penguins of madagascar
TRANSCRIPT
Mission BriefThe Penguins of Madagascar are back and ready to save the world. Our job, to make them look good. !
Task 1: The Premier !
Task 2: The Afterparty !
Task 3: The Premier for the Partners & Distributors
Mission DetailsPAX at the Premier: 1200 (Employee + 3) !PAX at the Afterparty: 500 (Employee + 1) !PAX at the Partner Premier: 500 (Partner + 2) !Theaters: Urvashi | PVR (Phoneix Market City) !Venue: TBC (Tentative JW Marriot Ballroom) !Dates: November 8 | November 22
Classified InformationOver 75% of the film was done at India. !
This is the first time a premier will happen in India before it happens in America. !
The senior leadership team from the US including the CEO of Dreamworks is expected to be present at the premier
Step 1: Mission Prep Pre - Event Activites @ Work
The Package ArrivesDate: 22nd October 2014 !
Location: All Employee Desks !On wednesday as people arrive at office, they receive a package at their desk. The same is a pop up invite box with popcorn packaged in a dibbles branded packet along with merchandise and the tickets. The box will come with: An Invite Card | The Tickets
Invite to After Party
Copy On Invite CellphoneSolider, Now that you know our identities, we’d like to inform you that we are thoroughly impressed with the work you have done for us. I shall dibble you as a reward. Penguins take care of their own, so bring along 3 people who are the most important to you and introduce them to us on 8th November. The details to get there and the secret pass in included in the package. This message will self destruct once you read it. Sincerely Skipper !P.S: The dress code for the day is black and white as it is imperative to blend in. Sincerely Kowalski P.S: Valet service available Sincerely Rico !P.S: Skipper am I invited too? Sincerely Private
Copy For Invite - OHP + Card Match the code to Decode !
Congratulations! You have cracked the code to awesome. You are invited to participate in the Black & White Op. Get ready for Mission Possible. !
Mission Details Date: 8th November Time: 7:30PM Venue: JW Marriot Grand Ballroom !
Don’t forget to get your utility bands at the entrance
The Package ArrivesDate: 22nd October 2014 !
Location: All Employee Desks !
Optionally, We will a pair of binoculars with the invite printed on the glass so that they can read it when they look through.
InfiltrationDate: 24th October !
Location: Lift Lobby & Reception 6th & 11th Floor !
On friday as the people walk into office, they will have to watch their step as there will be four holes on the floor with penguin footprints from them leading up to the office floor !
These will be complimented by board kept next to them reading Animal Infiltration
Lift Lobby Floor Branding
InfiltrationWhen they step in for breakfast they will find penguin theme cupcakes as part of the breakfast menu !
ChatterDate: 31st October !
Location: Conference Rooms/ Select Employee cubicles !
We will have walkie talkies hidden under employee desks that will come to life at a particular time. These will have prerecorded penguin chatter. !
This chatter will be used to give them instructions to get people in the surrounding desks to gather in the viewing rooms
Eyes OnlyDate: 31st October !Location: Viewing Rooms !As the people gather at the viewing rooms, we will play a video from the penguins that has a script along the lines of we are watching you. !This will be followed by the showcase of the mural creation video and end with a message along the lines of Buckle up boys. We’ve got a show to head to.
Step 2: Location Scout Our Approach
Our ApproachAs part of creating a holistic experience at the employee premier, partner premier and the after party, these are the following points we will be keeping in consideration: - An over all thematic experience that is carried forward from the per event activities - The Venue Decor - Pre Function Experience & Engagement at the premier and after party - Crowd Management Logistics - Special opening sequence at the theatre - Special Presentation Of Ending Credits - Employee Centric Elements at the after Party - Engagement at the Party
Step 3: The Black & White Op 4pm - 6pm The Employee Premier
7:30pm - 1:00am After Party Date: 8th November 2014
Pick UpThe agents and their families are extremely important to us. we will have a safe pick up in place fro them. !We will have a branded shuttle service that will pick up people from their residences at Whitefeild and bring them to Urvashi theater !Post the premier, we will have one shuttle service drop the other invites back to their homes in whitefeild. The second service will take the people from Urvashi to JW for the after party * Once we have all the details, we will prepare a comprehensive route map for the pick up and the drop
The JourneyAs the people get in to the bus, there will be a mini booklet on each seat called the Mission Debrief !This will have a small note on the rules and regulations of the premier as well as a write up on what to expect at the pre function area !Optionally We will have pseudo cover on top of the day’s newspaper announcing the world premier of Penguins of Madagascar !Optionally We can give people plastic spoons with a card around them saying “Get ready to dig into the experience”
Visual Hygiene CheckKeeping in mind the hygiene in terms of the visual look of the space and to ensure that the employees have complete privacy, the following measures will be taken: !
We will be putting a black masking on the side of the theatre that covers the periphery of the parking space as well as the entrance to urvashi. !
