AN EVOLUTION OF THE OSCAR BEST PICTURE AUDIENCE - Movio

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AN EVOLUTION OF THE OSCAR BEST PICTURE AUDIENCE - Movio
INSIGHTS

AN EVOLUTION OF THE OSCAR ®
BEST PICTURE AUDIENCE
“
                                                                                                     EXECUTIVE SUMMARY

                                                                                                                                                                            Following the #OscarsSoWhite controversies of 2015, the Academy
                                                                                                   • The audience attending films nominated for Best Picture 2019
                                                                                                                                                                            of Motion Pictures has been working on improving diversity among
Copyright © 2019 Movio Limited. All Rights Reserved. A company of Vista Group International Ltd.

                                                                                                     represents the youngest and most racially diverse Best Picture
                                                                                                     audience over the past several years                                   its members. This effort seems to be paying off as the 2019 Oscar ®
                                                                                                                                                                            lineup is shaping up to be one of the most diverse in Academy history.
                                                                                                   • Caucasian moviegoers have gone from 72% of the audience
                                                                                                     for the 2016 nominees to 63% for the 2019 nominees                     At Movio, we were interested in whether the increase in diversity among
                                                                                                                                                                            films being nominated for Best Picture has had any impact on the audiences
                                                                                                   • African American attendance has risen by 75% to 14% of total
                                                                                                                                                                            attending these films. In order to analyze this we aggregated together the
                                                                                                     audience in 2019, from 8% in 2016
                                                                                                                                                                            audience for all films nominated for Best Picture for the Academy Awards ®
                                                                                                   • In 2016, 49% of the audience that attended the nominated films         each year for the past several years to see how the audience demographics
                                                                                                     were 50 or older. Over the past three years that percentage has        for nominated titles have changed over time. Our results indicate that the
                                                                                                     declined to 35% for the 2019 nominees                                  audience attending films nominated for Best Picture for the 2019 Oscars ®
                                                                                                                                                                            represents the youngest and most racially diverse Best Picture audience
                                                                                                   • Prior to 2019, child tickets accounted for between 1 – 2% of tickets
                                                                                                                                                                            over the past several years. Much of this is due to the inclusion and box
                                                                                                     sold among all tickets for Oscar ® nominated titles. This year child
                                                                                                                                                                            office success of Black Panther in the nominations.
                                                                                                     tickets are roughly 5% of tickets sold
OSCAR ® BEST PICTURE NOMINATIONS BY YEAR

                                                                                                   2016                   2017                    2018                               2019
Copyright © 2019 Movio Limited. All Rights Reserved. A company of Vista Group International Ltd.

                                                                                                   The Big Short          Arrival                 Call Me by Your Name               Black Panther

                                                                                                   Bridge of Spies        Fences                  Darkest Hour                       BlacKkKlansman

                                                                                                   Brooklyn               Hacksaw Ridge           Dunkirk                            Bohemian Rhapsody

                                                                                                   Mad Max: Fury Road     Hell or High Water      Get Out                            The Favourite

                                                                                                   The Martian            Hidden Figures          Lady Bird                          Green Book

                                                                                                   The Revenant           La La Land              Phantom Thread                     Roma

                                                                                                   Room                   Lion                    The Post                           A Star Is Born

                                                                                                   Spotlight              Manchester by the Sea   The Shape of Water                 Vice

                                                                                                                          Moonlight               Three Billboards Outside Ebbing,
                                                                                                                                                  Missouri
Ethnicity Distribution For Nominated Films

                                                                                                   EVOLUTION IN DIVERSIT Y                                         80
                                                                                                                                                                              72

                                                                                                                                                                                                                                                             63
                                                                                                                                                                   60

                                                                                                                                                      Percentage
                                                                                                   Over the past several years, the aggregate
                                                                                                   audience for Best Picture nominated titles has                  40
Copyright © 2019 Movio Limited. All Rights Reserved. A company of Vista Group International Ltd.

