December 2013

Evaluate the Denzel Brand and The Equalizer

Franchise

Measure Interest in

The Equalizer

Methodology

Identify Key Stories/Elements

Uncover potential holdbacks

Develop optimal positioning and messaging

Measure Brand Health

Identify Denzel and The Equalizer Brand Essence

Explore desired direction moving forward

1000 online interviewers among General Moviegoers ages 17-54 including: 300 African Americans, 275 Equalizer Viewers, and 550 Denzel Washington Fans 2

For over 25 years, Denzel Washington has been a household name and one of the most consistent draws in the modern box office era. In the past 15 years, his popularity has only increased.

4

16 14 $24.6M 24.6M

$81.2M

Wide Releases

$20M+ Opening

Weekends

Average Opening

Weekends

Average Total Gross

From 2000 to the present…

However, while Denzel is possibly the most bankable star in Hollywood, even his biggest films have never reached blockbuster status.

$130 $126 $116 $95 $94

5

Evaluated Denzel Washington and 22 of his top contemporaries

Definite Interest in a New Movie

Power “On the Way Up”

“One of my favorites”

Popularity Awareness

6 Popularity

Po

we

r

Expanding

Niche Stagnant

Established

Denzel is a top-tier draw

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Perceptual maps display the relative – not absolute – connection of attributes to actors. The closer the attribute is to the actor, the stronger

the perceived association between the attribute and the actor.

An every-man Annoying Attractive Badass Boring

Brave Confident Contemporary/

Modern Cool Edgy

Funny Intense Likeable Outdated Relatable

Sensitive Sexy Smart Talented Tough

Unlikeable Versatile Weird Worth paying to

see Witty

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An every-man

Attractive

Badass

Brave

Confident

Contemporary/Modern Cool

Funny

Intense

Likeable

Outdated

Relatable Sensitive Smart

Talented

Unlikeable

Versatile

Worth paying to see

Witty

Denzel embodies “cool” more than any other actor, and is a perfect balance of

“intense” and “sensitive”

Despite a career that has spanned over 25 years, Denzel Washington is still one of the most

popular actors in the business

Out of 23 of Hollywood’s Top Actors, Denzel ranks...

“On the way up”

6th “I am a big fan”

3rd Definite Interest in seeing

a new movie

1st

10

50% 48% 56% 36%

59% 43%

76% 53%

Base M<35 M35+ F<35 F35+ White AA Hispanic

% saying "I am a Big Fan"

1

2

3

4

5

22%

22%

21%

14%

13%

While the family-friendly and inspirational Remember the Titans ties for Washington’s most popular film, the other 4 spots are

taken by R-rated fare featuring violent subject matter

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Action 34%

Crime Thriller

28%

When asked to identify their favorite type of Denzel film, moviegoers

prefer his efforts in the Crime Thriller and Action genres

of Females 35+ choose “Drama” as their favorite Denzel genre making it their second favorite type of Denzel Film.

30% Drama

23% 12

Protecting his Family/Innocent

People

Solving Crimes

Overcoming personal obstacles

40%

36%

For future movies starring Denzel, moviegoers prefer a serious tone that is not overly dark or violent.

31% 69% 42% 58%

Amusing Serious Slick Gritty

36%

Q. Thinking about Denzel Washington movies, which themes covered are your favorites?

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Q. Thinking about a future movie starring Denzel Washington, would you want the movie to be more…?

Moviegoers pick the same Top 5 adjectives when asked to describe a typical Denzel character and when asked to

describe their ideal Denzel character, describing him as:

Top Ideal Adjectives by Gender

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Determined Tough Smart Confident Intense

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Power Definite Interest in a

New Movie

Evaluated The Equalizer and 14 Other Similar Franchises

Seen Popularity Fanship % Big Fans

16

17

Po

wer

Popularity

Expanding

Niche Stagnant

Established

The Equalizer has the lowest

awareness of all 15 competitive

brands, but its catchy title drives mid-tier power.

