rincess IN THE
P
park
TABLE OF CONTENTS
PHASE 1 synopsis the essentials audiences marketing opportunities the big idea
5 7 9 11 13
distribution strategy distribution Public Relations Activities
26 27 29
PHASE 4
PHASE 2 target festivals festival kit festival marketing
PHASE 3
17 19 21
release strategy competitive environment creative strategy sample creative online marketing
33 34 35 37 38
media strategy market research publicity promotions & partnerships
39 40 41 43
TABLE OF CONTENTS
PHASE 1 synopsis the essentials audiences marketing opportunities the big idea
5 7 9 11 13
distribution strategy distribution Public Relations Activities
26 27 29
PHASE 4
PHASE 2 target festivals festival kit festival marketing
PHASE 3
17 19 21
release strategy competitive environment creative strategy sample creative online marketing
33 34 35 37 38
media strategy market research publicity promotions & partnerships
39 40 41 43
hase
overview
PONE
hase
overview
PONE
ynopsis S
After a spell gone wrong, feisty Princess Aria and vicious warlock Maelstrom are cast from their fantasy world into a fantasy theme park. She finds herself trapped, completely at the mercy of her mortal enemy and unable to locate the mystical artifact with the power to send her home. It is not until she befriends Phillip Harcross - a sweethearted, dweebish park photographer - that her luck begins to change.
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ynopsis S
After a spell gone wrong, feisty Princess Aria and vicious warlock Maelstrom are cast from their fantasy world into a fantasy theme park. She finds herself trapped, completely at the mercy of her mortal enemy and unable to locate the mystical artifact with the power to send her home. It is not until she befriends Phillip Harcross - a sweethearted, dweebish park photographer - that her luck begins to change.
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The Essentials
Positioning Statement :
Inspired by classic Disney films adored by young and old alike, Princess in the Park is a fresh take on a classic story: a princess tale with a real world twist. Filled with exciting action, witty humor, and a heavy dose of reality, this is a story crafted for those of us that grew up on fairy-tales - but live in the real world.
''Once upon a reality'' Princess Aria
Maelstrom
P hillip
Genre: Comedy/Fantasy MPAA Rating: PG Release Date: Weds. Nov. 25, 2015
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The Essentials
Positioning Statement :
Inspired by classic Disney films adored by young and old alike, Princess in the Park is a fresh take on a classic story: a princess tale with a real world twist. Filled with exciting action, witty humor, and a heavy dose of reality, this is a story crafted for those of us that grew up on fairy-tales - but live in the real world.
''Once upon a reality'' Princess Aria
Maelstrom
P hillip
Genre: Comedy/Fantasy MPAA Rating: PG Release Date: Weds. Nov. 25, 2015
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Who is watching? Primary
Secondary
Tertiary
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Families Children in this age group are the most interested in Disney movies. Families dominate the Disney market, especially during the holiday season in search of finding something that everyone will enjoy while watching something with a positive message.
Females 12-26 Female viewers are most inclined to watch films that include romance and magic. The secondary audience will include romantics and females who enjoy watching fun, light-hearted films.
Disney Fanatics Disney fanatics love all things Disney and are likely to watch a Disney film of any genre. This film will offer them the aspects of Disney magic as well as a classic story of a modern princess with a twist.
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Who is watching? Primary
Secondary
Tertiary
9
Families Children in this age group are the most interested in Disney movies. Families dominate the Disney market, especially during the holiday season in search of finding something that everyone will enjoy while watching something with a positive message.
Females 12-26 Female viewers are most inclined to watch films that include romance and magic. The secondary audience will include romantics and females who enjoy watching fun, light-hearted films.
Disney Fanatics Disney fanatics love all things Disney and are likely to watch a Disney film of any genre. This film will offer them the aspects of Disney magic as well as a classic story of a modern princess with a twist.
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Marketable.. .
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1. A Quirky Love Story
1. No Recognizable Actors
2. A Princess
2. Haven’t I Seen This Before?
3. Magic In The Air/ family
3. It’s Not A Musical
4. A Dominant Female
4. Disney Animation
. . Not
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Marketable.. .
