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The Equalizer Competitive Trailer TestJune 2014N=600

SCREENERS

/* QAGE */ How old are you? /* OPEN END NUMERIC */ ## TERMINATE IF UNDER 17 OR OVER 54 ##

/* QGENDER */ Are you...?

1) Male 2) Female

/* QRACE */ Which of the following best describes your racial or ethnic group?

1) White / Caucasian2) African-American / Black / Caribbean-American3) Asian / Pacific Islander4) Hispanic / Latino5) Other /* SPECIFY */

## IF NOT CHOICE 4 IN QRACE ASK ## 1 Are you of Hispanic descent?

1) Yes ## CODE AS QRACE CHOICE 4 ## 2) No

/* NEW PAGE */

© 2014 PENN SCHOEN BERLAND 1

## PUT ALL AUDIENCE CODING ON ONE PAGE ##

/* QAud1 */ /* CODE */ AUDIENCE CODE 1

1) Male 17-24 ## QUOTA AT 75 PER CELL ##2) Female 17-24 ## QUOTA AT 75 PER CELL ##3) Male 25-34 ## QUOTA AT 75 PER CELL ##4) Female 25-34 ## QUOTA AT 75 PER CELL ##5) Male 35-44 ## QUOTA AT 75 PER CELL ##6) Female 35-44 ## QUOTA AT 75 PER CELL ##7) Male 45-54 ## QUOTA AT 75 PER CELL ##8) Female 45-54 ## QUOTA AT 75 PER CELL ##

/* QAudRace */ /* CODE */ Race Quota

1) White, Asian, Other Males <35 ## QUOTA AT 100 PER CELL ##2) White, Asian, Other Males 35+ ## QUOTA AT 100 PER CELL ##3) White, Asian, Other Females <35 ## QUOTA AT 100 PER CELL

##4) White, Asian, Other Females 35+ ## QUOTA AT 100 PER CELL

##5) Hispanic Males <35 ## QUOTA AT 30 PER CELL ##6) Hispanic Males 35+ ## QUOTA AT 30 PER CELL ##7) Hispanic Females <35 ## QUOTA AT 30 PER CELL ##8) Hispanic Females 35+ ## QUOTA AT 30 PER CELL ##9) AA Males <35 ## QUOTA AT 23 PER CELL ##10)AA Males 35+ ## QUOTA AT 23 PER CELL ##11)AA Females <35 ## QUOTA AT 23 PER CELL ##12)AA Females 35+ ## QUOTA AT 23 PER CELL ##

/* QAud2 */ /* CODE */ AUDIENCE CODE 2

1) 17-24 YEAR OLDS2) 25-34 YEAR OLDS3) 35-44 YEAR OLDS4) 45-54 YEAR OLDS


/* QAud3 */ /* CODE */ 25 Break Code

1) Males <252) Males 25+3) Females <254) Females 25+





/* NEW PAGE */

## IF QAGE>24 ## /* QPARENT */ Are you the parent of a child under the age of 18?

1) Yes 2) No

2 What state do you live in? /* DROP */ /* STATE */ ## TERMINATE NON-US ##

## Q4, Q5, Q6 SAME PAGE ##

3 Do you or any member of your household work for any of the following types of companies? /* MULTIPLE RESPONSES PERMITTED */

1) Marketing research firm /* TERMINATE */ 2) Newspaper/trade journal, or published periodical /*

TERMINATE */ 3) Radio or TV station /* TERMINATE */ 4) Computer or telecommunications company5) Motion Picture company /* TERMINATE */ 6) Advertising agency /* TERMINATE */ 7) None of the above


4 When is the last time that you saw a movie in the movie theater?

1) This past week2) Within the past two weeks3) Within the past month4) Within the past two months5) Within in the past 6 months /* TERMINATE */ 6) Within the past year /* TERMINATE */

5 Thinking back to the past 6 months, approximately how many movies have you seen in the movie theater? /* OPEN END NUMERIC (0 TO 52) */

## CODE FREQUENT ##

## Q6B-Q6C SAME PAGE ## /* Q6B */ How often do you see movies in the theater two weekends in a row?

1) Often2) Occasionally3) Rarely4) Never

/* Q6C */ When is the last time that you saw a movie in the theater two weekends in a row?

