BET Networks Presents...
REEL FACTS – Understanding AA Movie Consumers
OVERVIEW
STUDY BACKGROUND / METHODOLOGY
Project Description
Provide an in-depth understanding of African American movie goers and their consumption patterns versus
general market movie goers. Areas probed include:






Frequency of Movie Attendance
Movie Going Experiences
Movie Info Resources
Genre Preferences
Movie Decision Criteria
Dollars Spent / Discretionary Buying Power
Methodology
Online panel questionnaire administered to 2,500 16-49 year olds in March-April 2011 among African
Americans, Hispanics and Caucasians. Sample design ensured that respondent data was weighted to 2009
U.S. Census National Population estimates with key markers attached to age and gender. For all racial/ethnic
groups, an over-sampling of those who saw a movie in a theater/multi-plex within the past three months was
included to allow additional probes of frequent movie goer practices.
A strategic, statistical technique (MAXDIFF/trade-off analysis) was employed to understand how movie goers
weighed 15 crucial factors as part of their movie selection process. The MAXDIFF design/analysis explored
aspects like movie theater/multi-plex location, word of mouth buzz, award nominations, preferred genres, IMAX
screen or 3-D effect, opening weekend appeal among others. In the analysis, respondents are asked to identify
important /least important factors in their movie decision-making. MAXDIFF elements are administered as a
battery of 16 questions comparing four movie decisions respondents must make each time—this technique
reduces respondent fatigue and insures an unbiased assessment of each individual factor in the design.
BET vendors selected were Ipsos OTX for panel recruitment/ sample fielding and The Artemis Group for
statistical analysis/weighting expertise.
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Source: BET Networks’ REEL FACTS: A Movie Goer Consumption Study among Total Persons 16-49 (n=2,500) of African Americans, Hispanics and Caucasians weighted to 2009 US Census estimates, March –April 2011. Ethnicity Over-sampling quotas:
AA (1250), Hispanics (625) and Caucasians (625). All data analyzed is statistically significant at the 95% confidence level.
OVERVIEW
MOVIE CONSUMERS’ SUMMARY:
LIFE VALUES, BRAND AFFINITY & TECH INVOLVED
Movie Goer Decision-Makers
with Life Affirming Values
Movie consumers enjoy the time they
spend on entertainment activities. For
them, movie going is an opportunity to
express emotion, to relax and make
connections with their friends and
significant others. These consumers have
life affirming values:
 89% are dedicated to family
 88% look to fulfill happiness
 76% feel supportive of
spouses/significant others
 74% want successful and engaged kids
 69% save their money to buy the items
they want
Heavy Spenders,
Brand Loyal
Platinum movie goers buy the products and
services they want with their disposable
incomes.
They are fiercely brand loyal and are
regular patrons of the movie theaters they
frequent.
 67% tell family and friends about the
things they like and want
 64% consider themselves highly
selective ―best price advocates‖
 40% categorize themselves as avid
―brand conscious‖ shoppers
Tech Savvy Movie Goers
Are Media & Digitally Inclined
Heavy usage of all types of media (TV,
DVRs and digital activities which include
music downloads, broadband videos,
tagging, wikis, blogging, etc.)
 67% own desktop/laptop computers
 62% are heavy online users accessing
11+ hrs./weekly
 64% are gaming/music video
enthusiasts
 37% are heavy TV/DVR viewers includes
real time, time shifting usage for 11+
hours/per week
Source: African Americans Revealed 2.0 Segmentation analysis linked to REEL FACTS: A Movie Goer Consumption Study of Platinum Movie Consumers weighted to US Census 2009 Estimates.
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 Phenomenal ―Word of Mouth‖ Ambassadors!
