LITTLE HOUSE ON THE PRAIRIEGLOBAL BRAND & GREENLIGHT STUDYUK TOPLINE

Key Findings► Penn Schoen Berland conducted a brand and greenlight study in the UK among 400

general cinemagoers ages 13-54 and 150 kids ages 7-12 to assess the strength of the Little House on the Prairie franchise and evaluate interest in a film adaptation.

► FAMILARITY WEAKER THAN IN US: Relative to comparable franchises, Little House on the Prairie has much lower brand familiarity in the UK than it does in the US. Among General Cinemagoers, Little House has mid-tier familiarity, scoring most similarly to Huckleberry Finn and significantly below top-tier franchises such as Peter Pan, The Chronicles of Narnia, Mary Poppins and Oliver Twist. Little House has little brand recognition among Kids in the UK, with the franchise ranking only above The Hardy Boys on familiarity. Fanship for Little House is also weaker than it is in the US, with less than 15% considering themselves “big fans.” Fanship in the UK peaks with Females over 45 (20%).

► FRANCHISE ENGAGEMENT COMES FROM THE TV SHOW: Like in the US, UK cinemagoers are far more likely to have watched the Little House TV show than have read the Laura Ingalls Wilder books (54% vs. 14% among Generals). Yet whereas the US saw strong viewership across ages, in the UK Little House viewership skews heavily over 25 and is strongest among Males over 25.

► CURRENT FRANCHISE HAS LIMITED BIG SCREEN APPEAL: Similar to in the US, Little House ranks second to last on “would make a good big screen movie,” scoring only above Pippi Longstocking overall. Further, only 14% of Generals and 11% of Kids say they would definitely see a Little House movie in cinemas.

► INTEREST IN A NEW FILM ADAPTATION IS LOW: Though interest in seeing a Little House movie rises after cinemagoers read the concept among both Generals (+4) and among Kids (+12), interest remains below norm across audiences. Similar to the US, Females over 25 demonstrate the most interest in the film (25%). Interest is also stronger among Parent take child (25%).

► LAURA’S INTERACTION WITH THE NATIVES BOOTS INTEREST: Overall, the top two positioning themes in the UK are the same as in the US, “Soldat” and “Forbidden Friendship,” yet the UK shows more variation by audience. Younger Males are most drawn to the mystery of Soldat, while younger Females and Kids want to see to Laura’s relationship with Paytah, Dakota and Enapay. Among older Males, the dangers and hardships the Ingalls must face pique interest, while older Females are drawn in by the promise of the visual spectacle of the landscapes and scenery. Laura as an action heroine also holds strong appeal among Teens and Girls.

► FAMILY VALUES DRAWS IN OLDER CINEMAGOERS; ADVENTURE DRAWS IN YOUNGER: Similar to the US, the core audience of cinemagoers over 25, especially Females, are most interested in seeing the Ingalls family work together to overcome the hardships of starting a new life. Cinemagoers under 25, however, are most excited to see the adventures the Ingalls will embark on.

► OVERALL STORY FAILS TO ENGAGE CINEMAGOERS: Despite the intrigue with the family values and adventure elements of the plot, the top holdbacks overall are the movie feels “too boring” and “the story does not interest me.” Even in the one word association, the word respondents most frequently used to describe the film is “boring.” Some cinemagoers, especially those under 25, also feel that the film is “too American,” and find the frontier theme unappealing.

Franchise EvaluationGeneral Cinemagoers

Data Ranked by Familiarity

66

57

55

51

47

41

37

16

14

10

9

9

9

6

17

14

14

14

12

9

11

93

91

90

90

88

73

71

24

29

22

23

20

15

13

25

30

23

23

21

15

17

Familiarity Fanship (%Big Fan) Definite Interest in a New Movie

Franchise EvaluationKids

Data Ranked by Familiarity

51

38

37

37

35

35

27

13

10

9

8

8

11

7

23

13

12

10

13

11

11

96

91

86

83

72

60

59

33

43

21

25

17

15

22

33

48

30

32

25

19

21

Familiarity Fanship (%Big Fan) Definite Interest in a New Movie

Franchise Evaluation

THEATRICAL APPEAL (% WOULD MAKE A GOOD BIG SCREEN MOVIE*)

