Invisible Entertainment Marketing Campaign
Sample of an entertainment marketing campaign created by Dodge College PR students for the film "Invisible."
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 Phase 2:Film Festival Strategy Festival Strategy Target Festivals Festival Kit Festival Marketing Phase 3:B-2-B Strategy Distributor Strategy Target Distributors Distributor Tactics Phase 4:Consumer Strategy Overall Strategy Research Distribution Strategy Creative Advertising Internet Marketing Promotion Publicity Strategy Media Strategy Budget Thank You Page Page Page Page Page Page 5 6 7 8 9 11 Page Page Page Page 15 15 17 19 Page 23 Page 23 Page 25 Page Page Page Page Page Page Page Page Page Page 29 29 30 31 33 35 36 39 41 42 PHASE I: OVERVIEW 4 !"!#$%&'!()$**+,Government conspiracies, relatable characters, and action packed scenes run rampant through "Invisible," elements, it carries one particular challenge. The antagonist is not only invisible but happens to be a works; the build up to the revelation makes the journey worthwhile. However, marketing it as a movie about an possible distributors. Targeted media, interactive online tactics, publicity stunts and a promotional tie-in with Honda will lead the April 6, 2011, distributed by Screen Gems. using its marketable elements to reach the target demographics. 5 .'!,'&!/ Title: Invisible Genre: Tagline: Anticipated Rating: PG-13 Synopsis: Lamont, Miranda, and Zack are college students an explosion in the distance. Suddenly, a U.S. army machine. As they make their escape they discover a bloodied warehouse owned by an agency called AI called Projekt Unsichtbar. "Invisible" tells the story Positioning Statement: Dessert. 6 %+,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 and scary story. Male audiences are genre so there will be a stronger Secondary: Horror And Science Fiction Fans extremely important to the success about it. Tertiary: Males 25+ government secrets, intense special characters are all young adults, attract the male York, 1998. 7 .3)%+#4!) Antagonist An invisible train that kills people attacks the three characters. To some audiences it might be a silly idea. grounded in reality. It is also invisible so the actual object cannot be shown or used in marketing. Cast and Crew 8 .55.,%$2&%&!) Found Footage "Paranormal Activity" and "The Blair Witch Project," used Mystery government agency. This provides an opportunity to connect provide an interactive element to the campaign. The involved will create interest and curiosity. 9 This is also an orginal story which has become rare as remakes and sequels have dominated the genre. This allows Characters The characters are all relatable. Lamont is sensible, Zack is adventurous, and Miranda is hesitant. They all have people would react in a horror movie. Because the antagonist is invisible, there is a big opportunity to that can be used as an advantage when creating marketing tactics. 10 3&0(&1!+ marketing executions will extend that notion. AI marketing will be asked to "Uncover the Truth." Countless movies, stories, novels, and TV shows have asked something also sends the idea that it is hidden or invisible. The marketing executions will all be used to T U NSI CHT THI BAR S P ROJ PRO ECT PER TY ARM IS OF Y. THE TOP S THI NY ECR S C UNI UNA ET ANN TED UTH ELE OT ORI ASE STA BE ZED TES TO IS USE PER ANY DOC D O S O U PRO JEK UNCOVER THE TRUTH PR O K JE T UN IC S H BA T R P TO IS TES SEEN T A NO EC ST OR OJ ED ED DO LO PR IT US . S UN E EL NOT F I I TH HE T B SON O E R T D F ANNO PE ND TNAC D O C ED E A OR OUL T Y S Z RT HI RI YON IMP T W ERA E I OP OP . T THO AN ST R Y L U D P SE RE C PHASE II: FILM FESTIVAL STRATEGY 14 6!)%&'+4()%,+%!0Festival. Guerilla tactics and stunts as well as other PR and social media tactics will be used to gain and Fantastic Fest. %+,0!%(6!)%&'+4) venue to have their work showcased to people in the industry. Eerie HorrorFest-October The Eerie Horror Film Festival started in October 2001 and according to its website has year the Eerie Horror Film Festival screenings and workshops. "Invisible" 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 considered more competitive and will Fantastic Fest-October Fantastic Fest is the largest genre start its next phase here to gain South by Southwest Film FestivalMarch March, its acclaimed Film Program press and industry leaders to most innovative, smart and attracts a technologically savvy audience. "Invisible" contains about a technological device. This 6!)