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2. 2 Is the Kevin Hart brand growing or oversaturated? Is Josh Gad an asset? Actor Brand Health What are key interest drivers and holdbacks? Who is the lead character: Doug or Jimmy? What role should each character take? Concept Appeal What styles of humor will work best? How far can the raunch be pushed? Tone What story is most appealing? What elements will make this film feel fresh and original? Positioning the Story How can the film broaden beyond African Americans? How can the film come across as more than just a typical wedding movie? Messaging Strategy

3. 3 Quantitative Brand Assessment and Script-Based Positioning Study Online interviews among: 900 Generals 17-44 400 African Americans 17-44 Research conducted August 2014

4. 4 Concept Appeal Tone Evaluation Positioning the Story Messaging Strategy Actor Brand Health

5. 5 Awareness Popularity Fanship “On the Way Up” Power Definite Interest in a New Movie Evaluated Kevin Hart, Josh Gad and 16 other comedic actors Adam SandlerBen StillerVince VaughnRicky GervaisCraig RobinsonJason Sudeikis Seth MacFarlaneIce CubeSeth Rogen Steve CarrellWill Ferrell Jack Black Jonah HillKevin HartKevin JamesChris RockEddie MurphyJosh Gad

6. 6 Power Popularity Expanding Niche Leading Stagnant Power Popularity Expanding Niche Leading Stagnant

7. 7 Power Popularity Expanding Niche Leading Stagnant Power Popularity

8. 8 Power Popularity Expanding Niche Leading Stagnant Power Popularity

9. 9 *Among those who have some level of familiarity with the actor Kevin Hart is perceived as on the rise as moviegoers rate him as one of the highest comedians who is “on the way up.” Hart ranks 1 st among AAs with over 9 in 10 saying he is “on the way up.”

10. 10 81% Awareness Fanship On the way up Definite Interest in a New Movie Top Attributes 81% (93% AA vs. 78% White) 16% (12% AA vs. 17% White) 41% (71% AA vs. 31% White) 8% (8% AA vs. 6% White) 80% (94% AA vs. 76% White) 62% (65% AA vs. 61% White) 39% (63% AA vs. 30% White) 20% (20% AA vs. 18% White) Funny (57%), Entertaining (48%), Likeable (42%), Talented (38%) Funny (35%), Entertaining (31%), Likeable (29%), Talented (24%)

11. 11 A TOP COMEDIAN AMONG AAS COOL MODERN OUTRAGEOUS, NOT RAUNCHY Kevin Hart is what's hot right know so it has to be over the top funny [Male 30+, AA] Ranks 3 rd overall on “cool,” just behind Ice Cube and Chris Rock, and 4 th on “modern” after Rogen, Hill and MacFarlane Ties for 3 rd with Sandler as one of the most “outrageous” comedians, yet ranks 9 th on “raunchy” I think if given a good part Kevin Hart could make comedy gold [Male <30, AA] Ranks #1 among AAs on “entertaining,” “likable,” modern,” “outrageous,” “talented” and “unique”

12. 12 Hart Fanship ONE STYLE OF HUMOR NOT ESTABLISHED AS A LEAD LACKS BROAD FANBASE Ranks13 th along with Jason Sudeikis on “versatile” overall Ranks 10 th overall on “more of a lead star” I definitely love Kevin Hart, but I think that he has been in too many movies playing the same exaggerated character over and over. [Female 30+] say they are “big fans” 71% of AAs 71% of AAs 31% of Whites 31% of Whites vs.

13. 13 51 % 38 % 14% 7% 14 % 11 % 7%7%7%7% A MONG W HITES A MONG AA S Q. Which of these movies have you seen in theaters? Kevin Hart’s Madden commercial received 10M views on YouTube

14. 14 appeal Concept Appeal Tone Evaluation Positioning the Story Messaging Strategy Actor Brand Health

15. 15 *Norm is among general moviegoers 13-49 T/S Norm* = 19 Title/Star interest in seeing The Wedding Ringer is above norm across audiences and is especially strong among AAs and Hart fans With the inclusion of “wedding” in the title, interest is also strong among Females 30+ Title/Star interest in seeing The Wedding Ringer is above norm across audiences and is especially strong among AAs and Hart fans With the inclusion of “wedding” in the title, interest is also strong among Females 30+

