• Face-to-face surveys, N= 413

• In 4 Belgian movie theaters

• On selected family pack movies

• April 10 – May 19th 2013

(includes one week of the Easter holiday)

• Field by market research company Market Development

of the groups are parents with children

1 adult or 2 adults with 1 child or 2 children younger than 16 year

decides on the day itself to go to the movies

chooses the movie together with the kids on beforehand

of the parents confirms that by watching a movie trailer

in the preshow, they will watch that movie the next time

of the parents confirms that kids have been

asking for the product or film they have seen in the preshow

Presence of Main Responsible Purchaser (MRP)

28,8 32,9

38,3

0,0

5,0

10,0

15,0

20,0

25,0

30,0

35,0

40,0

45,0

6-7 year 8-9 year 10-12 year

Partition children’s age

Social groups

27

37 43

22

24

34 26

23

13 25

13 10

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Belgianpopulation

Moviegoer Family Pack

SG 7-8

SG 5-6

SG 3-4

SG 1-2

Source: Belgian population and moviegoer: CIM PMP 2011-2012

Frequency

34,0

23,0 24,0 22,0

0,0

5,0

10,0

15,0

20,0

25,0

30,0

35,0

40,0

1x or moreper month

1x per 2month

1 x per 3month

1x per 6months or

more

at least once a month to the movies