WELCOME TO OUR WORLD.

1986: 73M

2016: 172M

HUGE ADMISSIONS GROWTH OVER THE LAST 30 YEARS

WHY CINEMA.

A STELLAR PERFORMANCE

EMOTIONALLY CONNECTED

UNDIVIDED ATTENTION

MULTIPLE CROSS-MEDIA TOUCHPOINTS

THE CINEMA

MARKETPLACE.

150+

INDEPENDENT

CINEMAS

175

INDEPENDENT

CINEMAS

WHO OWNS WHO?

Pearl & Dean Digital Cinema Media

753 SITES CA. 4,092 SCREENS CA. 800,000 SEATS

UK CINEMA - THE NUMBERS

Source: IHS Screen Digest

TWO SALES HOUSES

3,078 screens

482 sites

P&D 20% Digital Cinema Media 80%

Pearl & Dean

is the only other

major competitor

#INTROTOCINEMA

UNDERSTANDING CINEMAGOERS

FAME 4+

4,000 RESPONDENTS PREVIEW TO REVIEW FILM TOUCHPOINTS

Source: CAA FAME 2014

MULTIBASED TO TGI

“ “

Attend 3 Average group size 45% Friends 37% As a couple

Admissions & frequency 75.8m admissions per year 44% of all UK admissions 7.5 Visits per year vs. ave. of 6

FAST FACTS

Audience 91% are cinemagoers 50/50 Male/Female

Technology 95% Own a smartphone 76% Heavy social media

Source: Admissions / frequency data: CAA Film Monitor (Jan-Dec 2015). Coverage & frequency system. Base 7+. Target 16-34 Year Olds Lifestage: Multibased FAME/TGI Jan-Dec 2014 smartphone ownership, social network access at least once a day: TGI Q1 2016. cinemagoers vs.

non-cinemagoers

The Millennials Key information Cinema behaviour

Upmarket 55% ABC1

Regional skew 39% London SE

Key footfall periods Opening week + Wednesday, Friday, Saturday

Foyer Average dwell time 17 minutes

“ “

Source: Admissions / frequency data: CAA Film Monitor (Jan-Dec 2015). Coverage & frequency system. Base 7+. Target: Main Shopper with children // Lifestage: Multibased FAME/TGI Jan-Dec 2014 // ABC1 = GB TGI Q1 2016. Based: 15+ adults with children in HH. Cinemagoers

demographic profile vs. non-cinemagoers // Group size, who went with, key footfall periods: FAME 2014 // Burn rates = DCM Live admissions data Jan – Dec 2012..

Group size 4 Average group size

Frequency 6 Visits per year

Lifestage Playschool, primary and secondary school parents

FAST FACTS

Longer ‘burn rate’ 10 weeks vs. 7 for blockbusters

Whole family activity 41% Mum + Dad + children

Admissions 89% are cinemagoers 53.8m admissions per year 31% of all UK admissions

Key footfall periods Saturday & Sunday Half term & school holidays

Upmarket 56% ABC1 vs. 33% for non-family cinemagoers

Upmarket Families Key information Cinema behaviour

10

“ “

THE WEEKENDERS QUALITY BONDING TIME

AN EXPERIENCE TAKES CHILDREN ‘OFF-LINE’

CREATES MEMORIES

Source: Admissions / frequency data: CAA Film Monitor (Jan-Dec 2012). Coverage & frequency system. Base 7+. Target: Adults with children // Lifestage: Multibased FAME/TGI Jan-Dec 2012 // ABC1 = GB TGI 2013. Based: 15+ adults with children in HH. Cinemagoers demographic profile

vs. non-cinemagoers // Group size, who went with, key footfall periods: FAME 2012 // Burn rates = DCM Live admissions data Jan – Dec 2012..

Group size 4 Average group size

Frequency 5.5 Visits per year

Lifestage Playschool, primary and secondary school parents

FAST FACTS

Longer ‘burn rate’ 10 weeks vs. 7 for blockbusters

Whole family activity 42% Mum + Dad + children

Admissions 86% are cinemagoers 75.6m admissions per year 45% of all UK admissions

Key footfall periods Saturday & Sunday Half term & school holidays

Upmarket 55% ABC1 vs. 37% for non-family cinemagoers

We’re The Weekenders Key information Cinema behaviour

FILM MONITOR 7+

27,000 RESPONDENTS FILM-AUDINCE PROFILE

FUTURE PREDICTOR

Source: CAA FAME 2014

IT WORKS.

THE POWER OF CINEMA.

BUILDING BOX OFFICE BRANDS Our partnership with Millward Brown CrossMedia team

Evaluate cinema’s role for brands in a wider multi-media mix • Rapidly being seen as global

industry standard in multi-media

brand measurement

• Designed to evaluate how paid

marketing activities affect equity

measures such as awareness,

engagement and consideration

• Uses WPP Meaningfully Different

Frame work (MDF)

• WPP Brand Z

• 183 European case studies

including 88 from UK

Source: Arial 8pt

1 2 3 4 5

CINEMA MAKES

BRANDS

MEMORABLE

CINEMA

CREATES A

BRAND LOVE

STORY

CINEMA MAKES

BRANDS FEEL

DIFFERENT

CINEMA TURNS

AUDIENCES

INTO

CUSTOMERS

CINEMA WINS

INFLUENTIAL

FANS FOR

BRANDS

FIVE KEY TAKEAWAYS

#INTROTOCINEMA

Cinema Return on Investment – UK Results 2012. Source:: BrandScience UK Results Vault

Tertiles based on % of cinema used in the media mix. Number of cases in each tertile – 0-5% = 20 / 5-10% = 7 / 10+% = 5

OPTIMUM CINEMA INVESTMENT = 5-10% Both Cinema and Total Comms generate the best ROI when 5-10% of total budget is invested in Cinema

£0.87

£1.60

£0.82

£1.62

£1.85

£0.60

0.00

0.20

0.40

0.60

0.80

1.00

1.20

1.40

1.60

1.80

2.00

0-5% 5-10% 10+%

Cinema ROI Total Comms ROI

Retu

rn o

n In

ve

stm

en

t

% of Total budget invested in cinema as part of media mix

DIGITAL CINEMA IS

LOCAL.

LOCAL TARGETING

Using Cinemapper, DCM's Award

Winning cinema proximity planning tool,

you can run national campaigns with a

local spin for every region, city, town or

cinema across the UK via local end

frame messaging.

#INTROTOCINEMA

WHERE YOUR JOURNEY BEGINS

Source: Coverage: CAA end Q3 2014. Proximity: Source: Cinemapper/Retail Locations.

Proximity

95%

Scheduling

1 copy

= 300 end frames

Coverage

482

#INTROTOCINEMA

QUIZ ROUND…

Q1. WHAT IS THE

BIGGEST FILM OF

THE YEAR SO FAR?

Q2. WHO WON

BEST FILM AT THE

OSCARS?

#INTROTOCINEMA

Q3. WHICH ACTOR

PLAYS EDDIE THE

EAGLE?

THANK YOU! QUESTIONS PLEASE.

THE REALLY BIG

FILMS.

#INTROTOCINEMA

THE BFG 22 July 2016

FANTASTIC BEASTS AND WHERE TO FIND THEM 18 November 2016

STAR WARS: ROGUE ONE 16 December 2016