Presented By: Bruce B. FriendPresented By: Bruce B. FriendOnline Testing ExchangeOnline Testing Exchange

Media & Entertainment InsightsMedia & Entertainment Insights

February 4, 2005February 4, 2005

Kids, Families Kids, Families & &

Feature FilmsFeature Films

Kids and Movies TodayKids and Movies Today

Going to the movies is still the most popular entertainment activity for kids

The kid/family-targeted movie genre has never been stronger: From a “quantity” standpoint And, from a “quality” standpoint

The kid/family home video movie market is also booming, driven by: DVD format, more product, better

distribution And, in-home theater systems

Why Kids Love Going To The Why Kids Love Going To The Movies?Movies?

They are special, an EVENT! A community experience (w/family,

friends) The in-theater experience:

Popcorn, candy, slushy Dark room, big screen, “surround sound”

Kids LOVE stories, love to be entertained Kids usually have a say in what they see They are an integral part of kid culture

Kids/Family Movie Trends: Kids/Family Movie Trends: 20042004

2004 was a record year for kids and family movies!

32 kid and family-targeted (G or PG) films were released in 2004, up from 26 in 2002.

However, only 2 of those were “G” rated. the rest were “PG.”

Plus, over 30 “PG-13” rated movies were released, that were considered “family friendly.”

Kids/Family Movie TrendsKids/Family Movie Trends

G-rated movies are slowing becoming extinct (at least in the theater).

PG movies are the “new G”

And, PG-13 movies are the “new PG”

Many parents don’t think twice anymore about taking their 8 year olds and up to see certain PG-13 movies

The Decline of the G-rated The Decline of the G-rated MovieMovie

TITLE STUDIO DATE RATING GENRE

WEEKEND BOX

OFFICETOTAL GROSS

OPENING MULTIPLE

(In millions) (In millions)

The Santa Clause 2 Disney 11/1/2002 G Family $29.00 $139.23 4.8Spirit, Stallion of the Cimarron Dreamworks 5/24/2002 G Family $17.77 $73.22 4.1The Rookie Buena Vista 3/29/2002 G Family $16.02 $75.60 4.7Return to Never Land Buena Vista 2/15/2002 G Family $11.89 $48.42 4.1Jonah: A Veggie Tales Movie Artisan 10/4/2002 G Family $6.20 $25.57 4.1Country Bears Buena Vista 7/26/2002 G Family $5.21 $16.99 3.3Pinocchio Miramax 12/27/2002 G Family $1.15 $3.67 3.2

Finding Nemo Buena Vista 5/30/2003 G Family $70.25 $339.71 4.8Brother Bear Buena Vista 10/31/2003 G Family $19.80 $85.33 4.3Jungle Book II Buena Vista 2/14/2003 G Family $11.44 $47.88 4.2Piglet's Big Movie Buena Vista 3/21/2003 G Family $6.10 $23.02 3.8

The Princess Diaries 2 Buena Vista 8/13/2004 G Family $22.96 $95.15 4.1The Polar Express Warner 11/12/2004 G Family $23.32 $161.63 6.9

TOTAL AVERAGE $18.55 $87.34 4.7

TOP GROSSING G-RATED MOVIES: 2002-2004

The “New” Family MovieThe “New” Family Movie

PG-13 Movies, such as: Pirates of the Caribbean Bruce Almighty Mean Girls Hidalgo

13 Going On 30 Spiderman, X-Men (comic book based)

…etc., are now considered “family movies”

2004 Family-friendlier PG-2004 Family-friendlier PG-13 Movies13 Movies

RANK TITLE STUDIO DATE RATING GENREWEEKEND

BOX OFFICETOTAL GROSS

OPENING MULTIPLE

(In millions) (In millions)

1 Spider-Man 2 Sony 7/2/2004 PG-13 Action $88.16 $373.38 4.22 The Day After Tomorrow Fox 5/28/2004 PG-13 Action $68.74 $186.74 2.73 I, Robot Fox 7/16/2004 PG-13 Action $52.18 $144.80 2.84 Ocean's 12 Warner 12/10/2004 PG-13 Comedy $39.15 $123.61 3.25 50 First Dates Sony 2/13/2004 PG-13 Comedy $39.85 $120.78 3.06 Van Helsing Universal 5/7/2004 PG-13 Action $51.75 $120.03 2.37 Dodgeball: A True Underdog StoryFox 6/18/2004 PG-13 Comedy $30.07 $114.32 3.88 The Village Buena Vista 7/30/2004 PG-13 Horror $50.75 $114.20 2.39 Starsky and Hutch Warner 3/5/2004 PG-13 Comedy $28.10 $88.20 3.1

10 Along Came Polly Universal 1/16/2004 PG-13 Comedy $27.72 $87.98 3.211 Mean Girls Paramount 4/30/2004 PG-13 Comedy $24.43 $86.05 3.512 Anchorman: Legend of Ron BurgundyDreamworks 7/9/2004 PG-13 Comedy $28.42 $84.14 3.013 The Notebook New Line 6/25/2004 PG-13 Drama $13.46 $81.00 6.014 The Terminal Dreamworks 6/18/2004 PG-13 Drama $19.05 $77.03 4.015 Ladder 49 Buena Vista 10/1/2004 PG-13 Drama $22.10 $74.46 3.416 Ray Universal 10/29/2004 PG-13 Drama $20.04 $73.81 3.717 Hidalgo Buena Vista 3/5/2004 PG-13 Action $18.83 $67.29 3.618 Friday Night Lights Universal 10/8/2004 PG-13 Drama $20.27 $61.19 3.019 Hellboy Sony 4/2/2004 PG-13 Action $23.20 $59.04 2.520 Shall We Dance Miramax 10/15/2004 PG-13 Drama $11.78 $57.76 4.921 13 Going On 30 Sony 4/23/2004 PG-13 Comedy $21.05 $56.73 2.722 Catwoman Warner 7/23/2004 PG-13 Action $16.73 $40.20 2.423 Raising Helen Buena Vista 5/28/2004 PG-13 Comedy $10.99 $37.49 3.424 Taxi Fox 10/8/2004 PG-13 Comedy $12.03 $36.57 3.025 Jersey Girl Miramax 3/26/2004 PG-13 Comedy $8.32 $25.27 3.026 Mr. 3000 Buena Vista 9/17/2004 PG-13 Comedy $8.68 $21.80 2.527 Win a Date With Tad Hamilton Dreamworks 1/23/2004 PG-13 Comedy $7.32 $16.96 2.328 Wimbledon Universal 9/17/2004 PG-13 Drama $7.19 $16.83 2.329 Dirty Dancing: Havana Nights Lion's Gate 2/27/2004 PG-13 Drama $5.81 $14.14 2.430 Chasing Liberty Warner 1/9/2004 PG-13 Comedy $6.08 $12.19 2.031 Surviving Christmas Dreamworks 10/22/2004 PG-13 Comedy $4.44 $11.20 2.5

So, What Do Kids Like???So, What Do Kids Like???

Comedy is still King! CGI Animation Action/Adventure Fantasy Drama/Romance (girls) Familiar “Properties”

Harry Potter, Spiderman, Chronicles of Narnia

Kids and MoviesKids and Movies

KIDS LOVE MOVIES!!!