dave company research june, 2011. dave & first movie research overview research overview
DESCRIPTION
First movieDave Methodology ON-LINE OFF-LINE Face to Face (Self-completion questionnaires ) Survey Venue ON-LINE *SEOUL: MEGABOX COEX, LOTTE CINEMA GUNDAE, CGV WANGSIMNI *PUSAN: LOTTE CINEMA SEOMYUN Sample Size Survey Date Every weekend (Friday-Sunday)Every weekend (Saturday) Sample composition Male: 200, Female: : : : : 100 Male: 360, Female: : : : : 180 Sampling error 95% confidence level ±4.90%p95% confidence level ± 3.36%pTRANSCRIPT
Dave COMPANY Dave COMPANY RESEARCHRESEARCH
JUNE, 2011
Dave & First movieDave & First movie RESEARCH OVERVIEWRESEARCH OVERVIEW
First movie Dave
Methodology ON-LINEOFF-LINE
Face to Face (Self-completion questionnaires )
Survey Venue ON-LINE *SEOUL: MEGABOX COEX, LOTTE CINEMA GUNDAE, CGV WANGSIMNI *PUSAN: LOTTE CINEMA SEOMYUN
Sample Size 400 850
Survey Date Every weekend (Friday-Sunday) Every weekend (Saturday)
Sample composition
Male: 200, Female: 20013-17: 100 18-24: 100 25-34: 100 25-49: 100
Male: 360, Female: 49015-19: 15020-24: 25025-29 : 27030-39: 180
Sampling error 95% confidence level ±4.90%p 95% confidence level ± 3.36%p
First movie Dave
Survey Item
(Unaided/Aided) Awareness, INTEREST-AWAREFirst All, Top Three, INTEREST-ALL
Have Seen Film,(Aided) Awareness, First All, Top Three
*SOURCE OF AWARENESS-IN Theater, TV, Cable TV, Internet, Free News
*Separate QuestionEX> Actor awareness : [FRIENDS WITH BENEFITS] ‘Justin Timberake and Mika Kunis’ Awareness (11.04.23)
Format
*Grouping movies as the opening date•1Group: Opening/ Previously Released- 2 weeks before opening
(Here, Previously released movies only cover Boxoffice top three.)
2Group: 3 weeks before opening - 6 weeks before opening
•3Group: 7weeks before opening - 12 weeks before opening
The number of including movies
Approximately 34 Approximately 40
Dave Dave RESEARCHRESEARCH Sample Composition &Sample Composition & The accuracy to predict Boxoffice hitsThe accuracy to predict Boxoffice hits
Sample CompositionSample 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 Sampling which gives weighting depending on the frequency of watching movies by sex & age as Korean Film Council data.
Changes of Dave Research users
Sample Composition (Users)
Heavy User: more than twice a weekMedium 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
W-6Awareness
W-5Awareness
W-4Awareness
W-3Awareness
W-2Awareness
W-1Awareness
Opening week Awareness
Opening weekend (Friday-Sunday)Boxoffice .563(**) .594(**) .645(**) .691(**) .715(**) .707(**) .743(**)
W-6First All
W-5First All
W-4First All
W-3First All
W-2First All
W-1First All
Opening week First All
Opening weekend (Friday-Sunday)Boxoffice .592(**) .598(**) .692(**) .781(**) .780(**) .809(**) .860(**)
W-6Top Three
W-5Top Three
W-4Top Three
W-3Top Three
W-2Top Three
W-1Top Three
Opening weekTop Three
Opening weekend (Friday-Sunday)Boxoffice .606(**) .632(**) .710(**) .759(**) .820(**) .836(**) .856(**)
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.
January 2010-May 2011 (Analysis of all 230 Movies)
Correlation Analysis between Awareness, First All, Top Three and Opening weekend Boxoffice.
The accuracy rate in predicting Boxoffice rankings and Top Three
Boxoffice Rankings (opening weekend) VS. Top Three Rankings (opening week)
Analysis of all 74 Weeks (2010: 52 Weeks, 2011: 22 Weeks)
Boxoffice Rankings Top Three Rankings The possibility
1 1 77% (identical result for 57 weeks )
1-2 1-2 43% (identical result for 32 weeks)
1-3 1-3 28% (identical result for 21 weeks)
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 rankingsThe accuracy rate in predicting Boxoffice rankingsFirst movie VS. DaveFirst movie VS. Dave
Boxoffice Rankings VS. Awareness (First All, Top Three) Rankings
Based on Awareness Based on First All Based on Top Three
*Total: 62 Weeks (2010: 52Weeks, 2011: 10Weeks)
*[Dave] Awareness, First All, Top Three (Opening Week- Previously released ) [First movie] Awareness, First all, Top Three (Opening This Week- Previously released )
First movie Dave
OPENING WEEKEND WINNER
95% 91%
56 weeks identical among the total of 59 weeks
54 weeks identical among the total of 59 weeks
OPENING WEEKEND RANKING
88% 88%180 rankings identical among
205 movies180 rankings identical among
206 movies
Analysis of all 59 weeksBased on First movie Research
The accuracy rate in predicting OPENING WEEKEND WINNER(RANKING) VS. First All
The case that Boxoffice winner during the opening week is not identical to First All
[First movie] [Dave]