April 13, 2010
 

Coming Attractions: Questions We Ask Ourselves When We Go To The Movies & Buy Products

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THE "COMING ATTRACTIONS" STUDY

HOLLYWOOD - February 11 - The Motion Picture Affiliated Alliance of America and the Madison Media Research Institute (www.mmri.org.uk) today announced the findings of a new consumer research poll titled, "The Coming Attractions Study".

Referred to as "Coming Attractions", the poll details specific questions most movie-going consumers personally ask themselves as they decide what film to see at the theatre. It's the first-ever research study of its kind. The MPAA and MMRI believe its value extends far beyond the local movie theatre, based on its unique approach to focus only on a consumers' questions. The study states that "by focusing on the questions, the answers will reveal themselves".

"Coming Attractions" maps a consumer's mental and analytical decision-tree question process (vs. the answers) from "What do I want to do tonight" all the way through to "The End" and beyond.

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"Coming Attractions" also claims to connect the major relationships between movie theatre attendance and consumer product and service business categories. MMRI believes this methodology virtually unlocks the dilemma brand managers have been having since the beginning of the new century.

Hollywood Takes Aim At Madison Avenue

"We believe that "Coming Attractions" has vitally important application to how marketers should re-evaluate their 2006 media budgets," said MMRI spokesperson and well-known screenwriter Joe Gillis. "Madison Avenue is all washed up. Just look at the excitement behind the Oscar nominations. What can those east coast deadbeats offer to go up against our Reese Witherspoon-level of attention-getting sizzle? Try selling kitchen cleaner in Daytime TV vs. being the "Official Floor Cleaner" of the Academy Awards stage", citing one example aimed at CPG marketers. "You're just seeing the tip of the iceberg. Our research tool is can't be beat", said Gillis.

New Media Unit: "Sponsormercials"

What was once perceived as increasingly collaborative Madison Avenue and Hollywood cultures, this represents a pre-emptive "go for the juggular" approach by Hollywood to sway marketers' confidence away from Madison Avenue-based agencies and an all out effort to convince marketers to look west for its advertising solutions.

New Content Environment: "Theatretorials"

Gilles and his team attempt to make the case that marketers should forget about Madison Avenue all together and invest 100% of their marketing and media dollars into entertainment marketing.

Mr. Gilles (last seen in the film Sunset Boulevard) illuminates the fate of brands who choose to turn their back on the power of legendary Hollywood marketing muscle in an "up close" interview as part of the research series.

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Working with the MPAA and the MMRI, The Madison Avenue Journal will publish this research study in six segments of the over the next several days.

TMAJ COMING ATTRACTIONS PUBLISHING SCHEDULE:

Part 1: Published Saturday February 11, 2006

The Movie Choice. (see below)
Section 1.0: The Cast
Section 2.0: The Production
Section 3.0: The Reviews
Section 4.0: Other Influencers (significant others)
Section 5.0: Selection Process

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Part 2: To be Published Tuesday February 13, 2006

The Theatre Experience.
Section 1.0: Logistics to Theatre
Section 1.1: Logistical issues for parents only (babysitters, etc...)
Section 2.0: Ticket lines & prices
Section 3.0: Concessionaire issues
Section 4.0: Bathroom, seating, staff, etc...

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Part 3: To be Published Wednesday, February 14, 2006

The Screen Experience.
Section 1.0: Local ads and promotions
Section 2.0: Background music & movie trivia
Section 3.0: Charity promotions and collections
Section 4.0: Theatre etiquette (ie..Charlie Sheen, no talking etc..)
Section 5.0: Advertorials
Section 6.0: Infomercials
Section 7.0: Interstitials
Section 8.0: Coming Attractions

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Part 4. To be published on Thursday February 15, 2006

The Feature Film Experience.
Sections 1 thru 5: Five essays

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Part 5. To be published on Friday February 16, 2006

Post-Film Insights
Section 1.0: "Verbatims"
Section 2.0: Joe Gillis Interview

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Part 6. To be published on Monday, March 6th, 2006
(the day of the Academy Awards)
Pre/Mid/Post-Film Insights
Special Section: "What do I wear to the movies?

