Burmese Refugee Marketing Plan by Alissa Lentz

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Y4 R A M M IVE SU T U C E X E S8 E V I T C E OBJ IS 6 S P O N Y FILM S ULE 6 S P A C T CONCEP E6 TAGLIN S7 T N E M E LE EL B A T E K MAR CES 9 N E I D U A TARGET EA 13 D I G I B THE GY 14 E T A R T IVAL S T S E F S 18 T FILM N U T S TING/ E K R A LA M 20 Y GUERIL G E T A S STR N O I T A L RE GY 28 E T A PUBLIC R T ES S S N I S U B SS-TOE N I S U B S 32 TACTIC Y 36 G E T A R MER ST U S N O C G 39 N I S I T R ADVE Y 48 G R E N Y ATE S R O P R CO S 50 T N E V E L E 54 L SPECIA U D E H CH SC T I P / N PLA MEDIA 55 BUDGET

%,%)-!./%&+-00"12 Burmese Refugee is more than just a heart-warming story with wide audience appeal; it is a step in the creation of a movement. The marketing for Burmese Refugee seeks to build buzz about the film while simultaneously increasing awareness about the ongoing conflict in Burma. Traditional and non-traditional marketing tactics are utilized to achieve this goal on the film festival, businessto-business and consumer levels. Through a strategic partnership with U.S. Campaign for Burma, the leading charity on the cause, Burmese Refugee establishes positions itself as a captivating and powerful change agent. Guerilla marketing is used on each level of the campaign to spur word-of-mouth excitement. Each guerrilla initiative reinforces the big idea: the cultural dichotomy that the main character experiences throughout the film. To reach the target audience segments, or Burmese-Americans, World Citizens, Immigrants and College Students, strong public relations and corporate synergy tactics are utilized. In addition to traditional advertising, the campaign merges the “online” and “offline” worlds though a strong Twitter promotion that gets people moving (literally!) Burmese Refugee has a 33.2 million dollar budget which is utilized in a creative, out-of-the box and attention grabbing way building a high ROI on every penny. We invite you to take refuge, journey with us and make a movement in the world.

'#3%)!./%+ To increase awareness about the ethnic cleansing in Burma and inspire action among our target audience segments. To establish credibility and gain the support of Burmese-American communities and the organizations involved in the issue. To gain the attention of potential distributors through creative initiatives and a successful film festival circuit. To build enough â&#x20AC;&#x153;buzzâ&#x20AC;? among consumers to have a successful platform release in major cities across America. To position Burmese Refugee as a powerful change agent in the minds of film festival organizers/attendants, potential distributors and the general consumer population.

THE STORY

Upon arrival to America, Aung San, a 30-year-old Burmese refugee, finds himself staying with Saji-San, his 25-year-old brother, in a tiny apartment in a dirty Los Angeles suburb. Saji-San has a good job and a fiancé, Mion-Lee. On Aung San’s first day there, Saji-San informs him that Mion-Lee is planning on moving in soon; politely encouraging Aung San to learn English so he can get a job and find a place of his own. Saji-San introduces Aung San to Becky, Saji-San’s former English tutor. Becky is a blonde, 50-year-old, upper-middle class, all-American housewife. Despite their differences, Aung San and Becky quickly get along and Aung San confides in her that he dreams of finding his mother and sister. Becky locates Aung San’s second cousin, Shi Ni, who works at a church downtown Los Angeles. Aung San insists that they all go see Shi Ni; who informs Aung San that his mother and sister died at the refugee camp in Burma. Upon learning the fate of his family, Aung San leaves the church in frenzy. Becky and Saji-San spend hours searching the streets of Los Angeles for Aung San. They find him after dark in a bad neighborhood. SajiSan tries to lecture Aung San, resulting in an argument. Distracted, nobody notices the group of muggers nearby, one of which robs and stabs Becky. Aung San’s military background instinctively kicks in and he saves Becky’s life. At Becky’s hospital bedside, Aung San realizes that Becky, Saji-San, Shi Ni, and Mion-Lee are his new family. He leaves the hospital together with them all, rejoicing that his new family is alive and well.

CONCEPT CAPSULE TAGLINE 6

A Burmese refugee flees to America, only to discover that war continues to rage within as he struggles to find home in the chaotic western world. When the gunfire stops, another war begins.

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THE CAST

Adrian Zaw, who plays Aung San, is a Burmese-born American citizen who has strong ties to Karen resistance refugees. Dylan Chow, who plays Aung Sanâ&#x20AC;&#x2122;s brother, is a Burmese refugee himself. Having Adrian Zaw and Dylan Chow on the team increases the credibility of Burmese Refugee among Burmese-American communities and helps position the film as a strong change agent in the minds of consumersa and potential distributors.

0"14 %!"#$%& %$%0%*!+ THE ISSUE

The conflict in Burma is an ongoing social issue. The target audiences strive to be current with the pressing issues in the world and like to watch movies that are not only entertaining, but have sustenance. Burmese Refugee does just that: it weaves a touching tale and gives the audience the opportunity to get involved.

IMMIGRATION

There is a large number of immigrants living in the United States, with high percentage number of immigrants from southeast Asia. Even though they may be from different countries, these people can relate to the dichotomy Aung San feels when he first arrives. In addition, immigration is a frequently debated topic and can be used to draw attention to Burmese Refugee.

LOS ANGELES

The city of Los Angeles is a web of many different multi-cultural communities, many of which are often ignored or stereotyped in mainstream movies. Burmese Refugee shows us the skyscrapers of downtown through a new set of eyes, those of Aung San. The audience sees the iconic city in a new light, placing them outside their comfort zones in a unique and alluring manner.

THE AMERICAN DREAM

The notion of the “American Dream” is a core aspect of what it means to be an American citizen and is concept that each target audience segment can relate to. Burmese Refugee revitalizes, celebrates and presents a modern twist to the American dream.

BECKY

FAMILY AND HOPE 8

The character of Becky is a direct embodiment of the primary audience. Like Becky, the primary audience is of upper-middle class, drives minivans and volunteers for various charities. Becky’s character can be leveraged to drive ticket sales to the primary audience. Ultimately, Burmese Refugee sends a message of hope. Like Aung San, everyone has experienced feeling out of place, alienated and lost. Burmese Refugee reminds people that even with a bleak past, there is hope for a bright future and celebrates the idea that someone who is alone can build a new family.

!"15%!&"-6.%*)%+ NICHE: BURMESE AMERICAN FAMILIES Meet Than. Than is a 40-year-old Burmese immigrant living San Francisco, where he works as a top manager at a high-end Thai restaurant. Than came to America with his wife and son fifteen years ago. Although he has a good job and a small, but supportive, group of American friends, he still feels the dichotomy between honoring his heritage and “being an American.” To help bridge that gap, Than is highly involved with the local Burmese cultural community in San Francisco. He reads the newspaper in his native language, watches the local Burmese television station and celebrates Burmese holidays. Positioning statement: “The story of Aung San, a Karen resistance fighter that flees the war and finds himself struggling to make amends with his past in order to build a new future.”

