Understanding the Mind of the Moviegoer Prepared for Sony Pictures Entertainment, October 23, 2013

Understanding the Mind of the MoviegoerPrepared for Sony Pictures Entertainment, October 23, 2013

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Hello

Thank you for asking the question — how can Sony Pictures Entertainment gain

a better understanding of global movie-going emotions, attitudes and motivations.

In an industry where facts about moviegoers may fast be becoming myths,

deeper insight has the power to drive better business results. We are pleased to

share our approach and experience to help you impact change.

Understanding the Mind of the Moviegoer | Proposal for Sony Pictures Entertainment | October 23, 2013

From Clichés to Movie-Going Truths

Do we really know why people go to the movies? With a trip to the multiplex costlier than ever, do we have a global understanding of the drivers and motivations of movie going? Can we separate the “occasion” from content?The market is awash in data that could answer these critical questions. Unfortunately, much of it informs old-school thinking about the moviegoer. To move beyond this, we need to identify 1) underlying drivers that motivate movie going, 2) emotional states that surround the decision moment and 3) the enduring emotional benefit from the experience.

By layering an attitudinal understanding onto demographic knowledge, we can replace movie-going myths with a holistic understanding of our audiences. And by taking a latitudinal view across markets, we can establish global truths to imbue marketing with new potential and power.

3Understanding the Mind of the Moviegoer | Proposal for Sony Pictures Entertainment | October 23, 2013

Project Objectives

Sony Pictures Entertainment seeks to reframe its understanding of its global, movie going audience with new, insight-grounded knowledge. Specific goals include:

• Characterize the current movie-going population

• Isolate the drivers that initiate a visit to a movie theatre

• Identify the emotional triggers to initiate and intensify behavior

• Factor in cultural differences across major markets

• Create rich and credible portraits of movie-goers

• Identify the emotional triggers to initiate and intensify their behavior


Methodology Overview

Understanding the mind of the moviegoer begins with decoupling the movie-going occasion from “content triggers” of genre, talent, publicity and reviews. Using quantitative tools, we will explore the emotional underpinning of each, and the relationships between them to reveal common patterns core to movie going. These patterns will inform our analysis and help establish the overall narrative framework. An ethnographic approach will add greater level detail and depth.

Finally, we will deploy design to convert quantitative and qualitative learning into a compelling story that helps you socialize a new, differentiating perspective of the moviegoer.


• Align on project expectations and goals

• Conduct literature review, stakeholder interviews, kick-off and alignment workshops to guide project outcome and shape details of Phase 2

Program Overview

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• Use quantitative tools to map mindsets

• Reveal character via deep ethnographic engagement

• Capture video testimony to bring each mindset to life

• Shape storylines in collaborative workshops

• Integrated Report as governance cornerstone

• Create content to populate activation deliverables in Phase 4

• Implementation plan for digital, physical and experiential deliverables

• Design and produce advocacy materials for internal socialization and community strategy.

Drive Decode DiscoverDefine

3October 18–November 6 November 6–February 17 February 17–March 7 March 7–28

Phase 2Map Moviegoer Mindsets

Phase 3Integrate and Implement

Phase 4 Design Advocacy

Phase 1Kick-off and Align

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Phase 1 | Kick-off and Align

The primary goals of this phase are to align expectations, agree project logistics, identify the internal requirements for success and establish the knowledge “baseline” and working hypotheses to inform the detailed methodology.

Our goal will be to move quickly from start-up to discovery, using our two points of face time in this phase – Project Kick-off and Alignment Workshops – to align on key elements for success:

• Anchor program plan and goals with all relevant internal stakeholders

• Agree lines of inquiry and frameworks for quantitative and qualitative discovery

By the conclusion of this phase, the SPE and Greenberg teams will have put in place the mechanisms and processes for ensuring effective project management and results.

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Project Kick-off Establish core teams and working relationships, clarify roles, confirm project logistics.

Literature Review and Analysis Review Sony Pictures’ existing research literature and recent industry reports

Stakeholder and Expert Interviews Conversations with five to seven key decision makers and industry experts to align internal expectations and knowledge baseline

Quantitative Instrument Build and gain approval of questionnaire for online survey in Phase 2

Alignment Workshop Conduct half-day workshop in Culver City with core team and relevant internal stakeholders to finalize program details and kick off Phase 2

Phase 1October 18–November 6


Phase 2 | Map Moviegoer Mindsets

During this phase we deploy quantitative and qualitative tools to establish a new attitudinal map of our moviegoer’s mind. We’ll begin by fielding a humanQuant™ online survey to probe the emotional elements framing the moviegoing experience and sharing the learning from this key profiling step.

