L.A. Fadeaway Entertainment Marketing Plan by Hannah Katagi May 11, 2017
Table of contents 4-5..............Phase 1 Overview 6..................Executive Summary 7..................Film Information & Positioning Statement 8-9..............Target Audience 10-11.......Marketing Opportunities and Obstacles 12-13.......Big Idea 14-15.......Phase 2 Film Festival Strategy 16-17.......Film Festival Strategy 18-25.......Film Festival Kit 26-27.......Film Festival Marketing Activities 28-29.......Phase 3 B-2-B Strategy 30-31.......Distribution Strategy/Distributors/Research 32-33.......Phase 4 Consumer Strategy 34-35.......Release Strategy 36-39.......Creative Advertising 40-41.......Internet Marketing 42-43.......Publicity 44..............Promotions/Partnerships 45-46.......Media Plan
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Phase 1:
OVERVIEW
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EXECUTIVE SUMMARY: L.A. Fadeaway is a female driven story about Drew, an aspiring musician who works at a local bar. She dreams of becoming her music idol, but she must find her own voice in order to succeed. This marketing plan focuses on those aspiring artists through a retro design, and encourages viewers to “find your voice.� The film will be sent to film festivals with a custom festival kit and to a distributor to launch the film to audiences. With an integrated marketing plan of traditional and digital advertising, publicity and promotions/partnerships, L.A. Fadeaway encourages you to take control of your own path, express yourself, and find your voice.
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Positioning Statement A 70s drama following an aspiring singer discovering the reality of her dreams.
SYNOPSIS: It’s 1977 in Los Angeles. Every musician’s dream is to get picked up for a record deal and to make a name for themselves. Drew, an aspiring musician who works at a local bar, dreams of becoming the next big thing. When she books her idol, Marcie, a sultry blues singer, to come play at the venue, her expectation of becoming their opener clashes with her budding relationship with Marcie’s boyfriend, Reid. She finds herself up against an industry of sellouts, heartbreak and disillusionment with what she initially admired about these successful musicians. Drew has to find the confidence to pursue her aspirations on her own and prove that talent speaks louder than noise. In the end, Drew performs for the first time on the bar stage.
Genre: Drama RUNTIME:
19 minutes
Anticipated rating: PG-13 TAGLINE: An aspiring singer finds the truth of her dreams.
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Target audience Primary: Females under 25 - Many young females will relate to theme of Drew finding her own confidence.
Secondary: Adults over 25 - This grungy, 1970s depiction of Los Angeles will bring nostalgia of one of the greatest decades for music and style to this audience.
Tertiary: Blues Rock Fans - The film is entirely themed around the era of the blues rock music genre.
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Marketing opportunties Music All of the music featured in this film is original. It includes three songs sung by two artists. The music is blues rock that will be great for the trailer and a movie soundtrack.
Time Period The 1970’s was an exciting time for music, fashion and design. The 70s theme allows for a more original take on the aspiring artist movie genre.
Aspirational The story of Drew’s encounter with her idol gives a true tale of how nothing is always how it seems. The aspiring artist story is more original because it covers the realistic aspect of dreams more than other films.
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Marketing OBSTACLES Title The title is unique and original, however, it is not self explanatory to the audience.
Predictable The aspiring artist/singer type of story has been done many times. It may be difficult to make the target audience recognize the difference and to watch it.
Lack of Stars There are lesser known actors in this film. It might be more difficult for the target audience to recognize the film.
Rating? Sex scene, drugs...although this can be definitely a great selling point for trailers, this might unattract the younger audience. The anticipated rating is PG-13, however it has sexual and drug-related themes. 11
Find your voice.
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BIG IDEA When Drew’s music idol tells her that she can’t be the opener for their band, she is told that she needs to “find her voice.” With her love interest and dream of opening for favorite band shattered, she finds what really matters, finding her own voice. Find your voice means to take action of your own life. It is the moment you find your identity and are proud of it. It’s when you are not being manipulated by the fame, fortune and love life that is holding you back from achieving dreams. Find your voice.
