A story of cultural rebellion. ! !
“Strength lies in differences, not similarities.” ! – Stephen R Covey.
Contents Phase One: Overview
Executive Summary ………………… 7 Positioning Statement ………………... 8 Synopsis ..…………………………….. 8 Key Facts …………………………….... 9 Target Audiences …………………. 10/11 Marketing Opportunities ……………. 12 Marketing Obstacles …………………. 13 The Big Idea ………………………….. 14
Phase Two: Festival ! Strategy! Film Festival Strategy ………………… 17 Target Festivals ………………….… 18/19 Festival Pitch Letter ……………........... 20 Festival PR/Guerilla Strategies …… 21/22 Festival Kit Materials……………… 23/24
Phase Three: B2B ! Strategy
Distribution Strategy .……………... 26 Target Distributors ……………….. 27 Screenings ………………………… 28 Research ……...……………………. 29 PR Activities ……………………..... 30
Phase Four: Consumer Strategy Overall Strategy ………………....... 32 Market Research ………………..... 33 Corporate Sponsorships …………. 34 Creative Advertising …………….. 35 Internet Marketing …………….… 36 Media ……………………………. 37 Publicity …………………….... 38/39 Sample Pitch Letter …………….... 40
Phase One:! Overview
Executive Summary! Home Bound is a drama that centers on female independence, liberation and cultural acceptance via cultural confrontation. It is a story of Sameera, a young woman living in Los Angeles, struggling to ﬁnd her place in American society under the strict limits of her Indian parents. Desperate to pave her own destiny and identity, Sameera rebels with two identities; she uses one to mask herself around her parents and the other is her true self. This ﬁlm is highly marketable to its target audience through its relatable characters and relevant and contemporary plotline. This ﬁlm challenges viewers’ perspective of culture: What does “culturally accepted” really mean? What constitutes a cultural appropriation? From an extreme standpoint, Home Bound explores how largely or limited one’s inherited culture can affect one’s identity, and the internal conﬂict for self-stratiﬁcation.
Positioning Statement Sameera, a young Indian woman living in an American world, explores the uncharted territory that is staying true to cultural inheritance while traversing her own identity.
Sameera, a 21-year-old woman, lives under her strict Indian parents’ household rules and is pressured to practice cultural traditions empty to her. In efforts to establish her own independence, Sameera develops a separate, new identity. In a series of rebellious, radical and scandalous events, Sameera moves away from home, loses her family and sense of self – only to realize “home” does not necessarily bind her, but can be an enriching addition on her hunt for selfdiscovery.
Key Facts • Genre: Drama • Rating: PG-13 • Running ! Length: 21 minutes • Tag line: ! Where you’re from does not deﬁne where you’re going. 9
Target Audiences • Primary Audience: Females age 18-25 -Of Indian heritage -Interested in and have a knowledge of Indian cultures. -Interested in female empowerment. -First generation young adults in America with immigrant parents. -International students attending college in the United States. -Culturally aware, culturally sensitive and culturally interested. 10
• Secondary Audience: ! Females and males ! age 30-60 -Immigrants in the United States who started a new life or family here. -Parents who raised their children in America by teaching and integrating cultural homeland roots. -Middle to upper class immigrants experiencing cultural confrontation with Americans on a social, professional or personal level • Tertiary Audience: Adults 18+
-Females and males who are aware of and support female rights/empowerment -They believe in equality and independence for all, regardless of gender and race. -Support social justice efforts. -Culturally aware, culturally sensitive and culturally interested. 11
Marketing Opportunities • Identiﬁable characters: The dynamic between Sameera and her parents presents itself as a marketing opportunity through multiple characters whom the audience can relate to; younger viewers can relate to Sameera, while older viewers can ﬁnd a voice with her parents. • Cultural confrontation: relevant in the lives of target audience, which is a strong relatable theme to market • PG-13 Rating: makes the ﬁlm accessible to a broader audience and can serve as an example for younger generations 12
Marketing Obstacles • Two opposite, radical standpoints: the characters represent polarizing outlooks – conservative/traditional versus liberal/ contemporary, posing possible controversial responses. • Controversial scene: in efforts to rebel, Sameera acts in a way that could be perceived as inappropriate and unethical by viewers – she has sexual relations with her professor and has a pregnancy scare from it. • Limited reach: it may only be seen by those who are already aware of culture clash, interested in social justice and equality, instead of exposing issues to those who aren’t aware.
The Big Idea
behind our campaign is to challenge the audience to see themselves from a different perspective. We want to inspire viewers by proving to them that where you’re from doesn’t define where you’re going.!