1) Within the past month2) Within the past two months3) Within in the past 6 months 4) Within the past year 5) More than a year ago6) Can’t remember

## QGENRE, Q7, Q8 SAME PAGE ##

/* QGENRE */ What are your favorite movie genres? Please select up to three genres. /* MULTIPLE RESPONSES PERMITTED (UP TO 3) */

1) Action2) Adventure3) Animation4) Comedy5) Documentary6) Drama7) Family8) Fantasy


9) Horror10)Independent11)Music/Dance12)Mystery13)Romance14)Romantic Comedy15)Sci-Fi16)Suspense Thriller

6 How often do you talk about movies with your friends, and family members?

1) All The Time 2) Frequently3) Occasionally4) Not that often

7 About how often do you see movies during the first week or ten days after they open?

1) Very often2) Often3) Occasionally4) Rarely5) Never

/* NEW PAGE */


ACTOR EVALUATION/* METRIC A */ Please rate each of these actors on the following scale.

1) I am a big fan2) I am somewhat of a fan3) I used to be a fan, but not anymore4) I have never been a fan5) I have never seen or heard before

/* REPEAT CODES */ /* RANDOM ROTATE SERIES */ ## CARD SORTING ## ## SPLIT ON TWO PAGES ##/* QFAND */ Denzel Washington /* <script src="http://media3.opinionconnect.com/generateImage.ashx?uri=celebrities.dwashington&lbl="></script> */8 Liam Neeson /* <script src="http://media3.opinionconnect.com/generateImage.ashx?uri=celebrities.lneeson&lbl="></script> */9 Mark Wahlberg /* <script src="http://media3.opinionconnect.com/generateImage.ashx?uri=celebrities.mwahlberg&lbl="></script> */10 Samuel L. Jackson /* <script src="http://media3.opinionconnect.com/generateImage.ashx?uri=celebrities.sjackson&lbl="></script> */11 Matt Damon /* <script src="http://media3.opinionconnect.com/generateImage.ashx?uri=celebrities.mdamon&lbl="></script> */12 Ben Affleck /* <script src="http://media3.opinionconnect.com/generateImage.ashx?uri=celebrities.baffleck&lbl="></script> */13 Robert Downey Jr. /* <script src="http://media3.opinionconnect.com/generateImage.ashx?uri=celebrities.rdowneyjr&lbl="></script> */14 Bruce Willis /* <script src="http://media3.opinionconnect.com/generateImage.ashx?uri=celebrities.bwillis&lbl="></script> */15 Will Smith /* <script src="http://media3.opinionconnect.com/generateImage.ashx?uri=celebrities.wsmith&lbl="></script> */16 Harrison Ford /* <script src="http://media3.opinionconnect.com/generateImage.ashx?uri=celebrities.hford&lbl="></script> */17 Tom Cruise /* <script src="http://media3.opinionconnect.com/generateImage.ashx?uri=celebrities.tcruise&lbl="></script> */


18 Russell Crowe /* <script src="http://media3.opinionconnect.com/generateImage.ashx?uri=celebrities.rcrowe&lbl="></script> */19 Hugh Jackman /* <script src="http://media3.opinionconnect.com/generateImage.ashx?uri=celebrities.hjackman&lbl="></script> */20 Dwayne Johnson /* <script src="http://media3.opinionconnect.com/generateImage.ashx?uri=celebrities.djohnson&lbl="></script> */21 Morgan Freeman /* <script src="http://media3.opinionconnect.com/generateImage.ashx?uri=celebrities.mfreeman&lbl="></script> */22 Tom Hanks /* <script src="http://media3.opinionconnect.com/generateImage.ashx?uri=celebrities.thanksn&lbl="></script> */23 Christian Bale /* <script src="http://media3.opinionconnect.com/generateImage.ashx?uri=celebrities.cbale&lbl="></script> */24 Vin Diesel /* <script src="http://media3.opinionconnect.com/generateImage.ashx?uri=celebrities.vdiesel&lbl="></script> */25 Leonardo DiCaprio /* <script src="http://media3.opinionconnect.com/generateImage.ashx?uri=celebrities.ldicaprio&lbl="></script> */26 Jamie Foxx /* <script src="http://media3.opinionconnect.com/generateImage.ashx?uri=celebrities.jfoxx&lbl="></script> */27 Channing Tatum /* <script src="http://media3.opinionconnect.com/generateImage.ashx?uri=celebrities.ctatum&lbl="></script> */

/* END SERIES */

/* METRIC B */ Please indicate how interested you would be in seeing a new movie with each of the following actors listed below.

