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SHARKS IN THE ENTERTAINMENT INDUSTRY20 July 2022Global Analysis ENDANGERED WILDLIFE OÜKADAKA TEE 5-312, 10621 TALLINN, ESTONIAWWW.ENDANGEREDWILD.LIFE 0

20 July 2022Table of Contents

SharksinEntertainmentSummarySharksinEntertainmentFinancialSnapshotSharksintheHistoryofHumanEntertainmentApexPredatorontheBigScreenBattleoftheTitans:SharkWeekvsSharkFestSeriesandDocumentariesPlayingwithSharks:GamingSharksmakingMusicandMusicalsLiveEntertainmentforThrillsSharkEntertainmentMerchandise&CollectablesSharksinPrint-Magazines,Newspapers&BooksEntertainingCartoons,AnimatedMoviesandComicsSocialMediaSharksConclusionCredits&Disclaimer234510131417182022242728311ENDANGERED WILDLIFE OÜKADAKA TEE 5-312, 10621 TALLINN, ESTONIAWWW.ENDANGEREDWILD.LIFE ThisreporthasbeenpreparedbyEndangeredWildlifeOÜonbehalfofSharkAlliestoassessthevaluethatsharkscreatefortheglobalentertainmentindustry.EndangeredWildlifeOÜandSharkAllieswouldliketothankthePelorusJackFoundationfortheirfinancialsupport.SHARKS IN THE ENTERTAINMENT INDUSTRY

2ENDANGERED WILDLIFE OÜKADAKA TEE 5-312, 10621 TALLINN, ESTONIAWWW.ENDANGEREDWILD.LIFE Sharks in Entertainment Summary20 July 2022SHARKS IN THE ENTERTAINMENT INDUSTRY

3ENDANGERED WILDLIFE OÜKADAKA TEE 5-312, 10621 TALLINN, ESTONIAWWW.ENDANGEREDWILD.LIFE Sharks in Entertainment Financial Snapshot20 July 2022SHARKS IN THE ENTERTAINMENT INDUSTRY

4ENDANGERED WILDLIFE OÜKADAKA TEE 5-312, 10621 TALLINN, ESTONIAWWW.ENDANGEREDWILD.LIFE Sharks in the History of Human EntertainmentSharkshavebeenintegratedintohumanhistorysincethelateStoneAge,asprovenbythesharkbonesthatremainedfrommealswhichhavebeendiscoveredincavesinSpainandItaly.Fromthe8thcenturyBCE,sharkscanbefoundondifferentformsofancientart.OneofthefirstimagesofsharksisdepictedonaceramicbowlfromtheislandofIschiaintheMediterranean.Also,inPompeii,2ndcenturyBCEmosaicsinahomedepictimagesthatresemblesharks.Asregardsthedocumentationofsharks,Herodotuswroteonthedevouringofasmanyas20,000soldiersonsunkenshipsbyseamonstersoffMountAthosin492BCduringthefirstPersianinvasionofGreece.Aroundfivecenturieslater,thedeathsofspongediversdueto"dogfish"weredescribedbyPlinytheElder.Also,manyfactsaboutsharks(suchassharknurseries)weredealtwithinthebook,HistoryofAnimals,bytheGreekphilosopherAristotle.Inthe16thcenturyanepicpoemwaspublishedaboutaherowhowasfightingashark,withagraphicillustrationincludedonaparchment.Thesharkwasdepictedasbeinga"devil",withredeyes,thatwasattackingacrusaderonhisjourneytotheHolyLand.In1749,thefirstdocumentedattackbyasharkonaswimmerwasrecordedinCuba.However,inJuly1916,theNewJerseysharkattacksonswimmersstartedthefearoftheapexpredator-theshark.Addedtothis,theAmericanPresidentofthetimecallingthesharkasbeing:"ferociousman-eating".Thisstartedthehypeagainstandthefearoftheshark,withnewspaperheadlinesinPhiladelphiasuchas:"Governmenttoaidfighttostampoutthesharkhorror"andtheterm:"Man-EatingSpecies".Althoughsomemediahastriedtopromoteapositiveimageofsharks,statementssuchasthosementionedcausedthesharktogainthelabelasaniconofterror-whichwasexpoundedinthe20thcenturythroughthemoderndevelopmentofthemediaandtheentertainmentindustry.Fromthe20thcentury,sharkshavebeenfoundineachandeverypartoftheentertainmentindustry-movies,series,documentaries,games,printedmedia,andmusic,tonamebutafew.Andthisshowslittlesignofreducingorabatingwiththepopularityoftheaction,horroranddramagenres.AccordingtothelatestIUCNreportofApril2022,inexcessof50%ofsharksareunderthreatornearthreatofextinction,andadeclineofpelagicsharksofinexcessof70%hasbeennotedoveratimespanof50years.Againstthisistheincreasingpopularityofsharksindifferentformsofentertainment.20 July 2022SHARKS IN THE ENTERTAINMENT INDUSTRY

Credit: Bibliothèquenational de France

Parchment illustration of History and True Novel of the Duke of Lyon de Bourges

5ENDANGERED WILDLIFE OÜKADAKA TEE 5-312, 10621 TALLINN, ESTONIAWWW.ENDANGEREDWILD.LIFE Apex Predator on the Big ScreenStartingoffSmallSincetheSeptember1932releaseofthefilm"TigerShark",thepopularityofusingsharksinmovieshasincreased.ThebudgetforthismoviewasUSD375,000,andtheboxofficeincomereachedUSD879,000.Adjustingforinflationandpurchasingpower,thebudgetandincomein2022wouldbeUSD8.0mandUSD18.8m.Thismovie'ssuccesswasfollowedfouryearslaterwhenthefamousWesternsauthor,ZaneGrey,tooktheleadintheAustralianproduction"WhiteDeath".TherecordedcostofproductionatthetimewasGBP15,000(2022equivalent:GBP1.1m).Althoughtherewasaslightslumpinsharkmoviesinthemid-1900s,somesharkactionemergedinthe1950swiththe1952movie"TheCruiseoftheZaca"starringErrolFlynn.Thiswasfollowedin1956bythemoviebasedonthetruetragedyofthesinkingoftheWW2USSIndianapolis-"TheSharkfighters".ThemovieincludedfootagewithrealtigersharksandwasfilmedinCuba.Thefilmpostershowedthehero,actorVictorMature,fightingvicioussharksinaseaofblood-depictingabsolutefear.Thebudgetandboxofficereturnsareunpublished.In1969,duringthefilmingof"Shark!"starringBurtReynolds,hisstuntmanwastragicallykilledbyasharkonlocationinMexico.WithabudgetofUSD300,000(2022equivalent:USD6.4m),itdidnotachieveitsexpectedsuccess.Aftertheriseinpopularityoftheleadactor,itwasre-issuedthreetimes-in1975,1976and1978as"Man-Eater".Thesharkfilms,whichhadcontinuallybecomelengthieroverthedecades,thensawaperiodofcalm.In1971came"BlueWater,WhiteDeath",whichwasadocumentaryontheSouthAfricanwhitesharks.Thisisstillbelievedtobeoneofthegreatestofthewildlifedocumentaries,andwaspartoftheinspirationbehindthehugeblockbusterhit-StevenSpielberg's"Jaws".SharkMovieExplosionIn1975thePeterBenchleybook,Jaws,wastransformedintoamoviescriptandbecameaboxofficehit,despiteproblemswiththemechanicalshark,Bruce"TheVillain",andexceedingboththebudgetandtheschedule.PreviousrecordswerebrokenandthebudgetinvestmentofUSD9m(2022equivalent:USD48.9m)returnedaboxofficeincomeofUSD472m(2022equivalent:USD2.6bn).Thisblockbusterwasthefirstmajorproductionthatwasfilmedontheocean.ToensureanextensivemarketingbudgetofUSD1.8m(2022equivalent:USD9.8m),televisionspotswereemphasized,asweremerchandisesales.20 July 2022SHARKS IN THE ENTERTAINMENT INDUSTRY

