Objectives and Methodology Evaluate Awareness and Health of the Goosebumps Brand Identify Franchise Strengths Measure Interest in a Goosebumps Film Uncover Potential Directions for the film ID: 775887
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Slide1
Greenlight
StudyMarch 2013
Slide2Objectives and Methodology
Evaluate Awareness and Health of the Goosebumps Brand Identify Franchise Strengths Measure Interest in a Goosebumps Film Uncover Potential Directions for the film
Methodology Fielded February 7-11th 1500 online interviews among: 900 interviews among General Moviegoers ages 13-54 300 interviews among Parents of 6-14300 interviews among Kids 7-12
Slide3Goosebumps in Perspective
62 titles published in the original series from 92-97
Several spin-off series including
Give Yourself Goosebumps, Most Wanted, and
Horrorland
Two spin-off TV series, Goosebumps from 95-98 on Fox Kids, and The Haunting Hour on The Hub
Created in the 1990s,
Goosebumps
is one of the best-selling children’s series of all time with over 300 million copies sold worldwide (second only to Harry Potter)
Slide4Franchise Health
Slide5All Ages Familiar with Goosebumps
35-54 are the only group with low readership and
fanship
due to their age when the original series was released
Kids 10-12 and 18-34 have the highest awareness and readership
Among kids 7-12, readership skews female (63% vs. 54%)
Among adults 18-34, readership skews male (63% vs. 54%)
Kids 7-9 and Parents of 6-14 also have healthy awareness, readership and
fanship
Slide6Readers Have High Exposure
Read the original Goosebumps series
71
%
Watched the Goosebumps TV series
Read the Goosebumps Series 2000
Read the Give Yourself Goosebumps Series
58
%
36
%
29
%
12
# of books the average Goosebumps readers have read
44% among 7-12
On average, they read their first Goosebumps book at
8
And their last at 14
Slide7Measuring Brand Strength
Evaluated Goosebumps and 8 Other Comparable Book Franchises
Would make a good big screen movie
Power
Definite Interest in a
New
Movie
Aware
Popularity
“Big Fan”
Slide8Overall Goosebumps is Popular, but Lacks Power
Power
Popularity
Expanding
Niche
Stagnant
Established
Slide9Goosebumps is an Established Brand Among Kids
Power
Popularity
0
Expanding
Niche
Stagnant
Established
Slide10Goosebumps is an Established Brand Among Parents
Power
Popularity
Expanding
Niche
Stagnant
Established
Slide11Books Going to the Big Screen
Despite the popularity of the franchise, readers are less likely to say
Goosebumps
will make a good movie than other comparable book series
Due to the one-off nature of the books, readers find it hard to picture as a full-length film
Slide12Brand
Essence
Slide13Measuring Brand Essence
Perceptual maps display the relative – not absolute – connection of attributes to franchises. The closer the attribute is to the franchise, the stronger the perceived association between them
Action-packedAdventurousClassicChildishCuteDarkFamily-friendlyFun FunnyHeartwarmingImaginativeMatureModernOriginalOutrageousScarySmartSilly Strange Suspenseful
Slide14Goosebumps is Scary and Dark Across Audiences
Silly
Mature
Heart-warming
Scary
While Goosebumps is seen as dark and strange, it is not viewed as modern (9%)
Slide15Readers Have Vivid Memories
Readers describe Goosebumps as:
Their favorite books and monsters:
Slappy
Plant monster
Ghost
Werewolf
Haunted Mask
Mummy
Monster Blood
Readers have strong memories of the unique cover art and the fun scares
It is silly, but I have always enjoyed the artwork on the covers
.
[M18-24]
it was always so fun and scary, but not too scary. it really kept you on the edge of your seat, but in a fun
way [
Mom
]
Slide16Key Brand Strengths
For all readers, the FOUR core brand assets are:
Variety of Stories
55
%
Twist Endings
50
%
Nostalgia
47
%
Fun Scares
47
%
%
of Readers Saying they like this
It’s scary and keeps you on the edge of your seat [F
6-12]
Each book was a different adventure
[M13-17]
Kid favorite
It reminds me of my childhood [F 18-24]
I liked how there was always some weird twist at the
end [Mom]
Slide17Lack of Continuity a Hindrance to Film
Harry Potter
Unlike other popular book-to-film franchises, there are no central or main reoccurring characters to follow in the
Goosebump
universe
Hunger Games
Twilight
Diary of a Wimpy Kid
Goosebumps
Also since it is not a traditional series, there is no entry point to the series or one book that every reader is familiar with
?