                                                                                                   begun to drift towards a more racially diverse
                                                                                                   audience than it had been in previous years.                    20                                                                                        15
                                                                                                   Caucasian moviegoers have gone from 72%                                    13
                                                                                                                                                                                                                                                             14
                                                                                                                                                                              8
                                                                                                   of the audience for the 2016 Oscar ® nominees                              6
                                                                                                                                                                                                                                                              7
                                                                                                                                                                    0
                                                                                                   to 63% for the 2019 nominees; a decline of 10%
                                                                                                   over the three years. Over the same time period,                          2016                       2017                       2018                     2019

                                                                                                   African American attendance has risen 75% to
                                                                                                   14% of total audience, from 8%, and Hispanics
                                                                                                   have gone from 13% to 15%.
                                                                                                                                                                                               Percentage Change From Previous Year

                                                                                                                                                                                   31
                                                                                                                                                                                                                                                23 28

                                                                                                                                                                                                                 11
                                                                                                      Caucasian                                                                                                           8
                                                                                                                                                                                                                                                        6
                                                                                                      Hispanic

                                                                                                      African American                                                                                                1
                                                                                                                                                                        -1
                                                                                                                                                                                                            -3
                                                                                                      Asian                                                                                                                                -9
                                                                                                                                                                             -11        -11

                                                                                                                                                                              2017                               2018                           2019
Age Distribution For Nominated Films

                                                                                                   EVOLUTION IN AGE                                               80

                                                                                                                                                                                                                                           65
                                                                                                                                                                  60

                                                                                                                                                     Percentage
                                                                                                   The same evolution can be seen in the age
                                                                                                                                                                       51
                                                                                                   distribution. In 2016, 49% of the audience that                     49
Copyright © 2019 Movio Limited. All Rights Reserved. A company of Vista Group International Ltd.

                                                                                                   attended the nominated films were 50 or older.                 40
                                                                                                   Over the past three years that percentage has                                                                                           35

                                                                                                   declined to 35% for the 2019 Oscar ® nominees.
                                                                                                                                                                  20

                                                                                                                                                                       2016                  2017                        2018              2019

                                                                                                      < 50

                                                                                                      > = 50

                                                                                                                                                                                       Percentage Change From Previous Year

                                                                                                                                                                                                      24                        28
                                                                                                                                                                                  20

                                                                                                                                                                                                           -16
                                                                                                                                                                            -20
                                                                                                                                                                                                                                     -29

                                                                                                                                                                              2017                     2018                     2019
Gender Distribution For Nominated Films

                                                                                                   EVOLUTION IN GENDER                                          60
                                                                                                                                                                      58
                                                                                                                                                                                                                                           53

                                                                                                                                                                                                                                           47

                                                                                                                                                   Percentage
                                                                                                   Aside from 2017, which saw approximate parity
                                                                                                                                                                      42
                                                                                                   between genders, the gender distribution for                 40
Copyright © 2019 Movio Limited. All Rights Reserved. A company of Vista Group International Ltd.

                                                                                                   Oscar nominated changes has not seen as
                                                                                                         ®

                                                                                                   much of an evolution as age or ethnicity over
                                                                                                   recent years.
                                                                                                                                                                20

                                                                                                                                                                     2016                   2017                        2018              2019

                                                                                                      Male

                                                                                                      Female

                                                                                                                                                                                       Percentage Change From Previous Year

                                                                                                                                                                                  18

                                                                                                                                                                                                        9
                                                                                                                                                                                                                                      3

                                                                                                                                                                                                                                 -2

                                                                                                                                                                            -13                             -9

                                                                                                                                                                            2017                        2018                     2019
TICKET T YPE EVOLUTION                                                                 Ticket Type Distribution For Nominated Films

                                                                                                   This evolution of audience for Oscar ® nominees                    50

                                                                                                   is also noticeable in the types of tickets sold for
Copyright © 2019 Movio Limited. All Rights Reserved. A company of Vista Group International Ltd.