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Phase 2:
Film festival strategy
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FILM FESTIVAL STRATEGY
The film festivals chosen for this film are based on the genre, music, themes and location. L.A. Fadeaway will be featured in film festivals that will favor the film’s original blues rock music and aspiring artist themes. Screenings of the film at these festivals will put the film in front of the most approachable audiences and help gain traction. These festivals are also great for networking for the filmmakers and will help with distribution efforts.
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FILM FESTIVALs Nashville Film Festival Nashville, TN April 2018 Nashville Film Festival has a special section dedicated to the music within films, which is ideal for the original music within L.A. Fadeaway. NaFF also holds events to promote collaboration with filmmakers, songwriters, artists, and the music industry. North Hollywood Cinefest Hollywood, CA March 2018 North Hollywood Cinefest highlights independent filmmakers in the heart of NoHo Arts District. This local film festival highlights Chapman students and will value the 70s take on Los Angeles. Lonestar Film Festival Fort Worth, TX November 2017 Lonestar Film Festival features shorts and upcoming aspiring artists, which aligns with the theme of the film. It includes many networking opportunities with industry professionals and distribution opportunities. 17
FILM FESTIVAL KIT
l.a. fadeaway
l.a. fadeaway
www.lafadeaway.com
www.lafadeaway.com
Dodge College of Film & Media Arts
Dodge College of Film & Media Arts
Chapman University
Chapman University
Orange, Calif.
Orange, Calif.
May 11, 2017
May 11, 2017 FOR IMMEDIATE RELEASE:
“L.A. Fadeaway” is a 20-minute female-driven short film about Drew, a struggling musician and the challenges she faces in the 1977’s Los Angeles music scene. “L.A. Fadeaway” was written and directed by
ORANGE, Calif. - Chapman University’s Dodge College of Performing Arts is proud to announce the
Meg Sutton, a graduate student from the Chapman University’s Dodge College of Performing Arts. With
opening of “L.A. Fadeaway,” a short drama starring Lindsey Newell, Timothy Ryan Cole and Sean Wiggins,
original blues rock music and stellar performances by familiar faces in the indie film scene, we believe
and written and directed by Meg Sutton.
our film would be a great match in your festival. “L.A. Fadeaway” is a 20-minute short film about a struggling musician in the 1970’s Los Angeles music
When Drew books her idol, Marcie, a sultry blues singer, to come play at the venue, her expectation of
scene. When Drew (Lindsey Newell) books her idol, Marcie (Sean Wiggins), a sultry blues singer, to
what opportunities this will bring clash with her budding relationship with Marcie’s boyfriend, Reid. She
come play at the venue, her expectation of what opportunities this will bring clash with her budding
finds herself up against an industry of sellouts, heartbreak and disillusionment with what she initially
relationship with Marcie’s boyfriend, Reid (Timothy Ryan Cole). She finds herself up against an industry
admired about these successful musicians. Drew has to find the confidence to pursue her aspirations on
of sellouts, heartbreak and disillusionment with what she initially admired about these successful
her own and prove that talent speaks louder than noise.
musicians. Drew has to find the confidence to pursue her aspirations on her own and prove that talent speaks louder than noise.
Enclosed in this press kit you will find the DVD of the film, a press release, key art, cast and crew biographies, and photography from the film and set. If you would like more information, feel free to
Lindsey Newell stars in “L.A. Fadeaway,” with previous roles in other short films such as “Olivia Martha
contact me with any questions or concerns. Thank you.
Isle,” a short film screened at the Cannes Film International Festival. Timothy Ryan Cole also co-stars in this film, following his award-nominating performance in the indie series Sad Motivator.
Sincerely, Hannah Katagi
The film also features original blues rock music with performances by Sean Wiggins, a singer and contest
Marketing Rep for “L.A. Fadeaway”
winner of Billboard’s Songwriting competition in R&B/Blues.
lafadeawayfilm@gmail.com For more information on the film, please visit http://lafadeaway.com or contact Meg Sutton, writer and director of the film at lafadeawayfilm@gmail.com.
