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Contents Entertainment Marketing Plan By: Lucas Padilla December 2, 2020 Entertainment Mktg & Promotion PRA-419-01
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Phase 1
Phase 3
Executive Summary.............................5 Overview.....................................................6 Target Audience.....................................8 Opportunities & Obstacles...............9
Overview...................................................23 Distributors.............................................24 Release Date..........................................25 Competitive Environment.............26 Market Research..................................27 Creative Advertising..........................28 Trailer.........................................................34 Digital Marketing................................35 Social Media...........................................36 Online Advertising.............................38 Consumer Products..........................39
Phase 2 Film Festival Strategy.........................11 Film Festivals..........................................12 Pitch Letter..............................................15 Press Release..........................................16 The Crew...................................................17 Marketing for Festivals.....................19 Photography..........................................20
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Phase 1 Overview
Executive Summary We all have that one bond between someone so strong it feels like nothing will break it. GAMIN explores a relationship between two brothers that goes up against the ultimate test in ways you’d never imagine. This marketing plan was designed to strategically market GAMIN to reach the largest potential audience possible. This film covers many themes and fits into multiple genres. This film forces viewers to pick sides and develop an emotional attachment to the characters. All these factors provide a unique marketing opportunity to reach a broad array of audiences that will all find something in the film they enjoy. This plan aims to get viewers engaged into the story and with the characters through a series of interconnected marketing content. We want this film to be more than just a movie, but an experience, and this marketing plan intends to execute that vision.
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Positioning Statement This film is a crime thriller/drama about two brothers whose lives cross in the worst way. One brother is forced to make the toughest decision of his life.
Run Time
Synopsis
12:00 minutes
Frank and Dave are out for normal patrol when simultaneously a robbery is happening nearby. The robber is feeling the crime scene as Frank and Dave are radioed that there is an armed and dangerous criminal on the loose. The robber’s name is Ted and we find out is Franks half bother. The two detectives Frank and Dave go on a hunt for the suspect (Ted). They find his getaway vehicle and soon find him in the nearby woods. Dave catches Ted and Frank soon arrives on the scene. Ted blows his cover and calls Frank by his name revealing their relationship. Tensions rise leading to Frank shooting Dave. Frank and Ted get into an argument over the situation and their childhood. Frank has Ted shoot him to cover up what he has done and Ted runs off.
Rating
Tagline
Crime Thriller
Genre
Brotherhood. It’s complicated.
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Target Audience PRIMARY • Adults age 18-35 (mainly men) • This audience of this film are more likely to be into tension, suspense, and violence.
SECONDARY
• Adults age 20-40 (mainly women) • Would enjoy a story about the unconventional heart-wrenching relationship between two brothers.
TERTIARY
• Adults 18-50 (Women) • Women with an interest in the male characters in the film.
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Opportunities THEMES This film has many themes of reconciliation, loss, crime, and loyalty which are common themes within thriller/drama movies.
BROTHERLY LOVE
Obstacles STRUCTURE There is a lack of classic Hollywood structure. Beginning, middle. and climax. Film starts quite abruptly (no build up), there is a middle, and a climax but no real conclusion.
THE TITLE
Although an unconventional relationship, the two brothers care for each other and is a major theme in the film that can be used to market towards a drama audience
The title gives little info to what the film is about. Potential viewers may think the movie is about video games or gambling.
CHARACTERS
THEMES
The two main characters are developed very well and make you root for both sides allowing for an approach to marketing from the perspective of both main characters.
Might be too intense of a movie for a younger audience who are usually into the thriller genre. While still a thriller, the movie has strong themes that a young adult to middle-aged demographic could appreciate more.
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Phase 2 Film Festival Strategy
Film Festival Strategy The film festival strategy for GAMING was designed to put the film in a wide, yet specific, array of festivals that would best expose GAMIN to a large audience encompassing all three target markets. While reaching all these audiences this will still be targeted at festivals where GAMIN feels that it natively belongs through genre and fit.
