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MARKETING PLAN BY JUSTIN STATON FTV 419-02 DEC. 8, 2011

TABLE OF CONTENTS Phase 1: Overview Executive Summary Overview Target Audiences Obstacles Opportunities Big Idea

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5 6 7 8 9 11

Phase 2:Film Festival Strategy Festival Strategy Target Festivals Festival Kit Festival Marketing

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15 15 17 19

Phase 3:B-2-B Strategy Distributor Strategy Target Distributors Distributor Tactics

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Phase 4:Consumer Strategy Overall Strategy Research Distribution Strategy Creative Advertising Internet Marketing Promotion Publicity Strategy Media Strategy Budget Thank You

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29 29 30 31 33 35 36 39 41 42

PHASE I: OVERVIEW

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!"!#$%&'!()$**+,Government conspiracies, relatable characters, and action packed scenes run rampant through โ€œInvisible,โ€ DยบOPDERXWWKUHHIULHQGVZKRXQFRYHUWKHVHFUHWVRID GHDWKO\LQYLVLEOHIRUFH :KLOHยฎ,QYLVLEOHยฏSURYLGHVDQDUUD\RIPDUNHWDEOH elements, it carries one particular challenge. The antagonist is not only invisible but happens to be a JLDQWPXUGHURXVWUDLQ,QWKHFRQWH[WRIWKHยบOPLW works; the build up to the revelation makes the journey worthwhile. However, marketing it as a movie about an LQYLVLEOHWUDLQUXLQVWKHP\VWHU\RIWKHVWRU\ 7KLVSODQZLOOIRFXVRQWKHยบOPยฑVPDUNHWLQJRSSRUWXQLWLHV DQGWDUJHWGHPRJUDSKLFVSUHGLVSRVHGWRWKLVW\SHRIยบOP WHHQV\RXQJDGXOWVKRUURUVFLยบIDQVDQGPDOHV 7RUHDFKWKHVHGHPRJUDSKLFVWKHยบOPยฑVยฎIRXQGIRRWDJHยฏ WHFKQLTXHZLOOEHH[WHQGHGWKURXJKDOOSKDVHVRIWKH FDPSDLJQ(OHPHQWVRIWKHยบOPZLOOFRPHWROLIHDVLW IRFXVHVRQJHQUHVSHFLยบFยบOPIHVWLYDOVDQGWDUJHWV possible distributors. Targeted media, interactive online tactics, publicity stunts and a promotional tie-in with Honda will lead the ยบOPLQWRWKHFRQVXPHUSKDVHDVLWZLOOVHWWRRSHQRQ April 6, 2011, distributed by Screen Gems. 7KHREMHFWLYHRIWKLVSODQLVWRPDUNHWยฎ,QYLVLEOHยฏDVD VWURQJKRUURUVFLยบยบOPZLWKDQLQWHUHVWLQJVWRU\E\ using its marketable elements to reach the target demographics.

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.'!,'&!/ Title: Invisible Genre:6FLยบ+RUURU Tagline::KDW<RX&DQยฑW6HH:LOO+XUW<RX Anticipated Rating: PG-13 Synopsis: Lamont, Miranda, and Zack are college students DWWHPSWLQJWRPDNHDยบOPLQWKH0RMDYH'HVHUW:KLOHDW DQDEDQGRQHGJDVVWRSWKHWKUHHIULHQGVDUHVWDUWOHGE\ an explosion in the distance. Suddenly, a U.S. army VROGLHUDSSHDUVZDUQLQJWKHPRIWKHVLWXDWLRQEXWLV XQH[SHFWHGO\NLOOHGE\DQXQVHHQIRUFH(TXLSSHGZLWK WKHLUNQRZOHGJHRIKRUURUPRYLHFOLFKpVDQG/DPRQWยฑV FDPHUDWKHWKUHHPXVWUXQIURPWKHLQGLVFHUQLEOH machine. As they make their escape they discover a bloodied warehouse owned by an agency called AI ,QGXVWULHVDQGXQFRYHUGRFXPHQWVRIDP\VWHULRXVGHYLFH called Projekt Unsichtbar. โ€œInvisibleโ€ tells the story RIWKHLUยบJKWIRUVXUYLYDOIURPWKLVPDFKLQHDQGWKHLU GLVFRYHU\RIWKHJRYHUQPHQWDJHQF\WKDWFUHDWHGLW Positioning Statement: ยฎ,QYLVLEOHยฏLVWKHFKLOOLQJIRXQGIRRWDJHRIWKUHH FROOHJHIULHQGVZKRXQFRYHUDJRYHUQPHQWVHFUHWZKLOH EHLQJDWWDFNHGE\DQLQYLVLEOHIRUFHLQWKH0RMDYH Dessert.

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%+,0!%(+$1&!2#!) Primary: Teens and Young Adults age 13-24 with a male skew This is a PG-13 horror movie with a young cast. It will attract a younger DXGLHQFHORRNLQJIRUDQHQWHUWDLQLQJ and scary story. Male audiences are PRUHOLNHO\WRJRWRยบOPVLQWKLV genre so there will be a stronger IRFXVRQWKDW +RZHYHUEHFDXVHWKHUHLVDVWURQJIHPDOH FKDUDFWHUWKHIHPDOHDXGLHQFHVKRXOGQRWEHIRUJRWWHQ 8OWLPDWHO\WKLVLVDยบOPWKDWJURXSVRIIULHQGVZRXOGZDQW WRJRVHHWRJHWKHU 

