Meet the Adventurists Cinema's Single Biggest

Meet the Adventurists Cinema’s single biggest fan 28% of total cinema admissions

Highest consumers of cinema Early adopters in technology, brands, popular culture Content junkies. Social mediarists. Constantly on. On line. On the move. On show. Meet cinema’s biggest fan...

... 15-24 year old adventurists

13% of the population

• 580,250 15–24 Year Olds • 46% are ABC1

1Source: CSO Census 2011

Social community & a sense of belonging are everything

Live in the moment, and to the max. They are aspirational, inspirational and conversational, they are passionate... yet fickle

Credibility is king. Word of mouth validation.

1Source: Eightytwenty December 2013

15–24 year olds spend more time on their apps – approximately 84 minutes per day while 45–54 year olds spend the least amount (43 minutes)1

1Amarach “How Appy are the Irish” 2012

They are conversationalists and influencers

15 – 24 Year Olds 15 – 24 Year Old Males 15 – 24 Year Old Females We reckon we know a lot about… Alcoholic Drinks 2 x more likely 2.3 x more likely 16% Mobile Phones 25% 2 x more likely 2.5 x more likely Computers & Software 2 x more likely 2.5 times more likely 16%

Clothes 2 x more likely Not so much! 3 x more likely We talk to a lot of people about… Alcoholic Drinks 2 x more likely 1/3 36.2% Mobile Phones 1/3 30% 36.5% Clothes 1/3 Maybe not so much! 2.5 x more likely We post comments & reviews on the internet Alcoholic Drinks 2.87 x more likely 2.54 x more likely 3 x more likely Toiletries 2 x more likely Not so much! 3.5 x more likely Mobile Phones 20% 2 x more likely 23% Clothes 15% 1.3 x more likely Almost 4 x more likely

Source: ROI Target Group Index © BRMB 2013 Base: All Adults Brands need to stay ahead to keep their attention Stand still and they just move on

YouTube \ Wikipedia \ Cadbury \ Google \ BBC \ skype \ Doritos \ Boots\ Amazon \ Cancer Research \ H&M \ Converse \ Pringles \ Costa \ Visa \ Kettle Chips \ Haribo \ Facebook \ Greggs \ Channel 4 \ E4 \ Domino’s \ Millie’s Cookies \ Apple \ McCoys \ Sony \ Alton Towers \ Wetherspoons \ Pizza Express \ Walkers \ Starbucks \ Microsoft \ Post Office \ Krispy Kreme \ The Co-operative \ IKEA \ Coca Cola \ Vans \ Spotify \ Samsung \ Heinz Beanz \ Thorpe Park \ Hellman’s Mayo \ Subway \ Kopparberg \ Cineworld \ New Look \ Jagermeister \ Innocent \ NUS \ River Island \ Primark\ Office \ Cafe Nero \ Nando’s \ Morrisons \ National Rail \ Odeon \ PayPal \ Schuh\ Lidl \ Uncle Ben’s Rice \ Oxfam \ Waterstones \ TK Maxx \ Sky \ BT \ Paperchase \ Topman \ Durex \ Malibu \ Lush \ MAC \ Birds Eye Fish Fingers \ HMV \ Waitrose \ Zara \ Levi’s \ Smirnoff \ Baileys \ O2 \ The Guardian \ McDonald’s \ TopShop \ Pepsi \ Coco Pops \ Argos \ Bacardi \ Nescafe \ WH Smith \ Accessorize \ Body Shop \ ASOS \ Twitter \ WKD \ Frij \ Instagram \ Carphone Warehouse \ Metro\ National Express

Source: Youth 100 Top Brands Amongst 18 – 24 Year Olds UK Brands available in Ireland Student / First job / Traveler The world is their oyster

18% Finishing school 16% Starting first job 15% Moving out of parental home 13% Starting University 54% Planned to travel abroad in 2012

Source: ROI Target Group Index © BRMB 2013 Base: All Adults Having to live at home for longer

Money is for spending, but not on groceries.

Are you the Total Male Female 16–24 25–34 35-49 50-64 65+ main shopper?

Base: 1,012 485 527 153 187 288 230 154 Yes – mainly 47 20 72 10 45 54 55 59 Yes – Jointly 18 23 13 12 24 20 18 11 No 35 57 15 78 31 26 27 29

Source: National Consumer Association Shopping Research August 2013 Sample of respondents aged 16+ Cash is king in the cinema

80% 4% 7% Paid cash at the 70% cinema 60%

50% Paid using 18% credit/debit card 40% at the cinema 30% Pre-booked online via cinema 20% website 10% Unlimited card 69% 0% (Cineworld) Paid cash at the Paid using Pre-booked Unlimited card cinema credit/debit card online via cinema (Cineworld) at the cinema website

16-24 Year Olds All Adults

Source: Cinema View B&A 2013 Tech savvy, multi-screen, online advocates

They consume media on the move. In their own time. 17% have over 26 technology devices in their home. 2.5 times more likely to watch VOD on their mobiles than other adults. 56% listen to digital radio. They want to feel connected, a sense of belonging.

