Invisible Entertainment Marketing Campaign

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 Invisible,โ D ยบOP DERXW WKUHH IULHQGV ZKR XQFRYHU WKH VHFUHWV RI D GHDWKO\ LQYLVLEOH IRUFH :KLOH ยฎ,QYLVLEOHยฏ SURYLGHV DQ DUUD\ RI PDUNHWDEOH elements, it carries one particular challenge. The antagonist is not only invisible but happens to be a JLDQW PXUGHURXV WUDLQ ,Q WKH FRQWH[W RI WKH ยบOP LW works; the build up to the revelation makes the journey worthwhile. However, marketing it as a movie about an LQYLVLEOH WUDLQ UXLQV WKH P\VWHU\ RI WKH VWRU\ 7KLV SODQ ZLOO IRFXV RQ WKH ยบOPยฑV PDUNHWLQJ RSSRUWXQLWLHV DQG WDUJHW GHPRJUDSKLFV SUHGLVSRVHG WR WKLV W\SH RI ยบOP WHHQV \RXQJ DGXOWV KRUURU VFL ยบ IDQV DQG PDOHV 7R UHDFK WKHVH GHPRJUDSKLFV WKH ยบOPยฑV ยฎIRXQG IRRWDJHยฏ WHFKQLTXH ZLOO EH H[WHQGHG WKURXJK DOO SKDVHV RI WKH FDPSDLJQ (OHPHQWV RI WKH ยบOP ZLOO FRPH WR OLIH DV LW IRFXVHV RQ JHQUH VSHFLยบF ยบOP IHVWLYDOV DQG WDUJHWV possible distributors.

Targeted media, interactive online tactics, publicity stunts and a promotional tie-in with Honda will lead the ยบOP LQWR WKH FRQVXPHU SKDVH DV LW ZLOO VHW WR RSHQ RQ April 6, 2011, distributed by Screen Gems.

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.'!,'&!/ Title: Invisible Genre: 6FL ยบ +RUURU Tagline: :KDW <RX &DQยฑW 6HH :LOO +XUW <RX Anticipated Rating: PG-13 Synopsis: Lamont, Miranda, and Zack are college students DWWHPSWLQJ WR PDNH D ยบOP LQ WKH 0RMDYH 'HVHUW :KLOH DW DQ DEDQGRQHG JDV VWRS WKH WKUHH IULHQGV DUH VWDUWOHG E\ an explosion in the distance. Suddenly, a U.S. army VROGLHU DSSHDUV ZDUQLQJ WKHP RI WKH VLWXDWLRQ EXW LV XQH[SHFWHGO\ NLOOHG E\ DQ XQVHHQ IRUFH (TXLSSHG ZLWK WKHLU NQRZOHGJH RI KRUURU PRYLH FOLFKpV DQG /DPRQWยฑV FDPHUD WKH WKUHH PXVW UXQ IURP WKH LQGLVFHUQLEOH machine. As they make their escape they discover a bloodied warehouse owned by an agency called AI ,QGXVWULHV DQG XQFRYHU GRFXPHQWV RI D P\VWHULRXV GHYLFH called Projekt Unsichtbar. โ Invisibleโ tells the story RI WKHLU ยบJKW IRU VXUYLYDO IURP WKLV PDFKLQH DQG WKHLU GLVFRYHU\ RI WKH JRYHUQPHQW DJHQF\ WKDW FUHDWHG LW Positioning Statement: ยฎ,QYLVLEOHยฏ LV WKH FKLOOLQJ IRXQG IRRWDJH RI WKUHH FROOHJH IULHQGV ZKR XQFRYHU D JRYHUQPHQW VHFUHW ZKLOH EHLQJ DWWDFNHG E\ DQ LQYLVLEOH IRUFH LQ WKH 0RMDYH Dessert.

