WELCOME TO OUR WORLD.

WELCOME TO OUR WORLD.

HUGE ADMISSIONS GROWTH OVER THE LAST 30 YEARS 1986: 73M 2016: 172M

WHY CINEMA.

A STELLAR PERFORMANCE

EMOTIONALLY CONNECTED

UNDIVIDED ATTENTION

MULTIPLE CROSS-MEDIA TOUCHPOINTS

THE CINEMA MARKETPLACE.

WHO OWNS WHO? Digital Cinema Media Pearl & Dean 150+ INDEPENDENT CINEMAS 175 INDEPENDENT CINEMAS

UK CINEMA - THE NUMBERS 753 SITES CA. 4,092 SCREENS CA. 800,000 SEATS Source: IHS Screen Digest

TWO SALES HOUSES Digital Cinema Media 80% P&D 20% 3,078 482 screens sites Pearl & Dean is the only other major competitor #INTROTOCINEMA

UNDERSTANDING CINEMAGOERS

FAME 4+ 4,000 RESPONDENTS PREVIEW TO REVIEW FILM TOUCHPOINTS Source: CAA FAME 2014

MULTIBASED TO TGI

FAST FACTS The Millennials Key information Audience 91% are cinemagoers 50/50 Male/Female Admissions & frequency 75.8m admissions per year 44% of all UK admissions 7.5 Visits per year vs. ave. of 6 Regional skew 39% London SE Upmarket 55% ABC1 Cinema behaviour Attend 3 Average group size 45% Friends 37% As a couple Foyer Average dwell time 17 minutes Key footfall periods Opening week + Wednesday, Friday, Saturday Technology 95% Own a smartphone 76% Heavy social media Source: Admissions / frequency data: CAA Film Monitor (Jan-Dec 2015). Coverage & frequency system. Base 7+. Target 16-34 Year Olds Lifestage: Multibased FAME/TGI Jan-Dec 2014 smartphone ownership, social network access at least once a day: TGI Q1 2016. cinemagoers vs. non-cinemagoers

FAST FACTS Upmarket Families Key information Admissions 89% are cinemagoers 53.8m admissions per year 31% of all UK admissions Frequency 6 Visits per year Cinema behaviour Group size 4 Average group size Whole family activity 41% Mum + Dad + children Lifestage Playschool, primary and secondary school parents Key footfall periods Saturday & Sunday Half term & school holidays Upmarket 56% ABC1 vs. 33% for non-family cinemagoers 10 Longer burn rate 10 weeks vs. 7 for blockbusters Source: Admissions / frequency data: CAA Film Monitor (Jan-Dec 2015). Coverage & frequency system. Base 7+. Target: Main Shopper with children // Lifestage: Multibased FAME/TGI Jan-Dec 2014 // ABC1 = GB TGI Q1 2016. Based: 15+ adults with children in HH. Cinemagoers demographic profile vs. non-cinemagoers // Group size, who went with, key footfall periods: FAME 2014 // Burn rates = DCM Live admissions data Jan Dec 2012..

THE WEEKENDERS QUALITY BONDING TIME AN EXPERIENCE TAKES CHILDREN OFF-LINE CREATES MEMORIES

FAST FACTS We re The Weekenders Key information Admissions 86% are cinemagoers 75.6m admissions per year 45% of all UK admissions Frequency 5.5 Visits per year Cinema behaviour Group size 4 Average group size Whole family activity 42% Mum + Dad + children Lifestage Playschool, primary and secondary school parents Key footfall periods Saturday & Sunday Half term & school holidays Upmarket 55% ABC1 vs. 37% for non-family cinemagoers Longer burn rate 10 weeks vs. 7 for blockbusters Source: Admissions / frequency data: CAA Film Monitor (Jan-Dec 2012). Coverage & frequency system. Base 7+. Target: Adults with children // Lifestage: Multibased FAME/TGI Jan-Dec 2012 // ABC1 = GB TGI 2013. Based: 15+ adults with children in HH. Cinemagoers demographic profile vs. non-cinemagoers // Group size, who went with, key footfall periods: FAME 2012 // Burn rates = DCM Live admissions data Jan Dec 2012..

FILM MONITOR 7+ 27,000 RESPONDENTS FILM-AUDINCE PROFILE FUTURE PREDICTOR Source: CAA FAME 2014

IT WORKS. THE POWER OF CINEMA.

BUILDING BOX OFFICE BRANDS Our partnership with Millward Brown CrossMedia team Evaluate cinema s role for brands in a wider multimedia mix Rapidly being seen as global industry standard in multi-media brand measurement Designed to evaluate how paid marketing activities affect equity measures such as awareness, engagement and consideration Uses WPP Meaningfully Different Frame work (MDF) WPP Brand Z 183 European case studies including 88 from UK Source: Arial 8pt

FIVE KEY TAKEAWAYS 1 2 3 4 5 CINEMA MAKES BRANDS MEMORABLE CINEMA CREATES A BRAND LOVE STORY CINEMA MAKES BRANDS FEEL DIFFERENT CINEMA TURNS AUDIENCES INTO CUSTOMERS CINEMA WINS INFLUENTIAL FANS FOR BRANDS #INTROTOCINEMA

Return on Investment OPTIMUM CINEMA INVESTMENT = 5-10% Both Cinema and Total Comms generate the best ROI when 5-10% of total budget is invested in Cinema 2.00 1.80 1.60 1.40 1.20 1.00 0.80 0.60 0.40 0.20 0.00 1.85 1.62 1.60 0.87 0.82 0.60 0-5% 5-10% 10+% % of Total budget invested in cinema as part of media mix Cinema ROI Total Comms ROI Cinema Return on Investment UK Results 2012. Source:: BrandScience UK Results Vault Tertiles based on % of cinema used in the media mix. Number of cases in each tertile 0-5% = 20 / 5-10% = 7 / 10+% = 5

DIGITAL CINEMA IS LOCAL.

LOCAL TARGETING Using Cinemapper, DCM's Award Winning cinema proximity planning tool, you can run national campaigns with a local spin for every region, city, town or cinema across the UK via local end frame messaging. #INTROTOCINEMA

WHERE YOUR JOURNEY BEGINS Coverage 482 Proximity 95% Scheduling 1 copy = 300 end frames Source: Coverage: CAA end Q3 2014. Proximity: Source: Cinemapper/Retail Locations.

#INTROTOCINEMA

QUIZ ROUND

Q1. WHAT IS THE BIGGEST FILM OF THE YEAR SO FAR?

Q2. WHO WON BEST FILM AT THE OSCARS? #INTROTOCINEMA

Q3. WHICH ACTOR PLAYS EDDIE THE EAGLE?

THANK YOU! QUESTIONS PLEASE.

THE REALLY BIG FILMS. #INTROTOCINEMA

THE BFG 22 July 2016

FANTASTIC BEASTS AND WHERE TO FIND THEM 18 November 2016

STAR WARS: ROGUE ONE 16 December 2016