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Theatrical Market Statistics 2007

Included in this Report....... Box Office 2 The Movies 4 Movie-making 6 Movie-going 7 New Media 8
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Box Office
Domestic Box Office Continues to Grow
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Domestic box office grew 5.4% in 2007, reaching $9.63 billion.

Domestic Box Office (US $ Billions): Nielsen EDI


$9.63 $9.27 $9.17 $9.22 $8.83 $9.14

Year

$8.13

2001

2002

2003

2004

2005

2006

2007

2007 2006 2005 2004 2003 2002 2001 2000 1999 1998 1997 1996 1995 1994 1993 1992

$9.629 $9.138 $8.832 $9.215 $9.165 $9.272 $8.125 $7.468 $7.314 $6.760 $6.216 $5.817 $5.269 $5.184 $4.897 $4.563

Box Office in billions

5.4% 3.5% 5.4% -4.2% 9.0% 0.5% 4.5% -1.2% 5.1% 14.1% 3.9% 8.8% 18.5% 2.1% 28.9% 8.2% 31.7% 8.8% 42.4% 6.9% 54.9% 10.4% 65.5% 1.6% 82.7% 5.9% 85.7% 7.3% 96.6% 1.1% 111.0%

% Change vs. Prev. 2007

Worldwide Box Office Reaches Historic High

Worldwide box office reached another all-time high, with $26.72 billion in 2007, compared to $25.47 billion in 2006, a 4.9% increase.

Worldwide Box Office (US $ Billions): MPAA, Nielsen EDI


Domestic International $20.1 $15.7 $10.5 $8.6
(51%) (53%)

$24.9

$25.5 $23.1

$26.7

$19.8 $16.7

$10.9
(54%) (63%)

$14.3
(62%)

$16.3
(64%)

$17.1
(64%)

(% of Total)

$8.1

$9.3

$9.2

$9.2

$8.8

$9.1

$9.6

2001

2002

2003

2004

2005

2006

2007

MPAA 2007 Theatrical Market Statistics

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Domestic Admissions Hold Steady

Domestic moviegoers purchased 1.4 billion theater tickets in 2007, remaining on par with 2006 admissions.

Domestic Theatrical Admissions (Billions): MPAA, NATO, Nielsen EDI Admissions in billions % Chg vs. Prev. 2007
0.3% 1.7% -5.7% -8.0% -12.5% -2.7% 1.2% -2.8% -2.7% 3.3% 6.1% 15.5% 12.9% 18.4% 27.4%

1.60 1.40
Admission (billions)

2007 2006 2005 2004 2003 2002 2001 2000 1999 1998 1997 1996 1995 1994 1993 1992 

1.400 1.395 1.376 1.484 1.521 1.599 1.438 1.383 1.440 1.438 1.354 1.319 1.211 1.240 1.182 1.099

0.3% 1.4% -7.3% -2.4% -4.9% 11.2% 4.0% -3.9% 0.1% 6.2% 2.7% 8.9% -2.3% 4.9% 7.6% 2.6%

1.60 1.44

1.52

1.20 1.00 0.80 0.60 0.40 0.20 0.00

1.48 1.38 1.40

1.40

2001

2002

2003

2004

2005

2006

2007

MPAA 2007 Theatrical Market Statistics

The Movies
More Films Released by Independents
While the overall number of movies released in theaters in the U.S. remained on par with 2006, non-MPAA-affiliated independents released 18 more films in 2007.
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Feature Films Released in the U.S.: MPAA -- New Releases -- -- Reissues - % of % of Year Total MPAA Total Other Total Total MPAA Other
2007 2006 2005 2004 2003 2002 2001 590 599 535 474 459 449 462 179 203 190 199 194 220 188 30% 34% 36% 42% 42% 49% 41% 411 396 345 275 265 229 274 70% 66% 64% 58% 58% 51% 59% 13 8 14 8 14 17 21 3 1 4 1 4 5 8 10 7 10 7 10 12 13

More Films Reach Key Benchmarks

Nearly 50% more films reached the $100 million benchmark of domestic box office in 2007. Additionally, three more films reached the $300 million benchmark than in 2006.

Number of Films Reaching Key Domestic Box Office Benchmarks: Nielsen EDI -- Year of Release -- Box Office Range 2007 2006
$300 Million & Over $200 to $300 Million $100 to $199 Million 4 7 17 1 5 13

% Change 07 v. 06
300.0% 40.0% 30.8%

TOTAL

28

19

47.4%

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MPAA 2007 Theatrical Market Statistics

Fewer PG-13 Films in Top 20

In terms of ratings, top-grossing films offered more diverse fare in 2007, with a 50% increase in both R- and PG-rated films.