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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 DXGLHQFH ORRNLQJ IRU DQ HQWHUWDLQLQJ and scary story. Male audiences are PRUH OLNHO\ WR JR WR ยบOPV LQ WKLV genre so there will be a stronger IRFXV RQ WKDW +RZHYHU EHFDXVH WKHUH LV D VWURQJ IHPDOH FKDUDFWHU WKH IHPDOH DXGLHQFH VKRXOG QRW EH IRUJRWWHQ 8OWLPDWHO\ WKLV LV D ยบOP WKDW JURXSV RI IULHQGV ZRXOG ZDQW WR JR VHH WRJHWKHU

Secondary: Horror And Science Fiction Fans 7KH JHQUH RI WKH ยบOP LV RQH RI LWV VWUHQJWKV ,W IDOOV XQGHU WKH VFL ยบ

KRUURU FDWHJRU\ DQG ZLOO DWWUDFW IDQV RI WKH JHQUH 7KLV GHPRJUDSKLF LV extremely important to the success RI WKH ยบOP DV WKHVH IDQV ZLOO EH WKH RQHV WR FUHDWH EX]] about it.

Tertiary: Males 25+ 7KLV ยบOP FRQWDLQV H[SORVLRQV government secrets, intense special HาฌHFWV DQG DQ DUUD\ RI DFWLRQ VFHQHV (YHQ WKRXJK WKH ยบOPยฑV characters are all young adults, WKHVH HOHPHQWV ZLOO KRSHIXOO\ attract the male GHPRJUDSKLF *ROGVWHLQ -HาฌUH\ :K\ ZH ZDWFK 7KH DWWUDFWLRQV RI YLROHQW HQWHUWDLQPHQW 2[IRUG 8QLYHUVLW\ 3UHVV 1HZ York, 1998.

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Antagonist An invisible train that kills people attacks the three characters. To some audiences it might be a silly idea.

7KRXJK WKH FRQWH[W RI WKH ºOP PDNHV LW ZRUN LW±V QRW grounded in reality. It is also invisible so the actual object cannot be shown or used in marketing.

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Found Footage 7KH PRYLH LV ยบOPHG IURP WKH SHUVSHFWLYH RI /DPRQWยฑV FDPHUD 7KH PRVW VXFFHVVIXO KRUURU PRYLHV HYHU โ Paranormal Activityโ and โ The Blair Witch Project,โ used WKLV WHFKQLTXH 6XFFHVVIXO VFL ยบ PRYLHV VXFK DV ยฎ4XDUDQWLQHยฏ DQG ยฎ&ORYHUยบHOG ยฏ KDYH XVHG LW DV ZHOO

Mystery 7KH PDFKLQH LQ WKH ยบOP LV WLHG WR $, ,QGXVWULHV D government agency. This provides an opportunity to connect WKH ยบOP ZLWK UHDO OLIH JRYHUQPHQW FRQVSLUDFLHV DV ZHOO DV provide an interactive element to the campaign. The P\VWHU\ RI ZKDW WKH PDFKLQH LV DQG KRZ WKH JRYHUQPHQW LV involved will create interest and curiosity.

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Characters The characters are all relatable. Lamont is sensible, Zack is adventurous, and Miranda is hesitant. They all have GLVWLQFW FKDUDFWHU WUDLWV DQG UHSUHVHQW WKH GLาฌHUHQW ZD\V people would react in a horror movie. Because the antagonist is invisible, there is a big opportunity to IRFXV RQ WKH FKDUDFWHUV LQ WKH PDUNHWLQJ

+RUURU 0RYLH &OLFKpV 7KH FKDUDFWHUV LQ WKH ยบOP WDON DERXW KRUURU PRYLH FOLFKpV VRPHWKLQJ PDGH SRSXODU E\ WKH VXFFHVV RI WKH ยฎ6FUHDPยฏ IUDQFKLVH 0DQ\ SHRSOH DUH IDPLOLDU ZLWK WKH EDVLFV DQG that can be used as an advantage when creating marketing tactics.

