6 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
7 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 On June 23: Click Fast and the Furious Garfield On June 30: Superman Strangers with Candy On July 6: Pirates Little Man A Scanner Darkly
8 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.
9 How do you get people to 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 presence Traditional publicity like junkets Why Option 1 is not an option: 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 Target markets
10 Boy, are we screwed. And that’s a good thing.
11 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
12 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 June 23: urban country/gospel fans, readers/listeners, Carmike demo, WOM audience Click Fast and the Furious Garfield On June 30: WOM audience, wider audience Superman Strangers with Candy On July 6: declining audience Pirates Little Man A Scanner Darkly
13 Beyond advertising Targeted one-sheets Sequenced one-sheets Sequenced ads/parody ads Scene trailers/targeted trailers Fan posters/fan trailers
14 One sheets Fan-targeted one-sheets initial weekend Music fan one-sheets second and third weekends Sequenced star one sheets
15 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
20 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)
21 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
22 Fan generated posters/trailers Beginning four months before release Web-based community building Fan-created posters Fan-created trailers YouTube
23 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
24 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)