Secondary: Horror And Science Fiction Fans 7KHJHQUHRIWKHยบOPLVRQHRILWV VWUHQJWKV,WIDOOVXQGHUWKHVFLยบ  KRUURUFDWHJRU\DQGZLOODWWUDFWIDQV RIWKHJHQUH7KLVGHPRJUDSKLFLV extremely important to the success RIWKHยบOPDVWKHVHIDQVZLOOEHWKHRQHVWRFUHDWHEX]] about it. Tertiary: Males 25+ 7KLVยบOPFRQWDLQVH[SORVLRQV government secrets, intense special HาฌHFWVDQGDQDUUD\RIDFWLRQ VFHQHV(YHQWKRXJKWKHยบOPยฑV characters are all young adults, WKHVHHOHPHQWVZLOOKRSHIXOO\ attract the male GHPRJUDSKLF  *ROGVWHLQ-HาฌUH\:K\ZHZDWFK7KHDWWUDFWLRQVRIYLROHQWHQWHUWDLQPHQW2[IRUG8QLYHUVLW\3UHVV1HZ York, 1998.

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.3)%+#4!) Antagonist An invisible train that kills people attacks the three characters. To some audiences it might be a silly idea. 7KRXJKWKHFRQWH[WRIWKHºOPPDNHVLWZRUNLW±VQRW grounded in reality. It is also invisible so the actual object cannot be shown or used in marketing.

Cast and Crew $VZLWKDQ\VWXGHQWºOPWKHFDVWDQGFUHZDUHQRWZHOO NQRZQ7KHPDUNHWLQJRI®,QYLVLEOH¯ZLOOIRFXVPRUHRQWKH VWRU\RIWKHºOPUDWKHUWKDQZKR±VLQLW+RZHYHUWKH FDVWDQGFUHZZLOOEHXVHIXOLQWKHSXEOLFLW\VWUDWHJ\

8

.55.,%$2&%&!) Found Footage 7KHPRYLHLVยบOPHGIURPWKHSHUVSHFWLYHRI /DPRQWยฑVFDPHUD7KHPRVWVXFFHVVIXOKRUURUPRYLHVHYHU โ€œParanormal Activityโ€ and โ€œThe Blair Witch Project,โ€ used WKLVWHFKQLTXH6XFFHVVIXOVFLยบPRYLHVVXFKDV ยฎ4XDUDQWLQHยฏDQGยฎ&ORYHUยบHOGยฏKDYHXVHGLWDVZHOO

Mystery 7KHPDFKLQHLQWKHยบOPLVWLHGWR$,,QGXVWULHVD government agency. This provides an opportunity to connect WKHยบOPZLWKUHDOOLIHJRYHUQPHQWFRQVSLUDFLHVDVZHOODV provide an interactive element to the campaign. The P\VWHU\RIZKDWWKHPDFKLQHLVDQGKRZWKHJRYHUQPHQWLV involved will create interest and curiosity.

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*HQUH6SHFLยบF 7KHPRYLHLVJHQUHVSHFLยบF7KLVDOORZVLWWREH PDUNHWHGWRWKRVHLQWHUHVWHGLQWKHKRUURUVFLยบJHQUH This is also an orginal story which has become rare as remakes and sequels have dominated the genre. This allows WKHยบOPWRVWDQGRXWDPRQJWKHVHRWKHUยบOPV

Characters The characters are all relatable. Lamont is sensible, Zack is adventurous, and Miranda is hesitant. They all have GLVWLQFWFKDUDFWHUWUDLWVDQGUHSUHVHQWWKHGLาฌHUHQWZD\V people would react in a horror movie. Because the antagonist is invisible, there is a big opportunity to IRFXVRQWKHFKDUDFWHUVLQWKHPDUNHWLQJ

+RUURU0RYLH&OLFKpV 7KHFKDUDFWHUVLQWKHยบOPWDONDERXWKRUURUPRYLHFOLFKpV VRPHWKLQJPDGHSRSXODUE\WKHVXFFHVVRIWKHยฎ6FUHDPยฏ IUDQFKLVH0DQ\SHRSOHDUHIDPLOLDUZLWKWKHEDVLFVDQG that can be used as an advantage when creating marketing tactics. 10

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7KHยบOPยฑVPDUNHWLQJRSSRUWXQLWLHVDOORZVLWWREHEURXJKW WROLIH6LQFHWKHPRYLHDSSHDUVDVUHDOIRRWDJHWKH marketing executions will extend that notion. AI ,QGXVWULHVZLOOEHSRVLWLRQHGDVDUHDORUJDQL]DWLRQ7KH FKDUDFWHUVZLOOWDNHDFWXDORQOLQHSHUVRQDV,QIRUPDWLRQ DERXWWKHVHFUHWVRIWKHยบOPZLOOEHUHOHDVHGELWE\ELW 7KRVHZKRLQWHUDFWZLWKDQ\H[HFXWLRQRIWKHยบOPยฑV marketing will be asked to โ€œUncover the Truth.โ€ 7KHLGHDRIXQFRYHULQJWKHWUXWKLVDFOLFKpLQRILWVHOI Countless movies, stories, novels, and TV shows have asked SHRSOHWRXQFRYHUWKHWUXWK7KLVLGHDIDOOVLQOLQHZLWK WKHKRUURUPRYLHFOLFKpVIRXQGLQWKHPRYLH8QFRYHULQJ something also sends the idea that it is hidden or invisible. The marketing executions will all be used to EULQJWKHRSSRUWXQLWLHVWROLIHDQGWRSLTXHWKHFXULRVLW\ RIWKHWDUJHWGHPRJUDSKLFV