The periphery of the courtyard with be covered with flex prints. !
We will get our own housekeeping (subject to permission) to ensure the hygiene of the space both inside and outside the theatre
The Valet Desk 3:00pm OnwardsAs the employees arrive at Urvashi theatre we will have a valet service with safe and designated parking areas setup for them. !
We will have a sufficient number of valets in waiting to ensure we do not block the traffic
Valet Card
The DecorAs the employees walk towards the theatre they will be greeted by branding across touch points until they reach the courtyard. !
The courtyard space will be re-created to engage the families as well as the employees before they step in for the premier
Walk Way To The Theatre
The Entrance Arch
Drop Downs
WalkwayFrom the entrance arch onwards we will have a red carpet leading up to the courtyard space.
Theatre Entry 1
Crowd ManagementTo ensure that there is no rush, excessive crowding, we will have designated entries and exits marked. !The main entrance at the beginning of the premier will be barricaded by this flex panel to ensure that there are no multiple entries to the theatre. !This will also ensure that all the employees go to the engagement zone in the courtyard specially created for them
Checkpoint 1At this space we will have a counter for people to give their cell phones to security. !
Behind the backdrop we will have a locker behind the backdrop to keep the phones safe. !
As people will be using this as the exit, they can collect their phones on the way out.
Courtyard Space
Checkpoint 2As the invitees move towards the courtyard space, we will have a second checkpoint for the tickets. !At this checkpoint we will have goodie bags given to the children. The goodie bags will contain: Lollipops Fish shaped chocolates (Since penguins eat fish) Penguins Colouring Book Color Pencils & Crayons
Engagement ZoneFrom the second check point the employees proceed to the courtyard where we have created an engagement zone for them !The engagement zone has been specifically created to highlight the fact that a majority of the film was created in india. The zone is like a mini engagement area for the employees and their guests !The zone includes the following - The Penguins In India - The Selfie Counter - The Photo op Counter (with Giffy) !Apart from the engagement, we will have a small media counter in one corner for the SLTs to share their sound bytes. !We will also have a separate counter for all the families to share their thoughts before they have seen the movie.
Penguins In India
Media Counter & Selfie Photo Ops
Photo Op (With Giffy)
Entrance To The TheatreTo utilise space effectively we will have a 3D glasses trolley at each of the entrances to the hall. !
To the ensure that there is no crowding at a particular counter, we will have two separate counters for drinks and for popcorn on both levels. !
We will reserve a section of seats in the balcony for the senior leadership team from the US. !
We will have thematic branding within the theatre across small touch points that will be delight factors across touch points !
F & B At The TheaterKeeping with the theme of the movie, we will have the following counters for people: - Popcorn (Dibbles) - Fizz Drinks (Medusa Serum) - Coffee (Cup of Joe)
Branding: Space & Touch points
Counter Branding
Directional Signages
The Bell 3:45pm
15 minutes befare the show we will have a bell ring that signals that the doors will close in the next 5 minutes. !
We will have promoters rusher people in. !
As the people enter the curtain on the stage is still drawn
The Opening 4:00pm
As the crowd settles at 4pm we will have the curtain rise. !
As the curtain rises on the stage we have spotlight mark the entrance of the CEO of Dreamworks. We begin with an address from him on the film.His address is followed by the address from the director/ SLT with few memorable anecdotes on the making
The Opening
The Show 4:10pm - 6:50pmThe address is followed by the movie. !We recommend having a 10min intermission in the premier as it is a great time for people to have quick conversations about the film. !Considering the employees will have guests who will be watching the movie for the first time, it will a good time for them to point out part they have done or share parallel stories. !It will also be convenient for parents with younger children and will avoid crowding at bathrooms post the show
The CreditsAs the movie comes to an end, before the credits we will make it look like the lights have gone off. !This will cause an uproar in the audience !There will be a spotlight that falls on stage marking the entrance of the Skipper, Kowalski, Rico and Private. !They then introduce the credits with a rap about each department.
CreditsOptionally As the credits happen we can have a balloon drop from the ceiling of the theatre !
Optionally We can have a confetti blast when the credits announced.
ExitTo ensure funnelling of traffic, we will have the employees and their guests exit though the separate entrances than the one they came in from. !
The first entrances barricading will be moved so as to clear the passage for people to exit. !
The audience is expected to leave from the theater to go directly to the afterparty at J W Marriot.
Logistics DetailingWe will have crew manning various areas as well as helping in ushering guests. !
We will have the crew dressed in tux t-shirts to be in line with the theme of the event. !
We will have several directional signages placed to direct movement
The After Party
The EntranceAs the employees arrive at the party with their plus one we will have a registration counter setup where we will give them black and white bands for them and their plus one
Pre- Functions AreaWe will have a counter for the employees significant other to share their thoughts on the film they just saw !
We will shift the photo op and the selfie kiosk from the courtyard to the pre function area. !
