La presentazione del Dott. Andrea Vidoni illustra il mercato dell’entertainment in Italia, per poi approfondire il tema della Franchise DC Comics.

1. il brand marketing
nel mercato entertainment
la sapienza -’roma, 10 marzo 2017
andrea vidoni

2. Il Mercato Entertainment in Italia
Il profilo del Moviegoer
Il Marketing integrato di una
Franchise: il rilancio di DC Comics
summary

3. # 1 THEATRICAL 18% of market • #1 in 2012, 2013, 2014, 2016
(WBI, Sony Pictures & Local Productions)
# 1 DIGITAL VIDEO 22% of EST/VOD market • #1 in all platforms
# 1 PHYSICAL VIDEO 23% of market (incl. Fox, Medusa & Lucky Red)
# 7 GAMES 5% of market
# 1 TV
# 2 CONSUMER PRODUCTS 8% of market • 130 licensees • 6000 WB branded POS
warner bros in italia

4. RELATIVELY SMALL ENTERTAINMENT MARKET
• € 9.86B in 2015 with overproportionately strong Free & Pay TV market @ 81%
ITALIANS GO MOBILE
• 97% Mobile penetration & 35% double phones • Smartphones 66% (39M) • Tablets 22% (13M)
• Fast ramp-up of social media: 42% penetration • #1 in Europe by usage with 2h/day
SOFT BROADBAND DEVELOPMENT & HIGH PIRACY
• Weak Broadband development: >4Mb/s only in 52% HH • Divide between North & South
• Unchallenged Piracy • 142M transactions p.a. vs 11.5M legal ones
TV STILL DOMINANT MEDIA BUT WEB IS SECOND
• TV still potent media force: 75% penetration daily • Growth of non linear TV
• Web & mobile gain path, overpassing TV on 18-24 yo for reach & time spent
• Radio is a healthy media: 35M people reached everyday
• Print is declining, while Digital OOH is small but growing
il mercato entertainment

5. Source: Cinetel, GFK, IHS, Univideo.
** 2016 data are projections.
711
685 668
716
757
609 618
575
637 700
365
321
299 315 302
244
221 204 234
263
23 26 31 32 42
0
100
200
300
400
500
600
700
800
2012 2013 2014 2015 2016**
GAMES
(physical + digital)
THEATRICAL
VIDEO
(physical)
MUSIC
(physical + digital)
DIGITAL
€M
consumer entertainment spend

6. IL Mercato
Cinematografico

7. Source: Cinetel. 2016 data are projections.
trend del mercato

8. trend del mercato

9. scenario competitivo

10. scenario competitivo
 TH DISTRIBUTION OUTLETS OF BROADCASTERS DOMINATE THE LOCAL MARKET
- 52% controlled by Medusa owned by Mediaset;
- 19% controlled by 01 Distribution owned by public broadcaster RAI
 LAUNCH OF VISION – THEATRICAL DISTRIBUTION OUTLET OF SKY ITALIA AND 5 PRODUCTION COMPANIES
(Cattleya, Wildside, IIF, Indiana & Palomar)
 SEASONAL LOCAL MARKET – 90% of BO and 58% of films released from October to March
 PROLIFERATION OF LOCAL FILMS CONGESTS MARKET GROWTH :
- Increasing # of released films , from 125 in 2011 to 208 in 2016
- Top 30 films represent 89% of Local Box Office
- Only 7 titles over €5M
- 92% of Local titles under €1M and representing 8% of the LPs market

11. 1,254
1,209
1,165
1,130 1,112
1,071 1,074 1,062 1,063 1,070
1,151
1,211
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
2,981 3,058 3,087 3,092
3,277 3,217 3,227 3,238 3,256 3,266
3,351 3,414
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Source: Cinetel.
le sale cinematografiche
Sites
Screens

12. 20%
20%
3%
2%
55%
VUE/The Space
UCI
Circuito Cinema
Cineplex
Others
TOTAL 2016 MKT GBO € 700M
EXTREMELY FRAGMENTED EXHIBITION MARKET
• Largest Exhibition Circuit 20% of market • limited strategic partnerships to drive innovation
• 60% composed by 900 independent Exhibitors
• Regional divide: higher concentration of multiplexes in the North
il panorama degli esercenti
Source: Cinetel. 2016 is a projection.

