JURASSIC WORLD and FIFTY SHADES OF GREY

Teaser Picture Release Report (July 27th, 2014)

Universal Pictures | Digital Media Services UK Ltd.

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REPORT SUMMARY:

In the 11 territories monitored for this report1, the teaser picture for “Jurassic World” generated a total of 140 web breaks within 48 hours of being released on Twitter by director Colin Trevorrow on June 17th, 2014. The teaser picture for “Fifty Shades of Grey” – posted simultaneously on Facebook and Twitter on the occasion of Christian Grey’s birthday on June 18th, 2014 – was picked up in 513 media breaks during the first 48 hours across these territories. Of these breaks, the majority were from web sources (97%), with 9 breaks in print media and 7 in radio and TV. Overall, the picture of Christian Grey hence generated a much larger response (3.7 times as much volume); however, in terms of sentiment, the dinosaur shadow was more positively received: The sentiment following these picture launches was found to be overall neutral, with 29% positive reactions for Jurassic World and 14% for Fifty Shades of Grey. A significant proportion of articles emphasised how highly anticipated both films are; pointing out that even though neither of these pictures gives much away they fuel the anticipation among fans.

BACKGROUND:

Colin Trevorrow’s Twitter post followed shortly after a first round of official set photos for Jurassic

World were released, which did “offer a tantalising glimpse at some familiar Jurassic-y tropes”

(TotalFilm), but no hint of the new dinosaurs.

For Fifty Shades of Grey, the still of Jamie Dornan as Christian Grey constituted the first piece of

official information since the preview screening at the CinemaCon, with German website MyHeimat

commenting that “after months without any news and materials for the film, even a little picture

feels like a victory for “Shades” fans”.

Following the first 48 hours period after the image release, which this report analyses, reactions to

the Jurassic World image petered out as a behind-the-scenes video featuring Chris Pratt became the

focus of fan attention (e.g. Yahoo UK).

Social media comments on the image of Christian Grey, however, turned into a subject of media

attention in themselves, with several sources commenting on the intensity of fan reactions and the

mixed reception of the picture, which is linked to fans’ varying appreciation of Jamie Dornan as the

casting choice and the non-erotic nature of the teaser image (e.g. Yahoo Germany).

SOCIAL MEDIA RESPONSE:

The Jurassic World picture was released on Twitter at 4:22PM on June 17th, 2014, generating 1076

retweets and 966 favourites (as of 6PM GMT on June 26th, 2014).

1 Australia, Brazil, France, Germany, Italy, Ireland, South Korea, Mexico, Russia, Spain and the UK.

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The Fifty Shades of Grey picture was released on Facebook and Twitter at 12AM on June 18th, 2014.

On Facebook, it generated 9993 likes, 537 comments and 2832 shares, while it was re-tweeted 2023

times and generated 2078 favourites (as of 6PM GMT on June 26th, 2014).

TERRITORY ANALYSIS:

Fifty Shades of Grey

At 28%, the largest share of media responses came from the UK, followed by Brazil with 17% and

Spain with 13%. In relation to its population, with 21 breaks, the most significant response came

from Ireland (corresponding to 4% of total breaks), which can be explained by Jamie Dornan’s origin.

Fifty Shades of Grey Media Breaks

Australia 17

Brazil 87

France 19

Germany 21

Ireland 21

Italy 52

Korea 3

Mexico 66

Russia 14

Spain 67

UK 146

TOTAL 513

0

2000

4000

6000

8000

10000

12000

likes comments shares

Facebook

Fifty Shades of Grey

3%

17%

4%

4%

4%

10%

1%

13%

3%

13%

28%

Fifty Shades of Grey Australia

Brazil

France

Germany

Ireland

Italy

Korea

Mexico

Russia

Spain

UK

0

500

1000

1500

2000

2500

Jurassic World Fifty Shades of Grey

Twitter

re-tweets favorites

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Jurassic World

At 24%, the largest share of media responses came from France, followed by Italy with 20% and

then Spain at 16%. Overall, 85% of reactions came from non-Anglophone countries2, and 80% came

from European countries3 (including the UK).

Jurassic World Media Breaks

Australia 3

Brazil 12

France 33

Germany 10

Ireland 2

Italy 28

Korea 3

Mexico 10

Spain 22

UK 17

TOTAL 140

Comparison

For both campaigns around a quarter

of coverage was generated by one

country and the majority came from

European sources.

As a proportion of total coverage, Fifty

Shades of Grey received more

attention in Latin America (30%) than

Jurassic World (19%).

While reactions for Fifty Shades was

overall more voluminous, there were

more breaks for Jurassic World in

France (33, rather than 19) and the

same amount in South Korea (3 each).

Furthermore, the Jurassic World image was not covered in Russian media at all within this report’s

time window.

2 All countries except Australia, Ireland, and the UK. 3 France, Germany, Italy, Ireland, Spain and the UK. Excludes Russia. Latin America refers to Mexico and Brazil.

2%

9%

24%

7%

1%

20% 2%

7%

16%

12%

Jurassic World Australia

Brazil

France

Germany

Ireland

Italy

Korea

Mexico

Spain

UK

78%

65%

19%

30%

24%

28%

Jurassic World

Fifty Shades of Grey

Highest proportion of breaks from single country

Proportion Latin America

Proportion Europe

(UK)

(France)

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COVERAGE BREAKDOWN:

For Jurassic World, all 140 media breaks across monitored territories within 48 hours of the picture

release were web-based.