The DecorThe space will be have central dance floor with peripheral seating !
The surrounding areas will be dotted with cocktail tables !
The theme will be brought alive by black and white balloons as decor
The DecorThe stage and half the section of the hall will be converted into the north wind headquarters. !
The back of the hall will be converted into Dr. Brine’s laboratory !
In the centre of the hall we will have the dance floor. !
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Other Thematic Touchpoints
We will have the cocktails named: The Medusa Serum The Skipper Sipper The Kowalski Kicker The Rico Island The Private Party The Short Fuse !
We can have custom made stirrers for the party as well
The Agents BoardWe will have an plasma screen on one side of the hall with the employees faces and names with one comment about their experience of working on penguins in a loop all night long.
Stage Design
Stage Design
Bar Counter Design
Bar Counter Design
The Night BeginsAs the people gather, we will have the SLT arrive into the hall in a auto. !
This will follow with an adress by him and a champagne pyramid in the center of the dance floor.
The Party StarterAs soon as the champagne pyramid is done, we will have a cop imposter walk into the hall and create a scene. !
The cop impostor will actually be the emcee who will follow through into a fun activity for the night.
The ActivityBooze & Brains An activity where guests play as tables (at which they are standing) answering simple questions that Mark throws at them. !Answers are written down on cards that have been handed out and the winning table gets a prize !There are various rounds to add a bit of variety such as: the multiple choice round, Listen up – the audio round, Do or Die – the negative marking round and Rapid Fire
The Agents PerformanceWe will script a performance based on the making of the movie, in conduction with the heads of the departments. We can involve a choreographer and costumer in the same. !
We will have rehearsals with the team leads in advance.
The Arctic NightBooze & Brains is followed by a DJ taking over for the night
The F&B ServiceWe will have snacks served with the cocktails !
Bringing alive the Indian element in the food, we will have a pani-puri counter. !
We will have the servers dressed in black kurtas and white dhotis.
Artists
Emcee: Mark RegoThey call him Mr. Versatile. A sure crowd pleaser. One of India’s foremost Master of Ceremonies, Game Anchor, Voiceover Artist and Singer; servicing regional & multinational brands across the country, with innovation, style and panache !Mark Rego is an MC with over 17 years of experience in events and a passion for comics and movies makes him a perfect choice, who relates to the audience !http://www.youtube.com/watch?v=sl8uggCNc1k
DJ : LloydHe has performed at several weekend parties nationally and internationally !
He has a very good understanding of the audience !
He has a great repertoire of songs in English, Hindi and of international music
Step 4: Full Disclosure Premier at PVR For Partners & Distributors
Date: 22nd November 2014
The Meeting RequestDate: 19th November !
Location: All Partners & Vendors !
The personalised invite is a pop up box with popcorn packaged in a dibbles branded packet along with merchandise and the tickets. The box will come with: An Invite Card | The Tickets | 3D glasses
The Meeting RequestDate: 19th November !
Location: All Partners & Vendors !
Optionally, We will a pair of binoculars with the invite printed on the glass so that they can read it when they look through.
The Final ShowdownAs the partners arrive for the premier, we will have a reserved wiring lounge for them at the theatre with an LED screen running the team of dream works india that worked on the project
The Final ShowdownIn the lounge we will also have the photo opportunity and the selfie kiosk placed. !
We will have the branded popcorn boxes and cups etc. !
These will keep them engaged until the show begins.
The FeedbackAfter the show as the partners leave, we will have an emcee with a chequered backdrop waiting outside to take snippets of their feedback about the film.
Post Premier Feedback Backdrop
Step 5: The Recap
Plan for Employee PremierPre event •Branding in the lift lobby •Penguin Cupcakes at the Cafeteria
•Walkie Talkie •Screening The Mural Video •Invite
Event Day •Transportation •Housekeeping •Valet Desk •Entrance Arch •Drop Downs •Red carpet with penguin footprints
•Cell phone and ticket checkpoints
•Goodie Bags for kids •Engagement Zone
• Penguins in India • Photo Op
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• Selfie Counter •Media Counter/ Before and After Counter For Families
•Space Branding & Directional Signages
•Dress Code for the crew •Popcorn holders •The Opening Speech •The Opening Icons •The Special Presentation Of Credits
Plan For Post Premier PartyBands at Registration Pre- Function Area Activities Photo Ops Decor Detailing Thematic Touch Points (Cocktail Names) The Agents Board The Indian SLT Entry The Opening Act The Main Activity Internal Performance by Team Leads The DJ Night The F&B Service Detailing The Artist Selection
Plan For The Partner PremierThe Invite Options Pop Up Box Binoculars The Agent Board The Branded Touchpoints (Pop Corn Boxes) The Photo Op The Feedback Counter
Step 6: Assessment Client to give feedback on agency
Date: 1st September 2014 Location: DDU India