1 hispanics and moviegoing discussion slides for sony pictures entertainment august 1, 2007
TRANSCRIPT
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Hispanics and Moviegoing Discussion slides for Sony Pictures Entertainment
August 1, 2007
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Contents
• Updated look at the Hispanic marketplace
• Insights into the movie-going habits of this audience
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The Specs
Source Simmons 2006 National Study (Fall)
Sample 16,000+ Adults 18+
Fieldwork May - October 2006
Methodology 100+ page mail survey (Spanish version)
Advantage Big Hispanic sample! (3,100 Spanish Dominants)
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Definitions
• Moviegoers – Persons who’ve gone in past 3 months
• Movie Volume– Total number of movie occasions
• Spanish Dominants– Hispanics who speak primarily Spanish at home
• English Dominants – Hispanics who speak primarily English at home
(50+% of the time)
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Caveats
• Adults only
• Teens are not included in analysis
• Moviegoing behavior is self-reported
• People have fuzzy memories
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Source: Simmons, Fall 2006 Unified Study
Hispanic Adult Population
• 27 million
• 13% of U.S. pop
• “Primary language
spoken in the home”spanish
dominant, 56%
both equally,
10%english
dominant, 34%
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Moviegoing PenetrationAdults 18+
Base: Adults
Source: Simmons, Fall 2006 Unified Study
42%47%
Non -Hispanics
Total Hispanics
EnglishDominant
SpanishDominant
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Moviegoing PenetrationAdults 18+
Base: Adults
Source: Simmons, Fall 2006 Unified Study
48%
42%47%
33%
Non -Hispanics
Total Hispanics
EnglishDominant
SpanishDominant
10Base: Adults 18-34
Source: Simmons, Fall 2006 Unified Study
65%
48%
64%
39%
Non -Hispanics
Total Hispanics
EnglishDominant
SpanishDominant
Moviegoing PenetrationAdults 18-34
11Base: Adults 35-49
Source: Simmons, Fall 2006 Unified Study
52%
44%
52%
34%
Non -Hispanics
Total Hispanics
EnglishDominant
SpanishDominant
Moviegoing PenetrationAdults 35-49
12Base: Adults 50+
Source: Simmons, Fall 2006 Unified Study
36%
29%
35%
19%
Non -Hispanics
Total Hispanics
EnglishDominant
SpanishDominant
Moviegoing PenetrationAdults 50+
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Hispanic Movie Contributions
Source: Simmons, Fall 2006 Unified Study
7.3% 5.1%
5.6%6.5%
11.6%12.9%
% of U.S.Adults 18+
% ofMoviegoers
% of MovieVolume
EnglishDominants
SpanishDominants
Base: Adults 18+
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Hispanic Movie Contributions
Source: Simmons, Fall 2006 Unified Study
7.3% 5.1% 5.6%
5.6%6.5% 7.2%
12.8%11.6%12.9%
% of U.S.Adults 18+
% ofMoviegoers
% of MovieVolume
EnglishDominants
SpanishDominants
Base: Adults 18+
+10%
+11%
+10%
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Hispanic Movie Contributions
Source: Simmons, Fall 2006 Unified Study
12.4%8.0% 8.7%
7.8%
7.9% 8.7%
17.4%15.9%
20.2%
% of U.S.Adults 18-34
