marketing plan
blair mosberg
about star trek into darkness release date May 17, 2013
rating
genre
director
labels producers
PG-13
Sci-Fi Action
JJ Abrams
Paramount
JJ Abrams
Bryan Burk Damon Lindelof
Alex Kurtzman
Robert Orci
writers
release format domestic gbo forecast main cast
Robert Orci Alex Kurtsman Damon Lindelof Gene Roddenberry* * is credited as the original Star Trek writer
Traditional 3D IMAX Dolby Atmos
$278 Million
Chris Pine Zachary Quinto Zoe Saldana Karl Urban Benedict Cumberbatch
about into darkness, cont’d director JJ Abrams is a TV and film director/producer extraordinaire, especially in the science fiction and action genres. Alias Lost Super 8
Chris Pine
Zachary Quinto
Captain Kirk The main hero
PRODUCER PRODUCER DIRECTOR
Spock 2nd
in command
Zoe Saldana
Karl Urban
main cast Benedict Cumberbatch
Nyota Uhura
Dr. Leonard McCoy
The sexy, smart lady
Kirk’s right-hand man
The Villain From within Starfleet
synopsis Captain Kirk, Spock, Dr. Leonard McCoy and Nyota return to Starfleet to find it has been destroyed by a villain from within.
executive summary highlights Targeting old fans and new fans Marketing must stand out from the clutter of the May 3 release of Iron Man 3
Competing for consumers’ top of mind awareness when it comes to movies released in May Competing for ticket sales into later May and early June
Staggering the tactics to build suspense
Consumer Insights & Industry Trends
consumer insights & industry trends
Original characters resonate strongly with franchise fans
Source: Box Oce Mojo
The top five grossing Star Trek films were those with the original characters
Ticket sales for 2nd and 3rd franchise installments are surpassing revenues of original properties
Particularly so with big-budget, action movies
issues & opportunities issue: the title
Into Darkness isn’t specific to the franchise Moviegoers may refer to the film as “the new Star Trek movie” or “Star Trek 3D”
issue: may 2013 release date
May is the kick-o for major summer blockbusters Iron Man 3 release on May 3 Hangover 3 release on May 24
opportunity: jj abrams Before 2009’s Star Trek he was mostly known amongst sci-fi fans Received major praise for directing Star Trek and Super 8
opportunity: zoe saldana
Starred in Avatar in December 2009 Recognizable name and face, is a major subject among tabloids
opportunity: 2009 star trek success
Was praised among critics, original series fans, new fans Moviegoers know the quality of this series reboot
target audiences trekkies
Obsessed with all things Star Trek Star Trek culture is their livelihood Mostly male Multi-generational
sci-fi fans Enjoy many sci-fi franchises in addition to Star Trek Will see sci-fi movies that by WOM, critics and media are considered good Mostly male Ages 14+
males 16+ Will go to the movies as a social outing Interested in action and adventure Naturally inclined to science + technology á la video games
key communication points by audience trekkies
Like in 2009, you will be pleased with the reboot Will be worth your wait
sci-fi fans
If you like JJ Abrams’s work, then you’ll like this movie Into Darkness is not just for Trekkies If you liked Super 8, District 9, or Prometheus you’ll like Into Darkness
males 16+
Action-packed Cutting-edge special eects Zoe Saldana
objective #1 objective Be the top box oce performing Sci-Fi sequel ever
strategies 1. Create hype surrounding quality of actors’ and director’s performances 2. Increase awareness of release date
tactics 1. Publicity: Pitch exclusive movie production and talent content to entertainment media 2. Partnership: Easy Mac 3. Retail/Theater: AMC Takeover 4. Superbowl XLVII Ad
objective #2 objective Be the highest grossing Star Trek film
strategies 1. Excite emerging Star Trek and Sci-Fi fans 2. Reinvigorate original Star Trek fans
tactics 1. Synergy: Integrate December 14 advance screening into an episode of ‘The Big Bang Theory’ 2. Publicity: Preview exclusive plot content to Star Trek and Sci-Fi movierelated blogs, fan newsletters, and major conventions 3. Media: OOH campaign campaign with vintage Star Trek ads redone with new title and cast and Superbowl XLVII ad 4. Promotion: Star Trek Into Darkness Microsoft Surface sweepstakes 5. Synergy: Spike TV Trek-A-Thon
tone & positioning tone Star Trek Into Darkness is a new, and relevant reboot. The movie stays true to characters at the core of the franchise with a fresh new setting and cutting-edge eects that enhance the story, but don’t overshadow the characters. Into Darkness will satisfy those in love with the franchise and those who just want to entertained.