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PHASE II: FILM FESTIVAL STRATEGY

14

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7KHIHVWLYDOVWUDWHJ\RIยฎ,QYLVLEOHยฏLVGHVLJQHGWRFUHDWH EX]]DVLWPRYHVIURPFLW\WRFLW\,WZLOOVWDUWDWJHQUH VSHFLยบFIHVWLYDOVDURXQGWKHFRXQWU\LQFOXGLQJ6FUHDPIHVW (HULH+RUURUIHVWDQGWKH1HZ<RUN&LW\+RUURU)LOP Festival. Guerilla tactics and stunts as well as other PR and social media tactics will be used to gain DWWHQWLRQDWWKHVHVPDOOHUIHVWLYDOVยฎ,QYLVLEOHยฏZLOO WKHQHQGLWVFLUFXLWDWWZREHWWHUNQRZQIHVWLYDOV6;6: and Fantastic Fest.

%+,0!%(6!)%&'+4) 6FUHDPIHVW/$2FWREHU $FFRUGLQJWRLWVZHEVLWH6FUHDPIHVW ZDVIRUPHGLQ$XJXVWE\ยบOP SURGXFHUV5DFKHO%HORIVN\DQG5RVV 0DUWLQLQRUGHUWRJLYHยบOPPDNHUVDQG ZULWHUVLQWKHKRUURUVFLยบJHQUHVD venue to have their work showcased to people in the industry. ยฎ,YLVLEOHยฏZLOOVWDUWLWVIHVWLYDO FLUFXLWDW6FUHDPIHVWLQ+ROO\ZRRGWR FUHDWHEX]]DERXWWKHยบOP Eerie HorrorFest-October The Eerie Horror Film Festival started in October 2001 and according to its website has EHFRPHRQHRIWKHPRVWSRSXODUDQG UHVSHFWHGHYHQWVRILWVNLQG(DFK year the Eerie Horror Film Festival DWWUDFWVWKRXVDQGVRIIDQV ยบOPPDNHUVDQGVFUHHQZULWHUVWRWKH FLW\RI(HULH3$IRUDIRXUGD\ FHOHEUDWLRQRILQGHSHQGHQWFLQHPD IHDWXULQJVSHFLDOFHOHEULW\JXHVWV screenings and workshops. โ€œInvisibleโ€ ZLOOFRQWLQXHLWVIHVWLYDOWRXUKHUH

New York City Horror Film FestivalOctober Michael J. Hein established the New York City Horror Film Festival in 2001. It takes place each year in 1HZ<RUN&LW\IRUDZHHNDQG VSHFLDOL]HVLQWKHKRUURUยบOPJHQUH ยฎ,QYLVLEOHยฏZLOOHQGLWVยบUVWSKDVH RIWKHIHVWLYDOWRXUKHUHDVLWLV considered more competitive and will FUHDWHEX]]EHIRUHLWPRYHVWRWKH ELJJHUยบOPIHVWLYDOV

Fantastic Fest-October Fantastic Fest is the largest genre ยบOPIHVWLYDOLQWKH86 VSHFLDOL]LQJLQKRUURUIDQWDV\ VFLยบDQGDFWLRQยฎ,QYLVLEOHยฏZLOO start its next phase here to gain PRPHQWXPEHIRUHLWPRYHVWRD QRQJHQUHIHVWLYDO

South by Southwest Film FestivalMarch $FFRUGLQJWRWKH6;6:ZHEVLWHHYHU\ March, its acclaimed Film Program GUDZVWKRXVDQGVRIIDQVยบOPPDNHUV press and industry leaders to $XVWLQ7;WRLPPHUVHLQVRPHRIWKH most innovative, smart and HQWHUWDLQLQJQHZยบOPVDURXQG7KH IHVWLYDOYDOXHVLQQRYDWLRQDQG attracts a technologically savvy audience. โ€œInvisibleโ€ contains VW\OLVK&*,HาฌHFWVDQGWHOOVDVWRU\ about a technological device. This ZLOOPDUNWKHHQGRIWKHIHVWLYDO VWUDWHJ\DQGVKRXOGOHDYHWKHยบOP ZLWKDORWRIEX]]IURPWKHLQWHUQHW XVHUVDW6;6:

6!)%&'+4(7&% 7KHIRXQGIRRWDJHWHFKQLTXHRIWKHÂşOPDOORZVLWWRFRPH alive in the marketing strategy. This will start at the IHVWLYDOSKDVHDVWKHIHVWLYDONLWLVGHVLJQHGWRORRN OLNHWRSVHFUHWFODVVLÂşHGJRYHUQPHQWGRFXPHQWVIURP$, Industries.

Pitch Letter llege ee co g cern: of thr in y con otage t while be it ma fo m d o e h un ecr ert. To W ling fo rnment s ojave Des nvisil h c is the ver a gove in the M unaga, â&#x20AC;&#x153;I ibleâ&#x20AC;? e ts o â&#x20AC;&#x153;Invis who unc isible forc Ryan Ma lm with fi v d ds n ie an in ibble an ror/sci-fi fr y b d r D e o r attack d by Pete lf-aware h rs. y the te e te c s c ular b Dire a smart, ble chara e pop jectâ&#x20AC;? and d a a is e k â&#x20AC;? m d li ible ique h Pro fect ble an techn lair Witc be a per relata ld otage â&#x20AC;&#x153;B nd fo r movies t film wou reatly from u fo a shor efit g horro lizes It uti uccessful vity.â&#x20AC;? This ould ben w s ti most ormal Ac stival and n fe â&#x20AC;&#x153;Para our film y fit for sion. lu c its in rle Since

