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2 RESEARCH Lights… Action… RESEARCH FOR THEATRICAL FEATURE FILMS Presented On October 7th, 2002 Bruce B. Friend - SVP, Worldwide Research

3 PRESENTATION OUTLINE  CTMG Research Organization  CTMG Research Process/Focus  Secondary Research Resources  Primary Research Resources: Ongoing  Primary Research Resources: Ad Hoc  Research Systems/Databases  New Research Projects In Development  Research “Wish List”

4 CTMG RESEARCH ORGANIZATION Columbia Tristar Marketing Group Research Department

5 CTMG RESEARCH PROCESS The CTMG Research Department works with and supports practically all operating divisions of CTFD.  Feature Film Development & Production  Film Distribution & Exhibitor Relations  Creative Advertising  Media Planning  On-line Marketing  Publicity & Promotions  Consumer Products  Licensing & Merchandising  Home Video/Home Entertainment (limited)  And International

6 SECONDARY RESEARCH RESOURCES  Nielsen/NRG Weekly Film Tracking  3 times a week for all wide releases (Sun, Wed, Thur)  Intermedia Advertising Group (IAG/ Reward TV)  Ad Qualitative Ratings Service  Ad/ Movie Tracking service with competitive data  Youth Intelligence (Jane Buckingham)  Cassandra Report (trend-setters and mainstream)  Trend Central (on-line trends resource)  Nielsen/NRG Pop Poll  Q-Score service for Film Industry  E-Poll “e-Score” Subscription Service  Q-Scores w/visual ID, from On-line methodology  MPAA Annual Moviegoer Study

7 PRIMARY RESEARCH RESOURCES  NRG Recruited Audience Screenings (in theater)  For Production & Marketing  NRG Competitive Concept Positioning Studies  Twice a year - Summer and November/December  NRG Trailer Testing (mall intercept)  NRG Commercial Testing (mall intercept)  TV Spots & Print “One Sheets”  NRG Exit Polls (typically on opening weekend)  In 4 to 6 nationally representative theaters across the U.S. Ongoing

8 PRIMARY RESEARCH RESOURCES  Market Positioning Studies (Ad Hoc)  Phone/or In-person Intercept (“quantitative”)  Focus Groups (“qualitative”)  Nielsen/NRG (Las Vegas) Dial Testing  For competitive trailer testing  Focus Groups  For development of advertising creative  In-theater Trailer Testing  For “qualitative” testing (big films only) Ad Hoc

9 RESEARCH SYSTEMS/ DATABASES  Nielsen/NRG Cinesys Systems:  Contains all NRG data for the past 15 years.  Nielsen/EDI Box Office Database System  Intermedia Ad Group (IAG) Trend-Reporter:  On-line database to access all IAG data  E-Poll “e-Score” Subscription Database  To access “e-Scores” on-line  Youth Intelligence/ Trend Central Database  To access youth trend-setters On-line  Competitive Movie Release Database System  In-house database of all movie release information

10 NEW RESEARCH PROJECTS  Building on-line “research panels” and “research software/ engine” capabilities (for testing, tracking, etc.) in key international markets.  To see if we can do ad testing and film tracking in Germany, the UK, Australia, Japan, Spain and beyond, using this more cost efficient methodology  IAG/Reward TV Ad Ratings Service  Could one day conceivably add another perspective to the current way we evaluate and track ad and media effectiveness In Development

11 RESEARCH “WISH LIST”  Develop better, and more timely competitive intelligence and information.  Develop a better (more precise) ad testing methodology, as monadic, “mall intercept” testing doesn’t always yield accurate results.  Gain a better understanding of the “heavy” entertainment consumer, and what motivates their movie-going behavior, relative to other entertainment choices.

12 THANK YOU!