Where you’re! from ! doesn’t define! where you’re going.! 15
Phase Two:! Film Festival Strategy
Festival Strategy Home Bound will be submitted to festivals which focus on international and, speciﬁcally, Indian ﬁlms to maximize exposure and interest opportunities. Viewers who attend these festivals are more likely to relate to the characters and storyline. As such, we will target the festival strategies toward Toronto Film Festival, New York Indian Film Festival (NYIFF), Indian Film Festival of Los Angeles (IFFLA) and Indian Film Festival of Melbourne (IFFM).
Toronto International Film Festival screens ﬁlms from over 60 countries every year. Home Bound ﬁts into the festival’s program with it’s contemporary, cultural confrontation premise. It was ﬁlmed in the U.S. but has the cultural Indian inﬂuence, giving us the marketing opportunity to market it as either an IndianAmerican or Indian ﬁlm. Since the Toronto Film Festival emphasizes a coming together of talent from many different nations, Home Bound would be an ideal candidate to consider as one of the ﬁlms to screen for the Contemporary World Cinema (CWC) section. The CWC features ﬁlms with “compelling stories, global perspectives”, and Home Bound encompasses both outlooks.
New York Indian Film Festival screens features, documentaries and short ﬁlms made from, of and about the Indian subcontinent. Home Bound is an intercultural drama about Indian immigrants integrating (and the struggles therein) into an American lifestyle, which is extremely relevant with the types of ﬁlms screening at NYIFF. Moreover, as NYC is known as the “melting pot” of the United States, our target audience of culturally-aware viewers are more likely to be drawn to this festival.
This particular festival is a nonproﬁt organization devoted to a greater appreciation of Indian cinema and culture. It also promotes the diverse perspective of the Indian diaspora. IFFLA is ideal for Home Bound especially due to its focus on exposing the perspective of Indian immigrants in a new country. Home Bound encompasses the perspective of Indian immigrants (Sameera’s parents) and ﬁrst generation IndianAmericans (Sameera) living in Los Angeles, making Home Bound a prime candidate to advocate the festival’s objectives. Also, LA hosts many international students, making it a prime location for our target audience. Melbourne is one of Australia’s principal destination cities for the arts, especially in ﬁlm. There is no question as to why the Indian Film Festival of Melbourne is known as the southern hemisphere’s largest annual celebration of Indian cinema. Taking Home Bound overseas would go in line with the ﬁlm festival strategy of increasing exposure. International recognition could lead to future ﬁlm production opportunities in Australia, as many of Melbourne’s leading directors and producers attend IFFM.
Letter! 20 Â
Festival Guerilla Strategies! Our Festival Kit will include a customized “Sunﬂowers at Dawn” incense scent our team designed, inspired by Sameera’s name, which means “early morning fragrance”. As part of our festival stunts, we will also be handing out this one-of-akind incense with a red-string bracelet, a traditional symbol of allegiance to the Hindu faith. 21
Festival Guerilla Strategies! Lovability Condoms Inc. will be our principal corporate sponsor. This company’s mission is to empower women to take charge of their sexual health by re-introducing condoms as a positive symbol of self-love. Because Sameera runs into a pregnancy scare in this ﬁlm and this company goes in line with our campaign’s female empowerment theme, we found it only ﬁtting to pass out Lovability Condoms at our festival tent. We believe it will be extreme enough to spark curiosity and take advantage of this shock factor by including Home Bound’s tag line – Where you’re from! doesn’t define! where you’re going – to bring attention to our ﬁlm. 22
Festival Kit Materials: ! What’s Inside!
We will include brief info sheets including ﬁlm synopsis and key facts, cast bios and contact information.
Graphic of DVD Case
Festival Kit Materials!
“Sunﬂowers at Dawn” Incense handouts 24
Lovability Condoms promoting female empowerment
Kalava bracelets to ward off evil
Phase Three:! B2B Strategy
• Home Bound will target distributors that work with independent ﬁlmmakers and foreign language ﬁlms. Our ﬁlm is an intercultural drama, and as such we are staying away from the big Hollywood, Warner Bros./20th Century Fox scene, and targeting the smaller, art-house studios instead.
Sony Pictures Classics has brought great success to many independent ﬁlmmakers, placing their ﬁlms in the ranks of Academy Award and Oscar winners. Moreover, 12 of their ﬁlms have won the Best Foreign Language Film Academy Award. Since Sony Classics features independent ﬁlms with an emphasis in foreign languages, it is the ideal distributor for Home Bound as the characters also speak Marathi.
