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F ilm A udience M easurement E valuation Presentation to MRG 27 th March 2007 F ilm A udience M easurement E valuation Some background What’s changed? And why? Cinema going – what’s it all about? Pirates 3 – a case study Jackie McCarry, P&D Graeme Griffiths, TNS Neil Sharman, TNS

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F ilm a udience m easurement e valuation presentation to mrg 27 th march 2007 l.jpg
Film Audience Measurement EvaluationPresentation to MRG 27th March 2007


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Film Audience Measurement Evaluation

  • Some background

  • What’s changed? And why?

  • Cinema going – what’s it all about?

  • Pirates 3 – a case study

Jackie McCarry, P&D

Graeme Griffiths, TNS

Neil Sharman, TNS

Chris Hall, CSA






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Male 23%

Female 77%

ABC1 75%

C2DE 25%

7-14yrs 4%

15-24yrs 9%

25-34yrs 6%

35-44yrs 5%

45yrs+ 76%


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THE GROWTH OF FILM & CINEMA

THE GROWTH OF FILM & CINEMA



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Graeme Griffiths

TNS Media


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RIP

CAVIAR



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1983 – Sony launches the ‘Betamovie’ first camcorder for consumers

1983 – First TCP/IP network established (the birth of the Internet!)

1985 – 1,000 illegal copies of Rambo: First Blood part 2 found in Puerto Rico

1985 – Sky Launched

1988 – Sony drops the Betamax format and starts producing VHS recorders

1988 – First Megaplex opens with 25 screens in Brussels

1990 – Internet Movie Database (IMDb) started

1990 – Sky movies becomes first channel to be ‘scrambled’

1992 – Dolby digital premiers with Batman Returns

1992 – Birth of ‘Txtng’

1993 – Sony Dynamic Digital Sound premiered on Last Action Hero

1995 – DVD specification finalised and agreed.

1998 – IMDb acquired by Amazon

1998 – Film Four launched

1999 – Dolby Digital Surround EX premiers on Star Wars Episode 1

1999 – BFI London Imax opens

2001 – Sky+ arrives along with the iPod

2004 – Apple announces video downloads via iTunes

2005 – Apple iTunes offers full movie downloads

2005 – Dixons stops selling VHS recorders

2005 – Mobile video streaming (S-DMB* and T-DMB**) service started in Korea

2005 – ROK releases Shawshank Redemption on mobile memory card

2006 – Dixons ceases trading on the high street

* Satellite Digital Broadcasting

** Terrestrial Digital Broadcasting


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3,000 Nat Rep for consumers

Respondents

3,000 Cinema Goers

Visited in last 6 months


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75% for consumers

64%


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30 Minutes for consumers

20 Minutes


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Neil Sharman for consumers

TNS Media




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Film Council Genres for consumers

  • Action

  • Adventure

  • Animation

  • Biopic

  • Comedy (including rom coms)

  • Crime

  • Documentary

  • Drama

  • Family

  • Fantasy

  • Horror

  • Musical

  • Romance

  • Science Fiction

  • Thriller

  • War


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“I went into college today and some of the other students started singing the James Bond theme tune at me

as it turned out they had found my profile on Youtube and viewed my videos, and most of them were my attempts at making my own Bond gunbarrel with me as Bond

They seemed to think this was really sad of me”

ScottMU65


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“In the face of ridicule, I simply start rattling off amazing trivia...stuff that makes them wide eyed with a mix of rage and jealousy”

Pendragon


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Film Lovers who never see… amazing trivia...stuff that makes them wide eyed with a mix of rage and jealousy”


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Occasion Specific amazing trivia...stuff that makes them wide eyed with a mix of rage and jealousy”

  • Who they went with/who made the decision

  • Occasion (date, treat, birthday/anniversary, family outing, spur of the moment, routine…)

  • Time of week

  • When decided to go/when tickets were booked

  • Premier, opening weekend etc.

