Meet the Adventurists

Cinema’s single biggest fan

Highest consumers of cinema

Early adopters in technology, brands, popular culture

Content junkies. Social mediarists.

Constantly on. On line. On the move. On show.

Meet cinema’s biggest fan...

... 15-24 year old adventurists

28% of total cinema admissions

13% of the population

• 580,250 15–24 Year Olds

• 46% are ABC1

1Source: CSO Census 2011

Live in the moment, and to the max.

They are aspirational, inspirational and

conversational, they are passionate... yet fickle

Credibility is king. Word of mouth validation.

Social community & a sense of belonging

are everything

1Source: Eightytwenty December 2013

15–24 year olds spend

more time on their apps

– approximately 84

minutes per day while

45–54 year olds spend

the least amount

(43 minutes)1

1Amarach “How Appy are the Irish” 2012

They are conversationalists and influencers

15 – 24 Year Olds 15 – 24 Year Old Males 15 – 24 Year Old

Females

We reckon we know a lot about…

Alcoholic Drinks 2 x more likely 2.3 x more likely 16%

Mobile Phones 25% 2 x more likely 2.5 x more likely

Computers & Software 2 x more likely 2.5 times more likely 16%

Clothes 2 x more likely Not so much! 3 x more likely

We talk to a lot of people about…

Alcoholic Drinks 2 x more likely 1/3 36.2%

Mobile Phones 1/3 30% 36.5%

Clothes 1/3 Maybe not so much! 2.5 x more likely

We post comments & reviews on the internet

Alcoholic Drinks 2.87 x more likely 2.54 x more likely 3 x more likely

Toiletries 2 x more likely Not so much! 3.5 x more likely

Mobile Phones 20% 2 x more likely 23%

Clothes 15% 1.3 x more likely Almost 4 x more likely

Source: ROI Target Group Index © BRMB 2013 Base: All Adults

Brands need to stay ahead to keep their attention

Stand still and they just move on

YouTube \ Wikipedia \ Cadbury \ Google \ BBC \ skype \ Doritos \ Boots\ Amazon \ Cancer Research \ H&M \ Converse \ Pringles \ Costa \ Visa \ Kettle Chips \ Haribo \ Facebook \ Greggs \ Channel 4 \ E4 \ Domino’s \ Millie’s Cookies \ Apple \ McCoys \ Sony \ Alton Towers \ Wetherspoons \ Pizza Express \ Walkers \ Starbucks \ Microsoft \ Post Office \ Krispy Kreme \ The Co-operative \ IKEA \ Coca Cola \ Vans \ Spotify \ Samsung \ Heinz Beanz \ Thorpe Park \ Hellman’s Mayo \ Subway \ Kopparberg \ Cineworld \ New Look \ Jagermeister \ Innocent \ NUS \ River Island \ Primark\ Office \ Cafe Nero \ Nando’s \ Morrisons \ National Rail \ Odeon \ PayPal \ Schuh\ Lidl \ Uncle Ben’s Rice \ Oxfam \ Waterstones \ TK Maxx \ Sky \ BT \ Paperchase \ Topman \ Durex \ Malibu \ Lush \ MAC \ Birds Eye Fish Fingers \ HMV \ Waitrose \ Zara \ Levi’s \ Smirnoff \ Baileys \ O2 \ The Guardian \ McDonald’s \ TopShop \ Pepsi \ Coco Pops \ Argos \ Bacardi \ Nescafe \ WH Smith \ Accessorize \ Body Shop \ ASOS \ Twitter \ WKD \ Frij \ Instagram \ Carphone Warehouse \ Metro\ National Express

Source: Youth 100 Top Brands Amongst 18 – 24 Year Olds UK

Brands available in Ireland

Student / First job / Traveler

The world is their oyster

18% Finishing school

16% Starting first job

15% Moving out of parental home

13% Starting University

54% Planned to travel abroad in 2012

Source: ROI Target Group Index © BRMB 2013 Base: All Adults

Having to live at home for longer

Money is for spending, but not on groceries.

Source: National Consumer Association Shopping Research August 2013

Sample of respondents aged 16+

Are you the

main shopper?

Total Male Female 16–24 25–34 35-49 50-64 65+

Base: 1,012 485 527 153 187 288 230 154

Yes – mainly 47 20 72 10 45 54 55 59

Yes – Jointly 18 23 13 12 24 20 18 11

No 35 57 15 78 31 26 27 29

Cash is king in the cinema

Source: Cinema View B&A 2013

69%

18%

7% 4%

Paid cash at thecinema

Paid usingcredit/debit cardat the cinema

Pre-booked onlinevia cinemawebsite

Unlimited card(Cineworld)

0%

10%

20%

30%

40%

50%

60%

70%

80%

Paid cash at thecinema

Paid usingcredit/debit cardat the cinema

Pre-bookedonline via cinema

website

Unlimited card(Cineworld)

16-24 Year Olds All Adults

Tech savvy, multi-screen, online advocates

They consume media on the move. In their own time.

