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AMAZING SPIDER-MAN
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WORLDWIDE POSITIONING
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FRAMING PILLARS
•Fresh and different brought to the front. •New cast: Andrew’s Parker is an “outsider”. Emma’s Gwen is empowered and actively involved•Always use thematic phrases like “Untold story begins”.
•Fresh and different brought to the front. •New cast: Andrew’s Parker is an “outsider”. Emma’s Gwen is empowered and actively involved•Always use thematic phrases like “Untold story begins”.
Something NewSomething New
•This time around, our ultimate hero is a tougher Spider-Man. More self-assured and brash, with a good dose of attitude.•This time around, our ultimate hero is a tougher Spider-Man. More self-assured and brash, with a good dose of attitude.
Nobody Does It Better
Nobody Does It Better
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FRAMING PILLARS
•A more dramatic feel of the movie –Peter trying to figure out who he is, being abandoned by his parents, and the weighty themes of secrets having a cost. •Avoid “high school” emphasis. This is a “grown up” world
•A more dramatic feel of the movie –Peter trying to figure out who he is, being abandoned by his parents, and the weighty themes of secrets having a cost. •Avoid “high school” emphasis. This is a “grown up” world
Realistic Tone/ Peter’s Search
for Identity
Realistic Tone/ Peter’s Search
for Identity
•Reinforce that movie audiences will begin to find out why Peter’s Aunt and Uncle raised him instead of his parents. •Revealing information about Peter’s past further underscores what is different.
•Reinforce that movie audiences will begin to find out why Peter’s Aunt and Uncle raised him instead of his parents. •Revealing information about Peter’s past further underscores what is different.
Mystery Surrounding
Peter’s Upbringing
Mystery Surrounding
Peter’s Upbringing
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MEN IN BLACK
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MEN IN BLACK 3
Audiences love the brand and are excited to see this film. All the winning hallmarks of the brand
remain.
Audiences love the brand and are excited to see this film. All the winning hallmarks of the brand
remain.
What they already loveWhat they
already loveWhat is new
in MIB3What is new
in MIB3
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RULES OF THE CAMPAIGN
Brolin as Young K
Time Travel
J and K back for another adventure
MIB hallmarks: action, humor plus aliens
…all in 3D
- Will Smith front and center- Tie TLJ into the story throughout
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RESIDENT EVIL: RETRIBUTION
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PLAN OF ACTION
Keeping the franchise fresh for fans going into the fifth installment
Keeping the franchise fresh for fans going into the fifth installment
Leveraging 3D for future
Resident Evil movies after
introducing it in RE:4
Leveraging 3D for future
Resident Evil movies after
introducing it in RE:4
Finding a way to “up the ante” with the visuals
beyond just making it in 3D
Finding a way to “up the ante” with the visuals
beyond just making it in 3D
#2#2#1#1 #3#3
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Stick with Alice’s POV; she drives the action, while supporting
characters don’t add much punch (in RU/JP where tested)
Stick with Alice’s POV; she drives the action, while supporting
characters don’t add much punch (in RU/JP where tested)
The underground test facilities are a big, immersive element that serves as our visual hook while
showcasing international settings
The underground test facilities are a big, immersive element that serves as our visual hook while
showcasing international settings
MARKETING
Less horror, more visual, stylistic 3D
action
Less horror, more visual, stylistic 3D
action
Who can Alice trust? What is real vs. clone?
Mystery and deception provide RE:5’s story hook
Who can Alice trust? What is real vs. clone?
Mystery and deception provide RE:5’s story hook
ALICE’S STORYALICE’S STORYALICE’S STORYALICE’S STORY
Alice goes on the offensive vs. Umbrella in a revenge mission that is also a race
against time
Alice goes on the offensive vs. Umbrella in a revenge mission that is also a race
against time
THE BIG PICTURETHE BIG PICTURETHE BIG PICTURETHE BIG PICTURE
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DJANGO UNCHAINED
DJANGOUNCHAINED
DJANGOUNCHAINED
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DJANGO UNCHAINED
DJANGOUNCHAINED
DJANGOUNCHAINED
PositioningClassic Tarantino revenge story about an outsider, Django, who rises up from the brutality of an early and near-lawless America to establish his own brand of justice.
