sony executive summary ghost rider 20 th february 2007

Sony Executive Summary

Ghost Rider20th February 2007

GHOST RIDER - UKOpening in 2 weeks

Ghost Rider consolidates its strength among male audiences, especially those over 25. The picture remains broadly positive against all comp titles and fellow openers, although it has fallen slightly behind CONSTANTINE among the comps, especially with under 25s.

Further improvement in total awareness this week, now clearly ahead of norm overall & in all quadrants. There is a male skew, with men 25+ most notable at close to double norm. Unaided awareness remains broadly at the small norm level across all audiences.

Total awareness remains equal to or ahead of all comparative titles at this stage overall. It scores similarly to CONSTANTINE in total, but skews notably older, primarily among men.

It also continues to be more widely known than both fellow openers this week. There is little to choose against the comp titles on unaided, with only CONSTANTINE scoring notably better.

Definite interest among aware remains above norm overall, holding well with the rising awareness. As with awareness, there is a distinct male skew, with over 25s again most notable at double norm level.

It is ahead of norm in 3 quadrants, falling short among women under 25. There is little to choose overall against the comp titles, although there are some differences by quadrant. GHOST RIDER falls

notably short of V FOR VENDETTA & CONSTANTINE among women under 25. However GHOST RIDER has significantly more strength than CONSTANTINE among men 25+, if short of V FOR VENDETTA with that audience.

1st choice is broadly at norm overall, again notably highest among men 25+ at double that mark. This is broadly in line with most comp titles overall, however it falls behind CONSTANTINE, most notably among under 25s. It maintains an advantage over both fellow openers driven by males 25+. There is little to choose in the other three quadrants.

Click here for history & demographic charts

GHOST RIDER - FRANCEOpening this week

GHOST RIDER reaches opening week with notable strength among men under 25 in particular - a shift from last week, when it skewed 25+. Among men under 25, it leads the week’s releases on 1st choice and shows greater strength than V FOR VENDETTA. Overall, the week’s market looks very open, with no title holding any substantial advantage on choice.

Total awareness grows further this week, - now notably widest among men under 25 at approximately 1½x norm, with awareness among other audiences broadly at norm level.

Unaided awareness is in line with norm overall, notably highest among under 25s, male & female, at slightly above that mark. Total awareness is slightly ahead of V FOR VENDETTA at this stage, leading in 3 quads but behind among women under 25. Of openers this week, BARNYARD reaches norm awareness overall, SCORPION among men & JE CROIS… with women 25+.

Definite interest among aware remains at norm overall, with a distinct male skew – interest among men stands above norm while women of all ages fall just below that mark.

Definite interest among aware is identical to V For VENDETTA at the same stage.

1st choice (opening & released) is just short of norm overall, lead clearly by men under 25 at above that norm mark, while the other three quadrants fall short.

1st choice remains very similar to V For Vendetta overall, but with notably more strength among men under 25. Across the week’s releases, GHOST RIDER & LETTERS FROM IWO JIMA hold a very slight advantage over the others. GHOST

RIDER leads among men under 25, while IWO JIMA has the edge with men 25+. No title has any advantage among women.

V FOR VENDETTA is the only one of the comp titles available in France, since tracking only started in late 2005.


http://images.google.co.uk/imgres?imgurl=http://www.ihealthcoalition.org/img/French-flag.gif&imgrefurl=http://oncampus.richmond.edu/academics/education/projects/webquests/frenchrevolution/credits.html&h=149&w=225&sz=1&hl=en&start=9&tbnid=OgHA-STmPkLjXM:&tbnh=72&tbnw=108&prev=/images%3Fq%3Dfrench%2Bflag%26svnum%3D10%26hl%3Den%26lr%3D

GHOST RIDER - GERMANYOpening this week

GHOST RIDER dominates the week’s releases with awareness growing well, and interest among aware also building among men especially over 25s. 1st choice is 3x the score for any fellow opener – strongest among men 25+ at in excess of double norm.

Strong growth in total awareness this week across all audiences. It is now in excess of 50% in 3 quadrants, with only women under 25 falling short of that mark, and still clearly ahead of norm.

Overall, it is now ahead of all comp titles at a similar stage. Unaided awareness is at norm level overall, strongest among men under 25. It remains similar to most comps, with

CONSTANTINE showing slightly more strength – with that advantage among men 25+ and women under 25. All 3 fellow openers this week continue to fall short of norm for total awareness, and well behind GHOST RIDER.

Definite interest among aware is above norm overall. It is now notably strongest among those men 25+, at approaching double norm level.

