MARKETING PLAN VAUGHN RYAN
1
VAUGHN RYAN Entertainment Marketing Plan | Spring 2015
CONTENTS 1 2 3 4 7 8 9-10 11 12-13 14-16 18 19
PHASE ONE: Film Overview Overview Target Audiences Opportunities & Obstacles The Big Idea Animation Process Title Research PHASE TWO: Film Festival Strategy Festival Strategy Festival Kit Cast & Crew v Festival Marketing Activities
21 PHASE THREE: Distribution Strategy 22 Overview, Screenings, Research 23 Target Distributors
25 26 27 28 29 30 31 32 33 34 37 38 39 40 42-43 45
PHASE FOUR: Consumer Strategy Release Overview Competitive Landscape Creative Advertising Print & Outdoor In-Theater Marketing TV & Radio Concepts Media Strategy Media Schedule Media Placement Digital Media Social Media Market Research Publicity Promotions Home Entertainment Strategy
47 CONCLUSION
EXECUTIVE SUMMARY Farts, toots, and poop are funny. They have been since the beginning of time. It is simple human nature to laugh when a friend or sibling squeaks out a loud one. We may not know why they are so funny, but we cannot ignore the humor behind them. This marketing campaign hinges on the potty humor of this incredible animated film. A film that uses that humor as a method to communicate an underlying idea: when you find yourself in a hard situation and you are full of doubt, do not give up. The solution is usually right around the corner. So hang in there, keep trying, and go for it. You can do anything you put your mind to. Like fart.
1
PHASE ONE MARKETING oVERVIEW
1
OVERVIEW GENRE
Animated Comedy
Anticipated Rating PG
Tagline
“Toot for the sky!”
Positioning Statement The family-friendly animated comedy of the summer follows a tiny man with a massive problem. Watch Mr. Small, undersized and under prepared, as he struggles to do almost anything in an enormous mansion. However, his unexpected bowel movements could pose the largest problem.
Synopsis Life is hard as a journalist. However, Mr. Small has bigger problems, literally. As he finds himself stuck in an athlete’s enormous mansion, will he even be able to get himself up onto the couch? After Mr. Small is forced to eat a massive bowl of chili, his bowels give him no mercy and threaten to ruin an important interview. What started as a routine, professional meeting, quickly takes a turn for the worse. At the end of the day, Mr. Small will have to find a creative way to save himself from a messy situation. 2
TARGET AUDIENCES
PRIMARY Demographics Children and Preteens Ages 5-12 Nationwide In elementary or junior high All socio-economic statuses Psychographics Our primary audience is not afraid to indulge in childish humor. They like to hang out with friends.
SECONDARY Demographics Parents and adults Ages 35-53 Nationwide Psychographics They have children that like animated movies and want to be entertained. They are also able to laugh at bathroom humor and enjoy animation.
TERTIARY Demographics People that like animated films Nationwide Psychographics They like animated movies and have friends or family members that do as well. They like to see new movies on the weekends.
They are tech savvy even at a young age and, of course, they laugh at farts and potty humor. 3
OPPORTUNITIES Unique story concept and positive message
Never before has a film focused on a conflict surrounding a toilet, yet still built a full and humorous plot that has a positive reinforcement.
Outstanding animation
For a senior digital arts major, Yifan Shao has created an stunning picture for the audience’s viewing pleasure.
Potty humor
The director taps into the irony of having to go number two in a guest’s house and ends the conflict with hilarious drama.
Wide audience and PG Rating
With a PG rating, this film has the chance to easily appeal to millions of consumers.
OBSTACLES
4
Animated film
There are consumers that avoid animated films, preferring liveaction. This audience generally comprises middle-aged men.
Potty humor
Some parents have higher censorship than others and may not want their children to be exposed to more bathroom jokes.
Humor translating internationally
Humor does not transfer interculturally sometimes, Thus, marketing internationally may be more tricky.
5
6
THE BIG IDEA
Sometimes we feel small, but we can do big things. Show parents that their kids will laugh and learn. Don’t give up in the face of diversity, but don’t forget to smile either! Bring parents back to their childhood using potty humor while simultaneously pushing the positive message.
