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2 Determine the overall health and essence of the Angry Birds brand in the UK, Germany, South Korea, Mexico and Russia Fourth Identify level core fans of the brand across the territories Evaluate the international assets and challenges of the brand Gauge key drivers and holdbacks in a potential Angry Birds film across the territories 11/26/

3 Quantitative online survey among general moviegoers ages ,600 interviews in 5 countries including 600 interviews among kids 7-12 Fieldwork conducted November 2013 n=520 n=520 n=520 n=520 n=520 11/26/

4 1 2 3 Click to edit Master title style Angry Birds has strong international Click brand awareness to edit Master text styles Angry Second Birds has level a universal brand essence Enthusiasm for the game is leveling off At least 3 in 4 moviegoers across the five territories are familiar with the brand. Players spans across ages, yet the core fans are boys and parents. International awareness and fanship profiles are most similar to LEGO. Across territories, Angry Birds has a consistent brand identity. The franchise stands for fun gameplay and funny characters that appeal to all ages. Though moviegoers across territories are still actively playing the game, many say they are not playing as much as they used to. Excitement is still strong but has waned most prominently in South Korea and Germany. 4 Lack of story limits big screen appeal Moviegoers struggle to imagine how the game could be turned into a movie. Creating a compelling storyline and theatrical visual effects will be essential for generating big screen appeal. 5 Family audiences are the core base for the movie Though the game appeals to all ages, interest in a film adaptation across territories skews family, with boys 7-12 the most enthused about the movie. 11/26/

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6 % Aware The Angry Birds brand has a strong international presence, generating high awareness and playership across all five territories tested. Players span across ages, with over 50% of general moviegoers, parents and kids saying % Have played the game they have played an Angry Birds game. All All Generals Generals Parents Parents Kids Kids UK Germany Russia South Korea Mexico Despite high awareness for the brand, moviegoers in Germany are least likely to play the game. 11/26/

7 63% Of those who play Angry Birds do so at least once a week Across markets, kids and parents are more likely to play weekly than general moviegoers. Gameplay is highest in Mexico and Russia with ¾ of moviegoers saying they play at least once a week. % Play at least once a week (Among Players) All Generals Parents Kids Avg. # of hours played per week Mexico Russia UK Germany South Korea Moviegoers in Mexico and Russia also average the most hours of gameplay each week. 11/26/

8 The majority of moviegoers across territories play the original Angry Birds app. Players in Mexico and Russia are most likely to play the newer versions of the games, especially Rio and Space. Click to Across edit All Territories Master text styles % Saying which apps they ve played (Among Awares) Fourth 35 level % 48% 43% 47% The majority of players across territories play the free apps Free App (Among Players) Paid App 32 42% 43% 85% 28 15% 16 11/26/

9 In each of the five territories, Angry Birds is in the top three franchises for product purchases, ranking similarly to LEGO. Brand ownership is particularly strong in the UK, South Korea and Mexico. Top 10 Franchises LEGO 61 Monopoly 51 The Sims 43 % Saying they own/have purchased products* from the franchise UK DE RU KR MX 66 LEGO 63 Monopoly Pokémon 41 LEGO The Sims 35 Pokémon LEGO 56 Hello Kitty 56 Pokémon LEGO 49 Hello Kitty 41 Pokémon 36 Candy Crush 38 The Sims 39 Hello Kitty 30 The Sims 17 Monopoly 36 Pokémon 38 Hello Kitty 33 Monopoly 25 Monopoly 13 Phineas and Ferb 34 Hello Kitty 36 Fruit Ninja 23 Monster High 23 Monster High 10 Ben Family Guy 30 Candy Crush 21 Fruit Ninja 21 Fruit Ninja 9 Monster High 32 Temple Run 29 Temple Run 21 Ben Temple Run 8 Candy Crush 27 Ben Farmville 18 Family Guy 14 Candy Crush 7 The Sims 18 11/26/ *Products include: apps, dolls, figures, books, games, etc. 9

