Social media campaign with teenager

PROJECT MANAGEMENT AND PLANNING

Persuade teens to go to the cinema
I-Hsuan Liu (Shuan) - 17 February 2017
FILM CAMPAIGN 2017 1

Table of Contents
Table of Contents 2

Introduction 3

Methodology 3

Legal and Regulatory 4

Discovery 6

Planning 18

Design 24

Development 28

Deployment 31

Reﬂection 33

Reference 34

Appendix A- Questionnaire 36

Appendix B- Interviews 45

Introduction
Think Jam is an award-winning entertainment marketing agency, which supplies products
and services to the UK within the entertainment sector. The company delivers a
comprehensive range of digital consultancy, advertising production, creative, publicity,
promotions and social media services to its clients.
Today, many teens are not interested in watching films at the cinema. Think Jam want a core
social media campaign of 7 weeks in summer for 13-17 year olds who go to cinema and
share their cinema experience.
Therefore, the project management and planning of the campaign will provide a better
understanding of teen issues and ways to improve the film industry. Ideally, we are also
working with Agile development environment and realise methodologies such as
Storyscaping, DPDDD, SOSTAC, etc. The five steps cycle of Agile “Requirements, Design,
Development, Testing and Review” accumulate this
campaign. Our team members execute the development
with Daily Scurms and Weekly Sprints to improve the
products.
Methodology
The project uses DPDDD Methodology by McCann Digital.
It is a five-step process of “Discovery, Planning, Design,
Development and Deployment” and forms a sequential
Figure1: THE McCann Erickson
DPDDD Methodology

workﬂow that covers each consideration in a digital communication project. It determines the
project’s four-week journey through the pre-production, production and post-production
phases of creating our own content for teens’ online social media campaign.
Legal and Regulatory
The CAP Code
• Covers products that contain strict responsibility rules - making sure they don’t target
children by content or targeting (e.g. by not using child friendly themes and by ensuring
such ads aren’t placed in children’s media)
• Code includes rules to make sure advertisers do not exploit children’s vulnerabilities.
• The Code prevents marketing communications from condoning or encouraging poor
nutritional habits or an unhealthy lifestyle in children.
Advertising Association
• Children can recognise advertising at an early age, but can only make judgements about it
when they reach ‘middle childhood’ and do not understand commercial intent until later
on.
• Children must possess advertising literacy to understand fully what advertising is.
• Through digital media it is believed that children can engage in advertising at a deeper
level.
Internet Advertising Bureau
• Banning the recruitment of children under 16 as brand ambassadors and in peer-to-peer
marketing.

• Improving parents' awareness of advertising and marketing techniques aimed at children.
• Harmonising the age of a child at 16 years old. 

Discovery
Business Driver Analysis
Business Challenge
1. Teens do not go to cinema enough. Many similar entertainments distract them from the
attention of the cinema such as streaming media, video-on-demand, and TV.
2. The age group depends on parents support with money so they have to confine leisure
activities. In addition, they study at school during working days but so they would most
likely only have time for entertainment during evenings and the weekend.
3. The government policy has stringent rules for marketing communication addressed or
targeted to a child under the age of 16 years, therefore, we need to follow the law
carefully.
4. The targeted age group is not clear that some downloaded films are illegal at home, in
addition to some not considering the thousands of people work in film industry with a
paid day job.
Marketing objective
The core evaluation of this campaign is going to be based on social media performance and
behavioural metrics from mid July to early September. It follows as below:
1. Drive in engagement through social media around the film industry.
2. Increase ticket sales at the cinema.

Competitive Analysis
Competitors
The competitors are relevant film entertainments such as gaming, watching TV, streaming
and downloading. In particular, the main competitor is Netflix which specialises in and
provides streaming videos legally. As reported by Statista (statista.com, 2017), over half of
respondents in the UK between the ages 16-24 used Netflix during May to August 2015.
From 2014 to 2015, the growth of active streaming subscribers for Netflix had increased by
10%.
Situation analysis
• Young cinema-goers were declining during 2011-2015 at the cinema
Cinema Advertising Association reported statistics for the age distribution among cinema-
goers from 2003 to 2015 in UK. Below (Fig 2) describes the downward trend in the stretch of
last five years.
Figure 2: Age distribution of cinema admissions in the United Kingdom from 2003 to 2015
Retrieved from statista.com (14 Feb., 2017)

