3. awareness & popularity
total box office
SCARLETT JOHANNSON
$44.5M
one of favorite
very good
58%
$11.6M
Awareness
good
fair $45.0M
poor
4. MICHAEL BAY
effect of...
• Michael Bay has limited awareness by name only (12%)
• 67% have seen one or more of: Armageddon, Pearl Harbor,
Bad Boys 2 in a theatre
• Effect of "Michael Bay who also directed Bad Boys 2, Pearl
Harbor and Armageddon" on interest
No effect
26%
Decreases a little 5%
7%
Decreases a lot
Michael Bay's next movie
30%
32%
Increases a lot
Increases a little
6. interest based on positioning
"Now that you've heard the description of the movie, how interested would you be in seeing The Island?"
NRG
“definite"
norm
80
70
70
66
49
25%
NRG
“definite"
norm
79
66
69
67
61
50
25%
8. Key positioning elements
Four key elements stimulate interest in the movie:
1. Action: particularly as delivered by signature Bay moments
like the car chase, the falling logo, and pursuit.
2. Intrigue: the reasons behind the chase. Tone enters in
here, spooky or creepy intimations are good, provided that
they are relatable.
3. Characters: define their situation and who they are.
4. Futurism: use this element judiciously and only in the
background; it is less impactful than the primary three
elements.
