1. Goosebumps Brand Study Topline Penn Schoen Berland conducted a franchise and positioning study to evaluate the brand health and essence of Goosebumps and potential interest in a new film. In this study we interviewed: 1200 general moviegoers between the ages of 13-54 (including 300 parents of 6-14 yos) 300 kid moviegoers between the ages of 7-12 METHODOLOGY INITIAL FINDINGS BRAND IS POPULAR: Among comparable book series, Goosebumps has the highest readership (51%) and fanship (23% big fans). Even among kids 7-12, Goosebumps remains popular with only Diary of a Wimpy Kid receiving higher scores. However, while the franchise is still very popular, its power is declining as the brand lacks some relevance today. Due to the non-serial nature of the stories and the fact that there are no consistent characters throughout multiple stories, moviegoers are having some difficulty picturing Goosebumps as a full-length motion picture. INTEREST IN FILM IS STRONG POST-CONCEPT: After exposure to a concept of the Goosebumps movie, interest is very strong and outperforms the PSB norm among all ages and genders. Interest is highest among kids 7-9 (59%) followed by kids 10-12 (52%). Parents taking their children (49%) also test strongly. Interest among general moviegoers <25 is also relatively strong suggesting a nostalgia factor. TWISTS DRIVE INTEREST: Interest in seeing surprising twists is the top interest driver (44%) and one of the top testing positioning statements. The twists throughout the story (Shivers is R.L. Stine, Hannah is a ghost) also increase interest. The surprises and twist endings of the Goosebumps novels are one of the key brand pillars, along with the fun scares and variety of storylines and characters. MONSTERS ESCAPING APPEALS TO ALL AUDIENCES: The classic creatures coming to life out of the Goosebumps novels is the top testing positioning statement and one of the highest interest drivers (40%). Moviegoers are interested in seeing how the monsters will look as well as the different variety of characters. Among readers, there are many favorite characters so they like that they are all included. R.L. STINE IS THE CENTRAL CHARACTER: Among those who have read the novels, 6 in 10 name R.L. Stine as the author of the series. Due to this high awareness, having R.L. Stine as an actual character is appealing and moviegoers are drawn to the positioning that focuses on R.L. Stine facing his creations. SCARY FEEL IS GOOD, BUT ALSO NEED TO BE FAMILY-FRIENDLY: While kids 7-12 and parents describe Goosebumps as scary in a good way, they are less likely to see it as family-friendly. Being too scary is the number one holdback among kids 7-9, but less so for parents. While scares are the key element that differentiates Goosebumps from its competition, we still need to communicate that the film will be ok for younger audiences. LESS INTEREST IN TEENAGE CHARACTERS: The story feeling too childish is the top holdback (25%) among moviegoers 13-54. Moviegoers are less interested in the teenage characters such as Zach and Duncan and the positionings that revolve around them, such as Zach moving and the two saving the day. Moviegoers would prefer Goosebumps to focus more on the monsters and the character of R.L. Stine.

2. FRANCHISE EVALUATION Seen this film/films Goosebumps Brand Study Topline Readership Big Fan Def interest in new movie* Data Ranked by Overall *Among those aware

3. FRANCHISE EVALUATION Seen this film/films Goosebumps Brand Study Topline Readership Big Fan Def interest in new movie* Data Ranked by Kids 7-12 *Among those aware

4. Seen this film/films I am a Big Fan* Story Has More Left to Explore* READERSHIP BY DEMOGRAPHICS Goosebumps Brand Study Topline DEFINITE INTEREST IN SEEING A GOOSEBUMPS MOVIE IN THEATERS BASED ON A CONCEPT DESCRIPTION General Norm = 29* Kid Norm = 40 *Norm represents average definite interest among general moviegoers 13-49 based on a long-form concept Parent Norm = 38** **Norm is based on parent interest in taking a child 6-12 Books ALLM<25M25+F<25F25+ Kids 7-9 Kids 10-12 Parents Goosebumps5159376546526548 Diary of a Wimpy Kid4546284832768245 Nancy Drew3918394759222758 The Hardy Boys3531542041192552 The Magic Tree House3236163924574434 The Babysitters Club289164742253137 Adventures of Captain Underpants 2845143416473624 A Series of Unfortunate Events 2837194621173027 Artemis Fowl121811157513 The 39 Clues10 68142016 Alex Rider1013101284916 The Mortal Instruments7710865412