Credit: Formosa ProductionsThe SharkfightersMovie Poster

6ENDANGERED WILDLIFE OÜKADAKA TEE 5-312, 10621 TALLINN, ESTONIAWWW.ENDANGEREDWILD.LIFE Theresult-"Jaws"isproclaimedtobethenumber1movieaboutsharks,andoneofthebestmovieseverproduced.And,ofcourse,thisresultedin3sequelsandanexplosionofthekillersharkmoviesgenreinthe1970sand1980s.TheJawspageonFacebookhasover1.4mlikes,whichshowscontinuedpopularity,andTheDailyJaws,thatisacrossallsocialmedia,hasagrowingonlinecommunity.Memorabiliafor"Jaws"arealsopopularinthemarketplace.Forexample,a11x17"Jaws"postersignedbyRichardDreyfusscurrentlysellsforUSD188.99.The1975"Sharks'Treasure"generatedaboxofficeincomeofUSD2m(2022equivalent:USD10.9m)and,in1976,"Mako:TheJawsofDeath"wasfollowedbythesimilar"SharkKill".ThencametheMexicanfilms:"Tintorera"(1977)withamonstroustigershark;"Cyclone"(1978);and"Bermuda:CaveoftheSharks"(1978).TheJawstrilogythenstartedin1978when"Jaws2"wasreleased.IthadaproductionbudgetofUSD20m(2022equivalent:USD89.7m)andaboxofficeincomeexceedingUSD208.9m(2022equivalent:USD936.5m)-thisbeingachievedwithoutStevenSpielbergasdirector.Thiswasfollowedby"Jaws3-D"in1983withadomesticboxofficetakeofUSD42.2m(2022equivalent:USD123.8m);and"Jaws4:TheRevenge"(1987)withaproductionbudgetofUSD23m(2022equivalent:USD59.2m)andadomesticboxofficetakeofUSD15.7m(2022equivalent:USD40.4m).Todate,theboxofficeearningsforthefourmoviesareclosetoUSD800m.Duringthe1980s,theItaliansproduced"GreatWhite",whichwasonlyinmovietheatresforamonth.And,in1989,afilmusingstocknatureclipscalled"DeepBlood"alsohitthemoviescreen.NextEraofSharkMovieBoxOfficeHitsThereleaseof"DeepBlueSea"withthetagline"Bigger,Smarter,Faster,Meaner"revitalisedthesharkmoviegenrein1999.RennyHarlinmadesharksmoreterrifyingwithgeneticmodifications,andsharkswerealltherageoncemore.ThemoviehadaproductionbudgetofUSD60m(2022equivalent:USD105.3m)andgrossedmorethanUSD165m(2022equivalent:USD289.5m)worldwide.Threeotherhybrid-stylemodifiedsharkmoviesfollowedwith"Hammerhead"(2005);"SpringBreakSharkAttack"(2005);and"SharkSwarm"(2008).Anothermovieatthetimeof"DeepBlueSea"was"IslandoftheSharks"withdomesticboxofficeearningsofoverUSD10.6m(USD18.6m);andthe2003horrormoviewithscarilyrealsharkattacks-"OpenWater"-tookboxofficeincomesofUSD55m(2022equivalent:USD87.4m).Thelatteralsohadseveralsequels.20 July 2022SHARKS IN THE ENTERTAINMENT INDUSTRY

Credit: Universal PicturesJaws Movie Poster

7ENDANGERED WILDLIFE OÜKADAKA TEE 5-312, 10621 TALLINN, ESTONIAWWW.ENDANGEREDWILD.LIFE Then,in2004camethebigbudgetfilm(USD75mor2022equivalent:USD116.1m)withworldwideboxofficeincomeofinexcessofUSD371.7m(2022equivalent:USD575.2m):"SharkTale".Andin2005"Sharks3D"generatedaworldwideboxofficeincomeofUSD14m(2022equivalent:USD21m);whilethefantasymovie"TheAdventuresofSharkboyandLavagirl"in3D,whichhadaproductionbudgetofUSD50m(2022equivalent:USD74.8m),returnedoverUSD69.4m(2022equivalent:USD103.9m)worldwide.Thedocumentarymoviefrom2006/2007,"Sharkwater",wasastorythatarguedthatsharksarenotproperlyunderstoodasregardsbeingdangerous;andwasimportantinraisingawarenessaboutsharkfinning.TheproductionbudgetofUSD2m(2022equivalent:USD2.9m)exceededtheworldwideboxofficereturnsofjustaboveUSD1.7m(2022equivalent:USD2.5m).Othersharkmoviesfollowedincluding"SwampShark"(2011),"GhostShark"(2013),"3-HeadedSharkAttack"(2015),and"ZombieShark"(2015).BacktoTerrorThen,from2013to2018,camethesixAnthonyC.Ferrantedirected"Sharknado"movies.Thesebroughtthehorrorofstorms,cyclonesandtornadoesthatarefilledwithsharks,toenthusiastsofthegenre.Thelastmovieintheseriesevenbroughtintheconceptoftimetravel.Ratings,though,slowlydecreasedfromanaverageof78%toanaverageof27%."Sharknado5"hadabudgetofUSD5m(2022equivalent:USD6m)andhasmadesincetheninexcessofUSD789m.Accordingtofilmsite.org,thetotalfranchisegrossvalueforthe"Sharknado"franchiseisUSD4.5bn.20 July 2022SHARKS IN THE ENTERTAINMENT INDUSTRY

Credit: Southward Films, Syfyand The AsylumSharknado Movie Poster

Sharknado Box Office Performance and ResponseFilmUS Viewers, mBudget, USDmSharknado1.372.0Sharknado 2: The Second One3.871.5-2.0Sharknado 3: Oh Hell No!2.812.4Sharknado: The 4thAwakens2.773.0Sharknado 5: Global Swarming1.895.0The Last Sharknado: It's About Time1.423.0Source: Multiple sourcesFilmRotten TomatoesMeta CriticSharknado6.12/10n.a.Sharknado 2: The Second One4.46/1050Sharknado 3: Oh Hell No!3.88/1053Sharknado: The 4thAwakens3.13/1035Sharknado 5: Global Swarming4.35/10n.a.The Last Sharknado: It's About Time4.25/1019Source: Multiple sources

8ENDANGERED WILDLIFE OÜKADAKA TEE 5-312, 10621 TALLINN, ESTONIAWWW.ENDANGEREDWILD.LIFE "TheShallows"(2016)thenbroughtbackthekillersharkimage-creatingthefearandterrorofswimminginthesea.WithabudgetofbetweenUSD17mandUSD25m(2022equivalent:USD20.7toUSD30.5m),itgeneratedreturnsofaroundUSD115m(2022equivalent:USD140.1m).Themovie"47MetersDown"followedin2017,earningmorethanUSD40m(USD47.7m)againstabudgetofUSD5.5m(2022equivalent:USD6.6m).In2019thesequel"47MetersDown:Uncaged"wasreleased,featuringadinosaurshark.Afterthatcamethe2018largebudget(USD130toUSD178mor2022equivalent:USD151.3toUSD207.1m)Hollywoodblockbuster:"TheMeg".JonTurteltaub,thedirector,choseanunderwatersettingandaprehistoric75-foot-longshark,theMegalodon,forthishorrorsharkmoviewhichhadaworldwideboxofficereturn,includingdomesticvideosales,ofoverUSD527.3m(2022equivalent:USD613.5m).2020sawthereleaseofthesupernaturalsharkmovie,OuijaShark.Thiswasalowbudgetfilm,lowqualityproductioninwhichasharkisconjuredupbyteenagersusingaouijaboard.Then,in2021theMartinWilsondirectedmovie"GreatWhite",whichwas"inspiredbytrueevents",wasreleased.Itdidnotreceivegoodreviewsgenerally,andtheboxofficetakewasonlybetweenUSD438,106(2022equivalent:USD472,586)andUSD635,058(2022equivalent:USD685,038).PerceptionsinandPopularityofMoviesaboutSharksThetaglinesforthemostsuccessfulsharkmoviesinclude:Don'tgetleftbehind;You'llnevergointothewateragain;andPleasedtoeatyou.Theyallintroduceonekeytheme:fear,terrorandhorror,andallquestionwhetherornotYOUwillsurvive!Predominantlythismeansthatthesharkisakillermonsterthatyoucannotseeandyouneedtobeveryafraid.Unfortunatelythisnegative,fear-drivenperceptionofsharksismerelysettocontinuewithAugust2022's"Maneater".Forover80years,moviesaboutsharkshavebeenpopular-forbothviewersandfunders/investors.Fromthe1970sthevisualshaveimprovedandimaginationisnolongerneeded.Mostsharkmovieshavebeenmorepopularthanexpected,andhaverakedinbillionsofdollarsattheboxofficeandothermerchandisesales.Sharksseemtobetheperfectmovievillain.Butthatfacthasdonethemagreatdisserviceastheyhavebecomeoneofthemost-fearedanimalsonthisplanet.20 July 2022SHARKS IN THE ENTERTAINMENT INDUSTRY

The Meg Theatrical PerformanceDomestic box office$ 145,443,742International box office$ 381,926,973Worldwide box office$ 527,370,715The Meg Home Market PerformanceEst domestic DVD sales$ 21,277,871Est domestic Blu-ray sales$ 14,832,665Total estdomestic video sales$ 36,110,536Source: the-numbers.com

Credit: Gravity Pictures, Di Bonaventura Pictures, Apelles Entertainment, MaedayProductions and Flagship Entertainment GroupThe Meg Movie Poster

