definite interest - general i l m s...definite interest - general interest level is flat by gender...

Scores are solid with both samples, but there is room for growth. Overall definite interest hovers around the 50% norm for general viewers and is between the norm and top 10% norm for African Americans—in the low 60’s.

• Viewers do pick up on some story/character distinctions across the two trailers. People are more apt to focus on Washington’s mission to ‘save the girl’ based on Balance V.20 Rev and are more likely to focus on Washington’s character story—especially his attempts to live a normal live before being pulled back into action—based on Balance V.27.

– Washington’s character is slightly more compelling—both as a hero and a ‘bad-ass’ fighter—based on Balance V.27.

• The overall story (mostly centering on Washington saving the girl) is intriguing for definitely interested viewers, but less interested people need more plot/character detail—especially information having to with his relationship with Moretz, the bad guys, and details about Washington’s past—and especially if these story elements make the film seem worth the trip to the theater.

– The “you gotta be who you are in this world” element and the “unspeakable” human-trafficking aren’t landing as presented.

• The action is a powerful interest booster—and people are particularly intrigued when Washington ‘times’ his fight with his watch—but more time could be spent highlighting Washington’s unique fighting skills; this could combat complaints that the film is slow or too serious/contemplative.

• Denzel Washington himself is a powerful draw, too—but fanship doesn’t always translate into major box-office attendance.

• Moving forward, efforts should focus on the story and character elements in more detail—especially Washington’s back story and the conflict as a whole (how Moretz, the bad guys, and Washington are connected). Trailers could also stress Washington’s fighting skills/abilities a bit more and there might be room to provide more context for the title—THE EQUALIZER.

Top Draws

Action / Stopwatch

Denzel Washington

Suspense / Intensity

Top Obstacles Not enough

story/character detail

Typicality

Too Slow / Serious

Top Scenes (among both trailers)

Fight / “Nineteen Seconds”

Robbery – Ring Stolen

“What do you see when you look at me?”

Key Takeaways

Definite Interest - General

Interest level is flat by gender while there is an older skew. That said, there is a preference for Balance V.27 among males, especially older men aged 30-plus.

Action fans (nearly two-thirds of the sample) and drama fans (one-third of the sample) both reach scores in the low to mid 60’s, approaching the top 10% norm.

52% 53%

47% 51%

56%

47% 50%

56% 51%

54%

63%

45% 47%

57%

Definite Post Interest by Age and Gender - General

Balance V.20 Rev

Norm 50%

Top 10% Norm 65%

Balance V.27

• Scores are moderate. Overall definite interest for the general sample comes in at 52% and 53% for Balance V.20 Rev and Balance V.27, respectively—just above the 50% norm. Considering the star-power and potential for theatrical action/excitement, there is considerable room for improvement here.

In the general sample, pre-interest matches the norm at 15% overall. Pre-interest is notably higher with older viewers aged 30 and over who reach 25% pre-interest. Teens

are at 8% pre and people in their 20’s are at 15%.

Total positive is at 84%-85% for general and is at

90% for African Americans—around respective top 10%

norms. In other words, virtually everyone is at

least open to seeing this movie.

Definite Interest - African Americans

• Scores are moderate to positive with African Americans. Overall definite interest comes in at 63% definite interest for both trailers—above the 55% AA norm but below the top 10% AA norm (70%). Just like the scores in the general sample, there is room for improvement here.

There are some swings by segment; younger African American males prefer Balance V.20 Rev (at 71% definite interest versus 65% for V.27) and older African American females prefer V.27 (at 61% compared to 54% for V.20 Rev).

African American action fans and African American drama fans also hover around the top 10% norm.

63% 63%

71% 64% 62%

54%

65% 62% 64%

61%

Definite Post Interest by Age and Gender - African American

Balance V.20 Rev

Norm 55%

Top 10% Norm 70%

Balance V.27

In the African American sample, pre-interest is at

28%, just above the 25% norm. Similar to the general sample, pre-interest skews

older.

Interest – Denzel Washington Fanship

63%

34% 39%

65% 65%

36% 40%

67% 72%

40%

54%

76% 72%

40%

54%

75%

Definite Post Interest by Age and Gender – Denzel Viewership/Fanship

Balance V.20 Rev

Norm

Top 10% Norm

Balance V.27 Balance V.20 Rev

Balance V.27

• Scores among fans are around or above top 10% norms, peaking in the 70’s for both samples. Even though these are solid scores, there is still room for growth. Scores among non-fans are weak.

• Not surprisingly, people who have seen more Denzel Washington movies are much more interested than those that have seen zero to two movies.

General African American

Just because someone is a fan of Washington doesn’t mean that they

automatically buy a ticket to his films, however.

Among general viewers who are fans of Washington, 51% to 57% have seen

FLIGHT, SAFE HOUSE, and BOOK OF ELI. At 45% and 47% viewership,

UNSTOPPABLE and 2 GUNS are slightly behind.

The patterns by film are similar for African American viewers who are

fans, though viewership is up by about 10 points with this sample.

Both general viewers and African American fans are less likely to have seen PELHAM 123—at 38% and 40%

viewership.

Commitment, Urgency, and Marketplace

• Urgency and commitment measures are moderate with general viewers (around the norm) and are higher with African American viewers.

• For general, 26% of people in the total positive audience are very likely to buy a ticket to see THE EQUALIZER on opening weekend (commitment) and 39% of definitely interested viewers say they will see the film on opening weekend (urgency)—around respective norms.

• THE EQUALIZER is the clear favorite competition-wise, especially with African American viewers—63% of whom choose this film over the other options. 47% of general viewers prefer to see THE EQUALIZER.

26%

31%

Total Positive -Gen

Total Positive -AA

Likelihood of Buying Opening Weekend Ticket (% very likely)

Norm (24%)

39%

46%

46%

42%

9%

10%

Where/When Will You See This Movie? (among definitely interested)

Theater, opening weekendTheater, ASAPTheater, not right awayAt homeOpening weekend norm (36%)

AA 27%

47%

26%

MAZE RUNNER

EQUALIZER

WALK AMONG THETOMBSTONES

First Choice in Theaters? General

16%

63%

20%

General AA

Social: Shareability and Recommend

• Social measures are moderate as well; this film has the potential to spark significant buzz, but there’s room for improvement. Nearly half of general and African American viewers say they will talk, email, or text about THE EQUALIZER, above normative levels. Only 19% and 14% say they wouldn’t share anything about the film—below the 24% norm; for this measure, the farther below the norm, the better.

• Further, 47% of general viewers and 67% of African American’s say they are ‘very likely’ to recommend this movie to others (based on the trailer)—above above the 44% norm.

48%

47%

23%

26%

10%

12%

19%

14%

How Would You Share Your Feelings with Friends and Family?

I would talk, email, or text to my friends about it

I would share a link to the movie preview with my friends online

I would "Like" or "Favorite" the movie's webpage

I wouldn't share anything about it

General

AA

64%

31% 47% 44%

Very likely toRecommend

Might Recommend

Wouldn'tRecommend

How likely are you to recommend to friends, family, and others?

General AA

Story/character perceptions vary by trailer

• The word clouds to the right in made up of the most frequently used words in people’s story descriptions.

• Viewers are notably more apt to focus on Washington’s mission to save Moretz based on Balance V.20 Rev—which opens with the scene of him attempting to win her freedom.

• Viewers are also more apt to think that the film involves more generic ‘thriller’ plot elements such as drugs, money, killing, etc. based on this trailer—perhaps because this trailer spends slightly less time hinting at a textured character journey/past from Washington and instead emphasizes the familiar ‘girl taken by bad guys’ storyline.

• People are much more likely to hone in on specific aspects of Denzel’s character—especially the notion of him attempting live a ‘normal life’ after being involved in dicey situations in his past. Some people say that he is trying to move forward or redeem himself, but is forced back into his old ways.

• In addition, the scene of Washington giving into the robber’s demands and the scene of him dodging questions about his past (“I was a Pip.”) add to the idea that he is trying be someone that he is not.

Balance V.27

Balance V.20 Rev

• There are broad story elements that show up in viewer’s story descriptions based on both trailers—Washington saving a girl from bad guys, in particular. People also describe his character in a number of different ways based on both trailers—as a retired police man, hit-man, agent, veteran, special ops, ex-military, spy, etc. That said, there are notable differences by trailer too:

The story and character elements aren’t landing fully, however

• Lack of information about Washington’s character and a sense that the story might be made up of predictable conflicts are major holdbacks.

• Three main reasons for holding back stand out among ‘gettable’ probably interested viewers: Needs to show more of what Denzel’s character can do, I’d like to know more about Denzel’s past, and The story might be typical.

• It’s also worth noting that a number of people complain that the story is confusing in their open-ended reasons for holding back, with some specifically saying that the story elements seem ‘out of order’ based on Balance V.20 Rev.

23%

25%

30%

27%

24%

26%

16%

17%

Main Reason for Interest (among definitely interested)

Denzel Washington

The story

The action

To see if he's able to rescue the girl

The interaction between the characters

General

African American

• When prompted, a notable portion of definitely interested viewers in both samples do cite “the story” as the most important reason for their interest.”

• But, a large portion of descriptions of the conflict/narrative are rather vague; most simply say that he is saves a girl or takes out unspecified ‘bad guys.’

• And, relatively few people praise the story in their personal, volunteered reasons for interest—which shows that the narrative isn’t as impactful as it could be.

20%

20%

28%

25%

29%

34%

Main Reason for Holding Back (among probably interested)

Needs to show more of what Denzel's character can do

Might be too dark

The story might be typical

Might be kind of the same thing Denzel always does

I'd like to know more about the past of Denzel's character

General

African American

Other plot elements that should be explored are…

53%

49%

45%

45%

33%

30%

23%

16%

15%

13%

9%

Scenes of the young woman (Chloë GraceMoretz)

Information about the bad guy/s

Interaction between Washington and theyoung woman

Information about Denzel Washington's past

Scenes of Denzel Washington's characterbefore he becomes The Equalizer

Lighter moments

Scenes of Washington helping people

Scenes of Denzel using his commando skills

Attitude moments from Denzel Washington

Action scenes

Scenes with Denzel Washington

% Not Enough • The relationship with Moretz. While many

viewers understand that Washington’s character is attempting to save Moretz from something, people aren’t sure who she is, why she needs saving, and why Washington feels to the need to help her.

• The bad guys. Some people note that bad guys are involved with the mob or mafia and others mention drug dealers or killers, but for the most part people are unclear who the bad guys are.

• Washington’s past. People are interested to find out more about Washington, especially in terms of finding out how a seemingly normal Home Depot employee can fight so well and feels that he can take on a group of dangerous bad guys.

• Of course, much of this content should be revealed by the film itself, but it is worth spending a bit more time at least hinting that Washington has a rich and compelling backstory.

• When asked what there is not enough of, elements centering on story and character information are at the top of the list:

Story elements that don’t land also include…

• Only a couple of people mention Washington’s “You gotta be who you are” line in their descriptions of the story. At best, this line punctuates the notion of Washington having to dive back into his ‘old ways’, but it is a stretch to say that the inclusion of this line adds to that character narrative.

• Further, scenes that include this line attract just as many if not more negative mentions than positive—based on both trailers.

“You gotta be who you are in

this world.”

“One day somebody does

something unspeakable…”

• While a few people mention ‘human trafficking’ or hone in one similar themes in their perceptions of the plot, it’s fair to say that the “unspeakable” act that Washington mentions isn’t very sticky.

• This does not mean this side of the story should be ignored however. In fact, future efforts should explore this conflict in more detail so that Washington’s mission might come across more clearly or have more stakes.

Washington is slightly more compelling in V.27

66%

62%

62%

60%

59%

52%

54%

50%

41%

71%

73%

70%

69%

68%

61%

57%

55%

47%

Brave

Determined

Heroic

Tough

Bad-ass

Cool

Resourceful

Dangerous

Cunning

Character Descriptors - Washington

V.20 Rev

V.27

• In addition to reinforcing the ‘normal guy with a secret’ elements with the robbery and ‘Pip’ scenes, Balance V.27 also includes the scene of Washington suffocating the man in the car and going up against people that will “kill him and everyone he cares about”—which makes his character seem tougher, more bad-ass, cooler, more dangerous, etc. Males seem to respond relatively well to this presentation of his character, reaching higher definite measures in response to it.

• He also comes off as slightly more heroic and as a character people can root for among Older African American females—perhaps because he calms the cashier; he still tries to save Moretz in this ad, too. This could be why older African American females show a preference for Balance V.27.

The action is a draw, but there could be more

• This word cloud—made up of the most frequently used words in both general and African American viewers’ volunteered reasons for definite interest–shows the potential for action in THE EQUALIZER is one of the main interest drivers—on equal footing as Denzel Washington’s involvement.

• Over one-third of definitely interested viewers strongly agree with “I like the action” and one-in-five definitely interested viewers cite, “The action” as the most important reason for their enthusiasm, too.

• That said, some people complain that the film seems boring, slow, or too serious/contemplative. Perhaps allowing some of the action to pay out in a more dynamic way or build up more could up the intensity.

• The current end-button isn’t that memorable and could be replaced with an action scene with more impact.

• A number of definite interested viewers—especially younger males—enjoy that Washington uses a watch to time himself during combat, which signifies that he is a calculated, skilled fighter.

• In fact, Washington’s watch/timer is mentioned as a reason for interest, as something that makes THE EQUALIZER unique, and as an element that viewers wants to find out more about. While this element does resonate with some people, it should also be mentioned that it isn’t so salient as to greatly affect overall interest measures.

• Balance V.20 Rev focuses a bit more on the timer/watch by more clearly showing Washington pushing the timer during his normal, daily schedule AND during the salient ‘19-second’ fight scene—so viewers are more likely to mention this aspect of the movie in their open-ended responses based on this trailer. This is most likely a main reason why Balance V.20 Rev has an edge over V.27 among young African American males.

“I like that he is timing every kill. That’s just crazy.”

(Male, African American, 19, Balance V.20 Rev)

“I want to find out what was up with the watch and timer.”

(Male, 17, Balance V.20 Rev)

“It’s unique how he kept timing things on his watch. I’ve never seen someone

time how quickly they fight.” (Female, 17, Balance V.27)

Denzel Washington is a clear asset

“I like Denzel Washington, so I want to see this movie” is one of the most strongly endorsed positive statements among definitely interested general and African American viewers and

around one-in-four definitely interested viewers in both samples cite “Denzel Washington” as the most important reason for their enthusiasm.

59%

72%

General

AA

% ‘very much’ Fan - Washington

Top 10% Norm (44%)

In addition, his role in this film seems to be a good fit for Washington. 71% of general and African American viewers say that this role is

similar to others he has played in the past, and a majority of both samples (81%) say

they like him in this role.

Fanship for Chloe Grace Moretz and Melissa Leo is soft, however—well below the norm for both samples.

Antoine Fuqua’s credits are a slight draw

• While 54% of viewers have never heard of Antoine Fuqua, nearly half of viewers (46%) say that knowing that THE EQUALIZER is directed by ‘Fuqua, director of TRAINING DAY and OLYMPUS HAS FALLEN” increases their interest in seeing it. African Americans show similar patterns.

• The pedigree is far less important than delivering plenty of action and compelling story/character, but is worth including if time allows.

18%

28%

54%

Yes

No

Never Heard ofHim

Fan of Antoine Fuqua?

46% 49%

Increase YourInterest

Decrease YourInterest

No Effect

Increases Interest? (‘Fuqua, director of TRAINING DAY and OLYMPUS HAS FALLEN’)

Suggestions & Recommendations

Despite the fact that the trailers achieve solid scores overall, there are considerable opportunities to enhance appeal, especially keeping in mind the star power of Washington, the potential for exciting action along with edge-of-your-seat suspense. Moving forward, trailers

should shed a bit more light on Washington’s character (his backstory and his skills, in particular) and should more clearly lay out the conflict/mission, especially in terms of his relationship with Moretz, who the bad guys are, and what he is ultimately trying to do.

Explore Washington’s backstory. 1

It’s clear to most viewers that Washington has secret past, but there is a level of confusion about it that could be limiting enthusiasm; people guess that he is many things—from a retired police man to a hit man/assassin.

Trailers shouldn’t give everything away (some mystery surrounding his character is good), but adding some information about what he did in the past and how it affects who he is now could bb beneficial.

Consider the following:

Explore the relationship between Moretz and Washington and be sure to make it clear why he would come out of hiding/return to his old ways just for her.

Explain the human-trafficking elements, perhaps showing that Moretz is threatened too.

Consider hinting that Moretz isn’t the only victim that Washington has saved or will save. This could promise a larger story—involving a ‘hero’ that ‘equalizes’ the gap between good and evil.

The ‘nineteen second’ fight scene works well in this regard, but ads could use a few more standout scenes that show how deadly and skilled Washington is. There’s an opportunity to experiment with a more impactful end button, too.

Consider showing that Washington’s skills return to him and that his timing gets better the more he kicks butt.

Clarify the conflict—perhaps connecting Moretz, the bad guys, and the human-trafficking into one larger narrative.

3

Consider providing some context for the title; why is he “The Equalizer?” 5

Showcase Washington’s ruthless fighting skills and combat expertise—and highlight the watch/timer. 4

Consider a sharper misdirect/turn from ‘normal guy’ to ‘trained killer.’ Showing him back down in the beginning but then emphasizing his ruthlessness when he needs to get the job done.

2

Memorable Scenes – Balance V.20 Rev

Description Positive Mentions Negative Mentions

Washington checks watch / fights guys / “Nineteen seconds”

114 7

Man points gun at Washington / Washington and man sit at desk—“What do you see when you look at me?”

74 11

Washington and Moretz in the diner / “What’s your book about?”

55 14

General



47 4

General Scenes - Fighting 33 1

African American

Memorable Scenes – Balance V.27


Robbery – Ring Stolen 74 30


60 5

“I was a Pip” / Washington Dances 56 17

General



59 3

Robbery – Ring Stolen 50 31

African American

Open-Ends: Perceptions

• Respondents primarily say that the film will be about a man who has tried to retire from a violent life but who is pulled back in. African Americans across the board as well as General Sample viewers who saw Balance V.20 Rev. primarily say that the man was a CIA agent or an elite soldier, but he is forced to act when a girl is kidnapped. Other viewers, however, particularly General Sample viewers who saw Balance V.27, say the man is a retired hit man who is out for revenge; some say he is specifically after the mob.

“A trained assassin that goes back to his old ways for the greater good.” (Male, 25, African American,

Balance V.27)

“Special officer who’s retired and goes on a mission to save the girl.” (Female, 34, Balance V.20 Rev.)

Balance V.27. Viewers are more apt to mention that Washington is forced to return to his ‘old ways’ after trying to live a normal life based on this trailer.

Balance V.20 Rev. People are more apt to mention that Washington is compelled to return to save a girl based on this trailer.

Open-Ends: Likes

• There are no significant differences between the two trailers or the two samples in terms of what respondents find compelling: Viewers across the board overwhelming mention the action and/or Denzel Washington as their primary reasons for interest in the film.

• A number of viewers say they like the suspense and mystery in the film or more generally like the storyline.

“[I like] the plot.” (Female, 17, African American, )

“It’s about action and Denzel.” (Male, 21, Balance V.20 Rev.)

“Finding out what is the unknown. The mystery.” (Female, 45, Balance V.20 Rev)

“Denzel Washington keeping me in

suspense.” (Male, 39, Balance V.27)

Open-Ends: Dislikes

• Responses are consistent across both trailers and both samples; quite a few viewers, especially females, say the film has too much action and violence or simply is not their type of film, at least for theater-viewing.

• Quite a few respondents say the trailers failed to pique their interest; some say the film doesn’t have enough action, and a fair number of viewers dismiss it as a typical action or Denzel Washington film.

• Some viewers say the trailers did not give them a clear sense of what the movie is about.

“It didn’t seem original or exceptional to me in any way.”

(Male, 31, Balance V.27)

“I don’t think that the preview gave you a

good idea of what the movie is about.”

(Female, 31, African American, Balance

V.27)

“The storyline. It’s not interesting enough.” (Male, 23, African American, Balance V.20

Rev.)

“I’m not really into watching action movies in the theater.” (Female, 17,

Balance V.20 Rev.)

THE EQUALIZERTrailer Test #1: Balance V.20 Rev: General

SCENES LIKED MOST SCENES LIKED LEAST

Men Women Men Women

<25 25+ <25 25+ <25 25+ <25 25+

496 119 104 142 131 125 32 25 38 30

13 3 3 5 2 1

View of a city at night. Washington V/O:

I’m here about a girl. A man sits in an

ornate chair in a room. Man says: For

what? Washington stands near the

man. Washington says: Her freedom.

The man laughs . Other men in the room

laugh. Washington looks embarrassed.

4 0 0 2 2

0 0 0 0 0 2Graphics: Sony logo. Graphics:

Columbia Pictures logo.0 0 0 0 0

0 0 0 0 0 3

Washington stands in front of a mirror

and adjusts his clothes. Washington

V/O: Gotta be who you are in this world.

No matter what. Washington sets his

stopwatch.

0 0 0 0 0

6 1 1 1 3 4

View of a city. People walk around in a

home improvement store. Washington

walks through the store. Bags of cement

sit on a cart in the store. Washington

pushes the cart.

6 3 2 0 1

1 0 0 0 1 5

Washington walks into a break room.

He talks to a woman sitting at a table.

Washington says: How you doing,

Jenny? Woman says: Better now.

Washington chuckles.

0 0 0 0 0

45 14 12 7 12 6

Washington sets his stopwatch again. It

beeps. Washington eats lunch.

Washington does his dishes at home.


beeps. An alarm clock beeps. View of

the sunrise from out of one of the

windows of Washington’s house.

Washington shaves. Washington makes

a smoothie. Washington sets his

stopwatch again. It beeps.

18 3 6 7 2

Total SCENE NUMBER AND DESCRIPTION

Total

Page 1



Men Women Men Women

<25 25+ <25 25+ <25 25+ <25 25+Total

SCENE NUMBER AND DESCRIPTIONTotal

10 2 3 2 3 7

Washington walks down the street.

Washington walks into a restaurant. He

sits down at a table with a man.

Washington says: Now, you’re asking

me to help. Wanna make security

guard. Gotta be who you are in this

world, right?

14 2 4 3 5

55 12 9 18 16 8

View of a diner at night. Washington sits

at a table in the diner and reads a book.

Moretz approaches him. Moretz says:

What’s your book about? Washington

says: It is about a guy… Washington

walks off a plane. Washington V/O: who

thinks he’s a knight… Close-up of

Washington. Washington says: in

shining armor… Close-up of Moretz.

Washington V/O: except he lives…

Washington stands in front of a window

in an office building. Washington V/O:

in a world where knights don’t exist

anymore. Close-up of Moretz.

14 5 2 5 2

28 6 4 6 12 9

A limo pulls up to the curb at night.

Moretz starts to leave the diner, but

Washington starts talking to her.

Washington says: Gotta be who you

are in this world. Moretz looks at him. A

man opens the door of the limo. Close-

up of Washington. Washington says:

No matter what. Moretz fixes her hair.

Washington watches Moretz get into the

limo. Close-up of Washington.

Washington V/O: Who you really are.

17 3 1 7 6

0 0 0 0 0 10

Graphics: From the director of

Training Day and Olympus Has

Fallen.

0 0 0 0 0

Page 2



Men Women Men Women

<25 25+ <25 25+ <25 25+ <25 25+Total


18 4 2 6 6 11

Washington loads a gun. Washington

V/O: I’m here about a girl. A man sits in

an ornate chair. Washington stands in

the doorway of the room that the man is

in. Close-up of Washington. The man

stares at Washington. A man in the

room holds a knife. Another man in the

room holds a gun. Washington V/O:

Sixteen seconds.

4 2 1 0 1

114 24 22 41 27 12

Washington sets his stopwatch. It

beeps. Washington fights the men in

the room. He kicks one man. Then he

takes a shot glass and slams it against

another man’s head. Then he grabs a

man’s wrist and body-slams him on the

floor. Then he punches a man. A man

shoots at Washington, but he ducks the

bullet. Washington sets his stopwatch.

It beeps. Washington V/O: Nineteen

seconds.

7 2 0 3 2

0 0 0 0 0 13 Graphics: This fall. 0 0 0 0 0

13 0 5 3 5 14

A helicopter flies through the air.

Pullman V/O: We’d talk about you…

Washington sits at a table outside with

Pullman. Pullman says: over the years.

View of a huge gated mansion. Close-

up of Pullman. Pullman says: If anyone

could have figured a way out, it would

be you. Close-up of Washington.

11 3 4 4 0

11 0 2 5 4 15

View of a wall filled with drawers.

Washington opens one of them. He

holds some passports in his hand.

Washington V/O: I promised I would

never go back to being that person.

Close-up of a man with tattoos on his

back. Washington snaps a man's neck.

5 1 1 1 2

Page 3



Men Women Men Women

<25 25+ <25 25+ <25 25+ <25 25+Total


12 6 1 4 1 16

Aerial view of a city. Washington sits

with Pullman. Washington says: But if

one day somebody… An angry-looking

man holds a machine gun. Washington

V/O: does something unspeakable…

View of a room protected by a laser

security system. People who are bound

and gagged sit in the room. Washington

stands in the rain. Washington V/O:

then you do something about it.

Washington slams a man’s head

against the wall, causing the wall to

break. Washington walks through an

ornate building. A helicopter flies

through the air. Washington walks

outside. Washington V/O: Cause you

can.

5 0 2 0 3

3 0 1 0 2 17

View of the front of a mansion.

Washington sits at a table with Leo and

looks at a tablet computer. Leo says: I

don’t need to tell you what happens

next. Close-up of Washington. Leo

V/O: This is not a winnable scenario.

Washington loads a gun.

1 0 0 1 0

0 0 0 0 0 18 Graphics: Denzel Washington. 0 0 0 0 0

1 0 0 1 0 19

Washington sits on a train. A man

stands alone in the dark aiming a rifle.

Police officers walk out of a van.

0 0 0 0 0

15 2 6 2 5 20

Washington stands in a closet filled with

weapons. Man V/O: A man with his

skill… Washington walks down the

street at night. A man sitting in a car

watches Washington. Washington runs

down an alleyway. A man stands in an

office. Man says: I want to know… View

of papers on a desk. Man V/O: who he

really is.