5. TOP INTEREST DRIVERS ALLM<25M25+F<25F25+ Kids 7-9 Kids 10-12 ParentsReaders I want to see the surprise twist at the end 44 39514147484349 I like that it’s about the Goosebumps monsters escaping from their books 403829473751 3548 I’m interested in seeing how the monsters will look 38 36403055403243 I like the story373631363449 3543 I like the monsters333834302541 3141 I like that there are a lot of different monsters 32 27312840452738 I like the character of R. L. Stine 302723373428273139 I like that Hannah is a ghost30242538303926 31 I want to see my favorite Goosebumps come to life 293521332635372744 I like that it’s scary282628302236382736 I’m a fan of the Goosebumps series of books 282919352635342743 I like that it’s about kids241817202546352726 I like the character of Hannah 232118252230282223 I like the character of Zach201917202125 2221 I like the friendship between Zach and Duncan 2016 2024 2521 I like that Zach is trying to fit in in a new town 19171520212218 22 I like the romance between Zach and Hannah 181615302015101819 I like the character of Duncan 1514 131619171517 Goosebumps Brand Study Topline

6. KEY HOLDBACKS (Among Non-Definites) Goosebumps Brand Study Topline ALLM<25M25+F<25F25+ Kids 7-9 Kids 10-12 ParentsReaders MONSTERS UNLEASHED 130139128 122136135128134 TWIST ENDINGS 128129124141129113124125132 R.L. STINE 117114115120125111 114120 FAN BRAVERY 1009594971031171049897 MONSTER BATTLE 9610410182841061129495 SLAPPY'S REVENGE 961101009686859795104 ZACH AND HANNAH 8973891069780 9182 SMALL TOWN 888586859592809382 OUTCASTS BECOME HEROES 807478718691838774 GOOSEBUMPS 767783757469747680 POSITIONING SCORES (Among Key Audiences) ALLM<25M25+F<25F25+ Kids 7-9 Kids 10-12 ParentsReaders The story feels childish25262841201161828 I am not familiar enough with the Goosebumps stories and characters 1412131416189154 I’m am not a fan of the Goosebumps series of books 13121413141315175 It feels too similar to other movies/TV shows about monsters 11 189941012 The story doesn’t feel scary enough 11171117724815 The movie has too many characters and too much going on 10991691261114 The story feels boring10149 91489 The story is too scary10357 3918106 I don’t like that it is about monsters 844810161494 I do not like the story777765674

7. POSITIONING STATEMENTS MONSTERS UNLEASHED Fiction becomes a terrifying reality when all the monsters from R.L Stine’s novels jump off the page and spring to life. Mummies, zombies, werewolves, evil lawn gnomes and many other creatures are running rampant in a small town, terrorizing residents and attacking the high school. OUTCASTS BECOME HEROES Zach and his best-friend Duncan are not the most popular kids in school; in fact, they only have each other. But when monsters attack during the annual Halloween Dance, they know they’re the only ones who can save the faculty and their fellow students. R.L. STINE After discovering that the monsters from his horror stories come to life, R.L. Stine swore off writing and moved to a small town. But when all of his monsters are accidently set free on the small town, Stine must face his fears and write his greatest novel ever in order to stop his creations. SLAPPY’S REVENGE After being trapped by R.L. Stine for years, the diabolical ventriloquist dummy, Slappy, takes the opportunity for revenge and convinces the other Goosebumps monsters that it’s time to be the winners and defeat the humans for good. SMALL TOWN Forced to leave his old life in New York, Zach is not prepared for the quiet town of Normal, Maryland. However, in trying to solve the mystery of the suspicious next door neighbor, Zach accidentally unleashes dangerous monsters and discovers Normal might not be as quiet as he thought. MONSTER BATTLE When monsters attack during the annual Halloween dance, the high school students rally and begin an epic battle to defend their school against zombies, mutant insects, deranged scarecrows and other Goosebumps monsters. ZACH AND HANNAH Zach starts falling for Hannah, the cute girl next door, but he soon discovers that she’s not your average teen but rather a ghost. When monsters attack, Zach is heartbroken to learn that saving the town may endanger his crush. GOOSE- BUMPS Based on the popular children’s book series, the Goosebumps film will feature all of the iconic monsters coming to life as their famous author, R.L. Stine, must figure out a way to rein them in. FAN BRAVERY Zach and Duncan grew up loving the Goosebumps novels but never expected they’d face the terrifying monsters in real life. With danger around every corner, they must rely on their knowledge of the monsters’ weaknesses if they’re going to defeat them and save the town. TWIST ENDINGS The Goosebumps novels are notorious for their twist endings but their author, R.L. Stine, never imagined he’d be at the mercy of his own unpredictable plot. With time running out and the fate of the town in his hands, he must write for his life and concoct his most inventive ending yet. Goosebumps Brand Study Topline