1. Dual Consumer Profile: “A” Consumption
CONSUMPTION OVERVIEW
CONSUMPTION TIMELINE
• Apathetic account for:
• 9% of total consumption volume
• Average units/month: 3.8
Illegitimate
Legitimate
35%
Knowing
Unknowing
Legitimate
52%
26%
74%
Illegitimate
48%
18%
Substitution
Rate: 51%
DVD player
TV
High Definition TV, 3Dcapable TV, or IPTV
Computer
Digital cable , satellite or
IPTV service
Blu-Ray disc player
Internet connected set top
box
8%
Before
Theater
In Theater
Before DVD During DVD
53%
52%
50%
47%
39%
36%
Physical
Media
NON-USA FILMS
METHODS OF VIEWING CONTENT
64%
12%
1%
• 19% of total illegitimate consumption volume
DEVICES USED
16%
10%
TOP OFFICIAL METHODS
Theater/ cinema
Purchase Blu-Ray/DVD from…
Rent Blu-Ray/DVD from…
Paid subscription service to…
Purchase Blu-ray/DVD from…
92%
41%
23%
22%
No
52%
20%
TOP UNOFFICIAL METHODS
*Download from internet…
*Stream from internet site…
*Buy BR/DVD from…
Don't
Know
8%
46%
Yes
40%
Average Accessed/
Viewed
Past Month
3.3
Past 3 Mo.’s
7.6
38%
18%
1

2. Dual Consumer Profile: “A” Methods of Consumption
Methods of
Consumption
Models of Consumption
Reluctant
6%
Aficionado
11%
Currently
Substituted From
1%
Legitimate
52%
Early
Screener
35%
15%
34%
35%
20%
30%
Apathetic
32%
34%
8%
1%
22%
7%
Illegitimate
16%
48%
Technovator
17%
93%
5%
25%
51%
79%
42%
33%
Base: 281
Buy (Illegitimate)
Theater/ Cinema
Theater/ Cinema
Free (Illegitimate)
Rent (Legitimate)
PPV/ VOD
Substitution Rate
Buy (Legitimate)
Download
Subscribe (Legitimate)
Stream
Free (Legitimate)
DVD/ Blu-ray
2

3. Dual Consumer Profile: “A” Behavior
PIRATING
Digital/Hardcopy of Obtained Newly
Released Movie?
COPYING
To Access Across Electronic
Devices(1)
Method
WATCHING ON TV
By Connecting
Electronic Device to TV
Onto
8%
45%
66%
Free download
USB
64%
34%
24%
Purchased download
49%
Free stream
34%
DVD/Blu-Ray
23%
Purchased stream
Hard drive
53%
Disc
42%
Portable electronic
device
45%
48%
13%
22%
Digital copy purchased
with a DVD/Blu-Ray
32%
54%
10%
TERMS OF USE
Read Digital Copy Terms
Yes
No
19%
Yes, Succeeded
81%
Yes, Did Not Succeed
Do Not Know
3

4. Dual Consumer Profile: “A” Piracy Motivations
PRIVEVALUE
FACTOR
Save money for other activities
36%
Screen out those movies that are not worth watching at the theater, or …
Decide on the movies that you will spend money on
30%
26%
Exchange movies with friends and family
28%
Gather and share good times with friends
SHARING
FACTOR
27%
Watch movies where you want
CONVENIENCE
FACTOR
34%
Watch movies when you want
34%
40%
40%
43%
Watch movies you wouldn't have been able to watch otherwise
30%
Watch movies from the comfort of your home
29%
Transfer a movie to other devices
35%
34%
40%
41%
39%
32%
8%
22%
24%
44%
33%
20%
6%
9%
22%
21%
23%
3%
2%
7%
9%
19%
6%2%
22%
6%2%
23%
24%
6%
7% 2%
Build a collection of movies you can watch later
30%
40%
23%
6%
1%
Keep a collection of movies you really like
30%
40%
23%
7%1%
Kill time when you are traveling or when there's not much to do
30%
41%
22%
6%2%
Watch movies before they even get released
28%
44%
20%
6%2%
USAGE
FACTOR
TIMING
FACTOR
Watch movies that are still in theater or not released on DVD/Blu-Ray…
26%
41%
Show others your technical skills in obtaining movies that have not been …
Feel the thrill and excitement of watching movies that have not been …
30%
38%
Get to see movies before everyone else sees them
30%
40%
Boast about movies that have not been released in theaters yet
30%
38%
Make a statement against the movie industry
SUPERIORITY
FACTOR
31%
29%
39%
Keep up-to-date on the latest movie news
27%
Comment, rate, and review on movies on blogs and social networking sites
SOCIAL
FACTOR
33%
39%
38%
36%
25%
22%
23%
23%
25%
7% 2%
6% 3%
7% 2%
5%3%
6%2%
25%
4%
2%
28%
24%
7%1%
6%2%
Share your tastes and likes
40%
26%
4%
2%
Tell others about movies that are worth watching
Completely Agree
29%
27%
44%
22%
5%2%
Somewhat Agree
Neither Agree Nor Disagree
Somewhat Disagree
Completely Disagree
4

