UCLA Extension Sneak Peak Focus Group Recap

Table of Contents
Topic Background, Objectives and Approach Perceptions of Sneak Preview Fluctuations in Different Quarters Reasons to Choose Sneak Preview Slide Number 3 8 12 19

Social Media Options

The Perfect Wednesday Experience Satisfaction with Sneak Preview

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28 30

Results
Next Steps Suggestions

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34 39
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Background
With the purpose of assisting Sneak Preview with their problem of filling seats, UCLA Extension market research class agreed to conduct an exploration of the Sneak Preview experience from the members perspective. One main concern is that Sneak Previews main patrons are an older audience, but would prefer to attract a younger crowd. In order to better understand these elements in the mind of the member and gain deeper insight into their relationship to Sneak Preview, the market research class conducted a focus group. Based on inputs from this qualitative phase, the UCLA extension market research class has identified a host of strengths, weaknesses, and opportunities, and threats. Suggestions for a follow up quantitative study will be a part of this report as well so Sneak Preview can continue their research to improve membership.

Research Objectives
Understand current members perceptions and attitudes towards Sneak Preview:
Understand feelings on the overall experience Comparison of quarters and movie selections Perceptions of the current audience

Identify the top reasons the members attend

Explore areas of value and improvement

Research Approach Focus Group

One focus group of 11people was held on March 14, 2012, at the venue. Conducted research with a diverse audience to ensure that we gained perspective and insight from a number of key constituencies
Person 1: Female Person 2: Female Person 3: Male Person 4: Female Person 5: Female Person 6: Female Person 7: Female Person 8: Female Person 9: Female Person 10: Female Person 11: Male Age: 25-40 Age: 50-65 Age: 35-50 Age: 25-40 Age: 50-65 Age: 50-65 Age: 50-65 Age > 65 Age: 50-65 Age: 50-65 Age: 50-65 2 year membership 1 year membership 5 year membership 3 year membership 20 year membership 3 year membership 4 year membership 4 year membership 12 year membership 1 year membership 1 year membership
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Sample Demographics
Age Mixed, with majority of 50-65, one older person, and two in the 25-40 range
9 females and 2 males Mostly Caucasian, 1 Asian, 1 Hispanic 1 person 10 people

Gender Ethnicity 5 pack member Full Quarter member

Reminder

Qualitative research is meant to elicit consumer opinion and insights and should be considered directional in nature, not projectable.

Perceptions of Sneak Preview

The Venue
Respondents had mostly positive comments about the venue
Good location

Clean bathrooms
Good sound system Convenient parking (also meters are free after 7pm)

The Venue
Respondents negative comments
The angle of incline on the seats isnt great o Hard to see the bottom of the screen; A problem seeing subtitles

o No guarantee on the view of the movie because someone tall or with big hair can always sit in front of you
o Some people unnaturally sit in the very front of the theatre on purpose

Not many dining or dessert options within walking distance

No hearing assisted devices
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Current Audience
Most people recognize that the majority of the audience members are much older and already have white hair
Older members view this event as a more social experience, often meeting up with friends before the film to get food together or carpool

For the younger members who do come, it does not seem to be as social
Most younger members work, so they come straight from work with no time to get dinner ahead of time Their line of work is involved with the film industry so they have more personal reasons for attending

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Why do we see a dramatic fluctuation in membership over different quarters?

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Quarters
Fall is the most popular quarter. Members attribute that to the timing of the academy awards. Winter quarter is the next most popular, with Spring and Summer being the least popular

Long-term members are well aware of the release patterns of movies and have their own personal favorites
The members understand that the strength of the films within a quarter rely heavily on who is the moderator The attendance of different quarters correlates to the popularity of the moderator and the members perception of that moderators connections and film choices
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Moderators and Movie Selections

The members feel that the moderator can make or break a season, which influences their purchase choices The focus group was split in their answers to the types of movies they preferred.
Some wanted more Blockbuster films Some came specifically to see independent or foreign films
They enjoyed these knowing that the moderator hand picked the film It is something they would not know how to seek out themselves or watch in the conventional theatre

General comment about the moderator

The audience does not like it when the moderator analyzes the movie beforehand; they want to come to their own conclusions first
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The 5 Pack!
One focus group member just purchased the five pack and liked the option because it can be hard to predict a work schedule, and sometimes they would have to miss a screening.
The 5 Pack provides flexibility with scheduling and attendance at the films

This options also makes it very important to have an easy way for members to know what the upcoming movies are

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Upcoming Films- Knowledge is Power

For the members who bought the whole season, some enjoyed not knowing which movies were going to be shown: they like the aspect of surprise

For the members who bought the 5 pack, knowing which movies will be shown is essential The current website and phone system is outdated and unreliable
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Discounts and Awareness

Most members took advantage of every discount they could, from senior to Osher One focus group member mentioned that the $10 discount from early bird to regular isnt large enough to really sway her purchasing decision Only one person answered How did you hear about us?
They saw the link to the Sneak Preview class from the Osher website
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Notification of Upcoming Films

All focus group participants expressed frustration at how difficult it was to find out what film was playing next
Website is not updated in a timely manner The automated phone system can get confusing; one focus group member was passed around from person to person within the system trying to find out about the next movie

Although moderators do a good job of stating upcoming movies at the end of current films, those that do not attend the previous weeks film will not have heard the announcement

Focus group members expressed interest and excitement for a consistently updated website with information on the film, guest speaker, and a clip of the movie trailer

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Why do people attend Sneak Preview?