Ouija Shark Movie PosterCredit: Stadium Media Films / Wild Eye Releasing

9ENDANGERED WILDLIFE OÜKADAKA TEE 5-312, 10621 TALLINN, ESTONIAWWW.ENDANGEREDWILD.LIFE Theoriginalsuccessof"Jaws"settheminimumbar,andallthecompetitioniscontinuallymeasuredagainstthisblockbuster.WiththeinvestmentofmorethanUSD130min"TheMeg",itwasanewrecordforalive-actionfilm.AstheentertainmentwriterChristopherMcKittrickstates:"changesinculturearefrequentlyreflectedinhorrormovies".Somehypothesisethatthisissocio-political,andisevidentfromatomicandothersciencedisasters,tocultfilms,andtosharkmovies,whichshowsawarenessoftheecologicaldamagethatisnotreceivingattention.Yetothersbelievethatsharkmoviesareallaboutprimalfear-sharks,andnothumans,areapexpredatorsinthewater.Peoplehaveafearofsharksandtheunknown,andthisiswhatthesharkhorrormoviesarebasedonandsucceedatpromoting.Addtothatthescarinessandmysteryofthedeepocean,andyouhitmultipleprimalhumanfearsatonce.ResearchersfromtheUniversityofSouthAustralia,however,arecurrentlystatingthatsharkmoviesareputtingacrossanincorrectimageofsharksandareahindrancetosharkconservationastheyembellishonthenegativeideathatsharksaretobefearedbyhumans.Theyclearlystatethatsharksarepresentedasbeingathreattohumansinexcessof96%ofsharkmovies-tothedetrimentofthesharks.20 July 2022SHARKS IN THE ENTERTAINMENT INDUSTRY1970s1990s1930s1980s2000sTiger Shark (2022 equivalent budget of USD 8.0m and income of USD 18.8m)Start of the SharksJaws hits the scene with a 2022 equivalent budget of USD 48.9m and income of USD 2.6bn, followed by Jaws 2Shark Explosion2010sFollow up with Jaws 3-D and Jaws 4: The Revenge with cumulative domestic sales of 2022 equivalent USD 144.2mRiding the Jaws WaveDeep Blue Sea with a 2022 equivalent budget of USD 105.3m and income of USD 289.5mMore Horror to ComeAnimated Shark Tale leads with a 2022 equivalent budget of USD 116.1m and income of USD 575.2mGentler PerspectiveThe Sharknado Sequels, The Shallows and The Meg (The Meg: 2022 equivalent budget of USD 207.1m and income of USD 613.5m)Sharks Going Viral

10ENDANGERED WILDLIFE OÜKADAKA TEE 5-312, 10621 TALLINN, ESTONIAWWW.ENDANGEREDWILD.LIFE Battle of the Titans: Shark Week vs SharkFestStartinginthemonthofJuly,twotitansannuallybattleitoutoversharks.TheseareDiscoveryChannel'sSharkWeekandNationalGeographic'sSharkFest.Bothclaimtobeworkingfortheconservationofsharksthroughbreakingdownthemisconceptionsofthevariousspecies.Theyhaveturnedintomegafranchisesintheirownrightwithmillionsofviewerstuningintothestreamedprogrammes.Sohowdidthismulti-millionviewersharkextravaganzacomeintobeingin1987?OnestoryisthatanewdynamicteammemberjoinedthethenweakeningcableDiscoveryChanneland,duringabrainstormingsession,sarcasticallymadethesuggestion:"Look,weknowthebiggertheanimal,thebiggertheratings,ifitcankillyou,itisthebest.Whycan'tweairsharkshowsallsummer?"And,aftertheCEOandFounderofDiscoveryChannelheardthis-well,therestishistory.Addedtothis,August,beachmonth,waschosenastheperfectSharkWeekbroadcastingtime.Only10episodeswereincludedinthefirstSharkWeek,with"CagedinFear"asthefirstepisode.Primetimeratingsalmostdoubled.Intheearly1990s,SharkWeekbenefittedfromthesuccessful"Jaws"movie,buttheyalsotriedtoshowmisconceptionsaboutsharksthatwereinthemovie.1996wasarecordyearforSharkWeekwhenEpisode3:"TalesoftheTigerShark"wasthehighest-ratedepisodesincethe1988startofSharkWeek.And,overthepast30years,theviewerratingshavehitrecordhighs-in2010thenumbershitanewhighof30.8mviewers-onlytobesurpassedin2014withaclaimednewrecordof53.2m.However,DiscoveryChannelstatedthatmorethan42mviewershadtunedinduringtheweekinAugust.In2015,SharkWeekexcelledagainandwasthebiggestmoneygeneratingweekforDiscoveryChannelandthe2013perepisoderecordof1.2mviewerswasbeatenwithanaverageofnearly1.3mviewers.Additionally,daytimeratingsonDiscoveryChannelrosebyasubstantial61%,and2015wasdeclaredthe"SummeroftheShark"withanadditionalweekendbeingaddedinAugust.Itwasestimatedthat,in2015,SharkWeekalonegeneratedadvertising,merchandisingandotherproductsalesrevenueofaminimumofUSD60m(2022equivalent:USD64m)-ofwhichadvertisingwouldaccountforUSD50m(2022equivalent:USD61.7).ThepopularityofSharkWeekcontinuedtogrowannually.In2016theadvertisingrevenuegeneratedbySharkWeekwasUSD16.6m(2022equivalent:USD20.2m),whichincreasedtoUSD20.2m(2022equivalent:USD24.1m)thefollowingyear.In2018morethan35mviewerstunedintoSharkWeek,and,in2020,SharkWeekwasbroadcastinmorethan72countriesandbecame"thelongestrunningeventincableTVhistory".ThishasresultedinSharkWeekbecomingaphenomenonlikenoother.20 July 2022SHARKS IN THE ENTERTAINMENT INDUSTRY

Credit: Discovery Channel and Seven Bucks ProductionsDiscovery Channel: Shark Week

11ENDANGERED WILDLIFE OÜKADAKA TEE 5-312, 10621 TALLINN, ESTONIAWWW.ENDANGEREDWILD.LIFE RecentlytheDiscoveryChannelSVPofProductionandDevelopmentstatedthat:"SharkWeekisoneofthemostimportantthingswedoasanetwork,"anddeclaredittobe"ourSuperBowl."Withsuchstarpowerandinternationalattention,SharkWeekhasthepotentialtobecomeapowerhouseforsharkconservation.ThenewerrivalofSharkWeekisNationalGeographic'sSharkFest.InNovember2011,NationalGeographicinternationallypremiered"SharkAttack:ExperimentLive".Duetoerrorsinthemarketing,peoplebelievedthattheywouldviewalivesharkattackwhichcausedapprehensionbutalsocreatedahypeofexcitement.And,in2013,SharkFestbecamearealitywithitsfirstbroadcastinJuly.The2014SharkFesthadareportedgrowthof20-30%inyearlyviewers.In2020SharkFestextendedtofiveweeksandpremiered"Sharkano"whichisasimilartitletothe"Sharnado"franchisename.Ahighlightof2021wastheadditionof21hoursofnewmaterial.The202210thanniversaryofSharkFestisexpectedtobethebiggesteverandwillinclude30hoursofbrandnewcontentand60hoursof"enhanced"programming.Inparallel,NationalGeographic'sSharkFestsponsorsSharkConinFlorida,whichisallaboutsharks,togetherwithocean-relatedmerchandise.NationalGeographicdoesnotdisclosetherevenuesthatitearnsfromSharkFest.SharkWeekorSharkFest?ThecompetitionbetweenthetwoSharkchannelrivalsdependsondifferentviewpoints.AccordingtoHuffpost,italsodependsonwhetherornottheyarebeingconsideredfromtheviewpointofaviewerorashark,andonemustfurtherconsiderrevenuesandviewernumbers.In2020,accordingtoDiscovery,duringsevendaysSharkWeekwasviewedby21mpeoplewhereasSharkFest,asstatedbyNationalGeographic,hadover31mviewersoveraperiodoffiveweeks.BothchannelsreportedthatviewershadespeciallytunedintothechannelsfortheeventswhichshowstheimmensepopularityofSharkWeekandSharkFest.Acrossthisindustry,someepisodesbankonthesensationalismandthefearfactorofsharks,simplybecauseitcreatessuspenseandattractsacertaintypeofviewership.Manyoftheshowsarealsoeducationalandfocusonscientificprojects.Thefuturechallengeforbothnetworkswillbetofindthebalancebetweenallthehype,andbeingapositivevoiceforsharksbyshowingthetruenatureofsharks.20 July 2022SHARKS IN THE ENTERTAINMENT INDUSTRY

Credit: National GeographicNational Geographic: SharkFest

12ENDANGERED WILDLIFE OÜKADAKA TEE 5-312, 10621 TALLINN, ESTONIAWWW.ENDANGEREDWILD.LIFE 20 July 2022SHARKS IN THE ENTERTAINMENT INDUSTRY

Shark WeekSharkFestEvent start198820132021 launch11 July5 JulyDuration1 week6 weeksLinear networks14Total hours (linear)26100Originals on linear2621Originals on streamer181Celebrities71Audience, % change 2020/21-20%-30%Source: Dan Salerno in documentarytelevision.com

AUDIENCEDiscovery•Viewing fades by 20% from 2020 in 25-54 demo.•Post-pandemic activities, return of Summer vacations, and the audience's continuing transition to digital are all contributing factors.•Opening night is the strongest, with Crikey! It's Shark Week leading the way.•Male gender breakout for audience is contrary to the female-skewing editorial face of Discovery+National Geographic•NGC loses 30% of the 2020 audience from 2020.•Nat Geo Wild drops by more than half.•This year's event goes head to head with Discovery's Shark Week and the Olympics for two of the four weeks.•NGC's added fourth week fades significantly.•Opening night is the highlight, with Shark Beach with Chris Hemsworth leading the way by a sizeable margin.Fatigue•Audience fatigue across each event is more noticeable.•Shark Week's audience on the final day is just half that of opening night.•SharkFest'saudience follows a similar pattern, with NGC's fourth week and the final two weeks on Wild below their respective network averages.Shark Week vs SharkFestas stated by Dan Salerno in documentarytelevision.com:

FINANCIAL SCALE•A conservative estimate for the average budget / hour for Shark Week and SharkFestoriginals is $500,000.•Total originals: 26+21 = 47•Scale of annual shark production: $23.5 million.•Other networks and platforms dip into the shark niche.

