Entertainment Marketing Plan - Senior Thesis

Eli Over Darkness

Entertainment Marketing Plan!

FTV 419 - Fall 2013!

By Charlotte Silverstein!

“Depression affects about 20% of adolescents by the time they reach adulthood.”!

“Teen suicide is the third leading cause of death in youth 10-24 years of age.”!

“Treatment for teen depression may include addressing any medical conditions that cause of worsen the condition. It can also include lifestyle adjustments, psychotherapy, and medication for moderate to severe depression.”!

“Teen depression is a risk factor for developing a number of other mental-health symptoms and disorders.”!

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Table Of Contents

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Table of Contents Phase 1: Overview!

(6) Executive Summary!

(7) Overview!

(8) Target Audience!

(10) Marketing Opportunities!

(11) Marketing Obstacles!

(12) The Big Idea! !

Phase 2: Festival Strategy!

(14) Festival Strategy!

(15) Target Festivals!

(19) Festival Kit! (20) One Sheet!

(21) Character Posters!

(22) Cast!

(24) Crew!

(26) Festival PR! (27) Festival Advertising!

(28) Guerilla Marketing/Stunting Strategies! !

Phase 3: B-2-B! (30) Distribution Strategy!

(31) Target Distributors!

(32) Collateral Materials!

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Phase 4: Consumer Strategy!

(34) Release Strategy!

(35) Release Pattern!

(38) Creative Advertising!

(39) Media!

(41) Market Research!

(42) Publicity Strategy!

(43) Sample Pitch Letter!

(44) Publicity Activities!

(50) Partnerships/Promotions!

(53) Internet Marketing Strategy!

(54) Online Publicity!

(56) Online Advertising!

(58) Social Media!

(60) Thank you!

Phase 1: Overview 5!

Executive Summary Often times, human beings question the meaning of life, leaving them with a feeling of worthlessness once they realize it will not last forever. If something is temporary, it does not mean that it is pointless.!

In the film Eli Over Darkness, 17-year-old punk rocker Eli questions his life as he battles depression. Memories of his deceased mother haunt him as he tries to pinpoint his place in the world. Anger and confusion leave him feeling alone even with the support of his father, friends and therapist. !

The marketing campaign for the film combines elements of emotional appeal to spark the public’s curiosity. Each phase of the plan primarily caters to the specific target audiences the film speaks to with the intent to raise awareness and ultimately get these groups to the theater.

The theme of depression creates a deep emotional rollercoaster for the viewers with an ultimate message: there is always a light at the end of the tunnel. !

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Anticipated Rating

Genre

PG-13!

Drama!

Positioning Statement Diagnosed with depression, 17 year old Eli attempts to live a normal life while memories of his deceased mother haunt him.

This drama follows Eli as he fights anger and confusion with the help of his friends, father, and therapist. ! !

Synopsis

Eli, a typical punk rock teenager on the surface, struggles with deeper issues within himself. The death of his mother during his childhood scarred his mental stability and leaves him with episodes of anger and confusion. Eli comes face to face with death as he battles depression and memories of his mother. !

Tagline “Seek the light in the darkness.� !

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Target Audience

Young adults, male and female (ages 18-24) !

Parents of teenagers ! (ages 25+) !

Single parents (ages 25 +) !

Psychographics:!

- Discovering one’s identity!

- Enjoy socializing in group of friends!

- Experience and reflect on deep issues within oneself!

- Love interests and relationships !

Psychographics:!

- Support system for their children!

- Show interest and concern for their children!

- Value family time!

- Often live tensed relationships with their teens!

Psychographics:!

- Sole support system for their children!

- Show interest and concern for their children!

- Value family time!

- Play the role of two parents!

- Feel stress!

Positioning statement: Young adults ages 18-24 can relate to the day to day life Eli leads as well as his relationship with his friends and father. Young adults were teenagers not long ago and still experience some of those feelings from the past. This age group would enjoy Eli Over Darkness for its overall serious outlook on life and depression as well as the more fun and loveable moments with Eli and his friends. !

Positioning statement: !

As their children turn into rebellious and emotional teenagers, parents often do not know how to handle them. They worry about keeping the lines of communication open and providing their teens with the support they need. Many parents will relate to Eli’s relationship with his father. Although Eli Over Darkness focuses on a young teenage boy, this film can shed light on emotions and difficulties parents do not know their own children are going through.!

Positioning statement:!

Raised by his father, Eli struggles to go through life without his mother.

Many single parents could be able to sense Eli’s feelings within their own children, especially if their spouse was deceased. Eli Over Darkness would be a dark and emotional rollercoaster for this demographics, but the film is extremely relatable this group as well. !

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Target Audience

Teens, male and female (ages 13-17) !

Psychologists and mental health personnel!

Psychographics:!

- Enjoy socializing !

- Experiment with new hobbies !

- Tend to push parents away !

- Experience new emotions/love interests!

- Reckless behavior!

- Seek a sense of belonging in the world!

Psychographics:!

- Value helping those with personal issues and strive to help people cope and overcome those issues!

- Examine internal and external factors that affect people’s moods, behaviors and feelings!

Positioning statement: Teenagers ages 13-17 experience new emotions and sensations of confusion. They sometimes act rebellious and come in contact with law enforcement for the first time.

Love interests start to become more prominent in high school as well.

During this period in their lives, they prefer to seek comfort from their friends rather than their parents.

Teenagers would be able to relate to Eli and his group of friends in Eli Over Darkness.!

Positioning statement: !

Eli Over Darkness raises awareness on the issue of depression. Psychologists and mental health personnel would like this film because it sheds light on a very common disease their clients face day to day. !

Eli! -- I won’t always be able to remember.! !

Dr. Truman!

Well, of course, nothing lasts forever, but-! !

Eli! Exactly. Nothing lasts forever.

But why?!!

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Marketing Opportunities Depression: Even though depression is a difficult topic, mental health problems touch many people’s lives and represent an important societal issue. Many will appreciate the value of the subject matter. Many might also learn about it.! !

Relatable story: Those who have depression or know someone with depression will identify with Eli’s plight and be interested in following his struggles.! !

Friendship: Eli’s friends provide him with emotional support and fun moments.

Friendship brings loveable moments that will appeal to a wide audience and warms up everyone’s heart while watching a serious movie. ! !

Adult support: Eli’s father and his therapist represent the supportive compassionate adults who accept Eli’s condition and provide guidance. The audience, including the youngest, will value the adults in the movie.! !

Overcoming adversity: This movie shows the power of expressing feelings and finding an interest as ways to overcome difficulty, especially emotional. The audience will empathize with Eli’s difficult journey and root for him to find ways to overcome his depression. ! !

