everybody's fine
TRANSCRIPT
EVERYBODY’S FINEmarketing plan
AGENDAI. Targeting & PositioningII. Publicity & AdvertisingIII. Trailers & One-SheetsIV. DistributionV. PerformanceVI. Budget
EVERYBODY’S FINE
TARGETING
DEMOGRAPHICS• Target the adult audience over
25» Greater emphasis on females over 25
» Star cast is popular with audiences over 25
» Family dramas are particularly
appealing to women
EVERYBODY’S FINE
POSITIONING
POSITIONING• Positioned as a family drama
• Emphasize themes of togetherness, hope and laughter
• Star cast makes it a must-see
• Kirk Jones has past success with the genre
EVERYBODY’S FINE
PUBCLICITY & ADVERTISING
PUBLICITY• TV
» Early Morning » Late Night
• Press Junket (LA) • Long-Lead Press • Pre-Screenings
» Unfavorable reviews • Red Carpet (NY)
EVERYBODY’S FINE
ADVERTISING: TV
•Largest Expenditure
•Transition from 30- to 15-second spots
•Network, Cable, and Local Stations
•Early Morning, Primetime, Late Night
•Affiliate stations: ABC
EVERYBODY’S FINE
Most Popular Primetime Fall TV Shows 2008
Mad Men
The Office
30 Rock
Heroes
The Shield
Chuck
How I Met Your Mother
The Daily Show
Life on Mars
The Big Bang Theory
Terminator: The Sarah Connor Chronicles
Sons of Anarchy
Newspapers and Magazines
New York Times Reader’s Digest
Local “Arts & Leisure” Sections Sports Illustrated
Better Homes and Gardens Taste of Home
Good Housekeeping News Week
Women’s Day Cosmopolitan
Family Circle O
Ladies Home Journal Redbook
People Glamour
Men’s Health Esquire
TV Guide Time
ADVERTISING: OTHER
• Online » Initial marketing activity » Trailers, clips, special features » Website » Search, network, film, affiliate sites
• Radio • Outdoor • DVD Trailers
EVERYBODY’S FINE
THEATRICAL ATTACHMENTS
Movie Theatrical release date (2009)
Misconceptions August 6
Cold Souls August 7
Julie & Julia August 7
The Time Traveler's Wife August 14
World’s Greatest Dad August 21
Whiteout September 11
The Burning Plain September 18
A Serious Man October 2
The Informant October 9
Amelia October 23
EVERYBODY’S FINE
COMMERCIAL TIE-INS
•Amtrak
»Product Placement »Station: Posters and Standalones »Train: Arrive Magazine
EVERYBODY’S FINE
TRAILER
REASONING• Plot set up
• Family drama (comedic scenes)
• Highlight well-known actors
• Create engaging story and interest
EVERYBODY’S FINE
ONE-SHEETS
REASONING• Represent main actors
• Motifs from film
• Illustrate theme
• Display tag line
EVERYBODY’S FINE
DISTRIBUTION
POTENTIAL DISTRIBUTION METHODS
• Super-Wide: 3,000+ Screens• Wide: 2,000 – 3,000 Screens• Semi-Wide: 1,000 – 2,000 Screens• Platform• Single Screen
EVERYBODY’S FINE
WIDE DISTRIBUTION
• Pros» Large Reach» Potential for Large Opening Weekend
• Cons» Still Very Expensive»Marketing Very Important and
Expensive
EVERYBODY’S FINE
WHY WIDE?• Star Power!»Robert De Niro»Drew Barrymore» Kate Beckinsale
• Original Film Has Generally Good Reviews
EVERYBODY’S FINE
WHY FALL?
• Drama• Serious• Dark Humor• Closer to the Holiday Season
EVERYBODY’S FINE
RELEASE DATE• November 25th 2009 is ill-advised» Twilight: New Moon» Female demographic gone
• November 13th 2009 is a better release date» No direct competition for target
demographic» 2012 and Mr. Fox
EVERYBODY’S FINE
MILESTONES: OPENING WEEKEND
Ideal: Average per screen at $8,000+; Expected Gross $24M+
Good: Average per screen at $6,000-$8,000; Expected Gross $18M - $24
Fair: Average per screen at $4,000-$6,000; Expected Gross $12M - $18M
Poor: Average per screen at $4,000-; Expected Gross $12M-
EVERYBODY’S FINE
PERFORMANCE & BUDGET
COMPARABLE FILMSYear
Title Similarities
Budget
US BO Int’l BO
1993
What’s Eating Gilbert Grape
Plot $11 Mil $10 Mil $10 Mil
1998
Walking Ned Director $3 Mil $25 Mil $55 Mil
2000
Meet The Parents De Niro $55 Mil $166 Mil
$330 Mil
2001
Riding In Cars With Boys Barrymore $48 Mil $30 Mil $35 Mil
2002
About Schmidt Plot $30 Mil $65 Mil $105 Mil
2005
Broken Flowers Plot $10 Mil $14 Mil $47 Mil
2007
Lucky You Barrymore $55 Mil $6 Mil $8 Mil
2008
Choke Rockwell $3 Mil $3 Mil $4 Mil
2008
Rachel Getting Married Plot N/A $13 Mil $16 Mil
2008
Snow Angels BeckinsaleRockwell
N/A $402k $411k
PROJECTED PERFORMANCE
• Everybody’s Fine (2009)» $30 million domestic opening weekend
» $60 million total domestic box office
» $110 million worldwide box office
EVERYBODY’S FINE
BUDGET• Production Budget
» $45 Million
• Promotional Budget» $40 Million
• Prints• Commercials• Other Promotions/Advertisements
EVERYBODY’S FINE
CONCLUSIONS
• Emphasis on females over 25
• Star cast
• Far-reaching publicity and
advertising
• Mid-November release date
EVERYBODY’S FINE