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Animation Movie MarketScoping out the animation landscape qualitatively

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BackgroundAnimation generally &marketplace explorationThe horizon: Cloudy, With A Chance Of Meatballspage #methodologyIn both sets of groups, all the work was qualitativeTwo matched sets of focus groups covering:Moms of 6 to 11 years oldsChildren ages 8 to 11 Young teens ages 12 to 14Males & Females 25 to 34CORE FAMILY CONSUMERSCONSUMERS AGING OUTPOTENTIAL CROSS-OVER CONSUMERS (for general animation groups only)Ethnicity and socio-demographics were controlled and contrasted in both studiesAll respondents were regular consumers of the genre, having seen 1+ of the following 2007 movies:

And seen at least one of the following:

page #methodology: general animation groupsAs visual stimuli, posters of animated movies were used...

FALL

SUMMERYear 1SPRING

Year 2page #story and characterDespite the tremendous amount of animated pictures in wide release, only a handful capture attention as original and intriguingMoviegoers are tired of seeing the same characters and plotsMy mom and I thought it was a copy of Madagascar -- child, Costa MesaUnoriginalit was just like Antz or A Bugs Life. -- mom, Orange

Wholesome, positive messages are good selling pointsNot simply monitoring what kids watchThough Hispanic moms are more concerned about inappropriate humor or frights than general audience moms are

page #story and characterThe favorite characters are generally cute, funny and human Vulnerability Reminding you of a family member: Shrek and husbands! Big eyes, cute and human facial expressions are keyA good villain completes the mix Leaven with humor Need to see the Achilles Heel: Vanity, greed, whatever Funny but formidable -- otherwise its cartoonish and cheesy

page #+-positive/negativeOne mother liked the bear, and said he even had Martin Lawrences eyes and facial expressions

Key attributes of the plot were not well recalled Few had story recall; they described the movie by genre

Many appreciated the comedy in the movieCharacter names were not well recalled The settings did not have a strong impact on those who had seen the movieViewership was good

page #And now, for the weather page #Cloudy: Characters Looks like a geekMany human traits (shy, reserved, tentative)Doesnt come across as a heroMight be too stereotypicalHow old is he really?

Self assured career womanCute with great eyes and good smileShes stylinSexpot and body image worries all momsShes so much older and wiser than Flint that its hard to recall theyre peers Not a role model or ideal: A prom queen, not girl next door

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