film education presentation public version, cgs
TRANSCRIPT
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MARKETING A BLOCKBUSTER
Deborah SheppardMarketing Director
Paramount Pictures UK
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STRATEGY
CREATIVETrailer, POS, Print,
TV/Radio,Interactive
RESEARCHNRG, FAME, TGI
MEDIA Budget,
targeting TV, press,
radio, outdoor, Interactive
PROMOTIONSLicensed, Media,Retail, exhibitor
PROnline / Offline
MARKETING
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MARKETABILITYKey Questions
• Does the film have an exploitable theme?
• Is the cast/director of interest?
• Is it a genre movie?
• Will reviews matter?
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SETTING THE MARKETING STRATEGY
• WHAT – is the film – defining genre, what similar films have been released, is it commercial, arthouse – Positioning
• WHO – will it appeal to, who is the Target Audience
• WHEN – Timing is everything
• HOW – do you make your Target Audience aware of the film. How do you make them want to go and see it
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WHAT?Genre
Who is your target demographic in terms of Sex – common sense generally prevails!
FEMALE ----------COMEDY---------- MALE Romance Period Suspense Horror Crime Action
Sci Fi
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WHO?
WHO is the target audience
- Are they men/women?- Are they upscale/down market?- What age are they?- What is their media consumption?
- What do they do?
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WHEN?
• When – is the best date for the film?
• When – can/should the marketing start?
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HOW?
• How – do we raise awareness and interest?
• How – do we establish what trigger points there are?
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STAR TREK
2008Sci-Fi ChannelAvg rating: 0.02Individuals: 13k
£49.9m total UK box office
2008Virgin1
Avg rating: 0.14Individuals: 77k
2008Virgin1
Avg rating: 0.18Individuals: 105k
2008Virgin1
Avg rating: 0.09Individuals: 52k
2008Virgin1
Avg rating: 0.16Individuals: 90k
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Last two Star Trek films at the box office
Star Trek: Nemesis (2003)Star Trek: Nemesis (2003)
Star Trek: Insurrection (1999)Star Trek: Insurrection (1999)
Box office: Opening w/end (£2.7m) Lifetime (£7.7m)Age: 7-14(6%) 15-19(10%) 20-24(11%) 25-34(29%) 35+(44%)Sex: Male (66%) Female (34%)Class: ABC1 (60%) C2DE (40%)Core audience: 25+ adults (male skew)
Box office: Opening w/end (£2m) Lifetime (£4.8m)Age: 7-14(6%) 15-19(9%) 20-24(16%) 25-34(23%) 35+(46%)Sex: Male (60%) Female (40%)Class: ABC1 (64%) C2DE (36%)Core audience: 25+ adults (ABC1 & male skew)
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Star Trek Selling Points
The passion & vision of JJ Abrams
“
A complete re-invention of an iconic property
Completely new cast portraying much-loved
characters
Supreme production values
* Quote from Paramount Star Trek Roadshow, 2008
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Building the audienceThe bullseye Star Trek fan…
IF this was just another Star Trek sequel, not the biggest blockbuster of the summer
25+ male sci-fi fans (Trekkies)
Mean age = 42
ABC1 skew
Married
No children in household
Love to buy new gadgets (199 index)
Influenced by internet reviews (172 index)
First place I look for info is internet (159 index)
I am introverted (142 index)
Know what the Kobayashi Maru is
Speak fluent Klingon
Cringe whenever a red shirt enters the screen
NOT traditionally drivers of strong blockbuster performance
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Making Star Trek the Biggest Blockbuster
MINIMISE
LEGACY (STAR TREK)
CONTEXT (SCI FI)
RETRO FEEL
INSULARITY (TREKKIES)
MAXIMISE
NEW CAST
ACTION/VISUAL EFFECTS
CUTTING EDGE COOL
UBIQUITY
SPECTACLEGEEK FEST
JJ ABRAMS’ STAR TREK
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Like these…
Iron Man (2008)
Transformers (2007)
Box office: Opening w/end (£8.7m) Lifetime (£23.3m)Age: 7-14(20%) 15-19(18%) 20-24(14%) 25-34(22%) 35+(26%)Sex: Male (69%) Female (31%)Class: ABC1 (59%) C2DE (41%)Core audience: Males of all ages (15-34 skew)
Box office: Opening w/end (£5.5m) Lifetime (£17.2m)Age: 7-14(17%) 15-19(19%) 20-24(18%) 25-34(17%) 35+(29%)Sex: Male (71%) Female (29%)Class: ABC1 (63%) C2DE (37%)Core audience: Males of all ages (15-34 skew)
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Therefore
CORE AUDIENCE
12-34 Males
SECONDARY AUDIENCE
All adults
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12-34 male adventurous innovatorsAudience potential = 875k
Their mediaWho they are
Core Audience Analysis
What they think
People come to me for advice before buying
(727 index)
Really enjoy going out to get drunk (615 index)
I spend a lot on clothes (547 index)
Prefer to be active in my leisure time (350 index)
Like different people, cultures etc around me
(320 index)
Mean age = 24
High student index (305)
Single (247 index)
Renting (141 index)
Greater London skew (175 index)