Sensitivity and respect: The movie approaches Eli and his mental health in a sensitive manner, revealing only what Eli wants and can reveal, leaving the viewers to fill in the blanks. The audience will appreciate the respect shown to those suffering from depression. ! !

Positive ending: Everyone likes a story with a positive ending. !

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Marketing Obstacles Objectionable behaviors: Alcohol, drunken driving, disrespect for police and public property, late nights out, Eli and his friends engage in behaviors that many adults will find repressible. Those behaviors may deter viewers.! !

Limited audience: The movie addresses a very specific topic that might have little appeal except for those who belong to the mental health profession or those directly touched by depression. ! !

Limited interest: In spite of making the news in dramatic ways, mental health issues do not spark a strong interest. ! !

Depression: Depression can be perceived by many as a depressing topic that they will want to avoid rather than tackle. The topic may keep the audience away. ! !

Character Likeability: When some will appreciate the fact that the viewers do not know everything about Eli and will empathize with him, others might find him difficult to like. !

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The Big Idea Eli Over Darkness delves into the deep emotional crevice of a 17year-old teenaged boy, Eli, who battles depression. This campaign is designed to tap into the audience’s emotions and prepare them for the rollercoaster ride they will take when viewing the film.

The theme of depression is unleashed through different mediums, creating drama and leaving the audience with a sense of curiosity and desire to find out what path of life Eli will ultimately walk down. However the campaign also carries the ultimate message that depression remains beatable. Sufferers must seek the light over darkness. !

“But this depression… it didn’t define her and it shouldn’t define you. We can fight it Eli…together.”!

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Phase 2: Festival Strategy 13!

Festival Strategy The festival strategy for Eli Over Darkness aims to raise awareness of the film among those interested in mental health issues and among the filmmaking community. Genre-specific festivals were selected along with independent film festivals and well recognized festivals. The ultimate goal at these festivals is to meet potential distributors and gain recognition. A festival kit was designed and can be customized for each festival.! Â !

Local media will be utilized at each festival (print, TV, radio) and there will be a high use of the film’s social media accounts at each stop. Minimal advertising techniques will save money while still creating awareness of the film. Street teams and garage band performances are a part of the stunting strategies the marketing team will put in place to create buzz about the film around each city.!

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Target Festivals Rendezvous with Madness Film Festival – Toronto! !

Founded in 1993, The Rendezvous with Madness Film Festival was the first festival to increase awareness and advocate themes of mental health and addiction to the public. The protagonist in Eli over Darkness faces the darkness of depression, a health issue that is common but often brushed under the rug. A submission to this festival would give the ideal opportunity to expose a difficult topic in a safe environment.! http://www.rendezvouswithmadness.com !

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Scottish Mental Health Arts & Film Festival – Scotland! !

This mental health festival utilizes all forms of art to expose the challenges of mental health issues and address preconceived notions. The film division of this festival has opportunities for Eli over Darkness that brings up the hard theme of depression. This festival unites unknown filmmakers with those well known in the industry creating an even playing field. The only criterion is that the film be linked to mental health making the submission to this festival ideal. ! http://www.mhfestival.com !

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NYC Mental Health Film Festival – New York ! !

Eli over Darkness depicts the depression that occurs after a big loss in a teenage boy’s life. This subject fits in with the NYC Mental Health Film Festival which exposes mental health issues to the community of Brooklyn, New York. However, each year the festival has a theme and this factor must be taken into consideration before submission to this festival in order to ensure that Eli over Darkness matches that year’s criteria.! http://nycmentalhealthfilmfestival.com !

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Target Festivals LA Shorts Fest – California! !

Accredited by the Academy of Motion Picture and Sciences, LA Shorts Fest is prestigious and highly accredited. This festival would give Eli Over Darkness a chance to be a contender for an Academy Award as well as a chance to gain exposure and recognition amongst the experts in the business.! http://lashortsfest.com!

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Hollywood Shorts – California! !

This festival offers monthly screenings of a variety of short films and has many opportunities for emerging producers and directors. Hollywood Shorts screens over 300 films each year and is one of the most popular film festivals in Los Angeles.

Eli Over Darkness has many opportunities for recognition in different categories at this festival. ! http://blog.hollywoodshorts.com !

American Independent Film Festival – California! !

Dedicated to independent filmmaking, the American Independent Film Festival appreciates new, innovative ideas and creative minds. This festival is a great place for the filmmakers of Eli Over Darkness to showcase their talents in independent filmmaking.! http://www.filmfestival.us !

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Target Festivals Beverly Hills Shorts Festival – California ! !

This shorts festival provides a unique opportunity for Eli Over Darkness as no films are invited to the festival; the films selected for screening come from submissions. The programmers at this festival are open to all genres of film and are always looking for new and emerging talent. ! http://www.beverlyhillsshortsfestival.com !

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Mill Valley Film Festival – California! !

One of the top 10 U.S. film festivals, the Mill Valley Film Festival selects films that allow people to immerse themselves in new worlds and explore new topics. Eli over Darkness fits into the 5 @ 5 short film category at the festival. This series of short films offers the public an assortment of entertainment from both well-known filmmakers and emerging filmmakers alike. Noncompetitive, the Mill Valley Film Festival would help generate interest and allow exposure to a broader audience.! http://www.mvff.com !

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Santa Fe Film Festival – New Mexico! !

The fact that the Santa Fe Film Festival is non-competitive makes it ideal for Eli over Darkness to gain exposure. This festival accepts all types of short films. In addition, the location is relaxed and intimate making it a safe environment for the hard theme of depression.! http://santafefilmfestival.com !

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Target Festivals Berlin International Film Festival – Germany! !

Although a submission to this festival might seem like a far stretch, the controversial topics addressed in Eli over Darkness fit well in the festival.

The Berlin International Film Festival acknowledges that short films are often controversial, independent and radical, “testing the limits of our comprehension� which are all qualities found in Eli over Darkness. ! http://www.berlinale.de !

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Sundance Film Festival - Utah! !

The Sundance Film Festival brings in top notch filmmakers and talent from all over the world. The films screened at this festival receive commercial distribution and reach audiences all over the world. Most films programmed here are made by already recognized filmmakers, however since each film submission is watched by multiple programmers, there is opportunity for Eli Over Darkness. ! http://www.sundance.org !

Cannes Film Festival - France! !

One of the most prestigious and publicized film festivals, Cannes screens films of all genres from all around the world. Eli Over Darkness exceeds the time limit for a short film submission at this festival. However, the film can be submitted to the short film corner, where the filmmakers can attend workshops and network with industry professionals from around the world.! http://www.festival-cannes.fr !