Interest among women under 25 aware has fallen distinctly, as awareness grows. The definite interest among aware score is slightly behind all comps except HELLBOY & V FOR VENDETTA overall. But it

matches all among men 25+.

1st choice (opening & released) leads norm in three quadrants with only women under 25 falling back to that mark. Overall, at 12% it has 3x the 1st choice of any fellow opener, leading comfortably in those 3 quads. Choice remains very competitive with all comps – falling marginally behind CONSTANTINE (most notably among under 25s) &

NATIONAL TREASURE, but ahead of the others.


GHOST RIDER - JAPANOpening in 2 weeks

Low awareness again remains the key issue 2 weeks from release.

Little change in total awareness. There is some growth among women over 25, who are now closest to norm - but still distinctly short of that mark.

Unaided awareness remains minimal. The picture is similar to several comp titles, with only CONSTANTINE & NATIONAL TREASURE being more widely known at

this stage, and only CONSTANTINE holding an advantage on unaided. Among the week’s openers, the two Japanese movies remain the most widely known, now with nothing to choose between

them overall. ONE PIECE… holds the advantage among under 25s, AOKI OKAMI with older audiences

Definite interest among aware again remains below norm overall. Awareness is still too low to look at definite interest by quadrant. Definite interest among aware falls below all comps. Given the low aware bases for most, comparisons should be treated with

some caution. However, it is clearly behind CONSTANTINE & NATIONAL TREASURE.

1st choice remains predictably low given the awareness, but little out of line with the norm. Among the comps, CONSTANTINE looked slightly stronger at the same stage – most notably among men 25+ - but there is still

little to choose. Despite the significantly higher awareness for the Japanese movies, they show little strength on 1st choice. AOKI OKAMI does

hold a marginal edge among men 25+, and ONE PIECE among under 25s, but the only really notable advantage at this stage is for PERFUME among women 25+.


