1. 2 evaluate awareness and health of the goosebumps brand identify franchise strengths measure...
TRANSCRIPT
1
Greenlight Study
March 2013
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Objectives and Methodology
Evaluate Awareness and Health of the Goosebumps Brand Identify Franchise Strengths Measure Interest in a Goosebumps Film Uncover Potential Directions for the film
Methodology Fielded February 7-11th 1500 online interviews among:
• 900 interviews among General Moviegoers ages 13-54 • 300 interviews among Parents of 6-14• 300 interviews among Kids 7-12
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Goosebumps in Perspective
62 titles published in the original series from
92-97
Several spin-off series including Give Yourself
Goosebumps, Most Wanted, and Horrorland
Two spin-off TV series, Goosebumps from 95-98
on Fox Kids, and The Haunting Hour on The
Hub
Created in the 1990s, Goosebumps is one of the best-selling children’s series of all time with over 300 million copies sold worldwide (second only
to Harry Potter)
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Franchise Health
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All 7-9 10-12 13-17 18-34 35-54 Parents
77 7887
7884
6775
51 5265
5767
29
48
2331 26
1932
12
27
Aware Read Big Fan
All Ages Familiar with Goosebumps
35-54 are the only group with low
readership and fanship due to their age when the original series was
released
Kids 10-12 and 18-34 have the highest awareness and
readership
Among kids 7-12, readership skews female (63% vs. 54%)
Among adults 18-34, readership skews male (63%
vs. 54%)
Kids 7-9 and Parents of 6-14 also have healthy awareness, readership
and fanship
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Readers Have High Exposure
Read the original
Goosebumps series
71%
Watched the Goosebumps TV
series
Read the Goosebumps Series 2000
Read the Give Yourself
Goosebumps Series
58% 36% 29%
12# of books the
average Goosebumps
readers have read
44% among 7-12
On average, they read their first Goosebumps
book at 8
And their last at 14
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Measuring Brand StrengthEvaluated Goosebumps and 8 Other Comparable Book
Franchises
Would make a good big screen moviePower Definite Interest in a
New Movie
AwarePopularity “Big Fan”
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Overall Goosebumps is Popular, but Lacks PowerPo
wer
Popularity
ExpandingNiche Stagnant
Established
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Goosebumps is an Established Brand Among Kids
Pow
er
Popularity
0
ExpandingNiche Stagnant
Established
10
Goosebumps is an Established Brand Among Parents
Pow
er
Popularity
ExpandingNiche Stagnant
Established
11
90 90 90 8381
78
70 69
61
% Saying ‘would make for a good big screen movie’
Books Going to the Big Screen Despite the popularity of the franchise, readers are less likely to say Goosebumps will make a
good movie than other comparable book series
Due to the one-off nature of the books, readers find it hard to
picture as a full-length film
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Brand Essence
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Measuring Brand EssencePerceptual maps display the relative – not absolute – connection of attributes to franchises. The closer the attribute is to the franchise,
the stronger the perceived association between them
Action-packed Adventurous Classic Childish Cute
Dark Family-friendly Fun Funny Heartwarming
Imaginative Mature Modern Original Outrageous
Scary Smart Silly Strange Suspenseful
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Action-PackedStrangeSuspensefulImaginativeFunny ChildishFamily-FriendlyOutrageousClassicOriginalModernCleverFunCuteAdventurousSmartDark
Goosebumps is Scary and Dark Across Audiences
Silly Mature
Heart-warming
Scary
While Goosebumps is seen as dark
and strange, it is not viewed
as modern (9%)
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Readers Have Vivid Memories
Readers describe Goosebumps as:
Their favorite books and monsters:
Slappy Plant monster
Ghost Werewolf
Haunted Mask
Mummy Monster Blood
Readers have strong memories of the unique
cover art and the fun scares
It is silly, but I have always enjoyed the artwork on the
covers. [M18-24]
it was always so fun and scary, but not too scary. it really kept you on the
edge of your seat, but in a fun way [Mom]
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Key Brand StrengthsFor all readers, the FOUR core brand assets are:
Variety of Stories55%
Twist Endings50%
Nostalgia 47%
Fun Scares47% % of Readers Saying they like this
It’s scary and keeps you on the edge of your seat [F 6-12]
Each book was a different adventure
[M13-17]
Kid favorit
e
It reminds me of my childhood [F 18-24]
I liked how there was always some weird
twist at the end [Mom]
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Lack of Continuity a Hindrance to Film
Harry Potter
Unlike other popular book-to-film franchises, there are no central or main reoccurring characters to follow in the
Goosebump universe
Hunger Games
Twilight Diary of a Wimpy Kid
Goosebumps
Also since it is not a traditional series, there is
no entry point to the series or one book that every reader is familiar with
?
