skyfall dvd release

About Us CMC Marketing AgencyNathan LargeBrigitte BishopChasen DoerrMike PhuKaylee Gialketsis

Situation Analysis • Company

Background-------------------------------• Product Category Threats and

Opportunities--• Competitive

Analysis--------------------------------- Target Market Specifications• Demographic

Characteristics-----------------------• Psychographic

Characteristics---------------------• Size of Target

Market---------------------------------

Product Evaluation• Brand

Name---------------------------------------------• Package

Consideration-------------------------------• Pricing------------------------------------------------

-----• Channel of

Distribution--------------------------------•Special Consideration---------------------------------

Marketing Objectives •Advertising Program-----------------------------------•Advertising Strategy-----------------------------------•Sales Promotion Program----------------------------

• Trade and Consumer Objective----

• Consumer Promotions----------------

•Point of Purchase Program--------------------------•Publicity, Special Events and Sponsorship------•Budget----------------------------------------------------•Appendix-------------------------------------------------

Table of Contents

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1718252628333539 A

Company BackgroundDanjaq is the holding company responsible for the copyright and trademark of James Bond films. Eon Productions is a subsidiary of Danjaq and is responsible for the production of the James Bond films.

Eon was purchased by United Artists and United Artists has become part of MGM. Columbia (a subsidiary of Sony) is responsible for co-financing Skyfall with MGM. MGM has renewed their partnership with 20th Century Fox, granting them video distribution rights to Skyfall.

James Bond is one of the longest running and top grossing film franchises. Skyfall will be the 23rd installment in the series; the first Bond film was released in 1962. Common traits of James Bond films include: futuristic gadgets, travel, high life style, a charming personality, action, hit theme songs, sports cars and attractive females.

Situation Analysis pg2

Strengths • James Bond Legacy- large existing fan base• High recognition of brand name• Large budget allows for high quality

production• Good Reviews – 92% on Rotten Tomatoes for

Skyfall• Good actor as James Bond- Daniel Craig• Bond Girls- Naomie Harris and Berenice

Marlohe• Respected director - Sam Mendes• Franchise is now more appealing to women

Weaknesses• Previous movie was not rated very

highly• Bond franchise has a tradition of

being formulaic and predictable• The franchise historically is sexist

SWOT


Opportunities• Large female markets

– According to MRI’s Survey of the American Consumer in Fall 2011 74.9% of women identified themselves as the primary purchaser in their household

• Interest from Adele fan base• 50th Anniversary of James Bond• High Profitability in Action/ Adventure

genre• Growing foreign market

Threats• Illegal movie downloads (pirating)• Renting (Redbox, Netflix)• Oversaturation of the market• Other, competing films, especially action

films• Series is old, declining level of interest

SWOT


DVD DVD Revenue

Units sold

Rank in Top DVD yearly

Rotten Tomatoes

Casino Royale

$81,251,228

5,432,841

#22 94%

Quantum of Solace

$45,636,380

2,757,992

#26 65%

Skyfall 92%

Daniel Craig Bond DVD Sales To-Date

After looking at the DVD sales from the previous Daniel Craig Bond films we see that the quality of the movie had a direct relation to the total DVD sales. Based on how the film was received by audiences and critics on Rotten Tomatoes, a movie review website, the DVD sales varied. Since Skyfall has had the same success as Casino Royale, we believe Skyfall DVD sales will either be similar to or exceed those of Casino Royale.


SWOT

CompetitionOur main competition is from pirating, renting and other films that are released for purchase at a similar time as Skyfall.

Skyfall is in the genre Action/Adventure/Suspense/Thriller and is rated PG -13.

Direct Competition would come from competitor films that fall into the same or similar genres. Many of the competitor films released in the similar time frame are R rated.

Indirect Competition comes from all DVDs released in the same timeframe that target the same audience as Skyfall.

Competitive Analysis


Taken 2 – PG-13Action/Adventure/Suspense/Thriller/Drama

The Man with the Iron Fists – R Action/Adventure

Alex Cross – PG-13 Suspense/Thriller

Looper – R Action/Adventure/Suspense/Thriller

Competing Films


Target MarketPrimary• Males 12-50• Race: All ethnicities• Income: $0-200,000• Marital status: Single and young families• Geographic location: Urbanized parts of

first world countries

Secondary• Females 18-34• Race: All ethnicities• Income:$0-200,000

Marital status: Single and young families• Geographic location: Urbanized parts of

first world countries

Target Market Specification pg8

PersonalityMany James Bond consumers are active and adventurous, but a large part of our target also includes nerds/video gamers who aspire to be seen this way or are entertained by the thrill seeking, adventurous nature of others. Our target consumers are interested in activities, culture, and technology. They are often students, young families, and/or professionals. Younger families may purchase this for their teenage children. Most importantly, this segment likes to watch movies and enjoys the action/adventure genre.

