Table of Contents
Part One: Overview
Part Three: Consumer Marketing
Executive Summary 6
Campaign Overview 28
Creative Strategy 29
The Bare Necessities
Creative Materials 30
Traditional Media 32
The Big Idea
Outdoor Advertising 33
Online Marketing 34
Part Two: Festival & Distribution
Partnerships & Promotions
Publicity Strategy 36 Pitch Plan 37 Media Strategy 38 Media Plan 39 Budget Breakdown 40 Market Research 41
Executive Summary Princesses, true love’s kiss, and happily ever afters are what we have come to expect from fairy tales. But what happens when reality intervenes? Inspired by classic Disney films adored by young and old alike, Princess In The Park offers a fresh take on the fairy tales we all adore. A fantasy princess, Aria, is battling vicious warlock Maelstrom to save her kingdom when a mistaken spell casts them into a real world theme park. Trapped in reality without her magical powers, Aria has only her wit to save the day. This entertainment marketing plan will bring Princess In The Park to the real world by capitalizing on the film’s theme of fantasy meets reality. We will leverage one of the film’s biggest marketable element - Princess Aria, to reach children and families through relevant partnerships, engaging promotions, and mass marketing tactics that build up to the film’s theatrical premiere on September 4, 2015.
Synopsis A spell went awry when feisty Princess Aria and vicious warlock Maelstrom are cast from their fantasy world into a fantasy themepark. Shocked by this strange new environment which doesnâ€™t operate on magic, Aria finds herself trapped, completely at the mercy of her mortal enemy and unable to locate the mystical artifact with the power to send her home. It is not until she befriends Phillip Harcross, a sweethearted, dweebish park photographer, that her luck begins to change. Does this fairy tale princess have what it takes to survive in the real world?
Part One: Overview
The Bare Necessities Genre: Fantasy/Comedy Rating: PG Release Date: Friday, September 4, 2015 Tagline:
It’s real life, not a fantasy.
“ “ “ I’m so getting fired for this.
Don’t be so quick to judge by appearances. You have no idea who you’re talking to.
There is nothing more satisfying than watching you suffer.
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A Princess Worth Fighting For Feisty Princess Aria makes an interesting addition to the line of Disney Princesses. She embodies a strong female character that is appealing to both children and their parents.
Whatâ€™s Not To Love? The genre itself draws a wide range of audience members. Fantasy combined with humor are recipes for success.
Bring the Whole Family A PG rating opens this film to a large audience; itâ€™s entertainment for the whole family, not just the kids.
Watch and Learn Themes such as girl power, perseverance, and an unlikely love connection between Aria and Phillip appeals to a variety of demographics, both young and old.
I’ve Seen This Before The film is at risk for being labeled as “just another Princess movie.” It’s tough to stand out among an abundance of princess movies, and the plot’s similarity to Disney’s Enchanted may discourage viewers from attending.
The People Are Real Children are typically more drawn to animated films. As a fantasy film set in the real world, Princess In The Park is at a disadvantage in drawing interest from children in this aspect.
Who’s That? An unknown cast and crew means that the film must rely on the strength of its plot to draw interest.
Where’s the Sidekick? The cast of Princess In The Park is limited to primarily three main characters and thus marketing opportunities are limited without cute animals or sidekicks in the film.
Big hair, big dresses, big tiaras, and happily ever afters. This isn’t what Princess In the Park is about. This isn’t your typical princess movie.
Princess In The Park explores the concept of what happens when fairy tales get injected with a dose of reality. When Princess Aria gets stranded in the real world, she must face the world as we know it to be - no magical fairies, no singing birds to help her get dressed, and no prince charming to save the day. How does a fantasyland Princess adapt to the harsh reality of our world? Well, it’s time for her to Get Real. This entertainment marketing plan is built on the foundation of the film’s core value - an empowering message that tells young girls that a Princess is more than just sparkles. A Princess can save the day on her own, with a little friendship and perseverance to guide the way. After all, this is real life, not a fantasy.
For Little People Target Audience Children and family are the primary target audience for Princess In The Park. Parents are motivated to seek quality bonding time with their children, and this film provides the opportunity for just that. The fantasy content is suitable for young children while its witty humor is entertaining to the general population.
Positioning Statement Inspired by classic Disney films adored by the young and old alike, Princess in the Park is a fresh take on a classic story: a princess tale with a real world twist. Filled with exciting action, witty humor, and a heavy dose of reality, this is a story crafted for those of us who grew up on fairy tales - but live in the real world.
Part Two: Festival & Distribution
Festival Strategy Throughout 2014, we will enter eight different film festivals in the U.S. The purpose of these festivals is to increase awareness and interest for Princess In The Park among potential distributors. Target festivals include a mixture of both childrenâ€™s and large film festivals to ensure maximum, but targeted exposure for the film. With each screening, momentum builds to generate buzz for Princess In the Park Festivals will be filled with partnerships, private events, and promotional giveaways to entice distributors and garner interest in the film.