77 74 7265 64

5751 51 51 50

46 4440 39

FRANCHISE ENGAGEMENT

*Among all aware

All Generals Males <25 Males 25+ Females <25

Females 25+

All Kids Boys 7-12 Girsl 7-12

14 11 8 8

28

1115

8

54

24

76

30

67

38 37 39

% Read any of the books % Watched the TV show

Definite Interest

All Gener-

als

M<25 M25+ F<25 F25+ Teens Little House Fans*

Parent Take Child

14

6

14

7

23

5

63

26

1812

18 17

25

12

63

25

General Concept Norm =

25

AMONG GENERAL CINEMAGOERS

AMONG KIDS

Kid Concept Norm =

39

All Kids Boys Girls 7-9 10-12

11 913

4

1823 21

2518

29

Post-Concept

Post-Concept

General T/S

Norm 15

Kid T/S Norm =

28

Pre-Concept

Pre-Concept

*Little House Fans make up 13% of the sample

Concept Evaluation

TOP DESCRIPTORS POST-CONCEPT(Among All)

ONE WORDS

4033

27 26 25 25 22 22 20 18 18

PRE-CONCEPT

POST-CONCEPT

Concept Evaluation

POSITIONING THEME SCORES

  General Cinemagoers 13-54 Parents Kids 7-12

  All M<25 M25+ F<25 F25+ Teens All All Boys Girls

SOLDAT 125 129 122 145 113 137 112 132 131 133FORBIDDEN FRIENDSHIP 123 122 114 155 109 139 109 140 144 137

HOMESTEAD HARDSHIP 112 106 124 100 111 107 113 110 125 94

INSGALLS VS WOLVES 108 120 128 101 85 112 107 116 130 101

VISUAL SPECTACLE 104 92 111 78 122 74 107 92 99 84ACTION HEROINE 102 117 98 120 85 126 95 123 108 137WAGON JOURNEY 102 94 105 94 110 94 104 94 104 85

LAND STRUGGLE 88 85 92 89 86 86 89 82 84 79

PEDIGREE 87 84 78 69 110 79 89 65 68 62HOME AND FAMILY 87 86 88 77 93 76 92 79 82 77FATHER/DAUGHTER 82 79 75 81 91 78 97 81 63 99SISTERS 80 86 65 91 84 91 85 88 63 112

METAPOSITIONING

Q. Considering everything you know, which of the following stories makes you most interested in seeing Little House on the Prairie?

  General Cinemagoers 13-54Paren

ts Kids 7-12

  All M<25 M25+ F<25 F25+ All All Boys Girls

A family drama in which a family must overcome their personal differences and each take responsibility in working together in building their new home in the West.

32 19 39 28 36 48 45 40 51

An action/adventure in which a young girl and her family move to the wilderness and must protect themselves against wild animals, tumultuous weather, and native tribes in order to survive in their new home.

32 39 22 44 28 22 32 29 35

An historical epic that looks back into the 1800s as America’s western frontier is opened to settlers, attracting pioneers looking for land and new opportunities.

22 21 24 15 26 21 10 12 8

A western in which a frontier American family clashes with Native Americans in a showdown over who is master of the land.

14 21 15 13 10 10 13 19 7

Positioning Themes

WAGON JOURNEY

With a pioneer spirit, the Ingalls family packs all their belongings into a wagon and heads west in search of a new frontier to call home. What starts off as a peaceful journey across the country turns into a thrilling adventure of survival. With just their covered wagon to call home, the family must face off against horrible weather, treacherous terrain, and dangerous wildlife.

ACTION HEROINE

Though Laura is only a young girl, she has a courageous spirit and will do anything to protect her family. When Native Americans invade her family’s land while Pa is away, Laura immediately takes matters into her own hands, hopping on Pa’s horse, grabbing his gun, and chasing after the invaders to get her family’s belongings back.

INGALLS VS.

WOLVES

While many dangerous animals haunt the outskirts of the prairie, the wolves are by far the most deadly. The vicious creatures travel in packs of fifty, slowly encircling their prey before they pounce. When the wolves threaten the Ingalls and the home they have built, the family must use all their knowledge and skills to fend off the wild creatures once and for all.

HOMESTEAD

HARDSHIP

Settling in the wild prairie, the Ingalls family must build a new home using only the materials they can find in nature. As they struggle to establish a new way of life, the family finds themselves fighting to protect their home from a series of dangers: Native American warriors, stampeding wild buffalo, and even a raging prairie fire that threatens their home and their lives.

