Goosebumps Brand Study Topline Penn Schoen Berland conducted a franchise and positioning study to evaluate the brand health and essence of Goosebumps and potential interest in a new film. In this study we interviewed: 1200 general moviegoers between the ages of (including 300 parents of 6-14 yos) 300 kid moviegoers between the ages of 7-12 METHODOLOGY INITIAL FINDINGS BRAND IS POPULAR: Among comparable book series, Goosebumps has the highest readership (51%) and fanship (23% big fans). Even among kids 7-12, Goosebumps remains popular with only Diary of a Wimpy Kid receiving higher scores. However, while the franchise is still very popular, its power is declining as the brand lacks some relevance today. Due to the non-serial nature of the stories and the fact that there are no consistent characters throughout multiple stories, moviegoers are having some difficulty picturing Goosebumps as a full-length motion picture. INTEREST IN FILM IS STRONG POST-CONCEPT: After exposure to a concept of the Goosebumps movie, interest is very strong and outperforms the PSB norm among all ages and genders. Interest is highest among kids 7-9 (59%) followed by kids (52%). Parents taking their children (49%) also test strongly. Interest among general moviegoers <25 is also relatively strong suggesting a nostalgia factor. TWISTS DRIVE INTEREST: Interest in seeing surprising twists is the top interest driver (44%) and one of the top testing positioning statements. The twists throughout the story (Shivers is R.L. Stine, Hannah is a ghost) also increase interest. The surprises and twist endings of the Goosebumps novels are one of the key brand pillars, along with the fun scares and variety of storylines and characters. MONSTERS ESCAPING APPEALS TO ALL AUDIENCES: The classic creatures coming to life out of the Goosebumps novels is the top testing positioning statement and one of the highest interest drivers (40%). Moviegoers are interested in seeing how the monsters will look as well as the different variety of characters. Among readers, there are many favorite characters so they like that they are all included. R.L. STINE IS THE CENTRAL CHARACTER: Among those who have read the novels, 6 in 10 name R.L. Stine as the author of the series. Due to this high awareness, having R.L. Stine as an actual character is appealing and moviegoers are drawn to the positioning that focuses on R.L. Stine facing his creations. SCARY FEEL IS GOOD, BUT ALSO NEED TO BE FAMILY-FRIENDLY: While kids 7-12 and parents describe Goosebumps as scary in a good way, they are less likely to see it as family-friendly. Being too scary is the number one holdback among kids 7-9, but less so for parents. While scares are the key element that differentiates Goosebumps from its competition, we still need to communicate that the film will be ok for younger audiences. LESS INTEREST IN TEENAGE CHARACTERS: The story feeling too childish is the top holdback (25%) among moviegoers Moviegoers are less interested in the teenage characters such as Zach and Duncan and the positionings that revolve around them, such as Zach moving and the two saving the day. Moviegoers would prefer Goosebumps to focus more on the monsters and the character of R.L. Stine.

FRANCHISE EVALUATION Seen this film/films Goosebumps Brand Study Topline Readership Big Fan Def interest in new movie* Data Ranked by Overall *Among those aware

FRANCHISE EVALUATION Seen this film/films Goosebumps Brand Study Topline Readership Big Fan Def interest in new movie* Data Ranked by Kids 7-12 *Among those aware

Seen this film/films I am a Big Fan* Story Has More Left to Explore* READERSHIP BY DEMOGRAPHICS Goosebumps Brand Study Topline DEFINITE INTEREST IN SEEING A GOOSEBUMPS MOVIE IN THEATERS BASED ON A CONCEPT DESCRIPTION General Norm = 29* Kid Norm = 40 *Norm represents average definite interest among general moviegoers based on a long-form concept Parent Norm = 38** **Norm is based on parent interest in taking a child 6-12 Books ALLM<25M25+F<25F25+ Kids 7-9 Kids Parents Goosebumps Diary of a Wimpy Kid Nancy Drew The Hardy Boys The Magic Tree House The Babysitters Club Adventures of Captain Underpants A Series of Unfortunate Events Artemis Fowl The 39 Clues Alex Rider The Mortal Instruments

