RESEARCH OVERVIEW June 2014 Updated: June 26, 2014

UK Brand familiarity: Very good -Brand is pretty well-known, and even more so among adults - About half overall have heard songs from ANNIE - Girls most likely to be big fans -Known for being family-friendly, classic -Moms, girls, and (to a lesser extent) female generals are the target; males will be tough to convert -The music, “fun factor”, and promise of a new take on ANNIE will be key selling points JAPAN Brand familiarity: Solid-to-good - While not as quite high as the UK, decent familiarity and favorability - Female generals likely the most gettable audience; girls and moms will need a bit more convincing - An inspirational, more character-driven approach might work best here FRANCE Brand familiarity: Weak GERMANY Brand familiarity: Weak -Limited profile -Most have no experience with the brand -Limited profile -Most have no experience with the brand 2

UK Source: PSB Brand study for another title unless otherwise noted. Study sampled 400 general moviegoers and 150 kids ages

ANNIE is a fairly well-known, female-skewing franchise in the UK. Unsurprisingly, familiarity skews female among both generals and kids. General audiences tend to be most familiar with the franchise, but kids show higher fanship and interest in a new film, driven by girls. Familiarity with Annie All Gens M <25 M 25+ F <25 F 25+ All Kids BoysGirls Base40079*11979* * Very familiar 34% 20%29%46%38% 32%17%47% Somewhat familiar 37% 28%41%39%38% 27%35%20% NET: Very + somewhat familiar 71%48%70%85%76%59% 52%67% *Caution: Small base sizes. Familiarity = Very + somewhat familiar. Base = all moviegoers (based on title only) 4

General Cinemagoers Data Ranked by Familiarity Familiarity Fanship (%Big Fan) Definite Interest in a New Movie Among all 5

Kids Data Ranked by Familiarity Familiarity Fanship (%Big Fan) Definite Interest in a New Movie Among all 6

ANNIE is classic, and great for families… *Among aware (generals + kids) TOP DESCRIPTORS Looking at the top descriptors, ANNIE’S family- oriented qualities are top of mind. Negative descriptors are negligible. Women and girls are much more likely to endorse ANNIE with these positive descriptors. 7

…but some will need convincing that ANNIE is worthy of theatrical viewing. *Among all aware (generals + kids) THEATRICAL APPEAL (% WOULD MAKE A GOOD BIG SCREEN MOVIE*) Reaches 66% among girls 8

The film’s music drives engagement with the brand in the UK. Among both generals and kids, roughly half have heard songs from “Annie”. After this, most interaction with the brand comes from seeing the original 1982 film. Only 1 in 4-5 overall have no experience with the brand. Among all. 9

Trailer Testing: Post Interest and Main Takeaways - Encouraging scores among moms and girls (driven by younger girls 7-9) - Among general audiences, older females (25+) are also in a good place - Guys are largely un-gettable for this film; the musical genre is a main barrier - The “fun factor” and music drive interest - Annie is a popular character, and audiences look forward to seeing a fresh take Girls 7-12Moms Interest in Taking Child General Audiences Source: Marketcast trailer test conducted among 300 general audience moviegoers 13-49, 150 girls 7-12, and 150 moms of girls

FRANCE Source: PSB Brand study for another title unless otherwise noted. Study sampled 400 general moviegoers and 150 kids ages

Compared to the UK, there’s less familiarity with ANNIE in France. Familiarity and fanship of the ANNIE franchise is limited in France. Girls are among the most familiar with the property, but it’s certainly not well- known, even among this group. Familiarity with Annie All Gens M <25 M 25+ F <25 F 25+ All Kids BoysGirls Base * Very familiar 7%10%6%4%9%6%4%9% Somewhat familiar 12%8%18%11%8%7%2%12% NET: Very + somewhat familiar 19%18%24%15%17%13%6%21% *Caution: Small base sizes. Familiarity = Very + somewhat familiar. Base = all moviegoers (based on title only) 12

Familiarity Fanship (%Big Fan) Definite Interest in a New Movie General Cinemagoers Data Ranked by Familiarity Among all 13

Familiarity Fanship (%Big Fan) Definite Interest in a New Movie Kids Data Ranked by Familiarity Among all 14

Theatrical appeal is muted for ANNIE in France. *Among all aware (generals + kids) THEATRICAL APPEAL (% WOULD MAKE A GOOD BIG SCREEN MOVIE*) Only 1 in 3 French moviegoers who know of ANNIE think it would be a good big-screen movie Compare to 1 in 2 in the UK 15

Few moviegoers have any history with ANNIE... French audiences have limited experience with ANNIE. Fewer than 1 in 5 kids and adults have heard songs from the musical. The overwhelming majority have no experience with the brand at all. Among all Compare to 46-55% in the UK 16

…and because they are less familiar with the brand, impressions of ANNIE are somewhat soft. Family-friendliness rises to the top. *Among aware (generals + kids). Caution: small base size (n=72). TOP DESCRIPTORS* 17