StyleTarget consumers either have or are interested in a suave, fashionable, clean-cut, and classy style.

ImageMany men interested in James Bond Skyfall like to view themselves as suave, active and as a cool guy who will achieve success both financially and with women. This is an image that men want to follow and women find attractive and appealing. While men strive to be James Bond, women strive to date him, especially since the introduction of Daniel Craig. This is a large reason why women have increased their level of interest in the franchise.

Psychographics


Men aged 12-5044,374,902

Women aged 18-3445,509,638

Total Size of Target Market89,884,540

(Numbers are approximations based on the US Census 2010)

Size of Target Market


Past EvaluationQuantum of Solace DVD Release March 24, 2008• Units Sold: 2,757,842• Consumer Spending: $45,631,980Spent 14

weeks in home release• Source:

http://www.the-numbers.com/movies/2008/JB22-DVD.php

Release of Skyfall DVDMarch 19, 2013

Overall Brand NameThere have been 50 years of successful bond films. These started with Dr. No in 1962. Overall, James Bond has come to have a very strong brand name that will carry over to Skyfall.

Product Evaluation pg11

Brand Name



Basic DVD2 disc set, DVD, Full/Wide Screen

BluRayBlu-Ray Disc, Skyfall Poster, UltraViolet copy

Special 50 year anniversary packageThe 50 year package will include all 23 Bond films from Dr. No through Skyfall. These will be re-mastered and include special features unique to the 50th anniversary. One of these unique features will be interviews from individuals who worked with Ian Fleming on the brainstorming and idea generation of the original Bond series.

UltraVioletAvailable in SD and HD

iTunesAvailable in SD and HD


Package Considerations

Limited Edition Case SetThis edition will come in a replica case like Q gave to Bond. The case will feature a numbered limited edition plaque embossed with Skyfall on top. When the case is opened you will see the radio and a crystal replica Walther PPK. It will contain a Blu-Ray/DVD combo with special features and deleted scenes, plus a redemption code for an UltraViolet copy.

The case will also include a single film cell still from a movie reel used in the production and a USB premium (disguised as the radio transmitter from the film). This USB will include special content about Skyfall Manor and will open to the screen of Silva’s encrypted program. (See Premiums sections for details)


Package Considerations

Basic DVD $19.99

Blu-Ray/DVD combo $29.99

UltraViolet HD $19.99 SD $14.99

iTunes HD $17.99 SD $12.99

Limited Edition Case set $119.99

50th Anniversary Edition $150


Pricing

Retail StoresWalmart, Target, Best Buy, Sony Store, Barnes and Noble, Brookstone

Grocery StoresVons, Ralphs, etc.

Online RetailAmazon

We will partner with Amazon to capture the online ordering market. In order to promote orders we will have an exclusive 007 pen as a premium. This will be added to the cart for free and is only available through purchase of a Skyfall DVD/Blu-Ray.

Sonypictures.com

iTunesWith purchase of the DVD through iTunes you will receive an audio file of Adele’s song Skyfall as a premium to increase our sales potential.


Channel of Distribution

50th AnniversaryThe main special consideration is the 50th Anniversary of the James Bond film series.

• This will increase awareness of the brand and create excitement

• We can use this opportunity to make connections with past movies


Special Consideration

Advertising PositionJames Bond is one the world’s most iconic heroes. We will use our audience’s emotional ties to Bond, that have developed over the past 50 years, as a driving force for our advertising program.

The idea of owning a DVD forever, sharing it with friends and family, reliving the film’s great moments, continuing Bond’s legacy and letting the DVD be the pride of your collection are all emotions we want to evoke.

The exclusivity of having the DVD or digital downloads versus waiting for it to hit Netflix or Redbox, and the additional special features that cannot be found on a pirated version will be advertised to combat our threats.

We will remind the public that Bond started in 1962 and that Skyfall is special because it commemorates 50 years of Bond.

The film will be released on March 19, almost two weeks before Easter, making Skyfall the perfect gift for the holiday.

Finally, explaining how well the film was received by both audiences and critics of all ages will be a key advertising position to help sell the DVD.

Marketing Plan pg17

Advertising Program

ObjectiveThrough advertising we will promote DVD sales and differentiate the DVD purchase from pirating, renting, and other competing films on the market.