FASTIVALS LINE-UP
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LA ACTION FILM FESTIVAL Date: January 7th-10th, 2021
Date: October 4, 2020
Submission Link: https://filmfreeway.com/LAACTIONFILMFESTIVAL?signup4=success
Submission Link: https://filmfreeway.com/breckfilmfest
Dates to apply: Submissions open 5/25/20 (passed) and end 11/6/20
Dates to apply: Submission open 6/26/20 (passed)
Application cost: $40-$80 (depending on what deadline you apply within)
The LA Action Film Fest has only been around for two years. However, it is a sub festival for a larger group (LA Film Festivals) that has many other sub festivals in a variety of genres and has been around since 2001. “The LA ACTION FILM FESTIVAL showcases LA’s hottest stunt performances, action sequences, and thrilling storytelling.” This film festival is a perfect home for GAMIN as it is an action crime thriller with quite an intense plot. 12
Breckenridge Film Festival
Application cost: NA
The Breckenridge Film Festival has been around for 40 years, so it has an amazing long time reputation. It accepts films of all genres. I feel that GAMIN would be an excellent fit for this festival because they feature many Dramas. Although GAMIN is a crime thriller, its story has many aspects that allow it to fit into the Drama genre and fit great at the Breckenridge Film Festival.
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Skyline Indie Film Fest Date: September 9th-12th, 2021
To the ________________ Film Festival Committee,
Submission Link: https://filmfreeway.com/skylineindiefilmfest
Everyone has hardships, has to make difficult decisions, and has someone in their life they care about more than themselves. GAMIN showcases a brief moment into the life of two brothers whose bond is stronger than life.
Dates to apply: Submission dates open 11/1/20 and end 4/30/21
Brothers Frank and Ted Toledo grew up in an impoverished household and had a harsh upbringing. Because of the hardships they endured together as children, the two bonded more than most siblings do. They were each other’s lifelines.
Application cost: $30-$50 (depending on what deadline you apply within)
Both brothers lead very different lives. Ted, that of a life of crime while Frank was a police detective. On an unforeseen day, the two brothers’ paths cross in the most unconventional way leading to a rollercoaster of actions and emotion that keeps you on the edge of your seat.
The Skyline Indie Film Fest has been around for nine years. It shows a variety of different types of films and genres. They feature many gripping and suspenseful thrillers where GAMIN would fit perfectly in their festival lineup. The Skyline Indie Film Fest also has a history of accepting Chapman student work, making this a great and safer option. There is more validity to a realistic opportunity since it has been proven, in the past, to accept Chapman work. 14
Pitch Letter
Director Ryan Murtha and his team set out to create a film that portrayed the unbreakable bond between brothers. GAMIN delves into uncomfortable themes and the harsh reality of life. GAMIN is an emontional story of two brothers. It is a crime thriller and drama. It would be a perfect fit into the ___________ festival line up. Best, Lucas Padilla Chief Marketing Officer 626.483.0803 lpadilla@chapman.edu
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Contact: Lucas Padilla lpadilla@chapman.edu 626.483.0803
Press Release
The Crew
Dodge College of Film and Media Arts Thesis “GAMIN” ORANGE, Calif. -- From the young director Ryan Murtha’s comes GAMIN, a film giving a snapshot into the relationship between brothers. The upcoming short film is set to debut at the Skyline Indie Film Fest in September of 2021. GAMIN is a crime/thriller about two brothers whose lives cross in the worst way forcing one brother to make the toughest decision of his life. GAMIN will premiere Thursday, September 9th at 7 p.m. at the Skyline Indie Film Fest. Following the screening, a panel of director and writer Ryan Murtha and producer Itzel Rousseau will discuss and analyze the themes, story, and much more behind their newest film. The goal of GAMIN was to explore the themes that prevail in life and family relationships. This film features action and suspense while honing in on the relationship between two drastically different brothers. It showcases dramatic scenes through the eyes of each character that shed light on some of the struggles and everyday hardships in family dynamics. The director, Ryan Murtha, is honored to be able to debut his film at the Skyline Indie Film Fest and is excited to have the opportunity to share his film at such an amazing event and with the world. To learn more about GAMIN and get contact info visit the film’s official website: https://gaminshortfilm.wordpress.com
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Ryan Murtha Writer/Director
Itzel Rousseau Producer
Director of Photography
Alvaro Manrique
Ryan Murtha started making short sketches on his HD mini-DV camcorder while he was in his undergrad at the United States Naval Academy. After graduation, he continued to make shorts and started to study improvisational comedy. While on Active Duty, he performed in various stage and film productions and produced multiple short documentaries about training in the Navy.