17% have over 26 technology devices in their home.

2.5 times more likely to watch VOD on their mobiles than

other adults.

56% listen to digital radio.

They want to feel connected, a sense of belonging.

Cinema goers move with the times

Source: ROI Target Group Index

© BRMB 2013 Base: All Adults

15–24 Year

Old

Cinemagoers

15–24 Year

Old Non-

Cinemagoers

Affluent

ABC1 45.3% 40.6%

Internet is Key

“I couldn’t live without the internet

on my mobile phone”

44.9% 31.9%

Tech Savvy

“I love to buy new gadgets and

appliances”

49.3% 33.3%

Socially Switched On

“I feel the need to check social

networking sites every day”

60.3% 44.9%

Non-Traditional TV Viewers

Technology such as Sky+ has

changed the way I watch TV

54.1% 30.4%

Cinema ranks as one of their favourite

pastimes

Surfing the internet (74%) Going to the cinema (62%)

Playing sports/exercising (59%)

Going Shopping (49%)

Watching rented DVDs (46%)

Going to watch live sports (45%)

Going to a concert/gig (44%)

Eating out in fast food

restaurants (56%)

Source: RoI Film Monitor/Millward Brown

Cinema delivers the 3rd highest

reach of all media for 15-24 year

olds, but is the highest indexing

medium.

ROI Target Group Index © BRMB 2013 Base: All Adults

Source: ROI Target Group Index © BRMB 2013 Base: All Adults

98.4% 69.5% 81.0% 85.0% 94.5% 87.4%

100

80

89

100

110

120

0

20

40

60

80

100

120

140

0.0%

20.0%

40.0%

60.0%

80.0%

100.0%

120.0%

TV Radio Newspapers OOH Internet Cinema

Ind

ex

Med

ia r

each

%

15 - 24s: % 15 - 24s: Index Average

Cinema is the highest indexing medium among

15-24 year olds

45% of 15-24 years olds go to the cinema AT LEAST once a month.

They are twice as likely to be in the heaviest cinema going group.

Almost 1/3 are in the highest quintile, 2nd only to internet.

Cinema is even stronger for males.

They like TV. But they LOVE cinema.

Source: ROI Target Group Index © BRMB 2013 Base: All Adults

I

Source: ROI Target Group Index © BRMB 2013 Base: All Adults

7% 18% 66% 2%

109

88

106

131

0

50

100

150

200

250

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

Heavy TV Medium TV Light TV Never TV

Ind

ex

Med

ia r

each

%

Weight of TV Viewing

15 - 24s: % 15 - 24s: Index Average

31% 45% 11% 13%

209

125

51 47

0

50

100

150

200

250

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

Heavy Cinema MediumCinema

Light Cinema Never Cinema

Ind

ex

Med

ia r

each

%

Weight of Cinemagoing

15 - 24s: % 15 - 24s: Index Average

It’s not just about the movie. It’s the whole

experience

Source: ROI Film Monitor Millward Brown

0%

5%

10%

15%

20%

25%

30%

35%

Once a week ormore

2-3 times a month Once a month Once every 2-3months

2-3 times a year Once a year Less often

45% 15–24 Year Olds go to the cinema at least once a month

15-24 Year olds All Respondents 7+

Most of the time they refer to the cinema to

decide what to watch

Source: Cinema View B&A 2013

5%

5%

5%

7%

15%

27%

27%

29%

42%

45%

0% 10% 20% 30% 40% 50%

Newspapers

Searched online/Trailer online:YouTube

Social media: Facebook

Mobile App

Listings Website e.g.entertainment.ie

In the cinema

Advert/Trailer on TV

Cinema Website

Word of Mouth

Any Online

0%

10%

20%

30%

40%

50%

60%

16 - 24 Year Olds

All Adults

Most of the time (56%), they decide through the

cinema, either by checking the cinema website or

deciding at the cinema

Compared to others, they depend more on word of

mouth and trailers on TV

62% go to the

cinema after the

opening weekend

but during the first

two weeks

14% go to the

cinema during the

opening weekend

Average Party Size:

15-19 3.35 people

20-24 2.72 people

Before going to the cinema…

•32% 15-19 go shopping

•31% 15-19 go for fast food

•35% 15-19 go to a friend’s house

Source: FAME/Millward Brown

We plan to tap deep into their needs,

and give them more than they expect.

Rich content: Film, celebrity news, downloads

Out of home: First date, out with mates, post shopping

Interactive entertainment: Digital cinema screens and 6 Sheets

Deeper engagement: Competitions, promotions, games on screen

Social media: Conversations, on screen, word of mouth

Value: Activation, sampling, more than movies

Creating conversations.

In an environment they love.

As only cinema can.