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Lights, Action, Research: Theatrical Feature Film Research

This presentation outlines the research process and resources used by the CTMG Research Organization for theatrical feature films. It covers secondary research resources, ongoing and ad hoc primary research resources, research systems/databases, new research projects in development, and the research "wish list".

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Lights, Action, Research: Theatrical Feature Film Research

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  1. Lights… Action… RESEARCH RESEARCH FOR THEATRICAL FEATURE FILMS Presented On October 7th, 2002 Bruce B. Friend - SVP, Worldwide Research

  2. PRESENTATION OUTLINE • CTMG Research Organization • CTMG Research Process/Focus • Secondary Research Resources • Primary Research Resources: Ongoing • Primary Research Resources: Ad Hoc • Research Systems/Databases • New Research Projects In Development • Research “Wish List”

  3. CTMG RESEARCH ORGANIZATION Columbia Tristar Marketing Group Research Department

  4. CTMG RESEARCH PROCESS The CTMG Research Department works with and supports practically all operating divisions of CTFD. • Feature Film Development & Production • Film Distribution & Exhibitor Relations • Creative Advertising • Media Planning • On-line Marketing • Publicity & Promotions • Consumer Products • Licensing & Merchandising • Home Video/Home Entertainment (limited) • And International

  5. SECONDARY RESEARCH RESOURCES • Nielsen/NRG Weekly Film Tracking • 3 times a week for all wide releases (Sun, Wed, Thur) • Intermedia Advertising Group (IAG/ Reward TV) • Ad Qualitative Ratings Service • Ad/ Movie Tracking service with competitive data • Youth Intelligence (Jane Buckingham) • Cassandra Report (trend-setters and mainstream) • Trend Central (on-line trends resource) • Nielsen/NRG Pop Poll • Q-Score service for Film Industry • E-Poll “e-Score” Subscription Service • Q-Scores w/visual ID, from On-line methodology • MPAA Annual Moviegoer Study

  6. PRIMARY RESEARCH RESOURCES Ongoing • NRG Recruited Audience Screenings (in theater) • For Production & Marketing • NRG Competitive Concept Positioning Studies • Twice a year - Summer and November/December • NRG Trailer Testing (mall intercept) • NRG Commercial Testing (mall intercept) • TV Spots & Print “One Sheets” • NRG Exit Polls (typically on opening weekend) • In 4 to 6 nationally representative theaters across the U.S.

  7. PRIMARY RESEARCH RESOURCES Ad Hoc • Market Positioning Studies (Ad Hoc) • Phone/or In-person Intercept (“quantitative”) • Focus Groups (“qualitative”) • Nielsen/NRG (Las Vegas) Dial Testing • For competitive trailer testing • Focus Groups • For development of advertising creative • In-theater Trailer Testing • For “qualitative” testing (big films only)

  8. RESEARCH SYSTEMS/ DATABASES • Nielsen/NRG Cinesys Systems: • Contains all NRG data for the past 15 years. • Nielsen/EDI Box Office Database System • Intermedia Ad Group (IAG) Trend-Reporter: • On-line database to access all IAG data • E-Poll “e-Score” Subscription Database • To access “e-Scores” on-line • Youth Intelligence/ Trend Central Database • To access youth trend-setters On-line • Competitive Movie Release Database System • In-house database of all movie release information

  9. NEW RESEARCH PROJECTS In Development • Building on-line “research panels” and “research software/ engine” capabilities (for testing, tracking, etc.) in key international markets. • To see if we can do ad testing and film tracking in Germany, the UK, Australia, Japan, Spain and beyond, using this more cost efficient methodology • IAG/Reward TV Ad Ratings Service • Could one day conceivably add anotherperspective to the current way weevaluate and track ad and mediaeffectiveness

  10. RESEARCH “WISH LIST” • Develop better, and more timely competitive intelligence and information. • Develop a better (more precise) ad testing methodology, as monadic, “mall intercept” testing doesn’t always yield accurate results. • Gain a better understanding of the “heavy” entertainment consumer, and what motivates their movie-going behavior, relative to other entertainment choices.

  11. THANK YOU!

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