% ofMoviegoers
% of MovieVolume
EnglishDominants
SpanishDominants
Base: Adults 18-34
+9%
+10%
+9%
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Hispanic Movie Contributions
Source: Simmons, Fall 2006 Unified Study
7.5%4.9% 5.3%
6.2%7.0% 8.0%
13.3%11.9%
13.7%
% of U.S.Adults 35-49
% ofMoviegoers
% of MovieVolume
EnglishDominants
SpanishDominants
Base: Adults 35-49
+12%
+14%
+8%
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Hispanic Movie Contributions
Source: Simmons, Fall 2006 Unified Study
3.8%2.0% 2.1%
3.9%4.3% 4.5%
6.6%6.3%
7.7%
% of U.S.Adults 50+
% ofMoviegoers
% of MovieVolume
EnglishDominants
SpanishDominants
Base: Adults 50+
+5%
+ 5%
+5%
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When do you usually like to see a new movie?Opening Weekend
Source: Simmons, Fall 2006 Unified Study
23%
10%
Non -Hispanics
Total Hispanics
EnglishDominant
SpanishDominant
Base: Adult Moviegoers
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When do you usually like to see a new movie?Opening Weekend
Source: Simmons, Fall 2006 Unified Study
10%
23%
10%
29%
Non -Hispanics
Total Hispanics
EnglishDominant
SpanishDominant
Base: Adult Moviegoers
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Source: Simmons, Fall 2006 Unified Study
13%
27%
13%
30%
Non -Hispanics
Total Hispanics
EnglishDominant
SpanishDominant
When do you usually like to see a new movie?Opening Weekend
Base: Moviegoers A18-34
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55%
59%
32%
31%
27%
28%
18%
16%
29%
25%
23%
23%
29%
23%
46%
61%
0% 10% 20% 30% 40% 50% 60% 70%
ACTION/ADVENTURE
COMEDY
ROMANTIC COMEDY
DRAMA
MYST/SUSP/THRILLER
FAMILY
SCIENCE FICTION
HORROR
SPANISH DOMINANTS
NON-HISPANICS
Types of Movies Seen
Base: Adult Moviegoers
Source: Simmons, Fall 2006 Unified Study
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Theatrical Exercise
• 25+ titles
• “Saw movie in a theater”
• Hispanic attendance and composition
A HISTORY OF VIOLENCE KING KONGBIG MOMMA'S HOUSE 2 LEGEND OF ZORRO
CHICKEN LITTLE MARCH OF THE PENGUINSCHRONICLES OF NARNIA MEMOIRS OF A GEISHA
DERAILED MUNICHDOOM THE PRODUCERS
EXORCISM OF EMILY ROSE RENTFLIGHTPLAN RUMOR HAS IT
FUN WITH DICK AND JANE SAW IIGET RICH OR DIE TRYIN' SHOPGIRL
HARRY POTTER/GOBLET OF FIRE SYRIANAIN HER SHOES WALK THE LINE
JARHEAD YOURS, MINE AND OURSJUST LIKE HEAVEN
23Base: Moviegoers
Source: Simmons, Fall 2006 Unified Study
Top 10 Movies
Unique to Top 10
ALL MOVIE GOERSHARRY POTTER/GOBLET OF FIRE 17
CHRONICLES OF NARNIA 16KING KONG 15
WALK THE LINE 12CHICKEN LITTLE 8
MARCH OF THE PENGUINS 8LEGEND OF ZORRO 7
FUN WITH DICK AND JANE 6BIG MOMMA'S HOUSE 2 6
SAW II 5
HISPANICSKING KONG 22
HARRY POTTER/GOBLET OF FIRE 16CHICKEN LITTLE 15
CHRONICLES OF NARNIA 13LEGEND OF ZORRO 11
BIG MOMMA'S HOUSE 2 10EXORCISM OF EMILY ROSE 8
SAW II 7WALK THE LINE 7
FUN WITH DICK AND JANE 7
24Base: Moviegoers
Source: Simmons, Fall 2006 Unified Study
Top 20 MoviesALL MOVIE GOERS
HARRY POTTER/GOBLET OF FIRE 17CHRONICLES OF NARNIA 16
KING KONG 15WALK THE LINE 12CHICKEN LITTLE 8
MARCH OF THE PENGUINS 8LEGEND OF ZORRO 7
FUN WITH DICK AND JANE 6BIG MOMMA'S HOUSE 2 6