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Coming Attractions Research Methodology***:

"Please list the questions you ask yourself personally when you decide to go to the theatre. Please also list other questions you ask yourself personally relating to your your movie-going experience".

- "Whenever you go to the movies, what questions do you ask yourself to help you decide which one to see?

- "What other set of questions do you ask yourself as it relates to other factors when you go to the movie theatre"

(***Those brands interested in having a similar research study developed for their specific brand, please contact the Motion Picture Alliance of America and the Madison Media Research Institute (www.mmri.org.uk)

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Part 1: Published Saturday February 11, 2006

The Movie Choice. (see below)

The Cast. Section 1.0

- What kind of movie do I want to see?
- What does that say about me?

- What kind of plot interests me?
- What does that say about me?

- Am I willing to go if it's a sequel?
- What does that say about me?

- If so, did I like the first movie?
- What does that say about me?

- If it's not a sequel, how adventurous do I feel tonight?
- What does that say about me?

- Who's the director & have I seen anything they've done before?
- What does that say about me?

- Did I like anything they directed before?
- What does that say about me?

- Do I think the director is brilliant or a jerk?
- What does that say about me?

- Who's the producer & have I seen anything they've done before?
- What does that say about me?

- Did I like anything they produced before?
- What does that say about me?

- Do I think the producer is brilliant or a jerk?
- What does that say about me?

- Who are the stars & do I recognize/like or hate them?
- What does that say about me?

- Are they good looking or not?
- What does that say about me?

- Are they siblings of other stars & does it matter?
- What does that say about me?

- Are they children of current/former stars & does it matter?
- What does that say about me?

- Is this a comeback role & does it matter?
- What does that say about me?

- Is it a follow-up to a previous success & does it matter?
- What does that say about me?

- Do I pity the actor/loser enough to see them make a comeback?
- What does that say about me?

- Am I rooting for the hot up and comer
- What does that say about me?

- Do I hate the up and comer because I'm jealous of them?
- What does that say about me?

- Does it matter if it's a breakaway roll or a type-cast?
- What does that say about me?

- Do I have the stomach to see them in a breakout roll?
- What does that say about me?

- Do I prefer to laugh at them being type-cast again?
- What does that say about me?

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The Movie Choice. The Production. Section 2.0

- What's the story setting?
- What does that say about me?

- Will I be gripped or should I bring my phone to text message?
- What does that say about me?

- What's the film's rating?
- What does that say about me?

- Do I know rating nuances like the back of my hand?
- What does that say about me?

- Do I give a good hoot what the ratings are?
- What does that say about me?

- Who's does the Soundtrack?
- What does that say about me?

- Do I like the poster?
- What does that say about me?

- Does it look really sexy?
- What does that say about me?

- Does it look stupid?
- What does that say about me?

- Do I understand it?
- What does that say about me?

- Does it look intellectual?
- What does that say about me?

- Does it look really violent and graphic?
- What does that say about me?

- Does it look like feel good movie?
- What does that say about me?

- Does it look like it's all about special effects?
- What does that say about me?

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The Movie Choice. The Reviews. Section 3.0

- What reviewers do I rely on most?
- What does that say about me?

- How important are friends "word of mouth" opinions?
- What does that say about me?

- How important are acquaintances "word of mouth" opinions?
- What does that say about me?

- How important is someone's opinion who I want to impress?
- What does that say about me?

- How important is someone's opinion I can't stand?
- What does that say about me?

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The Movie Choice. Other Influencers Attendees. Section 4.

- What emphasis do I place in my "significant others'" opinion in choosing the film we will see?
- What does that say about me?

- How cooperative will I be to see a movie I have no interest in with them that they want to see?
- What does that say about me?

- Do what degree will I force them to see a movie I want to see with them that they have no interest to see?
- What does that say about me?

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The Movie Choice. Option Analysis. Section 4.0

- What other movies are playing that interest me?
- What does that say about me?

- Is it difficult to choose between two due to their both appearing to be good?
- What does that say about me?

- Is it difficult to choose between two due to their both appearing to stink?
- What does that say about me?

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Part 2: To be Published Tuesday February 13, 2006 The Theatre Experience.

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