- Younger audiences, especially those aged 18-34, are driving changes in movie viewing behaviors and are more likely to watch trailers, research movies, and purchase tickets on their mobile devices. - While TV is still the most popular way to watch trailers overall, mobile devices are preferred by those under 35. - Exposure to movie trailers and ads on mobile devices influences younger audiences to see movies in theaters.

1. Movies on the Go
MMA / Imagine Mobile / Light Speed Research Study (UK/Spain)
April 2013

2. Executive Summary
• Growing trend towards using mobile as the first port of call for all things video or movie related
• Younger audiences are driving change, but older audiences are increasingly interested in change
• Especially as they become more familiar with technology
• Younger audiences are prefer watching trailers on mobile devices
• TV is still the preferred method for trailers but driven by older audiences
• Ticket purchases are currently low but there is a growing appetite for receiving tickets directly to a mobile device
• Online is the preferred route for researching for a movie with Smartphone coming 2nd amongst under34’s
• Younger audiences are influenced to go to see a movie when they see it on a mobile device
• They also are actively clicking on ads
• Spaniards have a higher usage of mobile than UK counterparts

3. Questions
1. Do you have a mobile phone?
2. Have you ever watched a movie trailer on your mobile device?
3. What is your preferred method for watching movie trailers?
4. Have you ever purchased a movie ticket via your mobile handset?
5. Within the next year, do you think you will purchase a movie ticket via your mobile handset?
6. Would you like to have the option to have your Cinema Ticket available directly on your handset?
7. Where do you research for a movie you’d like to see?
8. The last time you saw a movie trailer on your mobile device, did it influence you to go and see the movie?
9. Have you ever clicked on advertising on your smartphone or tablet for a movie?

4. Q1. Do you have a mobile phone? Yes
Source: LightSpeed
UNIVERSE: United Kingdom: 965 | Spain: Universe: 932
49% 51%
Men Women
52%
48%
Hombre Mujer
Study Profile: Gender Split By Country

5. 7%
25%
20%
27%
21%
18-24 25-34 35-44 45-54 55-64
5%
26% 27%
21% 20%
18-24 25-34 35-44 45-54 55-64
Study Profile: Demographic Profile by Country
Q1. Do you have a mobile phone? Yes
Source: LightSpeed
UNIVERSE: United Kingdom: 965 | Spain: Universe: 932

6. Q2. Have you ever watched a movie trailer on your mobile device? Yes
Source: LightSpeed
28%
34%
23%
All Male Female
42%
49%
35%
All Hombre Mujer
Ever Watched a Movie Trailer on a Mobile Device?

7. Q2. Have you ever watched a movie trailer on your mobile device? Yes
Source: LightSpeed
12%
40%
24%
15%
9%
18-24
25-34
35-44
45-54
55-64
9%
36%
28%
20%
8%
18-24
25-34
35-44
45-54
55-64
25-34’s Driving Trailer Views on Mobile!

8. Q2. Have you ever watched a movie trailer on your mobile device? Yes
Source: LightSpeed
50%
46%
33%
16%
13%
18-24
25-34
35-44
45-54
55-64
71%
59%
43%
39%
16%
18-24
25-34
35-44
45-54
55-64
Mobile Devices are the Preferred Option for under 34’s

9. 18%
5%
3%
29%
45%
I Don't Watch Trailers
Smartphone
Tablet
Online
TV
13%
9%
7%
36%
36%
No Veo trailers
de peliculas
Smartphone
Tablet
Online
TV
What is Your Preferred Method of Watching Trailers?
Q3. What is your preferred method for watching movie trailers?
Source: LightSpeed

10. Q3. What is your preferred method for watching movie trailers?
Source: LightSpeed
44%
6%
3%
29%
17%
46%
3%
4%
28%
19%
45%
5%
3%
29%
18%
TV,
Smartphone,
Tablet,
Online
I do not watch movie trailers
All Women Men
Preferred Method to Watch Trailers

11. Q3. What is your preferred method for watching movie trailers?
Preferred Method to Watch Trailers
35%
10%
8%
36%
12%
37%
7%
7%
35%
13%
36%
9%
7%
36%
13%
TV,
Smartphone,
Tablet,
Online
No Veo trailers de peliculas
Todo Mujer Hombre
Source: LightSpeed

12. Q3. What is your preferred method for watching movie trailers?
Source: LightSpeed
45%
29%
38%
48%
55%
41%
5%
16%
10%
2%
2%
2%
3%
6%
5%
4%
2%
3%
29%
46%
36%
30%
25%
19%
18%
3%
11%
16%
17%
36%
All
18-24
25-34
35-44
45-54
54-64
TV, Smartphone, Tablet, Online I do not watch movie trailers
Youth Audiences Turning to Smartphones or Tablets

