advertising packages

Premium Package

• 31 million 25+ adults go to the cinema

Greater Coverage of 25 PlusCinernagoers

% of 25+ adults evergo to the cinema85%

55%

75%

45%

65%

% of 25+ adults as.a % of the population

85%

55%

75%

45%

65%

25 Plus Premium Package

Building on the success of the 15-24 Premium

Package and the broadening cinema profile, the

25 Plus package was introduced in 2000. This

package continues to attract new advertisers to

the big screen, making the most of cinema's

expanding profile.

Nearly '15 of 25+ adults" are cinemagoers, they

are financially astute and self-indulgent."Source: CAVIAR 19

Light ITV viewers

~~:?ll;~~'lWtiE,1iid 82

35% 35%

1993 1995 1997 1999 2000 2001___________.115

Like to try new drinks

~~,d1llta~ZYi~65_ ••••••••_106I intend to use the internet in the next 12 months

~a~\~50

IT.' 25+ adUlts ever go-- 25+ adults as a % of the UK populationSource: NRStCAVIAR

_____________ 130

Spend more on credit cards than others

&.'m?'~mii!~~~~~80_____________ 130 25 Plus Premium PackageExample

Consult professional adviser for finance

~~~~;;~~~'J;~"mmd'\ 97

•••••••••••••122

•••••••••••••120Would

~:::::=:::~7~1••••••• 120I like to keep up with new technology

~~~~'IiP~~€f1$70• 116

I like to bUy new gadgets/appliancesU~~~';;'~~!~~80___________ 107

Enjoy eating foreign foods~f~fZlli~~]tF1t1E~{E.i§h~'@t: 74____________.124

~ Non-cinemagoers • CinemagoersSource: lGI Index versus all adults

Example films %offilmincluded in a package audience 25+

Enigma 93%

Amelie 85%

The Pledge 82%

Gosford Park 91%

Iris 90%

Beautiful Mind 65%

Charlotte Gray 93%

Monsoon Wedding 83%

Mulholland Drive 88%Source: CAVIAR

• Example advertisers: .Cost Per Thousand

Based on 30 seconds• Londor: only campaigns will be SUbject to a 10% surcharge

,• National

London", South and Midlands

Other regions

£62.79

£77.15

£ 59.95

11~

PEARl& DEAN

Premium Package

Premium Package15-24, Male/Female and 25 Plus

15-24 Premium PackageAll, Male/Female

• The Premium Package is calculated in the same

way as the ADP, using a seasonally adjusted

admissions base with a fixed cost per thousand.

15-24 year olds represent 36% of the total cinema

audience", they are ambitious, experimental and

fashion conscious.

• Unlike the ADP, however, the Premium Package

offers selectivity over film product, by applying

a filter of up to 35% to all admissions.

• By minimising wastage, the Premium Package

provides a key demographic focus to a cinema

campaign, whilsrmaintaining the 'safety net'

of an admissions guarantee.

Light ITV viewersttiiB g74'

I like to listen to new bands

:'c:':'''''''':'':"":':''':'F:'-'=ff='''='~~:-:"::';1;49;'._ 214

I cannot resist new perfume••,,,,,,"" --,' -'. ' , -. • 133

• Making use of the extensive CAVIAR library,

Pearl & Dean formulates packages based

solely on films which will perform most efficiently

against specific target audiences; 15-24 (all,

male/female), teens and the 25+ cinema goer.

179

I love travelling abroad"'''''~c'~80

_ •••••118

::::==:::::':••• 232

Cinema Offers IncreasingPenetration of the Youth Audience

I like to keep up with the latest fashionsiJ,''!il'.il.'' ,~~.?tn~1.i 159_ ••••••••••_ 240

• Nearly 7 million 15-24 year olds go to the cinema_ •••••110

••••••••••191

I like to try new drinks~l11B".mi£!W!~~'a135

• Cinemagoers..., Non·cinemagoers

% of 15-24 year olds asa % of the population

15.0%

% of 15-24 year oldsever go to the cinema

100%

Source: NRS/CAVIAR

• Example advertisers:

Example films % of filmincluded in a package audience 15-24

Blade 2 46%

AIi G in da House 66%

Road Kill 69%

Long Time Dead 68%

13 Ghosts 54%

Dude, Where's my Car? 86%

American Pie 2 59%

Jeepers Creepers 59%

The Fast & the Furious 69%Source: CAVIAR

Source: TGI Index versus a" adults

• Source: CM (1 S. adults)

15-24 Premium Package Example

10

14.0%

CHANELNo.5

94%f;f~ 13.0%~.