While the quantitative discovery helps draw the borders, the deep dive ethnographies will bring to life the character of the people and landscape within those borders. Using both experiential and video engagement, this step will generate the vital source material for the final advocacy materials.

Both sets of fieldwork will conclude with a workshop to share and collaboratively process what we have learned. At these critical points, your input to our analysis will help to shape and refine the insight-grounded storylines of our global moviegoer mindset.

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Quantitative Fieldwork – 30–minute online survey among moviegoers – 6x in the last 12 months. N=1200.

Storyline Mapping – Create draft of narrative structure of moviegoer mindsets

Typologies Workshop 1 – Align on narrative framework and detailed approach and recruitment for ethnographic research.

Ethnographic Recruitment – Nine sets (families, couples or individuals) in each market.

Screening, Casting & Fieldwork – Digital engagement screening and casting. Strategist and Videographer conduct 4-day ethnographic research with three sets each in each market.

Typologies Workshop 2 – De-brief and collaborative refinement of typologies storylines

Phase 2November 6–February 17


Phase 3 | Integrate and Implement

This phase is a continuation of our collaboration in shaping the storylines, building on the workshops in Phases 1 and 2. While considerable “decoding” will happen during the discovery processes, converting this into a contiguous, externally-facing narrative requires another layer of detail and consideration for how the storyline will be presented. This “translation” will be the focal point of Phase 3 and involve the development of:• Final Integrated Report to serve as the governance cornerstone

of this program

• Core content from the reporting to populate the activation deliverables in Phase 4

• Implementation plan for the digital, physical and experiential deliverables for rollout

In helping you plan for launch, the integrated approach of our strategy, design and video teams will ensure that the final output is aligned with your vision of the research socialization.

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Moviegoer Mindsets Video Rough Cut – We will create and synchronize the edits to each of the storylines agreed in Workshop 2

Final Integrated Report – Primary governance document with quantitative and qualitative reporting

Draft Implementation Plan – Detailed recommendations for deploying allocated Activation budget and launch event

Typologies Workshop 3 – Half-day workshop in Culver City to review draft report, content work-in-progress, video edits and to plan detailed activation pieces and launch event

Planning Sessions – Based on Workshop 3 output, we will conduct several work sessions to guide implementation rollout.

Phase 3February 17–March 7


Phase 4 | Design Advocacy

Using the content and implementation framework established in Phase 3, we will design and produce advocacy materials to generate excitement around the new perspectives emanating from this research.

We will ensure the highest level production values are applied to all the deliverables, using a collaborative approach:

• Design Concepts We will generate initial concepts to demonstrate look and feel for final approval.

• Pre-approval for Video Cuts We will obtain your approval on rough cuts as the basis for final cuts synced with the design deliverables.

While this phase is primarily design and production driven, our strategy and design teams will work hand in hand with you to meet the expectations set out in the launch plan. Our ultimate goal is to ensure each deliverable achieves the overall objectives and helps effect the change you seek.

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Executive Presentation – High-level overview of report content for delivery at seminars and events.

Moviegoer Mindsets Videos – Final cuts of research videos including summary and edits

Moviegoer Pocket Guide Booklet – 8-page infographic overview of research findings

THE FOLLOWING MATERIALS ARE OPTIONAL AND NOT YET BUDGETED FOR:

Moviegoer Bible Deep dive (32pp+) into the data with lavish visuals and detailed insights

Intranet Site Web-based catalogue of all research information

Infographic Data-driven graphic (flexible format can be used as poster, flash cards, etc.)

Launch Event Greenberg support to help Sony Pictures manage logistics and design.

Phase 4March 7–28


Deliverables

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Phase Deliverable


Kick-off Workshop, Literature Review, Stakeholder and Expert Interviews (five to seven) Quantitative Survey Design, Alignment Workshop


Quantitative Discovery and Ethnography in seven markets: US, Russia, Brazil, South Korea, France, Mexico and the UK • 30–minute online survey, n=1200 • Storyline Matrix • Typologies Workshop 1 • Screener for ethnographies – nine sets (families, couples or individuals) per market • Qualitative Fieldwork with Strategist and Videographer conducting four-day ethnographic research with three sets in each market • Typologies Workshop 2

Phase 3 Integrate and Implement

Moviegoer Mindsets Video Rough Cut • Final Integrated Report • Core content for Phase 4 deliverables • Draft Implementation Plan • Typologies Workshop 3 • Implementation Planning Sessions


