1 Hispanics and Moviegoing Discussion slides for Sony Pictures Entertainment August 1, 2007.

1

Hispanics and Moviegoing Discussion slides for Sony Pictures Entertainment

August 1, 2007

2

Contents

• Updated look at the Hispanic marketplace

• Insights into the movie-going habits of this audience

3

The Specs

Source Simmons 2006 National Study (Fall)

Sample 16,000+ Adults 18+

Fieldwork May - October 2006

Methodology 100+ page mail survey (Spanish version)

Advantage Big Hispanic sample! (3,100 Spanish Dominants)

4

Definitions

• Moviegoers – Persons who’ve gone in past 3 months

• Movie Volume– Total number of movie occasions

• Spanish Dominants– Hispanics who speak primarily Spanish at home

• English Dominants – Hispanics who speak primarily English at home

(50+% of the time)

5

Caveats

• Adults only

• Teens are not included in analysis

• Moviegoing behavior is self-reported

• People have fuzzy memories

6

Source: Simmons, Fall 2006 Unified Study

Hispanic Adult Population

• 27 million

• 13% of U.S. pop

• “Primary language

spoken in the home”spanish

dominant, 56%

both equally,

10%english

dominant, 34%

8

Moviegoing PenetrationAdults 18+

Base: Adults


42%47%

Non -Hispanics

Total Hispanics

EnglishDominant

SpanishDominant

9


Base: Adults


48%

42%47%

33%

Non -Hispanics

Total Hispanics

EnglishDominant

SpanishDominant

10Base: Adults 18-34


65%

48%

64%

39%

Non -Hispanics

Total Hispanics

EnglishDominant

SpanishDominant

Moviegoing PenetrationAdults 18-34

11Base: Adults 35-49


52%

44%

52%

34%

Non -Hispanics

Total Hispanics

EnglishDominant

SpanishDominant

Moviegoing PenetrationAdults 35-49

12Base: Adults 50+


36%

29%

35%

19%

Non -Hispanics

Total Hispanics

EnglishDominant

SpanishDominant


13

Hispanic Movie Contributions


7.3% 5.1%

5.6%6.5%

11.6%12.9%

% of U.S.Adults 18+

% ofMoviegoers

% of MovieVolume

EnglishDominants

SpanishDominants

Base: Adults 18+

14



7.3% 5.1% 5.6%

5.6%6.5% 7.2%

12.8%11.6%12.9%

% of U.S.Adults 18+

% ofMoviegoers

% of MovieVolume

EnglishDominants

SpanishDominants

Base: Adults 18+

+10%

+11%

+10%

15



12.4%8.0% 8.7%

7.8%

7.9% 8.7%

17.4%15.9%

20.2%

% of U.S.Adults 18-34

% ofMoviegoers

% of MovieVolume

EnglishDominants

SpanishDominants

Base: Adults 18-34

+9%

+10%

+9%

16



7.5%4.9% 5.3%

6.2%7.0% 8.0%

13.3%11.9%

13.7%

% of U.S.Adults 35-49

% ofMoviegoers

% of MovieVolume

EnglishDominants

SpanishDominants

Base: Adults 35-49

+12%

+14%

+8%

17



3.8%2.0% 2.1%

3.9%4.3% 4.5%

6.6%6.3%

7.7%

% of U.S.Adults 50+

% ofMoviegoers

% of MovieVolume

EnglishDominants

SpanishDominants

Base: Adults 50+

+5%

+ 5%

+5%

18

When do you usually like to see a new movie?Opening Weekend


23%

10%

Non -Hispanics

Total Hispanics

EnglishDominant

SpanishDominant

Base: Adult Moviegoers

19



10%

23%

10%

29%

Non -Hispanics

Total Hispanics

EnglishDominant

SpanishDominant


20


13%

27%

13%

30%

Non -Hispanics

Total Hispanics

EnglishDominant

SpanishDominant


Base: Moviegoers A18-34

21

55%

59%

32%

31%

27%

28%

18%

16%

29%

25%

23%

23%

29%

23%

46%

61%

0% 10% 20% 30% 40% 50% 60% 70%

ACTION/ADVENTURE

COMEDY

ROMANTIC COMEDY

DRAMA

MYST/SUSP/THRILLER

FAMILY

SCIENCE FICTION

HORROR

SPANISH DOMINANTS

NON-HISPANICS

Types of Movies Seen



22

Theatrical Exercise

• 25+ titles

• “Saw movie in a theater”