Pitch 18
Press Release
Key Art The key art for L.A. Fadeaway gives off a more contemporary take on the 70s theme. It is important to feature the 70s theme in order to show how L.A. Fadeaway is different from other aspiring artist films in L.A. The main focal point is Drew while she is playing the guitar to indicate that this is a film about music. The film is also on the edgier side, which is why the colors are dark shades of the yellow theme.
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FILM FESTIVAL KIT
Folder 20
Business Cards
Branded DVD Case 21
CREW BIOS Meg Sutton
Director and Writer Meg is a writer-director from Norwalk, Connecticut with a lifelong passion for storytelling. Always a fan of film, she got her start in directing with a handful of shorts and documentaries during her undergraduate career and fell in love with the process. After completing a Bachelor’s degree in Marketing from Bentley University and beginning a career as a content writer, Meg moved across the country to obtain her MFA in Directing at Chapman University in Orange California. She works as a freelance PA and independent contractor at KPMG.
John Marsaglia Producer
John hails from the cornfields of Illinois, one hour south of Chicago. He received his undergraduate degree in Media & Cinema Studies from the University of Illinois at Urbana-Champaign where he honed his skills in critical film and story analysis. After working several odd jobs, John decided to pursue his MFA in film and television producing at Chapman University. During his time at Chapman, John has produced several short films and has worked on many others all while working and interning. In his free time, you can find John watching movies or rooting for his hometown Chicago Bears and Bulls.
Hao Yu
Director of Photography Hao Yu is a working cinematographer coming from Shanghai, China. With a B.A degree in Broadcasting and Television. He is currently pursuing a MFA degree in Cinematography at Chapman. As a cinematographer, he follows his heart and observes the world. He always tries to think with his eyes, open his mind to ideas and enjoys the process of visual storytelling. It’s the preciseness, creativity and courage that appeal to him.
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Lindsey Newell
Ashton Amaba
Lindsey’s credits include starring in The Introverts, and Catalyst. Her performance in Olivia Martha Ilse has been seen at Berlinale and Cannes International Festivals.
Ashton’s credits include Discarnate, Glee, and Love That Girl!
Timothy Ryan Cole
Miguel Perez
Timothy was nominated as Best Actor at the 2014 Raindance Film Festival for his work on Sad Motivator. His credits also include Criminal Minds, Henry Danger, The Protector and Dirty 30.
Miguel had roles on numerous TV shows such as Hawthorne, Cold Case, Desperate Housewives, Bones and CSI: Miami.
Sean Wiggins
Patrick McCarthy
Sean is an award winning songwriter and performer. She won the Billboard Songwriting Contest in R&B/ Blues and has opened for Cyndi Lauper, The Bodeans and more.
Patrick’s credits in short films include When Kings Battle, Velcro Love Triangle and The Ring of Rimachi.
“Drew”
“Reid”
“Marcie”
“Jean”
“Donnie”
“Label Rep”
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photography Behind the Scenes
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photography Film Still shots
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FILM FESTIVAL MARKETING ACTIVITIES
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Branded Guitar USBs
Branded T-Shirts
At the film festivals, branded guitarshaped USBs will be handed out to guests. These USBs will include the L.A. Fadeaway logo on the front and the website url on the bottom. The original music tracks and poster will be uploaded onto the USBs.
Branded T-shirts will also be handed out at film festivals with the L.A. Fadeaway logo. Guests will want to wear this shirt since 70s graphic tees are in style.
Postcards
Concert
Postcards handed out at the film festivals will also increase awareness of the film. On the back, there will be more information about the film such as the synopsis and website.
At a nearby bar or at a film festival venue, Sean Wiggins (Marcie) will hold a concert and play the films’ original songs and her own albums. If a projector is avaliable, clips of the film will play on silent in the background while Sean Wiggins plays. 27
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Phase 3:
B-2-B STRATEGY
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distribution strategy After film festival season, we will update our press kit to include festival awards and begin to obtain a distributor. We will also hold private screenings to gain exposure and research on the film. The best distributor for L.A. Fadeaway is either The Weinstein Company or CBS Films. These were selected based off of distributed films that are simillar to L.A. Fadeaway.
