1. 1 Hispanics and Moviegoing Discussion slides for Sony Pictures Entertainment August 1, 2007

2. 2 Contents Updated look at the Hispanic marketplace Insights into the movie-going habits of this audience

3. 3 The Specs

4. 4 Definitions Moviegoers –Persons who’ve gone in past 3 months Movie Volume –Total number of movie occasions Spanish Dominants –Hispanics who speak primarily Spanish at home English Dominants –Hispanics who speak primarily English at home (50+% of the time)

5. 5 Caveats Adults only Teens are not included in analysis Moviegoing behavior is self-reported People have fuzzy memories

6. 6 Source: Simmons, Fall 2006 Unified Study Hispanic Adult Population 27 million 13% of U.S. pop “Primary language spoken in the home”

7. 7 Quick Hits English Dominants have a huge appetite for movies Spanish Dominants are less movie-centric, but still account for 6% of movie attendance SD moviegoers are more likely to go opening weekend SD moviegoers gravitate towards family and horror films

8. 8 Moviegoing Penetration Adults 18+ Base: Adults Source: Simmons, Fall 2006 Unified Study

9. 9 Moviegoing Penetration Adults 18+ Base: Adults Source: Simmons, Fall 2006 Unified Study

10. 10 Base: Adults 18-34 Source: Simmons, Fall 2006 Unified Study Moviegoing Penetration Adults 18-34

11. 11 Base: Adults 35-49 Source: Simmons, Fall 2006 Unified Study Moviegoing Penetration Adults 35-49

12. 12 Base: Adults 50+ Source: Simmons, Fall 2006 Unified Study Moviegoing Penetration Adults 50+

13. 13 Hispanic Movie Contributions Source: Simmons, Fall 2006 Unified Study Base: Adults 18+

14. 14 Hispanic Movie Contributions Source: Simmons, Fall 2006 Unified Study Base: Adults 18+ +10% +11% +10%

15. 15 Hispanic Movie Contributions Source: Simmons, Fall 2006 Unified Study Base: Adults 18-34 +9% +10% +9%

16. 16 Hispanic Movie Contributions Source: Simmons, Fall 2006 Unified Study Base: Adults 35-49 +12% +14% +8%

17. 17 Hispanic Movie Contributions Source: Simmons, Fall 2006 Unified Study Base: Adults 50+ +5%

18. 18 When do you usually like to see a new movie? Opening Weekend Source: Simmons, Fall 2006 Unified Study Base: Adult Moviegoers

19. 19 When do you usually like to see a new movie? Opening Weekend Source: Simmons, Fall 2006 Unified Study Base: Adult Moviegoers

20. 20 Source: Simmons, Fall 2006 Unified Study When do you usually like to see a new movie? Opening Weekend Base: Moviegoers A18-34

21. 21 Types of Movies Seen Base: Adult Moviegoers Source: Simmons, Fall 2006 Unified Study

22. 22 Theatrical Exercise 25+ titles “Saw movie in a theater” Hispanic attendance and composition

23. 23 Base: Moviegoers Source: Simmons, Fall 2006 Unified Study Top 10 Movies Unique to Top 10

24. 24 Base: Moviegoers Source: Simmons, Fall 2006 Unified Study Top 20 Movies Unique to Top 20

25. 25 Base: Moviegoers Source: Simmons, Fall 2006 Unified Study Top 10 Movies Unique to Top 10

26. 26 Base: Moviegoers Source: Simmons, Fall 2006 Unified Study Top 20 Movies Unique to Top 20

27. 27 Base: Moviegoers Source: Simmons, Fall 2006 Unified Study Hispanic – Audience Composition by Film

28. 28 Base: Moviegoers Source: Simmons, Fall 2006 Unified Study Spanish Dominant – Audience Composition by Film

29. 29 Quick Re-Cap English Dominants have a huge appetite for movies Spanish Dominants have less of an appetite, but still account for approximately 5% of attendance SD moviegoers are more likely to go opening weekend SD moviegoers skew towards Sci-Fi and Horror genres