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7KH ยบOPยฑV PDUNHWLQJ RSSRUWXQLWLHV DOORZV LW WR EH EURXJKW WR OLIH 6LQFH WKH PRYLH DSSHDUV DV UHDO IRRWDJH WKH marketing executions will extend that notion. AI ,QGXVWULHV ZLOO EH SRVLWLRQHG DV D UHDO RUJDQL]DWLRQ 7KH FKDUDFWHUV ZLOO WDNH DFWXDO RQOLQH SHUVRQDV ,QIRUPDWLRQ DERXW WKH VHFUHWV RI WKH ยบOP ZLOO EH UHOHDVHG ELW E\ ELW 7KRVH ZKR LQWHUDFW ZLWK DQ\ H[HFXWLRQ RI WKH ยบOPยฑV marketing will be asked to โ Uncover the Truth.โ 7KH LGHD RI XQFRYHULQJ WKH WUXWK LV D FOLFKp LQ RI LWVHOI Countless movies, stories, novels, and TV shows have asked SHRSOH WR XQFRYHU WKH WUXWK 7KLV LGHD IDOOV LQ OLQH ZLWK WKH KRUURU PRYLH FOLFKpV IRXQG LQ WKH PRYLH 8QFRYHULQJ something also sends the idea that it is hidden or invisible. The marketing executions will all be used to EULQJ WKH RSSRUWXQLWLHV WR OLIH DQG WR SLTXH WKH FXULRVLW\ RI WKH WDUJHW GHPRJUDSKLFV

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PHASE II: FILM FESTIVAL STRATEGY

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%+,0!%(6!)%&'+4) 6FUHDPIHVW /$ 2FWREHU $FFRUGLQJ WR LWV ZHEVLWH 6FUHDPIHVW ZDV IRUPHG LQ $XJXVW E\ ยบOP SURGXFHUV 5DFKHO %HORIVN\ DQG 5RVV 0DUWLQ LQ RUGHU WR JLYH ยบOPPDNHUV DQG ZULWHUV LQ WKH KRUURU VFL ยบ JHQUHV D venue to have their work showcased to people in the industry. ยฎ,YLVLEOHยฏ ZLOO VWDUW LWV IHVWLYDO FLUFXLW DW 6FUHDPIHVW LQ +ROO\ZRRG WR FUHDWH EX]] DERXW WKH ยบOP Eerie HorrorFest-October The Eerie Horror Film Festival started in October 2001 and according to its website has EHFRPH RQH RI WKH PRVW SRSXODU DQG UHVSHFWHG HYHQWV RI LWV NLQG (DFK year the Eerie Horror Film Festival DWWUDFWV WKRXVDQGV RI IDQV ยบOPPDNHUV DQG VFUHHQZULWHUV WR WKH FLW\ RI (HULH 3$ IRU D IRXU GD\ FHOHEUDWLRQ RI LQGHSHQGHQW FLQHPD IHDWXULQJ VSHFLDO FHOHEULW\ JXHVWV screenings and workshops. โ Invisibleโ ZLOO FRQWLQXH LWV IHVWLYDO WRXU KHUH

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\ IRU D ZHHN DQG VSHFLDOL]HV LQ WKH KRUURU ยบOP JHQUH ยฎ,QYLVLEOHยฏ ZLOO HQG LWV ยบUVW SKDVH RI WKH IHVWLYDO WRXU KHUH DV LW LV considered more competitive and will FUHDWH EX]] EHIRUH LW PRYHV WR WKH ELJJHU ยบOP IHVWLYDOV

Fantastic Fest-October Fantastic Fest is the largest genre ยบOP IHVWLYDO LQ WKH 8 6 VSHFLDOL]LQJ LQ KRUURU IDQWDV\ VFL ยบ DQG DFWLRQ ยฎ,QYLVLEOHยฏ ZLOO start its next phase here to gain PRPHQWXP EHIRUH LW PRYHV WR D QRQ JHQUH IHVWLYDO

South by Southwest Film FestivalMarch $FFRUGLQJ WR WKH 6;6: ZHEVLWH HYHU\ March, its acclaimed Film Program GUDZV WKRXVDQGV RI IDQV ยบOPPDNHUV press and industry leaders to $XVWLQ 7; WR LPPHUVH LQ VRPH RI WKH most innovative, smart and HQWHUWDLQLQJ QHZ ยบOPV DURXQG 7KH IHVWLYDO YDOXHV LQQRYDWLRQ DQG attracts a technologically savvy audience. โ Invisibleโ contains VW\OLVK &*, HาฌHFWV DQG WHOOV D VWRU\ about a technological device. This ZLOO PDUN WKH HQG RI WKH IHVWLYDO VWUDWHJ\ DQG VKRXOG OHDYH WKH ยบOP ZLWK D ORW RI EX]] IURP WKH LQWHUQHW XVHUV DW 6;6:

6!)%&'+4(7&% 7KH IRXQG IRRWDJH WHFKQLTXH RI WKH ÂşOP DOORZV LW WR FRPH alive in the marketing strategy. This will start at the IHVWLYDO SKDVH DV WKH IHVWLYDO NLW LV GHVLJQHG WR ORRN OLNH WRS VHFUHW FODVVLÂşHG JRYHUQPHQW GRFXPHQWV IURP $, 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 7KH ÂŽUHDO OLIHÂŻ VWUDWHJ\ FRQWLQXHV ZLWK DQ ÂŽ,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;?

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Website The collateral materials passed out will lead attendees to VWRSDLLQGXVWLULHV FRP ZKLFK ZLOO FRQWDLQ PRUH LQIRUPDWLRQ DERXW WKH ÂşOP 7KH ZHEVLWH ZLOO KDYH OLQNV WR VRFLDO PHGLD sites and pictures.

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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 EHFDXVH WKH\ KDYH KDG VXFFHVV ZLWK ZLGH UHOHDVH ÂşOPV LQ ERWK WKH VFL Âş DQG KRUURU JHQUHV 7KH\ KDYH DOVR SURGXFHG ÂşOPV LQ WKH VDPH IRXQG IRRWDJH WHFKQLTXH DV ÂŽ,QYLVLEOH ÂŻ 7KH % % VWUDWHJ\ IRU ÂŽ,QYLVLEOHÂŻ ZLOO LQFOXGH SULYDWH screenings, networking events, and Internet tactics to show distributors that â&#x20AC;&#x153;Invisibleâ&#x20AC;? is both marketable and playable.

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%+,0!%(1&)%,&3$%.,) Screen Gems Screen Gems is an American movie production company and VXEVLGLDU\ FRPSDQ\ RI 6RQ\ 3LFWXUHV (QWHUWDLQPHQWÂąV Columbia TriStar Motion Picture Group. It largely produces JHQUH VSHFLÂşF PRYLHV VFL Âş KRUURU DQG XUEDQ ÂşOPV VXFK DV ÂŽ5HVLGHQW (YLO ÂŻ ÂŽ7KH 6WHSIDWKHU ÂŻ ÂŽ7KH 5RRPPDWHÂŻ DQG â&#x20AC;&#x153;Obsessed.â&#x20AC;? It also distributed â&#x20AC;&#x153;Quarantine,â&#x20AC;? which used WKH VDPH IRXQG IRRWDJH WHFKQLTXH WKDW ÂŽ,QYLVLEOHÂŻ XVHV Since its had success with the genre, â&#x20AC;&#x153;Invisibleâ&#x20AC;? would be D JRRG ÂşW

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Lionsgate /LRQVJDWH LV WKH PRVW FRPPHUFLDOO\ VXFFHVVIXO LQGHSHQGHQW ยบOP DQG WHOHYLVLRQ GLVWULEXWLRQ FRPSDQ\ LQ 1RUWK $PHULFD ,W SULPDULO\ GLVWULEXWHV JHQUH VSHFLยบF KRUURU DQG DFWLRQ ยบOPV VXFK DV ยฎ0\ %ORRG\ 9DOHQWLQH ยฏ WKH ยฎ6DZยฏ VHULHV DQG โ Kickass.โ