91% ,.,l1l 12.0%f~";

~>.}

,.~ ~~~88% ,~~~ p~'i 11.0%

~i~ "'~~

85% o:Yf<..r.:: ~'" 10.0%

1993 1995 1997 1999 2000 2001

~PEARL&DEAN

97%

!r.. 15-24 year olds ever go-- 15-24 year olds as a % of the UK population (4+)

Audience Delivery Package

• As the name suggests, the ADP delivers a

guaranteed level of admissions to advertisers.

• It is the most cost-effective way to achieve

rapid cover of the core cinema audience, as

ADP advertisers appear with all films

(blockbusters not guaranteed). Consequently,

commercials must be suitable for universal

exhibition and carry a U certificate.

• The ADP can be bought on a national

or regional basis (lSSA areas).


Audience DeliveryPackage (ADP)

How it Works

• Advertisers bUy a guaranteed level of

admissions. The price of the campaign is

c,alculated on a fixed cost per thousand

with a seasonally adjusted admissions base.

• A minimum admissions guarantee is agreed

at the time of booking and monitored

using independent data, provided by EDI

(Entertainment Data International).,

• Although commercials are screened with

all films, it is possible to apply a 10% filter

to exclude the children's audience, thus

maximis:ng the targeting of adults,

~\ DTO,::Ien\\lorfu'- Broadband Cost Per Thousand

National

London", South and Midlands

Other regions

£49.41

£62.64

£43.42

Costing the ADP

Based on 30 seconds• London only campaigns will be sUbject to a 10% surcharge

Area Industry Total Industry Total P&D P&D P&D P&DShare Industry 30· CPW Industry ADMS ADMS 30· CPW Screens

ADMS Screens Share

London 27.0% 886,950 £55,559 759 31.4% 278.502 £17.445 270

South 8.8% 289,080 £18.108 238 38.3% 111.718 £6.935 77

E.England 6.2% 203.670 £8.843 195 357% 72.710 £3.157 76

Midlands 14.3% 469.755 £29.425 462 317% 148.912 £9.328 145

Yorkshire 80% 262.800 £11.411 294 40.7% 106.960 £4.644 104

N. East 36% 118.260 £5.135 106 47.8% 56.528 £2.454 50

Lancashire 10.6% 348.210 £15.119 394 43.6% 151.820 £6.592 169

Wales &West 6.3% 206.955 £8.986 257 39.1% 80.919 £3.514 100

South West 2.2% 72.270 £3.138 96 48.1% 34.744 £1.509 38

Border 1.0% 32.850 £1,426 41 37.6% 12.363 £537 20

C.Scotland 6.9% 226.665 £9.842 251 33.0% 74.799 £3.248 90

N.Scotland 2.1% 68.985 £2,995 67 78.9% 54.417 £2.363 47

N. Ireland 3.0% 98.550 £4.279 158 23.9% 23.557 £1.023 28

National 100.0% 3,285,000 £162,312 3,318 36.7% 1,205,595 £59,568 1,214

Source: EOIlCAA/Pcarl & Dcan

NB. Based on 03 screens + P&D changes until year cnd

9~

PEARl& DEAN

22

~

Film Package

Release A - BlockbusterLord Of The Rings: TwoTowers (PG)

Release B - Major ReleaseOcean's Eleven (12)

Est. 6 week box office revenue £55mIndustry screens: 1000


Estimated Audience profile

Sex Class Age

Audience profile

Sex Class Age

Release C - Medium ReleaseMy Big Fat Greek Wedding (PG)

Release 0 - Limited ReleaseMonsoon Wedding (15)


Est. 6 week box office revenue £1.5mIndustry screens: 55

Age

Audience profile

Sex Class

•Estimated Audience profile

Sex Class Age

~PEARl& DEAN

:

Film Package

• Film packages allow advertisers to exhibit with

specific releases. This produces tightly targeted

campaigns and offers brand association with

particular films. There is a huge variety of films to

choose from, with over 400 features on release

per annum.

How Does it Work?