7
ANIMATION PROCESS Storyboards
8
Modeling, Texturing, Rigging
Animation
TITLE RESEARCH THE PROBLEM
THE METHOD
At the beginning of the marketing process, the title for the film was tentatively Toilet. Which we in turn changed to Toilet: A Crappy Movie to use wordplay as an opportunity. After thinking further into it, we realized having the word “Crappy” in the title of a PG family movie may be a red flag for our secondary audience, Parents. Since parents will most likely be the ones taking their children to the movies, we need to please them.
Using Qualtrics.com, an advanced survey design website, I performed primary research by creating a survey to gather feedback on potential movie titles. I specifically wanted to ask parents about their feelings towards taking children to a movie with the word “Crappy” in the title. Demographics were gathered as well and are summarized below.
DEMOGRAPHICS
QUESTIONS
With a sample group of 64 participants, 67% percent of them were ages 18-25 and 33% were older than 25. A total of 30% of the participants have children, and the remaining 70% do not.
1. Please read this short animated movie summary: A man finds himself stuck in a giant toilet and must creatively figure out how to escape. Based on that summary, please rank from 1 to 4 the titles that would interest you the most as a movie-goer. (1 is most attention-grabbing, 4 is least attention-grabbing). Answer options • Toilet: A Crappy Movie • Mr. Small & The Big Bowl • The Porcelain Thrown • Toilet
Is “Crappy” too inappropriate?
67% Ages 18-25 33% Ages 25+
Distribute an online consumer insight survey.
2. Based on the title alone, if you are a parent, would you allow your kid to see an animated movie with the word “Crappy” in its title?
70% Do Not Have Children 30% Have Children
3. Based on the title alone, if you are not a parent, imagine that you were. Would you allow your kid to see an animated movie with the word “Crappy” in the title? 4. Do you have any ideas for the title of an animated movie surrounding bathroom humor? *See results on page 10.
9
RESEARCH RESULTS RESULTING DATA 1. Rank the titles from most attention-grabbing (1) to least attention-grabbing (4) Mr. Small & The Big Bowl was ranked #1 almost twice as much as any other title.
2. As a parent, would you let your child see a movie with “Crappy” in the title? 61% of parents surveyed said they WOULD NOT take their child to see a movie with “Crappy” in the title. 3. If not a parent, would you hypothetically let your child see a movie with “Crappy” in the title? 56.25% of non-parents surveyed said they WOULD take their child to see a movie with “Crappy” in the title.
MARKETING TAKEAWAYS 1. Overall, current parents are cautious to expose their young children to “bad” language like “crap.” 2. While eliminating our original title of Toilet: A Crappy Movie, we were simultaneously able to identify a more like-able, and descriptive title: Mr. Small & The Big Bowl. 10
PHASE TWO Film Festival Strategy
11
FESTIVAL STRATEGY The key to festival marketing for Mr. Small & The Big Bowl will be to focus on screenings that accept comedies and have a tendency to have a strong animated film section. It will also be vital to identify those that screen a substantial amount of short films. Festivals that promote student films will be an additional benefit since the director, Yifan Shao, is a senior at Chapman University. Finally, leveraging locality to promote the film as a local student’s work will help connect the filmmaker to the committees and local attendees. With those qualifications, the following four festivals were identified.
S E PTE M B E R 2 0 1 5 FE STIVALS
12
San Diego Film Festival Deadline: June 2015
Manhattan Short Film Festival Deadline: July 31, 2015
The San Diego Film Festival is an well-established film festival, which accepts submissions for short films. This festival has a very high reputation and has had animated films in it as well. It gets a lot of publicity and has a large audience, which would be very beneficial for Mr. Small & The Big Bowl.
The Manhattan Short Film Festival solely focuses on shorts and takes animated film submissions. This is a great opportunity for Mr. Small & The Big Bowl as it will solely be competing against other shorts. Screening in Manhattan, New York will bring a massive audience as New York is another hub for entertainment.