TARGET DISTRIBUTORS
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The Weinstein Company
CBS Films
The Weinstein Company is an independent distributor for films such as Begin Again (2014) which includes original music and a similar storyline about an aspiring artist and her relationship in the music industry.
CBS Films handled the domestic distribution for Inside Llewyn Davis (2013) which follows a folk singer trying to make a name for himself during the 60s.
SCREENINGS & RESEARCH Private screenings will be held in Los Angeles, CA, Atlanta, GA, Nashville, TN, and Raleigh, NC for our target audiences and critics. These target markets are chosen based off of areas where there is a heavy presence for blues rock. Surveys will be handed out at the end of the screening to find the most compelling parts of the film for marketability. This data will be sent to potential distributors.
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Phase 4:
CONSUMER STRATEGY
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release strategy A platform release for this independent film will allow for word-of-mouth to spread within target markets. Starting wtih 50 screens in the top target markets, Los Angeles, CA, Atlanta, GA, Nashville, TN, and Raleigh, NC, we will gradually grow within a month to 150 screens in other cities as the marketing campaign begins to gain momentum. Video on demand services such as iTunes, Google Play and Amazon Video Services will be avaliable 2 months after the release date to allow those who have not seen the film to buy or rent it online. In a few months after that, it is ideal for the film to be distributed on an online streaming service like Netflix.
RELEASE DATE July 20, 2018
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The bright colors and warm lighting of the film pairs well with a summer release date. Also, with the primary target audience (Females under 25), the ideal date would be during the summer break when school is not in session. The film will be released at the end of July in 2018.
RELEASE TIMELINE
Last Film Festival screenings
Private Screenings in select cities
Opening Weekend (50 screens) Increase to 150 screens
Premiere
March 2018
April
May
June
Video on Demand
July
August
September 2018
Competitive ENVIRONMENT The current film release schedule for 2018 is limited, however the only other film listed on L.A. Fadeaway’s release date is Alita: Battle Angel. July 2018 will have many superhero and action sequels such as The Purge, Antman and Mission Impossible. Since the film’s main target audience is Females under 25, it is not competing with these maledominated films.
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creative STRATEGY & advertising
With the big idea, “Find Your Voice,� all of the creative advertising will include the big idea as a tagline. As mentioned in the key art, the visuals will give a 70s contemporary vibe to differentiate from other aspiring artist movies and appeal to the younger female demographic. To keep a consistent visual image, the same colors and key image will be used throughout the creative advertising to insure the media plan will successfully reach viewers.
One-Sheet 36
Billboard 37
trailer and tv concepts Trailer The trailer for L.A. Fadeaway is a longer version of the TV concepts to give a full grasp of the storyline and dramatic components of the film. The trailer will begin with Drew singing with the guitar and continue as background music while a montage of different clips are shown.
TV Concept #1 The first 30-second spot will focus on the dramatic components of the film such as clips of Drew interfering with Marcie and Reid’s relationship and them cheating. It will also highlight her personal struggle of finding her own voice and journey of becoming a musician.
TV Concept #2 The second 30-second spot will relate more to Reid and Drew’s romance affair to especially appeal to the younger female demographic. The clips will highlight Drew’s aspirations to become a star by showing her singing in the spotlight and talking to the music recruiter. 38
ONLINE RADIO ADS
Spotify Radio Ads Spotify is a perfect media outlet to feature the soundtrack through online radio ads. During a 15-second ad break, Drew’s song will play in the first 10 seconds and then the last 5 seconds will be dedicated to the narrator announcing “Watch L.A. Fadeaway in theaters July 20, 2018.” These radio ads will be accompanied by visual banner ads. 39
internet marketing Overview A heavy digital presence for the film is necessary to attract the primary target audience of females under 25. A mix of paid and organic social media in the months leading up to opening weekend will create buzz and ultimately lead the target audience to the theaters to see the film. Heavy tracking through social listening, ad reports and other measurement tools will help adjust the marketing plan during the campaign.
Digital Video Ads The TV concepts and trailer will be placed as pre-roll on Hulu and YouTube. To further increase awareness and interest in the weeks leading up to the opening weekend, we will also use 6-second bumper ads on YouTube. This will be retargeted to viewers who have already seen the trailer. The bumper ad will include the same background song in the previous trailer to remind viewers of the song and movie.