For Fifty Shades of Grey, the majority of coverage was also online (497); however, some articles ran

in national newspapers (5), regional newspapers (3) and magazines (1), as well as radio (3) and TV

pieces (4). Print thus accounted for 2% of coverage, and RTV for 1%.

Interestingly, the majority of these non-web breaks came from Mexico, which produced coverage

across all print and RTV types.

Fifty Shades of Grey Jurassic World

Web 497 140

Print 9

National newspapers 5 (Ireland, Mexico, UK)

Regional newspapers 3 (Australia, Mexico)

Magazines 1 (Mexico)

Broadcast 7

TV 4 (Germany, Mexico)

Radio 3 (Ireland, Mexico)

Total 513 140

SENTIMENT BREAKDOWN:

Reactions to both films were on the whole neutral

(82% for Fifty Shades of Grey and 66% for Jurassic

World), with many outlets reposting the images with

simple descriptions rather than any particular

commentary.

29% of articles for Jurassic World were positive; the

highest number of positive responses came from the

UK (10), while the highest proportion of positive

comments in relation to overall comments is found

in Mexico (80%). The only negative responses came

from France and Italy; however, these were also the

territories that had the highest volumes of reactions

overall, the majority of which were neutral.

For Fifty Shades of Grey, 14% of reactions were

positive, with highest numbers found in Ireland (13), Brazil (12) and Italy (11). As a proportion of

overall comments, positive reactions were again highest in Ireland (62%), followed by France (47%).

14% 29%

82% 66%

4% 5%

Fifty Shades of Grey Jurassic World

Sentiment Breakdown

Positive Neutral Negative

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The 4% of negative responses are scattered across territories, with only Australia and Germany

having slightly elevated levels of negative reactions (18% and 10% of their total breaks, respectively).

Sentiment Breakdown

"Fifty Shades of Grey" "Jurassic World"

Positive Neutral Negative TOTAL Positive Neutral Negative TOTAL

Australia 3 11 3 17 2 1 0 3

Brazil 12 74 1 87 7 5 0 12

France 9 9 1 19 4 25 4 33

Germany 3 16 2 21 5 5 0 10

Italy 11 39 2 52 1 24 3 28

Ireland 13 7 1 21 2 0 0 2

Korea 0 3 0 3 1 2 0 3

Mexico 3 63 0 66 8 2 0 10

Russia 2 11 1 14 0 0 0 0

Spain 5 58 4 67 1 21 0 22

UK 9 132 5 146 10 7 0 17

TOTAL 70 423 20 513 41 92 7 140

QUOTES:

A range of articles highlighted that any teaser material is highly anticipated by audiences that

eagerly await the release of these films in 2015. The following quotes are illustrative of media

commentaries on both images:

Jurassic World

Australia “Jurassic World director Colin Trevorrow has tweeted a photo which teases the return of the much loved Tyrannosaurus Rex… This is sure to generate excitement among movie nerds.” – Tabloidjunk.com

Brazil “For the delight of the fans, the latest image released is in fact of a dinosaur! But the director took extra care to present only the shadow of the animal, with its mouth open…” – AdoroCinema.com

France “… the director didn’t lose the art of “teasing” fans” - Lavoixdunord.fr

Germany Colin Trevorrow knows exactly what we want, and gives a little taster of what will roam around in "Jurassic World" – Moviejones.de

South Korea “Although the image doesn’t show much, it was more than enough to stir the anticipation amongst fans.” – blog.naver.com/pellicks513

Mexico “It could be an extremely fierce animal judging by the amount of crooked teeth it has in its tremendous big mouth ... It’s similar to one of those hybrid dinosaurs which has been much talked about... The fact is I want to see the first trailer of the movie” –

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Cinergetica.com.mx

UK “Yes, it’s a dinosaur’s… shadow. That is, if we’re honest, an even more fun way to go about teasing the massive creatures we can expect to see. It may also be evidence that some of the terrible lizards this time will boast gene sequences borrowed from creatures other than frogs, albeit in keeping with dinosaurs as we know them.” – EmpireOnline.co.uk

Fifty Shades

Australia “The first official picture of the actor as the magnetic Christian Grey is out, and if there was any doubt in your mind about Dornan as Grey, it should be banished after looking into those steely eyes.” – Popsugar.com.au

France “This first official photo of the new film with Jamie Dornan as the main character, promises to make these ladies ghosts feel warm again!” – Braindamaged.fr

Germany “Fifty Shades is next year’s most hotly anticipated movie” – Promicabana.de

Ireland “Settle yourselves people, It’s not exactly earth shattering but needless to say the Northern Irish actor is looking well” – Entertainment.ie

Italy “After the poster release; here it comes a new still of Christian Grey showing Jamie Dornan inexplicably with clothes on…” – Daringtodo.com

Mexico “Although at first the followers of the book were not very happy with the film adaptation not including the fiery sex scenes of the original story, a recent photo shoot of Dornan surely has calmed them down.” – Diario.mx

Spain “In order to celebrate Jamie Dornan’s birthday, Universal has now shown the picture where we can see how Jamie Dornan looks as Christian Grey.” – Antena3.com

UK “Fifty Shades of Grey star Jamie Dornan oozes sex appeal in this first shot from the movie” – DailyStar.co.uk

Russia “… the creators of the most anticipated picture of 2015 have already started to stir up interest from viewers.” – Aznovosti.com