Premium Package
25 Plus Premium Package
Greater Coverage of 25 Plus Cinernagoers
Building on the success of the 15-24 Premium Package and the broadening cinema profile, the
• 31 million 25+ adults go to the cinema
25 Plus package was introduced in 2000. This
% of 25+ adults ever go to the cinema 85%
package continues to attract new advertisers to
% of 25+ adults as .a % of the population 85%
the big screen, making the most of cinema's expanding profile. Nearly '15 of 25+ adults" are cinemagoers, they
75%
75%
65%
65%
55%
55%
45%
45%
are financially astute and self-indulgent. "Source: CAVIAR 19
35%
Light ITV viewers _________ ~~:?ll;~~'lWtiE,1iid 82 _ _.115 Like to try new drinks
1995
1997
1999
2000
2001
IT.' 25+ adUlts ever go -- 25+ adults as a % of the UK population
~~,d1llta~ZYi~65
_
35% 1993
• • • • • • • •_106
I intend to use the internet in the next 12 months _ _ _ _ _ _ _ _ _ _ _ _ _ 130 ~a~\~50
Source: NRStCAVIAR
Spend more on credit cards than others _ _ _ _ _ _ _ _ _ _ _ _ _ 130 &.'m?'~mii!~~~~~80
25 Plus Premium Package Example
Consult professional adviser for finance
Example films included in a package
~~~~;;~~~'J;~"mmd'\ 97
• • • • • • • • • • • • • 122
• • • • • • • • • • • • • 120 Would
%offilm audience 25+
Enigma
93%
Amelie
85%
~:::::=:::~7~1• • • • • • 120
The Pledge
82%
Gosford Park
91%
•~~~~'IiP~~€f1$ 70
Iris
90%
Beautiful Mind
65%
Charlotte Gray
93%
•
I like to keep up with new technology
116
I like to bUy new gadgets/appliances _ _ _ _ _ _ _ _ _ _ _ 107 U~~~';;'~~!~~80 Enjoy eating foreign foods _ _ _ _ _ _ _ _74 _ _ _ _.124 ~f~fZlli~~]tF1t1E~{E.i§h~'@t:
Monsoon Wedding
83%
Mulholland Drive
88%
Source: CAVIAR
~ Non-cinemagoers Source: lGI
•
Cinema goers
Index versus all adults
.Cost Per Thousand
• Example advertisers:
,
•
National
£62.79
London", South and Midlands
£77.15
Other regions
£ 59.95
Based on 30 seconds • Londor: only campaigns will be SUbject to a 10% surcharge
~
11
PEARl& DEAN
Premium Package
Premium Package 15-24, Male/Female and 25 Plus
15-24 Premium Package All, Male/Female
• The Premium Package is calculated in the same
15-24 year olds represent 36% of the total cinema
way as the ADP, using a seasonally adjusted
audience", they are ambitious, experimental and
admissions base with a fixed cost per thousand. •
fashion conscious.
Unlike the ADP, however, the Premium Package Light ITV viewers
offers selectivity over film product, by applying
ttiiB
g74'
a filter of up to 35% to all admissions. •
By minimising wastage, the Premium Package provides a key demographic focus to a cinema
I like to listen to new bands
:'c:':'''''''':'':"":':''':'F:'-'=ff='''='~~::"::';1;49;'._ 214
campaign, whilsrmaintaining the 'safety net' of an admissions guarantee.
I cannot resist new perfume
••,,,,,,"" --,'
-'. ' , -.
• 133
• Making use of the extensive CAVIAR library,
179
Pearl & Dean formulates packages based
I love travelling abroad "'''''~c'~80
solely on films which will perform most efficiently
_
against specific target audiences; 15-24 (all,
::::==:::::':•••
male/female), teens and the 25+ cinema goer.
• Nearly 7 million 15-24 year olds go to the cinema
_
• • • • • • • • • •_
_
• • • • • 110
• • • • • • • • • • 191 ..., Non·cinemagoers Source: TGI
97%
14.0%
94%
f;f~
13.0%
f~";
,.~
~>.}
,.,l1l
12.0%
~~~ p~'i
~ "'~~
11.0%
88%
,~~~
85%
i~ ~'"
o:Yf<..r.::
1993
•
1995
•
Cinemagoers
Index versus a" adults
• Source: CM (1 S. adults)
~.