5. Pirate Only Consumer Profile: Overview
Comprise 4% of Total Consumers – xxx
PIRATE ONLY COMPOSITION
DEFINING ATTRIBUTES
Males / Females
M: 57% / F: 43%
SCORED LOW ON:
Age
13-17: 19%
18-25: 25%
25-34: 27%
35-54: 29%
Married?
Yes: 52% / No: 48%
• I often use social network sites to write about or rate the
newly released movies I enjoyed or disliked
• I like to be part of the elite crowd that watches an american
movie in the theater
• Digital media should enable me to watch movies on any
device I own
Children in Household?
Yes: 62% / No: 38%
Average Yearly Income
Rs. 55,670
SCORED HIGH ON:
• I prefer to watch American movies dubbed in my language
• I don't mind waiting for a newly released movie to come to
Blu-Ray disc or DVD before I watch it
Education
SOCIAL NETWORKING HABITS
Facebook 6% 20%
Twitter
16%
15%
11%
6% 9% 2%
6%
77%
22%
28%
8%
84%
LinkedIn
Do not visit
57%
56%
MySpace
YouTube 11%
58%
PIRACY MOTIVATIONS
11% 8%
70%
25%
• Feel the thrill and excitement of watching movies that have
not been released yet
• Get to see movies before everyone else sees them
• Transfer a movie to other devices
8%
18%
Visit ( less often than once a week)
Watch videos, read, and share posts (at least once a week)
Comment on other posts (at least once a week)
Create original posts, reviews, videos, etc.
5

6. Pirate Only Consumer Profile: Methods of Consumption
Models of
Consumption
Unclassified
5%
Apathetic
9%
Technovato
r
5%
Early
Screener
10%
Reluctant
2%
Late
Adapter
14%
100%
Aficionado
3%
Pirate Only
4%
Exclusively
Legit
49%
Methods of
Consumption
43%
18%
39%
Illegitimate
100%
Free (Illegitimate)
Theater/ Cinema
PPV/ VOD
Download
Stream
Base: 1,015 Total
Consumers
DVD/ Blu-ray
6

7. Consumer Profile: NON-PIRATE “A” Consumption
CONSUMPTION OVERVIEW
CONSUMPTION TIMELINE
• Late Adopter account for:
• 10% of total consumption volume
• Average units/month: 3
Legitimate
65%
Legitimate
100%
35%
0%
• 13% of total legitimate consumption volume
DEVICES USED
0%
Before Theater
In Theater
Before DVD
NON-USA FILMS
METHODS OF VIEWING CONTENT
DVD player
60.7%
Digital cable , satellite or IPTV
service
50.2%
TV
45.5%
TOP OFFICIAL METHODS
Theater/ cinema
41.7%
Computer
38.9% Rent Blu-Ray/DVD from retail
store
26.2%
Blu-Ray disc player
25.2%
77.2%
Purchase Blu-Ray/DVD from
retail store
High Definition TV, 3D-capable
TV, or IPTV
Game console
During DVD
Purchase Blu-ray/DVD from
online store
48.1%
25.7%
No
68%
Don't
Know
16%
Yes
16%
Average Accessed/
Viewed
Past Month
4
Past 3 Mo.’s
10
15.2%
7

8. Consumer Profile: NON-PIRATE “A” Methods of Consumption
Models of
Consumption
5% 3%
Exclusively
Legitimate
78%
Late
Adopter
23%
Legitimate
100%
Methods of
Consumption
1%
10% 6%
35%
35%
24%
33%
49%
Theater/ Cinema
Rent (Legitimate)
PPV/ VOD
Buy (Legitimate)
Download
Subscribe (Legitimate)
Base: 640
Theater/ Cinema
Stream
Free (Legitimate)
DVD/ Blu-ray
8

