DCM AUDIENCE INSIGHTS 16 34 WOMEN 16 34

DCM AUDIENCE INSIGHTS 16 -34 WOMEN

16 -34 WOMEN: 4 FAST FACTS 2 1 91% ARE CINEMAGOERS 3 21% OF ALL UK CINEMA ADMISSIONS 36. 1 MILLION ADMISSIONS 7 4 VISITS PER YEAR Source: 1. TGI Q 2 2016 2 -4. CAA Film Monitor Coverage & Frequency 2015

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. 4 HOURS PER DAY CONSUMING AV SOURCE: IPA TOUCHPOINTS 6

MEDIA & AV CONSUMPTION How it breaks down LIVE TV BBC, ITV, C 4, Sky 1 LONG FORM VOD Netflix, i. Player, All 4 etc. SHORT FORM ONLINE VIDEO You. Tube, Facebook etc. AVERAGE TIME PER DAY 16 -34 WOMEN 2 hours 38 minutes 35 minutes 10 minutes AVERAGE TIME PER DAY 16+ ADULTS 3 hours 31 minutes 18 minutes 6 minutes Source: IPA Touchpoints 6

FILM REMAINS A PASSION POINT FOR 16 -34 WOMEN 69% …Used an online film service in the past 3 months CINEMA FUELS THEIR FILM HABIT FURTHER! Source: FAME 2015

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

IN THE CINEMA FOYER Here’s what they’re doing… 2. 8 19 MINS AVERAGE GROUP SIZE 37% GO WITH FRIENDS AVERAGE TIME IN FOYER 67% BROWSE THE INTERNET ON THEIR PHONE WHILE WAITING Source: FAME 2015

UPDATING THEIR FACEBOOK STATUS TWEETING POSTING ON INSTAGRAM CHECKING IN ON A SOCIAL NETWORK WHAT ARE THEY DOING ON THEIR PHONES? 56% 43% 46% 50% INTERESTED IN DOING AT THE CINEMA Source: FAME 2015

THE ADS & TRAILERS FORM PART OF THE EXPERIENCE 92% Make sure they’re seated before anything is on screen (ever) Source: FAME 2015

THE BIG SCREEN CREATES BIG EMOTIONS

CINEMA CREATES POSITIVE EMOTIONS CINEMA LIVE TV LONGFORM VOD SHORT ONLINE VIDEO More than any other AV channel 82% 56% 58% 60% Positive emotions Source: IPA Touch. Points 6. % 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… 52% Go to the cinema within a week of film opening (Index: 107) Source: FAME 2015

WHY DO 16 -34 WOMEN GO TO THE CINEMA? 72% 57% “Watching a film at the cinema gives me something to talk about with friends and family” (Index: 107) “I love sharing my recommendations on films I have seen” (Index: 128) Source: FAME 2015

HOW TO REACH THEM Top films for 16 -34 Women in 2016/17 COMEDY HORROR ROMANCE SCI-FI & FANTASY Table 19 Rings La La Land Fantastic Beasts And Where To Find Them Mother/Daughter Get Out Fifty Shades Darker The Space Between Us Pitch Perfect 3 Annabelle 2 Beauty And The Beast Flatliners

AFTER THE FILM Here’s what they do after the credits roll… 47% 19% 15% Went for food and/or drink (Index: 108) Went grocery shopping (Index: 140) Went non-grocery shopping (Index: 132) Source: FAME 2015. Activities do immediately after / on same day as cinema visit

TOOLKIT

HOW TO BUY CINEMA Reaching 16 -34 Women FEMALE AGP YOUTH AGP ADULT AGP (16+) Ratecard CPT £ 70 £ 65 FILM PACK Ratecard CPT Non-blockbuster Blockbuster £ 80 £ 100 Source: CAA Film Monitor Coverage & Frequency 2015

TOOLKIT AGP - Audience Reach – 16 -34 Women REACH TIME PERIOD AUDIENCE (000’S) REACH % FREQUENCY 1 WEEK 2866 6 1. 00 1 MONTH 7740 16 1. 49 2 MONTHS 11740 25 1. 97 3 MONTHS 14391 30 2. 41 4 MONTHS 16319 34 2. 83 5 MONTHS 17810 37 3. 24 6 MONTHS 19540 41 3. 84 12 MONTHS 24013 50 6. 25 Source: CAA Film Monitor Coverage & Frequency 2015