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Table of Contents
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Fundamentals
Page 4-11
Film Festival Strategy Page 12-25 B2B Strategy
Page 26-29
Consumer Strategy
Page 30-54
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Fundamentals Executive Summary “A Good Man” will perform its wide release on October 5th, 2012. Two months prior to the release, an advertising and promotion campaign will target three target audiences and a niche market in order to create awareness of the film. Using different forms of media, the campaign will seek to help the target audience relate to the film and appreciate the unique attributes the film possesses, which are not common in the movie world. The entire advertising process will cost $30.4 million and aims to yield a significant return on investment opening weekend.
What goes on in the mind of a coma victim? If that victim was attacked, and beaten into his current state, how can the police find his assailant? What if there was a machine that can penetrate deep into the unconscious mind? This machine would allow police to identify the attackers before they can strike again.
This film is a drama that sparks the imagination to ask: “What if” and “Why?” The main character is physically beaten into a coma, and the audience is left wonder “What if we could peek into his mind and identify his attacker. All the while, the main character’s family isleft to wonder “Why did this happen to him.”
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Fundamentals Objectives The objectives of the marketing plan are to generate revenue through seats filled, communicate the message of the film to target audiences, and increase recognition of the film amongst consumers. Three phases will be implemented in order to most effectively promote the film: a film festival phase, business to business phase, and consumer advertising phase.
Strategy In order to reach consumers whom this movie most appeals to, this campaign will primarily focus around convention promotions, web promotions, and film festival exposure. In order to demonstrate to a distributor that “A Good Man” can experience success, this campaign is designed to appeal to a very specific group of consumers who will make up the initial rush and later inspire interest this genre-reviving film. The main concept behind “A Good Man” is to bring a classic Sci-Fi story to life in a modern setting for a new generation of viewers.
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Fundamentals Concept Capsule Imagine a world where you can see into the mind of a unconscious person and understand the circumstances that lead him to his condition.
Log Line Step Into the Mind of a Good Man
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Fundamentals
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Fundamentals Marketable Elements Train The attack occurs at a train station and is an easily recognizable venue Family The main character demonstrates a strong tie to his family, which is easily relatable The Imager Machine The story is based around the idea that this machine exists and can fulfill the role for which it was intended Spanish Language The film takes place half in English and half in Spanish, which makes appealing to a wide audience
Sci-Fi feel The mind bending theme goes along with many classic science fiction programs, such as “The Twilight Zone” and “Star Trek”
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Fundamentals Primary Target Audience Males and Females 18-50 Enjoy classic “cult” TV shows and movies, such as “The Twilight Zone” and “Star Trek” Enjoy attending events related to their interests Frequently discuss the intellectual themes in the TV shows and films that they enjoy
Secondary Target Audience
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Hispanic Males and Females Have strong connection to culture and Spanish Lanuage Believe in supporting the Hispanic community Seek better perceptions of Hispanic Culture in the U.S.
Fundamentals Secondary Target Audience
Science fiction fans of any age Active in online communities discussing science fiction Interested in reviving the science fiction theme in the U.S.
Tertiary Target Audience
Young couples Early into marriage Tight with money Interested in tight family bond Have children or would like to have children
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Festival Strategy Objectives Because this film is targeting an existing culture, rather than creating one around the film, the goal of the Festival Strategy is to establish placement of “A Good Man” alongside other category favorites. A personal connection with consumers is essential, and will be achieved through cast interactions and guerilla marketing
Festivals International Horror and Sci-Fi Festival April 6-8, 2012 Phoenix, Arizona Although technically a separate event, this festival is an extension of the Phoenix Film festival. The festival specialize in the horror9/sci-fi category and features screenings and discussions that are topic appropriate.