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Future Film Evaluation
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All 7-9 10-12 13-17 18-34 35-54 Parents Take Child 6-14
Goosebumps Readers
39
5952
3541
29
49 52
Post Concept
Interest in Film is Broad
General
Norm = 29*
Kid Norm = 40
Parent Norm = 38
Even among 18-34s (41%) interest is strong
which suggests nostalgia for the
Goosebumps stories
Definite interest exceeds the PSB norm among almost all ages and is highest among kids 7-9, particularly
among girls 7-9 (63%)
Kids 10-12 have the next highest interest
followed by parents’ interest in taking their children
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Moments that Pop
Suspenseful Scares
Twists
Monsters
The Scarecrow
creepy ventriloquist dummy
The Abominable Snowman of Pasadena
gigantic monster appears
sucks Abby back into
the pages of her story
monsters would jump off the page
Mr. Shivers is R. L. StineHannah is a ghost!
no story can end without a
haunting twist
bone-chilling storiescreepy, rundown house
girl’s loud scream
ferocious, horrifying roar
creepy abandoned amusement park
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Excitement for a Big Screen Experience
Live-action48%
Mix33%
Animated19%
Moviegoers want to see Goosebumps comes to life on the big screen
% of All Saying what type of film they most want Goosebumps to
be… It sounds fun, scary and exciting. Reading is fun and to
see it in a theater would be even better! [F7-9]
very unique idea. I think special effects
would be great. [Mom]
They would prefer a live-action film or a mix of live-action and animation than a straight out
animated film
Moviegoers are excited to see Goosebumps as a big screen movie with special
effects
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Positioning
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Positioning StatementsMONSTERS UNLEASHED
Fiction becomes a terrifying reality when all the monsters from R.L Stine’s novels jump off the page and spring to life. Mummies, zombies, werewolves, evil lawn gnomes and many other creatures are running rampant in a small town, terrorizing residents and attacking the high school.
OUTCASTS BECOMES HEROES
Zach and his best-friend Duncan are not the most popular kids in school; in fact, they only have each other. But when monsters attack during the annual Halloween Dance, they know they’re the only ones who can save the faculty and their fellow students.
R.L. STINEAfter discovering that the monsters from his horror stories come to life, R.L. Stine swore off writing and moved to a small town. But when all of his monsters are accidently set free on the small town, Stine must face his fears and write his greatest novel ever in order to stop his creations.
SLAPPY’S REVENGE
After being trapped by R.L. Stine for years, the diabolical ventriloquist dummy, Slappy, takes the opportunity for revenge and convinces the other Goosebumps monsters that it’s time to be the winners and defeat the humans for good.
SMALL TOWNForced to leave his old life in New York, Zach is not prepared for the quiet town of Normal, Maryland. However, in trying to solve the mystery of the suspicious next door neighbor, Zach accidentally unleashes dangerous monsters and discovers Normal might not be as quiet as he thought.
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Positioning Statements
MONSTER BATTLEWhen monsters attack during the annual Halloween dance, the high school students rally and begin an epic battle to defend their school against zombies, mutant insects, deranged scarecrows and other Goosebumps monsters.
ZACH AND HANNAH
Zach starts falling for Hannah, the cute girl next door, but he soon discovers that she’s not your average teen but rather a ghost. When monsters attack, Zach is heartbroken to learn that saving the town may endanger his crush.
GOOSEBUMPSBased on the popular children’s book series, the Goosebumps film will feature all of the iconic monsters coming to life as their famous author, R.L. Stine, must figure out a way to rein them in.
FAN BRAVERYZach and Duncan grew up loving the Goosebumps novels but never expected they’d face the terrifying monsters in real life. With danger around every corner, they must rely on their knowledge of the monsters’ weaknesses if they’re going to defeat them and save the town.
TWIST ENDINGSThe Goosebumps novels are notorious for their twist endings but their author, R.L. Stine, never imagined he’d be at the mercy of his own unpredictable plot. With time running out and the fate of the town in his hands, he must write for his life and concoct his most inventive ending yet.
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Positioning Scores
MOST Interesting
LEAST Interesting
o Message #2 oo Message #6 oo Message #3 o
Used Max Diff Technique to evaluate 9 unique elements/storylinesRespondents see multiple randomized elements/storyline sets Results reflect moviegoers’ preference share relative to other elements/storylinesScore of 100 means preference level for this element/storyline achieved exactly its proportionate share of preference.
Max Diff ScoresRanked by Overall Score
ALL Kids 7-9
Kids10-12 13-17 18-34 35-54 Parents Readers
MONSTERS UNLEASHED 130 136 135 139 128 123 128 134
TWIST ENDINGS 128 113 124 131 132 127 125 132
R.L. STINE 117 111 111 117 118 121 114 120
FAN BRAVERY 100 117 104 99 95 100 98 97
MONSTER BATTLE 96 106 112 112 88 96 94 95
SLAPPY'S REVENGE 96 85 97 104 100 91 95 104
ZACH AND HANNAH 89 80 80 89 93 92 91 82
SMALL TOWN 88 92 80 88 84 92 93 82
OUTCASTS BECOME HEROES 80 91 83 73 77 83 87 74
GOOSEBUMPS 76 69 74 64 86 75 76 80
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Monsters Escaping is UniqueThe Goosebumps monsters coming to life is the
highest testing positioning and what sets it apart from other films
Tons of monsters in one movie
Favorite Goosebumps characters
Fantasy becomes
reality
Unique & different premise
like to see make believe be come real
[M10-12]
I know and like many of the monsters-
villains. I'd like to see them all in action.