Born in Baja California, Itzel Rousseau knew from an early age that she wanted to work behind the scenes in the movies. While studying film production at San Diego State University, she produced narrative, documentary, and animated short films. She was a film screener for the Austin Film Festival and has been involved with the San Diego International, Latino, and Italian Film Festivals.
Alvaro Manrique started feeling interest for moving pictures and still photography in his early teens. Raised on the North Coast of Spain, the easy access to the colorful landscapes of his hometown as well as its architecture allowed him to find inspiration behind the viewfinder. All throughout high school and college, Alvaro made numerous sketches, focusing on surfing, skating, and overseas trips, capturing most of it on his Handycam HDD camcorder and 35 mm still camera. After completing his license in physical therapy, he quit his job and moved to Los Angeles to pursue the full-time career as a Cinematographer.
Ryan’s work has been selected to take part in Southeast New England Film, Music, & Arts Festival as well as Hollywood Reel Independent Film Festival. He is in his final year at Chapman University where he is getting his Directing M.F.A.
Rousseau is a member of Women In Film Los Angeles and Women In Animation. She is pursuing her M.F.A. in Film and Television Producing at Chapman University’s Dodge College of Film and Media Arts.
Making his way into the U.S. industry as a lighting technician, Alvaro has worked as a gaffer for music videos, commercials, and narrative films. He is currently in the last year to complete his M.F.A in Cinematography at Chapman University.
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The Crew
Marketing Activities for Festivals Merchandise
After the screening, we will offer official “GAMIN” merchandise including hats, shirts, and hoddies to spread awareness throughout the remainder of the festival and beyond.
Q&A Panel Duncan Reddy Production Designer
Brea Holmes Costume Designer
Wei “Will” Li
Originally from Vancouver, BC; at an early age, Duncan Reddy took an interest in traditional painting. While he studied Visual Arts at UBC, he discovered a passion for film and realized that Production Design was a great way for him to combine his interests.
Holmes is a St. Louis native who moved to Riverside, CA to pursue her career as a Costume Designer. She attended Woodbury University in Burbank, CA receiving her Bachelors of Fine Arts in Fashion Design with an emphasis in Costume Design in 2016.
Wei “Will” Li is currently a grad student with an editing emphasis at Dodge College of Film & Media Arts. Propelled by his interest and earnest attitude Will is proud to have earned the Dodge College Fellowship Award at Chapman University. Will is convinced that a filmmaker needs an affluent background and experience to create more intriguing works of art. Will was selected to participate as a Pankey Scholar at Chapman University to work one-on-one with an excellent visual effects supervisor, Jeffrey Kleiser. He is also proud to be working on 26 Seconds, a feature documentary film, and also working on Ingrediente, a documentary series airing on PBS Nationwide.
Now living in California, Duncan has gained a broad range of film experience. He has worked on music videos, short films, and documentaries, creating concept art and animations as well as building and dressing sets.
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Since graduating, Holmes has worked on numerous projects in Theatre, Film, and TV. In addition, she has been a Costume Designer for every medium from music videos to feature films. She has also had the pleasure for working for companies such as Tidal, Universal Music Mexico, TNT, and Lionsgate. Holmes is now officially a member of IATSE Local 892 Costume Designer’s Guild.
Editor
After the film, we will have a Q&A session with the cast a crew to go in-depth into the making and shooting of the film as well as explore the themes and motifs throughout the movie with the audience.
Social Media
Go live at the festival on Instagram and Facebook and have viewers use the hashtag #GAMINmovie to share their experience at the festival.
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Photography
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Phase 3 Distribution and Marketing Strategy
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Overview For GAMIN’s distribution and marketing, we wanted to diversify our adverting to most effectively reach our target audience. Although hitting on each platform, we went heavier on online advertising. GAMIN’s target audience skews younger, where most of our potential customers have heavy usage online and on social media. As a small student short film, social media allows us to target niche markets that are most likely to be interested in GAMIN. Being a smaller budget production, online and social media advertising will allow us to best utilize our budget with minimal spending.