Top 20 Grossing Films by Domestic Box Office: MPAA, NielsenEDI Box Office Rank Title Distributor (Millions)* Rating
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Spider-Man 3 Sony Shrek The Third Paramount Transformers Paramount Pirates of the Caribbean: At Worlds End Disney Harry Potter & The Order of the Phoenix Warner Bros. I Am Legend Warner Bros. The Bourne Ultimatum Universal 300 Warner Bros. Ratatouille Disney National Treasure: Book of Secrets Disney Alvin & The Chipmunks Fox The Simpsons Movie Fox Wild Hogs Disney Knocked Up Universal Rush Hour 3 New Line Live Free or Die Hard Fox Fantastic Four: Rise of the Silver Surfer Fox American Gangster Universal Bee Movie Paramount Enchanted Disney $336.5 $322.7 $319.2 $309.4 $292.0 $251.7 $227.5 $210.6 $206.4 $205.7 $204.1 $183.1 $168.3 $148.8 $140.1 $134.5 $131.9 $130.1 $126.2 $124.9 PG-13 PG PG-13 PG-13 PG-13 PG-13 PG-13 R G PG PG PG-13 PG-13 R PG-13 PG-13 PG R PG PG

Year

2007 2006 2005 2004 2003

5% 5% 5% 5% 5%

30% 20% 25% 25% 15%

PG

50% 65% 60% 55% 60%

PG-13 R

15% 10% 10% 15% 20%

R 15%

G 5%

2007

PG 30%

PG-13 50%

*Includes Box Office as of February 2008.

Top Summer Movies Outperform Prior Year

The top 10 and middle 10 summer movies performed better in 2007 than in 2006, generating an average of $248.3 million and $103.3 million of domestic box office respectively, for 23% and 39% respective gain. Conversely, the bottom 10 performed poorly as compared to 2006, with a 25% drop.

Average Cumulative Domestic Box Office for Top 30 Grossing Summer Movies (US $ Millions): NielsenEDI
Top 10 Middle 10 Bottom 10 203.8 178.9 205.2 205.3 203.2 201.8 248.3

83.5

99.3 80.9

103.3 84.2 65 74.3

37.2 2001

36.6 2002

40 2003

48.3 2004

37.7 2005

43.3 2006

32.3 2007

MPAA 2007 Theatrical Market Statistics

Movie-making
Production and Marketing Costs Increase for Studios
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2007 saw increases in the average cost per film for both the MPAA member companies and their subsidiaries. Negative and marketing costs for MPAA member companies in the U.S. grew 8% and 4%, respectively, while costs for subsidiaries grew 60% and 44%, respectively. MPAA members include Paramount Pictures, Sony Pictures Entertainment Inc., Twentieth Century Fox Film Corporation, NBC Universal, Walt Disney Studios Motion Pictures, and Warner Bros Entertainment Inc. MGM data is not collected historical figures have been adjusted to reflect this omission. Subsidiaries include studio classics and specialty divisions such as Fox Searchlight, Miramax, New Line, Sony Pictures Classics, etc.

Average U.S. Theatrical Costs ($ M): MPAA MPAA Subsidiaries/Affiliates MPAA Members
Negative Costs
$105.8

Marketing Costs
$99.7 $100.3 $106.6

Negative Costs

Marketing Costs

$100.5

$78.7

$78.2

39.5

34.8

36.1

34.5

35.9
$74.8 $62.0

31.0

30.4
$46.6 $41.0

15.1
$40.4 $38.7

$48.5

25.7

66.3 47.7 47.8

65.7

63.6

65.8

70.8

9.5

12.6 46.9

11.4

17.8 15.2 49.2 30.7

31.5

34

29.0

23.5

2001

2002

2003

2004

2005

2006

2007

2001

2002

2003

2004

2005

2006

2007

Studios Spend More on Internet Advertising

MPAA member companies average per-film advertising expenditures on the Internet continued to grow in 2007, reaching 4.4% of total expenditures in the U.S. The largest category of advertising expenditures - other media (24.0%) includes cable television, radio, magazines and billboards, while the second largest (21.8%) is non-media expenditures, including production/creative services, exhibitor services, promotion and publicity, as well as market research.

MPAA Member Company Average Distribution of U.S. Advertising Costs by Media: MPAA
Year Avg. (Mln) 2007 $32.17 2006 $30.71 2005 $32.35 2004 $30.96 2003 $34.34 2002 $27.13 2001 $27.28 News- paper 10.1% 10.8% 12.7% 12.9% 14.0% 13.5% 13.1% Netwk. Spot TV TV 21.6% 13.9% 21.2% 13.9% 23.1% 12.8% 23.0% 13.2% 23.0% 15.6% 23.0% 17.6% 25.4% 16.9% Internet/ Other Online Trailers Media 4.4% 4.2% 24.0% 3.7% 4.3% 24.4% 2.6% 4.4% 22.4% 2.4% 7.6% 22.2% 1.4% 4.5% 21.9% 0.9% 4.5% 21.4% 1.3% 5.1% 20.2% Other Non-Media 21.8% 21.6% 22.0% 18.9% 19.5% 19.1% 17.9%
Other Media 24%