11
1. A Quirky Love Story
1. No Recognizable Actors
2. A Princess
2. Haven’t I Seen This Before?
3. Magic In The Air/ family
3. It’s Not A Musical
4. A Dominant Female
4. Disney Animation
. . Not
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The BIG Idea Princess in the Park is not your typical princess movie. There is no King, no Queen no peasant people, but there IS magic, love, fairy dust and home. Though Princess Aria gets cast away from her home in the kingdom of Astalia, she learns a long the way that home isn’t where you are, but who you are with. Join us on November 26, 2014 as we explore the story not of “Once Upon A Time,” but “Once Upon A Reality.”
''Real Life is Better'' 13
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The BIG Idea Princess in the Park is not your typical princess movie. There is no King, no Queen no peasant people, but there IS magic, love, fairy dust and home. Though Princess Aria gets cast away from her home in the kingdom of Astalia, she learns a long the way that home isn’t where you are, but who you are with. Join us on November 26, 2014 as we explore the story not of “Once Upon A Time,” but “Once Upon A Reality.”
''Real Life is Better'' 13
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hase
festival strategy and distribution
PTWO
hase
festival strategy and distribution
PTWO
Target Festivals
1. Tribeca Film Festival
The Tribeca Film Festival occurs each year towards the end of April. They are known for diversity in their films and attract a large audience of over 450,000 attendees.
1. 3. 4.
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2.
2. Los Angeles Film Festival
3. London Film Festival
During the end of 2014 and the beginning of 2015, we will release Princess in the Park to several film festivals both domestically as well as internationally to create awareness and to promote the film to potential distributors. The selected film festivals are those which are known for fantasy/family and other children films. Each festival will have giveaways, “princess perks� and guest meet and greets to draw people to the film.
The London Film Festival in October is known for airing several fantasy films, so Princess in the Park would fall under that genre. This film festival would also introduce the film to international distributors. It has an annual attendance of 149,000 people.
Los Angeles is a dynamic city which surrounds Hollywood and the entire film industry. It is accessible to distribution companies who would come to see the film. The Los Angeles Film Festival welcomes over 90,000 people each year.
4. International Family Film Festival
TWO
The International Film Festival is intended to appeal to people of all ages and strives to encompass films that are appropriate for children and their families across all genres. IFF has around 9,300 attendees each year.
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Target Festivals
1. Tribeca Film Festival
The Tribeca Film Festival occurs each year towards the end of April. They are known for diversity in their films and attract a large audience of over 450,000 attendees.
1. 3. 4.
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2.
2. Los Angeles Film Festival
3. London Film Festival
During the end of 2014 and the beginning of 2015, we will release Princess in the Park to several film festivals both domestically as well as internationally to create awareness and to promote the film to potential distributors. The selected film festivals are those which are known for fantasy/family and other children films. Each festival will have giveaways, “princess perks� and guest meet and greets to draw people to the film.
The London Film Festival in October is known for airing several fantasy films, so Princess in the Park would fall under that genre. This film festival would also introduce the film to international distributors. It has an annual attendance of 149,000 people.
Los Angeles is a dynamic city which surrounds Hollywood and the entire film industry. It is accessible to distribution companies who would come to see the film. The Los Angeles Film Festival welcomes over 90,000 people each year.
4. International Family Film Festival
TWO
The International Film Festival is intended to appeal to people of all ages and strives to encompass films that are appropriate for children and their families across all genres. IFF has around 9,300 attendees each year.
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Festival Kit s s e c n i r P IN THE
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park
We will send a festival kit out to each film festival that we are submitting to. This kit will include: cast & crew biographies, a pitch letter customized to each festival, a press release for attendees, business cards, key art, a movie poster, as well as a branded DVD and DVD case. In addition to this we will include information about the film as well as film photography.
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Festival Kit s s e c n i r P IN THE
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park
We will send a festival kit out to each film festival that we are submitting to. This kit will include: cast & crew biographies, a pitch letter customized to each festival, a press release for attendees, business cards, key art, a movie poster, as well as a branded DVD and DVD case. In addition to this we will include information about the film as well as film photography.
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Festival Marketing For each festival, we will have a Princess in the Park table set up with promotional items for attendees. The promotional items will be called, “Princess Perks” which allow children to be Princesses for the day. Promotional materials will include: tote bags, pens, pins, and mini posters.