1 0 0 0 1

3 0 1 2 0 21Washington walks at night as a building

explodes behind him.0 0 0 0 0

Page 4



Men Women Men Women

<25 25+ <25 25+ <25 25+ <25 25+Total


74 23 14 21 16 22

A man points a gun at someone.

Someone pulls a dead body across the

floor. Close-up of a man. A man points

a gun at Washington and he takes the

gun and points it back at the man. A

man sits at a desk. Man says: What do

you see when you look at me? Close-


What do you see when you look at me?

11 3 1 5 2

0 0 0 0 0 23 Graphics: The Equalizer. 0 0 0 0 0

31 7 9 11 4 24

A car drives down a street at night.

Washington sits at a table in a

restaurant and talks to a man standing

in the restaurant. Washington says:

Just you, or are we waiting for

somebody else? Man says: It’s just me.

The man grabs his gun and loads it.

Washington says: Okay. Washington

sets his stopwatch and it beeps .

2 2 0 0 0

0 0 0 0 0 25 Graphics: 2014. 0 0 0 0 0

11 4 4 2 1 General: Guns/Shooting 1 1 0 0 0

24 7 4 4 9 General: Fighting 2 0 1 0 1

8 4 1 1 2 General: Explosions 2 2 0 0 0

Page 5

THE EQUALIZERTrailer Test #1: Balance V.27: General


Men Women Men Women

<25 25+ <25 25+ <25 25+ <25 25+

494 110 126 148 110 148 38 47 39 24

74 17 17 22 18 1

View of a warehouse. People with

shopping carts walk around.

Washington approaches a cashier in

the warehouse. Washington says:

Jenny, Jenny, Jenny. Can you do a

quick refund for me when you’re done?

The man who’s being checked out starts

talking. Man says: Open the register

right now. He loads a gun. Man says:

Move. Washington opens the register

and hands the man a wad of money.

Man says: Give me that ring. Close-up

of a ring on the woman’s finger. Woman

V/O: No. The woman starts crying.

Woman says: It was my mother’s. Man

says: Give me that ring. He points his

gun at the woman. Man says: Take it

off. Woman says: Please. Washington

says: It’s okay, Jenny. He takes the

woman’s ring off and gives it to the man.

The man walks off and Washington

glares at him.

30 6 10 10 4



4 3 0 1 0 3





stopwatch and it beeps.

15 4 2 5 4

1 1 0 0 0 4



walks through the store.

3 0 2 1 0

0 0 0 0 0 5



Washington says: How you doing?

Woman says: Better now. Washington

chuckles.

0 0 0 0 0

SCENE NUMBER AND DESCRIPTIONTotal Total

Page 6



Men Women Men Women

<25 25+ <25 25+ <25 25+ <25 25+


34 7 10 11 6 6











5 1 1 2 1

56 14 9 15 18 7


Washington sits on a step-stool in an

employees-only area at work. Two men

approach him. Man says: Ay, yo, Pops!

We’re making a bet on what you did

before you got here. Washington says: I

was a Pip. You know, like Gladys

Knight and the Pips? Man says: Uh-oh.

Don’t do that. Washington starts

dancing. Man says: Oh, the spin!

Washington and the men laugh.

17 6 7 3 1

33 2 8 10 13 8






walks outside. Close-up of Washington.

Washington says: who thinks he’s a

knight in shining armor… Close-up of

Moretz. Washington V/O: except he

lives… A limo pulls up to the curb at

night. Washington V/O: in a world

where knights don’t exist anymore.

Close-up of Moretz.

8 3 5 0 0

Page 7



Men Women Men Women

<25 25+ <25 25+ <25 25+ <25 25+


14 3 3 6 2 9

Close-up of Washington. Washington

says: Gotta be who you are in this

world. Moretz looks at him. A man

opens the door of the limo. Close-up of

Washington. Washington says: No

matter what. Moretz fixes her hair.




12 4 4 3 1

0 0 0 0 0 10



Fallen.

1 0 1 0 0

32 2 12 11 7 11


V/O: I’m here about a girl . A man sits in

an ornate chair in a room. Man says:

For what? Washington stands near the

man. Washington says: Her freedom .

The man laughs. Other men in the room

laugh.

5 2 1 1 1

12 2 5 3 2 12

A man in the room holds a knife.

Another man in the room holds a gun.

Washington V/O: Sixteen seconds.


beeps.

0 0 0 0 0

60 19 19 13 9 13

Washington fights the men in the room.

He kicks one man. Then he takes a shot

glass and slams it against another

man’s head. Then he grabs a man’s

wrist and body-slams him on the floor.

Then he punches a man. A man shoots

at Washington, but he ducks the bullet.


beeps. Washington V/O: Nineteen

seconds.

5 1 2 1 1


Page 8



Men Women Men Women

<25 25+ <25 25+ <25 25+ <25 25+


12 5 4 1 2 15









8 2 3 2 1

4 0 2 2 0 16








3 0 0 2 1

5 0 1 4 0 17











5 2 1 0 2

20 2 4 10 4 18

A woman plays with a ring in her hand.

The woman stands at a cash register in

her work uniform. Washington slams a

man’s head against the wall, causing

the wall to break. Close-up of Moretz,

who smiles at Washington. Washington

V/O: Cause you can.

4 2 0 1 1

3 1 1 0 1 19

Close-up of a man with tattoos all over

his body. Leo V/O: They won’t stop until

they kill you and anyone you care

about. Leo sits at a table with

Washington. Leo says: This is not a

winnable scenario. Close-up of

Washington. Washington loads a gun.

2 0 1 0 1

Page 9



Men Women Men Women

<25 25+ <25 25+ <25 25+ <25 25+



17 3 5 6 3 21


stands alone in the dark. Police officers

walk out of a van. Washington stands in

a closet filled with weapons. Man V/O:

A man with his skill… Washington

walks down the street at night.

Washington sits and watches a man

struggle to get out of his car, which is

parked in the garage. View of a hose

filling a car with gas. The man coughs

and gasps. Washington stares at the

man in the car. A man stands in an



really is.

4 0 1 1 2

48 18 12 11 7 22

Washington walks towards a tanker

truck as an explosion goes off behind

him. Aerial view of two figures walking at

night. Close-up of a man who’s leaning

down and yelling at someone.

Washington blinks. A man points a gun

at Washington and he takes the gun

and points it back at the man. A man

sits at a desk. Man says: What do you

see when you look at me? Close-up of

Washington. Washington says: What

do you see when you look at me?

8 1 3 2 2


27 5 7 7 8 24









sets his stopwatch. It beeps.

4 2 0 2 0

0 0 0 0 0 25 Graphics: 2014. 0 0 0 0 0


Page 10



Men Women Men Women

<25 25+ <25 25+ <25 25+ <25 25+




Page 11

THE EQUALIZERTrailer Test #1: Balance V.20 Rev: Among African-Americans


Men Women Men Women

<25 25+ <25 25+ <25 25+ <25 25+

270 68 76 70 56 68 14 20 17 17

12 2 3 5 2 1

View of a city at night. Washington V/O:

I’m here about a girl. A man sits in an

ornate chair in a room. Man says: For

what? Washington stands near the


The man laughs . Other men in the room

laugh. Washington looks embarrassed.

5 2 1 2 0



2 1 0 1 0 3





stopwatch.

0 0 0 0 0

3 0 1 1 1 4



walks through the store. Bags of cement

sit on a cart in the store. Washington

pushes the cart.

4 2 2 0 0

1 0 0 1 0 5



Washington says: How you doing,

Jenny? Woman says: Better now.

Washington chuckles.

0 0 0 0 0

24 8 8 4 4 6











7 2 2 2 1

Total SCENE NUMBER AND DESCRIPTION

Total

Page 1



Men Women Men Women

<25 25+ <25 25+ <25 25+ <25 25+Total


6 2 0 1 3 7


Washington walks into a restaurant. He

sits down at a table with a man.

Washington says: Now, you’re asking

me to help. Wanna make security

guard. Gotta be who you are in this

world, right?

3 0 2 0 1

28 3 8 6 11 8






walks off a plane. Washington V/O: who

thinks he’s a knight… Close-up of

Washington. Washington says: in

shining armor… Close-up of Moretz.

Washington V/O: except he lives…

Washington stands in front of a window

in an office building. Washington V/O:

in a world where knights don’t exist

anymore. Close-up of Moretz.

2 1 1 0 0

20 6 9 3 2 9

A limo pulls up to the curb at night.

Moretz starts to leave the diner, but

Washington starts talking to her.

Washington says: Gotta be who you

are in this world. Moretz looks at him. A

man opens the door of the limo. Close-


No matter what. Moretz fixes her hair.




11 1 5 3 2

0 0 0 0 0 10



Fallen.

0 0 0 0 0

Page 2



Men Women Men Women

<25 25+ <25 25+ <25 25+ <25 25+Total


4 0 4 0 0 11



an ornate chair. Washington stands in

the doorway of the room that the man is

in. Close-up of Washington. The man

stares at Washington. A man in the

room holds a knife. Another man in the

room holds a gun. Washington V/O:

Sixteen seconds.

1 0 0 0 1

47 12 12 13 10 12


beeps. Washington fights the men in

the room. He kicks one man. Then he

takes a shot glass and slams it against

another man’s head. Then he grabs a

man’s wrist and body-slams him on the

floor. Then he punches a man. A man

shoots at Washington, but he ducks the

bullet. Washington sets his stopwatch.

It beeps. Washington V/O: Nineteen

seconds.

4 0 3 1 0


7 2 3 2 0 14









9 2 3 1 3

10 1 2 6 1 15








2 0 0 0 2

Page 3



Men Women Men Women

<25 25+ <25 25+ <25 25+ <25 25+Total


7 0 2 3 2 16











Washington slams a man’s head

against the wall, causing the wall to

break. Washington walks through an

ornate building. A helicopter flies

through the air. Washington walks

outside. Washington V/O: Cause you

can.

4 2 0 1 1

2 1 0 1 0 17

View of the front of a mansion.

Washington sits at a table with Leo and

looks at a tablet computer. Leo says: I

don’t need to tell you what happens

next. Close-up of Washington. Leo

V/O: This is not a winnable scenario.

Washington loads a gun.

0 0 0 0 0


0 0 0 0 0 19


stands alone in the dark aiming a rifle.

Police officers walk out of a van.

0 0 0 0 0

11 1 4 2 4 20

Washington stands in a closet filled with

weapons. Man V/O: A man with his

skill… Washington walks down the

street at night. A man sitting in a car

watches Washington. Washington runs

down an alleyway. A man stands in an



really is.

1 0 0 0 1

4 0 1 2 1 21Washington walks at night as a building

explodes behind him.0 0 0 0 0

Page 4



Men Women Men Women

<25 25+ <25 25+ <25 25+ <25 25+Total


21 5 7 5 4 22

A man points a gun at someone.

Someone pulls a dead body across the

floor. Close-up of a man. A man points

a gun at Washington and he takes the

gun and points it back at the man. A

man sits at a desk. Man says: What do

you see when you look at me? Close-


What do you see when you look at me?

4 0 1 0 3


14 5 2 4 3 24









sets his stopwatch and it beeps .

7 2 0 4 1

0 0 0 0 0 25 Graphics: 2014. 0 0 0 0 0




Page 5

THE EQUALIZERTrailer Test #1: Balance V.27: Among African-Americans


Men Women Men Women

<25 25+ <25 25+ <25 25+ <25 25+

367 101 92 89 85 96 32 17 31 16

50 13 6 18 13 1

View of a warehouse. People with

shopping carts walk around.

Washington approaches a cashier in

the warehouse. Washington says:

Jenny, Jenny, Jenny. Can you do a

quick refund for me when you’re done?

The man who’s being checked out starts

talking. Man says: Open the register

right now. He loads a gun. Man says:

Move. Washington opens the register

and hands the man a wad of money.

Man says: Give me that ring. Close-up

of a ring on the woman’s finger. Woman

V/O: No. The woman starts crying.

Woman says: It was my mother’s. Man

says: Give me that ring. He points his

gun at the woman. Man says: Take it

off. Woman says: Please. Washington

says: It’s okay, Jenny. He takes the

woman’s ring off and gives it to the man.

The man walks off and Washington

glares at him.

31 13 2 8 8



0 0 0 0 0 3





stopwatch and it beeps.

0 0 0 0 0

1 0 0 1 0 4



walks through the store.

0 0 0 0 0

3 0 1 1 1 5



Washington says: How you doing?

Woman says: Better now. Washington

chuckles.

0 0 0 0 0


Page 6



Men Women Men Women

<25 25+ <25 25+ <25 25+ <25 25+


21 6 5 4 6 6











13 3 4 3 3

34 12 5 8 9 7


Washington sits on a step-stool in an

employees-only area at work. Two men

approach him. Man says: Ay, yo, Pops!

We’re making a bet on what you did

before you got here. Washington says: I

was a Pip. You know, like Gladys

Knight and the Pips? Man says: Uh-oh.

Don’t do that. Washington starts

dancing. Man says: Oh, the spin!

Washington and the men laugh.

5 3 1 1 0

30 8 10 4 8 8






walks outside. Close-up of Washington.

Washington says: who thinks he’s a

knight in shining armor… Close-up of

Moretz. Washington V/O: except he

lives… A limo pulls up to the curb at

night. Washington V/O: in a world

where knights don’t exist anymore.

Close-up of Moretz.

13 4 4 4 1

Page 7



Men Women Men Women

<25 25+ <25 25+ <25 25+ <25 25+


9 1 1 4 3 9

Close-up of Washington. Washington

says: Gotta be who you are in this

world. Moretz looks at him. A man

opens the door of the limo. Close-up of

Washington. Washington says: No

matter what. Moretz fixes her hair.




12 4 1 5 2

0 0 0 0 0 10



Fallen.

0 0 0 0 0

23 6 7 5 5 11



an ornate chair in a room. Man says:

For what? Washington stands near the


The man laughs. Other men in the room

laugh.

1 0 0 1 0

3 1 1 0 1 12

A man in the room holds a knife.

Another man in the room holds a gun.

Washington V/O: Sixteen seconds.


beeps.

1 1 0 0 0

59 19 19 9 12 13

Washington fights the men in the room.

He kicks one man. Then he takes a shot

glass and slams it against another

man’s head. Then he grabs a man’s

wrist and body-slams him on the floor.

Then he punches a man. A man shoots

at Washington, but he ducks the bullet.


beeps. Washington V/O: Nineteen

seconds.

3 1 0 1 1


Page 8



Men Women Men Women

<25 25+ <25 25+ <25 25+ <25 25+


3 1 2 0 0 15









2 0 1 1 0

5 1 1 2 1 16








1 1 0 0 0

4 0 1 1 2 17











3 1 0 1 1

20 2 7 8 3 18

A woman plays with a ring in her hand.

The woman stands at a cash register in

her work uniform. Washington slams a

man’s head against the wall, causing

the wall to break. Close-up of Moretz,

who smiles at Washington. Washington

V/O: Cause you can.

1 0 0 1 0

3 2 0 1 0 19

Close-up of a man with tattoos all over

his body. Leo V/O: They won’t stop until

they kill you and anyone you care

about. Leo sits at a table with

Washington. Leo says: This is not a

winnable scenario. Close-up of

Washington. Washington loads a gun.

1 0 1 0 0

Page 9



Men Women Men Women

<25 25+ <25 25+ <25 25+ <25 25+



18 7 6 3 2 21


stands alone in the dark. Police officers

walk out of a van. Washington stands in

a closet filled with weapons. Man V/O:

A man with his skill… Washington

walks down the street at night.

Washington sits and watches a man

struggle to get out of his car, which is

parked in the garage. View of a hose

filling a car with gas. The man coughs

and gasps. Washington stares at the

man in the car. A man stands in an



really is.

3 1 1 1 0

36 10 9 9 8 22

Washington walks towards a tanker

truck as an explosion goes off behind

him. Aerial view of two figures walking at

night. Close-up of a man who’s leaning

down and yelling at someone.

Washington blinks. A man points a gun

at Washington and he takes the gun

and points it back at the man. A man

sits at a desk. Man says: What do you

see when you look at me? Close-up of

Washington. Washington says: What

do you see when you look at me?

2 0 0 2 0


26 7 7 7 5 24









sets his stopwatch. It beeps.

2 0 1 1 0

0 0 0 0 0 25 Graphics: 2014. 0 0 0 0 0


Page 10



Men Women Men Women

<25 25+ <25 25+ <25 25+ <25 25+




Page 11

Chart A

The Equalizer Trailer Test #1 (2/11/2014)

Interest by Gender and AgeAmong General Sample Ages 17 to 49

Interest by Gender and Age MC Norms

Based on Title/Stars as of:

Definite 15% 11% 23% 10% 21% 15% 30%

Probable 43% 49% 44% 40% 36% 35% 35%

Total Positive 58% 60% 67% 50% 57% 50% 65%

Batch

Based on Exposure to Advertising:

Balance V20 Rev (2:45) Tr 1Definite 52% 50% 53% 50% 52% 50% 65%Probable 32% 31% 31% 33% 34% 25% 20%Total Positive 84% 81% 84% 83% 86% 75% 85%

Balance V27 (2:56) Tr 1Definite 53% 53% 60% 47% 53% 50% 65%Probable 32% 30% 28% 35% 35% 25% 20%Total Positive 85% 83% 88% 82% 88% 75% 85%

Interest by Gender and AgeOverall

InterestMale 17 to

24

Male 25 to

49

Female 17

to 24

Female 25

to 49General Top 10%

2/11/2014

Chart B


Interest by Gender and AgeAmong General Sample Ages 17 to 49

Interest by Gender and Age MC Norms


Definite 15% 8% 15% 25% 8% 14% 24% 15% 30%

Probable 43% 50% 44% 47% 40% 36% 39% 35% 35%

Total Positive 58% 58% 60% 72% 48% 50% 64% 50% 65%

Batch


Balance V20 Rev (2:45) Tr 1Definite 52% 47% 51% 56% 47% 50% 56% 50% 65%Probable 32% 32% 32% 30% 35% 34% 32% 25% 20%Total Positive 84% 79% 84% 86% 82% 85% 87% 75% 85%

Balance V27 (2:56) Tr 1Definite 53% 51% 54% 63% 45% 47% 57% 50% 65%Probable 32% 35% 28% 25% 41% 33% 31% 25% 20%Total Positive 85% 86% 82% 89% 87% 80% 88% 75% 85%


InterestMale 17 to

19

Male 20 to

29

Male 30 to

49

Female 17


2/11/2014

Female 20

to 29

Female 30

to 49

Chart C


Interest by GenderAmong General Sample Ages 17 to 49

Interest by Gender MC Norms


Definite 15% 16% 15% 15% 30%

Probable 43% 47% 39% 35% 35%

Total Positive 58% 63% 53% 50% 65%

Batch


Balance V20 Rev (2:45) Tr 1Definite 52% 52% 51% 50% 65%Probable 32% 31% 33% 25% 20%Total Positive 84% 83% 85% 75% 85%

Balance V27 (2:56) Tr 1Definite 53% 57% 50% 50% 65%Probable 32% 29% 35% 25% 20%Total Positive 85% 86% 85% 75% 85%

Interest by GenderOverall

Interest Male Female General Top 10%

2/11/2014

Chart D


Interest by AgeAmong General Sample Ages 17 to 49

Interest by Age MC Norms


Definite 15% 8% 15% 25% 15% 30%

Probable 43% 45% 40% 43% 35% 35%

Total Positive 58% 53% 55% 68% 50% 65%

Batch


Balance V20 Rev (2:45) Tr 1Definite 52% 47% 51% 56% 50% 65%Probable 32% 33% 33% 31% 25% 20%Total Positive 84% 80% 84% 86% 75% 85%

Balance V27 (2:56) Tr 1Definite 53% 48% 51% 60% 50% 65%Probable 32% 38% 30% 28% 25% 20%Total Positive 85% 87% 81% 88% 75% 85%

Interest by AgeOverall

Interest 17 to 19 20 to 29 30 to 49 General Top 10%

2/11/2014

Chart E


Interest by AgeAmong General Sample Ages 17 to 49

Interest by Age MC Norms


Definite 15% 10% 22% 15% 30%

Probable 43% 45% 40% 35% 35%

Total Positive 58% 55% 62% 50% 65%

Batch





Interest 17 to 24 25 to 49 General Top 10%

2/11/2014

Chart F


Interest by RaceAmong General Sample Ages 17 to 49

Interest by Race MC Norms


Definite 15% 11% 28% 26% 15% 30%

Probable 43% 41% 48% 40% 35% 35%

Total Positive 58% 52% 76% 66% 50% 65%

Batch




Interest by RaceOverall

Interest White/Other AA Hispanic General Top 10%

2/11/2014

Chart G


Interest by EducationAmong General Sample Ages 17 to 49

Interest by Education MC Norms


Definite 15% 17% 13% 15% 30%

Probable 43% 41% 45% 35% 35%

Total Positive 58% 58% 58% 50% 65%

Batch




Interest by EducationOverall

Interest HS or LessSome College

+General Top 10%

2/11/2014

Chart H


Interest by AvidityAmong General Sample Ages 17 to 49

Interest by Avidity MC Norms


Definite 15% 16% 15% 14% 15% 30%

Probable 43% 39% 48% 58% 35% 35%

Total Positive 58% 54% 63% 72% 50% 65%

Batch




Interest by AvidityOverall

Interest Under 11 11 to 23 24 + General Top 10%

2/11/2014

Chart I


Interest by Denzel Washington FanshipAmong General Sample Ages 17 to 49

Interest by Denzel Washington Fanship MC Norms


Definite 15% 20% 8% 15% 30%

Probable 43% 45% 40% 35% 35%

Total Positive 58% 66% 48% 50% 65%

Batch




Interest by Denzel Washington FanshipOverall

InterestDenzel Washington -

Fan (59%)

Denzel Washington -

Non-Fan (41%)General Top 10%

2/11/2014

Chart J


Interest by ActionAmong General Sample Ages 17 to 49

Interest by Action MC Norms


Definite 15% 17% 11% 15% 30%

Probable 43% 49% 35% 35% 35%

Total Positive 58% 66% 46% 50% 65%

Batch




Interest by ActionOverall

InterestAction - Fan

(63%)

Action - Non-

Fan (37%)General Top 10%

2/11/2014

Chart K


Interest by DramasAmong General Sample Ages 17 to 49

Interest by Dramas MC Norms


Definite 15% 16% 12% 15% 30%

Probable 43% 48% 44% 35% 35%

Total Positive 58% 63% 56% 50% 65%

Batch




Interest by DramasOverall

InterestDramas - Fan

(33%)

Dramas - Non-


2/11/2014

Chart L


Interest by Denzel MoviesAmong General Sample Ages 17 to 49

Interest by Denzel Movies Seen MC Norms


Definite 15% 7% 23% 15% 30%

Probable 43% 38% 49% 35% 35%

Total Positive 58% 45% 72% 50% 65%

Batch




Denzel Washington Movies:FLIGHT, starring Denzel WashingtonSAFE HOUSE, starring Denzel Washington and Ryan Reynolds2 GUNS, starring Denzel Washington and Mark WahlbergTHE BOOK OF ELI, starring Denzel Washington and Mila KunisUNSTOPPABLE, starring Denzel Washington and Chris PineTHE TAKING OF PELHAM 1 2 3, starring Denzel Washington and John Travolta

Interest by Denzel Movies SeenOverall

InterestDenzel Movies Seen -

0 to 2 (51%)

Denzel Movies Seen -

3 to 6 (49%)General Top 10%

2/11/2014

Chart A


Interest by Gender and Age Among African American SampleAmong African American Sample Ages 17 to 49

Interest by Gender and Age MC AA Norms


Definite 28% 27% 33% 23% 29% 25% 35%

Probable 47% 45% 52% 40% 50% 25% 20%

Total Positive 76% 72% 85% 63% 79% 50% 55%

Batch


Balance V20 Rev (2:45) Tr 1Definite 63% 71% 64% 62% 54% 55% 70%Probable 27% 22% 30% 23% 33% 30% 20%Total Positive 90% 93% 93% 85% 87% 85% 90%

Balance V27 (2:56) Tr 1Definite 63% 65% 62% 64% 61% 55% 70%Probable 27% 29% 30% 24% 26% 30% 20%Total Positive 90% 93% 92% 88% 87% 85% 90%

2/11/2014


InterestMale 17 to

24

Male 25 to

49

Female 17

to 24

Female 25


Chart B


Interest by Gender Among African American SampleAmong African American Sample Ages 17 to 49

Interest by Gender MC AA Norms


Definite 28% 30% 27% 25% 35%

Probable 47% 49% 45% 25% 20%

Total Positive 76% 79% 72% 50% 55%

Batch




2/11/2014

Interest by GenderOverall

Interest Male Female General Top 10%

Chart C


Interest by Age Among African American SampleAmong African American Sample Ages 17 to 49

Interest by Age MC AA Norms


Definite 28% 25% 31% 25% 35%

Probable 47% 43% 51% 25% 20%

Total Positive 76% 68% 82% 50% 55%

Batch




2/11/2014


Interest 17 to 24 25 to 49 General Top 10%

Chart D


Interest by Education Among African American SampleAmong African American Sample Ages 17 to 49

Interest by Education MC AA Norms


Definite 28% 28% 28% 25% 35%

Probable 47% 50% 44% 25% 20%

Total Positive 76% 78% 73% 50% 55%

Batch




2/11/2014

Interest by EducationOverall

InterestHS or

Less

Some

College +General Top 10%

Chart E


Interest by Avidity Among African American SampleAmong African American Sample Ages 17 to 49

Interest by Avidity MC AA Norms


Definite 28% 29% 27% 25% 25% 35%

Probable 47% 44% 52% 60% 25% 20%

Total Positive 76% 73% 80% 85% 50% 55%

Batch




2/11/2014

Interest by AvidityOverall

Interest Under 11 11 to 23 24 + General Top 10%

Chart F


Interest by Denzel Washington Fanship Among African American SampleAmong African American Sample Ages 17 to 49