Promoted Social Posts
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In addition to YouTube and Hulu, the TV spot will be placed as Facebook Promoted Video Posts. These ads will target viewers who like blues rock bands on Facebook and are within the target audience demographic.
internet marketing Organic Social Media L.A. Fadeaway will utilize Facebook, Instagram and Twitter to announce events, support fan engagement and to show clips and behind-the-scenes footage. Twitter will be used primarily for fan engagement. Facebook and Instagram will be used to show pictures and clips to support the promotion of the film.
Musical.ly App Contest Musical.ly is a karaoke/lip-syncing app that is heavily used by 13-24 year-old girls. We will hold a contest to have Musical.ly users lip-sync to any of the original songs in the film. The winner with the most likes will recieve two tickets to the premiere of L.A. Fadeaway. branded swag and a $300 gift card to Urban Outfitters.
Online Influencers We will approach online influencers on YouTube to to create branded videos and posts. By sponsoring YouTube musicians, YouTubers will sing covers of the original songs and give a 30-second shout-out about the film at the end of the video. An example of a YouTube sponorship is with Kina Grannis. 41
publicity Overview The publicity plan will support the traditional media buys and internet marketing to create an integrated plan. Our press kit consisting of a press release, pitch, cast/crew bios, photography, one-sheet and DVD will be sent to a media list targeted towards film critics and music writers.
Preview Screenings Preview screenings will be held at film colleges, local theatres and other venues in the selected target markets. For the preview screenings in the venues, film critics, bloggers and online influencers will be invited to share their experience and critique the film.
Premiere A VIP premiere will be set two weeks before the opening weekend at The Roxy in West Hollywood, CA. The Roxy is known for its historic music concerts in the 1970s by some of the most iconic rock artists in history. The movie will be set up in the venue to hold a VIP premiere screening for the press.
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publicity Interviews The three main cast members, Lindsey Newell, Timothy Ryan Cole and Sean Wiggins will be interviewed by bloggers, film websites, and online film YouTube Channels such as Screen Junkies and ClevverTV.
Press Junkets and Film Panels The press will be invited to an exclusive media event featuring a music performance by Sean Wiggins and a film panel of the cast and crew to learn more about the production of the film.
Media List Examples
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PROMOTIONS & PARTNERSHIPS Urban Outfitters L.A. Fadeaway will launch a summer line with Urban Outfitters that is inspired by the film’s production art and costume design. This will include graphic tees, sunglasses, poster art and records of the soundtrack. It will be sold in select stores and pop-up shops in the most successful target markets for the film.
The Voice
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In a partnership with The Voice, L.A. Fadeaway will encourage aspiring artists to “Find your voice” by offering free vocal training sessions by special guest artists during audition season. The film will sponsor special behind-the-scenes segments of the audition process and promote it on social media.
X L.A. FADEAWaY
MEDIA STRATEGY A mix of traditional and digital media will be implemented in the media plan to advertise L.A. Fadeaway. TV spots and digital video ads will occur first in the media plan to gain awareness in the story. This will be followed by billboard ads, digital bumper ads and other promoted social media to keep the film top-of-mind in the weeks leading up to the release. A primarily digital marketing campaign will appeal most to the females under 25 audience. The creative advertising in the media plan is coordinated with the publicity, social media and partnerships in order to successfully reach and drive our primary target audience to watch L.A. Fadeaway in theaters. The flowchart on the next page visualizes the plan in timing.
TV Spots Placements
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MEDIA FLOWCHART MAY RELEASE SCHEDULE Premieres In-Theaters Video-on-Demand
TRADITIONAL Billboard TV Spots
INTERNET MARKETING Spotify Ads Pre-roll 30-seconds (Hulu, YouTube) Bumper Ads (YouTube) Promoted Social Posts Online Influencers Sponorships Musical.ly Contest
PUBLICITY Interviews Press Junket and Film Panels
PROMOTIONS & PARTNERSHIPS Urban Outfitters The Voice
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JUNE
JULY
AUG.
SEPT.