RESEARCH OVERVIEW June 2014 Updated: June 26, 2014

RESEARCH OVERVIEWJune 2014

Updated: June 26, 2014

2

UKBrand familiarity: Very good

-Brand is pretty well-known, and even more so among adults- About half overall have heard songs from ANNIE

- Girls most likely to be big fans

-Known for being family-friendly, classic

-Moms, girls, and (to a lesser extent) female generals are the target; males will be tough to convert

-The music, “fun factor”, and promise of a new take on ANNIE will be key selling points

JAPANBrand familiarity: Solid-to-good

- While not as quite high as the UK, decent familiarity and favorability

- Female generals likely the most gettable audience; girls and moms will need a bit more convincing

- An inspirational, more character-driven approach might work best here

FRANCEBrand familiarity: Weak

GERMANYBrand familiarity: Weak

-Limited profile-Most have no experience with the brand

-Limited profile-Most have no experience with the brand

3

UK

Source: PSB Brand study for another title unless otherwise noted. Study sampled 400 general moviegoers 13-54 and 150 kids ages 7-12.

4

Definite Interest in New Movie

% Big Fan

Familiarity

21

22

59

17

13

71

General Moviegoers

Kids

ANNIE is a fairly well-known, female-skewing franchise in the UK.

Unsurprisingly, familiarity skews female

among both generals and kids.

General audiences tend to be most familiar with the franchise, but kids

show higher fanship and interest in a new film,

driven by girls.

Familiarity with Annie All Gens

M<25

M25+

F<25

F25+

All Kids Boys Girls

Base 400 79* 119 79* 119 154 77* 77*

Very familiar 34% 20% 29% 46% 38% 32% 17% 47%

Somewhat familiar 37% 28% 41% 39% 38% 27% 35% 20%NET: Very + somewhat familiar 71% 48% 70% 85% 76% 59% 52% 67%

*Caution: Small base sizes. Familiarity = Very + somewhat familiar. Base = all moviegoers

(based on title only)

5

General CinemagoersData Ranked by Familiarity

66

57

55

51

47

41

37

16

14

10

9

9

9

6

17

14

14

14

12

9

11

93

91

90

90

88

73

71

24

29

22

23

20

15

13

25

30

23

23

21

15

17

Familiarity Fanship (%Big Fan) Definite Interest in a New Movie

Among all

6

KidsData Ranked by Familiarity

51

38

37

37

35

35

27

13

10

9

8

8

11

7

23

13

12

10

13

11

11

96

91

86

83

72

60

59

33

43

21

25

17

15

22

33

48

30

32

25

19

21


Among all

7

ANNIE is classic, and great for families…

*Among aware (generals + kids)

Has good messages/morals

Entertaining

Has appeal for both kids and adults

Has a good story

Heartwarming

Classic

Family-friendly

23%

29%

32%

35%

35%

36%

50%

TOP DESCRIPTORS

Looking at the top descriptors,

ANNIE’S family-oriented qualities are top of mind.

Negative descriptors are

negligible.

Women and girls are much more likely to endorse ANNIE with these positive descriptors.

8

77 74 7265 64

5751 51 51 50

46 4440 39

…but some will need convincing that ANNIEis worthy of theatrical viewing.

*Among all aware (generals + kids)

THEATRICAL APPEAL (% WOULD MAKE A GOOD BIG SCREEN MOVIE*)

Reaches 66% among girls

9

The film’s music drives engagement with the brand in the UK.

Among both generals and kids, roughly half have heard songs from “Annie”. After this, most interaction with the brand comes from seeing the original 1982 film.

Only 1 in 4-5 overall have no experience with the brand.

None of the above

Other

I’ve read the comic strip Little Orphan Annie

I’ve seen the musical stage show Annie

I’ve seen the 1999 TV movie Annie starring Kathy Bates, Victor Garber and Alicia Morton

I’ve seen the original 1982 film Annie starring Aileen Quinn, Albert Finney and Carol Burnett

I’ve heard songs from the Annie musical

19%

1%

5%

19%

26%

48%

55%

27%

0%

6%

12%

27%

39%

46%

KidsGenerals

Among all.

10

Trailer Testing: Post Interest and Main Takeaways

- Encouraging scores among moms and girls (driven by younger girls 7-9)- Among general audiences, older females (25+) are also in a good place- Guys are largely un-gettable for this film; the musical genre is a main barrier- The “fun factor” and music drive interest- Annie is a popular character, and audiences look forward to seeing a fresh take

Girls 7-12 Moms Interest in Taking Child

General Audiences

Source: Marketcast trailer test conducted among 300 general audience moviegoers 13-49, 150 girls 7-12, and 150 moms of girls 7-12.