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Festival Kit Materials:!

- Press release!

- Pitch letter!

- Cast bios!

- Crew bios!

- Photography!

- Business cards!

- DVD! - Folder!

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One Sheet The one sheet for Eli Over Darkness combines symbols of despair with symbols of hope and new beginnings. The upper part of the poster shows Eli and Jenna on top of the mountain where they share their feelings for each other. There, with the light beginning to shine, Eli feels that his life has some purpose again and that there is hope for him to live a normal life. This scene then fades into black tears, symbolizing the sorrow that floods Eli every waking moment. The black tears represent depression, sadness, anger and confusion. This one sheet does not disclose to the audience what the film is about and is open for interpretation. However, it causes intrigue and curiosity. ! ! !20!

Character Posters In addition to the primary movie poster, four complimentary character posters were created. Black and white photography was used to shoot the four actors Tyler Posey (Eli), Nina Dobrev (Jenna), Colton Haynes (Matt) and Stephen Moyer (Father). The characters are shown in their most vulnerable state. A Polaroidstyle frame was selected because Polaroid photography captures human in their most real, candid state of being. The permanent marker font was chosen to create a sense of realness, just as one would use this type of pen to write on one’s own frames to capture the memory. Facts about depression run across each poster to instill a sense of curiosity in the audience as to what the film may be about and raise awareness of the mental health issue at the same time. These posters will be featured at bus stops, in select magazines, on building walls and construction sites, on street lights, on benches and other various public places. ! !

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Cast Tyler Posey – Eli! !

Tyler Posey, 22, is an American actor and musician of Mexican, Irish and English ancestry best known for his lead role in MTV’s show Teen Wolf. He also has had a variety of supporting roles in films such as Scary Movie 5, Legendary and White Frog. !

Nina Dobrev – Jenna ! !

Nina Dobrev, 24, is currently the star of the hit American television drama The Vampire Diaries. Born in Bulgaria and raised in Canada, Dobrev speaks multiple languages. Although she has a background in television, she can also be seen in Perks of Being a Wallflower as Candace. She won multiple times the Teen’s Choice and People’s Choice Awards.!

Colton Haynes – Matt! !

Colton Haynes is a 25 year old American actor and model. Haynes began his career as an Abercrombie and Fitch model at the age of 15, and soon picked up roles on television. He is best known for his role as super hero Roy Harper on the television series Arrow. He also appeared in music videos.!

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Cast Brendan Robinson – Aaron! !

A 23 year old American actor, Brendan Robinson has held numerous supporting roles on television series such as Weeds, Pretty Little Liars and How I met your mother. !

Stephen Moyer – Father! !

Stephen Moyer, 44, is an English actor best known for his role as Vampire Bill Compton on True Blood. He has also held a variety of lead and supporting roles in variety films, including Prince Valiant. !

Hugh Laurie – Dr. Truman! !

Hugh Laurie is a 59 year old English actor known for his role as Dr. House on the hit television drama House M.D for which he received numerous awards. Laurie has also been cast in movie roles which include Stuart Little, Stuart Little 2, and Mr. Pip. Laurie also plays the piano, guitar, drums, harmonica and saxophone.!

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Crew James Bachelor – Director! !

Since he was old enough to pick up a VHS camcorder, James has made movie magic. James collaborates with his brother Alan on scripts, film ideas and creative work. The dynamic brother duo also plays music and writes songs, some of which are featured on the soundtrack of Eli’s over Darkness. A senior at Chapman University’s Dodge College of Film and Media Arts in Orange, California, pursuing a B.F.A. in Film Production and an English minor, James is immersed in the world of film making every day. When he is not studying, James is involved on the college campus: he holds leadership positions in his fraternity and on the Improve team. James is fully committed to any task or challenge thrown his way. !

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Jessica Herman – Producer! !

Jessica’s desire and passion to work in the film industry began her freshman year of high school. She grew up in California and North Carolina pursuing a second passion, Highland Dancing. Now a senior at Chapman University’s Dodge College of Film and Media Arts in Orange, California, she is completing her B.F.A. in Creative Producing with a minor in Advertising. She strives to become a film producer with a focus in themes such as romance and family, but most of all she hopes to inspire people through her films. A hard worker, Jessica always seizes any occasion to learn new skills that will make her a great producer and an overall good person. ! !

Alan Bachelor – Screen Writer ! !

Alan Blake Bachelor has been helping his brother James Bachelor make films since a young age. He is currently studying drama at UC Irvine and has been a part of many plays and musical productions. In his free time, Alan’s passion is creative writing and music. He writes short stories and screenplays. His band “Innerday Alarm” is set to release an EP in the near future. Alan and James collaborated to write original songs for the Eli Over Darkness soundtrack.!

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Crew Charlotte Silverstein – Head of Marketing! !

Charlotte grew up in Mill Valley, a California small town with not much to do, except watching movies. In her junior year of high school she joined the yearbook team and discovered her passion for communicating. Her interest in movies and entertainment combined with her skills in communication led to her pursuing a B.A. in Public Relations and Advertising, a B.A. in Spanish and a Leadership Studies minor at Chapman University in Orange, California. Charlotte hopes to immerse herself in the entertainment industry come graduation. Trilingual and bicultural, Charlotte has traveled the world experiencing new cultures and communicating with a variety of people. Her ability to understand different points of view, customs and languages have influenced her ability adapt to different types of consumers. !

Production Unit:!

Emma Nylander – Line Producer!

Ethan Warman – UPM! Alyssa Olinger – Location Manager!

Megan Kelly – 1st AD! Delaine Debeer – Script Supervisor!

Tess Pocock – Caterer !

Hoang Nguyen – Set PA!

Camera Department:!

Casey Stolberg – DP! Connor Lambert – 1st AC! Kelley Klebenow – 2nd AC! Matthew Antonino – Still Photographer!

Daniel Jennings – DIT! !

Post Department:!

Delaine Debeer – Editor!

Geraldo Gutierrez – Sound Designer!

Bryan Smaller - Colorist! !

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Festival PR Traditional Media-Television, Radio, Print: !

In order to promote awareness of Eli over Darkness at each selected festival, the marketing team will create a media list based on the geographic location of the festivals. For each city, local television station programmers, radio stations, newspapers and magazines will be pitched and sent the movie trailer, story line and cast and crew bios. Pitch angles will include the story line and theme, the actors, wardrobe, soundtrack and the trailer to precisely target selected media outlets. Interviews will be set up. These public relation campaigns will create lasting motivational visuals that will increase viewership.!

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Social Media: !

