Abc1 men pay for quality

ABC1 Men pay for quality! WHO ARE THEY? WHY CINEMA? KEYWORDS Audience snapshot WHO ARE THEY? WHY CINEMA? KEYWORDS Pay more for high quality products Savers in the market for big purchases Want to stay updated with tech A place for guaranteed entertainment Pay more for an enhanced viewing experience The only place to watch critically acclaimed films IMAX Awards Season Midweek entertainment

ABC1 MEN: THEIR AV WORLD 68% -5% +20% are light commercial TV viewers1 Light TV viewers who are using subscription services more frequently to create their own content viewing schedules and therefore becoming harder to reach. 68% are light commercial TV viewers1 13% higher than the average UK adult -5% Decrease in weekly commercial TV reach (live or recorded/any device) over the last 12 months2 +20% 22% have used Netflix in the last 4 weeks (+20% YOY)3 Source: 1. IPA Touchpoints 2018 & 2017. 2. IPA Touchpoints 2018 & 2017. Weekly Mon-Sun reach of non-BBC TV – live or recorded on any device. 3. TGI Q1 2019 & 2018.

Streaming is fuelling their passion for film Cinema remains a great way of engaging with entertainment-loving affluent men - 93% of ABC1 men who have used Netflix, Amazon Prime or Now TV in the last month also go to the cinema +19% uplift Source: TGI Q2 2019. Target: ABC1 men – use either Netflix, Amazon Prime or Now TV in the last 4 weeks.

Cinemagoing has increased and stayed consistent over the last decade Cinema has resonated as the home of high quality entertainment – in the last five years consistently 8 in 10 ABC1 men have visited the cinema. Source: TGI trend analysis Q2 2011 – Q2 2019.

cinema experience cannot be replicated 70% agree the cinema experience cannot be replicated (on Tv, Laptop or Mobile) Source: FAME 2018. 112 Index vs. average UK cinemagoer.

Abc1 men want the ultimate viewing experience They pay for a quality cinematic experience – whether that be watching blockbusters in Superscreen formats or catching the most critically acclaimed films. 38% 33% “I would pay more for an enhanced viewing experience at the cinema (e.g. IMAX/4DX)” (Index: 133) “I am more likely to go see a film at the cinema if it has been nominated for an Oscar or BAFTA” (Index: 139) Source: FAME 2018. Index vs. average UK cinemagoer.

They enjoy the highest quality cinema experiences ABC1 Men over index for wanting the best possible ‘experience’ – they’re more likely to go to outdoor screenings, film festivals and take advantage of latest technological innovations. Index line – avg. UK cinemagoer Source: FAME 2018. Target: ABC1 Men Cinemagoers – index vs. average UK cinemagoer.

And THEY enjoy watching THE YEAR’S MOST critically acclaimed FILMs Awards season is synonymous with quality content and these films often deliver a very affluent male audience 2017 2018 2019 Sully 64% Male 69% ABC1 Hacksaw Ridge 69% Male 68% ABC1 Darkest Hour 53% Male 79% ABC1 Three Billboards Outside Ebbing, Missouri 54% Male 82% ABC1 BlacKkKlansman 67% Male 78% ABC1 Vice 65% Male 80% ABC1 Source: Kantar TNS Film Monitor Profiles.

Quality cinematic experiences Stunning sci-fi, iconic superheroes and action packed adventure – ABC1 Men are seeking an exciting cinema experience. Science Fiction One to watch: Star Wars: The Rise of Skywalker (Index: 173) December 2019 Action Adventure One to watch: Le Mans 66’ (Index: 189) November 2019 Superhero One to watch: Joker (Index: 155) October 2019 Top-indexing genres source: TGI Q2 2019 Film profile source - DCM Planner, profiles based on comparative film profiles from CAA Film Monitor

engage them with cinema in 2019 & 2020 Reach and engage this key audience with a range of highly anticipated releases through 2019 and beyond… Once Upon a Time in… Hollywood 204 index Le Mans 66’ 189 index Terminator: Dark Fate 199 index 1917 166 index Top Gun 2 180 index Ad Astra 193 index Joker 155 index Star Wars: The Rise of Skywalker 173 index The King’s Man 134 index Tenet 197 index Source: DCM Aston campaign planner. Index vs. % of ABC1 Men in UK population. Based on Kantar TNS comparative film data

ABC1 men cinemagoers pay for quality They are in the market for big purchases and are happy to invest in quality 68% pay extra for high quality products (Index 115 vs. 59% of UK population) 38% more likely to buy a new car in the next 12 months (Index 138 64% ‘keep up to date with developments in technology’ (index 137) 31% more likely to own a 4K UHD TV (Index 131) £19,295 - average intended expenditure on new car (vs. £14,697 of average UK adult intending to purchase a new car in the next 12 months)) 63% have spent £200+ on clothes in the last 12 months - 48% more likely vs. average UK adult 55% ‘pay extra for high quality beer’ (index 145) ‘I like innovative cars’ (Index 153) Source: TGI Q2 2019. Target: ABC1 male cinemagoers. Index vs. average UK adult.