GHOST RIDER – COMPARATIVE TITLE RELEASE DATA

V For Vendetta ConstantineThe Chronicles of

RiddickNational Treasure Hellboy

Theatrical Release

UK 17th Mar 06 18th Mar 05 27th Aug 04 26th Dec 04 3rd Sep 04

FR 19th Apr 06 n/a n/a n/a n/a

GER 16th Mar 06 17th Feb 05 2nd Sep 04 25th Nov 04 16th Sep 04

AUS 30th Mar 06 24th Feb 05 29th Jul 04 25th Nov 04 19th Aug 04

JP 22th Apr 06 16th Apr 05 7th Aug 04 19th Mar 05 1st Oct 04

Opening Weekend Box Office

UK £1.2m £1.5m £1m £0.3m £1.1m

FR $1.5m n/a n/a n/a n/a

GER $0.9m $2.9m $1.9m $3.3m $0.9m

AUS AUS$1.7m AUS$3m AUS$1.6m AUS$1.9m AUS$1.9m

JP ¥153.5m ¥397.6m ¥193.6m ¥300.1m ¥60.4m

5% 5%

1% 1%

6% 6%

1%2%

5% 5%

1%

3%3%

7%

1%

3%

0%

10%

20%

M<25 M>25 F<25 F>25

1% 1%0% 0%

2%

0% 0% 0%1%

2%1% 1%

3%2%

3%2%

0%

10%

20%

M<25 M>25 F<25 F>25

34%31%

23%

29%

23%27%

17%

25%

30%

22%

39%

47%

33% 34%33%

23%

0%

20%

40%

60%

80%

M<25 M>25 F<25 F>25

39% 39%

17%

23%

40%

34%

12%

29%29% 27%

36%

46%

18%

31%

39%

29%

0%

20%

40%

60%

80%

M<25 M>25 F<25 F>25

GHOST RIDER - UK Trend Data by quadrants

Unaided Awareness: 2% this week among all

Total awareness: 38% this week among all Def. Int. amongst aware: 34% this week

1st Choice: 4% this week among all

OTX Norm for the latest week ------------------------

Norm = 3%

Norm = 26%

Norm = 26%

Norm = 3%

■ 5 wks ■ 4 wks ■ 3 wks ■ 2 wks ■ Opening wk

3%4%

3%4%

1%2% 2%

5%

12%

3%

5% 5%

10%

14%

0% 0%1%

3%

9%

1%2% 2%

3%

9%

2%1% 1%

2%

4%

0%

10%

20%

5 wks fromrelease

4 wks fromrelease

3 wks fromrelease

2 wks fromrelease

Opening wk

31% 30% 31%34%34% 34% 33%

41%

34%36%

34%36%

38% 38%

17%

32%

24%

32%

38%

29%32%

26%

30%

24%

0%

20%

40%

60%

5 wks fromrelease

4 wks fromrelease

3 wks fromrelease

2 wks fromrelease

Opening wk

GHOST RIDER - UK Trend Data vs Comp Titles

1% 1% 1%2%

1%0%

1%2%

7%

0%1%

3%

6%

19%

0% 0%1%

3%

7%

0%1%

2%

4%

10%

3%

1%2%

3%

13%

0%

10%

20%

5 wks fromrelease

4 wks fromrelease

3 wks fromrelease

2 wks fromrelease

Opening wk

29%

23%27%

38%

8%

13%11%

27%

41%

13%

21%24%

39%

59%

7% 8%

13%

22%

32%28% 28% 27%

34%

55%

0%

20%

40%

60%

5 wks fromrelease

4 wks fromrelease

3 wks fromrelease

2 wks fromrelease

Opening wk

Unaided awareness

Total awareness Def. Int. amongst aware

1st Choice

■ GHOST RIDER ■ V FOR VENDETTA ■ CONSTANTINE ■ NATIONAL TREASURE ■ CHRONICLES OF RIDDICK ■ HELLBOY

Opening in 2 weeks M<25 M>25 F<25 F>25

Unaided awareness

GHOST RIDER 3% 2% 3% 2%

V FOR VENDETTA 3% 1% 3% 1%

CONSTANTINE 5% 7% 7% 6%

CHRONICLES OF RIDDICK 3% 3% 5% 3%

NATIONAL TREASURE 2% 4% 4% 1%

HELLBOY 5% 3% 2% 2%

Total awareness

GHOST RIDER 39% 47% 33% 34%





HELLBOY 47% 34% 31% 23%

GHOST RIDER - UK Latest Week vs Comp Titles


Def. Int. amongst aware

GHOST RIDER 36% 46% 18% 31%

V FOR VENDETTA 36% 60% 29% n/a



NATIONAL TREASURE n/a 44% n/a 22%

HELLBOY 30% 45% 20% 21%

1st Choice






HELLBOY 3% 3% 1% 1%

GHOST RIDER - UKLatest Week vs Comp Titles (Continued)

N/A = Low aware bases make

comparison of definite interest in some quadrants unreliable. See

previous chart for overall comparison

GHOST RIDER - UKCompetitive analysis (films opening the same week)

7%

39%

17%

0%

3% 2%4%

47%

35%

0%

7%

2%

11%

33%

15%

3%1% 1%

5%

34%

21%

1%3%

1%

0%

20%

40%

60%

Freedom Writers Ghost Rider The Illusionist Freedom Writers Ghost Rider The Illusionist

M<25 M>25 F<25 F>25

Total awareness 1st choice

6%

3%

1%2%

5%

3%2% 2%

5%4%

0%

3%4%

6%

1%2%

10%

4%3%

4%

0%

10%

20%

M<25 M>25 F<25 F>25

2%1% 1%

0%0%1%

0% 0%

3%

0% 0% 0%1%

2% 2%1%

11%

4%

10%

3%

0%

10%

20%

M<25 M>25 F<25 F>25

21% 20% 18%

11%

20%17%

15%11%

31%

20%

36% 34%

24%

14%

47%

34% 32% 30%

24%

14%

0%

20%

40%

60%

80%

M<25 M>25 F<25 F>25

38%

50%

17%

0%

25%

35%

27%

36%39%

15%

22%

32%

21%

43%

34%38%

22% 23%

46%

36%

0%

20%

40%

60%

80%

M<25 M>25 F<25 F>25

GHOST RIDER - FRANCE Trend Data by quadrants



1st Choice (Opening and Release): 5% overall


Norm = 6%

Norm = 32%

Norm = 27%

Norm = 7%



3% 3% 3% 3%

5%

2%1%

3%2%

4%

0%

10%

20%

5 wks fromrelease

4 wks fromrelease

3 wks fromrelease

2 wks fromrelease

Opening wk

30% 30%35%

28%30%

27%

33%

28%

47%

30%

0%

20%

40%

60%

5 wks fromrelease

4 wks fromrelease

3 wks fromrelease

2 wks fromrelease

Opening wk

GHOST RIDER - FRANCE Trend Data vs Comp Titles

1%0%

1%2%

7%

1% 1%2%

1%

7%

0%

10%

20%

5 wks fromrelease

4 wks fromrelease

3 wks fromrelease

2 wks fromrelease

Opening wk

18%16%

22%

27%

36%

16% 16%

21%

17%

32%

0%

20%

40%

60%

5 wks fromrelease

4 wks fromrelease

3 wks fromrelease

2 wks fromrelease

Opening wk

Unaided awareness


1st Choice (Opening & Released)

