Greenlight Study March 2013

Objectives and Methodology Evaluate awareness and health of the Angry Birds Brand Identify franchise strengths Measure interest in a potential film Methodology Fielded March 1-4th 520 online interviews among: 280 interviews among General Moviegoers ages 13-49 120 interviews among Parents of 7-12 120 interviews among Kids 7-12

Brand Health

Angry Birds in Perspective Released in 2009, Angry Birds is one of the most successful gaming mobile apps with over a billion downloads worldwide Released in December 09, was awarded “App of the Year” Since then has released 5 special editions including a Star Wars version Has numerous merchandise including food, clothes, toys, and games

Moviegoers Have High Awareness Awareness and playing are high and consistent across all age groups and genders Kids 7-12 have the highest game player and fanship, particularly among 7-12 males (60% are big fans) Parents of 7-12 also form a base of support with the next highest fanship

Measuring Brand Strength Evaluated Angry Birds and 13 Other Comparable Entertainment Brands: Aware Popularity “Big Fan” Be More Popular in Two Years Power Would make a good big screen movie Definite Interest in a New Movie

Angry Birds is an Established Brand Expanding Established Power Niche Stagnant Popularity

Angry Birds is the Most Popular Brand Among Kids Expanding Established Power Niche Stagnant Popularity

Becoming A Big Screen Film Despite the popularity of the brand, moviegoers have a hard time picturing Angry Birds as full-length film 6 in 10 kids 7-12 (59%) think Angry Birds would make a good film

Brand Essence

Measuring Brand Essence Perceptual maps display the relative – not absolute – connection of attributes to franchises. The closer the attribute is to the franchise, the stronger the perceived association between them Appeals to kids and adults Action-packed Adventurous Boring Childish Cute Exciting Family-friendly Fun Funny Has good stories Heartwarming Imaginative Original Outdated Outrageous Popular Smart Silly Strange

Angry Birds is Popular and Exciting Smart Cute Action-Packed Strange

They describe Angry Birds as: Players Are Addicted Players love the silliness of the game, the fun characters, and consider themselves addicted They describe Angry Birds as: It is an overall fun game and has kept me entertained for a long time. [M18-24] Of course the interesting characters. the games are so addictive. [Mom] the noise the birds make. The pigs faces. It is action packed. Like to see the birds houses crumble.[M7-9] Their favorite characters: 44% 24% 23% 23% 14% Red Birds Blue Birds Yellow Birds Black Birds Green Piggies

Key Brand Assets 59% 51% 48% 47% Variety of Birds Can Play Anytime For all fans, the FOUR core brand assets are: Variety of Birds 59% I like the different types of birds [M10-12] Can Play Anytime 51% good way to entertain myself while stuck somewhere with my phone [F25-34] Use of Strategy 48% I enjoy the challenge throughout Angry Birds. [F13-17] Animation style 47% The artwork is so simplified yet it makes the characters memorable.[Dad] % of Fans Saying they like this

Popularity is Anticipated to Grow Moviegoers anticipate that Angry Birds will be more popular in 2 years than other comparable franchises 4 in 10 regular players (at least once a month) think it will be more popular

Future Film

Interest in Film is Driven by Family Audience Kids 7-12 are the primary audience for the potential Angry Birds film, particularly boys 7-12 (56%) Parents also have a strong interest in taking their children, particularly dads (46%) General moviegoers are less interested in the potential film, particularly females

Thank You!