Dave COMPANY RESEARCH JUNE 2011 Dave First movie

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Dave COMPANY RESEARCH JUNE, 2011

Dave COMPANY RESEARCH JUNE, 2011

Dave & First movie RESEARCH OVERVIEW

Dave & First movie RESEARCH OVERVIEW

First movie Dave Methodology ON-LINE OFF-LINE Face to Face (Self-completion questionnaires ) Survey Venue

First movie Dave Methodology ON-LINE OFF-LINE Face to Face (Self-completion questionnaires ) Survey Venue ON-LINE Sample Size 400 850 Survey Date Every weekend (Friday-Sunday) Every weekend (Saturday) Sample composition Male: 200, Female: 200 13 -17: 100 18 -24: 100 25 -34: 100 25 -49: 100 Male: 360, Female: 490 15 -19: 150 20 -24: 250 25 -29 : 270 30 -39: 180 Sampling error 95% confidence level ± 4. 90%p 95% confidence level ± 3. 36%p *SEOUL: MEGABOX COEX, LOTTE CINEMA GUNDAE, CGV WANGSIMNI *PUSAN: LOTTE CINEMA SEOMYUN

First movie Dave (Unaided/Aided) Awareness, INTEREST-AWARE First All, Top Three, INTEREST-ALL Have Seen Film,

First movie Dave (Unaided/Aided) Awareness, INTEREST-AWARE First All, Top Three, INTEREST-ALL Have Seen Film, (Aided) Awareness, First All, Top Three Survey Item *SOURCE OF AWARENESS -IN Theater, TV, Cable TV, Internet, Free News *Separate Question EX> Actor awareness : [FRIENDS WITH BENEFITS] ‘Justin Timberake and Mika Kunis’ Awareness (11. 04. 23) *Grouping movies as the opening date • 1 Group: Opening/ Previously Released- 2 weeks before opening Format (Here, Previously released movies only cover Boxoffice top three. ) § 2 Group: 3 weeks before opening - 6 weeks before opening • 3 Group: 7 weeks before opening - 12 weeks before opening The number of including movies Approximately 34 Approximately 40

Dave RESEARCH Sample Composition & The accuracy to predict Boxoffice hits

Dave RESEARCH Sample Composition & The accuracy to predict Boxoffice hits

Sample Composition (the number of movies seen) §Korean Film Council VS. Dave Company Research

Sample Composition (the number of movies seen) §Korean Film Council VS. Dave Company Research the number of movies seen §Dave Research samples were made up by referring to the movie-goers data released by Korean Film Council, and tracking both statistics from KFC and Dave Research samples.

Sample Composition (sex, age) §Changes of Dave Research result by sex & age §Quota

Sample Composition (sex, age) §Changes of Dave Research result by sex & age §Quota Sampling which gives weighting depending on the frequency of watching movies by sex & age as Korean Film Council data.

Sample Composition (Users) §Changes of Dave Research users §Heavy User: more than twice a

Sample Composition (Users) §Changes of Dave Research users §Heavy User: more than twice a week §Medium User: about once a month/ about once two month §Light User: less than once a year/ three to four times a year

The most strongly correlated week(index) with Boxoffice §Correlation Analysis between Awareness, First All, Top

The most strongly correlated week(index) with Boxoffice §Correlation Analysis between Awareness, First All, Top Three and Opening weekend Boxoffice. W-6 Awareness Opening weekend (Friday-Sunday) Boxoffice . 563(**) W-6 First All Opening weekend (Friday-Sunday) Boxoffice . 592(**) W-6 Top Three Opening weekend (Friday-Sunday) Boxoffice . 606(**) W-5 Awareness. 594(**) W-5 First All. 598(**) W-5 Top Three. 632(**) W-4 Awareness. 645(**) W-4 First All. 692(**) W-4 Top Three. 710(**) W-3 Awareness. 691(**) W-3 First All. 781(**) W-3 Top Three. 759(**) W-2 Awareness. 715(**) W-2 First All. 780(**) W-2 Top Three. 820(**) W-1 Awareness Opening week Awareness . 707(**) W-1 First All . 743(**) Opening week First All . 809(**) W-1 Top Three . 860(**) Opening week Top Three . 836(**) . 856(**) January 2010 -May 2011 (Analysis of all 230 Movies) §As getting closer to the opening week, the correlation coefficient between Awareness, First All, Top Three and Boxoffice has become higher. In other words, correlation coefficient became higher. §First All and Top Three marked the highest correlation with Boxoffice. §Opening week marked the highest correlation among all the weeks surveyed.

The accuracy rate in predicting Boxoffice rankings and Top Three §Boxoffice Rankings (opening weekend)

The accuracy rate in predicting Boxoffice rankings and Top Three §Boxoffice Rankings (opening weekend) VS. Top Three Rankings (opening week) Boxoffice Rankings Top Three Rankings The possibility 1 1 77% 1 -2 1 -3 (identical result for 57 weeks ) 43% (identical result for 32 weeks) 28% (identical result for 21 weeks) §Analysis of all 74 Weeks (2010: 52 Weeks, 2011: 22 Weeks)

The accuracy rate in predicting boxoffice rankings (Sample) The possibility that Top Three during

The accuracy rate in predicting boxoffice rankings (Sample) The possibility that Top Three during the opening week is kept identical in box office, 28% ( identical result for 21 weeks )

The accuracy rate in predicting Boxoffice rankings First movie VS. Dave

The accuracy rate in predicting Boxoffice rankings First movie VS. Dave

Boxoffice Rankings VS. Awareness (First All, Top Three) Rankings Based on Awareness Based on

Boxoffice Rankings VS. Awareness (First All, Top Three) Rankings Based on Awareness Based on First All *Total: 62 Weeks (2010: 52 Weeks, 2011: 10 Weeks) *[Dave] Awareness, First All, Top Three (Opening Week- Previously released ) [First movie] Awareness, First all, Top Three (Opening This Week- Previously released ) Based on Top Three

The accuracy rate in predicting OPENING WEEKEND WINNER(RANKING) VS. First All OPENING WEEKEND WINNER

The accuracy rate in predicting OPENING WEEKEND WINNER(RANKING) VS. First All OPENING WEEKEND WINNER OPENING WEEKEND RANKING First movie Dave 95% 91% 56 weeks identical among the total of 59 weeks 54 weeks identical among the total of 59 weeks 88% 180 rankings identical among 205 movies 180 rankings identical among 206 movies §Analysis of all 59 weeks §Based on First movie Research

The case that Boxoffice winner during the opening week is not identical to First

The case that Boxoffice winner during the opening week is not identical to First All [First movie] [Dave]