■ GHOST RIDER ■ V FOR VENDETTA


Opening this week M<25 M>25 F<25 F>25

Unaided awareness



Total awareness

GHOST RIDER 47% 34% 32% 30%



GHOST RIDER 34% 38% 22% 23%





GHOST RIDER - FRANCE Latest Week vs Comp Titles

GHOST RIDER - FRANCECompetitive analysis (films opening the same week)

33%

47%

19%

15%

35%

12%

3%

10%

0%

6%4%

0%

38%

34%

24% 23%

32%

11%

2%4%

2%

10%

3%1%

31% 32%

22%19%

17%

11%

0%3% 4% 4% 3% 2%

40%

30%

43%

9%

24%

15%

3% 4% 5%2%

0% 0%0%

20%

40%

60%

Barny

ard

Ghost

Ride

r

Je C

rois

Que

Je

L'Aim

e

Lette

rs fr

om Iw

o Jim

a

Scorp

ion

Sleepin

g Dog

s Lie

Barny

ard

Ghost

Ride

r

Je C

rois

Que

Je

L'Aim

e

Lette

rs fr

om Iw

o Jim

a

Scorp

ion

Sleepin

g Dog

s Lie

M<25 M>25 F<25 F>25

Total awareness 1st choice (opening & released)


5%

1% 1%0%

3% 3%

1%

3%3%

7%

2%

5%5%

7%

1%

6%

13%

16%

7%

11%

0%

10%

20%

M<25 M>25 F<25 F>25

0% 0%1%

0%0% 0%1%

0%1%

0% 0% 0%

4%5%

1%

3%

11%

4%5%

8%

0%

10%

20%

M<25 M>25 F<25 F>25

24% 25%

19%

26%28%

26% 25%

34%

39%

21%

37%

44%

23%

32%

55% 57%

43%

57%

31%28%

0%

20%

40%

60%

80%

M<25 M>25 F<25 F>25

28%24%

7%

18%

36%

23%19%

31%29%

19%20%

27% 26%29%

34%

45%

14%

31%

43%

24%

0%

20%

40%

60%

80%

M<25 M>25 F<25 F>25

GHOST RIDER - GERMANY Trend Data by quadrants



1st Choice (Open and Release): 12% overall


Norm = 6%

Norm = 33%

Norm = 25%

Norm = 7%


2% 2%

4%5%

12%

1% 1%2%

3%

6%

1% 1% 1%

7%

16%

4%3%

4%

8%

15%

0%1%

3% 3%

10%

1% 1% 1%0%

2%

0%

10%

20%

5 wks fromrelease

4 wks fromrelease

3 wks fromrelease

2 wks fromrelease

Opening wk

20%

28% 29%25%

32%

15%

29%

25%

34%

20%

29%27%

42%

38% 38%39%37%

22%

34%

40%

23% 24%

20%17% 17%

0%

20%

40%

60%

5 wks fromrelease

4 wks fromrelease

3 wks fromrelease

2 wks fromrelease

Opening wk

GHOST RIDER – GERMANYTrend Data vs Comp Titles

0% 0% 0%

3%

7%

0% 0% 0%1%

4%

0% 0% 0%1%

12%

0%1%

2%1%

8%

0%1% 1%

3%

7%

1% 1%2%

3%

7%

0%

10%

20%

5 wks fromrelease

4 wks fromrelease

3 wks fromrelease

2 wks fromrelease

Opening wk

24%28% 30%

34%

53%

6%8% 9%

16%

29%

5%7%

9%

26%

43%

15%18%

22%

37%

49%

11% 11%14%

17%

29%

0%

20%

40%

60%

5 wks fromrelease

4 wks fromrelease

3 wks fromrelease

2 wks fromrelease

Opening wk

Unaided awareness





Unaided awareness






HELLBOY 13% 6% 7% 2%

Total awareness

GHOST RIDER 55% 57% 43% 57%





HELLBOY 40% 25% 32% 19%

GHOST RIDER - GERMANY Latest Week vs Comp Titles



GHOST RIDER 34% 45% 14% 31%





HELLBOY 23% 16% 6% n/a


GHOST RIDER 13% 16% 7% 11%





HELLBOY 4% 4% 0% 0%

GHOST RIDER - GERMANYLatest Week vs Comp Titles (Continued)


comparison of definite interest by

quadrant unreliable. See


GHOST RIDER - GERMANYCompetitive analysis (films opening the same week)

