Awareness of Annie

Franchise awareness & Interest for upcoming movie In Spain

AWARENESS OF ANNIE

• Awareness scores for Annie are softer than most competitive films in Spain, with the younger female demographic showing the highest levels of awareness at 31%. • Awareness is strongest for The Penguins of Madagascar and The Hobbit: Battle of the Five Armies (71-76%, overall), not surprising given the established history of these franchises. Next is the third installment of Night at the Museum (63% total). By the time this film releases in Spain (December 2014), 5 ½ years will have lapsed since part two. • Mortadelo y Filemón (Mort & Phil) is one of Spain’s most popular comic series and has been around since 1958. There has been an animated feature film (1971) and two live-action films (2003 & 2008), so an overall awareness of 47% is not unexpected. • SpongeBob SquarePants has an overall awareness level of 44%. All nine seasons of the US TV show have aired in Spain.

Note: Moviegoers were asked if they were aware of the film and not the property or franchise. However, built in awareness (from previous versions – and not this film in particular) is common. Base: All n=1,003 Hotel Transylvania PostAnnie- Release 2 - Spain Study (Global) page 2 Marketplace Competition – Awareness (family)

As seen among the general sample, awareness scores for Annie were soft as compared to other established franchises. Awareness was higher among parents of girls and older children (36-37%). As comparison, overall awareness of The Penguins movie stands at 85%. PARENTS

KIDS

Similar to the parents’ results, awareness of Annie was highest among girls and older children (27-29%). It is not surprising that overall, parents are more aware of Annie than their children (31%, vs. 25%). Base: All. Parents n=248. Kids n=201 Hotel Transylvania PostAnnie- Release 3 - Spain Study (Global) page 3 Annie – Interest (general)

INTEREST IN SEEING ANNIE AMONG THOSE AWARE “What is your interest in seeing Annie, starring Jamie Foxx, Cameron Diaz, Quvenzhané Wallis, and Rose Byrne in a cinema when it is available?”

• Among those aware of the film, overall positive interest (‘definite’ + ‘probably’) for Annie in Spain is at 63%. Top-box interest is led by those under 25 (28%, vs. 18% of those over 25). • The chart above is interest based on awareness. If we look at interest among all, positive interest sits at 31% overall – reaching 36% among younger females.

Base: Those aware of Annie (n=268) Hotel Transylvania PostAnnie- Release 4 - Spain Study (Global) page 4 Annie – Interest (family)

INTEREST IN SEEING ANNIE AMONG THOSE AWARE “What is your interest in seeing Annie, starring Jamie Foxx, Cameron Diaz, Quvenzhané Wallis, and Rose Byrne in a cinema when it is available?” PARENTS KIDS

• Of those aware of Annie, parents of older children show higher levels • Overall, kids that are aware of Annie show much higher levels of of ‘definite’ interest in bringing their kids to see Annie than parents of interest in seeing the film than their parents do of taking them to younger children (28%, vs. 20%). However, at a positive interest see it. Girls and younger kids are especially eager, with 45-48% level, there is more interest from parents of younger kids, perhaps “definitely interested.” indicating that parents of younger kids need to know about the film and make sure it is appropriate before committing. • Interest levels between parents of boys and parents of girls are very similar. Base: Those aware of Annie. Parents n=77. Kids n=50 Hotel Transylvania PostAnnie- Release 5 - Spain Study (Global) page 5 Franchise Familiarity (general)

FAMILIARITY WITH THE ANNIE FRANCHISE “How familiar are you with each of the following franchises?”

• Familiarity with the Annie franchise in Spain is relatively low compared to other family-friendly franchises, with a total familiarity score* of 67%. That score was driven by Females 25+, with 74% of that demographic responding that they were familiar with Annie.

*Score = Net Familiarity (‘very’ + ‘somewhat’ + ‘not very’ familiar) with each franchise Base: All n=1,002 Hotel Transylvania PostAnnie- Release 6 - Spain Study (Global) page 6 Annie – Fanship (general)

LEVELS OF FANSHIP WITH THE ANNIE FRANCHISE “Do you consider yourself a fan of the Annie franchise?”

• Overall fanship (‘big fan’ + ‘somewhat fan’) for Annie is 41%. However, there are nearly as many claiming they have ‘never been a fan’ (39%). • Fanship skews to younger females at 51%, compared to 37-41% of their counterparts. • There is significant amount of potential resistance to overcome, however, as 35-41% say that they were ‘never a fan’.

Base = familiar (‘very’ + ‘somewhat’ + ‘not very’) with Annie n=675 Hotel Transylvania PostAnnie- Release 7 - Spain Study (Global) page 7 Annie – Franchise interaction (general)

INTERACTION WITH THE ANNIE FRANCHISE

• Among those familiar with the franchise, the music from the Annie musical, as well as the 1982 film and 1999 TV Movie were the most popular mediums through which respondents had interacted with the Annie franchise. • Reflecting the higher levels of awareness and self proclaimed fanship, older females tend to have had more interaction with the franchise than males certainly and younger females somewhat. Base = familiar (‘very’ + ‘somewhat’ + ‘not very’) with Annie n=675 Hotel Transylvania PostAnnie- Release 8 - Spain Study (Global) page 8 Methodology

The information presented in this tack-on was conducted over two waves of Spanish tracking.

Wave 1 – among general and family fielded 16-22 June 2014 Wave 2 – among general only fielded 30 June – 6 July 2014

In wave 1 moviegoers were asked if they were aware of a list of films. They were provided with the title and a cast list. Then they were asked their interest in seeing in a cinema that film.

In wave 2 moviegoers were asked their familiarity of a list of family-friendly franchises by name only. Their choices were: Very familiar Somewhat familiar Not very familiar Not at all familiar

Familiarity was the sum of the first three choices.

Then moviegoers were asked for their level of fanship in regards to the Annie franchise. Their choices were: I’m a big fan I’m somewhat a fan I used to be a fan, but not anymore I have never been a fan

Finally, moviegoers were asked how they had previously interacted with the Annie franchise. Had they: Seen the original 1982 movie Seen the musical stage show Read the comic strip Seen the 1999 TV movie Heard songs from the musical

Hotel Transylvania PostAnnie- Release 9 - Spain Study (Global) page 9