Marketing of

13 June 2011

Agenda

• A marketing challenge

• The marketing brief

• The campaign

• The results

A Marketing Challenge?

• Historical drama

• About a man overcoming a stammer

• Releasing in a cluttered and competitive release environment

The Brief

• Positioning:

• Ambition:

• How:

The Brief

• Positioning: A jewel in our release crown

• Ambition: Make THE KING’S SPEECH a British institution. We want this to be the cinematic event of the year

• How: Unite the nation behind the release

• The campaign should be inspirational, British, contemporary and stylish.

The Audience(s)

• Need a campaign that delivers the film simultaneously to younger and older audiences

• British Traditionalists & Middle England are our core– This older audience can typically take a few

weeks to come out.

• Reach out to 25+ cinema going audience to help break out

Box Office Expectations

• THE YOUNG VICTORIA £5.1m

• THE DUCHESS £7.1m

• THE QUEEN £9.4m

• ATONEMENT £12m

• GOSFORD PARK £12.2m

• PRIDE AND PREJUDICE £14.5m

The Release Date

• January 7 2011

• Awards season– Golden Globes– BAFTA– Academy Awards

The Royal Connection

• Wills and Kate engagement

• Appeal of the Royals

• Press and publicity hooks

• Historically accurate

The Campaign

Early Poster

Cinema Poster

Cinema Banners

London Underground

Press

Press

Sustain Poster

Press

Quality and mid-market titles to reach an older upmarket audience.

Titles included: Sunday papers; Sunday Telegraph, Sunday Times, Mail on Sunday, Sunday Express, Radio Times, Daily Telegraph, Times, Daily Mail, Daily Express, and the Evening Standard. For younger audiences, we included Metro, The Guardian and The Observer

TV

• British, quality strand

• Family programming

• Christmas Day

• Older / Younger

Exhibitors

Odeon

The Results

• £3.5m opening weekend. Increase on week 2

• Averaged almost £1m a day throughout January.

• 730 cinemas across the UK played the film, screening to almost 8m people.

• A global hit - grossing nearly $270m

• The most successful independent Britishfilm of all time

Thank You