[F25-34]
all of the monsters from the books, and stories in
one movie [F10-12]
other movies have had monsters in it but the
fact they are coming out of books is unique.
[M13-17]
40%of moviegoers say
the monsters escaping their books is a top
interest driver
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Specific Monsters They Want to See
Moviegoers are excited to see many of the classic Goosebumps characters come to life
Some moviegoers say they would also like to see the film introduce a new monster to make the story feel
freshI expect goosebump stories to create new characters each time.
[F25-34]
I would like to see some new monsters. [F45-54]
They are interested in…
Slappy Werewolves
Mummies
Zombies
17%
25%
?
22%
18%
15%
14%
12%Blob Abomina
ble Snowman
Lawn Gnomes
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Twists Add Excitement The promise of a twist ending is the primary interest
driver overall and a top testing storyline across audiences
44%of moviegoers want to see the surprise twist
ending
MysteryKey Asset of the Brand
Anticipation
The movie captures R. L. Stine's pattern of hooking you and
keeping you, while throwing in the classic twists. [M25-34]
It makes me want to find out the ending
even more [M10-12]
Wanting to know the twist at the end. [F18-
24]
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R. L Stine Broadens Appeal Moviegoers think R.L. Stine is essential to the Goosebumps brand and are excited to see him as an actual character in
the film
35%of moviegoers say
they are fans of R.L. Stine
Stine as a character adds:
Nostalgia A Twist Uniqueness
Over 60%
of
moviegoers
remembere
d Stine as
the author
(unaided)
As a child I used to read the Goosebumps books,
now as an adult I like having R.L Stine in the
movie [F25-34]
I like Mr. Shivers actually being RL Stine
[M13-17]
It’s different because the author of the books is actually
involved in the story [F18-24]
37%of moviegoers say
they are most excited to see the character of R.L.
Stine
30
Teen Storyline Is Too Formulaic
A key concern among general moviegoers is that the teenage storyline feels predictable and childish
It's too childish, especially if it's going to use
immature jokes like "pooper." Please, don't
ruin a good series. [F13-17]
Being too similar to other films is a top holdback
Formulaic Plot Elements: • Zach and Duncan as nerdy
underdogs • Popular Jocks are Bullies
• Chubby kid likes popular girl
Plot sounds like other movies. New kid, not
liked, makes weird friend, gets into chaos, saves the day, becomes
hero. [F13-17]
Too Cliché
The story feels childish is the top holdback overall (25%)
• Battle at a High School• Silly Humor (Pooper, Fight w/
school supplies, etc.)
Too Childish
The need for Zach to be some sort of downtrodden
geek. That is passé and formulaic. [M25-34]
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Story within a Story Frames the Movie
Moviegoers are excited to see :
R.L. Stine writing a new story during the movie broadens the scope of the film
A story being written in real time that will change the future of the
town
An author facing his own creations
The challenge of R.L. Stine writing a new story should be the primary storyline for the movie. Emphasizing Zach and Duncan’s role in helping Stine write the story can take focus away the
more predictable themes of kids trying to fit in at school.
Recommendation
its exciting to see what R.L. Stine will do, what will he write. How will it
end. [Mom]
I like that the author meets his characters in real life [M7-9]
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Need to Mix Scares With FunWhile scares are one of the main brand assets, kids are concerned that the film could become too scary
i only like some scary movies. if its too scary, I don't want to see
it [F7-9]
The part where there are monsters and the ventriloquist make me a little scared. [F7-9]
it just seems a bit scary for me [M7-9]
39%of kids 7-9 say the
story is too scary – the top holdback for them
It will be important to find the right balance of scary and fun. While scares are a key part of the brand, the film will still need funny, silly moments to alleviate the scares for family audiences similar to other successful
PG horror movies.
Recommendation
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Positioning ArchitectureTarget Audiences Kids 7-12, Parents
Secondary Audience
Young adults 18-34 who read Goosebumps as kids
Potential TaglineIf the books gave you chills… just wait for the movie! The monsters have been unleashed from the page to the big-screen!
Meta Positioning
Discovering he has the power to bring his creatures to life, famous author, R. L. Stine quits writing Goosebumps, changes his name to Shivers and hides out in Normal, a small town with his “niece” Hannah. One day, a new kid, Zach and his friend Duncan start investigating Shivers and discover his secret. The two accidentally release all the Goosebumps monsters from their books on the small town. Stine realizes he must face his fears and write his greatest novel ever in order to stop his creations.
Key Assets
Strong franchise readership and knowledge Nostalgia factor broadens appeal to 18-34s Unique premise of book characters coming to life Monster appeal Well-known author as lead character
Key Challenges
Overcoming perceptions of being too childish Overcoming perceptions of a formulaic story Finding a balance between scary and fun Effects and visuals must be cinema worthy
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Thank You