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Click to edit Master title style • Click to edit Master text styles –

Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level State of the Brand March 2013 5/22/2013 1 1

Objectives Methodology Click to editand Master title style • Evaluate awareness and Click to

Objectives Methodology Click to editand Master title style • Evaluate awareness and Click to of edit health the. Master Angry text Birdsstyles –Brand Second level Identify franchise • Third level strengths – Fourth level Fifth level in a Measure » interest potential film • 5/22/2013 Methodology Fielded March 1 -4 th 520 online interviews among: 280 interviews among General Moviegoers ages 13 -49 • 120 interviews among Parents of 7 -12 • 120 interviews among Kids 7 -12 2 2

Click to edit Master title style • Click to edit Master text styles –

Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level Brand Health 5/22/2013 3 3

Angry in Perspective Click to. Birds edit Master title style Released in 2009, Angry

Angry in Perspective Click to. Birds edit Master title style Released in 2009, Angry Birds is one of the most successful gaming mobile apps with over a billion downloads worldwide • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level Released in December 09, was awarded “App of the Year” 5/22/2013 Since then has released 5 special editions including a Star Wars version Has numerous merchandise including food, clothes, toys, and games 4 4

Moviegoers Have Hightitle Awareness Click to edit Master style Awareness and playing are high

Moviegoers Have Hightitle Awareness Click to edit Master style Awareness and playing are high and consistent across all age groups and genders Kids 7 -12 have the highest player and fanship, particularly among 7 -12 males (60% are big fans) • Click to edit Master text styles – Second level Parents of 7 -12 also form a base of support with the next highest fanship • Third level – Fourth level 82 » Fifth 86 level 74 94 91 74 92 75 66 53 37 93 87 93 41 32 72 66 32 44 19 All 7 -12 M<25 M 25+ Aware 5/22/2013 Played F<25 F 25+ Parents Big Fan 5 5

Interaction Brand High Click to editwith Master titleisstyle Moviegoers have a strong engagement with

Interaction Brand High Click to editwith Master titleisstyle Moviegoers have a strong engagement with the brand not only through the gaming apps but merchandise as well • Click to edit Master text styles – Second level 64% They are most familiar with the original app 88 • Third level – Fourth of players play at level least once a week » Fifth level 47 41 36 36 18 24% Have purchased or own merchandise % Saying which apps they’ve played (among players) 5/22/2013 6 6

Measuring Brand title Strength Click to edit Master style Evaluated Angry Birds and 13

Measuring Brand title Strength Click to edit Master style Evaluated Angry Birds and 13 Other Comparable Entertainment Brands: • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level Popularity Power 5/22/2013 Aware More Popular in Two Years “Big Fan” Would make a good big screen movie Definite Interest in a New Movie 7 7

Angry Birds is an Established Click to edit. Brand Master title style Expanding Established

Angry Birds is an Established Click to edit. Brand Master title style Expanding Established • Click to edit Master text styles – Second level Power • Third level – Fourth level » Fifth level Niche 5/22/2013 Stagnant Popularity 8 8

Angry Birds is the Most Popular Click to edit Among Master Kids title style

Angry Birds is the Most Popular Click to edit Among Master Kids title style Brand Expanding Established • Click to edit Master text styles – Second level Power • Third level – Fourth level » Fifth level Niche 5/22/2013 Stagnant Popularity 9 9

Click to edit Master title style • Click to edit Master text styles –

Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level Brand Essence 5/22/2013 10 10

Measuring Click to edit Brand Master Essence title style Perceptual maps display the relative

Measuring Click to edit Brand Master Essence title style Perceptual maps display the relative – not absolute – connection of attributes to franchises. The closer the attribute is to the franchise, the stronger the perceived association between them • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level Appeals to kids and adults Action-packed Adventurous Boring Childish Cute Exciting Family-friendly Funny Has good stories Heartwarming Imaginative Original Outdated Outrageous Popular Smart Silly Strange 5/22/2013 11 11

Angry is Popular Click. Birds to edit Master and title Exciting style Smart •

Angry is Popular Click. Birds to edit Master and title Exciting style Smart • Click to edit Master text styles Family-Friendly – Second level Original Outdated Fun • Third level – Fourth level. Boring » Fifth level Heartwarming Cute Appeals to kids and adults Popular Exciting Adventurous Action-Packed Imaginative Childish Silly Funny Has good stories Angry Birds is not viewed as having good stories (6%) Outrageous Strange 5/22/2013 12 12

Players Addicted Click to edit Are Master title style They describe Angry Birds as:

Players Addicted Click to edit Are Master title style They describe Angry Birds as: love the silliness • Players Click to edit Master text styles of the game, the fun – Second level characters, and consider themselves addicted • Third level – Fourth level Oflevel course the interesting » Fifthcharacters. the games are It is an overall fun game and has kept me entertained for a long time. [M 18 -24] so addictive. [Mom] Their favorite characters: 44% 24% Red Birds Blue Birds 5/22/2013 the noise the birds make. The pigs faces. It is action packed. Like to see the birds houses crumble. [M 7 -9] 23% 14% Yellow Birds Black Birds Green Piggies 13 13