We will do this through: • Sending messages that say “own it

forever”, “this is a collectors item”, “you can share it”, “add it to your collection”, etc.

• An advertising campaign with both print and TV spots, bus stop ads, and more.

Marketing Plan pg18

Advertising Strategy

Print Ad (See Right)WIRED, Rolling Stone, People, TIME, Entertainment Weekly

• Advertise the Special Edition with the Premium Bond content and the special trip offered with purchase of DVD

Marketing Plan pg19


TV SpotCBS, NBC, ABC, FOX, MTV, TNT, ESPN,

• Limited to sporting events on TNT and ESPN

This spot will be used a s a preview in other DVDs released in the months prior to the release of Skyfall and during movie theater previews of related movies that come out a month to a few weeks before.

The TV spot will open with action-packed scenes from the movie. It will then cut to a scene of a family watching Skyfall and a voice-over will say “Bring the excitement of Skyfall to the comfort of your own home.” The next scene shows a consumer logging on to the Skyfall website while a voice-over says “but wait, there’s more!” There will then be a scene of a Virgin airplane flying over, with a faceless James Bond shooting a gun, and a Bond car in London with a voice-over saying “This could be you!” The final scene will have a voice-over and text saying “Mark your calendars, Skyfall is released March 19”.

Marketing Plan pg20

Advertising StrategyWe will run ads in between The Amazing Race episode

Finally, the TV spot will be placed on YouTube and Hulu.

OnlineBanner ads will be placed on YouTube, Sony, Best Buy and Amazon.

We will also post our TV Spot to YouTube and Hulu as a way to capture consumers online.

RadioWe will have popular radio DJ’s talk about Skyfall DVD release and have calling giveaways on high traffic radio stations like KISS FM and KROQ

Online radio advertisements will be placed on iHeartradio, Pandora and Spotify

Marketing Plan pg21


Out of HomeBus Stop/Billboard Ad• QR codes will be placed with bus stop and

billboard ads in public centers offering a secret message from Bond for consumers to download on their phones as a take away reminder.

Licensing Absolut Vodka would be a smart choice for licensing because thus far the spirits industry is untapped with regard to licensing and sponsorships. Skyfall has beer and champagne sponsors, but no Vodka and we all know Bond likes his Vodka martinis.

Through a licensing agreement, Skyfall will receive an additional $100,000 worth of advertising . Approved outlets for such advertising are in men's interest magazines.

Marketing Plan pg22


Marketing Plan pg23

AdvertisingStrategyOut of HomeNY Subway Station Takeover

• In NY subway stations we will have Bond and Silva figures painted throughout on walls, windows, subway tunnel, and subway platform playing out scenes.

• This will allow Subway users to feel immersed in the action and willcreate interest in the DVD

• We will also have ads posted to notify consumers of the DVD release

Marketing Plan pg24

50th AnniversaryThe beauty of Skyfall is that is commemorates the 50th Anniversary of the Bond series. There is a slot in the 50th Anniversary DVD set reserved for Skyfall. We will use this and other resources to push promotion of the Skyfall DVD.

Our Promotion's program consists of:• Premiums• Contests• Allowances• Discounts• Public Relations• Viral Marketing• Social Media• Point of Purchase Displays• Bond Themed Television Episodes• Events/Stunts

Marketing Plan pg25

Sales PromotionProgram

Trade ObjectivesTo increase trade incentives in order to gain distributor support in the form of valuable store position, employee recommendation of product, accurate stock updates, and ideal space for point of purchase displays with the ultimate goal of increasing sales.

Trade Objectives & Strategies

Trade StrategiesWe plan to use a slotting allowance to get a good position in stores

We will have attractive, pre-built POP displays that will increase consumer traffic in stores

Marketing Plan pg26

Measurable ObjectivesBy week five we plan to sell 4,500,000 DVDs

Week 1Units

Week 1 Sales($)

Week 5 Units

Week 5 Sales($)

Casino Royale 2,315,529 $37,025,309 3,884,880 $62,489,468

Skyfall 2,800,000 $44,772,000 4,500,000 $72,383,858

Targeted Growth

484,471 $7,746,691 615,120 $9,894,390

Daniel Craig Bond DVD Sales History and Goals

Consumer ObjectivesGeneral Consumer ObjectiveTo increase sales of Skyfall DVD to consumers, while at the same time increasing brand identity and product awareness.

Marketing Plan pg27

Premiums Our featured premium will be USB drive that is a recreation of the radio in the film. If consumers plug it into their computer it reveals insight into what Bond’s years at Skyfall were like and it will contain secret files from Silva’s (Javier Bardem, the film’s villain) missions that he completed while trying to undermine MI6. This premium will only be available only in the Skyfall Special Edition along with the crystal replica gun and film cell still.

