good for BIg Picture and Antunes. Its these changes that could change (up) our result. I love that the guy took the time and some very obvious effort, defending his point. These our our game changers. not so dissimilar to Rodrigo standing his ground recently on 22JSSent from my iPhoneBegin forwarded message:"Braddel, Mark" August 4, 2014 at 6:31:49 AM PDT"Parker, Paula"

oh yes we really benefited frorm this on bad teacher this weekend

From: Parker, Paula

Sent: 04 August 2014 14:28

To: Braddel, Mark

Subject: Re: Portugal : 2nd weekend advertising

we have to do this too (tv in second weekend). These are the type of changes and out of box thinking we are looking for. are we supporting Antune's request.



Sent from my iPhone



On Aug 4, 2014, at 3:36 AM, "Braddel, Mark" <Mark_Braddel@spe.sony.com> wrote:

Just an indication of something that they are doing differently. It really worked for Bad Teacher this weekend as we had TV presence leading in to a worse weekend for weather so a double benefit.

From: Antunes João

Sent: segunda-feira, 21 de Julho de 2014 17:54

To: 'Eipper, Amy'

Subject: RE: DELIVER US FROM EVIL - Portugal

Hi Amy,

Luisa is not in today. She will reply to your e-mail tomorrow.

Allow me just one comment on the “sustain” concept or, better saying, on some demographic and economic changes here on the last years and its impact on our business.

The financial crisis that for everyone in the world started in 2007, did not reach the ears of Portuguese government at that time.

For them, we lived in a “world of prosperity” and they keep on with many investments on unnecessary highways, schools we don’t have students for, etc. etc.

From 2007 to 2010 we have faced country trade deficits ranging from 11% to 18% of our GDP.

Our most important resources are “tourism”, something that fall abruptly with the 2007/2008 financial crisis.

In early 2011, Government was forced to call the help of International Monetary Fund and Central European Bank, as they did not have cash to pay May salaries to public servants.

It was quite strange that the country was forced to reach that level to change its spending behavior.

At that time, Portugal, a country that used to run at an unemployment rate of 4 to 6% (since we have statistics on unemployment), was already at a rate of 12%.

What comes next is a severe “medicine” for a country in such state of illness.

With it, recession, and our unemployment rate reached levels of 18% overall and 40% among youngsters.

Many people start migrating since 2010 on and for the first time in the country, migration was not centered on lower class people but on middle class young unemployed people, with college or university degrees.

The extension of such migration never had an official number on it, but adding numbers that were reported here and there, exceeded 5% of the population centered on the 20 to 35 age segment.

On the same period, immigrants that had previously looked for Portugal as an opportunity (mainly Brazilians and from African Portuguese speaking countries), start returning to their homelands.

This had a tremendous impact on our business, as this was the bulk of our permanent “moviegoers”, those that would go to the cinemas once, twice or more per month.

It also had another impact that will affect us in the future: Portugal was last year the European country with lower nativity rate. And it keeps the same negative record this year.

At the same time, and as it normally happens in the economic crisis, middle class lost buying capacity and many people lost the revenues that allowed to be classified as middle class.

And, as in every economic crisis, those who had money keep their spending as before.

The market decreased on admissions 6% on 2011, 12% on 2012, 10% on 2013.

At 2011, I was still at Lusomundo Distribution (the largest distributor and exhibitor in the country) as CEO and Lusomundo Exhibition was starting to be deeply affected by the crisis.

An attempt was done at that time to analyze consumer behavior at the theatres.

There were some ideas extracted from that empirical analysis, some of them correct, others wrong.

For example, on the correct direction: the traditional Mondays at a lower price were not attractive anymore. Lusomundo ended them on their theatres. Almost no impact on their attendance.

One of the learnings we thought was and is correct is that currently we have clearly two groups of consumers:

(1) those either because they have the money to do so or enjoy very much a certain movie, run to see it on the first weekend and

(2) the others that wait for WOM of friends on a movie and just see movies from which they have a very positive WOM. And here the presence on TV will be a recall for the consumer.

Ourselves, as distributors, we tend to adapt to this and, depending on the type of movie we have on hands and the expected reaction from the market, we either play

(1) everything for the first week as we “know” WOM will not be positive (I only remember one with us on last 2 years) or

(2) we consider the movie will have a decent word of mouth and we play for 1st and 2nd week.

If we analyze the weekend drop for movies released in 2013 by all entities that exceeded 500k€ at GBO (68% of total year attendance), we arrive to the following (Rentrak data):

<image003.png>

As probably you know, we handle FOX since end of 2011. Fox has been since then the nr.1 major catalogue in the country.

Fox has the best drop for the 2nd week, after Lusomundo indies (but here two Portuguese movies accounts for 30% of group admissions and had small drops from 1st to 2nd week).

We strongly believe that extending the campaign into the second weekend is a reason for success of our releases.

This is the reason why we defend so much to extend the TV campaign into the 2nd weekend (definitively with the sacrifice of prior to release advertising as money is not elastic).

Playing TV campaign into the 2nd weekend will have an additional benefit: it will not make “everything” dependent from one weekend.

Portugal is known by its reliable weather. Not this year. We have been having (what we consider to be) bad weather to go to the beach (since May, only two good weekends)

22 Jump Street was released in one of them (bad luck). The results were good taking into account our estimate. But “inside” ourselves, we were expecting much more.