A strong social media presence is required at each festival. The use of Twitter will be most dominant at the festivals to create a fan/movie personal interaction. Live from the red carpet tweeting will be important. Social media contests will be held at each festival; participants will win cast meet and greats, signed apparel and posters, tickets to the premiere and the movie soundtrack. Prizes and one on one interactions will help create a lot of buzz for the film.!

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Festival Advertising Festival advertising will remain minimal as most festivals do their own advertising that usually includes the movies presented at the festival. The one sheet as well as the four different character posters will be mass-produced on cheaper paper. These posters will be handed out by street teams and placed on walls, bus stops and street lamps all over the city where each festival is held.!

Eli !

Alright. I’ll admit that this place looks pretty nice.! !

Jenna!

Beautiful even?! !

Eli! Fine.

Beautiful.!

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Guerilla Marketing/Stunting Strategies Free soundtrack downloads:!

Street teams will hand out free movie soundtrack downloads with a link to the Facebook page to learn about the movie and hear a few seconds of one of the original songs. The free download can only be activated after buying an Eli movie ticket through websites such as Fandango. Many people love getting free music and this is a good incentive for them to purchase a ticket and see Eli over Darkness either at the festival or at a later date.!

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Garage concert with local teen musicians: !

Director James Bachelor and writer Alan Bachelor will pair up with local teen musicians (pre-selected and approved before hand) and have a “jam� session in various garages (pre-selected and approved before hand) around the city in which the film festival is occurring. This is similar to the scene in the film where Eli and his friends have band practice. The garages and the neighborhood lampposts will be covered with Eli over Darkness movie posters including the character posters with the facts about depression.

Ideally, the local teens and their friends will start posting about these concerts on social media. This stunt will create intrigue around neighborhoods and attract teens, a selected target audience for the movie.!

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FREE SOUNDTRACK DOWNLOAD Upon purchase of Eli Over Darkness movie ticket on Fandango, enter promo code ELI2567 to download the entire movie soundtrack for free.

Preview the soundtrack on our Facebook page! www.facebook.com/elioverdarkness

Phase 3: B-2-B 29!

Distribution Strategy Because Eli over Darkness tackles the difficult theme of teen depression, it seems to appeal to a limited specific audience.

However with its relatable story, its sensitivity and its positive ending, it has the potential to appeal to a broader spectrum of the public. In addition a thoughtful and carefully planned marketing campaign will attract a distributor. In order to secure a distributor for Eli over Darkness, specific companies were first selected as potential ideal distributors. Then the potential distributors were thoroughly researched. Those selected all have a specialty in independent films. Fox Searchlight would be the preferred distributor for Eli over Darkness because of its ability to work on films with smaller budgets and its power within the distribution industry.! Â !

To obtain a distributor, the marketing team will hold private screenings of the film for each of the selected studios. Meetings with studio executives, the director and producer will be set up to pitch the film. Additionally, the studios will each receive a kit, similar to that of the festival kit, with all the critical information on the film as well as a list of already formed partnerships. All forms of creative advertising will be brought to these meetings and the marketing plan will be presented too.! !

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Target Distributors  !

Fox Searchlight:! !

A sister company of 20th Century Fox, Fox Searchlight specializes in the distribution of independent films, foreign films, as well as drama and horror genres. Fox Searchlight would be an ideal distributor for Eli over Darkness, an independent drama.! Â !

Magnolia Pictures:! !

Magnolia Pictures specializes in the distribution of independent and foreign films. Open to distributing any genre of film, Magnolia Pictures seems a good match for Eli over Darkness. ! Â !

IFC Films:! !

IFC Films is a leader in the independent film industry. A branch of IFC Entertainment, this film distribution company would provide good opportunities for Eli over Darkness. The company prides itself in creating customizable plans for each film as well as the option of releasing the film the same day as it is available on video on demand. !

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Target Distributors Focus Features: ! !

A division of NBC Universal, Focus Features distributes films that are daring and original. Eli Over Darkness touches on darker topics, something that would appeal to this distribution company. Focus Features strays away from the mainstream films. ! !

Alcon Entertainment:! !

An independent film company, Alcon Entertainment still capitalizes on attributes that major studios offer.

Alcon Entertainment provides its films a cost efficient, but powerful distribution strategy. Eli over Darkness would be in one of the best hands in the independent film business at Alcon Entertainment. ! ! ! !

Studio Kit:!

Creative Advertising:!

Collateral Materials - - - - - - -

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Letter of intent!

Press Release!

Pitch letter!

Cast and crew bios!

Photography!

Business cards!

Dvd!

- - - -

Full length theatrical trailer!

Movie poster!

Character posters!

TV spots!

Online advertisements!

Print advertisements !

Movie t-shirts!

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Movie hats!

Movie sunglasses!

Movie stickers!

Movie cozies!

Movie Soundtracks!

Rubber bracelets!

Phase 4: Consumer Strategy 33!

Release Strategy Eli Over Darkness is an independent film with specific target audiences. That being said, a platform release strategy would be most effective to increase the viewership little by little. As the viewership increases, and feedback starts to come in the marketing can be adjusted. A platform allows for word of mouth and for the marketing campaign to gain momentum.! Â !

The official release date selected is October 3, 2014. This date was chosen because fall often sees serious film topics that generate discussion. Teachers, school counselors and Parent Teacher Associations might want to use Eli over Darkness, a movie to which students and parents can relate, to address the theme of teen depression. Additionally, this weekend only has one competitive film scheduled for release by 20th Century Fox according to BoxOffice.com, Gone Girl. Gone Girl falls into the thriller genre, making it light competition for Eli Over Darkness. !

Release Date: October 34!

3, 2014!

Release Pattern A platform release, which is a limited release strategy, is ideal for Eli Over Darkness. Progressively increasing the number of cities and theatres the movie will be screened seems the best strategy for an independent film with a theme that addresses mental health issues. Word of mouth, audience reactions and film reviews will allow for the marketing team and distributor to work side by side to select the right theatres for this film. The momentum built during a platform release allows for the film to appeal to a broader demographic than originally anticipated. ! !

Playdates: 3,000!

“Five-year-old Eli, clutching his teddy bear, watches as his father passes by with a phone and opens the door to the master bedroom. His father moves hurriedly and is trembling.�!

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Competitive Environment After researching the new films in theaters the weekend prior to the release date of October 3 and the films coming out the weekend after, competition will be minimal. The films set to release within those three weekends all have plot lines no where near similar to that of Eli over Darkness, giving it a real chance to attract moviegoers who might not have otherwise elected to see it. ! !

As noted earlier Eli over Darkness will only be competing with one other film on opening weekend. Some audiences may have trouble choosing between Eli over Darkness and Gone Girl because the target demographics for the films somewhat overlap. However, the second weekend Eli over Darkness will play the film releases combine comedies and family-oriented movies, thus creating a competition-free environment. !