For DVDs purchased through Amazon we offer a special 007 pen as a premium. This will be low cost to produce but will add enough incentive to sell Skyfall over other DVDs through Amazon.

Blu-ray editions will come with DVD and Ultraviolet versions. This up sale will makes it possible to sell Blu-ray to those that have not yet purchased a Blu-ray player.

Consumer Promotions

Marketing Plan pg28

SweepstakesThe sweepstakes will be advertised on packaging, point of purchase displays, TV spot and through online resources. Each DVD will come with instructions on how to register. Instructions will also be available online.

Running a Sweepstakes will allow us to gain contact information of those who have shown an interest in James Bond. This information will allow us to be able to contact these fans with new product information for this movie and movies to come.

The sweepstakes will run for three months after the DVD release, which would be through June 19th. The packaging will have a sticker with sweepstakes details, including a clearly stated expiration date, that will be removable after the sweepstakes runs to minimize confusion.

Those who enter the sweepstakes will also be invited to become fans or followers of James Bond’s various social media outlets.

After the sweepstakes is over one winner will be randomly selected for a round trip flight to London on Virgin airlines where they and a guest will stay at the Dorchester for seven nights. They each will receive a driving experience from Thruxton Motorsport Centre in an Aston Martin. In addition, the winner will receive a three course dinner for two at Alyn Williams at The Westbury and a suit or evening gown from Harrods.

ROIThe sweepstakes registrations will provide contact information of potential consumers. Being able to track sweepstakes registration will allow us to see where James Bond fans are located. It will also give us access to phone, email, and residential information that we can use to increase marketing efficiency. By comparing DVD purchases in the sweepstakes period to those before we can measure effectiveness of this program.

*For full contest rules please refer to appendix B

Consumer Promotions

Marketing Plan pg29

Coupons and DiscountsTwo months after release we will implement coupons and discounts through social media, Web, and LivingSocial that offer 15% off a DVD purchase.

In addition, we will have discounts offered through our partnership with Coke Zero. For a limited time, the purchase of a case of Coke Zero will come with a $3 off coupon for the Skyfall DVD. This will be available during the 5th week of sales.

ROIThe use of coupons and discounts as a promotional tool will provide clear measures of ROI by allowing us to track how many are used as well as the increase in sales numbers during coupon/discount cycle in comparison to what our previous numbers were.

Consumer Promotions

Marketing Plan pg30

WebsiteThe website will be a useful tool to give information to consumers and generate interest in purchasing DVDs. It will include details of our products and promotions and will also be interactive. To generate user awareness and interest we will have exclusive updates and information including missions from Silva’s past released weekly.

The Website will also function as the location to register for the James Bond Getaway. Special website for DVD release

ROIWe can track the number of unique visits to the site and can measure increases and decreases compared to timing of our various advertising and promotional strategies to help determine their effectiveness in generating awareness.

Consumer Promotions

Marketing Plan pg31

Social Media Program OverviewWe will implement a social media program prior to theatrical release to connect with fans and remind them of the DVD release date by updating them with exclusive insight and discussions (asking fans about their favorite scenes or favorite bond gadget) and those that enter our Bond getaway contests will be invited to join our social media pages.

ROIWe can track increases in fans/followers to determine effectiveness.

FacebookFacebook will be used as a means to keep consumers involves in our DVD launch and to increase their interest in purchasing the DVD. We will use status updates to display products and increase awareness of upcoming events, contest, and promotions. Status updates will redirect visitors to external website and we will include updates with exclusive content leading up to DVD release date.

Consumer Promotions

Marketing Plan pg32

InstagramWe will use our Skyfall Instagram platform to keep consumers interested and up-to-date with our DVD launch and available products. We will post pictures of our special packaging and premiums, snapshots of deleted scenes and special features, our Skyfall Skydive event and any other interesting Bond related gadgets or events.

POP LocationsBestBuy, Target, Walmart, Sony Store, Brookstone, Grocery stores

We will have special POP displays in all Sony Stores. A green screen will be setup in front of a camera that will allow users to recreate the iconic James Bond gun barrel sequence. Customers will get to upload and share the clip with their friends on Facebook and Twitter. Each time the blood trickles down the screen it will cut to a reminder saying “Skyfall Now Available on DVD.”

Another POP display available in all locations will be life size Daniel Craig cutouts next to DVD displays.

In any of our point of purchase location stores with available TVs for store display purposes Skyfall will be playing on the screens to promote DVD purchase.

