1. 2 here’s a question. 3 4 which one you going to see?

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Page 1: 1. 2 Here’s a question. 3 4 Which one you going to see?

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Page 2: 1. 2 Here’s a question. 3 4 Which one you going to see?

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Here’s a question.

Page 3: 1. 2 Here’s a question. 3 4 Which one you going to see?

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Page 4: 1. 2 Here’s a question. 3 4 Which one you going to see?

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Which one you going to see?

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Time to start bending a few rules.

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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, cinephilesGrow 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 blockbustersDeclining box office weeks 6 -9Week 6-9 targets: week 2 -5 targets and repeat viewersAwards release timed to the award schedule

DVD rerelease tied to the awards schedule

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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 weekendThe Omen on its opening weekend

Cars on its opening weekend

Here’s who jumps in the pool June 16:

Nacho Libre

On June 23:

Click

Fast and the Furious

GarfieldOn June 30:

SupermanStrangers with Candy

On July 6:

PiratesLittle ManA Scanner Darkly

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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.

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How do you get peopleto skip those others and see our film?

Option 1: Give up.

Traditional film advertising

Highly playable, highly entertaining film

Funny, moving, surprising and entertaining music

Highly marketable film

Traditional trailer, nice poster, by-the-book Web presenceTraditional publicity like junkets

Why Option 1 is not an option:

Large fan, listener, and reader baseStar base that appeals to several demographicsRobert Altman (Wes Anderson)

Comedy

Adult appeal in a sea of summer kiddie stuff

Music

Target markets

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Boy, are we screwed.

And that’s a good thing.

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How do you get peopleto 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

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Timed targetting: June 9: fan base, cinephile

Da Vinci code will be on its fourth weekend

X-Men III on its third weekendThe 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

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

Fast and the Furious

GarfieldOn June 30: WOM audience, wider audience

SupermanStrangers with Candy

On July 6: declining audience

PiratesLittle ManA Scanner Darkly

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Beyond advertising

Targeted one-sheets

Sequenced one-sheets

Sequenced ads/parody ads

Scene trailers/targeted trailers

Fan posters/fan trailers

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One sheets

Fan-targeted one-sheets initial weekendMusic fan one-sheets second and third weekendsSequenced star one sheets

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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

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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 guyGarrison 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)

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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

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Fan generated posters/trailers

Beginning four months before releaseWeb-based community building

Fan-created posters

Fan-created trailers

YouTube

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Interactive: sharing not selling

Give away the music on file-sharing networksEntire scene trailers

Keillor weekly podcasts on the Web site

Scenes on YouTube

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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)