Interest by Denzel Washington Fanship MC AA Norms


Definite 28% 33% 17% 25% 35%

Probable 47% 46% 52% 25% 20%

Total Positive 76% 79% 68% 50% 55%

Batch




2/11/2014

Interest by Denzel Washington FanshipOverall

InterestDenzel Washington -

Fan (72%)

Denzel Washington -

Non-Fan (28%)General Top 10%

Chart G


Interest by Action Among African American SampleAmong African American Sample Ages 17 to 49

Interest by Action MC AA Norms

Based on Title/Stars as of:Definite 28% 34% 16% 25% 35%

Probable 47% 47% 49% 25% 20%

Total Positive 76% 81% 65% 50% 55%

Batch




2/11/2014

Interest by ActionOverall

InterestAction - Fan

(69%)

Action - Non-Fan

(31%)General Top 10%

Chart H


Interest by Dramas Among African American SampleAmong African American Sample Ages 17 to 49

Interest by Dramas MC AA Norms


Definite 28% 29% 27% 25% 35%

Probable 47% 50% 47% 25% 20%

Total Positive 76% 79% 74% 50% 55%

Batch




2/11/2014

Interest by DramasOverall

InterestDramas - Fan

(39%)

Dramas - Non-


Chart I


Interest by Denzel Movies Among African American SampleAmong African American Sample Ages 17 to 49

Interest by Denzel Movies Seen MC AA Norms


Definite 28% 22% 38% 25% 35%

Probable 47% 49% 46% 25% 20%

Total Positive 76% 70% 83% 50% 55%

Batch




Denzel Washington Movies:FLIGHT, starring Denzel WashingtonSAFE HOUSE, starring Denzel Washington and Ryan Reynolds2 GUNS, starring Denzel Washington and Mark WahlbergTHE BOOK OF ELI, starring Denzel Washington and Mila KunisUNSTOPPABLE, starring Denzel Washington and Chris PineTHE TAKING OF PELHAM 1 2 3, starring Denzel Washington and John Travolta

2/11/2014

Interest by Denzel Movies SeenOverall

InterestDenzel Movies Seen

- 0 to 3 (57%)

Denzel Movies Seen

- 4 to 6 (43%)General Top 10%

Appendix Chart: 1

Descriptive Statements: Overall Audience

% Strongly Agree

Trailer Test # 1

THE EQUALIZER (General Sample)

% Strongly Agree

STATEMENTS TR1 AVGBalance V20 Rev

(2:45)

Balance V27

(2:56)

Positive Statements

I like the action 29% 27% 31%

I like Denzel Washington, so I want to see this movie 25% 22% 28%

This looks like a movie that should be seen on the big screen 23% 20% 27%

This looks like a movie that will have some nice twists and turns 22% 21% 24%

I like the premise that Washington helps people 22% 18% 27%

This movie looks like it'll keep me on the edge of my seat 22% 20% 23%

This movie looks suspenseful 20% 20% 20%

This movie looks like a smart, thinking-man's action movie 19% 18% 19%

I like seeing Denzel Washington's character before he became The Equalizer 18% 16% 20%

I like the CIA elements 18% 17% 18%

I like the relationship between Denzel Washington and the girl he rescues 17% 13% 20%

I like the Russian mob elements of the movie 13% 11% 15%

Negative Statements

This movie looks like it's been done before 5% 4% 6%

This movie looks too typical 5% 6% 4%

It looks like other movies I've seen and I don't like that 4% 3% 6%

It doesn't make me want to learn more about the movie 4% 4% 4%

This movie looks like more of a rental 4% 4% 4%

I don't understand the story 4% 4% 3%

This movie looks too violent 3% 3% 4%

I am tired of seeing Denzel Washington in these types of roles 3% 3% 3%

This movie looks too serious 3% 3% 2%

This movie looks boring 2% 2% 2%

Appendix Chart: 2

Descriptive Statements: Among Definitely Interested

% Strongly Agree

Trailer Test # 1


% Strongly Agree


(2:45)

Balance V27

(2:56)

Positive Statements













Negative Statements











Appendix Chart: 3

Descriptive Statements: Among Best Potentials*

% Strongly Agree

Trailer Test # 1


% Strongly Agree


(2:45)

Balance V27

(2:56)

Positive Statements













Negative Statements











* Best Potentials=Those who answered "Probably Interested" or "Might or Might Not be Interested"

Appendix Chart: 4

Descriptive Statements: Total Negative Audience*

% Strongly Agree

Trailer Test # 1


% Strongly Agree


(2:45)

Balance V27

(2:56)

Positive Statements













Negative Statements











* Total Negative Audience=Those who answered "Probably Not Interested" or "Definitely Not Interested"

Appendix Chart: 5

Descriptive Statements: By Gender

% Strongly Agree

Trailer Test # 1THE EQUALIZER (General Sample)

% Strongly Agree

Males Females

STATEMENTSBalance V20 Rev

(2:45)Balance V27 (2:56)

Balance V20 Rev

(2:45)Balance V27 (2:56)

Positive Statements

I like the action 30% 36% 24% 26%

I like Denzel Washington, so I want to see this movie 26% 32% 18% 23%

This looks like a movie that will have some nice twists and turns 22% 27% 19% 21%

This looks like a movie that should be seen on the big screen 22% 32% 18% 23%

This movie looks like it'll keep me on the edge of my seat 20% 25% 19% 22%

This movie looks like a smart, thinking-man's action movie 20% 22% 16% 17%

I like seeing Denzel Washington's character before he became The Equalizer 19% 23% 14% 17%

This movie looks suspenseful 19% 19% 21% 21%

I like the relationship between Denzel Washington and the girl he rescues 17% 17% 10% 22%

I like the premise that Washington helps people 17% 25% 19% 28%

I like the Russian mob elements of the movie 16% 18% 6% 12%

I like the CIA elements 16% 20% 18% 16%

Negative Statements

This movie looks too typical 5% 5% 7% 4%

This movie looks too serious 4% 2% 2% 3%

It doesn't make me want to learn more about the movie 4% 3% 4% 5%

This movie looks like it's been done before 4% 10% 5% 3%

I don't understand the story 3% 3% 6% 4%

I am tired of seeing Denzel Washington in these types of roles 2% 4% 5% 2%

This movie looks like more of a rental 2% 4% 6% 4%

It looks like other movies I've seen and I don't like that 2% 5% 4% 7%

This movie looks too violent 2% 4% 5% 4%

This movie looks boring 2% 2% 3% 2%

Appendix Chart: 6

Descriptive Statements: By Age

% Strongly Agree


% Strongly Agree

17 to 24 25 to 49


(2:45)

Balance V27

(2:56)

Balance V20 Rev

(2:45)

Balance V27

(2:56)

Positive Statements













Negative Statements











Appendix Chart: 7

Descriptive Statements: By Quads

% Strongly Agree


% Strongly Agree

Men 17 to 24 Men 25 to 49 Females 17 to 24 Females 25 to 49


(2:45)

Balance V27

(2:56)

Balance V20 Rev

(2:45)

Balance V27

(2:56)

Balance V20 Rev

(2:45)

Balance V27

(2:56)

Balance V20 Rev

(2:45)

Balance V27

(2:56)

Positive Statements

I like the action 26% 43% 34% 30% 22% 27% 26% 25%

This looks like a movie that should be seen on the big screen 23% 34% 21% 29% 8% 26% 27% 20%

This looks like a movie that will have some nice twists and turns 21% 30% 24% 23% 20% 22% 18% 21%

I like Denzel Washington, so I want to see this movie 21% 32% 31% 32% 13% 20% 24% 26%

This movie looks like it'll keep me on the edge of my seat 20% 27% 21% 23% 10% 23% 29% 20%

This movie looks like a smart, thinking-man's action movie 19% 24% 20% 21% 14% 18% 17% 16%

I like the CIA elements 18% 19% 15% 21% 12% 20% 24% 12%

I like the relationship between Denzel Washington and the girl he rescues 15% 20% 18% 14% 7% 26% 14% 19%

I like the Russian mob elements of the movie 14% 14% 18% 22% 5% 14% 8% 10%

I like seeing Denzel Washington's character before he became The Equalizer 14% 14% 24% 33% 12% 15% 15% 19%

This movie looks suspenseful 14% 20% 23% 18% 13% 20% 29% 21%

I like the premise that Washington helps people 12% 23% 21% 27% 12% 23% 25% 34%

Negative Statements

This movie looks too serious 8% 3% 1% 0% 3% 4% 2% 2%

I don't understand the story 4% 5% 3% 0% 4% 4% 7% 4%

I am tired of seeing Denzel Washington in these types of roles 3% 6% 1% 1% 8% 3% 1% 2%

This movie looks like it's been done before 3% 11% 4% 8% 6% 0% 4% 6%

This movie looks too typical 3% 5% 6% 5% 9% 1% 5% 6%

It looks like other movies I've seen and I don't like that 3% 3% 1% 7% 7% 4% 0% 10%

This movie looks too violent 2% 7% 2% 0% 3% 3% 6% 5%

This movie looks like more of a rental 1% 3% 3% 5% 8% 1% 4% 7%

It doesn't make me want to learn more about the movie 1% 4% 8% 3% 6% 2% 3% 8%

This movie looks boring 0% 3% 3% 1% 5% 2% 0% 2%

Appendix Chart: 8

Star Summary Chart

Trailer Test # 1


ATTITUDE TOWARD STAR

STARSONE OF

FAVORITESSORT OF LIKE TOTAL POSITIVE INDIFFERENT DON'T LIKE

NOT FAMILIAR

WITH

TOTAL NON-

POSITIVE

POST Denzel Washington 59% 23% 82% 5% 1% 12% 18%

Chloë Grace Moretz 9% 11% 20% 3% 1% 76% 80%

Melissa Leo 3% 5% 8% 2% 0% 89% 92%

MARKETCAST NORMS, TOP 10% 44% 41% 81% 25% 7% 50% 73%

MARKETCAST NORMS 23% 30% 53% 18% 5% 24% 46%

MARKETCAST NORMS, BOTTOM 10% 6% 19% 26% 11% 2% 2% 19%

Appendix Chart: 9

Profile of Star Fanship

Trailer Test # 1


% SAYING THEY ARE FANS OF (POST):

Audience SegmentDenzel

Washington

Chloë Grace

MoretzMelissa Leo

Overall 59% 9% 3%

Gender

Male 67% 7% 3%

Female 52% 12% 3%

Age Groups17 to 19 49% 8% 3%

20 to 29 58% 15% 4%

30 to 49 70% 4% 2%

Men by AgeMale 17 to 19 57% 5% 2%

Male 20 to 29 66% 12% 4%

Male 30 to 49 75% 4% 3%

Women by AgeFemale 17 to 19 41% 11% 3%

Female 20 to 29 50% 18% 3%

Female 30 to 49 65% 5% 2%

Education High School or Less 57% 8% 3%

Some College+ 62% 11% 3%

Movie AvidityRare (Under 11 movies/yr) 57% 8% 2%

Frequent (11 to 23 movies/yr) 60% 11% 5%

Avid (24+ movies/yr) 69% 15% 5%

RaceWhite/Other 57% 10% 2%

AA 78% 6% 7%

Latino 51% 8% 2%

AwarenessAware 64% 11% 3%

Unaware 58% 9% 3%

Denzel WashingtonFan 100% 11% 4%

Non-Fan 0% 7% 1%

Action MoviesFan 70% 10% 3%

Non-Fan 42% 8% 2%

DramasFan 66% 10% 6%

Non-Fan 56% 9% 2%

Denzel Movies Seen0 to 2 45% 8% 1%

3 to 6 73% 11% 5%

Post-IntDef. Interested 72% 11% 4%

Prob. Interested 56% 6% 1%

Not Interested 26% 11% 2%

Market SizeLarge 57% 10% 5%

Small 60% 9% 1%

Appendix Chart: 10

Profile of Perceived Genre

Trailer Test # 1


What kind of movie would you say it

mostly is?

Audience SegmentAction

movie

Suspense

ThrillerDrama

Overall 57% 38% 6%

Gender

Male 56% 39% 5%

Female 57% 36% 6%

Age Groups17 to 19 64% 27% 9%

20 to 29 52% 47% 1%

30 to 49 53% 40% 7%


Male 20 to 29 50% 50% 0%

Male 30 to 49 54% 39% 7%


Female 20 to 29 54% 44% 2%

Female 30 to 49 53% 41% 6%





Avid (24+ movies/yr) 49% 47% 4%


AA 67% 30% 3%

Latino 69% 23% 7%


Unaware 55% 39% 7%


Non-Fan 57% 34% 8%


Non-Fan 51% 40% 9%


Non-Fan 59% 36% 5%


3 to 6 60% 34% 6%





Small 56% 40% 5%

Appendix Chart: 11

Perceived Genre by Trailer

Trailer Test # 1



mostly is?

TrailersAction

movie

Suspense

ThrillerDrama

Overall 57% 38% 6%

Trailers Balance V20 Rev (2:45) 56% 40% 5%

Balance V27 (2:56) 58% 36% 6%

Appendix Chart: 12

Confusions Based on Trailers


Did you find anything

confusing or hard to

understand in the movie

preview?

Trailers % YES

Overall 14%

Trailers Balance V20 Rev (2:45) 14%

Balance V27 (2:56) 14%

MARKETCAST GEN NORM 8%

Appendix Chart: 13

Profile of Uniqueness

Trailer Test # 1


Do you think anything is

unique or different about

this movie in comparison to

other movies?

Audience Segment % Yes

Overall 22%

Gender

Male 25%

Female 20%

Age Groups17 to 19 22%

20 to 29 24%

30 to 49 21%

Men by AgeMale 17 to 19 23%

Male 20 to 29 28%

Male 30 to 49 24%

Women by AgeFemale 17 to 19 20%

Female 20 to 29 21%

Female 30 to 49 18%

Education High School or Less 24%

Some College+ 21%

Movie AvidityRare (Under 11 movies/yr) 24%

Frequent (11 to 23 movies/yr) 22%

Avid (24+ movies/yr) 11%

RaceWhite/Other 20%

AA 34%

Latino 22%

AwarenessAware 26%

Unaware 21%

Denzel WashingtonFan 28%

Non-Fan 15%

Action MoviesFan 26%

Non-Fan 15%

DramasFan 22%

Non-Fan 23%

Denzel Movies Seen0 to 2 18%

3 to 6 27%

Post-IntDef. Interested 30%

Prob. Interested 19%

Not Interested 6%

Market SizeLarge 21%

Small 23%


Appendix Chart: 14

Uniqueness by Trailer

Trailer Test # 1


Do you think anything

is unique or different

about this movie in

comparison to other

movies?

Trailer % Yes

Overall 22%

Trailer

Balance V20 Rev (2:45) 20%

Balance V27 (2:56) 25%


Appendix Chart: 15

Music by Trailer

Trailer Test # 1


Did you notice the music in the trailer?How does the music affect your interest in seeing the

movie? (among noticed music)Did you enjoy the music in the trailer? (among noticed music)

Trailer Yes No Increases interest Decreases interestHas no effect on

interestYes, I liked it a lot Yes, it was ok

No, I didn't like it very

muchNo, I hated it

Overall 60% 40% 64% 1% 35% 33% 63% 4% 1%

Trailer

Balance V20 Rev (2:45) 58% 42% 59% 1% 40% 29% 66% 4% 1%

Balance V27 (2:56) 63% 37% 68% 1% 31% 36% 60% 4% 0%

MARKETCAST TR NORM 62% 38% 50% 3% 47% 33% 60% 5% 2%

Appendix Chart: 16

Profile of Reasons for Interest (Among Definitely Interested)

Trailer Test # 1


What is the MOST IMPORTANT reason you are definitely interested in seeing this movie?

AUDIENCE SEGMENT Denzel Washington The story The actionTo see if he's able to

rescue the girl

The interaction

between the characters

Overall 23% 30% 24% 16% 7%

Gender

Male 22% 33% 25% 14% 6%

Female 25% 27% 23% 18% 7%

Age Groups17 to 19 23% 23% 30% 16% 8%

20 to 29 21% 36% 20% 16% 6%

30 to 49 26% 31% 22% 16% 6%

Men by AgeMale 17 to 19 22% 35% 29% 11% 4%

Male 20 to 29 21% 40% 20% 12% 7%

Male 30 to 49 22% 26% 26% 18% 8%

Women by AgeFemale 17 to 19 24% 11% 31% 21% 12%

Female 20 to 29 21% 33% 21% 19% 6%

Female 30 to 49 30% 35% 18% 13% 3%

Education High School or Less 24% 25% 25% 17% 8%

Some College+ 22% 38% 23% 14% 3%

Movie AvidityRare (Under 11 movies/yr) 22% 29% 25% 17% 7%

Frequent (11 to 23 movies/yr) 28% 28% 23% 15% 6%

Avid (24+ movies/yr) 23% 42% 20% 12% 4%

RaceWhite/Other 24% 33% 19% 17% 7%

AA 19% 28% 26% 19% 8%

Latino 26% 23% 33% 11% 6%

AwarenessAware 25% 21% 19% 25% 10%

Unaware 23% 32% 26% 13% 6%

Denzel WashingtonFan 29% 27% 22% 15% 7%

Non-Fan 9% 37% 30% 19% 5%

Action MoviesFan 24% 30% 24% 15% 7%

Non-Fan 22% 30% 26% 17% 4%

DramasFan 23% 37% 19% 16% 4%

Non-Fan 24% 25% 27% 15% 8%

Denzel Movies Seen0 to 2 21% 29% 27% 15% 9%

3 to 6 25% 31% 23% 16% 5%

Market SizeLarge 23% 30% 25% 16% 6%

Small 24% 30% 24% 16% 7%

Appendix Chart: 17

Reasons for Interest by Trailer (Among Definitely Interested)

Trailer Test # 1



Trailer Denzel Washington The story The actionTo see if he's able to

rescue the girl

The interaction


Overall 23% 30% 24% 16% 7%

Trailer

Balance V20 Rev (2:45) 24% 25% 25% 19% 6%

Balance V27 (2:56) 23% 34% 23% 13% 7%

Appendix Chart: 18

Profile of Reasons for Not Definite Interest (Among Probably Interested)

Trailer Test # 1


Earlier you said you would probably be interested in seeing this movie in a movie theater. What is

keeping you from being definitely interested?

AUDIENCE SEGMENT

Needs to show more of

what Denzel's character

can do

Might be too darkThe story might be

typical

Might be kind of the

same thing Denzel

always does

I'd like to know more

about the past of

Denzel's character

Overall 20% 8% 28% 16% 29%

Gender

Male 17% 9% 28% 18% 27%

Female 22% 6% 28% 13% 31%

Age Groups17 to 19 25% 5% 24% 12% 35%

20 to 29 13% 14% 22% 19% 31%

30 to 49 21% 4% 39% 15% 21%

Men by AgeMale 17 to 19 23% 8% 22% 13% 33%

Male 20 to 29 6% 17% 25% 21% 32%

Male 30 to 49 23% 3% 37% 20% 17%


Female 20 to 29 21% 11% 20% 18% 30%

Female 30 to 49 19% 5% 41% 10% 26%


Some College+ 17% 8% 37% 14% 25%



Avid (24+ movies/yr) 11% 8% 34% 17% 30%


AA 14% 10% 28% 16% 31%

Latino 19% 10% 33% 25% 13%


Unaware 21% 7% 28% 14% 29%


Non-Fan 20% 13% 28% 19% 21%


Non-Fan 17% 9% 29% 21% 25%

DramasFan 16% 6% 22% 19% 37%

Non-Fan 21% 8% 30% 14% 26%


3 to 6 16% 10% 29% 11% 34%


Small 24% 7% 27% 15% 28%

Appendix Chart: 19

Reasons for Lack of Interest by Trailer (Among Probably Interested)

Trailer Test # 1




TrailerNeeds to show more of


can do


typical


same thing Denzel

always does


about the past of

Denzel's character

Overall 20% 8% 28% 16% 29%

Trailer

Balance V20 Rev (2:45) 16% 4% 34% 16% 29%

Balance V27 (2:56) 23% 11% 21% 15% 29%

Appendix Chart: 20

Profile of Reasons for Lack of Interest (Among Might to Definitely Not Interested)

Trailer Test # 1


What is the MOST IMPORTANT reason you are NOT definitely interested in seeing this movie?

AUDIENCE SEGMENT Not enough actionDoesn't seem like a'

big screen' movieSeems typical

Tired of seeing

Washington in these

types of roles

Too violent or dark

Overall 9% 18% 44% 15% 15%

Gender

Male 16% 15% 47% 12% 9%

Female 1% 21% 40% 17% 21%

Age Groups17 to 19 9% 15% 39% 18% 19%

20 to 29 5% 13% 57% 11% 13%

30 to 49 13% 27% 34% 15% 12%

Men by AgeMale 17 to 19 12% 11% 51% 5% 21%

Male 20 to 29 12% 23% 48% 11% 5%

Male 30 to 49 24% 13% 42% 21% 0%


Female 20 to 29 0% 5% 64% 11% 20%

Female 30 to 49 0% 43% 24% 8% 25%


Some College+ 10% 18% 44% 18% 10%



Avid (24+ movies/yr) 17% 0% 83% 0% 0%


AA 14% 15% 35% 21% 14%

Latino 29% 0% 43% 8% 20%


Unaware 10% 17% 39% 17% 17%


Non-Fan 10% 18% 42% 14% 16%


Non-Fan 4% 15% 43% 17% 21%

DramasFan 7% 19% 54% 11% 9%

Non-Fan 10% 18% 40% 16% 17%


3 to 6 24% 15% 47% 9% 5%


Small 6% 19% 42% 19% 13%

Appendix Chart: 21

Reasons for Lack of Interest by Trailer (Among Might to Definitely Not Interested)

Trailer Test # 1



Trailer Not enough actionDoesn't seem like a'


Tired of seeing

Washington in these

types of roles

Too violent or dark

Overall 9% 18% 44% 15% 15%

Trailer

Balance V20 Rev (2:45) 16% 14% 41% 15% 14%

Balance V27 (2:56) 1% 22% 47% 14% 15%

Appendix Chart: 22

Reasons for Lack of Interest by Trailer (split by interest)

Trailer Test # 1



(among might)


(among probably or definitely not)



Tired of seeing

Washington in these

types of roles

Too violent or dark Not enough actionDoesn't seem like a'


Tired of seeing

Washington in these

types of roles

Too violent or dark

Overall 8% 19% 58% 9% 7% 10% 17% 29% 21% 23%

Trailer

Balance V20 Rev (2:45) 13% 16% 57% 12% 3% 19% 13% 23% 19% 26%

Balance V27 (2:56) 3% 23% 58% 6% 11% 0% 22% 37% 22% 19%

Appendix Chart: 23

Audience: by Test

Elements: % Not Enough


% Not Enough

Elements Overall TR1Balance V20 Rev

(2:45)

Balance V27

(2:56)

Scenes of the young woman (Chloë Grace Moretz) 53% 55% 50%

Information about the bad guy/s 49% 52% 47%

Interaction between Washington and the young woman 45% 46% 45%

Information about Denzel Washington's past 45% 51% 40%

Scenes of Denzel Washington's character before he becomes The Equalizer33% 38% 28%

Lighter moments 30% 35% 25%

Scenes of Washington helping people 23% 26% 19%

Scenes of Denzel using his commando skills 16% 22% 9%

Attitude moments from Denzel Washington 15% 20% 9%

Action scenes 13% 17% 8%

Scenes with Denzel Washington 9% 10% 8%

Appendix Chart: 24

Profile of Elements Think Not Enough

Trailer Test # 1


% Not Enough

AUDIENCE SEGMENTScenes with Denzel

WashingtonAction scenes

Interaction between

Washington and the

young woman

Scenes of Denzel using

his commando skills

Scenes of Washington

helping people

Information about the

bad guy/s

Attitude moments

from Denzel

Washington

Information about

Denzel Washington's

past

Lighter moments

Scenes of the young

woman (Chloë Grace

Moretz)

Scenes of Denzel

Washington's

character before he

becomes The

Equalizer

Overall 9% 13% 45% 16% 23% 49% 15% 45% 30% 53% 33%

Gender

Male 7% 17% 45% 15% 24% 52% 18% 47% 25% 52% 33%

Female 11% 9% 46% 17% 22% 47% 12% 43% 35% 53% 32%

Age Groups17 to 19 11% 11% 41% 18% 29% 48% 21% 52% 23% 47% 35%

20 to 29 4% 10% 57% 13% 24% 52% 15% 56% 43% 60% 36%

30 to 49 13% 17% 39% 17% 16% 48% 8% 28% 24% 51% 27%

Men by AgeMale 17 to 19 6% 11% 46% 21% 30% 46% 24% 56% 23% 45% 42%

Male 20 to 29 6% 17% 53% 8% 25% 57% 20% 56% 38% 62% 34%

Male 30 to 49 10% 21% 38% 15% 18% 53% 11% 31% 16% 49% 25%

Women by AgeFemale 17 to 19 16% 12% 36% 15% 28% 50% 19% 48% 23% 49% 29%

Female 20 to 29 1% 2% 60% 17% 22% 47% 10% 57% 49% 57% 38%

Female 30 to 49 16% 14% 41% 18% 14% 43% 5% 25% 34% 54% 29%

Education High School or Less 10% 14% 37% 15% 23% 43% 17% 43% 29% 47% 29%

Some College+ 9% 11% 58% 17% 23% 57% 12% 49% 32% 60% 38%

Movie AvidityRare (Under 11 movies/yr) 11% 12% 45% 14% 26% 48% 14% 44% 32% 50% 32%