Film packages are costed depending on the

size of the release. A film'n success at the box

office can only be estimated, therefore,

admissions are not guaranteed for individual

releases.

s·

Film Package Costs

(based on 6 weeks of national exhibition)Release type No. of 30"

screens 6 week cost

• Film packages are totally flexible. They can

be bought weekly and are sold on a national,

regional or conurbations basis.

• Commercials can be matched to individual films,

allowing greater scope for creative opportunity.


oOMEGA

A Blockbuster

B Major release

C Medium release

If Limited release

175-250

120-175

50-120

Up to 50

£180k-£285k

£120k - £180k

£75k - £120k

Up to £75k

Weekly Cost BreakdownWeek No.

1

2

3

4

5

6

% of 6 week cost

35%

30%

15%

10%

5%

5%

~PEARL& DEAN

For more information on forthcoming films,

please refer to the Pearl & Dean interactive

film planner at pearlanddean.com,

or see our printed film guide.

..

Cinema Audience Profile

As a medium. cinema is unmatched in its delivery

of upmarket young adults.

61% of adult cinemagoers are under 35 years of

age and 66% are ABC1.

Sex

Cinema Audience

The cinema audience is adventurous. willing to

indulge in the latest products and take part in new

activities.

light ITV viewers

n:~~i:~S~~;:~~,l:§j~~~:r1~; 81___________.115

Population

Class

Population

Age

Population

Cinema Audience

I,·o'