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Why do they attend?

They, or a member of their family, are in the film industry The Q & A

To see movies they wouldnt normally seek out or know how to find on their own
A nice break between the work week Trust the program because of its association with UCLA Extension
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Why do they attend?

Good venue and easy parking
Social event, for friends and family Current UCLA students in the international program who want to see US and independent films Faith in the moderator picking the movies; Confidence in seeing top picks for independent or foreign films Like the variety of films
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Question & Answer

Every focus group member agreed that the Q&A at the end of the screening was a huge draw for Sneak Preview
Although, at the event we attended, we noticed many people did not stay for the Q&A after the movie

Guest Speakers
Some participants commented that its not always necessary to have the actor, director, or writer of the movie for the Q&A. In the past, audiences really enjoyed the Cinematography and Costume Designer guests just as much Having more than one guest speaker usually livens the Q&A and is more entertaining for the audience
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Question & Answer

It is important that the moderator be engaging, ask good questions, and leave time for questions from the audience The attendees are aware to not ask negative questions, since the guest is usually there as a favor to the moderator
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Reasons for not staying for the Q&A

Older audience members do not like to drive after dark, and sometimes cannot sit for long periods of time Audiences cannot hear the guest speaker if they are not speaking into the microphone well enough
If the attendee was upset by the movie for various reasons, they will usually not have an interest to stay and hear more about the movie
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Social What?

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Social Media
Although many guest do appear to have smart phones, there was a distinct lack of connection to social media and its possible incorporation with Sneak Preview amongst the focus group members
A suggestion that Sneak Preview use social media to engage with patrons was mostly dismissed, with the exception of the younger participants
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Social Media
Some ideas of interest in social media connections Possibility to vote on recently screened films that they liked The ability to follow their favorite moderator Place to summarize the movie and share thoughts about it A way to connect with other people active in the film industry A way to vote on which upcoming films they would like to see
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Describe your perfect Wednesday night with a Sneak Preview film?

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The Perfect Wednesday Night

Getting ready, my friend comes over, we go to dinner somewhere nice near our home, then go to Sneak Preview, stay for the Q&A, then discuss the movie on our way home and into the next day Getting out of work early enough to grab dinner at Kates nearby before the movie. Lots of people from Sneak Preview go there. Grabbing dessert after the movie, but unfortunately there are no nearby dessert options.
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Would you recommend Sneak Preview to a friend?

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A unanimous.

YES!
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Results

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The Main Concern

Going into the focus group we had one main concern that the majority age of the Sneak Preview patrons (white hairs) hurt the potential for growth with the younger audience

The results showed that most younger participants in the focus group were aware of the drastic age difference in the other patrons, but didnt seem to mind Results show that the older average age isnt as much of a hindrance to attract a younger crowd than it is a hindrance against the moderators being able to attract films
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Next Steps

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Additional Quantitative Research

The focus group revealed many interesting theories from the Sneak Preview members The next step would be to gather additional quantitative research to confirm the ideas presented

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Additional Quantitative Research

Assisted hearing device Subtitles and the ability to see easily in the theatre

Film selection and moderator preferences

Rate each quarter and/or moderator

Discounts and price points

What price points of discounts would be significant enough to encourage more early bird purchases
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Additional Quantitative Research

Reasons for leaving the Q&A Social Media
What would members be interested in

Website and Phone System

Confirm what information members would want available on the website and phone system

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Additional Qualitative Research

If Sneak Preview wants to target a younger audience, more information is needed from them.

An additional focus group, or form of qualitative research, with only younger members is recommended
Analyze need to attract a younger audience Location, time, tone of movies, socializing, etc.
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Suggestions

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Suggestions
Targeted banner ads with ESPA on the internet
Add onto existing Facebook page Will raise awareness of Sneak Preview and strengthen its reputation by highlighting its association with UCLA

Discounts, promotions, and special offers targeted to weaker quarters

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Suggestions
Based on the split responses to the movie selection preferences
Option to make all seasons equal with a variety of types of movies Option to purposely target non-blockbuster (independent and foreign films) during the weaker seasons to attract a new audience

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Suggestions
Use big name films (like The Artist), and directors and actors to promote Sneak Preview
Possibly show film clip of the Q&A to attract audiences and put on website

Target UCLA Extension International Students

Target UCLA and surrounding Film and Theatre students

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Suggestions
Centralize how people can be informed about upcoming films. Be more proactive about alerting the audience
Email, text blasts, or social media postings
Update website frequently

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Thank you!

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