Paramount Pictures 3DUDPRXQW 3LFWXUHV LV DQ $PHULFDQ ยบOP SURGXFWLRQ DQG GLVWULEXWLRQ FRPSDQ\ DQG LV FRQVLVWHQWO\ UDQNHG DV RQH RI the top-grossing movie studios. Its biggest recent VXFFHVVHV LQFOXGH VFLHQFH ยบFWLRQ DQG DFWLRQ PRYLHV OLNH WKH ยฎ7UDQVIRUPHUVยฏ VHULHV ยฎ,QGLDQD -RQHVยฏ VHULHV โ Mission Impossibleโ series, โ Star Trekโ series and the โ Iron Manโ Series. Paramount Pictures has also had huge VXFFHVV ZLWK WKH ยฎ3DUDQRUPDO $FWLYLW\ยฏ IUDQFKLVH ZKLFK KDV WKH VDPH IRXQG IRRWDJH DVSHFW WR LW 6LPLODUO\ LW SURGXFHG ยฎ&ORYHUยบHOG ยฏ ZKLFK LQ DGGLWLRQ WR WKDW WHFKQLTXH FRQWDLQV WKH VDPH W\SH RI P\VWHULRXV DQWDJRQLVW DWWDFNLQJ D JURXS RI \RXQJ IULHQGV DV ยฎ,QYLVLEOHยฏ GRHV

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unc HH IR ble o F whi ver a ROOHJ XQG I â&#x20AC;? is R l LQY e bei gover H IUL RWDJH H

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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 HOHFWURQLF SUHVV NLW LQ WKH IRUP RI DQ $, ,QGXVWULHV ยปDVK GULYH

Publicity: 2QFH D GLVWULEXWRU LV VHFXUHG PHGLD ZLOO EH QRWLยบHG DQG XSGDWHG XQWLO WKH UHOHDVH RI WKH ยบOP $ ZHEVLWH DQG 7ZLWWHU IHHG ZLOO EH FUHDWHG WR XSGDWH WKH PHGLD DQG WKH SXEOLF RI WKH SURJUHVV RI WKH ยบOPยฑV GLVWULEXWLRQ

$IWHU WKLV SKDVH LV FRPSOHWH ยฎ,QYVLEOHยฏ SODQV WR EH GLVWULEXWHG E\ 6FUHHQ *HPV EHFDXVH RI LWV VXFFHVV ZLWK WKH KRUURU VFL ยบ JHQUH

26

PHASE IV: CONSUMER STRATEGY

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The consumer strategy combines traditional media, ,QWHUQHW H[HFXWLRQV DQG SURPRWLRQV WR PD[LPL]H LWV DSSHDO WR WKH NH\ GHPRJUDSKLFV :LWK D UHOHDVH GDWH RI $SULO WKH ยบOP ZLOO EHQHยบW IURP D ODFN RI FRPSHWLWLRQ and the spring break holiday. To continue its marketing WRZDUG WHHQV \RXQJ DGXOWV VFL ยบ KRUURU IDQV DQG PDOHV WKH ยบOP ZLOO EH PDUNHWHG WKURXJK SRSXODU SODWIRUPV Online promotion and social media initiatives will ask the consumer to โ uncover the truth.โ Coupled with a contest tie-in with Honda, the consumer will be engaged in the P\VWHU\ RI WKH ยบOP 7KRXJK LQWHUDFWLYH HOHPHQWV ZLOO DWWHPSW WR EULQJ WKH ยบOP WR OLIH LW ZLOO QRW EH PDUNHWHG DV UHDO HYHQWV 3XEOLFLW\ 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\ DQG WKH SOD\DELOLW\ RI WKH ยบOP $GYHUWLVLQJ WHVWV ZLOO DOVR EH GRQH WR JXLGH WKH PDUNHWLQJ RI โ Invisible.โ (DFK GHPRJUDSKLF ZLOO EH WUDFNHG RYHU WKH FRXUVH RI WKH ยบOPยฑV PDUNHWLQJ 7KH FUHDWLYH HOHPHQWV RI WKH FDPSDLJQ DQG WKH SRVLWLRQLQJ RI WKH ยบOP PD\ EH DOWHUHG EDVHG RQ WKH ยบQGLQJV RI WKH WUDFNLQJ GDWD

29

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7KHUH ZHUH WZR RSWLRQV IRU D GLVWULEXWLRQ GDWH IRU WKLV W\SH RI ÂşOP DQG GHPRJUDSKLF 7KH ÂşOP FRXOG WDNH DGYDQWDJH RI WKH +DOORZHHQ KROLGD\ DQG EH UHOHDVHG LQ 2FWREHU 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.