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The Palm Springs International Film Festival welcomes over 135,000 attendees annually. Launching Princess In The Park at this festival will ensure significant initial exposure for the film.
May 15 - June 8
Recognized as one of the top film festivals in North America, the Seattle International Film Festival is a highly publicized festival that will garner much press attention to Princess In The Park.
Recognized as one of the top film festivals in the nation, the Sundance Film Festival is put on by the Sundance Institute to promote filmmaking worldwide.
The New York International Childrenâ€™s Film Festival focuses on works targeted at children ages 3-18, the core audience for Princess In The Park. The event is the largest festival for children and teens in the US with an audience of over 25,000.
The LA Film Festival attracts over 90,000 attendees annually. Promoting the film at this film festival will attract attention to the Southern California entertainment community.
October 24 - November 2
Chicago International Childrenâ€™s Film Festival is partnered with educators to bring over 350,000 children to the festival on school field trips. It is an opportunity to showcase Princess In The Park to its core target audience.
Tribeca Film Festival is known for its diversity, attracting 450,000 attendees, which will allow Princess In The Park to reach and appeal to a broad audience.
The International Family Film Festival strives to deliver films that are engaging and appropriate for all members of the family. Screening at this festival will increase Princess In The Parkâ€™s appeal as a family film for all ages.
A Festival Kit will be sent out to targeted distributors and select media to promote Princess In The Park. The kit includes biographies of the cast and crew, a flyer, DVD with trailer and behind-the-scenes features from the film, and a decorated USB that contains photographs and additional information about Princess In The Park .
All media outlets will be pitched and directed to PrincessInThePark.com, which serves as the main hub for all things related to the film.
We will bring the magic of Princess In The Park to the press and potential distributors through exclusive invitations to private screenings.
After the screening, attendees are directed to a Princess Party where they can interact and meet the cast and crew. The party will bring the land of Astalia to the real world and give press and distributors a chance to interact with the film.
Distribution Strategy Primary Target Distributor Walt Disney Studios Motion Pictures is the primary target distributor for Princess In The Park. It is an American motion picture distribution company owned by The Walt Disney Company long known for its history of classic princess movies that perfectly aligns with Princess In The Park. The brand reputation and synergy capabilities of the Walt Disney Company are major appeals to working with Disney. Princess In The Parkâ€™s fantasy element and family-friendly storyline are catered to Disneyâ€™s target audiences. Additionally, it has a potential to be a tent-pole franchise which will bring Disney long-term profits. Key Executives: Robert A. Chapek, President Dave Hollis, Vice President Contact Info: (818) 560-1000 500 S. Buena Vista St. Burbank, CA 91521
Secondary Targets Though our primary focus will be attainin Disney, we will also target Lionsgate, Warner Brothers, and Dreamworks Studios to ensure the film reaches its potential as a blockbuster hit.
Release Strategy Coming to theaters nationwide on Friday, September 4, 2015 Disney will release Princess In The Park will as a wide-release on September 4, 2015. This date was specifically chosen to avoid competing with major films such as Jurassic World and Star Wars during the summer and holiday seasons. A release date during the end of summer and back to school season opens opportunities for partnerships with educators and education programs that will effectively reach our core audiences. Prior to the filmâ€™s premiere, full length trailers and teasers will be shown in theaters during PG and family friendly movies starting summer 2014. There will be three phases of trailers: a teaser that hints the collision between magic and reality released throughout summer 2014, a full length trailer that will be revealed in 2015 and a thid trailer that focuses on thematic elements will be released the summer the film premieres. Select media will be invited a month prior to the theatrical release, to generate buzz and press for the film.
Competitive Environment May
Part Three: Consumer Marketing
Campaign Timeline “Introduce” kicks off the first phase of our campaign for Princess In The Park. Teaser trailers and posters will begin rolling out a year prior to the film’s release.
The second phase of the campaign, “Inform,” focuses on giving out more details about the film to both the press and public.
“Invite” is the last phase of the campaign, and the most important. This phase’s goal is to drive attendance to opening weekend by enticing consumers with heavy advertising and publicity.
Goal: Raise initial awareness
Goal: Acquire buzz
Goal: Butts in seats
Timeframe: September 2014 - January 2015
Timeframe: February - May 2015
Timeframe: June - September 2015
Introduce Inform Invite September 2014
June - July 2015
Launch official film website Create a Facebook page and Twitter account
Official trailer released online with behind-thescenes footage
October - November 2014
March 2015 - April 2015
Capitalize on in-theater foot traffic with posters, standees, and banners to attract attention to the film. Hold a press junket and place ads in print, tv spots, billboards, and outdoor
Release teaser posters online
Pitch the press Release set photography and stills
December 2014 - January 2015 Play teaser trailers in theaters before family and holiday movies
May 2015 Play official trailers in theaters nationwide Emphasis on online advertising
August 2015 Publicity blitz to ensure everyone knows the movie is coming soon.
September 2015 In theaters nationwide on September 4, 2015
Creative Strategy Official Logo
Overview Princess In The Park is a fairy tale with a real world twist. We must capitalize on this unique storyline and draw in audiences by communicating its entertainment value across both traditional and non-traditional forms of advertising, public relations, and promotion.
