THE HI STRIKER B Y: JESSI C A GOLDM AN
THE HI-STRIKER
MARKETING PLAN BY JESSICA GOLDMAN Entertainment Marketing
Jim Fredrick
May 21, 2014
PHASE ONE: OVERVIEW KEY NOTES POSITIONING STATEMENT & SYNOPSIS CAST AND CREW TARGET AUDIENCES MARKETING OPPORTUNITIES & MARKETING OBSTACLES THE BIG IDEA
PHASE THREE: DISTRIBUTION STRATEGY 6 8 10 12 14 16
PHASE TWO: FESTIVAL STRATEGY FESTIVAL STRATEGY TARGET FESTIVALS + RATIONALE FESTIVAL KIT FESIVAL MARKETING
table of contents
19 20 22 24
DISTRIBUTION STRATEGY TARGET DISTRIBUTORS
28 30
PHASE FOUR: CONSUMER STRATEGY OVERALL STRATEGY RELEASE STRATEGY CREATIVE ADVERTISING MEDIA MARKET RESEARCH PUBLICITY INTERNET MARKETING
33 34 36 38 40 42 44
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phase 3
one
overview
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key notes
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Genre dark comedy; action adventure
Rating R
Tagline Step right up.
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positioning statement & synopsis
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Positioning Statement With one totally in-love 12-year-old, one wise-talking best friend, a creepy clown named One-Eyed Joe, some obnoxious, drug-dealing teens, and one young Mormon, the raunchy comedy “The Hi-Striker” will take you on a hilarious ride through one kid’s wild quest to get the girl of his dreams.
Synopsis 12-year-old Bradley is, well, mediocre. With a popular and charismatic older brother named Eric, Bradley knows all too well that he doesn’t compare. But that doesn’t stop him from falling in love with the beautiful, yet Mormon-raised and well out-of-his-league, Laura Drake. Lost in 12-year-old love, he plans to do whatever it takes to win her over. He just has to do is prove he’s strong, just like his brother. Bradley decides to takes on the heaviest hammer at the Hi-Striker game, called the “Man Hammer,” run by creepy One-Eyed Joe. But soon enough, Bradley and his best friend Tanner find themselves in a pickle. What seems like a fun carnival turns into quite the situation with the terrifying One-Eyed Joe, and Bradley and Tanner must enlist the help of two obnoxious teenage drug dealers, all in an attempt to save the day, save themselves, and get the girl.
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cast & crew
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crew
Lauren Badalian
Grant Keligian
director
director of photography
Producer
screenwriter
Nick Clarke
Steven Dady
Andrew Moorhead
Brandon Kapelow
James Blakely
cast
Levi Robbins
Kyle Posey
Eric Byrd
Our protaganist.
Bradley’s best friend.
Tanner’s annoying big bro.
Bradley’s popular older brother.
Jeff DeCrosta
Ellis Jackson
Brantley Black
Tanner Posey
Danielle DellaPorta
Bradley Byrd
Laura Drake
Alex Osmond
Friksy Brisky
One Eyed Joe
Bradley’s love interest; Mormon.
Laura’s uptight friend.
Kyle’s partner in crime
The scary carnie
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target audiences
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Primary: Fans of Raunchy Comedy Fans of raunchy, experimental, and dark comedy; crude humor - Men 18-30, dominantly caucasian, live in suburbs Fans of South Park, Team America, Ted, Harold and Kumar films. Also for fans of Comedy Central. This target audience will enjoy the raunchiness, outlandish elements, crude humor, and action sequences. Positioning Statement: For males ages 17-34 who are fans of raunchy comedies, “The Hi-Striker” is an indie cult film that perfectly complements their interests: crude humor, young adolescents acting inappropriate, action adventure, and originality.
Secondary: Generation Y Trendsetters Millennials in high school and college; often are the leaders of what is “in” - Men and women 17-22, live in suburbs, variety of ethnicities This target audience are movie lovers who are fans of comedies and cult films, and seek out films that are relatable and hold themes they identify with. Positioning Statement: For males and females age 17-24 who seek films that are exciting, unique, and relatable, “The Hi-Striker” knocks out all three.This experimental comedy sparks themes of young love, gaining self-confidence, and strengthening of friendships, all topics that are highly relatable to young millennials.