  • Number in party

  • Time/activities in foyer

  • What they did before and after


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Anticipation Funnel amazing trivia...stuff that makes them wide eyed with a mix of rage and jealousy”

awareness

information

trusted source


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Key Areas of Change amazing trivia...stuff that makes them wide eyed with a mix of rage and jealousy”

  • Larger sample sizes

  • More genre information

  • Occasion specific information

  • Anticipation funnel


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Chris Hall amazing trivia...stuff that makes them wide eyed with a mix of rage and jealousy”

Carlton Screen Advertising


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How to spend the marketing budget? amazing trivia...stuff that makes them wide eyed with a mix of rage and jealousy”


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Using comparative profiles amazing trivia...stuff that makes them wide eyed with a mix of rage and jealousy”

Male 49%

Female 51%

ABC1 64%

C2DE 36%

7-14yrs 19%

15-24yrs 26%

25-34yrs 17%

35-44yrs 18%

45yrs+ 21%

Source: Film Monitor Wave 69

Distributor: BVI


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REVIEWS amazing trivia...stuff that makes them wide eyed with a mix of rage and jealousy”

ADVERTISING

WORD OF MOUTH

WEBSITES


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awareness amazing trivia...stuff that makes them wide eyed with a mix of rage and jealousy”

information

trusted source


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41% amazing trivia...stuff that makes them wide eyed with a mix of rage and jealousy”

Creating initial awareness

12%


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Finding out more information amazing trivia...stuff that makes them wide eyed with a mix of rage and jealousy”

35%

12%


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Most trusted source amazing trivia...stuff that makes them wide eyed with a mix of rage and jealousy”

17%

23%


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Who are these people? amazing trivia...stuff that makes them wide eyed with a mix of rage and jealousy”

55%

National stores

Regular DVD purchasers

47%

Top website


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Film Genre Preferences amazing trivia...stuff that makes them wide eyed with a mix of rage and jealousy”

Those intend to see Pirates 3

ENJOYED

TOTAL

FAVOURITE

TOTAL

ENJOYED

INDEX

FAVOURITE

INDEX

  • ACTION

  • COMEDY

  • ADVENTURE

  • COMEDY

  • ACTION

  • SCI FI

  • FANTASY

  • HORROR

  • WAR

  • WAR

  • FANTASY

  • SCI FI

Base: All aged 7+

Source: FAME (2007)


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5 viewing facts typical of this audience amazing trivia...stuff that makes them wide eyed with a mix of rage and jealousy”

  • 11% more likely to have Sky Movies

  • 9% more likely to have Sky Plus

  • 11% more likely to have home cinema

  • 3% more likely to be light TV viewers*

  • 13% more likely to ‘spend money without thinking’**

  • Watching less than 2 hrs TV weekday or weekend

  • ** based on all who definitely agree


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Threat of piracy amazing trivia...stuff that makes them wide eyed with a mix of rage and jealousy”

13% have downloaded films for free before….


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But viewing experience is key amazing trivia...stuff that makes them wide eyed with a mix of rage and jealousy”

?

‘very good’

86%

‘very good’


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But viewing experience is key amazing trivia...stuff that makes them wide eyed with a mix of rage and jealousy”

1%

‘very good’

86%

‘very good’


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Targeting opportunities amazing trivia...stuff that makes them wide eyed with a mix of rage and jealousy”

Pirates Of The Caribbean: At World’s End

60% intention to view

Target Audience

15-24 yr olds

58% intention to view

Target Audience

15-34 yr olds

Source: FAME 2007 (7+)


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Huge anticipation amazing trivia...stuff that makes them wide eyed with a mix of rage and jealousy”

Pirates Of The Caribbean: At World’s End

11.1m intend to see at Cinema

Average ticket price £4.50

Est. Box Office AT LEAST £50m

Source: FAME 2007 (7+)


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Pirates Trailer amazing trivia...stuff that makes them wide eyed with a mix of rage and jealousy”


F ilm a udience m easurement e valuation presentation to mrg 27 th march 200764 l.jpg
F amazing trivia...stuff that makes them wide eyed with a mix of rage and jealousy”ilm Audience Measurement EvaluationPresentation to MRG 27th March 2007


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