LITTLE HOUSE ON THE PRAIRIEGLOBAL BRAND & GREENLIGHT STUDYFRANCE TOPLINE

Key Findings► Penn Schoen Berland conducted a brand and greenlight study in Germany among 400

general cinemagoers ages 13-54 and 150 kids ages 7-12 to assess the strength of the Little House on the Prairie franchise and evaluate interest in a film adaptation.

► LITTLE HOUSE FAMILIARITY COMPARABLE TO THE US: Little House brand familiarity in France most closely mirrors familiarity in the US as 79% of Generals and 61% of Kids say they are at least somewhat familiar with the franchise. Relative to comparable franchises, Little House ranks only behind Tarzan and Peter Pan among Generals and ranks 5th among Kids. Though fanship for the brand is less than 20%, compared to other brands tested, Little House ties with Peter Pan among Generals as having the largest fanship.

► TV SHOW IS PRIMARY BRAND ASSOCIATION: Consistent with the other four markets tested, French cinemagoers are far more likely to have watched Little House TV show than read the book series (77% vs. 11% among Generals). Viewership for the TV show is even stronger than in the US among both Generals (77 vs. 69) and Kids (69 vs. 54). Similar to other markets, viewership skews over 25 and slightly female.

► LITTLE HOUSE FALLS IN BOTTOM TIER FOR THEATRICAL APPEAL: Despite stronger familiarity and engagement with the brand, before reading the concept French cinemagoers are skeptical of a Little House film’s theater-worthiness. Little House ranks in the bottom tier on “would make a good big screen movie,” scoring most comparably to The Hardy Boys, Pippi Longstocking, and Nancy Drew which all have much lower brand familiarity.

► INTEREST IN A NEW LITTLE HOUSE MOVIE DECREASES POST-CONCEPT: After reading the concept, interest in seeing a Little House on the Prairie film goes down among both Generals (-5) and Kids (-1), with the biggest drops among Parent interest in taking child (-6), Females over 25 (-10) and among Little House Fans (-21). Interest shows a lift, however, among Males under 25, Teens, and Boys.

► INGALL VS. OSGAE DYNAMIC AND SURVIVING IN A NEW WORLD BOOST INTEREST: As seen in the other four markets, the promise of suspense and conflict make “Soldat” and “Forbidden Friendship” the top two testing themes overall. In contrast to the other markets, however, France shows some variation by audience. While younger Males and Kids are most drawn to the excitement and adventure of the challenges the Ingalls will face in their new home, older Males want to see the family’s journey across country. Among Parents and younger Males, the visual spectacle of the film also piques interest.

► PRAIRIE ADVENTURE ADD APPEAL: Similar to Australia, cinemagoers in France see the opportunity for an exciting adventures in the current concept and are more drawn to the action elements than the family drama of the film. Across audiences, the film’s outdoor settings of 19th century America and the Osage tribes are among the top interest drivers in the film.

► PREDICTABILITY AND LACK OF SUSPENSE ARE TOP CONCERNS: Though intrigued by the settings, many of these French cinemagoers show concern that the subject matter could also feel predictable and too much like a history lesson. These concerns lead cinemagoers to question whether this film is worthy of being seen in theaters.

Franchise EvaluationData Ranked by Generals

49

36

30

30

28

19

14

7

8

6

6

5

3

4

13

12

9

10

8

6

6

88

88

79

76

70

56

55

15

19

19

13

17

8

9

25

25

21

20

27

14

16

Familiarity Fanship (%Big Fan) Definite Interest in a New Movie

Franchise EvaluationData Ranked by Kids

39

26

24

17

16

13

13

8

8

5

4

2

1

3

12

11

8

7

8

3

5

92

83

81

63

61

43

41

33

22

32

15

12

8

10

33

29

36

21

16

14

19

Familiarity Fanship (%Big Fan) Definite Interest in a New Movie

74 74 71

58 57 5751 50 49

39 39 39 37 34

Franchise Evaluation

THEATRICAL APPEAL (% WOULD MAKE A GOOD BIG SCREEN MOVIE*)