Tertiary: Indie Movie Lovers Fans of small-time films, particularly art house-esque and films that often become cult films. Men and women who enjoy seeking out these lesser known dark comedies for their storylines, creativity, and most importantly, originality. They go to film festivals, enjoy watching films that differ from the rest. For fans of films like Napoleon Dynamite or Clerks. Positioning Statement: For indie-movie lovers who seek films that are original, clever and low-budget, “The Hi-Striker” accomplishes all of these. This is an independent film that sticks out for its originality, unique humor, and its relatable core themes. It will spark interest in people who are fans of films like these.
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marketing opportunities and obstacles
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Marketing Opportunities ORIGINAL: Dark, experimental comedy; similar to shows like South Park and Team America, but holds a unique story never told before. RAUNCHY HUMOR: The fact that the film revolves around two young kids, but includes cursing and some inappropriate content, will attract the target audiences. RELATABLE: coming of age theme will make those 17 and older reminiscent of their early teen years, first loves, gaining self-confidence, etc. VISUAL AND SOUND EFFECTS: These add to the fast-paced humor and action adventure elements of the film
Marketing Obstacles RATING: Rated R; obstacle since the film’s main characters are only 12, and only those over 17 can see the film. LIMITED: limited target audience, both because of the R rating and the fact that it is not just a comedy but has a specific type of humor commonly aimed toward males, leaving out most of the female audience. SPECIFIC HUMOR: This type of humor is not universal. Not all fans of comedy will necessarily find this particular brand of humor and unique content funny to them because it is more of a dark comedy. SUSPENSE ADDED BY VISUAL EFFECTS may be shocking and/or too suspenseful for some.
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big idea
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The Big Idea Most of us can remember that feeling of being so blinded by love that we’ll do just about anything. Bradley realizes that he’s gotta step up, take charge, and “be a man” if he wants to get the girl of his dreams. Even if it means getting into quite a pickle along the way. Basically, he wants to...
...get some. Themes of self-confidence and taking risks, mixed with the dark comedy and crude humor, will be carried throughout this marketing plan. ...The Hi-Striker takes the viewer on quite the ride.
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phase 17
two
festival strategy
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festival strategy: The Hi-Striker will be submitted to several film festivals throughout the year, particularly festivals that focus on or have a specialty in comedies, cult films, and independent films. The film festivals this film will be submitted to range from late March to late October, and The Hi-Striker will capitalize on any publicity brought by the film festivals.
target festivals >
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Chicago International Film Festival
SXSW Film Festival:
This film festival has an “After Dark” category perfect for “The Hi-Striker.” This category gathers genre films from horror to thrillers to edgy animation and dark comedies, showcasing future cult classics and midnight favorites. The Hi-Striker will fit right in. Oct. 9-23, 2015.
SXSW film festival has a Midnighters category that focuses on scary, funny, sexy, and controversial films. Provocative,“after-dark” type films fill this category, and The Hi-Striker can be successful in this category. March 13-22, 2015.
Los Angeles Film Festival:
Toronto After Dark Film Festival:
The LA Film Festival is the perfect place for The Hi Striker to screen for both the director’s opportunities to meet with Hollywood execs as well as the target audience of the film. The location is also ideal for ease of travel for the crew and cast. June 11-19, 2015.
The Toronto After Dark Film Festival showcases new horror, sci-fi, action, and cult films from around the world. The HiStriker’s suspenseful elements, visual effects, and darker aspects fit well with this film festival. Oct. 17-25, 2015.
