1. Dcm audience insights
16-34 adults

2. 44% of all UK cinema admissions
16-34 ADULTS: 4 fast facts 2 1
91% are cinemagoers
75.8 million admissions
7.5
44% of all UK cinema admissions 3 4
Visits per year
Source: 1. TGI GB 2017 Q1 – up 7% from 2011 (Source: TGI GB Q1 2012) CAA Film Monitor Coverage & Frequency 2016

3. Who are they? GETTING TO KNOW THEM What does cinema mean to them?
Keen to experience new things
Immersive experience
Hooked on social networking
Passion point
Swayed by recommendations
Conversation fuel

4. 16-34 ADULTS SPEND 3 HOURS 15 minutes PER DAY CONSUMING AV
Source: IPA TouchPoints 2016

5. Netflix, iPlayer, All 4, Sky+ etc.
av consumption
How it breaks down for adults
Live tv
BBC, ITV, C4, Sky 1
CATCH UP/
ON DEMAND
Netflix, iPlayer, All 4, Sky+ etc.
online video
YouTube, Facebook etc.
Average time per day
16-34 adults
1 hour 44 minutes
1 hour 4 minutes
19 minutes
Average time per day
16+ adults
2 hours 58 minutes
55 minutes
8 minutes
Source: IPA Touchpoints 2016

6. 66% 37% 24% av consumption KEY TV SHOWS FOR 16-34 ADULTS
16-34 adults are more likely to be light commercial TV viewers and spend more time using services such as Netflix
66%
of adults are ‘Light Commercial TV Viewers’
37%
of adults have watched live TV online in last year
(Ix. 126)
24%
of adults have used Netflix in
last 4 weeks
(Ix. 182)
KEY TV SHOWS FOR ADULTS
Made In Chelsea
Index: 199
Hollyoaks
Index: 199
Family Guy
Index: 195
The Big Bang Theory
Index: 148
Source: IPA Touchpoints 2016 & GB TGI Q2 2017

7. 16-34 adults really love film
71%
…Used an online film service in the past 3 months
CINEMA FUELS THEIR FILM HABIT FURTHER!
Source: FAME Index: 166

8. LET’S GO TO THE cinema WITH…
16-34 adults

9. 55% 58% 2.8 average group sIze 38% In the cinema foyeR
Here’s what they’re doing…
58%
SPEND MONEY ON FOOD/DRINKS
2.8 average group sIze
38%
55%
Go with friends
BROWSE THE INTERNET ON THEIR PHONE WHILE WAITING
Source: FAME 2016

10. What are they doing on their phones?
47%
have shared their cinema
experience socially
Source: FAME 2016

11. The big screen creates big emotions

12. Cinema creates positive emotions
More than any other AV channel
cinema
Live tv
Longform vod
Short online VIDEO
86%
59%
64%
59%
POSITIVE EMOTIONS
Source: IPA TouchPoints 2016.
% of all time spent consuming each media associated with positive emotions

13. 16-34s ARE RECEPTIVE TO CINEMA ADS
Cinema ads are the advertising format that both Gen Z & Gen Y are most positive towards
Gen Z
16-19 year olds
Gen Y
20-34 year olds
Cinema ads
44%
34%
TV ads
14%
23%
Video ads (laptop/PC)
-24%
-20%
Video ads (mobile)
-26%
Source: Kantar Millward Brown – AdReaction Study
‘How would you describe your attitude towards each of the following formats of advertising? - % net positive ’

14. THE ADS AND TRAILERS ARE PART OF THE EXPERIENCE
91%
Make sure they’re seated before anything is on screen (ever)
Source: FAME 2016

15. 16-34 Adults
HELP Drive the box office

16. WHEN do 16-34 adults GO TO THE CINEMA?
19%
48%
Went during opening
Weekend
(Index: 144)
Go within a week of
Film opening
(Index: 131)
Source: FAME 2016

17. Why do 16-34 adults go to the cinema?
52%
40%
“I love the hype that surrounds
big film releases”
(Index: 132)
“I feel left out if my friends are talking about a film I haven’t seen”
(Index: 148)
Source: FAME 2016

18. HOW TO REACH 16-34 adults Action adventure Comedy Sci-Fi & Fantasy
Top upcoming releases for adults
Action adventure
Comedy
Sci-Fi & Fantasy
Superhero
Kingsman:
The Golden Circle
Rough Night
The Dark Tower
Thor: Ragnarok
Jumanji: Welcome To The Jungle
Daddy’s Home 2
Blade Runner 2049
Justice League
Tomb Raider
Three Billboards Outside Ebbing , Missouri
Black Panther
Untitled Cloverfield
Anthology Movie

19. Went for food and/or drink Went non-grocery shopping
After the film
Here’s what they do after the credits roll…
51%
26%
26%
Went for food and/or drink
(Index: 138)
Went grocery shopping
(Index: 168)
Went non-grocery shopping
(Index: 186)
Source: FAME Activities do immediately after / on same day as cinema visit

20. 56% 29% 33% 38% KEY CATEGORY INSIGHTS INTEND TO BUY A CAR WITHIN
THE NEXT 2 YEARS1
Try to keep up with new developments in technology2
38%
29%
AGREE “SHOPPING ONLINE MAKES MY LIFE EASIER”1
Use online banking services via an app AT LEAST
once a week1
Source: GB TGI Q Base: cinemagoers
1. Index vs. average UK adult: Index: 122

21. TOOLKIT

22. £65 £70 £65 £80 £100 £120 How to Buy Cinema ADULT AGP (15+) YOUTH AGP
Reaching Adults
ADULT AGP (15+)
YOUTH AGP
ALCOHOL AGP (18+)
FILM PACK
Ratecard CPT
Ratecard CPT
Ratecard CPT
Ratecard CPT
Ratecard CPT
£65
£70
£65
£80
£100
Non-blockbuster
Blockbuster
Ratecard CPT
£120
Super Blockbuster

23. Toolkit reach Time period Audience (000’S) Reach % frequency
AGP - Audience Reach – Adults
reach
Time period
Audience (000’S)
Reach %
frequency
1 week
1458
3686
5425
6525
7297
7876
8529
10114 10 24 36 43 48 52 57 67
1.00
1.58
2.15
2.68
3.20
3.70
4.44
7.49
1 month
2 months
3 months
4 months
5 months
6 months
12 months
Source: CAA Film Monitor Coverage & Frequency 2016