LITTLE HOUSE ON THE PRAIRIE GLOBAL BRAND & GREENLIGHT STUDY UK TOPLINE

Key Findings ► Penn Schoen Berland conducted a brand and greenlight study in the UK among 400 general cinemagoers ages and 150 kids ages 7-12 to assess the strength of the Little House on the Prairie franchise and evaluate interest in a film adaptation. ► FAMILARITY WEAKER THAN IN US: Relative to comparable franchises, Little House on the Prairie has much lower brand familiarity in the UK than it does in the US. Among General Cinemagoers, Little House has mid-tier familiarity, scoring most similarly to Huckleberry Finn and significantly below top-tier franchises such as Peter Pan, The Chronicles of Narnia, Mary Poppins and Oliver Twist. Little House has little brand recognition among Kids in the UK, with the franchise ranking only above The Hardy Boys on familiarity. Fanship for Little House is also weaker than it is in the US, with less than 15% considering themselves “big fans.” Fanship in the UK peaks with Females over 45 (20%). ► FRANCHISE ENGAGEMENT COMES FROM THE TV SHOW: Like in the US, UK cinemagoers are far more likely to have watched the Little House TV show than have read the Laura Ingalls Wilder books (54% vs. 14% among Generals). Yet whereas the US saw strong viewership across ages, in the UK Little House viewership skews heavily over 25 and is strongest among Males over 25. ► CURRENT FRANCHISE HAS LIMITED BIG SCREEN APPEAL: Similar to in the US, Little House ranks second to last on “would make a good big screen movie,” scoring only above Pippi Longstocking overall. Further, only 14% of Generals and 11% of Kids say they would definitely see a Little House movie in cinemas. ► INTEREST IN A NEW FILM ADAPTATION IS LOW: Though interest in seeing a Little House movie rises after cinemagoers read the concept among both Generals (+4) and among Kids (+12), interest remains below norm across audiences. Similar to the US, Females over 25 demonstrate the most interest in the film (25%). Interest is also stronger among Parent take child (25%). ► LAURA’S INTERACTION WITH THE NATIVES BOOTS INTEREST: Overall, the top two positioning themes in the UK are the same as in the US, “Soldat” and “Forbidden Friendship,” yet the UK shows more variation by audience. Younger Males are most drawn to the mystery of Soldat, while younger Females and Kids want to see to Laura’s relationship with Paytah, Dakota and Enapay. Among older Males, the dangers and hardships the Ingalls must face pique interest, while older Females are drawn in by the promise of the visual spectacle of the landscapes and scenery. Laura as an action heroine also holds strong appeal among Teens and Girls. ► FAMILY VALUES DRAWS IN OLDER CINEMAGOERS; ADVENTURE DRAWS IN YOUNGER: Similar to the US, the core audience of cinemagoers over 25, especially Females, are most interested in seeing the Ingalls family work together to overcome the hardships of starting a new life. Cinemagoers under 25, however, are most excited to see the adventures the Ingalls will embark on. ► OVERALL STORY FAILS TO ENGAGE CINEMAGOERS: Despite the intrigue with the family values and adventure elements of the plot, the top holdbacks overall are the movie feels “too boring” and “the story does not interest me.” Even in the one word association, the word respondents most frequently used to describe the film is “boring.” Some cinemagoers, especially those under 25, also feel that the film is “too American,” and find the frontier theme unappealing.

Franchise Evaluation General Cinemagoers Data Ranked by Familiarity Familiarity Fanship (%Big Fan) Definite Interest in a New Movie

Franchise Evaluation Kids Data Ranked by Familiarity Familiarity Fanship (%Big Fan) Definite Interest in a New Movie

Franchise Evaluation THEATRICAL APPEAL (% WOULD MAKE A GOOD BIG SCREEN MOVIE*) FRANCHISE ENGAGEMENT *Among all aware % Read any of the books % Watched the TV show

Definite Interest General Concept Norm = 25 AMONG GENERAL CINEMAGOERS AMONG KIDS Kid Concept Norm = 39 Post-Concept General T/S Norm 15 Kid T/S Norm = 28 Pre-Concept *Little House Fans make up 13% of the sample

Concept Evaluation TOP DESCRIPTORS POST-CONCEPT (Among All) ONE WORDS PRE-CONCEPT POST- CONCEPT

Concept Evaluation POSITIONING THEME SCORES General Cinemagoers ParentsKids 7-12 AllM<25M25+F<25F25+TeensAll BoysGirls SOLDAT FORBIDDEN FRIENDSHIP HOMESTEAD HARDSHIP INSGALLS VS WOLVES VISUAL SPECTACLE ACTION HEROINE WAGON JOURNEY LAND STRUGGLE PEDIGREE HOME AND FAMILY FATHER/DAUGHTER SISTERS METAPOSITIONING Q. Considering everything you know, which of the following stories makes you most interested in seeing Little House on the Prairie? General Cinemagoers 13-54ParentsKids 7-12 AllM<25M25+F<25F25+All BoysGirls A family drama in which a family must overcome their personal differences and each take responsibility in working together in building their new home in the West An action/adventure in which a young girl and her family move to the wilderness and must protect themselves against wild animals, tumultuous weather, and native tribes in order to survive in their new home An historical epic that looks back into the 1800s as America’s western frontier is opened to settlers, attracting pioneers looking for land and new opportunities A western in which a frontier American family clashes with Native Americans in a showdown over who is master of the land