13. Source: Cinetel – March 2017
top 20 market grossers & franchises - 2016
TITLE DISTRIBUTOR B.O. ADMs
Quo Vado? medusa film s.p.a. € 65.365.655 9.367.977
Perfetti Sconosciuti medusa film s.p.a. € 17.373.368 2.722.035
Alla Ricerca Di Dory (Finding Dory) walt disney s.m.p. italia € 15.165.354 2.404.581
Animali Fantastici E Dove Trovarli (Fantastic Beasts And Where
To Find Them) warner bros italia s.p.a. € 14.915.495 2.243.389
Oceania (Moana) walt disney s.m.p. italia € 14.293.745 2.249.071
Revenant - Redivivo (The Revenant) 20th century fox italia s.p.a. € 13.899.976 2.094.635
Pets - Vita Da Animali (The Secret Life Of Pets) universal s.r.l. € 13.311.829 2.275.093
Inferno warner bros italia s.p.a. € 12.428.280 1.870.167
Suicide Squad warner bros italia s.p.a. € 12.106.505 1.795.929
Zootropolis (Zootopia) walt disney s.m.p. italia € 11.323.619 1.780.755
Captain America: Civil War walt disney s.m.p. italia € 11.311.976 1.643.329
Batman V Superman: Dawn Of Justice warner bros italia s.p.a. € 10.561.006 1.553.148
Il Libro Della Giungla (The Jungle Book) walt disney s.m.p. italia € 10.433.499 1.641.894
Rogue One: A Star Wars Story walt disney s.m.p. italia € 10.204.165 1.429.976
Il Piccolo Principe (The Little Prince) lucky red distrib. € 9.492.296 1.519.676
L'Era Glaciale: In Rotta Di Collisione (Ice Age: Collision Course) 20th century fox italia s.p.a. € 8.718.996 1.437.061
The Hateful Eight 01 distribution € 8.511.786 1.240.992
Kung Fu Panda 3 20th century fox italia s.p.a. € 8.360.201 1.319.960
L'Abbiamo Fatta Grossa filmauro/universal € 7.691.657 1.221.341
Deadpool 20th century fox italia s.p.a. € 7.411.297 1.118.385

14. 25% 25%
32%
29%
23%
29%
36%
25%
31%
27%
21%
29%
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
CAGR
(2010-2016)
-9%
Source: Cinetel. 2016 is a projection.
trend dei film italiani

15. Source: AC Nielsen, Jan - Aug 2016
Tv
76%
Radio
8%
Newspapers
2%
Magazines
2%
OOH
2%
Cinema
1%
Digital
9%
Tv Radio
Newspapers Magazines
OOH Cinema
Digital
Total Cinematography Investments (Nielsen): € 39,3 millions
media mix of key distributors

16. Gli altri mercati
Entertainment

17. home video fisico
PHYSICAL DECLINE FLATTENING Total Market € 302M in 2015
MARKET REVITALIZED VIA DISTRIBUTORS CONSOLIDATION: 3 STUDIO’s 61%
PROGRESSIVE REDUCTION OF PHYSICAL RETAILERS
• 5 retailers cover 64% of Sell Thru market
• Mass market retailers disinvesting – also Disney affected despite strong family appeal
• Only 2 Entertainment Specialists left in the market
STRONG GROWTH OF AMAZON 16% of MARKET #2 CLIENT AFTER MEDIAMARKET
INVESTMENT IN SHELFSPACE STOPS DECLINE BUT INCREASES COST OF SALES