Brand Assets Click. Key to edit Master title style For fans, the FOUR core

Brand Assets Click. Key to edit Master title style For fans, the FOUR core brand assets are: • Click to edit Master text styles – Second levelof Birds % Variety 59 • Third level 51% 48% 47% – Fourth level Can » Play Anytime Fifth level Use of Strategy Animation style I like the different types of birds [M 10 -12] good way to entertain myself while stuck somewhere with my phone [F 25 -34] I enjoy the challenge throughout Angry Birds. [F 13 -17] The artwork is so simplified yet it makes the characters memorable. [Dad] % of Fans Saying they like this 5/22/2013 14 14

Popularity is Anticipated Grow Click to edit Master titletostyle Moviegoers anticipate that Angry Birds

Popularity is Anticipated Grow Click to edit Master titletostyle Moviegoers anticipate that Angry Birds will be more popular in 2 years than other comparable franchises • Click to edit Master text styles 32 – Second level 30 % Saying ‘more popular than it is today’ • Third level 29 26 – Fourth level 24 » Fifth level 22 Among regular players (at least once a week) 46% think it will be more popular 5/22/2013 22 21 21 21 17 17 16 14 15 15

Click to edit Master title style • Click to edit Master text styles –

Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level Future Film 5/22/2013 16 16

Moviegoers Want. Master a Family Blockbuster Click to edit title style Moviegoers anticipate Angry

Moviegoers Want. Master a Family Blockbuster Click to edit title style Moviegoers anticipate Angry Birds being a fun, summer animated film made for kids and families • Click to edit Master text styles – Second level 68% • Third level – Fourth level Want it to be all animated » computer Fifth level over a mix of animation and live-action 52% 62% Want the film to come out in the summer % Saying they want the film to be in 3 D 62 73 81 Expect the film to have a G-rating (40% say PG) All 5/22/2013 17 Kids 7 -12 Fans 17

Expanding the Mythology Click to edit Master title style Moviegoers are extremely familiar with

Expanding the Mythology Click to edit Master title style Moviegoers are extremely familiar with the mythology and are looking for a through line that will connect what they know to a film • Click to edit Master text styles – Second level Start within the mythology of the game • – Third birds vs. pigs, stolen eggs level – Fourth level » Fifth level Expand on characters and answer questions– birds abilities, differentiate and motivate the birds Elevate the stakes by introducing new danger – new enemies or twist 5/22/2013 Following the storyline of the game trying to rescue the eggs from the kidnapping piggies [Mom] it should be about how the birds got their abilities [M 10 -12] The birds & pigs will have to unite to defeat an evil pork company that wants to use the pigs for ham. [M 1317] The piggies were trying to take over the world. [F 7 -9] 18 18

What Film to title Deliver On Clickato edit. Needs Master style Since the Angry

What Film to title Deliver On Clickato edit. Needs Master style Since the Angry Birds developed storyline is small in scope, there is a lot of opportunity for potential film, but there a few elements that moviegoers will expect: • Click to edit Master text styles – Second level Look similar to game Movigoers love the quirky style of the game and will expect the movie to look similar – Fourth level » Fifth level Incorporate all characters Fans of the brand will expect to see all their favorite birds and pigs in the film • Third level Must be Cinema-Worthy They want to see cinematic special effects that make it worth the transition to the big screen Add depth to the story They’ll want to see something new to keep the brand fresh and popular 5/22/2013 19 19

Click to. Fans edit Breakdown Master title style Who They Are Once a week

Click to. Fans edit Breakdown Master title style Who They Are Once a week players skew more non-white 40% Kids 7 -12 • Click to edit Master text styles Male Female 42% 58% Also skews more Dads – Second level • More likely to be Fans of Family Third level. Movies What They Watch More Likely to Have Seen in Theaters – Fourth level More likely to play video and » Fifth level computer games and visit You. Tube How to Reach Them 5/22/2013 20 20

Additional Storyline OEs Click to edit Master title style Moviegoers were very enthusiastic about

Additional Storyline OEs Click to edit Master title style Moviegoers were very enthusiastic about the potential film and had a lot of storyline ideas • Click to edit Master text styles – Second level how all the birds cooperate using their special skills to help save the world [Mom] • Third level – Fourth level I would see an Angry Birds movie » Fifth being about The Pigs being an evil level The pigs are tired of being oppressed by their evil bird overlords and want to revolt. They build up strongholds to defend against the birds, but they suicide bomb the buildings to kill the pigs. [F 18 -24] group trying to take over the worl [M 35 -49] How the birds will defeat the piggies once and for all, but they become friends somehow [F 7 -9] it should be about the birds and the pigs against an alien [M 10 -12] 5/22/2013 it should be about the last free bird on the planet and he has to fight the piggies to release his friends with his golden slingshot [M 18 -24] How the pigs attack the birds because they've had enough of them killing them. [M 13 -17] 21 21

Click to edit Master title style • Click to edit Master text styles –

Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level Thank You! 5/22/2013 22 22