THE WINNERS ARE!And finally... the big winners are the producers!•Commissioning volume is up for Nat Geo.•Discovery+'sneed for exclusive content adds even more volume to demand.•We expect original opportunities to remain steady, if not increase if Disney+ chooses to get more aggressive with premieres.•The focus on specials vs series means there are more opportunities than ever for the production community.

STREATEGYSpecials vs Series•Shark Week's 'all specials' strategy stays focused on the single week, with expanded efforts on Discovery+ and social media platforms.•SharkFest's'mostly series/library' approach revolves around expanding the linear footprint, growing from the original one week to this Summer's six week event on multiple brands within their portfolio.•Specials drive. Shark Week prime time is all specials. SharkFestis series heavy, with extensive use of repurposed inventory, but it's the original specials that lead in performance.""

13ENDANGERED WILDLIFE OÜKADAKA TEE 5-312, 10621 TALLINN, ESTONIAWWW.ENDANGEREDWILD.LIFE Series and DocumentariesEntertainment'simageofthesharkisnotlimitedtothespecies.Forexample,SharkTankisarealityseriesthathasbeenonfor13seasons.Itplaysontheideaoftheinvestorsbeingsharksthateatthesmallfishandinvokeemotionsoffearandintensityforcontestantswhoareentrepreneurstryingtowininvestmentfromoneoftheseasonedsharks.Whenitcomestoactualsharks,in2019Netflixproduced"Sharks:MonsteroftheMedia"abouttherealstoryofsharks-andwhatdangerstheyhavetoface.Previously,in2013,Netflixalsoproduced"Sharks",whichdepictssharksasintelligentandmisrepresentedspeciesratherthanamonster.Additionally,oneofthemostfamousserieswhichcontinuallyfeaturesharksarethosewithSirDavidAttenborough.Forexample,theBBCsharksseriesandepisodessuchas"SmartSharks";"GreatBarrierReef","APerfectPlanet";"VanishingSharks";and"OurPlanet".20 July 2022SHARKS IN THE ENTERTAINMENT INDUSTRY

Credit: BBCBBC and BBC Earth Titles

14ENDANGERED WILDLIFE OÜKADAKA TEE 5-312, 10621 TALLINN, ESTONIAWWW.ENDANGEREDWILD.LIFE Playing with Sharks: GamingSharksarethecentralthemeofseveralhighprofilegamesandmobileapps.Thesearebothgameswiththeirowntitlesandgamesbasedonsomeofthemoviehits.TherearealsomultipleJawsandSharknadogames.Forexample,"Sharknado:TheVideoGame",releasedin2014,wasbasedonSharknado2.But,in2017,itwasremovedfromtheAppStoreeventhoughitisstillobtainable.Additionstothefranchiseinclude"SharknadoVR"."JawsUnleashed",originallycalled"SolePredator",allowsfortheplayertomovearoundveryfastasashark."Maneater"isnotconnectedtotheabovegame,butisonestagefurtherasitallowsforplayerstobeavirtualsharkandhasmoreopportunitiestokill."FeedingFrenzy"and"FeedingFrenzy2"letsplayerstakecontrolofagreatwhitesharkcalledGoliathandthe2ndversionwasavailableonXboxOne.The"Jaws:UltimatePredator"game,releasedbyNintendoanddevelopedbyMajescoentertainment,becameavailableinDecember2011.TheHungrySharkgamesfranchiseconsistsofseventitles,including:•HungrySharkTrilogy(2010-2011)•HungryShark:Night(2011)•HungrySharkEvolution(2012)•HungrySharkWorld(2016)•HungrySharkVR(2017)•HungryDragon(2018)•HungrySharkArena(2020)"HungrySharkWorld"isalsoavailableonXboxOneandPS4.In2018theHungrySharkserieshadreachedinexcessof500mdownloads.Tenmilliondownloadsoccurredinthesixdaysafteritwasreleased.OniTunesinJune2022alonetherewere400,000downloadsandrevenuesofUSD200,000for"HungrySharkWorld".AndroidgamesincludeSharkDashwhichisapuzzlegamethatisphysics-basedandhasacutebrightcolouredsharkhero.Therearedifferentenvironmentsandlevels.Inareversalofroles,"Depth"allowsplayerstoplayasahuman(whichcanbestressfulandterrifying)orasashark.Anothergamingalternativewas"Sharkrunners".ItlaunchedbyDiscoveryChannelduringthe20thyearofSharkWeekandranfortwoseasons.Thefirstseasonwascreatedusinganareaorcodeandsatellite,andtrackedthemovementsofsixreal-lifegreatwhitesharksinreal-timeastheyswamjustofftheCaliforniancoast.InSeasontwo,thelocationmovedtoQueensland,Australia.Gamershadtoemploysatellitetrackingtolearnasmuchaspossibleabout10greyreefsharksand10tigersharkswhichwerebasedjustoffQueenland'snortherncoast.Accordingtoplayers,thisgamewasbothhighlyaddictiveandeducational.Althoughtheplayerswereabletocontroltheirships,hirecrewandpurchasegear,thesharksinthegamewererealanddeterminedtheirownmovementsandpositions.ThesesharkshadGPSunitsontheirfinssothattheycouldbetracked.Theplayersusedobservationaltechniquestoplotacoursewiththeaimofencounteringthesharksandcollectingasmuchdataaspossibleaboutthem.Eachplayerreceivedmoneyorawardsforbeneficialresearchdata.Thecontinualmovementofthesharksandthealertsviamessageoremail,evenwhentheplayerwasnotplaying,addedtotheaddictionof"Sharkrunners".Thegamenotonlytaughtplayersaboutsharks,butalsoaboutgeospatialdata,datacollectionstrategies,andresources."Sharkrunners"onlyhadtwoseasonsandinJuly2011,DiscoveryChannelremovedtheonlinegame.20 July 2022SHARKS IN THE ENTERTAINMENT INDUSTRY

15ENDANGERED WILDLIFE OÜKADAKA TEE 5-312, 10621 TALLINN, ESTONIAWWW.ENDANGEREDWILD.LIFE 20 July 2022SHARKS IN THE ENTERTAINMENT INDUSTRY

Credit: Future Games of London and UbisoftHungry Sharks

Credit: Majesco EntertainmentJaws Unleashed

Credit: Pearson Software

Credit: Tripwire Interactive

Credit: Digital Confectioners

Credit: Majesco EntertainmentDepthDepthSharknado The Video Game3D Hunting Shark

16ENDANGERED WILDLIFE OÜKADAKA TEE 5-312, 10621 TALLINN, ESTONIAWWW.ENDANGEREDWILD.LIFE SpotlightonHungrySharkHungrySharkwasoriginallydevelopedbyFutureGamesofLondonandlaunchedinApril2010.Itisalessthanrealroleplaygame,allowingtheplayertoplayasvariouswildandimaginativesharksthatdevouranything-seacreatures,humansandevenmines.ThegameoriginallyadoptedaUSD0.99payperdownloadmodeltoafreemiummodelwithin-apppurchasesbackin2011.TheswitchtothenewmodelduringSharkWeek2011ledtoanexplosioninusersfrom1,000dailydownloadsto250,000dailyactiveuserswithanaveragetransactionvalueofUSD3.26.ByAugust2021,Ubisoftannouncedthecelebrationof10yearsfortheHungrySharksfranchise.Thecompanystatedthatsomeoftheachievementsovertheyearsincluded:•Morethan800mdownloads•2.2bngameloops•148.5mhoursofgameplay•1,133tpointsscored•312mtimesexplodedWithintwoyearsofthe"HungrySharkWorld"2016launch,thegameisestimatedtohavemadeUSD10minglobaliOSrevenues.BasedontheestimateofUSD200,000revenuesamonthbyeachof"HungrySharkWorld"and"HungrySharkEvolution",SensorTowerimpliesthatthesharksgenerateatotalinexcessofUSD5mayearforUbisoft.Althoughthegamesarefarfromreal,theygiveplayerssomesensitivitytosharks.20 July 2022SHARKS IN THE ENTERTAINMENT INDUSTRY