N OVE M B E R 2 0 1 5 FE STIVALS International Family Film Festival Hollywood, CA | Deadline: August 15, 2015
International Student Film Festival Hollywood Burbank, CA | Deadline: August 15, 2015
The IFFF has a unique opportunity for Mr. Small & The Big Bowl because the entire festival focuses on family-friendly films. Since Mr. Small is PG and our target audiences are children and parents, this screening would reach a relatively large amount of that audience. There is also a large animated film section at this festival.
The ISFF Hollywood has a large animated film section as well and even one specifically for short animated films. This is another local film festival, but differs in the aspect that it has competition from around the world. The opportunity here includes testing the film on an international audience. 13
FESTIVAL KIT
BIG BOWL
DVD & BLU-RAY CASE
DISC COVER
ONE SHEET & KEY ART 14
FONT OF BUSINESS CARDS
BACK OF BUSINESS CARDS
15
FESTIVAL KIT CONTINUED PITCH LETTER International Family Film Festival 146 West Cypress Ave., Suite #102 Burbank, CA 91502 818-433-7159
To Whom It May Concern, Is anyone sitting next to you? I bet if they farted you would laugh. Maybe even that thought got you to chuckle or crack a smile. There is a simple, and extremely marketable idea driving attention for the animated short Mr. Small & The Big Bowl. That idea is that farts, toots, cutting the cheese, whatever you want to call it, is funny. Not only does this film give kids, parents, and all families an opportunity to laugh their butts off, but it also comes with a message. This animated film uses potty humor as an opportunity to catch our attention and drive home a valuable, inspiring idea: we can overcome any obstacles. Mr. Small is a tiny man caught in an enormous mansion. We watch, and laugh, as he struggles to cope with his lack of size. However, he finds himself in a bind and has to invent a creative way to save himself. It is that message that gives children hope in hard times, while cheering them up. They see that in the face of adversity, they can come out as better people, which is something our society should always reinforce. Even parents need this encouragement sometimes, as having kids can be a difficult and lifelong journey. Director and Animator Yifan Shao along with her team of sound designers have created a hilarious and impressive animated short that will have families laughing out loud. Please reach out to me for any more information or with any questions.
Best,
Vaughn Ryan Vaughn Ryan Director of Marketing Mr. Small & The Big Bowl VaughnRyan01@gmail.com (720)-290-4421
16
PRESS RELEASE
Contact – Vaughn Ryan Director of Marketing (720)-290-4421 VaughnRyan01@gmail.com Mr. Small & The Big Bowl Released May 29, 2015 ORANGE, Calif. Jan. 11, 2015 – Universal Pictures, distributor of the Despicable Me Franchise, announced the North American release date for the animated comedy Mr. Small & The Big Bowl, which will see a summer debut on Friday, May 29, 2015. Potty humor will kick off the summer for children and parents alike, who will have a PG-rated, animated movie option on a weekend with no other family competition. “People like farts,” said Vaughn Ryan, director of marketing for the film. “Every time you hear a friend rip one, you can’t help but laugh hysterically,” he said. Mr. Small’s difficult situation of being undersized in a massive mansion will already have audiences laughing out loud. The trials and tribulations of his adventure through a professional athlete’s home land him in a sticky situation. But, when his bowels give him no mercy, there is only one solution Mr. Small can think of to save himself. The humor of the film will drive the meaningful message to children, parents, and friends: don’t give up in the face of adversity. Senior Digital Arts major Yifan Shao directed and animated the short. With sound design by Jayvon Rymer and music by Jared Martinez, the short is comical, pleasant, and drives home a positive message for all audiences. To find pre-released, creative materials and to see an inside look at Yifan Shao’s animation process, visit the Mr. Small & The Big Bowl Facebook page. The film hits theaters Friday, May 29, 2015 and will be screened at film festivals nationwide.
-###-
17
CREW BIOS Director and Animator | Yifan Shao
Mr. Small
Sound Designer | Jayvon Rymer
Mr. Big
Music Director | Jared Martinez
Mr. Butler
Yifan Shao, from Huaihua, Hunan, China is a senior digital arts major and the mastermind behind Mr. Small & The Big Bowl.