16. 16 Post-concept interest is good but not great, testing above norm overall Interest is driven by Older Moviegoers, particularly Females over 30 Interest heavily skews AA, with White audiences only testing at norm Kevin Hart fans are in, but show no lift from T/S Post-concept interest is good but not great, testing above norm overall Interest is driven by Older Moviegoers, particularly Females over 30 Interest heavily skews AA, with White audiences only testing at norm Kevin Hart fans are in, but show no lift from T/S Concept Norm = 32* *Norm is among general moviegoers 13-49 T/S Norm* = 19

17. 17 O UTRAGEOUS M OMENTS T HE B USINESS B UDDING B ROMANCE T HE Q UIRKY T EAM FITZGIBBONS, tattooed ex-con with a mullet LURCH, an overweight plumber REGGIE a scrawny TSA Agent.

18. 18 Grandma set on fire Jimmy’s disguises Recreating history Jimmy as a priest Jimmy/Doug’s dance scores highly with Females 30+ The bachelor party incident scores highly with Younger Males

19. 19 In addition to Hart himself being a major driver in the film, moviegoers are also drawn to his character, Jimmy. Kevin Hart is the #2 interest driver in the film as a whole, #1 among Younger Males and AAs. I love Kevin Hart, he is really talented and funny [Female 30+] I love Kevin Hart, he is really talented and funny [Female 30+] Kevin Hart is in it and he is hilarious in any movie he plays in [Female 30+] Hart is much more of a draw than his co-stars 28/5410/826/14 % saying the actor is a top interest driver in the film White/AA 84% among AAs 84% among AAs Jimmy Doug Gretchen Which of the following characters makes you most interested in The Wedding Ringer?

20. 20 Moviegoers most want to see Jimmy as: “The quick-thinking entrepreneur who can always get his clients, or himself, out of tough situations.” Moviegoers most want to see Jimmy as: “The quick-thinking entrepreneur who can always get his clients, or himself, out of tough situations.” Aspects of Jimmy’s Character that Boost Appeal He’s Original He’s FunnyHe’s a Pro He’s Going to Grow The idea of hiring someone to be a best man adds a unique spin Each role he takes on as best man is more outrageous than the next He is cool, and confident and takes his job seriously He usually has a strictly professional relationship with clients, but this is about to change Jimmy's outlook on weddings makes it funny. He takes them very serious and that can make for more laughter. [Female 30+] Jimmy grows a heart in the end and Doug gains a friend for the first time in his life [Female <30] [I want to see] Jimmy trying to be someone he isn't, like being a priest. [Female <30] I like the concept of the hired best man and groomsmen. pretty unique and funny [Female 30+]

21. 21 Moviegoers most want to see Doug as: “The lovable loser who buys a best man, but is really looking for a best friend.” Moviegoers most want to see Doug as: “The lovable loser who buys a best man, but is really looking for a best friend.” Serves as a foil to Jimmy’s character which adds humor Adds a heartwarming tone to the story The fact that Kevin Hart's confidence contrasts Gad's personality, sounds like it'll be funny how different they are and how they'll get along. [Female <30] [I like] the story of Doug finally knowing what it feels like to have friends. [Female <30] While Doug is primarily seen as “funny” and “nerdy,” focusing too much on his lonely desperation makes him come across as ‘boring” and “sad.”

22. 22 Moviegoers say the story: With a premise that includes needing a best man, hiring professional help, and crazy wedding antics, moviegoers feel that the story of The Wedding Ringer is predictable and derivative of other movies. Seems predictable Seems too similar to other movies Does not seem fresh and original say the familiar storyline makes them less interested in seeing the film 1 in 2 #1 holdback overall Moviegoers say The Wedding Ringer reminds them of: It sounds a lot like "I Love You Man", but with actors that I don't like as much. [Female <30] It's too similar a plot to Wedding Crashers. [Male <30] It's no different than movies like "Hitch." It's the same story line, just re-worked. [Male <30]

23. 23 The bachelor party sounds raunchy. [Female 30+] The bachelor party sounds raunchy. [Female 30+] I just hope it sticks to the plot and doesn't focus on lame penis jokes. [Female <30] I don't really like the bachelor scene too much. [Female <30] Say the humor is too silly/stupid 1 in 4 Say the film seems too raunchy 1 in 5 The humor in The Wedding Ringer is polarizing for some females. Doug’s bachelor party scene with the dog specifically gets the most negative attention

24. 24 tone Concept Appeal Tone Evaluation Positioning the Story Messaging Strategy Actor Brand Health