%&'+4(7&% alive in the marketing strategy. This will start at the Industries. Pitch Letter ege e coll rn: f thre being conce e may tage o d foo ecret whil ert. om it h un To W ent s ling fo e Des e chil governm e Mojav ga, "Invis th " is th ra na visible o uncove le force in an Matsu with "In h y ib lm vis dR ds w frien d by an in Dibble an rror/scie o r attack d by Pete lf-aware h rs. the cte se cte lar by d Dire a smart, ble chara popu an kea " is made Project" ct e d li ible hniqu erfe itch ble an ge tec s "Blair W uld be a p m relata foota o ie fro found rror mov ort lm w t greatly a sh e ho lizes It uti uccessful vity." is ould ben w s ti most ormal Ac stival and n fe "Para our lm y t for sion. clu its in rle Since Crew t and " Cas isible e "Inv y, "Invis way t ible" Dir ected o hor B ror lm fe y Peter D stiva ibble ls and R "Invis yan M atsun stud ible" tells aga m ents the s attem akes at an tory its pting of La aban explo mon done to m t, Mir ake a d gas sion warn in th a ing t e dis stop, the lm 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 �s an ation re sta r quip ,aU d La indis p ed .S. ar rtled t. While but is m w c m a blo ernible m ont's cam ith their unexpe y soldie by an ctedly odie r app know era, t achin d wa and ears ledge he th kille e. As re u d Unsic ncover d house ow they ma ree must of horro by an ocum r mo ke th run f ned htba vie from by an eir e r. "In ents rom sc o t v t that his mach isible" 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 ght for rojekt e gov surv iva ernm ent a l genc ### y Press Release Blueprint 17 R ECTO , DIR m dest, t BBLE r su R DI rcime dolonon explau PETE Itat pa nturibus dit mos et ipsu unt. ae. Ut qu luptum . Nequ tisita a an io omni at vo s ma ncips bu orro mili uta si eium temp pta ti a et rum Bi volu st ndit st, t. stru quo cu s re la e de veni t aut plabor um quod veli r re ex udam ar Ectu eium la sit ONT LAM lm a ws llo it com to li e a ve in the mar ket ing Cast Bios RYA non ime t parc ibus s di Itat suntur t. et mo ip ae. un Ut qu luptum . Nequ tisita nia an io at vo s ma ncips ro om bu or mili uta si eium temp pta a et rum Biti volu st ndit st, stru quo cu s re lat. e de veni t aut plabor um quod veli r re ex udam ar Ectu eium la sit st, m de t au r su dolo n expl no ime t parc uribus s di Itat sunt t. et mo ip ae. un Ut qu luptum . Nequ tisita nia an io at vo s ma ncips ro om libu a si mpor mi eium te ut pta a et rum Biti volu st ndit st, stru quo cu s re lat. e de veni t aut plabor um quod veli r re ex udam ar Ectu eium la sit TOR IREC GA, D st de SUNA lor sum plaut, T ex do N MA SA MA RAH INES DUC , PRO ER m aut r su A dolo n expl no ime AND dit MIR Itat parc uribus nt mos dest , et ipsu unt. ae. Ut qu luptum . Nequ tisita nia an io at vo s ma ncips ro om bu mpor mili uta si eium a te a et rum lupt Biti st ndit , vo stru quo cu rest lat. s e de veni t aut plabor um quod veli r re ex udam ar Ectu eium la sit e do non ex K rcim ZAC ae. Itatippa nturibus et mos dit su unt. lor sum , dest t plau Ut qu luptum . Nequ tisita a an io omni at vo s ma ncips bu orro mili uta si eium temp pta a et Biti volu ndit st, stru s re t lat. ore de veni t au plab veli r re ex Ectu Crew Bios &2 &34! '&) One Sheet &2'& DVD Case )&34 ! Cover Folder 18 6!)%&'+4(*+,7!%&20 Street Team street team who will either be dressed in "Stop AI Industries" shirts or carrying signs. These "protestors" Website The collateral materials passed out will lead attendees to sites and pictures. 19 Publicity local media. Social Media: 20 PHASE III: B-2-B STRATEGY 22 1&)%,&3$%.,()%,+%!0"Invisible" will be pitched to Screen Gems, Lionsgate, and Paramount Pictures. These three studios were chosen screenings, networking events, and Internet tactics to show distributors that "Invisible" is both marketable and playable. %+,0!%(1&)%,&3$%.,) Screen Gems Screen Gems is an American movie production company and Columbia TriStar Motion Picture Group. It largely produces "Obsessed." It also distributed "Quarantine," which used Since its had success with the genre, "Invisible" would be 23 Lionsgate "Kickass." Paramount Pictures the top-grossing movie studios. Its biggest recent "Mission Impossible" series, "Star Trek" series and the "Iron Man" Series. Paramount Pictures has also had huge 24 1&)%,&3$%&.2(%+#%&#) Mailers: potential distributors and create curiosity. The next "Stop AI Industries." These invitations will invite them to uncover the truth about AI Industries at a private AI I not ndust hin r ten g b ies h ut a to lie s spr wha s. ead t t Do hey not say Inv li . U isi nco sble ver . " Inv isi unc ble ove " i whi r a s le bei gover ng n Des att ment ert ack sec . ed ret by Joi an n u vat s t e s h sto cre is we pai eni kee 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 !"#!$!%&' Networking: The directors will attend industry events and network with distributors. They will hand out business cards branded with the AI Industries logo. Peter Dibble Director for Invisible 805-805-5432 Electronic Press Kit: At any event during this phase distributors will receive an Publicity: 26 PHASE IV: CONSUMER STRATEGY 28 .'!,+44()%,+%!0- The consumer strategy combines traditional media, and the spring break holiday. To continue its marketing Online promotion and social media initiatives will ask the consumer to "uncover the truth." Coupled with a contest tie-in with Honda, the consumer will be engaged in the strategies, a convention tour, and traditional media will accomplish this and will also reach additional markets. ,!)