Positioning Themes WAGON JOURNEY With a pioneer spirit, the Ingalls family packs all their belongings into a wagon and heads west in search of a new frontier to call home. What starts off as a peaceful journey across the country turns into a thrilling adventure of survival. With just their covered wagon to call home, the family must face off against horrible weather, treacherous terrain, and dangerous wildlife. ACTION HEROINE Though Laura is only a young girl, she has a courageous spirit and will do anything to protect her family. When Native Americans invade her family’s land while Pa is away, Laura immediately takes matters into her own hands, hopping on Pa’s horse, grabbing his gun, and chasing after the invaders to get her family’s belongings back. INGALLS VS. WOLVES While many dangerous animals haunt the outskirts of the prairie, the wolves are by far the most deadly. The vicious creatures travel in packs of fifty, slowly encircling their prey before they pounce. When the wolves threaten the Ingalls and the home they have built, the family must use all their knowledge and skills to fend off the wild creatures once and for all. HOMESTEAD HARDSHIP Settling in the wild prairie, the Ingalls family must build a new home using only the materials they can find in nature. As they struggle to establish a new way of life, the family finds themselves fighting to protect their home from a series of dangers: Native American warriors, stampeding wild buffalo, and even a raging prairie fire that threatens their home and their lives. LAND STRUGGLE Pa moves his family to the wilds of Kansas after learning the government will grant land to those who settle the west. However, the Osage tribe has been living on this land for generations, and have no desire to leave. As the Ingalls and other settlers lay claim to land within Osage territory, tensions rise. The two groups must learn to coexist before the dispute erupts into an all-out war. FORBIDDEN FRIENDSHIP Defying her parents, Laura befriends three Osage boys, Paytah, Dakota, and Enapay, and gets the adventure she’s been hoping for. Racing horses through the woods and learning to hunt wildlife, Laura and the Native American boys become fast friends, yet Laura soon learns that her new friendship could have dangerous consequences for the rest of her family. FATHER/ DAUGHTER Though Pa loves all three of his daughters, he feels a special closeness to Laura, his “half-pint,” who shares his adventurous spirit and passion for the great outdoors. The bond between father and daughter is strong, yet as Laura starts to grow up, Pa struggles with letting Laura go off on her own and must teach her that with independence comes responsibility. SISTERS Laura and her sisters are three very different girls. Middle child Laura is the curious adventurer, older sister Mary is the serious one with her nose always stuck in a book, and baby Carrie can’t seem to keep out of trouble. In their new home on the prairie away from friends and family, the sisters must overcome their differences, becoming closer than ever. SOLDAT When Laura first spots the mysterious Soldat watching her family from the top of a hill, she is afraid he might be a scout for the rest of the tribe planning to attack. Yet when Soldat saves her from a close encounter with wolves, she realises he is different from the rest of the tribe. With the ability to speak English and understand the settler’s way of life, Soldat may be the bridge between the pioneers and natives needed for the two groups to coexist. HOME AND FAMILY Though packing up and leaving everything they knew wasn’t easy for the Ingalls, as the family travels across country and begins to start their new life, they soon realise that home isn’t about where you live, but who you live with. Through the hardships of starting over, the experience of working together to build a new place to live draws the family closer than they have ever been before. PEDIGREE Based on Laura Ingalls Wilder’s classic and award-winning book series, Little House on the Prairie takes moviegoers on a historical journey back to the 1800s. Inspired by Laura’s true story, the film brings the classic books to the big screen for the first time. VISUAL SPECTACLE Little House on the Prairie takes moviegoers on a journey into the past, to a time when nature was unspoiled by man and animals roamed freely across the land. Experience the visual spectacle of 19th century America— with sweeping landscapes of lush, open prairies, cascading mountains and rambling rivers through the eyes of pioneers exploring a brave new world.

Interest Drivers & Holdbacks TOP HOLDBACKS (Among Non-Definites) TOP INTEREST DRIVERS General Cinemagoers Parents Kids 7-12 Sorted by OverallAllM<25M25+F<25F25+Teens All BoysGirls I like the setting I like the adventure elements I like seeing how people lived back in the 1800s I like the story I like seeing how the family works together I like the message about the importance of family I like that it is based on a true story I like the conflict between the pioneers and Native Americans I like learning about the Osage people I like the portrayal of a strong female character General Cinemagoers Parents Kids 7-12 AllM<25M25+F<25F25+Teens All BoysGirls The movie seems boring The story does not interest me The movie seems too old- fashioned It does not seem like a movie I need to see in cinemas The story is too American I don’t like Westerns There is not enough action I do not like that it takes place in the 1800s I do not like the way the story portrays Native Americans The story is too sad