Movie Title Date Prepared for:

The Goal This research was conducted with the following goals: Identify the best manner in which to position MOVIE. To isolate the core audience for this movie. Understand the core audience in terms of their media habits in order to create a successful marketing campaign that hits the potential enthusiasts for this movie effectively.

What does MOVIE have going for it, right now? MOVIE is a film with several assets that are independent of the storyline. There is built in awareness for the movie, due primarily to the DELETED. At 20% awareness MOVIE already has a decent foundation of visibility. MOVIE has two very recognizable stars, one of which is a viable driver of enthusiasm (STAR NAME). However, despite the pre-existing awareness and good will towards these stars, interest levels in seeing MOVIE based solely on title and stars remains low, and below the norms (10%). This number only approaches the norm with older females (17%).

The Proposed Positions The storyline and the actresses allows for several different ways to position MOVIE to moviegoers. Position #1: Stressing the Female Empowerment Position #2: Stressing the DELETED Position #3: Stressing the Comedic Aspect **Full descriptions supplied at the end of the presentation.

The Stars – STAR ONE STAR NAME STAR is the star of MOVIE. She is noted as being a favorite actress at levels beyond that of DELETED. More importantly, she is seen as the favorite among those who are definitely interested in seeing MOVIE and those who are avidly interested (both definitely interest AND will see it opening weekend). All age/gender segments pick her as the primary actress for this movie (she ties with STAR NAME among older women). While most feel this is a very similar role for her, they feel that they would like her in this role very much. Her presence has a positive impact on interest, and very little negative impact.

The Stars – STAR TWO STAR NAME STAR has a good fan base among older females. Her presence will bring in older females who aren’t drawn primarily to STAR NAME. While not many call STAR NAME a “favorite actress” of theirs, she does register decent top two box scores (favorite or very good) among older moviegoers and among those interested in seeing MOVIE. Most feel that this is a role that will be different for her as an actress, and they also feel it will be a good change of pace for her. Moviegoers, and in particular fans of this film, are looking forward to seeing her in this role. Her presence has a positive impact on the interest levels of most older moviegoers and very little downside.

Impact Of The Concepts Overall Interest: Urgency: After exposure to the concepts, definite interest in seeing MOVIE increases to normative levels (24%, 58% top two box). Interest is heavily skewed female (as would be expected) at 33% and further defined among older females at 37%. Urgency: While a decent number of moviegoers stated that they will see this movie on opening weekend (25%, which is very good for a concept). This number is centered among younger males (34%) and not females (23%). Any younger male that is interested in this genre, is most likely a very particular type of moviegoer, would always sees this type of movie. Younger males are also the most likely to be avid moviegoers. However, at the moment, there is not a strong sense of urgency among the core audience. Although almost all those interested in seeing this movie want to see it in the theater (86%) and not on DVD.

Impact Of The Concepts - Continued Capturing the Rest: Among those that were not enthused by the concept given but remain on the fence (probably or might/might not), there is potential for strong conversion, with 24% wanting to see it in the theaters (just not on opening weekend), 26% willing to go if someone else wanted them go and 33% looking forward to the DVD release. Younger females represent the most ‘convertible’ segment in this group. Why don’t they want to go? The primary hesitation among the unconvinced is that the movie seems “silly”, which is the strongest deterrent among older females. It is also noted for being a “chick flick”; however, this criticism is leveled against the film primarily among males. Some are concerned that the movie does not sound funny enough, although it is reasonable to expect that this concern will be muted by the marketing campaign. There is also a worry that this movie will be too predictable; however, showing the possibility that they may DELETED, should mitigate that issue.

Position 1: Female Empowerment Interest: This positioning of the film generates a 25% definite interest in seeing the movie, which is on par with the other two positioning statements, it does however deliver the strongest level of top two box (Definite and Probable Interest) at 62%. This manner of communicating the film’s storyline also produces the strongest levels of enthusiasm among the core audience of older females (39%), and the easy to reach audience of Digital Moviegoers (moviegoers that own a lot of technology and watch) Hesitation: This positioning despite registering the strongest levels of overall desire to see MOVIE, does not produce the highest levels of urgency to see it on opening weekend, ironically this is the case among females. The reason for this lack of extreme enthusiasm is due primarily to the perceived absence of comedy in this positioning, as well as the feeling that it will be ‘too silly’.