78% of all AA buzz often/always comes from movie recommendations to family
and friends
 Extreme Movie Buffs
African Americans have no problem making that trek to the movie theaters accounting
for 195 Million total visits annually
 Blockbuster Buying Power
An impressive $6.3 Billion dollars of Buying Power. Here are some important dollar
breakdowns you need to know…
• Family outings greatest impetus for movie going – 35% market share of all
AA movie revenue generated from parents taking their kids/family outings
to the movies
• Movie Dates account for a 31% market share of AA movie revenues generated
by couples
• Battle of the Sexes Revisited– AA men account for 60% (or $3.8 Billion) of
movie expenditures while AA women tip the scales at 40% (or $2.5 Billion)
• Gen Y Rules -- More than 50% of all AA movie expenditures are generated
by 20-34 year olds
 Everyone loves the movies no matter your socio-economic background
Movies are a universal entertainment source. In spite of the economic recession,
households earning less than $30,000 contribute a 23% share of all AA spending
at the movies
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AA MOVIE
GOER
WHO IS THE TYPICAL AA MOVIE CONSUMER?
AA Movie Goers are Young, Highly
Educated, Affluent & Employed
Movies are a popular entertainment past
time among African Americans. Your AA
movie consumers are more likely to be…
 Younger – 39% of AA movie patrons are
Millennials 16-24
 Educated – 30% are college graduates
plus having obtained a BA/BS or
advanced degree
 Affluent – 35% have incomes in excess
of $50,000 plus
 Work Force Strong – 52% are employed
either full or part time
5
Median Age
28
Median Income $38,651
# of Children under 18
2
Women
48%
Men
52%
16-24
39%
25-34
25%
35-49
36%
Less than $30,000
36%
$30,000 - $49,999
29%
$50,000 - $74,999
17%
$75,000 Plus
18%
High School & Under
34%
Some College
38%
College Grads Plus
28%
Married / Significant Other
33%
Single
67%
Employed Full Time
37%
Employed Part Time
15%
Source: BET Networks’ REEL FACTS: A Movie Goer Consumption Study of African Americans, Hispanics and Caucasians weighted to 2009 US Census estimates, March –April 2011. All data analyzed is statistically significant at the 95% confidence level.
*AA Movie Goers (n=1107) are respondents who have attended a movie theater/multi-plex at least once in the last 12 months.
AA MOVIE
GOER
VISIT FREQUENCY – AFRICAN AMERICANS HAVE
HEAVY MOVIE ATTENDANCE
AA movie consumers have an insatiable appetite for entertainment - annually, our foot traffic to
movie theaters/multi-plexes across the US averages 13.4 visits versus the general population. In
every life stage, African Americans exceed the frequency thresholds of general market movie goers.
Frequency: # of Visits/Annually
16
13
13
13
11
11
10
9
 AA Movie Goers
 General Market Movie Goers
6
Source: BET Networks’ REEL FACTS: A Movie Goer Consumption Study of African Americans, Hispanics and Caucasians weighted to 2009 US Census estimates, March –April 2011All data analyzed is statistically significant at the 95% confidence level.
General Market Movie Goers = denotes both Caucasian and Hispanic REEL FACTS study respondents.
AA MOVIE
GOER
MOVIE GOING PATTERNS –
EXPERIENCES COME IN A VARIETY OF WAYS
Attending movies alone or with children are the top two responses chosen by African Americans
accounting for nearly 50% (or 100 million movie visits) of all movie attendance by this group.
Movie Going Patterns: Index Comparison
171
160
107
91
99
109
119
113
99
98
97
88
 AA Movie Goers
 General Market Movie Goers
7
Source: BET Networks’ REEL FACTS: A Movie Goer Consumption Study of African Americans, Hispanics and Caucasians weighted to 2009 US Census estimates, March –April 2011. All data analyzed is statistically significant at the 95% confidence level.
General Market Movie Goers= denotes both Caucasian and Hispanic REEL FACTS study respondents.
AA MOVIE
GOER
AFRICAN AMERICANS FLOCK
TO MASS APPEAL GENERAL MARKET FILMS
On average, 81% of the movies seen by African Americans in multi-plexes/movie theaters do not
prominently feature an AA cast, storyline or lead Black star. Less than 19% (or 3 movies/per year)
of the movies seen in the past year had an AA cast/storyline or lead Black star.
 Non AA Cast / Storyline / Lead Star
 AA Cast / Storyline / Lead Star
81%
19%
Source: BET Networks’ REEL FACTS: A Movie Goer Consumption Study of African Americans, Hispanics and Caucasians weighted to 2009 US Census estimates, March –April 2011. All data analyzed is statistically significant at the 95% confidence level.