Slotting allowance will be given to stores that place our DVDs as inventory and allow room for special displays at store entrances.

• An extra five DVDs or Blu-ray discs will be given for every 100 purchased by retailers, with a minimum order of 900

Point of Purchase

Marketing Plan pg33

Marketing Plan pg34

Point of Purchase

Launch Event/ Skyfall Skydive StuntThis event will be used to build publicity for the DVD release. We will invite many media outlets, new channels, newspapers, magazines and blogs to our stunt event.

The plan is to have a Skyfall Skydive with professional skydivers dressed in Bond-like attire.

We will team up with Red Bull whose recent stunts have gained much viewership. 8 million people watched Felix Baumgartner jump from space in their most recent event and we hope to gain similar success in our Skyfall Skydive stunt. Many people will be able to view it through a live simulcast online.

Along with jumpers we will drop 100 Skyfall special edition DVDs off a building with mini parachutes so people below can catch them.

Daniel Craig will show up in an Ashton Martin to sign the DVDs of the lucky people who catch them.

Marketing Plan pg35

Publicity, Special Events and Sponsorship

Skyfall Subway TakeoverThis out of home advertising campaign element will also generate PR and add to the viral aspect of our DVD launch.

The Amazing Race EpisodeWe will have a Bond themed episode of The Amazing Race that will air the week the DVD is released. The contestants on the show would complete missions across the United Kingdom, starting in London and finishing in Scottland at a replica of Bond’s home, Skyfall. Once in Skyfall, the contestants must find the hidden door that leads them out of the house and under the moor to the chapel where the final crucial scene of the film takes place. The last team there is eliminated. Along the way the contestants get to use Bond gadgets and drive Bond cars to complete the missions.

The Amazing Race averages more than 11 million viewers per episode and the show has won 9 out of 10 Primetime Emmy Awards for Outstanding Reality-Competition Program. These elements make the source credible but also prove it has a large reach.

The show is also produced by Sony Entertainment Television and Sony was a major producer for Skyfall meaning there could be interest for mixing the products and creating a Bond themed episode of The Amazing Race.

Marketing Plan pg36


The James Bond Nerf EventWe want to team up with Nerf for a James Bond Nerf War Flash Mob. This event would take place in New York and we will provide Nerf guns and ammo for the competitors to use in the match.

Daniel Craig will conduct an AMA (Ask Me Anything) on Reddit where he will announce the location of the event at Central Park in New York City. He will then show up halfway through the flash mob in a tuxedo with a special Nerf silencer pistol and Nerf Rocket Launcher

We will have a camera crew will record all the action as Bond fans get a chance to battle with James Bond himself. In addition, everyone is attendance will get a signed Skyfall DVD.

The video of the event will be posted on YouTube. Not only will this event will be a great way to increase publicity and therefore awareness, but it will also create hype and buzz, becoming a means of viral marketing.

We would create a Facebook account and a Twitter account to help build up buzz both before and after the event takes place.

Marketing Plan pg37


February 19 •Launch of Facebook Social Media Campaign•Magazine ad for the month of March released

•Launch of DVD release website

February 26 •Second status update on Facebook •Release of second Silva mission on website

March 5 •Third status update on Facebook•Pre-sales go in effect for special edition DVD cases

•Amazon.com will have a special banner for the pre-sale of DVDs for a week•Release of third Silva mission on website

March 12 •Fourth status update on Facebook•Release of Skyfall edition of Amazing Race•Release of fourth Silva mission on website

•Commercials will be in effect during the show•Radio show to talk about the Amazing Race and release of Skyfall

March 19 •Final status update on Facebook•Release of DVD and special edition DVDs•Launch event/stunt in London

•Contest/contest begin•Final Silva mission accessible with USB on website

April 23 •DVD coupons are released in Coke Zero packs

May 19 •15% coupons and discount on DVD sales through social media sites

June 19 •Contest ends•Three contest winners are selected at random

Marketing Plan pg38

Scheduling

*Detailed budget breakdown in Appendix A

$3.57 Million

Marketing Plan pg39

Budget(in thousands of dollars)

Jan Febuary March April TotalPrint AdsWired $75,000.00 $75,000.00Rolling Stone $100,000.00 $100,000.00People $80,000.00 $80,000.00Entertainment Weekly $90,000.00 $90,000.00

TelevisionCBS $950,000.00 $950,000.00Cable $300,000.00 $300,000.00

Web and Social MediaWebsites $40,000.00 $10,000.00 $10,000.00 $10,000.00 $70,000.00Facebook fan page $10,000.00 $10,000.00 $10,000.00 $10,000.00 $40,000.00Instagram $5,000.00 $5,000.00 $5,000.00 $5,000.00 $20,000.00