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Movies releasing weekend of September 26, 2014:! !!

Selfless!

The Equalizer!

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Genre: Sci-Fi, Thriller!

Studio: Focus/Film District!

Plot: An extremely wealthy old man dying from cancer choses to undergo an intense medical procedure. His conscience ends up into the body of a healthy young man.

Everything seems perfect until he discovers the truth about the body’s origin and the secret organization that will kill to keep its secrets. ! !

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Genre: Action, Thriller!

Studio: Sony/Columbia!

Plot: After quitting his job, a veteran covert operative puts an ad in the classified that reads, “Got a problem?

Odds against you? Call the Equalizer.”!

The Boxtrolls! !!

Genre: Adventure, Animated, Family!

Studio: Focus!

Plot: Based on the children’s novel “Here be Monsters” by Alan Snow, an orphan boy raised by underground cavedwelling trash collectors must save his friends from an evil exterminator. !

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Competitive Environment Movies releasing weekend of October 3, 2014:!

Eli Over Darkness! !

Gone Girl! !

Genre: Drama, Thriller!

Studio: Fox! Plot: Based on the novel, “Gone Girl”, a woman mysteriously disappears on the day of her wedding anniversary.!

Movies releasing weekend of October 10, 2014:!

The Interview!

The Judge!

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Genre: Comedy!

Studio: Sony/Columbia!

Plot: An attractive talk show host and his producer unwittingly get caught up in an international assassination plot.! !

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Genre: Comedy, Drama!

Studio: Warner Bros.!

Plot: A successful lawyer returns to his hometown for his mother’s funeral only to discover that his estranged father, the town’s judge, is suspected of murder.!

Alexander and the Terrible, Horrible, No Good, Very Bad Day! ! !!

Genre: Family!

Studio: Disney!

Plot: Alexander wakes up with gum in his hair, and things just get worse as his day progresses.!

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Creative Advertising The creative advertising pieces for Eli Over Darkness will all incorporate a combination of symbols of despair with symbols of hope and new beginnings, as conveyed in the film’s one sheet. Colors and fonts will stay consistent throughout the variety of advertisements. The advertisements provided for the media will require quite a large expense as high quality materials must be used and the television spots thoughtfully put together. Consumer advertisements will be mass produced at a cheaper cost. Consumers like free handouts and will gladly receive freebees. Ideally, they will wear the tshirts, hats, sunglasses etc… and act as walking promotional billboards. ! !

Materials List:!

- Media Materials:!

- Full length theatrical trailer!

- Movie poster!

- Character posters!

- TV spots!

- Online advertisements!

- Red carpet backdrops!

- Print advertisements !

- Billboards! !

Consumer Materials:!

- Movie t-shirts!

- Movie hats!

- Movie sunglasses!

- Movie stickers!

- Movie cozies!

- Movie Soundtracks!

- Rubber bracelets ! !

Tagline: 38!

Eli Over Darkness Seek the light

Eli Over Darkness Seek the light

“Seek the light in the darkness.”!

Eli Over Darkness Eli Over Darkness

Seek the light

Media The media strategy was intentionally crafted to keep advertising costs down to a minimum. Paid placements are often extremely expensive, but still necessary. Television, internet, radio, print and outdoor placements will be purchased in the efforts to reach the movie’s targeted audiences and continuously raise awareness of the film among the general public. MTV, a corporate sponsor, will offer free advertising.!

Media choices: ! !

Television: Advertising on television is extremely expensive and therefore will be limited. Spots will be purchased on television stations geared towards parents, who watch more live television than young adults and teenagers. These networks and shows will include: Bravo (Real Housewives), ESPN (Sports Center), ABC (Dancing with the Stars, Modern Family, Grey’s Anatomy), NBC (The Voice), Comedy Central (The Colbert Report). ! !

Internet: The internet spots for the film will target the selected audiences of teenagers and young adults. These most tech savvy generations avidly use internet television and all forms of social media. Spots will be purchased for video advertisements on Netflix, Hulu and Youtube and background and banner spaces will be purchased on social media sites such as Facebook. Advertising space, whole backgrounds or side bars, will also be placed on popular sites, blogs and Tumblr accounts. These blogs and sites include, but are not limited to Perezhilton.com, buzzfeed.com and totalfratmove.com. !

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Media Radio: Radio spots will be limited to iTunes radio, Pandora and Spotify in this advertising campaign because people who listen to the radio often change the channel once a commercial comes on air. However, the radio stations selected make users listen to the advertisement every few songs or before they can change the song. ! !

Print: Ads will appear in major newspapers. These outlets include: The New York Times, The LA Times, The San Francisco Chronicle, USA Today, The Washington Post, Huffington Post and the Chicago Tribune. Audience specific magazines will feature the Eli Over Darkness advertisement as well; these outlets include: Psychology Today, National Council Magazine, Men’s Health, ESPN Magazine, In Style and Cosmopolitan. ! !

Outdoor: Some billboard space will be purchased along major highways and in major cities.

However, bus stops and benches will constitute the dominant forms of outdoor space used for this campaign. Many people take the bus, or walk by bus stops and benches, making them ideal and cost effective places. The movie poster will also be produced in the form of small flyers and the street team will post it all over cities on street lamps and request to leave some in store windows. !

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Market Research Test Screenings: ! !

A key element of research, tests screenings aid in the overall effectiveness of the marketing campaign and the success of the film itself. Before the marketing plan is put into place, the marketing team will conduct test screenings in different states and regions to gauge the audience reaction to the film. After viewing the film, the audience will rate the movie, story, characters and length. By collecting this quantitative data, the film can be improved. The marketing team will then conduct focus groups, collecting qualitative data on audience reactions. It is crucial to invite the four target audiences selected for this film (young adults, single parents, parents of teenagers and teenagers) as well as those in the mental health field to get their opinions and feedback. These demographics’ reactions to the film will help create future effective advertising tactics and enhance the success of the film. Additional test screenings should be conducted a few weeks before the premiere to gauge interest in the film as well as its playability.!  !

Tracking:! !

Tracking, a crucial part of the research process, measures audience awareness surrounding the film (aided and un-aided), interest, first choice and intent to go see the film. These results will determine the marketing and advertising tactics needed in the last few weeks leading to the release. If the results are excellent, advertising for the film should stay the same or even be taken down a notch. If the results are poor, more advertising space should be purchased and new strategies put in place immediately by the marketing team. Data for Eli over Darkness will typically appear in the tracking reports three to six weeks prior to release. Overall, this collection of data allows the marketing team to identify the strengths and weaknesses of the campaign.!

