Project Team Stephanie Diamond Yana Grabovska Anna Rodionova Math 110 Final Report – December 2011 Survey and Analysis for Movie Theaters

2 Topics The problem is that there are not enough people going to movie theaters. Addressable Minds… what is it, and how it works Review the study process and the results and conclusions

3 The Empty Movie Theater Issue There is an increased number of movie lovers using cable TV, DVDs, internet, etc. to watch films But….there are fewer people actually going to movie theaters The movie theater’s marketing and advertising company needs to know what to say & how to say it to increase business.

4 About Addressable Minds Addressable Minds is a scientific, actionable form of “predictive consumer intelligence” for business and social issues accurately defining consumer attitudes and preferences both stated and unstated. It has been described by Malcolm Gladwell and others as discovering the “DNA of the Consumers Mind”. This patented science created by Dr. Howard Moskowitz, author of “Selling Blue Elephants” (Wharton Press) and the Wharton Business School has achieved critical acclaim and financial success across: – product design and development, – consumer messaging, – more effective consumer engagement physically and digitally.

Dr. Howard Moskowitz. Addressable Minds Inventor, honored by the scientific community,... Is the Chairman of iNovum, a graduate of Queens College and holds a Ph.D. in Experimental Psychology from Harvard University. Won two of the most prestigious awards in market research 2005 Charles Coolidge Parlin Marketing Research Award The “Nobel Prize” of Market Research, received only by the pioneers of market research. Recipients include Arthur Nielsen, George Gallup, Michael Porter, David Ogilvy and Philip Kotler Walston Chubb Award for Innovation across all sciences, Sigma Xi, The Scientific Research Society, international Awarded for Mind Genomics: The science underlying the technology used in this Math 110 course. 5

Addressable Minds Psychographic Segmentation - Social Class - Lifestyle Type - Personality Type Behavioral Segmentation - Product Usage - Brand Loyalty - Attitudinal Demographic Segmentation - Age - Gender - Income Addressable Minds Cuts across traditional segmentation & detects hidden preferences

Create Addressable Minds messaging for movie theater advertisement 7 DEVELOP SURVEY QUESTIONS Potential movie viewers ANALYZED SURVEY RESULTS → Addressable Minds INTERNET IdeaMap™ SUY SURVEY IDENTIFY TARGET MARKET MARKET SEGMENTATIONSEGMENTATION WIZARD MARKETING PHRASES 10 – 15 minutes

Addressable Minds’ underlying science uses standard Science and Mathematics 8 DEVELOP SURVEY QUESTIONS Potential movie viewers ANALYZED SURVEY RESULTS → Addressable Minds INTERNET IdeaMap™ SUY SURVEY IDENTIFY TARGET MARKET Conjoint analysis Ordinary Least Squares Regression Discriminant Function Analysis Experimental Design – Stimulus/Response

9 A Survey Was Performed by the Team in the area of movie theaters To serve as a learning vehicle for the application Addressable Minds to a practical business or social issue Sufficient to show the power of the method

SURVEY OVERVIEW (1 of 2)  An Addressable Minds Survey is a survey of key ideas for movie theaters advertising to customers  Survey conducted on November 6, 2011 : ◦ Population Ages 18 and over of Males/Females across the US  The team created key marketing and advertising messaging with the intent to entice the survey taker to go to movie theaters 10

SURVEY OVERVIEW (2 of 2) 50 individuals responded Assess two major aspects of messages – Does it convince a customer to buy movie tickets? – How does it make the customer feel? Data reveals the mind-sets of respondents across the United States, as well as ‘what works, what doesn’t’ 11

12 The Survey begins with an orientation screen

13 Each respondent evaluates 48 unique combinations of elements First on overall interest

14 Then selects a single emotion

15 What convinces? What drives feelings?

16 Total Panel – Interested in good prices and comfort, not interested in cleanliness. 1) How likely are you to go to this movie theater based on this information? Sorted by Total Sample : Highlighted >+9 winners & <-9 losers Sorted by Total Sample Base Size50 Constant39 C5 Free Ticket Tuesdays with Membership Card 17 A1 Waiter Service at the touch of a button 14 E5 Rentable private rooms with couches 12 B4 Brand new HD theater with surround sound 10 E1 Guest Appearances featuring the stars of films during premier nights 8 A4 Great tasting, nurtritional food for the health conscious 7 C1 Buy 5 tickets, Get 1 Free 7 A6 Gluten free options available -5 E2 We have an easily accessible ATM -5 E4 Multi-Cultural Movies with Subtitles -6 C2 Great party deals for groups -7 F6 No cell phone reception within the theaters -8 B3 Theaters are cleaned inbetween each viewing -10 B6 Our regularly cleaned bathrooms are stroller accessible and have changing tables -11