First, there will be several different “face-in-hole” Princess Aria posters where attendees can take pictures with their face in the poster. These photos will be taken on Polaroid and developed immediately for guests to take home with them. These photos will also be featured on the Princess in the Park website and social media site to generate buzz around the film.
At the table, along with promotional materials, the entire cast of Princess in the Park will be present at each festival for photos as well as a meet and greet with all guest attendees.
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Guest will have the opportunity to become a princess by enjoying different “Princess Perks” such as complimentary face painting and making paper crowns that they will be able to wear while walking down a Princess in the Park runway with photographers to take pictures of them being princesses for the day.
Following the screening, guests will be directed to an “after-party” which will be a tea party that will take place in Astalia. Attendees will be able to interact with the cast, and enjoy a light food and refreshments. Here, film distributors and press will be able to see a personal side of the film and interact with film executives.
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Festival Marketing For each festival, we will have a Princess in the Park table set up with promotional items for attendees. The promotional items will be called, “Princess Perks” which allow children to be Princesses for the day. Promotional materials will include: tote bags, pens, pins, and mini posters.
First, there will be several different “face-in-hole” Princess Aria posters where attendees can take pictures with their face in the poster. These photos will be taken on Polaroid and developed immediately for guests to take home with them. These photos will also be featured on the Princess in the Park website and social media site to generate buzz around the film.
At the table, along with promotional materials, the entire cast of Princess in the Park will be present at each festival for photos as well as a meet and greet with all guest attendees.
21
Guest will have the opportunity to become a princess by enjoying different “Princess Perks” such as complimentary face painting and making paper crowns that they will be able to wear while walking down a Princess in the Park runway with photographers to take pictures of them being princesses for the day.
Following the screening, guests will be directed to an “after-party” which will be a tea party that will take place in Astalia. Attendees will be able to interact with the cast, and enjoy a light food and refreshments. Here, film distributors and press will be able to see a personal side of the film and interact with film executives.
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hase
distribution strategy
PTHREE
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distribution strategy
PTHREE
Distribution Strategy This film will be released wide and will attract a large variety of audiences. We will appeal to distributors using several methods. One method of securing distribution will be to send all major and relevant distributors a film kit with materials which include: a pitch letter, film photography, a synopsis, promotional materials, as well as an advanced copy of the film. To initially capture the attention of the distributors, we will enter the film in four separate film festivals where they will generate media buzz and press attention. Because this film is aimed towards families, we will reach out to distributors that have a record of distributing blockbuster family films.
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Distribution Strategy This film will be released wide and will attract a large variety of audiences. We will appeal to distributors using several methods. One method of securing distribution will be to send all major and relevant distributors a film kit with materials which include: a pitch letter, film photography, a synopsis, promotional materials, as well as an advanced copy of the film. To initially capture the attention of the distributors, we will enter the film in four separate film festivals where they will generate media buzz and press attention. Because this film is aimed towards families, we will reach out to distributors that have a record of distributing blockbuster family films.
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Distribution
Primary Distributor
The primary distribution company that we will appeal to for this film is Walt Disney Pictures. Disney is well known for distributing princess films, and Princess in the Park is the primary genre that this company would distribute. Walt Disney Pictures is responsible for many other successful family films such as: Enchanted, Frozen, Finding Nemo and High School Musical 3: Senior Year. The classic Princess and family-appropriate storyline are in line with other Disney films. Also, Disney is known for their princesses; adding Princess Aria to their collection would help them procure long-term promotional items and profit.
Secondary Distributors The secondary distribution companies that Princess in the Park would appeal are Warner Brothers Pictures, Universal, and Dreamworks. These companies have also put out several wide release, blockbuster type movie successes which have family friendly storylines and fantasy like genres.
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Distribution
Primary Distributor
The primary distribution company that we will appeal to for this film is Walt Disney Pictures. Disney is well known for distributing princess films, and Princess in the Park is the primary genre that this company would distribute. Walt Disney Pictures is responsible for many other successful family films such as: Enchanted, Frozen, Finding Nemo and High School Musical 3: Senior Year. The classic Princess and family-appropriate storyline are in line with other Disney films. Also, Disney is known for their princesses; adding Princess Aria to their collection would help them procure long-term promotional items and profit.