This last weekend (2nd weekend of 22JS) we return to “bad weather” and no beach at least on Saturday.

Despite of new releases (Dawn of the Planet of Apes and Planes 2), 22 Jump Street went up 16% when the average decline for this excellent weekend was 8%.

Under normal circumstances, it would have gone down by 20% as Transformers (and we would consider it to be good).

But, apart from Dawn and Planes, it was the only movie present on TV advertising.

And we believe that made the difference.

I am sorry for such a long e-mail but I need to justify the point we have been trying to make: go on with TV into the 2nd weekend and not only marginally.

I promise I will be brief in future cases.

Best regards

Antunes

<image004.png>

From: Eipper, Amy [mailto:Amy_Eipper@spe.sony.com]

Sent: sábado, 19 de Julho de 2014 00:44

To: Luisa Sousa Ávila

Cc: Braddel, Mark; Harrison, Elizabeth; Lear, Sharri; Scott, Leticia; Brewer, Whitney; Antunes João

Subject: RE: DELIVER US FROM EVIL - Portugal

Hi Luisa,

Thanks for sending through your plan for DUFE.

Radio looks good – please wait for Whitney’s comments on Digital.

TV looks good – just a few things…you mentioned you don’t know which creative you are using yet but keep in mind there may be airing restrictions and you have quite a few spots positioned from 12-6pm so it may make sense to move those to a later daypart. Prime and Late Prime are best for these types of movies so we don’t run into any issues. We’ve found in some markets that Late Night is all we have been able to place in….let us know how it turns out for you. We weren’t looking to reduce, but this might bring your budget down organically, if we need to avoid over-saturating the Late Night time slots.

We know we go back and forth on the sustain – in the case of a film in this genre we probably won’t get much weekday attendance, so if you are going to have any sustain it should be focused to later in the week when people are deciding what to see – so should be limited to Fri-Sat-Sun.

Looking forward to hearing your thoughts. Hope you have a great weekend!

Best,

Amy

From: Luisa Sousa Ávila [mailto:LAvila@bigpicture.pt]

Sent: Thursday, July 17, 2014 10:36 AM

To: Eipper, Amy

Cc: Braddel, Mark; Harrison, Elizabeth; Lear, Sharri; Scott, Leticia; Brewer, Whitney; AJoao

Subject: FW: DELIVER US FROM EVIL - Portugal

Hi Amy,

Hope all is ok.

We are attaching local flowchart, OMD media plan and snapshot on the local campaign for DUFE.

Please note that we are still in discussion on the radio buy and respective promo campaign and still have not selected tv spots. Will advise asap.

InterPlan was updated accordingly.

Awaiting your comments

All Best

Luisa

From: Scott, Leticia [mailto:Leticia_Scott@spe.sony.com]

Sent: Thursday, July 17, 2014 1:14 AM

To: fabiola.manso@andesfilms.cl; gianni gentili; oksana.y@bhcons.com; 'Julia Orlianska'; Piroska Szakacs (Empire International Gulf); Pascal Rahme; Heriberto Torres; (edisa.yau@fox.com); Alexander Ortega; tamires.abbas@empire.com.lb; Charbel Zakhour; helenechira; teodoroyauri; Antunes João; Luisa Sousa Ávila; Forrer, Johnny; roger crotti; Priya; Rodriguez, David; Ramirez, Pepe; Hemmeryckx, Katja; Dourado, Andrea; Costa, Patricia; Pathak, Divya; Pange, Abhishek; (Claire.vogelenzang@nbcuni.com); karel devries; (Femke.verhulst@nbcuni.com)

Cc: Eipper, Amy; Piersch, Dan; Lear, Sharri; Roy, Ananya; Tamburini, Vittorio; Rodrigues.EspacoZ, Gisele; Fonseca.EspacoZ, Luciene; Braddel, Mark; Harrison, Elizabeth

Subject: DELIVER US FROM EVIL SUBMISSIONS

Hi there,

Please submit your full ad/pub budget for DELIVER US FROM EVIL.

Your budget details should be entered into InterPlan and any supporting documents (Marketing Strategy, Flowchart, TV Schedules, etc) should continue to be sent via email.

Many thanks,

Tish J

Chile

28-Aug-14

Ukraine

28-Aug-14

Egypt

03-Sep-14

Bahrain

04-Sep-14

Central America

04-Sep-14

Iraq

04-Sep-14

Jordan

04-Sep-14

Kuwait

04-Sep-14

Oman

04-Sep-14

Peru

04-Sep-14

Portugal

04-Sep-14

Qatar

04-Sep-14

Switzerland

04-Sep-14

United Arab Emirates

04-Sep-14

Kenya

05-Sep-14

Spain

05-Sep-14

Belgium

10-Sep-14

Brazil

11-Sep-14

India

12-Sep-14

Netherlands

18-Sep-14

_____________________________________________

LETICIA SCOTT • COORDINATOR • INTERNATIONAL MEDIA

Sony Pictures Releasing International 10202 West Washington Blvd | JS 2293 | Culver City, CA 90232

(: 310.244.6378 | 7: 310.244.1801 *: leticia_scott@spe.sony.com