1) Definitely would see it2) Probably would see it3) Might or might not see it4) Probably would not see it5) Definitely would not see it

/* RANDOM ROTATE SERIES */ /* REPEAT CODES */ ## SPLIT ON TWO PAGES ##

/* QPREINTD */ Denzel Washington


28 Liam Neeson 29 Mark Wahlberg.30 Samuel L. Jackson31 Matt Damon32 Ben Affleck33 Robert Downey Jr34 Bruce Willis35 Will Smith36 Harrison Ford37 Tom Cruise38 Russell Crowe39 Hugh Jackman40 Dwayne Johnson41 Morgan Freeman42 Tom Hanks43 Christian Bale44 Vin Diesel45 Leonardo DiCaprio46 Jamie Foxx47 Channing Tatum

/* END SERIES */

/* QACTORSHOWDOWN */ If you had to choose between a new movie starring Denzel Washington and a new movie starring Liam Neeson, which would you be most likely to see in the theater? /* RANDOM ROTATE CHOICES */

1) A movie starring Denzel Washington2) A movie starring Liam Neeson3) I would not be interested in seeing either movie /* DO NOT ROTATE */

AWARENESS

/* QAWARE */ Have you heard of any of the following movies that are coming soon to a theater near you? Please select all the movies you have heard of. /* MULTIPLE RESPONSES PERMITTED */ /* RANDOM ROTATE CHOICES */

4) The Equalizer – starring Denzel Washington, Chloe Grace Moretz, and Melissa Leo

5) A Walk Among the Tombstones – starring Liam Neeson, Boyd Holbrook, and Astro

6) Gone Girl – starring Ben Affleck, Rosamund Pike, Neil Patrick Harris, and Tyler Perry

7) None of the above /* EXCLUSIVE */ /* DO NOT ROTATE */


/* RED HERRING */

TITLE/STAR

/* METRIC C */ Please indicate how likely you will be to see each of the following movies in a movie theater when it is released:


/* RANDOM ROTATE SERIES */ /* REPEAT CODES */

48The Equalizer – starring Denzel Washington, Chloe Grace Moretz, and Melissa Leo 49A Walk Among the Tombstones – starring Liam Neeson, Boyd Holbrook, and Astro50Gone Girl – starring Ben Affleck, Rosamund Pike, Neil Patrick Harris, and Tyler Perry

/* END SERIES */


TRAILER EVALUATION

/* DISPLAY */ You are now going to be shown previews for some of the movies that have been mentioned. Please view each trailer carefully. After you view each trailer, you will be asked a few questions about that movie.

/* NEW PAGE */

/* DISPLAY */ You are now going to view a trailer for /* [INSERT FROM SERIES] */ . Please view the trailer very carefully. After you have watched the trailer, you will be asked a few questions about the movie.

## SHOW MOVIE TRAILER ##

/* METRIC A */ What one word first comes to mind upon viewing this trailer? /* OPEN END 1 BOXES 1 REQ */ ## ONLY ALLOW ONE WORD ##

/* METRIC B */ Based upon this trailer, how likely would you be to go see /* [INSERT FROM SERIES] */ in a movie theater this summer?


## IF METRIC B CHOICE 1 ## /* METRIC C */ Why do you say that you definitely want to see this film this summer? /* OPEN END 1 BOXES 1 REQ */

## IF METRIC B CHOICE 2-5 ## /* METRIC D */ What is holding you back from definitely wanting to see this film this summer? /* OPEN END 1 BOXES 1 REQ */

/* METRIC E */ Which of the following words or phrases do you think apply to this trailer? Please select all that apply. /* RANDOM ROTATE CHOICES */ /* MULTIPLE RESPONSES PERMITTED */

1) Attention-grabbing2) Memorable3) Relevant to me4) Informative5) Unique6) Easy to understand7) Boring8) Confusing9) None of the above /* EXCLUSIVE */ /* DO NOT ROTATE */


/* METRIC F */ Which of the following best describe the actions you would take if you saw this trailer on TV or online? Please select all that apply. /* MULTIPLE RESPONSES PERMITTED */ /* RANDOM ROTATE CHOICES */

1) Talk to my friends/family about the movie in person 2) Talk to my friends/family about the movie online (i.e. Facebook,

Twitter)3) Share the trailer online (i.e. Email, Social Network post)4) Follow or become a fan of the movie on Twitter and/or Facebook5) Go to the movie’s official Facebook page or website6) Go online to watch more clips from the movie (i.e. YouTube, iTunes

Trailers, etc.)7) Search for more info online (i.e. Google, Fandango, IMDB, etc.)8) Watch the trailer again9) Fast-forward or skip through the trailer10) None of the above /* EXCLUSIVE */ /* DO NOT ROTATE */

/* METRIC G */ Based on this trailer, how likely are you to see /* [INSERT FROM SERIES] */ in the theater on opening weekend?