7R DYRLG FRPSHWLWLRQ ZLWK WKHVH ÂşOPV PDQ\ RI ZKLFK DUH VXFFHVVIXO IUDQFKLVHV WKH PRYLH ZLOO EH UHOHDVHG RQ $SULO 6, 2011 to coincide with Spring Break and the Easter Holiday.

The target audience sees more movies over the spring break WLPH SHULRG EHFDXVH RI WKHLU WLPH RŇŹ IURP VFKRRO 7KH ELJJHVW FRPSHWLWLRQ IRU WKDW ZHHNHQG FRPH IURP ÂŽ$PHULFDQ Reunion,â&#x20AC;? a comedy which will target our tertiary PDUNHW 7KH ÂşOP PD\ DOVR VHH VRPH FRPSHWLWLRQ IURP ÂŽ:UDWK RI WKH 7LWDQV ÂŻ WKH ÂŽ&ODVK RI 7KH 7LWDQVÂŻ VHTXHO ZKLFK ZLOO RSHQ WKH ZHHN EHIRUH RQ 0DUFK $JDLQ WKLV ZLOO attract our tertiary demographic more than it will our primary or secondary markets.

7KH ÂşOP ZLOO KDYH D ZLGH UHOHDVH DQG ZLOO RSHQ WR 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 &$1Âą7 6(( 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 JXHULOOD WDFWLFV :KLOH SDUW RI WKH FUHDWLYH DGYHUWLVLQJ ZLOO DWWHPSW WR PDNH WKH ÂşOP VHHP PRUH UHDOLVWLF WKH JRDO LV QRW IRU WKH SXEOLF WR WKLQN WKH ÂşOP LV EDVHG RQ UHDO 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 WKH 8QLYHUVDO 6WXGLRÂąV 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, WKUHH IULHQGV ZHQW to the Mojave Desert. This is all that remains RI WKHLU WULS

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:KDW \RX FDQยฑW VHH will hurt you.

Uncover the truth Dec. 2

Trailer 7KH WUDLOHU ZLOO EH UHOHDVHG D PRQWK EHIRUH WKH ยบOP RSHQV ,W ZLOO FRQWDLQ VQLSSHWV RI WKH PRVW DFWLRQ SDFNHG VFHQHV RI WKH PRYLH DQG ZLOO VWDUW DQG HQG ZLWK WH[W TV Spots 7KHUH ZLOO EH WZR W\SHV RI 79 VSRWV 7KH ยบUVW ZLOO EH D VSRW DQG ZLOO DSSHDU RQ ZLQWHU SUHPLHUHV RI 79 VKRZV PRQWKV EHIRUH WKH ยบOPยฑV UHOHDVH 7KHVH FRPPHUFLDOV ZLOO RQO\ VKRZ SLFWXUHV RI NQRZQ FRQVSLUDFLHV DQG HQG ZLWK โ Uncover the Truth at www.stopaiindustries.com.โ This will FUHDWH FXULRVLW\ DQG EULQJ WKH ยบOP WR OLIH 7KH VHFRQG D VSRW ZLOO EH D FRQGHQVHG YHUVLRQ RI WKH WUDLOHU DQG ZLOO VWDUW DLULQJ WKH PRQWK EHIRUH LWV UHOHDVH

Guerilla Tactics 6WUHHWV DQG ZDOOV RI 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 Invisibleโ blueprints. Pop-up stands will allow moviegoers to add themselves to the scene.

32

&2%!,2!%(*+,7!%&20 7KH ,QWHUQHW PDUNHWLQJ LV GHVLJQHG WR EULQJ WKH ยบOP WR OLIH ,W ZLOO DOORZ IRU WUDGLWLRQDO ยบOP ZHEVLWHV EXW ZLOO WKHQ ODXQFK WKH LQWHUDFWLYH ZRUOG RI ยฎ,QYLVLEOH ยฏ 7KH characters and AI Industries will have a presence online.