!"15%!&"-6.%*)%+ “WORLD CITIZENS” AGE 35-65

71.0"12 Meet Anna. Anna is a 41-year-old mid-level manager at a large non-profit organization concerned with sustainability, social justice and human rights issues. Anna lives in Burbank, just a few minutes outside of Los Angeles. She is happily married to her husband, a successful businessman in the corporate world. In addition to her job, Anna is highly involved in her community. She is in charge of fundraising for her children’s high school, she volunteers at monthly beach-clean ups and frequently attends charity galas. Anna and her husband stay current with the news, donate to charities and consider themselves to be “world citizens.” Positioning statement: “A heartwarming story of a Burmese refugee’s journey to find a home in America after a bleak and traumatic war-torn past that sheds light on an ongoing censored issue about a suppressed people.”

)'*!.*-%6 “THE IMMIGRANTS” AGE 25-35

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COLLEGE STUDENTS AGE 18-25

Meet Sajja. Sajja is a 27-year-old first-generation immigrant from Thailand. He came to America with his parents at the age of 20 and now lives alone in Brooklyn, where he works as a manager at a local Starbucks. Although he feels comfortable in America, he still has a hard time balancing his heritage with American culture. He remembers all too well how difficult and lonely the first years in America were. Even now, seven years later, Sajja still feels disenfranchised with his home country. When Sajja meets another immigrant, he feels an instant connection to them, even if they are from a different country. He feels most comfortable around other immigrants because he knows they understand what he went through.

Meet Lauren. Lauren is a 21-year-old Peace Studies major at George Washington University. Lauren is involved with a few multi-cultural clubs on campus and volunteers at local charity events with her friends. She has a liberal outlook on politics and strongly believes in equality, justice and human rights. She considers herself a wellrounded person; she balances her schoolwork, on-campus/ community involvement with her hobbies. In her free time, Lauren loves meeting people from all around the world and likes to attend various “cool” cultural street/food fairs in Washington DC. On weekends she can frequently be found at the events hosted by the international student clubs on campus.

Positioning statement: “Meet Aung San, a refugee struggling to maintain his independence and honor his culture while simultaneously trying to assimilate.”

Positioning statement: “The untold story of a Burmese refugee’s journey to build a home in America while fighting a war within and struggling to making ends meet in the foreign western world.”

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Aung San is at war within himself throughout the film: He struggles to maintain his independence while simultaneously trying to fit in. He struggles to respect his culture while simultaneously trying to assimilate and be “American.” He clings to the idealistic belief that his family is alive and dreams of someday returning to Burma, while simultaneously trying to build new relationships and a new life in America. This schism/duality is visually prominent through the film, with Aung San’s war-torn background standing in sharp contrast to the skyscrapers of downtown Los Angeles. Therefore, the big idea driving the marketing is…

6.)8'!'02 Dichotomy is something every audience member can relate to, whether they have close ties to Burma or know nothing of the conflict, whether they are natural born citizens or immigrants, whether they were raised in nuclear family or extended. Dichotomy is visually represented in the marketing through the main image, which features the war-torn jungle of Burma, the skyscrapers of Los Angeles, and Aung San caught in the middle, overwhelmed, by both. Dichotomy is communicated through the tagline, “When the gunfire stops, another war begins,” which ties to the concept art and alludes to Aung San’s internal war.

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The film festival strategy for Burmese Refugee has three primary objectives: To generate word-of-mouth buzz and excitement for the film among the target audiences and potential distributors. To raise awareness for our charity partner, U.S. Campaign for Burma, and increase their membership base. To call attention to the ethnic cleansing occurring in Burma and motivate action.

'/%1/.%9 To achieve these goals, the film festival strategy will be rolled out in four stages, with stunts to capture attention, guerrilla marketing to build buzz and direct customer interaction to create a lasting impression. To create a strong following, Burmese Refugee targets five festivals, each with a primary audience that is in line with one or more of our segments. Public relations tactics will be used to establish strategic, mutually beneficial partnerships with companies whoâ&#x20AC;&#x2122;s branding is aligned with Burmese Refugee. This will cover the cost of the stunts and guerrilla marketing.

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The mission of the Tribeca Film Festival is to enable the international film community and the general public to experience the power of film by redefining the film festival experience. With over 250 films and 1,000+ screenings, the Tribeca Film Festival has become one of the most prominent film festivals in the world. The Tribeca film festival is open to working with filmmakers and encourages creativity. In addition to the crowd it draws, the fact that it is held throughout one of the biggest cities in the world and the flexibility it offers filmmakers makes the Tribeca Film Festival the perfect target for our guerrilla marketing campaign.

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Founded by New Orleans artists and activists, the New Orleans International Human Rights Festival is dedicated to nurturing the New Orleans human rights community, supporting the work of filmmakers and organizations involved in these struggles. The festivalâ&#x20AC;&#x2122;s mission is to provide a forum for artistic expression of local and international issues, making it a perfect fit for Burmese Refugee.

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Los Angeles Asian Pacific Film & Video Festival was established in 1983 as a vehicle to promote Asian and Asian Pacific American cinema. The Festival serves as a crucial launching ground for Asian Pacific American cinema through the premiere screenings of important new works as well as the development and nurturing of emerging talents. The Festival draws large Asian and Asian Pacific crowds, thereby being a perfect place to show Burmese Refugee. CCFF-LAâ&#x20AC;&#x2122;s mission is to reach out to all the ethnic cultures through film, a universally accepted art form that not only entertains, but informs. Film is the most influential audiovisual medium of our time, and CCFF-LA uses it to nurture existing and emerging creative talent while serving as a springboard and catalyst for the promotion of independent and international filmmakers. CCFF-LA provides Burmese Refugee with the opportunity directly reach a wide range of cultures, hitting ourt secondary target audience. The UNHCR Refugee Film Festival raises awareness of the worldâ&#x20AC;&#x2122;s 43 million refugees and internally displaced persons that are forced to flee due to persecution and conflict. With many of the filmmakers and special guests in attendance, the film festival will feature films from all over the world covering relevant issues to asylum and displacement. The focus of the film festival makes it the perfect international target for Burmese Refugee.

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Three hours before Burmese Refugee is shown, our guerrilla marketing team will wreak permit-enabling and awareness-generating havoc upon Manhattan. The havoc will be rolled out in four stages, each of which relate to the plotline of the film and the big idea behind the marketing.

STAGE ONE: CAPTURE ATTENTION A team of 20 actors, dressed in full Myanmar army regalia, will overtake Manhattan. The team will be engaged in staged combat against another team of 20 actors, dressed as, and depicting, the Karen resistance army. The team will hit each of the festival locations, ensuring that all film festival attendants, and passerby New Yorkers, see the stunt.

STAGE TWO: SHAKE THINGS UP Utilizing new LED projector technology, the skyscrapers in downtown Manhattan surrounding Bryant Park will appear to rattle, shake, and explode. This will be accompanied by the appropriate earth-shaking, ear-blasting sounds. After the buildings â&#x20AC;&#x153;crumbleâ&#x20AC;?, the title of the film and location/time of the screening will be projected on the buildings.