Position 2: DELETED Interest: Hesitation: Stressing the DELETED aspect of this movie generates a 24% definite interest in seeing the movie (virtually identical to Female Empowerment), and a 57% top two box score (somewhat lower than Female Empowerment). The primary audience remains older females (followed by younger females), but at distinctly lower levels when considering the top two box scores. The additional interest gained from males, does not compensate the loss of desire among the core audience. Hesitation: While this position generates the strongest sense of urgency to see this movie on opening weekend, it is mainly concentrated among the younger moviegoing segment (particularly males.) Indicates that this position allowed for a strong genre identification. This positioning despite registering the strongest levels of overall desire to see MOVIE, does not produce the highest levels of urgency to see it on opening weekend, ironically this is the case among females. Once again, the reason for hesitation is the feeling that it may be too silly. Also noteworthy among older females is DELETED, which is unique to this variation on the storyline.

Position 3: Comedy Interest: Hesitation: While this positioning generates the strongest elements out of the three, the overall definite interest remains on par at 22%, with a 56% top two box. Demographically, this executions mirrors both Female Empowerment and DELETED. Hesitation: Concern about the lack of comedy declines after respondents read this version; however, fears regarding the potential silliness and that it may be a ‘chick flick’ increases. In particular, the worry over the silliness of the movie dramatically increases among older females that were exposed to this position.

The Elements Taking the ‘sweet spots’ from each positioning, will allow for the final strategic direction to emerge. While all three concepts tested similarly, a clear story has emerged out of salient elements for this film. Elements will be examined as they apply to the movie as a whole, and how the work within each positioning.

The Elements: Overall Film Comedy: The comedy is far and away the strongest element of this film. This element is cited almost universal among those who are interested (and among older females specifically) in seeing MOVIE as a reason why. Responds expect humor out of this movie. One of the reasons for that is…. STAR NAME: Her presence as an element of the film is powerful on several levels. It brings an expectation of comedy, and appeals to ALL demographic segments. In particular, females and those avidly interested in the movie are motivated by her star power.

The Elements: Overall Film DELETED: These two elements resonate the strongest as plot points. The notion of DELETED, gives a one-two punch that becomes very potent in convincing moviegoers to see this film. In particular, both older AND younger females find this appealing. The idea that these women are going to DELETED, by DELETED, find appeal among both the core audience and helps bring males up to a level that is no longer antagonist to the movie.

The Elements: Female Empowerment It Is Not Just The Idea Of DELETED, it is also the notion of: Two Ordinary Women Doing Something Extraordinary: Perhaps even beyond the “comedy” this element IS your sweet spot. It embodies the notion of female empowerment, as well as resonating to an audience that can identify with it. Those interested in MOVIE are at 100% in their liking of this element. And younger females are stronger for this notion than any other presented.

The Elements: Female Empowerment DELETED: Much like ‘DELETED’, the idea that these women are out to DELETED gives a logic/motive behind their actions, which is salient for these moviegoers. Younger females also stand out for this element, as do fans of STAR NAME. Two Friends: While men balk at this element, women enjoy the idea that this is also a picture about two women forging a relationship together. They do not so much care that the women are DELETED, just that they become friends and overcome adversity together.

The Elements: Female Empowerment DELETED: This element adds a bit of comedy to the Female Empowerment positioning. The lack of comedy was the primarily cited reason for hesitation after viewing this description. The possible problems that could emerge from DELETED gives moviegoers hope that this movie will have enough comedy in it (based on the Female Empowerment position.)

The Elements: DELETED ….And They Aren’t Just ‘Ordinary’ Women, They Are: TwoWomen Who Have Never DELETED: This adds a ‘fish out of water’ element to the movie, that finds appeal with ALL segments. This notion helps spread the appeal among the female age groups, and widens the base of support for this movie. Even males are on board with this concept, particularly when paired with the notion of DELETED.

