Dave COMPANY RESEARCH JUNE, 2011

Dave & First movie RESEARCH OVERVIEW RESEARCH OVERVIEW

First movieDave Methodology ON-LINE OFF-LINE Face to Face (Self-completion questionnaires ) Survey Venue ON-LINE *SEOUL: MEGABOX COEX, LOTTE CINEMA GUNDAE, CGV WANGSIMNI *PUSAN: LOTTE CINEMA SEOMYUN Sample Size Survey Date Every weekend (Friday-Sunday)Every weekend (Saturday) Sample composition Male: 200, Female: : : : : 100 Male: 360, Female: : : : : 180 Sampling error 95% confidence level ±4.90%p95% confidence level ± 3.36%p

First movieDave Survey Item (Unaided/Aided) Awareness, INTEREST-AWARE First All, Top Three, INTEREST-ALL Have Seen Film, (Aided) Awareness, First All, Top Three *SOURCE OF AWARENESS -IN Theater, TV, Cable TV, Internet, Free News *Separate Question EX> Actor awareness : [FRIENDS WITH BENEFITS] ‘Justin Timberake and Mika Kunis’ Awareness ( ) Format *Grouping movies as the opening date 1Group : Opening/ Previously Released- 2 weeks before opening (Here, Previously released movies only cover Boxoffice top three.)  2Group: 3 weeks before opening - 6 weeks before opening 3Group: 7weeks before opening - 12 weeks before opening The number of including movies Approximately 34Approximately 40

Dave RESEARCH Dave RESEARCH Sample Composition & The accuracy to predict Boxoffice hits Sample Composition & The accuracy to predict Boxoffice hits

Sample Composition Sample Composition (the number of movies seen)  Korean Film Council VS. Dave Company Research the number of movies seen  Dave Research samples were made up by referring to the movie-goers data released by Korean Film Council, and tracking both statistics from KFC and Dave Research samples.

Sample Composition (sex, age)  Changes of Dave Research result by sex & age  Quota Sampling which gives weighting depending on the frequency of watching movies by sex & age as Korean Film Council data.

 Changes of Dave Research users Sample Composition (Users)  Heavy User: more than twice a week  Medium User: about once a month/ about once two month  Light User: less than once a year/ three to four times a year

The most strongly correlated week(index) with Boxoffice W-6 Awareness W-5 Awareness W-4 Awareness W-3 Awareness W-2 Awareness W-1 Awareness Opening week Awareness Opening weekend (Friday-Sunday) Boxoffice.563(**).594(**).645(**).691(**).715(**).707(**).743(**) W-6 First All W-5 First All W-4 First All W-3 First All W-2 First All W-1 First All Opening week First All Opening weekend (Friday-Sunday) Boxoffice.592(**).598(**).692(**).781(**).780(**).809(**).860(**) W-6 Top Three W-5 Top Three W-4 Top Three W-3 Top Three W-2 Top Three W-1 Top Three Opening week Top Three Opening weekend (Friday-Sunday) Boxoffice.606(**).632(**).710(**).759(**).820(**).836(**).856(**)  As getting closer to the opening week, the correlation coefficient between Awareness, First All, Top Three and Boxoffice has become higher. In other words, correlation coefficient became higher.  First All and Top Three marked the highest correlation with Boxoffice.  Opening week marked the highest correlation among all the weeks surveyed. January 2010-May 2011 ( Analysis of all 230 Movies)  Correlation Analysis between Awareness, First All, Top Three and Opening weekend Boxoffice.

The accuracy rate in predicting Boxoffice rankings and Top Three  Boxoffice Rankings (opening weekend) VS. Top Three Rankings (opening week)  Analysis of all 74 Weeks (2010: 52 Weeks, 2011: 22 Weeks) Boxoffice RankingsTop Three RankingsThe possibility 11 77% (identical result for 57 weeks ) % (identical result for 32 weeks) % (identical result for 21 weeks)

The accuracy rate in predicting boxoffice rankings (Sample) The possibility that Top Three during the opening week is kept identical in box office, 28% ( identical result for 21 weeks )

The accuracy rate in predicting Boxoffice rankings The accuracy rate in predicting Boxoffice rankings First movie VS. Dave

Boxoffice Rankings VS. Awareness (First All, Top Three) Rankings Based on AwarenessBased on First AllBased on Top Three * Total: 62 Weeks (2010: 52Weeks, 2011: 10Weeks) *[Dave] Awareness, First All, Top Three (Opening Week- Previously released ) [First movie] Awareness, First all, Top Three (Opening This Week- Previously released )

First movieDave OPENING WEEKEND WINNER 95%91% 56 weeks identical among the total of 59 weeks 54 weeks identical among the total of 59 weeks OPENING WEEKEND RANKING 88% 180 rankings identical among 205 movies 180 rankings identical among 206 movies  Analysis of all 59 weeks  Based on First movie Research The accuracy rate in predicting OPENING WEEKEND WINNER(RANKING) VS. First All

The case that Boxoffice winner during the opening week is not identical to First All [First movie] [Dave]