91%
240
I like to try new drinks ~l11B".mi£!W!~~'a135
% of 15-24 year olds as a % of the population 15.0%
100%
232
I like to keep up with the latest fashions iJ,''!il'.il.'' ,~~.?tn~1.i 159
Cinema Offers Increasing Penetration of the Youth Audience
% of 15-24 year olds ever go to the cinema
• • • • • 118
15-24 Premium Package Example Example films included in a package
% of film audience 15-24
10.0% 1997
1999
2000
2001
Blade 2
46%
AIi G in da House
66%
!r.. 15-24 year olds ever go -- 15-24 year olds as a % of the UK population (4+)
Road Kill
69%
Long Time Dead
68%
Source: NRS/CAVIAR
13 Ghosts
54%
Dude, Where's my Car?
86%
Example advertisers:
CHANEL No.5
American Pie 2
59%
Jeepers Creepers
59%
The Fast & the Furious
69%
Source: CAVIAR
~
PEARL&DEAN
10
Audience Delivery Package (ADP)
Audience Delivery Package
How it Works
• As the name suggests, the ADP delivers a
• Advertisers bUy a guaranteed level of
guaranteed level of admissions to advertisers.
admissions. The price of the campaign is c,alculated on a fixed cost per thousand
• It is the most cost-effective way to achieve
with a seasonally adjusted admissions base.
rapid cover of the core cinema audience, as ADP advertisers appear with all films
• A minimum admissions guarantee is agreed
(blockbusters not guaranteed). Consequently,
at the time of booking and monitored
commercials must be suitable for universal
using independent data, provided by EDI
exhibition and carry a U certificate.
(Entertainment Data International). , • Although commercials are screened with
• The ADP can be bought on a national or regional basis (lSSA areas).
all films, it is possible to apply a 10% filter to exclude the children's audience, thus
• Example advertisers:
maximis:ng the targeting of adults,
~\ DTO,::Ien\\lorfu' -
Cost Per Thousand
Broadband
National
£49.41
London", South and Midlands
£62.64
Other regions
£43.42
Based on 30 seconds • London only campaigns will be sUbject to a 10% surcharge
Costing the ADP Area
Industry Share
Total Industry
Industry 30· CPW
Total Industry
P&D
P&D
ADMS
ADMS
P&D 30· CPW
Screens
Screens
Share
ADMS
P&D
27.0%
886,950
£55,559
759
31.4%
278.502
£17.445
270
South
8.8%
289,080
£18.108
238
38.3%
111.718
£6.935
77
E.England
6.2%
203.670
£8.843
195
357%
72.710
£3.157
76
Midlands
14.3%
469.755
£29.425
462
317%
148.912
£9.328
145
Yorkshire
80%
262.800
£11.411
294
40.7%
106.960
£4.644
104
N. East
36%
118.260
£5.135
106
47.8%
56.528
£2.454
50
10.6%
348.210
£15.119
394
43.6%
151.820
£6.592
169
Wales & West
6.3%
206.955
£8.986
257
39.1%
80.919
£3.514
100
South West
2.2%
72.270
£3.138
96
48.1%
34.744
£1.509
38
Border
1.0%
32.850
£1,426
41
37.6%
12.363
£537
20
C.Scotland
6.9%
226.665
£9.842
251
33.0%
74.799
£3.248
90
N.Scotland
2.1%
68.985
£2,995
67
78.9%
54.417
£2.363
47
N. Ireland
3.0%
98.550
£4.279
158
23.9%
23.557
£1.023
28
100.0%
3,285,000
£162,312
3,318
36.7%
1,205,595
£59,568
1,214
London
Lancashire
National
Source: EOIlCAA/Pcarl & Dcan NB. Based on 03 screens
+
P&D changes until year cnd
~
9
PEARl& DEAN
22
~
Film Package
Release A - Blockbuster Lord Of The Rings: Two Towers (PG)
Release B - Major Release Ocean's Eleven (12)
Est. 6 week box office revenue £55m Industry screens: 1000
Est. 6 week box office revenue £23m Industry screens: 433
Estimated Audience profile Sex
Class
Audience profile Age
Sex
Class
Age
Release C - Medium Release My Big Fat Greek Wedding (PG)
Release 0 - Limited Release Monsoon Wedding (15)
Est. 6 week box office revenue £12m Industry screens: 341
Est. 6 week box office revenue £1.5m Industry screens: 55
Estimated Audience profile Sex
Class
Audience profile Age
Sex
Class
Age
• ~
PEARl& DEAN :
s· Film Package
• Film packages allow advertisers to exhibit with
How Does it Work?
specific releases. This produces tightly targeted campaigns and offers brand association with particular films. There is a huge variety of films to choose from, with over 400 features on release
Film packages are costed depending on the size of the release. A film'n success at the box office can only be estimated, therefore, admissions are not guaranteed for individual
per annum.
releases. • Film packages are totally flexible. They can be bought weekly and are sold on a national, regional or conurbations basis.