FRANCHISE ENGAGEMENT

*Among all aware

All Generals Males <25 Males 25+ Females <25

Females 25+

All Kids Boys 7-12 Girsl 7-12

11 10 9 6

169 8 10

7770

85

74

86

6964

74

% Read any of the books % Watched the TV show

Definite Interest

All Gener-

als

M<25 M25+ F<25 F25+ Teens Little House Fans*

Parent Take Child

21

1219

14

32

15

66

36

16 1914

9

22 19

45

30

AMONG GENERAL CINEMAGOERS

AMONG KIDS

All Kids Boys Girls 7-9 10-12

1611

2015 1615 13

1713

17

Post-ConceptPre-Concept

*Little House Fans make up 17% of the sample

Post-ConceptPre-Concept

Concept Evaluation

TOP DESCRIPTORS POST-CONCEPT(Among All)

ONE WORDS

45

3228 25 24 24 22

17 17 16 16

PRE-CONCEPT

POST-CONCEPT

Concept Evaluation

POSITIONING THEME SCORES

  General Cinemagoers 13-54 Parents Kids 7-12

  All M<25 M25+ F<25 F25+ Teens All All Boys Girls

SOLDAT 124 113 117 150 122 124 110 118 125 112

FORBIDDEN FRIENDSHIP 124 109 105 155 132 129 118 116 118 115

VISUAL SPECTACLE 112 117 116 92 117 116 118 111 107 116

HOMESTEAD HARDSHIP 111 120 118 87 114 102 112 125 133 118

WAGON JOURNEY 107 114 119 81 108 104 108 100 102 98

LAND STRUGGLE 103 94 116 88 104 88 109 99 100 98

ACTION HEROINE 99 95 93 105 102 91 99 105 109 101

INSGALLS VS WOLVES 90 102 98 90 75 103 94 98 109 88

HOME AND FAMILY 86 95 87 73 89 84 84 85 78 91

PEDIGREE 83 93 78 78 86 91 77 84 75 92

SISTERS 82 77 69 104 83 86 83 77 72 82

FATHER/DAUGHTER 79 72 83 97 68 81 88 81 72 91

METAPOSITIONING

Q. Considering everything you know, which of the following stories makes you most interested in seeing Little House on the Prairie?

  General Cinemagoers 13-54Paren

ts Kids 7-12

  All M<25 M25+ F<25 F25+ All All Boys GirlsAn action/adventure in which a young girl and her family move to the wilderness and must protect themselves against wild animals, tumultuous weather, and native tribes in order to survive in their new home.

39 45 36 41 38 36 42 45 39

An historical epic that looks back into the 1800s as America’s western frontier is opened to settlers, attracting pioneers looking for land and new opportunities.

24 10 29 22 31 34 24 25 23

A family drama in which a family must overcome their personal differences and each take responsibility in working together in building their new home in the West.

22 26 19 22 22 24 23 18 29

A western in which a frontier American family clashes with Native Americans in a showdown over who is master of the land.

14 19 15 14 9 6 11 13 10

Positioning Themes

WAGON JOURNEY

With a pioneer spirit, the Ingalls family packs all their belongings into a wagon and heads west in search of a new frontier to call home. What starts off as a peaceful journey across the country turns into a thrilling adventure of survival. With just their covered wagon to call home, the family must face off against horrible weather, treacherous terrain, and dangerous wildlife.

ACTION HEROINE

Though Laura is only a young girl, she has a courageous spirit and will do anything to protect her family. When Native Americans invade her family’s land while Pa is away, Laura immediately takes matters into her own hands, hopping on Pa’s horse, grabbing his gun, and chasing after the invaders to get her family’s belongings back.

INGALLS VS.

WOLVES

While many dangerous animals haunt the outskirts of the prairie, the wolves are by far the most deadly. The vicious creatures travel in packs of fifty, slowly encircling their prey before they pounce. When the wolves threaten the Ingalls and the home they have built, the family must use all their knowledge and skills to fend off the wild creatures once and for all.

HOMESTEAD

HARDSHIP

Settling in the wild prairie, the Ingalls family must build a new home using only the materials they can find in nature. As they struggle to establish a new way of life, the family finds themselves fighting to protect their home from a series of dangers: Native American warriors, stampeding wild buffalo, and even a raging prairie fire that threatens their home and their lives.

LAND STRUGGLE

Pa moves his family to the wilds of Kansas after learning the government will grant land to those who settle the west. However, the Osage tribe has been living on this land for generations, and have no desire to leave. As the Ingalls and other settlers lay claim to land within Osage territory, tensions rise. The two groups must learn to coexist before the dispute erupts into an all-out war.