1) Absolutely certain to see2) Very likely to see3) Possibly will see4) Not very likely to see5) Not at all likely to see

/* METRIC H */ Based on this trailer, does /* [INSERT FROM SERIES] */ look like a film you would …?

1) Pay to see at a movie theater2) Pay to rent at home3) Wait until you can watch for free at home4) Never watch

/* METRIC I */ Based on this trailer, do you think /* [INSERT FROM SERIES] */ will be...?

1) Excellent2) Very Good3) Good4) Fair5) Not Very Good6) Bad


/* METRIC J */ Based upon the trailer, which of the following adjectives do you think best describe /* [INSERT FROM SERIES] */ ? /* MULTIPLE RESPONSES PERMITTED */

/* RANDOM ROTATE CHOICES */ ## TWO COLUMNS ## 1) Action-packed2) Big-event movie3) Boring4) Cool5) Dramatic6) Entertaining7) Family-friendly8) For people like me9) Funny10)Has a good cast11)Heartwarming12)Interesting story13)Looks like a good movie14)Memorable15)My kind of movie16)Predictable17)Romantic18)Scary19)Suspenseful20)Sparks my curiosity21)Turns me off22)Visually appealing23)Will keep me on the edge of my seat

/* METRIC K */ How likely are you to recommend to your friends and family members that they see /* [INSERT FROM SERIES] */?

1) Very likely 2) Somewhat likely3) Not very likely 4) Not at all likely

/* METRIC L */ After viewing this trailer, how interested are you in finding out more information about /* [INSERT FROM SERIES] */?

1) Very interested in finding out more2) Somewhat interested in finding out more3) Not very interested in finding out more4) Not at all interested in finding out more


/* METRIC M */ There are more entertainment options than ever before competing for your attention, free time, and money. Given all the entertainment options at your disposal, where does going to the theater to see /* [INSERT FROM SERIES] */ stand on the list of things to do with your free time?

1) At the bottom of my list of things to do with my free time 2) –3) –4) –5) –6) –7) –8) –9) –10)At the top of my list of things to do with my free time

## IF METRIC B=C1 ## /* METRIC N */ How many people do you anticipate seeing this film with? /* OPEN END NUMERIC (0 TO 9) */

/* NEW PAGE */

## ASK ONLY IF THE EQUALIZER (Q51) ##/* METRIC O */ Below is a list of statements some people have given as to why they might be interested in seeing The Equalizer. Please select those that best describe why you might be interested in seeing The Equalizer. Please select as many as apply. /* MULTIPLE RESPONSES PERMITTED */ /* RANDOM ROTATE CHOICES */

1) I am a fan of Denzel Washington (Robert McCall)2) I am a fan of Chloe Grace-Moretz (Teri/Alina)3) I am a fan of Melissa Leo (Susan)4) I like that it is based off the TV show The Equalizer5) I like the cast overall6) The character of Robert McCall is compelling7) I like the genre8) I like the story of one man trying to take down the entire Russian

mob 9) I like the Boston setting10)I like that McCall is trying to protect Teri/Alina (Chloe Grace-Moretz)11)I like the relationship between McCall and Susan (Melissa Leo)12)I like that McCall is a mysterious figure13)I like how McCall plans out his attacks14)I like the violence15)I like the action elements


16)I like the suspenseful elements17)I like that it seems dark and gritty18)The story seems original 19)The story seems similar to other Denzel movies, in a good way20)It looks like my kind of movie21)It seems like a good movie to see in the theater22)I like that it is from the director of Olympus Has Fallen and Training

Day23)I like that it is a reteaming of Denzel Washington and Antoine

Fuqua from Training Day24)None of the above /* EXCLUSIVE */ /* DO NOT ROTATE */


/* NEW PAGE */

## ASK ONLY IF A WALK AMONG THE TOMBSTONES (Q52) ##/* METRIC P */ Below is a list of statements some people have given as to why they might be interested in seeing A Walk Among the Tombstones. Please select those that best describe why you might be interested in seeing A Walk Among the Tombstones. Please select as many as apply. /* MULTIPLE RESPONSES PERMITTED */ /* RANDOM ROTATE CHOICES */

