YouGov List of Tables 1. Agree.....................................................................................2 2. Disagree...................................................................................4 3. Opinion on revealing plot in movie trailers.................................................................6 4. How decide what movies to see......................................................................8 5. Favorite movie genre............................................................................ 11 6. Most important movie element....................................................................... 14 1 YouGov 1. Agree Now thinking about movie trailers... To what extent to do you agree with the following statements: Age Race Gender Family Income Total 18-34 35-49 50+ White Black Hispanic Male Female Under 40 40-80 80-100 100+ Movie trailers these days give away too much of a movie’s PLOT 32% 43% 35% 22% 31% 26% 41% 30% 33% 36% 36% 26% 31% Movie trailers these days give away too many of a movie’s BEST SCENES 49% 61% 55% 38% 52% 36% 49% 50% 49% 48% 51% 51% 51% Totals (1,000) (187) (317) (496) (788) (107) (105) (473) (527) (340) (321) (85) (119) Region Education Total Northeast Midwest South West HS or Less Some College College Grad Post grad Movie trailers these days give away too much of a movie’s PLOT 32% 43% 32% 30% 27% 33% 30% 33% 30% Movie trailers these days give away too many of a movie’s BEST SCENES 49% 59% 46% 48% 48% 47% 50% 50% 61% Totals (1,000) (152) (216) (350) (282) (379) (303) (208) (110) Movie genres you like the most Total Comedy Drama Historical Drama Romance Romantic comedy Science fiction/ Fantasy Movie trailers these days give away too much of a movie’s PLOT 32% 32% 34% 29% 39% 32% 30% continued on the next page . 2 YouGov continued from previous page Movie genres you like the most Total Comedy Drama Historical Drama Romance Romantic comedy Science fiction/ Fantasy Movie trailers these days give away too many of a movie’s BEST SCENES 49% 52% 54% 53% 52% 53% 55% Totals (1,000) (594) (535) (380) (237) (369) (456) Movie genres you like the most Total Action/ Adventure Crime/Gangster Western Musicals Animated Other None Movie trailers these days give away too much of a movie’s PLOT 32% 33% 39% 27% 34% 29% 28% 29% Movie trailers these days give away too many of a movie’s BEST SCENES 49% 53% 56% 46% 52% 54% 46% 33% Totals (1,000) (631) (335) (238) (175) (253) (81) (40) 3 YouGov 2. Disagree Now thinking about movie trailers... To what extent to do you agree with the following statements: Age Race Gender Family Income Total 18-34 35-49 50+ White Black Hispanic Male Female Under 40 40-80 80-100 100+ Movie trailers these days give away too much of a movie’s PLOT 48% 41% 50% 52% 48% 59% 40% 50% 46% 47% 48% 54% 49% Movie trailers these days give away too many of a movie’s BEST SCENES 32% 22% 35% 38% 29% 52% 33% 33% 32% 36% 33% 28% 30% Totals (1,000) (187) (317) (496) (788) (107) (105) (473) (527) (340) (321) (85) (119) Region Education Total Northeast Midwest South West HS or Less Some College College Grad Post grad Movie trailers these days give away too much of a movie’s PLOT 48% 46% 47% 50% 48% 46% 47% 50% 55% Movie trailers these days give away too many of a movie’s BEST SCENES 32% 28% 34% 36% 28% 36% 29% 35% 22% Totals (1,000) (152) (216) (350) (282) (379) (303) (208) (110) Movie genres you like the most Total Comedy Drama Historical Drama Romance Romantic comedy Science fiction/ Fantasy Movie trailers these days give away too much of a movie’s PLOT 48% 52% 48% 50% 47% 54% 56% continued on the next page . 4 YouGov continued from previous page Movie genres you like the most Total Comedy Drama Historical Drama Romance Romantic comedy Science fiction/ Fantasy Movie trailers these days give away too many of a movie’s BEST SCENES 32% 33% 30% 28% 34% 34% 34% Totals (1,000) (594) (535) (380) (237) (369) (456) Movie genres you like the most Total Action/ Adventure Crime/Gangster Western Musicals Animated Other None Movie trailers these days give away too much of a movie’s PLOT 48% 53% 47% 53% 45% 57% 53% 21% Movie trailers these days give away too many of a movie’s BEST SCENES 32% 35% 32% 37% 28% 35% 34% 19% Totals (1,000) (631) (335) (238) (175) (253) (81) (40) 5 YouGov 3. Opinion on revealing plot in movie trailers Which of the following, if any, best describes how you feel about movie trailers that reveal a lot of a film’s