Secondary Distributors The secondary distribution companies that Princess in the Park would appeal are Warner Brothers Pictures, Universal, and Dreamworks. These companies have also put out several wide release, blockbuster type movie successes which have family friendly storylines and fantasy like genres.
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Public Relations Activities Contest: Social Media/Instagram contest for 2 exclusive Hollywood Premiere and After-Party tickets
If I were a Princess, I would: Short Essay submissions for invitation to an exclusive pre-screening to the film
Cast Surprise Parties: In select theaters across the country the cast of the film will make surprise guest appearances and host exclusive theater parties for all attendees.
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Public Relations Activities Contest: Social Media/Instagram contest for 2 exclusive Hollywood Premiere and After-Party tickets
If I were a Princess, I would: Short Essay submissions for invitation to an exclusive pre-screening to the film
Cast Surprise Parties: In select theaters across the country the cast of the film will make surprise guest appearances and host exclusive theater parties for all attendees.
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consumer strategy
PFOUR
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consumer strategy
PFOUR
Release Strategy
Competitive Environment Weekend Before
Princess in the Park will release to all major theaters on Wednesday, November 25, 2014 by Walt Disney Pictures. Disney was selected based on its ability to distribute several successful wide release films similar to the genre of Princess and the Park. The date is ideal as it set the day before Thanksgiving, which allows for it to play before the largest American family holiday weekend of the yeas. This release day will prompt families to view this movie while home together at some point over the weekend. In addition, it will allow for two extra days to account for its opening weekend gross amount. Media will be invited to screenings prior to the film release to generate media buzz. Also, several TV spots and posters will release prior the release of the film to gain viewer excitement and sustain an positive opening weekend turnout for the movie. There will be several trailers which will be released throughout the campaign ranging from a teaser trailer, a short trailer and a full theatrical trailer.
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rincess IN THE
P
park
Release Weekend Weekend After
Peanuts A movie about Snoopy, Charlie Brown and the rest of the Peanuts gang will be making their big screen debut. This film falls into the same competitive environment as Princess in the Park. The Hunger Games: Mocking jay-Part 2 This is the final installment of Suzanne Collins’ best-selling book’s adapted screenplay. This film already has a huge following and will likely succeed because it is the final film in the trilogy.
Princess in the Park This family friendly film about a Princess and an evil Warlock will capture the attention of family and other audiences as it premieres as a wide release on Thanksgiving Day Weekend. The Good Dinosaur This family-friendly dinosaur film tells the story of the “what if” dinosaurs were never extinct from Earth. This animated film directly competes with Princess in the Park for the family audience. Both films premiere on the same day.
Alvin & the Chipmunks 4 This animated film is the fourth film in its franchise. The films preceding it were successful and had a strong following. This family film will release, tentatively after Princess in the Park and will compete with the same family-appropriate genre.
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Release Strategy
Competitive Environment Weekend Before
Princess in the Park will release to all major theaters on Wednesday, November 25, 2014 by Walt Disney Pictures. Disney was selected based on its ability to distribute several successful wide release films similar to the genre of Princess and the Park. The date is ideal as it set the day before Thanksgiving, which allows for it to play before the largest American family holiday weekend of the yeas. This release day will prompt families to view this movie while home together at some point over the weekend. In addition, it will allow for two extra days to account for its opening weekend gross amount. Media will be invited to screenings prior to the film release to generate media buzz. Also, several TV spots and posters will release prior the release of the film to gain viewer excitement and sustain an positive opening weekend turnout for the movie. There will be several trailers which will be released throughout the campaign ranging from a teaser trailer, a short trailer and a full theatrical trailer.
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rincess IN THE
P
park
Release Weekend Weekend After
Peanuts A movie about Snoopy, Charlie Brown and the rest of the Peanuts gang will be making their big screen debut. This film falls into the same competitive environment as Princess in the Park. The Hunger Games: Mocking jay-Part 2 This is the final installment of Suzanne Collins’ best-selling book’s adapted screenplay. This film already has a huge following and will likely succeed because it is the final film in the trilogy.
Princess in the Park This family friendly film about a Princess and an evil Warlock will capture the attention of family and other audiences as it premieres as a wide release on Thanksgiving Day Weekend. The Good Dinosaur This family-friendly dinosaur film tells the story of the “what if” dinosaurs were never extinct from Earth. This animated film directly competes with Princess in the Park for the family audience. Both films premiere on the same day.
