MAIN SHOPPERS WITH CHILDREN MAIN SHOPPER WITH CHILDREN

MAIN SHOPPERS WITH CHILDREN

MAIN SHOPPER WITH CHILDREN CINEMAGOERS: 2021 SNAPSHOT They’re more likely to have a positive outlook on the year and be planning big purchases. 2021 Outlook Index Feeling positive about 2021 (8, 9, 10 out of 10) 121 I am worried about money this year (disagree) 109 Very willing/willing to book up events for 2021 130 Planning to book a holiday in 2021 135 Planned ‘big purchases’ for 2021… 167 170 Car Smart home tech Smart personal tech 122 168 Tablet Games console 176 Mobile phone Planning to see a film at the cinema in H 1 2021 174 Source: TGI Q 1 2021 + Recontact Survey Target: Main Shoppers with children + Heavy cinemagoers. Index vs. average GB Main Shopper with children

WHY CAN WE BE CONFIDENT FAMILIES WILL RETURN TO THE CINEMA? Amid drastic changes in media consumption over the last decade, cinema has remained a consistent source of quality entertainment for families % Cinemagoers 100% 90% 85% 77% 79% 81% 82% 2012 2013 87% 89% 90% 2016 2017 92% 88% 2019 2020 70% 60% 50% 40% 30% 20% 10% 0% 2010 2011 2014 2015 2018 Source: TGI trend analysis Q 2 2010 – Q 2 2020.

FAMILIES HAVE MISSED CINEMA AS A GOOD VALUE SOURCE OF ENTERTAINMENT Research has shown the majority of parents of kids aged 4 -12 have missed cinema and are keen to get back ASAP 60% picked cinema as one of their most missed OOH entertainment activities 49% are planning to return to cinema ASAP or within the first month 65% see cinema as a ‘good value’ activity (Index: 116) Last year families came back to the cinema in good numbers even without a new major release… 1. 5 m Family AGP admissions were delivered across the DCM estate in H 2 2020 Source: Cinema First/FDA/Metrix. Labs research (Parents of kids aged 4 -12) / DCM, Family AGP admissions delivered June-Dec 2020.

NEEDED MORE THAN EVER, CINEMA IS A TREAT FOR KIDS & A BREAK FOR THE PARENTS The children chose the film, the parents buy the popcorn 69% more likely to visit the cinema for a treat 77% Agree that a cinema trip is ‘well needed time out from day-to-day life’ 8 IN 10 Cinema visits see the children choose the film rather than the parents £ 18. 70 spent on food/drink treats – vs. £ 13. 50 for the average cinemagoer Source: FAME 2019. Target: Main shoppers with children who last went to the cinema with their children. Index vs. average GB cinemagoer.

2021 KEY LAUNCH OPPORTUNITIES An incredible slate of family-friendly films awaits this year Peter Rabbit 2 Index: 259 Vivo Index: 279 The Croods 2: A New Age Index: 275 Space Jam: A New Legacy Index: 222 Jungle Cruise Index: 193 Hotel Transylvania 4 Index: 304 The Addams Family Sequel Index: 109 The Boss Baby 2: Family Business Index: 275 Ron’s Gone Wrong Index: 306 Encanto Index: 253 Source: DCM Aston campaign planner. Index vs. % of Housewives with children in UK population. Based on Kantar TNS comparative film data

FAMILY TICKET SALES ALIGN WITH KEY HOLIDAY PERIODS Family ticket sales typically peak in alignment with school holidays at Easter, Summer and Christmas Summer Holidays Easter 16 Christmas % of annual ticket sales by month – family vs. adult 14% 14 12% 11% 12 10 8 6 4 2 0 January February March April May Family ticket sales June July August September October November December Adult ticket sales Source: DCM admissions cube, 2017 -2019. % of total annual family/adult ticket sales.

WHAT CAN CINEMA ADD TO THE PLAN? Research from Sky showcases how co-viewing an ad with family enhances content engagement and ad recall. The value of reaching families together in a ‘shared viewing’ moment = Co-Viewing +38% Content Engagement + +18% Ad Recall Source: BDRC Continental & Sky - Engagement Study with Households with Children 0 -10.

YOUR ADVERTISING CAN ALSO HAVE INSTANT IMPACT Cinema is typically part of a wider trip out of the family home so you can reach Main shoppers with children before they go on to the shops. 61% 36% 31% Go for food and/or drink 1 Go non-grocery shopping on the high street or online Go grocery shopping online or offline (Index: 154) (Index: 214) (Index: 199) Source: FAME 2019. Activities do immediately after / on same day as cinema visit. Index vs. average GB cinemagoer.

CASE STUDY: CENTER PARCS ‘This Is Family’ Background - On any given day 97% of rooms at Center Parcs are occupied – a real challenge for the brand when looking to further grow its revenue. Center Parcs’ solution was to increase the value of each customer and thus drive revenue without growth in penetration. Idea - After re-evaluating its media strategy and insight, Center Parcs discovered its advertising had the greatest impact on parents when seen in co-viewing moments with the whole family. - In the modern fragmented media landscape, cinema continues to attract families by providing the perfect environment to escape and share in a quality experience together - an ideal moment for Center Parcs to tap into given it reflects its own proposition for families. - The family cinema trip allowed Center Parcs to engage families and shift brand metrics in the long-term and by pairing it with PPC would also help cinema drive short-term sales. - To maximise cinema’s capability as a performance channel, Center Parcs needed to increase its presence on the big screen by moving to an ‘always-on’ approach selecting efficient family focused films and upweighting budgets around key blockbusters including Christopher Robin and Mary Poppins Returns. Campaign Details Sector Travel & Transport Results Target Audience Families Package Family AGP Creative Agencies VMLY&R Media Agency Hearts & Science Duration 30 -60” - The cinema activity exceeded all expectations for Center Parcs, going above and beyond annual targets to register a 4. 9% increase in revenue year-on-year. - Moreover, cinema helped Center Parcs tackle its primary business challenge with the value of each customer visiting the holiday village increasing by 10%. - As a result of the positive impact, Center Parcs increased its cinema investment by 25% in 2019 with the campaign duration doubling from four to eight months. Source: DCM Awards Case Study 2019.