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Distributors Prime video direct is a sub-platform of Amazon Prime Video that focuses on helping studios, distributors, and independent filmmakers reach bigger audiences. Amazon Prime has 150 million worldwide subscribers, and it’s estimated that 26 million of its U.S. subscribers use Amazon Prime Video. This opens a vast potential market for GAMIN. With the right marketing and advertising, many Indie films perform exceptionally well on PVD. With GAMIN’s strong marketing plan, PVD is a very promising option to reach a large and broad audience.
Release Date GAMIN is set to release on September 9th, 2021. Since this movie has darker themes and more moody tones, we feel an autumn release will best suit this movie.
FilmHub is one of the top Indie Film distributors. FilmHub allows streaming channels to discover, order, and stream your work - worldwide. There are no upfront fees, and the filmmaker keeps all rights to their work and 80% of the film’s revenue. It is a great low risk and low budget option to get GAMIN out to a bigger audience.
Fox Searchlight and A24 are two of the biggest distributors of mainstream indie and art-house cinema. They both have a reputation for releasing unconventional indie films that appeal to a more literate and artistically adventurous audience. Their primary demographic is young adults in their twenties and thirties. GAMIN would be a great release from these distributors as it has many of the same elements of their pasts movies and has a similar target market.
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Competitive Environment There are upwards of 8,000 live-action short films released each year. This sets ups a very competitive environment for GAMIN. The main release platforms being streaming services make for an even more competitive landscape with how much other content these platforms offer. The market has become supersaturated with new content coming out seemingly every day, giving consumers too much to choose from. Through this marketing plan, GAMIN will be positioned to best captivate the attention of its target audience, putting it at the top of mind of consumers.
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Market Research
Test Screenings Focus Groups A/B Testing of advertising Feedback Qualitative Research Concept Testing Tracking
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CREATIVE ADVERTISING
POSTER
The creative for this campaign was designed to be grungy and prominently portray images of crime. As the name “GAMIN� does not tell the viewer what the film might be about, we feel the use of common crime elements such as a gun and bullet hole will help guide a potential customer viewing this ad to learn more about the film. This creative advertising campaign was designed to expose GAMIN to the largest audience across multiple platforms. The use of Outdoor, Print, and Online advertising, accompanied by the correct placement, will garner the best results. This campaign will promote GAMIN before and after its release to provide GAMIN with maximum exposure. 28
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Bus Stop
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Bus
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Billboard
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Magazine
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Trailer
Digital Marketing BLOG • Updates while filming. • Document the journey. • Each week we will have a small dive into the life of each crew and cast member who will write a blog post about themselves and working on GAMIN. OFFICIAL WEBSITE • Learn more about the film • Buy merchandise • Find all content related to GAMIN
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Social Media One of our primary advertising channels will be social media. We will utilize a strong social media marketing strategy to best attract our target audience of Gen Z and Millennials. We will use Facebook and Instagram ads to attract customers to GAMIN’s website. Market research shows this is one of the best ways to target mass amounts of people, specifically millennials, without overspending on an advertising budget. Research indicates that user engagement rates tend to be higher on social media ads. GAMIN plans to capitalize on the incredible tool of social media to build awareness of the movie. 36
Social Media • We want our social pages to be • engaging and interactive with fans. • We will post behind the scenes content. • Each cast and crew member will be doing Instagram Live takeovers leading up to the film’s release and following the premiere. • Answer fan questions. • #AskGAMINmovie • Do short cast and crew interviews.
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Online Advertising
Consumer Products
We will use paid online advertising such as display ads, search engine ads, banner ads, and video ads to direct traffic to the GAMIN website, ultimately leading to new viewers. We believe that utilizing paid advertisements in combination with search engine optimization techniques will lend the most amount of traffic to our platforms. We are aiming to advertise online so that users can immediately click through to our website. We have created our promotional strategy to directly send potential viewers to the GAMIN movie page upon viewing a particular advertisement.
GAMIN merchandise will be sold at all festival showings and on the official website. 38
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