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festival kit
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Cast and Crew List LA Weekly press release 3861 Sepulveda Blvd. Culver City, CA 90230 P: 310-574-7100 Fax: 310-574-7492
press release
Jessica Goldman 700 W. Walnut Ave #95 Orange, CA 92868 (818) 312-4972 goldmanjessica2@gmail.com
Levi Robbins director
Brandon Kapelow
director of photography
Lauren Badalian Producer
Grant Keligian screenwriter
Name: James Blakely
Name: Steven Dady
Name: Jeff DeCrosta
Role: Bradley Byrd
Role: Tanner Posey
Role: Frisky Brisky
Name: Ellis Jackson Role: Laura Drake
Name: Alex Osmond
Name: Andrew Moorhead
Name: Brantley Black
Name: Nick Clarke
Role: One-Eyed Joe
Role: Eric Byrd
cast & crew list
To whom it may concern: The Hi-Striker is a raunchy comedy film for fans of South Park, Team America, and action comedies like Project X and Harol and Kumar, and it is currently being screened at Los Angeles Film Festival this June. The film follows 12-year-old Bradley and his quest to prove he is worthy for the woman of his dreams, all while tackling one creepy clown named One-Eyed Joe, some obnoxious, drug-dealing teens, and the wild quest the boys get themselves into along the way. Bradley is, well, mediocre. With an older brother who is popular and charismatic, Bradley knows all too well he doesn’t compare. But that doesn’t stop him from falling in love with the beautiful, yet Mormon-raised and well out-of-his-league, Laura Drake. Lost in 12-year-old love, he plans to do whatever it takes to win her over. He just has to do is prove he’s strong, just like his brother. Bradley decides to takes on the heaviest hammer at the Hi-Striker game, called the “Man Hammer” by creepy One-Eyed Joe, but soon enough Bradley and his best friend Tanner find themselves in a pickle. What seems like a fun carnival turns into quite the situation with the terrifying One-Eyed Joe, and Bradley and Tanner Cinema/Chicago must enlist the help of two obnoxious teenage drug dealers, all in an attempt to save the day, save them30 East Adams, Suite 800 selves, and get the girl. Chicago, Illinois 60603 Phone: aspects, 1-312-683-0121 The raunchy humor, suspenseful elements, experimental and relatable themes of this film will 1-312-683-0122 attract a cult audience that will spread the film to aFax: wide audience.
Role: Danielle DellaPorta
Role: Kyle Posey
pitch letter
dvd case
Goldman We invite you to come out to the screening of the Jessica film June11 at Los Angeles Film Festival. Thank you 700 W. Walnut Ave #95 for your time and consideration. Orange, CA 92868 (818) 312-4972 Sincerely, goldmanjessica2@gmail.com Jessica Goldman To whom it may concern: Marketer The Hi-Striker My name is Jessica Goldman and I am the marketer for the film “The Hi-Striker” that I would like to submit to the Chicago International Film Festival.
I believe the raunchy humor and suspenseful elements of this film will appeal to the audience of your film festival, and we hope you consider our film for selection into the Chicago International Film Festival.
LEVI ROBBINS FIMMAKER
CHAPMAN UNIVERSITY, BFA
business cards
Sincerely, Jessica Goldman Marketer The Hi-Striker
JESSICA GOLDMAN MARKETER
CHAPMAN UNIVERSITY, BA
P (818) 312-4972 W GOLDMANJESSICA.COM E GOLDMANJESSICA2@GMAIL.COM
pitch letter
Bradley is, well, mediocre. With an older brother who is popular and charismatic, Bradley knows all too well he doesn’t compare. But that doesn’t stop him from falling in love with the beautiful, yet Mormon-raised and well out-of-his-league, Laura Drake. Lost in 12-year-old love, he plans to do whatever it takes to win her over. He just has to do is prove he’s strong, just like his brother. Bradley decides to takes on the heaviest hammer at the Hi-Striker game, called the “Man Hammer” by creepy One-Eyed Joe, but soon enough Bradley and his best friend Tanner find themselves in a pickle. What seems like a fun carnival turns into quite the situation with the terrifying One-Eyed Joe, and Bradley and Tanner must enlist the help of two obnoxious teenage drug dealers, all in an attempt to save the day, save themselves, and get the girl.
P (870) 421-2293 W LEVIROBBINS.COM E LEVIMARCROBBINS@GMAIL.COM
The Hi-Striker is a raunchy, experimental comedy for fans of ironic comedy like South Park, Team America, and action comedy like Project X. The film follows 12-year-old Bradley and his quest to prove he is worthy for the woman of his dreams, all while tackling one creepy clown named One-Eyed Joe, some obnoxious, drug-dealing teens, and the wild quest the boys get themselves into along the way.
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festival marketing
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Guerrilla + Stunting Strategies We will place a Hi-Striker game at various festival after parties, inviting guests to take part in the game and see how well they can do.
Festival PR Strategies (cont.)
Festival PR Strategies Flyers for the film will be designed on enlarged carnival tickets, and multiple tickets will be handed out to film festival goers. Those who take part in the Hi-Striker game receive tickets specific for special screenings or parties.
We will hand out custom “Get Some” and “Got Some” shirts to festival-goers waiting in line. Guests also can receive shirts with the tickets they earn from playing the Hi-Striker game.
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phase 25
three
distribution strategy
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distribution strategy Market research will be conducted to understand which parts of the film are the most playable and which parts are the most marketable, and we will target specific film distributors that specilize in quirky, original dark comedies that are not for kids. We will target distributors that have produced similar films to The Hi-Striker either in genre, themes, or sense of originality. Some distributors will be large, and others will specilize in smaller, independent features.