9. Profile: NON-PIRATE “A” Piracy Attitudes
PRICE
LEGALITY
ETHICS
RISKS
AWARENESS
OF LAWS
ECONOMIC
IMPACT
HABITS
QUALITY/
COLLECTIBILITY
INTENTION
Movie prices are inflated/ exorbitant these days
Additional costs associated with going to see a movie in the theater are too…
American movies are formulaic and have decreased quality/not worth spending …
Accessing/viewing movies from unofficial sources is not a form of stealing
It’s okay for someone to occasionally access unofficial copies of movies if they…
Only those who download unofficial copies of movies in mass quantities are…
American studios don’t really lose much money as result of unofficial methods
Sharing unofficial copies of movies with people I’ve never met is not a form a …
Accessing/viewing movies from unofficial sources doesn’t hurt anyone
It’s okay to access and view unofficial movies because it doesn't hurt anyone
I would feel guilty about accessing/viewing unofficial copies of movies produced …
I would feel guilty if I accessed/viewed unofficial copies of movies
It’s okay to access and view unofficial copies of movies because everyone is …
Accessing/viewing unofficial copies of movies sets a bad example for others
My family does not believe accessing unofficial copies of movies is acceptable
There is nothing wrong with sharing unofficial copies of movies
I would not/ don't worry about getting caught accessing or viewing unofficial …
People selling unofficial copies of movies are committing a crime
Movies from file sharing/shared from friends do not cause any harm
Streaming movies is legal
I would not/ don't worry about my internet connection getting suspended for …
I would not/ don't worry about paying fines for watching unofficial copies of …
Anyone accessing unofficial copies of movies for personal use can be sued
Movies from file sharing/shared from friends are likely to damage my PC
Movie studios want consumers to access/view unofficial copies of movies …
People who access/view unofficial copies of movies hurt the economy
I like viewing newly released movies as soon as they come out in the theater
Regarding accessing/viewing unofficial copies of movies, I tend to do what my …
The ability to access and view unofficial copies of movies is very important to me
It's okay to access/view unofficial copies of movies for private use
Collecting DVDs/Blu-Ray is not important to me
It is not important to watch movies in the best possible image quality, such as 3-…
DVD/Blu-Ray packaging is not important to me
Movies from file sharing/shared from friends are lower quality than original
Extras (bonus features) are not important to me
Quality difference between unofficial and official sources is minimal
I will likely access and view unofficial copies of movies in the future
Completely Agree
Somewhat Agree
32%
31%
22%
30%
27%
26%
23%
23%
30%
28%
27%
26%
26%
25%
23%
22%
28%
27%
26%
23%
20%
31%
27%
25%
28%
22%
28%
26%
25%
25%
31%
29%
28%
27%
27%
26%
24%
Neither Agree Nor Disagree
29%
33%
38%
47%
35%
27%
31%
28%
36%
32%
26%
29%
32%
35%
29%
35%
31%
27%
30%
37%
31%
26%
36%
24%
30%
38%
29%
35%
35%
26%
28%
30%
33%
30%
36%
33%
37%
31%
33%
Somewhat Disagree
6% 7%
4% 9%
52%
12% 7%
31%
11% 5%
21%
9% 7%
32%
11% 7%
40%
9% 7%
35%
11% 6%
29%
10% 6%
28%
9% 10%
26%
7% 6%
37%
10% 2%
29%
12%
10%
33%
5% 5%
46%
6% 5%
38%
9% 7%
28%
5% 7%
13%
6% 5%
30%
6% 3%
38%
9% 5%
20%
7% 10%
25%
6% 7%
20%
6% 5%
28%
4% 4%
25%
9% 9%
35%
8% 6%
30%
7% 7%
39%
10% 9%
27%
11% 8%
19%
7% 7%
26%
7% 4%
33%
7% 7%
33%
4%4%
28%
6% 4%
21%
10% 5%
33%
7% 9%
31%
8% 8%
Completely Disagree
9

10. Social Networking Habits of Consumers
Dual Consumers
Facebook 10% 26%
Twitter
66%
39%
MySpace
Legitimate Only Consumers
57%
22%
32%
60%
17%
LinkedIn
50%
16%
YouTube
19% 20%
46%
26%
17%
61%
23%
16% 12%
23%
34%
19%
Facebook 14% 21%
Twitter
57%
59%
MySpace
18%
YouTube
16%
80%
LinkedIn
25%
50%
24%
14% 10%
10%
62%
20%
16%
35%
4%
18%
56%
18% 13%
Do not visit
Visit (less frequently than once a week)
Watch videos, reader and share posts (at least once a week)
Comment on other posts (at least once a week)
Create original posts, reviews, videos, etc.
10