2. Starring: Kent O. Smith Jon Dunn Lindsey Woodward Jaime Power

3. A SCERA Film Produced by Quantum Consulting

4. ACT I: Setting the Stage Starring Lindsey Woodward

5. Background Began in 1933 Founded by Sharon Stake in Orem, UT Purpose: Host wholesome family-oriented events Theatrical productions Showcase community talent

6. Background Background SCERA is an acronym for… Sharon’s Cultural Educational Recreational Association

7. Background Background Three Business Segments: Three Business Segments: 1. Shell 2. Encore 3. Movies Movie theater competition has increased Movie theater competition has increased Profits and market share have decreased Profits and market share have decreased Set meeting with April Wetzel Set meeting with April Wetzel Goal: Learn more about SCERA’s market Goal: Learn more about SCERA’s market Who are movie and theatrical customers? Who are movie and theatrical customers? Why do they come / don’t come? Why do they come / don’t come?

8. ACT II: Focusing on the Issues Starring Jon Dunn

9. Gathering Data: Focus Groups Gathering Data: Focus Groups Found participants Found participants Formulated ideas for group discussion Formulated ideas for group discussion Conducted with Samuel Perry (MBA) Conducted with Samuel Perry (MBA) Developed survey strategy Developed survey strategy

10. Gathering Data: Focus Groups Gathering Data: Focus Groups SCERA Database SCERA Database Repeat season ticket holders Repeat season ticket holders Irregular season ticket holders Irregular season ticket holders Infrequent ticket purchasers Infrequent ticket purchasers Used telephone to contact participants Used telephone to contact participants Inducement: 2 tickets to SCERA play Inducement: 2 tickets to SCERA play Two groups: 12 people each Two groups: 12 people each

11. Six Thinking Hats Approach Six Thinking Hats Approach 1. Information 2. Emotion 3. Critical 4. Cheerful 5. Creative 6. Summary Gathering Data: Focus Groups Gathering Data: Focus Groups

12. Conducted at SCERA Conducted at SCERA 10 Love 10 Love Repeat season ticket holders Repeat season ticket holders 5 Swing 5 Swing Irregular season ticket holders Irregular season ticket holders Infrequent ticket purchasers Infrequent ticket purchasers

13. Gathering Data: Focus Groups Gathering Data: Focus Groups Perceptions Perceptions Informal event Informal event Child friendly atmosphere Child friendly atmosphere Seating Seating Décor Décor Concessions Concessions Competition Competition

14. Gathering Data: Questionnaire Focused on the movies Focused on the movies Who Who When When With whom With whom Perceptions of attributes Perceptions of attributes Demographics Demographics

15. ACT III: Orem, UT From SCERA with Love Starring Kent O. Smith

16. Pre-Sample and Sample Size Pre-Sample and Sample Size Significance level of 0.10 Significance level of 0.10 Margin of Error was 0.10 Margin of Error was 0.10 Variance… Variance…

17. Pre-Sample and Sample Size Pre-Sample and Sample Size Variance determined by pre-sample survey Variance determined by pre-sample survey 15 Orem residents 15 Orem residents Rate where you believe the SCERA fits on the following scale: Less kid friendly More kid friendly 1 2 3 4 5 6 7 8 9 10

18. Pre-Sample and Sample Size Pre-Sample and Sample Size Sample Size: 299 Sample Size: 299 Number of surveys to send for a 20% response rate: 1,494 Number of surveys to send for a 20% response rate: 1,494 Because cost, sent 300 surveys Because cost, sent 300 surveys

19. Method of Name Generation Method of Name Generation Orem-Provo QuestDex phonebook Orem-Provo QuestDex phonebook Pages 00-192 Pages 00-192 Use random numbers list Use random numbers list Example Example 63617 63617 Found 300 names of Orem residents Found 300 names of Orem residents