Alvin & the Chipmunks 4 This animated film is the fourth film in its franchise. The films preceding it were successful and had a strong following. This family film will release, tentatively after Princess in the Park and will compete with the same family-appropriate genre.
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Materials List -Teaser Trailer
Creative Strategy
-Theatrical Trailer -30 Second TV Spots -15 Second TV Spots
The creative Strategy for Princess in the Park will be fun, Disney and bubbly. The key art, posters and TV spots will all exude a fun and vibrant classic Disney vibe. The color scheme will include a palette of different shades and tints of purple. The challenge in the creative materials will be to differentiate this film from all other Disney Princess films, while still remaining true to the classic Disney theme. The below hashtag will be featured on all creative materials so that it will trend and viewers can follow all digital media released. We will integrate this tagline as well as the campaign big idea throughout each creative advertisement.
-Billboard Ads -In-Theater Cups/Popcorn Bags -In-Theater Posters -Character Cut-Outs -Cereal Box Advertisements -Social Media Platforms
#onceuponareality
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-Facebook Advertisements -Bookmark Sponsorships
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Materials List -Teaser Trailer
Creative Strategy
-Theatrical Trailer -30 Second TV Spots -15 Second TV Spots
The creative Strategy for Princess in the Park will be fun, Disney and bubbly. The key art, posters and TV spots will all exude a fun and vibrant classic Disney vibe. The color scheme will include a palette of different shades and tints of purple. The challenge in the creative materials will be to differentiate this film from all other Disney Princess films, while still remaining true to the classic Disney theme. The below hashtag will be featured on all creative materials so that it will trend and viewers can follow all digital media released. We will integrate this tagline as well as the campaign big idea throughout each creative advertisement.
-Billboard Ads -In-Theater Cups/Popcorn Bags -In-Theater Posters -Character Cut-Outs -Cereal Box Advertisements -Social Media Platforms
#onceuponareality
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-Facebook Advertisements -Bookmark Sponsorships
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Online Marketing
Sample Creative Bus Stops These posters will be featured all over bus stops around different cities. Though this may not appeal the primary audience, it will appeal tot he secondary audiences who generally take the bus as a means of transportation.
Billboards These billboards will help to create awareness as the film gets closer to its release date. Families driving in cars with their children will be attracted to the large crown and will become excited for the films release.
rincess
PIN THE park
Once Upon A time.. REALITY
11. .25. 15
Magazines Different versions of the Princess in the Park posters will be featured in various pre-teen/teen magazines so as to attract our primary audience.
Social Media
TV Spots
Princess in the Park will be integrated into all different social media outlets. Through the various social media platforms, we will hold several giveaways for participation and sharing. With this, the film awareness will get spread throughout social media, which is a prime communication tactic and great for viral content.
Each TV spot, which will shorten in time as the film gets closer to its release date, will be aired on various different networks such as Disney Channel, Nickelodeon, and other children-based channels as well as on all mainstream channels.
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BECAUSE REAL LIFE IS BETTER rincess
PIN THE park
Website We will create a Princess in the Park theatrical website which will allow viewers to get more information about the film prior to and after its release. The website will be interactive, fully included with quizzes, games, and contests where viewers can see which character they would most be like, play an Online game to help Princess Aria fight off evil Maelstrom and be able to submit their princess photos to be displayed on the web page.
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Online Marketing
Sample Creative Bus Stops These posters will be featured all over bus stops around different cities. Though this may not appeal the primary audience, it will appeal tot he secondary audiences who generally take the bus as a means of transportation.
Billboards These billboards will help to create awareness as the film gets closer to its release date. Families driving in cars with their children will be attracted to the large crown and will become excited for the films release.
rincess
PIN THE park
Once Upon A time.. REALITY
11. .25. 15
Magazines Different versions of the Princess in the Park posters will be featured in various pre-teen/teen magazines so as to attract our primary audience.
Social Media
TV Spots
Princess in the Park will be integrated into all different social media outlets. Through the various social media platforms, we will hold several giveaways for participation and sharing. With this, the film awareness will get spread throughout social media, which is a prime communication tactic and great for viral content.
Each TV spot, which will shorten in time as the film gets closer to its release date, will be aired on various different networks such as Disney Channel, Nickelodeon, and other children-based channels as well as on all mainstream channels.
