Tracking Primer April 2012

Tracking Overview Survey “In Field” Reported Each Monday Tracking data is collected through online surveys (“in field”) every week, Monday through Sunday. Tracking decks, reports, and comparison tables are received every Monday. Decks Reports Comparison Tables 2

Unaided Awareness Unaided awareness refers to the percentage of respondents that mention a film without being prompted. A high unaided awareness score suggests a film is top-of-mind. 3 As a measure that demonstrates heat and urgency surrounding a film, unaided awareness is known to correlate well with opening week box office. UK Tracking Survey example

Total Awareness Total awareness refers to unaided awareness plus the percentage of respondents who say they have heard of a film when presented with a list of film titles and stars (“aided awareness”). 4 “Aided awareness”

Definite Interest Among Aware Definite interest among aware refers to the percentage of respondents who have heard of the film and say they are definitely interested in seeing a film in the theater. 5 Definite interest can be thought of as “enthusiasm.” It helps us gauge the response to our marketing materials.

Definite Interest Among Aware - Caution It is important to remember that this measure shows definite interest only among those who previously said they had heard of the film. Upon first glance, it may look as though definite interest in Carnage (41%) is not far behind that of Snow White and the Huntsman (49%). Note that only 8% of moviegoers have heard of Carnage (vs. 41% for Snow White). Definite interest is often high when awareness is low because those who hear of a film early on are often fans of the filmmakers, talent, or concept, and therefore more likely to be definitely interested at an early stage. But… 6

First Choice First choice refers to the percentage of respondents who say that a film is their first choice to see at the cinema. This helps provide competitive context. 7 First choice reflects moviegoers’ anticipation of an upcoming film.

First Choice – A Note When determining their “first choice,” respondents see a list of all movies coming out over the next 9 weeks. So, when a major film makes its first appearance on tracking 9 weeks out, it often “eats up” some of the first choice that may previously have gone to other films. When Madagascar 3 first appeared on tracking at T-8, it “took away” some first choice from films coming out sooner, since respondents can only have one “first choice.” 8

First Choice Opening/Released First choice opening/released shows the percentage of respondents who say a film is their first choice among those films available in theaters this coming weekend (films already released or about to open). Films opening this weekend Films already in theaters 9