Sep 28, 2012 - Fandango is the #1 online and mobile movie ticketing destination ... Different media are ... social netwo
Moviegoing in the Digital Age Margaret Wilhelm Director, Digital Insights & Analytics NBCUniversal
September 28, 2012
Who is Fandango is the #1 online and mobile movie ticketing destination 49% Growth ticket sales annually
22% Hunger Games total opening weekend box office
20,000+ screens
ticketing reach with
exclusive portal partnerships
26 million+ mobile app downloads
Expanded
31% ticket sales now on mobile (up from 19% a year ago)
17.3 million Monthly visitors (web + mobile*) Source: comScore + Nielsen Mobile
is also home to high definition film trailers and clips, celebrity interviews, movie buzz, fan reviews, and more
HYPOTHESIS • As moviegoers are exposed to various media, they are creating their mental shopping basket of movie choices. Different media are more impactful and influential depending on how close it is to movie day.
Background The path to purchasing a movie ticket can be different each time and is often influenced by: • The MOVIE itself • The SITUATION of the moviegoing experience
Data Sources Used 1. Evolution of Moviegoing Study – Online survey of 1,300 active moviegoers ages 13-54 – We asked them to recall their decision making and path to purchase process for up to five movies they saw in the past four months – Data weighted to total U.S. moviegoers
2. Fandango’s Internal Data
Online Sources Generate the Most Awareness for New Movies
71%
63%
47%
4% 38%
15%
Q: Now please think about the first time you became aware of the movie. Please select up to three sources that you recall made you first aware of the film.
Path to Purchase
In terms of when people first saw movie trailers or teaser advertising, online becomes more important closer to day of movie In Theaters 65% Online 57% Television 30%
More than 6 Months Before
In Theaters 22% Online 20% Television 5%
2 to 6 Months Before
Online 26% Television 20% In Theaters 20%
One Month Before
Online 41% In Theaters 41% Television 33%
2-3 Weeks Before
1 Week Before
Online 12% In Theaters 8% Television 8%
Q: As best as you can recall, when did you first see the following types of advertising for this movie?
Word of Mouth
Looking at the sources that are usually the first to give word-of-mouth information about movies, we found that: • Friends or family (face-to-face, phone, email, NOT social networking sites) are the #1 source for word of mouth overall, followed by Facebook posts from people you know • However, avid moviegoers were less likely than the average moviegoer to be influenced by Facebook posts of people they know and nearly 40% more likely to first hear about a movie from the Facebook posts of people they are not in regular contact with or don’t know Q: Which of the following sources is usually the first to give you “word-of-mouth” information about movies?
Word of Mouth
Avid moviegoers were also more likely to spread the word themselves in a variety of ways. When compared to the average moviegoer, we found they were:
80% more likely to
about a film
64% more likely to write 53% more likely to post on 47% more likely to post on a 30% more likely to post on Q: How often do YOU do each of the following to spread “word-of-mouth” about a movie?
Once aware, 46% of the time moviegoers actively seek out more information before deciding to see the movie in the theater What media are most influential in the decision-making process?
68%
62%
43%
9% 32%
22%
Q: At this point, please take a minute to specifically think about the materials you came across in relation to each movie. From the below list, please select up to three that you believe were most influential in your decision to see it.
When are people buying their tickets online or via mobile device? Total Moviegoers More than a Week
4 to 7 days before
1 to 3 days before
Day of
23%
21%
34%
This is where Fandango can potentially influence the purchase decision
22%
When are people buying their tickets online or via mobile device? Avid Moviegoers are even more likely to plan ahead More than a Week
4 to 7 days before
1 to 3 days before
Day of
26%
27%
31%
This is where Fandango can potentially influence the purchase decision
16%
Visitors spend time on Fandango planning their night, not just buying tickets 60% of our visitors have not chosen a movie before visiting Fandango Distribution of Website Pageviews
Home Page
Content Pages
Theater Pages
12%
47%
41%
Source: Fandango Data Services
Summary • Further out, moviegoers are more influenced by in-theater advertising, online and television media • Word of mouth becomes more important in the mid-purchase funnel, particularly as avid moviegoers spread the word via social media • As it gets closer to movie day and people are planning their night out, Fandango becomes even more influential in the movie decision process
Next Steps • Gain a deeper understanding of mobile • Explore different types of marketing mix models to: – Better understand the impact of various marketing tactics on sales – Determine how we can tailor our content to better suit the needs of our customers