1) I am a fan of Liam Neeson (Matt Scudder)2) I like the cast overall3) I like the character of Matt Scudder (Liam Neeson)4) I like that it’s based on a bestselling novel5) I like the story about an ex-cop trying to solve a kidnapping/murder6) I like the New York setting7) I like the story of a troubled ex-cop who does favors for people8) I like the music / soundtrack9) It looks like my kind of movie10)The story seems interesting11)It looks like a good movie to see in theaters12)It looks like a thriller that will keep me guessing13)I like that it looks dark and gritty14)It looks like it will have some good fight scenes15)It looks like it will be action-packed16)The movie looks dramatic17)The story seems clever and original18)The movie looks entertaining19)The story seems similar to other movies starring Liam Neeson, in a

good way20)It’s the kind of movie I would enjoy seeing on a date21)It’s the kind of movie I would enjoy seeing with my friends 22)It’s the kind of movie I would enjoy seeing with my family23)None of the above /* EXCLUSIVE */ /* DO NOT ROTATE */

## METRIC Q, R, S SAME PAGE ## /* METRIC Q */ Do you think /* [INSERT FROM SERIES] */ is mostly for males,

females, or for both equally?

1) Mostly for males2) Mostly for females3) For both males and females equally

/* METRIC R */ How fresh and original do you think /* [INSERT FROM SERIES] */ is compared to other recent films?


1) Very fresh and original2) Somewhat fresh and original3) Not very fresh and original4) Not at all fresh and original

/* METRIC S */ What type of movie would you say /* [INSERT FROM SERIES] */ is most? /* RANDOM ROTATE CHOICES */

1) Action2) Adventure3) Crime Drama4) Mystery5) Suspense Thriller6) Psychological Thriller

/* NEW PAGE */

/* DISPLAY */ You are now going to be asked a few questions about this movie's main character.

## IF Q51 THE EQUALIZER ## /* METRIC T */ What one word first comes to mind when thinking about Denzel Washington’s character, Robert McCall? /* OPEN END 1 BOXES 1 REQ */ ## ONLY ALLOW ONE WORD ##

## IF Q52 A WALK AMONG THE TOMBSTONES ##/* METRIC U */ What one word first comes to mind when thinking about Liam Neeson’s character, Matt Scudder? /* OPEN END 1 BOXES 1 REQ */ ## ONLY ALLOW ONE WORD ##

## IF Q51 THE EQUALIZER ## /* METRIC V */ How much do you like the character of Robert McCall (Denzel Washington)?

1) Very much 2) Somewhat 3) Not very much 4) Not at all

## IF Q52 A WALK AMONG THE TOMBSTONES ##/* METRIC W */ How much do you like the character of Matt Scudder (Liam Neeson)?

1) Very much


2) Somewhat 3) Not very much 4) Not at all

## IF Q51 THE EQUALIZER ##/* METRIC X */ Below is a list of adjectives that could be used to describe Denzel Washington’s character, Robert McCall. Please select the adjectives you think best describe the character given everything you know. You may select as many or as few as you like. /* MULTIPLE RESPONSES PERMITTED */ /* RANDOM ROTATE CHOICES */

1) A Vigilante2) An every-man3) Annoying4) Badass5) Clever6) Cliché7) Confident8) Conflicted9) Contemporary/Modern10)Cool11)Edgy12)Heroic13)Intense14)Likeable15)Mean16)Relatable17)Selfless18)Sensitive19)Sexy20)Smart21)Talented22)Tough23)Unique24)Unlikeable25)Unpredictable26)Violent27)Witty

/* METRIC Y */ Below is a list of adjectives that could be used to describe Liam Neeson’s character, Matt Scudder. Please select the adjectives you think best describe the character given everything you know. You may select as many or as few as you like. /* MULTIPLE RESPONSES PERMITTED */ /* RANDOM ROTATE CHOICES */


1) A Vigilante2) An every-man3) Annoying4) Badass5) Clever6) Cliché7) Confident8) Conflicted9) Contemporary/Modern10)Cool11)Edgy12)Heroic13)Intense14)Likeable15)Mean16)Relatable17)Selfless18)Sensitive19)Sexy20)Smart21)Talented22)Tough23)Unique24)Unlikeable25)Unpredictable26)Violent27)Witty

/* RANDOM ROTATE SERIES */ /* REPEAT CODES */

51The Equalizer52A Walk Among the Tombstones

/* END SERIES */

WEEKEND HORSERACES

/* QHR */ If these movies were released within a week of each other, based on the trailers, which movie would you most want to see in the theater?

