1. Attendance Over the prior 12 month period, the majority of moviegoers reported seeing the same amount of movies, with equal parts reporting fewer and more moviegoing.

2. Buying Online Buying online Moviegoers, on the average, buy 40% of their tickets online 43% of moviegoers buy 50% or more of their movie tickets online 25% buy 80% or more online Who buys online? 18-24 year olds buy the smallest amount online (28%) 55+ buy the largest amount online (51%) Why buy online? 1. I have a ticket in hand even if the movie is sold out 2. Convenience 3. I dont have to stand in line

3. Those Who Go Less… Combine a perception of poor movies with high ticket prices and concession prices and busier lifestyles, and there is a smaller list of compelling reasons to go to the movies when there are alternatives for entertainment. On a scale of 1 - 10, with 10 being the most significant reason some people attended fewer movies

4. Spotlight: Ads and Moviegoing Impact of Quantity of In-Theater Ads on Moviegoing Decision Moviegoers ranking quantity of In-theater ads on decision-making process on a 1 -10 scale, 10 being most important Ranked importance: 1 – 3 Ranked importance: 7 – 10

5. DVD Rental Moviegoers rented an average of 14.8 DVDs over the past 12 months 13% of moviegoers frequently rent the movie they have seen in a theater

6. Chicken or Egg? DVD Rental Subscription Service 29% have a subscription 71% do not have a subscription Movies On Demand 52% have ordered through television 48% have not