Movie Marketing Online:Digital Marketing Strategies for Studios and Publishers

June 3, 2008

Presented by Michael Pond, Sr. Media Analyst

Michael.pond@nielsen.com

Confidential & Proprietary© 2007 The Nielsen Company

1June 3, 2008 Confidential & Proprietary© 2007 The Nielsen Company

Ranked Importanceof Information Resources

Advertisement

Review

Title/Theme

Actor/Actress

Word-of-Mouth

Trailer

Low Medium High

Source: The Nielsen NRG American Moviegoing 2007 Study

2June 3, 2008 Confidential & Proprietary© 2007 The Nielsen Company

Colliding Worlds of Information

Trailer Word-of-Mouth

Online

3June 3, 2008 Confidential & Proprietary© 2007 The Nielsen Company

Key Questions

How can studios leverage and use this emerging space?

How can sites move into this new space?

How should sites sitting in this space take advantage of this development?

4June 3, 2008 Confidential & Proprietary© 2007 The Nielsen Company

The Summer Audience is There

0

10,000

20,000

30,000

40,000

50,000

60,000

Jan-07 Feb-07 Mar-07 Apr-07 May-07 Jun-07 Jul-07 Aug-07 Sep-07 Oct-07 Nov-07 Dec-0742,500

43,750

45,000

46,250

47,500

48,750

50,000

Monthly (000) Average (000)

Average: 48.9M+2% - 12 mos. Ave.

Source: Nielsen Online custom NetView roll-up of movie focused sites

Monthly Seasonal Ave.

5June 3, 2008 Confidential & Proprietary© 2007 The Nielsen Company

Interest in MoviesOutpaces Other Content

9%

7%

2%1%

0%

2%

4%

6%

8%

10%

12%

YOY %

Movies (Custom) Broadcast Member Communities Current Events/News

Source: Nielsen Online NetView, % growth April 2007 compared to April 2008

% Growth Apr07 - Apr08

6June 3, 2008 Confidential & Proprietary© 2007 The Nielsen Company

Moviegoers Like Their Voices to be Heard

136143131119Sports

127131130116News

141164142149Entertainment –TV/Movie/Celebrity

128137150169Community

Any Streaming (Last 30 days)

Watched Movies/Movie Clips (Last 30 days)

Visited a BlogBloggedSite Categories

Source: Nielsen Online @Plan Summer 2008

7June 3, 2008 Confidential & Proprietary© 2007 The Nielsen Company

A Look at Last Summer

8June 3, 2008 Confidential & Proprietary© 2007 The Nielsen Company

Approach

• 2007 Summer Big Budget Theatrical Releases

- $10+ M Openers

- Wide Releases (2,000+ theaters)

• Audience (custom dictionary of trailers and sections)

- Studio sites, Major portals and Movie-centric sites

• Discussion

- Volume, Top blogs, Top links

• Advertising

9June 3, 2008 Confidential & Proprietary© 2007 The Nielsen Company

Content Interestand Conversation are Intertwined

0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

450,000

1/1/2007 2/1/2007 3/1/2007 4/1/2007 5/1/2007 6/1/2007 7/1/2007 8/1/20070

5,000

10,000

15,000

20,000

25,000

Buzz Audience

Message Volume Unique Audience

Correlation = 0.93

Source: Nielsen Online BrandPulse; messages related to Summer Blockbuster, NetView; custom definition of Summer Blockbuster across movie related sites

10June 3, 2008 Confidential & Proprietary© 2007 The Nielsen Company

The Dynamics of the Discussion

2%MovieWeb

2%The Hot Blog

2%TVgasm

2%Hollywood Elsewhere

2%LAist

3%HPANA – Harry Potter News

3%The-Leaky-Cauldron

4%Defamer, LA Gossip Rag

5%The Movie Blog

7%Cinematical

% of DiscussionBlog

Source: Nielsen Online BrandPulse; % of discussions related to Summer Blockbuster

11June 3, 2008 Confidential & Proprietary© 2007 The Nielsen Company

The Value of Sites to the Conversation Emerges

2Blogdecine

2Simpsons Promotional Sites

2Wikipedia

2AOL Moviefone

2Rotten Tomatoes

3YouTube

3Apple Trailers

10MSN Movies

25IMDb

29Studio Movie Site

% of TotalSite

0.3CNN

0.4Hollywood Reporter

0.4BBC

0.4Ain’t It Cool News

0.4MSNBC

1NY Times

1USA Today

1Variety

2Gothamist

2Yahoo! Movies

% of TotalSite

Source: Nielsen Online BrandPulse; % of links related to Summer Blockbusters within discussions

12June 3, 2008 Confidential & Proprietary© 2007 The Nielsen Company

Advertising Lagging Behind

0

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

Jan-07 Feb-07 Mar-07 Apr-07 May-07 Jun-07 Jul-07 Aug-07 Sep-07 Oct-07 Nov-07 Dec-070