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Publicity Strategy To raise awareness and spark interest in Eli over Darkness the campaign will focus on providing as much exposure as possible in all media at local and national levels while limiting paid advertisements due to limited budget. Outlets were strategically selected based on their audience and specialty. A variety of pitch angles will be proposed to attract the targeted audiences and imprint the name Eli in their minds. In addition publicity stunts and screenings leading up to the premiere will help generate a buzz via word of mouth and social media. Finally, cast appearances will enthrall the fans the night of the official film release date.! ! !

Publicity Materials: ! !

- Pitch letter!

- Cast and crew bios and headshots!

- On set photography!

- Movie trailer!

- Signed posters!

- Movie premiere tickets!

- Red carpet photography backdrop!

- Press kits !

- USB drives (mini drumstick with movie title)!

- Media invite to the Eli Over Darkness media day event!

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“Eli, 17, sits alone in his room, silently rolling a pill around between his fingertips.”!

Sample Pitch Letter

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Publicity Activities Print: ! !

The marketing team will send out pitches to specific print outlets, targeting lifestyle and fashion magazines to raise awareness of the film among the target female demographics.

Outlets such as Variety, InStyle, Cosmopolitan, Beauty, Elle, Vogue, Glamour and Seventeen to reach the teen girls will be on the pitch list. Pitches to GQ, Men’s Health, Men’s Fitness, and Men’s Journal will expose Eli over Darkness to the target male demographics.

Rolling Stone will be included because music plays a big role in the movie. Pitch angles will vary to avoid repetitive articles about the movie that would have the detrimental effect to bore the audience or let people feel that the movie has little to offer.

Possible pitches will highlight the theme of depression and ways to cope with it, original soundtrack, upcoming actors, jamming with friends, friendship and teen romance. Actress Nina Dobrev and actors Tyler Posey, Colton Haynes and Stephen Moyer will conduct interviews. To place Eli over Darkness among the general entertainment community the marketing team will also send out pitches to entertainment magazines such as Entertainment Weekly, TV Guide, and Entertainment in order to showcase the whole cast, or part of the cast in a feature. !

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Publicity Activities Television:! !

Publicity on television for Eli over Darkness will consist of cast interviews and appearances on talk shows and behind-the-scene spots on various entertainment shows. The marketing team will strategically select talk shows based on the film’s target audiences and will propose different pitch angles to draw in the show viewers and ultimately incite them to see the movie. All the shows have websites that will provide additional internet publicity.! !

Cast and crew appearances will be booked for “The Ellen Show,” “Today Show,” “Good Morning America,” “The View,” “Live! With Kelly and Michael” and “The Talk” to raise awareness among parents of teenagers and single parents. Although the audiences for these shows are primarily female, they are still included in the target demographic. ! !

Cast and crew appearances will be booked for “Jimmy Kimmel Live,” “The Tonight Show,” “Late Show with Dave Letterman,” “Conan,” “Lopez Tonight” and “Saturday Nigh Live.” All of these shows attract viewership from the target demographics of the film. ! !

“E! News,” “Access Hollywood” and “Extra” will be invited to come on set, and get behind the scenes for interviews and coverage. ! !

A few shows hosted by doctors such as Dr. Oz and Dr. Phil represent a nice platform for Eli over Darkness.

On Comedy Central, Jon Stewart often receives cast and crew members of films that address difficult topics while Stephen Colbert often invites young musicians and fringe bands. “The Dr. Oz Show,” “Dr. Phil,” “The Daily Show” and “The Colbert Report” will be solicited. ! !

Finally Josh Horowitz will receive the cast and crew of Eli over Darkness on his “MTV After Hours” show, a favorite of teenagers and young adults. In addition, MTV, a corporate sponsor of the movie will run spots and pop-ups on selected programs. !

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Publicity Activities Radio: ! !

The marketing team will book radio appearances for the key cast members of the film. The radio stations selected will all be local to Los Angeles, as the cast will already be doing radio spots in various cities for the film festival tour.! !

Press Junket:! !

The marketing team will build an extensive media list of entertainment reporters and bloggers. These reporters and bloggers will be invited to the Eli over Darkness media day.

Each attendee will receive a press kit and a personal invitation to cover the premiere as well as the promotional events sponsored by the movie’s corporate partners- Build-A-Bear at Disneyland and the soundtrack rendition at Amoeba Music in Hollywood. The day will start out with a general Q & A press conference featuring the cast, director and producer.

Then, each reporter will have allotted time slots to interview each cast member, as well as the director and producer either on camera or off camera. This media day will take place at the Hyatt Regency Century Plaza in Los Angeles a month before the premiere.

Scenes from Eli over Darkness and short videos from the best jam sessions will play on a large screen. Some of the props will be displayed: Eli’s bear, the guitars, the costumes and the band instruments.!

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Publicity Activities Screening programs: ! !

Eli over Darkness will be screened at a select number of high schools across the United States before the premiere date. This will help promote the film within the target audience of teenagers as teenagers will report about their experience on social media. All viewers will receive coupons for free soundtrack downloads that can only be activated after buying an Eli movie ticket through websites such as Fandango as an incentive to send a friend see Eli over Darkness.! Â !

About three weeks before the official release of the film, a carefully selected list of mental health bloggers including both specialists and people suffering from depression who write about it will be invited to a special pre-release screening and after party. The bloggers will be asked to post a film review on their sites within four days of viewing the film to generate awareness among the niche demographic of mental health specialists. ! Â !

To create a buzz among the demographic of single parents, a selected audience for this film, and parents of teenagers, another selected audience for Eli over Darkness, single parent bloggers and parents of teenagers who write about raising a teen will also be invited to a special pre-release screening and after party about three weeks before the official release of the film. They too will be asked to post a film review on their sites within four days of viewing the film.!

In addition, a special pre-release screening and after party will be held for film writers and bloggers so the film can be fully reviewed prior to its release. Their reviews will create an outreach to the general population of moviegoers. !

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Publicity Activities Premiere: ! !

The premiere for Eli Over Darkness will be held on October 1, 2014 at the El Capitan Theater in Los Angeles. Select press will be invited to cover the red carpet. Guest of honor, people who will have won on social media, radio, and TV contests, will have the chance to sit next to the actors, meet and greet the actors, and have their picture taken with the stars. ! Â !

Appearances: ! !

As mentioned earlier, the cast will make numerous appearances at events and TV shows. In addition the marketing team will select movie theatres where Eli over Darkness will play on the release date of October 3, 2014. The cast will make surprise appearances at these screenings, sign autographs and take pictures with fans.!

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Publicity Activities Stunts:! !