Frequent (11 to 23 movies/yr) 7% 12% 43% 19% 20% 52% 19% 47% 27% 57% 40%

Avid (24+ movies/yr) 3% 18% 59% 18% 10% 48% 10% 52% 25% 57% 18%

RaceWhite/Other 8% 10% 49% 13% 23% 49% 13% 44% 31% 54% 33%

AA 9% 23% 35% 21% 19% 40% 25% 45% 36% 53% 26%

Latino 13% 13% 42% 21% 26% 57% 12% 51% 22% 48% 37%

AwarenessAware 11% 11% 32% 14% 25% 40% 9% 36% 25% 46% 29%

Unaware 9% 13% 49% 16% 22% 51% 16% 48% 31% 54% 34%

Denzel WashingtonFan 10% 11% 43% 14% 18% 51% 15% 41% 26% 51% 34%

Non-Fan 9% 15% 49% 18% 30% 47% 15% 51% 36% 54% 31%

Action MoviesFan 8% 15% 45% 17% 20% 52% 18% 49% 28% 51% 35%

Non-Fan 11% 9% 46% 14% 26% 45% 10% 40% 33% 54% 29%

DramasFan 7% 6% 42% 16% 20% 46% 11% 39% 29% 53% 39%

Non-Fan 10% 16% 47% 16% 24% 51% 17% 49% 31% 53% 29%

Denzel Movies Seen0 to 2 9% 9% 47% 17% 28% 49% 16% 48% 35% 56% 35%

3 to 6 10% 17% 44% 14% 17% 49% 14% 43% 25% 49% 31%

Post-IntDef. Interested 8% 10% 40% 14% 19% 48% 13% 40% 27% 51% 30%

Prob. Interested 9% 17% 47% 17% 19% 51% 17% 52% 29% 50% 37%

Not Interested 13% 14% 60% 18% 41% 49% 15% 48% 43% 61% 32%

Market SizeLarge 11% 10% 43% 18% 23% 50% 12% 51% 32% 59% 32%

Small 8% 14% 47% 14% 23% 49% 17% 42% 29% 48% 33%

Appendix Chart: 25

Audience: by Test

Elements: % Too Much


% Too Much


(2:45)

Balance V27

(2:56)












Appendix Chart: 26

Profile of Elements Think Too Much

Trailer Test # 1


% Too Much



Interaction between

Washington and the

young woman


his commando skills


helping people


bad guy/s

Attitude moments

from Denzel

Washington

Information about

Denzel Washington's

past

Lighter moments

Scenes of the young

woman (Chloë Grace

Moretz)

Scenes of Denzel

Washington's

character before he

becomes The

Equalizer

Overall 16% 8% 6% 10% 7% 6% 10% 7% 9% 3% 7%

Gender

Male 18% 8% 4% 12% 7% 7% 7% 7% 10% 3% 8%

Female 15% 9% 8% 8% 7% 6% 13% 6% 8% 4% 6%

Age Groups17 to 19 18% 9% 5% 12% 9% 9% 11% 7% 7% 5% 9%

20 to 29 22% 10% 4% 16% 5% 7% 12% 4% 9% 1% 7%

30 to 49 9% 7% 9% 2% 7% 4% 7% 8% 11% 4% 6%

Men by AgeMale 17 to 19 27% 10% 5% 13% 14% 12% 10% 7% 7% 3% 8%

Male 20 to 29 20% 8% 4% 21% 6% 7% 7% 9% 13% 0% 8%

Male 30 to 49 8% 7% 4% 2% 3% 2% 4% 6% 10% 5% 9%


Female 20 to 29 24% 13% 4% 10% 5% 7% 17% 0% 4% 2% 6%

Female 30 to 49 10% 7% 15% 2% 12% 6% 11% 10% 11% 2% 2%


Some College+ 18% 7% 3% 6% 5% 4% 9% 5% 11% 2% 4%



Avid (24+ movies/yr) 23% 0% 4% 7% 4% 6% 16% 4% 0% 0% 15%

RaceWhite/Other 16% 7% 3% 11% 6% 6% 9% 6% 7% 3% 8%

AA 14% 12% 13% 10% 11% 8% 7% 9% 15% 1% 8%

Latino 19% 11% 10% 4% 8% 6% 16% 7% 11% 5% 4%

AwarenessAware 16% 7% 8% 11% 6% 6% 15% 9% 4% 7% 3%

Unaware 17% 9% 6% 9% 7% 6% 9% 6% 10% 2% 8%


Non-Fan 28% 10% 7% 14% 11% 7% 19% 8% 8% 5% 9%


Non-Fan 22% 11% 6% 16% 8% 8% 14% 11% 8% 3% 12%

DramasFan 14% 8% 9% 6% 3% 6% 9% 6% 14% 3% 3%

Non-Fan 18% 9% 5% 12% 9% 7% 10% 7% 6% 4% 9%


3 to 6 11% 6% 7% 9% 7% 6% 9% 8% 9% 3% 7%


Prob. Interested 18% 5% 3% 7% 9% 4% 9% 3% 10% 5% 7%

Not Interested 36% 22% 11% 26% 14% 15% 27% 17% 11% 4% 14%


Small 16% 6% 5% 9% 6% 4% 9% 6% 9% 2% 7%

Appendix Chart: 27

Profile of Awareness Based Only on Title and Stars and Exposure

Trailer Test # 1


Have you heard of the movie THE MAZE RUNNER, starring

Dylan O'Brien and Kaya Scodelario

Have you heard of the movie THE EQUALIZER, starring

Denzel Washington, Chloë Grace Moretz, and Melissa Leo.

Have you heard of the movie A WALK AMONG THE

TOMBSTONES, starring Liam Neeson

AUDIENCE SEGMENT Yes No Don't Know Yes No Don't Know Yes No Don't Know

Overall 15% 82% 3% 21% 75% 3% 13% 84% 3%

Gender

Male 11% 85% 4% 22% 75% 3% 12% 85% 3%

Female 19% 78% 3% 20% 76% 4% 14% 83% 3%

Age Groups17 to 19 20% 77% 4% 15% 82% 3% 15% 83% 2%

20 to 29 18% 78% 3% 19% 77% 4% 10% 86% 4%

30 to 49 7% 90% 3% 30% 67% 3% 13% 83% 4%

Men by AgeMale 17 to 19 13% 84% 3% 15% 81% 3% 12% 86% 2%

Male 20 to 29 14% 81% 4% 25% 72% 3% 10% 87% 3%

Male 30 to 49 7% 90% 3% 27% 70% 3% 14% 83% 3%

Women by AgeFemale 17 to 19 27% 69% 4% 15% 82% 3% 19% 80% 2%

Female 20 to 29 22% 76% 2% 13% 83% 4% 10% 85% 4%

Female 30 to 49 8% 89% 3% 33% 62% 4% 13% 83% 4%

Education High School or Less 16% 79% 4% 22% 74% 3% 15% 82% 3%

Some College+ 14% 85% 2% 20% 77% 4% 10% 87% 3%

Movie AvidityRare (Under 11 movies/yr) 16% 80% 4% 22% 74% 4% 13% 83% 4%

Frequent (11 to 23 movies/yr) 14% 84% 2% 21% 77% 3% 10% 88% 2%

Avid (24+ movies/yr) 12% 84% 4% 21% 78% 1% 17% 80% 2%

RaceWhite/Other 16% 81% 4% 22% 73% 4% 12% 84% 3%

AA 13% 86% 2% 23% 76% 2% 15% 82% 3%

Latino 16% 81% 3% 17% 81% 2% 12% 85% 2%

AwarenessAware 26% 68% 6% 100% 0% 0% 21% 74% 5%

Unaware 12% 85% 2% 0% 96% 4% 11% 87% 3%

Denzel WashingtonFan 12% 85% 3% 23% 75% 2% 14% 84% 2%

Non-Fan 20% 77% 4% 19% 75% 6% 12% 84% 5%

Action MoviesFan 15% 82% 3% 24% 73% 3% 14% 84% 2%

Non-Fan 15% 80% 4% 16% 79% 5% 11% 83% 6%

DramasFan 17% 80% 3% 27% 71% 2% 14% 83% 3%

Non-Fan 14% 82% 4% 18% 77% 4% 12% 85% 3%

Denzel Movies Seen0 to 2 16% 81% 3% 19% 76% 5% 8% 89% 3%

3 to 6 14% 82% 3% 24% 75% 2% 18% 79% 3%

Post-IntDef. Interested 13% 84% 3% 22% 77% 1% 17% 80% 3%

Prob. Interested 18% 80% 3% 22% 72% 6% 9% 87% 4%

Not Interested 17% 76% 6% 19% 76% 5% 9% 89% 3%

Market SizeLarge 14% 82% 5% 24% 74% 2% 13% 83% 3%

Small 16% 81% 2% 20% 76% 4% 12% 84% 3%

Appendix Chart: 28

Profile of Interest in Seeing the Movie (Among Definitely Interested)

Trailer Test # 1


Is this a movie you would…

AUDIENCE SEGMENTSee at a movie theater

opening weekend

See it at a movie theater as

soon as you could

See it at a movie theater,

but not right awayWait to see it at home

Overall 39% 46% 9% 6%

Gender

Male 35% 49% 13% 3%

Female 44% 42% 5% 9%

Age17 to 19 38% 49% 8% 4%

20 to 29 42% 39% 9% 10%

30 to 49 38% 49% 10% 3%

Men by AgeMale 17 to 19 31% 50% 14% 4%

Male 20 to 29 44% 38% 14% 4%

Male 30 to 49 31% 58% 11% 0%

Women by AgeFemale 17 to 19 49% 47% 0% 4%

Female 20 to 29 40% 40% 6% 14%

Female 30 to 49 45% 40% 8% 6%

EducationHigh School or Less 41% 43% 12% 4%

Some College or More 37% 51% 4% 9%

Movie AvidityRare (Under 11 movies/yr) 40% 42% 11% 8%

Frequent (11 to 23 movies/yr) 45% 47% 4% 4%

Avid (24+ movies/yr) 27% 63% 10% 0%

RaceWhite/Other 31% 52% 11% 5%

AA 63% 33% 5% 0%

Latino 41% 42% 7% 11%

AwarenessAware 44% 41% 8% 7%

Unaware 38% 47% 9% 5%

Denzel WashingtonFan 41% 44% 9% 6%

Non-Fan 34% 51% 9% 6%

Action MoviesFan 41% 42% 11% 6%

Non-Fan 33% 61% 3% 4%

DramasFan 50% 35% 8% 7%

Non-Fan 33% 53% 9% 5%

Denzel Movies Seen0 to 2 32% 48% 16% 4%

3 to 6 44% 44% 5% 7%

Market SizeLarge 45% 41% 8% 6%

Small 34% 50% 10% 6%

MARKETCAST GEN NORM 36% 44% 16% 4%

Appendix Chart: 29

Profile of Interest in Seeing the Movie (Among Total Positive)

Trailer Test # 1




opening weekend


soon as you could



Overall 29% 39% 21% 11%

Gender

Male 27% 40% 26% 7%

Female 31% 38% 16% 15%

Age17 to 19 30% 40% 19% 12%

20 to 29 26% 41% 17% 16%

30 to 49 31% 36% 27% 5%

Men by AgeMale 17 to 19 25% 46% 21% 8%

Male 20 to 29 25% 40% 24% 11%

Male 30 to 49 30% 33% 34% 2%


Female 20 to 29 27% 42% 11% 20%

Female 30 to 49 32% 39% 20% 9%





Avid (24+ movies/yr) 27% 41% 22% 9%


AA 54% 32% 11% 2%

Latino 31% 35% 19% 15%


Unaware 26% 41% 21% 11%


Non-Fan 19% 37% 25% 19%


Non-Fan 18% 41% 22% 19%

DramasFan 41% 32% 15% 11%

Non-Fan 23% 42% 24% 11%


3 to 6 37% 36% 16% 11%

Post-IntDef. Interested 39% 46% 9% 6%

Prob. Interested 12% 28% 40% 20%

Not Interested 0% 0% 0% 0%


Small 24% 40% 23% 12%


Appendix Chart: 30

Profile of Likelihood of Paying Full Price for a Ticket (Among Def or Prob Interested)

Trailer Test # 1


On a scale from 1 to 10, where 10 Means "very likely" and 1 means "very unlikely" what number represents how likely you are to purchase a ticket to this movie in a movie theater on its opening

weekend?

AUDIENCE SEGMENT 1 Very unlikely 2 3 45 Neither Likely or

Unlikely6 7 8 9 10 Very likely

OVERALL

MEAN

GEN NORM TR

AVG

GEN NORM TV

AVG

PARENT

NORM TR AVG

PARENT

NORM TV AVG

Overall 3% 2% 5% 4% 7% 7% 14% 20% 12% 26% 7.4 7.1 6.8 7.5 7.3

Gender

Male 2% 2% 7% 1% 6% 6% 15% 21% 13% 27%

Female 5% 2% 2% 7% 8% 9% 13% 18% 11% 25%

Age Groups17 to 19 1% 3% 4% 6% 5% 10% 17% 17% 13% 24%

20 to 29 5% 3% 6% 1% 7% 5% 23% 16% 15% 19%

30 to 49 3% 0% 3% 5% 10% 7% 4% 26% 8% 34%

Men by AgeMale 17 to 19 0% 0% 6% 0% 7% 9% 20% 17% 15% 25%

Male 20 to 29 5% 5% 8% 2% 4% 7% 21% 19% 11% 18%

Male 30 to 49 0% 0% 6% 0% 8% 2% 5% 28% 12% 39%

Women by AgeFemale 17 to 19 2% 5% 3% 10% 3% 11% 15% 16% 12% 24%

Female 20 to 29 5% 0% 3% 0% 11% 3% 24% 14% 19% 21%

Female 30 to 49 7% 0% 1% 10% 12% 11% 3% 24% 4% 29%

Education High School or Less 2% 2% 5% 4% 4% 9% 16% 16% 11% 30%

Some College+ 4% 1% 4% 3% 12% 5% 12% 26% 13% 20%

Movie AvidityRare (Under 11 movies/yr) 3% 2% 4% 5% 7% 10% 16% 21% 8% 24%

Frequent (11 to 23 movies/yr) 4% 2% 4% 1% 8% 3% 12% 14% 19% 32%

Avid (24+ movies/yr) 0% 0% 11% 8% 3% 5% 10% 26% 16% 22%

RaceWhite/Other 4% 2% 6% 5% 10% 8% 12% 20% 10% 23%

AA 2% 3% 1% 2% 5% 7% 16% 18% 14% 32%

Latino 2% 0% 2% 2% 2% 7% 21% 20% 15% 29%

AwarenessAware 0% 2% 5% 3% 5% 8% 11% 27% 14% 26%

Unaware 4% 2% 4% 4% 8% 7% 15% 18% 11% 26%

Denzel WashingtonFan 4% 1% 3% 3% 5% 6% 15% 18% 13% 32%

Non-Fan 2% 3% 7% 5% 11% 10% 14% 24% 10% 14%

Action MoviesFan 2% 1% 2% 5% 8% 5% 13% 20% 15% 28%

Non-Fan 5% 3% 10% 1% 6% 12% 17% 19% 5% 22%

DramasFan 4% 1% 2% 5% 7% 5% 8% 19% 15% 33%

Non-Fan 3% 2% 6% 3% 7% 9% 18% 20% 10% 22%

Denzel Movies Seen0 to 2 4% 1% 6% 6% 11% 8% 17% 20% 8% 18%

3 to 6 2% 3% 3% 2% 4% 6% 12% 19% 15% 33%

Post-IntDef. Interested 2% 2% 2% 1% 2% 5% 13% 18% 16% 39%

Prob. Interested 6% 1% 9% 9% 15% 11% 17% 22% 5% 4%

Not Interested 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%

Market SizeLarge 2% 2% 5% 5% 10% 8% 12% 20% 10% 25%

Small 4% 1% 4% 3% 5% 7% 16% 19% 13% 27%

GENERAL TR NORM 24%

Appendix Chart: 31

Profile of Price

Trailer Test # 1


Regardless of your interest level, how likely are you to spend $10 -- or whatever you

typically would pay -- to see this movie in a theater based on this trailer and

anything else you might know about it?

AUDIENCE SEGMENT Very likely Somewhat likely Not very likely Not at all likely

Overall 41% 42% 10% 6%

Gender

Male 41% 44% 11% 4%

Female 41% 40% 9% 9%

Age Groups17 to 19 36% 51% 7% 6%

20 to 29 42% 41% 11% 7%

30 to 49 46% 35% 12% 7%

Men by AgeMale 17 to 19 34% 56% 7% 4%

Male 20 to 29 44% 40% 13% 4%

Male 30 to 49 46% 38% 14% 3%


Female 20 to 29 40% 42% 9% 9%

Female 30 to 49 45% 32% 11% 11%

Education High School or Less 43% 44% 8% 5%

Some College+ 39% 40% 13% 9%



Avid (24+ movies/yr) 41% 35% 19% 5%


AA 46% 40% 9% 6%

Latino 45% 45% 9% 2%


Unaware 41% 42% 10% 6%


Non-Fan 22% 49% 15% 15%


Non-Fan 30% 44% 15% 11%

DramasFan 47% 38% 8% 6%

Non-Fan 38% 44% 11% 6%


3 to 6 50% 39% 8% 2%





Small 34% 47% 12% 7%

TR NORM 38% 39% 14% 9%

TR NORM AMONG DEFINITE INTEREST 66% 30% 2% 1%

Appendix Chart: 32

Price by Trailer

Trailer Test # 1


Regardless of your interest level, how likely are you to spend $10 -- or

whatever you typically would pay -- to see this movie in a theater based on this

trailer and anything else you might know about it?

Trailer Very likely Somewhat likely Not very likely Not at all likely

Overall 41% 42% 10% 6%

Trailer

Balance V20 Rev (2:45) 34% 48% 13% 4%

Balance V27 (2:56) 48% 36% 7% 9%

TR NORM 38% 39% 14% 9%

Appendix Chart: 33

Profile of Choice Pre Exposure

Trailer Test # 1


All of these movies are opening around September 26, 2014.

Which of the following would be your first choice to see in a

theater?

AUDIENCE SEGMENT

THE MAZE RUNNER, a

thriller about young

people trapped in a

mysterious maze

THE EQUALIZER,

starring starring

Denzel Washington as

a retired black-ops

commando forced out

of retirement to

rescue someone

A WALK AMONG THE

TOMBSTONES,

starring Liam Neeson

as a private detective

hired to investigate the

murder of a drug lord's

wife

Overall 27% 47% 26%

Gender

Male 21% 55% 24%

Female 32% 40% 28%

Age Groups17 to 19 36% 41% 24%

20 to 29 24% 43% 33%

30 to 49 20% 59% 21%


Male 20 to 29 20% 49% 31%

Male 30 to 49 14% 67% 19%


Female 20 to 29 27% 38% 35%

Female 30 to 49 27% 50% 23%





Avid (24+ movies/yr) 23% 52% 25%


AA 13% 64% 23%

Latino 29% 44% 27%


Unaware 28% 45% 27%


Non-Fan 36% 32% 32%


Non-Fan 34% 34% 32%


Non-Fan 27% 46% 28%


3 to 6 19% 53% 28%





Small 24% 48% 28%

Appendix Chart: 34

Profile of Recommendation

Trailer Test # 1


After seeing this trailer, which of these options best describes how you would share

your feelings about this movie with friends, family, and other people you know?

Based on the trailer you just saw, how likely would you be

to recommend this movie to your friends, family, and other

people you know?

AUDIENCE SEGMENTI would talk, email, or

text to my friends about

it

I would share a link to

the movie preview with

my friends online

I would "Like" or

"Favorite" the movie's

webpage, but not share

a link with friends

I wouldn't share

anything about it

Very likely to

recommendI might recommend it

I wouldn't recommend

it

Overall 48% 23% 10% 19% 47% 44% 9%

Gender

Male 47% 22% 11% 20% 47% 45% 8%

Female 48% 23% 10% 19% 47% 42% 10%

Age Groups17 to 19 48% 23% 10% 20% 48% 44% 9%

20 to 29 44% 20% 15% 21% 46% 45% 9%

30 to 49 50% 25% 6% 18% 48% 42% 10%

Men by AgeMale 17 to 19 42% 23% 12% 23% 51% 41% 9%

Male 20 to 29 48% 21% 17% 14% 40% 51% 9%

Male 30 to 49 50% 23% 4% 23% 51% 42% 7%

Women by AgeFemale 17 to 19 54% 22% 8% 17% 45% 47% 8%

Female 20 to 29 40% 19% 13% 28% 51% 39% 10%

Female 30 to 49 50% 29% 9% 12% 45% 42% 14%

Education High School or Less 44% 26% 10% 20% 53% 39% 7%

Some College+ 52% 19% 10% 19% 38% 49% 12%

Movie AvidityRare (Under 11 movies/yr) 48% 20% 9% 23% 49% 42% 9%

Frequent (11 to 23 movies/yr) 48% 28% 9% 15% 40% 52% 8%

Avid (24+ movies/yr) 45% 31% 19% 5% 52% 37% 11%

RaceWhite/Other 46% 22% 12% 20% 44% 46% 11%

AA 41% 27% 11% 21% 64% 30% 6%

Latino 57% 22% 5% 17% 46% 46% 8%

AwarenessAware 55% 25% 14% 6% 52% 43% 6%

Unaware 46% 22% 9% 23% 46% 44% 10%

Denzel WashingtonFan 54% 25% 8% 13% 64% 34% 3%

Non-Fan 38% 20% 13% 29% 23% 58% 19%

Action MoviesFan 55% 23% 9% 13% 56% 39% 4%

Non-Fan 36% 22% 11% 30% 30% 51% 19%

DramasFan 50% 25% 12% 14% 54% 37% 9%

Non-Fan 46% 22% 9% 23% 44% 47% 9%

Denzel Movies Seen0 to 2 39% 24% 12% 25% 35% 52% 13%

3 to 6 56% 22% 8% 14% 60% 34% 6%

Post-IntDef. Interested 61% 28% 5% 6% 77% 23% 0%

Prob. Interested 41% 23% 16% 19% 24% 72% 4%

Not Interested 17% 8% 14% 61% 3% 51% 45%

Market SizeLarge 46% 25% 10% 19% 50% 42% 8%

Small 49% 21% 10% 20% 45% 45% 11%

GEN TR NORM 44% 20% 12% 24% 40% 45% 15%

Appendix Chart: 35

Recommendation by Trailer

Trailer Test # 1


After seeing this trailer, which of these options best describes how you would

share your feelings about this movie with friends, family, and other people you

know?



people you know?

Trailer

I would talk, email, or

text to my friends

about it


the movie preview

with my friends online

I would "Like" or


webpage, but not

share a link with

friends

I wouldn't share

anything about it

Very likely to



it

Overall 48% 23% 10% 19% 47% 44% 9%

Trailer

Balance V20 Rev (2:45) 44% 26% 8% 22% 40% 50% 9%

Balance V27 (2:56) 52% 19% 12% 17% 54% 37% 9%

GEN TR NORM 44% 20% 12% 24% 40% 45% 15%

Appendix Chart: 36

Profile of TV Show

Trailer Test # 1


Were you aware that this movie is based

on a TV series of the same name, The

Equalizer?

(If Aware) Have you seen the TV show, The Equalizer?Does knowing that THE EQUALIZER is based on a TV show

make you...