/* RANDOM ROTATE CHOICES */

1) The Equalizer – starring Denzel Washington, Chloe Grace Moretz, and Melisssa Leo


2) A Walk Among the Tombstones – starring Liam Neeson, Boyd Holbrook, and Astro

3) None of the above /* EXCLUSIVE */ /* DO NOT ROTATE */

/* QFirstChoiceHR */ Code First Choice1) The Equalizer ## IF QHR C1 ## 2) A Walk Among the Tombstones ## IF QHR C2 ##3) Neither ## IF ELSE ##

## IF QHR C1 OR C2 ## 53Why do you say that /* [INSERT QFirstChoiceHR] */ is your first choice? /*

OPEN END 1 BOXES 1 REQ */

## IF QHR NOT C1 ## 54Why did you not choose The Equalizer as the film you most want to see in the

theater? /* OPEN END 1 BOXES 1 REQ */

/* QBOTH */ A Walk Among the Tombstones is being released in theaters one week before The Equalizer. Knowing this information, please select the option that best describes the actions you are likely to take:

1) I would see A Walk Among the Tombstones in theaters and also see The Equalizer in theaters when it is released a week later.

2) I would only see A Walk Among the Tombstones in theaters and skip The Equalizer when it is released a week later.

3) I would skip A Walk Among the Tombstones and only see The Equalizer in theaters when it is released a week later.

4) I would not see either of these movies in theaters.

55Why did you say that? /* OPEN END 1 BOXES 1 REQ */

/* NEW PAGE */

/* QCHARACTERSHOWDOWN */ Of the two characters Robert McCall (Denzel Washington) and Matt Scudder (Liam Neeson), who would you most want to see on the big screen? /* RANDOM ROTATE CHOICES */

1) Robert McCall (Denzel Washington)2) Matt Scudder (Liam Neeson)3) Neither /* DO NOT ROTATE */


COMPETITVE ATTRIBUTES HORSERACE

/* METRIC A */ Please select the movie you feel best represents each of the attributes listed below. /* RANDOM ROTATE CHOICES */

1) The Equalizer2) A Walk Among the Tombstones3) Neither /* EXCLUSIVE */ /* DO NOT ROTATE */

/* ROTATE SERIES */ /* REPEAT CODES */

56 Most Original57 Most Entertaining58 Most Exciting59 Best Quality60 Has the most compelling villain61 Has the most compelling hero62 Coolest63 Most suspenseful64 Has the best cast65 Most interesting story66 Most thought-provoking67 Most action-packed68 The movie I would most want to see with my friends69 The movie I would most want to see on a date or with my spouse70 The movie everyone will be talking about71 The movie I most need to see on the big-screen

/* END SERIES */

/* QASPECTS */ What aspect of The Equalizer would make you most interested in seeing the film in theaters relative to the other films released during that time? /* RANDOM ROTATE CHOICES */

1) The story of one man trying to take down the entire Russian mob2) The story of an ex-cop trying to protect a young girl forced into prostitution3) The story of a man with a mysterious past and a unique set of fighting

skills who helps protect the innocent4) None of the above /* EXCLUSIVE */ /* DO NOT ROTATE */


DEMOGRAPHICS, PSYCHOGRAPHICS AND MEDIA USAGE

72 Which of the following films did you see in the theater in the past year? /* RANDOM ROTATE CHOICES */ /* MULTIPLE RESPONSES PERMITTED */

1) The Hunger Games: Catching Fire2) Despicable Me 23) Frozen4) Man of Steel5) Monsters University6) Gravity7) The Hobbit: The Desolation of Smaug8) Fast & Furious 69) Star Trek Into Darkness10)Thor: The Dark World11)The Heat12)We're the Millers13)The Conjuring14)Grown Ups 215)The Wolverine16)Anchorman 2: The Legend Continues17)Now You See Me18)Lee Daniels' The Butler19)The Hangover Part III20)Captain Phillips21)Jackass Presents: Bad Grandpa22)Pacific Rim23)This is the End24)Neighbors25)X-Men: Days of Future Past26)Godzilla27)Blended28)The Amazing Spider-Man 229)The LEGO Movie30)Captain America: The Winter Soldier31)2 Guns32)Non-Stop33)Prisoners34)None of the Above /* EXCLUSIVE */ /* DO NOT ROTATE */

73 Which of the following TV networks do you watch on a regular basis? Please select all that apply. /* MULTIPLE RESPONSES PERMITTED */

1) A&E2) ABC


3) ABC Family4) AMC5) Animal Planet6) BET7) BRAVO8) Cartoon Network9) CBS10)Cinemax11)CNBC12)CNN13)Comedy Central14)CW15)Discovery16)Disney Channel17)Disney XD18)E! Entertainment19)EPIX20)ESPN21)ESPN Classic22)ESPN223)ESPNews24)Food Network25)FOX26)Fox News27)Fuse28)FX29)G430)Game Show Network31)HBO32)Headline News33)HGTV34)History Channel35)Independent Film Channel36)Lifetime37)The Movie Channel38)MSNBC39)MTV40)MTV241)National Geographic42)NBC43)Nickelodeon44)Oxygen45)Sci-Fi Channel46)Showtime47)Speed Channel48)Spike TV