Radio digital/analog $75,000.00 $75,000.00

Banner AdsAmazon $80,000.00 $80,000.00Best Buy $40,000.00 $40,000.00You Tube $100,000.00 $100,000.00

Out-of homeBillboard $200,000.00 $400,000.00 $600,000.00Bus Stop/Bus $150,000.00 $150,000.00 $300,000.00

PromotionsPoint of Purchase display $80,000.00 $80,000.00Bond Getway $10,000.00 $10,000.00Bond Green screen $15,000.00 $15,000.00

Skyfall Skydive $500,000.00

Nerf EventCourse $30,000.00 $30,000.00Banners $5,000.00 $5,000.00Saff $3,000.00 $3,000.00Swag $3,000.00 $3,000.00

Total $55,000.00 $25,000.00 $2,911,000.00 $575,000.00 $3,566,000.00

Detailed Budget

Appendix A

Sweepstakes Rules

James Bond Get away 2013 SweepstakesOFFICAL SWEEPSTAKES RULES A purchase will not increase the chances of winning, and no purchase or payment of any kind is necessary in order to enter or win. Entry must be received by date specified in offer or by prize deadline(s) below, whichever is sooner. Follow all entry instructions published in this offer (see below).

CONSUMER DISCLOSURE(You have not won yet.) OPEN ONLY TO LEGAL RESIDENTS OF THE 50 UNITED STATES AND DISTRICT OF COLUMBIA WHO ARE AT LEAST 18 YEARS OLD AS OF THE DATE OF ENTRY By entering this Promotion, entrants accept and agree to be bound by these Official Rules. Any violation of these rules may, at a Sponsor’s discretion result in disqualification. All decisions of the judges regarding this Promotion are final and binding in all respects. PROMOTION PERIOD. Promotion begins 12:01 P.M. EDT March 13th, 2013 and ends, 11:59 A.M. EST on May 13th, 2013, when all entries must be received (“Promotion Period”) ELIGIBILITY. This sweepstakes (“the Promotion”) is only open to legal residents of the 50 United States and Districts of Columbia who are at least 18 years old as of the date of entry, expect officers, directors, members, and employees of the Sponsor, the judging organization (if applicable), or any other party associated with the development or administration of this Promotion and the immediate family (i.e., parents, children, siblings, spouse), and persons residing in the same household, as such individuals. This Promotion is void outside the 50 United States and the District of Columbia and where prohibited. HOW TO ENTER. Visit jamesbondgetaway.com during the promotion Period and follow the instructions to enter. All entries become the property of the Sponsor and will not be acknowledged or returned. Limit one entry per person for the entire Sweepstakes. The one entry per person maximum will be strictly enforced. Forged entries, altered entries or entries obtained other than as set out in these

rules will be void and ineligible. All entrant information, including e-mail addresses, is subject to the respective Privacy Policy of the applicable Sponsor.

WINNER SELECTION AND NOTIFICATION. Winner selection will be conducted by random drawing from all eligible entries on or about March 30th, 2013 (the “Drawing Date”). Any potential winner will be notified by mail, email and/or telephone. If a potential winner: (i) cannot be contacted; (ii) does not respond within five (5) days from the date the Sponsor first tries to notify him/her; (iii) fails to return the Affidavit and Release as specified in the Rule 9; (iv) refuses the prize; and/or (v) the prize or prize notification is returned as undeliverable, such potential winner forfeits all rights to win the Promotion or receive the prize, and an alternate potential winner may be selected. Upon contacting a potential winner and determining that he/she has met all eligibility requirements of the Promotion, including without limitation the execution of required waivers, publicity and liability releases and disclaimers, and, at Sponsor’s discretion, successful completion of a background check, such individual will be declared the “winner” of the Promotion. PRIZE DESCRIPTION. There will be one (1) prizewinner. The prize is two (2) round-trip coach airfare tickets from Virgin Air (in the) US to the Heathrow Airport in London, England; one (1) one-bedroom suite, for seven (7) nights at the Dorchester; two (2) driving experiences at Thruxton Motorsport Centre; one (1) three (3)-course dinner for two (2) at Alyn Williams at The Westbury, including two (2) beverages per guest (not to exceed $261); two (2) $1,500 credit at Harrods to purchase dinner apparel in the form a of a suit or gown. The total approximate retail value of the prize package is $18,073.69, depending on exact itinerary. Actual value may vary based on various factors, including fluctuations in price for airfare and/or accommodations, and distance between the point of departure and the destination. All menus determined by Sponsors in their sole discretion. Winner must complete the trip by March 13, 2014, or prize will be forfeited. Trip must be booked at least thirty (30) days prior to departure and may be subject to certain other restrictions, including without limitation blackout dates. Travel must be round trip. Sponsors will determine airline and flight itinerary in their sole discretion. No refund or compensation will be made in the event of the cancellation or delay of any flight. Travel and accommodations are subject to availability.