Website 7KHUH ZLOO EH WZR PDLQ ZHESDJHV IRU WKH PRYLH ZZZ LQYLVLEOHPRYLH FRP ZLOO WHOO WKH EDVLF LQIRUPDWLRQ DERXW WKH ยบOP ZLWK FDVW DQG FUHZ ELRV DQG RWKHU LPSRUWDQW LQIRUPDWLRQ 7KH ZHEVLWH ZLOO EH VHW XS PRQWKV EHIRUH WKH ยบOP 2QFH WKH WUDLOHU LV UHOHDVHG LW ZLOO FRQWDLQ D link to the Stop AI Industries site and will also have LQIRUPDWLRQ DERXW WKH ยฎ8QFRYHU WKH 7UXWK &KDOOHQJH ยฏ 7KLV ZHEVLWH ZLOO VWDUW WKH YLUDO DVSHFW RI WKH FDPSDLJQ 7KH website will have links to the AI Industry website, will FRQWDLQ LQIRUPDWLRQ DERXW WKH FRQVSLUDF\ DQG ZLOO DVN consumers to โ uncover 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 ZLOO IDPLOLDUL]H WKH DXGLHQFH ZLWK WKH FKDUDFWHUV DQG DOORZ WKHP WR LGHQWLI\ ZLWK WKHP EHIRUH WKH ÂşOP RSHQV These pages will go live the day the trailer is released DQG ZLOO VWD\ DFWLYH XQWLO WKH UHOHDVH RI WKH ÂşOP Miranda, Zack, and Lamont will interact with each other discussing their trip to the Mojave Desert and sharing FRPPRQ KRUURU PRYLH FOLFKpV 7KHVH SDJHV ZLOO EH OLQNHG through the Stop AI Industries webpage.

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YouTube The audience will discover /DPRQWÂąV <RX7XEH 3DJH /DPRQWÂąV FKDUDFWHU LV IDPLOLDU ZLWK WKH KRUURU VFL )L FOLFKpV DQG LV interested in the supernatural.

His YouTube will contain videos about real government conspiracies as well as DGGLWLRQDO KLQWV WR WKH ZRUOG RI WKH ÂşOP

Banner Ads &HUWDLQ ZHEVLWHV ZLOO KDYH EDQQHU DGV IRU WKH PRYLH enticing people to â&#x20AC;&#x153;uncover the Truth.â&#x20AC;?

34

5,.*.%&.2 The Internet and publicity strategies will merge WRJHWKHU IRU WKH ÂŽ8QFRYHU the Truth Challenge.â&#x20AC;? This will be â&#x20AC;&#x153;sponsoredâ&#x20AC;? by the Stop AI Industries group and ZLOO DVN DXGLHQFHV WR IROORZ D VHULHV RI FOXHV IRXQG DW various online sites, publicity stunts, blogs, and conventions. ÂŽ,QYLVLEOHÂŻ ZLOO SDUWQHU ZLWK +RQGD IRU WKH SURPRWLRQ DV Lamont, Miranda, and Zack will drive a Honda Civic in the ÂşOP 7KH &LYLF LV WDUJHWHG WRZDUG WKH VDPH SULPDU\ audience that â&#x20AC;&#x153;Invisibleâ&#x20AC;? is marketed to and its recent advertising campaign contained elements, such as a ]RPELH D PRQVWHU DQG D VXSHUKHUR WKDW WLHV ZHOO ZLWK WKH JHQUH RI WKLV ÂşOP The clues will lead participants to a site that only the ÂşUVW ÂşYH SHRSOH ZKR ÂşQG ZLOO EH DEOH WR DFFHVV 7KRVH ÂşYH people, and one guest each, will receive a trip to the 0RMDYH 'HVVHUW IRU D SULYDWH VFUHHQLQJ RI WKH ÂşOP LQ D real government hangar. They will meet the stars and GLUHFWRUV RI ÂŽ,QYLVLEOH ÂŻ 7KH ÂşUVW SHUVRQ WR ÂşQG WKH 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 IHDWXUHV GXULQJ FRPPHUFLDO EUHDNV RI WKH QHZ VKRZ ÂŽ$OFDWUD] ÂŻ 7KH VKRZ KDV JDUQHUHG D ORW RI EX]] IURP WKH target demographics already and is in the same genre.

