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C o l o mb i a n P r o f i l e / C o n s u me & B e h a v i o r

CINEMA

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58%

13%

12%

6%

7%4%

Bogotá

Medellín

Cali

Barranquilla

Bucaramanga

Pereira

23%

36%

41%Low

Midle

High

49,7%50,3%Male

Female

The cities with a major level of

cultural variety and technologic

advanced as Bogotá and

Medellín shows a high affinity

with the cinema

Source: TGI 2010

Assistance per city

Assistance per Social Economic level Assistance per Genre

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30,5%

18,3%

23,1%

8,7%

7,2%

4,5%

3,1%

3,4%

1,2%

12 - 19 years old

20 - 24 years old

25 - 34 years old

35 - 39 years old

40 - 44 years old

45 - 49 years old

50 - 54 years old

55 - 64 years old

65 - 69 years old

Most of all, the cinema ,

often considered on the regular plans for the

weekends or free days

Assistance in the last 6 months

Source: TGI 2010

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a month

months

every 6 months

14.15%

Mainly assistances per age

10.30%

15.19% 8.03%

6.56% 5.49% 3.68% 2.99%

3.10%

Less than 1 time

Once every 2 or 3

2 or 3 Times

Oncea month

Source: TGI 2010

The oldest one

doesn’t frequent

the cinema as a

common activity, for

them is more like an

special occasion

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does the Cinema means to the

Colombian people ?

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SHARING

Is an space for

Is part of the flirting

game between the

young people

Is an entertainment

activity

Is part of the casual

activities planned, is a

solicitationactivity

51.7% 48.3%

43.8% 56.2%

51.% 49%

*

*

*

* Who do you often go to cinema with?

Source: TGI 2010

13.2%

13.7%

11.4%

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0%

5%

10%

15%

20%

25%

30%

12

- 19

year

so

ld

20

- 2

4ye

ars

old

25

- 3

4ye

ars

old

35

- 3

9ye

ars

old

40

- 4

4ye

ars

old

45

- 49

year

so

ld

50

- 5

4ye

ars

old

55

- 6

4ye

ars

old

65

- 6

9ye

ars

old

Colombian Movies Hollywood (EE.UU) Movies Other Latinamerican Movies

Other Foreign movies Others

The movies offer is mainly leaded by the Hollywood

productions, that’s why these ones has the high importance

when they visit a Cinema

Meanwhile, the Foreign movies, sponsored by different events like

Eurocine, had reach an relevant space. However it’s penetration

is still low, being only headed to the young growing ups

In

Source: TGI 2010

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Women 12-19 years old

Women 20-24 years old Women 25-34 years old

Women 35-39 years old

Women 40-44 years old

Women 45-49 years old

Women 50-54 years old

Women 55-64 years old

Women 65-69 years old

Men 12 – 19 years old

Men 20 – 24 yeras old

Men 25 – 34 years old

Men 35 – 39 years old Men 40 – 44years old

Men 45 – 49 years old

Men 50 – 54 years old

Men 55-64 years old

Men 65 – 69 years old

Source: TGI 2010

The women are

than

men, they prefer the

romance and drama

movies, being this

ones more common

on the youngest

girls

They also,

frequently see

,

because they join

their kids at the

cinema

The action, the

violence, the intrigue

and mystery are the

most likely topics for

Men, so that movies

related with action

and new extraordinary

experiences, attract

them.

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0

Let’s see an

Of the cinema consume in Colombia

FIRST a consumer review …

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1

What do they of ?

What do they ?

What places do they

?

How do they ?

The Adventure and Science fictionare

the favorite genres on the country

Generally they pay in cash

or use a credit card

20%

14%

13%

6%

7%

11%

5%

6%

10%

11%

1%

Action /Adventure

SciFi

Comedy

Romantic Comedy

Drama

Kids/Cartoons

Crime /Cops

Romance

Thriller

Horror

Others

The nearness 17.09% and the

Sound/ Image quality 7.36% are the

mainly motivation factors for the

Colombians

Source: TGI 2010

30%

2%1%0,3% 0,2%cash / credit or debit card

cinema ticket (prepaid card)

By telephone

By Internet

Other

The tradition is a strong factor,

that’s why Cine colombia is one

of the favorites ones

23%

8%

4%

2%

2%

2%

1%

Cine Colombia

Cinemark

Procinal

Cinépolis

Royal Films

Another Múltiplex

Imax

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2

How’s the business on the

26%

27%

28%

29%

30%

31%

32%

33%

2007 2008 2009 2010

Did you go to the cinema in the last 6 months?

country ?

Source: TGI 2010

THENa Market analysis …

5%

the consume is rising as the market provides dynamic purposes to the people.

The Recently promotion of Cine Colombia ( Tickets half price) and the enter

of the Imax to the country incentive a high interest for the media

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3