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â&#x20AC;&#x153;Invis way t ibleâ&#x20AC;? Dir ec o hor ror fi ted By Pe lm fe t stiva er Dibble ls and R â&#x20AC;&#x153;Invis yan M atsun stud ibleâ&#x20AC;? tells aga m ents t h attem e stor akes at an y of L its pting aban amo explo done to m n t, Mir ake a d gas sion warn in th a ing t e dis stop, the film in th nda, and tance hem unse three e Mo Zack e o . clich n force. E f the situ Suddenly friends a jave Dese , college ĂŠs an ation re sta r quip , a U d La indis p ed .S. ar rtled t. While but is m w c m a blo ernible m ontâ&#x20AC;&#x2122;s cam ith their unexpe y soldie by an c odie r k t e a e n ap d owle d wa chine. A ra, the and dge ly killed pears th re u s Unsic ncover d house ow they ma ree must of horro by an ocum r mo ke th run f n h e t b d a vie from by an eir e r. â&#x20AC;&#x153;In ents rom sc o t v t that his mach isibleâ&#x20AC;? te f a myste agency c ape they he creat a ed it ine and t lls the sto rious dev lled AI I discover . n heir r disco y of their ice called dustries very P of th fight for rojekt e gov surv iva ernm ent a l genc ### y

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6!)%&'+4(*+,7!%&20 Street Team 7KHÂŽUHDOOLIHÂŻVWUDWHJ\FRQWLQXHVZLWKDQÂŽ,QYLVLEOHÂŻ street team who will either be dressed in â&#x20AC;&#x153;Stop AI Industriesâ&#x20AC;? shirts or carrying signs. These â&#x20AC;&#x153;protestorsâ&#x20AC;? ZLOOEHGLVWULEXWLQJÂťLHUVWHOOLQJDWWHQGHHVWRXQFRYHU WKHWUXWKDWWKHÂşOPÂąVVFUHHQLQJ

Website The collateral materials passed out will lead attendees to VWRSDLLQGXVWLULHVFRPZKLFKZLOOFRQWDLQPRUHLQIRUPDWLRQ DERXWWKHÂşOP7KHZHEVLWHZLOOKDYHOLQNVWRVRFLDOPHGLD sites and pictures.

               

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Publicity /RFDOWHOHYLVLRQDQGUDGLRVWDWLRQVLQWKHFLWLHVRIHDFK IHVWLYDOZLOOEHSLWFKHGWRFRYHUWKHJXHUULOODWDFWLFVRI ®,QYLVLEOH¯7KH\ZLOODOVREHLQYLWHGWRWKHVFUHHQLQJRI WKHºOP&DVWDQGFUHZLQWHUYLHZVZLOOEHRҬHUHGWRDQ\ local media. Social Media: $)DFHERRNDQG7ZLWWHUIHHGZLOOEHFUHDWHGWRLQIRUPWKH SXEOLFDERXWWKHºOPDQGDQ\QHZVWKDWFRPHVIURPLWV IHVWLYDOSDUWLFLSDWLRQ

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PHASE III: B-2-B STRATEGY

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1&)%,&3$%.,()%,+%!0â&#x20AC;&#x153;Invisibleâ&#x20AC;? will be pitched to Screen Gems, Lionsgate, and Paramount Pictures. These three studios were chosen EHFDXVHWKH\KDYHKDGVXFFHVVZLWKZLGHUHOHDVHÂşOPVLQ ERWKWKHVFLÂşDQGKRUURUJHQUHV7KH\KDYHDOVRSURGXFHG ÂşOPVLQWKHVDPHIRXQGIRRWDJHWHFKQLTXHDVÂŽ,QYLVLEOHÂŻ 7KH%%VWUDWHJ\IRUÂŽ,QYLVLEOHÂŻZLOOLQFOXGHSULYDWH screenings, networking events, and Internet tactics to show distributors that â&#x20AC;&#x153;Invisibleâ&#x20AC;? is both marketable and playable. 7KHVWUDWHJ\ZLOOFRQWDLQQXDQFHVRIWKHÂŽXQFRYHUWKH WUXWKÂŻLGHDWRVKRZWKHPDUNHWLQJRSSRUWXQLW\RIWKHÂşOP

%+,0!%(1&)%,&3$%.,) Screen Gems Screen Gems is an American movie production company and VXEVLGLDU\FRPSDQ\RI6RQ\3LFWXUHV(QWHUWDLQPHQWÂąV Columbia TriStar Motion Picture Group. It largely produces JHQUHVSHFLÂşFPRYLHVVFLÂşKRUURUDQGXUEDQÂşOPVVXFK DVÂŽ5HVLGHQW(YLOÂŻÂŽ7KH6WHSIDWKHUÂŻÂŽ7KH5RRPPDWHÂŻDQG â&#x20AC;&#x153;Obsessed.â&#x20AC;? It also distributed â&#x20AC;&#x153;Quarantine,â&#x20AC;? which used WKHVDPHIRXQGIRRWDJHWHFKQLTXHWKDWÂŽ,QYLVLEOHÂŻXVHV Since its had success with the genre, â&#x20AC;&#x153;Invisibleâ&#x20AC;? would be DJRRGÂşW

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Lionsgate /LRQVJDWHLVWKHPRVWFRPPHUFLDOO\VXFFHVVIXOLQGHSHQGHQW ยบOPDQGWHOHYLVLRQGLVWULEXWLRQFRPSDQ\LQ1RUWK$PHULFD ,WSULPDULO\GLVWULEXWHVJHQUHVSHFLยบFKRUURUDQGDFWLRQ ยบOPVVXFKDVยฎ0\%ORRG\9DOHQWLQHยฏWKHยฎ6DZยฏVHULHVDQG โ€œKickass.โ€