STAGE THREE: DIRECT INTERACTION Following the “explosion,” the 40 actors from stage one will re-emerge to “save” the film festival attendants. Wearing Burmese Refugee-branded outfits designed to look like refugee volunteers; the actors will distribute “refugee kits” full of the necessary items to get through a day at the film festival. The actors will be educated about the film, the conflict and the U.S. Campaign for Burma. With this knowledge, the actors will directly engage film festival attendants and spur conversations about the film, the issue, and the charity, thereby hitting each of our three goals.

@AB&CD@ The kit contains everything people need to get through a day at a film festival, as shown here. It is contained in a steel lunchbox that is made to look like the boxes given out to refugees. It is branded and portable, film festival attendants can carry them with it through the day, thus increasing the amount of logo impressions that are made.

PRESS PACKET REFUGEE KIT

BUSINESS CARD

PITCH LETTER

PRESS RELEASE FOR IMMEDIATE RELEASE:

David Earls Tribeca Film Festival 54 Varick Street New York, NY 10013

Burmese Refugee and U.S. Campaign for Burma Host Multi-Cultural Street Fair NEW YORK, NEW YORK—November 14, 2012—The U.S. Campaign for Burma and upcoming film Burmese Refugee will host a multi-cultural street fair on Saturday, November 17, 2012 in celebration of the upcoming film release on Thanksgiving Day.

November 10, 2010

Honorary celebrity guests Jim Carrey and Ellen Page, who are active members

Dear David Earls:

of the U.S. Campaign for Burma, will be available for a meet-and-greet with event attendants.

This is your invitation to make a difference in the world.

“Working with Burmese Refugee and the U.S. Campaign for Burma a blast. I

Burmese Refugee is more than just a heart-warming story with wide audience appeal; it is a step in the creation of a movement.

look forward to getting my cultural groove on in New York City,” said celebrity

The ethnic cleansing of the Karen and Shan people by the Myanmar government is an ongoing, prevalent and pressing issue. Despite the immediacy of the cause, it is one that is often overlooked by the media and the American population. Burmese Refugee is one of the few films that sheds light on the confl ict.

Dylan Chow and Adrian Zaw, the stars of Burmese Refugee, will give short

actor Jim Carrey. speeches regarding their involvement with the film and connection to the confl ict in Burma. Dylan Chow, who is a Burmese refugee himself, will reflect on the difficulties he encountered when coming to America. Burmese Refugee is a film about a Karen resistance fighter that flees to Amer-

It follows the journey of one man, Aung San, after he flees the Karen resistance army and arrives in America. The story weaves loss, freedom, family and hope; core human elements that we can all relate to. Our hearts reach out to Aung San as we witness the dichotomy and inner battles he must overcome: the guilt he feels for abandoning his family, the struggle to maintain his independence, the difficulties of assimilating to a new culture.

ica, only to discover that war continues to rage within as he struggles to find home in the chaotic western world. Sneak previews will be played throughout the duration of the event, with chances to win tickets to the premiere of Burmese Refugee occurring on November 23, 2012 at Tribeca Cinemas.

With your help, we can educate thousands.

The street fair will bring people from all corners of the world together to make a stand for freedom, human rights and diversity empowerment. The event will

With your help, we can inspire action.

feature food culturally authentic cuisines and musical/dance performances

With your help, we can change lives. Together, we are a movement. Sincerely, Mike Tacca Director Burmese Refugee Philanthro Productions 610.390.7867 Tacca@BurmeseRefugee.com www.burmeserefugee.com

CREW BIOS

from groups around the world.

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For more information please go to www.BurmeseRefugee.com, follow us on Twitter @BurmeseRefugee or join the Burmese Refugee Facebook page. Contact: Alissa Lentz Lentz@BurmeseRefugee.com 562 N Grand St, Orange, CA 92867 Ph: 925.286.9963

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CAST BIOS BURMESE REFUGEE CAST Adrian Zaw Lead role of Aung San Adrian Zaw is a Burmese-born American citizen who has strong ties to the Karen resistance refugees. His family has suffered at the hands of the Myanmar government and Adrian Zaw is highly involved with various charities that speak out against the ethnic cleansing in Burma. In addition, Adrian Zaw is highly involved with Burmese Refugee’s charity partner, the U.S. Campaign for Burma. Dylan Chow Saji-San, Aung San’s younger brother. Dylan Chow is a Burmese refugee himself, he moved to America at the age of five with his family. He is highly active in the BurmeseAmerican community in Los Angeles and frequently travels to Burma to work directly with refugees from his homeland. He has been in over twenty feature films and is a guest star on Law & Order. Lori Moran Becky Lori Moran is a retired teacher and mother of three children. When her children left for college, Lori found a new hobby and love for acting. She has been featured on many cooking shows, children’s shows and has done a few independent short films. In addition to acting, Lori volunteers her home as an international student housing and has hosted more than 15 foreign exchange students. Part of her responsibilities included teaching the students English, making her a more than perfect fit for the role of Becky. Julie Phaum Shi Ni, Aung San’s cousin Julie Phaum is a second-generation immigrant from Thailand. She moved to Los Angeles at the age of seventeen with her parents. Upon arrival, she fell in love with the entertainment industry and has been acting ever since. Julie has been in such films as Fast and Furious, Inception, Inglorious Bastards, Mean Girls, Legally Blonde, and The Last Station.

TO MITIGATE THE COST OF THE KIT, SOME STRATEGIC PARTNERSHIPS WILL BE ESTABLISHED:

Branded flip video cameras will be provided so film festival attendants can capture every moment of Burmese Refugee’s captivating guerrilla marketing campaign (and broadcast it on YouTube after!)

Branded snack packs/trail mix bags will be provided by Nature Valley in each refugee kit. With its wholesome image, Nature Valley is in line with the branding of Burmese Refugee.

STAGE FOUR: DRIVING IT HOME Refugee “Relaxation Stations” For the duration of the festival, “Refugee Relaxation Stations” will be set up at film festival locations all through Manhattan. The refugee kits handed out in stage three will contain maps that lead the film festival attendants to the stations, which will be manned by astaff of salespeople, or “brand ambassadors,” that have been educated about the film, the issue and our charity partner. Clips of Burmese Refugee will be played at each station, along with exclusive interviews with the actors, director and key figures from the charity. Each Refugee Relaxation Station will feature refreshments and cots that where people can relax while watching the film clips. A representative from U.S. Campaign for Burma will be at each Refugee Relaxation Station and will provide up-to-date information about the conflict in Burma along with opportunities for people to get involved. To spur sales, the DVD of the exclusive interviews will be offered for free for people purchasing the DVD of the film during the duration of the festival. In addition, we offer the DVD of the film and the DVD of the interviews for free to people pledging over 150 dollars to U.S. Campaign for Burma during the duration of the festival.

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To help cover the cost of the guerrilla marketing campaign, we will offer three different sponsorship packages.