55%

13% 12%10%

13%

1% 1%4%

57%

15%

11% 10%

16%

4% 3%1%

43%

17% 16%

7% 7% 7%5%

2%

57%

25%

18%

9%11%

5%3% 2%

0%

20%

40%

60%

80%

Ghost Rider La Môme (Lavie en Rose)

Notes on aScandal

Pan'sLabyrinth

Ghost Rider La Môme (Lavie en Rose)

Notes on aScandal

Pan'sLabyrinth

M<25 M>25 F<25 F>25

Total awareness 1st choice (opening & released)

1%2%

0%1%1%

2%

0%1%1%

3%

1% 1%1%2%

1%2%

0%

10%

20%

M<25 M>25 F<25 F>25

0% 0% 0% 0%1% 1%

0% 0%0% 0% 0% 0%

3%2%

0%1%

0%

10%

20%

M<25 M>25 F<25 F>25

4%

12%

5%

11%13%

15%

1%

13%11% 11%12%

18%

11%

23%19%

12%

0%

20%

40%

60%

M<25 M>25 F<25 F>25

0%

11%

0%

6%10%

22%

0%

16%

29%

6%

17%

11%

18%

6%

14%11%

0%

20%

40%

60%

M<25 M>25 F<25 F>25

GHOST RIDER - JAPAN Trend Data by quadrants



1st Choice: 1% this week among all


Norm = 4%

Norm = 29%

Norm = 18%

Norm = 3%


Please note that Def Interest is not significant due to the below norm awareness that currently exists across some of the quads

1% 1%2%

1%1% 1%

3%

1%

7%

3%

1%

5% 5%

15%

1%

3%4% 4%

9%

0% 0%1% 1%

3%

0% 0% 0% 0%

3%

0%

10%

20%

5 wks fromrelease

4 wks fromrelease

3 wks fromrelease

2 wks fromrelease

Opening wk

6%

16% 15%11%

37%

13%

27%

20%

30%29%

35%33%

25%

32%

24%27%

24%26%

32%

27%

11%

20% 20% 19%

0%

20%

40%

60%

5 wks fromrelease

4 wks fromrelease

3 wks fromrelease

2 wks fromrelease

Opening wk

GHOST RIDER – JAPANTrend Data vs Comp Titles

0%1%

0%1%

0% 0% 0% 0%

3%

0%1%

3%

5%

12%

0%1%

2% 2%

8%

0%1%

2%3%

6%

0% 0% 0%1%

4%

0%

10%

20%

5 wks fromrelease

4 wks fromrelease

3 wks fromrelease

2 wks fromrelease

Opening wk

8%11%

13%16%

5% 4%

10%7%

17%

12%14%

23%

28%

38%

12% 13%

18%21%

34%

8%6%

8%10%

21%

0%

20%

40%

60%

5 wks fromrelease

4 wks fromrelease

3 wks fromrelease

2 wks fromrelease

Opening wk

Unaided awareness


1st Choice



Unaided awareness






HELLBOY 1% 0% 0% 1%

Total awareness

GHOST RIDER 12% 18% 11% 23%





HELLBOY 8% 11% 9% 13%

GHOST RIDER - JAPAN Latest Week vs Comp Titles



GHOST RIDER n/a n/a n/a 6%

V FOR VENDETTA n/a n/a n/a n/a

CONSTANTINE n/a 24% 33% 20%

CHRONICLES OF RIDDICK n/a n/a 10% n/a

NATIONAL TREASURE n/a 35% 23% 22%

HELLBOY n/a n/a n/a n/a

1st Choice






HELLBOY 0% 1% 0% 0%

GHOST RIDER - JAPANLatest Week vs Comp Titles (Continued)


comparison of definite interest by

quadrant unreliable. See


GHOST RIDER - JAPANCompetitive analysis (films opening the same week)

23%

45%

12%

4%1%

4%1% 2%

42%

29%

18% 17%

5%1% 2% 3%

32%

47%

11%

16%

1%5%

1% 2%

47%

33%

23%27%

1% 0%2%

7%

0%

20%

40%

60%

80%

Aoki Okami:Chi Hate UmiTsukiru Made

One PieceEpisode ofAlabasterSabaku no

Oujo toKaizakutachi

Ghost Rider Perfume:TheStory of aMurderer

Aoki Okami:Chi Hate UmiTsukiru Made

One PieceEpisode ofAlabasterSabaku no

Oujo toKaizakutachi

Ghost Rider Perfume:TheStory of aMurderer

M<25 M>25 F<25 F>25

Total awareness 1st choice

sony executive summary ghost rider 20 th february 2007

Documents

norm awareness

short of norm

total awareness

double norm level

unaided awareness

small norm level

rising awareness

vendetta constantine