare (Under 11 movies/yr) 15% 16% 6% 64% 29% 2% 69% 3% 19% 6% 2% 11% 22% 4% 17% 16%Frequent (11 to 23 movies/yr) 15% 18% 6% 60% 35% 3% 62% 5% 19% 6% 2% 17% 18% 5% 15% 14%Avid (24+ movies/yr) 12% 24% 3% 61% 17% 0% 83% 5% 32% 12% 0% 7% 22% 4% 10% 9%

Race White/Other 14% 17% 5% 64% 35% 3% 63% 4% 23% 5% 1% 12% 21% 3% 17% 14%AA 17% 17% 7% 58% 14% 1% 85% 6% 13% 7% 3% 18% 18% 7% 14% 13%Latino 16% 16% 6% 62% 25% 1% 74% 2% 12% 10% 4% 10% 22% 8% 12% 19%

Awareness Aware 16% 14% 5% 65% 32% 1% 67% 5% 20% 8% 1% 14% 19% 3% 16% 14%Unaware 14% 18% 6% 62% 28% 3% 69% 3% 19% 5% 3% 11% 22% 5% 16% 15%

Denzel Washington Fan 12% 15% 5% 68% 26% 1% 73% 3% 16% 7% 2% 13% 25% 4% 14% 16%Non-Fan 18% 19% 7% 57% 34% 4% 63% 5% 24% 5% 2% 11% 16% 5% 18% 14%

Action Movies Fan 15% 11% 5% 69% 26% 1% 73% 4% 19% 6% 2% 13% 20% 4% 17% 15%Non-Fan 14% 28% 7% 51% 36% 4% 60% 4% 21% 6% 2% 10% 23% 5% 13% 15%

Dramas Fan 16% 13% 4% 67% 26% 2% 72% 5% 12% 7% 3% 20% 26% 5% 12% 12%Non-Fan 14% 19% 6% 61% 31% 2% 67% 3% 23% 6% 2% 9% 19% 4% 18% 16%

Denzel Movies Seen 0 to 2 15% 19% 5% 61% 33% 3% 64% 3% 22% 6% 2% 13% 20% 4% 16% 14%3 to 6 14% 14% 6% 65% 26% 1% 73% 5% 17% 6% 2% 12% 22% 5% 16% 16%

Post-Int Def. Interested 14% 13% 4% 69% 21% 1% 78% 2% 16% 8% 4% 15% 24% 5% 12% 14%Prob. Interested 16% 18% 5% 61% 29% 3% 68% 5% 22% 6% 2% 11% 20% 3% 17% 13%Not Interested 16% 22% 11% 52% 47% 2% 50% 5% 21% 1% 0% 8% 18% 5% 21% 21%

Market Size Large 16% 17% 6% 62% 29% 2% 69% 4% 14% 8% 3% 13% 21% 4% 15% 16%Small 14% 17% 5% 63% 30% 2% 68% 4% 23% 5% 1% 11% 21% 5% 16% 14%

Appendix Chart: 45

Age/Gender Appropriateness by SpotTV Test # 1


When you think about this new movie, EQUALIZER, would you say it is most age appropriate for…?

When you think about this new movie, EQUALIZER, would you say it is…? With whom would you go see EQUALIZER?

Spots Adults 17 to 24 Adults 25 to 34 Adults 35 and above For all adults 17 and older Mostly for males Mostly for females For males and females

equally Alone With a group of male friends

With a group of female friends My sibling(s) A date My spouse/significant

other Other relatives A friend I don't know who I would see it with

Overall 15% 17% 6% 63% 29% 2% 69% 4% 19% 6% 2% 12% 21% 4% 16% 15%

SpotsHero V5 Rev (30) 15% 16% 5% 64% 26% 1% 73% 3% 23% 3% 4% 10% 21% 4% 14% 17%

One Man V9 (30) 15% 20% 6% 59% 28% 2% 71% 4% 18% 8% 1% 17% 17% 5% 17% 13%

Time V4 Rev Alt (30) 17% 14% 6% 63% 33% 5% 62% 3% 17% 4% 2% 12% 26% 4% 20% 12%

Time For Justice V9 (30) 13% 18% 5% 64% 31% 1% 68% 4% 19% 10% 1% 10% 20% 5% 13% 18%