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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 WKH ÂşOP ,W LV GHVLJQHG WR FUHDWH EX]] DQG PHGLD FRYHUDJH IRU WKH ÂşOP DQG WR SRVLWLRQ LW DV D TXDOLW\ KRUURU VFL Âş movie.

Convention Strategy ÂŽ,QYLVLEOHÂŻ ZLOO EH SURPRWHG DW YDULRXV VFL Âş KRUURU DQG FRPLF ERRN FRQYHQWLRQV WKH WKUHH PRQWKV EHIRUH LW opens. Exclusive content will be released and the â&#x20AC;&#x153;Stop $, ,QGXVWULHVÂŻ VWUHHW WHDP ZLOO GLVWULEXWH FODVVLÂşHG $, ,QGXVWU\ ÂťDVK GULYHV 7KHVH ZLOO FRQWDLQ PRUH FOXHV IRU 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 :RUOG ÂŹ /RV $QJHOHV March - Icon â&#x20AC;&#x201C; Stonybrook U, New York March - World Horror Con â&#x20AC;&#x201C; Toronto

Blogs Strategy 7KH IROORZLQJ EORJV ZLOO EH JLYHQ H[FOXVLYH FOXHV WR GLVWULEXWH IRU WKH ÂŽ8QFRYHU WKH 7UXWK &KDOOHQJHÂŻ *HHNV RI '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 WKHUH ZLOO EH ®»DVK PRE¯ marches by the Stop AI Industries protestors the ZHHN RI WKH ºOP±V UHOHDVH

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 ZLWK WKH PRVW IDQV ZLOO ZLQ D SUH VFUHHQLQJ RI WKH ºOP

Press Junket 2Q 0DUFK DQG $SULO D SUHVV MXQNHW IRU WKH ºOP ZLOO EH held in Hollywood. The actors and directors will be DYDLODEOH IRU LQWHUYLHZV DQG YDULRXV SUHVV DQG entertainment outlets will be invited.

Premiere The premiere will be held in a large warehouse in Los $QJHOHV 7KH WKUHH VWDUV RI WKH ºOP ZLOO GULYH GRZQ WKH 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 IRFXV PRUH RQ WKH WKUHH VWDUV RI WKH ยบOP DQG ZLOO DWWHPSW to not only reach the target markets but to pique the LQWHUHVW RI RWKHU PDUNHWV

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, DQG VFL ยบ IDQV ZLOO DOO EH UHDFKHG $GGLWLRQDO PHGLD RXWOHWV ZLOO EH XVHG WR IXUWKHU UHDFK WKHVH WKUHH demogrpahics.

39

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7KH PDUNHWLQJ EXGJHW IRU WKLV ยบOP ZLOO IDOO LQ OLQH ZLWK WKH DYHUDJH EXGJHW RI PLOOLRQ $V VXFK WKH EUHDNGRZQ RI WKH EXGJHW ZLOO VWD\ FORVH WR WKH DYHUDJH EUHDNGRZQ SHUFHQW RI WKH EXGJHW ZLOO JR WR 7HOHYLVLRQ %HFDXVH RI the heavy online promotion and the competition, 20 SHUFHQW ZLOO EH VSHQW IRU RQOLQH FRVWV 2QO\ 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 PLVFHOODQHRXV FRVWV ZKLFK ZLOO SD\ IRU WKH FRQYHQWLRQ 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 IRU DOORZLQJ PH WR ZRUN RQ VXFK D IXQ DQG LQWHUHVWLQJ ยบOP DQG IRU JLYLQJ PH WKH IHHGEDFN DQG VXSSRUW , QHHGHG WR to make this plan.

7KDQNV WR 3URIHVVRU 'DZQ 7DXELQ IRU \RXU NQRZOHGJH advice, and guidance through the Entertainment Marketing course and this project.

7KDQNV WR P\ IULHQGV DQG IDPLO\ ZKR KDYH VXSSRUWHG PH DQG DOORZHG PH ERXQFH LGHDV Rาฌ RI WKHP

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