Paramount Pictures 3DUDPRXQW3LFWXUHVLVDQ$PHULFDQยบOPSURGXFWLRQDQG GLVWULEXWLRQFRPSDQ\DQGLVFRQVLVWHQWO\UDQNHGDVRQHRI the top-grossing movie studios. Its biggest recent VXFFHVVHVLQFOXGHVFLHQFHยบFWLRQDQGDFWLRQPRYLHVOLNH WKHยฎ7UDQVIRUPHUVยฏVHULHVยฎ,QGLDQD-RQHVยฏVHULHV โ€œMission Impossibleโ€ series, โ€œStar Trekโ€ series and the โ€œIron Manโ€ Series. Paramount Pictures has also had huge VXFFHVVZLWKWKHยฎ3DUDQRUPDO$FWLYLW\ยฏIUDQFKLVHZKLFK KDVWKHVDPHIRXQGIRRWDJHDVSHFWWRLW6LPLODUO\LW SURGXFHGยฎ&ORYHUยบHOGยฏZKLFKLQDGGLWLRQWRWKDW WHFKQLTXHFRQWDLQVWKHVDPHW\SHRIP\VWHULRXVDQWDJRQLVW DWWDFNLQJDJURXSRI\RXQJIULHQGVDVยฎ,QYLVLEOHยฏGRHV

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Mailers: :LQHEDVNHWVIURP$,,QGXVWULHVZLOOEHVHQWWRSRWHQWLDO GLVWULEXWHUV7KHVHEDVNHWVZLOOWKDQNWKHPIRUWKHLU VXSSRUWRI$,,QGXVWULHVDQGLWV3URMHNW8QVLFKWEDU 7KHVHPDLOHUVDUHGHVLJQHGWRSLTXHWKHLQWHUHVWRI potential distributors and create curiosity. The next GD\WKHGLVWULEXWRUVZLOOEHVHQWDQLQYLWDWLRQIURP â&#x20AC;&#x153;Stop AI Industries.â&#x20AC;? These invitations will invite them to uncover the truth about AI Industries at a private VFUHHQLQJRIÂŽ,QYLVLEOHÂŻ





 

AI I not ndust hin r ten g b ies h u WKH to wh t lie as sp r  a DV WUXWK t the s. Do ead FUH RI y not s Inv H  li isi QLQJ $,,Q ay. U nco sWKH ble RI G X V ver  . â&#x20AC;&#x153; WKH WUL RI FKLOO I  WKU LQJ nvisi ÂşOP HVDW  unc HH IR ble o F whi ver a ROOHJ XQGI â&#x20AC;? is R l LQY e bei gover HIUL RWDJH H  LVL ng n QGV me Des E a ert OHIR ttack nt se ZKR cre . UFH e t LQ d by Joi  an WKH n u 0R vat s t MDY e s his H sto c pai reeni wekee ind n n ust g. Co d at rie nta a p s@t c rirut t us h.c at om

Screenings: The private screenings will be held in abandoned government hangars, like the one in the movie. The directors will be present to answer questions and network with the distributors. 25





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Networking: The directors will attend industry events and network with distributors. They will hand out business cards branded with the AI Industries logo.

Peter Dibble Director for Invisible 805-805-5432

Electronic Press Kit: At any event during this phase distributors will receive an HOHFWURQLFSUHVVNLWLQWKHIRUP RIDQ$,,QGXVWULHVยปDVKGULYH

Publicity: 2QFHDGLVWULEXWRULVVHFXUHGPHGLDZLOOEHQRWLยบHGDQG XSGDWHGXQWLOWKHUHOHDVHRIWKHยบOP$ZHEVLWHDQG 7ZLWWHUIHHGZLOOEHFUHDWHGWRXSGDWHWKHPHGLDDQGWKH SXEOLFRIWKHSURJUHVVRIWKHยบOPยฑVGLVWULEXWLRQ

$IWHUWKLVSKDVHLVFRPSOHWHยฎ,QYVLEOHยฏSODQVWREH GLVWULEXWHGE\6FUHHQ*HPVEHFDXVHRILWVVXFFHVVZLWKWKH KRUURUVFLยบJHQUH

26

PHASE IV: CONSUMER STRATEGY

28

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The consumer strategy combines traditional media, ,QWHUQHWH[HFXWLRQVDQGSURPRWLRQVWRPD[LPL]HLWV DSSHDOWRWKHNH\GHPRJUDSKLFV:LWKDUHOHDVHGDWHRI $SULOWKHยบOPZLOOEHQHยบWIURPDODFNRIFRPSHWLWLRQ and the spring break holiday. To continue its marketing WRZDUGWHHQV\RXQJDGXOWVVFLยบKRUURUIDQVDQGPDOHV WKHยบOPZLOOEHPDUNHWHGWKURXJKSRSXODUSODWIRUPV Online promotion and social media initiatives will ask the consumer to โ€œuncover the truth.โ€ Coupled with a contest tie-in with Honda, the consumer will be engaged in the P\VWHU\RIWKHยบOP 7KRXJKLQWHUDFWLYHHOHPHQWVZLOODWWHPSWWREULQJWKHยบOP WROLIHLWZLOOQRWEHPDUNHWHGDVUHDOHYHQWV3XEOLFLW\ strategies, a convention tour, and traditional media will accomplish this and will also reach additional markets.