10 The majority of moviegoers say they are still playing the game as much as they used to. However, in most territories moviegoers are more likely to say they are playing less than more. Q. Do you play Angry Birds more, less or the same amount as you used to? Play More Play the Same Amount Play Less German and Korean moviegoers are the most likely to day they are playing the Angry Birds games less than they used to. 11/26/

11 Despite the broad audience for the game, as seen in the US study, the core fans of the brand are kids, especially boys Fanship drops off between ages and then picks up among older moviegoers 25-34, particularly among parents International Fanship % Saying they are big fans of Angry Birds Male Female Parents 11/26/

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13 Angry Birds as a brand means the same thing to people across the markets tested. In each territory, the brand stands for fun, funny gameplay centered around the iconic, brightly animated birds. One Word Associations 11/26/

14 The Red Bird is the international icon for the brand with 53% of moviegoers overall saying he is their favorite bird. Players» also Fifth appreciate level diversity of birds the game has to offer. The #1 interest driver in the game is the variety of birds and their abilities. After the red bird, players also like: % saying it s their favorite bird (Across All Five Territories) 11/26/

15 Action-packed Childish Appeals to both kids and adults Angry Birds is viewed as a funny and broad appealing brand, but lacks an action-packed feel. Funny 11/26/

16 Compared to the 14 other franchises, Angry Birds is defined as: Click Fun to edit Master Funny text Popular styles (49) (41) Fourth level (47) (40) (45) (44) (43) Appeals to Kids & Adults (45) (41) (36) (34) (25) (31) (25) (30) (12) (15) (23) (10) (23) (12) 11/26/

17 Compared to the 14 other franchises, Angry Birds performs weaker on: Click Had to Good edit Stories Master text styles (34) (29) Imaginative (42) (28) (23) (10) (6) (16) (5) (15) 11/26/

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19 Evaluated Angry Birds and 14 Other Comparable Entertainment Brands: Popularity Aware Big Fan Power More Popular in Two Years Would make a good big screen movie Definite Interest in a New Movie 11/26/

20 Expanding Established Niche Stagnant 11/26/

21 Power Click to edit Master title style Expanding Established Niche Popularity 11/26/ Stagnant 21

22 Power Click to edit Master title style Expanding Established Niche Popularity 11/26/ Stagnant 22

23 Power Click to edit Master title style Expanding Established Niche Popularity 11/26/ Stagnant 23

24 Power Click to edit Master title style Expanding Established Strongest position for Angry Birds across all territories Niche Popularity 11/26/ Stagnant 24

25 Power Click to edit Master title style Expanding Established South Korea is the only territory where the brand is stagnant Niche Popularity 11/26/ Stagnant 25

26 Similar to findings in the US, though moviegoers love playing the game, they struggle to imagine how its simple premise could be turned into a full-length film. Top 10 Franchises Family Guy 83 Monster High 72 Pokémon 72 Ben % Saying the franchise would make a good big screen movie (Among Awares) UK DE RU KR MX Family Guy 68 Pokémon 66 Monster High 63 Phineas & Ferb 62 Monster High 81 Phineas & Ferb 77 Family Guy 73 Ben Pokémon 81 Ben Monster High 65 The Sims 62 Phineas & Ferb 82 Pokémon 75 Ben Monster High 74 Phineas & Ferb 63 LEGO 59 LEGO 60 LEGO 61 LEGO 68 LEGO 62 Ben The Sims Family Guy 66 The Sims 50 The Sims Fruit Ninja Pokémon 56 Monopoly 49 Hello Kitty 57 Hello Kitty 49 Hello Kitty 38 Hello Kitty 46 Temple Run 47 The Sims 48 Temple Run 41 Temple Run 32 Monopoly 39 Hello Kitty 43 Monopoly 28 It is not something that can carry a movie, a few 11/26/2013 [M25-34] 26 animated shorts at best. [M25-34] Who needs a Angry Birds movie? can not really imagine what this movie should include [F13-17] I don t understand what there is to be a plot. I doubt that this film will be complex. [M13-17] There s not a story It does not seem to have a plot that is complex enough to it develop a story for film [F25-34] 26