THE GOLD PACKAGE -- $20,000 - Logo will be displayed on NYC skyscrapers for 3+ hours - Logo will be displayed on “Refugee Relaxation Station” tents in key locations across Manhattan - Fliers, brochures, stickers and/or other promotional items will be handed out at “Refugee Relaxation Stations” - Fliers, brochures, stickers and/or other promotional items will be included in the “refugee kits” distributed to film festival attendants

THE SILVER SPONSORSHIP PACKAGE -- $10,000 - Logo will be displayed on “Refugee Relaxation Station” tents in key locations across Manhattan - Fliers, brochures, stickers and/or other promotional items will be handed out at “Refugee Relaxation Stations” - Fliers, brochures, stickers and/or other promotional items will be included in the “refugee kits” distributed to film festival attendants

THE BRONZE SPONSORSHIP PACKAGE -- $5,000 - Fliers, brochures, stickers and/or other promotional items will be handed out at “Refugee Relaxation Stations” - Fliers, brochures, stickers and/or other promotional items will be included in the “refugee kits” distributed to film festival attendants

#-+.*%++&!'&#-+.*%++ objectives To capture the attention of the major industry players and build buzz for Burmese Refugee within the business-to-business market. To secure Participant Media as a producer and Fox Searchlight as a distributor.

overview The business-to-business plan blends traditional and non-traditional tactics to get the attention of, and secure, a producer and distributor for Burmese Refugee. A strong public relations strategy, eye-catching guerrilla tactics and aggressive networking strategy get the film in front, and noticed by, industry professionals. The target production company for the film is Participant Media and the target distributors are Fox Searchlight, Paramount Vantage, New Line Cinema, Sony Pictures Classics and Focus Features.

+!1"!%52 target production company

ABOUT Jeff Skoll and a team of industry professionals founded Participant Media in 2004, with the purpose to produce films that are both entertaining and inspire social change. In its first year, Participant Media received eleven Academy Award nominations and one Oscar. Not only has Participant Media received recognition from the Academy, but it has also has affected real social change. In 2006 Participant Media produced An Inconvenient Truth, which gained worldwide attention. The social campaign that Participant Media ran for An Inconvenient Truth resulted in 28 thousand downloads of a guide to reduce oil dependence and spurred worldwide activism regarding global warming. STRATEGY Participant Mediaâ&#x20AC;&#x2122;s commitment to social action and history of producing issue-based films is aligned with the message behind Burmese Refugee. In addition to being a good fit, Participant Media would be a beneficial strategic partner for Burmese Refugee. Participant Media creates social action campaigns that go along with the release of all Participant Media films. The campaigns work with nationwide non-profit organizations to spread awareness about both the film and the issue. This provides Burmese Refugee with the opportunity to reach, develop a relationship with, and leverage the other non-profit organizations centered on the conflict in Burma.

#-+.*%++&!'&#-+.*%++ target distribution company

ABOUT Fox Searchlight is known for its diversity and its willingness to work openly with filmmakers, thereby being the perfect fit for Burmese Refugee. It distributes both established and emerging filmmakers, with a focus on independent films. Fox Searchlight was founded in 1994 as an independent arm of Twentieth Century Fox. It is a subsidiary of News Corporation, which provides Burmese Refugee with the opportunity to leverage the other News Corporation media channels (for more info see Corporate Synergy Strategy, on PAGE HERE). STRATEGY Fox Searchlight has collaborated with Participant Media on many successful films. Fox Searchlight will take Burmese Refugee to the next level through its broadcasting and publishing reach. Fox Searchlight will strengthen and leverage Participant Mediaâ&#x20AC;&#x2122;s outreach through its large database of nonprofit organizations, thus increasing exposure for Burmese Refugee. In addition, Fox Searchlight has a history of releasing many films about struggles, societal issues and other human-interest topics. Burmese Refugee is both entertaining and issue-oriented, thus fitting in with many of the other films that Fox Searchlight has produced.

+!1"!%52 PARAMOUNT VANTAGE Films: Kite Runner, Hearts of Darkness President: Guy Stodel 555 Melrose Ave., Chevalier Bldg., 2nd FL. Los Angeles, CA 90038 323-956-5000 www.paramount.com/film-group/ paramount-vantage NEW LINE CINEMA Films: Darfur Now President: Toby Emmerich 400 Warner Blvd. Burbank, CA 91522 818-954-6000 www.newline.com FOCUS FEATURES Films: Milk, Babies CEO: James Schamus 65 Bleecker St., 3rd FL. New York, NY 10012 212-539-4000 www.focusfeatures.com SONY PICTURES CLASSICS Films: The Italian Co-Presidents: Michael Barker, Marcie Bloom, Tom Bernard 550 Madison Ave., 8th FL. New York, NY 10012 212-833-8833 www.sonyclassics.com FOX SEARCHLIGHT Films: Fast Food Nation, Slumdog Millionaire Co-Presidents: Nancy Utley, Stephen A. Gilula 10201 W. Pico Blvd., Bldg. 769 Los Angeles, CA. 90035 310-369-4402 www.foxsearchlight.com PARTICIPANT MEDIA Films: The Soloist, Fas Food Nation Jeff Skoll 335 North Maple Drive #245 Beverly Hills, CA 90210 310.550.5100 www.participantmedia.com

!")!.)+ networking STAGE ONE: FOLLOW UP After each film festival, the marketing team for Burmese Refugee will go through the leads generated at the “Refugee Relaxation Station” tents. The marketing team will follow up with press kits that include an invitation to an event/screening hosted by Burmese Refugee and U.S. Campaign for Burma. The event will be fun, interesting and attention generating, with the main purpose to solidify the connections in an attempt to secure a producer and distributor. STAGE TWO: LEVERAGE EXISTING CONNECTIONS The U.S. Campaign for Burma has an extensive member list of top industry professionals. With the backing of the U.S. Campaign for Burma name and brand, Burmese Refugee will reach out to the member list, with which features acclaimed actors, directors, producers and other industry players. The press kits will contain a free DVD of the film, the DVD of the interviews of the Burmese Refugee cast/crew, and the “Behind the Scenes” DVD about the conflict in Burma. Similar to the “refugee” kits handed out to film festival attendants, these press kits will contain items tailored to the specific recipients and an invitation to the aforementioned event. STAGE THREE: MAKE NEW CONTACTS In addition to hosting a networking-oriented event/screening, the marketing team will attend events and screenings in Los Angeles that other industry players will be at. The team will attend the major film events as well as multicultural events/screenings that our target audiences will be more likely to be at. At these events, the filmmaking and marketing teams will use the concept capsule to quickly pitch the film and will follow up with press kits containing more information after the events.

+%"$&!8%&6%"$ telemarketing THE INITIAL CALL Telemarketing will primarily be used to touch base with the leads generated through the networking activities and secure their attendance at the networking-oriented event that Burmese Refugee will host in conjunction with U.S. Campaign for Burma. THE FOLLOW UP After the networking-oriented event, the marketing team will call each event attendant and secure an action item with them: such as receiving a donation, making a sale or locking down a meeting to further discuss/negotiate a potential partnership.

mailings The press kit will be similar to the one used in the film festival strategy, but will contain items that are necessary to get through working a day at a production or distribution studio.