49)Sundance50)TBS Superstation51)Telemundo52)TLC 53)TNT54)Tru TV55)Turner Classic Movies56)TV Guide57)TV Land58)Univision59)USA60)Versus61)VH162)Other /* SPECIFY */

74 Which of the following types of TV shows do you watch on a regular basis? /* MULTIPLE RESPONSES PERMITTED */

1) Celebrity Reality (ex: Keeping up with the Kardashians, Kendra, Ice Loves Coco)

2) Comedy (ex: Two and a Half Men, Modern Family)3) Competitive Reality (ex: Top Chef, Project Runway, Hell’s Kitchen)4) Daytime Talk Show (ex: Ellen, The Wendy Williams Show)5) Drama (ex: Grey’s Anatomy, Revenge, Once Upon a Time)6) Endurance Reality (ex: Survivor, The Amazing Race, Big Brother)7) Kids (ex: Barney & Friends, Blue's Clues, Dora the Explorer)8) Lifestyle Reality (ex: The Biggest Loser, What Not To Wear,

Intervention)9) Performance Reality (ex. American Idol, Dancing with the Stars)10)Science Fiction (ex: Revolution, The Walking Dead, Warehouse 13)11)Soap Operas (ex: All My Children, One Life to Live, Days of Our

Lives)12)Thrillers (Person of Interest, The Blacklist, NCIS)

75 Which of the following TV shows do you watch on a regular basis? /* MULTIPLE RESPONSES PERMITTED */

/* ALPHABETIC */ ## 2 COLUMNS ##

1) 20/202) 2 Broke Girls3) 48 Hours Mystery


4) 60 Minutes5) America’s Got Talent6) America’s Next Top Model7) American Dad8) American Horror Story9) American Idol10)American Ninja Warrior11)Anger Management12)Anthony Bourdain: Parts Unknown13)Army Wives14)Awkward15)Baby Daddy16)The Bachelor/Bachelorette17)Bad Girls Club (any version)18)Being Human19)The Big Bang Theory20)Big Brother21)The Blacklist22)Blue Bloods23)Bones24)Breaking Bad25)The Bridge26)Brooklyn Nine-Nine27)Burn Notice28)Cake Boss (any version)29)Castle 30)Catfish31)Celebrity Wife Swap32)Chicago Fire33)Chopped34)Cinemas35)The Client List36)The Colbert Report37)Continuum38)Copper39)Cops40)Cosmos41)Covert Affairs42)Crossing Lines 43)Criminal Minds44)Cristina45)CSI (any version)46)The Daily Show with Jon Stewart47)Dateline NBC48)Deadliest Catch49)Defiance


50)Devious Maids51)The Dr. Oz Show52)Dr. Phil53)Duck Dynasty54)The Ellen DeGeneres Show55)The Exes56)Exit57)Extreme Makeover (any version)58)Falling Skies59)Family Guy60)Fargo61)The First 4862)The Following63)The Fosters64)Four Weddings65)Franklin & Bash66)Friends67)Futurama68)The Game69)Ghost Adventures70)Ghost Hunters71)The Glades72)The Goldbergs73)Good Morning America74)Graceland75)Grey’s Anatomy76)Guiliana & Bill77)Hardcore Pawn78)Hell on Wheels79)Hell’s Kitchen80)Here Comes Honey Boo Boo81)Hit the Floor82)Hot in Cleveland83)House Crashers84)House Hunters (any version)85)How I Met Your Mother86)Ice Road Truckers87)Interior Therapy with Jeff Lewis88)Iron Chef America89)Jeopardy!90)The Jerry Springer Show91)Jerseylicious92)Jimmy Kimmel Live93)Judge Judy94)Justified95)Keeping Up with the Kardashians (any version)


96)The Killing97)King & Maxwell98)The Late Late Show with Craig Ferguson99)Late Night with Seth Meyers100) The Late Show with David Letterman101) Law & Order (any version)102) Locked Up Abroad103) Long Island Medium104) Longmire105) Louie106) Mad Men107) Major Crimes108) Marvel’s Agents of S.H.I.E.L.D.109) MasterChef110) Merlin111) Mike & Molly112) The Millers113) Mistresses 114) Mom115) Motive116) Mountain Men117) MythBusters118) NASCAR119) National Basketball Association (NBA)120) National Football League (NFL)121) National Hockey League (NHL)122) NCAA College Basketball123) NCAA College Football124) NCIS (any version)125) Necessary Roughness126) New Girl127) The Office128) Orphan Black129) Overhaulin’130) Paranormal Witness131) Parenthood132) Pawn Stars 133) Perception134) Person of Interest135) PGA Tour Golf136) Pretty Little Liars137) The Price is Right138) Princesses: Long Island139) Project Runway140) Psych141) The Real Housewives (any version)