25. 25 It sounds chock full of adventure, with a wonderful plot and story of friendship. [Female <30] It sounds like a roller coaster of hilarious mishaps but building of a great friendship. [Female <30] It sounds like a roller coaster of hilarious mishaps but building of a great friendship. [Female <30] Moviegoers, particularly Females, are most likely to perceive The Wedding Ringer as a buddy comedy…. …but want the tone to be more outrageous and over-the-top than relatable

26. 26 Moviegoers in general express a preference for Feel-Good comedy over Raunchy comedy However, there are a number of popular moments that can help edge up the humor without pushing the scale too far Grandma is set on fire (but survives) The wild escape from the cops Jimmy’s ridiculous disguises The groomsmen and their party tricks

27. 27 Compared to the films with which Wedding Ringer is most often associated with, the movie’s blend of the Outrageous and Feel-Good make it feel fresh. Feel GoodRaunchy RelatableOutrageous

28. 28 The Story positioning Concept Appeal Tone Evaluation Positioning the Story Actor Brand Health Messaging Strategy

29. 29 A Budding Bromance A Budding Bromance Con Artists on Escapades The Suave Professional ??? What story element can set The Wedding Ringer apart from other films?

30. 30 HITCH Jimmy Callahan is a professional best man—to him weddings aren’t just fun and games, they are an art and he is the master. With his charismatic personality, perfectly worded toasts, and infallible improvisational skills, Jimmy always gets the job done. Yet when Jimmy meets Doug Harris, a nerdy businessman who has never had a friend in his life, he wonders if he has met his match. WEDDING CRASHERS Jimmy and his friends Plunkett, Alzdo, Carew, Lurch, Fitzgibbons, Endo, Kip, Otis, Bronstein and Reggie are professional wedding imposters. Hired by the groom to be his wedding party, all the crew needs to do is memorize their given roles, perfect their party trick distractions, and then they’re in for a night of free food, wild partying, and getting laid. LOVEABLE LOSER When Doug Harris proposed to Gretchen, he only had one thing on his mind—how lucky he was to be marrying a girl way out of his league. Yet as the wedding planning begins, Doug realizes he has no one to be his best man. With only 10 days until he says, “I do,” Doug must recruit the ultimate best man to prove he's cool enough for his in-laws" THE GOLDEN TUX Working for the Best Man Inc. Jimmy has had to pull off some incredible stunts to make weddings go smoothly, but when he meets Doug, he will have to conquer his biggest feat yet: the Golden Tux. In less than 2 weeks, Jimmy must find seven groomsmen and win over Doug’s future in-laws, all while giving the most convincing performance of his life. BROMANCE Doug Harris has never had a best friend. Jimmy, a professional best man, always has a best friend although they never last longer than a weekend. When Doug hires Jimmy to be his best man at his wedding, what starts out as a strictly professional relationship soon turns into a friendship they both have been looking for. GUYS’ WEEKEND With no close friends, Doug has missed out on a lot of life’s adventures. But after he hires professional “best man” Jimmy Callahan to be his best friend, Doug is in for the ride of his life. From wild bachelor parties, strange sexual encounters, car chases and unexpected trips to the emergency room, Doug is pushed outside his comfort zone in a series of raunchy experiences he won’t soon forget.

31. 31 BIC MITCHUM Part of working at Best Man Inc. is adopting any persona the groom has requested. Yet when Jimmy meets groom to be Doug Harris, he must take on the most challenging role yet: a military chaplain, Stanford grad named Bic Mitchum. With less than a week to brush up on the Bible, military intelligence and university knowledge, Jimmy wonders if he’ll ever be able to pull this off. NOTHING AS IT SEEMS When Doug hires Jimmy to be his best man, what starts as a little white lie soon turns into the scam of the century. From Jimmy posing as military chaplain Bic Mitchum, to Latino gangster Edmundo pretending to be a flamboyant wedding planner to the groomsmen each pretending to be Doug’s friends from childhood, everyone must perfect their roles to create the perfect wedding INVENTING HISTORY When Jimmy starts a new best man job, he is very thorough—he wants to know everything there is to know about the groom so he can create in depth backstory for his character and how he became friends with the groom. For Doug’s wedding, Jimmy goes the extra mile and even creates fake memories by staging pictures of him, Doug and the groomsmen doing all the things best friends do together from bowling, partying to going on crazy adventures. ALLISON While Gretchen barely questions why she had never met Doug’s alleged best friend Bic Mithchum until just days before the wedding, her sister Allison is very suspicious and seems overly curious in Bic and Doug’s relationship. Though Jimmy is used to acting on his feet to ensure he plays his part without a hitch, when Allison starts hounding him with questions, she threatens to bring down the whole Golden Tux operation. COMEDY ENSEMBLE Coming this winter, The Wedding Ringer stars comedians Kevin Hart and Josh Gad as an unlikely duo who become friends when one hires the other to be the best man at his wedding. This hilarious comedy also features Kaley Cuoco as an unsuspecting bride with cameos from Whitney Cummings and Jeffrey Ross.