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Screenings We will conduct test screenings in Los Angeles and the San Fernando Valley in order to get early reactions from the audiences on their opinions and excitement over the film. Numbers from the screenings will be sent to distributors to show both the playability and marketability of the film, and what factors will come into play when marketing the film.
Research Market research, including surveys and concept testing, will be conducted to get consumer feedback to find if the story is appealing, if they relate to the storyline and understand the humor. Title testing will also test the title of the film in relation to the film itself.
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target distributors
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New Line Cinema
New Line Cinema merged with Warner Bros. in 2008. Prior to the Lord of the Rings trilogy, this studio was responsible for genre films and cult classics such as The Mask, the Final Destination films, and the Harold and Kumar films. This studio has distributed several films similar in style and marketability as The Hi-Striker.
Paramount Pictures
Paramount is a film and television production and distribution studio, and has distributed various commercially successful films, many of which are similar in style to The Hi-Striker, like Jackass, The Bad News Bears, Team America and South Park: Bigger, Longer & Uncut.
Focus Features
Fox Searchlight Pictures
Focus Features is the arthouse films division of NBCUniversal, and has produced and/or distrubuted films such as Taking Woodstock, Bad Words, That Awkward Moment, and Moonrise Kingdom. Focus Features would be a perfect fit for The Hi Striker since it is known for producing unique, independent, and sometimes dark comedy fims that attract specific audiences.
Fox Searchlight is a distribution company within the Fox Entertainment Group, and specializes in U.S. distribution of independent and British films, as well as dramedy and horror. Past films out of Fox Searchlight similar to The Hi-Striker include Napoleon Dynamite, Whip It, and The Ringer.
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phase 31
four
consumer strategy
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overall strategy Since our primary audience are fans of raunchy, dark comedy, predominantly the young male audience, the consumer strategy will target where they are the most and what they enjoy the most. Television, internet marketing, and publicity will all cater to the three target audiences previously mentioned, hitting where they shop, what they watch, and what they surf on the web.
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Release Strategy This film will begin to be released in late October, right around Halloween. Although this is not a horror film and not centered around the holiday in particular, the film’s suspenseful elements, along with the dark comedy and cult-like feel, make it a perfect film for those too old to trick-or-treat. Midnight screenings in Los Angeles and select college towns will elicit unprecedented amounts of demand at the studio and at local theaters. This film will rely heavily on word of mouth to create a cult following that will generate buzz for the film, as the film is simultaneously released in more theaters throughout the rest of the year.
Release Date Initial Release Date: Wednesday, October 15, 2015.
Pattern Platform Release – grows slowly in a limited number of cities. Initial cities include Los Angeles, Chicago, and two large college towns, Ann Arbor, Mich. and Austin, Texas.
Competitive Environment We plan to release this film two weekends before Halloween weekend. Since this film is not a horror film, it won’t compete with the horror films released the weeks leading up to Halloween. In past years, horror films are released in various weekends leading up to Halloween as to not compete with each other, and the weekend prior to Halloween is usually when the most popular and top-grossing horror film is released. In past years, it has been the Paranormal Activity series, which plans on releasing a sequel at the same time in 2014. By releasing The Hi-Striker two weekends before, we plan to counter-program this film so it won’t compete with the horror films that garner the most attendance. The Hi-Striker will be a comedic relief against the horror and thrillers released these weekends. Yet the film still has suspenseful elements and edgy visuals and sound effects that make it fitting for this time of year.
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creative strategy With dark, experimental comedies, the creative advertising needs to focus on not just humorous and interesting aspects of the film, but utilize the fact that this film will generate a cult audience, thereby focusing on an experiential sell. This film will be sold by the experience one has while watching - they will laugh, they will be shocked, and they will talk about it.
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One Sheet
Billboard
Print Ad
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media strategy The Hi-Striker will utilize both traditional and non-traditional media. Traditional media will include television and radio advertising spots, choosing specific programming that is popular amongst the target audiences. Non-traditional media will focus on unique ways to market the film to consumers, highlighting the cult-like status of the film, the raunchiness, and its themes.
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TV Concept 30-second television trailers will focus on the hype of the film and utilize buzz that surrounds the film, either from press reviews, fan reviews/excitement, etc. Trailers will also highlight ideas like, “for fans of South Park, Team America, etc.” Referencing films and shows that the target audience knows and already is a fan of of will generate interest.