Appendix Chart: 46

Audience: by Test Theater Attending Opinions: % Always the Case


Table of Contents

% Always the Case

Opinions Overall TV1

I want to see big action on screen (explosions, near escapes) 32%

I want to treat myself. 29%

I want to feel strong emotions (laugh, cry, smile, scream) 27%

I want to lose myself in the film 24%

I want to share an experience/bond with my friends 24%

I want to share an experience/bond with my familiy 22%

I want to feel better and to feel joy 22%

I look for artistry in acting or filmmaking 20%

I want to see a visual spectacle 19%

I want to see good triumph over evil 19%

I want to visit a different time and place 17%

I don't want to have to do anything for the next couple of hours 15%

I'm bored. 14%

I have a date and the movie theater is romantic 14%

It's hot/rainy/cold and I need a comfortable indoor environment for a while 13%

I want to see an ideal romantic relationship on screen 11%

I follow the director 9%

I want to watch a deeply American story 9%

Appendix Chart: 47

Profile of Theater Attending OpinionsTV Test # 1


% Always the Case

AUDIENCE SEGMENT I follow the directorI want to share an

experience/bond with my friends

I want to share an experience/bond with

my familiyI'm bored.

I have a date and the movie theater is

romantic

It's hot/rainy/cold and I need a comfortable indoor environment

for a while

I want to see an ideal romantic relationship

on screen

I want to see a visual spectacle

I look for artistry in acting or filmmaking

I want to lose myself in the film

I want to watch a deeply American

story

I want to see good triumph over evil I want to treat myself.

I don't want to have to do anything for the next couple of hours

I want to see big action on screen (explosions, near

escapes)

I want to feel better and to feel joy

I want to visit a different time and

place

I want to feel strong emotions (laugh, cry,

smile, scream)

Overall 9% 24% 22% 14% 14% 13% 11% 19% 20% 24% 9% 19% 29% 15% 32% 22% 17% 27%

GenderMale 10% 22% 19% 15% 16% 12% 10% 20% 24% 23% 12% 20% 28% 16% 36% 21% 17% 26%Female 7% 25% 26% 14% 12% 15% 12% 19% 17% 24% 5% 18% 30% 14% 28% 23% 16% 29%

Age Groups 17 to 19 7% 24% 17% 18% 13% 13% 10% 15% 18% 21% 6% 14% 24% 13% 32% 20% 12% 26%20 to 29 8% 24% 23% 13% 15% 15% 9% 23% 20% 27% 8% 20% 32% 13% 32% 23% 18% 27%30 to 49 11% 22% 27% 12% 15% 12% 14% 21% 23% 23% 12% 22% 32% 19% 30% 23% 20% 29%

Men by Age Male 17 to 19 9% 22% 15% 18% 16% 12% 9% 16% 20% 20% 11% 16% 25% 15% 36% 19% 12% 22%Male 20 to 29 10% 22% 21% 14% 15% 14% 6% 21% 24% 27% 11% 20% 30% 14% 37% 24% 21% 28%Male 30 to 49 12% 22% 21% 13% 16% 11% 15% 24% 27% 22% 15% 24% 30% 20% 34% 20% 18% 27%

Women by Age Female 17 to 19 6% 26% 20% 18% 9% 13% 11% 14% 17% 22% 1% 13% 23% 11% 28% 21% 11% 29%Female 20 to 29 7% 26% 25% 13% 14% 17% 12% 24% 16% 26% 5% 20% 33% 13% 28% 21% 16% 27%Female 30 to 49 9% 23% 32% 10% 13% 13% 13% 18% 19% 25% 9% 20% 35% 18% 27% 25% 22% 30%