Concert on the Santa Monica Pier: James and Alan Bachelor along with punk band “Adolescents” will play songs off the Eli Over Darkness soundtrack on the Santa Monica Pier. There will be a booth set up near the stage with free raffle where the public can win signed movie posters and tickets to the Los Angeles premiere.! !

Support a friend campaign: The street team will engage people to pledge their support to someone they know who presents with signs of depression to raise awareness of the mental issue and of Eli over Darkness. At bus stops, on the sidewalks, at street corners, and in front of stores, they will hand out a flyer from the National Institute of Mental Health about the signs of depression and how to help someone who might be suffering from depression. At the same time they will hand out a character photo of Eli over Darkness and invite people to go and see the movie. !

“Please pull over the car, then we can talk. I can help you.” !

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Partnerships/Promotions The partnerships formed to promote Eli over Darkness were strategically chosen to reach the film’s target audiences and to reduce production and promotion costs. At the same time, the corporate partners will benefit from the film publicity. Partners include Dr. Martens, Pacific Sun, Build-A-Bear, Amoeba Music, the National Institute of Mental Health, and MTV. Listed below are the specific reasons why each partner was chosen:! !

The teenagers in the movie will wear Dr. Martens shoes and Pac Sun clothing. The partnerships with Dr. Martens and Pac Sun will completely eliminate the cost of wardrobe for the teenagers in the film.

Additionally, the in store promotional materials of the film will reach teenagers, an audience of the film as this demographic frequently shops at these stores. Â ! !

A symbolic moment in the film is when 5-year-old Eli clutches his bear as he realizes his mother is dead.

Partnering with Build-A-Bear will serve as placement for this scene and promote the different layers of the movie, an aspect that will attract parents and female teenagers in particular. ! !

Eli over Darkness features a selection of original and well known punk songs. A partnership with Amoeba Music, an independent record store with three locations in California, will help defer the costs of the garage concerts at the film festivals and of the Santa Monica concert. Plus an in-store event will promote the movie while also promoting the store. ! !

Since Eli over Darkness addresses the issue of teen depression, the National Institute of Mental Health will provide a grant to promote the movie. In addition, Eli over Darkness will be on their website in the education material. This partnership will not only provide funds but also recognition at the national level among the niche audience and all people interested in mental health including the film’s other targeted audiences. ! !

A partnership will MTV will be formed in order to reduce the cost of television spots for Eli over Darkness.

MTV, a favorite TV station for young adults and teenagers, will air spots and place pop-ups on selected programming. Considering the cost of advertising, a partnership with MTV will save the marketing team a considerable chunk of money that will help cover other expenses and pay for spots on other channels. !

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Partnerships/Promotions Partnership Details:!

Dr. Martens – Product Placement and In-Store Promotion:! !

Eli and his group of friends are punk rockers. A shot in the film cuts to the boots they are wearing as they run from a security officer. A Dr. Martens product placement in the film will be beneficial for both parties. Eli and his friends will wear the boots throughout the film. Additionally, at a wide selection of national Dr. Martens stores, Eli, Jenna, Matt and Aaron will be featured in advertisements as a cross promotion for the film and the shoes. Upon purchase of Dr. Martens shoes in store, customers will receive their purchase in a bag featuring the cast of Eli Over Darkness as well as an informational flyer about the film inside the bag.

Pac Sun – Product Placement, In-Store Promotion:! !

Pac Sun will provide wardrobe for Eli and his group of friends. An Eli over Darkness shirt will be designed and sold in select Pac Sun Stores nationally. ! !

MTV – Television Advertisement, Product Placement:! !

MTV is an ideal partner because of the musical aspect of the film and the free advertising it will provide in a world where advertising is extremely prohibitive because of its cost. In return, MTV logo stickers will be placed on the musical instruments Eli and his friends play in the film.!

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Partnerships/Promotions Build-a-bear – Product Placement and Event: ! !

In the movie young Eli holds tight to the teddy bear his mother gave him just because she loved him. A build-a-bear event will be used as placement for this heartbreaking scene, also a symbolic scene for the power of love. Two weeks before the movie release date of October 3, the cast of Eli over Darkness will make an appearance at the Build-A-Bear Workshop in Downtown Disney in Anaheim, California. The cast will take pictures with fans and sign autographs and each make their own bears in the store. ! !

National Institute of Mental Health – Internet Publicity:! !

In addition to providing funds for the movie with a grant, the National Institute of Mental Health will provide free internet publicity. The website has a special section for educational material where Eli over Darkness will be promoted as an alternate source of information about depression. ! !

Amoeba Music – Event: ! !

Eli and his friends jam together in the garage. Music plays an important role in Eli over Darkness that features original songs and also some well known punk rock songs. Amoeba Music in Hollywood will sponsor an event cross promoting the film and the store. Alan and James Bachelor will perform their original songs from the movie soundtrack. The cast will sign autographs and take pictures with fans. Additionally, the cast will use Twitter to tweet about their favorite music selections they find in the Amoeba Music store. !

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Internet Marketing Strategy Essential in the Eli over Darkness campaign, Internet marketing will spread awareness of the film throughout the core audiences of the film and then beyond. The online media coverage is intended to create favorable feelings towards the film and leave the viewers with a strong desire to go see the film. The advertising platforms were carefully selected to reach the younger, tech savvy audiences specifically as they spend more time online than watching live television. Social media will engage the target audiences to interact with the film at a personal level. The social media platforms selected are the most popular in today’s culture and will reach many screens throughout the world. ! !

Online Publicity: ! !

Mental Health Blogs:! !

A special pre-release screening and after party will be held for a carefully selected list of mental health bloggers including both specialists and people suffering from depression who write about their ordeal. This screening will occur about three weeks before the official release of the film. The bloggers will be asked to post a film review on their sites within four days of viewing the film. These reviews will generate awareness among the niche demographic of mental health specialists. The film reviews the most likely to spark interest for Eli over Darkness will then be posted on the official Facebook and Twitter pages. In addition to this pre-release screening, a general pitch about the film with a trailer, cast and crew bios and the story line will be sent out to a large, less specific list of mental health bloggers who may post the material on their sites. Ultimately, this extra coverage will create buzz around the film, specifically its serious message, among this community and incite the targeted audience to see the film.!

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Internet Marketing - Online Publicity Parenting blogs: ! !

A special pre-release screening and after party will be held especially for a carefully selected list of parenting blogs including single parent bloggers and parents of teenagers who write about raising a teen. This screening will occur about three weeks before the official release of the film. The bloggers will be asked to post a film review on their sites within four days of viewing the film. These reviews will create a buzz among the demographic of single parents, a selected audience for this film, and parents of teenagers, another selected audience for Eli over Darkness. The film reviews the most likely to spark interest for Eli over Darkness will then be posted on the official Facebook and Twitter pages. In addition to this pre-release screening, a general pitch about the film with a trailer, cast and crew bios and the story line will be sent out to a large, less specific list of parent bloggers who may post the material on their sites.