Cinema Epoch is based in the United States but specializes in internationally acclaimed arthouse ﬁlms as well as contemporary American ﬁlms. As Home Bound offers a unique perspective into the life of immigrants in America, it ﬁts with either the foreign or drama genre of Cinema Epoch’s distribution categories. 27
Screenings! • Platform Release: our ﬁlm will be released on a limited number of screens at the beginning and expand accordingly. This will give the ﬁlm time to generate positive buzz among the appropriate viewers. With the recent inﬂux in the female empowerment movement paired with the ﬁlm’s aim at societal de-stigmatization, we believe the ﬁlm will gain momentum quickly through its platform release. • Release Date: October 24, 2014. This will give the ﬁlm time to grow into a wide release by the end of 2014 and, more importantly, falls on the 2014 Diwali “Festival of Lights” celebration. 28
Audience Marketing Research! • Test Screenings: We will begin test screenings at universities in Los Angeles and New York in May 2014, as their study bodies accurately represent our target audience. We will gather feedback to gauge audience response. At these screenings, we will set up a table and introduce our festival stunts – the Lovability Condoms and “Sunﬂowers at Dawn” incense. This way, we can get immediate responses to these handouts from our target viewers. From there, we can assess any possible changes that need to be made.
PR Activities! • Diwali Light Festival Celebration: Host a Diwali celebration at select theaters on opening weekend. We will build up to this event in our marketing efforts, described in more details in phase 4.
Phase Four:! Consumer Strategy
Overall Strategy! Home Bound has the potential to appeal to young adult females, especially those who experienced ﬁrsthand what it’s like to grow up in America with parents from a different country. To connect with our target audience as much as possible, we are going to focus on two themes: the tagline Where you’re from doesn’t deﬁne where you’re going and female empowerment. These two ideas will be consistent through our creative materials and publicity efforts. 32
Market Research! • Advertising Tests: We will conduct advertising tests to ensure our campaign’s two main themes are received appropriately. These will be done at the preliminary screenings at universities on the East and West coast, and online as well. We will send short online surveys to a group that accurately represents our target audiences. • Tracking: Prior to Home Bound’s opening, we will track the ﬁlm to measure how efficient our marketing efforts were, as a campaign is only as successful as its tangible evaluation tactics. 33
Lovability Condoms: As a company focused on empowering females with condoms marketed speciﬁcally toward women, we believe a corporate sponsorship with Lovability Inc. will generate positive and awareness buzz about Home Bound. As an up-and-coming business, we believe this will beneﬁt Lovability by adding more exposure to the company’s mission.
Creative Advertising! Our corporate sponsorship plays a big part in our creative advertising, as condoms introduce a unique element into the marketing scheme. As part of our promotional materials, we will feature small postcards (as illustrated on the right) with the the hashtag #AreYouHomeBound printed across the back to spark curiosity and bring more traffic to our social media sites. We will hand these out during preliminary screenings and for a limited time, include them in every Lovability purchase. 35 Â
Internet Marketing! • The Instagram username will be @HomeBound2k14. On the account, there will be many posts under the #AreYouHomeBound category relating to Lovability. This way, those who were curious about the hashtag on the back of the postcard have somewhere to ﬁnd out more about both the company and ﬁlm, and discover how Home Bound relates to their own lives. • The ﬁlm’s Facebook page will be frequently updated with on-set photography, event updates, Lovability contests or sweepstakes, university screenings, fun facts about both Indian and American traditions and teaser trailers prior to opening weekend.
Media! A month before opening weekend, Home Bound will have a 30-second advertisement trailer before YouTube clips, with a “No-skip” feature. Moreover, our campaign will create its own channel featuring young adults from all over the United States who grew up with immigrant parents. Speakers will share the challenges they faced in paving their own path in a brand new country and culture. Each video will end with #BringYourFire to encourage anyone to join the intercultural conversation.
Little India is the largest circulated Indian publication in the United States. They have a speciﬁc “Art & Entertainment” section. We will advertise Home Bound in this section for three weeks leading up to the premiere. 37
Publicity: Diwali Event!
When: October 24, 2014 Where: Select theaters, TBA What: Traditional Indian celebration that celebrates good over evil and, more importantly to Home Bound, knowledge over darkness. Who: All attendants of Home Bound on Friday and Saturday of opening weekend Why: We want everyone to celebrate Diwali Festival of Lights at opening weekend by lighting their own candle, symbolizing how they each bring their own ďŹ re to the table, tying #BringtheFire altogether.
Lavina is one of the most inďŹ‚uential Indian bloggers in the United States. She live in New York and blogs about food, art, books, travel and most importantly, cinema. We will contact Lavina, send her a festival kit and ask that she feature us in some blog posts a couple weeks leading up to the Home Bound premier. We will also ask her to cover the Diwali opening weekend festivities. 39 Â
Sample ! Pitch Letter!
Where you’re from! doesn’t define! where you’re going.!