Tracking PrimerNovember 2011

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Tracking Overview

Survey “In Field”

Reported Each

Monday

Tracking data is collected through online surveys (“in field”) every week, Monday through Sunday. Tracking decks, reports, and comparison tables are

received every Monday.

DecksReports

Comparison Tables

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Unaided AwarenessUnaided awareness refers to the percentage of respondents that mention a film without being prompted. A high unaided awareness score suggests a film is top-of-mind.

As a measure that demonstrates heat

and urgency surrounding a film,

unaided awareness is

known to correlate well with opening week box office.

UK Tracking Survey example

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Total AwarenessTotal awareness refers to unaided awareness plus the percentage of respondents who say they have heard of a film when presented with a list of film titles and stars (“aided awareness”).

“Aided awareness”

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Definite Interest Among AwareDefinite interest among aware refers to the percentage of respondents who have heard of the film and say they are definitely interested in seeing a film in the theater.

Definite interest can be thought of as “enthusiasm.” It helps us gauge the response to our marketing

materials.

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Definite Interest Among Aware - CautionIt is important to remember that this measure shows definite interest only

among those who previously said they had heard of the film.

Upon first glance, it may look as though definite interest in Incendies (21%) is as strong as interest in Mission: Impossible (23%).

Note that only 1% of moviegoers have heard of Incendies (vs. 51% for MI:4). Definite interest is often high when awareness is low because those who hear of a film early on are often fans of the filmmakers, talent, or concept, and therefore more likely to be definitely interested at an early stage.

But…

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First ChoiceFirst choice refers to the percentage of respondents who say that a film is their first choice to see at the cinema. This helps provide competitive context.

First choice reflects

moviegoers’ anticipation of an upcoming

film.

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First Choice – A NoteWhen determining their “first choice,” respondents see a list of all movies

coming out over the next 9 weeks. So, when a major film makes its first appearance on tracking 9 weeks out, it often “eats up” some of the first

choice that may previously have gone to other films.

When MI:4 first appeared on tracking at

T-8, it “took away” some first choice from

films coming out sooner, since

respondents can only have one “first choice.”

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First Choice Opening/Released

First choice opening/released shows the percentage of respondents who say a film is their first choice among those films available in theaters this coming weekend (films already released or about to open).

Films opening this weekend

Films already in theaters

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2/3 Choice2/3 Choice refers to the percentage of respondents who say that a film is their second or third choice in the cinema.

Appendix

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Area % of Total Tracking Sample

2009 Box Office

Kanto 48% 42%

Kinki 21% 18%

Chubu 15% 10%

Kyushu 6% 9%

Chugoku 4% 4%

Tohoku 3% 4%

Shikoku 3% 2%

Okinawa Less than 1% 2%

Hokkaido Less than 1% 3%

Koshinetsu Less than 1% 5%

Kitariku Less than 1% 2%

Core Sample1000 interviews per week, ages 13 – 54100 males / 100 females in each age bracket

13 – 1718 – 2425 – 3435 – 4445 – 54

Qualifier: Have seen 1+ film past 6 monthsRegular Filmgoers (6+ per yr) are around 50% of the sampleAverage # Films Per Respondent in the last 6 months: 3.5

Kids Sample 200 interviews per week, ages 7 – 12 50 boys / 50 girls in each age bracket; giving us sufficient sample to analyze sub-groups

7 – 910 – 12

Parents Sample 200 per week, parents of kids aged 5 – 12

Part of core sample, with additional parent only questions

Fielding Details/TimingsQuestionnaire is launched Monday evening and closes on SundayDatasets and reports the following Monday

NRG Sample Overview: Japan