Cinema attendance plunged in 2014, hitting numbers that haven’t been this low since 1995.
To add insult to injury, the sharpest decline occurred amongst the 14-24 age group. Joel Lee
(makeuseof.com, 2015) who is the Tech Explained editor said “ Movie theatres need to stop
competing on convenience and start focusing on experience. They need to offer more than
just a way of watching the latest movies.” It is crucial for the cinema industry to discover
cinema-goers’ changing behaviour about where they watch films and have a greater
experience at the cinema.
In recent years, there has been an increasing amount of VoD film market in the UK. A total of
10 million users are accessing films online, with Netflix, Amazon and YouTube being the top
platforms for watching video content. Netflix users occupy 44% of all streaming of content in
the UK, while 25% of users use illegal streaming or downloading movies such as Popcorn
Time, Kodi and 123movies (Russon, 2015).
VoD users are most likely to be young, middle-class and male: 72% of 15-24 years used a
VoD service at least once in the last 12 months. Young people in particular are spending
more time and money on platforms like Netflix. What drives them to these platforms is the
chance to access a large back catalogue of content (Smits, 2016).
This current situation has been identified by teen media consumption. Figure 3 has
demonstrated that children spend more time on the internet, which has increased by age. By
the time they reach the age of 15, most users would have spent a large amount of time on
the internet. As Children and parents media use and attitudes report (Ofcom, 2016) had
conducted research that showed 12-15s spend more time online (i.e. 3 hours per day) than

watching television on a TV set. Meanwhile, 16-24s spent an average of 2 hours 26 minutes
per day using social media (Fig 4).
Overall, the cinema lost a lot of the audience from Generation Z as teens usually watch films
on VoD platforms. The film industry have attempted to improve a number of elements to
attract people to watch films at the cinema. 
Figure 3: Estimated weekly hours of media consumption at home or elsewhere, among
users, by age: 2016
Retrieved from OfCom (14 Feb., 2017)
Figure 4: Proportion of social media time attributed to activities, by age group

• New technology to maximise customer attraction

As the ﬁlm industry competition intensiﬁes, the
cinema will be able to attract and retain a loyal
following using new innovative technology
such as Augmented Reality/Virtual Reality/360
video to enhance customer experience and
drive product sales.
According to Social Video Predictions for 2017 report (unruly.co, 2016), active VR users are
tipped to grow by 147% by 2021 and people spend 3x longer watching live video compared
to viewing a pre-recorded clip. Consumer interest is highest with VR among Gen Z. However,
younger generations aren’t the only ones fascinated by the technology; older generations are
drawn to it too.
Conclusion
The research indicates that people have lost some interest in going to cinema, especially
younger generations. The evidence has shown that VoD platforms would be the main
competitors of the cinema, and meanwhile we hope to use current technology that brings a
greater experience to the targeted audience.  

User Research and Analysis
SWOT Analysis for cinema with teenagers
The user research was obtained from the process of primary and secondary research. Our
primary research are mainly the results from a series of 15-17s focus group surveys,13-14s
high school students and interviews that we carried out among our targeted age of audience,
and the secondary research is based on updated information about general and specific
population groups.
• Twitter is losing ground as important social media: It converges the information between
focus group and the secondary research data (Fig 5 and Fig 6) which decreases in the use
of Twitter as social platform for targeted age group.
Strengths
• High quality screen and sound system.
• IMAX, 3D and 4D watching experience.
• Social space with people.
• The latest films.
Opportunities
• New technology.
• Movie premiere.
• Interactive campaign.
Weakness
• Lack of choices with films.
• High cost with food and tickets.
• The venue is inconvenient.
Threats
• Economic depression.
• Streaming media.
• Virtual reality.
• Audience behaviour is changing.

Figure 5: Age 18-34 Digital Audience Penetration vs. Engagement of Leading Social Networks
Retrieved from smartinsights.com (17 January., 2017)
Figure 6: Leading social networks world as of April 2016, ranked by number if active user
(in millions)
Retrieved from smartinsights.com (17 January., 2017)

• Whatsapp and Snapchat are the most popular social media in 13-17s, sequenced by
Facebook, Instagram, YouTube and Twitter: Our focus group evaluated five of the main
social media platforms and indicated Whatsapp and Snapchat are nowadays used even
more than Facebook as way of communicating among peers.
• Teenagers hate loud customers the most followed closely by the price of the tickets. The
two main concerns influence our focus group to go to cinema.
• Teenagers ask for a change and a new experience: Most of the observations that teens
made thinking about their best possible experience in a cinema, were related to have an
individual experience or just with their families and friends. They also stated that free foods
Figure 7: It is a visual reflection of the questionnaire obtained in our focus group
Figure 8: It is a visual reflection of the questionnaire obtained in our focus group

would be a huge idea for them, so it attracts what they feel excellent in which they get
more for the amount of money they pay. After watching the ﬁlm, they share their
experience with their family and friends. As we see on survey results, that is why we need
to change their perception luring them to be also inﬂuencers to their circle of friends
(Appendix A). 
Figure 9: There are answers of the questionnaire obtained in our focus group