AUDIENCE SEGMENT Yes No Yes No Not Sure More interested Less interested No difference

Overall 11% 89% 59% 34% 8% 55% 0% 45%

Gender

Male 14% 86% 57% 36% 7% 59% 0% 41%

Female 8% 92% 62% 29% 9% 48% 0% 52%

Age Groups17 to 19 6% 94% 50% 50% 0% 69% 0% 31%

20 to 29 9% 91% 47% 42% 11% 49% 0% 51%

30 to 49 18% 82% 67% 24% 9% 53% 0% 47%

Men by AgeMale 17 to 19 9% 91% 37% 63% 0% 60% 0% 40%

Male 20 to 29 11% 89% 51% 49% 0% 54% 0% 46%

Male 30 to 49 22% 78% 68% 19% 14% 60% 0% 40%

Women by AgeFemale 17 to 19 3% 97% 100% 0% 0% 100% 0% 0%

Female 20 to 29 7% 93% 42% 32% 27% 42% 0% 58%

Female 30 to 49 13% 87% 67% 33% 0% 41% 0% 59%

Education High School or Less 10% 90% 43% 43% 14% 48% 0% 52%

Some College+ 11% 89% 78% 22% 0% 64% 0% 36%

Movie AvidityRare (Under 11 movies/yr) 12% 88% 54% 35% 11% 44% 0% 56%

Frequent (11 to 23 movies/yr) 7% 93% 51% 49% 0% 72% 0% 28%

Avid (24+ movies/yr) 13% 87% 87% 13% 0% 87% 0% 13%

RaceWhite/Other 11% 89% 60% 29% 12% 46% 0% 54%

AA 11% 89% 76% 24% 0% 91% 0% 9%

Latino 10% 90% 41% 59% 0% 58% 0% 42%

AwarenessAware 20% 80% 60% 22% 18% 52% 0% 48%

Unaware 8% 92% 57% 43% 0% 57% 0% 43%

Denzel WashingtonFan 13% 87% 70% 30% 0% 65% 0% 35%

Non-Fan 7% 93% 27% 43% 29% 27% 0% 73%

Action MoviesFan 13% 87% 73% 23% 4% 57% 0% 43%

Non-Fan 7% 93% 16% 65% 19% 48% 0% 52%

DramasFan 16% 84% 62% 21% 17% 51% 0% 49%

Non-Fan 9% 91% 56% 44% 0% 58% 0% 42%

Denzel Movies Seen0 to 2 6% 94% 64% 19% 16% 46% 0% 54%

3 to 6 16% 84% 56% 39% 4% 58% 0% 42%

Post-IntDef. Interested 13% 87% 65% 30% 5% 58% 0% 42%

Prob. Interested 10% 90% 55% 45% 0% 57% 0% 43%

Not Interested 5% 95% 24% 22% 54% 24% 0% 76%

Market SizeLarge 12% 88% 47% 37% 16% 51% 0% 49%

Small 10% 90% 69% 31% 0% 59% 0% 41%

Appendix Chart: 37

Audience: by Test

Descriptions About Washinton's Character: % Strongly Agree


% Strongly Agree

Comments Overall TR1Balance V20 Rev

(2:45)

Balance V27

(2:56)

Brave 69% 66% 71%

Determined 68% 62% 73%

Heroic 66% 62% 70%

Tough 65% 60% 69%

A character I want to watch 64% 63% 64%

Bad-ass 63% 59% 68%

Intense 63% 64% 62%

A character I can root for 60% 61% 59%

Cool 57% 52% 61%

Resourceful 55% 54% 57%

Dangerous 52% 50% 55%

Cunning 44% 41% 47%

Appendix Chart: 38

Profile of Washington's Character

Trailer Test # 1


% Strongly Agree

AUDIENCE SEGMENT Cool Heroic Determined Intense Brave Tough Bad-ass DangerousA character I can root

forResourceful Cunning

A character I want to

watch

Overall 57% 66% 68% 63% 69% 65% 63% 52% 60% 55% 44% 64%

Gender

Male 61% 67% 72% 64% 71% 68% 64% 55% 61% 56% 48% 71%

Female 52% 65% 63% 62% 66% 61% 63% 49% 59% 55% 41% 56%

Age Groups17 to 19 52% 62% 63% 60% 66% 63% 61% 56% 51% 52% 44% 67%

20 to 29 58% 67% 73% 64% 70% 65% 66% 49% 58% 56% 40% 62%

30 to 49 60% 70% 68% 65% 71% 65% 64% 51% 71% 59% 48% 62%

Men by AgeMale 17 to 19 50% 57% 64% 66% 63% 64% 64% 61% 45% 49% 53% 70%

Male 20 to 29 67% 66% 78% 53% 72% 66% 59% 49% 57% 55% 38% 74%

Male 30 to 49 66% 78% 73% 74% 78% 75% 70% 55% 79% 63% 51% 70%

Women by AgeFemale 17 to 19 54% 67% 62% 54% 68% 63% 59% 51% 56% 55% 35% 64%

Female 20 to 29 49% 67% 67% 76% 68% 65% 73% 49% 59% 58% 43% 50%

Female 30 to 49 53% 61% 62% 55% 63% 55% 57% 47% 63% 54% 45% 54%

Education High School or Less 53% 62% 60% 58% 63% 60% 57% 50% 53% 49% 40% 62%

Some College+ 61% 73% 78% 70% 77% 71% 72% 56% 70% 65% 50% 66%

Movie AvidityRare (Under 11 movies/yr) 52% 63% 65% 62% 66% 62% 63% 50% 57% 51% 41% 60%

Frequent (11 to 23 movies/yr) 66% 78% 80% 67% 76% 73% 71% 61% 68% 68% 53% 75%

Avid (24+ movies/yr) 63% 55% 51% 59% 64% 56% 49% 46% 58% 48% 37% 55%

RaceWhite/Other 57% 64% 67% 63% 68% 64% 63% 52% 59% 56% 46% 63%

AA 54% 59% 71% 59% 68% 65% 60% 52% 66% 53% 45% 66%

Latino 58% 78% 68% 67% 73% 67% 66% 53% 59% 56% 39% 64%

AwarenessAware 57% 71% 65% 63% 72% 67% 70% 54% 63% 53% 46% 73%

Unaware 57% 65% 68% 63% 68% 64% 62% 52% 59% 56% 44% 61%

Denzel WashingtonFan 68% 72% 78% 68% 77% 72% 70% 57% 73% 63% 52% 76%

Non-Fan 40% 58% 52% 57% 56% 53% 55% 46% 42% 44% 33% 45%

Action MoviesFan 61% 67% 73% 62% 72% 71% 67% 53% 66% 57% 49% 74%

Non-Fan 50% 66% 58% 64% 64% 54% 58% 51% 51% 52% 37% 48%

DramasFan 57% 65% 66% 58% 62% 61% 56% 46% 60% 51% 43% 65%

Non-Fan 57% 67% 68% 66% 72% 67% 68% 56% 60% 58% 45% 63%

Denzel Movies Seen0 to 2 47% 59% 60% 58% 60% 55% 58% 46% 54% 50% 39% 50%

3 to 6 67% 74% 76% 68% 77% 74% 69% 59% 66% 61% 49% 78%

Post-IntDef. Interested 66% 72% 72% 69% 76% 72% 70% 57% 67% 60% 49% 74%

Prob. Interested 55% 64% 69% 58% 66% 64% 63% 52% 59% 56% 45% 63%

Not Interested 31% 54% 49% 54% 51% 43% 44% 39% 39% 40% 28% 32%

Market SizeLarge 60% 70% 68% 66% 70% 70% 58% 52% 63% 53% 46% 66%

Small 55% 64% 67% 61% 68% 61% 67% 52% 58% 57% 43% 62%

Appendix Chart: 39

Audience: by Test

Descriptions About Movie: % Strongly Agree


% Strongly Agree


(2:45)

Balance V27

(2:56)

Action-packed 69% 72% 67%

Entertaining 59% 59% 59%

Intense 56% 54% 57%

A movie worth seeing in a theater 54% 48% 61%

Will keep me on the edge of my seat 54% 48% 59%

Supenseful 53% 50% 57%

Has a great story 47% 43% 51%

Cool 47% 48% 45%

Unpredictable 33% 30% 37%

Original 26% 23% 28%

Dark 19% 18% 20%

Typical 16% 16% 16%

Funny 16% 16% 15%

Boring 8% 6% 9%

Appendix Chart: 40

Profile of Movie Descriptions

Trailer Test # 1


% Strongly Agree

AUDIENCE SEGMENT Cool Boring Entertaining Action-packed Supenseful Funny Original Intense Typical DarkWill keep me on the

edge of my seatHas a great story

A movie worth seeing

in a theaterUnpredictable

Overall 47% 8% 59% 69% 53% 16% 26% 56% 16% 19% 54% 47% 54% 33%

Gender

Male 55% 6% 56% 72% 55% 14% 22% 55% 18% 19% 58% 48% 56% 39%

Female 39% 10% 62% 67% 52% 17% 29% 56% 14% 19% 50% 46% 53% 28%

Age Groups17 to 19 43% 15% 60% 72% 52% 23% 28% 55% 22% 17% 56% 54% 54% 34%

20 to 29 50% 5% 59% 69% 51% 15% 25% 59% 12% 20% 48% 41% 49% 26%

30 to 49 48% 3% 58% 67% 57% 8% 25% 53% 16% 20% 58% 47% 60% 40%

Men by AgeMale 17 to 19 40% 15% 50% 70% 49% 18% 19% 54% 23% 7% 61% 52% 57% 35%

Male 20 to 29 60% 2% 54% 77% 55% 13% 21% 56% 18% 21% 51% 42% 47% 30%

Male 30 to 49 64% 0% 64% 69% 61% 11% 25% 56% 14% 29% 61% 50% 65% 51%

Women by AgeFemale 17 to 19 46% 15% 72% 74% 56% 28% 37% 56% 20% 26% 50% 56% 52% 34%

Female 20 to 29 41% 8% 64% 63% 48% 17% 27% 62% 7% 19% 44% 40% 50% 23%

Female 30 to 49 31% 6% 50% 64% 52% 6% 24% 49% 17% 10% 56% 43% 56% 28%

Education High School or Less 49% 7% 64% 73% 55% 18% 28% 57% 19% 17% 59% 50% 59% 37%

Some College+ 44% 8% 52% 64% 51% 12% 22% 54% 12% 21% 46% 43% 48% 29%

Movie AvidityRare (Under 11 movies/yr) 48% 9% 58% 72% 52% 15% 27% 59% 20% 20% 52% 47% 57% 32%

Frequent (11 to 23 movies/yr) 43% 5% 59% 62% 56% 21% 22% 51% 12% 14% 57% 46% 50% 38%

Avid (24+ movies/yr) 46% 5% 64% 67% 55% 7% 27% 48% 6% 24% 56% 47% 51% 31%

RaceWhite/Other 47% 7% 57% 69% 53% 14% 24% 55% 16% 19% 52% 45% 54% 34%

AA 47% 9% 62% 66% 49% 18% 24% 56% 17% 17% 58% 60% 63% 35%

Latino 47% 8% 62% 73% 57% 19% 32% 57% 17% 19% 55% 46% 51% 30%

AwarenessAware 50% 5% 69% 74% 61% 17% 34% 57% 19% 29% 63% 59% 61% 36%

Unaware 46% 8% 56% 68% 51% 15% 23% 55% 16% 16% 51% 43% 52% 32%

Denzel WashingtonFan 57% 4% 73% 79% 66% 15% 30% 68% 12% 20% 64% 56% 68% 35%

Non-Fan 32% 13% 39% 55% 35% 16% 19% 37% 22% 18% 39% 33% 35% 31%

Action MoviesFan 55% 7% 65% 75% 59% 18% 26% 60% 15% 22% 59% 54% 65% 35%

Non-Fan 33% 9% 48% 59% 43% 11% 24% 47% 19% 12% 44% 35% 36% 31%

DramasFan 46% 8% 65% 72% 60% 30% 38% 61% 19% 25% 59% 54% 64% 43%

Non-Fan 47% 8% 56% 68% 50% 9% 20% 53% 15% 16% 51% 44% 50% 29%

Denzel Movies Seen0 to 2 41% 6% 55% 67% 48% 12% 19% 52% 16% 19% 48% 39% 49% 33%

3 to 6 53% 10% 63% 71% 58% 19% 32% 59% 16% 19% 59% 55% 60% 34%

Post-IntDef. Interested 61% 4% 74% 78% 64% 21% 33% 66% 12% 22% 70% 67% 76% 40%

Prob. Interested 38% 8% 56% 68% 51% 13% 23% 55% 19% 15% 45% 36% 45% 31%

Not Interested 22% 17% 19% 46% 25% 6% 8% 27% 24% 16% 20% 9% 8% 17%

Market SizeLarge 48% 8% 62% 69% 58% 16% 29% 55% 16% 21% 59% 46% 57% 32%

Small 46% 7% 57% 69% 50% 15% 23% 56% 17% 18% 50% 47% 52% 34%

Appendix Chart: 41

Profile of Element Importance

Trailer Test # 1


How the preview makes me feel How clear the story is How exciting the preview is The music in the preview How the preview begins How the preview ends

AUDIENCE SEGMENT 1 Not Important 23 Somewhat

Important4 5 Very Important 1 Not Important 2

3 Somewhat


3 Somewhat


3 Somewhat


3 Somewhat


3 Somewhat

Important4 5 Very Important

Overall 3% 7% 28% 21% 41% 3% 7% 25% 17% 48% 5% 5% 18% 24% 48% 13% 17% 27% 17% 26% 7% 10% 25% 17% 41% 6% 6% 24% 19% 45%

Gender

Male 3% 8% 25% 22% 41% 3% 7% 29% 16% 46% 3% 3% 16% 25% 52% 13% 19% 25% 20% 23% 8% 11% 22% 16% 43% 4% 9% 18% 19% 51%

Female 2% 6% 31% 20% 41% 4% 7% 21% 18% 51% 6% 7% 19% 23% 45% 14% 15% 29% 14% 28% 5% 10% 29% 19% 38% 8% 3% 31% 19% 39%

Age Groups17 to 19 2% 6% 26% 18% 47% 3% 7% 26% 18% 46% 6% 6% 15% 23% 49% 12% 18% 22% 17% 31% 8% 11% 31% 15% 35% 7% 4% 16% 23% 50%

20 to 29 3% 11% 27% 19% 40% 3% 7% 28% 15% 48% 5% 5% 18% 25% 47% 8% 17% 29% 21% 26% 7% 12% 13% 19% 49% 4% 5% 27% 20% 44%

30 to 49 3% 5% 30% 26% 36% 4% 7% 20% 19% 51% 3% 4% 19% 24% 50% 20% 17% 31% 13% 20% 5% 8% 33% 17% 37% 7% 8% 30% 14% 41%

Men by AgeMale 17 to 19 3% 7% 18% 17% 56% 2% 5% 33% 14% 46% 4% 6% 8% 16% 66% 9% 19% 19% 24% 30% 6% 11% 29% 15% 38% 8% 2% 16% 17% 57%

Male 20 to 29 6% 14% 23% 16% 40% 2% 8% 30% 12% 48% 5% 2% 18% 29% 46% 12% 15% 30% 22% 21% 12% 12% 13% 12% 51% 2% 9% 25% 17% 47%

Male 30 to 49 1% 4% 35% 33% 27% 4% 8% 22% 23% 43% 2% 2% 24% 30% 43% 17% 23% 27% 14% 19% 7% 9% 24% 19% 40% 1% 15% 15% 21% 48%

Women by AgeFemale 17 to 19 2% 5% 35% 19% 38% 4% 9% 18% 23% 45% 9% 7% 23% 30% 31% 16% 17% 24% 10% 32% 11% 10% 32% 15% 32% 5% 7% 17% 29% 42%

Female 20 to 29 0% 8% 31% 21% 40% 3% 6% 26% 17% 48% 5% 8% 19% 21% 47% 4% 19% 27% 20% 30% 2% 12% 13% 26% 47% 6% 2% 28% 23% 41%

Female 30 to 49 4% 5% 26% 19% 46% 4% 6% 18% 14% 59% 4% 7% 15% 18% 57% 23% 10% 35% 11% 21% 4% 6% 43% 14% 33% 14% 0% 47% 6% 33%

Education High School or Less 2% 6% 27% 17% 48% 3% 7% 24% 14% 52% 6% 5% 16% 21% 52% 14% 16% 26% 16% 29% 8% 10% 26% 15% 42% 5% 5% 21% 20% 49%

Some College+ 4% 8% 29% 27% 32% 4% 6% 26% 22% 42% 3% 6% 21% 28% 43% 13% 19% 29% 19% 20% 5% 11% 25% 21% 38% 7% 7% 29% 18% 38%

Movie AvidityRare (Under 11 movies/yr) 3% 9% 28% 21% 38% 3% 6% 27% 16% 47% 5% 5% 22% 24% 45% 14% 19% 28% 15% 24% 8% 10% 28% 16% 37% 8% 6% 22% 19% 46%

Frequent (11 to 23 movies/yr) 0% 4% 23% 19% 53% 4% 10% 24% 16% 46% 6% 1% 7% 27% 59% 11% 15% 22% 24% 29% 3% 11% 18% 16% 52% 2% 7% 31% 16% 44%

Avid (24+ movies/yr) 5% 5% 35% 20% 35% 0% 3% 14% 23% 60% 0% 15% 16% 19% 50% 12% 11% 33% 17% 26% 6% 8% 23% 25% 38% 4% 5% 27% 21% 43%

RaceWhite/Other 2% 8% 31% 24% 35% 3% 7% 27% 18% 45% 5% 5% 19% 27% 44% 13% 16% 30% 18% 23% 6% 11% 26% 18% 39% 4% 6% 30% 17% 43%

AA 4% 7% 18% 11% 60% 4% 10% 16% 16% 54% 6% 10% 12% 9% 63% 17% 31% 22% 5% 25% 9% 10% 26% 9% 45% 9% 9% 18% 15% 50%

Latino 4% 6% 24% 18% 48% 2% 4% 23% 16% 55% 2% 3% 17% 25% 53% 12% 13% 20% 22% 33% 7% 9% 23% 19% 43% 10% 4% 13% 27% 47%

AwarenessAware 1% 7% 34% 20% 38% 4% 12% 18% 22% 44% 4% 12% 16% 20% 48% 11% 23% 28% 17% 21% 5% 8% 32% 13% 43% 2% 5% 30% 22% 41%

Unaware 3% 7% 26% 21% 42% 3% 5% 27% 16% 49% 5% 3% 18% 25% 49% 14% 15% 27% 17% 27% 8% 11% 23% 19% 40% 7% 6% 23% 18% 46%

Denzel WashingtonFan 1% 4% 26% 21% 48% 1% 5% 23% 15% 55% 2% 4% 13% 23% 58% 13% 16% 30% 13% 27% 5% 6% 23% 18% 48% 5% 3% 26% 15% 51%

Non-Fan 5% 12% 31% 21% 31% 6% 9% 28% 20% 38% 9% 8% 24% 25% 34% 13% 18% 22% 23% 23% 9% 17% 28% 16% 30% 7% 10% 23% 24% 36%

Action MoviesFan 2% 7% 23% 22% 45% 2% 6% 26% 17% 50% 4% 4% 16% 19% 56% 14% 16% 21% 21% 28% 6% 8% 23% 18% 45% 3% 4% 21% 22% 50%

Non-Fan 3% 8% 37% 18% 33% 6% 9% 23% 18% 45% 5% 7% 21% 33% 34% 12% 19% 38% 10% 21% 9% 14% 29% 16% 32% 11% 9% 31% 13% 36%

DramasFan 2% 7% 25% 18% 48% 7% 5% 18% 18% 52% 7% 5% 23% 15% 50% 9% 19% 25% 19% 28% 4% 7% 22% 15% 52% 2% 2% 26% 20% 50%

Non-Fan 3% 7% 29% 22% 38% 1% 8% 28% 17% 46% 4% 5% 15% 28% 48% 15% 16% 28% 16% 24% 8% 11% 27% 18% 35% 8% 8% 24% 18% 42%

Denzel Movies Seen0 to 2 3% 9% 28% 24% 36% 3% 8% 24% 20% 45% 7% 6% 19% 28% 41% 16% 19% 25% 18% 21% 6% 11% 26% 21% 36% 7% 8% 24% 23% 37%

3 to 6 2% 6% 28% 18% 46% 3% 5% 25% 14% 52% 3% 5% 17% 20% 56% 10% 15% 29% 15% 30% 8% 9% 24% 13% 45% 5% 3% 25% 14% 53%

Post-IntDef. Interested 3% 5% 23% 18% 51% 1% 5% 28% 15% 50% 3% 4% 14% 18% 62% 13% 14% 27% 19% 26% 4% 8% 25% 13% 49% 6% 4% 23% 14% 53%

Prob. Interested 1% 8% 36% 27% 28% 4% 7% 25% 20% 44% 4% 4% 19% 37% 37% 12% 23% 27% 14% 24% 10% 10% 22% 26% 33% 6% 8% 23% 26% 37%

Not Interested 5% 11% 28% 19% 38% 7% 11% 16% 17% 50% 11% 11% 28% 18% 32% 16% 14% 26% 17% 27% 10% 17% 31% 12% 30% 7% 9% 30% 20% 34%

Market SizeLarge 3% 10% 28% 12% 46% 4% 10% 21% 14% 51% 4% 4% 18% 24% 50% 12% 16% 29% 20% 24% 5% 12% 29% 13% 42% 5% 3% 27% 17% 48%

Small 3% 5% 28% 27% 37% 3% 4% 28% 19% 46% 6% 6% 17% 23% 47% 14% 18% 26% 15% 27% 8% 9% 23% 20% 39% 7% 8% 23% 20% 42%

Appendix Chart: 42

Element Importance by Trailer

Trailer Test # 1





3 Somewhat


3 Somewhat


3 Somewhat


3 Somewhat


3 Somewhat


Overall 3% 7% 28% 21% 41% 3% 7% 25% 17% 48% 5% 5% 18% 24% 48% 13% 17% 27% 17% 26% 7% 10% 25% 17% 41% 6% 6% 24% 19% 45%

Trailer

Balance V20 Rev (2:45) 3% 5% 29% 19% 44% 2% 5% 30% 17% 45% 5% 5% 17% 25% 47% 15% 21% 20% 19% 24% 7% 12% 26% 18% 37% 5% 6% 23% 17% 50%

Balance V27 (2:56) 3% 9% 27% 23% 38% 4% 9% 19% 17% 51% 4% 5% 18% 22% 50% 12% 13% 34% 14% 27% 6% 8% 25% 16% 44% 7% 6% 26% 20% 40%

Appendix Chart: 43

Profile of Denzel Washington's Movies

Trailer Test # 1


% Movies Seen In Theater

AUDIENCE SEGMENTFLIGHT, starring Denzel

Washington

SAFE HOUSE, starring

Denzel Washington

and Ryan Reynolds

2 GUNS, starring

Denzel Washington

and Mark Wahlberg

THE BOOK OF ELI,

starring Denzel

Washington and Mila

Kunis

UNSTOPPABLE,

starring Denzel

Washington and Chris

Pine

THE TAKING OF

PELHAM 1 2 3, starring

Denzel Washington

and John Travolta

Overall 43% 46% 40% 49% 38% 32%

Gender

Male 47% 50% 45% 59% 42% 38%

Female 39% 41% 35% 38% 34% 25%

Age Groups17 to 19 45% 41% 38% 50% 38% 29%

20 to 29 41% 45% 41% 45% 40% 27%

30 to 49 44% 50% 41% 50% 36% 40%

Men by AgeMale 17 to 19 46% 49% 43% 60% 43% 34%

Male 20 to 29 49% 47% 49% 62% 44% 35%

Male 30 to 49 45% 55% 44% 54% 40% 45%

Women by AgeFemale 17 to 19 44% 34% 33% 41% 34% 24%

Female 20 to 29 33% 44% 34% 29% 37% 19%

Female 30 to 49 42% 46% 37% 47% 31% 34%

Education High School or Less 43% 44% 40% 49% 39% 30%

Some College+ 43% 48% 39% 48% 37% 34%

Movie AvidityRare (Under 11 movies/yr) 40% 43% 35% 48% 33% 29%

Frequent (11 to 23 movies/yr) 47% 47% 50% 46% 45% 32%

Avid (24+ movies/yr) 56% 60% 45% 61% 55% 52%

RaceWhite/Other 38% 42% 35% 45% 35% 29%

AA 58% 56% 49% 60% 50% 39%

Latino 49% 49% 48% 50% 39% 35%

AwarenessAware 53% 55% 46% 54% 42% 39%

Unaware 40% 43% 38% 47% 37% 30%

Denzel WashingtonFan 51% 52% 47% 57% 45% 38%

Non-Fan 32% 36% 30% 36% 28% 23%

Action MoviesFan 48% 51% 46% 56% 41% 36%

Non-Fan 35% 37% 30% 36% 33% 25%

DramasFan 47% 48% 45% 54% 37% 35%

Non-Fan 41% 44% 37% 46% 39% 30%

Denzel Movies Seen0 to 2 18% 20% 14% 22% 15% 11%

3 to 6 69% 72% 67% 76% 62% 53%

Post-IntDef. Interested 48% 52% 49% 59% 49% 38%

Prob. Interested 44% 42% 36% 42% 30% 30%

Not Interested 26% 34% 20% 30% 22% 17%

Market SizeLarge 44% 43% 43% 49% 38% 36%

Small 42% 47% 38% 48% 39% 29%

Appendix Chart: 44

Profile of Director

Trailer Test # 1


Are you a fan of the director Antoine Fuqua?Does knowing that Antoine Fuqua, who directed TRAINING

DAY and OLYMPUS HAS FALLEN, directed this movie…

AUDIENCE SEGMENT Yes NoI've never heard of

him

Increase your interest

in seeing it

Decrease your

interest in seeing it

Have no effect on your

interest

Overall 16% 27% 57% 43% 5% 52%

Gender

Male 19% 24% 57% 50% 4% 46%

Female 14% 30% 56% 36% 5% 58%

Age Groups17 to 19 13% 29% 58% 38% 5% 57%

20 to 29 17% 21% 62% 46% 3% 51%

30 to 49 19% 30% 51% 47% 5% 48%

Men by AgeMale 17 to 19 15% 25% 60% 44% 5% 51%

Male 20 to 29 18% 21% 61% 50% 2% 48%

Male 30 to 49 23% 26% 51% 57% 5% 39%


Female 20 to 29 16% 21% 63% 41% 4% 55%

Female 30 to 49 15% 35% 50% 36% 6% 58%


Some College+ 21% 22% 58% 47% 6% 47%



Avid (24+ movies/yr) 26% 23% 51% 54% 3% 44%

RaceWhite/Other 15% 27% 58% 41% 6% 53%

AA 23% 24% 53% 42% 4% 53%

Latino 15% 28% 57% 51% 1% 48%

AwarenessAware 26% 25% 49% 42% 6% 51%

Unaware 14% 27% 59% 44% 4% 52%


Non-Fan 8% 34% 59% 27% 8% 65%


Non-Fan 12% 29% 59% 32% 7% 61%

DramasFan 20% 28% 52% 46% 4% 50%

Non-Fan 15% 26% 59% 42% 5% 53%


3 to 6 26% 25% 49% 56% 2% 42%


Prob. Interested 15% 25% 60% 46% 4% 50%

Not Interested 8% 30% 63% 19% 11% 70%


Small 17% 24% 59% 41% 5% 54%

Appendix Chart: 45

Director by Trailer

Trailer Test # 1




AUDIENCE SEGMENT Yes No I've never heard of himIncrease your interest

in seeing it

Decrease your interest

in seeing it


interest

Overall 16% 27% 57% 43% 5% 52%

Trailer

Balance V20 Rev (2:45) 17% 26% 57% 43% 4% 53%

Balance V27 (2:56) 16% 28% 56% 44% 5% 51%

Appendix Chart: 46

Profile of Washington's Role

Trailer Test # 1


How would you describe the role Denzel Washington's has in

this movie?How do you like him in this role?

AUDIENCE SEGMENTSimilar to other roles he

has played

Different from other

roles he has played

I'm not familiar with

his other rolesI like him in this role

I dislike him in this

role

I am indifferent to him

in this role

Overall 71% 17% 11% 83% 6% 11%

Gender

Male 73% 19% 8% 84% 6% 10%

Female 70% 16% 15% 82% 6% 12%

Age Groups17 to 19 57% 22% 22% 76% 7% 17%

20 to 29 83% 11% 6% 83% 4% 13%

30 to 49 74% 19% 7% 90% 6% 4%

Men by AgeMale 17 to 19 65% 19% 16% 70% 11% 19%

Male 20 to 29 76% 17% 6% 94% 0% 6%

Male 30 to 49 77% 21% 2% 88% 6% 6%


Female 20 to 29 90% 6% 5% 72% 9% 19%

Female 30 to 49 72% 16% 12% 91% 6% 3%


Some College+ 86% 11% 3% 86% 6% 8%



Avid (24+ movies/yr) 74% 19% 7% 90% 4% 6%

RaceWhite/Other 75% 14% 11% 80% 7% 13%

AA 63% 34% 3% 88% 2% 10%

Latino 67% 14% 19% 87% 6% 7%

AwarenessAware 57% 32% 11% 85% 4% 12%

Unaware 75% 14% 12% 82% 6% 11%


Non-Fan 70% 10% 20% 70% 10% 20%


Non-Fan 72% 17% 11% 70% 10% 20%

DramasFan 71% 20% 9% 83% 7% 9%

Non-Fan 71% 16% 13% 83% 5% 12%


3 to 6 72% 19% 8% 91% 3% 6%


Prob. Interested 67% 18% 14% 87% 4% 9%

Not Interested 69% 14% 17% 38% 28% 34%


Small 71% 19% 9% 83% 5% 12%

Appendix Chart: 47

Washington's Role by Trailer

Trailer Test # 1


How would you describe the role Denzel Washington's has

in this movie?How do you like him in this role?


has played


roles he has played




role


in this role

Overall 71% 17% 11% 83% 6% 11%

Trailer

Balance V20 Rev (2:45) 74% 14% 12% 83% 5% 12%

Balance V27 (2:56) 69% 21% 11% 83% 7% 10%

Appendix Chart: 48

Profile of Age/Gender Appropriateness

Trailer Test # 1


When you think about this new movie, EQUALIZER, would you say it is most age

appropriate for…?