Ultimately, this extra coverage will spread awareness of the film among the parent demographics and lead these communities to see Eli over Darkness.! Â !

Entertainment News Sites: ! !

Pitches will be sent to a carefully selected list of entertainment news sites. Pitch angles will include exclusives, trailers, cast and crew bios, the story line, behind the scenes footage, interview opportunities and more. Entertainment news sites are primarily followed by young adults (18-24). Media impressions from these sites will spread awareness about the film among the younger adult demographic, a target audience for the film. Some articles will then be posted on the official Facebook and Twitter pages.!

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Internet Marketing - Online Publicity Film sites and blogs: ! !

Audiences of all ages visit film sites which constitutes an easy way to reach out to the general population of movie goers and increase the exposure of Eli’s over Darkness. Pitches will be sent to a carefully selected list of film sites and blogs. Pitch angles will include exclusives, trailers, cast and crew bios, the story line, behind the scenes footage, interview opportunities and more. In addition, a special pre-release screening and after party will be held for film writers and bloggers so the film can be fully reviewed. This screening will occur about a three weeks before the official release of the film.

Articles and film reviews will then be posted on the official Facebook and Twitter pages.!

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Music sites and blogs: ! !

Music plays an important role in Eli over Darkness as it gives Eli a way to express himself and one mean to take his mind off his depression. Film director James Bachelor and writer Alan Bachelor wrote the original songs. The soundtrack of the film and artist bios will be sent to music blogs and sites. Interviews with the artists will be available. A general pitch about the film with a trailer, cast and crew bios, and the story line will be distributed too. The ultimate goal is to have the bloggers give their thoughts on the movie soundtrack to generate more conversation. These articles will then be posted on the official Facebook and Twitter pages.!

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Internet Marketing - Online Advertising Online Advertising:! !

Facebook: ! !

Advertising on Facebook purposely pinpoints the viewer’s profile.

Therefore only those interested in films, the actors in Eli over Darkness, or the subject matter of the film will see the ads, making this advertising a judicious investment and an ideal placement since Facebook appeals to a wide age range.! !

Twitter:

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A week before the official release of the film, the marketing team will make Eli over Darkness promoted content on Twitter. The Twitter content will then be on top of each page the viewer searches, if it matches up with people they already follow and subjects they are interested in.

This promotion would primarily be seen by teenagers and young adults because they are avid social media users.! !

YouTube: ! !

YouTube videos begin with five seconds of advertising that the viewer cannot skip. Following the five seconds, the viewer can either watch the full advertisement or choose to skip it. Advertising on YouTube can be carefully selected by the marketing team, which ensures that the trailers and other forms of advertisements shown will reach the target audiences for the film. An added bonus of advertising on YouTube is that if the viewer chooses to skip the ad after the first five seconds, the advertiser is not charged. !

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Internet Marketing - Online Advertising Hulu:! !

Hulu subscribers encompass a wide demographic, including the primary audiences for the film. Advertisements on Hulu change depending on the type of video content one is watching. This means that the film trailer and other forms of advertisement for the film will reach audiences interested in subject matters related to Eli over Darkness, thus spreading awareness of the film among the targeted Hulu subscribers. !

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Entertainment gossip sites: ! !

Entertainment gossip sites primarily reach teenagers and young adults (two targeted audiences for the film). These sites often place movie advertisements as their whole background, as sidebars and pop ups making them hard to miss. The marketing team should have the advertisements running on these sites a week prior to the official film release. ! !

Tumblr: ! !

Tumblr is largely used by teenagers and young adults. The advertising space on Tumblr is clear, interactive and easy to see, making it ideal for the marketing team. Sponsored advertising on Tumblr goes beyond the core audience and ends up reaching billions of people. !

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Internet Marketing - Social Media Social Media: ! !

Facebook: ! !

The official Facebook page will keep the public updated about upcoming publicity and press events, promotions, and premieres. Additionally, interesting articles surrounding the film such as featured artists on the soundtrack and updates from the actors as well as articles about depression and reviews from bloggers will be posted here. This page will also be linked to the Twitter, YouTube and Instagram accounts as well as the official film blog. The posts from those social media platforms will be viewable to the public through Facebook allowing audiences to see pictures, videos, interesting articles and contests.

To emphasize the positive ending of Eli over Darkness without revealing its ending, a special link called Seek the Light over Darkness will also allow people who suffer from depression to display their artistic creations with a brief statement explaining the power of selfexpression in overcoming depression. !

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Twitter: ! !

The official Twitter page will allow for real time communication with the public, excellent word of mouth publicity. When people get responses on Twitter from movies, companies or their idols, they tend to make a big deal out of it and start spreading the word. Conversation with the fans can occur by answering questions and giving out prizes such as movie premiere tickets, signed posters and shirts and meet and greets with the actors. The hashtags #seekthelight and #elioverdarkness will be used in each post to create buzz. This page will also be linked to the Facebook, YouTube and Instagram accounts as well as the official film blog. ! Â !

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Internet Marketing - Social Media Blog: ! !

The official Blog for Eli over Darkness will be utilized to share the primary issue of the film: depression. Guest writers, bloggers, actors and therapists will share their stories, experiences, opinions and views on depression. This blog will prepare the audience for the main theme of the film. Personal stories will inspire those dealing with depression or know someone who has depression to see the film and ultimately seek help. Links to the blog will be posted on the Twitter and Facebook pages each time a new story is written. !

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YouTube Channel: ! !

The official YouTube channel will primarily show the trailer for the film, cast and crew interviews, television spots and previews. These videos will be available on the Facebook and Twitter accounts as well. ! !

Instagram: ! !

The official Instagram account will share photos from the set and behind the scenes as well as cast photos, press events and meet and greets. The Instagram platform will primarily give the public a more “behind the scenes” look at the movie. The hashtags #seekthelight and #elioverdarkness will be used in each post to create buzz. This account will be linked to the official Twitter and Facebook accounts to allow those account subscribers to view the photos there as well.!

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Thank you.

A !

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special Thank You to:!

Entertainment Marketing Fall 2013, Tuesday section!

Mr. Rice, my high school yearbook teacher!

Professor Jim Frederick!

Sylvie Silverstein, my mother!

Jessica Herman, Eli Over Darkness producer!

James Bachelor, Eli Over Darkness director!

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There is always a way to find the light amidst the darkness. !

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