• Widely used social media site is Facebook for the groups of age ranging from teens.
Followed by Instagram. Snapchat users increase in the span of last 4 years. Their primary
usage are to communicate and broadcast or check updates. Youngsters of age under 16
prefer to watch the videos online followed by playing video games. Over 15 years old, they
use social media to watch videos, followed by using it to communicate. Read/browse and
listen equally (wearesocial.com, 2016)
 
Figure 10: Main social media sites or apps used by children aged 12-15
Figure 11: Top active social platforms in UK

• Most of them use the social media to post photos followed by read posts by
organisations/brands/events as an activity. The targeted group uses mobile phones and
computers the most, with multi screening as a normal thing and are the most inﬂuenced
by YouTube. Other worrisome fact is that nearly two half of our focus group didn’t consider
a bad thing o didn’t even think about downloading ﬁlms illegally is a bad thing (Appendix
A).
Figure 12: Selected social media behaviour among mobile internet users: April 2016
Figure 13: Proportion of time attributed to activity types, by age group

• After-school activities in the UK: Secondary school – children attend secondary school
between the ages of 11 and 16 before making the optional decision to further their
education. For the purposes of this study, secondary school children are deﬁned as those
in Year 7 or later up until and including the age of 18 (mathsdoctor.co.uk, 2014).  
Most popular activities amongst secondary school children:
1. Sport clubs
2. Musical instrument tuition
3. Dance
4. Driving lessons
5. Guides/Scouts
Conclusion
Using cinema strengths and opportunities to resist competitors. Due to teens behaviour, we
develop a relevant campaign to persuade them to go to cinema, such as surﬁng online and
using media for communication. To generate the competitive position in the market for
creating new chances.  

Planning
Persona
People have requirement of leisure and social network so they go to cinema. There are three
types of personas that should be targeted. Personas base on 16 questionnaires from focus
group and secondary. Using personas we can be speciﬁc in selecting media to be most
relevant, improving the effectiveness of the campaign by reducing delivering more cost
efﬁciency.
• The three personas persons: 
Young social- Amal, Movie buff- Jake, Geek- Matthew
Demographics
• 13-17 years old people.
• Female and Male.
Hobbies & Interests
• Social network.
• Listen to music.
• Have fun.
• Use emoji message.
• Love sports.
Brands
Generally, other competitors all include
these segments as well. They mainly
targeted massive audience instead of
narrow market.
Attitudes
• Long for freedom.
• Be social with friends.
• Some privileges.
• Curious about sex.
• Entrepreneurship.

• Super Fans 
People create buzz for the style about films to demonstrate benefits of cinema. Super fans
influence fans to go to cinemas.
• Fans 
Cinema-goers loves to watch films from time to time. Due to fans, potential fans have to be
motivated.
• Potential Fans 
He enjoys film but goes to cinema few times. They may enjoy the film at cinema in order to
social network.
Each persona own different empathy map (Boag, 2015) indicates its demographics, brands
and attitudes that require an integrated and converged achieve inherent demand in society
as below. 
Super Fans
Young social- Amal
Fans 
Movie buff- Jake
Potential Fans 
Geek- Matthew
Segments of personas in the market
Figure 14: Model Source: Red Bee Media (2013)

Persona 1- 14 years old sociable girl
Occupation: The high school student.
Emotional proﬁle:
She usually watches movies at home with her parents’ Netﬂix account and follows stars on
their Snapchat and Instagram. She views social media channels 15-25 mins every day in the
morning. Before going to bed, she is phubbing about 1h15 mins. During the day: Whenever
she gets a break between lessons, she always check the social media channels rather than
looking at stuff.
• Hobbies: Shopping (& online), spends time with friends and families, share everything on
social media.
• Brands: H&M, Topshop, Abercrombie & Fitch, New look, Hollister.