32. 32 MOST Interesting LEAST Interesting o Message #2 o o Message #6 o o Message #3 o Used Max Diff Technique to evaluate 11 unique storylines Respondents see multiple randomized storyline sets Results reflect moviegoers’ preference share relative to other storylines Score of 100 means preference level for this storyline achieved exactly its proportionate share of preference. ALLM <30M 30+F <30F 30+ White AA Def INVENTING HISTORY116111117113125116 117 HITCH112109 112118112113109 GUYS’ WEEKEND112105113115 112111113 NOTHING AS IT SEEMS111112104112117112111110 BROMANCE106101103106113108100102 THE GOLDEN TUX10510098111 105107102 BIC MITCHUM92938794 939590 WEDDING CRASHERS91103968778899795 LOVEABLE LOSER9094978781898588 COMEDY ENSEMBLE8489888375868292 ALLISON81858880737983

33. 33 The Big Lie is a common thread that runs through the three top positionings: it brings out the most appealing aspects of both characters and provides opportunities to highlight the unique brand of outrageous humor. The Big Lie The loveable loser who is taken for a wild ride when he lies to his fiancée and must hire a pro to play his best man The escalation that ensues when Doug, Jimmy, and the Groomsmen have to perfect their roles and fake past adventures The unique set of guidelines Jimmy lays out for Doug to craft the perfect lie: coordinating their stories, using “boomerang words,” creating memories A smooth professional staring down his biggest con ever: pretending to be a military chaplain and assembling a team of groomsmen Doug Outrageous Humor Jimmy Jimmy’s Rules

34. 34 Jimmy’s ragtag group of “groomsmen” is crucial to making The Wedding Ringer feel unique, as their presence makes the comedy bigger and more outrageous. More OutrageousBigger So many individuals trying to stay on the same page and pretend to be the groom's friends seems pretty funny because someone is bound to mess it all up. [F30+] Differentiates it from: Sounds like a wild bunch [M30+] It sounds fun, like a big heist or scam in a comedy. [F30+] It seems wild, and crazy. Seems very funny. [M30+] I want to see their wedding impersonations. I think this will be hilarious [F<30] Differentiates it from:

35. 35 A Budding Bromance A Budding Bromance Con Artists on Escapades The Suave Professional The Mission to Pull Off The Big Lie The Mission to Pull Off The Big Lie Two guys and their ragtag team of fake groomsmen’s outrageous attempt to pull off the big lie sets The Wedding Ringer apart from other films.

36. 36 Concept Appeal Tone Evaluation Actor Brand Health Messaging Strategy Positioning the Story

37. 37 Demographics AA Def/Likelys Age <30 45 30+ 55 Gender Male 52 Female 48 Location City 54 Suburb 40 Rural 7 More likely to be Single (54% v. 47%) More likely to be from the South (56% v. 35%), and live in the city (54% v. 43%) Bigger fans of Action Films (88% v. 81%), Action Comedies (84% v. 70%), and Kevin Hart (93% v. 81%) More influenced by TV advertising (36% v. 26%) and movie trailers in theaters (23% v. 17%) Targeting Segments – AAs Media Habits More likely to have seen: More likely to use: More likely to watch: Who are they?

38. 38 AVOID Engaging the AA Base African American Definites/Likely Probables account for 10% of all moviegoers. DO Keep the focus on Kevin Hart as the cool professional who is in control Include Jimmy’s hilarious array of disguises, especially his new role as a military chaplain Show Jimmy, Doug, and rest of the team recreating history to keep the Big Lie going Highlight the edgier humor that ensues from pulling off the scam, with a touch of raunch Overly predictable elements Too much emphasis on Doug and Gretchen