!+,#8 Test screenings will be conducted to ensure the "Invisible." 29 1&)%,&3$%&.2()%,+%!0However "Resident Evil 5," "Dredd," and "Hotel Transylvania" will all open in September. "Halloween 3D" and the "Texas Chainsaw Massacre 3D" will open in October. 6, 2011 to coincide with Spring Break and the Easter Holiday. The target audience sees more movies over the spring break Reunion," a comedy which will target our tertiary attract our tertiary demographic more than it will our primary or secondary markets. screens, which is consistent with other horror movies like "Prom Night" and "My Bloody Valentine." 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 "uncover the truth" promotions will be used online and through 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 King Kong Attraction, will be used to make the story seem real. Billboards Billboards will pique curiosity and embody the big idea. UNCOVER THE TRUTH APRIL 6 WWW.INVISIBLEMOVIE.COM 31 In summer 2010, to the Mojave Desert. This is all that remains &2'&)&34! will hurt you. Uncover the truth Dec. 2 Trailer TV Spots "Uncover the Truth at www.stopaiindustries.com." This will Guerilla Tactics major cities will be tagged with mysterious messages and horror movie Theatre Promotions The month the movie opens popcorn bags will be wrapped with "Invisible" blueprints. Pop-up stands will allow moviegoers to add themselves to the scene. 32 &2%!,2!%(*+,7!%&20 characters and AI Industries will have a presence online. Website link to the Stop AI Industries site and will also have website will have links to the AI Industry website, will consumers to "uncover the truth." This site will lead viewers to other social media content. It will also have a message board allowing audiences to share their conspiracy theories. &2'&)&34! +3.$% #+)% #,!/ 5&#%$,!) )%.5(+&(&21$)%,&!) $2#.'!,(%8!(%,$%8 33 Facebook Each character will have an individual Facebook page. This These pages will go live the day the trailer is released Miranda, Zack, and Lamont will interact with each other discussing their trip to the Mojave Desert and sharing through the Stop AI Industries webpage. !"#$%&'(#)&*' !""#$%&'()*!'+",%-#&'.-/0' YouTube The audience will discover interested in the supernatural. His YouTube will contain videos about real government conspiracies as well as Banner Ads enticing people to "uncover the Truth." 34 5,.*.%&.2 The Internet and publicity strategies will merge the Truth Challenge." This will be "sponsored" by the Stop AI Industries group and various online sites, publicity stunts, blogs, and conventions. Lamont, Miranda, and Zack will drive a Honda Civic in the audience that "Invisible" is marketed to and its recent advertising campaign contained elements, such as a The clues will lead participants to a site that only the people, and one guest each, will receive a trip to the real government hangar. They will meet the stars and hidden website will arrive to the screening in their new Honda Civic. Television Promotion "Invisible" will also have special behind the scenes target demographics already and is in the same genre. 5$34&#&%-()%,+%!0movie. The publicity strategy will continue the "Uncover the Truth" big idea and will reach not only the target audiences but other markets that might be interested in Convention Strategy opens. Exclusive content will be released and the "Stop those participating in the "Uncover the Truth Challenge." Covention Schedule January-MarsCon Richmond/Washington DC January - Los Angeles Comic Book and Sci-Fi Convention February- CapriCon � Chicago February - Megacon � Orlando February - Fangoria � Chicago March - ConDor � San Diego March - WonderCon � San Francisco March - Icon � Stonybrook U, New York March - World Horror Con � Toronto Blogs Strategy Geek Dad Fanboy Dead Central Horror-Movie.ca HorrorSociety.com 36 Publicity Stunts In major cities like Los Angeles and New York City marches by the Stop AI Industries protestors the 5$34&#&%- 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 Press Junket held in Hollywood. The actors and directors will be entertainment outlets will be invited. Premiere The premiere will be held in a large warehouse in Los 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 to not only reach the target markets but to pique the 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, demogrpahics. 39 3$10!% the heavy online promotion and the competition, 20 will be spent on newspaper, outdoor, and prints. A little less will be spent on newspapers than usual because it will not reach the primary audience as much as online placements. 25 percent will be spent on tour, the promotional contest, publicity costs, testing/ research, the premiere, and guerilla tactics. 41 %8+27(-.$ Thanks to Peter Dibble, Ryan Matsunaga, and Sarah Maines to make this plan. advice, and guidance through the Entertainment Marketing course and this project. 42