Film Package Costs
(based on 6 weeks of national exhibition)
• Commercials can be matched to individual films,
Release type
No. of screens
30" 6 week cost
A Blockbuster
175-250
£180k-£285k
B Major release
120-175
£120k - £180k
50-120
£75k - £120k
Up to 50
Up to £75k
allowing greater scope for creative opportunity. • Example advertisers:
C Medium release
o
If
Limited release
OMEGA Weekly Cost Breakdown % of 6 week cost
Week No.
1
35%
2
30%
3
15%
4
10%
5
5%
6
5%
For more information on forthcoming films, please refer to the Pearl & Dean interactive film planner at pearlanddean.com, or see our printed film guide.
~
PEARL& DEAN
.
Cinema Audience
Cinema Audience Profile
The cinema audience is adventurous. willing to indulge in the latest products and take part in new
As a medium. cinema is unmatched in its delivery
activities.
of upmarket young adults.
61% of adult cinema goers are under 35 years of
light ITV viewers
age and 66% are ABC1.
Sex Population
_ n:~~i:~S~~;:~~,l:§j~~~:r1~; ________ 81 _ _.115
,I·
Cinema Audience
_ _ _ _ _ _ _ _ _ _ _. 1 1 4
I like to stand out in a crowd
o'
_ _ _ _ _ _ _ _ _ _ _ _. 1 3 2
I like to keo,!p up with the latest rashions
"-,,trrt.
_ _ _ _ _ _ _ _ 76 _ _ _ _.124 ~~1"':
Enjoy splashing out on a restaurant meal
_ _ _ _ _ _ _ _ _ _ _.119
Class Population
I like to try new drinks
Cinema Audience
_ _ _ _ _ _ _ _ _ _ _ _.125
I love travelling abroad
_ _ _ _ _ _ _ _76 _ _ _ _ 119 ~~~~\i?'J'~...,,<~d:
Try to keep up with new technology
_ _ _ _ _ _ _ _ _ _ _.119
I intend to use the internet in the next , 2 months
52 . . . . . . . . . . . . . . . . 139
Age Population
I love to bUy new gadgets Cinema Audience
82 • • • • • • • • • • •_115 ,: Non·cinemagoers Source: TGI
•
Cinemagoers
Index versus all adults
Source: CM/CAVIAR
3
~
PEARL& DEAN
Ci'nema Marketplace
Cinema Admissions
Cinema Screens in the UK
Cinema has shown a remarkable and
86
sustained rate of growth. with the highest
90
admission levels in 30 years,
91 _~m~L"'f.',/,;Y'i?~;&,Ji 1739 92 _~~~~';:'i\~~1807
• 82% of the UK population go to the cinema·,
93 _~~~~~1848 94 • • • •'l.tit:~;E~1~iil71!:S.'"~11919
Cinema Admissions
'0'
"eo
eo.
E
N
~
Admissions in millions E
... N
150 135
...,
...,.
E
to
~
to
)<h£.2~;rifS~2003 95 • • • •I:;'j;J~~Jli:,
E
co
~
98 .IPIll"D.lililll;Zl#1Il41i1,;• • • • ~~:t L"
99 .ID"IlI'II-Billl.IlI'PIIl41l1'• • • • • • •~~~~~.?;:2825
E
~
00 -;11'''.'44';
M
;:
t.,.
105
E Cl
90 75 60 45 30 15 0
'"~"
co
1,"
rt
t~ ~ ;;,t rh
!£r. ",
~.
11, ...:;"
...E 'ti:,,' ~,!: ~~~ J:""
2638
E
M
120
..,~~
.