17 The Total Panel’s Interest is Different From That in Each of Three Identified Segments 1) How likely are you to go to this movie theater based on this information? Sorted by Total Sample : Highlighted >+9 winners & <-9 losers Sorted by Total Sample Seg1 of 3Seg2 of 3Seg3 of 3 Base Size Constant Free Ticket Tuesdays with Membership Card Waiter Service at the touch of a button Rentable private rooms with couches Brand new HD theater with surround sound Guest Appearances featuring the stars of films during premier nights Great tasting, nurtritional food for the health conscious Buy 5 tickets, Get 1 Free Child free theaters available on Fridays and Saturdays past 7 p.m New deal surprises every week Buy 1 ticket get 1 30% off Our clean contemporary bathrooms have wheelchair accessible stalls Promo Code Acceptance Kosher Options for your family's needs Gluten free options available We have an easily accessible ATM Multi-Cultural Movies with Subtitles Great party deals for groups No cell phone reception within the theaters Theaters are cleaned inbetween each viewing Our regularly cleaned bathrooms are stroller accessible and have changing tables

There are three unique segments Different Customers – Different Approach Messaging for one segment isn’t necessarily going to appeal to the other…and could actually hurt 18 Family Oriented 42% Comfort 14% Deal Seekers 44%

19 Family Oriented (Seg1) – Interested in food options and family service 1) How likely are you to go to this movie theater based on this information? Sorted by Total Sample : Highlighted >+9 winners & <-9 losers Total Sample Family oriented Seg2 of 3 Seg3 of 3 Base Size Constant Waiter Service at the touch of a button Kid's Deals including popcorn, soda, and candy Enjoy a glass of ice cold beer with warm popcorn Rentable private rooms with couches Free Ticket Tuesdays with Membership Card Great tasting, nurtritional food for the health conscious Child free theaters available on Fridays and Saturdays past 7 p.m Kosher Options for your family's needs Brand new HD theater with surround sound Guest Appearances featuring the stars of films during premier nights Watch movie premiers on the night they are released 473 Promo Code Acceptance Isolated Smoking Sections Handicap Access throughout the building Great party deals for groups Couches in all 15 theaters Listening Devices (Headphones, etc.) Buy Tickets Online using our high-tech website Our regularly cleaned bathrooms are stroller accessible and have changing tables Our clean contemporary bathrooms have wheelchair accessible stalls Accepts Credit/Debit/Gift Cards Large Parking Lot with enough spots for everyone

20 Family Oriented This segment is interested in good deals and convenience. They like to hear about: -Waiter service -Kid’s meals -Free tickets -Nutrition

21 Turn Offs for the Family Oriented Large Parking Lots Clean Bathrooms with Handicap Access

22 Deal Seekers (Seg2) – Interested in money saving 1) How likely are you to go to this movie theater based on this information? Sorted by Total Sample : Highlighted >+9 winners & <-9 losers Total Sample Seg1 of 3 Deal Seekers Seg3 of 3 Base Size Constant Free Ticket Tuesdays with Membership Card Large Parking Lot with enough spots for everyone Brand new HD theater with surround sound Buy Tickets Online using our high-tech website Our clean contemporary bathrooms have wheelchair accessible stalls Buy 5 tickets, Get 1 Free Accepts Credit/Debit/Gift Cards Handicap Access throughout the building Isolated Smoking Sections Choose from 1 of our 15 theaters screening your favorite films Great party deals for groups We have an easily accessible ATM No cell phone reception within the theaters Gluten free options available Kid's Deals including popcorn, soda, and candy Multi-Cultural Movies with Subtitles Enjoy a glass of ice cold beer with warm popcorn Kosher Options for your family's needs

23 Deal $eekers This segment values a good price. They like to hear about: -New technology -Ticket Deals -Free tickets -Large parking lots