• Hispanic attendance and composition

A HISTORY OF VIOLENCE KING KONGBIG MOMMA'S HOUSE 2 LEGEND OF ZORRO

CHICKEN LITTLE MARCH OF THE PENGUINSCHRONICLES OF NARNIA MEMOIRS OF A GEISHA

DERAILED MUNICHDOOM THE PRODUCERS

EXORCISM OF EMILY ROSE RENTFLIGHTPLAN RUMOR HAS IT

FUN WITH DICK AND JANE SAW IIGET RICH OR DIE TRYIN' SHOPGIRL

HARRY POTTER/GOBLET OF FIRE SYRIANAIN HER SHOES WALK THE LINE

JARHEAD YOURS, MINE AND OURSJUST LIKE HEAVEN

23Base: Moviegoers


Top 10 Movies

Unique to Top 10

ALL MOVIE GOERSHARRY POTTER/GOBLET OF FIRE 17

CHRONICLES OF NARNIA 16KING KONG 15

WALK THE LINE 12CHICKEN LITTLE 8

MARCH OF THE PENGUINS 8LEGEND OF ZORRO 7

FUN WITH DICK AND JANE 6BIG MOMMA'S HOUSE 2 6

SAW II 5

HISPANICSKING KONG 22

HARRY POTTER/GOBLET OF FIRE 16CHICKEN LITTLE 15

CHRONICLES OF NARNIA 13LEGEND OF ZORRO 11

BIG MOMMA'S HOUSE 2 10EXORCISM OF EMILY ROSE 8

SAW II 7WALK THE LINE 7

FUN WITH DICK AND JANE 7

24Base: Moviegoers


Top 20 MoviesALL MOVIE GOERS

HARRY POTTER/GOBLET OF FIRE 17CHRONICLES OF NARNIA 16

KING KONG 15WALK THE LINE 12CHICKEN LITTLE 8

MARCH OF THE PENGUINS 8LEGEND OF ZORRO 7


SAW II 5MEMOIRS OF A GEISHA 5

FLIGHTPLAN 5YOURS, MINE AND OURS 4

JARHEAD 4EXORCISM OF EMILY ROSE 4

MUNICH 4SYRIANA 3

IN HER SHOES 3JUST LIKE HEAVEN 3

A HISTORY OF VIOLENCE 3

HISPANICSKING KONG 22

HARRY POTTER/GOBLET OF FIRE 16CHICKEN LITTLE 15

CHRONICLES OF NARNIA 13LEGEND OF ZORRO 11

BIG MOMMA'S HOUSE 2 10EXORCISM OF EMILY ROSE 8

SAW II 7WALK THE LINE 7

FUN WITH DICK AND JANE 7FLIGHTPLAN 7

JARHEAD 5MEMOIRS OF A GEISHA 5

MARCH OF THE PENGUINS 5YOURS, MINE AND OURS 4GET RICH OR DIE TRYIN' 4

JUST LIKE HEAVEN 3MUNICH 3DOOM 3

IN HER SHOES 3

Unique to Top 20

25Base: Moviegoers


Top 10 Movies

Unique to Top 10

ENGLISH DOMINANTHARRY POTTER/GOBLET OF FIRE 18

CHRONICLES OF NARNIA 17KING KONG 14

WALK THE LINE 13MARCH OF THE PENGUINS 8

CHICKEN LITTLE 8LEGEND OF ZORRO 7


FLIGHTPLAN 5

SPANISH DOMINANTKING KONG 20

CHICKEN LITTLE 14HARRY POTTER/GOBLET OF FIRE 12

BIG MOMMA'S HOUSE 2 12LEGEND OF ZORRO 9

CHRONICLES OF NARNIA 9EXORCISM OF EMILY ROSE 7

SAW II 5FLIGHTPLAN 5

MUNICH 4