Appendix B pg1

Travel is subject to the terms and conditions set forth in this Sweepstakes, and those set forth by the Sponsors’ airline carrier of choice as detailed in the passenger ticket contract. All expenses and incidental travel costs not expressly stated in the package description above, including but not limited to, ground transportation, meals not listed above, personal training, in-room charges (e.g. mini-bar, movies), telephone calls, gratuities, incidentals, passenger tariffs or duties, surcharges, airport fees, service charges or facility charges, personal charges at lodging, security fees, taxes or other expenses are the responsibility solely of winner. Travel companion must be eighteen (18) years of age or older as of the date of departure. Travel companion must travel on same itinerary and at the same time as the winner. Travel companion must execute liability/publicity releases prior to issuance of travel documents. Travel restrictions, conditions and limitations may apply. If, in the judgment of Sponsors, air travel is not required due to winner’s proximity to prize location, ground transportation will be substituted for round-trip air travel at Sponsors’ sole discretion. Sponsors will not replace any lost, mutilated, or stolen tickets, travel vouchers or certificates. Sponsors are not responsible if spa treatments or activities are delayed, postponed, or cancelled for any reason, in which event that portion of prize is forfeited in its entirety and no substitution will be provided except as in Sponsors’ sole discretion. Winner must be able to provide valid driver’s license and insurance to drive car. Winner is responsible for all and any damages to the car. Sponsor will not assist, pay for or be liable for any issues or misconduct related to use of the car.

TAXES. All federal, state and/or local income and other taxes, if any, are the winner’s sole responsibility.

ODDS OF WINNING. The odds of winning this Promotion depend on the number of eligible entries received.

NO PRIZE TRANSFER OR SUBSTITUTION. No prize or any portion thereof is transferable or redeemable for cash. Any portion of the prize that is not used is forfeited. No substitutions for prize except by Sponsor, in which case a prize of equal or greater value will be substituted.

CONSENT AND RELEASE. By entering the Promotion, each entrant releases and discharges the Sponsor, judging organization (if applicable), and any other party associated with the development or administration of this Promotion, their parent, subsidiary, and affiliated entities, and each of their respective officers, directors, members, shareholders, employees, independent contractors, agents, representatives, successors and assigns (collectively, “Sponsor Entities”), from any and all liability whatsoever in connection with this Promotion, including without limitation legal claims, costs, injuries, losses or damages, demands or actions of any kind (including without limitation personal injuries, death, damage to, loss or destruction or property, rights of publicity or privacy, defamation, or portrayal in a false light) (collectively, “Claims”). Except where prohibited: (i) entry into the Promotion constitutes the consent of the entrant, without further compensation, to use his/her name, likeness, biographical data, and contact information for editorial, advertising, marketing, publicity, and administrative purposes by the Sponsor and/or others authorized by the Sponsor; (ii) acceptance of a prize constitutes a release by any winner of the Sponsor Entities of any and all Claims in connection with the administration of this Promotion and the use, misuse, or possession of any prize; (iii) any potential winner may be required to sign an affidavit of eligibility (including social security number) and a liability/publicity release; and (iv) if prize involves travel or activities, any potential winner and travel companion (if applicable) may be required to execute releases of the Sponsor from any and all liability with respect to participation in such travel/activities and/or use of the prize. Affidavits and releases must be returned within five (5) days from the date that Sponsor first tries to notify the potential winner. Sponsor may conduct a background check to confirm any potential winner’s eligibility and compliance with these rules. By entering, you agree to cooperate reasonably with any such background check. If the prize includes participation in any public event(s) or publicity, or if Sponsor Entities intend to publicize the winner in any way, and if a background check reveals that a potential winner has engaged in conduct that could damage the reputation or business of any Sponsor Entity, as determined by Sponsor in its discretion, the potential winner may be disqualified and the prize may be awarded to an alternate winner.

