National Tracking Poll

Project: 181026
N Size: 2201 Adults
Margin of Error: ± 2%
Topline Report October 11-14, 2018
Question Response Frequency Percentage
demHR1_1 How often do you watch or stream the following? TV shows
Every day 06 50%
Several times per week 536 24%
About once per week 48 7%
Several times per month 3 5%
About once per month 7 3%
Less often than once per month 86 4%
Never 42 6%
demHR1_2 How often do you watch or stream the following? Movies
Every day 388 8%
Several times per week 544 25%
About once per week 387 8%
Several times per month 298 4%
About once per month 222 0%
Less often than once per month 26 0%
Never 46 7%
demHR1_3 How often do you watch or stream the following? Sporting events
Every day 52 7%
Several times per week 40 8%
About once per week 46 9%
Several times per month 63 7%
About once per month 56 7%
Less often than once per month 305 4%
Never 607 28%
demHR2 How often do you see a movie in theaters? (N=2,055)
Every day 4 %
Several times per week 20 %
About once per week 8 4%
Several times per month 65 8%
About once per month 389 9%
Less often than once per month 00 54%
Never 286 4%

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 Question Response Frequency Percentage
HR1 How much have you seen, read or heard about movie theater subscription services in
the past 12 months?
A lot 225 0%
Some 60 27%
Not much 647 29%
Nothing at all 728 33%
HR2 Was what you saw, read or heard about movie theater subscription services mostly
positive, mostly negative or neither? (N=1,473)
Mostly positive 437 30%
Neither positive nor negative 56 35%
Mostly negative 209 4%
Don’t know / Don’t remember 3 2%
HR3_1 Which option best describes your familiarity with each of the following movie theater
subscription services? MoviePass
I currently subscribe 69 3%
I have subscribed in the past, but not now 3 5%
I have heard of this, but have never subscribed 97 54%
I have never heard of this 822 37%
HR3_2 Which option best describes your familiarity with each of the following movie theater
subscription services? AMC Stubs A-List
I currently subscribe 20 5%
I have subscribed in the past, but not now 85 4%
I have heard of this, but have never subscribed 692 3%
I have never heard of this 305 59%
HR3_3 Which option best describes your familiarity with each of the following movie theater
subscription services? Sinemia
I currently subscribe 25 %
I have subscribed in the past, but not now 38 2%
I have heard of this, but have never subscribed 32 4%
I have never heard of this 826 83%
HR3_4 Which option best describes your familiarity with each of the following movie theater
subscription services? Cinemark Movie Club
I currently subscribe 67 3%
I have subscribed in the past, but not now 8 4%
I have heard of this, but have never subscribed 792 36%
I have never heard of this 26 57%

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 Question Response Frequency Percentage
HR4 As you may know, movie theater subscription services charge a at monthly rate for a
set quantity of tickets. In general, how likely are you to consider purchasing a movie
theater subscription service? (N=1,979)
Absolutely certain 3 2%
Very likely 76 4%
About 50-50 452 23%
Not very likely 639 32%
Would not consider 578 29%
Don’t know / No opinion 203 0%
HR5_1 Imagine you were considering purchasing a movie theater subscription service. How
important would the following be in your decision? Discounts on concessions
Very important 04 47%
Somewhat important 620 28%
Not too important 20 0%
Not important at all 43 6%
Don’t know / No opinion 88 9%
HR5_2 Imagine you were considering purchasing a movie theater subscription service. How
important would the following be in your decision? Ability to reserve tickets in
advance
Very important 02 46%
Somewhat important 59 27%
Not too important 238 %
Not important at all 82 8%
Don’t know / No opinion 69 8%
HR5_3 Imagine you were considering purchasing a movie theater subscription service. How
important would the following be in your decision? Number of movies included per
month
Very important 83 54%
Somewhat important 56 25%
Not too important 25 6%
Not important at all 37 6%
Don’t know / No opinion 94 9%
HR5_4 Imagine you were considering purchasing a movie theater subscription service. How
important would the following be in your decision? Ability to choose from a variety of
plans/pricing options
Very important 5 52%
Somewhat important 65 28%
Not too important 3 6%
Not important at all 9 5%
Don’t know / No opinion 86 8%