SAW II 5MEMOIRS OF A GEISHA 5
FLIGHTPLAN 5YOURS, MINE AND OURS 4
JARHEAD 4EXORCISM OF EMILY ROSE 4
MUNICH 4SYRIANA 3
IN HER SHOES 3JUST LIKE HEAVEN 3
A HISTORY OF VIOLENCE 3
HISPANICSKING KONG 22
HARRY POTTER/GOBLET OF FIRE 16CHICKEN LITTLE 15
CHRONICLES OF NARNIA 13LEGEND OF ZORRO 11
BIG MOMMA'S HOUSE 2 10EXORCISM OF EMILY ROSE 8
SAW II 7WALK THE LINE 7
FUN WITH DICK AND JANE 7FLIGHTPLAN 7
JARHEAD 5MEMOIRS OF A GEISHA 5
MARCH OF THE PENGUINS 5YOURS, MINE AND OURS 4GET RICH OR DIE TRYIN' 4
JUST LIKE HEAVEN 3MUNICH 3DOOM 3
IN HER SHOES 3
Unique to Top 20
25Base: Moviegoers
Source: Simmons, Fall 2006 Unified Study
Top 10 Movies
Unique to Top 10
ENGLISH DOMINANTHARRY POTTER/GOBLET OF FIRE 18
CHRONICLES OF NARNIA 17KING KONG 14
WALK THE LINE 13MARCH OF THE PENGUINS 8
CHICKEN LITTLE 8LEGEND OF ZORRO 7
FUN WITH DICK AND JANE 6BIG MOMMA'S HOUSE 2 5
FLIGHTPLAN 5
SPANISH DOMINANTKING KONG 20
CHICKEN LITTLE 14HARRY POTTER/GOBLET OF FIRE 12
BIG MOMMA'S HOUSE 2 12LEGEND OF ZORRO 9
CHRONICLES OF NARNIA 9EXORCISM OF EMILY ROSE 7
SAW II 5FLIGHTPLAN 5
MUNICH 4
26Base: Moviegoers
Source: Simmons, Fall 2006 Unified Study
Top 20 MoviesENGLISH DOMINANT
HARRY POTTER/GOBLET OF FIRE 18CHRONICLES OF NARNIA 17
KING KONG 14WALK THE LINE 13
MARCH OF THE PENGUINS 8CHICKEN LITTLE 8
LEGEND OF ZORRO 7FUN WITH DICK AND JANE 6
BIG MOMMA'S HOUSE 2 5FLIGHTPLAN 5
MEMOIRS OF A GEISHA 5SAW II 5
YOURS, MINE AND OURS 5JARHEAD 4
EXORCISM OF EMILY ROSE 4MUNICH 4
IN HER SHOES 3SYRIANA 3
JUST LIKE HEAVEN 3A HISTORY OF VIOLENCE 3
SPANISH DOMINANTKING KONG 20
CHICKEN LITTLE 14HARRY POTTER/GOBLET OF FIRE 12
BIG MOMMA'S HOUSE 2 12LEGEND OF ZORRO 9
CHRONICLES OF NARNIA 9EXORCISM OF EMILY ROSE 7
SAW II 5FLIGHTPLAN 5
MUNICH 4YOURS, MINE AND OURS 3MEMOIRS OF A GEISHA 3
FUN WITH DICK AND JANE 3MARCH OF THE PENGUINS 3
WALK THE LINE 3GET RICH OR DIE TRYIN' 3
JARHEAD 2JUST LIKE HEAVEN 2
A HISTORY OF VIOLENCE 2IN HER SHOES 2
Unique to Top 20
27Base: Moviegoers
Source: Simmons, Fall 2006 Unified Study
Hispanic – Audience Composition by Film
HIGHEST %EXORCISM OF EMILY ROSE 25
CHICKEN LITTLE 22BIG MOMMA'S HOUSE 2 21
LEGEND OF ZORRO 20GET RICH OR DIE TRYIN' 19
KING KONG 18SAW II 17DOOM 17
FLIGHTPLAN 6JARHEAD 5
LOWEST %RUMOR HAS IT 10
A HISTORY OF VIOLENCE 10IN HER SHOES 10
CHRONICLES OF NARNIA 9SHOPGIRL 9
RENT 8SYRIANA 7
MARCH OF THE PENGUINS 7WALK THE LINE 7
THE PRODUCERS 6
28Base: Moviegoers
Source: Simmons, Fall 2006 Unified Study
Spanish Dominant – Audience Composition by Film
HIGHEST %BIG MOMMA'S HOUSE 2 13
EXORCISM OF EMILY ROSE 11CHICKEN LITTLE 11
LEGEND OF ZORRO 9KING KONG 8
GET RICH OR DIE TRYIN' 7SAW II 6
FLIGHTPLAN 6DOOM 6
MUNICH 6
LOWEST %JARHEAD 4
CHRONICLES OF NARNIA 4RENT 3
FUN WITH DICK AND JANE 3RUMOR HAS IT 3
DERAILED 3SHOPGIRL 3
MARCH OF THE PENGUINS 2THE PRODUCERS 2WALK THE LINE 1
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Quick Re-Cap
• English Dominants have a huge appetite for movies
• Spanish Dominants have less of an appetite, but still account for approximately 5% of attendance
• SD moviegoers are more likely to go opening weekend
• SD moviegoers skew towards Sci-Fi and Horror genres