Credit: Future Games of London, UbisoftHungry Sharks: Celebrating 10 Years

17ENDANGERED WILDLIFE OÜKADAKA TEE 5-312, 10621 TALLINN, ESTONIAWWW.ENDANGEREDWILD.LIFE Sharks making Music and MusicalsThesoundtrackforJaws,composedbyJohnWilliams,wasanAcademyAwardwinnerandrankedbytheAmericanFilmInstituteasthe"sixthgreatestfilmscore".OriginallyreleasedasanLP,CDshavesincebeenreleasedaswellasa25thanniversaryDVD.StevenSpielberg,whenfirsthearingthetwonotesasemitoneapart,originallystartedlaughing.ButsoonitbecamelikeasynonymforterrorandanacclaimedmusicalscorebyJohnWilliams.Therearealsopopularsongswhichmentionsharks(orpartofashark)inthename,oritispartofthenameofaband.Theseinclude:Fins;SharksPatrolTheseWaters;SharksCan'tSleep;DeepestBluest;TheRapperEater;ShootingShark;Shark;andMr.Jaws.Manyofthesealsoalludetodifferentmeaningsforthewordshark-mostlynegative.Forexample,pickupsharksinbars,shark-likebehaviourofpeople,andhowopponentsareeatenwithsharks'teeth.Thesedemonstratehowsharksareusedfornegativeimageryinthemusicentertainmentindustry.InJune2022,astagemusicalcalled"Bruce",whichwasbasedonthemakingofthe"Jaws"movie,premieredinSeattlewithJarrodSpectorintheleadrole.Butitwasthe2019Koreansongandvideo"BabyShark,doo-doodoo-doodoo-doo"thatbecameaninternationalhit.ItwasevensungattheWorldSeriesintheUSA,onthestreetsofLebanon,andallaroundtheworld.Thisfollowedonthereleaseofthechildren'seducationalbrand"BabyShark"in2015.TheYouTubevideoof"BabyShark"hit10bnviewsafteritbecamethe"mostviewedYouTubevideoofalltime"with7bnviewsinNovember2020.Thesongisbasedonacopyright-freeAmericanrhymeforchildrenbutwithanewbeatandarepeatingchorus.Whiletheactualnumberhasnotbeendetermined,itisestimatedthatthisresultedthePinkfongcompanyearningmulti-millionsofdollars.ThevalueofBabySharkislikelytogrow,withtherumoursofaBabySharkmoviebeingproducedbyNickelodeonAnimationandduetobereleasedin2023.Additionally,thepowerofBabySharkwasconfirmedwhenthebrand'sNFTwassoldoutwithin30minutesinDecember2021.20 July 2022SHARKS IN THE ENTERTAINMENT INDUSTRY

Credit: Universal PicturesJaws SoundtrackCredit: The Paper Mill Playhouse and Seattle RepBruceCredit: PinkfongBaby Shark, doo-doo doo-doo doo-doo

18ENDANGERED WILDLIFE OÜKADAKA TEE 5-312, 10621 TALLINN, ESTONIAWWW.ENDANGEREDWILD.LIFE Live Entertainment for ThrillsThesharksthatthrilledmoviegoerscontinuedtoprovidethrillsastheymergedwithrealityatpopularthemeparks.UniversalStudiosinFlorida,HollywoodandJapan,capitalisedonthepopularityof"Jaws"andopenedtheJaws-inspiredthemeparkrides.However,since2012visitorstoFloridahaveonlybeenabletogapeonareplicahangingsharkandenjoyotherrelatedJawsproductsaroundthepark.Forotherthrillseekers,itisevenpossibletobuyamechanicalsharktoride,torideinaseashellsharkmouthinPacificPark,SantaMonica,ortogoinahydrosharkinNewZealand.FloridaandHollywood-UniversalStudiosTheJawsridewasfirstopenedin1990andranuntilits2012closure.Itwasstoppedduetothespacethatittookandcontinualmechanicalproblems.Aterrifyingshark,whichlookedlikeitwascoveredinblood,wouldjumpupfromthewaterclosetothevisitors,attackingtheJungleCruiseship.ThecostofconstructionoftheJawsridewasUSD30mtoUSD45m.Japan-UniversalStudiosTheJapaneseUniversalStudiosrideopenedin2001.Itextendsontheideaofthe"jawsoffear",whichareelaboratedbyhugesharpteethandanenormousmouthwhichislargeenoughtotakeoutahugechunkofaship.AsperFlorida,visitorsalsohavetheopportunitytohaveaphototakenwithareplicahangingJaws.TherideconstructioncostaroundUSD35m.20 July 2022SHARKS IN THE ENTERTAINMENT INDUSTRY

Credit: Universal Studios and Orlando ParkshopJaws at Universal Studios Credit: Universal StudiosJaws at Universal Studios

19ENDANGERED WILDLIFE OÜKADAKA TEE 5-312, 10621 TALLINN, ESTONIAWWW.ENDANGEREDWILD.LIFE SantaMonica-PacificParkThisride,whichwasopenedin2017,ismarketedas"SharkFrenzy".Themouthsofthesharksarebasedondifferentspeciesofsharksincludingthelemon,mako,tiger,white,sandtiger,bull,andbluesharks.TherearesharkwarningsignsaroundtheridethoughitisfarlessscarythantheUniversalStudioscounterpart.TheridescostUSD9perperson.NewZealandTheNewZealandHydroAttackSharkrideinQueenstownBayisanextremeridewhichdivesandmoves,semi-submerged,throughthewaterat40kphandthenlaunchesupwardsandoutofthewaterataspeedupto80kph.Eachtripis15minuteslongandcostsNZD145perpersonwithearlybookingrecommendedduetohighdemand.20 July 2022SHARKS IN THE ENTERTAINMENT INDUSTRY

Credit: Pacific ParkSanta Monica Shark Frenzy

Credit: Hydro AttackNew Zealand Hydro Attack Shark

20ENDANGERED WILDLIFE OÜKADAKA TEE 5-312, 10621 TALLINN, ESTONIAWWW.ENDANGEREDWILD.LIFE Shark Entertainment Merchandise & CollectablesOnAmazon.comalone,thereareover20,000resultsfroma"sharktoys"search,andthenthereisAliExpressandWalmartandmany,manymorewhoactivelypromotesharktoys.OnMomJunctionwebsite,the2022toppickofsharktoysinclude:bathtimetoys,softplastictoys,realistictoys(e.g.Megalodon),figurines,motorskillseducationaltoys,remote-controlledtoys,sharkgrabbertoys,stuffedtoys,eco-friendlytoys,andtoyswithmovableparts.MattelintroducedtheStreetSharksfigurinesin1994whichhaverecentlymadeacomeback.TherearealsospecialsharkgiftsformenandcollectiblesthateasilysellforUSD220each.ItispossibletoevengiveabirthdaygiftwithaJawscard.Thisclearlydemonstratestheeffectofthesharkmovies,documentaries,andthelike.Puzzlesthatareavailablearenumerousanddepictmainlyaggressivesharks-manyofwhichareoutofperspectiveorcartoonsharks.Someotherpuzzlesofsharksareencouragedtoimprovememoryandvisuospatialskills.Therearealsoeducationalsharkpuzzleswhichdepictupto20species,andwoodensharkpuzzlesofdifferentspeciesthatcanbebuilt.PuzzlesofsharksfromfamousbookssuchasTintinarealsopopular.Buttheeffectofthewhitesharkmoviescanbeseenasthemajorityofthepuzzleimagesareofthisspecies.Alsoavailableisa500pieceJawspuzzle,andFunkoversewhichisaJawsstrategygame.Legotoysalsohaveasharkthatcanbebuilt,andtherearemanyfigurinesincludinghand-paintedones.Therearealsocardgames,strategyboardgamesforadultsandchildren,attacktoygameswithlightsandsound,fishinggames,andbitegames.Thevastmajorityofthesedepictvicioussharkswithteethexposed.TheMonopolyboardgameintroducedaJawsversionwhichisstillonsale.Alsoavailableasaboardgamefrom2016isSharknado:TheBoardGame!20 July 2022SHARKS IN THE ENTERTAINMENT INDUSTRY

LEGO CreatorCredit: LEGOPop SharnadoCredit: FunkoSharnado: The Board Game!Credit: Devious DevicesMonopoly Board Game -Jaws Credit: MonopolyJaws GameCredit: RavensburgerRide the Shark!Credit: Kitty Hawk Surf CoJaws Shark Birthday CardCredit: The Card Zoo

21ENDANGERED WILDLIFE OÜKADAKA TEE 5-312, 10621 TALLINN, ESTONIAWWW.ENDANGEREDWILD.LIFE ClothingandaccessoriesandcostumesTherearesomanydifferenttypesfromapparel-fromJawsblanketstosharkfinheadbands;hoodiestosocksandeverythinginbetween;andaccessoriesfrommagnetstokeyrings.Pricesarepremiumastheyfeaturethefamouswhitesharkin"Jaws".Therearealsogenericsharkcostumesforadultsandchildren.In2013,followingon"Sharknado"and"SharkWeek",sharkinspiredclothingandmerchandisinghitthemarket-fromcupcakestobabyclothes;andsharkfinstylehatswithBiteMeonthemtoovenmittens.In2014theproductswentontoincludeaSharkBiteDonutshatthatlookslikealifepreserver(fromDunkin'Donuts);inexcessof1,300puppets,perfume("SharkbyTara")andallkindsofcrafts.EvenareviewonchainsawswasrunbyConsumerReportsfollowingthefrenzyaround"Sharknado".Thensharktourismreceivedheavypromotion,andtownslikeChathamtookadvantageofthiswithitsChamberofCommerceChiefstatingthat:"Thegreatwhitesharkissexy".Clothingandaccessoriesshowingthewhiteshark-includingdogcollars-intheirtourismshopssoldforbetweenUSD10toUSD45inAugust2014.FortheHobbyistCoinswithsharksarepopularandcollectiblethroughouttheworld.Manycoinsareinsilverorgold,featuringvariouskindsofsharks,andhaveavariedpricerange.Someareunique-suchasTheOfficialJawsSupersizeCommemorativecoinwhichsellsforaroundGBP50andhasalimitededitionof495coins.Thislarge70mmdiameterultra-highreliefcommemorativecoinisbeingmarketedto:"Honourthemostfearedvillainincinematichistory".Jawstradingcardsarealsopopular,andrareronesarecurrentlybeingsoldbythefamousauctionhouse,Sothebys.Cardssoldincludea"lot"soldforGBP875,whichwassubstantiallyhigherthantheestimate.20 July 2022SHARKS IN THE ENTERTAINMENT INDUSTRY