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AA MOVIE
GOER
AFRICAN AMERICANS SHARE
MOST RECENT FILMS SEEN IN 2010 – 2011*
BET’s REEL FACTS’ respondents confirmed recent findings – only three (or 16%) of the Top films mentioned by AA
movie goers in this study featured a predominantly Black cast/storyline/or lead actor.
Traditionally, African Americans support films where their own images/likenesses are featured, but, REEL FACTS
reveals that they are just as engaged with mass appeal General Market films as well. Our research shows that It’s
about their interest in favorite genres first, followed by other criteria on their movie checklists:
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Source: BET Networks’ REEL FACTS: A Movie Goer Consumption Study of African Americans respondents (n=1080) of the Top Films seen in 2010-2011 year to date*. All data analyzed is statistically significant at the 95% confidence level. Movies included
on this list where Top Mentions by AA Movie Goers (only films mentioned 10+ times were included on this list.).
AA MOVIE
GOER
CRUCIAL ―CHECK LIST‖ AA CONSUMERS USE TO
PRIORITIZE MOVIE SELECTIONS
African Americans 16-49 shared their ―Top Tier‖ and ―Secondary Tier‖ needs they assess as
part of their movie selection and decision process, what follows are what AA movie goers
consider most important / important criteria items:
TOP TIER
SECONDARY TIER
• Preferred Movie Genre/
• Favorite Directors/Favorite Producers
• Award Nominations
• “Must See” Opening Weekend
• Can’t Wait for DVD/Online Release
• Predominantly Black Cast/
Favorite Movie Type
• Favorite Star Featured
• Large Screen/Surround
Sound Experience
• Word of Mouth Buzz
• Family Friendly Movies
10
Storyline/Lead Black Actor
• 3-D Special Effects
• Must Be Seen on an IMAX Screen
• In-Theater Dining Experience
• Online Ticket Ordering
Source: BET Networks’ REEL Facts: Movie Goer Consumption Study among Total Persons 16-49 (n=2,500) of African Americans, Hispanics and Caucasians weighted to 2009 Census estimates, March–April 2011.
Top Tier/Secondary Tier Analysis Needs assessment is based on a Max Diff Trade-Off statistical technique where AA respondents are asked a series of questions based on most important/least important criteria utilized in their movie selection process.
Statistical design gives equitable representation to all of the items provided to the respondent in the selection process of the administered survey.
AA MOVIE
GOER
TV ADS #1 ENGAGEMENT VEHICLE
TO REACH AFRICAN AMERICAN MOVIE CONSUMERS
High engagement receptivity - for African Americans, TV is the most influential medium to capture
movie goers’ attentions. When asked which info sources AA movie goers highly value, in every
instance AA responses exceed those of General Market movie goers.
Top 2 Box: % Highly Value
65
57
55
54
48
52
38
32
35
24 25
23
15
 AA Movie Goers
 General Market Movie Goers
TV
Commercials
11
Movie
Trailers
Family/Friend
Recommendations
Movie
Trailer
Sites
15
22
19
14
Star
Movie Studio Newspaper/ Facebook
Promotion
Sites
Magazine
Ads
11
Radio
15
9
Blogs
12
7
Twitter
Source: BET Networks’ REEL FACTS: A Movie Goer Consumption Study of African Americans, Hispanics and Caucasians weighted to 2009 US Census estimates, March –April 2011. All data analyzed is statistically significant at the 95% confidence level.
General Market Movie Goers= denotes both Caucasian and Hispanic REEL FACTS study respondents.
AA MOVIE
GOER
AFRICAN AMERICANS NEVER TIRE
OF THEIR FAVORITE MOVIES…
Repeat Movie Goers
9% more likely to see the ―same‖
movie again at a multi-plex movie
theater
Multiple Repeat Movie Goers
62% of African Americans initiate
―repeat viewings‖ of a movie
multiple times
122
109
100
12
100
Source: BET Networks’ REEL FACTS: A Movie Goer Consumption Study of African Americans, Hispanics and Caucasians weighted to 2009 US Census estimates, March –April 2011. All data analyzed is statistically significant at the 95% confidence level.