• Movies: Romantic comedy movies, Beauty and the Beast, Pitch Perfect, Inside Out.
Why go to the cinema?
As a special occasion like birthdays, holidays, celebrities events, she goes to the cinema with
friends. When tickets was special discount, she would go to the cinema more.
Media channels: Snapchat, Whatsapp, Instagram, YouTube, musical.ly (Robinson, 2016).
Persona 2- 16 years old movie buff boy
Occupation: The college student.
Emotional proﬁle:
• Hobbies: Searches information about how ﬁlms are made and producers, good quality
products with sound, watches movies, spends time with his friends, plays sports, and
listens to music.

• Brands: Nike, Adidas, H&M, Urban Outﬁtters.
• Movies: Interested in every type of good movies, award winning movies, acclaimed
movies by critics.
He loves to go to cinema and goes approximately twice every month with interested friends
or his family. After that he likes to talk about movies that he has seen to his friends and to
share his opinion on social media. What he loves about going to the cinema is the quality of
the image and sound.
Media channels: Facebook, Snapchat, Whatsapp, YouTube, Spotify.
Persona 3- 17 years old geek boy

Occupation: The college student.
Emotional profile:
He takes time on his computer to discover new things with high technology. Doesn’t think
that downloading movies/music for free is wrong. He downloads movies illegally because he
knows all the tricks of internet. Matthew is also a great media consumer and producer.
Sharing his experience online to let his friends know what is he been up to means a lot to
him. He did downloaded movies online a couple times, because these movies are not
available in cinemas anymore. He understand it is illegal to do, but everyone is doing it. No
one has any problems, he did it anyway. For him, watching movies online or illegally
downloading them is just another option to watch movies.
• Hobbies: Sci-fi movies, video games, new technologies.
• Brands: Playstation, Boose, Converse, Vans.
• Movies: Star Wars, Lord of Rings, Harry Potter, The Lego Movie.
He loves talking about these films with friends. Going to cinema to watch these films are also
appearing to him. Quality of watching means a lot to Jake. The great screen and audio
setups in cinemas is the major reason he choose to watch the film at the cinema. Meanwhile,
watching movies with friends is great.
Media channels: Facebook, Snapchat, Whatsapp, YouTube, Reddit (statista.com, 2015).

Design
Key Insight
How to teenagers think about going to cinema?
Teens decrease to go to cinema because “We love to watch films, but it is difficult
to look for like-minded friends to go to cinema. We are happy to debate the film…
Together is better! ”
• They can choose other cheaper online platform to watch plenty of films.
• They usually predict to have nice experience at the cinema but can not bear loud
customers.
• Some privileges trigger them to go cinema, such as private screen and free food.
• They like high technology at the cinema such as 4D and 360 video because they can
have specific experience.
Why do teenagers go to cinema?
For their age, they do not have much choice for social space. When they have on special
occasion, they prefer to choose cinemas celebration. Big screen and high quality sound give
them better experience for leisure.
Organising idea
Together is better
During the early teenage years, friendships become more intense, close and supportive.
Teenage friendships tend to be based on personal similarity, acceptance and sharing. This
idea communicates like-minded friends who are important to keep. 

Strategy
The inspired idea is from meme concept that an element of a culture or system of behaviour
passed from one individual to another by imitation or other non-genetic means. An image,
video, piece of text, etc., typically humorous in nature, that is copied and spread rapidly by
Internet users. Simple words spread forwarded using Internet in original form.
I choose musical.ly, the app 80 million users that teens are obsessed
with. Musical.ly is a DIY music-video making app, where users create
15-second videos of themselves lip-syncing and dancing along to
popular music. (Robinson, 2016) Due to the app, to make online film
videos is fun with friends.
How to create a musical.ly video?
1. Create a musical.ly Video using film clips, dialogues, film
music piece or song.
2. Add your special touch.
• Use Snapchat or musical.ly film role filers to create the
film characters in the original musical.ly video.
• Add humour- lip syncing on a film song or a dialogue in
the video.
• Be any movie star you want to be with your friends!
• #ToghterisBetter and tag yours friends on the video.
• Share the video with friends on Facebook/ Whatsapp/ Instagram/ Facebook message.

Where to upload?
• Tell us that you have a visual idea on the campaign
website and take part in our “Together is better”
contest.
• We have made the pop up shop which is film
scene. After watching films, all you got to do is
create a video in the pop up shop for free and
upload it to the contest website, snapchat,
Instagram and Facebook. We provides motion
capture suit, you can change the the of the film
story, famous film plot and dialogue. Meanwhile,
other customers can see what they do in the pop
up shop with live stream and live screen at the
cinema.
Reward
1. We will include the best video every week- it will screened in the local cinema
before the movie show.