01
"
tiMp.liP,;
02 It.IJIIi1:tIll . ... B+a.llIlgll:#III"• • • • • • • • • • •,~, _tf£Fifi.'::\ t:::l 3333
l(
Source, CAAfMarplan, GaUupfEDI
~
~;j;
•
~
Multiplex Screens
~'. Non-Multiplex Screens
A multiplex is a purpose-built cinema with 5 screens or more
""ti~ f§ t:·· ~ ;;:,' ~; ~ [$ on
ri
~,
~::: ~1';<
lW
~
~
il ~ ~ ~~ f;;'
t:~
!'no
~;'
.,
;"'/.~
.W:~
l:~
1~1
~';-'
~:
1\,
1':!, iff
.';
~
~~ ~ " ~
~tJ
~*
.J:
84 90 93 94 95 96 97 98 99 00 01
02 03
Source: CAA IMalplan, Gallup/Eor
Cinema Developments Since the mid 1980·s. the cinema industry has enjoyed rapid multiplex development. Multiplexes now account for over 65% of screens in the UK, Consequer,tiy. cinema is more accessible. with the average drive time now at 18 minutes', This significant industry investment has upgraded facilities and created a comfortable environment. increasing enjoyment of the cinema experience, • CAVIAR 19
lm
PEARL& DEAN
2
1S
1 The Matrix Reloaded 2 Anger Management 3 Bringing Down the House • The Hunted 5 X-Men2 6 Kangaroo Jacl< 7 Riplay's Garne 8 Johnny English 9 Secretary 10 The Jungle Book 2 11 I Capture the CasUe 12 How to Lose a Guy in 10 Days 13 Phone Booth 1. Old School 15 Dark Water ~t ge-+
2••85.938 Warner 1.768.335 CoVTriStar 7504•.ae BVI 3~.122 Redbus 332,741 201h Fox 258.814 Warner 197,249 Enter1ain""'~: 152.589 U1P 85.615 Me~ 69.63-4 BVI 51.089 MomantlJm 47.~2 UIP 37.504. 20th Fox 37.030 UIP . 3-4.978 Metro
-3-4
473 .31 390 280 3-40 372 242 283
-33 -27 -17 -19 -16 7 -21 15 --42 --46 -59
59 302
n
93 100 86
1
15
_26.660.•95'i: ~
1.768.335 2.387.360 394.122 20.105.363 2.7504.723 632.584 19.064,42. 731.693 8.171.735
725.775 6.770.959 6.609.312 2,227.040 . 3-4.978
· #. .e ' 3 e e & * * _ Z , . ; , e . A l e _ ~
Other UK films 26 ·To Kill a King S Club Seeing Double
31 32 35 36
USA USA USA USA USA USA USAlUKIITA UKlUSA USA USA UK USA USA USA JAP.
Hopa Springs The Pianist
The Actors .0 The Hours 50 In This World 55 The Last Great Wilderness
63 Extreme Ops 84P"",
UK UK UKlUSA UKlFRAlGERlNETHJPOL IRElUKlUSA UKlUSA UK UKlDEN UKlGERlLUX UK
£8.248 Pathe £5.876 CoVTriStar £5."8 BVI £••OS1 Pathe £••023 MomentlJm £3.561 BVI £1.965ICA £733 Feature Film Co £237 U1P £128 Artificial Eye
--40 -55 ~9
•
-76
-50 27 -16 -82 -58
•
9 5 20 4 17 11 5
• 6
17 113 16 7 10
• 5
• 1 1
£190.375 £2.306.538 £1.048.187 £2.727.537 £.49.391 £4.693.2.7 £128.268 £26.849 £26.562 £26.152
Other openers
19 Broken WIfl9S 21 Dirty oeeds 29 Drunk on Women and Poetry .1 Day of Wrath (re) .9 Fausto 5.0 56 Mon-Rak Transis10r
ISRAEL AUSlCAN SKOREA USSR SPA
THAI
Other comments on this week's top 15 results
Againstlastw_and: -1 % Against last year:
Rolling 52 _
10 %
ranking: .3
UK" films in top 15: 3 UK" share of top 15 gross: 6 %
Openers next week· 13 June
AGuyThing Dumb and Dumberer. When Harry Met Uoyd Identity Igby Goes Down Snake of June
Springtime in a Small Town
USA USA USA USA JAP CHVHONG KONGlFRA
£2O.MO £18.787 £6,201 £3.320
Optimum MomentlJm Palhe bfi £2.0n Soda Pictures £658 ICA
10 33 3 1 8 1
£20.MO £18.787 £6,201 £3.320
£2.0n £658
L.UU I Uh..
UI'\. I'lllll UIUIII.:Il -
llIJustry key lacts - The audience
Page 1 qf2
UK FILM j COUNCIL Funding
Shorts schemes
I Information for the film industry
News
I About Us
2001 Key UK Industry facts 2001 UK industry key facts - The audience Information for the film industry
68% of UK population go to a film at least once a year, 24% go at least once a month; only 5% never go. Most cinemagoers are young. Multiplexes take 59% of total cinema visits.
