impulse

! ONE-EYED BEAR PRODUCTIONS

Brand Integration Proposal for

impulse!

A Good Deal for Car Makers

Product and brand placement in movies (and DVDs) have become indisputably attractive techniques of branded entertainment.

The deeper the research delves into its impact…the more product and brand placement is revealed as a sophisticated communication technique.

This crossbred technique has been increasingly and legitimately appreciated by movie producers, communication consultants and of course advertisers looking to solve problems of media and audience fragmentation through new efficient ways of contacting and seducing their potential consumers. -- Journal of Business Research

Car makers were among the first to use the technique because of the potentially very large audience for a low cost.

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Examples of product placement

The Man with the Golden Gun (1974) features AMC cars Two prior Bond films use Ford or subsidiary vehicles.

Almost every car was made by General Motors in the films Bad Boys II (2003), The Matrix Reloaded (2003) and Transformers (2007).

In XXX (2007) all vehicles are Toyotas. The film credits the automaker as having funded portions of production.

Nissan cars feature prominently in Heroes (2006–2010)

A Ford Shelby GT500 is used extensively in I Am Legend (2007) along with a Ford Expedition EL.

In the film Taken (2008), Liam Neeson's character drives Audi cars.

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Tom Melton, 35, may have been The Marion Sun’s youngest editor ever but he had a natural way with type and people. City beat reporter Bob Munn thought more about making money than chasing news.

On this Saturday in late September, the two come head to head more than once after happening upon a young hitchhiker, and despite commitments at work, they embarked on a 800-mile odyssey.

For Tom, the trip would be one of personal discovery.

For Bob, it was something to endure

For the hitchhiker, known only as Mr. T, it was a matter of life and death

Movie logline

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• Estimated 45-55 min. run time• Family friendly: Expecting a “GP” rating• Based on true events• A “feel good” movie• Fosters dialogue on free will, destiny• Viewable by faith-based groups• Professional crew and cast• Priority on quality of image, sound, acting• Ultra low budget of $15k• Small payroll plus deferred compensation• To be entered in major film festivals• Distribution depends on festival outcomes but possibly

through Amazon.com, Netflix or other online distributor• Will be marketed via social media, public relations, and

limited print advertising

About the movie

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Behind the scenes At a time when there are few choices in movies that respect family values yet are highly entertaining, “Impulse!” is one where mothers and fathers will be able to sit with their children and comfortably discuss any religious connotations or personal beliefs that may arise from the story.

Now, “Impulse!” is not a religious movie, nor is it one that pushes a particular belief. It’s about people who inexplicably pop into or out of one’s life but leave a lasting impression.

Written first as a short story, “Impulse!” was converted into a screenplay earlier this year.

ONE-EYED BEAR PRODUCTIONS is about to begin production on the movie. Cast and crew are being selected now, and filming is scheduled for July.

Scoring and postproduction take place in August and end in November. Thereafter, the film will be submitted to film festivals in search of a distributor.

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Behind the scenes

CREATIVE TEAM

Writer/Director/Producer …………….……Victor PytkoCo-Producer……………………….…..……Kenneth KottUnit Production Manager……………..……Trish KrausDirector of Photography………………..…..Kyle AdcockFilm Editor………………………….….…….Greg van NewkirkStill Photography……………………………Brendan RossSet Designer………………………………...Kristen Rockwell

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Behind the scenes PRIMARY CAST (as of 06/01/2011)

Tom Melton…………. Andy Rathberg .Bob Munn…………… Jesse NagyMr. T…………….…… Chandler MachocaGoth Girl 1……….….. Melissa BayerGoth Girl 2…………… Katie LebanCharlie Marsden…… Ralph MeyerMayor Janet Pierce… Elizabeth PinerBorder Guard 1……. Charles ThomasBorder Guard 2……. Jim FahneyMr. T’s Mother…….. Judy Stepanian

RATHBURG NAGY MACHOCA BAYER LEBAN

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Proposal (Script available for review)

$15,000 Starring Role

• About 30 min. screen time for vehicle’s interior and exterior

• Hyundai vehicle spotlighted at premiere screening.

• Mentions in all collateral and media materials

• 60-sec commercial lead-in on DVD

• Special thank you in end roll credits

• Free internal use of video

• Copy of the script signed by cast and crew

• 2 VIP invitations to the premiere with overnight accommodations, dinner with cast and crew

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Alternative Proposal

$10,000 Co-Starring Role

• About 30 min. screen time for vehicle’s interior and exterior

• 30-sec commercial lead-in on DVD

• Hyundai vehicle at premiere screening

• Mentions in all collateral and media materials

• Special thank you in end roll credits

• Free internal use of video

• Copy of the script signed by cast and crew

• 2 VIP invitations to the premiere for two, dinner with cast and crew, airport transportation

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2nd Alternative Proposal

$5,000 Supporting Role

• Approximately 30 min. exposure of Hyundai-supplied vehicle with interior and exterior scenes

• Hyundai vehicle at premiere screening

• Mentions in all collateral and media materials

• Special thank you in end roll credits

• Free internal use of video

• Copy of the script signed by the director

• 2 VIP invitations to the premiere, dinner with cast and crew

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3nd Alternative Proposal

$2,500 Featured Extra Role

• Approximately 30 min. exposure of Hyundai -supplied vehicle with interior and exterior scenes

• Mentions in all collateral and media materials

• Special thank you in end roll credits

• Free internal use of video

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Alternative Proposal

Extra Role (no cost)

• Approximately 30 min. exposure of Hyundai-supplied vehicle with interior and exterior scenes

• Mentions in all collateral and media materials

• Special thank you in end roll credits

• Free internal use of video

• VIP invitation to the premier

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Brand Integration Benefits

• Product exposure– More than 30 minutes of car exterior or interior– Target audiences

• Young professionals

• Families

• Faith based groups

• Low cost to target ratioThe least expensive 30-sec spots for TV shows– NBC’s Saturday “Dateline” averages $28,000

– CW’s Sunday “Online Nation” costs $23,000

In 2002 Volkswagen spent a estimated $200 million in fees to be integrated into NBC Universal films.

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Estimating CPM

Cost per thousand impressions (CPM) is the cost to have 1000 members of the target audience exposed to an ad

Estimated gross impressions = 100,000 (conservative)Cost of placement = $10,000CPM = [Cost / Gross Impressions] x 1000 CPM = [$10,000 / 100,000] x 1000 = $100

Thus, CPM for this media buy is $100

But, this is based on a 30-sec view

On the next page, we calculate a CPM value based on a total viewership of 100,000 persons, and 30 minutes of exposure to a Hyundai-branded vehicle

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Measuring CPM value• A informal consensus of online media buyers agreed that a $10 CPM asking price seemed about average to pay for advertising on social-networking. -- Ad Age 05/01/2006)

• A 30-second ad during a prime-time broadcast TV show typically fetches a CPM rate of about $20; and

• A 15- or 30-second (.25 or .5 min) online video ad currently commands a CPM of around $20 to $50 -- Forbes.com 09/20/2006 

CPM equivalent for 30 minutes of product placement

[($20-$50) x 2 (.5 min)] x 30 min = $1200-$3000/CPM for 30 min.

Per 30 minutes = $1200 - $3000 CPM equivalent

Assuming a total audience size of only 10,000 viewers…

$1200 - $3000 x 10,000 (10M) viewers = CPM of $12,000 - $30,000

You get $12K-$30K worth of CPM at a cost of only $10,000

A 1.2-2.4 times INCREASE in exposure value!

A 12 -24 times INCREASE with 100,000 viewers!