When you think about this new movie, EQUALIZER, would

you say it is…?With whom would you go see EQUALIZER?

AUDIENCE SEGMENT Adults 17 to 24 Adults 25 to 34 Adults 35 and aboveFor all adults 17 and

olderMostly for males Mostly for females

For males and females

equallyAlone

With a group of male

friends

With a group of female

friendsMy sibling(s) A date

My spouse/significant

otherOther relatives A friend

I don't know who I

would see it with

Overall 16% 20% 7% 58% 34% 2% 63% 5% 18% 7% 4% 14% 15% 5% 18% 14%

Gender

Male 16% 20% 10% 54% 40% 3% 57% 6% 29% 3% 3% 14% 10% 7% 19% 11%

Female 15% 19% 4% 61% 28% 1% 70% 5% 8% 11% 5% 15% 20% 4% 16% 17%

Age Groups17 to 19 20% 12% 4% 64% 30% 3% 67% 2% 26% 7% 7% 14% 3% 5% 23% 14%

20 to 29 13% 24% 6% 57% 39% 1% 60% 4% 12% 8% 3% 17% 18% 7% 17% 14%

30 to 49 14% 23% 11% 52% 34% 3% 63% 10% 17% 6% 2% 11% 24% 4% 12% 14%

Men by AgeMale 17 to 19 24% 7% 4% 65% 33% 5% 62% 0% 37% 2% 6% 14% 0% 5% 23% 13%

Male 20 to 29 13% 31% 6% 51% 44% 2% 55% 6% 18% 5% 0% 17% 11% 12% 17% 13%

Male 30 to 49 13% 22% 19% 47% 44% 3% 53% 11% 30% 1% 2% 10% 19% 4% 15% 7%

Women by AgeFemale 17 to 19 16% 17% 3% 64% 27% 1% 72% 3% 14% 12% 7% 15% 7% 5% 22% 15%

Female 20 to 29 14% 17% 5% 63% 35% 0% 65% 2% 7% 10% 5% 17% 24% 2% 18% 14%

Female 30 to 49 15% 24% 4% 57% 23% 3% 74% 9% 3% 11% 3% 12% 29% 4% 9% 21%

Education High School or Less 20% 15% 5% 60% 35% 2% 64% 5% 17% 6% 3% 14% 15% 7% 20% 14%

Some College+ 9% 26% 10% 55% 34% 3% 63% 6% 20% 9% 5% 14% 16% 3% 15% 14%

Movie AvidityRare (Under 11 movies/yr) 18% 16% 6% 60% 35% 1% 63% 4% 14% 6% 4% 15% 18% 6% 17% 15%

Frequent (11 to 23 movies/yr) 13% 26% 6% 54% 28% 4% 68% 6% 26% 6% 6% 11% 9% 5% 18% 12%

Avid (24+ movies/yr) 8% 29% 10% 53% 45% 3% 52% 9% 28% 10% 0% 14% 7% 3% 19% 10%

RaceWhite/Other 15% 20% 8% 56% 38% 1% 61% 6% 18% 6% 5% 13% 15% 5% 19% 13%

AA 11% 20% 9% 60% 24% 3% 73% 8% 15% 8% 0% 20% 13% 7% 12% 17%

Latino 21% 17% 1% 60% 30% 5% 65% 2% 20% 9% 4% 13% 15% 4% 16% 16%

AwarenessAware 14% 18% 12% 56% 34% 2% 64% 7% 13% 11% 2% 14% 20% 3% 20% 11%

Unaware 17% 20% 5% 58% 34% 2% 63% 5% 20% 6% 4% 14% 14% 6% 17% 15%

Denzel WashingtonFan 13% 18% 6% 63% 35% 2% 63% 4% 16% 5% 2% 15% 21% 6% 17% 14%

Non-Fan 21% 22% 8% 50% 34% 2% 64% 7% 21% 9% 6% 13% 7% 5% 18% 14%

Action MoviesFan 16% 17% 6% 61% 35% 3% 63% 6% 19% 7% 4% 15% 15% 6% 16% 11%

Non-Fan 15% 24% 9% 53% 33% 2% 65% 3% 16% 7% 3% 13% 14% 3% 20% 19%

DramasFan 15% 20% 10% 55% 27% 1% 72% 9% 12% 14% 5% 9% 16% 4% 17% 15%

Non-Fan 16% 19% 6% 59% 38% 3% 59% 3% 21% 4% 3% 16% 15% 6% 18% 14%

Denzel Movies Seen0 to 2 13% 23% 7% 57% 32% 2% 66% 7% 15% 3% 4% 13% 15% 4% 23% 15%

3 to 6 19% 16% 6% 59% 36% 3% 61% 4% 21% 10% 4% 15% 15% 6% 12% 13%

Post-IntDef. Interested 17% 15% 4% 64% 29% 2% 70% 5% 19% 8% 5% 14% 16% 5% 15% 12%

Prob. Interested 12% 20% 8% 60% 39% 2% 60% 3% 18% 7% 3% 18% 15% 5% 20% 11%

Not Interested 18% 33% 12% 36% 43% 6% 51% 10% 17% 3% 2% 7% 11% 7% 20% 24%

Market SizeLarge 16% 21% 9% 54% 40% 5% 56% 7% 18% 9% 5% 14% 13% 5% 17% 13%

Small 16% 19% 5% 60% 31% 1% 68% 4% 19% 5% 3% 14% 17% 6% 18% 14%

Appendix Chart: 49

Age/Gender Appropriateness by Trailer

Trailer Test # 1



appropriate for…?






equallyAlone


friends





I don't know who I

would see it with

Overall 16% 20% 7% 58% 34% 2% 63% 5% 18% 7% 4% 14% 15% 5% 18% 14%

Trailer

Balance V20 Rev (2:45) 15% 19% 5% 60% 31% 2% 67% 3% 21% 4% 3% 15% 17% 7% 16% 14%

Balance V27 (2:56) 17% 20% 8% 55% 38% 2% 60% 8% 15% 9% 5% 13% 13% 3% 19% 14%

Appendix Chart: 50

Profile of Future Releases

Trailer Test # 1


% plan on seeing the following movies in a movie theater when they are released

soon

AUDIENCE SEGMENTTRANSCENDENCE,

starring Johnny Depp

THINK LIKE A MAN

TOO, starring Kevin

Hart and Gabrielle

Union

THE PURGE:

ANARCHY, the sequel

to THE PURGE

HERCULES, starring

Dwayne Johnson

Overall 40% 52% 48% 50%

Gender

Male 37% 48% 50% 50%

Female 44% 55% 47% 50%

Age Groups17 to 19 41% 55% 60% 51%

20 to 29 40% 54% 47% 46%

30 to 49 40% 45% 38% 53%

Men by AgeMale 17 to 19 34% 55% 60% 48%

Male 20 to 29 39% 47% 46% 44%

Male 30 to 49 38% 42% 42% 58%


Female 20 to 29 41% 61% 47% 49%

Female 30 to 49 42% 49% 33% 47%


Some College+ 37% 44% 39% 46%



Avid (24+ movies/yr) 44% 52% 43% 56%


AA 39% 75% 52% 57%

Latino 41% 63% 54% 60%


Unaware 37% 51% 46% 47%


Non-Fan 32% 43% 49% 42%


Non-Fan 34% 41% 39% 41%

DramasFan 48% 60% 53% 55%

Non-Fan 37% 47% 46% 47%


3 to 6 48% 61% 59% 59%





Small 40% 49% 44% 47%

Appendix Chart: 1

Descriptive Statements: Overall Audience

% Strongly Agree

Trailer Test # 1

THE EQUALIZER (AA Sample)

% Strongly Agree


(2:45)

Balance V27

(2:56)

Positive Statements













Negative Statements











Appendix Chart: 2

Descriptive Statements: Among Definitely Interested

% Strongly Agree

Trailer Test # 1


% Strongly Agree


(2:45)

Balance V27

(2:56)

Positive Statements













Negative Statements











Appendix Chart: 3

Descriptive Statements: Among Best Potentials*

% Strongly Agree

Trailer Test # 1


% Strongly Agree


(2:45)

Balance V27

(2:56)

Positive Statements













Negative Statements











* Best Potentials=Those who answered "Probably Interested" or "Might or Might Not be Interested"

Appendix Chart: 4

Descriptive Statements: Total Negative Audience*

% Strongly Agree

Trailer Test # 1


% Strongly Agree


(2:45)

Balance V27

(2:56)

Positive Statements













Negative Statements











* Total Negative Audience=Those who answered "Probably Not Interested" or "Definitely Not Interested"

Appendix Chart: 5

Descriptive Statements: By Gender

% Strongly Agree

Trailer Test # 1THE EQUALIZER (AA Sample)

% Strongly Agree

Males Females


(2:45)Balance V27 (2:56)

Balance V20 Rev

(2:45)Balance V27 (2:56)

Positive Statements













Negative Statements











Appendix Chart: 6

Descriptive Statements: By Age

% Strongly Agree


% Strongly Agree

17 to 24 25 to 49


(2:45)

Balance V27

(2:56)

Balance V20 Rev

(2:45)

Balance V27

(2:56)

Positive Statements













Negative Statements











Appendix Chart: 7

Descriptive Statements: By Quads

% Strongly Agree


% Strongly Agree

Men 17 to 24 Men 25 to 49 Females 17 to 24 Females 25 to 49


(2:45)

Balance V27

(2:56)

Balance V20 Rev

(2:45)

Balance V27

(2:56)

Balance V20 Rev

(2:45)

Balance V27

(2:56)

Balance V20 Rev

(2:45)

Balance V27

(2:56)

Positive Statements

I like Denzel Washington, so I want to see this movie 34% 27% 33% 37% 22% 30% 25% 28%

I like the action 30% 37% 34% 35% 27% 31% 16% 19%

This looks like a movie that should be seen on the big screen 29% 26% 22% 36% 19% 25% 18% 35%

I like the premise that Washington helps people 25% 18% 20% 20% 14% 19% 20% 33%

This looks like a movie that will have some nice twists and turns 24% 21% 33% 24% 19% 21% 21% 17%

This movie looks like it'll keep me on the edge of my seat 24% 24% 22% 29% 17% 30% 22% 19%

This movie looks like a smart, thinking-man's action movie 24% 12% 20% 24% 12% 18% 24% 10%

This movie looks suspenseful 22% 13% 18% 20% 15% 23% 11% 21%

I like the CIA elements 20% 12% 19% 16% 11% 18% 16% 11%

I like seeing Denzel Washington's character before he became The Equalizer 19% 12% 24% 18% 19% 14% 26% 23%

I like the relationship between Denzel Washington and the girl he rescues 15% 11% 16% 22% 18% 16% 11% 9%

I like the Russian mob elements of the movie 12% 10% 19% 23% 7% 14% 8% 12%

Negative Statements

This movie looks like it's been done before 11% 7% 0% 8% 6% 3% 2% 5%

I am tired of seeing Denzel Washington in these types of roles 5% 5% 2% 3% 4% 4% 3% 0%

I don't understand the story 5% 1% 2% 2% 4% 5% 7% 2%

This movie looks too serious 5% 3% 1% 2% 7% 0% 9% 0%

It looks like other movies I've seen and I don't like that 4% 0% 2% 3% 7% 6% 7% 3%

It doesn't make me want to learn more about the movie 4% 8% 0% 5% 0% 1% 2% 0%

This movie looks like more of a rental 4% 0% 4% 5% 6% 3% 5% 4%

This movie looks too violent 3% 2% 1% 2% 3% 1% 0% 4%

This movie looks boring 3% 0% 0% 3% 2% 4% 4% 3%

This movie looks too typical 2% 2% 5% 4% 5% 2% 2% 1%

Appendix Chart: 8

Star Summary Chart

Trailer Test # 1


ATTITUDE TOWARD STAR

STARSONE OF

FAVORITESSORT OF LIKE TOTAL POSITIVE INDIFFERENT DON'T LIKE

NOT FAMILIAR

WITH

TOTAL NON-

POSITIVE

POST Denzel Washington 72% 16% 88% 2% 1% 9% 12%

Chloë Grace Moretz 7% 11% 19% 4% 0% 77% 81%

Melissa Leo 4% 8% 12% 2% 1% 86% 88%

MARKETCAST NORMS, TOP 10% 44% 41% 81% 25% 7% 50% 73%

MARKETCAST NORMS 23% 30% 53% 18% 5% 24% 46%

MARKETCAST NORMS, BOTTOM 10% 6% 19% 26% 11% 2% 2% 19%

Appendix Chart: 9

Profile of Star Fanship

Trailer Test # 1


% SAYING THEY ARE FANS OF (POST):

Audience SegmentDenzel

Washington

Chloë Grace

MoretzMelissa Leo

Overall 72% 7% 4%

Gender

Male 80% 9% 4%

Female 64% 6% 4%

Age Groups17 to 19 63% 7% 2%

20 to 29 73% 9% 4%

30 to 49 78% 6% 5%


Male 20 to 29 82% 10% 3%

Male 30 to 49 88% 9% 9%


Female 20 to 29 62% 7% 6%

Female 30 to 49 69% 3% 2%





Avid (24+ movies/yr) 65% 10% 9%


Unaware 70% 6% 3%


Non-Fan 0% 4% 2%


Non-Fan 57% 7% 2%


Non-Fan 72% 6% 2%


4 to 6 82% 11% 5%





Small 74% 7% 3%

Appendix Chart: 10

Profile of Perceived Genre

Trailer Test # 1



mostly is?

Audience SegmentAction

movie

Suspense

ThrillerDrama

Overall 64% 30% 6%

Gender

Male 60% 34% 6%

Female 67% 26% 6%

Age Groups17 to 19 63% 34% 3%

20 to 29 66% 29% 5%

30 to 49 62% 28% 9%


Male 20 to 29 67% 28% 4%

Male 30 to 49 53% 35% 12%


Female 20 to 29 64% 30% 6%

Female 30 to 49 71% 22% 7%





Avid (24+ movies/yr) 70% 16% 14%


Unaware 62% 33% 5%


Non-Fan 69% 26% 5%


Non-Fan 62% 30% 8%


Non-Fan 64% 30% 6%


4 to 6 63% 29% 8%





Small 67% 28% 5%

Appendix Chart: 11

Perceived Genre by Trailer

Trailer Test # 1



mostly is?

TrailersAction

movie

Suspense

ThrillerDrama

Overall 64% 30% 6%

Trailers Balance V20 Rev (2:45) 65% 30% 4%

Balance V27 (2:56) 63% 30% 8%

Appendix Chart: 12

Confusions Based on Trailers


Did you find anything

confusing or hard to

understand in the movie

preview?

Trailers % YES

Overall 11%

Trailers Balance V20 Rev (2:45) 12%

Balance V27 (2:56) 11%


Appendix Chart: 13

Profile of Uniqueness

Trailer Test # 1


Do you think anything is

unique or different about this

movie in comparison to other

movies?

Audience Segment % Yes

Overall 25%

Gender

Male 29%

Female 22%

Age Groups17 to 19 24%

20 to 29 29%

30 to 49 22%

Men by AgeMale 17 to 19 30%

Male 20 to 29 29%

Male 30 to 49 27%

Women by AgeFemale 17 to 19 19%

Female 20 to 29 28%

Female 30 to 49 17%

Education High School or Less 23%

Some College+ 27%

Movie AvidityRare (Under 11 movies/yr) 26%

Frequent (11 to 23 movies/yr) 26%

Avid (24+ movies/yr) 17%

AwarenessAware 33%

Unaware 22%

Denzel WashingtonFan 29%

Non-Fan 16%

Action MoviesFan 27%

Non-Fan 21%

DramasFan 24%

Non-Fan 26%

Denzel Movies Seen0 to 3 21%

4 to 6 31%

Post-IntDef. Interested 31%

Prob. Interested 17%

Not Interested 14%

Market SizeLarge 24%

Small 26%


Appendix Chart: 14

Uniqueness by Trailer

Trailer Test # 1


Do you think anything

is unique or different

about this movie in

comparison to other

movies?

Trailer % Yes

Overall 25%

Trailer

Balance V20 Rev (2:45) 22%

Balance V27 (2:56) 28%


Appendix Chart: 15

Music by Trailer

Trailer Test # 1


Did you notice the music in the trailer?How does the music affect your interest in seeing the

movie? (among noticed music)Did you enjoy the music in the trailer? (among noticed music)

Trailer Yes No Increases interest Decreases interestHas no effect on

interestYes, I liked it a lot Yes, it was ok

No, I didn't like it very

muchNo, I hated it

Overall 61% 39% 53% 1% 45% 28% 66% 5% 0%

Trailer

Balance V20 Rev (2:45) 61% 39% 54% 3% 44% 31% 62% 7% 0%

Balance V27 (2:56) 61% 39% 53% 0% 47% 26% 71% 3% 0%

MARKETCAST TR NORM 62% 38% 50% 3% 47% 33% 60% 5% 2%

Appendix Chart: 16

Profile of Reasons for Interest (Among Definitely Interested)

Trailer Test # 1



AUDIENCE SEGMENT Denzel Washington The story The actionTo see if he's able to

rescue the girl

The interaction


Overall 25% 27% 26% 17% 5%

Gender

Male 23% 26% 30% 16% 5%

Female 27% 27% 23% 18% 6%

Age Groups17 to 19 18% 30% 22% 17% 12%

20 to 29 23% 27% 27% 20% 2%

30 to 49 32% 24% 29% 13% 3%

Men by AgeMale 17 to 19 11% 30% 30% 15% 14%

Male 20 to 29 21% 29% 29% 19% 3%

Male 30 to 49 36% 20% 30% 14% 0%


Female 20 to 29 27% 24% 24% 23% 2%

Female 30 to 49 28% 27% 27% 12% 6%


Some College+ 26% 25% 26% 18% 5%



Avid (24+ movies/yr) 16% 48% 20% 7% 9%


Unaware 23% 30% 24% 16% 6%


Non-Fan 17% 29% 28% 16% 11%


Non-Fan 23% 29% 22% 16% 10%

DramasFan 25% 26% 22% 21% 6%

Non-Fan 25% 27% 29% 14% 5%


4 to 6 32% 24% 25% 15% 4%


Small 21% 28% 33% 15% 4%

Appendix Chart: 17

Reasons for Interest by Trailer (Among Definitely Interested)

Trailer Test # 1



Trailer Denzel Washington The story The actionTo see if he's able to

rescue the girl

The interaction


Overall 25% 27% 26% 17% 5%

Trailer

Balance V20 Rev (2:45) 24% 26% 25% 19% 7%

Balance V27 (2:56) 26% 27% 27% 16% 4%

Appendix Chart: 18

Profile of Reasons for Not Definite Interest (Among Probably Interested)

Trailer Test # 1




AUDIENCE SEGMENT

Needs to show more of


can do


typical


same thing Denzel

always does


about the past of

Denzel's character

Overall 20% 9% 25% 13% 34%

Gender

Male 16% 11% 23% 18% 32%

Female 23% 8% 26% 8% 35%

Age Groups17 to 19 19% 2% 29% 15% 35%

20 to 29 16% 17% 28% 11% 29%

30 to 49 23% 9% 19% 12% 37%

Men by AgeMale 17 to 19 16% 3% 26% 15% 40%

Male 20 to 29 5% 17% 29% 23% 27%

Male 30 to 49 27% 13% 14% 17% 30%


Female 20 to 29 26% 16% 27% 0% 31%

Female 30 to 49 21% 6% 23% 8% 42%


Some College+ 21% 14% 27% 7% 31%



Avid (24+ movies/yr) 11% 29% 26% 5% 29%


Unaware 23% 6% 27% 12% 32%


Non-Fan 15% 11% 25% 15% 35%


Non-Fan 19% 8% 34% 5% 34%

DramasFan 18% 15% 21% 10% 36%

Non-Fan 21% 6% 26% 14% 33%


4 to 6 28% 6% 30% 15% 22%


Small 21% 13% 23% 13% 30%

Appendix Chart: 19

Reasons for Lack of Interest by Trailer (Among Probably Interested)

Trailer Test # 1




TrailerNeeds to show more of


can do


typical


same thing Denzel

always does


about the past of

Denzel's character

Overall 20% 9% 25% 13% 34%

Trailer

Balance V20 Rev (2:45) 15% 5% 27% 15% 38%

Balance V27 (2:56) 24% 12% 23% 10% 30%

Appendix Chart: 20

Profile of Reasons for Lack of Interest (Among Might to Definitely Not Interested)

Trailer Test # 1



AUDIENCE SEGMENT Not enough actionDoesn't seem like a'


Tired of seeing

Washington in these

types of roles

Too violent or dark

Overall 15% 25% 42% 8% 10%

Gender

Male 22% 15% 36% 11% 15%

Female 12% 30% 45% 7% 7%

Age Groups17 to 19 6% 25% 43% 13% 13%

20 to 29 12% 22% 56% 0% 10%

30 to 49 26% 28% 28% 10% 7%

Men by AgeMale 17 to 19 0% 18% 58% 0% 24%

Male 20 to 29 0% 21% 49% 0% 30%

Male 30 to 49 51% 10% 14% 25% 0%


Female 20 to 29 18% 22% 59% 0% 0%

Female 30 to 49 10% 40% 38% 0% 12%


Some College+ 13% 20% 48% 13% 7%



Avid (24+ movies/yr) 0% 33% 53% 0% 14%


Unaware 13% 22% 44% 9% 11%


Non-Fan 12% 24% 46% 6% 12%


Non-Fan 8% 34% 45% 5% 8%

DramasFan 18% 16% 44% 8% 14%

Non-Fan 13% 32% 40% 8% 7%


4 to 6 16% 26% 35% 23% 0%


Small 20% 24% 37% 9% 10%

Appendix Chart: 21

Reasons for Lack of Interest by Trailer (Among Might to Definitely Not Interested)

Trailer Test # 1





Tired of seeing

Washington in these

types of roles

Too violent or dark

Overall 15% 25% 42% 8% 10%

Trailer

Balance V20 Rev (2:45) 11% 23% 43% 9% 14%

Balance V27 (2:56) 20% 28% 41% 7% 5%

Appendix Chart: 22

Reasons for Lack of Interest by Trailer (split by interest)

Trailer Test # 1



(among might)


(among probably or definitely not)



Tired of seeing

Washington in these

types of roles

Too violent or dark Not enough actionDoesn't seem like a'


Tired of seeing

Washington in these

types of roles

Too violent or dark

Overall 19% 21% 47% 3% 9% 10% 31% 34% 15% 10%

Trailer

Balance V20 Rev (2:45) 11% 19% 54% 6% 9% 9% 29% 21% 16% 25%

Balance V27 (2:56) 28% 24% 38% 0% 10% 11% 32% 43% 14% 0%

Appendix Chart: 23

Audience: by Test

Elements: % Not Enough


% Not Enough


(2:45)

Balance V27

(2:56)












Appendix Chart: 24

Profile of Elements Think Not Enough

Trailer Test # 1


% Not Enough



Interaction between

Washington and the

young woman


his commando skills


helping people


bad guy/s

Attitude moments

from Denzel

Washington

Information about

Denzel Washington's

past

Lighter moments

Scenes of the young

woman (Chloë Grace

Moretz)

Scenes of Denzel

Washington's

character before he

becomes The

Equalizer

Overall 12% 15% 45% 22% 19% 46% 17% 44% 36% 50% 28%

Gender

Male 12% 19% 41% 24% 21% 45% 19% 44% 30% 53% 28%

Female 12% 12% 50% 19% 17% 47% 16% 44% 42% 46% 29%

Age Groups17 to 19 11% 20% 37% 32% 22% 36% 20% 42% 37% 46% 27%

20 to 29 15% 13% 55% 15% 17% 47% 15% 45% 40% 54% 31%

30 to 49 10% 15% 41% 22% 19% 51% 18% 44% 30% 47% 27%

Men by AgeMale 17 to 19 11% 21% 31% 40% 28% 38% 20% 44% 40% 53% 22%

Male 20 to 29 17% 18% 48% 13% 15% 43% 18% 45% 31% 52% 30%

Male 30 to 49 7% 18% 40% 24% 25% 53% 18% 41% 22% 56% 30%


Female 20 to 29 13% 6% 64% 17% 20% 52% 10% 44% 50% 56% 32%

Female 30 to 49 12% 12% 41% 20% 14% 49% 17% 46% 39% 40% 24%


Some College+ 12% 17% 54% 21% 21% 53% 18% 51% 35% 53% 33%



Avid (24+ movies/yr) 17% 39% 39% 37% 11% 35% 15% 57% 29% 49% 22%

AwarenessAware 10% 13% 37% 20% 21% 35% 13% 39% 25% 51% 18%

Unaware 13% 16% 49% 22% 18% 50% 19% 45% 40% 49% 32%


Non-Fan 17% 8% 44% 23% 20% 43% 13% 43% 41% 45% 39%


Non-Fan 13% 15% 45% 18% 22% 50% 11% 41% 36% 42% 34%

DramasFan 9% 12% 47% 22% 16% 44% 16% 41% 37% 49% 28%

Non-Fan 14% 17% 45% 22% 21% 47% 18% 46% 35% 50% 29%


4 to 6 8% 16% 44% 20% 18% 44% 14% 47% 34% 54% 28%


Prob. Interested 12% 20% 45% 23% 17% 51% 12% 50% 38% 48% 30%

Not Interested 18% 21% 54% 39% 28% 47% 32% 42% 36% 37% 45%


Small 13% 18% 48% 20% 18% 42% 22% 40% 35% 49% 25%

Appendix Chart: 25

Audience: by Test

Elements: % Too Much


% Too Much


(2:45)

Balance V27

(2:56)












Appendix Chart: 26

Profile of Elements Think Too Much

Trailer Test # 1


% Too Much



Interaction between

Washington and the

young woman


his commando skills


helping people


bad guy/s

Attitude moments

from Denzel

Washington

Information about

Denzel Washington's

past

Lighter moments

Scenes of the young

woman (Chloë Grace

Moretz)

Scenes of Denzel

Washington's

character before he

becomes The

Equalizer

Overall 12% 6% 7% 9% 9% 8% 9% 6% 10% 4% 5%

Gender

Male 11% 8% 6% 8% 10% 8% 9% 8% 11% 5% 9%

Female 14% 5% 7% 9% 7% 8% 9% 3% 8% 3% 2%

Age Groups17 to 19 19% 7% 8% 6% 7% 10% 12% 3% 15% 6% 7%

20 to 29 9% 7% 6% 9% 12% 6% 11% 8% 9% 3% 4%

30 to 49 11% 5% 6% 10% 7% 8% 5% 5% 6% 3% 6%

Men by AgeMale 17 to 19 17% 7% 7% 2% 7% 8% 9% 5% 15% 5% 7%

Male 20 to 29 8% 7% 5% 11% 13% 6% 12% 11% 10% 4% 8%

Male 30 to 49 8% 8% 7% 10% 9% 11% 5% 8% 9% 4% 12%


Female 20 to 29 11% 7% 8% 8% 11% 6% 9% 5% 8% 2% 0%

Female 30 to 49 13% 2% 6% 9% 4% 5% 5% 2% 3% 2% 0%


Some College+ 9% 6% 4% 10% 10% 6% 6% 4% 7% 3% 3%



Avid (24+ movies/yr) 7% 0% 3% 14% 0% 10% 9% 0% 9% 0% 8%

AwarenessAware 11% 6% 5% 7% 4% 11% 9% 4% 8% 0% 5%

Unaware 13% 7% 7% 9% 11% 7% 9% 6% 10% 5% 6%


Non-Fan 25% 11% 9% 16% 10% 13% 12% 5% 11% 7% 5%


Non-Fan 22% 11% 10% 14% 13% 6% 16% 10% 11% 6% 4%

DramasFan 11% 6% 7% 7% 6% 7% 9% 4% 9% 6% 2%

Non-Fan 13% 7% 7% 10% 11% 8% 9% 7% 10% 3% 8%


4 to 6 8% 7% 7% 9% 8% 7% 7% 5% 10% 2% 7%


Prob. Interested 9% 7% 1% 10% 11% 3% 9% 4% 5% 4% 7%

Not Interested 33% 10% 28% 20% 13% 14% 20% 5% 20% 12% 4%


Small 12% 4% 5% 8% 9% 8% 8% 5% 11% 6% 5%

Appendix Chart: 27

Profile of Awareness Based Only on Title and Stars and Exposure

Trailer Test # 1


Have you heard of the movie THE MAZE RUNNER, starring

Dylan O'Brien and Kaya Scodelario

Have you heard of the movie THE EQUALIZER, starring

Denzel Washington, Chloë Grace Moretz, and Melissa Leo.