13. Q3. What is your preferred method for watching movie trailers?
Source: LightSpeed
36%
33%
32%
34%
36%
44%
9%
12%
12%
9%
11%
2%
7%
4%
7%
10%
8%
4%
36%
47%
45%
38%
27%
26%
13%
4%
5%
9%
19%
24%
Todo
18-24
25-34
35-44
45-54
54-64
TV Smartphone Tablet Online No veo trailers de peliculas
Youth Audiences Turning to Smartphones or Tablets

14. Q4. Have you ever purchased a movie ticket via your mobile handset? Yes
Source: LightSpeed
13% 15%
11%
All Male Female
21% 24%
17%
Todo Hombre Mujer
Movie Ticket Purchase on Mobile

15. 21%
29%
29%
25%
12%
12%
Todo
18-24
25-34
35-44
45-54
55-64
Q4. Have you ever purchased a movie ticket via your mobile handset?
Source: LightSpeed
13%
25%
23%
13%
6%
7%
All
18-24
25-34
35-44
45-54
55-64
Movie Ticket Purchase on Mobile

16. Q5. Within the next year, do you think you will purchase a movie ticket via your mobile handset? Yes
Source: LightSpeed
13%
28% 30%
25%
All (Have) All Male Female
21%
52% 56%
44%
Todo (Tiene) Todo Hombre Mujer
Movie Ticket Mobile Purchase Intention

17. 21%
52%
61%
60%
55%
53%
36%
Todo (Tiene)
Todo
18-24
25-34
35-44
45-54
55-64
Source: LightSpeed
13%
28%
40%
39%
32%
22%
14%
All (Have)
All
18-24
25-34
35-44
45-54
55-64
Movie Ticket Mobile Purchase Intention
Q5. Within the next year, do you think you will purchase a movie ticket via your mobile handset? Yes

18. Q6. Would you like to have the option to have your Cinema Ticket available directly on your handset? Yes
Source: LightSpeed
48% 49% 46%
All Male Female
70% 73%
66%
Todo Hombre Mujer
Movie Ticket Delivered to Your Handset

19. 70%
80%
75%
72%
72%
55%
Todo
18-24
25-34
35-44
45-54
55-64
Source: LightSpeed
48%
68%
64%
51%
41%
27%
All
18-24
25-34
35-44
45-54
55-64
Movie Ticket Delivered to Your Handset
Q6. Would you like to have the option to have your Cinema Ticket available directly on your handset? Yes

20. Source: LightSpeed
26%
21%
26%
22%
30%
25%
83%
90%
85%
89%
82%
73%
14%
32%
30%
13%
4%
2%
8%
15%
11%
10%
6%
4%
18%
9%
10%
18%
21%
28%
12%
12%
10%
14%
12%
11%
All
18-24
25-34
35-44
45-54
54-64
TV Online Smartphone Tablet Newspaper Magazine
Movie Research Preferences (Multi Choice)
Q7. Where do you research for a movie you’d like to see?

21. Source: LightSpeed
27%
35%
24%
23%
24%
36%
72%
90%
80%
74%
70%
57%
20%
33%
36%
20%
12%
7%
15%
14%
20%
18%
11%
9%
31%
20%
13%
30%
40%
52%
9%
10%
5%
8%
13%
12%
Todo
18-24
25-34
35-44
45-54
54-64
TV PC Smartphone Tableta Periodico Revista
Movie Research Preferences (Multi Choice)
Q7. Where do you research for a movie you’d like to see?

22. Q8. The last time you saw a movie trailer on your mobile device, did it influence you to go and see the movie? Yes
Source: LightSpeed
24% 24% 23%
All Male Female
38% 40%
35%
Todo Hombre Mujer
Trailers on Mobile Devices are Influencing Cinema Trips

23. 38%
59%
50%
41%
31%
21%
Todo
18-24
25-34
35-44
45-54
55-64
Source: LightSpeed
24%
46%
38%
24%
15%
11%
All
18-24
25-34
35-44
45-54
55-64
Trailers on Mobile Devices are Influencing Cinema Trips
Q8. The last time you saw a movie trailer on your mobile device, did it influence you to go and see the movie?

24. Q9. Have you ever clicked on advertising on your smartphone or tablet for a movie? Yes
Source: LightSpeed
15% 18%
13%
All Male Female
36%
42%
29%
Todo Hombre Mujer
Ever Clicked on Movie Advertising on Mobile

25. 36%
45%
44%
40%
31%
22%
Todo
18-24
25-34
35-44
45-54
55-64
Source: LightSpeed
15%
35%
24%
15%
11%
5%
All
18-24
25-34
35-44
45-54
55-64
Ever Clicked on Movie Advertising on Mobile
Q9. Have you ever clicked on advertising on your smartphone or tablet for a movie? Yes