2. Weekly winners can get some 50% discount tickets.

3. The champion can watch the film for private screen and the film star with friends
and families.

Motion caption is is the process
of recording the movement of
objects or people. It usually use
in film industry, using that
information to animate digital
character models in 2D or 3D
computer animation.
Retrieved from hestudioexec.com
(15 Feb., 2017)

Estimation
• Good (Red) 
Creating the contest to aware the ﬁlm.
• Better (Blue)
Building the pop up shop to reach more teens for increasing engagement.
• Best-Red (Purple) 
Using motion capture suit and live stream to add authentic experiences.

Development
Media composition
From primary and secondary researchers of using media in our target area, each persona
uses media in the different way that we will use media channel mix with their lifestyle and
bring them to achieve our goals.
Target Market Media Channel
Mix
Rationale
Young social- Amal
 
 
★ TV (Sky Adsmart)
★ Social Networking
★ GND (Google
Display Network)
★ Paid search
★ YouTube Ads
Amal views social media channels 15-25
mins every day in the morning. Before going
to bed, she is phubbing about 1h15 mins.
During the day: Whenever she gets a break
between lessons, she always check the
social media channels rather than looking at
stuff. Amal follows stars from her social
network on Instagram and Snapchat.
Movie buff- Jake  ★ TV (Sky Adsmart)
★ Direct marketing
(Email)
★ YouTube Ads
★ GND (Google
Display Network)
★ Paid search
Jake check social media channels 15 mins
in the morning. Before study off, he check
his email and listen to music on Spotify.
Geek- Matthew
★ Game site Ads
★ YouTube Ads
★ Paid search
He takes time on his computer to discover
new things with high technology. He usually
downloads illegal ﬁlms because he knows
all the tricks of internet. Matthew is also a
great media consumer and producer.
Sharing his experience online to let his
friends know what is he been up to means
a lot to him.

Proposition
If you want to be fun at the cinema…. Together is better!
User journey
To use Pain to Gain in progress demonstrates each target audience increase trigger off
demands. It means zero to decision stage people do not go to cinema and call the action to
the cinema.
Paid Earned
Owned
The contest website

Social media channels
Engagement rate and reach
Comments, Likes, Shares,
Comments, Word of mouth
Inﬂuencers, the video of
the contest, PPC, SKY
Ads, GND, YouTube Ads,
Game site Ads, social
media Ads

According to IAB touch points, to explore marketing channels in the film industry influence
ticket sales.
• Think- aware people 
In the beginning, we use paid media to reach the target audience. #Togetherisbetter
indicates benefits of the contest and teens are awareness.
• Feel- get involved 
When customers feel interested in the contest, they would engage more in the campaign.
Comments and shares would encourage more teens to share their movie experience and
to go to the cinema.
• Do- conversion 
After people watch films at the cinema, they can enjoy relevant movie experience and get
other new experience in pop up shop. The new experience becomes the motivation to
return the cinema. 

Deployment
First Deployment
Creating the contest to aware the film
We will promote the video to the target audience through hashtag #Togetherisbetter. That is
why we will perform a search and monitoring of all #Togetherisbetter mentions through the
internet and social media platforms to keep records of peaks and fluctuations during the
whole campaign. We can use tools such as Google Alerts, IceRocket or Mention.
They will also need to go throughout an online process where they will enter in our social
media websites. We can cross this information with our databases and create profiles of our
user’s thanks to information provided by Snapchat and other platforms.
With this first deployment, our objective is to increase awareness and likes or shares via
social media platforms. Our goal is to create a flow of teens that will go through all the social
media process to get 50% discount tickets and the data will be collected daily and using all
the mentioned SEO and analytics tools.
Second and third Deployment.
Pop up shop, motion capture suit and live stream at the Cinema.
Like in the First Deployment, we are going to carry out some actions that would make some
buzz and ideally the call to action. In this actions, our targeted group is going to share and
comments not only in their social medi, but also in our own social media.

With these two deployments of the campaign, we want to increase awareness and change
the perception that our target could go to the cinema, making them a new, modern place to
live new awesome experiences. Data will be collected also daily or weekly depending on the
capability of the cinema.
Fourth Deployment.
Loyalty at the cinema
During the last deployment, we want to return our target at the cinema. Data will be collected
weekly or daily depending on the availability and the infrastructure of the prize, gathering it
from cinema servers and crossing it with our SEO and Analytic tools to keep track on online
and ofﬂine mentions. 