positioning statement For movie fans 16+ , Star Trek Into Darkness is the most anticipated revived SciFi sequel that features classic characters in an exciting new setting with a starstudded, young cast lead by director JJ Abrams.
marketing campaign overview december 2012
‘The Big Bang Theory’ Episode
march 2013
OOH Campaign begins continues through release date
Pitch exclusive talent content
january 2013
Preview exclusive content about film’s plot to Star Trek blogs and fan materials.
april 2013
february 2013 Superbowl XLVII ad
may 2013
Microsoft Surface Sweepstakes AMC Takeover Easy Mac Partnership Spike TV Trek-A-Thon
competitive timeline may 3
may 10
may 17
may 24
may 31
Iron Man 3
The Great Gatsby
Frances Ha
Epic
The Purge
Super Hero, Action, Sci-Fi Disney
Drama Warner Bros.
Drama IFC Films
Animation, Adventure 20th Century Fox
Thriller Universal
The Ice Man
About Time
Black Rock
Fast & Furious 6
Drama, Thriller Bielberg Entertainment
Drama, Comedy, Sci-Fi Universal
Thriller LD Entertainment
Action Universal
Star Trek Into Darkness
Hangover 3
Mother’s Day Drama Siempre Viva Productions
Sci-Fi, Action Paramount
Comedy Warner Bros.
synergy ‘the big bang theory’ episode An episode airing in mid-December will feature the cast at a December 14 extended sneak preview in Los Angeles
Airs on CBS, a former property of Viacom The Big Bang Theory is consistently one of network TV’s highest rated shows
The Star Trek Into Darkness episode oers a relevant storyline
spike tv trek-a-thon A marathon of the original Star Trek TV series with 2009’s Star Trek airing in primetime Behind the scenes and a special sneak peak will air before and after some commercial breaks “Stay tuned for and exclusive behind the scenes look at Star Trek Into Darkness…” Spike TV has a male audience Consistently airs Star Trek episodes on TV
promotion microsoft surface sweepstakes
Buy a Microsoft Surface tablet in the month of April and be entered to win two passes to the LA premiere & after party at Bad Robot Studios
The Surface package have Into Darkness artwork
Will come pre-loaded with trailer and images to use a personal icons and wallpapers
Currently Surface sales are weak
Sweepstakes gives consumers adds incremental value to product that competitor don’t have
partnership easy mac
Into Darkness artwork and release date on the packaging.
Packaging will inform shoppers and consumers in retail centers when they browse products
The package design might be enough for consumers to choose Easy Mac over a competitor
publicity january 2013 Villain revealed to Trek blogs and fan letters
march 2013 Exclusives with returning cast and new cast pitched to entertainment media
media ooh campaign
$25,000,000 campaign Advertising in major metropolitan areas Public Transit Traditional & Electronic Billboards Reverse Grati
superbowl xlvii ad
Tailored ad to the occasion featuring the cast 2009 ad was excited Star Trek fans Now fans are expecting a Superbowl ad
retail / theater: amc takeover
Posters and stand-ups of Captain Kirk, Spock, Nyota, and the Villain will be distributed per usual AMC theaters will have Into Darkness themed popcorn bags and soft drink cups
budget total marketing budget: $45 million Promotions 10%
Synergy 5%
Publicity 10% Media 75% media ooH Campaign: $25,000,000 Retail / Theater: $4,750,000 Superbowl Ad: $4,000,000 Total: $33,750,000
publicity Exclusive Content: $4,500,000
promotions Microsoft Surface Sweepstakes: $2,000,000 Easy Mac Partnership: $2,500,000 Total: $4,500,000
synergy Big Bang Theory & Spike TV: $2,250,000
thank you!
Hey, Sherine