Other NonMedia 22%

Newspaper 10%

Trailers 4%

Internet/ Online 4%

Spot TV 14%

Network TV 22%

MPAA 2007 Theatrical Market Statistics

Movie-going
Moviegoing Up Among Most Ethnicities
All U.S. moviegoers, with the exception of African-Americans, went to more movies in 2007 than in 2006. This is based on survey data conduct in English. Yearly totals represent data from mid-July to mid-July of the following year not calendar years
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U.S. Admissions Per Moviegoer by Ethnicity: MPAA


11.1 8.8 8 10.8 7.1

2006

2007 9

7.9

7.8

Movies are a Major Family Activity

Movies continue to draw more people than either theme parks or the major sports combined in the U.S. Going to the movies remains an affordable outing for most families with admission prices significantly lower than alternative entertainment options.

Other

Hispanic

Caucasian

AfricanAmerican

2007 U.S. Admissions/Attendance: MPAA, PricewaterhouseCoopers Average Annual Cinema Admission Price (US $): NATO, Bureau of Labor Statistics % Chg. vs. Year (USD) Prev.
2007 2006 2005 2004 2003 2002 2001 2000 1999 1998 1997 1996 $6.88 6.55 6.41 6.21 6.03 5.81 5.66 5.39 5.08 4.69 4.59 4.42 5.0% 2.2 3.2 3.0 3.8 2.7 4.9 6.1 8.3 2.3 3.9 --

1400

NCAA Football, 49 NHL, 21 NFL, 17 NBA, 22

% Chg. CPI
4.3% 3.2 3.4 3.3 1.9 2.4 1.6 3.4 2.7 1.6 1.7 3.3

341

186

Movies

Theme Parks

Sports MLB, 77

2007 Average National Ticket Price: MPAA, PricewaterhouseCoopers Event


Football Game Basketball Game Hockey Game Theme Park Baseball Game Movie Theater

2007 Admission Price 1 Ticket Family of 4


$65.25 $46.75 $44.60 $35.30 $23.50 $6.88 $261.00 $187.00 $178.40 $141.20 $94.00 $27.52

2006 Admission Price * 1 Ticket Family of 4


$62.00 $45.92 $42.13 $34.46 $22.30 $6.55 $248.00 $183.68 $168.52 $137.84 $89.20 $26.20

07 vs. 06 % Change
5% 2% 6% 2% 5% 5%

*2006 Data Updated by Source 

MPAA 2007 Theatrical Market Statistics

New Media
Internet Plays a Significant Role in Driving People to Movies
The Internet is an important source for movie information. A forthcoming study conducted by the MPAA and Yahoo! found that 73% of U.S. moviegoers use the Internet to conduct research before going to the theater. Also, moviegoers who research online are more likely to see a movie on opening weekend, go to the theater more often, and see some movies more than once in the theater.
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[Did you use any of the following from after you first heard about the movie to before you saw it in the theater?] Percentage of Respondents in Each Category: MPAA, Yahoo!
73% 48% 54% 75% Ads, trailers Articles, stories, reviews Social Networking IM/Chat Video sites E-mail Print Word of Mouth Theater Internet TV/Radio Other 17% 12% 11% 10% 5% 38% 54%

46%

First hear about a movie a few months before to seeing it Definitely will see movie after first hearing about it Attend movies on opening weekend Attend movies 1+ times/month Seen some movies more than once at the theater Mean # of Movies/Year

Do Not Research Research


38% 52% 15% 41% 18% 42% 64% 26% 53% 31% 16.5

Research Online
49% 68% 30% 57% 35% 18.0

Do Not Rsrch. Online


31% 58% 19% 47% 25%

12.0

14.1

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MPAA 2007 Theatrical Market Statistics

Technology Complements Moviegoing

One in seven U.S. moviegoers have invested to a great degree in content delivery and/or hardware for their home. Contrary to conventional wisdom, this segment of moviegoers goes to the movie theater more often than their lower tech counterparts. Those with 5 or more technologies attend 4 more movies per year than those with fewer technologies.

Moviegoers and Technology: NielsenNRG


Total Moviegoers Avg. Movies/Yr=7.9 Moviegoers Who Own or Subscribe to 5+ Technologies* (14%) Avg. Movies/Yr=11.4 Moviegoers Who Own or Subscribe to <5 Technologies* (86%) Avg. Movies/Yr=7.4

PPV/VOD

41%

88%

33%

DVR

35% 39%

87%

26%

Surround Sound

82%

32%

MP3 Player (Video) Digital Cable

27%

75% 75%

19%

43%

38%

DVD Rental Service

27% 24% 44%

71%

20%

Satellite TV 10%

21%

Movie Downloading Service

36%

5%

* From list of technologies shown

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MPAA 2007 Theatrical Market Statistics

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