DRAFT – MOVIEGOING BENCHMARK STUDY 2007 …



Summer 2010

MAIN QUESTIONNAIRE

GENERAL

1a. The list below shows the titles and stars of some movies that are scheduled to be released next summer. Please select all the movies that you have heard of.

|OFFICE USE ONLY | |RANDOMIZE LIST |Heard of |

|Fox |7/1/10 | |Knight & Day, starring Tom Cruise, Cameron Diaz and Peter Sarsgaard| |

|Par |7/8/10 | |Shrek Forever After, featuring the voice talents of Mike Myers, | |

| | | |Eddie Murphy, Cameron Diaz and Antonio Banderas | |

|Fox |7/8/10 | |Robert Rodriguez’s Predators, starring Adrien Brody, Topher Grace | |

| | | |and Alice Braga | |

|Conc |7/15/10 | |The Twilight Saga: Eclipse, starring Robert Pattinson, Kristen | |

| | | |Stewart and Taylor Lautner | |

|Sony |7/22/10 | |Grown Ups, starring Adam Sandler, Kevin James, Chris Rock, Rob | |

| | | |Schneider and David Spade | |

|Fox |7/22/10 | |The A-Team, starring Bradley Cooper and Liam Neeson | |

|Dis |7/29/10 | |Prince of Persia: The Sands of Time, starring Jake Gyllenhaal, Sir | |

| | | |Ben Kingsley, and Alfred Molina | |

|Fox |7/29/10 | |Marmaduke, starring Judy Greer, Lee Pace and William H. Macy | |

|Const |8/5/10 | |Step Up 3D, starring Harry Shum Jr., Adam G. Sevani, Sharni Vinson,| |

| | | |Rick Malambri and Ruby Feliciano | |

|WB |8/5/10 | |Cats & Dogs: Revenge of Kitty Galore, starring Chris O’Donnell and | |

| | | |Jack McBrayer | |

|Kino |8/5/10 | |Killers, starring Katherine Heigl, Ashton Kutcher and Tom Selleck | |

|Par |8/5/10 | |Little Fockers, starring Robert DeNiro, Jessica Alba, Ben Stiller, | |

| | | |Owen Wilson and Dustin Hoffman | |

|Sony |8/12/10 | |Karate Kid, starring Jackie Chan and Jaden Smith | |

|Par |8/19/10 | |The Last Airbender, starring Jackson Rathbone and Dev Patel | |

|Xverl |8/19/10 | |Inception, starring Leonardo DiCaprio and Ellen Page | |

|Sony |8/26/10 | |Salt, starring Angelina Jolie, Liev Schreiber and Chiwetel Ejiofor | |

|Uni |8/26/10 | |Scott Pilgrim vs. The World, starring Aubrey Plaza, Michael Cera, | |

| | | |Mary Elizabeth Winstead, Chris Evans, Brandon Routh | |

| | | |None of the above | |

Here is a little more information about each of these movies. Please read the descriptions carefully, and when you're done please click "Next" to move to the next screen.

| |TITLE |CAST |SUMMARY |

| |Knight & Day |Tom Cruise, Cameron Diaz and Peter Sarsgaard |An action-comedy centered on a fugitive couple on a glamorous, |

| | | |and sometimes deadly, adventure. |

| |Shrek Forever After |The voice talents of Mike Myers, Eddie Murphy, |This sequel features the continuing adventures of Shrek and his|

| | |Cameron Diaz and Antonio Banderas |friends. |

| |Robert Rodriguez’s Predators |Adrien Brody, Topher Grace and Alice Braga |A bold new chapter in the Predator series. A group of elite |

| | | |warriors are hunted by members of a merciless alien race known |

| | | |as Predators. |

| |The Twilight Saga: Eclipse |Robert Pattinson, Kristen Stewart and Taylor |Lovestruck Bella must choose between her vampire boyfriend |

| | |Lautner |Edward and werewolf Jacob. |

| |Grown Ups |Adam Sandler, Kevin James, Chris Rock, Rob |In this comedy, five high school friends reunite for a holiday |

| | |Schneider and David Spade |weekend thirty years after graduating. |

| |The A-Team |Bradley Cooper and Liam Neeson |This action adventure--based on the 1980s television |

| | | |series--centers on Hannibal Smith and his team of former |

| | | |special ops soldiers. |

| |Prince of Persia: Sands of Time |Jake Gyllenhaal, Sir Ben Kingsley, and Alfred |In this action adventure based on the video game, two rival |