                                                                                                   these films. Prior to 2019, child tickets accounted                              44
                                                                                                   for between 1 – 2% of tickets sold among all                       40                                                                  40
                                                                                                   tickets for Oscar nominated titles. This year
                                                                                                                    ®

                                                                                                   child tickets are roughly 5% of tickets sold.
                                                                                                   At the same time, Senior tickets have gone

                                                                                                                                                         Percentage
                                                                                                                                                                      30
                                                                                                   from approximately 24% of total tickets sold
                                                                                                   to 13% for the current year.
                                                                                                                                                                                    24
                                                                                                                                                                      20                                                                 22

                                                                                                                                                                                    14                                                    14
                                                                                                      Adult                     Pass
                                                                                                                                                                                                                                          13
                                                                                                                                                                      10            10
                                                                                                      Senior                    Child
                                                                                                                                                                                                                                          5
                                                                                                      Matinee                   Military
                                                                                                                                                                                    3                                                     3
                                                                                                      Unknown                   Student                                    1   1    1                                                          1   1
                                                                                                                                                                       0

                                                                                                                                                                                   2016           2017                       2018        2019
Percentage Change From Previous Year

                                                                                                                            ADULT                        SENIOR                    MATINEE         UNKNOWN

                                                                                                                                                                                                   30         30
                                                                                                                                                    22                                                   28

                                                                                                                                                                                              15

                                                                                                                               6
Copyright © 2019 Movio Limited. All Rights Reserved. A company of Vista Group International Ltd.

                                                                                                                                     4

                                                                                                                                                                                  -6
                                                                                                                                                                                        -8
                                                                                                                                                          -14
                                                                                                   2017

                                                                                                          2018

                                                                                                                 2019

                                                                                                                        -17

                                                                                                                                                                -47

                                                                                                                              PASS                       CHILD                    MILITARY         STUDENT

                                                                                                                                                                500
                                                                                                                                                    41
                                                                                                                                                                                                         12
                                                                                                                               10
                                                                                                                                                                                              10
                                                                                                                        4

                                                                                                                                                                                                              -4

                                                                                                                                                                                        -12
                                                                                                                                     -25                                          -22
                                                                                                                                                                                                   -22

                                                                                                                                                          -58
ABOUT MOVIO

                                                                                                   Movio is the global leader in marketing data analytics and campaign
                                                                                                   management solutions, revolutionizing the way the film industry
Copyright © 2019 Movio Limited. All Rights Reserved. A company of Vista Group International Ltd.

                                                                                                   interacts with moviegoers. With a global database of over 100
                                                                                                   million moviegoers, 750 million behavioral and transactional records
                                                                                                   and more than 5000 movie titles, Movio supports the world’s most
                                                                                                   comprehensive source of moviegoer data. The company’s investment
                                                                                                   in data science and machine learning has produced market-leading
                                                                                                   technologies that redefine the possibilities of movie marketing.
                                                                                                   Movio empowers marketers to connect moviegoers with their ideal
                                                                                                   movie via online and offline channels, and link campaign data with
                                                                                                   actual ticket purchases to close the loop and measure campaign
                                                                                                   effectiveness. Movio is a company of Vista Group International Ltd
                                                                                                   (NZX & ASX: VGL).

                                                                                                       www.movio.co
                                                                                                       @MovioHQ
                                                                                                       www.linkedin.com/company/movio

                                                                                                   OSCAR ®, OSCARS ®, ACADEMY AWARDS ®, ACADEMY AWARD ®, A.M.P.A.S.® AND OSCAR NIGHT ®
                                                                                                   are registered trademarks, and the OSCAR statuette is a registered trademark and copyrighted
                                                                                                   property, of the Academy of Motion Picture Arts and Sciences.
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