18. home video digitale
DIGITAL MARKET SMALL € 31M IN 2015 GROWING: CAGR 11-15 +40%
• EST: 60% 2015 • VOD: 40% 2015
MAIN ISSUE LOW PENETRATION: 1,5M DIGITAL USERS • Upmarket & Early Adopters
56% OF MARKET I-TUNES & GOOGLE - ENTRANCE OF NETFLIX IN 2015 + SKY IN 2016
• Global Players unable to penetrate Mass Market – no platform promotion & advertising
• Increasing pressure on content providers to reduce prices
DOUBLE DIGIT GROWTH OF LOCAL PLAYERS, BUT MAINLY THROUGH PROMOTIONS
“FIGHT-PIRACY-ACTIONS” Windowing
Significant Additional Content
More Broad & User Friendly Legal Offers

19. MARKET TREND: Hardware <+9,6%> Software <-14,8%>
RETAIL CONCENTRATION: Gamestop 40%
Digital & Mobile Games growing
MAIN PLAYERS:
• Electronic Arts 21%
• Nintendo 11%
• Sony 11%
• Warner 9%
• Ubisoft 7%
games

20. MARKET VALUE ESTIMATE: approx $ 150M in 2015
MAIN PLAYERS:
• Disney 50%
• Warner 9%
• Hello Kitty 8%
• 30 Licensing Agencies
IT’S A KIDS & FAMILY BRAND DRIVEN MARKET
• Our Looney Tune still represent 50% of our revenues
consumer product

21. Il Profilo del Moviegoer

23. lo spettatore italiano
PROFILO DEL MOVIEGOER, SOURCE OF AWARENESS E MEDIA MIX
Target 14-34 over represented vs media
nazionale.
Tuttavia, i 25-34 sono gli heavy users.
Fruizione del cinema indistinta tra uomini
e donne.
E’ il genere/film la discriminante per
sesso.
Titolo di studio media superiore o laurea.
Prevalentemente impiegato o studente.
Ascolta la musica e partecipa ad eventi
live e concerti.
Socievole, esce spesso. Food lover.
Parla bene l’inglese.
Curioso , aperto alle novità, attitudine al
rischio. Ama tenersi aggiornato.
Interessi: lavoro/successo, vacanze, amici,
praticare sport, cura del corpo.
Frequenta cinema multisala.
Acquista biglietti online.
Shopper 2.0.
Internet fonte di informazione.
Possiede almeno 2 PC.
Non molto sensibile a sconti.
Intenzionato a concedersi qualche lusso.
Fa acquisti d’impulso. Early adopter.

26. Il Marketing Cross-Divisionale
di una Franchise Cinematografica

27. WB Priorities

28. Definizione di Franchise
Con Franchise definiamo delle Marche provenienti dall’Entertainment che si
basano su Storie e Personaggi e nascono da Film, Games, TV Show, Libri
ecc.
Una vera Franchise deve avere una grande ricchezza di Contenuti disponibili
nell’arco degli anni, un potenziale dal punto di vista del Merchandising e inoltre:
•Produrre un adeguato ammontare di Ricavi
•Avere una Fan Base rilevante
•Essere Globale

29. Franchise Management - Mission
Garantire, in un’ottica di lungo periodo e
a livello cross-company, il planning
strategico e il management delle
principali franchise in modo da generare
valore aggiunto per lo Studio.

30. Establish DC as the ultimate, original & popular universe of super heroes
across all the lines of business to drive our Company growth
OPPORTUNITY
Tap into the rising opportunity of an increasingly broad & receptive audience:
• Italy is a brand obsessed market traditionally Kids & Family oriented.
• Super heroes are historically weaker in Italy, but there’s a growing potential.
DC in ITALY
3-6 yo 7-9 yo 10-14 yo
84% 79%
95%
Boys: % Marvel fans
Boys % Marvel fans
15-17 yo 18-24 yo 25-34 yo 35-44 yo 45-54 yo
81% 77% 79% 74% 73%
Teens + Adults: % Marvel fans
Teens + Adults % Marvel fans