!")!.)+ screenings Burmese Refugee utilizes screenings to demonstrate the power of the film, the large audience it can attract and to gain feedback from the screening attendants about the film. Burmese Refugee will be shown at Asian and Asian-Pacific oriented screenings, at issue-based film screenings, at multicultural film screenings and at college campuses with a large multi-cultural or Asian population. This spurs word-of-mouth buzz and ensures that each target audience segment is hit. In exchange for completing a survey about the film, attendants will be given the â&#x20AC;&#x153;refugee kitâ&#x20AC;? that was handed out during film festivals. The survey results will be included in the press kits sent to potential distributors to demonstrate the likeability and power of Burmese Refugee.

guerilla marketing

The day that the target distributers receive the press kits, their entire world will be immersed in Burmese Refugee marketing materials. FOOT IN THE DOOR (LITERALLY!) Chalk drawing of maps depicting the conflict in Burma and the villages that have been relocated will be drawn on the sidewalk around the location of the target distributor offices. The maps will be interactive, with routes that people can walk across that mimic the routes that the refugees had to walk. REFUGEE KIT SCAVENGER HUNT In addition to the press kit that is mailed to the studio, ten others will be hidden around the office building (if permitted) and the street in front of the office building. The routes on the interactive maps will lead the business professional to a hidden refugee kit that contains everything they need to get through a day at the office in addition to information about the film. DICHOTOMY DECALS Decals will be posted on windows at the target distributor offices (if allowed) and at the surrounding buildings. The decals will have facts about the conflict in Burma and relevant stats about the target audience that aim to demonstrate the wide reach that Burmese Refugee can potentially have.

+%"$&!8%&6%"$ stunts Stunts will be used at each industry event/screening that the marketing and filmmaking team attend. A team of ten actors, dressed as the Myanmar army engaged in combat against a team of actors depicting the Karen resistance army, will run through the event. This will occur before the hors d’oeuvres are served—when the waiters come out, they will all be wearing “refugee volunteer” outfits that are branded with the film’s logo and have the film website on the back. The hors d’oeuvres will be served in burlap wrapping with Burmese Refugee branded tags that contain the web address. On the way out, event/ screening attendants will be given “refugee kits” that contain all the necessities to get home safely/comfortably such as taxi cab phone numbers, branded water bottles, a branded snack in burlap wrapping and information about the film.

public relations In order to be picked up, it is vital to build a positive reputation in the minds of the potential distributors. This can be achieved through the strong use of traditional and non-traditional public relations tactics. The public relations strategy will penetrate the world of the industry professionals. Through the use of partnerships, press kits and guerilla marketing, Burmese Refugee will get featured in the newspapers/magazines that industry professionals read. The marketing team for Burmese Refugee will keep the Daily Variety, Hollywood Reporter and LA Times updated about the development of the film at every stage, thereby ensuring that the film receives an extensive amount of press, building credibility for the film among industry professionals.

)'*+-0%1& +!1"!%52 BURMESE REFUGEE WILL BE RELEASED ON A THREE-TIER PLATFORM

NOVEMBER 22ND DECEMBER 14TH DECEMBER 25TH

ONE TWO THREE THE FIRST TIER Burmese Refugee will hit the first cities on Thanksgiving Day:

NOVEMBER 22, 2012. Burmese Refugee has a positive message; it demonstrates the importance of family, acceptance and re-kindles the American Dream. Thanksgiving is a time where people celebrate with their families and help out those less fortunate. The basis of the holiday matches the basis of the film, making it a perfect time for Burmese Refugee to hit the first tier. In addition, Thanksgiving is a huge movie-going weekend and the target audiences, especially the Burmese-Americans, the World Citizens and the Immigrants, will attend Burmese Refugee as a family activity.

THE SECOND TIER Burmese Refugee will expand to its second tier platform three weeks later, on

DECEMBER 14, 2012. This is aligned with the spirit of the weeks leading up to Christmas and builds buzz in anticipation for the third platform.

THE THIRD TIER Burmese Refugee will be released in third tier cities on Christmas Day:

DECEMBER 25, 2012. Once again, this will be a big family movie-going weekend, which Burmese Refugee can capitalize on.

STRATEGY RELEASE

PLATFORM

THE FIRST TIER

Burmese Refugee will open in select art house theaters in the major metropolitan cities. Two art house theaters will play Burmese Refugee in New York, San Francisco, Los Angeles and Washington D.C. These are the top four cities in America in terms of the size of the Burmese-American communities, which is the niche target audience. Opening in cities with a strong Burmese-American community will be vital to gain credibility and following for Burmese Refugee. In addition, these cities are large and diverse: thereby providing Burmese Refugee with the opportunity to hit all of the target audience segments. Each city will have two art house theaters playing the film: the location of one will cater to the demographic base of the World Citizen and College Student target audiences while the other will cater to the Immigrant and Burmese-American target audience segments.

THE SECOND TIER Burmese Refugee will open in two art house theaters in Chicago, Pennsylvania, Portland and Seattle in the second tier. These cities also have large Burmese-American communities and hit all of the target audience segments.

THE THIRD TIER In the third tier, Burmese Refugee will expand to the suburbs and surrounding regions of the cities that is does well in. We anticipate adding thee more theaters to the New York region: expanding to Queens, Brooklyn and northern New Jersey. Three more theaters will be added to the greater Los Angeles area, specifically located in the San Gabriel Valley, Rosemead and Orange County. In addition, one art house theater in downtown San Diego will play Burmese Refugee. Daly City, Fremont and San Jose will each get a theater, as will northern Virginia and Maryland. The cities above were selected due to the high amount of Burmese-Americans residing there, as well as the noteworthy presence of the other target audience segments. The amount of theaters that play Burmese Refugee is contingent upon the performance of the film in the first and second tiers and the buzz that it has going. Although a plan is established for the cities above, the third tier is flexible and open to either expansion or contraction based on the track record of Burmese Refugee.

ADVERTISING

CREATIVE OVERVIEW THE CREATIVE STRATEGY FOR BURMESE REFUGEE WILL BE JUST THAT: EXTREMELY CREATIVE. WITH A SMALL BUDGET AND A PLATFORM RELEASE, THE ADVERTISING INITIATIVES FOR BURMESE REFUGEE MUST STAND OUT, BE MEMORABLE AND HAVE BANG FOR THE BUCK SPENT.

