Showreal: getting closer to online film fans

Laura ChaibiDirector of Research, EMEA

cinema trends

film intent

discovery/influencers

changing distribution

changing role of internet advertising

1984

http://www.imdb.com/media/rm789023232/tt0087800







19351938

19411944

19471950

19531956

19591962

19651968

19711974

19771980

19831986

19891992

19951998

20012004

20072010

20132016

20190

200

400

600

800

1000

1200

1400

1600

1800

UK cinema attendance (millions)

Source Film Distributors' Association , UK admissions

mill

ions

of a

tten

dees

trend

1984

1946

cinema trends in last decade

Source www.cinemauk.org.uk H1 2009 3D screens

avg. spend per head +40%: £9.99 to £13.91

3600 screens: +51% increase

more digital screens: 71% of digital screens 3D

cinema ticket avg. £5.05 – 2nd lowest in Europe

75% all screens are multiplex screens: +50% to 2735 screens

59 screens / head vs. 70 EU vs. 129 USA

cost of film production

less suburban and rural cinemas than 10 years ago

less risks more few, bigger, better…

cinema 2010 onwards...

3D+30%

£1.3bn

+ 10%

174m

+ 6%

Source Mintel March 2010

Sep-2009 Oct-2009 Nov-2009 Dec-2009 Jan-2010 Feb-2010 Mar-2010 Apr-2010 May-2010 Jun-2010 Jul-2010 Aug-2010 Sep-20100

500

1,000

1,500

2,000

2,500

movie website trends

Source: comScore, Oct 2010

mill

ions

of u

niqu

e us

ers

40% visit movie sites

(6m)

http://www.flixster.com/


500

1,000

1,500

2,000

2,500

movie website trends m

illio

ns o

f uni

que

user

s

Source: comScore, Oct 2010


500

1,000

1,500

2,000

2,500

movie trends & Yahoo! movies channel

Source: comScore, Oct 2010. entertainment films category

mill

ions

of u

niqu

e us

ers

(6m)

http://www.flixster.com/

getting closer to film fans

Yahoo! Connections panel, Sept 2010, sample 1500, cinema goers visited in the last 6 months sample 1005

UK: 1500 people cinema goers: 1005 people

28%35-44

22% 25-34

22%16-24

28%45-54

52%men

48%women

45% enjoy film advertising more than

other types of advertising

44% 23% 44% 20% .atE19%

19% 19% 13% 13% 12%cinema audiences: definite backers

Chronicles of Narnia

Harry Potterpart 2

Pirates Caribbean 4

X-Men

TRON Legacy

Harry Potter part 1

Transformers 3 Hangover 2Little FockersTwilight

32% 23% 28% 20% .atE19%

18% 18% 17% 17% Hangover 2

18%potential cinema converts


Pirates Caribbean 4

Harry PotterPart 2

Final Destination 5

LittleFockers

Kung FuPanda

TRON Legacy

Harry PotterPart 1

Transformers 3

X--Men

Shrek 4

31% 27% 30% 22% .atE15%

15% 14% 13% 13% 11%DVD wins – the sequels rule

Harry PotterPart 1

Pirates Caribbean 4

Iron Man 2Harry PotterPart 2


The ExpendablesTwilight

Transformers 3

X--Men

The Expendables

24%

Shrek 4

24% 24% 20% .atE20%

20% Girl Who Played

with Fire

19% 19% 19% Harry Potter

Part 1

18%DVD potential: 1 in 5 still to decide


Pirates Caribbean 4

A-Team

Harry PotterPart 2

How to train your Dragon

Transformers 3

LittleFockers

18%

Salt

18% 18% 17% .atE16%

16%

15% 15% 15% 15%DVD potential: 1 in 7 to convert

Iron Man 2 Kung FuPanda

Karate Kid

Knight & Day

The Last Airbender TRON Legacy Hangover 2

film discovery & influencers

48%

40%

29%

18%

more likely to see film at cinema if 3D

seen a 3D film in the past year

3D makes films a significantly better viewing experience

I would pay more to see a film in 3D

% respondents who agree

Source FAME 2010 Base: All respondents aged 15+ , all cinemagoers who agree with the statements

3D bringing audiences into cinema

film companions

Q: Thinking back to the trips you've made to the cinema over the last month, who did you go to watch these films with?