Cinema Audience

Cinema Audience

___________.114

I like to stand out in a crowd

____________.132

I like to keo,!p up with the latest rashions

~~1"': "-,,trrt. 76____________.124

Enjoy splashing out on a restaurant meal

___________.119

I like to try new drinks

____________.125

I love travelling abroad

~~~~\i?'J'~...,,<~d: 76____________ 119

Try to keep up with new technology

___________.119

I intend to use the internet in the next , 2 months

52

................139

I love to bUy new gadgets

82

•••••••••••_115

Index versus all adults

Source: CM/CAVIAR

3

,: Non·cinemagoers

Source: TGI

• Cinemagoers

~PEARL& DEAN

Ci'nema Marketplace

Cinema Admissions Cinema Screens in the UK

Cinema has shown a remarkable and

sustained rate of growth. with the highest

admission levels in 30 years,

• 82% of the UK population go to the cinema·,

86

90

91 _~m~L"'f.',/,;Y'i?~;&,Ji 1739

92 _~~~~';:'i\~~1807

93 _~~~~~1848

Source, CAAfMarplan, GaUupfEDI

••••'l.tit:~;E~1~iil71!:S.'"~11919

••••I:;'j;J~~Jli:,)<h£.2~;rifS~2003

98 .IPIll"D.lililll;Zl#1Il41i1,;••••~~:t L" ...,~~ 2638

94

95

A multiplex is a purpose-built cinema with 5 screens or more

01 tiMp.liP,;00 -;11'''.'44';

99 .ID"IlI'II-Billl.IlI'PIIl41l1'•••••••~~~~~.?;:2825

• Multiplex Screens ~'. Non-Multiplex Screens

02 It..IJIIi1:tIll...B+a.llIlgll:#III"•••••••••••,~,_tf£Fifi.'::\ t:::l 3333

...,."eoeo.ENco

...,'0'~E

E toE to ~N

~...

Cinema Admissions

Admissions in millions

150

135 EM

E ~M

120 ;:"

t.,.

'" l(105 "E ~Cl 1,"co

~90 rt ~.t~~ ;;,t ~;j;!£r rh

7511,

~",. ...:;"J:""

~E ti: ""... ',,' ti~60 on~~~

,!: t:··ri f§~

45 ;;:,' ~; ~ [$

~, ~il ~~ ~~30 ~::: ~;' f;;' .';.,

~~1'; t:~ !'no< ;"'/.~

~tJ15 lW .W:~ l:~ ~~~: 1':!,

~*~ 1~1 ~~';-' "0 1\, iff ~ .J:

84 90 93 94 95 96 97 98 99 00 01 02 03

Source: CAA IMalplan, Gallup/Eor

Cinema Developments

Since the mid 1980·s. the cinema industry

has enjoyed rapid multiplex development.

Multiplexes now account for over 65% of

screens in the UK,

Consequer,tiy. cinema is more accessible.

with the average drive time now at 18 minutes',

This significant industry investment has

upgraded facilities and created a comfortable

environment. increasing enjoyment of the

cinema experience,

• CAVIAR 19

lmPEARL& DEAN 2

1S

1 The Matrix Reloaded2 Anger Management3 Bringing Down the House• The Hunted5 X-Men26 Kangaroo Jacl<7 Riplay's Garne8 Johnny English9 Secretary

10 The Jungle Book 211 I Capture the CasUe12 How to Lose a Guy in 10 Days13 Phone Booth1. Old School15 Dark Water~t ge-+

Other UK films26 ·To Kill a King31 S Club Seeing Double32 Hopa Springs35 The Pianist36 The Actors.0 The Hours50 In This World55 The Last Great Wilderness63 Extreme Ops84P"",

Other openers19 Broken WIfl9S21 Dirty oeeds29 Drunk on Women and Poetry.1 Day of Wrath (re).9 Fausto 5.056 Mon-Rak Transis10r

_ ~ 'i:USA 2••85.938 Warner -3-4 473 26.660.•95USA 1.768.335 CoVTriStar .31 1.768.335USA 7504•.ae BVI -33 390 2.387.360USA 3~.122 Redbus 280 394.122USA 332,741 201h Fox -27 3-40 20.105.363USA 258.814 Warner -17 372 2.7504.723

USAlUKIITA 197,249 Enter1ain""'~: -19 242 632.584UKlUSA 152.589 U1P -16 283 19.064,42.

USA 85.615 Me~ 7 59 731.693USA 69.63-4 BVI -21 302 8.171.735UK 51.089 MomantlJm 15 n 725.775

USA 47.~2 UIP --42 93 6.770.959USA 37.504. 20th Fox --46 100 6.609.312USA 37.030 UIP -59 86 2,227.040JAP. . 3-4.978 Metro 1 15 . 3-4.978

·#..e'3ee&**_Z,.;,e.Ale_~

UK £8.248 Pathe --40 • 17 £190.375UK £5.876 CoVTriStar -55 9 113 £2.306.538

UKlUSA £5."8 BVI ~9 5 16 £1.048.187UKlFRAlGERlNETHJPOL £••OS1 Pathe • 20 7 £2.727.537

IRElUKlUSA £••023 MomentlJm -76 4 10 £.49.391UKlUSA £3.561 BVI -50 17 • £4.693.2.7

UK £1.965ICA 27 11 5 £128.268UKlDEN £733 Feature Film Co -16 5 • £26.849

UKlGERlLUX £237 U1P -82 • 1 £26.562UK £128 Artificial Eye -58 6 1 £26.152

ISRAEL £2O.MO Optimum 10 £20.MOAUSlCAN £18.787 MomentlJm 33 £18.787SKOREA £6,201 Palhe 3 £6,201

USSR £3.320 bfi 1 £3.320SPA £2.0n Soda Pictures 8 £2.0nTHAI £658 ICA 1 £658

Other comments on this week's top 15 results

Againstlastw_and: -1 %

Against last year: 10 %

Rolling 52 _ ranking: .3

UK" films in top 15: 3

UK" share of top 15 gross: 6 %

Openers next week· 13 June

AGuyThingDumb and Dumberer. When Harry Met UoydIdentityIgby Goes DownSnake of JuneSpringtime in a Small Town

USAUSAUSAUSAJAP

CHVHONG KONGlFRA

