The DOORS when you are strange - the movie

Piotr Matecki for MOLINAIRE LONDON FILM STUDIO Concepts of promotional, new media campaigns of the movie: THE DOORS â&#x20AC;&#x201C; When you are strange

concept 1. SLEEPING WITH A LEGEND

SLEEPING WITH A LEGEND Idea: Trying to show Morrison phenomenon as an icon of lover we reach to the source. We look for those, who experienced him â&#x20AC;&#x201C; his lovers. Campaign is a cross channel action of looking for ex-girls of Morrison, interviewing them, making photosessions, revealing their stories, generating curiosity, interest and word of mouth in this topic.

SLEEPING WITH A LEGEND key visual

SLEEPING WITH A LEGEND

Channels: Outdoor Press YouTube – viral teaser movies, fake memories Facebook – fanpage, profiles of the women e-PR and PR via women' press – pictorials, sponsored articles, interviews Microsite with ex-lovers

concept 2. LIFE IS A PARTY!

LIFE IS A PARTY Idea: "Sex, drugs & rock'n'roll" could be Morrison motto. "Live fast, die young" â&#x20AC;&#x201C; another popcultural cliche sounds like essence of Morrison's life. Greek's "Carpe diem" suits too and shows that there is something more general, something in our nature that pushes us towards a vision of life as a party. A short one - therefore should be intensive. Let's resurect Jim Morrison under one of his personas â&#x20AC;&#x201C; Bacchus, a god of party.

LIFE IS A PARTY key visual

LIFE IS A PARTY

Channels: •  Microsite, dedicated to the topic of parties – lifestyle online magazine on best, most wired parties in the world. •  YouTube – viral teaser movies, fake memories •  Facebook – fanpage Other activities:

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Serie of music events-parties in parks, open city spaces, with DJ's mixing the Doors music. Video making of on YouTube channel as the base for e-PR. Ambients in the city, transferring ordinary, boring places into party space.

concept 3. IMAGINATION PILLS

IMAGINATION PILLS Idea: Jim Morrison was a profan, a shaman, god of sex and rock and roll. He was a poet and drug addicted man. He was a rebel who made experiments on perception, rules, braking the tabu and seeking for inner truth by (extremely) exploring his mind, body and soul. And showing the results of this research to the spectators in higly imaginative artistic way â&#x20AC;&#x201C; by poetry and music. Seen this way he is an artist par excellence and his life is archetypic. It resembles life of poet maudits Rimbaud, painters like Dali or Picasso, filmmakers like Passolini. All filled with passion, objects of desire, admired by people. Lets strengthen this aspect of Morrison's legend and make Morrison a patron of artistic efforts and a new incarnation of artistic movements based on introspection, psychodelic experiments, visions, dreams, questioning tabu. Let's make it witty â&#x20AC;&#x201C; by advertising pills for imagination (the FAKE PRODUCT, created only for this viral campaign).

IMAGINATION PILLS key visual

IMAGINATION PILLS on the streets

IMAGINATION PILLS Channels:

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e-PR and buzz on topics: how Morrison influenced art and popculture? how Morrison opened the door of perception for arts and music?

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Microsite promoting and discussing artists creating strange, psychodelic, introspective art.

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YouTube – viral teaser movies

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Facebook – fanpage, profiles of the artists linked to the main fan page

Other activities: •  Johnny Depp interviewed on Jim Morrison. •  Damien Hirst interviewed on Jim Morrison. •  Fifty Cent interviewed on Jim Morrison. A serie of interviews with modern stars – the topic is, how were they influenced by Morrison's person, poetry and music.

IMAGINATION PILLS

"the true Morrison" "the Door will open in April 2010" "meet Jim personally â&#x20AC;&#x201C; April 2010" "what left unspoken? find out, watch "when you're strange" movie on Jim Morrison and The Doors." After the teasing part of the campaign, the topic of the Movie is present in all activities and PR. We gradually tease more and more the audience. Show the movie as the source of a lot of unknown facts on Morrison and the Doors.

concept 4. GENERATIONS' VOICE

GENERATIONS' VOICE Idea: In the times of word of mouth, social media and global village, the power of recommendation is not to be overrated. Usage of new media context will give film a fresh context, also create a impression that this topic is very up to date, discussed on foras. We want to give the impression Morrison's thoughts and way of life are still fresh and attractive for new generations. So first we generate buzz on foras and on fanpages on Facebook and then use the chosen opinions on outdoor and in our communication. So we make heroes of the campaign from its spectators. It's common that campaign is build on user generated content, but not so common to use it in outdoor and cross channel and make THE USERS be the content.

GENERATIONS' VOICE key visual

GENERATIONS' VOICE street art

GENERATIONS' VOICE key visual

GENERATIONS' VOICE VIRAL MOVIE FOR INTERNET Imagine a few generation family celebrating birthday. When there is a time to sing Happy Birthday, they stand up and sing: "People are strange" by the Doors. Natural entourage, natural voices, with emotions as if they were doing this always this way. At the end just web adress: meetmorrison.com

GENERATIONS' VOICE VIRAL MOVIE FOR INTERNET The same situation happening on college ceremony â&#x20AC;&#x201C; instead of hymn we can hear "Break on through". We see young students and old proffesors singing together with great involvement. At the end webpage adress: www.meetmorrison.com appears.

GENERATIONS' VOICE VIRAL MOVIE FOR INTERNET The same situation happening on football match. Instead of team hymn we can "Light my fire" sung by old coach, young footballers and fans in different age. At the end webpage adress: www.meetmorrison.com appears.

GENERATIONS' VOICE

Other channels: YouTube â&#x20AC;&#x201C; viral teaser movies Facebook fanpage, event page Other activities: Street art Ambient media Contest for the most interesting sentence about Jim â&#x20AC;&#x201C; prize: your sentence on billboard!

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