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Flemington, NJ, July 10, 2007 – A new national focus group of 351 Americans indicated that more than half (62%) are interested in watching the new Harry Potter movie after viewing the trailer for the film.

The communications research study was conducted by HCD Research, using its mediacurves.com web site, during July 9-10, to obtain Americans’ views on the new Harry Potter movie, Harry Potter and the Order of the Phoenix.
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While viewing the movie trailer, participants indicated their levels of interest by moving their mouse from left to right on a continuum. The responses were recorded in quarter-second intervals and reported in the form of curves. Participants were also asked pre- and post-viewing questions regarding the movie. To view interest curves and detailed results, go to: www.mediacurves.com 

The study included a national sample of male and female participants, who reported being fans and non-fans of Harry Potter movies and books.

Among the study findings:

• Prior to viewing the movie trailer, among all responders more than half (54%) reported that they would watch the movie in a theater.  Among fans, a majority (76%) reported that they would watch it in a theater, compared to only 16% of non-fans.

• After viewing the movie trailer, levels of interest increased among all groups with 62% of all responders reporting that they would watch the movie in a theater, and 83% of fans and 23% of non-fans reporting that they would watch it in a theater.

• Nearly half of all responders (44%) indicated that they would sign a petition in order to influence J.K. Rowling, the author of the Harry Potter books, to write more books. More than half of fans (58%) reported that they would sign a petition, compared to only 18% of non-fans. 

The Media Curves web site provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements.

HCD Research specializes in conducting communications research for the pharmaceutical, food and beverage, financial and entertainment industries, among others.  Headquartered in Flemington, NJ, the company's services include traditional and web-based communications research.  For additional information on HCD Research, access the company’s web site at www.hcdi.net or call HCD Research at 908-788-9393. 

Editors/Reporters: For more information on the study, or to speak with Glenn Kessler, managing partner, HCD Research, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net).