Here s a question
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Here’s a question. Which one you going to see?. Time to start bending a few rules. Objectives. $7 million in opening weekend box office. $35 million first release box office. $2.5 million awards release box office. Overview. Opening weekend target: fans, listeners, readers, cinephiles.

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Here s a question

Here’s a question.


Here s a question

Which one you going to see?


Here s a question

Time to start bending a few rules.


Here s a question

Objectives

$7 million in opening weekend box office

$35 million first release box office

$2.5 million awards release box office

Overview

Opening weekend target: fans, listeners, readers, cinephiles

Grow the box office in weeks 2 - 5

Week 2 -6 target: country/gospel fans, sometime listeners, the Carmike demographic, younger fans, adults “tired” of the summer blockbusters

Declining box office weeks 6 -9

Week 6-9 targets: week 2 -5 targets and repeat viewers

Awards release timed to the award schedule

DVD rerelease tied to the awards schedule


Here s a question

Here’s who we’re swimming with on June 9:

Da Vinci code will be on its fourth weekend

X-Men III on its third weekend

The Omen on its opening weekend

Cars on its opening weekend

Here’s who jumps in the pool June 16:

Nacho Libre

Fast and the Furious

On June 23:

Click

Garfield

On June 30:

Superman

Strangers with Candy

On July 6:

Pirates

Little Man

A Scanner Darkly


Here s a question

We’re screwed.

And our marketing budget is too small to afford TV.

Awareness, even among fans, is very low.

Almost no promotion potential.

The subject’s a bummer.


Here s a question

How do you get people

to skip those others and see our film?

Option 1: Give up.

Target markets

Traditional film advertising

Traditional trailer, nice poster, by-the-book Web presence

Traditional publicity like junkets

Why Option 1 is not an option:

Highly playable, highly entertaining film

Funny, moving, surprising and entertaining music

Highly marketable film

Large fan, listener, and reader base

Star base that appeals to several demographics

Robert Altman (Wes Anderson)

Comedy

Adult appeal in a sea of summer kiddie stuff

Music


Here s a question

Boy, are we screwed.

And that’s a good thing.


Here s a question

How do you get people

to skip those others and see our film?

Option 2: Break the rules.

Timed targeting

Beyond advertising

Trailer variety, poster variety, different Web presence – sharing not selling

Publicity: the advertising is the publicity


Here s a question

Timed targetting: June 9: fan base, cinephile

Da Vinci code will be on its fourth weekend

X-Men III on its third weekend

The Omen on its opening weekend

Cars on its opening weekend

June 16: fan base, cinephiles, readers/listeners urban country/gospel fans, Web users

Nacho Libre

Fast and the Furious

June 23: urban country/gospel fans, readers/listeners, Carmike demo, WOM audience

Click

Garfield

On June 30: WOM audience, wider audience

Superman

Strangers with Candy

On July 6: declining audience

Pirates

Little Man

A Scanner Darkly


Here s a question

Beyond advertising

Targeted one-sheets

Sequenced one-sheets

Sequenced ads/parody ads

Scene trailers/targeted trailers

Fan posters/fan trailers


Here s a question

One sheets

Fan-targeted one-sheets initial weekend

Music fan one-sheets second and third weekends

Sequenced star one sheets


Here s a question

Fan-targeted one-sheets

Has to sell what the audience knows

Look and feel of other PHC materials

Cannot be about the story (PCH cancelled)

Personalized

Upbeat


Here s a question

Fan trailer

Entire scene trailer

Cannot sell fans on story (PHC cancelled)

Heavy with music, include people known to fans: The Guys All-Star Band, Jaclyn Steel, Foley guy

Garrison Keillor

The stars

Guy Noir

Verbal not slapstick comedy

Cannot be about the subject (mortality)

Internet release (12 weeks); theatrical (2 weeks before to Monday after opening weekend)


Here s a question

Wider audience trailer

Bad Jokes entire scene

Story trailer

Heavy with music

Less Garrison Keillor

Star heavy

Slapstick humor/bad jokes

Cannot be about the subject (mortality)

Monday after opening weekend


Here s a question

Fan generated posters/trailers

Beginning four months before release

Web-based community building

Fan-created posters

Fan-created trailers

YouTube


Here s a question

Interactive: sharing not selling

Give away the music on file-sharing networks

Entire scene trailers

Keillor weekly podcasts on the Web site

Scenes on YouTube


Here s a question

Publicity

Altman tributes

Lindsey Lohan grows up tributes

Wes Anderson, Garrison Keillor publicity

Awards/Oscar buzz

Advertising is the publicity

Theme: alternative to the garbage

Escalating publicity peaking at week 4: Internet sites (12 weeks before release); Lohan covers (People, Entertainment Weekly; 1-4 weeks before opening); reviews (2-4 weeks before review); Keillor material (Entertainment Weekly, Time, Newsweek – opening week); culminating in television (Keillor, stars: Good Morning America, Today – 3-4 weeks after release)


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