Universal Pictures Contraband

Recap Proposal

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360 Campaign Advertising

Print Full page 4 color ad in December/January issue 250th Issue

Collector’s Editor with Rick Ross and Big Sean on the Cover

Digital on thesource.com• Display advertising: 728 x 90, 300 x 250, 160 x 600 (4 weeks)• Pre-roll video on Source TV on thesource.com ( 5 weeks)• Pre-roll video on Source You Tube Channel (5 weeks)

360 Campaign

Social Media (5 week campaign)

• Facebook: Promoted contrabandmovie.net, Exclusive screenings, Contraband trailer(s), Interview wiht Kevin Johnson,

• Twitter: Promoted contrabandmovie.net, Exclusive screenings, Contrabandtrailer (s), Interview wiht Kevin Johnson,

360 CampaignPress

• Print article about Mark Wahlberg in December/January issue• Article about Kevin Johnson on thesource.com pre film release• Trailer headline story with link to screening details• The Source invited bloggers to the NY screening event• Source video interview with Compton Rapper Kendrick Lamar with

Contraband pre-roll video was picked up by several national sites such as Complex

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his September 15, 1992, performance on the Arsenio Hall Show,

a young Mark Wahlberg sat down with the late-night host to promote his sophomore effort You Got to Believe, which had just been released. At the time, Wahlberg was the leader of Marky Mark and the Funky Bunch,

a popular group whose Hip-Hop credibility was in question. When asked about “staying true” (a term Arsenio ironically said was used by Heavy D), Mark’s response: “Don’t try to make it something that it’s not.” A simple, yet personal answer that was undeniably Hip-Hop. Undeniably Mark.

Shortly after his appearance, Wahlberg’s career took a sharp turn. He stepped away from rapping to venture into film, a move that would more than pay off for him. Following an underwear modeling career, Mark started to pick up some interesting roles. The 1993 television film The Substitute featured Mark in his first role in front of the camera since his music video days. Yet it wasn’t until the 1997 film Boogie Nights, where Mark starred as Eddie Adams (aka Dirk Diggler), that he received accolades for his acting ability. More impressive roles were just around the corner as Mark’s acting resume

started to skyrocket. Roles in The Perfect Storm, Planet of the Apes, Max Payne, The Italian Job, Four Brothers, Invincible, The Departed, and more started to brand Wahlberg as one of the top in his field. He would become accustomed to playing statement roles, bold in character, yet ultimately different from one another.

But it’s behind the camera where Mark’s success has been even more impressive. Serving as executive producer, Wahlberg had everyone locked into HBO for eight seasons with Entourage. Loosely portraying his own life through Vinny Chase and company, the idea for the series came about when Mark’s assistant jokingly asked to film Mark and his own entourage. “You know, obviously that was our first one for television. We always knew we had something special with it,” Mark says. The show would translate into 18 Emmy and 11 Golden Globe nominations.

“It’s sad to see it end but all good things come to an end. With a show that successful, obviously it becomes expensive to produce and shoot. We just felt that the time was right,” says Mark of his hit series. And while fans salivate for a possible film to tie up loose ends from the series finale, Mark and company have a bigger

vision. “We’re hoping to develop the first of at least three films in the near future,” Mark says.

With Entourage behind him, Mark is currently executive producing two other notable HBO programs in How to Make it in America and Boardwalk Empire, shows that are simultaneously airing on the network. The first offers a perfect fuse of Hip-Hop and fashion, featuring cameos from Pusha T and Pharrell; the latter has him working closely with the one and only Martin Scorsese. “We had the book and I had a great relationship with Martin, who I worked with on The Departed. He was on the fence for a while until I paid him a visit on the set of Shutter Island where I basically talked him into it,” Mark says. The two have even discussed revisiting The Departed storyline in the near future. “The first one was based on a trilogy,” Mark offers.

