Moviegoing in the Digital Age Margaret Wilhelm Director, Digital Insights & Analytics NBCUniversal September 28, 2012
Who is Fandango is the #1 online and mobile movie ticketing destination 49% Growth ticket sales annually 20,000+ screens Expanded ticketing reach with exclusive portal partnerships 22% Hunger Games total opening weekend box office 26 million+ mobile app downloads 31% 17.3 million Monthly visitors (web + mobile*) ticket sales now on mobile (up from 19% a year ago) Source: comscore + Nielsen Mobile
is also home to high definition film trailers and clips, celebrity interviews, movie buzz, fan reviews, and more
HYPOTHESIS As moviegoers are exposed to various media, they are creating their mental shopping basket of movie choices. Different media are more impactful and influential depending on how close it is to movie day.
Background The path to purchasing a movie ticket can be different each time and is often influenced by: The MOVIE itself The SITUATION of the moviegoing experience
Data Sources Used 1. Evolution of Moviegoing Study Online survey of 1,300 active moviegoers ages 13-54 We asked them to recall their decision making and path to purchase process for up to five movies they saw in the past four months Data weighted to total U.S. moviegoers 2. Fandango s Internal Data
Online Sources Generate the Most Awareness for New Movies 71% 63% 47% 4% 38% 15% Q: Now please think about the first time you became aware of the movie. Please select up to three sources that you recall made you first aware of the film.
Path to Purchase In terms of when people first saw movie trailers or teaser advertising, online becomes more important closer to day of movie In Theaters 65% Online 57% Television 30% Online 26% Television 20% In Theaters 20% More than 6 Months Before 2 to 6 Months Before One Month Before 2-3 Weeks Before 1 Week Before In Theaters 22% Online 20% Television 5% Online 41% In Theaters 41% Television 33% Online 12% In Theaters 8% Television 8% Q: As best as you can recall, when did you first see the following types of advertising for this movie?
Word of Mouth Looking at the sources that are usually the first to give word-of-mouth information about movies, we found that: Friends or family (face-to-face, phone, email, NOT social networking sites) are the #1 source for word of mouth overall, followed by Facebook posts from people you know However, avid moviegoers were less likely than the average moviegoer to be influenced by Facebook posts of people they know and nearly 40% more likely to first hear about a movie from the Facebook posts of people they are not in regular contact with or don t know Q: Which of the following sources is usually the first to give you word-of-mouth information about movies?
Word of Mouth Avid moviegoers were also more likely to spread the word themselves in a variety of ways. When compared to the average moviegoer, we found they were: 80% more likely to about a film 64% more likely to write 53% more likely to post on 47% more likely to post on a 30% more likely to post on Q: How often do YOU do each of the following to spread word-of-mouth about a movie?
Once aware, 46% of the time moviegoers actively seek out more information before deciding to see the movie in the theater What media are most influential in the decision-making process? 68% 62% 43% 9% 32% 22% Q: At this point, please take a minute to specifically think about the materials you came across in relation to each movie. From the below list, please select up to three that you believe were most influential in your decision to see it.
When are people buying their tickets online or via mobile device? Total Moviegoers More than a Week 4 to 7 days before 1 to 3 days before Day of 23% 21% 34% 22% This is where Fandango can potentially influence the purchase decision
When are people buying their tickets online or via mobile device? Avid Moviegoers are even more likely to plan ahead More than a Week 4 to 7 days before 1 to 3 days before Day of 26% 27% 31% 16% This is where Fandango can potentially influence the purchase decision
Visitors spend time on Fandango planning their night, not just buying tickets 60% of our visitors have not chosen a movie before visiting Fandango Distribution of Website Pageviews Home Page Content Pages Theater Pages 12% 47% 41% Source: Fandango Data Services
Summary Further out, moviegoers are more influenced by in-theater advertising, online and television media Word of mouth becomes more important in the mid-purchase funnel, particularly as avid moviegoers spread the word via social media As it gets closer to movie day and people are planning their night out, Fandango becomes even more influential in the movie decision process
Next Steps Gain a deeper understanding of mobile Explore different types of marketing mix models to: Better understand the impact of various marketing tactics on sales Determine how we can tailor our content to better suit the needs of our customers