ADAM SANDLER BRAND STUDY October 2011

Key Research Objectives Composition of Sandler fanbase Comparison to other comedic actors –Ben Stiller and Jim Carrey Reaction to JACK & JILL within the context of the Sandler brand Key drivers of Sandler films Identify brand strengths and weaknesses 2

Background and Methodology Overview Online study among year olds per country Conducted September 2011 Markets UK, France, Mexico Who we spoke to Regular cinemagoers Non-rejecters of comedy; seen 2+ recent American comedies All aware of Adam Sandler (incidence data used to determine overall awareness levels) 3

EXECUTIVE SUMMARY (1) 4

EXECUTIVE SUMMARY (2) 5

IMPLICATIONS FOR JACK AND JILL 6

Connection with Sandler Scream What is the state of Sandler in each market? 7

FAMILIARITY (% ‘very’ plus ‘familiar’) (Among All Aware of Each Actor) Familiarity is much greater in the UK and Mexico…  While the vast majority (85%+) in the UK and Mexico say they’re familiar with Sandler,  This figure drops to 41% in France among those aware, with just 7% who feel they know him “very well”. They are much more familiar with Stiller and Carrey (74%+ report some familiarity). Total Familiar 8

COMPARATIVE FANSHIP (% “one of my favourites”) (Among All Aware of Each Actor) Equally fanship varies considerably by country …  In the UK, Sandler affinity is roughly comparable to Stiller and Carrey.  In Mexico, affinity for Sandler is nearly at Carrey levels, far outpacing Stiller in terms of strong engagement (‘a favourite’ of 49% vs. 25%).  In France, Sandler ranks well below the other actors; just 4% considering him ‘a favourite’. Total Positive 9