Reflection
“Insanity: doing the same thing over and over again and expecting different results.” It’s good
to make mistakes, but let’s not make the same ones all the time. (By Einstein) It is an
interesting issue in the module. As you find mistakes firstly, how to persuade other people? I
discover our personality indicates the culture difference between the East and West. Eastern
people prefer much time to consider our opinion deeply, but west people like to do first.
I learned to cooperate with different people who come from different countries. When I am a
project manager, I realise some positions need an authority. Although we use agile parallel
development, we still have higher positions to lead all team members such as tutors. The
module challenges me how to develop the better leadership and what time I can say my
opinion suitable.
I am happy for a choice to work project management, even though it is a tough mission.
Most experiences are positive and valuable, we will be improvement more in the future. In the
beginningI use Gantt chart and planning framework to manage the team, also, we execute
daily scrum and slack platform exactly. When the team grow up slowly, the leader needs to
slow as well. I always worry about schedule delay but some members want to be the last-
minute to do it. I develop my patient in the module.
In conclusion, I really appreciate Mike and Mark support me in the project. The project not
only learn to do a social media campaign but also study to manage people. 

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YouGov (no date) YouGov profiles- moviegoers. Available at: https://yougov.co.uk/profileslite#/
Movies/demographics [Accessed 17 February 2017a].
YouGov (no date) YouGov profiles- Reddit user. Available at: https://yougov.co.uk/profileslite#/
Reddit_(Website)/personality [Accessed 17 February 2017b].
(No Date) Available at: http://thestudioexec.com/wp-content/uploads/2014/01/andy-serkis.jpg
[Accessed 17 February 2017c]. 

Appendix A- Questionnaire
Watching film behaviour survey
We are from Birmingham City University and survey for a film campaign.

We would like to plan a social media campaign for teens.

1. What gender are you? ⎕ Male ⎕ Female

2. What age group best describes you?
⎕ 16-17 ⎕ 13-15

3. Which social media do you use?
⎕ Twitter ⎕ Sanpchat ⎕ Facebook ⎕ Whatsapp ⎕ Instagram ⎕ YouTube ⎕ other__________

4. Other than the fun stuff what do you use online for? homework, games, email
____________________

5. Would you like to see Snapchat filters of the upcoming movies?

⎕ No ⎕ Yes

6. How many times have you been to the cinema in the last 2 months?
____________________

7. Who do you usually go to the cinema with?
____________________

8. What do you enjoy the most about going to the cinema? big screen, sound, food,
movie ____________________
9. What would put you off from going to the cinema? ⎕ the price of the tickets ⎕ the
trailers ⎕ loud customers ⎕ all of the above ⎕ other__________


10. Would you like your local cinema to offer more than what they do at the
moment? 4D, beach theatre or private screen for you and your friends
____________________________________________
11. When a movie is released, would you rather
⎕ see it at the cinema ⎕ wait to stream it

12. What is the first thing you do after you finish watching a movie at the cinema?
talk with your friends, share on social media
____________________________________________

13. Who/ what influences you to go to the cinema? friends, family, social media,
trailers, actors
____________________________________________

14. When a movie is released, would you rather
⎕ TV ⎕ computer ⎕ playstation ⎕ phone ⎕ other__________

15. How often do you stream movies online?
⎕ always ⎕ usually ⎕ sometimes ⎕ never ⎕ other__________

16. Do you download movies?
⎕ Yes ⎕ No

17. Do you think downloading movies for free is wrong?
⎕ Yes ⎕ No ⎕ Not sure

18. If you were a movie producer would you like if people were downloading your
movie without paying?
⎕ Yes ⎕ No


19. Is there a speciﬁc type of genre you would rather watch at the cinema or at
home?
⎕ action/ crime ⎕ comedy ⎕ romance ⎕ drama ⎕ fantasy ⎕ horror ⎕ sci-ﬁ/ other

20. How would you describe your dream cinema experience?
____________________________________________  

16 Responses

Appendix B- Interviews
FOCUS GROUP 1
1 hour

+/- 20 student per group

2 minute introduction about who we are, what we are doing and what we need their help
for today. We are students of this university doing a Future Media Master, which is
basically Digital Marketing.

The project we are working on for the moment is about delivering a social media
campaign for Industry Trust which is a movie related company. Our goal is to convince
young adults like you to go to the cinema and enjoy films as a shared experience.

This is why we would like to ask you some questions about your habits and preferences.

20 minutes paper questionnaire about social media and film habits and preferences.

SOCIAL MEDIA QUESTIONS
• Which Social Media do you use??Snapchat, Facebook, Twitter, Instagram, Whatsapp,
Musically, Youtube) and for which use? (comment, share, like, post) and when during
the day?