Jayvon Rymer, from Charlotte Amalie, United States Virgin Islands, works as a professional sound designer and was the mind behind the sound effects heard in the film.
A working professional in his hometown of Los Angeles, Jared Martinez designed the perfect music to accompany the animation.
Illustration | Renevee Romero
Renevee Romero, from Silang, Cavite, Philippines, is a senior digital arts major along with Shao. Romero assistant with illustration of special pieces in the film.
Marketing Director | Vaughn Ryan
Originally from Denver, Colorado, Vaughn Ryan is a senior Advertising and Public Relations major at Chapman University. He brings two years of entertainment marketing experience to bring the marketing campaign to life.
18
CAST BIOS Mr. Small is a journalist small in stature with an impressive determination. Unfortunately, he has a weak stomach.
Mr. Big loves his chili. His special recipe is sure to hit the spot, but is not for those with sensitive palates. His athletics success has brought him wealth and a massive mansion.
If you need anything, Mr. Butler has your back. He keeps Mr. Big’s life simple when he is home so Mr. Big can focus on his athletic career and cooking skills.
FESTIVAL MARKETING ACTIVITIES STUNT
At the film festivals, the toilets will have a humorous and potentially surprising graphic of Mr. Small on the under side of the top seat. When anyone pulls up the top seat, or if it is already open, they will see Mr. Small and the title of the movie. We can also add in the release date and a tagline to accompany the graphic and title.
Example of animation stills that will be included in brochure handout.
BROCHURE HANDOUT
A brochure with animation stills, the cast and crew bio, synopsis and distribution strategy will be handed out to film festival attendees in an effort to drive them to our screening. Information on the screening location, times, and awards will be included.
19
20
PHASE THREE DISTRIBUTION
21
DISTRIBUTION STRATEGY STRATEGY OVERVIEW
RESEARCH
With a film carrying such a large audience potential, target distributors must have a vast network and funds to handle the wide, national distribution this film needs. The major studios and their respective portfolios were considered to find the best channel for the animated comedy Mr. Small & The Big Bowl.
SCREENINGS Los Angeles San Francisco New York
Miami Chicago Dallas
Denver New Orleans Seattle
Mr. Small & The Big Bowl will be pre-screened in the above cities for public research activities, critics, and VIPs. They will also be the main focus of national distribution for the release date of the film.
22
Screening Research Screenings will be used as a research method. After the screening, viewers (children and parents) will be asked to participate in a survey with quantitative and qualitative questions. That feedback will be used to finalize the content of the film as well as the marketing strategy for our target audience. Focus Groups After everyone in the theater has filled out their survey, a fraction of the audience will be kept behind to participate in focus groups to verbally hear feedback. This research will also help adapt the marketing and content strategies as necessary. Critics Screenings will also be a method to garner positive critic reviews for the digital space like Rotten Tomatoes, Yahoo! Movies, and Meta Critic. These reviews will help convince our audiences to go to opening weekend.
TARGET DISTRIBUTORS With a history of handling films from DreamWorks Animation, 20th Century Fox has the right experience and network to bring Mr. Small & The Big Bowl to its wide target audience. 20th Century has seen success most recently distributing Home, Rio, the Ice Age franchise, and has the upcoming Charlie Brown movie, Peanuts, coming out in November 2015.
Paramount Pictures also has a long term relationship built with DreamWorks Animation, which produces similar animated films comparable to the humor and emotions behind Mr. Small & The Big Bowl. From How To Train Your Dragon and Megamind, to the Kung Fu Panda franchise. Paramount has a strong history with successful animated films.
Universal Pictures recently acquired Illumination Entertainment, the production company behind the Despicable Me franchise, which has been wildly successful. The humor that the minions embody is similar to the humor in Mr. Small. With Universal’s distribution pipeline, Mr. Small & The Big Bowl has the opportunity to see similar success to Despicable Me.