26Base: Moviegoers


Top 20 MoviesENGLISH DOMINANT

HARRY POTTER/GOBLET OF FIRE 18CHRONICLES OF NARNIA 17

KING KONG 14WALK THE LINE 13

MARCH OF THE PENGUINS 8CHICKEN LITTLE 8

LEGEND OF ZORRO 7FUN WITH DICK AND JANE 6

BIG MOMMA'S HOUSE 2 5FLIGHTPLAN 5

MEMOIRS OF A GEISHA 5SAW II 5

YOURS, MINE AND OURS 5JARHEAD 4

EXORCISM OF EMILY ROSE 4MUNICH 4

IN HER SHOES 3SYRIANA 3

JUST LIKE HEAVEN 3A HISTORY OF VIOLENCE 3

SPANISH DOMINANTKING KONG 20

CHICKEN LITTLE 14HARRY POTTER/GOBLET OF FIRE 12

BIG MOMMA'S HOUSE 2 12LEGEND OF ZORRO 9

CHRONICLES OF NARNIA 9EXORCISM OF EMILY ROSE 7

SAW II 5FLIGHTPLAN 5

MUNICH 4YOURS, MINE AND OURS 3MEMOIRS OF A GEISHA 3

FUN WITH DICK AND JANE 3MARCH OF THE PENGUINS 3

WALK THE LINE 3GET RICH OR DIE TRYIN' 3

JARHEAD 2JUST LIKE HEAVEN 2

A HISTORY OF VIOLENCE 2IN HER SHOES 2

Unique to Top 20

27Base: Moviegoers


Hispanic – Audience Composition by Film

HIGHEST %EXORCISM OF EMILY ROSE 25

CHICKEN LITTLE 22BIG MOMMA'S HOUSE 2 21

LEGEND OF ZORRO 20GET RICH OR DIE TRYIN' 19

KING KONG 18SAW II 17DOOM 17

FLIGHTPLAN 6JARHEAD 5

LOWEST %RUMOR HAS IT 10

A HISTORY OF VIOLENCE 10IN HER SHOES 10

CHRONICLES OF NARNIA 9SHOPGIRL 9

RENT 8SYRIANA 7

MARCH OF THE PENGUINS 7WALK THE LINE 7

THE PRODUCERS 6

28Base: Moviegoers


Spanish Dominant – Audience Composition by Film

HIGHEST %BIG MOMMA'S HOUSE 2 13

EXORCISM OF EMILY ROSE 11CHICKEN LITTLE 11

LEGEND OF ZORRO 9KING KONG 8

GET RICH OR DIE TRYIN' 7SAW II 6

FLIGHTPLAN 6DOOM 6

MUNICH 6

LOWEST %JARHEAD 4

CHRONICLES OF NARNIA 4RENT 3

FUN WITH DICK AND JANE 3RUMOR HAS IT 3

DERAILED 3SHOPGIRL 3

MARCH OF THE PENGUINS 2THE PRODUCERS 2WALK THE LINE 1

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Quick Re-Cap

• English Dominants have a huge appetite for movies

• Spanish Dominants have less of an appetite, but still account for approximately 5% of attendance

• SD moviegoers are more likely to go opening weekend

• SD moviegoers skew towards Sci-Fi and Horror genres

1 Hispanics and Moviegoing Discussion slides for Sony Pictures Entertainment August 1, 2007.

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