Los Angeles International Latino Film Festival July 19-26, 2012 Los Angeles, California This festival is dedicated to helping Latino filmmakers in the United States. It intends to allow exposure within the industry to consumers and distributors
Newport Beach Film Festival April 26-May 3, 2012 Newport Beach, California This festival has earned a reputation as “The Filmmaker’s festival” due to the high number of industry stars (producers, directors, writers, etc) that attend each year. In addition, this festival features a “Latino Showcase” category
Twilight Zone Convention August 24-25, 2012 North Hollywood, California Although not a film festival, this event draws fans of the classic TV show “The Twilight Zone.” Many regard this classic show, created by Rod Sterling, to be a pioneer in the science fiction genre and an inspiration to many future
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Festival Strategy
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Festival Strategy
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Festival Strategy
One Sheet 16 |
Festival Strategy Photos
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Festival Strategy Key Art Logo
Font
Abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Colors
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Festival Strategy
DVD
Business Card
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Festival Strategy Guerilla Crime scenes will be set up at Film Festivals with clues spread out throughout the various screenings. Once all of the clues are collected, consumers will be provided with a link to a special part of the website containing a detailed description of the imager machine. Consumers will be walked through the process of how the victim’s mind will be read and ultimately prompted to go see the film to find out the outcome.
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Festival Strategy Real Life Imager Also at the festival will be a mock imager, which will appear to read people’s minds. A professional psychic will be hired to operate the machine, and will appear to read a display coming out of the imager, thus reading the person’s mind
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Festival Strategy Website The film website will act as a central hub for all consumers to stay updated on the film. Fans can discuss the themes in detail, while first time visitors can view trailers and reas character bios
Sci-Fi Fan Forums A large part of the sci-fi culture is the social discussion element. Fans of the Sci-Fi genre enjoy discussing the intellectual themes in sci-fi programming and one outlet for those discussions is online forums. We will spark the idea of a mind-reading machine in the forums and once conversations have begun, we will implant the message of the film
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Festival Strategy Twitter Using the hashtag #goodman, people can talk about people who have made a difference in their community. Posts will be frequently made by film staff saying “here the story of this #goodman�
YouTube Security cam footage of a man getting beat up at a train station will be posted onto YouTube creating the panic factor that drives viewers to the website
Facebook A Facebook page for the film will be created, allowing consumers to connect with the film on a personal level as well as create a forum for conversation
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B2B Strategy Paramount Paramount, which is owned by Viacom, is a natural choice as it was the original distributor for The Twilight Zone series. Now in syndication, the series has brought continuous revenue to the distributor since the 1960’s and from a strategic standpoint this is a great place to start
Warner Bros Warner Brothers is known for bringing fan culture to life through film, making the studio an excellent distributor for a fan driven film like “A Good Man�
DreamWorks DreamWorks has been responsible for bringing new talent and new ideas to the movie business. Reviving a forgotten genre and highlighting a young director fits within the DreamWorks image.
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B2B Strategy Direct Tele-Marketing Phone calls will be made until a pitch meeting can be organized with distributors. Courteously relentless is the strategy that will be implemented.
Online Petition Once lead to the website, a “petition” will be available on the home page that says “If you want to see this movie, make your voice heard. This ties into the idea of seeing into someone’s mind and shear numbers of petitioners could be used as a bargaining tool with a distributor.
Festival Networking Filmmakers and cast Members of the film will be equipt with “Festival Networking Kits,” which will include a business card, sampe print ad, and extended length trailer of the film. These materials will be on hand at all times during the festivals and will be provided to anyone expressing interest in distributing the film.
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B2B Strategy Test Screenings Test screenings in different regions and containing target audiences. Test screenings will not only gauge an audience’s first reaction, but also act as the first step in a wordof-mouth campaign. As this film is likely to attract an audience that is active in the blogging and forum world, test screenings are a major benefit
Marketing Kit A marketing kit will be sent to distributors outlining the film’s traits, potential, and marketability. Ultimately, a distributor wants to know how a film will make money. The marketing kit will explore that idea in great detail.