,!)!+,#8 Test screenings will be conducted to ensure the PDUNHWDELOLW\DQGWKHSOD\DELOLW\RIWKHยบOP$GYHUWLVLQJ WHVWVZLOODOVREHGRQHWRJXLGHWKHPDUNHWLQJRI โ€œInvisible.โ€ (DFKGHPRJUDSKLFZLOOEHWUDFNHGRYHUWKHFRXUVHRIWKH ยบOPยฑVPDUNHWLQJ7KHFUHDWLYHHOHPHQWVRIWKHFDPSDLJQDQG WKHSRVLWLRQLQJRIWKHยบOPPD\EHDOWHUHGEDVHGRQWKH ยบQGLQJVRIWKHWUDFNLQJGDWD

29

1&)%,&3$%&.2()%,+%!0-

7KHUHZHUHWZRRSWLRQVIRUDGLVWULEXWLRQGDWHIRUWKLV W\SHRIÂşOPDQGGHPRJUDSKLF7KHÂşOPFRXOGWDNHDGYDQWDJH RIWKH+DOORZHHQKROLGD\DQGEHUHOHDVHGLQ2FWREHU However â&#x20AC;&#x153;Resident Evil 5,â&#x20AC;? â&#x20AC;&#x153;Dredd,â&#x20AC;? and â&#x20AC;&#x153;Hotel Transylvaniaâ&#x20AC;? will all open in September. â&#x20AC;&#x153;Halloween 3Dâ&#x20AC;? and the â&#x20AC;&#x153;Texas Chainsaw Massacre 3Dâ&#x20AC;? will open in October. 7RDYRLGFRPSHWLWLRQZLWKWKHVHÂşOPVPDQ\RIZKLFKDUH VXFFHVVIXOIUDQFKLVHVWKHPRYLHZLOOEHUHOHDVHGRQ$SULO 6, 2011 to coincide with Spring Break and the Easter Holiday. The target audience sees more movies over the spring break WLPHSHULRGEHFDXVHRIWKHLUWLPHRŇŹIURPVFKRRO7KH ELJJHVWFRPSHWLWLRQIRUWKDWZHHNHQGFRPHIURPÂŽ$PHULFDQ Reunion,â&#x20AC;? a comedy which will target our tertiary PDUNHW7KHÂşOPPD\DOVRVHHVRPHFRPSHWLWLRQIURPÂŽ:UDWK RIWKH7LWDQVÂŻWKHÂŽ&ODVKRI7KH7LWDQVÂŻVHTXHOZKLFK ZLOORSHQWKHZHHNEHIRUHRQ0DUFK$JDLQWKLVZLOO attract our tertiary demographic more than it will our primary or secondary markets. 7KHÂşOPZLOOKDYHDZLGHUHOHDVHDQGZLOORSHQWR screens, which is consistent with other horror movies like â&#x20AC;&#x153;Prom Nightâ&#x20AC;? and â&#x20AC;&#x153;My Bloody Valentine.â&#x20AC;?

:+$7<28&$1Âą76(( WILL HURT YOU UNCOVER THE TRUTH APRIL 6

UNCOVER THE TRUTH APRIL 6

30

#,!+%&'!(+1'!,%&)&20 The creative advertising will combine tradtional marketing along with interactive elements. Tradtional print ads, trailers, and television spots will be used to target the key demogrpahics. Interactive â&#x20AC;&#x153;uncover the truthâ&#x20AC;? promotions will be used online and through JXHULOODWDFWLFV:KLOHSDUWRIWKHFUHDWLYHDGYHUWLVLQJ ZLOODWWHPSWWRPDNHWKHÂşOPVHHPPRUHUHDOLVWLFWKHJRDO LVQRWIRUWKHSXEOLFWRWKLQNWKHÂşOPLVEDVHGRQUHDO events. Print Materials The one sheet will be used in tradtional media outlets: bus shelters, subways, and through wild postings. Newspaper ads, like ones used to promote WKH8QLYHUVDO6WXGLRÂąV King Kong Attraction, will be used to make the story seem real.

    Billboards Billboards will pique curiosity and embody the big idea.

31

UNCOVER THE TRUTH APRIL 6 WWW.INVISIBLEMOVIE.COM

In summer 2010, WKUHHIULHQGVZHQW to the Mojave Desert. This is all that remains RIWKHLUWULS

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:KDW\RXFDQยฑWVHH will hurt you.

Uncover the truth Dec. 2

Trailer 7KHWUDLOHUZLOOEHUHOHDVHGDPRQWKEHIRUHWKHยบOPRSHQV ,WZLOOFRQWDLQVQLSSHWVRIWKHPRVWDFWLRQSDFNHGVFHQHV RIWKHPRYLHDQGZLOOVWDUWDQGHQGZLWKWH[W TV Spots 7KHUHZLOOEHWZRW\SHVRI79VSRWV7KHยบUVWZLOOEHD VSRWDQGZLOODSSHDURQZLQWHUSUHPLHUHVRI79VKRZV PRQWKVEHIRUHWKHยบOPยฑVUHOHDVH7KHVHFRPPHUFLDOVZLOO RQO\VKRZSLFWXUHVRINQRZQFRQVSLUDFLHVDQGHQGZLWK โ€œUncover the Truth at www.stopaiindustries.com.โ€ This will FUHDWHFXULRVLW\DQGEULQJWKHยบOPWROLIH7KHVHFRQGD VSRWZLOOEHDFRQGHQVHGYHUVLRQRIWKHWUDLOHUDQG ZLOOVWDUWDLULQJWKHPRQWKEHIRUHLWVUHOHDVH

