Movie Title Movie Title Trailer Test (2 trailers) April 2008 Prepared for ___ By OTX Research

1 Methodology METHODOLOGY:Online Trailer Test LOCATION:Territory FIELD DATES: TARGET: TRAILERS TESTED: Each respondent must see movies at the cinema at least once every 6 months Total N=___ movie-goers aged __-__ years Trailer name 1 Trailer name 2

2 Key Findings Summary

3 Key Findings Reactions to movie

4 Pre-to-Post Interest Uplifts vs OMA & Prior Releases

5 Trailers OMA Comp titles Trailer 1Trailer 2 Comp title 1Comp title 2 (A)(B) BASES: Definite interest Pre Post Uplift Total interest Pre Post Uplift Red, bold, and italics indicate a statistically significant increase in pre-to-post interest at 95% level of confidence. CAPITAL letter indicate a statistically significant difference in post-interest among spots at 95% level of confidence. Uplift in Interest in Movie Title Vs OMA & comps

6 Red, bold, and italics indicate a statistically significant increase in pre-to-post interest at 95% level of confidence. CAPITAL letter indicate a statistically significant difference in post-interest among spots at 95% level of confidence. By demographic & interest groups Pre-def interest Trailer 1Trailer 2 (A)(B) BASES: Total Gender Male Female Age Age/gender Males aged Males aged Males aged Females aged Females aged Females aged Quads Males<25 Males 25+ Females<25 Females 25+ Movie-going Frequent Moderate Similar movies Seen 2+ Seen <2 Summary of “Definite” Interest in Movie Title

7 Red, bold, and italics indicate a statistically significant increase in pre-to-post interest at 95% level of confidence. CAPITAL letter indicate a statistically significant difference in post-interest among spots at 95% level of confidence. By demographic & interest groups Pre-total interest Trailer 1Trailer 2 (A)(B) BASES: Total Gender Male Female Age Age/gender Males aged Males aged Males aged Females aged Females aged Females aged Quads Males<25 Males 25+ Females<25 Females 25+ Movie-going Frequent Moderate Similar movies Seen X+ Seen X2 Summary of “Total” Interest in Movie Title

8 Post-Interest Urgency: Movie Title CAPITAL letters indicate significant difference at 95% Trailer 1Trailer 2 QuadsSeen similar movies When would they see movieM<25M25+F<25F25+X+<X (A)(B)(C)(D)(E)(F)(G)(H) BASES:

9 Reactions to the Movie

10 CAPITAL letters indicate significant difference at 95% Why Are They Interested In The Movie? All definitely interested in seeing the movie (UNPROMPTED) Trailer 1Trailer 2 QuadsSeen similar movies Top 10 reasons M<25M25+F<25F25+X+<X (A)(B)(C)(D)(E)(F)(G)(H) BASES:

11 CAPITAL letters indicate significant difference at 95% Why Are They NOT Definitely Interested In The Movie? All NOT definitely interested in seeing the movie (UNPROMPTED) Trailer 1Trailer 2 QuadsSeen similar movies Top 10 reasons M<25M25+F<25F25+X+<X (A)(B)(C)(D)(E)(F)(G)(H) BASES:

12 CAPITAL letters indicate significant difference at 95% Trailer 1Trailer 2 QuadsSeen similar movies Top 10 positives M<25M25+F<25F25+X+<X (A)(B)(C)(D)(E)(F)(G)(H) BASES: Movie Imagery Based on Trailer (prompted) Positive Descriptors

13 CAPITAL letters indicate significant difference at 95% Trailer 1Trailer 2 QuadsSeen similar movies Top 10 negatives M<25M25+F<25F25+X+<X (A)(B)(C)(D)(E)(F)(G)(H) BASES: Movie Imagery Based on Trailer (prompted) Negative Descriptors

14 CAPITAL letters indicate significant difference at 95% Trailer 1Trailer 2 QuadsSeen similar movies M<25M25+F<25F25+X+<X (A)(B)(C)(D)(E)(F)(G)(H) BASES: Movies reminded of Based on Trailer (unprompted)

15 Trailer Imagery

16 CAPITAL letters indicate significant difference at 95% Trailer 1Trailer 2 QuadsSeen similar movies Top 10 positives M<25M25+F<25F25+X+<X (A)(B)(C)(D)(E)(F)(G)(H) BASES: Trailer Imagery Based on Trailer (prompted) Positive Descriptors