31. Most loved super-heroes are Spider-Man, Batman and Iron Man.
Preferred villains are Jocker, Venom and Loki.
Brands are important and Marvel is the most popular. DC is well known esp. among Comics Fans.
Perceived Marvel Attributes: Ironic, Human, Real, Close.
Perceived DC Attributes: Gothic, Dark, Serious, Aspirational.
Higher identification with more “human” superheroes: that’s why they love Batman and Spider-Man
over Superman.
Groups of super-heroes are enjoyed as Friendship is a key value.
Core fans are actively looking for content and want to be engaged in a more interactive way.
Cast is foundamental.
MILLENIALS V SUPERHEROES
Source: 2015 Qualitative Research Highlights

32. THEATRICAL SLATE
OCTOBER
JUNE
FEBRUARY
NOVEMBER
MARCH
AUGUST
All information, dates, logos subject to change without notice

33. DC Comics Serie TV
recurrent 2016

34. DC Comics Home Video

35. Video Games
LEGO BATMAN BATMAN: ARKHAM KNIGHT
NOVITÀ
LEGO E
INJUSTICE 2

36. Consumer Products

37. Consumer Products
• NOVITA’ SETTEMBRE 2016
• DC SUPERHERO GIRLS:
una linea di action dolls, playset & role
play firmata Mattel

39. 40
campagna media atl
HUGE MEDIA CAMPAIGN
• Over 35.000 TV ads with placement on main tv events (European and Serie A
Championship, Olympics, Moto GP).
• Highly impactful OOH with large formats in multiplex, dynamic outdoor in city
centres and seaside resorts and video screens during summer music festivals.
• Radio campaign in cooperation with the Soundrack music publisher
DIGITAL DOMINANCE
• Adv campaign on social networks, sports, entertainment, videogames and
music
sites
• Activity with social influencers
IN CINEMA VISIBILITY
• Trailer placement with placement on blockbuster titles
• Big photo-op standees in 50 cinemas nationwide

40. ISOLA DEL CINEMA – FAN EVENT COMICON NAPOLI
COSTUME EXHIBITION – EUROMA 2
events

41. EURONICS
POSTEPAY
FAN ART CONTEST
WITH UCI CINEMAS
RW EDIZIONI AND
THE SPACE CINEMA
promotions
CARRERA

42. 43
SWEEPSTAKE ON PACK
BATMANVSUPERMAN HV RELEASE GAMESTOP
cross divisional
activities

43. 44
influencer activity
5 Influencers
5 Videos
32 Posts
2.048.090 Total
Video Views
ANIMA LA SABRI GAMER
SIMONE PACIELLO ANTONY DI FRANCESCO
Selected influencers portray the movie
characters.
GIULIA PENNA

44. snapchat lens

45. The movie was particularly appreciated
by the cosplayer community on
Facebook.
fans community

46. We started the Euros campaign on the 30th May which is the day before all countries confirm their
final squad selection. We released our ‘playbook’ video which mimics a pre-football match player run
down. We have treat this video like a trailer drop and placed with Gazzetta.it media partners and on
social.
euros playbook
campaign

47. T H E D C U N I V E R S E I S
E X P A N D I N G
Had a winning opening weekend—the top
Super Hero movie opening of all time. It was
the biggest March opening ever, the biggest
Easter weekend opening, and the top
opening of all time for a DC Comics film.
March 2016
Suicide Squad brings together some of
DC Comics’ most dangerous Super
Villains on a mission to defeat an
enigmatic, insuperable entity on behalf of
the U.S. government.
August 2016
After making her big screen debut in
Batman v Superman this spring, Wonder
Woman returns to theaters in her first
headlining feature film.
June 2017

48. WONDER WOMAN

49. U.S. RELEASE: November 17, 2017
INT. RELEASE: Q3 2017
ANTICIPATED U.S. RATING: PG-13
GENRE: Super Hero, Action, Adventure
TARGET AUDIENCE: Teens / Adults
Continuing Warner Bros. vision of the DC universe,
Justice League brings together 6 of the most iconic
DC Super heroes for the first time on the big screen to
combat a threat beyond each member's capabilities.

50. HIGHLY
ANTICIPATED SUPER
HERO RELEASE
GLOBAL AWARENESS COMPELLING
MARKETING PLATFORM
JOIN THE LEAGUE

51. Grazie!