20. Mail Questionnaire Mailed survey to 300 Orem residents Mailed survey to 300 Orem residents Enclosed self-addressed, stamped return envelopes Enclosed self-addressed, stamped return envelopes Inducement: 1 free small popcorn Inducement: 1 free small popcorn Waited 1 week Waited 1 week

21. INTERMISSION

22. ACT IV: Digging for Data Would we find gold? Starring Lindsey Woodward

23. Secondary Data SCERA Company report of operations SCERA Company report of operations Reviewed past BYU Marketing Research projects Reviewed past BYU Marketing Research projects Summer 2000 Summer 2000 Summer 2001 Summer 2001

24. Primary Data Contacted experts in Movie Industry Contacted experts in Movie Industry “Can a single screen theater succeed?” “Can a single screen theater succeed?” Contacted Theater and Media Arts Professors Contacted Theater and Media Arts Professors Visited competing movie theaters Visited competing movie theaters Wynnsong Wynnsong Cinemark (Provo Towne Center) Cinemark (Provo Towne Center)

25. Primary Data Commentary from industry experts: Commentary from industry experts: Rob Carmony—Cinemark Theatres: Rob Carmony—Cinemark Theatres: “Cinemark is currently in their ‘quiet period’ for an SEC filing. Therefore we can not comment on your assignment.” Century Theatres: Century Theatres: “At this time we cannot offer you a comment.”

26. Primary Data Commentary from industry experts: Commentary from industry experts: Clip—AMC Theatres: Clip—AMC Theatres: “I am sorry that I can’t help you. This information is not readily available for distribution. Thank you for contacting AMC.”

27. Primary Data Commentary from industry experts: Commentary from industry experts: Randall Hester—NATO, Dallas Texas Randall Hester—NATO, Dallas Texas (National Association of Theater Owners): (National Association of Theater Owners): Car dealership selling 1 model car in only 1 color Car dealership selling 1 model car in only 1 color Will sell a few cars but not many Will sell a few cars but not many Consumer perspective Consumer perspective

28. ACT V: Where do we go from here… Starring Jaime Leigh Power

29. Data Analysis SPSS SPSS Correlation Correlation Regression Regression Cross-Tabulation Cross-Tabulation Frequency Graphs Frequency Graphs Average Percentage Graphs Average Percentage Graphs

30. Data Analysis

34. Recommendations Price Price Kid Friendly Kid Friendly Stadium Seating Stadium Seating

35. Price Who do people attend the SCERA with? Who do people attend the SCERA with? Number of Children Living at Home and SCERA’s Price Rating Number of Children Living at Home and SCERA’s Price Rating

36. Price Age and SCERA’s Price Rating Age and SCERA’s Price Rating Age and Number of Children Living at Home Age and Number of Children Living at Home Comparative Price and Quality Ratings Comparative Price and Quality Ratings

37. Kid Friendly Average respondent: four children, two children at home Average respondent: four children, two children at home Number of Children Living at Home and Number of Times go to SCERA in a Year Number of Children Living at Home and Number of Times go to SCERA in a Year Number of Children and Kid Friendly Rating Number of Children and Kid Friendly Rating Kid Friendly Rating and all other SCERA Ratings Kid Friendly Rating and all other SCERA Ratings Average rating of Kid Friendliness and Movie Content Average rating of Kid Friendliness and Movie Content

38. Seating No Stadium Seating and Comfort of Seating No Stadium Seating and Comfort of Seating No Stadium Seating and Atmosphere No Stadium Seating and Atmosphere “several” and “none” “several” and “none”

39. Stadium Seating Comparative average ratings Comparative average ratings Randall Hester of NATO commented, “Stadium seating is a minimum requirement for a movie theatre. And having stadium seating does not guarantee success.” Randall Hester of NATO commented, “Stadium seating is a minimum requirement for a movie theatre. And having stadium seating does not guarantee success.”

40. Summary of Recommendations Price Price Kid Friendly Kid Friendly Stadium Seating Stadium Seating

41. THE END… (Applause)