23
24
PHASE FOUR CONSUMER STRATEGY
25
RELEASE OVERVIEW NATIONAL RELEASE DATE
FRIDAY MAY 29, 2015 PATTERN & GEOGRAPHY Wide release: 3,200 screens Nationwide in the United States This film appeals to diverse audiences
26
STRATEGY
This PG-rated film has very marketable humor that will appeal to a wide audience. Because the target audience is so wide, the consumer-marketing plan must strive to reach as many of those target consumers to get them in theaters. Releasing the film in late May will promise a chance at summer box office. Kids will be getting out of school and parents will need to find a new outlet to entertain their kids now that they are around more often.
COMPETITIVE LANDSCAPE FOR MAY 29, 2015
Major Films Opening Same Day The two main competitors on the weekend of May 29th is San Andreas and Aloha. Both films are PG-13 and won’t be able to compete as well for the PG audience of children under the age of 13. Unless of course parental permission is given. From a genre standpoint, Aloha is a comedy and drama. However, San Andreas is action. Anyone looking for a good laugh will have to choose between Aloha and Mr. Small & The Big Bowl. When children have this option, if they can nag their parents enough, they will choose the animation with potty humor. PG-13 Dramedy
PG-13 Action
Releases before 5/29 Tomorrowland, from Disney, will be a definite reason to be concerned as it did maintain a PG rating from the MPAA. However, it is a Sci-Fi with more thrilling content and won’t be able to compare comically with Mr. Small & The Big Bowl. Pitch Perfect 2, PG-13, is released a week before Tomorrowland, which could also potentially grab some of Mr. Small & The Big Bowl’s secondary and tertiary audiences in its third week out.
PG-13 Comedy
PG Sci-Fi
27
CREATIVE ADVERTISING STRATEGY
Take advantage of the imagery from the final rendering of the animation. People connect with images, especially images of the characters that show emotion. The marketing should focus on highlighting the human element of the film to truly connect to consumers. It will have them feeling what Mr. Small feels to draw them in. Each medium will be considered in a creative way to encourage humor and interactivity. Most importantly, the campaign will maintain strong brand integration from platform to platform to ensure a consistent message to target audiences.
28
BIG IDEA
Sometimes we feel small, but we can do big things.
TAGLINE
Toot for the sky!
PRINT & OUTDOOR ONE SHEET
BILLBOARD
BUS KIOSK & Side-Of-Bus Ad
29
IN-THEATER MARKETING
STANDEE & ONE-SHEETS Kids will love to take pictures standing by the palm of Mr. Small’s outstretched hand. These 12-feet-tall standees with Mr. Small reaching out will be placed in the lobby at major theater locations: Southern California, New York, and sprinkled through other major locations throughout the country. One-sheets will be hung in theaters to focus on convincing audiences that already like movies to see Mr. Small & The Big Bowl on May 29. 30
TV & RADIO CONCEPTS TV SPOTS
15 and 30-second creative TV spots will be placed on programs reaching our target audiences (discussed later in media). CONCEPT: Inspirational music and narration start the spot off as the screen fades in from black. Mr. Small pulls up to Mr. Big’s mansion and steps out of his car. The narration follows, “In a world...where everything is larger than life...how will Mr. Small survive...” Eventually the inspirational music cuts out and the narration changes to a comical tone as he hints at fart jokes.
RADIO SPOTS
Serious narration begins with lightly inspirational music in the background, but quickly a fart noise interrupts. The voice moves on to joke about how unnecessary the fart noise was. He then proceeds to say the release date and that you can see it at nearly any theater.
CROSS-PROMOTIONAL TV SPOT
Similar to the Audi and Avengers TV spot, Mr. Small & The Big Bowl will join up with Chevy for cross promotional ads targeting parents. Chevy is one of the safest car brands according to the Insurance Institute for Highway Safety (IIHS).
31
MEDIA STRATEGY OVERALL STRATEGY
Start building excitement for the film starting in late January and early February. Then quickly increase media buys across platforms targeting our primary and secondary audiences. In early and mid-April, increase media buys even more to include all three audiences. Focus on TV, Digital, and Outdoor print to truly lock in our primary and secondary consumers. About one to two months after the release, we will slowly taper off all media as consumer interest will have moved on to other films.