General Market Movie Goers= denotes both Caucasian and Hispanic REEL FACTS study respondents.
AA MOVIE
GOER
AA MOVIE CONSUMERS PACK BOX OFFICE POWER
Annually, African Americans contribute $6.3 Billion dollars of their discretionary spending to
movie studio coffers.
Repeat Viewings
$513 Million
Alone
$550 Million
With a Date/Spouse/Significant Other
As a Family
Outing
$1.2 Billion
As a Birthday Party
or Group Activity
$526 Million
13
$6.3
Billion
With a Date/Spouse/
Significant Other
$1.9 Billion
With Friends
$1.1 Billion
With Children
$1.1 Billion
Source: BET Networks’ REEL FACTS: A Movie Goer Consumption Study of African Americans, Hispanics and Caucasians weighted to 2009 US Census estimates, March –April 2011. All data analyzed is statistically significant at the 95% confidence level.
AA Movie Goer Buying Power= denotes the discretionary spending calculation that consists of the avg. AA respondent dollars spent / per visit multiplied by the number of times respondents attend movies /per year sized to the AA 16-49 population.
 3 Distinct Levels of Movie Goers
Movie studio coffers are filling up with African American dollars:
• Standard consumers attend the movies once every three months (equivalent to1-4
times/annually)
• Gold consumers go to the movies 5-12 movie visits/yearly going more than once
every three months
• Platinum consumers are avid movie goers; attending movies more than
1+ times/monthly (on average, Platinum movie patrons go to the movies more
than 2 times/monthly which is equivalent to 28 times during the course of a year)
 Platinum Movie Goers are Valuable!
• 51% of Platinum consumers have children at home
• 84% of Platinum consumers create worthy movie buzz sharing their opinions
about movies they’ve seen with friends and family
• Repeat visitors galore
74% of Platinum movie goers are more likely to see the ―same‖ movie again
at theater/multi-plex
• 81% of Platinum movie goers are multiple ―Repeat Movie Goers‖

Platinums have explosive buying power
This groups spends roughly $5.0 Billion dollars at the box office. Important facts you
need to know… Family Outings/Kids going to the movies account for a 36% market
share; while, movie dating contributes 30% of all movie revenues generated
 Movie Genres Galore – Top 5 Movie Genres Gross among Platinums
Comedies ($3.6B); Action/Adventure ($2.8B); Animation/Anime ($1.2B);
Sci-Fi/Fantasy/Horror ($1.2B); Drama ($1.1B) and Mysteries/Suspense ($1.1B)
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PLATINUM
REEL FACTS – UNDERSTANDING
MOVIE GOER THREE DISTINCT MOVIE GOER TYPES
AA movie goers have an unquenchable thirst for going to the movies — in REEL FACTS, BET Networks
uncovers three distinct levels of avid movie patrons:
Definition: attends movies
once per quarter; equivalent
to 1-4 times/yearly
————————————————
29% of AA movie goers are
considered Standard patrons
Definition: attends movies
more than once per quarter;
equivalent to 5-12
times/yearly
————————————————
————————————————
36% of AA movie goers are
Gold Patrons
11.1 Million movie visits
————————————————
————————————————
42 Million movie visits
$290 Million
————————————————
$1.2 Billion
15
Definition: attends movies
1+ times monthly: at least
13 times/yearly. On average,
Platinum consumers attend
movies at a minimum 28
times/yearly
————————————————
35% of AA movie goers are
Platinum patrons
————————————————
142 Million movie visits
————————————————
$4.9 Billion
Source: BET Networks’ REEL FACTS: A Movie Goer Consumption Study of African Americans, Hispanics and Caucasians weighted to 2009 US Census estimates, March –April 2011. All data analyzed is statistically significant at the 95% confidence level.
Standard Movie Consumers (n=231); Gold Movie Consumers (n=441); Platinum Movie Consumers (n=430).
