STRATEGY MARKETING RULES TARGET AUDIENCE Introduce THIS contemporary version of Annie to movie-going audiences and have them fall in love with her like they have Annie’s before Act as if we are rebooting a theatrical franchise (i.e., Spider-Man, Bond, Karate Kid) Remind audiences what it is they love about this character using hallmark songs and moments that evoke the feeling of Annie Our Annie still has an optimistic lead character, a father figure in Benjamin Stacks and themes of hope, optimism and love. These themes are what the audience cites as “story” Assure the audience that what they love best about Annie is still firmly intact TARGET AUDIENCE Demographic: Primary: Parents & Kids (as young as 5) and Teen/Tween Females Psychographic: Existing & Lapsed Fans // New Fans

STRATEGY FOCUS GROUPS & SCREENING In groups, the reaction to all materials (one-sheet, trailers) was quite positive. Girls 7-11 and Moms want to see an upbeat Annie, lots of humor, and hear the iconic songs. In both groups and the screening, teen girls enjoyed Annie, but didn’t necessarily think it was for them. However, they all were willing to say that if their family wanted to see Annie, they would be happy to go along. We need to take our competition seriously. In groups we showed the trailers for Night at the Museum 3 and Into the Woods, and both are strong. Into the Woods looks older and will draw in the teen girls, while NATM3 is a trusted brand, and was seen by moms as an easier sell if they had boys or even to their husbands. Parents’ excellent and recommend scores dropped from our screening in Long Beach. In the absence of something glaring in the film turning them off, it would seem that experiencing the movie with a less diverse audience lessens the enjoyment, and indeed the movie itself may not be as we get farther from the coasts.