plot? (A) Movie trailers that revealed a lot of a film’s plot have deterred me from seeing a film; (B) Movie trailers that revealed a lot of a film’s plot have encouraged me to see a film; (C) Movie trailers that revealed a lot of a film’s plot have not impacted my desire to see a film; (D) Not sure Age Race Gender Family Income Total 18-34 35-49 50+ White Black Hispanic Male Female Under 40 40-80 80-100 100+ A 19% 23% 18% 17% 20% 10% 19% 20% 18% 19% 21% 23% 16% B 24% 16% 29% 26% 20% 32% 33% 23% 25% 23% 26% 23% 27% C 35% 36% 32% 35% 36% 36% 28% 37% 32% 33% 35% 33% 38% D 23% 26% 21% 22% 24% 21% 19% 21% 25% 25% 18% 22% 19% Totals 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% (Unweighted N) (1,000) (187) (317) (496) (788) (107) (105) (473) (527) (340) (321) (85) (119) Region Education Total Northeast Midwest South West HS or Less Some College College Grad Post grad A 19% 22% 17% 18% 21% 17% 21% 20% 20% B 24% 22% 29% 24% 20% 25% 23% 22% 21% C 35% 31% 31% 37% 37% 34% 34% 32% 44% D 23% 24% 24% 21% 23% 24% 21% 26% 15% Totals 100% 100% 100% 100% 100% 100% 100% 100% 100% (Unweighted N) (1,000) (152) (216) (350) (282) (379) (303) (208) (110) Movie genres you like the most Total Comedy Drama Historical Drama Romance Romantic comedy Science fiction/ Fantasy A 19% 21% 19% 21% 19% 18% 16% B 24% 26% 25% 23% 25% 25% 27% C 35% 34% 36% 38% 34% 36% 41% D 23% 19% 20% 18% 22% 20% 16% Totals 100% 100% 100% 100% 100% 100% 100% (Unweighted N) (1,000) (594) (535) (380) (237) (369) (456) 6 YouGov Movie genres you like the most Total Action/ Adventure Crime/Gangster Western Musicals Animated Other None A 19% 19% 19% 19% 24% 15% 29% 2% B 24% 25% 23% 28% 16% 29% 22% 2% C 35% 38% 41% 35% 36% 37% 23% 8% D 23% 18% 18% 18% 23% 19% 26% 88% Totals 100% 100% 100% 100% 100% 100% 100% 100% (Unweighted N) (1,000) (631) (335) (238) (175) (253) (81) (40) 7 YouGov 4. How decide what movies to see Which of the following, if any, help you decide what you see at the movies? Age Race Gender Family Income Total 18-34 35-49 50+ White Black Hispanic Male Female Under 40 40-80 80-100 100+ Movie trailers 48% 56% 55% 38% 49% 38% 51% 49% 47% 44% 54% 62% 52% Movie booking sites (i.e. Fandango, Moviefone, etc) 6% 8% 7% 3% 5% 8% 8% 3% 8% 5% 7% 4% 7% Personal recommendations 46% 50% 43% 44% 48% 37% 41% 45% 46% 39% 50% 49% 63% Movie reviews that I have read online 25% 26% 29% 21% 25% 22% 28% 27% 23% 23% 25% 28% 36% Movie reviews that I have seen on TV 23% 14% 22% 29% 21% 26% 26% 21% 24% 24% 23% 23% 24% If it is a sequel of another movie I enjoyed 39% 47% 41% 32% 40% 38% 33% 38% 39% 39% 39% 36% 37% Other 7% 6% 8% 8% 8% 4% 6% 7% 7% 5% 9% 9% 6% I don’t go to the movies 20% 17% 16% 24% 20% 18% 17% 20% 19% 23% 13% 14% 14% Totals (1,000) (187) (317) (496) (788) (107) (105) (473) (527) (340) (321) (85) (119) Region Education Total Northeast Midwest South West HS or Less Some College College Grad Post grad Movie trailers 48% 47% 54% 45% 46% 40% 56% 49% 54% Movie booking sites (i.e. Fandango, Moviefone, etc) 6% 6% 6% 5% 7% 4% 6% 9% 8% Personal recommendations 46% 51% 50% 40% 47% 37% 49% 48% 68% Movie reviews that I have read online 25% 29% 21% 23% 29% 18% 25% 30% 48% Movie reviews that I have seen on TV 23% 29% 25% 21% 17% 22% 25% 20% 23% continued on the next page . 8 YouGov continued from previous page Region Education Total Northeast Midwest South West HS or Less Some College College Grad Post grad If it is a sequel of another movie I enjoyed 39% 43% 37% 38% 37% 36% 44% 33% 44% Other 7% 8% 6% 7% 8% 6% 6% 7% 16% I don’t go to the movies 20% 16% 16% 22% 22% 25% 17% 17% 8% Totals (1,000) (152) (216) (350) (282) (379) (303) (208) (110) Movie genres you like the most Total Comedy Drama Historical Drama Romance Romantic comedy Science fiction/ Fantasy Movie trailers 48% 54% 54% 54% 56% 57% 62% Movie booking sites (i.e. Fandango, Moviefone, etc) 6% 7% 7% 7% 11% 9% 8% Personal recommendations 46% 53% 54% 59% 45% 48% 51% Movie reviews that I have read online 25% 27% 32% 35% 28% 28% 32% Movie reviews that I have seen on TV 23% 26% 27% 24% 27% 31% 26% If it is a sequel of another movie I enjoyed 39% 43% 42% 45% 43% 45% 54% Other 7% 7% 9% 10% 6% 7% 9% I don’t go to the movies 20% 14% 12% 11% 16% 14% 10% Totals (1,000) (594) (535) (380) (237) (369) (456) Movie genres you like the most Total Action/ Adventure Crime/Gangster Western Musicals Animated Other None Movie trailers 48% 55% 53% 52% 54% 64% 58% 9% continued on the next page .