Source Yahoo CP study Sept 2010 Sample 1005

62% 63%

friends partner

early awareness and late planning

heard about the most recent film they saw at least 1 month ago

plan their cinema visits up to a maximum of 1 week in advance

52%

67%

73% turn to the internet for new film info

Q: On first hearing about a new film how would you go about finding more information?

trailers

actively search


ask friends / family

follow ents.news online

trusted film site

Internetvia my mobile

43%

41%

30%

29%

15%

6%

better digital canvas

power of search – ubiquitous

17%trailers

16% critics

reviews

21%film/ents

focused site

23%search actors

27%official website

96% search

film name

Q. Thinking back to the last time you conducted an online search for information about an upcoming film, which search term or key word did you use? Please select all that apply.Q When conducting an online search for information, what type of site would you most like to see at the top of the search results?Source Yahoo CP study Sept 2010 Sample 415

When conducting an online search for information, what type of site would you most like to see at the top of the search results?When conducting an online search for information, what type of site would you most like to see at the top of the search results?When conducting an online search for information, what type of site would you most like to see at the top of the search results?When conducting an online search for information, what type of site would you most like to see at the top of the search results?When conducting an online search for information, what type of site would you most like to see at the top of the search results?

Algo results

Ads

Search box

Web of Things Shortcut

Rich Results

Vertical shortcut

Yahoo! Search experience: Yahoo! + Microsoft

filters

related peoplerelated people

explore related movies

explore related movies

official site, news, media & twitter

official site, news, media & twitter

tapping into celebrity addiction

Yahoo! Search rich media evolution

changing distribution…

motivation: already saw it or wanted to

saw in cinema and enjoyed it

impulse buy

share with friends/family

special offer

missed it in cinema and want to see it

58%

58%

41%

28%

35%

wanted to see DVD / Blu--Ray extras 17%

Q: Thinking about the "new film releases you have purchased in the last year, for what reasons did you buy them?

Source Yahoo CP study Sept 2010 sample 677

3 in 4 want to own favourite TV series

48% older films

59% TV/Drama Series

62% reduced price

older film release

Q: Thinking about the non film dvd's purchased in last year which sector were they from? Source Yahoo CP study Sept 2010 Sample 796/393Q: Thinking about the "older film releases you have purchased in the last year, for what reasons did you buy them?

non film DVD’s

gifts

DVD decline

DVD sales

market values

627,000 blu-ray players sold in 2009

-22%

-9%

+57%

Source Mintel DVD Player - March 2010

understanding

price

penetration

Source Mintel Sep 2009 Base: 2,000 internet users aged 16+

the blu ray debate

Source Mintel DVD - March 2010

changing strategy

female friendly

emotional benefits

PS3

educate: triple play sell

Source Yahoo! What women Want, August 2010. D7. In which rooms have you accessed the Internet at home during the last month? Sample men and women 3446

no room is sacred from the internet

71%livingroom

54%bedroom

25%kitchen

31%diningroom

16%garden

8%bathroom

8%playroom

watching movies/TV via the internet

Source What Women Want Yahoo, sample 3446

68%

31%a few times a

week +

11%once a day +

ever

Q: How often do you use the internet to Watch movies or television shows

34% watch again

31% cost

48% time

1 in 4 downloading

Q: What were your motivations for downloading the film, rather than seeing it in the cinema or buying/renting the DVD?Source Yahoo CP study Sept 2010 Sample 257

changing role of internet advertising

film ads online lead to consumer action

Q: When you see an online ad for a film that appeals to you which of the following actions have you taken as a result?


58%sound

53%search

39%set upseeing

SRO: social recommendation optimisation

friends, family & colleagues

friends and family ask for my opinions about films

Q: Which source do you trust most when making a decision about which film to see?Q: My friends and family ask for my opinions about the latest films


46%

most trusted

friendvertising: paid/owned/earned*

paidadvertising

ownedassets

earnedsocial

70%

20%

10%

45%

45%

10%

20%

70%

10%

budget

*for guidance

contacts engagement

consumer top 5

thank you

Laura ChaibiYahoo! Director of Research and Insights EMEA

Entertainment & Humor

Showreal: getting closer to online film fans