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 Question Response Frequency Percentage
HR5_5 Imagine you were considering purchasing a movie theater subscription service. How
important would the following be in your decision? Ability to see movies at multiple
theater chains
Very important 953 43%
Somewhat important 666 30%
Not too important 232 %
Not important at all 62 7%
Don’t know / No opinion 88 9%
HR5_6 Imagine you were considering purchasing a movie theater subscription service. How
important would the following be in your decision? Unused movie tickets rolling over
to the next month
Very important 335 6%
Somewhat important 432 20%
Not too important 6 5%
Not important at all 2 6%
Don’t know / No opinion 96 9%
HR5_7 Imagine you were considering purchasing a movie theater subscription service. How
important would the following be in your decision? Inclusion of premium movie
tickets (IMAX, 3D)
Very important 745 34%
Somewhat important 622 28%
Not too important 366 7%
Not important at all 256 2%
Don’t know / No opinion 23 0%
HR5_8 Imagine you were considering purchasing a movie theater subscription service. How
important would the following be in your decision? Ability to see the same movie
more than once
Very important 454 2%
Somewhat important 53 23%
Not too important 6 28%
Not important at all 48 9%
Don’t know / No opinion 205 9%
HR5_9 Imagine you were considering purchasing a movie theater subscription service. How
important would the following be in your decision? Ability to use included tickets to
bring friends
Very important 984 45%
Somewhat important 682 3%
Not too important 92 9%
Not important at all 57 7%
Don’t know / No opinion 86 8%

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 Question Response Frequency Percentage
HR6 And, which of the following would be most important in your decision?
Discounts on concessions 23 0%
Ability to reserve tickets in advance 96 4%
Number of movies included per month 328 5%
Ability to choose from a variety of plans/pricing options 425 9%
Ability to see movies at multiple theater chains 2 6%
Unused movie tickets rolling over to the next month 489 22%
Inclusion of premium movie tickets (IMAX, 3D) 77 3%
Ability to see the same movie more than once 26 %
Ability to use included tickets to bring friends 96 9%
None of the above 229 0%
HR7oen At what monthly price would you consider the service to be priced so low that you
would feel the quality couldn’t be very good? (N=2,103)
Less than 5 755 36%
5 - 10 664 32%
10 - 15 220 0%
15 - 25 328 6%
More than 25 36 6%
HR8oen At what monthly price would you consider the service to be a bargain – a great buy
for the money? (N=2,133)
Less than 5 320 5%
5 - 10 533 25%
10 - 15 429 20%
15 - 25 597 28%
More than 25 253 2%
HR9oen At what monthly price would you consider the service to be getting expensive – not out
of the question, but you would have to give some thought to subscribing? (N=2,006)
Less than 5 80 9%
5 - 10 5 8%
10 - 15 25 3%
15 - 25 65 32%
More than 25 772 38%
HR10oen At what monthly price would you consider the service to be so expensive that you
would not consider subscribing? (N=1,819)
Less than 5 5 8%
5 - 10 90 5%
10 - 15 7 6%
15 - 25 5 28%
More than 25 95 52%

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 Question Response Frequency Percentage
HR11oen At what monthly price would you consider the service to be priced so low that you
would feel the quality couldn’t be very good? (N=2,068)
Less than 5 726 35%
5 - 10 569 28%
10 - 15 28 %
15 - 25 327 6%
More than 25 229 %
HR12oen At what monthly price would you consider the service to be a bargain – a great buy
for the money? (N=2,018)
Less than 5 303 5%
5 - 10 382 9%
10 - 15 364 8%
15 - 25 530 26%
More than 25 438 22%
HR13oen At what monthly price would you consider the service to be getting expensive – not out
of the question, but you would have to give some thought to subscribing? (N=1,777)
Less than 5 79 0%
5 - 10 4 8%
10 - 15 85 0%
15 - 25 489 28%
More than 25 783 44%
HR14oen At what monthly price would you consider the service to be so expensive that you
would not consider subscribing? (N=1,526)
Less than 5 50 0%
5 - 10 93 6%
10 - 15 0 7%
15 - 25 364 24%
More than 25 89 54%
HR15oen At what monthly price would you consider the service to be priced so low that you
would feel the quality couldn’t be very good? (N=2,063)
Less than 5 572 28%
5 - 10 49 24%
10 - 15 202 0%
15 - 25 437 2%
More than 25 360 7%