Guerilla Tactics 6WUHHWVDQGZDOOVRI major cities will be tagged with mysterious messages and horror movie FOLFKpV

Theatre Promotions The month the movie opens popcorn bags will be wrapped with โ€œInvisibleโ€ blueprints. Pop-up stands will allow moviegoers to add themselves to the scene. 32

&2%!,2!%(*+,7!%&20 7KH,QWHUQHWPDUNHWLQJLVGHVLJQHGWREULQJWKHยบOPWR OLIH,WZLOODOORZIRUWUDGLWLRQDOยบOPZHEVLWHVEXWZLOO WKHQODXQFKWKHLQWHUDFWLYHZRUOGRIยฎ,QYLVLEOHยฏ7KH characters and AI Industries will have a presence online. Website 7KHUHZLOOEHWZRPDLQZHESDJHVIRUWKHPRYLH ZZZLQYLVLEOHPRYLHFRPZLOOWHOOWKHEDVLFLQIRUPDWLRQ DERXWWKHยบOPZLWKFDVWDQGFUHZELRVDQGRWKHULPSRUWDQW LQIRUPDWLRQ7KHZHEVLWHZLOOEHVHWXSPRQWKVEHIRUH WKHยบOP2QFHWKHWUDLOHULVUHOHDVHGLWZLOOFRQWDLQD link to the Stop AI Industries site and will also have LQIRUPDWLRQDERXWWKHยฎ8QFRYHUWKH7UXWK&KDOOHQJHยฏ7KLV ZHEVLWHZLOOVWDUWWKHYLUDODVSHFWRIWKHFDPSDLJQ7KH website will have links to the AI Industry website, will FRQWDLQLQIRUPDWLRQDERXWWKHFRQVSLUDF\DQGZLOODVN consumers to โ€œuncover the truth.โ€ This site will lead viewers to other social media content. It will also have a message board allowing audiences to share their conspiracy theories.

               

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33

Facebook Each character will have an individual Facebook page. This ZLOOIDPLOLDUL]HWKHDXGLHQFHZLWKWKHFKDUDFWHUVDQG DOORZWKHPWRLGHQWLI\ZLWKWKHPEHIRUHWKHÂşOPRSHQV These pages will go live the day the trailer is released DQGZLOOVWD\DFWLYHXQWLOWKHUHOHDVHRIWKHÂşOP Miranda, Zack, and Lamont will interact with each other discussing their trip to the Mojave Desert and sharing FRPPRQKRUURUPRYLHFOLFKpV7KHVHSDJHVZLOOEHOLQNHG through the Stop AI Industries webpage.

!"#$%&'(#)&*' !""#$%&'()*!'+",%-#&'.-/0'

YouTube The audience will discover /DPRQWÂąV<RX7XEH3DJH /DPRQWÂąVFKDUDFWHULV IDPLOLDUZLWKWKHKRUURU VFL)LFOLFKpVDQGLV interested in the supernatural. His YouTube will contain videos about real government conspiracies as well as DGGLWLRQDOKLQWVWRWKHZRUOGRIWKHÂşOP

Banner Ads &HUWDLQZHEVLWHVZLOOKDYHEDQQHUDGVIRUWKHPRYLH enticing people to â&#x20AC;&#x153;uncover the Truth.â&#x20AC;?

       

34

5,.*.%&.2 The Internet and publicity strategies will merge WRJHWKHUIRUWKHÂŽ8QFRYHU the Truth Challenge.â&#x20AC;? This will be â&#x20AC;&#x153;sponsoredâ&#x20AC;? by the Stop AI Industries group and ZLOODVNDXGLHQFHVWRIROORZ DVHULHVRIFOXHVIRXQGDW various online sites, publicity stunts, blogs, and conventions. ÂŽ,QYLVLEOHÂŻZLOOSDUWQHUZLWK+RQGDIRUWKHSURPRWLRQDV Lamont, Miranda, and Zack will drive a Honda Civic in the ÂşOP7KH&LYLFLVWDUJHWHGWRZDUGWKHVDPHSULPDU\ audience that â&#x20AC;&#x153;Invisibleâ&#x20AC;? is marketed to and its recent advertising campaign contained elements, such as a ]RPELHDPRQVWHUDQGDVXSHUKHURWKDWWLHVZHOOZLWK WKHJHQUHRIWKLVÂşOP The clues will lead participants to a site that only the ÂşUVWÂşYHSHRSOHZKRÂşQGZLOOEHDEOHWRDFFHVV7KRVHÂşYH people, and one guest each, will receive a trip to the 0RMDYH'HVVHUWIRUDSULYDWHVFUHHQLQJRIWKHÂşOPLQD real government hangar. They will meet the stars and GLUHFWRUVRIÂŽ,QYLVLEOHÂŻ7KHÂşUVWSHUVRQWRÂşQGWKH hidden website will arrive to the screening in their new Honda Civic.

Television Promotion â&#x20AC;&#x153;Invisibleâ&#x20AC;? will also have special behind the scenes IHDWXUHVGXULQJFRPPHUFLDOEUHDNVRIWKHQHZVKRZ ÂŽ$OFDWUD]ÂŻ7KHVKRZKDVJDUQHUHGDORWRIEX]]IURPWKH target demographics already and is in the same genre.

5$34&#&%-()%,+%!0-

The publicity strategy will continue the â&#x20AC;&#x153;Uncover the Truthâ&#x20AC;? big idea and will reach not only the target audiences but other markets that might be interested in WKHÂşOP,WLVGHVLJQHGWRFUHDWHEX]]DQGPHGLDFRYHUDJH IRUWKHÂşOPDQGWRSRVLWLRQLWDVDTXDOLW\KRUURUVFLÂş movie.