TOP INTEREST DRIVERS ALLM<25M25+F<25F25+ Kids 7-9 Kids ParentsReaders I want to see the surprise twist at the end I like that it’s about the Goosebumps monsters escaping from their books I’m interested in seeing how the monsters will look I like the story I like the monsters I like that there are a lot of different monsters I like the character of R. L. Stine I like that Hannah is a ghost I want to see my favorite Goosebumps come to life I like that it’s scary I’m a fan of the Goosebumps series of books I like that it’s about kids I like the character of Hannah I like the character of Zach I like the friendship between Zach and Duncan I like that Zach is trying to fit in in a new town I like the romance between Zach and Hannah I like the character of Duncan Goosebumps Brand Study Topline

KEY HOLDBACKS (Among Non-Definites) Goosebumps Brand Study Topline ALLM<25M25+F<25F25+ Kids 7-9 Kids ParentsReaders MONSTERS UNLEASHED TWIST ENDINGS R.L. STINE FAN BRAVERY MONSTER BATTLE SLAPPY'S REVENGE ZACH AND HANNAH SMALL TOWN OUTCASTS BECOME HEROES GOOSEBUMPS POSITIONING SCORES (Among Key Audiences) ALLM<25M25+F<25F25+ Kids 7-9 Kids ParentsReaders The story feels childish I am not familiar enough with the Goosebumps stories and characters I’m am not a fan of the Goosebumps series of books It feels too similar to other movies/TV shows about monsters The story doesn’t feel scary enough The movie has too many characters and too much going on The story feels boring The story is too scary I don’t like that it is about monsters I do not like the story

POSITIONING STATEMENTS MONSTERS UNLEASHED Fiction becomes a terrifying reality when all the monsters from R.L Stine’s novels jump off the page and spring to life. Mummies, zombies, werewolves, evil lawn gnomes and many other creatures are running rampant in a small town, terrorizing residents and attacking the high school. OUTCASTS BECOME HEROES Zach and his best-friend Duncan are not the most popular kids in school; in fact, they only have each other. But when monsters attack during the annual Halloween Dance, they know they’re the only ones who can save the faculty and their fellow students. R.L. STINE After discovering that the monsters from his horror stories come to life, R.L. Stine swore off writing and moved to a small town. But when all of his monsters are accidently set free on the small town, Stine must face his fears and write his greatest novel ever in order to stop his creations. SLAPPY’S REVENGE After being trapped by R.L. Stine for years, the diabolical ventriloquist dummy, Slappy, takes the opportunity for revenge and convinces the other Goosebumps monsters that it’s time to be the winners and defeat the humans for good. SMALL TOWN Forced to leave his old life in New York, Zach is not prepared for the quiet town of Normal, Maryland. However, in trying to solve the mystery of the suspicious next door neighbor, Zach accidentally unleashes dangerous monsters and discovers Normal might not be as quiet as he thought. MONSTER BATTLE When monsters attack during the annual Halloween dance, the high school students rally and begin an epic battle to defend their school against zombies, mutant insects, deranged scarecrows and other Goosebumps monsters. ZACH AND HANNAH Zach starts falling for Hannah, the cute girl next door, but he soon discovers that she’s not your average teen but rather a ghost. When monsters attack, Zach is heartbroken to learn that saving the town may endanger his crush. GOOSE- BUMPS Based on the popular children’s book series, the Goosebumps film will feature all of the iconic monsters coming to life as their famous author, R.L. Stine, must figure out a way to rein them in. FAN BRAVERY Zach and Duncan grew up loving the Goosebumps novels but never expected they’d face the terrifying monsters in real life. With danger around every corner, they must rely on their knowledge of the monsters’ weaknesses if they’re going to defeat them and save the town. TWIST ENDINGS The Goosebumps novels are notorious for their twist endings but their author, R.L. Stine, never imagined he’d be at the mercy of his own unpredictable plot. With time running out and the fate of the town in his hands, he must write for his life and concoct his most inventive ending yet. Goosebumps Brand Study Topline