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28 After watching a short animated clip, moviegoers rated their interest in seeing an Angry Birds film. As seen in the US study, parents and kids (especially dads and boys) emerge as the core audience for the film Click to edit across Master all five text territories. styles Definite Interest Post-Video Across All Five Territories % Definitely Interested All Boys 7-12 Girls 7-12 Males <25 Males 25+ Females <25 Females 25+ Dad* Mom* Big Fans Top 2 Box Fans *Parent interest in taking child Players Though Angry Birds players span across ages and genders, the audience for a movie based on Angry Birds is mostly limited to fans of the brand: boys and parents. 11/26/

29 Too Click Lacks to a edit Master text styles Compelling Story Moviegoers, especially in Germany, feel the premise of the game is too simple to make a compelling full-length feature. Childish/ Silly 56% of general moviegoers across the five territories say the movie is mostly for children. Qualitatively, many reveal that the kiddie tone is a turnoff. Too Violent/ Dark Some parents are turned off by the violent themes of the birds seeking revenge against the piggies and are concerned the movie will be too dark for their kids. I do not think you could make a good movie from such a simple game [F18-24] I would be bored because it's more for children. [F25-34] The trailer was quite horrible for kids to watch. Too much violence. [Mom] 11/26/

30 Across the five territories, moviegoers expect an Angry Birds film to: KEEP THE FAMILIAR BASIC PREMISE All of the same beloved characters; Birds vs. pigs plot ADD MORE BACKSTORY AND A BIGGER CONFLICT Why did the pigs start stealing the eggs? When the pigs take over the world, can the birds save the day? PROVIDE FAMILY-FRIENDLY HUMOR The sense of humor comes from the different personalities and antics of the birds. Moviegoers are looking for a comedy style similar to that of Despicable Me slapstick humor that balances out the violent themes and keeps the tone family-friendly. DELIVER HIGH-STAKES ACTION AND VISUAL EFFECTS High speed flight and immersive action brings the gaming experience to life 11/26/ The same action as in the games. The pigs steal the eggs of birds, and this they try to bring back. [M18-24] It should go into the back story of birds vs. pigs and flesh out the individual characters and personalities of the birds. [F18-24] The film is fun and funny. It will lift your spirits for both children and adults. [F13-17] I want to see the rescue angry birds go through a series of amazing adventures full of action. [M25-34] 30

31 Moviegoers prefer to see an Angry Birds film that has a similar aesthetic to the game and want the movie to be all computer animated as opposed a mix of animation and live action. Click to All Computer edit Master Mix of Live Action text styles Animation and Animation I don t want to see real people in it like the Smurfs. [M18-24] I would not want to see humans, only animals, not humans mixed with animation. [M7-9] The majority of moviegoers want to see the film in 3D, especially family audiences 3D Not 3D MX UK DE KR RU 86% 60% 60% 63% 75% 14% 40% 40% 37% 25% 11/26/

32 Keep Focus on the Core- Create an international campaign that targets the brand s fanbase: kids (especially boys) and parents. Don t overly focus on general moviegoers just because they play the game doesn t mean they are engaged enough with the brand itself to be interested in an animated film version. Start Defining the Characters- In order to boost interest in the film, moviegoers need to have an affinity for the individual characters of the game and be engaged with their storylines. Leveraging material from existing franchise elements (i.e. Angry Birds Toons ), flesh out each character s identity, role, personality, voice, humor, etc. Create a Theater-worthy Visual Experience- Because fans are used to actively interacting with the brand and controlling the action of the game, the theatrical experience must also be very visceral the 3D animation needs to put audiences in flight with the birds. Use LEGO as an Example Angry Birds has a lot in common with LEGO in terms of international brand affinity/fanbase and lack of a developed story that could be translated into a movie. With the LEGO movie slated to be released in international territories by April 2014, its campaign will prove to be a strong barometer for the Angry Birds campaign. Learn from its successes and failures. 11/26/

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