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Consumer Strategy Release Strategy The primary objective of the “Consumer Advertising Strategy� is to draw consumers into theaters for premiere of the film. This will be achieved by making the film relatable to consumers. The campaign will take place in venues where target audiences reside, and will also speak to those audiences in a relatable tone. Web, print, television, and guerilla placements will all work in synergy to promote the same ideas. Primarily, the campaign will communicate the film’s message of family values, a classic sci-fi theme, and the Spanish language. Beginning 2 months before the wide release, the campaign will escalate significantly in the final week leading to the release wide release. The campaign will conclude 3 weeks after the premier of the film
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Consumer Strategy 34 |
Print Ads
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Consumer Strategy Trailer
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Consumer Strategy Billboard Ad
Train
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Consumer Strategy Theater Posters
Popcorn container ads
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Consumer Strategy Forum Discussions
Website Banner Ad
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Consumer Strategy All of the media in this campaign is ultimately designed to lead consumers the film webpage. The site, which will be branded from head to toe with graphics and pictures from the film, is designed to carry the big idea Website of relating to the film’s characters. In addition, the website will contain character bios, a detailed map of the daily routine of the main character, and an in depth look at the imaging machine itself.
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Consumer Strategy
As a continuation of the festival campaign, all social media outlets will be utilized to draw traffic to the film’s website. In addition, individual Facebook profiles will be created for each character, with a detailed background and history. This will continue the theme of connecting with the Social Media characters and help to establish reliability. In addition, continued use of the hashtag #goodman will begin to trend as more and more people find comments about good people in their lives
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Consumer Strategy Hispanic Market Displays “In loving memory� displays will be set up at Hispanic markets featuring a picture of the main character. Onlookers will be prompted to visit the website and learn more about what has happened.
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Consumer Strategy Amtrak Sponsorship The majority of this film is set at a train station, where the main character is attacked. Amtrak makes an ideal sponsor because it allows consumers to stand in the footsteps of the main character. Using guerilla marketing, a “crime scene” and “memorials” can be set up at various train stops instructing train riders to visit the website to find out what happened.
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Consumer Strategy
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Consumer Strategy Six Months Out 24
Radio CBS radio (nationwide) Print Magazines People Time
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Consumer Strategy Preferred Distributor As mentioned before, Viacom was the original creator and distributor for the Twilight Zone series, which many hail as the first modern sci-fi series. Many dedicated fans of the Twilight Zone will recognize the Viacom symbol and convert feelings of the classic series into the film
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Consumer Strategy Corporate Synergy Using the idea of synergy amongst the many branches of Viacom, promotions for this film can come from already existing programming. For example, Viacom is also owner of MTV and TV Land. Both of those television channels feature programming similar to A Good Man. TV Land, for example, frequently plays Twilight Zone episodes. A Marathon of Twilight Zone episodes could be shown in order to promote A Good Man. In addition, Viacom also owns many very successful radio stations across the country. A promotion could be held to allow listeners into an advance screening of the film in order to generate internet buzz.
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Consumer Strategy Premiere Event The premiere event will be sponsored by Amtrak and will take place at a train station. Prior to the event, a section of the station will be blocked off from access, and later opened to reveal a crime scene. Later the audience will be invited into a outdoor tent-style theater, where the screening will take place. After the screening, a Q & A session will be setup to discuss the question “Were the images on the screen what happened, or just what is going on in his head?�
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Consumer Strategy Nationwide Event Through use of the online media campaign, consumers will be encouraged to discuss the film online after they see it at the premiere. Unlike the film “Inception,” which encouraged viewers not to give away the ending, the mind bending nature of “A Good Man” is enough to draw people in even if the plot is spoiled. Consumers will want to see the film so that they can be a part of the discussion.
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Consumer Strategy Public Relations Prior to release, a public relations press kit will be provided to all major media players in order to inspire a story. The kit will consist of a press release, fact sheet (one sheet), photos from the film, and DVD trailer. In addition, the kit will contain 2 tickets to the premier of the film, or one of the associated parties
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Consumer Strategy Budget Budget
% of Marketing
Print Magazines National Newspapers Newspapers Total Print Electronic Network Television Spot Television Cable Television Syndicated Television Total Electronic Outdoor Total Other Total Marketing Budget Negative Cost Total Budget
109,500.00 73,000.00 13,067,000.00 13,249,500.00
0.3% 0.2% 35.8% 36.3%
15,220,500.00 6,606,500.00 1,168,000.00 2,190,000.00 25,185,000.00 73,000.00 73,000.00 36,500,000.00 60,000,000.00 96,500,000.00
41.7% 18.1% 3.2% 6.0% 69.0% 0.2% 0.2% 106%
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