Dave COMPANY Dave COMPANY RESEARCHRESEARCH

JUNE, 2011

Dave & First movieDave & First movie RESEARCH OVERVIEWRESEARCH OVERVIEW

First movie Dave

Methodology ON-LINEOFF-LINE

Face to Face (Self-completion questionnaires )

Survey Venue ON-LINE *SEOUL: MEGABOX COEX, LOTTE CINEMA GUNDAE, CGV WANGSIMNI *PUSAN: LOTTE CINEMA SEOMYUN

Sample Size 400 850

Survey Date Every weekend (Friday-Sunday) Every weekend (Saturday)

Sample composition

Male: 200, Female: 20013-17: 100 18-24: 100 25-34: 100 25-49: 100

Male: 360, Female: 49015-19: 15020-24: 25025-29 : 27030-39: 180

Sampling error 95% confidence level ±4.90%p 95% confidence level ± 3.36%p

First movie Dave

Survey Item

(Unaided/Aided) Awareness, INTEREST-AWAREFirst All, Top Three, INTEREST-ALL

Have Seen Film,(Aided) Awareness, First All, Top Three

*SOURCE OF AWARENESS-IN Theater, TV, Cable TV, Internet, Free News

*Separate QuestionEX> Actor awareness : [FRIENDS WITH BENEFITS] ‘Justin Timberake and Mika Kunis’ Awareness (11.04.23)

Format

*Grouping movies as the opening date•1Group: Opening/ Previously Released- 2 weeks before opening

(Here, Previously released movies only cover Boxoffice top three.)

2Group: 3 weeks before opening - 6 weeks before opening

•3Group: 7weeks before opening - 12 weeks before opening

The number of including movies

Approximately 34 Approximately 40

Dave Dave RESEARCHRESEARCH Sample Composition &Sample Composition & The accuracy to predict Boxoffice hitsThe accuracy to predict Boxoffice hits

Sample CompositionSample Composition (the number of movies seen)

Korean Film Council VS. Dave Company Research the number of movies seen

Dave Research samples were made up by referring to the movie-goers data released by Korean Film Council, and tracking both statistics from KFC and Dave Research samples.

Sample Composition (sex, age)

Changes of Dave Research result by sex & age

Quota Sampling which gives weighting depending on the frequency of watching movies by sex & age as Korean Film Council data.

Changes of Dave Research users

Sample Composition (Users)

Heavy User: more than twice a weekMedium User: about once a month/ about once two month Light User: less than once a year/ three to four times a year

The most strongly correlated week(index) with Boxoffice

　 W-6Awareness

W-5Awareness

W-4Awareness

W-3Awareness

W-2Awareness

W-1Awareness

Opening week Awareness

Opening weekend (Friday-Sunday)Boxoffice .563(**) .594(**) .645(**) .691(**) .715(**) .707(**) .743(**)

　 W-6First All

W-5First All

W-4First All

W-3First All

W-2First All

W-1First All

Opening week First All

Opening weekend (Friday-Sunday)Boxoffice .592(**) .598(**) .692(**) .781(**) .780(**) .809(**) .860(**)

　 W-6Top Three

W-5Top Three

W-4Top Three

W-3Top Three

W-2Top Three

W-1Top Three

Opening weekTop Three

Opening weekend (Friday-Sunday)Boxoffice .606(**) .632(**) .710(**) .759(**) .820(**) .836(**) .856(**)

As getting closer to the opening week, the correlation coefficient between Awareness, First All, Top Three and Boxoffice has become higher. In other words, correlation coefficient became higher.First All and Top Three marked the highest correlation with Boxoffice.Opening week marked the highest correlation among all the weeks surveyed.

January 2010-May 2011 (Analysis of all 230 Movies)

Correlation Analysis between Awareness, First All, Top Three and Opening weekend Boxoffice.

The accuracy rate in predicting Boxoffice rankings and Top Three

Boxoffice Rankings (opening weekend) VS. Top Three Rankings (opening week)

Analysis of all 74 Weeks (2010: 52 Weeks, 2011: 22 Weeks)

Boxoffice Rankings Top Three Rankings The possibility

1 1 77% (identical result for 57 weeks )

1-2 1-2 43% (identical result for 32 weeks)

1-3 1-3 28% (identical result for 21 weeks)

The accuracy rate in predicting boxoffice rankings (Sample) The possibility that Top Three during the opening week is kept identical in box office, 28% ( identical result for 21 weeks )

The accuracy rate in predicting Boxoffice rankingsThe accuracy rate in predicting Boxoffice rankingsFirst movie VS. DaveFirst movie VS. Dave

Boxoffice Rankings VS. Awareness (First All, Top Three) Rankings

Based on Awareness Based on First All Based on Top Three

*Total: 62 Weeks (2010: 52Weeks, 2011: 10Weeks)

*[Dave] Awareness, First All, Top Three (Opening Week- Previously released ) [First movie] Awareness, First all, Top Three (Opening This Week- Previously released )

First movie Dave

OPENING WEEKEND WINNER

95% 91%

56 weeks identical among the total of 59 weeks

54 weeks identical among the total of 59 weeks

OPENING WEEKEND RANKING

88% 88%180 rankings identical among

205 movies180 rankings identical among

206 movies

Analysis of all 59 weeksBased on First movie Research

The accuracy rate in predicting OPENING WEEKEND WINNER(RANKING) VS. First All

The case that Boxoffice winner during the opening week is not identical to First All

[First movie] [Dave]