Breaking and Entering: Being Good is so Overrated

07-10-2015 12:21:45 AM

Breaking and Entering Being Good Is So Overrated

By Ranggin Hedayat

Tired of Playing by the Rules?

Table of Contents Phase One: Overview

The Basics 7 Positioning Statement

8 Synopsis

9 Target Audience

10 Marketing Opportunities

11 Marketing Obstacles

12 The Big Idea

13

Phase Two: Film Festival Strategy

Festival Strategy Target Festivals Festival Kit

Festival Marketing

15 16 17 18

Phase Three: Business to Business Strategy

Distribution Strategy Screenings

Target Distributors

20

21 22

24

26 27

28 29

30

31

Phase Four: Consumer Strategy

Creative Advertising Publicity

Publicity Stunt

Promotion

Internet Marketing Media Plan

Market Research

Phase One : Overview

The Basics Genre: Thriller Rating: R Release Date: July 10, 2015 Tagline: “Being Good is so Overrated” Main Characters:

“Becky”

“Lynn”

“Monty”

“I have always played by the rules”

“This is your opportunity to turn your life around”

“Now I’m ready to deal” 7.

Positioning Statement Breaking and Entering is a high-intensity thriller about two young women who break into a house, only to find that they have to contend with another robber.

Synopsis Breaking and Entering is a thriller about two young women who decide to break into a house, however they soon find out that their smooth-sailing mission has come to an abrupt halt as they must compete with another robber. Becky, a soft-spoken nanny of two bratty kids, keeps getting stiffed by her wealthy employer, Mrs. Fairchild. With no other job prospects or means of income she is also about to get kicked out of her apartment for overdue rent payments. After a night of debauchery, Lynn, Becky’s freespirited, uncensored, loose-cannon best friend, convinces Becky that the two of them should break in to the Fairchild home while the family is away on vacation.

Reluctantly, Becky agrees. With the key and security code to the house, the girls get in easily, but Becky finds it hard to control Lynn as the latter tries to take advantage of being in such a fancy place. Becky’s problems continue to worsen when a third, more menacing robber breaks into the house. The girls must figure out a way to get to the money before he does.

9.

Target audience • Primary: Young Adults (18-25) The primary target audience for this film is young adults ages 18 to 25 of any ethnicity and geographic location. The psychographics focus on rebellious individuals from the middle to lower income level.

• Secondary: Females (17-28) The secondary target audience for this film is females ages 17 to 28. This audience can be of any ethnicity and location. They are from the middle to lower income level. These females are tired of being good girls and playing by the rules. They want to be the hero of their own story.

• Tertiary: Aspiring Female Filmmakers The tertiary target audience is aspiring female filmmakers or actors who have endlessly been exposed to male domination in Hollywood. They are inspired by this film’s theme of female empowerment, as well as the female dominated cast and crew.

Marketing Opportunities • Female Domination

The film provides a full female crew along with a female dominated cast. It’s about time women are portrayed as the strong lead characters on their own, without relying on a man.

• Fight for Equality With a strong female presence, this film successfully passes Hollywood’s Bechdel test. Studios and general audiences are starting to realize the full potential female-driven films can have.

• Poor Becky Becky is a sympathetic lead character that the audience can root for. Her struggles are very relatable to the audience.

• Theme The theme of this film is taking control of one’s life and standing up for yourself. It is very empowering and inspirational. Anyone can relate this theme to any aspect of their life.

11.

Marketing Obstacles • “R” Rating

This film is rated R for the vulgar language and some sexuality.

This rating presents a challenge. It restricts certain audiences from being able to watch it.

• Who’s That?

The unknown cast can be problematic. Audiences will not recognize any faces and therefore the film must rely heavily on the plot to draw interest.

• Feminist Overload Although the film can be inspiring to some females, it may be done in a way that is too obvious and “in your face”. It may also be offensive and repelling to the male audience.

• Expectations of Genre This film may not live up to the expectations of the thriller genre. It is not psychologically stimulating or action-packed.

The twist may be seen as weak and insubstantial for the thriller genre. Although there is crime and violence, the violence part may not be as satisfying to the audience.

The Big idea Girl Power

13.

Phase TWO : Film festival strategy

Festival Strategy Breaking and Entering will be submitted to film festivals with a female filmmaker category, such as Tribeca International Film Festival and Sundance Film Festival.

Tribeca focuses inspiring a new generation of women filmmakers and writers. Since this film has a female empowerment theme, as well as a female-dominated crew, it will benefit tremendously from the support of other females in the industry.

Sundance Film Festival also has a “Women in Film Initiative� that works on fostering gender equality in American cinema by supporting women filmmakers. Sundance also has a midnight screening segment, which draws in the optimal audience for a thriller film.

In addition to these domestic festivals, Breaking and Entering will also be submitted to the Venice International Film Festival.

The exposure it will receive from such a prestigious film festival will go a long way as this film has the potential for international success and of becoming a cult classic.

15.