Jaws Trading CardsCredit: Universal City StudiosJaws 10p CoinCredit: Universal City StudiosJaws MerchandiseCredits: Various Designers

22ENDANGERED WILDLIFE OÜKADAKA TEE 5-312, 10621 TALLINN, ESTONIAWWW.ENDANGEREDWILD.LIFE Sharks in Print -Magazines, Newspapers & BooksMagazinesSharkmaniafollowedafterthereleaseofJaws.June1975sawtheSuperSharkmulti-pagecoveragewithacoverpageofaparticularlyviciouslookingBruceinTimemagazine.Inlate1975thecoverofPlayboyemulatedasharkattack(byBruce)onwomen'sbreasts.ThiswasfollowedbyaJawsimageonthecoverpageofMad,Sick,Cracked,andaspecialCrackedissuewherethey"sinkourteethintoJawz".TheOceanographicmagazinefeaturesarticlesaboutsharks,withoneeditionhavingthecoverpagewithaphotoandthewordingTheBillionDollarShark.ThismagazinesellsforGBP10percopy.TheScholasticNewspublishedanarticlewithadrawingofthehammerheadsharkandtheheadlines:"World'sNicestShark?"AndtheSmithsonianmagazinehad,in2021,asoneofitsTopTenOceanStories,anarticleaboutabioluminescentshark.TheDiscoveryMagazineofOctober2021-UltimateBookofSharksDiscoverySharkWeek-isavailableforUSD13.99andhasphotosofvariouskindsofsharkswithacoverpageofanaggressivelookingone.Therearemanymagazinesaboutsharks-coveringtopicsfromthegorytoresearch.Sosharksaredefinitelypartoftheentertainmentindustryasfaraspublicationsareconcerned.NewspapersandNewsMediaCommonheadlinesinclude:•Lastnightoffthecoast50FTMONSTER•Lifesaverkilledinsharkattack•SecondBatherkilledbyshark,stateofficialandresortmenplanpatrolforMan-Eaters20 July 2022SHARKS IN THE ENTERTAINMENT INDUSTRY

Credit: Life MagazineJaws the Life Magazine 45thAnniversary Edition Credit: DC Comics, Charlton Comics and Major PublishingJaws in Mad, Sick and Cracked

23ENDANGERED WILDLIFE OÜKADAKA TEE 5-312, 10621 TALLINN, ESTONIAWWW.ENDANGEREDWILD.LIFE •SharkEatsBoyandKillsManWiththerareheadlinestating:•SharkSafe•SaysSharkSavedLifeAnd,aftertherecentlockdownbeinglifted(2021),cametheheadline"Justwhenwethoughtitwassafetogobackinthewater"withasimilarimagetotheJawsposterintheDailyStar.InJanuary2022theGuardiannewspaperpublishedafullarticlewiththeheadline:Sharkattacksincreasedaroundtheworldin2021afteryearsofdecline.However,theheadlinewasdeceptive.Beyondthesensationalheadlineitwasexplainedthat,becauseofCOVID-19beachclosures,sharkattackshaddecreasedoverthattime,buthadsincegonebacktoaverageyearlynumbers.Butobviouslysensationalheadlinesaboutsharkssellcopies.BooksTherearemanybooksaboutsharks-fromtoddlers'picturebookstochildren'sbookstoscholasticbookstofictionstoriestofactualnon-fictionbooks.Theyareallimportantintheentertainmentworldofliterature.OneofthemostfamousbooksaboutasharkisJaws,publishedin1974andwrittenbyPeterBenchley.Ithassold20mcopiesandthehardcovermade44weeksonTheNewYorkTimesbestSellerlist.ThebookpricescurrentlyrangefromUSD10.99toUSD83.75.ThereisalsoaJawsTrilogybyBenchley.TherearetwootherbooksrelatedtoJaws.OneisTheJawsLogbyCarlGottliebwhichisabouthowthebookbyBenchleywastransformedbyStevenSpielberganddescribes,indetail,thefascinatingincidents,positivesandnegatives,duringthemakingofthefilm.Ithasbecomeextremelypopularwithovertwomillioncopiessold,andistermed"oneofthetrueBiblesformoviefans".TheotherbookisHendricks-WhatifStories,writtenbyMattStapleton,whichfollowsthestoryoftheDeputypost-Jaws2.AbookisseeninthemovieSharknado2whichlaterwaswrittenbytheauthorAndrewShaffercalledHowtoSurviveaSharknadoandOtherUnnaturalDisasters:FightBackwhenMonstersandMotherNatureAttack.Inexcessof250,000copiesofthisbookhavebeensoldtodate.20 July 2022SHARKS IN THE ENTERTAINMENT INDUSTRY

Credit: Smithsonian Ocean -Smithsonian InstitutionHeadline Sensationalism

Credit: Andrew ShafferHow to Survive a Sharknado

24ENDANGERED WILDLIFE OÜKADAKA TEE 5-312, 10621 TALLINN, ESTONIAWWW.ENDANGEREDWILD.LIFE AccordingtotheBookAuthority(asfeaturedonForbesandCNN),thetopBest-SellingSharkBooksofAllTimeare:•NationalGeographicKidsSharksStickerActivityBook(over50,000copiesestimatedsold)•SuperSharkEncyclopedia(20,000copiesestimatedsold)•OceanbyDanKainenandCarolKaufmann(over20,000copiesestimatedsold)•SharksandOtherDeadlyOceancreaturesVisualEncyclopedia(over20,000copiesestimatedsold)•EmperorsoftheDeepbyWilliamMcKeever(over5,000copiesestimatedsold)•SharkWeek,DiscoveryChannelSharkopedia(2013)bookhassoldinexcessof5,000copies.CartoonsandAnimatedmoviesOverthepastnearlyfivedecades,variouscartoonshavefeaturedsharkssince"Jaws"."Jabberjaws"followed"Jaws"onABCandpremieredon11September,1976.Itfollowedthegenre,togetherwithaninfusionofpopculture.Itisset100yearsinthefuturewhereeveryonelivesunderwater,andtheleadresemblesawhiteshark.DVDsoftheseriesareavailable,anditwasratedno.136outof344forTheBestKidsCartoonsofAllTime.AlsofollowingonthepopularityofJawswas"Misterjaw"whichalsofeaturedawhitesharkwhospokewithapseudo-Germanaccentandworeatophat.Togetherwithhisbestfriend,acatfish,hefoundithilarioustoscarehumans.TheseriesisavailableonDVDs."KennytheShark",atigershark(asdeterminedinacontest),waspremieredon1November2003andwasondifferentchannelsuntilJune2014.ItwasonNBC,DiscoveryKidsandAztecaAmerica.Kennycouldbreatheonland,andcouldalsocommunicatewithhishumanfriendKat.AfewDVDswerealsoreleasedandKennytheSharkwasratedasno.204outof422forTheBestChildren'sShowsofAllTime.Mutatedsharksthatcouldalsobreatheonland(asaresultoftoxicwaste)appearinlaterepisodesof"TotalDramaIsland".Manydifferent"man-eaters"arefeaturedinthisserieswhichisavailableonDVDincertaincountries,andithasalsobeenonNetflix.Occasionally"man-eatingsharks"appearontheScooby-Dooshowandtheyalsoappearinthe1970sshow'sopeningcredits.CertainepisodesareavailableonDVDandonstreamingchannels.The52episodesof"SharkyandGeorge",whichfeaturesapinkshark,wereshowninFrenchandEnglishbetween1988and2009.ThiscartoonwasalsoshownonToonDisney.From1994to1997theAmerican-Canadianproductionof"StreetSharks"wasshown-witheachepisodetitlecontainingtheword"Shark".Thehalf-men/half-sharksareacrimefightingteam.TheStreetSharksjoinedwithDinoVengersin1996andthenewshowwascalledDinoVengersfeaturingStreetSharks-whichmatchedalineofMatteltoyswiththesamename.InDecember2010"Zig&Sharko"premiered,featuringahyenaonanislandwhocontinuallyattemptstoconsumeamermaidwhoisprotectedbyalargewhiteshark.20 July 2022SHARKS IN THE ENTERTAINMENT INDUSTRY

Credit: Discovery ChannelSharkopedia

Credit: Blue Sky Kids PressColouring BookEntertaining Cartoons, Animated Movies and Comics