11

FRANCE


12


% Big Fan

Familiarity

5

3

13

6

3

19

General Movie-goers

Kids

Compared to the UK, there’s less familiarity with ANNIE in France.

Familiarity and fanship of the ANNIE franchise is

limited in France. Girls are among the most

familiar with the property, but it’s

certainly not well-known, even among this

group.


M<25

M25+

F<25

F25+

All Kids Boys Girls

Base 398 80 119 80 119 155 77* 77*

Very familiar 7% 10% 6% 4% 9% 6% 4% 9%


*Caution: Small base sizes. Familiarity = Very + somewhat familiar. Base = all moviegoers


13

49

36

30

30

28

19

14

7

8

6

6

5

3

4

13

12

9

10

8

6

6

88

88

79

76

70

56

55

15

19

19

13

17

8

9

25

25

21

20

27

14

16



Among all

14

39

26

24

17

16

13

13

8

8

5

4

2

1

3

12

11

8

7

8

3

5

92

83

81

63

61

43

41

33

22

32

15

12

8

10

33

29

36

21

16

14

19



Among all

15

74 74 71

58 57 5751 50 49

39 39 39 37 34

Theatrical appeal is muted for ANNIE in France.



Only 1 in 3 French moviegoers who know of ANNIE think it would be a

good big-screen movie Compare to 1 in 2in the UK

16

Few moviegoers have any history with ANNIE...

French audiences have limited experience with ANNIE. Fewer than 1 in 5 kids and adults have heard songs from the musical. The overwhelming

majority have no experience with the brand at all.

None of the above

Other

I've read the comic strip Little Orphan Annie

I've seen the musical stage show Annie

I've seen the 1999 TV movie Annie starring Kathy Bates, Victor Garber and Alicia Morton

I've seen the original 1982 film Annie starring Aileen Quinn, Albert Finney and Carol Burnett

I've heard songs from the Annie musical

60%

1%

5%

8%

12%

13%

16%

75%

1%

4%

6%

10%

5%

11%

KidsGenerals

Among all

Compare to 46-55% in the UK

17

…and because they are less familiar with the brand, impressions of ANNIE are somewhat soft. Family-friendliness rises to the top.

*Among aware (generals + kids). Caution: small base size (n=72).


Funny

Has a good story

Classic

Entertaining

Family-friendly

12%

15%

18%

21%

25%

27%

TOP DESCRIPTORS*

18

Interest in a new ANNIE movie based on Title/Star

Personal Interest All Gens

M<25

M25+

F<25

F25+

All Kids Boys Girls

Base 398 80 119 80 119 155 77* 77*

Definitely interested 7% 9% 3% 9% 7% 2% 0% 5%

Probably interested 18% 19% 19% 18% 17% 19% 17% 21%

NET: Def + Prob interested 25% 28% 22% 27% 24% 21% 17% 26%

Interest Taking Child All Parents Moms DadsBase 80 36* 44*

Definitely interested 11% 11% 11%

Probably interested 29% 20% 36%

NET: Def + Prob interested 40% 31% 47%

Among all. *Caution: Small base sizes. Title/star mentions Wallis, Foxx, Diaz, and Byrne

Going hand-in-hand with low familiarity, top-box interest

in ANNIE is low in France among generals, kids, and

parents, even when the stars of the film are mentioned.

Looking at total positive interest, parents may be the most gettable audience for

this film.

19

GERMANY


20


% Big Fan

Familiarity

3

1

18

4

3

18

General Moviegoers

Kids

ANNIE doesn’t start with much traction in Germany; familiarity with the franchise is limited.

Familiarity and fanship of the ANNIE franchise is

relatively weak in Germany, with no clear demographic emerging as ANNIE supporters.


M<25

M25+

F<25

F25+

All Kids Boys Girls

Base 424 85 127 85 127 165 82 82

Very familiar 6% 2% 8% 8% 5% 5% 3% 7%


Familiarity = Very + somewhat familiar. Base = all moviegoers

Similar to

France


21

51

47

35

18

13

13

11

9

6

6

3

2

2

2

10

12

10

4

3

3

2

86

81

78

68

60

58

57

19

13

11

13

7

9

8

21

23

20

25

13

15

17



22

47

42

34

18

12

10

8

9

7

9

1

4

3

3

14

10

17

3

3

3

5

91

81

81

69

55

52

51

36

21

21

29

11

11

10

32

30

30

41

16

15

18



23

ANNIE is mostly seen as family-friendly, with few other descriptors making much impact.