AudiencePrimary: 15-34s, slight male skewSecondary: Tarantino fans; talent fans; genre fans
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DJANGOUNCHAINED
DJANGOUNCHAINED
THE BIG OPPORTUNITY
DJANGO represents Sony’s first chance to work with acclaimed director Quentin Tarantino
DJANGO represents Sony’s first chance to work with acclaimed director Quentin Tarantino
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UK DE ES FR IT RU MX BR AU JP KRInglourious
Basterds$200m int’l
18 23 16 26 14 6 5 5 12 6 2
Kill Bill 2$86m int’l 16 7 4 10 6 -- 1 <1 6 9 1
Kill Bill 1$111m int’l 20 9 6 12 6 -- 1 1 6 21 2
Pulp Fiction$106m int’l 20 10 -- 18 6 -- 1 4 10 -- --
TARANTINO FILMS
DJANGOUNCHAINED
DJANGOUNCHAINED
Let’s beat the $200m international bar set by Inglourious Basterds. Let’s beat the $200m international bar set by Inglourious Basterds.
Total Gross in USD millionsTotal Gross in USD millionsTotal Gross in USD millionsTotal Gross in USD millions
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HOTEL TRANSYLVANIA
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MARKETING SNAPSHOTPrimary audience: Kids, Parents
Secondary audience: General moviegoers
Primary audience: Kids, Parents
Secondary audience: General moviegoers
KEY ASSETSKEY ASSETS
Dracula/daughter relationship
Unique hook: monster/human role reversal
Classic monsters in a new light
Hotel Transylvania: a new place
3D
KEY CHALLENGESKEY CHALLENGES
Making Hotel T its own character
Honing in on memorable elements
Making Dracula sympathetic but likeable
Limiting romance elements, focusing on fun and adventure above all
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SKYFALL
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Based on CR and QoS exits data
007 FANSHIP LEVELSTotalMalesFemales
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FRANCHISE MOMENTUM% saying “has more left to explore”
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TRADITIONAL BOND MARKETS
All grossed among the top 10 markets for both Casino Royale and QoS
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THE UP-AND-COMERSCHINA KOREA RUSSIA
#17 market#17 market
#10 market
#11 market#11 market
#6 market
#14 market#14 market
#8 market
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TOTAL RECALL
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ORIGINAL MOVIE VIEWERSHIP
Viewership of original movie: skews male and older across
territories
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IMPACT OF ORIGINAL MOVIEHow does knowing that Total Recall is a new version of
the original 1990 movieimpact your interest to see it at the movie theater
when it comes out?
Increases Interest. Positivity skews
male and 30+.
Strongly Increases Interest.
Positivity consistent regardless of age/gender.
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RULES OF TOTAL RECALL
• Focus on the core question – “What is real? What is Rekall?”
• Constantly raise questions, but don’t provide the answers
• Focus on the core question – “What is real? What is Rekall?”
• Constantly raise questions, but don’t provide the answers
HOOKSHOOKSHOOKSHOOKS• Push action
primarily, but carefully
• Strike the right balance between action and mystery
• Push action primarily, but carefully
• Strike the right balance between action and mystery
GENRE / TONEGENRE / TONEGENRE / TONEGENRE / TONE
• Compel moviegoers to be intrigued and ultimately invested in Quaid’s journey
• Avoid the political storyline
• Compel moviegoers to be intrigued and ultimately invested in Quaid’s journey
• Avoid the political storyline
STORYSTORYSTORYSTORY
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THAT’S MY BOY
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SANDLER BY TERRITORYAgreement on Statements about Adam Sandler
Top Positive Statements
Top Negative Statements
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PRIMING THE AUDIENCE1st UK Screening 2nd UK Screening
- No mention of similar films-Little reference to raunchy comedy
- “No holds barred” comedy-“in the vein of BAD TEACHER and THE HANGOVER”
Recruit SynopsisRecruit SynopsisRecruit SynopsisRecruit Synopsis
Overall ScoresOverall ScoresExcellent/Top 2/Definitely RecommendExcellent/Top 2/Definitely Recommend
Overall ScoresOverall ScoresExcellent/Top 2/Definitely RecommendExcellent/Top 2/Definitely Recommend
21/60/44
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RULES OF TMB
• “No holds barred” comedy• “No holds barred” comedy
CONTEXTCONTEXTCONTEXTCONTEXT• Outrageous comedy
• Position Sandler as an unwelcome wedding guest
• A little sexual vulgarity goes a long way
• Show Donny as having a redeeming side
• Outrageous comedy
• Position Sandler as an unwelcome wedding guest
• A little sexual vulgarity goes a long way
• Show Donny as having a redeeming side
HOOKSHOOKSHOOKSHOOKS
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HERE COMES THE BOOM
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MMA REGIONAL POPULARITY“Mixed Martial Arts” Google Searches*
* time period: Jan 2010 to April 10, 2012
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KEVIN JAMES POPULARITY“Kevin James” Google Searches*
* time period: Jan 2010 to April 10, 2012