Have you heard of the movie A WALK AMONG THE

TOMBSTONES, starring Liam Neeson

AUDIENCE SEGMENT Yes No Don't Know Yes No Don't Know Yes No Don't Know

Overall 12% 86% 2% 28% 70% 2% 14% 84% 2%

Gender

Male 13% 84% 2% 35% 62% 3% 14% 83% 3%

Female 10% 87% 3% 21% 78% 1% 13% 85% 2%

Age Groups17 to 19 12% 87% 1% 22% 76% 2% 12% 86% 2%

20 to 29 13% 86% 2% 28% 70% 3% 14% 85% 1%

30 to 49 10% 85% 4% 33% 65% 2% 15% 82% 3%

Men by AgeMale 17 to 19 9% 91% 0% 26% 72% 3% 9% 90% 1%

Male 20 to 29 15% 83% 2% 34% 63% 3% 16% 83% 1%

Male 30 to 49 15% 80% 4% 42% 54% 4% 16% 77% 6%

Women by AgeFemale 17 to 19 16% 82% 2% 18% 81% 1% 14% 83% 3%

Female 20 to 29 10% 89% 1% 20% 77% 3% 12% 86% 1%

Female 30 to 49 6% 90% 4% 25% 75% 0% 13% 86% 1%

Education High School or Less 13% 85% 2% 29% 70% 2% 14% 84% 3%

Some College+ 10% 86% 3% 27% 71% 2% 14% 84% 2%

Movie AvidityRare (Under 11 movies/yr) 9% 89% 2% 29% 69% 2% 12% 86% 3%

Frequent (11 to 23 movies/yr) 18% 79% 3% 27% 71% 2% 18% 81% 1%

Avid (24+ movies/yr) 13% 85% 2% 26% 71% 3% 16% 81% 3%

AwarenessAware 21% 75% 4% 100% 0% 0% 23% 74% 2%

Unaware 8% 90% 2% 0% 97% 3% 10% 88% 2%

Denzel WashingtonFan 11% 87% 2% 30% 69% 2% 14% 84% 2%

Non-Fan 15% 82% 3% 23% 73% 4% 14% 83% 3%

Action MoviesFan 13% 85% 2% 32% 65% 2% 16% 82% 2%

Non-Fan 10% 88% 3% 18% 80% 2% 9% 88% 3%

DramasFan 11% 87% 2% 30% 70% 1% 16% 82% 2%

Non-Fan 12% 85% 3% 27% 70% 3% 12% 85% 2%

Denzel Movies Seen0 to 3 7% 90% 3% 22% 75% 2% 6% 92% 2%

4 to 6 18% 80% 2% 35% 63% 2% 24% 73% 3%

Post-IntDef. Interested 13% 85% 2% 33% 65% 1% 15% 82% 3%

Prob. Interested 11% 85% 4% 21% 76% 3% 11% 88% 1%

Not Interested 5% 95% 0% 14% 83% 3% 12% 85% 3%

Market SizeLarge 9% 88% 3% 27% 71% 2% 12% 85% 3%

Small 14% 84% 2% 29% 69% 2% 15% 83% 2%

Appendix Chart: 28

Profile of Interest in Seeing the Movie (Among Definitely Interested)

Trailer Test # 1




opening weekend


soon as you could



Overall 46% 42% 10% 3%

Gender

Male 48% 42% 9% 1%

Female 44% 42% 11% 4%

Age17 to 19 47% 45% 7% 2%

20 to 29 47% 34% 15% 3%

30 to 49 43% 49% 5% 3%

Men by AgeMale 17 to 19 47% 50% 3% 0%

Male 20 to 29 45% 39% 13% 3%

Male 30 to 49 52% 41% 7% 0%


Female 20 to 29 51% 26% 19% 4%

Female 30 to 49 36% 55% 4% 5%





Avid (24+ movies/yr) 63% 29% 0% 8%


Unaware 47% 39% 12% 2%


Non-Fan 31% 50% 10% 9%


Non-Fan 40% 44% 8% 9%

DramasFan 51% 40% 6% 3%

Non-Fan 42% 43% 13% 2%


4 to 6 58% 40% 1% 1%


Small 42% 44% 12% 3%


Appendix Chart: 29

Profile of Interest in Seeing the Movie (Among Total Positive)

Trailer Test # 1




opening weekend


soon as you could



Overall 38% 41% 16% 5%

Gender

Male 41% 45% 12% 3%

Female 35% 38% 19% 7%

Age17 to 19 39% 36% 19% 6%

20 to 29 40% 36% 19% 5%

30 to 49 36% 51% 9% 4%

Men by AgeMale 17 to 19 40% 42% 15% 3%

Male 20 to 29 40% 43% 12% 5%

Male 30 to 49 42% 49% 9% 0%


Female 20 to 29 39% 28% 28% 5%

Female 30 to 49 30% 53% 10% 8%





Avid (24+ movies/yr) 49% 36% 8% 6%


Unaware 37% 37% 20% 6%


Non-Fan 20% 45% 21% 14%


Non-Fan 33% 40% 14% 14%

DramasFan 44% 42% 10% 4%

Non-Fan 35% 41% 19% 6%


4 to 6 55% 39% 4% 2%





Small 35% 42% 19% 4%


Appendix Chart: 30

Profile of Likelihood of Paying Full Price for a Ticket (Among Def or Prob Interested)

Trailer Test # 1


On a scale from 1 to 10, where 10 Means "very likely" and 1 means "very unlikely" what number represents how likely you are to purchase a ticket to this movie in a movie theater on its opening

weekend?

AUDIENCE SEGMENT 1 Very unlikely 2 3 45 Neither Likely or

Unlikely6 7 8 9 10 Very likely

OVERALL

MEAN

GEN NORM TR

AVG

Overall 3% 1% 4% 4% 8% 7% 17% 12% 12% 31% 7.6 7.1

Gender

Male 2% 1% 2% 1% 7% 7% 21% 14% 14% 31%

Female 4% 1% 6% 7% 10% 8% 13% 10% 10% 30%

Age Groups17 to 19 2% 3% 3% 3% 3% 4% 25% 20% 17% 19%

20 to 29 5% 0% 4% 3% 6% 11% 17% 10% 13% 30%

30 to 49 2% 1% 4% 4% 14% 6% 11% 10% 8% 40%

Men by AgeMale 17 to 19 0% 0% 6% 0% 3% 4% 27% 22% 18% 20%

Male 20 to 29 5% 0% 1% 2% 8% 11% 20% 13% 17% 22%

Male 30 to 49 0% 2% 0% 0% 9% 2% 16% 9% 8% 54%

Women by AgeFemale 17 to 19 4% 6% 0% 8% 4% 4% 23% 17% 15% 18%

Female 20 to 29 4% 0% 7% 6% 4% 10% 14% 5% 9% 42%

Female 30 to 49 4% 0% 8% 8% 19% 10% 7% 11% 7% 26%

Education High School or Less 4% 1% 3% 2% 8% 7% 18% 13% 13% 31%

Some College+ 2% 1% 5% 5% 9% 8% 17% 12% 11% 31%

Movie AvidityRare (Under 11 movies/yr) 4% 1% 5% 5% 9% 6% 16% 14% 13% 27%

Frequent (11 to 23 movies/yr) 3% 1% 0% 3% 4% 6% 15% 12% 12% 44%

Avid (24+ movies/yr) 0% 0% 9% 0% 21% 20% 36% 0% 8% 7%

AwarenessAware 0% 0% 1% 2% 0% 8% 12% 13% 14% 51%

Unaware 4% 1% 5% 5% 11% 7% 19% 12% 12% 24%

Denzel WashingtonFan 3% 1% 2% 3% 6% 6% 13% 15% 13% 38%

Non-Fan 3% 0% 8% 6% 16% 11% 31% 6% 8% 11%

Action MoviesFan 2% 1% 1% 3% 7% 8% 17% 13% 13% 33%

Non-Fan 5% 0% 10% 7% 11% 5% 17% 10% 10% 26%

DramasFan 1% 2% 4% 4% 7% 9% 15% 14% 18% 27%

Non-Fan 4% 1% 4% 4% 9% 6% 18% 12% 9% 33%

Denzel Movies Seen0 to 3 4% 0% 5% 6% 8% 9% 23% 14% 10% 22%

4 to 6 2% 2% 2% 2% 9% 6% 12% 11% 15% 39%

Post-IntDef. Interested 1% 2% 2% 1% 4% 6% 13% 14% 15% 42%

Prob. Interested 6% 0% 7% 8% 16% 10% 26% 9% 7% 9%

Not Interested 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%

Market SizeLarge 4% 1% 4% 2% 12% 10% 17% 12% 11% 28%

Small 2% 1% 3% 5% 6% 5% 18% 13% 13% 33%

GENERAL TR NORM 24%

Appendix Chart: 31

Profile of Price

Trailer Test # 1


Regardless of your interest level, how likely are you to spend $10 -- or whatever you

typically would pay -- to see this movie in a theater based on this trailer and anything

else you might know about it?

AUDIENCE SEGMENT Very likely Somewhat likely Not very likely Not at all likely

Overall 51% 38% 7% 5%

Gender

Male 59% 34% 5% 2%

Female 43% 41% 9% 7%

Age Groups17 to 19 36% 48% 14% 2%

20 to 29 59% 34% 5% 2%

30 to 49 55% 33% 3% 9%

Men by AgeMale 17 to 19 44% 50% 5% 0%

Male 20 to 29 74% 21% 3% 2%

Male 30 to 49 55% 35% 7% 2%


Female 20 to 29 43% 48% 7% 2%

Female 30 to 49 54% 32% 0% 14%


Some College+ 56% 37% 4% 4%



Avid (24+ movies/yr) 60% 40% 0% 0%


Unaware 48% 39% 8% 6%


Non-Fan 21% 55% 11% 14%


Non-Fan 44% 35% 9% 13%

DramasFan 57% 32% 7% 4%

Non-Fan 47% 41% 7% 5%


4 to 6 68% 26% 5% 2%





Small 47% 41% 8% 4%

TR NORM 38% 39% 14% 9%

TR NORM AMONG DEFINITE INTEREST 66% 30% 2% 1%

Appendix Chart: 32

Price by Trailer

Trailer Test # 1


Regardless of your interest level, how likely are you to spend $10 -- or

whatever you typically would pay -- to see this movie in a theater based on this

trailer and anything else you might know about it?

Trailer Very likely Somewhat likely Not very likely Not at all likely

Overall 51% 38% 7% 5%

Trailer

Balance V20 Rev (2:45) 53% 33% 8% 6%

Balance V27 (2:56) 49% 42% 6% 3%

TR NORM 38% 39% 14% 9%

Appendix Chart: 33

Profile of Choice Pre Exposure

Trailer Test # 1


All of these movies are opening around September 26, 2014. Which of the

following would be your first choice to see in a theater?

AUDIENCE SEGMENTTHE MAZE RUNNER, a thriller

about young people trapped in

a mysterious maze

THE EQUALIZER, starring

starring Denzel Washington as

a retired black-ops commando

forced out of retirement to

rescue someone

A WALK AMONG THE

TOMBSTONES, starring Liam

Neeson as a private detective

hired to investigate the murder

of a drug lord's wife

Overall 16% 63% 20%

Gender

Male 12% 72% 17%

Female 21% 56% 24%

Age Groups17 to 19 22% 55% 23%

20 to 29 16% 65% 19%

30 to 49 12% 69% 20%


Male 20 to 29 10% 73% 18%

Male 30 to 49 10% 74% 17%


Female 20 to 29 23% 57% 20%

Female 30 to 49 13% 65% 22%





Avid (24+ movies/yr) 29% 54% 18%


Unaware 20% 59% 21%


Non-Fan 23% 49% 28%


Non-Fan 26% 49% 25%


Non-Fan 14% 67% 18%


4 to 6 10% 68% 22%





Small 18% 62% 20%

Appendix Chart: 34

Profile of Recommendation

Trailer Test # 1


After seeing this trailer, which of these options best describes how you would share

your feelings about this movie with friends, family, and other people you know?



people you know?

AUDIENCE SEGMENTI would talk, email, or

text to my friends about

it


the movie preview with

my friends online

I would "Like" or


webpage, but not share

a link with friends

I wouldn't share

anything about it

Very likely to



it

Overall 47% 26% 12% 14% 64% 31% 5%

Gender

Male 51% 25% 10% 14% 70% 27% 3%

Female 43% 27% 15% 15% 59% 35% 6%

Age Groups17 to 19 52% 26% 12% 11% 58% 37% 5%

20 to 29 46% 27% 13% 15% 67% 29% 3%

30 to 49 45% 26% 12% 16% 66% 28% 6%

Men by AgeMale 17 to 19 49% 29% 12% 10% 66% 34% 0%

Male 20 to 29 46% 27% 12% 14% 72% 24% 4%

Male 30 to 49 58% 19% 6% 16% 71% 25% 4%

Women by AgeFemale 17 to 19 55% 22% 12% 12% 51% 40% 9%

Female 20 to 29 46% 26% 13% 15% 62% 35% 3%

Female 30 to 49 34% 32% 18% 16% 62% 31% 7%

Education High School or Less 47% 27% 13% 12% 63% 31% 6%

Some College+ 48% 25% 11% 16% 65% 31% 4%

Movie AvidityRare (Under 11 movies/yr) 46% 23% 15% 15% 62% 34% 4%

Frequent (11 to 23 movies/yr) 53% 32% 7% 8% 70% 22% 9%

Avid (24+ movies/yr) 31% 28% 10% 30% 60% 40% 0%

AwarenessAware 51% 32% 8% 9% 77% 18% 5%

Unaware 46% 24% 14% 16% 58% 37% 5%

Denzel WashingtonFan 53% 26% 10% 12% 72% 26% 2%

Non-Fan 32% 28% 20% 20% 46% 43% 11%

Action MoviesFan 56% 26% 9% 9% 67% 29% 3%

Non-Fan 29% 27% 20% 24% 56% 35% 9%

DramasFan 47% 26% 15% 12% 68% 28% 4%

Non-Fan 47% 26% 11% 15% 62% 33% 5%

Denzel Movies Seen0 to 3 39% 25% 16% 19% 57% 38% 5%

4 to 6 56% 27% 8% 9% 76% 20% 4%

Post-IntDef. Interested 62% 24% 10% 4% 84% 14% 2%

Prob. Interested 32% 39% 13% 16% 35% 65% 0%

Not Interested 4% 0% 23% 73% 15% 56% 29%

Market SizeLarge 48% 26% 14% 12% 64% 30% 6%

Small 46% 26% 11% 16% 64% 32% 4%

GEN TR NORM 44% 20% 12% 24% 40% 45% 15%

Appendix Chart: 35

Recommendation by Trailer

Trailer Test # 1


After seeing this trailer, which of these options best describes how you would

share your feelings about this movie with friends, family, and other people you

know?



people you know?

Trailer

I would talk, email, or

text to my friends

about it


the movie preview

with my friends online

I would "Like" or


webpage, but not

share a link with

friends

I wouldn't share

anything about it

Very likely to



it

Overall 47% 26% 12% 14% 64% 31% 5%

Trailer

Balance V20 Rev (2:45) 47% 24% 14% 15% 59% 37% 5%

Balance V27 (2:56) 47% 29% 11% 13% 69% 26% 5%

GEN TR NORM 44% 20% 12% 24% 40% 45% 15%

Appendix Chart: 36

Profile of TV Show

Trailer Test # 1


Were you aware that this movie is based

on a TV series of the same name, The

Equalizer?

(If Aware) Have you seen the TV show, The Equalizer?Does knowing that THE EQUALIZER is based on a TV show

make you...

AUDIENCE SEGMENT Yes No Yes No Not Sure More interested Less interested No difference

Overall 13% 87% 60% 30% 10% 66% 0% 34%

Gender

Male 13% 87% 55% 30% 15% 72% 0% 28%

Female 13% 87% 65% 29% 6% 60% 0% 40%

Age Groups17 to 19 6% 94% 51% 18% 30% 63% 0% 37%

20 to 29 9% 91% 33% 54% 13% 66% 0% 34%

30 to 49 22% 78% 73% 22% 5% 66% 0% 34%

Men by AgeMale 17 to 19 9% 91% 28% 27% 45% 45% 0% 55%

Male 20 to 29 8% 92% 40% 60% 0% 82% 0% 18%

Male 30 to 49 21% 79% 71% 18% 10% 77% 0% 23%

Women by AgeFemale 17 to 19 4% 96% 100% 0% 0% 100% 0% 0%

Female 20 to 29 10% 90% 26% 49% 25% 51% 0% 49%

Female 30 to 49 23% 77% 75% 25% 0% 57% 0% 43%

Education High School or Less 9% 91% 46% 37% 17% 69% 0% 31%

Some College+ 18% 82% 70% 24% 6% 63% 0% 37%

Movie AvidityRare (Under 11 movies/yr) 11% 89% 60% 31% 9% 70% 0% 30%

Frequent (11 to 23 movies/yr) 18% 82% 65% 26% 9% 58% 0% 42%

Avid (24+ movies/yr) 13% 87% 32% 39% 29% 61% 0% 39%

AwarenessAware 14% 86% 73% 14% 13% 73% 0% 27%

Unaware 12% 88% 54% 37% 9% 62% 0% 38%

Denzel WashingtonFan 15% 85% 62% 25% 13% 76% 0% 24%

Non-Fan 9% 91% 53% 47% 0% 26% 0% 74%

Action MoviesFan 16% 84% 57% 31% 12% 75% 0% 25%

Non-Fan 6% 94% 80% 20% 0% 0% 0% 100%

DramasFan 18% 82% 58% 34% 8% 83% 0% 17%

Non-Fan 10% 90% 63% 24% 13% 46% 0% 54%

Denzel Movies Seen0 to 3 10% 90% 50% 44% 7% 52% 0% 48%

4 to 6 17% 83% 70% 16% 14% 79% 0% 21%

Post-IntDef. Interested 16% 84% 61% 26% 13% 72% 0% 28%

Prob. Interested 5% 95% 29% 71% 0% 29% 0% 71%

Not Interested 13% 87% 78% 22% 0% 53% 0% 47%

Market SizeLarge 16% 84% 49% 35% 16% 66% 0% 34%

Small 11% 89% 70% 25% 5% 65% 0% 35%

Appendix Chart: 37

Audience: by Test

Descriptions About Washinton's Character: % Strongly Agree


% Strongly Agree


(2:45)

Balance V27

(2:56)

Tough 68% 64% 72%

Determined 68% 64% 72%

Brave 65% 60% 71%

A character I want to watch 65% 66% 64%

A character I can root for 64% 61% 67%

Intense 64% 62% 65%

Heroic 62% 57% 66%

Bad-ass 60% 58% 62%

Cool 55% 51% 59%

Dangerous 53% 54% 52%

Resourceful 51% 52% 50%

Cunning 44% 39% 48%

Appendix Chart: 38

Profile of Washington's Character

Trailer Test # 1


% Strongly Agree

AUDIENCE SEGMENT Cool Heroic Determined Intense Brave Tough Bad-ass DangerousA character I can root

forResourceful Cunning

A character I want to

watch

Overall 55% 62% 68% 64% 65% 68% 60% 53% 64% 51% 44% 65%

Gender

Male 61% 63% 72% 63% 64% 67% 63% 61% 67% 54% 47% 67%

Female 48% 60% 63% 65% 67% 69% 57% 44% 61% 49% 40% 63%

Age Groups17 to 19 55% 58% 71% 65% 75% 71% 65% 65% 66% 40% 41% 65%

20 to 29 57% 68% 70% 63% 72% 71% 63% 49% 67% 57% 47% 68%

30 to 49 53% 58% 63% 63% 51% 62% 53% 48% 60% 54% 42% 61%

Men by AgeMale 17 to 19 59% 54% 69% 62% 68% 68% 61% 74% 65% 42% 49% 68%

Male 20 to 29 61% 64% 72% 60% 64% 67% 62% 49% 66% 53% 45% 63%

Male 30 to 49 63% 70% 75% 66% 60% 68% 67% 65% 69% 64% 48% 70%

Women by AgeFemale 17 to 19 51% 62% 74% 68% 82% 76% 70% 54% 66% 37% 31% 62%

Female 20 to 29 52% 73% 66% 67% 81% 75% 65% 50% 68% 61% 49% 74%

Female 30 to 49 43% 47% 53% 61% 43% 58% 40% 32% 52% 45% 37% 53%

Education High School or Less 55% 59% 67% 64% 69% 68% 60% 56% 63% 48% 41% 61%

Some College+ 55% 65% 68% 63% 61% 68% 61% 49% 65% 55% 48% 70%

Movie AvidityRare (Under 11 movies/yr) 57% 60% 69% 66% 67% 70% 62% 52% 66% 56% 46% 67%

Frequent (11 to 23 movies/yr) 55% 71% 68% 65% 69% 72% 65% 59% 62% 45% 44% 68%

Avid (24+ movies/yr) 38% 37% 62% 40% 43% 37% 30% 33% 60% 45% 27% 38%

AwarenessAware 59% 66% 66% 66% 66% 78% 66% 52% 64% 54% 40% 67%

Unaware 54% 60% 69% 63% 65% 64% 58% 53% 64% 50% 45% 64%

Denzel WashingtonFan 61% 64% 75% 67% 70% 73% 66% 55% 71% 58% 45% 69%

Non-Fan 37% 55% 49% 55% 52% 53% 44% 46% 45% 32% 40% 55%

Action MoviesFan 64% 67% 76% 69% 73% 75% 69% 59% 70% 56% 46% 74%

Non-Fan 37% 50% 51% 53% 49% 53% 42% 39% 51% 41% 38% 46%

DramasFan 54% 64% 68% 68% 68% 70% 60% 47% 62% 53% 40% 68%

Non-Fan 56% 60% 68% 61% 64% 66% 61% 56% 66% 50% 46% 63%

Denzel Movies Seen0 to 3 53% 58% 64% 59% 62% 65% 56% 51% 64% 50% 43% 61%

4 to 6 57% 66% 72% 69% 69% 72% 66% 55% 64% 52% 45% 70%

Post-IntDef. Interested 65% 71% 72% 75% 78% 79% 72% 58% 71% 55% 44% 77%

Prob. Interested 44% 53% 64% 51% 51% 55% 46% 47% 57% 51% 47% 55%

Not Interested 27% 27% 54% 29% 33% 41% 34% 37% 42% 27% 29% 19%

Market SizeLarge 53% 63% 62% 64% 62% 65% 57% 53% 59% 49% 46% 64%

Small 56% 61% 72% 63% 68% 70% 63% 52% 68% 53% 42% 66%

Appendix Chart: 39

Audience: by Test

Descriptions About Movie: % Strongly Agree


% Strongly Agree


(2:45)

Balance V27

(2:56)