BUDGET ALLOCATION TV - 50% Digital - 15% Outdoor - 20% Radio - 5% Newspaper - 5% Magazine - 5%
32
MEDIA SCHEDULE
LIGHT
Outdoor Radio Newspaper
HEAVY
MEDIUM
HEAVY
MEDIUM
MEDIUM
LIGHT
MEDIUM
HEAVY
MEDIUM
HEAVY
MEDIUM MEDIUM
MEDIUM
LIGHT LIGHT
MEDIUM
LIGHT
Re le
as
e
Magazine
LIGHT
MEDIUM
k
Digital
LIGHT
ee
TV
W
Mondays
1st Quarter 2nd Quarter 3rd Quarter January February March April May June July August September 5 12 19 26 2 9 16 23 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 6 13 20 27 3 10 17 24 31 7 14 21 28
Budget TV Digital Outdoor Radio Newspaper
50% 15% 20% 5% 5%
33
MEDIA PLACEMENT CHILDREN 5-12
TV NETWORKS & PROGRAMS
NEWSPAPERS
MAGAZINES
34
PARENTS & FAMILIES
35
36
DIGITAL MEDIA DIGITAL VIDEO PLATFORMS
Place 15-second spots in front of YouTube videos, Hulu episodes, Amazon On Demand, and Comcast On Demand to reach any parents viewing entertainment content online. Possibly reach 10-12 year olds who know how to look up videos on YouTube. Post all TV Spots and a 2:30 trailer for the film on YouTube in the appropriate windows.
WEBSITE BANNERS & ADS
Among the most popular websites for adults according to the Huffington Post are Ask.com, Yahoo.com, and WebMD. com. Place banner ads with call outs to visit the web pages for the film. Do a homepage take over on Yahoo.com.
SOCIAL MEDIA ADS
Purchase promoted tweets on Twitter, promoted posts on Instagram, and promoted posts on Facebook depending on what the budget allows.
37
SOCIAL MEDIA
Starting 3-4 months in advance, publicity posts on Facebook will begin. Call outs to visit the film’s website and learn more information will be shared. Background information on the director and animator, as well as the animation process will increase awareness. TV spots and the trailer will be shared through Facebook as well as YouTube to gain interest in the animation and comedy.
38
On Twitter, 101 facts and jokes surrounding farts, digestion, and toilets will be tweeted out daily starting 2 months before the theatrical release. The hashtags #FartFacts and #FartJokes will be used to monitor posting. The film will also have its own hashtag: #MrSmallBigBowl. Mr. Small will have a Twitter takeover and will be answering questions from fans through tweets.
YOUTUBE
Leading up to the release, all 15 and 30-second TV spots will be shared on YouTube from the official film channel for fans to view and share through other platforms. The 2-minute-30-second trailer will be shared on YouTube three weeks before the theatrical release.
High-definition photos of the animation from the film will be posted on Instagram 2-3 months leading up to the release. Instagram users will have the opportunity to win a Mr. Small & The Big Bowl T-shirt by reposting their favorite image and tagging @MrSmallBigBowl
MARKET RESEARCH
1
TEST SCREENINGS & EXIT SURVEYS Nine major cities and entertainment hubs will host test screenings with exit surveys and focus groups.
2
Nielsen NRG Tracking Tracking will be used to gauge unaided and aided awareness. Definite interest and first choice data will also help decide where we need to shift our media budget as the release date gets closer.
3
WEEKEND TV SPOT AND TRAILER TESTING Finally, we will utilize weekend TV spot and trailer testing to help creative shape and revise their audio/ visual materials. Any scenes that truly stand out will be the focus of the 15-and-30-second spots.
Los Angeles San Francisco New York
Miami Chicago Dallas
Denver New Orleans Seattle
39
PUBLICITY PUBLICITY PLAN PRESS RELEASES Distribute a press release online and physical copies to major news and magazine outlets. Reach entertainment websites: Hollywood Reporter, Variety, and Deadline. PRESS JUNKETS & FILMMAKER PANELS Hold press junkets throughout major markets like Los Angeles and New York. Focus on connecting consumers to the characters in real life atmospheres. Create a Mr. Small mascot suit and a much larger Mr. Big mascot suit for journalists to take pictures with at the junkets. Hold filmmaker panels for press to learn about the months of planning and execution that went into the film.