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CREATIVE GLUE

THE BIG IDEA DICHOTOMY STANDS OUT. DICHOTOMY MAKES PEOPLE LOOK TWICE. DICHOTOMY IS OUT-OF-THE-BOX AND MEMORABLE. THEREFORE, THE BIG IDEA DRIVING THE CREATIVE IS:

BRING DICHOTOMY TO LIFE IT BUILDS UPON THE BIG IDEA BEHIND THE MARKETING CAMPAIGN. IT FORCES PEOPLE TO LOOK AT THEIR SURROUNDINGS IN A NEW WAY. IT DRAWS PEOPLE INTO THE WORLD THAT BURMESE REFUGEE BUILDS. 40

MARKETING COMES ALIVE TACTICS:

WHEN THE GUNFIRE STOPS, ANOTHER WAR BEGINS. The One Sheet captures a key moment in the film: where Aung San is lost in downtown Los Angeles, feeling like he has hit rock bottom after learning that his mother and sister are dead. The city overwhelms him, he feels insignificant, alone and hopeless. His tattered clothing and the title of the film identify Aung San as a refugee, tying in the tagline. The extreme differences between the city and Aung San depicts the dichotomy represented both visually and figuratively throughout the film and matches the big idea driving the creative.

TRAILER THE TRADITIONAL TRAILER A traditional, 30-second trailer will be played in tier one art house theaters eight weeks prior to release and will be played in tier two theaters three months prior to the release.

THE NON-TRADITIONAL TRAILER Our non-profit partner, U.S. Campaign for Burma, has a strong presence on YouTube. In just three years, the U.S. Campaign for Burma YouTube channel had 12,654,359 upload views. A typical U.S. Campaign for Burma activist video receives about 12,000 views and videos with a celebrity in them receive upwards of 70,000 views, with the more popular celebrities bringing in 9,000,000 or more views, in a period of three years. As a part of the partnership, the U.S. Campaign for Burma will allow Burmese Refugee a 15-second spot at the end of each U.S. Campaign for Burma video in the six weeks leading up to the release of Burmese Refugee in tier one cities. In return, Burmese Refugee will include U.S. Campaign for Burma as a sponsor in its traditional trailer and its teaser trailers.

THE TRAILER MINI-SERIES In addition to the traditional trailer and the 15-second spots on the U.S. Campaign for Burma videos, a teaser trailer mini-series will be released on YouTube four weeks prior to the release of the film. In addition to the typical â&#x20AC;&#x153;teasers,â&#x20AC;? these trailers will feature the work that U.S. Campaign for Burma does and will also feature the footage of the guerilla-marketing mayhem that ensued in Manhattan during the Tribeca film festival.

ADVERTISING SPOTS TV ADS

Will be about one paragraph TV spots will be purchased on a nationwide Burmese television network to reach the niche target audience, Burmese-Americans. The week leading to the release of Burmese Refugee in the first tier cities, the trailer will run on the evening news. In addition, national spots will be purchased on shows that appeal to each of our target segment, such as Parenthood, Brothers and Sisters, Modern Family, the CBS Evening News, The View, The Discovery Channel and the History Channel.

RADIO SPOTS

Instead of purchasing advertising on the radio, Burmese Refugee will host promotions, contests and giveaways on localized FM stations in the tier one and tier two cities that the target audiences listen to. At the third tier, promotions on nationwide XM stations will be run as well.The promotions will mention and incorporate the U.S. Campaign for Burma to increase awareness about the charity. Announcements about the film will be made, with chances for listeners to call in to win tickets to a free screening, to meet one of the celebrities that is a member of the U.S. Campaign for Burma and to spend a day with the leading actor from the film.

NEWSPAPER ADS

Newspaper ads will be purchased in the major newspapers of each city the three days leading up to the opening night, on all three tiers of the platform release. Ad space will be purchased in papers such as the LA Times, the NY Times, the SF Chronicle and the Washington Post. Ad space will also be purchased in the Mandalay Gazette, the only nation-wide Burmese newspaper on the opening date of each of the three platform releases. In addition, newspapers will be extensively targeted through traditional public relations tactics to secure ongoing coverage about the film in both local and nationwide newspapers.

MAGAZINE ADS

Instead of buying ad space in magazines, Burmese Refugee will be featured in magazines that reach each of the target audience segments. One cast member was a Burmese refugee himself and two other cast members have strong connections to Burmese refugees and are actively involved with the issue. This is a highly marketable element; it relates the film to the cause and builds a credible image within the “Burmese-American” and “Immigrant” target audiences. Interviews with these cast members will be featured art, culture and human rights-based magazines on both a national and local level. BurmeseAmerican and Asian-Pacific publications will be targeted, in addition to magazines such as National Geographic and Business Week.

INTERNET ADS

In addition to being active in the blogging community, Burmese Refugee will purchase banner ads on websites such as CNN.com and FoxNews.com that hit the four target audience segments. Also, as a part of the partnership with U.S. Campaign for Burma, the Burmese Refugee trailer, logo and link to the website will be included on the U.S. Campaign for Burma’s homepage for the six months leading up to the first tier release.

OUTDOOR ADVERTISING Because the marketing budget for Burmese Refugee is small, the outdoor campaign will be carried out through guerilla tactics.

JUNGLE BUS STOPS Instead of purchasing ad space at a bus stop, all the bus stops in a ten-block radius of the theater showing Burmese Refugee in each tier of the platform release will be completely covered in leaves, vines and grass. The theme of dichotomy is brought to life through this tactic; passerby consumers will be shocked and placed out of their element.

SIDEWALK CHALK MAPS Interactive maps will be drawn within the ten-block radius of the art house theater playing Burmese Refugee in each tier of the platform release. The maps will depict the routes that refugees were forced to walk, with each route leading to the art house theater.

THE SAFE HAVEN The art house theaters will be transformed into “safe havens” for the “refugees” walking the chalk maps. The Burmese Refugee logo will be projected on the building for the entirety of the opening weekend, along with the colors/theme of the campaign. To increase awareness for U.S. Campaign for Burma and to mitigate the cost of this initiative, the U.S. Campaign for Burma logo will be projected onto the theaters. Sponsorship packages will also be available to companies aligned with the branding of Burmese Refugee: for a $10,000 donation companies can have their logo up all weekend, for a $5,000 donation companies can have their logo up for one day.

PROMOTIONAL STRATEGY

CREATIVE OVERVIEW THE PROMOTIONAL STRATEGY UTILIZES LOW-COST TOOLS SUCH AS TWITTER TO MERGE THE “OFFLINE” AND “ONLINE” WORLDS TOGETHER. FOR THE DURATION OF THE WEEK LEADING UP TO THE RELEASE IN CITIES OF EACH TIER, THE BURMESE REFUGEE TWITTER WILL GET PEOPLE MOVING, QUITE LITERALLY.

TWITTER SCAVENGER HUNT Tweets will be sent out that hint at the location of “refugee kits” that contain all the necessities to survive living a day in that specific city along with information about the film and the charity. The kits will be hidden in various parts around the city: they could be found on public transportation, on statues, in a store window, a park bench, anywhere. The tweets will lead followers to a location where they will discover the chalk drawings utilized in the outdoor campaign (see page 44). Participants will follow a specific route, indicated by chalk color and stated in the tweet, which will lead them to participating sponsor store location. The store locations will feature ten large window decals with facts about the film, about the U.S. Campaign for Burma and about the conflict. The facts will contain the next clue, which will lead participants to the location of the “refugee kit.” A representative from the marketing team for Burmese Refugee will be at the location of each hidden “refugee kit” for the entirety of the day. After the kit is found, the representative will have Burmese Refugee branded snacks to hand out, along with fliers and information regarding the film and charity so that even if participants don’t get the kit, they still walk away feeling special and maintain a positive brand association.