37
BECAUSE REAL LIFE IS BETTER rincess
PIN THE park
Website We will create a Princess in the Park theatrical website which will allow viewers to get more information about the film prior to and after its release. The website will be interactive, fully included with quizzes, games, and contests where viewers can see which character they would most be like, play an Online game to help Princess Aria fight off evil Maelstrom and be able to submit their princess photos to be displayed on the web page.
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Market Research
Media Strategy Positioning Study Paid Media
Owned Media
Earned Media
We will conduct a positioning study in order to gain insight on how this film will be received by our key demographics. We will alter our positioning statement around the findings of this study.
Test Screenings This media will be the TV spots and other traditional media sources that will help reach audiences and gain awareness about the film. This is mean to inform and educate viewers of the important details about Princess in the Park.
This media will consist of the Princess in the Park website and social media outlets. This will be constantly updated as the film progresses. This will be interactive and will include all news and press materials regarding the film.
This media will be the publicity that the film receives after conducting several press outings and fan meet and greet events. These planned events will create exposure for the film and generate positive media buzz around the movie.
We will pre-screen the film to a mixture of our primary, secondary and tertiary audiences to gain reviews and understand how the film was received by each individual audience. This will help us learn what people liked most about the film as well as which parts resonated best, and from this we can adjust our marketing plan accordingly.
Tracking Studies We will follow and track each of our marketing efforts to understand the effectiveness of each and to see how the media and audiences are reacting/responding to them. We will learn if we are communicating the film effectively to the right audiences and if people are generating buzz and excitement around the film before the release.
Exit Studies
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These will be conducted after the film is received to see which types of audiences went to see the film as well as how the movie was received overall in terms of the cohesiveness of the marketability and the playability. This will give insight on the overall campaign.
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Market Research
Media Strategy Positioning Study Paid Media
Owned Media
Earned Media
We will conduct a positioning study in order to gain insight on how this film will be received by our key demographics. We will alter our positioning statement around the findings of this study.
Test Screenings This media will be the TV spots and other traditional media sources that will help reach audiences and gain awareness about the film. This is mean to inform and educate viewers of the important details about Princess in the Park.
This media will consist of the Princess in the Park website and social media outlets. This will be constantly updated as the film progresses. This will be interactive and will include all news and press materials regarding the film.
This media will be the publicity that the film receives after conducting several press outings and fan meet and greet events. These planned events will create exposure for the film and generate positive media buzz around the movie.
We will pre-screen the film to a mixture of our primary, secondary and tertiary audiences to gain reviews and understand how the film was received by each individual audience. This will help us learn what people liked most about the film as well as which parts resonated best, and from this we can adjust our marketing plan accordingly.
Tracking Studies We will follow and track each of our marketing efforts to understand the effectiveness of each and to see how the media and audiences are reacting/responding to them. We will learn if we are communicating the film effectively to the right audiences and if people are generating buzz and excitement around the film before the release.
Exit Studies
39
These will be conducted after the film is received to see which types of audiences went to see the film as well as how the movie was received overall in terms of the cohesiveness of the marketability and the playability. This will give insight on the overall campaign.
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Publicity
Publicity Strategy As Princess in the Park nears its release date, we will begin to send out press kits which include cast bios, synopses, behindthe-scenes footage, a pitch letter and other promotional materials to talk-show hosts, magazines and newspapers. Also, a variety of publicity stunts will be planned to generate awareness of the film and its cast. Some stunts include appearances and Disney Channel cast hosting of a movie event.
Publicity Materials 41
Pitch Letter/Kit Television Appearances Magazine/Newspaper Articles Online blog/website articles Publicity Events
Sample Pitch Letter
Publicity Activities Disney Channel Host Event:
This event will invite the cast of Princess in the Park to do a co-host with Disney Channel during a Princess movie marathon. During the commercials of each Disney Princess movie, the cast will co-narrate the marathon and will introduce special sneak-peaks of the film. This will occur 2-3 weeks prior to the release of the film.
Print Publicity:
Magazines which are targeted towards the Primary, Secondary and Tertiary audiences of “Princess in the Park,” will feature articles about the cast, behind-thescenes footage and cast interviews. Some articles will include fashion features, princess/character quizzes and cast bio featurettes.
