..Gary Dretzka
..Noah Forrest
..Leonard Klady
..R.J. Matson
..David Poland
..Douglas Pratt
..Ray Pride
..Michael Wilmington

July 11, 2006

For Immediate Release:

MY MOVIE MUSE WILL PROVIDE CONSUMER INTELLIGENCE
TO STUDIOS, MPAA

Online Panel Seeks Advice from Consumers

Las Vegas, Nevada - - At the Entertainment Merchants Association (EMA) convention today in Las Vegas, Motion Picture Association of America, Inc. (MPAA) Chairman and CEO Dan Glickman announced that MPAA is assembling a new online consumer panel to provide the organization and its members with consistent, focused consumer intelligence. The online panel, dubbed My Movie Muse, asks customers of the movie industry to periodically participate in online surveys about all things related to the movies - from theater attendance to home video rental and advertisements to piracy. These individuals will act as unofficial advisors on matters of interest to the motion picture industry.

“It is a dynamic time for the motion picture industry. The opportunities for innovative new distribution models, the competition from other entertainment sources and the transition to digital cinema and television make it ever more important for us to stay in close touch with consumers on the range of issues that affect us,” said Glickman. “Focused, consistent input from people outside the movie business can help better inform the industry during these evolving times.”

In March of 2005, Glickman at ShoWest called for increased information about consumer demands. The MPAA commissioned a study which examined consumer behaviors, attitudes towards movies, movie going and piracy.

Glickman said one lesson learned from the survey, which was completed in June, is that understanding rapidly changing consumer demands is essential. My Movie Muse will provide a method for monitoring consumers’ attitudes, behaviors, and preferences when it comes to issues that concern the movie industry. He also said that people typically like to have input on issues dealing with movies and while they feel positively about the movie industry, they want to see greater value in the entire movie watching experience.

“In this age of participatory media, My Movie Muse will give consumers an opportunity to be heard,” said Glickman. “While 2006 has shown that great movies are reaching more people, we have to stay ahead of consumer trends and demands and My Movie Muse can help.”

At its onset, My Movie Muse will include 7500 participants but MPAA hopes to ramp up to 15,000 people by next year. MPAA also plans to roll out an international component down the line. My Movie Muse will survey participants on a quarterly basis but they will also be able to target specific age groups to ask questions about various issues that pertain specifically to certain demographics. MPAA will use this information to help the studios and other partners in the industry succeed in addressing consumer demands and the changing markets.

A research firm will provide some of the original participants to ensure a range of input from an age and geographic standpoint but anyone can participate in My Movie Muse. People who want to sign up to participate in My Movie Muse can go to www.mpaa.org or www.mymoviemuse.com and sign up today.

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