PITCHING BLOGS Target mommy and parent blogs and vlogs to drive positive word-of-mouth.
40
ELEMENTARY SCHOOL LETTER CONTEST What makes you laugh?
One month prior to the release of Mr. Small & The Big Bowl, a letter-writing contest will be announced for elementary schools nationwide. The task will be for kids at the school to write a short letter describing what makes them laugh the most. At the end of the contest, the number of letters from each school will be tallied. The elementary with most letter submissions will WIN a private screening of Mr. Small & The Big Bowl at their campus.
41
PROMOTIONS $2 AMC TICKET DISCOUNT
Mr. Small & The Big Bowl will make a crosspromotional deal with the AMC chain and Charmin Ultra. When retail customers buy a 12-pack of Charmin Ultra, they will receive a $2 movie ticket discount redeemable at any AMC location in the United States.
2-PAGE MAGAZINE CROSS-PROMOTION POO-POURRI TEAMS UP WITH MR. SMALL A two-page cross-promotional advertisement will be placed near the beginning of magazines reaching our secondary audience of parent and adults. Poo-Pourri is an odor-masking solution that consumers spray the toilet beforehand. It acts as a blocking layer to keep smells from escaping the toilet. Poo-Pourri’s marketing matches up very well with Mr. Small & The Big Bowl as it also plays on the humor surrounding digestion and bathrooms,
42
ESCAPE
FROM
MR.
BIG’S
MANSION INTERACTIVE MOBILE GAME
“ESCAPE FROM MR. BIG’S MANSION” In this interactive video game available on any smart phone, Mr. Small will begin on floor one of Mr. Big’s mansion. He will begin his search for the Giant Toilet in an effort to destroy it. However, he must try to avoid Mr. Big and his dangerous chili concoction. As you guide Mr. Small to the third floor of the mansion to find the Giant Toilet, you must also avoid the Butler as well before he realizes you’re up to something fishy. There will be a map in the top corner of the game to show the current location of Mr. Big and the Butler. Each level (floor of the mansion) has an increasing amount of difficulty. The maze through the mansion becomes more intricate and the Butler and Mr. Big become faster. Once the Giant Toilet on the third floor is found, Mr. Small must use the objects in the bathroom to destroy it before it can capture Mr. Small. The final mission is to escape the mansion and speed off in his car. 43
44
HOME ENTERTAINMENT
TWO MONTHS AFTER THEATRICAL WINDOW 45 DAYS AFTER DVD & BLU-RAY WINDOW
Release combo pack including Blu-ray, DVD, Digital copy of the film and a special edition Mr. Small whoopee cushion Release HD and Standard Definition digital copies to online retailers and streamers: iTunes, Amazon, Vudu, Hulu, and Netflix.
45
46
CONCLUSION We go to the movies to feel, love and cry. To be scared and impressed. But the one universal feeling that people will always crave, is laughter. From cracking up louder than ever before to the slightest grin, the feeling we get when our cheeks turn upward is incomparable. There is nothing better than giggling till our sides ache and our cheeks hurt. What childish humor lasts longer than any other? Farts. Farts, Toots, passing gas, cutting the cheese, whatever you want to call it, potty humor is funny to people of all ages. Mr. Small & The Big Bowl was designed with that humor in its DNA. With that in mind, this plan will take full advantage of its marketable idea. The main goal of this integrated campaign is to highlight the animation in creative ways throughout all media. It uses the human aspect of the characters to visually draw in the target audiences. Audiovisual materials, copy, and promotional partnerships will maintain the humor that will drive the success of the theatrical release. Once the audience is in theaters, they will fully experience the universal emotion we crave: laughter. However, they will also see an underlying theme that will inspire kids and parents alike. It will show them, like Mr. Small, In the face of adversity, we can all accomplish pretty amazing things.
A special thank you to Jim Fredrick, Bryce Shulman, Marilyn Montgomery, Nantalie Song, and my friends & family for always pushing me.
and don’t forget,
TOOT FOR THE SKY! 47
48