Target Festivals Mostra Internazionale D’Arte Cinematografica La Biennale Di Venezia

WHERE: Park City, Utah WHEN: Jan. 22, 2015 - Feb. 1, 2015 DEADLINE: Aug. 29, 2014

WHERE: New York City, New York WHEN: April 15, 2015 - April 26, 2015 DEADLINE: Nov. 29, 2014

WHERE: Lido, Venice, Italy WHEN: Aug. 26, 2015 - Sept. 5, 2015 DEADLINE: June 20, 2014

Festival Kit

Components: Pitch Letter Press Release Cast Bio Crew Bio Photography DVD Business Card

R

Marketing Ranggin Hedayat (949)394-1454 heday101@mail.chapman.edu

17.

Festival Marketing Stencils are a great way to grab the attention of festival-goers on the street. And while we are reaching those on foot directly, there is nothing pedestrian about a campaign that literally makes people stop in their tracks.

Getting walked all over never felt so good!

The poster for the film will also be on display at the festival. Posters are a great way to grab people’s attention. This is why a film festival with lots of traffic is a great platform to reveal a movie poster.

The one-sheet provides the opportunity to represent the film with just one image.

Phase Three : Business to Business strategy

Distribution Strategy Release Date: July 10, 2015 After the publicity Breaking and Entering receives at the film festivals, the film will benefit from a limited platform release to begin. The film will be released in the summer, in the major cities of Los Angeles and New York first. This will help the film gain word of mouth exposure from very influential publics.

After the first week the film will then be released in a few other densely-populated cities across the nation such as San Francisco, San Diego, Austin, Miami, Seattle, Boston, and Chicago. A few theaters per city in a limited number of cities will be th main strategy in the early stages of the film’s release.

After the third week, hopefully with enough word of mouth from the major cities, the film will earn a wide release of about 600 locations nationwide.

The film’s release in the beginning of July is an ideal time seeing as all the films releasing are comedies and children’s movies, such as Despicable Me Minions, Magic Mike XXL and Trainwreck. A thriller film faces no competition. Also, since the main target audience for the film is young adults, this demographic has lots of free time to watch movies in the summertime.

Screenings Week One: Los Angeles 3 theaters New York 3 theaters

X X

Week Two: Los Angeles 5 theaters New York 5 theaters San Francisco 5 theaters San Diego 5 theaters Austin 5 theaters Miami 5 theaters Chicago 5 theaters Seattle 3 theaters Boston 3 theaters

X X

X X

X

X

X X X 21.

Target Distributors Choosing the right distributor is essential to the success of a film.

The three target distributors for Breaking and Entering are Columbia Pictures, A24 and Fox Searchlight Pictures.

All three of these distributors have had success in the past with marketing female-dominated thriller films, such as The Girl with the Dragon Tattoo (Columbia), Spring Breakers and The Bling Ring (A24) and the Black Swan (Fox Searchlight).

Phase Four: Consumer strategy

Creative Advertising

Creative Advertising

25.

Publicity In addition to billboards in Los Angeles and New York, Breaking and Entering will also be promoted using credible, artsy magazine targeted towards the rebellious, young female adult demographic.

The two female actresses in the film will be featured in a Q & A article, which recognizes them as young up-and-coming stars.

They will also promote the film, which will be a great opportunity to reach the target public.

Publicity Stunt BREAKING AND ENTERING JULY 10, 2015

BEING GOOD IS SO OVERRATED

During the summer, one month before the premiere of the film, false one-hundred dollar bills will be thrown from the roof tops of the major cities of Los Angeles and New York. The fake money will have the title of the film as well as the release date. The back side will have the tagline of the film.

The purpose of this publicity stunt is to generate interest and buzz surrounding the film’s release. People will be intrigued by the authenticity of the free money, and they will want to read what is printed on it. They will also eventually be all over the sidewalks, where pedestrians can look down and read as they walk.

27.

Promotion Television trailers are not as effective anymore especially when the target audience is young adults. This public watches television on their laptop using Netflix, HULU or internet streaming.

This is why theater trailers are the best way to go for Breaking and Entering.

The film will feature a one to two minute trailer in movie theaters across the nation. These trailers will strategically be placed before films that draw the same target audience. The Breaking and Entering trailer will be placed before films such as The Hunger Games: Mockingjay, Insurgent, The Boy Next Door and Pitch Perfect 2.

Internet Marketing B&E MOVIE

To appeal to the target audience of young adults, social media is a great platform to use.

Breaking and Entering will have an official Facebook and Twitter page where fans and followers can interact.

The film will also use native advertising on Instagram with sponsored posts. This way they target their specific audience in an effective way, using their platform of choice.

Breaking and Entering will seek out influential social media users with a large following and offer them an incentive to post about the movie and encourage followers to watch it.

Social media is very persuasive to the young adult audience that this film is targeting.

29.

Media Plan 2015

Market Research Test Screening 7 50 2 6 8 Tracking 1 9 4 Prior to the film’s release, there will be test screenings held at select movie theaters and major colleges across the nation, such as UCLA, NYU, UCSB, USC and Florida State. This will allow for an early peek at the general public’s reaction to the film. It will help determine the film’s playability and marketability. Audience members will be required to rate every aspect of the film.

Three to six weeks prior to the film’s release, tracking will be monitored in order to evaluate the efficiency of the campaign. Key measures of tracking include awareness (aided and unaided), interest, first choice and intent to go. Also, after each media burst or new material, the marketer will be able to measure the increase in tracking.

31.

Thank You Jim Fredrick, Professor Carrie Frazier, Director Mady Muy, Producer Elena Perez, Editor

The End