17 CAPITAL letters indicate significant difference at 95% Trailer 1Trailer 2 QuadsSeen similar movies Top 10 negatives M<25M25+F<25F25+X+<X (A)(B)(C)(D)(E)(F)(G)(H) BASES: Trailer Imagery Based on Trailer (prompted) Negative Descriptors

18 Element Appeal: Trailer 1 Scenes ADDING to interest in movie Trailer 1M<25M25+F<25F25+ (C)(D)(E)(F) BASES CAPITAL letters indicate significant difference at 95%

19 Element Appeal: Trailer 1 Scenes DETRACTING from interest in movie Trailer 1M<25M25+F<25F25+ (C)(D)(E)(F) BASES CAPITAL letters indicate significant difference at 95%

20 Element Appeal: Trailer 2 Scenes ADDING to interest in movie Trailer 2M<25M25+F<25F25+ (C)(D)(E)(F) BASES CAPITAL letters indicate significant difference at 95%

21 Element Appeal: Trailer 2 Scenes DETRACTING from interest in movie Trailer 2M<25M25+F<25F25+ (C)(D)(E)(F) BASES CAPITAL letters indicate significant difference at 95%

22 CAPITAL letters indicate significant difference at 95% Perceived Target Audience for Movie Title Trailer 1Trailer 2 QuadsSimilar movies seen M<25M25+F<25F25+X+<X (A)(B)(C)(D)(E)(F)(G)(H) BASES: Males under 12 Males Males Males Males 30+ Females under 12 Females Females Females Females 30+ Families Couples Everyone

23 Confusion of Movie Title Trailers % Finding Anything Confusing or Hard to Understand in the Trailer Trailer 1Trailer 2 Base = ___ CAPITAL letters indicate significant difference at 95% OTX Market Average = __% for ‘confusing’ Reasons for confusion Trailer 1Trailer 2 (A)(B) BASES:

24 What did they find confusing? Cont. Prompted CAPITAL letters indicate significant difference at 95% Trailer 1Trailer 2 QuadsSeen similar movies % confused by… M<25M25+F<25F25+X+<X (A)(B)(C)(D)(E)(F)(G)(H) BASES: …the film in a way that is intriguing and makes me more interested to see the film …the film in a way that is frustrating and makes me less interested to see the film …some details of the trailer and it makes me want to learn more about the film from other sources …something else

25 Scenes Liked and Disliked Teaser V.1

26 Scenes: Trailer 1 Scenes Liked MostScenes Liked Least Total UK Males <25 Males 25+ Fe- males <25 Fe- males 25+ Trailer 1 Total UK Males <25 Males 25+ Fe- male s <25 Fe- males 25+ Scene 1 Scene 2 Scene 3 Scene 4 Scene 5 Scene 6 Scene 7 Scene 8 Scene 9 Scene 10

27 Scenes: Trailer 2 Scenes Liked MostScenes Liked Least Total UK Males <25 Males 25+ Fe- males <25 Fe- males 25+ Trailer 2 Total UK Males <25 Males 25+ Fe- male s <25 Fe- males 25+ Scene 1 Scene 2 Scene 3 Scene 4 Scene 5 Scene 6 Scene 7 Scene 8 Scene 9 Scene 10

28 Awareness & Pre-Interest

29 Awareness of Movie Title vs comp titles CAPITAL letters indicate significant difference at 95% Total UK QuadsSeen similar movies % aware of each film M<25M25+F<25F25+X+<X (A)(C)(D)(E)(F)(G)(H) BASES:

30 CAPITAL letters indicate significant difference at 95% Total UK QuadsSeen similar movies % ‘definite’ interest in seeing each title in the cinema (pre-exposure) M<25M25+F<25F25+X+<X (A)(C)(D)(E)(F)(G)(H) BASES: “Definite” Pre-Interest Movie Title vs Comps

31 CAPITAL letters indicate significant difference at 95% Total UK QuadsSeen similar movies % ‘total’ interest in seeing each title in the cinema (pre-exposure) M<25M25+F<25F25+X+<X (A)(C)(D)(E)(F)(G)(H) BASES: “Total” Pre-Interest Movie Title vs Comps