39. 39 Demographics White Def/Likelys Age <30 44 30+ 56 Gender Male 52 Female 48 Location City 38 Suburb 44 Rural 17 More likely to be 30-34 years old (21% v. 16%) More likely to be Frequent Moviegoers (65% v. 55%) Slightly more likely to live in the Northeast (22% v. 19%) and South (37% v. 35%) Bigger fans of Heartfelt (41% v. 36%) and Zany/Slapstick (43% v. 36%) Comedies as well as Family Films (51% v. 44%) Who are they? Targeting Segments – Whites Media Habits More likely to have seen: More likely to use: More likely to watch:

40. 40 AVOID Reaching Beyond the AA Base White Definites/Likely Probables account for 26% of all moviegoers DO Highlight the outrageous humor that stems from pulling off the big lie Incorporate the eccentric group of groomsmen to support Kevin Include moments that hint at the blossoming bromance between Doug and Jimmy Keep Kaley Cuoco in the mix, who is much more popular/well- known than Josh Gad Putting the story on Kevin Hart’s shoulders Overemphasizing the raunchy elements Overly predictable elements

41. 41 Play up Doug’s unique dilemma and solution - don’t dwell on the wedding or the bachelor party to avoid unfavorable comparisons to similar comedies The lengths that Doug, Jimmy, and the groomsmen will go to sell the big lie adds outrageous, edgy humor that isn’t overly raunchy Alluding to Doug and Jimmy’s eventual real friendship communicates that this will be a feel-good comedy with some heart Focus on what’s unique Play up the big scamHint at a bromance

42. 42 Target Audiences Primary: AAs, Kevin Hart Fans Secondary: Non-AA Moviegoers Over 30 Movie Genre Buddy Comedy Key Descriptors Outrageous, Bromantic, Mildly Raunchy Meta Positioning Cool and confident Jimmy Callahan is a professional best man who begins the most challenging job of his career when he meets loveable loser Doug Harris. Rather than face the embarrassment of telling his fiancée that he has no friends, Doug has told the biggest lie of his life: that a military chaplain named Bic Mitchum is going to be his best man. To prevent Gretchen from finding out the truth, Jimmy must pull out all the stops: he rehearses his “Bic Mitchum” character, learns everything there is to know about Doug, hires a crew of guys to be the groomsmen, and creates fake memories by staging photographs of Doug and his hired bridal party. As they go through extreme lengths to pull off the lie, the line between what’s real and what’s fake begins to blur as Doug and Jimmy start to become real friends. Key Assets  Kevin Hart brand is strong among AAs  The promise of outrageous comedy that arises from the con job  The story of a business partnership blossoming into a bromance  Kevin Hart’s appeal as a smooth-talking, disguise-wearing best man  The added comedy from Doug’s crew of eccentric groomsmen Key Challenges  Positioning Kevin Hart as the man in control, and not the wacky underdog  Differentiating itself from similar genre entries  Finding the right balance between feel-good and edgy comedy  Extending past a strong AA base

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44. 44 While Hart possesses huge popularity among African Americans, his appeal among Whites and Older Audiences is still relatively limited. Demographics Overall Moviegoers Kevin Hart Fans Age <30 50 55 30+ 50 45 Gender Male 50 52 Female 50 48 Race White 59 45 AA 15 26 Hispanic 20 25 Asian/ Other 64 Skew ages 17-20 (22% v. 17% overall) Are more likely to live in a city (50% v. 43%) Are much more likely to be fans of Buddy Comedies (51% v. 42%) Media Habits More Likely to Have Seen: Kevin Hart Fans:

45. 45 Concept Norm = 32* T/S Norm = 19 Definite Interest Comparison % Who say the film seems “Very Funny”

46. 46 Awareness and Fanship Future Growth and Interest Top 10 Descriptors Funny (57%) Entertaining (48%) Likeable (42%) Talented (38%) Cool (35%) Silly (34%) Witty/Clever (30%) Modern (25%) Outrageous (25%) Unique (25%) *Among those who have some level of familiarity with Kevin Hart

47. 47 Awareness and Fanship Future Growth and Interest Top 10 Descriptors Funny (35%) Entertaining (31%) Likeable (29%) Talented (24%) Cool (19%) Silly (19%) Smart (19%) Witty/Clever (19%) Modern (18%) Relatable (18%) *Among those who have some level of familiarity with Josh Gad

48. 48 Kaley Boosts Interest in the Film among Whites Moviegoers are Equally Likely to Like Gretchen and Doug Q. Which of the following characters makes you most interested in seeing The Wedding Ringer? The Big Bang Theory is the #1 Show Respondents Watch