AWARE OF ANGRY BIRDS 91 90 Aware All

AWARE OF ANGRY BIRDS 91 90 % Aware All (7 -49) Generals Parents Kids % Have played the game All (7 -49) Generals Parents Kids 93 94 94 94 70 93 85 76 82 74 97 72 74 73 76 UK 74 75 73 75 75 56 US 77 57 64 54 52 Germany 70 65 56 84 67 62 Russia 65 66 91 86 73 64 South Korea All data among moviegoers; “% have played the game” can refer to any Angry Birds game 86 85 73 71 91 88 76 76 Mexico

GAMEPLAY FREQUENCY % Play at least once a week of players play at 63% least once a week (Among Players) All 75 73 88 83 Mexico 83 73 69 78 Russia Generals 64 58 70 US Parents 77 58 55 72 UK Kids 64 54 47 63 72 Germany The variety of birds and their abilities is a key interest driver. 53 48 64 66 South Korea

ANGRY BIRDS FANSHIP 63% 48% 51% 27 30 28 21 21 Germany Russia Among all 7 -49 52% 67% 30 68% 39 % saying I am… 37 "Somewhat of a fan" 35 37 Mexico US 29 15 Korea UK "A big fan"

BRAND ESSENCE

WHERE DO WE STAND? We tested ANGRY BIRDS against 14 competitive franchises 2007 2009 1998 1999 1933 1949 2000 1974 2010 2005 1976 US release dates shown 2010 2011 (Int’l only) 2012

FRANCHISE ATTRIBUTES Family-Friendly Appeals to kids and adults Outdated Original Fun Popular Heartwarming Exciting Boring Imaginative Childish Silly Funny Outrageous Has good stories Adventurous

BIG SCREEN POTENTIAL 72 70 72 71 67 % saying ‘would make for a good big screen movie’ 60 Properties with established TV or film content are more easily imagined as movies 57 54 54 47 45 34 Among awares; Scores based on global averages; Candy Crush Saga scores do not include US 33 31 26

DEFINITE INTEREST % Definitely Interested in a new Angry Birds movie Kids Parents Take Child Generals US 50 38 18 UK 31 45 17 DE 34 49 18 RU 55 56 37 Interest tends to skew towards the male family audience -- boys and dads Among awares KR 13 19 10 MX 52 65 43

KEY TAKEAWAYS This is a top tier franchise that is well-known and liked in several key territories. Angry Birds has a consistent brand identity across markets that emphasizes fun and funny gameplay. Family audiences comprise the core base for the movie. Establishing a strong narrative – and giving the characters rich personalities – will be crucial next steps.