Appendix B pg2

Sweepstakes Rules

If winner is deemed to be a minor under the jurisdiction of his/her residence, the prize will be awarded in the name of his/her parent or legal guardian who must execute the necessary affidavit and release and, if applicable, must accompany winner on the trip (no additional travel expenses will be awarded should a parent or legal guardian be required to accompany the winner on the trip)

DISCLAIMERS. (i) Sponsor not responsible for entries that are lost, late, misdirected, incorrect, garbled, or incompletely received, for any reason, including by reason of hardware, software, browser, or network failure, malfunction, congestion, or incompatibility at Sponsor’s servers or elsewhere. In the event of a dispute, entries will be deemed submitted by the authorized account holder of the e-mail address submitted at the time of entry. “Authorized account holder” is defined as the natural person who is assigned to an e-mail address by an Internet Access Provider, online service provider, or other organization (e.g., business, educational institute) that is responsible for assigning e-mail addresses for the domain associated with the submitted e-mail address. (ii) Sponsor, in its sole discretion, reserves the right to disqualify any person tampering with the entry process or the operation of the web site or otherwise attempting to undermine the legitimate operation of the Promotion. Use of bots or other automated process to enter is prohibited and may result in disqualification at the sole discretion of Sponsor. (iii) Sponsor further reserves the right to cancel, terminate or 180826 v3 modify the Promotion if it is not capable of completion as planned, including by reason of infection by computer virus, bugs, tampering, unauthorized intervention, force majeure or technical failures of any sort. (iv) Sponsor Entities are not responsible for errors in the administration or fulfillment of this Promotion, including without limitation mechanical, human, printing, distribution or production errors, and may cancel, terminate or modify this Promotion based upon such error at its sole discretion without liability. In no event will Sponsor be responsible for awarding more than the number of prizes specified in these rules. (v) In the event this Promotion is cancelled or terminated, pursuant to subparagraph (iii) or (iv), Sponsor, in its sole discretion, may elect to hold a random drawing from among all eligible entries received up to the date of discontinuance for any or all of the prizes offered herein. (vi) SPONSOR ENTITIES MAKE NO WARRANTIES, REPRESENTATIONS OR GUARANTEES, EXPRESS OR IMPLIED, IN FACT OR IN LAW, AS REGARDS THIS PROMOTION OR THE MERCHANTABILITY, QUALITY OR FITNESS FOR A PARTICULAR PURPOSE REGARDING ANY PRIZE OR ANY COMPONENT OF ANY PRIZE.

(vii) CAUTION: ANY ATTEMPT BY AN ENTRANT TO DELIBERATELY DAMAGE THE WEBSITE OR UNDERMINE THE LEGITIMATE OPERATION OF THIS PROMOTION MAY BE A VIOLATION OF CRIMINAL AND/OR CIVIL LAWS, AND SHOULD SUCH AN ATTEMPT BE MADE, SPONSOR RESERVES THE RIGHT TO SEEK REMEDIES AND DAMAGES (INCLUDING WITHOUT LIMITATION ATTORNEYS’ FEES) FROM ANY SUCH ENTRANT TO THE FULLEST EXTENT OF THE LAW, INCLUDING CRIMINAL PROSECUTION. (viii) The value(s) of the prize(s) set forth above represent Sponsor’s good faith determination of the approximate retail value(s) thereof; the actual fair market value(s) as ultimately determined by Sponsor are final and binding and cannot be challenged or appealed. In the event the stated approximate retail value(s) of a prize is more than the actual fair market value of that prize, the difference will not be awarded in cash or otherwise. No substitution or compensation will be given for any portion of the prize that is not used.

APPLICABLE LAWS AND JURISDICTION. This Promotion is subject to all applicable federal, state, and local laws and regulations. Issues concerning the construction, validity, interpretation and enforceability of these Official Rules shall be governed by the laws of the State of California without regard to any principles of conflict of laws. All disputes arising out of or connected with this Promotion will be resolved individually, and without resort to class action, exclusively by a state or federal court located in Los Angeles, California. Should there be a conflict between the laws of the State of California and any other laws, the conflict will be resolved in favor of the laws of the State of California. To the extent permitted by applicable law, all judgments or awards shall be limited to actual out-of-pocket damages (excluding attorneys’ fees) associated with participation in this Promotion and shall not include any indirect, punitive, incidental and/or consequential damages.

WINNER LIST. For the name of the winner, send a self-addressed stamped envelope, within six (6) months of the Drawing Date, to: Winner List, Skyfall DVD 2013 James Bond Get Away; 6969 Sunset Blvd., 13th floor, Los Angeles, CA 90210.

SPONSORSHIP. This Promotion is sponsored by 007 USA Edition, 6969 Sunset Blvd., 13th floor, Los Angeles, CA 90210. Appendix B pg3

Sweepstakes Rules

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