Publicity Appearances Publicity Event:
Each magazine will hold a contest of their choice and select three winners. Each winner will be invited to Hollywood to attend a “Princess for a Day” tea party/ lunch event. During the event, they will be able to dress up, get their hair/nails/makeup done and enjoy a day with Princess Aria herself.
Broadcast Publicity:
The cast of “Princess in the Park” will be featured on several different talk shows that air during normal familyappropriate viewing times. Cast interviews with each other will be made available on all social media as well as on the website. Appearances will be on all major broadcast programming to get viewers excited about the film. Giveaways will be given at each showing.
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Publicity
Publicity Strategy As Princess in the Park nears its release date, we will begin to send out press kits which include cast bios, synopses, behindthe-scenes footage, a pitch letter and other promotional materials to talk-show hosts, magazines and newspapers. Also, a variety of publicity stunts will be planned to generate awareness of the film and its cast. Some stunts include appearances and Disney Channel cast hosting of a movie event.
Publicity Materials 41
Pitch Letter/Kit Television Appearances Magazine/Newspaper Articles Online blog/website articles Publicity Events
Sample Pitch Letter
Publicity Activities Disney Channel Host Event:
This event will invite the cast of Princess in the Park to do a co-host with Disney Channel during a Princess movie marathon. During the commercials of each Disney Princess movie, the cast will co-narrate the marathon and will introduce special sneak-peaks of the film. This will occur 2-3 weeks prior to the release of the film.
Print Publicity:
Magazines which are targeted towards the Primary, Secondary and Tertiary audiences of “Princess in the Park,” will feature articles about the cast, behind-thescenes footage and cast interviews. Some articles will include fashion features, princess/character quizzes and cast bio featurettes.
Publicity Appearances Publicity Event:
Each magazine will hold a contest of their choice and select three winners. Each winner will be invited to Hollywood to attend a “Princess for a Day” tea party/ lunch event. During the event, they will be able to dress up, get their hair/nails/makeup done and enjoy a day with Princess Aria herself.
Broadcast Publicity:
The cast of “Princess in the Park” will be featured on several different talk shows that air during normal familyappropriate viewing times. Cast interviews with each other will be made available on all social media as well as on the website. Appearances will be on all major broadcast programming to get viewers excited about the film. Giveaways will be given at each showing.
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Promotions & Partnerships O.P.I
One of the partners that we will incorporate in this campaign will be with O.P.I nail polish. They will create a special Princess in the Park palette which will include colors in different hues of: Purple, Green, and Blue. The colors will have glitter and shimmer and reflect the colors and vibe of the film.
Lucky Charms The next partner for this film will be with General Mills’: Lucky Charms. Lucky Charm’s tagline is “Magically Delicious,” which goes hand-in-hard with the magical theme of this film. Lucky Charms will incorporate magical purple “orbs” from the film and little gold crowns in the shape of its marshmallows as a special promotional cereal item.
Barbie
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Barbie will be the final promotional partner for the film. We will work with Barbie to create a special, limited edition Princess Aria Barbie doll. This doll will soon after the film be discontinued and become a collectors item for years to come. During the film, it will be a coveted item for young girls. Barbie will also release limited edition dolls for Phillip and Maelstrom.
The End
Promotions & Partnerships O.P.I
One of the partners that we will incorporate in this campaign will be with O.P.I nail polish. They will create a special Princess in the Park palette which will include colors in different hues of: Purple, Green, and Blue. The colors will have glitter and shimmer and reflect the colors and vibe of the film.
Lucky Charms The next partner for this film will be with General Mills’: Lucky Charms. Lucky Charm’s tagline is “Magically Delicious,” which goes hand-in-hard with the magical theme of this film. Lucky Charms will incorporate magical purple “orbs” from the film and little gold crowns in the shape of its marshmallows as a special promotional cereal item.
Barbie
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Barbie will be the final promotional partner for the film. We will work with Barbie to create a special, limited edition Princess Aria Barbie doll. This doll will soon after the film be discontinued and become a collectors item for years to come. During the film, it will be a coveted item for young girls. Barbie will also release limited edition dolls for Phillip and Maelstrom.
The End
An Entertainment Marketing Plan by:
Amita Malani