• What do you do online (not on Social Media)?

1. Homework related – search, look-ups

2. Entertainment – music, videos, games

3. Email

• Would you like to see Snapchat filters of your upcoming movies

MOVIES/CINEMA QUESTIONS
• How many times have you been to the cinema in the last 2 months?

• With who do you usually go to the cinema with (friends or family)?

• What do you enjoy and what do you not enjoy about the “going to the cinema”
experience? (positive-big Screen, Sound, Food, Movie or negative-tickets cost,
disturbance, trailers)

• Would you like your local cinema to offer more than what they do at the moment? For
example a beach theater or a private screening for you and friends/family?


• When a movie is released, would you rather go see it at the cinema or wait to stream
it?

• What is the first thing you do after you finish watching a movie at the cinema? (talk with
friends, share on social)

• Who influences you to go to cinema? (friends,family, Social Media, trailers, actors)

• Where do you typically watch movies at home? (tablet, phone, TV, computer, gaming
console)

• Do you stream movies online or download them?

• Do you think downloading for free is wrong?

• If you were a movie producer would you like if people were downloading your movie
without paying?

• Is there a specific type of genre you would rather watch at the cinema or at home?
(Netflix/Streaming/Blu-Ray)

15 minutes discussion

• What's the first thing you do on your phone in the morning

• Which apps do you use the most and for what? (communicate,...)

• Do you have an on-demand account (Netflix, Amazon video, Sky etc)? If so, what are
the factors that make you go to the cinema instead of using those channels?

• Who are you following on social media (celebrities, youtubers)

• What does a typical day looks like?


FOCUS GROUP 2 (16-17YO) QUESTIONS
• What makes you stop scrolling?

• Pictures

• Videos

• Games

• Something you friends shared

• Others

• Explain a typical day?

• What is the first thing you do in the morning?

• What is the last thing you do before going to bed?

• When are you using social media during the day and to do what?

• How often do you check your social media apps? (every hour, every break, even
during class..?

• Have you downloaded an app “game” that relates to a movie?

• If one of your friends asked you do wear a special costume/outfit to go to the cinema,
would you do it?

• What do you do after school and on the weekend?

• During free time? (sport, hobbies, shopping)

• What are your favourite brands (clothes, technologies)?

• Which devices do you use the most? (tablet, phone, laptop, computer at home)

• What makes you go to the cinema?

• Where do you learn about new movies?

• Do you follow influencers, celebrities, youtubers?

• Do you watch vloggers?

• What applications do you like to use?

• Is there a movie that especially inspired you? If yes why?

• Have you heard about Reddit or Tumblr? If yes, do you use them? And to do what?

• What should we do to make you go more to the cinema?


Responses
FOCUS GROUP SESSION January 20, 2017
Age: 16-17 Year Education: College students
7 kids answered the below set of questions
SOCIAL MEDIA QUESTIONS
Q. Which Social Media do you use??Snapchat, Facebook, Twitter, Instagram, Whatsapp,
Musically, Youtube) and for which use? (comment, share, like, post) and when during the day?
A. Snapchat - all 7, Facebook - 5, Twitter - 1, Instagram - 6, Whatsapp - 7, Musically - None,
Youtube - 3. All 7 do all activities asked and all through the day:-).
Q. What do you do online (not on Social Media)?
1. Homework related – search, look-ups
2. Entertainment – music, videos, games
3. Email
A. All of them use it for homework, study material, entertainment, music, games. Email once a
week, some of them as n’ when they get a pop-up’s
Q. Would you like to see Snapchat ﬁlters of your upcoming movies
A. Yes - all of them
MOVIES/CINEMA QUESTIONS
Q. How many times have you been to the cinema in the last 2 months?
A. 1- Once, 1-Twice, Not been - 5
Q. With who do you usually go to the cinema with (friends or family)?
A. 5 - Friends, 2 - Family
Q. What do you enjoy and what do you not enjoy about the “going to the cinema” experience?
(positive-big Screen, Sound, Food, Movie or negative-tickets cost, disturbance, trailers)
A. Likes: Big Screen, Sound, Trailers, Food, Certain movies. Dislikes: Tickets & food too
expensive, Dirty ﬂoor, Feet on chair, People on phone