To help mitigate the cost of the scavenger hunt, partnerships will be developed with local stores and restaurants that are aligned with the branding of Burmese Refugee. For $2,500, sponsors have opportunity to place promotional items in the kits. After the kits run out, the on-location Burmese Refugee marketing team member will hand out the promotional materials and will say a casual â&#x20AC;&#x153;plugâ&#x20AC;? for the sponsors. For $5,000, sponsors have the opportunity to directly participate in the scavenger hunt as one of the store locations that puts up window decals with the facts/clues, in addition to the opportunity to hand out promotional materials through the kits and a Burmese Refugee representative. This partnership is mutually beneficial: it provides Burmese Refugee with free outdoor advertising through store windows and drives high volumes of target-audience traffic to the store locations.

The United States Campaign for Burma (USCB) is a U.S. based organization dedicated to empowering grassroots activists around the world to rally for human rights and to bring an end to the military dictatorship in Burma. Their mission is to build a broad based coalition of grassroots and institutional support for freedom in Burma. The U.S. Campaign for Burma partners with organizations around the world working to promote freedom, democracy, and human rights in Burma. The U.S. Campaign for Burma is open to partnering with independent organizations and activist groups to spread the awareness for the cause. They have a history of helping out smaller organizations and would be open to working with a film like Burmese Refugee. The U.S. Campaign for Burma has an extensive list of members, including celebrity actors, directors, producers, politicians and other prominent society members. Working with U.S. Campaign for Burma puts Burmese Refugee in front of powerful individuals who can help the film make a large impact.

MUTUALLY BENEFICIAL RELATIONSHIP

The strategies on the film festival, business-to-business and consumer levels were formulated with the U.S. Campaign for Burma in mind. Through public relations, guerilla and traditional advertising tactics, Burmese Refugee increases the reach and awareness for U.S. Campaign for Burma, while leveraging their extensive member list.

BENEFITS TO BURMESE REFUGEE

- Access to their extensive list of members for networking purposes - The addition of a 15 second teaser trailer about Burmese Refugee in their videos - Co-sponsoring a business-to-business networking event/screening - Co-sponsoring promotional giveaways such as an interview with a member celebrity and a trip to volunteer on the ground in Burma

BENEFITS TO U.S. CAMPAIGN FOR BURMA

- Inclusion of information regarding U.S. Campaign for Burma in all press packets - Inclusion of information regarding U.S. Campaign for Burma in all festival kits - Inclusion of information regarding U.S. Campaign for Burma in all consumer kits - Inclusion of the U.S. Campaign for Burma logo on all guerilla marketing executions - Inclusion of the U.S. Campaign for Burma logo on the One Sheet and DVD cover - Inclusion of the U.S. Campaign for Burma logo on the trailer and teaser trailers - Generating leads/donations for U.S. Campaign for Burma through direct customer engagement and face-toface marketing - Generating awareness/donations for U.S. Campaign for Burma through a Twitter campaign - Generating awareness about U.S. Campaign for Burma through the Burmese Refugee blog and involvement in blogging communities

CORPORATE SYNERGY Fox Searchlight is distributing Burmese Refugee, which is a subsidiary of News Corporation. News Corporation has many assets that Burmese Refugee can utilize, all of which increase the reach that Burmese Refugee has among its target audience. News Corporationâ&#x20AC;&#x2122;s assets include motion picture distributors (FOX, FOX 2000, FOX Searchlight, FOX Faifth), cable network programming (FOX, FX, FOX News, National Geographic), publishing services (Wall Street Journal, New York Post, HarperCollins) and websites (FOX.com, Hulu.com). Fox Movie Channel exclusively airs 20th Century Fox films ranging from contemporary blockbusters to older, classical films. All movies are shown uncut, uninterrupted, commercial-free and in their original theatrical form. Original programming reveals how Hollywood movies are made today and provides an insightful look at the people who make them. Two weeks leading up to the release of Burmese Refugee in the first tier cities, Fox Movie Channel will show specials on the making of film.

HarperCollins is a broad-based publisher with strengths in literary and commercial fiction, business books, reference, religious, and spiritual books. Consistently at the forefront of innovation and technological advancement, HarperCollins is the first publisher to digitize its content and create a global digital warehouse to protect the rights of its authors, meet consumer demand, and generate additional business opportunities. HarperCollins will promote Burmese Refugee as an interesting educational film, both online and in book tour press junkets of upcoming human rights-based books.

The Wall Street Journal is the largest newspaper in the United States by circulation. According to the Audit Bureau of Circulations, it has a circulation of 2.1 million copies (including 400,000 online paid subscriptions) as of March 2010. In addition to running stories on Burmese Refugee, The Wall Street Journal will send promotional material about the film along with the printed edition of the newspaper. On opening weekend, the print edition of the newspaper will be sent out rolled like a scroll and placed in a burlap wrapping, branded with a Burmese Refugee tag that has the website and address of the theater playing the film.

Hulu is an online video service that offers a selection of hit shows, clips, movies, and more. Hulu videos are available on AOL, IMDb, MSN, MySpace, and Yahoo, as well as a growing network of personal blogs, fan sites, and other Web sites. Four weeks prior to the release of Burmese Refugee in tier one cities, Hulu.com will feature a channel dedicated to the making of the film. The channel will feature a variety of clips from U.S. Campaign for Burma celebrity members, the trailer and interviews with the cast/crew. In addition, links to human rights-oriented blogs and other social media sites that utilize Hulu on their pages will be featured on the channel, thereby sparking direct participation in the form of user-generated content.

PUBLIC RELATIONS THE PUBLIC RELATIONS STRATEGY EXPANDS ON AND UTILIZES CORPORATE SYNERGY TO MAXIMIZE THE REACH THAT BURMESE REFUGEE HAS ON ITS TARGET AUDIENCE. A NATIONWIDE PRESS JUNKET WILL BE USED, AS WELL AS EVENTS IN KEY LOCATIONS AND COMMUNITIES TO REACH AND DIRECTLY INTERACT WITH EACH TARGET AUDIENCE. PRESS JUNKETS THE LEAD ACTORS FROM THE FILM, THE DIRECTOR AND KEY FIGURES FROM THE U.S. CAMPAIGN FOR BURMA WILL DO A PRESS JUNKET TWO WEEKS LEADING TO THE RELEASE OF THE FILM. THE ACTORS, DIRECTOR AND KEY FIGURES WILL BE FEATURED ON THE FOLLOWING TALK SHOWS:

SPECIAL EVENTS

THE PREMIER The premiere will be hosted in New York City on Friday night of opening weekend of the first tier release. The premiere will be held at Tribeca Cinemas, a leading art house theater in New York City. Tribeca is a haven of art, culture and highly supports independent films. All of Burmese Refugee’s target audiences can be found in Tribeca, making it the perfect location for the premier. In addition, Burmese Refugee’s strong guerrilla marketing campaign at the Tribeca Film Festival built a following in Tribeca, the rest of Manhattan and the greater New York City region. The Tribeca Cinemas has some of the most current comprehensive technology in film presentation. Moreover the lounges, VIP screening room, and full kitchen makes Tribeca Cinemas a comfortable and convenient spot for hosting a premier. To stay consistent with the Burmese Refugee brand, the theater will be transformed into a Burmese jungle, making the attendants feel like they entered a new world. Newspapers, magazines, television stations and bloggers will be invited to attend the premiere as reporters. The reporters will receive press kits styled as “refugee kits” that will have all the items that they need to get through a premiere, such as a branded tape recorder for interviews, pens, stationary and other items along with information about the film, the U.S. Campaign for Burma and the celebrity guests in attendance. The U.S. Campaign for Burma will have a strong presence at the premiere. An informational film about the U.S. Campaign for Burma will be played prior to the screening of Burmese Refugee. In exchange, the U.S. Campaign for Burma will secure some of their member actors, politicians, directors and other acclaimed individuals as celebrity guests. To immerse the premiere attendants into the Burmese Refugee branded world, there will be a culturally accurate dinner with classic Burmese cuisine served before the screening of the film. Afterward, there will be a social mixer with Burmese deserts, music and a dance performance by a student group from the New York Burmese-American cultural community.

SPECIAL EVENTS TARGET AUDIENCE INTERACTION THREE WEEKS PRIOR TO THE RELEASE OF THE FILM, COMMUNITIES OF THE TARGET AUDIENCES WILL BE BUZZING WITH EVENTS AND ACTIVITIES CENTERED AROUND BURMESE REFUGEE AND THE U.S. CAMPAIGN FOR BURMA. NICHE: BURMESE-AMERICANS

The U.S. Campaign for Burma and Burmese Refugee will sponsor a family-oriented cultural celebration. The event will be held in Burmese-American communities in each of the tier one cities. The event will give members of the Burmese-American communities the chance to mingle with the cast and crew of the film, including our starring actors, one of which who is a Burmese refugee himself and two of which are highly involved in speaking out against the issue. The actors will give speeches about their own immigration experiences and will highlight different ways to get involved through the U.S. Campaign for Burma. After the talks, traditional Burmese food will be served and there will be music/dancing.

PRIMARY: WORLD CITIZENS

This event will be an upscale luncheon that will feature many of the celebrity members of the U.S. Campaign for Burma as honorary guests, which will appeal to the â&#x20AC;&#x153;World Citizenâ&#x20AC;? demographic and draw them to the event. During the luncheon, clips from the film will be played and the cast/crew will speak about the making of the film. The celebrity guests will speak about their work with the U.S. Campaign for Burma and cast of Burmese Refugee will share their experiences in Burma. After the luncheon, event attendants will be able to mix/mingle with the celebrity guests and the cast/crew of the film.

SECONDARY: THE IMMIGRANTS

Burmese Refugee and the U.S. Campaign for Burma will host a multi-cultural street fair that celebrates freedom, hope and positive international relations. The street fair will feature food, music and dance from around the world. The event will be family-oriented and will have activities for people of all ages. The street fair will have a large tent that is dedicated to Burmese Refugee and will play sneak peak clips of the film.

TERTIARY: COLLEGE STUDENTS

Burmese Refugee will partner with colleges that have a large international student population in each of the first tier cities to build buzz within this demographic. The marketing team from Burmese Refugee will work directly with the student international and human rights clubs to organize a free screening on target campuses. Following the screening, the director and leading actors of the film, in conjunction with U.S. Campaign for Burma will host a panel discussion on the conflict in Burma.

INTERNET STRATEGIES WEBSITE

FACEBOOK

Facebook is a platform that connects total strangers into groups through mutual interests and “likes.” Facebook profiles will be set up for the characters to bring the film to life and to give consumers a personal connection to the film. Each of the four target audience segments relates most to a different character in the film. The character that resonates most with the particular demographic will make the initial contact with the target audience member, serving as their introduction and guide to the Burmese Refugee world. In addition, a Facebook page will be made for the film and will have information regarding screenings, events and other on goings.

TWITTER: ACTION-ORIENTED TWEETS

To gain awareness for both the film and for the U.S. Campaign for Burma, Twitter will be used in a creative and out-of-the-box way. The celebrity members of the U.S. Campaign for Burma will send action-oriented tweets such as:

This draws traffic to both the film website and to the U.S. Campaign for Burma website. When people land on the Burmese Refugee website, they will be automatically directed to a page that explains the celebrity’s tweet, their connection to Burmese Refugee and their involvement with the U.S. Campaign for Burma. In addition to raising awareness for the issue, the charity and the film, the Twitter campaign raises money. The participating celebrities will agree to not use their Twitter account until $5,000 has been donated by the aggregate effort of their Twitter followers to the U.S. Campaign for Burma. Once $5,000 has been raised under the celebrity’s name, their Twitter accounts will become live again.

BLOGS

Being an active contributor in specific blogging communities is a great way to reach and interact directly with a target audience segment. In addition to having a blog about the film, Burmese Refugee will be an active contributor in four blogging communities that correlate with the four target audiences.

MEDIA PLAN September

Trailers The Traditional Trailer The Non-Traditional Trailer The Trailer Mini Series

Television Network ABC: Brothers and Sisters ABC: Modern Family ABC: No Ordinary Family CBS: The Good Wife NBC: Parenthood

Cable Lifetime: Army Wives Discovery Channel History Channel TLC

Talk, News, & Syndicated CBS Evening News The View Good Day LA Good Morning America CNN Headline News

September 11September 10

October6

November 3 2

December 1 2

VEHICLE

DATE

PITCH

Television Good Day LA Good Morning America The Today Show Larry King Live

Nov 2012 Nov 2012 Dec 2012 Dec 2012

“How I Survived As a Refugee” “U.S. Campaign for Burma Member Celebrity Panel” “The Star of Burmese Refugee Opens Up” “The Stars of Burmese Refugee Reflect on the Film”

Oct 2012 Oct 2012

“U.S. Campaign for Burma’s New Alliance: Burmese Refugee Enacts Change” “Burmese Refugee Provides Powerful Platform”

Early Nov 2012 Early Nov 2012 Late Nov 2012 Late Nov 2012 Dec 2012 Dec 2012

“U.S. Campaign for Burma Celebrates Member’s Worth with Burmese Refugee” “U.S. Campaign for Burma Celebrates Member’s Worth with Burmese Refugee” “U.S. Campaign for Burma Working with New Change Agent: Burmese Refugee a Success” “U.S. Campaign for Burma Working with New Change Agent: Burmese Refugee a Success” “Burmese Refugee is Hot in Major Cities” “Burmese Refugee is Hot in Major Cities”

Online CNN.com FoxNews.com

Print Los Angeles Times Chicago Tribune New York Times Washington Post Seattle Times San Diego Union Tribute

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