Light TV viewers (Interactive TV is a good
idea (361 index))
Light radio listeners
Heavy poster exposure (Often notice the ads at bus stops (664 index))
Heavy internet users
Heavy newspaper readers
Light magazine readers
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Media Rationale
‘‘The future of blockbusters’The future of blockbusters’‘‘The future of blockbusters’The future of blockbusters’
Broadly targeted (male skew)
Spectacular
Inclusive
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Media Strategy Summary
• Associate with cool, iconic properties
• Dominate with impactful placements, formats and creative
• THE most anticipated film.
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Media mix
Star Trek: Event TV focus
Dominating outdoor
Innovative online
Press Mags TV Radio
OOH Online Other
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Phasing-2 -1 Release +1 +2 +3
Weeks
Blockbuster launch
Multi-media, concentration on A/V capability
Large formats, sense of scale
Promotions/premiere
16-34 Men
Blockbuster fans
Male-skewed media
Promoting word-of-mouth
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Phasing-1
year-6
months
-2 -1 Release +1 +2 +3
Weeks
IN-cinema/publicity(Jan 08)
Main POS/trailers (Nov 08)
Blockbuster launch
Multi-media, concentration on A/V capability
Large formats, sense of scale
Promotions/premiere
Film fans/cinema goers
16-34 Men
Blockbuster fans
Male-skewed media
Promoting word-of-mouth
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CREATIVE
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Cinema Posters and Trailers
Usually the first visual material
• Teaser trailer first appeared Jan ’08
• Teaser poster first appeared Nov ‘08
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Trailer - Teaser
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• Regular trailer first appeared Nov ’08
• Regular poster first appeared Apr ‘09
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Trailer - Regular
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TV Spots
• Extensively researched• Spots cut for specific programmes /
audiences• Weight of TVRS
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Creative
96 Sheet
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Creative
Banner
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Creative
Backlit 96 sheet
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Creative
ITV pre-rolls
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Creative
Lost roadblock
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Creative
Fringe roadblock
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Creative
IMDB Competitive targeting
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Creative
IMDB homepage takeover
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Creative
Sky Sports “Superheader”
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Creative
Yahoo homepage takeover
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Interactive
• Teaser & official website
• Downloads (buddy icons, games, wallpapers, email signatures)
• Augmented webcam experience
• Fan Kit for sites
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Interactive
• Social media fan groups (official Facebook movie page, Myspace Become a Friend)
• Social media widgets
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Interactive
• Sony PS3 Home partnership (virtual Q & A, Avatar competition)
• Mobile content and gaming
• Video game
• iPod Applications/games
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PUBLICITY
• Feed the Fans (set visits, blogs)
• Broaden the horizons (film mags, cinema goers)
• Boldly go where no Trek has gone before – true Blockbuster PR (Junket/Premiere)
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PROMOTIONS
• Licensing• Third parties• Retail• Media • Screening Programmes – Word of Mouth• Online• Exhibitor• Film Education
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Licensed
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Third Party Promotions
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Retail Promotions
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Media Promotions
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Word of Mouth Screenings • Vue Secret Screenings - 30 nationwide screenings - Generated positive buzz on social networking sites such as Twitter, Facebook, etc - Over 80% attendance
• Heat Screenings - 20 nationwide screenings - 85% attendance
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On-line Promotions
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Exhibitor Promotions
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Film Education – Interactive CDRom
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Film Education - Poster
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SUCCESS OR FAILURE?
• Amazing word of mouth
• Phenomenal critical reviews
• Enhanced sustaining campaign
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£20M
and still counting!