| | |Molina |princes team up to stop a tyrannical ruler from unleashing a |

| | | |sandstorm that could destroy the world. |

| |Marmaduke |Judy Greer, Lee Pace and William H. Macy |For Phil and Debbie Winslow, moving their family from one state|

| | | |to another is a big deal. But not as big as trying to fit their|

| | | |enormous Great Dane Marmaduke into their new way of life. It's |

| | | |chaos at home and awkward at work as the Winslows struggle to |

| | | |control their angsty teenage canine, while Marmaduke struggles |

| | | |to be the "top dog" at home and fit in with the cool dogs at |

| | | |the dog park. |

| |Step Up 3D |Harry Shum Jr., Adam G. Sevani, Sharni Vinson, Rick|The third installment of the hit franchise. |

| | |Malambri and Ruby Feliciano | |

| |Cats & Dogs: Revenge of Kitty |Chris O’Donnell and Jack McBrayer |Sequel to “Cats & Dogs” - It's the continuing battle between |

| |Galore | |cats and dogs for control of the Earth. |

| |Killers |Katherine Heigl, Ashton Kutcher and Tom Selleck |In this thriller, a woman meets the man of her dreams, and they|

| | | |marry. But their marital bliss is disturbed when they discover |

| | | |that their neighbors may be assassins hired to kill them. |

| |Little Fockers |Robert DeNiro, Jessica Alba, Ben Stiller, Owen |In this third franchise comedy, the Focker and the Byrnes |

| | |Wilson and Dustin Hoffman |families brace themselves for the arrival of a baby. |

| |Karate Kid |Jackie Chan and Jaden Smith | An American boy living in Hong Kong who feels like an outsider|

| | | |at school, turns to a Kung Fu master to teach him the ways of |

| | | |martial arts. Based on the 1984 hit film. |

| |The Last Airbender |Jackson Rathbone and Dev Patel |Based on the Nickelodeon TV series, a family adventure |

| | | |revolving around a young hero who has the ability to manipulate|

| | | |the elements and stop a ruthless nation from destroying the |

| | | |three other nations. |

| |Inception |Leonardo DiCaprio and Ellen Page |A business man becomes involved in a blackmailing scandal. |

| |Salt |Angelina Jolie, Liev Schreiber and Chiwetel Ejiofor|In this action thriller, CIA officer Evelyn Salt (Jolie) is |

| | | |accused of being a Russian spy. Salt goes on the run to elude |

| | | |capture and prove her innocence. |

| |Scott Pilgrim vs. The World |Aubrey Plaza, Michael Cera, Mary Elizabeth |Scott Pilgrim must defeat his new girlfriend's seven evil |

| | |Winstead, Chris Evans, Brandon Routh |ex-boyfriends in order to win her heart. |

GENERAL

ON THIS SCREEN, PLEASE INCLUDE A LINK TO THE PAGE CONTAINING THE INFORMATION ABOUT EACH TITLE.

2a. Based on the information you just read as well as anything else you may know about the movie, how interested are you in seeing each of these movies in a theater when they are released next summer?

If you'd like to review the movie information again, please click on the link marked "Movie Information." If the information does not appear, please check whether your browser settings allow pop-ups.

| |randomize |Definitely |Probably |Might or might|Probably not|Definitely not|

| | | | |not | | |

| |Knight & Day, starring Tom Cruise, Cameron Diaz and Peter |1 |2 |3 |4 |5 |

| |Sarsgaard | | | | | |

| |Shrek Forever After, featuring the voice talents of Mike Myers, |1 |2 |3 |4 |5 |

| |Eddie Murphy, Cameron Diaz and Antonio Banderas | | | | | |

| |Robert Rodriguez’s Predators, starring Adrien Brody, Topher Grace|1 |2 |3 |4 |5 |

| |and Alice Braga | | | | | |

| |The Twilight Saga: Eclipse, starring Robert Pattinson, Kristen |1 |2 |3 |4 |5 |

| |Stewart and Taylor Lautner | | | | | |

| |Grown Ups, starring Adam Sandler, Kevin James, Chris Rock, Rob |1 |2 |3 |4 |5 |

| |Schneider and David Spade | | | | | |

| |The A-Team, starring Bradley Cooper and Liam Neeson |1 |2 |3 |4 |5 |

| |Prince of Persia: The Sands of Time, starring Jake Gyllenhaal, |1 |2 |3 |4 |5 |