Q. Would you like your local cinema to offer more than what they do at the moment? For example
a beach theater or a private screening for you and friends/family?
A. Beach theater - No, Private Screening - Yes with a big smile :-).
Q. When a movie is released, would you rather go see it at the cinema or wait to stream it?
A. Would stream and depends on the type of movie, actors they will go watch it in the cinema
Q. What is the first thing you do after you finish watching a movie at the cinema? (talk with friends,
share on social)
A. Check their phone, share their opinion about the movie, comment on social media
Q. Who influences you to go to cinema? (friends,family, Social Media, trailers, actors)
A. Friends/family, trailers, social media
Q. Where do you typically watch movies at home? (tablet, phone, TV, computer, gaming console)
A. 1-Phone, 7-Netflix, TV, Computer, 7-thill
Q. Do you stream movies online or download them?
A. Use various apps such as Tubidy, Apple Music, UBER, Bus App, Games and sites like
Putlocker.
Q. Do you think downloading for free is wrong?
A. No :-) - All 7
Q. If you were a movie producer would you like if people were downloading your movie without
paying?
A. No
Q. Is there a specific type of genre you would rather watch at the cinema or at home? (Netflix/
Streaming/Blu-Ray)
A. Netflix-7 & BluRay-1
All 11 kids answered the below questions 15 minutes discussion
Q. What's the first thing you do on your phone in the morning
A. Check phone – Snapchat, FB, all the apps, get ready for school

Q. Which apps do you use the most and for what? (communicate,...)
A. Whatsapp & Snapchat for messaging, FB
Q. Do you have an on-demand account (Netﬂix, Amazon video, Sky etc)? If so, what are the
factors that make you go to the cinema instead of using those channels?
A. Mostly use Netﬂix, Go to the Cinema whenever we can, go for the big screen sound
experience, Trailers, Adverts
Q. Who are you following on social media (celebrities, youtubers)
A. Actors/celebrities – 3, rest not really
Q. What does a typical day looks like
A. School lesson, phone, social media, hanging out with friends 

Focus Group II - 14 TV/Film Media Students 16-17s Response.
Brand observation in hall:
• Adidas (sweat pants)
• Vans, Nike, Adidas (Shoes)
• Adidas (Backpack)
• Caterpillar shoes
• Converse shoes
Focus Group Session:
• What makes you stop scrolling?
• Videos
• Interesting captions with pictures
• Visually appealing / interesting stuff
• Seen it somewhere before and want to watch it to the end
• Explain a typical day?
• Check phone for about 15-25 mins before getting ready for school 
FB, Snapchat, Instagram
• Before going to bed spend 1-3 hours on the phone
• YouTube (Watch films..)
• Netflix (on TV, tablet and phone)
• When are you using social media during the day and to do what?
• Morning, evening, between lessons “whenever I get a break”.
• During the day it’s more checking the social media channels, rather than looking at stuff.
Also during the day more messaging than consuming content.
• Have you downloaded an app “game” that relates to a movie? 
No. Also didn’t seem interested in gaming..
• If one of your friends asked you to wear a special costume/outfit to go to the cinema, would you
do it? 
No. They don’t want to look ridiculous on their way or at the the cinema.

• Where do they buy tickets for the cinema? 
Online or on-site. For bigger films they definitely want to see online in advance; for smaller films
on-site.
• What do you do after school and on the weekend?
• Chill, sleep and do homework.
• Weekend: part-time job; watch movies
• What are your favorite brands?
• Clothes:
Some don’t go for brands;
other just wear t-shirts from adidas or nike.
“Team brands”: brand items last longer; mainly trainers have to be branded, otherwise they
also consider Primark or New Look.
• Tech:
They decide to purchase only upon good reviews
It also has to look nice and the price matters.
Quality is less important for them
Needs to meet their needs (phone for instance)
Headphones → some get beads by Dr. Dre others buy them for £4.-
They also go by their gut feeling.
• What makes you go to the cinema?
• Price → rather go to independent cinema for cheaper price.
• Price and food is usually a big issue.
• For blockbusters they really appreciate the atmosphere;
• Where do you learn about new movies?
• Trailers on YouTube or at the cinema
• Booklet at cinemas
• Social Media - mainly instagram
• Celebrities share their own content, e.g. Ryan Reynolds, Vin Diesel, Lewis Hamilton..
• Some of them follow celebrities on Instagram and Snapchat, prefer following influencing
personalities/athletes
• What applications do you like to use?

• YouTube
• Pinterest
• Six tag (instagram for windows phones)
• Is there a movie that especially inspired you? If yes why? 
Star wars, Avatar (sci-ﬁ) 
Dance movies 
Birdman
• Have you heard about Reddit or Tumblr? If yes, do you use them? And to do what? 
Have heard about it, but don’t use them.

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