Introduction UK film box office stats Film File Europe A Better Picture Information relating to people with disabilities India report ,~U Agencies: common declaration The Relph Report Regional Investment Fund 2001 Key UK Industry facts Index Introduction Theatrical Market Films Exhibition Distribution The video market
Adults like comfortable seats, good sound and visual quality, car parking facilities and convenient performance times. Children and teenagers like good food and drink and friendly staff. People prefer short trips to the cinema and usually go by car. People usually combine a cinema trip with eating or drinking out. Adventure movies are the most popular, followed by comedies and drama. Adventure movies are particularly popular with children. Most people watch television every day of the week; eight in ten watch videos or DVDs; over half use the Internet; and a third have games consoles or CD ROM/computer games. Sources: Cinema Advertising Association, CAVIAR, RSU.
TV The audience
Production employment and training Building a sustainable UK film industry ~--,
1'.
http://www.filmcouncil.org.uk/filmindustry/?p=keyfactsaudience
16/06/2003
•
How To Teach Audience - resource
2e
Unde-~s~andjng Today's ,Kids Youth facts is not juststat:stics about kids' spending power, It also tries le help advertisers 'understand' their rapidly maturing personalities ano
behaviour. 8ased onr.esponses to 48 attitude statemems, YOiJth Facts has Below, you wili tind : ....•( the·opening.paragraph of eacn oi these profiles. Read lhem careiuliy.
".:Identi~ied 6distincttypes afyoung people, or profiles,
....
':...-~~~:>~,:~'~~> -.;.:_.~ ~'~:. ::-~.~<~
','
'.....
,.; :/~
.~ ...:,.
"": .:~.~ .,_~~.~~ ~i'./_~:~.~~ . .:.i~.:·~·--.: ." ..... :.~:~~.: . ::~ ;~;%.~L::f.:·;;.~·~~._~.A.~f~>< ': '._ -;, .~~;_~~::.; _, ',': .,' _ . "., "':'>j.-'.~".<~>:'-'~.·h.''e'~ ".·.0'~IiJes.e guys lire !3i.d..bad<;Tl'.er are almost new'ag6 hippies, inlo.sex aod drugs
. ...;;.:;:...
~:jl,...
.': d!o<hock and roiL Ju~! over hall are-male. and they are the oldest olthe clusters.
~i~~~~i~s;;~p~);r~J?t;es~,~l~2~~~~~~~~~g;~"' : .... 2,·;1\t· "
;:(/~"', .,.
.','
;",:~:,.,;".~ """
>,:.:/'1, ;~rie~~:~LietS~andwouid
ne.vef used
.'/':,:;:i.'>.:~:tn.elQhtISvegetanan· the hlgtl~~l
anytAingtesl~ O~~;. animal· and one
'.
01 an the groups of teenagers.
~ -- ;~:;--~~:..' N..: e":s· . .·te/:.:~:r;.:'s·,·:i:..';~ r--Th-:-is-~g-r-ou-p·-iS-abo~-u-t-.as-· -f-ar-.,-e';"m-·~-v-'~-I-ro-m-.-the-F-r-.e6-s-pt-·rtts-·-a';'s-il-.i-S-Po~sSt--'-bl~e-t-o-9-e-:.-.....,.•~ "
., . N e 5 t e r : S are tomorroWs axa family. They want to get married.'as soor: as , poSsible andbreec:f· strictly In that aider. Very little sex before mair.a~-e. thank you, for. theseupholQer:S of true family values, Nesters disagree\vith abortion ,a::d don't think that marriage is outdated, The'lare against legalising soft drugs '. and .woUld never try any drugs themselves, . . They are tidy, chllritable,·virtuous, hard-working; 'Col')Cflmed,andworrya lot. They .'000',1 get paid ~s much as other groups for doing et\ores around the house, presumably because they cl<rlhem.anyway. Maybejustpraetising.. " Six out of len a~ girls, and they are heavily biased towards the midlands. ';.'
These kids work hard, play hard and spend hard, They were .bom to shop and be lampooned by Harry Enfield. Fewer are in higher education Ihan tne other groups, bar one. Physical appea~e Is.very important Beinglrendy -equally so. Hence'they display their labels with vigour, believing most strongly that brands say a lot about you. 30% are wilfing to invest over £80 in a pair of lrainers. They believe that you should be like ,yOU! friends. This means playing spar'" keeping fit. and going out a lot Funseekers are the most voracious med!a consumers•.Over three quarters read a dally newspaper, they prefer magazines to books, and love soaps.and sport on U;e telly.
;
l'