| |Sir Ben Kingsley, and Alfred Molina | | | | | |

| |Marmaduke, starring Judy Greer, Lee Pace and William H. Macy |1 |2 |3 |4 |5 |

| |Step Up 3D, starring Harry Shum Jr., Adam G. Sevani, Sharni |1 |2 |3 |4 |5 |

| |Vinson, Rick Malambri and Ruby Feliciano | | | | | |

| |Cats & Dogs: Revenge of Kitty Galore, starring Chris O’Donnell |1 |2 |3 |4 |5 |

| |and Jack McBrayer | | | | | |

| |Killers, starring Katherine Heigl, Ashton Kutcher and Tom Selleck|1 |2 |3 |4 |5 |

| |Little Fockers, starring Robert DeNiro, Jessica Alba, Ben |1 |2 |3 |4 |5 |

| |Stiller, Owen Wilson and Dustin Hoffman | | | | | |

| |Karate Kid, starring Jackie Chan and Jaden Smith |1 |2 |3 |4 |5 |

| |The Last Airbender, starring Jackson Rathbone and Dev Patel |1 |2 |3 |4 |5 |

| |Inception, starring Leonardo DiCaprio and Ellen Page | | | | | |

| |Salt, starring Angelina Jolie, Liev Schreiber and Chiwetel | | | | | |

| |Ejiofor | | | | | |

| |Scott Pilgrim vs. The World, starring Aubrey Plaza, Michael Cera,| | | | | |

| |Mary Elizabeth Winstead, Chris Evans, Brandon Routh | | | | | |

If you'd like to review the movie information again, please click on the link marked "Movie Information." If the information does not appear, please check whether your browser settings allow pop-ups.

ON THIS SCREEN, PLEASE INCLUDE A LINK TO THE PAGE CONTAINING THE INFORMATION ABOUT EACH TITLE.

3a. Looking at the list of movies shown below, which movies are your FIRST, SECOND and THIRD CHOICES to go see in a theater?

If you'd like to review the movie information again, please click on the link marked "Movie Information." If the information does not appear, please check whether your browser settings allow pop-ups.

| |randomize |FIRST CHOICE |SECOND CHOICE |THIRD CHOICE |

| |Knight & Day, starring Tom Cruise, Cameron Diaz and Peter Sarsgaard | | | |

| |Shrek Forever After, featuring the voice talents of Mike Myers, Eddie Murphy, Cameron Diaz and | | | |

| |Antonio Banderas | | | |

| |Robert Rodriguez’s Predators, starring Adrien Brody, Topher Grace and Alice Braga | | | |

| |The Twilight Saga: Eclipse, starring Robert Pattinson, Kristen Stewart and Taylor Lautner | | | |

| |Grown Ups, starring Adam Sandler, Kevin James, Chris Rock, Rob Schneider and David Spade | | | |

| |The A-Team, starring Bradley Cooper and Liam Neeson | | | |

| |Prince of Persia: The Sands of Time, starring Jake Gyllenhaal, Sir Ben Kingsley, and Alfred Molina| | | |

| |Marmaduke, starring Judy Greer, Lee Pace and William H. Macy | | | |

| |Step Up 3D, starring Harry Shum Jr., Adam G. Sevani, Sharni Vinson, Rick Malambri and Ruby | | | |

| |Feliciano | | | |

| |Cats & Dogs: Revenge of Kitty Galore, starring Chris O’Donnell and Jack McBrayer | | | |

| |Killers, starring Katherine Heigl, Ashton Kutcher and Tom Selleck | | | |

| |Little Fockers, starring Robert DeNiro, Jessica Alba, Ben Stiller, Owen Wilson and Dustin Hoffman | | | |

| |Karate Kid, starring Jackie Chan and Jaden Smith | | | |

| |The Last Airbender, starring Jackson Rathbone and Dev Patel | | | |

| |Inception, starring Leonardo DiCaprio and Ellen Page | | | |

| |Salt, starring Angelina Jolie, Liev Schreiber and Chiwetel Ejiofor | | | |

| |Scott Pilgrim vs. The World, starring Aubrey Plaza, Michael Cera, Mary Elizabeth Winstead, Chris | | | |

| |Evans, Brandon Routh | | | |

| |NONE OF THE ABOVE | | | |

ON THIS SCREEN, PLEASE INCLUDE A LINK TO THE PAGE CONTAINING THE INFORMATION ABOUT EACH TITLE.

4a. On this screen is a shorter list of movies, based on just this list, which movies are your FIRST and SECOND CHOICES to go see in a theater?