Slide18Future Film Evaluation
Slide19Interest in Film is Broad
General Norm = 29*
Kid Norm = 40
Parent Norm = 38
Even among 18-34s (41%) interest is strong which suggests nostalgia for the Goosebumps stories
Definite interest exceeds the PSB norm among almost all ages
and
is highest
among kids 7-9, particularly among girls 7-9 (63
%)
Kids 10-12 have the next highest interest followed by
parents
’ interest in taking their
children
Slide20Moments that Pop
Suspenseful
Scares
Twists
Monsters
The Scarecrow
creepy ventriloquist dummy
The Abominable Snowman of Pasadena
gigantic monster appears
sucks Abby back
into the
pages of her story
monsters would jump off the page
Mr. Shivers is R. L. Stine
Hannah is a ghost!
no story can end without ahaunting twist
bone-chilling stories
creepy, rundown house
girl’s loud scream
ferocious, horrifying roar
creepy abandoned amusement park
Slide21Excitement for a Big Screen Experience
Moviegoers want to see Goosebumps comes to life on the big screen
% of
All
Saying what type of film they most want Goosebumps to be…
It sounds fun, scary and exciting. Reading is fun and to see it in a theater would be even better! [F7-9]
very unique idea. I think special effects would be great. [Mom]
They would prefer a live-action film or a mix of live-action and animation than a straight out animated film
Moviegoers are excited to see Goosebumps as a big screen movie with special effects
Slide22Positioning
Slide23Positioning Statements
MONSTERS UNLEASHED
Fiction becomes a terrifying reality when all the monsters from R.L Stine’s novels jump off the page and spring to life. Mummies, zombies, werewolves, evil lawn gnomes and many other creatures are running rampant in a small town, terrorizing residents and attacking the high school.
OUTCASTS BECOMES HEROES
Zach and his best-friend Duncan are not the most popular kids in school; in fact, they only have each other. But when monsters attack during the annual Halloween Dance, they know they’re the only ones who can save the faculty and their fellow students.
R.L. STINE
After discovering that the monsters from his horror stories come to life, R.L. Stine swore off writing and moved to a small town. But when all of his monsters are accidently set free on the small town, Stine must face his fears and write his greatest novel ever in order to stop his creations.
SLAPPY’S REVENGE
After
being trapped by R.L. Stine for years, the diabolical ventriloquist dummy,
Slappy
, takes the opportunity for revenge and convinces the other Goosebumps monsters that it’s time to be the winners and defeat the humans for good.
SMALL TOWN
Forced to leave his old life in New York, Zach is not prepared for the quiet town of Normal, Maryland. However, in trying to solve the mystery of the suspicious next door neighbor, Zach accidentally unleashes dangerous monsters and discovers Normal might not be as quiet as he thought.
Slide24Positioning Statements
MONSTER BATTLE
When monsters attack during the annual Halloween dance, the high school students rally and begin an epic battle to defend their school against zombies, mutant insects, deranged scarecrows and other Goosebumps monsters.
ZACH AND HANNAH
Zach starts falling for Hannah, the cute girl next door, but he soon discovers that she’s not your average teen but rather a ghost. When monsters attack, Zach is heartbroken to learn that saving the town may endanger his crush.
GOOSEBUMPS
Based on the popular children’s book series, the
Goosebumps
film will feature all of the iconic monsters coming to life as their famous author, R.L. Stine, must figure out a way to rein them in.
FAN BRAVERY
Zach and Duncan grew up loving the
Goosebumps
novels but never expected they’d face the terrifying monsters in real life. With danger around every corner, they must rely on their knowledge of the monsters’ weaknesses if they’re going to defeat them and save the town.
TWIST ENDINGS
The
Goosebumps
novels are notorious for their twist endings but their author, R.L. Stine, never imagined he’d be at the mercy of his own unpredictable plot. With time running out and the fate of the town in his hands, he must write for his life and concoct his most inventive ending yet.
Slide25Positioning Scores
MOST InterestingLEAST InterestingoMessage #2ooMessage #6ooMessage #3o
Used Max Diff Technique to evaluate 9 unique elements/storylinesRespondents see multiple randomized elements/storyline sets Results reflect moviegoers’ preference share relative to other elements/storylinesScore of 100 means preference level for this element/storyline achieved exactly its proportionate share of preference.
Max Diff ScoresRanked by Overall ScoreALLKids 7-9Kids10-1213-1718-3435-54Parents ReadersMONSTERS UNLEASHED130136135139128123128134TWIST ENDINGS128113124131132127125132R.L. STINE117111111117118121114120FAN BRAVERY10011710499951009897MONSTER BATTLE9610611211288969495SLAPPY'S REVENGE 9685971041009195104ZACH AND HANNAH8980808993929182SMALL TOWN8892808884929382OUTCASTS BECOME HEROES 8091837377838774GOOSEBUMPS7669746486757680
Slide26Monsters Escaping is Unique
The Goosebumps monsters coming to life is the highest testing positioning and what sets it apart from other films
Tons of monsters in one movie
F
avorite Goosebumps characters
Fantasy becomes reality
Unique & different premise
like to see
make
believe be come real [M10-12]
I know and like many of the
monsters-villains
. I'd like to see them all in action. [F25-34]
all of the monsters from the books, and stories in one movie [F10-12]
other
movies have had monsters in it but the fact they are coming out of books is unique. [M13-17]
40%
of
moviegoers say the monsters escaping their books is
a top interest driver
Slide27Specific Monsters They Want to See
Moviegoers are excited to see many of the classic Goosebumps characters come to life
Some moviegoers say they would also like to see the film introduce a
new monster to make the story feel fresh
I expect
goosebump
stories to create new characters each time.
