This document summarizes qualitative research conducted on the animation movie market. Focus groups were held with different demographic groups to explore perceptions of recent animated films and the animation genre. Key findings included that story and original characters are still important factors for success, and animated films can perform well outside of the summer months. While CG animation is popular, participants felt there is still room for 2D and claymation films. The document also analyzes consumer reactions to specific characters from the animated movie "Cloudy With a Chance of Meatballs," noting both positive and negative perceptions.

1. Animation Movie Market
Scoping out the animation landscape qualitatively
page 1

2. Background
Animation generally &
marketplace exploration
The horizon:
Cloudy, With A Chance Of Meatballs
page 2

3. methodology
In both sets of groups, all the work was qualitative
• Two matched sets of focus groups covering:
Moms of 6 to 11 years olds
CORE FAMILY CONSUMERS
Children ages 8 to 11
Young teens ages 12 to 14 CONSUMERS AGING OUT
Males & Females 25 to 34 POTENTIAL CROSS-OVER CONSUMERS
(for general animation groups only)
• Ethnicity and socio-demographics were controlled and contrasted in
both studies
• All respondents were regular consumers of the genre, having seen 1+
of the following 2007 movies:
And seen at least one of the following:
page 3

4. knocking down false idols
1. CG is the only answer
• While computer generated animation is king, there is room in the marketplace for properly
marketed alternatives
• 2D and clay animation are overcomes, not obstacles
2. It just keeps getting more crowded
• Frankly, it’s been crowded
• Big (in terms of box office) is getting bigger, making smaller look even more so
3. All these animated titles are diluting the market for animation
• Innovations in live action are more of a culprit
• Story and original characters are still embraced
4. I’ve got to be in summer to make money
• Disney set records with Incredibles in November
• Ice Age 2 powered through spring break
• Dreamworks hit a huge multiple off of Shark Tale’s October opening
5. Consumers have really specific requirements for animation
• Well, that one is true
page 4

5. methodology: general animation groups
As visual stimuli, posters of animated movies were used...
Year 1
SPRING
SUMMER
Year 2
FALL
page 5

6. story and character
Despite the tremendous amount of animated pictures in wide
release, only a handful capture attention as original and intriguing
Moviegoers are tired of seeing the same characters and plots
My mom and I thought it was a copy of Madagascar
-- child, Costa Mesa
Unoriginal…it was just like Antz or A Bugs Life.
-- mom, Orange
Wholesome, positive messages are good selling points
Not simply monitoring what kids watch
Though Hispanic moms are more concerned about inappropriate humor or frights than general
audience moms are
page 6

7. story and character
The favorite characters are generally cute, funny and human
• Vulnerability
• Reminding you of a family member: Shrek and husbands!
• Big eyes, cute and human facial expressions are key
A good villain completes the mix
• Leaven with humor
• Need to see the Achilles Heel: Vanity, greed, whatever
• Funny but formidable -- otherwise it’s cartoonish and cheesy
page 7

8. positive/negative
Key attributes of the plot were not well
recalled
Few had story recall; they described the
movie by genre
One mother liked the bear, and said
he even had Martin Lawrence’s eyes
and facial expressions
Character names were not well recalled
The settings did not have a strong
impact on those who had seen the movie
Many appreciated the comedy in the
movie
Viewership was good
page 8

9. “And now,
for the weather…”
page 9

10. Cloudy: Characters
Looks like a geek
Many human traits (shy, reserved, tentative)
Doesn’t come across as a hero
Might be too stereotypical
How old is he really?
Self assured career woman
Cute with great eyes and good smile
She’s stylin’
Sexpot and body image worries all moms
She’s so much older and wiser than Flint that it’s hard
to recall they’re peers
Not a role model or ideal: A prom queen, not girl next door
page 10