Executive Presentation • Moviegoer Mindsets Videos Final Cuts (four edits) • Pocket Guide, 8-page printed infographic overview of research findings


Project Approval: Oct 17

Literature Review: Oct 18-22

Project Kick-off: Oct 23

Stakeholder Interviews: Oct 24

Develop Quantitative Instrument: Oct 23-Nov 4

Complete Stakeholder Interviews: Nov 4

Alignment Workshop: Nov 5

Quantitative Instrument Approved: Nov 6

Programming/QC: Nov 6–20

Fieldwork: Nov 20–Dec 4

DP/Analytics: Dec 4–18

Storyline Mapping: Dec 4–18

Typologies Workshop 1: Jan 6

Qual Recruitment: Jan 6–16

Prelim. Screening: Jan 16–20

Casting Jan 20–23:

Fieldwork: Jan 23–Feb 3

Qualitative Debrief: Feb 7

Typologies Workshop 2(Refinement): Feb 17

Typologies Detailed Content: Feb 17–Mar 4

Typologies Video Rough Cut Development: Feb 17–Mar 4

Final Report and Implementation Brief: Feb 17–Mar 4

Report Design & ProductionFeb 24–Mar 7

Typologies Workshop 3:(Implementation) Mar 7

Design Concepts: Mar 7–14

Video Final Cut: Mar 7–21

Design Deliverables and Production: Mar 14–28

Launch Event: TBD, Mar 2014

Community Strategy: TBD, Mar 2014

Program Timeline

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Drive Decode DiscoverDefine

3October 18–November 6 November 6–February 17 February 17–March 7 March 7–28


Phase 3Integrate and Implement



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Project ScopeIn discussion with you, we have gained a better understanding of Sony Pictures’ business and market priorities. This program of research is structured to reflect these priorities.

We will conduct the quantitative discovery and ethnography in seven countries – Brazil, France, Mexico, Russia, South Korea, UK and US.

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Moscow

Seoul

Mexico City

Chicago

Sao Paolo

Paris


London

Cost Components


Quantitative Qualitative Design

Total CostInternal Discovery, alignment

Quantitative design and execution, audience workshop.

Qualitative design, ethnographic exploration reporting and

proposed audience typologies

Creative development – visual identity, presentation materials,

video editing and production

Includes: Brazil, France, Mexico, Russia, South Korea, UK and US

Assumes four video portraits drawing from all markets, executive presentation, design and

digital assets for launch

$281,000 $361,000 $146,000 $788,000

Costs Include: Development of discussion guide, moderation of stakeholder interviews, analysis of literature review and stakeholder interviews, facilitation of alignment workshop, and all travel expenses to/from Los Angeles for 3-4 Greenberg strategists. Quantitative Discovery– all set-up, project management, survey development, data processing, coding, sample, hosting, programming, incentives, advanced analytics, analysis and reporting. Ethnography – All set-up and project management, screener development, homework document development, recruitment, incentives, homework review and analysis, scheduling of selected respondents, discussion guide development, moderation of ethnographic interviews, simultaneous translation and document translation in non-English speaking markets, professional video capture of interviews, all analysis, travel costs for one strategist and one videographer to each market selected for qualitative phase, discussion and facilitation of collaborative workshops, and all travel expenses to/from Los Angeles for 3-4 Greenberg strategists. Analysis, final reporting, and content creation for all activation materials. Professional design and video editing time to produce print and digital materials for activation, and all travel expenses to/from Los Angeles for 3-4 Greenberg strategists. Please note: Certain physical/printed deliverables may be subject to California sales tax, up to 9.75%. This pricing is valid for 30 days.

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Greenberg is a leading strategic marketing consultancy that integrates insights, data, and design-thinking to deliver inspired, actionable recommendations.

Using unique and proprietary methodologies, we empower our clients with the insights needed to face change, and we bring our findings to life with design

storytelling that informs, engages, and endures.

Greenberg was founded in 1992 and is headquartered in California and Singapore. Greenberg Asia works as a hub to address research needs in the Asia and Australasia region.

Research Insights Design


United States1250 53rd Street Suite 5EmeryvilleCalifornia 94608T 510.446.8200 F [email protected]

AsiaNo. 14 Robinson Road #13-00Far East Finance BuildingSingapore 048545T +65.9648.6091 F [email protected]

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Understanding the Mind of the Moviegoer Prepared for Sony Pictures Entertainment, October 23, 2013