25ENDANGERED WILDLIFE OÜKADAKA TEE 5-312, 10621 TALLINN, ESTONIAWWW.ENDANGEREDWILD.LIFE "Sharkdog"featuresayoungboy,Max,andhisbestfriendwholovetogooncartoonadventures.ItpremieredinSeptember1991andwasratedasno.74outof145asTheBestKids'andfamilyshowsonNetflixtoWatchNow.Andin2003thefamilyadventuremovie"FindingNemo"wasreleasedbyWaltDisneyPicturesandWaltDisneyStudiosMotionPictures(Pixar).WithabudgetofUSD94m(2022equivalent:USD149.3m),ithadboxofficereturnsofoverUSD871mtomorethanUSD930m(2022equivalent:USD1,383.6mtomorethanUSD1,477.4m)worldwide.Thewhitesharkinthemovie,Bruce,isheadoftheFish-FriendlySharkssupportgroup."SharkTale"isa2004productionbyDreamWorkswhichwasnominatedforanAcademyAwardintheBestAnimatedfeaturecategory.ItmademorethanUSD370m(2022equivalent:USD572.5m)worldwide,withabudgetestimatedatUSD75m(2022equivalent:USD116.1m).20 July 2022SHARKS IN THE ENTERTAINMENT INDUSTRY

Credit: DIC EntertainmentStreet Sharks

Finding NemoShark TaleCredit: Walt Disney Studios Motion Pictures (Pixar)Credit: DreamWorks

26ENDANGERED WILDLIFE OÜKADAKA TEE 5-312, 10621 TALLINN, ESTONIAWWW.ENDANGEREDWILD.LIFE PublishedCartoonsClassiccartoonistsimmediatelyincorporatedtheJawsphenomena.Thisisevidentin"Jaws"-inspiredcartoonsinthe1970sand1980s-includinginGarfield,TellItLikeItIs,Peanuts,andalsoinnewspapercomicstrips.In1991anewspaperintroducedJimTooney's:Sherman'sLagoonaboutaplumplazysharkwithawifeandfriends.Onoccasion,thisstripreferredtoactualsharkconcerns.Thiscartoon'sappearanceonSharkWeek,though,wasunsuccessful.ComicsTheverypopularArchiecomicsalsofeaturedinteractionsbetweenArchiewithhisfriendsandsharks.Thisresultedinaspecialdigitalonce-offcollectionnamed"Archie:SharkTales".In2015"Archievs.Sharknado"(fromthefamous"Sharknado"movies)becameafightforRiversdale.Itwasreleasedatthesametimeasthereleaseof"Sharknado3"andwaswrittenbythedirectorofthemovieseries-AnthonyC.Ferrante.TheShark,atigersharkwithextensivementalpowersandavillaininDCComics,enjoyshuntingpreythatpresentsachallenge-forexampletheGreenLantern.AnothervicioussentientsharkvillainfoundinDCComicsisKingShark,whoisthoughttobethesonofaSharkGod.Thischaracterhassupersharkabilities.InbothoftheDCComicscharacters,thesharksareportrayedasbeingaggressivecunningvillains.Anotherfamouscomicbook,whichbecameaseriesin1992,isFishPolicebySteveMoncuse.Thecharactersincludedifferentmarinespecies,andthecomicswerepublishedbetween1985and1991.20 July 2022SHARKS IN THE ENTERTAINMENT INDUSTRY

Credit: Phil WatsonShark Cartoon #268

Marketing with SharksKing SharkCredit: WalnutCredit: DC Comics

27ENDANGERED WILDLIFE OÜKADAKA TEE 5-312, 10621 TALLINN, ESTONIAWWW.ENDANGEREDWILD.LIFE Social Media SharksInfluencersareanintegralpartofmodernmarketingandentertainment.TheyhavebeenattheforefrontofpromotingsharksandeventslikeSharkWeekandSharkFest.Somehavefollowersthatexceed3m,andcanearnUSD8,568perpost.Influencershavetheabilityandmodernpowertoinfluencethewayinwhichpeoplethinkaboutandperceivesharks.TenofthelargerInstagramsharkinfluencershavebetween200,000and3,200,000followers.AccordingtoInfluencerMarketingHub,theseinfluencershavethepullpowertoearn,onaverage,betweenUSD933andUSD8,568perpost.Cumulativelythese10Instagraminfluencershave9.9mfollowersand,accordingtoInfluencerMarketingHub,haveanestimatedcumulativeearningsofUSD30,209perpost.Ifusedcorrectly,theycanhelpre-educatetheirfollowersontheimportanceofsharksurvival.20 July 2022SHARKS IN THE ENTERTAINMENT INDUSTRY

Top Shark Instagram InfluencersUsernameFollowersAverage Earnings per PostDiscover Ocean3.3mUSD 8,568Discover Sharks2.2mUSD 6,023Ocean Ramsey1.5mUSD 3,874Juan Sharks0.8mUSD 2,855Shark Week0.7mUSD 2,857Shark of the Week0.3mUSD 1,360Shark0.3mUSD 1,339Mike Coots0.3mUSD 1,222Eli Roth0.3mUSD 1,179Madison Stewart0.2mUSD 933Source: Influencer Marketing Hub, Endangered Wildlife OÜ

050100150200@RockStarLydia@Shark_Katharine@MaryLeeShark@OCEARCHNumber of Twitter Followers, 000s

28ENDANGERED WILDLIFE OÜKADAKA TEE 5-312, 10621 TALLINN, ESTONIAWWW.ENDANGEREDWILD.LIFE ConclusionSharkshavecontributedsignificantlytothevalueoftheentertainmentindustry.BasedontheGamesRadar+inflation-adjustedtopgrossingmovielist,"Jaws"isstillwithinthetop15USmovies.Incomparisontoitsfellowlistmembers,withtheexceptionofJurassicPark,therearenootheranimal-relatedmoviesand,infact,itistheonlymovietohaveacurrentexistingspecies.Itthereforerepresentstheonlymovieinthetop15listwiththepivotalcharacterbeingacontemporaryapexpredator."Jaws"playedonprimalfearandmadethemovietooclosetohomeduetothefactthathumanscurrentlysharetheoceanwiththewhiteshark.Buttheconceptofahuman-huntingsharkisabiasedviewofsharks.Sharksarefarfrombeingthedeadliestcreatureforhumans,andhumansarenotevennaturalpreyforsharks.AccordingtotheInternationalSharkAttackFile,thefive-yearaveragenumberofunprovokedglobalsharkbitesis72.In2021,therewere73unprovokedbitesandonlyninefatalities.Themajorityofthesebites(47unprovokedbitesandonefatality)wereintheUSA.Toputthisintoperspective,accordingtotheInternationalSharkAttackFile,intheUSA:•In1959-2010,theaverageannualnumberoflightningstrikefatalitieswas37.9comparedto18.7sharkbitesand0.5sharkbitefatalities;•During1985-2010,therewere125tornadofatalitiescomparedto484sharkbitesandsixsharkbitefatalities;•Between2004-2013,therewere361ripcurrentfatalitiescomparedto379sharkbitesandeightsharkbitefatalities;•In1990-2006,therewere16sandholecollapsefatalitiescomparedto11sharkbitefatalities;and•Between2000-2007,therewere4,495huntingaccidentsand441huntingfatalitiescomparedto349sharkbitesandsevensharkbitefatalities.Thesestatisticsclearlyindicatethatsharksposeasignificantlylowerthreatthanotherdangers.Inparticular,theriskisnearly5xgreaterthatapersonwillfallvictimtoahuntingaccidentthantoashark.Therefore,whilethereisaprimal,emotionalfear,thisfearisirrational.AccordingtoRopeik(2018),itislessaboutthefearofthesharkandmoreofthefearofbeingbittenoreatenbyasharkwhichrepresentsalarger,strongeranimalthatisincontrol.IntheUSAalone,thefearofsharksisadominantfear.IPSOSindicatesthatmorethanhalfofthepopulationsufferfromgaleophobia(theirrationalfearofsharks),andasmanyas38%areafraidofswimmingintheoceanduetotheirfearofsharks.Itispossiblethatthisfearhasbeenexacerbatedbythemultitudeofshark-themedhorrormoviesthathavebeenreleasedoverthepast50years.20 July 2022SHARKS IN THE ENTERTAINMENT INDUSTRY

6102250050070010004500100001200020000350001000004370007500000200000400000600000800000SharkWolfLionElephantHippopotamusTapewormCrocodileAscaris roundwormTsetse FlyAssassin bugSnailDogSnakeHumanMosquitoDeadliest Creatures Worldwide by Number of Human Deaths Caused in 2018

Source: Statista

29ENDANGERED WILDLIFE OÜKADAKA TEE 5-312, 10621 TALLINN, ESTONIAWWW.ENDANGEREDWILD.LIFE 20 July 2022SHARKS IN THE ENTERTAINMENT INDUSTRY

020406080AustraliaCaliforniaFloridaGuadalupeMultiplelocationsNew ZealandOtherlocationsOther USAlocationsSouth AfricaThe BahamasMost Popular Filming Locations: Based on 301 Documentaries / Episodes

0306090120Bull sharkGreat white sharkHammerhead sharkMultiple speciesOther speciesTiger sharkMost Filmed Shark Species: Based on 257 Documentaries / Episodes