Cinema goers move with the times

Source: ROI Target Group Index 15–24 Year 15–24 Year © BRMB 2013 Base: All Adults Old Old Non- Cinemagoers Cinemagoers Affluent 45.3% 40.6% ABC1 Internet is Key “I couldn’t live without the internet 44.9% 31.9% on my mobile phone” Tech Savvy “I love to buy new gadgets and 49.3% 33.3% appliances” Socially Switched On “I feel the need to check social 60.3% 44.9% networking sites every day” Non-Traditional TV Viewers Technology such as Sky+ has 54.1% 30.4% changed the way I watch TV Cinema ranks as one of their favourite pastimes

Surfing the internet (74%) Going to the cinema (62%) Watching rented DVDs (46%)

Playing sports/exercising (59%) Eating out in fast food restaurants (56%) Going Shopping (49%)

Going to watch live sports (45%)

Going to a concert/gig (44%)

Source: RoI Film Monitor/Millward Brown Cinema delivers the 3rd highest reach of all media for 15-24 year olds, but is the highest indexing medium.

ROI Target Group Index © BRMB 2013 Base: All Adults Cinema is the highest indexing medium among 15-24 year olds

120.0% 140

120 100 120 100.0% 110

100 100 89 80.0%

60.0% Index

60 Media reach Mediareach %

40.0% 40

20.0% 20

98.4% 69.5% 81.0% 85.0% 94.5% 87.4% 0.0% 0 TV Radio Newspapers OOH Internet Cinema

15 - 24s: % 15 - 24s: Index Average

Source: ROI Target Group Index © BRMB 2013 Base: All Adults

45% of 15-24 years olds go to the cinema AT LEAST once a month. They are twice as likely to be in the heaviest cinema going group. Almost 1/3 are in the highest quintile, 2nd only to internet. Cinema is even stronger for males. They like TV. But they LOVE cinema.

Source: ROI Target Group Index © BRMB 2013 Base: All Adults I Weight of TV Viewing Weight of Cinemagoing 70.00% 250 70.0% 250

60.00% 60.0% 209 200 200

50.00% 50.0%

150 150

40.00% 40.0% 131

125 Index 30.00% 109 106 30.0% Index 100 100

Media reach Mediareach % 88 Media reach Mediareach % 20.00% 20.0%

50 51 47 50 10.00% 10.0% 7% 18% 66% 2% 31% 45% 11% 13% 0.00% 0 0.0% 0 Heavy TV Medium TV Light TV Never TV Heavy Cinema Medium Light Cinema Never Cinema Cinema 15 - 24s: % 15 - 24s: Index Average 15 - 24s: % 15 - 24s: Index Average

45% 15–24 Year Olds go to the cinema at least once a month 35%

30%

25%

20%

15%

10%

0% Once a week or 2-3 times a month Once a month Once every 2-3 2-3 times a year Once a year Less often more months

15-24 Year olds All Respondents 7+

Source: ROI Film Monitor Millward Brown Most of the time they refer to the cinema to decide what to watch

Most of the time (56%), they decide through the Compared to others, they depend more on word of cinema, either by checking the cinema website or mouth and trailers on TV deciding at the cinema

Any Online 45% 60%

Word of Mouth 42% 50%

Cinema Website 29% 40% 30% Advert/Trailer on TV 27% 20% In the cinema 27% 10% Listings Website e.g. 16 - 24 Year Olds 15% entertainment.ie 0% All Adults Mobile App 7%

Social media: Facebook 5% Searched online/Trailer online: 5% YouTube Newspapers 5%

0% 10% 20% 30% 40% 50%

Source: Cinema View B&A 2013 62% go to the 14% go to the cinema after the cinema during the opening weekend opening weekend but during the first two weeks

Average Party Size: Before going to the cinema… 15-19 3.35 people •32% 15-19 go shopping 20-24 2.72 people •31% 15-19 go for fast food •35% 15-19 go to a friend’s house

Source: FAME/Millward Brown We plan to tap deep into their needs, and give them more than they expect.

Rich content: Film, celebrity news, downloads Out of home: First date, out with mates, post shopping Interactive entertainment: Digital cinema screens and 6 Sheets Deeper engagement: Competitions, promotions, games on screen Social media: Conversations, on screen, word of mouth Value: Activation, sampling, more than movies

Creating conversations. In an environment they love. As only cinema can.