PLATINUM
AA MOVIE CONSUMERS REVEAL
MOVIE GOER PREFERRED MOVIE GENRES
AA Platinum movie goers favorite genres exceed General Market Platinum movie goers in six key
movie categories while delivering comparable results among the Comedy and Sci-Fi/Fantasy/
Horror movie categories:
% Preferred Movie Genres
75
67
63
55
35
34
28
30
23 22
17 16
 AA Movie Goers
 General Market Movie Goers
Action
Adventure
16
Commedy
Drama
Romance
26
Sci-Fi/Fantasy/
Horror
Animation/
Anime
24
16 14
Children/Teen/
Family Fare
Mysteries/
Suspense
Source: BET Networks’ REEL FACTS: A Movie Goer Consumption Study of African Americans, Hispanics and Caucasians weighted to 2009 US Census estimates, March –April 2011. All data analyzed is statistically significant at the 95% confidence level.
AA Platinum Movie Goers (n=430). And General Market Movie Goers (n=384). *AA Platinum Movie Goers (n=430) are respondents who have attended a movie theater/multi-plex on average 28 times at a minimum during the past year.
PLATINUM
AA PLATINUM MOVIE GOERS HAVE A LOVE AFFAIR
MOVIE GOER WITH THEIR FAVORITE GENRES
Courting AA movie goers’ top tier prospects— these Platinum consumers (5.1 Million) are a great
―hyper target‖ opportunity for advertisers. Their profiles reveal a lot about them and the genres
they’re most interested in:
SCI-FI/
COMEDY
ACTION ADVENTURE
DRAMA
FANTASY/HORROR
3.4 Million 16-49 Yr. Olds
67% of AA Platinum Movie Goers
Median Age
Median Income
17
23
$46,224
3.2 Million 16-49 Yr. Olds
63% of AA Platinum Movie Goers
Median Age
Median Income
27
$47,377
1.7 Million 16-49 Yr. Olds
34% of AA Platinum Movie Goers
Median Age
Median Income
27
$44,989
1.5 Million 16-49 Yr. Olds
30% of AA Platinum Movie Goers
Median Age
Median Income
27
$44,251
# of Children Under 18
1.0
# of Children Under 18
1.0
# of Children Under 18
2.0
# of Children Under 18
1.0
Women
45%
Women
38%
Women
51%
Women
37%
Men
55%
Men
62%
Men
49%
Men
63%
16-24
55%
16-24
44%
16-24
45%
16-24
41%
25-34
23%
25-34
25%
25-34
24%
25-34
24%
35-49
22%
35-49
31%
35-49
31%
35-49
35%
Less than $30,000
31%
Less than $30,000
23%
Less than $30,000
27%
Less than $30,000
29%
$30,000 - $49,999
25%
$30,000 - $49,999
32%
$30,000 - $49,999
32%
$30,000 - $49,999
35%
$50,000 - $74,999
22%
$50,000 - $74,999
22%
$50,000 - $74,999
15%
$50,000 - $74,999
17%
$75,000 plus
22%
$75,000 plus
23%
$75,000 plus
26%
$75,000 plus
19%
High School /Tech &
Trade/Middle School
30%
High School /Tech &
Trade/Middle School
28%
High School /Tech &
Trade/Middle School
32%
High School /Tech &
Trade/Middle School
37%
Some College
40%
Some College
39%
Some College
34%
Some College
35%
College Grads Plus
30%
College Grads Plus
33%
College Grads Plus
34%
College Grads Plus
28%
Married / Significant
Other
31%
Married / Significant
Other
35%
Married / Significant
Other
37%
Married / Significant
Other
35%
Single
69%
Single
65%
Single
63%
Single
65%
Employed Full Time
45%
Employed Full Time
48%
Employed Full Time
44%
Employed Full Time
36%
Employed Part Time
11%
Employed Part Time
13%
Employed Part Time
15%
Employed Part Time
18%
Student
28%
Student
22%
Student
23%
Student
21%
Source: BET Networks’ REEL FACTS: A Movie Goer Consumption Study of African Americans, Hispanics and Caucasians weighted to 2009 US Census estimates, March –April 2011. All data analyzed is statistically significant at the 95% confidence level.
*AA Platinum Movie Goers (n=430) are respondents who have attended a movie theater/multi-plex on average 28 times at a minimum during the past year.