30ENDANGERED WILDLIFE OÜKADAKA TEE 5-312, 10621 TALLINN, ESTONIAWWW.ENDANGEREDWILD.LIFE Peoplehaveadmiredsharks,fearedsharks,beenwaryofsharks,andgrudginglyornot,respectedthisapexpredatorofthedeep.Butitwasn'tuntil"Jaws"thattheterrifyingmonsterimagewastrulybornintheentertainmentindustry.TheSuperVillainconcepthasallowedfortheequivalentofthefranchisingoftheshark-whichisworthuncountablebillionsofdollarsforallaspectsoftheentertainmentstructure.Advertisingalonegeneratesmillionsofdollars,andmerchandising,gaming,music,collectables,andtoys-fromthetinycollectablefigurinestothehuggableplushones-millionsmore.Thequestionneedstobe:howmuchisinvestedinprotectingandensuringthatspeciesofsharksindifferentareasoftheworlddonotbecomeextinct?Because,ifextinctionweretohappen,thentheentertainmentindustrywouldnolongerhaveitsprimeanimalvillain.Theworldmaylosetheopportunitytoviewsharks,ananimalthathassurvivedhundredsofmillionsofyears,inthewild.Therateatwhichsharksarebeingkilledmeansthatfuturehumangenerationsmayhavetodependonmoviesanddocumentariestoexperiencesharks,similartothecaseofthe"HallofRecords"in"StarTrek".Sharksareapopulartopicinthenewsmediaand,asstatedbyanAustralian,"Unfortunatelyfearsellspapers".Thewritergoesontosumitupbyexplainingthateducationandunderstanding,insteadofdemonization,isneededtochangepublicperception.Soeducationisimportant,andprotectionoftheenvironmentofthesharksisparamount.Whileitisnotpossibletoassignonesinglevaluetowhatsharkshavegeneratedfortheentertainmentindustry,itiseasytogaugethemagnitudeofthevalue.Basedonaccessiblefigures,somevalues(notadjustedforinflationandpurchasingpowerto2022)include:•Totalbudgetfor18highlightedmovies:USD0.4bn•Totaldisclosedearningsfor14highlightedmovies:USD2.9bn•SharkWeekannualrevenueestimate:>USD60m•HungrySharks:themonthlyrevenueestimatepergameisUSD200,000.Ifeven5%ofthe800mdownloadsgenerateonetransactionatanaveragevalueofUSD3.26,thiswouldimplyatotalrevenueofc.a.USD0.1bn.•Best-SellingSharkBooksofAllTimecumulativesalesestimatebasedoncurrentAmazon.comprices:>USD1.5m.•HowtoSurviveaSharknadoandOtherUnnaturalDisasters:FightBackWhenMonstersandMotherNatureAttacksalesestimatebasedoncurrentAmazon.compricesand250,000sales:USD2.9m.•SharkKing:eachcomicbookhasavalueofaroundUSD4.00andtheSharkKingfranchiseextendstotoys,gamesandmovies.•StreetSharks:besidestheStreetSharkscartoonseries,theMatteltoyserieshasgainedvintagevalueovertheyears.Fromtheselimitedextractedvalues,thesharkhaseasilydirectedinexcessofUSD3.5bnintotheeconomy.Thisislikelytobeasmallfractionofthetotalvalueconsideringthediverserangeofservicesthatthesharkprovidestothevariousindustriesdiscussedthroughoutthisreport.Itisimportantthattheindustrybeginstorecognisethevaluethatthesharkcontributestoitasthesharkisindirectlyanassetoftheentertainmentindustry.Iftheentertainmentindustrywantstoprotectthisassetforfuturefinancialandecologicalsustainability,sharksrequirereinvestmentsoastosurvive.Althoughtheportrayalofsharksissometimesnotrealistic(especiallyingames,cartoons,comicsandsomemovies),theattractiontoandfearoftheapexpredatorremainsdominant.Andwhilethefocusispredominantlyonthebetterknown,larger,andmoreiconicspecies,themoreunusualspeciesarebeginningtogainexposure.Thisisallnecessarytosecurethefutureofthesharkssothat,after450myears,theydonotdisappearwiththecurrentgeneration.20 July 2022SHARKS IN THE ENTERTAINMENT INDUSTRY

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ShanaVidaGavronCEOofEndangeredWildlifeOÜshana.gavron@endangeredwild.lifeMob.:+33610045716MicheleMilsteinCMOofEndangeredWildlifeOÜmichele@endangeredwild.lifeTanyaEvaCreativeLeadtanya@endangeredwild.lifeEndangeredWildlifeOÜistheEstonianESGtechforgoodbehindthedevelopmentoftheBiodiversityValuator,asoftwaresolutionthatusesmachinelearningtocalculatethefinancialvalueofindividualspeciesofbiodiversityinspecificlocationsbasedonaninternallydevelopedbiodiversityvaluationmethodologythatcombinespurefinancewithpurestatistics,environmentalstatisticsandenvironmentaleconomics.31ENDANGERED WILDLIFE OÜKADAKA TEE 5-312, 10621 TALLINN, ESTONIAWWW.ENDANGEREDWILD.LIFE SHARKS IN THE ENTERTAINMENT INDUSTRY20 July 2022DisclaimerThecopyrightinthisreportbelongstoEndangeredWildlifeOÜ(hereinafter'EW').AllreportsareproducedbyEW'svaluationdepartment.Thisreportisbaseduponinformationavailabletothegeneralpublic.Theinformationcontainedwithinhasbeencompiledfromsourcesdeemedtobesuitablyreliable.However,noguaranteetothateffectisgivenandhenceforthneithertheaccuracy,completeness,northetimelinessofthisinformationshouldbereliedupon.Anyopinionsexpressedhereinreflectaprofessionaljudgmentofenvironmentalandmarketconditionsasatthedateofpublicationofthisdocumentandarethereforesubjecttochangewithoutpriornotice.Thereportisnotintendedforpublicdistributionandmaynotbereproduced,redistributedorpublishedinanyformwhatsoever(inwholeorinpart)withoutpriorwrittenpermissionofEW.Theusershallbeliableforanynon-authorisedreproductionoruseofthisreport,whetherinwholeorinpart,andsuchreproductionmayleadtolegalproceedings.EWdoesnotacceptanyliabilitywhatsoeverfortheactionsofthirdpartiesinthisrespect.Thisinformationmaynotbeusedtocreateanyfinancialinstrumentsorproductsoranyindices.NeitherEWnoritsdirectorsnoritscontractorsnoritsrepresentativesnoritsemployeeswillacceptliabilityforanyinjuries,lossesordamages,directorconsequential,causedtothereaderthatmayresultfromthereader'sactinguponorusingthecontentcontainedinthepublication.Thisreportissuppliedtoselectedpartiesandshouldnotbeusedorrelieduponbyanyoneelseandweacceptnodutyofcaretoanyotherpersonorentity.UsersofthereportshouldnotrefertoorusetheEWorBiodiversitySolutionsInternationalnameortheadviceinthisreportforanypurposewithoutexpressedpermission.Theanalyst(s)ofthisreportherebyconfirmthattheviewsexpressedinthisreportaccuratelyreflecttheirpersonalviewsaboutthespeciescoveredatthetimeofpublication.Theauthorsfurtherconfirmthattheyhavenotbeen,norarenorwillbereceivingdirectorindirectcompensationinexchangeforexpressinganyoftheviewscontainedinthereport.EWisnotadvisingnorsolicitinganyactionbaseduponthisreport.Thisreportdoesnotconstituteindependentinvestmentadvice.EWdoesnotassumeanyfiduciaryresponsibilityorliabilityforanyconsequence,financialorotherwise,arisingfromanyinvestmentordisinvestmentdecisiontakenonthebasisofthisreport.Investorsshouldindependentlyandcarefullyevaluateeveryparticularinvestmentrelatingtothespeciesvaluedinthisreportandseektheadviceofafinancialadviserifneeded.Theanalysiscontainedinthisresearchreportisbasedonnumerousassumptions;differentassumptionscouldresultinmateriallydifferentresults.Anyvaluations,projectionsandforecastscontainedinthisreportarebasedonanumberofassumptionsandestimatesandaresubjecttocontingenciesanduncertainties.Theinclusionofanysuchvaluations,projectionsandforecastsinthisreportshouldnotberegardedasarepresentationorwarrantybyoronbehalfofEWoranypersonwithinEWthatsuchvaluations,projectionsandforecastsortheirunderlyingassumptionsandestimateswillbemetorrealised.Pastperformanceisnotareliableindicatoroffutureoutcomes.Thevaluationhasbeenderivedfromacombinationofenvironmentalandeconomiccalculations.Duetomissingdatapoints,someofthehistoricpopulationdatamaybeestimatedusingpopulationsimulations.Formoredetailedinformationaboutthevaluationmethodspleasecontactthevaluationdepartmentatvaluations@endangeredwild.life.ImageCreditsEWholdslicencestousethespecies'imagesonanon-exclusive,commercial,worldwideandrevocablebasisfromEnvatoElementsPtyLtdandMegapixlbyDreamstime.

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