Education High School or Less 9% 26% 24% 17% 15% 15% 12% 19% 20% 24% 9% 18% 30% 17% 35% 24% 16% 27%Some College+ 9% 20% 20% 11% 12% 11% 9% 20% 21% 23% 8% 19% 29% 13% 28% 19% 17% 27%

Movie Avidity Rare (Under 11 movies/yr) 7% 22% 20% 14% 11% 14% 10% 16% 18% 24% 8% 18% 28% 14% 29% 22% 15% 27%Frequent (11 to 23 movies/yr) 14% 28% 27% 14% 20% 14% 12% 27% 25% 22% 11% 19% 29% 15% 37% 22% 21% 27%Avid (24+ movies/yr) 10% 20% 28% 14% 16% 10% 9% 22% 25% 25% 13% 22% 39% 23% 39% 18% 15% 30%

Race White/Other 8% 23% 21% 15% 13% 12% 10% 20% 20% 24% 8% 17% 28% 16% 29% 19% 17% 25%AA 13% 27% 27% 14% 19% 21% 12% 23% 25% 24% 12% 26% 37% 19% 41% 29% 21% 34%Latino 9% 22% 24% 12% 13% 12% 11% 16% 17% 23% 8% 20% 28% 11% 33% 25% 13% 29%

Awareness Aware 11% 27% 25% 16% 17% 17% 13% 21% 27% 27% 12% 22% 35% 17% 35% 26% 21% 29%Unaware 8% 21% 21% 14% 12% 12% 10% 18% 17% 22% 7% 17% 27% 14% 30% 20% 14% 26%

Denzel Washington Fan 10% 24% 26% 15% 16% 15% 12% 21% 22% 26% 10% 21% 33% 17% 35% 25% 19% 31%Non-Fan 8% 22% 17% 14% 11% 11% 9% 17% 19% 20% 7% 16% 25% 13% 27% 17% 14% 22%

Action Movies Fan 9% 26% 25% 16% 16% 15% 12% 23% 21% 26% 10% 21% 33% 17% 40% 24% 18% 30%Non-Fan 7% 19% 18% 10% 9% 10% 9% 14% 19% 19% 6% 15% 23% 12% 15% 18% 14% 21%

Dramas Fan 12% 28% 31% 14% 21% 21% 17% 25% 28% 30% 12% 22% 38% 18% 34% 30% 23% 36%Non-Fan 7% 21% 18% 15% 11% 10% 8% 17% 16% 20% 7% 17% 25% 14% 30% 17% 13% 23%

Denzel Movies Seen 0 to 2 6% 20% 17% 11% 10% 9% 8% 16% 17% 22% 6% 14% 23% 13% 23% 16% 12% 22%3 to 6 12% 28% 28% 17% 18% 18% 14% 23% 24% 25% 12% 23% 36% 18% 41% 28% 21% 32%

Post-Int Def. Interested 11% 29% 29% 17% 20% 17% 14% 23% 26% 29% 12% 26% 36% 19% 46% 28% 22% 32%Prob. Interested 7% 20% 19% 13% 10% 12% 10% 18% 15% 20% 7% 16% 26% 14% 26% 20% 13% 26%Not Interested 6% 18% 14% 11% 8% 9% 5% 13% 19% 20% 4% 9% 23% 10% 12% 12% 12% 19%

Market Size Large 9% 24% 27% 14% 14% 15% 11% 20% 22% 25% 11% 19% 32% 14% 36% 25% 18% 29%Small 8% 23% 19% 14% 14% 12% 11% 19% 19% 23% 7% 19% 28% 16% 28% 20% 15% 26%

moderate scores for this first tv test indicate that i l m s...moderate scores for this first tv...

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