In the forthcoming year, Wahlberg’s theater run isn’t slowing down. He stars in the upcoming Ted, a comedy about an adult still attached to his teddy bear who happens to have a potty mouth. Family Guy creator Seth MacFarlane, who serves as the film’s director and co-writer, stars alongside Mark as the teddy bear’s voice. On the flipside, Mark stars as Chris Farraday in the thriller Contraband, a remake of the Icelandic film Reykjavík-Rotterdam, about a family man forced to revisit his dark past of drug smuggling to help his troubled brother-in-law. “I’ll try to switch it up. I had just got done with a comedy and the American version of the film is an unpredictable thriller,” he says.

This past month, Mark spent time shooting in New York for Broken City, a film co-starring Russell Crowe and Catherine Zeta-Jones, set to be released in January 2013. Then there’s the development of another project, Cocaine Cowboys, which co-stars Leonardo DiCaprio, and could see production as early as the fall of 2012.

As evident by what is most likely a packed day planner, Wahlberg’s career is a continuing evolution. Don’t try to make it something it’s not. —Sean Lynch

Following

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MARK OF SUCCESSExecutive producer, actor, and former rapper Mark Wahlberg is true to the art form.

#250_28_etts_lightscameraction.indd 28 12/8/11 9:07:28 PM

3 Market Source Exclusive Screeings: Philadelphia, Chicago, Atlanta

Chicago: Kers Icon!Chicago-Roosevelt, 98% capacity

Summary

With no radio partner in the market The Chicago market surpassed

expectations. The Chicago market focused on a grass roots effort

with the distribution of 1,000 Contraband movie passes along with one

generic screening teaser and two (2) Chicago market evites to The

Source email database. Passes were distributed predominately

lifestyle locations which included:

• Barber Shops

!"Coffee Shops

!"Beauty Salons

!"Spas

!"Bally Total Fitness Gym

!"College Campuses

!"Clubs

!"Social Media platforms (Facebook & Twitter)

The evening of the screening The Chicago market was in the middle of a

snow storm but that did not stop attendees from being the first to see the

new film Contraband. Those in attendance showed up early and didn’t

mind waiting in line to get a seat. Those in attendance received

complimentary issues of the Source Magazine December/January issue

and once inside they were given a chance to win Contraband T-shirts.

Chicago Screening

3 Market Source Exclusive Screeings: Philadelphia, Chicago, Atlanta

Atlanta: Altantic Station Regal, 95% capacity

Summary

Atlanta was another market that performed very strongly in support of

the Contraband movie screening. This market relied heavily on grass

roots efforts and limited support from radio station V103. In addition to

passes, the outreach was supported by one generic pre-screening

announcement, two (2) Atlalnta market invites, an article on

thesource.com and social media. Movie passes were distributed by the

following:

!!Greek & Sorority Organization

!!Church Community Groups

!!V103 Club Nights

!!Clubs

!!College Campuses

!!Beauty Salons

!!Barber Shops

!!E-Blast

!!Social Media (Twitter & Facebook)

Atlanta attendees arrived early to the Contraband screening some arrived

(2) hours prior to the start of the screening. Those in attendance were also

treated to issues of the December/ January issue of the Source and played

games inside the theatre to receive an official Contraband T-Shirt. The

screening performed very strongly.

Atlanta Screening

Screening Eblast

3 Market Source Exclusive Screeings: Philadelphia, Chicago, Atlanta

Philadelphia: The Rave Motion Picture Theater 75% capacity

Summary

The Source Magazine partnered with Hot 107.9 with the distribution of

passes for Contraband but we relied heavily like the previous markets

on grass roots efforts to distributed movie passes to the following:

!!Nail Salon

!!Beauty Salon

!!Hot 107.9 Club Nights

!!College Campuses

!!Churches

!!LifeTime Gym

!!Gentleman Bars

!!Coffee Shops

!! Hot 107.9 Van Hits

!!Social Media (Facebook & Twitter)

With (5) Contraband movie screening taking place in the market prior to

The Source screening. The turn out was still good with about 75% of the

theatre filled. We do be believe the prior screenings had some bearing

on attendance because alot of the audiences are shared. Those in

attendance showed up early for their chance to see the film. They

enjoyed the complimentary issues of The Source Magazine and the

Contraband T-Shirts. The audience was very engaged in the Contraband

trivia questions used to give away shirts.

Philadelphia Screening