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 Question Response Frequency Percentage
HR16oen At what monthly price would you consider the service to be a bargain – a great buy
for the money? (N=1,913)
Less than 5 278 5%
5 - 10 286 5%
10 - 15 229 2%
15 - 25 495 26%
More than 25 625 33%
HR17oen At what monthly price would you consider the service to be getting expensive – not out
of the question, but you would have to give some thought to subscribing? (N=1,593)
Less than 5 75 %
5 - 10 24 8%
10 - 15 35 8%
15 - 25 349 22%
More than 25 809 5%
HR18oen At what monthly price would you consider the service to be so expensive that you
would not consider subscribing? (N=1,283)
Less than 5 55 2%
5 - 10 79 6%
10 - 15 72 6%
15 - 25 257 20%
More than 25 720 56%
HR19 Now, please consider a subscription service that is $19.95 per month and includes
three (3) movies tickets per week. These tickets can only be used at one movie theater
chain, and ticket reservations can be made in advance. Based on what you know, how
would you rate the value of this service in relation to its cost? (N=535)
Very good value 88 35%
Somewhat good value 227 42%
Somewhat poor value 42 8%
Very poor value 34 6%
Don’t know / No opinion 45 8%
HR20 Now, please consider a subscription service that is $9.95 per month and includes three
(3) movie tickets per month. These tickets can be used at a variety of movie theater
chains, and ticket reservations must be made day-of. Based on what you know, how
would you rate the value of this service in relation to its cost? (N=564)
Very good value 30 55%
Somewhat good value 55 28%
Somewhat poor value 39 7%
Very poor value 3 2%
Don’t know / No opinion 47 8%

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 Question Response Frequency Percentage
HR21 Now, please consider a subscription service that is $9.99 per month and includes three
(3) movie tickets per month. These tickets can be used at a variety of movie theater
chains, and ticket reservations can be made in advance. Based on what you know,
how would you rate the value of this service in relation to its cost? (N=564)
Very good value 320 57%
Somewhat good value 62 29%
Somewhat poor value 24 4%
Very poor value 8 %
Don’t know / No opinion 50 9%
HR22 Now, please consider a subscription service that is $8.99 per month and includes one
(1) movie ticket per month. The ticket can only be used at one movie theater chain,
and ticket reservations can be made in advance. Based on what you know, how would
you rate the value of this service in relation to its cost? (N=537)
Very good value 70 3%
Somewhat good value 40 26%
Somewhat poor value 26 24%
Very poor value 56 29%
Don’t know / No opinion 45 8%
HR23 Based on what you know, which service would you be most likely to subscribe to?
Service A 293 3%
Service B 383 7%
Service C 22 55%
Service D 74 3%
Don’t know / No opinion 23 0%
Note: Group proportions may total to larger than one-hundred percent due to rounding. All statistics are calcu-
lated for registered voters with demographic post-strati cation weights applied.

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National Tracking Poll #181026, October, 2018
Respondent Demographics Summary

Respondent Demographics Summary

Summary Statistics of Survey Respondent Demographics

Demographic Group Frequency Percentage

xdemAll Adults 220 00%

xdemGender Gender: Male 062 48%
Gender: Female 39 52%
N 220
age5 Age: 18-29 479 22%
Age: 30-44 534 24%
Age: 45-54 434 20%
Age: 55-64 38 4%
Age: 65+ 436 20%
N 220
demAgeGeneration Generation Z: 18-21 8 8%
Millennial: Age 22-37 67 28%
Generation X: Age 38-53 603 27%
Boomers: Age 54-72 694 32%
N 2095
xpid3 PID: Dem (no lean) 79 33%
PID: Ind (no lean) 563 26%
PID: Rep (no lean) 99 42%
N 220
xpidGender PID/Gender: Dem Men 303 4%
PID/Gender: Dem Women 46 9%
PID/Gender: Ind Men 296 3%
PID/Gender: Ind Women 266 2%
PID/Gender: Rep Men 463 2%
PID/Gender: Rep Women 456 2%
N 220
xdemIdeo3 Ideo: Liberal (1-3) 70 32%
Ideo: Moderate (4) 448 20%
Ideo: Conservative (5-7) 726 33%
N 884
xeduc3 Educ: College 53 69%
Educ: Bachelors degree 444 20%
Educ: Post-grad 244 %
N 220
Continued on next page