*Among aware (generals + kids)


Classic

Funny

Has a good story

Entertaining

Has appeal for both kids and adults

Family-friendly

13%

15%

15%

15%

17%

22%

25%

TOP DESCRIPTORS

24

69 6861

53 5246 44 42

37

27 25 24 24 24

Similar to French moviegoers, German moviegoers do not see much big-screen potential in ANNIE.



3 in 4 German moviegoers who know of ANNIE do not think it would make a good

big-screen film

25

Experience with ANNIE is limited in Germany.

Like the French, German audiences have had very little interaction with ANNIE, with 6-7 out of 10 having no engagement with the brand at all.

None of the above

Other

I've seen the musical stage show Annie

I've read the comic strip Little Orphan Annie

I've seen the 1999 TV movie Annie starring Kathy Bates, Victor Garber and Alicia Morton

I've heard songs from the Annie musical

I've seen the original 1982 film Annie starring Aileen Quinn, Albert Finney and Carol Burnett

64%

1%

5%

6%

11%

14%

15%

68%

0%

1%

11%

9%

12%

9%

KidsGenerals

Among all

26

Interest in a new ANNIE movie based on Title/Star

Personal Interest All Gens

M<25

M25+

F<25

F25+

All Kids Boys Girls

Base 424 85 127 85 127 165 82 82

Definitely interested 6% 2% 7% 10% 5% 4% 5% 3%

Probably interested 20% 12% 17% 20% 27% 17% 19% 15%

NET: Def + Prob interested 26% 14% 24% 30% 32% 21% 24% 18%

Interest Taking Child All Parents Moms DadsBase 82 37* 45*

Definitely interested 10% 12% 9%

Probably interested 35% 38% 32%

NET: Def + Prob interested 45% 50% 41%

Among all. *Caution: Small base sizes. Title/star mentions Wallis, Foxx, Diaz, and Byrne

Like France, top-box interest in ANNIE among

German moviegoers is muted, even when stars

are mentioned. Looking at total positive interest,

adult females and parents appear to be the most likely audience for this

film based on just title and star.

27

JAPAN

Source: Marketcast trailer test conducted among 300 general audience moviegoers 13-60, 150 girls 7-12, and 150 moms of girls 7-12.

28

A sizeable percentage of Japanese auds is familiar with ANNIE, and the majority of those aware “like” the franchise.

of generals and momshave heard of ANNIE~70% 50% of girls have heard

of ANNIE

GENERAL AUDIENCES (among aware)Love 12%Like 63% NET: Like + Love 75%Do not like so much 22%Do not like at all 4%

MOMS (among aware)Love 13%Like 68% NET: Like + Love 81%Do not like so much 16%Do not like at all 3%

How much do they like ANNIE?

GIRLS (among aware)Love 21%Like 59% NET: Like + Love 80%Do not like so much 16%Do not like at all 4%

Girls are most likely to say they “love”

ANNIE.

Caveat: Different methodology used; scores not directly comparable to those from PSB study. Awareness and favorability towards ANNIE was asked after exposure to a trailer for the new Sony film.

Female skew

29

While many Japanese moviegoers have heard of ANNIE, over half have never seen any version of it.

Among those aware of Annie Generals Moms Girls

I've only heard of ANNIE but have never seen any version of it 52% 57% 51%

A live performance of the musical (opened in 1977 and still running) 28% 21% 33%

Annie (1982 film) starring Albert Finney as Daddy Warbucks, Carol Burnett as Miss Hannigan and Aileen Quinn as Annie

20% 13% 9%

Annie (1999 film): a made-for-TV movie starring Victor Garber as Daddy Warbucks, Kathy Bates as Miss Hannigan, Alan Cumming as Rooster, Kristin Chenoweth as Lily and newcomer Alicia Morton as Annie

11% 10% 11%

A sequel, Annie: A Royal Adventure! made for TV starring Ashley Johnson and Joan Collins 7% 8% 9%

Among those who know of

ANNIE, a solid 1 in 3 girls have

seen a live performance

Note: Awareness asked after exposure to a trailer for the new Sony film.

30

Trailer Testing: Post Interest and Main Takeaways

- There’s some potential for ANNIE among general audiences in Japan; the trailer got a very good response among females- Moms and girls might be tricky: young girls may be mostly on board, but moms aren’t convinced their kids will like or understand the story- The inspirational story, a desire to root for Annie, and the music are top interest drivers

Girls 7-12 Moms Interest in Taking Child

General Audiences

Red lines

indicate norms

Norm

Norm

Documents

RESEARCH OVERVIEW June 2014 Updated: June 26, 2014