LAND STRUGGLE

Pa moves his family to the wilds of Kansas after learning the government will grant land to those who settle the west. However, the Osage tribe has been living on this land for generations, and have no desire to leave. As the Ingalls and other settlers lay claim to land within Osage territory, tensions rise. The two groups must learn to coexist before the dispute erupts into an all-out war.

FORBIDDEN

FRIENDSHIP

Defying her parents, Laura befriends three Osage boys, Paytah, Dakota, and Enapay, and gets the adventure she’s been hoping for. Racing horses through the woods and learning to hunt wildlife, Laura and the Native American boys become fast friends, yet Laura soon learns that her new friendship could have dangerous consequences for the rest of her family.

FATHER/DAUGHTER

Though Pa loves all three of his daughters, he feels a special closeness to Laura, his “half-pint,” who shares his adventurous spirit and passion for the great outdoors. The bond between father and daughter is strong, yet as Laura starts to grow up, Pa struggles with letting Laura go off on her own and must teach her that with independence comes responsibility.

SISTERS

Laura and her sisters are three very different girls. Middle child Laura is the curious adventurer, older sister Mary is the serious one with her nose always stuck in a book, and baby Carrie can’t seem to keep out of trouble. In their new home on the prairie away from friends and family, the sisters must overcome their differences, becoming closer than ever.

SOLDAT

When Laura first spots the mysterious Soldat watching her family from the top of a hill, she is afraid he might be a scout for the rest of the tribe planning to attack. Yet when Soldat saves her from a close encounter with wolves, she realises he is different from the rest of the tribe. With the ability to speak English and understand the settler’s way of life, Soldat may be the bridge between the pioneers and natives needed for the two groups to coexist.

HOME AND FAMILY

Though packing up and leaving everything they knew wasn’t easy for the Ingalls, as the family travels across country and begins to start their new life, they soon realise that home isn’t about where you live, but who you live with. Through the hardships of starting over, the experience of working together to build a new place to live draws the family closer than they have ever been before.

PEDIGREE Based on Laura Ingalls Wilder’s classic and award-winning book series, Little House on the Prairie takes moviegoers on a historical journey back to the 1800s. Inspired by Laura’s true story, the film brings the classic books to the big screen for the first time.

VISUAL SPECTACLE

Little House on the Prairie takes moviegoers on a journey into the past, to a time when nature was unspoiled by man and animals roamed freely across the land. Experience the visual spectacle of 19th century America—with sweeping landscapes of lush, open prairies, cascading mountains and rambling rivers through the eyes of pioneers exploring a brave new world.

Interest Drivers & Holdbacks

TOP HOLDBACKS (Among Non-Definites)

TOP INTEREST DRIVERS

  General Cinemagoers 13-54 Parents Kids 7-12

 Sorted by Overall All M<25 M25+ F<25 F25+ Teens All All Boys Girls

I like the setting 30 36 31 26 29 41 32 19 16 21

I like the adventure elements 27 27 23 29 28 35 26 23 25 21

I like seeing how people lived back in the 1800s 25 18 22 27 32 26 25 21 25 16

I like the story 24 26 22 24 25 31 25 25 25 25 I like seeing how the family works together 24 10 29 26 28 19 32 21 16 27

I like the message about the importance of family 24 22 18 23 32 23 25 17 11 24

I like that it is based on a true story 22 17 15 28 27 28 23 19 16 23

I like the conflict between the pioneers and Native Americans

22 21 20 21 25 21 24 17 19 16

I like learning about the Osage people 21 16 24 19 22 21 20 22 19 25

I like the portrayal of a strong female character 21 19 12 27 27 23 21 17 8 27

  General Cinemagoers 13-54 Parents Kids 7-12

  All M<25 M25+ F<25 F25+ Teens All All Boys Girls

The movie seems boring 20 23 14 24 21 30 19 27 24 30The story does not interest me 20 19 20 33 11 35 11 26 25 27

The movie seems too old-fashioned 19 12 19 28 17 20 12 23 20 25

It does not seem like a movie I need to see in cinemas 18 17 17 25 14 25 14 16 8 23

The story is too American 15 19 18 18 8 22 11 17 17 18

I don’t like Westerns 15 20 11 22 10 23 7 15 10 20

There is not enough action 13 23 14 9 6 23 12 4 7 2I do not like that it takes place in the 1800s 8 17 2 12 6 15 4 10 10 9

I do not like the way the story portrays Native Americans 10 10 3 12 14 12 7 7 8 5

The story is too sad 9 12 4 12 9 16 5 11 7 16