FORBIDDEN

FRIENDSHIP

Defying her parents, Laura befriends three Osage boys, Paytah, Dakota, and Enapay, and gets the adventure she’s been hoping for. Racing horses through the woods and learning to hunt wildlife, Laura and the Native American boys become fast friends, yet Laura soon learns that her new friendship could have dangerous consequences for the rest of her family.

FATHER/DAUGHTER

Though Pa loves all three of his daughters, he feels a special closeness to Laura, his “half-pint,” who shares his adventurous spirit and passion for the great outdoors. The bond between father and daughter is strong, yet as Laura starts to grow up, Pa struggles with letting Laura go off on her own and must teach her that with independence comes responsibility.

SISTERS

Laura and her sisters are three very different girls. Middle child Laura is the curious adventurer, older sister Mary is the serious one with her nose always stuck in a book, and baby Carrie can’t seem to keep out of trouble. In their new home on the prairie away from friends and family, the sisters must overcome their differences, becoming closer than ever.

SOLDAT

When Laura first spots the mysterious Soldat watching her family from the top of a hill, she is afraid he might be a scout for the rest of the tribe planning to attack. Yet when Soldat saves her from a close encounter with wolves, she realises he is different from the rest of the tribe. With the ability to speak English and understand the settler’s way of life, Soldat may be the bridge between the pioneers and natives needed for the two groups to coexist.

HOME AND FAMILY

Though packing up and leaving everything they knew wasn’t easy for the Ingalls, as the family travels across country and begins to start their new life, they soon realise that home isn’t about where you live, but who you live with. Through the hardships of starting over, the experience of working together to build a new place to live draws the family closer than they have ever been before.

PEDIGREE Based on Laura Ingalls Wilder’s classic and award-winning book series, Little House on the Prairie takes moviegoers on a historical journey back to the 1800s. Inspired by Laura’s true story, the film brings the classic books to the big screen for the first time.

VISUAL SPECTACLE

Little House on the Prairie takes moviegoers on a journey into the past, to a time when nature was unspoiled by man and animals roamed freely across the land. Experience the visual spectacle of 19th century America—with sweeping landscapes of lush, open prairies, cascading mountains and rambling rivers through the eyes of pioneers exploring a brave new world.

  General Cinemagoers 13-54 Parents Kids 7-12

 Sorted by Overall All M<25 M25+ F<25 F25+ Teens All All Boys Girls

I like the setting 25 22 27 19 28 20 26 23 23 23I like seeing how people lived back in the 1800s 24 22 24 16 30 16 24 22 22 23

I like the main character, Laura 23 18 20 25 28 26 21 33 27 40

I like seeing how the family works together 22 15 22 21 29 22 30 18 12 25

I like learning about the Osage people 22 10 24 25 26 16 27 17 18 16

I like the relationship between Laura and the Native Americans 21 19 19 20 25 18 25 30 27 32

I like the message about the importance of family 20 16 19 18 27 20 30 22 14 31

I like that it is based on a true story 20 15 18 22 24 19 15 20 17 23

I like the conflict between the pioneers and Native Americans 20 19 25 12 22 16 23 13 16 11

I like the relationship between Laura and Pa 20 12 16 20 30 18 20 16 12 20

Interest Drivers & Holdbacks

TOP HOLDBACKS (Among Non-Definites)

TOP INTEREST DRIVERS

  General Cinemagoers 13-54 Parents Kids 7-12

  All M<25 M25+ F<25 F25+ Teens All All Boys Girls

The movie seems too old-fashioned 27 28 18 40 24 31 6 20 24 17

The movie seems boring 20 22 20 26 14 23 10 23 23 24

It does not seem like a movie I need to see in cinemas 20 18 20 33 12 26 10 17 16 18

It seems too childish 14 11 14 18 14 12 7 5 6 3

The story does not interest me 13 20 10 19 8 18 7 14 16 11

The story is too unbelievable 12 15 3 19 13 20 2 9 8 9

There is not enough action 11 15 13 14 5 11 7 9 14 3

I don’t like Westerns 11 9 5 21 11 17 5 7 8 6

The characters are not relatable 10 12 7 15 8 9 3 4 7 2

The story is too American 10 8 10 14 9 8 15 10 10 11