142) The Real World/The Challenge (any version)143) River Monsters144) Rizzoli & Isles145) Rookie Blue146) Royal Pains147) Saturday Night Live148) Say Yes to the Dress (any version)149) Scandal150) The Simpsons 151) So You Think You Can Dance152) Sons of Anarchy153) Sons of Guns154) The Soup155) South Park156) Sportscenter157) Steve Harvey158) Storage Wars (any version)159) Suits160) Supernatural161) The League162) The Talk163) Tattoo Nightmares164) Teen Mom (any version)165) Teen Wolf166) Through the Wormhole167) TMZ 168) The Today Show169) Toddlers and Tiaras170) The Tonight Show with Jimmy Fallon171) Top Chef (any version)172) Top Gear173) Top Shot174) Tosh.0175) Ultimate Fighting Championship (UFC)176) Under the Dome177) The Vampire Diaries 178) The View179) The Voice180) The Walking Dead181) The Wanted Life182) Warehouse 13183) What Would You Do?184) Wheel of Fortune185) Whodunnit?186) WWE Wrestling187) Other /* SPECIFY */


188) None of the above

/* QSOCIALMEDIA */ What social media platforms do you use on a regular basis? Please select all that apply. /* RANDOM ROTATE CHOICES */ /* MULTIPLE RESPONSES PERMITTED */

1) Google +2) Instagram3) Facebook4) Twitter5) Vine6) Pinterest7) Tumblr8) LinkedIn9) Meetup10)Other

/* QSTREAM */ Which of the following services or websites do currently use to stream TV shows, movies, or other video clips? Please select all that apply. /* RANDOM ROTATE CHOICES */ /* MULTIPLE RESPONSES PERMITTED */

1) Hulu 2) Netflix3) Amazon Instant Video4) HBO Go5) iTunes 6) PlayStation Network7) Xbox Live 8) BitTorrent9) VUDU10) YouTube11) College Humor12) Funny or Die13) Metacafe14) Daily Motion15) Yahoo! Video16) Vevo17) Crackle18) Vimeo19) Break.com20) ESPN.com21) EPIX HD22) None of the above /* EXCLUSIVE */ /* DO NOT ROTATE */


76 What is your most important source of information for finding out about new movies? /* RANDOM ROTATE CHOICES */

1) Friends or family2) Online advertising3) TV commercials4) Advertisements in newspapers or magazines5) Billboards or other outdoor advertising6) Reviews from websites7) Reviews from newspapers8) From a talk show/news program on TV9) Articles online or in a magazine10)Movie trailers in theaters11)Movie websites12)Movie posters/displays in theaters13)Movie trailers online14)Ads on mobile15)Ads on social media16)Other /* SPECIFY */

/* QMOVIEWEBSITES */ What websites/social media platforms do you go to seek out information on movies? /* RANDOM ROTATE CHOICES */ /* MULTIPLE RESPONSES PERMITTED */

1) Yahoo!2) Google3) Bing4) IMDB5) Instagram6) YouTube7) MSN8) Facebook9) Fandango10)Moviefone11)Rotten Tomatoes12)AOL13)Ask.com14)Flixster15)MovieTickets16)Twitter17)Vine18)Pinterest19)Other

77 What is the last grade that you completed?

1) Grade school


2) Some high school3) High school graduate4) Some college5) College graduate6) Graduate school7) Technical school

78 What is your total family household income before taxes?

1) Under $20,0002) $20,000 to $29,9993) $30,000 to $39,9994) $40,000 to $49,9995) $50,000 to $59,9996) $60,000 to $74,9997) $75,000 and over8) Don’t know/ refused

79 Do you live in:

1) A city2) A suburb just outside a city3) A rural area

80 Are you…?

1) Single 2) Married3) Living with significant other4) Divorced/Widowed/Separated5) Other /* SPECIFY */


Penn, Schoen & Berland Associates I L … · Web viewParser(V3.9): 4/11/2011 10:36:57 AM project...

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Transcript of Penn, Schoen & Berland Associates I L … · Web viewParser(V3.9): 4/11/2011 10:36:57 AM project...