10,000

20,000

30,000

40,000

50,000

60,000

Ad Impressions (000) Unique Audience (000)

MySpace.comBourne Ultimatum

Superbad

Impressions Unique Audience

Source: Nielsen Online custom NetView, Ad Relevance – New release movie advertising

13June 3, 2008 Confidential & Proprietary© 2007 The Nielsen Company

The Market Share Storyafter MySpace

1.1MSN Movies

1.5Movietickets.com

2.2Yahoo! Mail

2.2Yahoo! Movies

3.1IMDb

3.1Nick.com

4.3NY Times

6.9YouTube

8.4Yahoo! (home page)

45.7Myspace

% of TotalSite

0.4AOL (home page)

0.4Disney Online

0.5Addicting Games

0.5AOL Entertainment

0.6NBC

0.7Fandango

0.8MSN (home page)

1.0AOL Moviefone

1.0NeoPets

1.0Cartoon Network

% of TotalSite

Source: Nielsen Online AdRelevance – May 2007 through August 2007 Ad Impressions of Summer Blockbuster movies

14June 3, 2008 Confidential & Proprietary© 2007 The Nielsen Company

Lots of Links

Lots of TimeFew Links/Little Time

Lotsa Lotsa

BBC NewsLATimes

Slate

(-) Time (+)

(-) L

inks

(+)

Rotten Tomatoes

AOL Moviefone

MSN Movies

Simpsons Promotions

MySpace

Gothamist

Cinematical Time

Blogdecine

Variety

Official Movie Site

Vanity Fair

Ain’t It Cool News

Yahoo! Movies

EWRolling Stone

Hollywood Reporter NY Times

IMDb

USA Today

Apple

MySpaceYahoo! News

CNNMSNBC

Wikipedia

YouTube

TargetedContent

CoreConversational

Big Media

Entertainment

15June 3, 2008 Confidential & Proprietary© 2007 The Nielsen Company

NY Times

Lots of Links

Lots of Time

IMDb

Few Links/Little Time

Lotsa Lotsa

USA Today

BBC NewsLA Times

Slate

(-) L

inks

(+)

AppleRotten Tomatoes

AOL Moviefone

MSN Movies

Simpsons Promotions

MySpace

Gothamist

Cinematical Time

Blogdecine

Variety

Yahoo! News

Official Movie Site

Vanity Fair

Ain’t It Cool News

CNN

EWRolling Stone

Hollywood Reporter

MSNBC

Yahoo! Movies

Wikipedia

Fandango Yahoo!MSNMTVYouTube

AOL NewsCartoon Network(-) Time (+)

UGO Film/TV

16June 3, 2008 Confidential & Proprietary© 2007 The Nielsen Company

An Early Look at 2008

17June 3, 2008 Confidential & Proprietary© 2007 The Nielsen Company

What had People Buzzing Early?

0

5,000

10,000

15,000

20,000

25,000

Jan-08 Feb-08 Mar-08 Apr-08

Narnia: Prince Caspian Forgetting Sarah Marshall Indiana Jones 4 Iron Man

Source: Nielsen Online BrandPulse

Message Volume

18June 3, 2008 Confidential & Proprietary© 2007 The Nielsen Company

And They’re Saying…

“Indiana Jones and the Kingdom of the Crystal Skull, teaser trailer outhttp://movies.yahoo.com/feature/ind...tml?showVideo=1Awesome.” … Winamp Forums

“Indy 4 Trailer .... with Indy Punch” … IMDbNew indiana jones trailer“Man, every time I watch that I giggle like a schoolboy!” … community.playstation

Movie: Indiana Jones and the KINGDOM OF THE CRYSTAL SKULL“I’ve been waiting for this for a while now” … houston-imports.com

I giggled and laughed and cried through the entire trailer for Indiana Jones and the Kingdom of the Crystal Skull. I have never sounded more fangirlish in my life, I'm sure. …xanga.com/Lady_Shada

19June 3, 2008 Confidential & Proprietary© 2007 The Nielsen Company

Visitors Swinging into Action on Indianajones.com

0

200

400

600

800

1,000

1,200

1,400

Jan-08 Feb-08 Mar-08 Apr-08

Unique Audience Unique Streamers Streams

Source: Nielsen Online NetView, VideoCensus

3.2

2.6

4.0

6.3Streams Per Viewer

20June 3, 2008 Confidential & Proprietary© 2007 The Nielsen Company

Key Findings

• There is an audience and appetite for movie content online, especially in Summer

• Marketing online is as complex as offline combined even though everything is ‘under one roof’

• Discussion and content interest are closely related

21June 3, 2008 Confidential & Proprietary© 2007 The Nielsen Company

Conclusion

• Studios and movie marketers need to optimize the full scope of marketing opportunities online

• Publishers and studios should partner in developing promotional activity

• The relationship with conversational media can differentiate publishers and greater marketing impact for movie marketers