Challenge | People donâ€™t want another typical princess movie Communication Strategy | Defying conventions Get Real Princess Color Palette
is an integrated campaign that brings to light a message of friendship, hope, and girl power to children and families everywhere.
Itâ€™s real life, not a fantasy. 29
Creative Materials Trailers
Teaser Trailer Official Trailer Official Trailer #2
:60 Second Trailer Spot :30 Second Spot Coming Soon Spot :15 Second Countdown Spot
Newspaper Ads Magazine Ads Insertions
Teaser & Key Art Posters
Facebook Sponsored Ads
Online Radio Ads
Television Trailer Spot
Magazine Print Ad
Bus Shelter Takeover
Online Banner Ad
Pinterest Promoted Pin The goals with online marketing is to inform and engage audiences. Banner ads will promote the release of the film and direct clicks to the official website while social media platforms such as Pinterest, Twitter, Instagram, and Facebook will feature relevant images, fashion, and content that generates conversations. We will execute a holistic approach across all available social media channels instead of relying on one main channel to do all the heavy lifting.
Official Film Website
Partnerships & Promotions
Promotions and partnerships will be vital to reaching our target audiences and extending the film’s reach. Suggested partnerships include: Disneyland - Welcome Princess Aria to theme park so families can interact with her Sephora - Astalia Nail Polish line with special edition colors. General Mills - Orb Hunt contest in select cereal boxes for free tickets to the premiere Mattell - Princess Aria doll Barnes & Noble - Princess In The Park picture books McDonald’s - Princess Aria kid’s toys in Happy Meals throughout the summer
Publicity Strategy Princess In The Park will implement a rigorous publicity strategy to gain press coverage and maximize exposure for the film building up to the release date in September. We will approach select media targeted at our core audiences and pitch the different themes and dimensions presented in our film such as “Girl Power,” “Fantasy Fashion,” and “Family Fun.” Publicity pitches include a direct mail piece to different media outlets along with a USB that contains footage and photography. The press will also be invited to come on the set of Princess In The Park where they can film exclusive interviews with the cast and crew. We will capitalize on the extensive Disney network and heavily promote Princess In The Park features and brief segments on channels such as ABC family, Disney Channel, and Radio Disney.
Pitch Plan Vehicle
Good Morning America
“Top Family Movies To See in 2015”
“A Real World Damsel In Distress”
“Magic And Reality Collides”
“Astalia Fashion Comes To America”
“Family Movie Magic”
“When Magic Meets Reality”
Los Angeles Times
“A Fantasy Princess Stranded On The West Coast”
New York TImes
“The Princess Has Landed”
“Behind The Scenes of Princess In The Park”
“The Modern Princess”
Media Strategy Paid
Introduce and Educate Lifestyle Digital Video & Media
Increase Awareness and Consideration
Build initial awareness and interest for the film through digital ads and sponsored content on family friendly websites and blogs.
Reach target audience touchpoints through mass media channels such as TV, print, radio, and outdoor advertising.
Inform and Update The official film website will serve as the hub for all things related to Princess In the Park. Interviews, behind-the-scenes footage, and insider news/happenings will inform the press and audiences.
Engage with Fans Social Effort
Implement a baseline social media “always on” approach to respond to questions, comments, and strengthen relationships with fans through engagement.
Generate Buzz and Interest Publicity
Invite press and media to exclusive engagements with the film’s cast and crew to maximize exposure from free publicity.
Media Plan 2015 Q1 January 5
Digital YouTube Banners & Trailers Twitter Promted Tweets Facebook Ads Promoted Pins Hulu Trailers BlogHer.com HelloGiggles.com PopSugar.com Style.com
Television Princess Sophia Minnie's Bow Toons My Little Pony Toddlers And Tiaras The View Once Upon A Time Dancing With the Stars Modern Family ABC Family
Newspapers LA Times NY Times Washington Post OC Register The Miami Herald Chicago Tribune
Magazines J-14 Time For Kids Parents And Kids Twist Parenting Entertainment InStyle Cosmopolitan Glamour
Radio KIISFM Pandora.com Radio Disney
In-Theater Trailers Standees Posters Banners
Outdoor Bus Shelters Subway Stations Billboards Wild Postings Bus Wraps Guerilla
Budget Breakdown 2%
3% 3% 1%
Market Research Overview To determine and ensure our marketing strategies efficiently and effectively reach our core target audience, we will conduct market research to better understand our audienceâ€™s attitudes and behaviors as well as their response to the film. We will also measure the success of our marketing plan through tracking media impressions and digital interactions.
1. Focus Groups 2. Online Surveys 3. Person-On-The-Street Interviews
1. Test Screenings 2. Exit Studies
1. Aided & Unaided Awareness 2. First Choice
1. Awareness & Consideration 2. Brand Recognition 3. Ticket Sales
1. Media Impressions 2. Webpage Clicks & Views 3. Social Media Followers