DCM AUDIENCE INSIGHTS 16 34 WOMEN 16 34

16 -34 WOMEN: 4 FAST FACTS 2 1 92% ARE CINEMAGOERS 3 21% OF

GETTING TO KNOW THEM WHO ARE THEY? WHAT DOES CINEMA MEAN TO THEM? Ambitious

16 -34 WOMEN SPEND 3 HOURS 21 MINUTES PER DAY CONSUMING AV SOURCE: IPA

MEDIA & AV CONSUMPTION How it breaks down LIVE TV BBC, ITV, C 4,

AV CONSUMPTION 16 -34 Women are more likely to be light commercial TV viewers

FILM REMAINS A PASSION POINT FOR 16 -34 WOMEN 71% …Used an online film

LET’S GO TO THE CINEMA WITH… 16 -34 WOMEN

IN THE CINEMA FOYER Here’s what they’re doing… 2. 8 34% AVERAGE GROUP SIZE

WHAT ARE THEY DOING ON THEIR PHONES? 51% have shared their cinema experience socially

THE ADS AND TRAILERS ARE PART OF THE EXPERIENCE 91% Make sure they’re seated

CINEMA CREATES POSITIVE EMOTIONS CINEMA LIVE TV LONGFORM VOD SHORT ONLINE VIDEO More than

16 -34 WOMEN HELP DRIVE THE BOX-OFFICE… 46% Go to the cinema within a

WHY DO 16 -34 WOMEN GO TO THE CINEMA? 58% 42% “The cinema is

HOW TO REACH THEM Top upcoming releases for 16 -34 Women COMEDY HORROR ROMANCE

AFTER THE FILM Here’s what they do after the credits roll… 46% 25% 22%

KEY CATEGORY INSIGHTS 55% MORE LIKELY TO AGREE THEY SPEND A LOT ON TOILETRIES

HOW TO BUY CINEMA Reaching 16 -34 Women FEMALE AGP YOUTH AGP ADULT AGP

TOOLKIT AGP - Audience Reach – 16 -34 Women REACH TIME PERIOD AUDIENCE (000’S)

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DCM AUDIENCE INSIGHTS 16 -34 WOMEN

16 -34 WOMEN: 4 FAST FACTS 2 1 92% ARE CINEMAGOERS 3 21% OF ALL UK CINEMA ADMISSIONS 36. 1 MILLION ADMISSIONS 7 4 VISITS PER YEAR Source: 1. TGI 2017 Q 1 - up 8% from 2011 (Source: TGI GB Q 1 2012) 2 -4. CAA Film Monitor Coverage & Frequency 2016

GETTING TO KNOW THEM WHO ARE THEY? WHAT DOES CINEMA MEAN TO THEM? Ambitious to achieve and be respected Hype and glamour Keep a close circle of friends and family Conversation fuel Regularly checking phone and social networks Social activity

16 -34 WOMEN SPEND 3 HOURS 21 MINUTES PER DAY CONSUMING AV SOURCE: IPA TOUCHPOINTS 2016

MEDIA & AV CONSUMPTION How it breaks down LIVE TV BBC, ITV, C 4, Sky 1 CATCH UP/ ON DEMAND ONLINE VIDEO Netflix, i. Player, All 4, Sky+ etc. You. Tube, Facebook etc. AVERAGE TIME PER DAY 16 -34 WOMEN 1 hour 49 minutes 1 hour 8 minutes 15 minutes AVERAGE TIME PER DAY 16+ ADULTS 2 hours 58 minutes 55 minutes 8 minutes Source: IPA Touchpoints 2016

AV CONSUMPTION 16 -34 Women are more likely to be light commercial TV viewers and spend more time using services such as Netflix 62% of 16 -34 women are ‘Light Commercial TV Viewers’ 33% 24% of 16 -34 women have watched live TV online in last year of 16 -34 women have used Netflix in last 4 weeks (Ix. 110) (Ix. 181) KEY TV SHOWS FOR 16 -34 WOMEN Made In Chelsea Index: 296 Love Island Index: 318 Britain’s Got Talent Index: 135 The Great British Bake Off Index: 129 Source: IPA Touchpoints 2016 & GB TGI Q 2 2017