55 50

69

38

60 66

63

50

61

All M<35 M35+ F<35 F35+ AA Hispanic White DenzelBig Fan

Aware

18

25

18

41

13

27

37 32

20

32

All M<35 M35+ F<35 F35+ AA Hispanic White DenzelBig Fan

Seen

Overall just over half of moviegoers are aware of The Equalizer with just a quarter having seen the TV show. Older Males, AAs, Hispanics, and Denzel Fans have the most experience with the

brand, while Younger Females have very little knowledge.

19

35 37 37

25

40

51

41

29

55

45 44 48 49

36

43

60

53

38

60 54

All M<35 M35+ F<35 F35+ AA Hispanic White Big Fan ofDenzel

Familiarwith

Equalizer

Title/Star Post-Concept

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*Norm is among general moviegoers 13-49

Norm

= 32*

Norm

= 19*

The Equalizer is very strong with both title/star and post-concept interest testing well above the PSB norms.

All audiences saw a jump Post-Concept, driving a 9 point lift

overall

Males, AAs, and Denzel Fans are the

strongest audiences.

Females under 35 and White

moviegoers are the weakest, but still

above norm.

Denzel Washington

man of routine

McCall strikes and brutally

murders all four of the

pimp’s men within 15 seconds

there is more to his past

CIA operative

McCall reacts with a series of

skilled maneuvers

Contact THE EQUALIZER

100 Books Everyone Should Read

electrocutes the

mob boss

In trouble? Nowhere to turn?

McCall offers

to give him $9800 all

his life saving, for

Teri’s freedom

Denzel/McCall’s Humanity

Mysterious Background/ The Equalizer

Moments of Violence/ Resourcefulness

Moments that fail to pop… Teddy’s background/Russian mob McCall torturing Masters McCall dealing with the corrupt cops

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I am a fan of Denzel

Washington

I like the action elements

I like the suspenseful

elements

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I like how McCall plans out his attacks

I like that McCall is a mysterious figure

Denzel Washington is the top draw across audiences. The character of McCall, an everyman who possesses

extraordinary skills, feels like a perfect fit for the actor.

Moviegoers like Denzel as a relatable good guy with a dark

side. McCall’s “secret” backstory

also provides a unique twist to the

Denzel formula.

McCall’s vow to protect the innocent

and his decision to advertise his services

as “The Equalizer” positions him as a

real-life superhero.

Moments where McCall uses his

resourcefulness and unconventional

weapons to take down his enemies

stand out for moviegoers.

McCall fits the Denzel archetype

The Equalizer as Vigilante Hero

Creative Action Feels Fresh

I like Denzel Washington and this is the type of role he plays the best. He plays the part of an underestimated average man that turns out to be anything but

ordinary. [Male 35+]

I love vigilante type plots. This story takes an "average" man and

ignites his lethal past. Denzel's character truely becomes a

superhero. [Male 35+]

It sounds like a new idea. The creative weapons and Denzel

playing a good guy i love it [Male <35]

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Denzel Washington Characters One Word Association

Robert McCall One Word Association

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of moviegoers believe that Denzel Washington is a “very good fit” for the character Robert McCall 58%

The movie sounds fantastic and action packed, but also has the types of characters Washington is best at

playing. [Female 35+]

It's what Denzel does best. his best movies portray him as a protector, see

man on fire [Male <35] It’s just the role I love to

see played by Denzel [Male 35+]

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Downplaying the Russian Mob Enemy, as it does not increase interest and feels

cliché and done before.

For some, the film feels too similar to both other films in the genre and past Denzel Films:

28% of non-definites say the too predictable

or unoriginal story is holding

back their interest.