PLATINUM
AA PLATINUM MOVIE GOERS HAVE A LOVE AFFAIR
MOVIE GOER WITH THEIR FAVORITE GENRES
This is the ideal way to reach engaged movie consumers in a welcoming environment – they are
more apt to respond to integrated ad messages because of their connections to these genres:
MYSTERIES/
SUSPENSE
ROMANCE
ANIMATION/ANIME
CHILDREN/TEEN/
FAMILY FARE
1.3 Million 16-49 Yr. Olds
26% of AA Platinum Movie Goers
1.2Million 16-49 Yr. Olds
23% of AA Platinum Movie Goers
838,000 16-49 Yr. Olds
17% of AA Platinum Movie Goers
806,000 16-49 Yr. Olds
16% of AA Platinum Movie Goers
Median Age
Median Income
18
28
$48,412
Median Age
Median Income
22
$42,320
Median Age
Median Income
24
$38,312
Median Age
Median Income
27
$47,446
# of Children Under 18
1.0
# of Children Under 18
2.0
# of Children Under 18
1.0
# of Children Under 18
2.0
Women
53%
Women
55%
Women
38%
Women
61%
Men
47%
Men
45%
Men
62%
Men
39%
16-24
44%
16-24
57%
16-24
47%
16-24
46%
25-34
24%
25-34
23%
25-34
22%
25-34
24%
35-49
32%
35-49
20%
35-49
31%
35-49
30%
Less than $30,000
25%
Less than $30,000
30%
Less than $30,000
33%
Less than $30,000
23%
$30,000 - $49,999
27%
$30,000 - $49,999
32%
$30,000 - $49,999
38%
$30,000 - $49,999
31%
$50,000 - $74,999
21%
$50,000 - $74,999
14%
$50,000 - $74,999
13%
$50,000 - $74,999
10%
$75,000 plus
27%
$75,000 plus
24%
$75,000 plus
16%
$75,000 plus
36%
High School /Tech &
Trade/Middle School
20%
High School /Tech &
Trade/Middle School
33%
High School /Tech &
Trade/Middle School
49%
High School /Tech &
Trade/Middle School
32%
Some College
37%
Some College
30%
Some College
34%
Some College
35%
College Grads Plus
43%
College Grads Plus
30%
College Grads Plus
17%
College Grads Plus
33%
Married / Significant
Other
42%
Married / Significant
Other
38%
Married / Significant
Other
31%
Married / Significant
Other
43%
Single
58%
Single
62%
Single
69%
Single
57%
Employed Full Time
50%
Employed Full Time
38%
Employed Full Time
33%
Employed Full Time
43%
Employed Part Time
17%
Employed Part Time
13%
Employed Part Time
24%
Employed Part Time
21%
Student
15%
Student
32%
Student
28%
Student
26%
Source: BET Networks’ REEL FACTS: A Movie Goer Consumption Study of African Americans, Hispanics and Caucasians weighted to 2009 US Census estimates, March –April 2011. All data analyzed is statistically significant at the 95% confidence level.
*AA Platinum Movie Goers (n=430) are respondents who have attended a movie theater/multi-plex on average 28 times at a minimum during the past year.
PLATINUM
AA PLATINUM MOVIE CONSUMERS ARE
MOVIE GOER CRITICAL FOR STUDIOS TO EMBRACE
Their discretionary spending speaks volumes about the movie genres they love – AA Platinum
movie goers’ provide their own box office stimulus package to the movie studios /distributors:
Repeat Viewings
$302 Million
Children/Teen
Family Fare
$835 Million
Animation/
Anime
$1.2 Billion
Sci-Fi/Fantasy
Horror
$1.2 Billion
19
Action Adventure
$2.8 Billion
Romance
$1.6 Billion
Comedy
$3.6 Billion
Drama
$1.1 Billion
Mystery/Suspense
$1.1 Billion
Source: BET Networks’ REEL FACTS: A Movie Goer Consumption Study of African Americans, Hispanics and Caucasians weighted to 2009 US Census estimates, March –April 2011. All data analyzed is statistically significant at the 95% confidence level. AA
Platinum Movie Goer Genre Buying Power= denotes the discretionary spending calculation consists of the avg. AA Platinum movie patrons dollars spent/per visit multiplied by the number of times respondents attend movies/ per year based on the favorite
genres selected sized to represent the AA 16-49 population.