If you’d like to review the movie information again, please click on the link marked “Movie Information.” If the information does not appear, please check whether your browser settings allow pop-ups.

| |randomize |FIRST CHOICE |SECOND CHOICE |

| |Knight & Day, starring Tom Cruise, Cameron Diaz and Peter Sarsgaard | | |

| |Shrek Forever After, featuring the voice talents of Mike Myers, Eddie Murphy, Cameron Diaz and | | |

| |Antonio Banderas | | |

| |Robert Rodriguez’s Predators, starring Adrien Brody, Topher Grace and Alice Braga | | |

| |The Twilight Saga: Eclipse, starring Robert Pattinson, Kristen Stewart and Taylor Lautner | | |

| |Grown Ups, starring Adam Sandler, Kevin James, Chris Rock, Rob Schneider and David Spade | | |

| |The A-Team, starring Bradley Cooper and Liam Neeson | | |

| |Prince of Persia: The Sands of Time, starring Jake Gyllenhaal, Sir Ben Kingsley, and Alfred | | |

| |Molina | | |

| |Marmaduke, starring Judy Greer, Lee Pace and William H. Macy | | |

| |NONE OF THE ABOVE | | |

ON THIS SCREEN, PLEASE INCLUDE A LINK TO THE PAGE CONTAINING THE INFORMATION ABOUT EACH TITLE.

5a. On this screen is another shorter list of movies, based on just this list, which movies are your FIRST, and SECOND CHOICES to go see in a theater?

If you'd like to review the movie information again, please click on the link marked "Movie Information." If the information does not appear, please check whether your browser settings allow pop-ups.

| |randomize |FIRST CHOICE |SECOND CHOICE |

| |Step Up 3D, starring Harry Shum Jr., Adam G. Sevani, Sharni Vinson, Rick Malambri and Ruby | | |

| |Feliciano | | |

| |Cats & Dogs: Revenge of Kitty Galore, starring Chris O’Donnell and Jack McBrayer | | |

| |Killers, starring Katherine Heigl, Ashton Kutcher and Tom Selleck | | |

| |Little Fockers, starring Robert DeNiro, Jessica Alba, Ben Stiller, Owen Wilson and Dustin | | |

| |Hoffman | | |

| |Karate Kid, starring Jackie Chan and Jaden Smith | | |

| |The Last Airbender, starring Jackson Rathbone and Dev Patel | | |

| |Inception, starring Leonardo DiCaprio and Ellen Page | | |

| |Salt, starring Angelina Jolie, Liev Schreiber and Chiwetel Ejiofor | | |

| |Scott Pilgrim vs. The World, starring Aubrey Plaza, Michael Cera, Mary Elizabeth Winstead, Chris| | |

| |Evans, Brandon Routh | | |

| |Grown Ups, starring Adam Sandler, Kevin James, Chris Rock, Rob Schneider and David Spade | | |

| |NONE OF THE ABOVE | | |

ON THIS SCREEN, PLEASE INCLUDE A LINK TO THE PAGE CONTAINING THE INFORMATION ABOUT EACH TITLE.

6a. On this screen is a shorter list of movies, based on just this list, which movies are your FIRST and SECOND CHOICES to go see in a theater?

If you’d like to review the movie information again, please click on the link marked “Movie Information.” If the information does not appear, please check whether your browser settings allow pop-ups.

| |randomize |FIRST CHOICE |SECOND CHOICE |

| |Knight & Day, starring Tom Cruise, Cameron Diaz and Peter Sarsgaard | | |

| |Shrek Forever After, featuring the voice talents of Mike Myers, Eddie Murphy, Cameron Diaz and | | |

| |Antonio Banderas | | |

| |Robert Rodriguez’s Predators, starring Adrien Brody, Topher Grace and Alice Braga | | |

| |The Twilight Saga: Eclipse, starring Robert Pattinson, Kristen Stewart and Taylor Lautner | | |

| |Grown Ups, starring Adam Sandler, Kevin James, Chris Rock, Rob Schneider and David Spade | | |

| |The A-Team, starring Bradley Cooper and Liam Neeson | | |

| |Prince of Persia: The Sands of Time, starring Jake Gyllenhaal, Sir Ben Kingsley, and Alfred | | |

| |Molina | | |

| |Marmaduke, starring Judy Greer, Lee Pace and William H. Macy | | |

| |Karate Kid, starring Jackie Chan and Jaden Smith | | |

| |NONE OF THE ABOVE | | |

Thank you for your participation!

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