Radio Concept Radio spots will focus on the sound effects utilized throughout the film, as well as again referencing films and shows that the target audience knows and already is a fan of. Buzz will be created because these spots will lead people to wonder what on earth this film could be about, but also tempting them to want to be a part of the experience, or the “cult.”
Media Choices/Formats 15 to 30-second radio spots on 98.7 fm and 93.1 Jack FM - These spots will be played in the evening (5-7pm, 8-11pm) for one or two days before the initial release, and sporadically in the weeks as the film grows in theaters and buzz. 30 second television spots will be on channels such as include Adult Swim, Comedy Central, FX and MTV. - These spots will air during specific programming like Workaholics (Comedy Central), Tosh.O (Comedy Central), South Park, Catfish (MTV), etc. There will also be an extended trailer for online purposes.
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market research This research will be conduced throughout August 2015 to hone in on any specific marketing strategies that need a bigger push or different direction.
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Test Screenings Test screenings will gather information on how much the audience enjoyed the film, related to the themes, understood the humor, and so on. Since the film has a variety of elements that range from dark comedy to suspense to themes of young love, screenings will help narrow down which parts of the film the audience enjoyed the most or reacted to the most, to better understand which parts of the film need to be heavily marketed more than others.
Concept Testing Concept testing will gather research on how well the target audience responds to various creative concepts, testing to see if they would want to see the film just through its marketing efforts. Concept testing will also test the likeability and playability of the game, reactions to television and radio advertising, and print materials.
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publicity Publicity for this film will center around various “carney� themed-elements to generate buzz, such as partnerships, games, and television appearances.
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Press Junkets
Partnerships
A press junket for the film will include the primary cast and crew, and will be located at the LA County Fair. The junket will be the last day of the fair. Holding it at a county fair highlights where the film takes place. Since the fair is a family-friendly place and the movie is not for kids, the junket will be separate from the youth and family aspects of the fair.
The Hi-Striker will partner with the retail store Urban Outfitters to sell “Get Some” and “Got Some” t-shirts. With the purchase of a shirt, customers will receive a handout about the film and where it is screening in their area. The t-shirts will have a special display in the retail and online store that highlights the film and where to see it. Various copies of set pieces will also be available to purchase, like the Mormon bible an the eye-patch OneEyed Joe wears.
Media Hi-Striker Online Game: The Hi-Striker online game will be available to play on the movie’s website, and will also be a smartphone application. Players will play the character of Bradley, and the object of the game will be to build up Bradley’s strength to try to reach the highest level of “The Man Hammer,” (the name of the Hi-Striker game in the film) all while dodging various obstacles that cross his path, like One-Eyed Joe, or him getting googly-eyed over Laura Drake.
Talent Involvement The actors who play Bradley and Tanner will appear on Tosh.O, and instead of doing a typical interview segment, the boys will appear in one of the show’s typical video segments instead. Primary audiences of these programs overlap with the audiences of the film. Talent will also do interviews on Late Night with Seth Myers, CONAN, and Jimmy Kimmel.
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internet marketing Social media and online marketing utilized in this campaign will center around teh online buzz generated by movie-goers. We will also capitalize on the popularity of sites like CollegeHumor, Funny or Die, and Adult Swim to spread the film to its audiences. The Hi-Striker will partner with popular websites reguarly visited by the film’s target audiences to generate buzz for the film. Video segments done for various television programming will be placed on these websites as well.
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Online Publicity The Hi-Striker will partner with FunnyorDie to create a funny video featuring the actors who play Bradley and Tanner and FunnyorDie staff. Websites such as Buzzfeed, Thrillist, The Onion, and Cracked will feature reviews of the film. and share film media, such as videos created through partnerships and trailers. In addition, The Hi-Striker will partner with these websites, and others, creating strories that include themes from the film, i.e. buzzfeed lists.
Online Advertising Web banner ads will be placed on websites of the TV stations that will air the TV spots, and radio websites as well. Ads will also be placed on sites like eBaumsWorld, Cheezburger, CollegeHumor, Funny or Die, and Adult Swim, encouraging people to not just see the film but play the online Hi-Striker game.
Social Marketing Facebook and Twitter accounts will be created for the film and each will share posts of movie stills, trailers, clips, PR initiatives, reviews, quotes, interviews, gifs, etc. Facebook advertisements will focus on promoting the Hi-Striker online game and app.
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