[
F25-34]
I would like to see some new monsters. [F45-54]
They are interested in…
Slappy
Werewolves
Mummies
Zombies
17%
25%
?
22%
18%
15%
14%
12%
Blob
Abominable Snowman
Lawn Gnomes
Slide28Twists Add Excitement
The promise of a twist ending is the primary interest driver overall and a top testing storyline across audiences
44%of moviegoers want to see the surprise twist ending
Mystery
Key Asset of the Brand
Anticipation
The movie captures R. L. Stine's pattern of hooking you and keeping you, while throwing in the classic
twists.
[M25-34]
It makes me want to find out the ending even
more [M10-12]
Wanting to know the twist at the end
. [F18-24]
Slide29R. L Stine Broadens Appeal
Moviegoers think R.L. Stine is essential to the Goosebumps brand and are excited to see him as an actual character in the film
35%
of moviegoers say they are fans of R.L. Stine
Stine as a character adds:
Nostalgia
A Twist
Uniqueness
Over 60% of moviegoers remembered Stine as the
author (unaided)
As a child I used to read the Goosebumps books, now as an adult I like
having
R.L Stine in the movie [F25-34]
I like Mr. Shivers actually being RL Stine [M13-17]
It’s different because the author of the books is actually involved in the story [F18-24]
37%
of
moviegoers say they are most excited to see the character of R.L. Stine
Slide30Teen Storyline Is Too Formulaic
A key concern among general moviegoers is that the teenage storyline feels predictable and childish
It's too childish, especially if it's going to use immature jokes like "pooper." Please, don't ruin a good series. [F13-17]
Being too similar to other films is a top holdbackFormulaic Plot Elements: Zach and Duncan as nerdy underdogs Popular Jocks are BulliesChubby kid likes popular girl
Plot sounds like other movies. New kid, not liked, makes weird friend, gets into chaos, saves the day, becomes hero. [F13-17]
Too Cliché
The story feels childish is the top holdback overall (25%) Battle at a High SchoolSilly Humor (Pooper, Fight w/ school supplies, etc.)
Too Childish
The need for Zach to be some sort of downtrodden geek. That is
passé and formulaic. [M25-34]
Slide31Story within a Story Frames the Movie
Moviegoers are excited to see :
R.L. Stine writing a new story during the movie broadens the scope of the film
A story being written in real time that will change the future of the
town
An author facing his
own
creations
The challenge of R.L. Stine writing a new story should be the primary storyline for the movie. Emphasizing Zach and Duncan’s role in helping Stine write the story can take focus away the more predictable themes of kids trying to fit in at school.
Recommendation
its exciting to see what R.L. Stine will do, what will he write. How will it end. [Mom]
I like that the author meets his characters in real life [M7-9]
Slide32Need to Mix Scares With Fun
While scares are one of the main brand assets, kids are concerned that the film could become too scary
i only like some scary movies. if its too scary, I don't want to see it [F7-9]
The part where there are monsters and the ventriloquist make me a little scared. [F7-9]
it just seems a bit scary for me [M7-9]
39%of kids 7-9 say the story is too scary – the top holdback for them
It will be important to find the right balance of scary and fun. While scares are a key part of the brand, the film will still need funny, silly moments to alleviate the scares for family audiences similar to other successful PG horror movies.
Recommendation
Slide33Positioning Architecture
Target Audiences
Kids 7-12,
Parents
Secondary Audience
Young
adults 18-34 who read Goosebumps as kids
Potential Tagline
If the books gave you chills…
just wait for the movie!
The monsters have been unleashed from the page to the big-screen!
Meta Positioning
Discovering he has the power to bring his creatures to life, famous author, R. L. Stine quits writing Goosebumps, changes his name to Shivers and hides out in Normal, a small town with his “niece” Hannah. One day, a new kid, Zach and his friend Duncan start investigating Shivers and discover his secret. The two accidentally release all the Goosebumps monsters from their books on the small town.
Stine
realizes he must face his fears and write his greatest novel ever in order to stop his creations.
Key Assets
Strong
franchise
readership and knowledge
Nostalgia factor broadens appeal to 18-34s
Unique
premise of book characters coming to life
Monster appeal
Well-known
author as lead
character
Key Challenges
Overcoming perceptions of being too childish
Overcoming perceptions of a formulaic story
Finding a balance between scary and
fun
Effects and visuals must be cinema worthy
Slide34Thank
You