It sounds too formulaic, unoriginal. The plot resembles plots from other action movies. I

would probably watch this movie as a rental, but not in the theater. [Male 35+]

Denzel has been acting in a lot of revenge-violent-action-filled movies within the last 10 or so years. I'm waiting to see him in a film with a

different concept. [Female<35]

CONSIDER:

It has already been done. tired of the Russian

mobsters. [Male 35+]

Cliche with Russian mob [Male<35]

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A man with a mysterious and tragic past who uses his unique fighting skills and resourcefulness to protect the innocent.

Position McCall as a combination of Denzel’s two most popular

personas: the Everyman and the Protector

Mix in character traits that are new for Denzel (his secret past,

embracing his role as a somber, real-life superhero)

Hint at McCall’s deadly efficiency but do not over-indulge in

scenes of extreme violence/torture

For Females, the gritty violence is a concern:

SOLUTION: Focus on the Resourceful and clever action

I do not like the extreme nature of the

violence

20% It seems too

dark and gritty

15% There are some dark characters

that I don't always enjoy experiencing. [Females 35+]

But as the storyline got more violent,

and more convoluted, I lost

interest completely. [Female <35]

Robert McCall’s resourceful side

McCall Taking out Teri’s Pimp and his Crew

McCall’s final showdown in Home Depot

McCall outsmarting Teddy’s hitman

McCall getting information from Masters

McCall taking on corrupt Cops who bribed Ralphie’s Mother

Teddy murdering Mandy

Robert McCall’s violent side

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Compelling Main Character

Clear, Concise Story

Intense, Engaging Action

Assume No Brand Familiarity

Suspenseful Twists and Turns

Relatable everyman who aims to do good

The Equalizer’s chosen role of protector,

particularly of Alina

The Equalizer’s resourcefulness and

cunning attacks

Denzel action vehicle

Tease McCall’s secret past

Violent enforcer with no hint at

motivations

Hint at a convoluted conspiracy involving

Russian mob

High body count, gratuitous violence

Assume viewers know The Equalizer

& his mission

Hide it completely

Do’s: Don’ts:

5 Key Elements to establish The Equalizer as a fresh take on the action/thriller genre while injecting it with a “big-event” feel

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An Unlikely Bond

A Man of Routine

A Hero Emerges

•Robert McCall is a man of routine. He lives a solitary life, spending his days working a 9-to-5 job at a local hardware store, and his nights reading at a local diner. Hints of loss and a murky past peek through his strict regimen.

•One night, McCall meets Alina, a girl who is forced to work the streets to survive. She senses McCall’s sadness and they form a friendship, until one day Alina’s life is threatened by her pimps.

•McCall unleashes a ruthlessly efficient attack on Alina’s handlers, revealing there is much more to his past. The event spurs him to use his skills for good, vowing to bring down the criminal organization threating Alina, and others who cannot protect themselves.

Target Audiences Males 25-54, Denzel Washington Fans, African Americans

Secondary Audience Females 35+, Males 17-24

Movie Genre Action/Suspense Thriller with Drama

Key Descriptors Good Cast, Action-packed, Suspenseful, Compelling Main Character, Dramatic

Meta Positioning

Robert McCall, a widower with a violent and murky past, lives a quiet life of routine until one night at a local diner, he befriends a young woman, Alina, who is forced to spend her nights as a streetwalker. When Alina’s life is put in danger, McCall springs into action to defend her, revealing himself as much more than just an average man. Realizing he can use his expert skills and resourcefulness for good, McCall, deems himself “The Equalizer” and decides to bring down the criminal organization that threatens the lives of innocent people like Alina.

Key Strengths

• Plays to the key strengths of Washington, who is still a top-tier star • Fresh take on the tired “violent/tormented past” character, who this time

fully embraces his role as protector/ real-life superhero • McCall’s expertise results in resourceful attacks and clever improvisation

Key Challenges

• Genre is overly familiar, will have to stand out among similar movies/Denzel roles

• Minimizing the presence of the stereotypical Russian mafia villains • Alienating female and younger moviegoers due to excessive violence and

genre fatigue 32