Interest in a new ANNIE movie based on Title/Star Personal Interest All Gens M <25 M 25+ F <25 F 25+ All Kids BoysGirls Base * Definitely interested 7%9%3%9%7%2%0%5% Probably interested 18%19% 18%17%19%17%21% NET: Def + Prob interested 25%28%22%27%24%21%17%26% Interest Taking ChildAll ParentsMomsDads Base 8036*44* Definitely interested 11% Probably interested 29%20%36% NET: Def + Prob interested 40%31%47% Among all. *Caution: Small base sizes. Title/star mentions Wallis, Foxx, Diaz, and Byrne Going hand-in-hand with low familiarity, top-box interest in ANNIE is low in France among generals, kids, and parents, even when the stars of the film are mentioned. Looking at total positive interest, parents may be the most gettable audience for this film. 18

GERMANY Source: PSB Brand study for another title unless otherwise noted. Study sampled 400 general moviegoers and 150 kids ages

ANNIE doesn’t start with much traction in Germany; familiarity with the franchise is limited. Familiarity and fanship of the ANNIE franchise is relatively weak in Germany, with no clear demographic emerging as ANNIE supporters. Familiarity with Annie All Gens M <25 M 25+ F <25 F 25+ All Kids BoysGirls Base Very familiar 6%2%8% 5% 3%7% Somewhat familiar 12% 14%8%12%13%14%12% NET: Very + somewhat familiar 18%14%22%16%17%18%17%19% Familiarity = Very + somewhat familiar. Base = all moviegoers Similar to France (based on title only) 20

Familiarity Fanship (%Big Fan) Definite Interest in a New Movie General Cinemagoers Data Ranked by Familiarity 21

Familiarity Fanship (%Big Fan) Definite Interest in a New Movie Kids Data Ranked by Familiarity 22

ANNIE is mostly seen as family-friendly, with few other descriptors making much impact. *Among aware (generals + kids) TOP DESCRIPTORS 23

Similar to French moviegoers, German moviegoers do not see much big-screen potential in ANNIE. *Among all aware (generals + kids) THEATRICAL APPEAL (% WOULD MAKE A GOOD BIG SCREEN MOVIE*) 3 in 4 German moviegoers who know of ANNIE do not think it would make a good big-screen film 24

Experience with ANNIE is limited in Germany. Like the French, German audiences have had very little interaction with ANNIE, with 6-7 out of 10 having no engagement with the brand at all. Among all 25

Interest in a new ANNIE movie based on Title/Star Personal Interest All Gens M <25 M 25+ F <25 F 25+ All Kids BoysGirls Base Definitely interested 6%2%7%10%5%4%5%3% Probably interested 20%12%17%20%27%17%19%15% NET: Def + Prob interested 26%14%24%30%32%21%24%18% Interest Taking ChildAll ParentsMomsDads Base 8237*45* Definitely interested 10%12%9% Probably interested 35%38%32% NET: Def + Prob interested 45%50%41% Among all. *Caution: Small base sizes. Title/star mentions Wallis, Foxx, Diaz, and Byrne Like France, top-box interest in ANNIE among German moviegoers is muted, even when stars are mentioned. Looking at total positive interest, adult females and parents appear to be the most likely audience for this film based on just title and star. 26

JAPAN Source: Marketcast trailer test conducted among 300 general audience moviegoers 13-60, 150 girls 7-12, and 150 moms of girls

A sizeable percentage of Japanese auds is familiar with ANNIE, and the majority of those aware “like” the franchise. of generals and moms have heard of ANNIE ~70%50% of girls have heard of ANNIE GENERAL AUDIENCES (among aware) Love12% Like63% NET: Like + Love75% Do not like so much22% Do not like at all4% MOMS (among aware) Love13% Like68% NET: Like + Love81% Do not like so much16% Do not like at all3% How much do they like ANNIE? GIRLS (among aware) Love21% Like59% NET: Like + Love80% Do not like so much16% Do not like at all4% Girls are most likely to say they “love” ANNIE. Caveat: Different methodology used; scores not directly comparable to those from PSB study. Awareness and favorability towards ANNIE was asked after exposure to a trailer for the new Sony film. Female skew 28

While many Japanese moviegoers have heard of ANNIE, over half have never seen any version of it. Among those aware of Annie GeneralsMomsGirls I've only heard of ANNIE but have never seen any version of it 52%57%51% A live performance of the musical (opened in 1977 and still running) 28%21%33% Annie (1982 film) starring Albert Finney as Daddy Warbucks, Carol Burnett as Miss Hannigan and Aileen Quinn as Annie 20%13%9% Annie (1999 film): a made-for-TV movie starring Victor Garber as Daddy Warbucks, Kathy Bates as Miss Hannigan, Alan Cumming as Rooster, Kristin Chenoweth as Lily and newcomer Alicia Morton as Annie 11%10%11% A sequel, Annie: A Royal Adventure! made for TV starring Ashley Johnson and Joan Collins 7%8%9% Among those who know of ANNIE, a solid 1 in 3 girls have seen a live performance Note: Awareness asked after exposure to a trailer for the new Sony film. 29

Trailer Testing: Post Interest and Main Takeaways - There’s some potential for ANNIE among general audiences in Japan; the trailer got a very good response among females - Moms and girls might be tricky: young girls may be mostly on board, but moms aren’t convinced their kids will like or understand the story - The inspirational story, a desire to root for Annie, and the music are top interest drivers Girls 7-12Moms Interest in Taking Child General Audiences Red lines indicate norms Norm 30