FILM REMAINS A PASSION POINT FOR 16 -34 WOMEN 71% …Used an online film service in the past 3 months CINEMA FUELS THEIR FILM HABIT FURTHER! Source: FAME 2016

LET’S GO TO THE CINEMA WITH… 16 -34 WOMEN

IN THE CINEMA FOYER Here’s what they’re doing… 2. 8 34% AVERAGE GROUP SIZE 34% GO WITH FRIENDS GO WITH PARTNER 55% BROWSE THE INTERNET ON THEIR PHONE WHILE WAITING Source: FAME 2016

WHAT ARE THEY DOING ON THEIR PHONES? 51% have shared their cinema experience socially Source: FAME 2016

THE ADS AND TRAILERS ARE PART OF THE EXPERIENCE 91% Make sure they’re seated before anything is on screen (ever) Source: FAME 2016

THE BIG SCREEN CREATES BIG EMOTIONS

CINEMA CREATES POSITIVE EMOTIONS CINEMA LIVE TV LONGFORM VOD SHORT ONLINE VIDEO More than any other AV channel 85% 56% 62% 57% Positive emotions Source: IPA Touch. Points 2016. % of all time spent consuming each media associated with positive emotions

16 -34 WOMEN HELP DRIVE THE BOX OFFICE

16 -34 WOMEN HELP DRIVE THE BOX-OFFICE… 46% Go to the cinema within a week of film opening (Index: 126) Source: FAME 2016

WHY DO 16 -34 WOMEN GO TO THE CINEMA? 58% 42% “The cinema is a great way to spend quality time with family and friends” (Index: 112) “I love sharing my recommendations on films I have seen” (Index: 143) Source: FAME 2016

HOW TO REACH THEM Top upcoming releases for 16 -34 Women COMEDY HORROR ROMANCE SCI-FI & FANTASY Rough Night Annabelle: Creation Everything, Everything Valerian and the City of a Thousand Planets A Bad Mom’s Christmas The Ritual The Mountain Between Us Flatliners Pitch Perfect 3 Happy Death Day Fifty Shades Freed Maze Runner: The Death Cure

AFTER THE FILM Here’s what they do after the credits roll… 46% 25% 22% Went for food and/or drink (Index: 125) Went grocery shopping (Index: 159) Went non-grocery shopping (Index: 156) Source: FAME 2016. Activities do immediately after / on same day as cinema visit

KEY CATEGORY INSIGHTS 55% MORE LIKELY TO AGREE THEY SPEND A LOT ON TOILETRIES & COSMETICS 80% MORE LIKELY TO AGREE THEY SPEND A LOT ON CLOTHES 58% ARE PASSIONATE ABOUT TRAVELLING 63% MORE LIKELY TO AGREE THEY BUY NEW PRODUCTS BEFORE MOST OF THEIR FRIENDS Source: GB TGI Q 1 2017. Base: 16 -34 female cinemagoers 1/3/4. vs. average UK adult 2. Index vs. average UK adult: 136

TOOLKIT

HOW TO BUY CINEMA Reaching 16 -34 Women FEMALE AGP YOUTH AGP ADULT AGP (16+) Ratecard CPT £ 70 £ 65 FILM PACK Ratecard CPT £ 80 £ 100 Non-blockbuster Blockbuster Ratecard CPT £ 120 Super Blockbuster Source: CAA Film Monitor Coverage & Frequency 2016

TOOLKIT AGP - Audience Reach – 16 -34 Women REACH TIME PERIOD AUDIENCE (000’S) REACH % FREQUENCY 1 WEEK 603 8 1. 00 1 MONTH 1664 22 1. 45 2 MONTHS 2510 34 1. 92 3 MONTHS 3055 41 2. 37 4 MONTHS 3440 46 2. 80 5 MONTHS 3727 50 3. 24 6 MONTHS 3953 53 3. 66 12 MONTHS 4808 65 6. 52 Source: CAA Film Monitor Coverage & Frequency 2016