The Elements: Comedy As Long As It Is Funny: Comedy: This element remains the highest testing throughout the research. It has widespread appeal, and once again is expected with a movie starring STAR NAME. This brand of comedy is also a good match for STAR NAME, as moviegoers feel it is a role that she hasn’t really been in before and that they think she will be fun to watch doing. All The Things That Can Go Wrong: This element tests well and shows how moviegoers imagine the comedy in the film being realized. It matches with the idea that they have DELETED and don’t know what to do.

The Overall Best Positioning A comedy starring STAR NAMES about.. Two ordinary women who have DELETED who.. Forge a relationship and do something extraordinary to DELETED.. So they come up with DELETED which.. Turns out not to be so perfect as things begin to go wrong and they soon find themselves with.. DELETED!

Perceived Genre and Audience MOVIE is seen primarily as a Comedy/Action, although the like of comedic aspects in the Female Empowerment positioning leads the film to be identified as a Comedy/Drama (Dramedy) which is not a designation that should be sought after. Moviegoers feels that MOVIE is mainly for females but a decent number feel that the film could be for both males and females equally (30%), not surprisingly, nobody thinks this movie is for just males. Respondents also feel that moviegoers 20-29 are the assumed core audience for this movie, with 30 to 39 year old forming a secondary core. While roughly 1 out of 3 feel this will be a good date movie, another 1 out of 3 allow for the possibility of this being a date movie, needing more information. This allows for a robust 66% of all moviegoers who could potential see this as a date movie. Adding the elements of a ‘DELETED’ with some ‘action’ should help maximize this potential new base of box-office support.

Where Do You Find Your Core Audience? Now that you know what they want to see, and who they are demographically, how do you find those that are predisposed to being enthusiastic about MOVIE? Your fan base is: Avid TV viewers On the internet in strong numbers Reading a lot of magazines Very technologically savvy Heavy DVR users Don’t care about reviews The story and the cast are their primary reasons for seeing a film They are opinion leaders

TV Viewing They are watching (more so than the average person): ABC MTV The CW (strong over-index) TNT FX USA The Disney Channel Animal Planet Lifetime (strong over-index) ABC Family Court TV (strong over-index) BET (strong over-index) Oxygen (strong over-index)

TV Viewing They are not watching (less so than the average person): CBS FOX ESPN Comedy Central Women’s Entertainment Channel (WE) They are, however, watching American Idol (like everyone else in the country), and partnering STAR NAMEwith that show would hit ALL potential fans.

Internet Usage They are more likely (than the average person) to be visiting: Yahoo.com MySpace.com (particularly younger females) MSN.com Pogo.com CNN.com Comcast.net ABC.com They are less likely (than the average person) to be visiting: Google.com Facebook.com ESPN.com Youtube.com

DVR Usage Despite the fact that the core audience for MOVIE are heavy users of DVR technology, they are less likely than the average user to fast forward through commercials, and more likely to view a commercial for a movie. 69% of all moviegoers that own DVR’s fast forward through ALL commercials. Only 54% of MOVIE enthusiasts engage in this behavior, 78% of all moviegoers have seen a commercial for a movie in the past week. 90% of MOVIE enthusiasts have seen a movie commercial in that same time frame.

Other Characteristics Fans of MOVIE are also: They are opinion leaders, usually deciding on what movies to go see among their social group. They do not care about reviews. Reviews have little to no impact on their decision to see a movie. They care primarily about the story, the cast (or a specific star) and the movie advertising. They are very receptive to movie advertising and actually enjoy watching trailers and TV commercials for films.

Summarizing the Core Females 20 to 39 are the core audience for this film, with STAR NAME bringing in a secondary core of females 40 and older. Heavy viewers of TV, who use DVR’s but watch movie advertisements and enjoy them. Online more than the average moviegoer and receptive once again to movie advertisement in this space. Not dependent on reviews and more concentrated on the story, the stars and the advertising campaign.

The Positions