Action-packed 67% 63% 70%

A movie worth seeing in a theater 63% 56% 69%

Entertaining 60% 55% 66%

Supenseful 58% 52% 64%

Intense 57% 51% 63%

Will keep me on the edge of my seat 55% 53% 57%

Has a great story 52% 50% 53%

Cool 45% 38% 52%

Unpredictable 34% 33% 36%

Original 26% 24% 27%

Dark 20% 16% 23%

Funny 17% 16% 17%

Typical 11% 9% 13%

Boring 5% 4% 6%

Appendix Chart: 40

Profile of Movie Descriptions

Trailer Test # 1


% Strongly Agree

AUDIENCE SEGMENT Cool Boring Entertaining Action-packed Supenseful Funny Original Intense Typical DarkWill keep me on the

edge of my seatHas a great story

A movie worth seeing

in a theaterUnpredictable

Overall 45% 5% 60% 67% 58% 17% 26% 57% 11% 20% 55% 52% 63% 34%

Gender

Male 54% 3% 63% 76% 59% 13% 26% 61% 14% 21% 57% 53% 68% 35%

Female 36% 7% 58% 58% 57% 19% 26% 53% 9% 19% 54% 51% 58% 34%

Age Groups17 to 19 41% 10% 61% 67% 57% 19% 31% 58% 15% 23% 52% 53% 57% 34%

20 to 29 47% 5% 60% 67% 59% 24% 25% 59% 5% 21% 59% 46% 62% 34%

30 to 49 46% 1% 60% 67% 58% 7% 23% 54% 13% 16% 54% 57% 68% 35%

Men by AgeMale 17 to 19 50% 6% 54% 75% 58% 19% 30% 67% 16% 22% 53% 49% 65% 38%

Male 20 to 29 57% 4% 69% 73% 59% 16% 28% 61% 7% 22% 58% 52% 66% 34%

Male 30 to 49 54% 0% 63% 82% 61% 7% 21% 58% 19% 18% 59% 58% 71% 33%

Women by AgeFemale 17 to 19 34% 14% 67% 60% 56% 20% 32% 52% 15% 23% 52% 56% 49% 32%

Female 20 to 29 36% 5% 50% 60% 60% 33% 21% 57% 3% 21% 60% 39% 57% 34%

Female 30 to 49 39% 2% 57% 55% 56% 8% 24% 50% 8% 14% 50% 57% 66% 37%

Education High School or Less 42% 5% 59% 63% 52% 13% 23% 52% 12% 17% 49% 51% 56% 33%

Some College+ 49% 5% 62% 73% 68% 22% 29% 64% 10% 24% 65% 54% 72% 37%

Movie AvidityRare (Under 11 movies/yr) 46% 5% 64% 70% 59% 15% 26% 57% 14% 19% 56% 54% 66% 34%

Frequent (11 to 23 movies/yr) 46% 4% 54% 62% 60% 23% 27% 57% 4% 23% 54% 48% 58% 38%

Avid (24+ movies/yr) 27% 5% 36% 48% 42% 11% 14% 52% 0% 14% 46% 40% 46% 30%

AwarenessAware 62% 6% 70% 82% 72% 18% 31% 70% 13% 28% 63% 67% 74% 36%

Unaware 38% 5% 56% 60% 52% 16% 24% 51% 10% 17% 52% 46% 58% 34%

Denzel WashingtonFan 52% 3% 69% 71% 62% 18% 29% 62% 11% 20% 62% 61% 72% 38%

Non-Fan 27% 10% 41% 57% 48% 14% 18% 45% 10% 19% 39% 30% 40% 27%

Action MoviesFan 47% 4% 63% 70% 62% 19% 29% 60% 13% 21% 60% 60% 70% 38%

Non-Fan 40% 8% 53% 60% 49% 11% 19% 49% 7% 18% 45% 33% 46% 26%

DramasFan 51% 8% 66% 71% 74% 22% 31% 67% 19% 24% 66% 59% 72% 48%

Non-Fan 41% 3% 57% 64% 49% 13% 23% 51% 6% 17% 49% 47% 57% 27%

Denzel Movies Seen0 to 3 44% 4% 56% 64% 56% 14% 23% 53% 11% 16% 52% 43% 54% 33%

4 to 6 47% 7% 67% 71% 61% 20% 30% 64% 12% 26% 61% 67% 77% 37%

Post-IntDef. Interested 55% 6% 76% 77% 69% 22% 31% 68% 12% 25% 69% 66% 81% 37%

Prob. Interested 30% 0% 37% 58% 40% 8% 18% 40% 7% 15% 33% 30% 35% 28%

Not Interested 21% 11% 25% 34% 39% 6% 14% 32% 12% 3% 26% 17% 20% 34%

Market SizeLarge 48% 4% 57% 62% 54% 22% 20% 53% 8% 20% 51% 49% 60% 34%

Small 43% 5% 63% 70% 61% 13% 29% 60% 13% 20% 58% 53% 65% 35%

Appendix Chart: 41

Profile of Element Importance

Trailer Test # 1





3 Somewhat


3 Somewhat


3 Somewhat


3 Somewhat


3 Somewhat


Overall 4% 7% 23% 19% 47% 3% 7% 25% 17% 49% 4% 5% 16% 20% 55% 16% 22% 30% 12% 21% 7% 11% 25% 16% 41% 8% 7% 19% 13% 52%

Gender

Male 2% 10% 20% 21% 47% 1% 4% 27% 17% 51% 2% 2% 15% 21% 60% 16% 18% 32% 11% 23% 6% 12% 20% 17% 45% 8% 8% 20% 10% 53%

Female 7% 5% 25% 17% 46% 4% 9% 22% 17% 47% 6% 7% 17% 19% 51% 15% 25% 27% 12% 20% 8% 10% 29% 15% 38% 9% 6% 18% 15% 51%

Age Groups17 to 19 3% 12% 26% 19% 40% 3% 11% 25% 24% 37% 5% 13% 17% 21% 44% 20% 30% 19% 8% 23% 14% 12% 27% 12% 35% 10% 8% 14% 15% 53%

20 to 29 4% 9% 19% 19% 49% 1% 5% 29% 15% 49% 2% 2% 14% 21% 61% 14% 23% 29% 10% 24% 4% 11% 27% 20% 38% 9% 9% 19% 11% 51%

30 to 49 6% 3% 23% 19% 50% 4% 5% 20% 13% 58% 5% 2% 19% 17% 58% 14% 14% 39% 17% 17% 4% 11% 20% 15% 50% 6% 4% 24% 13% 53%

Men by AgeMale 17 to 19 0% 14% 19% 20% 47% 0% 4% 24% 29% 43% 0% 6% 14% 17% 63% 15% 24% 25% 11% 24% 11% 6% 22% 18% 43% 11% 5% 11% 15% 57%

Male 20 to 29 2% 12% 19% 23% 44% 0% 5% 37% 11% 46% 2% 2% 11% 25% 61% 15% 23% 32% 5% 24% 5% 15% 27% 16% 37% 9% 10% 22% 10% 50%

Male 30 to 49 3% 6% 21% 20% 51% 2% 4% 18% 14% 62% 4% 0% 21% 19% 56% 18% 7% 38% 18% 19% 2% 15% 11% 16% 56% 3% 9% 27% 7% 54%

Women by AgeFemale 17 to 19 6% 10% 32% 18% 34% 6% 18% 26% 19% 31% 9% 18% 19% 24% 29% 25% 34% 15% 4% 22% 17% 16% 32% 7% 28% 9% 11% 17% 14% 49%

Female 20 to 29 7% 5% 18% 16% 53% 3% 4% 20% 20% 53% 3% 2% 17% 17% 62% 13% 22% 25% 16% 24% 3% 7% 27% 24% 39% 10% 9% 16% 13% 52%

Female 30 to 49 8% 0% 25% 18% 49% 5% 7% 21% 13% 54% 5% 3% 17% 15% 60% 10% 19% 40% 16% 15% 5% 8% 28% 14% 45% 8% 0% 22% 17% 53%

Education High School or Less 5% 11% 27% 20% 38% 4% 9% 24% 17% 46% 5% 7% 19% 19% 50% 18% 27% 25% 10% 20% 8% 14% 26% 16% 37% 9% 5% 21% 14% 51%

Some College+ 4% 3% 16% 18% 60% 1% 4% 26% 17% 52% 2% 2% 13% 21% 62% 13% 13% 37% 15% 22% 6% 7% 22% 16% 48% 7% 11% 17% 12% 54%

Movie AvidityRare (Under 11 movies/yr) 5% 8% 18% 22% 47% 3% 7% 24% 21% 45% 5% 7% 16% 18% 54% 18% 25% 26% 10% 21% 8% 11% 24% 18% 38% 10% 8% 19% 14% 49%

Frequent (11 to 23 movies/yr) 4% 5% 33% 15% 43% 2% 8% 26% 11% 52% 2% 1% 19% 24% 53% 13% 17% 36% 16% 19% 6% 11% 28% 8% 47% 5% 4% 23% 10% 58%

Avid (24+ movies/yr) 0% 9% 32% 0% 59% 0% 4% 22% 0% 74% 0% 0% 8% 13% 78% 0% 5% 46% 12% 37% 0% 17% 9% 17% 56% 6% 16% 7% 4% 66%

AwarenessAware 2% 5% 16% 25% 53% 0% 5% 18% 21% 56% 0% 5% 4% 20% 71% 14% 15% 39% 15% 17% 6% 8% 28% 17% 42% 9% 9% 16% 16% 50%

Unaware 6% 8% 25% 17% 44% 4% 8% 27% 15% 46% 6% 5% 22% 19% 48% 16% 24% 26% 11% 23% 8% 13% 23% 15% 41% 8% 6% 21% 11% 53%

Denzel WashingtonFan 4% 6% 18% 20% 52% 2% 3% 23% 15% 57% 2% 5% 12% 18% 63% 14% 23% 30% 11% 22% 7% 14% 19% 14% 47% 8% 4% 17% 11% 60%

Non-Fan 5% 10% 33% 17% 34% 4% 15% 29% 22% 29% 8% 6% 26% 24% 37% 19% 19% 29% 15% 18% 8% 6% 37% 20% 29% 9% 14% 26% 17% 33%

Action MoviesFan 4% 6% 20% 19% 51% 2% 5% 22% 18% 53% 2% 4% 15% 16% 62% 14% 23% 27% 12% 23% 6% 11% 26% 14% 43% 8% 7% 19% 11% 55%

Non-Fan 6% 9% 29% 18% 37% 4% 12% 32% 14% 37% 8% 7% 20% 28% 38% 19% 18% 36% 11% 17% 9% 13% 21% 19% 38% 9% 7% 21% 17% 46%

DramasFan 2% 3% 22% 11% 61% 2% 3% 19% 14% 62% 2% 5% 13% 18% 62% 12% 24% 26% 14% 23% 6% 9% 27% 13% 44% 4% 6% 16% 12% 61%

Non-Fan 6% 10% 23% 24% 38% 3% 9% 28% 19% 40% 5% 5% 19% 21% 51% 18% 20% 31% 11% 20% 8% 12% 23% 17% 40% 11% 8% 21% 13% 47%

Denzel Movies Seen0 to 3 6% 9% 25% 20% 40% 2% 7% 31% 18% 43% 4% 3% 21% 21% 51% 19% 26% 28% 10% 17% 8% 12% 29% 15% 36% 8% 9% 23% 13% 46%

4 to 6 3% 4% 19% 18% 57% 4% 7% 15% 16% 58% 4% 8% 9% 18% 61% 11% 14% 33% 15% 28% 6% 10% 18% 16% 49% 8% 4% 13% 13% 62%

Post-IntDef. Interested 3% 6% 19% 19% 54% 1% 4% 23% 15% 57% 3% 5% 9% 20% 63% 14% 21% 31% 13% 22% 7% 10% 22% 15% 46% 8% 6% 14% 13% 59%

Prob. Interested 8% 11% 23% 22% 37% 5% 10% 22% 25% 38% 4% 6% 24% 18% 48% 18% 22% 30% 10% 20% 5% 11% 34% 19% 31% 12% 8% 35% 10% 35%

Not Interested 7% 7% 43% 16% 28% 6% 14% 39% 13% 28% 11% 0% 40% 22% 28% 20% 24% 24% 13% 19% 11% 18% 21% 13% 37% 3% 12% 20% 16% 50%

Market SizeLarge 5% 5% 23% 17% 50% 4% 7% 22% 18% 49% 3% 7% 8% 19% 63% 13% 22% 31% 13% 22% 4% 13% 23% 15% 46% 12% 6% 15% 13% 54%

Small 4% 9% 22% 21% 44% 2% 7% 26% 16% 48% 4% 4% 21% 20% 50% 18% 21% 29% 11% 21% 9% 11% 26% 16% 39% 6% 8% 22% 13% 51%

Appendix Chart: 42

Element Importance by Trailer

Trailer Test # 1





3 Somewhat


3 Somewhat


3 Somewhat


3 Somewhat


3 Somewhat


Overall 4% 7% 23% 19% 47% 3% 7% 25% 17% 49% 4% 5% 16% 20% 55% 16% 22% 30% 12% 21% 7% 11% 25% 16% 41% 8% 7% 19% 13% 52%

Trailer

Balance V20 Rev (2:45) 5% 5% 27% 17% 45% 4% 9% 27% 14% 47% 5% 4% 17% 21% 53% 18% 18% 29% 15% 20% 7% 15% 23% 17% 38% 7% 6% 23% 12% 52%

Balance V27 (2:56) 4% 9% 18% 21% 48% 2% 5% 23% 20% 50% 3% 6% 16% 18% 57% 14% 25% 30% 9% 22% 7% 8% 26% 14% 45% 10% 8% 16% 13% 52%

Appendix Chart: 43

Profile of Denzel Washington's Movies

Trailer Test # 1


% Movies Seen In Theater

AUDIENCE SEGMENTFLIGHT, starring Denzel

Washington

SAFE HOUSE, starring

Denzel Washington

and Ryan Reynolds

2 GUNS, starring

Denzel Washington

and Mark Wahlberg

THE BOOK OF ELI,

starring Denzel

Washington and Mila

Kunis

UNSTOPPABLE,

starring Denzel

Washington and Chris

Pine

THE TAKING OF

PELHAM 1 2 3, starring

Denzel Washington and

John Travolta

Overall 56% 60% 51% 58% 49% 37%

Gender

Male 59% 59% 52% 66% 54% 42%

Female 53% 61% 50% 50% 44% 32%

Age Groups17 to 19 55% 54% 45% 53% 49% 27%

20 to 29 54% 60% 56% 58% 48% 36%

30 to 49 58% 64% 51% 63% 49% 46%

Men by AgeMale 17 to 19 55% 46% 40% 56% 47% 28%

Male 20 to 29 59% 60% 56% 66% 52% 40%

Male 30 to 49 61% 69% 56% 74% 61% 57%


Female 20 to 29 47% 61% 55% 48% 44% 32%

Female 30 to 49 56% 60% 47% 53% 39% 36%


Some College+ 59% 60% 53% 60% 45% 41%



Avid (24+ movies/yr) 58% 70% 67% 81% 61% 63%

AwarenessAware 66% 68% 59% 61% 59% 48%

Unaware 52% 57% 48% 57% 45% 33%


Non-Fan 40% 48% 39% 43% 42% 28%


Non-Fan 48% 48% 40% 49% 38% 24%

DramasFan 62% 62% 53% 62% 58% 44%

Non-Fan 51% 59% 50% 55% 43% 33%


4 to 6 88% 88% 77% 88% 79% 68%


Prob. Interested 44% 51% 43% 48% 43% 31%

Not Interested 40% 39% 31% 45% 31% 17%


Small 57% 62% 51% 58% 50% 35%

Appendix Chart: 44

Profile of Director

Trailer Test # 1




AUDIENCE SEGMENT Yes NoI've never heard of

him

Increase your interest

in seeing it

Decrease your

interest in seeing it


interest

Overall 18% 28% 54% 46% 5% 49%

Gender

Male 21% 29% 50% 53% 3% 44%

Female 15% 27% 59% 39% 7% 54%

Age Groups17 to 19 7% 30% 63% 38% 4% 58%

20 to 29 19% 27% 53% 50% 4% 46%

30 to 49 25% 27% 48% 48% 6% 46%

Men by AgeMale 17 to 19 8% 30% 62% 44% 4% 52%

Male 20 to 29 20% 31% 49% 56% 1% 43%

Male 30 to 49 33% 26% 41% 56% 4% 40%


Female 20 to 29 18% 23% 59% 44% 7% 49%

Female 30 to 49 18% 27% 54% 40% 8% 51%


Some College+ 24% 22% 54% 50% 3% 47%



Avid (24+ movies/yr) 25% 29% 46% 51% 0% 49%

AwarenessAware 26% 26% 48% 49% 2% 49%

Unaware 15% 28% 57% 45% 6% 49%


Non-Fan 9% 40% 51% 24% 9% 67%


Non-Fan 14% 28% 57% 33% 9% 58%

DramasFan 20% 31% 49% 48% 5% 47%

Non-Fan 17% 26% 58% 45% 5% 50%


4 to 6 26% 28% 47% 56% 3% 41%


Prob. Interested 14% 34% 52% 34% 10% 56%

Not Interested 10% 37% 52% 25% 10% 65%


Small 17% 30% 53% 45% 5% 50%

Appendix Chart: 45

Director by Trailer

Trailer Test # 1




AUDIENCE SEGMENT Yes No I've never heard of himIncrease your interest

in seeing it

Decrease your interest

in seeing it


interest

Overall 18% 28% 54% 46% 5% 49%

Trailer

Balance V20 Rev (2:45) 20% 29% 51% 44% 4% 52%

Balance V27 (2:56) 16% 27% 57% 48% 5% 46%

Appendix Chart: 46

Profile of Washington's Role

Trailer Test # 1





has played


roles he has played




role


in this role

Overall 71% 21% 8% 83% 2% 15%

Gender

Male 68% 26% 5% 86% 3% 11%

Female 73% 16% 11% 79% 2% 20%

Age Groups17 to 19 61% 21% 18% 80% 2% 18%

20 to 29 69% 23% 8% 83% 2% 15%

30 to 49 80% 19% 1% 84% 3% 13%

Men by AgeMale 17 to 19 65% 21% 14% 87% 3% 10%

Male 20 to 29 66% 32% 2% 84% 4% 12%

Male 30 to 49 74% 24% 2% 88% 2% 9%


Female 20 to 29 72% 13% 15% 82% 0% 18%

Female 30 to 49 85% 15% 0% 80% 4% 16%


Some College+ 78% 17% 5% 80% 3% 17%



Avid (24+ movies/yr) 63% 33% 3% 84% 0% 16%

AwarenessAware 64% 30% 6% 89% 2% 9%

Unaware 73% 18% 9% 80% 3% 17%


Non-Fan 59% 19% 22% 70% 5% 24%


Non-Fan 66% 21% 13% 69% 6% 24%

DramasFan 69% 22% 9% 80% 2% 19%

Non-Fan 72% 21% 8% 84% 3% 13%


4 to 6 76% 22% 1% 87% 1% 11%


Prob. Interested 69% 22% 10% 80% 1% 19%

Not Interested 72% 9% 19% 33% 9% 58%


Small 71% 24% 5% 84% 1% 15%

Appendix Chart: 47

Washington's Role by Trailer

Trailer Test # 1





has played


roles he has played




role


in this role

Overall 71% 21% 8% 83% 2% 15%

Trailer

Balance V20 Rev (2:45) 72% 20% 8% 81% 3% 16%

Balance V27 (2:56) 69% 23% 8% 84% 2% 14%

Appendix Chart: 48

Profile of Age/Gender Appropriateness

Trailer Test # 1



appropriate for…?






equallyAlone


friends





I don't know who I

would see it with

Overall 9% 17% 5% 68% 21% 3% 77% 6% 12% 8% 2% 16% 17% 5% 14% 20%

Gender

Male 11% 13% 4% 72% 27% 2% 71% 5% 15% 4% 1% 23% 17% 3% 14% 18%

Female 7% 22% 7% 65% 15% 3% 82% 6% 9% 11% 3% 10% 17% 7% 14% 21%

Age Groups17 to 19 17% 17% 7% 59% 15% 3% 82% 5% 18% 7% 2% 20% 4% 7% 18% 20%

20 to 29 11% 21% 4% 65% 18% 2% 79% 8% 10% 6% 2% 20% 20% 2% 15% 17%

30 to 49 1% 14% 5% 79% 28% 3% 69% 4% 10% 10% 1% 11% 25% 7% 10% 22%

Men by AgeMale 17 to 19 18% 19% 6% 57% 11% 2% 87% 0% 23% 4% 0% 26% 5% 3% 23% 18%

Male 20 to 29 14% 15% 2% 69% 27% 2% 71% 10% 10% 2% 0% 29% 19% 0% 12% 18%

Male 30 to 49 2% 6% 3% 89% 39% 3% 58% 4% 13% 7% 2% 14% 27% 8% 9% 16%

Women by AgeFemale 17 to 19 16% 16% 7% 61% 21% 3% 75% 9% 13% 10% 4% 15% 3% 10% 15% 22%

Female 20 to 29 6% 27% 6% 61% 8% 3% 89% 6% 9% 11% 5% 9% 22% 5% 18% 16%

Female 30 to 49 0% 22% 7% 71% 17% 3% 80% 4% 7% 13% 0% 8% 24% 7% 11% 26%

Education High School or Less 11% 16% 6% 67% 21% 1% 77% 4% 15% 6% 2% 18% 10% 8% 14% 23%

Some College+ 6% 19% 5% 70% 20% 4% 75% 8% 8% 11% 1% 15% 27% 1% 15% 15%

Movie AvidityRare (Under 11 movies/yr) 10% 16% 6% 68% 16% 1% 82% 4% 10% 7% 1% 19% 18% 5% 13% 21%

Frequent (11 to 23 movies/yr) 6% 23% 2% 69% 21% 4% 75% 7% 18% 11% 3% 7% 15% 4% 17% 19%

Avid (24+ movies/yr) 10% 9% 9% 72% 58% 5% 37% 21% 13% 0% 0% 24% 13% 14% 15% 0%

AwarenessAware 7% 16% 6% 71% 19% 0% 81% 3% 11% 3% 0% 10% 28% 4% 22% 19%

Unaware 10% 18% 5% 67% 21% 4% 75% 7% 12% 10% 3% 19% 13% 6% 11% 20%

Denzel WashingtonFan 8% 15% 4% 74% 20% 1% 79% 5% 10% 8% 2% 18% 19% 4% 16% 18%

Non-Fan 12% 23% 10% 55% 23% 7% 70% 8% 16% 7% 1% 12% 13% 9% 9% 24%

Action MoviesFan 11% 14% 4% 71% 20% 3% 77% 6% 11% 8% 2% 18% 18% 5% 15% 17%

Non-Fan 3% 26% 8% 63% 22% 3% 75% 5% 14% 7% 2% 12% 16% 6% 13% 25%

DramasFan 12% 22% 6% 59% 14% 3% 83% 7% 12% 13% 1% 15% 16% 6% 14% 16%

Non-Fan 7% 14% 5% 74% 25% 3% 72% 5% 12% 5% 2% 17% 18% 5% 14% 22%

Denzel Movies Seen0 to 3 8% 20% 7% 66% 17% 4% 78% 4% 13% 7% 2% 16% 14% 6% 19% 19%

4 to 6 11% 13% 3% 72% 25% 1% 74% 8% 10% 9% 1% 17% 23% 4% 7% 21%

Post-IntDef. Interested 10% 16% 4% 70% 17% 1% 82% 5% 9% 8% 1% 20% 21% 6% 13% 17%

Prob. Interested 9% 19% 8% 64% 23% 7% 70% 10% 17% 4% 4% 11% 10% 1% 21% 21%

Not Interested 3% 24% 6% 67% 39% 0% 61% 5% 16% 13% 4% 6% 8% 12% 7% 29%

Market SizeLarge 8% 17% 9% 65% 24% 1% 75% 7% 10% 10% 1% 20% 18% 4% 12% 18%

Small 9% 17% 3% 71% 19% 4% 77% 5% 13% 7% 2% 14% 17% 6% 15% 21%

Appendix Chart: 49

Age/Gender Appropriateness by Trailer

Trailer Test # 1



appropriate for…?






equallyAlone


friends





I don't know who I

would see it with

Overall 9% 17% 5% 68% 21% 3% 77% 6% 12% 8% 2% 16% 17% 5% 14% 20%

Trailer

Balance V20 Rev (2:45) 9% 19% 7% 65% 22% 2% 76% 5% 13% 9% 2% 17% 17% 3% 13% 22%

Balance V27 (2:56) 9% 16% 4% 71% 19% 3% 77% 7% 11% 6% 2% 16% 17% 8% 15% 18%

Appendix Chart: 50

Profile of Future Releases

Trailer Test # 1


% plan on seeing the following movies in a movie theater when they are

released soon

AUDIENCE SEGMENTTRANSCENDENCE,

starring Johnny Depp

THINK LIKE A MAN

TOO, starring Kevin

Hart and Gabrielle

Union

THE PURGE:

ANARCHY, the sequel

to THE PURGE

HERCULES, starring

Dwayne Johnson

Overall 38% 74% 50% 55%

Gender

Male 44% 74% 54% 61%

Female 32% 75% 46% 48%

Age Groups17 to 19 35% 76% 58% 50%

20 to 29 39% 71% 54% 55%

30 to 49 40% 77% 39% 57%

Men by AgeMale 17 to 19 39% 69% 55% 64%

Male 20 to 29 43% 73% 62% 54%

Male 30 to 49 49% 78% 43% 68%


Female 20 to 29 33% 68% 45% 57%

Female 30 to 49 31% 76% 36% 48%


Some College+ 39% 74% 49% 58%



Avid (24+ movies/yr) 49% 80% 75% 56%


Unaware 34% 73% 46% 49%


Non-Fan 28% 63% 48% 46%


Non-Fan 31% 68% 48% 49%

DramasFan 41% 77% 51% 53%

Non-Fan 36% 73% 50% 56%


4 to 6 52% 86% 62% 63%





Small 38% 74% 50% 54%

definite interest - general i l m s...definite interest - general interest level is flat by gender...

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