UI'\. I'lllll UIUIII.:Il - L.UU I Uh.. llIJustry key lacts - The audience Page 1 qf2

UK FILM j COUNCIL

2001 Key UK Industry facts2001 UK industry key facts - The audience

Funding Shorts schemes I Information for the film industry News I About Us

Information for thefilm industry

IntroductionUK film box office statsFilm File EuropeA Better PictureInformation relating to peoplewith disabilitiesIndia report,~U Agencies: commondeclarationThe Relph ReportRegional Investment Fund2001 Key UK Industry facts

IndexIntroductionTheatrical MarketFilmsExhibitionDistributionThe video marketTVThe audienceProductionemployment and training

Building a sustainable UK filmindustry

~--,

1'.

68% of UK population go to a film at least once a year, 24% go at least once a month; only 5% never go. Most cinemagoers are young.

Multiplexes take 59% of total cinema visits.

Adults like comfortable seats, good sound and visual quality, car parking facilities and convenient performance times.Children and teenagers like good food and drink and friendly staff.

People prefer short trips to the cinema and usually go by car.

People usually combine a cinema trip with eating or drinking out.

Adventure movies are the most popular, followed by comedies and drama. Adventure movies are particularly popularwith children.

Most people watch television every day of the week; eight in ten watch videos or DVDs; over half use the Internet; and athird have games consoles or CD ROM/computer games.

Sources: Cinema Advertising Association, CAVIAR, RSU.

http://www.filmcouncil.org.uk/filmindustry/?p=keyfactsaudience 16/06/2003

•

How To Teach Audience - resource 2e

Unde-~s~andjng Today's ,Kids

l'

These kids work hard, play hard and spend hard, They were .bom to shop and belampooned by Harry Enfield. Fewer are in higher education Ihan tne othergroups, bar one. Physical appea~e Is.very important Beinglrendy -equally so.Hence'they display their labels with vigour, believing most strongly that brandssay a lot about you. 30% are wilfing to invest over £80 in a pair of lrainers.

They believe that you should be like ,yOU! friends. This means playing spar'"keeping fit. and going out a lot

Funseekers are the most voracious med!a consumers•.Over three quartersread a dally newspaper, they prefer magazines to books, and love soaps.andsport on U;e telly.

~ -- ;~:; --~~:..'N.-.: e":s·....·te/:..:~:r;.:'s·,·:i:..';~ r--Th-:-is-~g-r-ou-p·-iS-abo~-u-t-.as-· -f-ar-.,-e';"m-·~-v-'~-I-ro-m-.-the-F-r-.e6-s-pt-·rtts-·-a';'s-il-.i-S-Po~sSt--'-bl~e-t-o-9-e-:.-.....,.•~" .,.Ne5ter:Sare tomorroWs axa family. They want to get married.'as soor: as

, poSsible andbreec:f· strictly In that aider. Very little sex before mair.a~-e. thankyou, for. theseupholQer:S of true family values, Nesters disagree\vith abortion,a::d don't think that marriage is outdated, The'lare against legalising soft drugs'.and .woUld never try any drugs themselves, .

. They are tidy, chllritable,·virtuous, hard-working; 'Col')Cflmed,andworrya lot.They.'000',1 get paid ~s much as other groups for doing et\ores around the house,presumably because they cl<rlhem.anyway. Maybejustpraetising.. "

Six out of len a~ girls, and they are heavily biased towards the midlands.';.'

Youth facts is not juststat:stics about kids' spending power, It also tries le

help advertisers 'understand' their rapidly maturing personalities ano

behaviour. 8ased onr.esponses to 48 attitude statemems, YOiJth Facts has

".:Identi~ied 6distincttypes afyoung people, or profiles, Below, you wili tind

: ....•( the·opening.paragraph of eacn oi these profiles. Read lhem careiuliy.':...-~~~:>~,:~'~~> -.;.:_.~....~'~:. ::-~.~<~ ,.; :/~ .~ ...:,."": .:~.~ .,_~~.~~ ~i'./_~:~.~~ ....:.i~.:·~·--.: ." .....

:.~:~~.: ..::~ ;~;%.~L::f.:·;;.~·~~._~.A.~f~>< ': '._ -;, .~~;_~~::.; _, ',': .,' _ .. ".,"':'>j.-'.~".<~>:'-'~.·h.''e'~ ".·.0'~IiJes.e guys lire !3i.d..bad<;Tl'.er are almost new'ag6 hippies, inlo.sex aod drugs

',' '..... .. ...;;.:;: ... ~:jl,... .': d!o<hock and roiL Ju~! over hall are-male. and they are the oldest olthe clusters.

~i~~~~i~s;;~p~);r~J?t;es~,~l~2~~~~~~~~~g;~"' '..: .... 2,·;1\t· ;:(/~"', .',' ;",:~:,.,;".~ >,:.:/'1, ;~rie~~:~LietS~andwouid ne.vef used anytAingtesl~ O~~;. animal· and one

" .,. """ .'/':,:;:i.'>.:~:tn.elQhtISvegetanan· the hlgtl~~l 01 an the groups of teenagers.

;

advertising packages

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