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 Morning Consult
Respondent Demographics Summary

Summary Statistics of Survey Respondent Demographics

Demographic Group Frequency Percentage

xdemInc3 Income: Under 50k 27 55%

Income: 50k-100k 699 32%
Income: 100k+ 285 3%
N 220
xdemWhite Ethnicity: White 723 78%
xdemHispBin Ethnicity: Hispanic 350 6%
demBlackBin Ethnicity: Afr. Am. 274 2%
demRaceOther Ethnicity: Other 204 9%
xrelNet Relig: Protestant 453 2%
Relig: Roman Catholic 400 8%
Relig: Something Else 233 %
N 086
xreligion1 Relig: Jewish 56 3%
xreligion2 Relig: Evangelical 582 26%
Relig: Non-Evang. Catholics 567 26%
N 49
xreligion3 Relig: All Christian 49 52%
Relig: All Non-Christian 233 %
N 382
xdemUsr Community: Urban 577 26%
Community: Suburban 004 46%
Community: Rural 620 28%
N 220
xdemEmploy Employ: Private Sector 674 3%
Employ: Government 5 7%
Employ: Self-Employed 2 0%
Employ: Homemaker 83 8%
Employ: Student 09 5%
Employ: Retired 445 20%
Employ: Unemployed 98 9%
Employ: Other 229 0%
N 220
xdemMilHH1 Military HH: Yes 343 6%
Military HH: No 858 84%
N 220
Continued on next page

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National Tracking Poll #181026, October, 2018
Respondent Demographics Summary

Summary Statistics of Survey Respondent Demographics

Demographic Group Frequency Percentage

xnr1 RD/WT: Right Direction 89 40%

RD/WT: Wrong Track 30 60%
N 220
Trump_Approve Trump Job Approve 960 44%
Trump Job Disapprove 02 50%
N 206
Trump_Approve2 Trump Job Strongly Approve 507 23%
Trump Job Somewhat Approve 452 2%
Trump Job Somewhat Disapprove 293 3%
Trump Job Strongly Disapprove 808 37%
N 206
xnr3 #1 Issue: Economy 64 29%
#1 Issue: Security 305 4%
#1 Issue: Health Care 426 9%
#1 Issue: Medicare / Social Security 305 4%
#1 Issue: Women’s Issues 52 7%
#1 Issue: Education 50 7%
#1 Issue: Energy 99 5%
#1 Issue: Other 22 6%
N 220
xsubVote16O 2016 Vote: Hillary Clinton 666 30%
2016 Vote: Donald Trump 72 33%
2016 Vote: Someone else 27 0%
2016 Vote: Didnt Vote 597 27%
N 220
xsubVote14O Voted in 2014: Yes 364 62%
Voted in 2014: No 837 38%
N 220
xsubVote12O 2012 Vote: Barack Obama 82 37%
2012 Vote: Mitt Romney 52 24%
2012 Vote: Other 08 5%
2012 Vote: Didn’t Vote 743 34%
N 293
xreg4 4-Region: Northeast 394 8%
4-Region: Midwest 462 2%
4-Region: South 825 37%
4-Region: West 520 24%
N 220
Continued on next page

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 Morning Consult
Respondent Demographics Summary

Summary Statistics of Survey Respondent Demographics

Demographic Group Frequency Percentage

Trump_Fav Favorable of Trump 97 42%

Unfavorable of Trump 38 52%
N 2055
Trump_Fav_FULL Very Favorable of Trump 557 25%
Somewhat Favorable of Trump 360 6%
Somewhat Unfavorable of Trump 234 %
Very Unfavorable of Trump 904 4%
N 2055
HRdem3 Frequent TV watchers 642 75%
HRdem4 Frequent Movie watchers 932 42%
HRdem5 Frequent movie goers 5 5%
Note: Group proportions may total to larger than one-hundred percent due to rounding. All statistics are calcu-
lated with demographic post-strati cation weights applied.

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National Tracking Poll #181026, October, 2018

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