Convention Strategy ÂŽ,QYLVLEOHÂŻZLOOEHSURPRWHGDWYDULRXVVFLÂşKRUURU DQGFRPLFERRNFRQYHQWLRQVWKHWKUHHPRQWKVEHIRUHLW opens. Exclusive content will be released and the â&#x20AC;&#x153;Stop $,,QGXVWULHVÂŻVWUHHWWHDPZLOOGLVWULEXWHFODVVLÂşHG$, ,QGXVWU\ÂťDVKGULYHV7KHVHZLOOFRQWDLQPRUHFOXHVIRU those participating in the â&#x20AC;&#x153;Uncover the Truth Challenge.â&#x20AC;? Covention Schedule January-MarsCon Richmond/Washington DC January - Los Angeles Comic Book and Sci-Fi Convention February- CapriCon â&#x20AC;&#x201C; Chicago February - Megacon â&#x20AC;&#x201C; Orlando February - Fangoria â&#x20AC;&#x201C; Chicago March - ConDor â&#x20AC;&#x201C; San Diego March - WonderCon â&#x20AC;&#x201C; San Francisco 0DUFK:L]DUG:RUOGÂŹ/RV$QJHOHV March - Icon â&#x20AC;&#x201C; Stonybrook U, New York March - World Horror Con â&#x20AC;&#x201C; Toronto

Blogs Strategy 7KHIROORZLQJEORJVZLOOEHJLYHQH[FOXVLYHFOXHV WRGLVWULEXWHIRUWKHÂŽ8QFRYHUWKH7UXWK&KDOOHQJHÂŻ *HHNVRI'RRP Geek Dad Fanboy Dead Central Horror-Movie.ca HorrorSociety.com 36

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Publicity Stunts In major cities like Los Angeles and New York City WKHUHZLOOEH®»DVKPRE¯ marches by the Stop AI Industries protestors the ZHHNRIWKHºOP±VUHOHDVH

College Contest Certain colleges accross the country will be targeted to participate in a contest where they must make a “Bring Invivisble to our Campus” Facebook page. The three campuses ZLWKWKHPRVWIDQVZLOOZLQDSUHVFUHHQLQJ RIWKHºOP

Press Junket 2Q0DUFKDQG$SULODSUHVVMXQNHWIRUWKHºOPZLOOEH held in Hollywood. The actors and directors will be DYDLODEOHIRULQWHUYLHZVDQGYDULRXVSUHVVDQG entertainment outlets will be invited. Premiere The premiere will be held in a large warehouse in Los $QJHOHV7KHWKUHHVWDUVRIWKHºOPZLOOGULYHGRZQWKH red carpet in a Honda Civic, escorted by US Army cars and soldiers. Fake protestors in Stop AI Industries shirts will be there. This should provide some spectacle to the premiere and bring media coverage to the event. Entertainment programs and publications will be invited such as Entertainment Tonight, Entertainment Weekly, The Insider, Extra, E! News, etc. 37

Pitch Strategy Various television programs and print publications will be pitched to provide more publicity. These pitches will IRFXVPRUHRQWKHWKUHHVWDUVRIWKHยบOPDQGZLOODWWHPSW to not only reach the target markets but to pique the LQWHUHVWRIRWKHUPDUNHWV

38

*!1&+()%,+%!0Invisible will target media that will reach the key demogprahics. Through heavy network and television promotion the young adult audience, the male demographic, DQGVFLยบIDQVZLOODOOEHUHDFKHG$GGLWLRQDOPHGLD RXWOHWVZLOOEHXVHGWRIXUWKHUUHDFKWKHVHWKUHH demogrpahics.

39

3$10!% 0LOOLRQ

7KHPDUNHWLQJEXGJHWIRUWKLVยบOPZLOOIDOOLQOLQHZLWK WKHDYHUDJHEXGJHWRIPLOOLRQ$VVXFKWKHEUHDNGRZQ RIWKHEXGJHWZLOOVWD\FORVHWRWKHDYHUDJHEUHDNGRZQ SHUFHQWRIWKHEXGJHWZLOOJRWR7HOHYLVLRQ%HFDXVHRI the heavy online promotion and the competition, 20 SHUFHQWZLOOEHVSHQWIRURQOLQHFRVWV2QO\SHUFHQW will be spent on newspaper, outdoor, and prints. A little less will be spent on newspapers than usual because it will not reach the primary audience as much as online placements. 25 percent will be spent on PLVFHOODQHRXVFRVWVZKLFKZLOOSD\IRUWKHFRQYHQWLRQ tour, the promotional contest, publicity costs, testing/ research, the premiere, and guerilla tactics.

41

%8+27(-.$ Thanks to Peter Dibble, Ryan Matsunaga, and Sarah Maines IRUDOORZLQJPHWRZRUNRQVXFKDIXQDQGLQWHUHVWLQJยบOP DQGIRUJLYLQJPHWKHIHHGEDFNDQGVXSSRUW,QHHGHGWR to make this plan. 7KDQNVWR3URIHVVRU'DZQ7DXELQIRU\RXUNQRZOHGJH advice, and guidance through the Entertainment Marketing course and this project. 7KDQNVWRP\IULHQGVDQGIDPLO\ZKRKDYHVXSSRUWHGPHDQG DOORZHGPHERXQFHLGHDVRาฌRIWKHP

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Invisible Entertainment Marketing Campaign