T.V. Entertainment Marketing Plan

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    09-Mar-2016

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Entertainment Marketing Plans Book for the Movie "T.V" by Student Emmy Award Winner Nick Conedera. \

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<ul><li><p>I am T.V. I am your entertainment. Art is a lie. Everything you see is a lie. Tonight, you will witness something real for a change. I will expire, as all of us must, but few of us see. To be one hundred percent clear, I've just consumed an entire box of donuts, and I haven't taken my insulin. Enjoy your entertainment. -Tyler Vearson</p></li><li><p> 1. Index 2. Executive Summary</p><p>5. Marketable Elements </p><p>7. Phase I: Festivals</p><p>10. Festival Tactics </p><p>13. Phase II: Distributors</p><p>15. Distribution Plan</p><p>17. Advertising Strategy</p><p>21. Corporate Synergy</p><p>23. Pitch Schedule</p><p>28. Budget</p><p>4. Cast &amp; Crew </p><p>3. Film Synopsis </p><p>6. Target Markets </p><p>8. Key Art </p><p>14. Fox Searchlight</p><p>16. Phase III: Consumers </p><p>18. Promotions</p><p>22. Public Relations</p><p>24. Media Plans</p><p> 29. Special Thanks</p></li><li><p>The objective of this entertainment marketing plan is to showcase the steps needed to successfully take the film T.V. by director Nick Conedera, from the Festival Circuit to a Nationwide Release. </p><p>Our plan honed in on the top six marketable elements of the film and narrowed down the top three target markets that will be interested in the movie and will take it to the top of the box-office. These target markets are divided into the primary segment of The Creative Class followed by the sub-segments of Film Buffs and Art Enthusiasts.</p><p>For our campaign, stylized key art has been created to communicate the tone, feel, and story of the movie with our audience. This ranges from the logo and one sheet, to online banners and outdoor placements. Our plan also outlines our festival tactics, such as guerilla marketing and press kits, that will help us in securing a distribution deal with our preferred studio: Fox Searchlight Pictures.</p><p>Through Fox Searchlight Pictures we will distribute the film starting with a platform release in five select cities on November 4th 2011, and extend to more that 1,000 screens in 320 markets by November 19th 2011.</p><p>To ensure the financial success of the film, we have also outlined our consumer advertising strategy that will generate first awareness, raise engagement and knowledge of the film, and finally close the deal. This will be done through advertising, public relations, promotions, and a targeted media plan that includes television, print, online, and outdoor vehicles.</p><p>Now without further ado, sit back and enjoy the show. </p></li><li><p>Concept Capsule:A talented video artist gets a deal for his own solo show by the biggest art gallery owner in LA, but when he realizes he has sold himself out, he fakes his own suicide to get out of the business.</p><p>Full Synopsis:Tyler Vearson, T.V. for short, is a young up-and-coming video artist who gained some buzz amongst the art industry because of his latest gallery work. Morris Bond, the owner of one of the most prestigious galleries in LA, approaches Tyler and asks if he would be interested in having his own fall show. Tyler agrees to produce a show for Mr. Bonds gallery, but after a few talks it becomes clear to Tyler that Mr. Bond wants to change the essence of his work in order to appeal to the masses. Tyler then becomes torn between the business of art and true art, complicating his relationship with his girlfriend Dana, and ultimately leading to a failed suicide attempt. </p><p>This leads to nothing but more anticipation of his show, as the industry loves a tortured soul. On the eve of his fall show, tens of art buyers and critics gather to see his masterpiece, but in the middle of the show they are surprised when Dana runs in crying with a tape in her hands. When Morris plays the tape to the whole crowd, it shows Tyler eating an entire box of donuts, only to announce moments later that he has not taken his insulin shot. Tyler, a diabetic, dies in the recording.</p><p>In the end, Tyler walks away into the distance with Dana, having fooled everyone with his lie and free from all the troubles of fame.</p></li><li><p>Nick Conedera got early training in film and broadcast media at the Digital Media program at Rancho Bernardo High School in San Diego. Nick was prolific as a filmmaker during his time there, making over 50 productions and winning over 20 city, state, regional, and national film and media arts awards, including three Student </p><p>Emmy Awards. He now studies directing and photography at the state-of-the-art Dodge College School of Film and Media Arts at Chapman University, and plans on writing and directing a feature film in fall 2010.</p><p>Director: Nick Conedera</p><p>Jacob Newton as Tyler Vearson Marissa Skell as Dana Maylor</p><p>Sarah Agor as Tracy Macey Dennis Delsing as Morris Bond</p><p>Producer: Lanvin Peets</p><p>Since his migration west, Jacob has performed primarily as an actor in films such as Everything Is Real which he was hired to both co-write and produce as well as play the LEAD role, his supporting role as the exploitative villain in The Competition directed by Sumit Goel and of course his latest lead role as rebellious video artist Tyler Vearson in the film T.V. </p><p>Marissa Skell graduated from the Conservatory of Theater Arts &amp; Film at Purchase College in 2008 and has since been seen on CBS The Mentalist, E! Networks Reality Hell and numerous independent films. She was drawn to T.V. since the role of Dana possessed honest, dramatic material, creative twist, and clearly defined relationships.</p><p>After graduating from Pleasant Grove High School, Lanvin decided to pursue a degree in Film Production at Chapman University where he quickly discovered a knack for producing. His long term interests include directing/producing music videos and live entertainment. Lanvin has also worked on other short films like La Guerrera and La Nia del Desierto.</p><p>Dennis Delsing is an acting veteran of more than 70 plays, 25+ films and numerous television appearances and commercials in a career that has spanned over 20 years. In T.V. Entertainment Product Selling Hierarchy plays the cut-throat gallery owner Morris Bond, with a marvelous array of costumes only he could pull off.</p><p>Sarah Agors theater and film studies extend to The Stella Adler Conservatory in NY and The Second City in Chicago. She is series regular on MySpaces 1st web series Roommates and coincidentally, she is honored to be working on T.V. with her co-star and dear friend Marissa Skell from Scream Queens. Its a small world!</p></li><li><p>DARK HUMOR:Just because he was cutting himself doesnt mean he was trying to kill himself.</p><p>SEX:Art is ejaculation. Art is an orgasm.</p><p>FAME:When I first met you, I just knew you were going </p><p>to be a star. You are much more than an artist, Tyler, youre an entertainer.</p><p>ART VS. ENTERTAINMENT:Youre not an artist! Youre an entertainer! Im a real artist.</p><p>DEATH:So, youre the artist who wants to have somebody die in the gallery.</p><p>TELEVISION:Its a pleasure, Tyler. You know what I like about your </p><p>work? Its so raw and real. Its a play on reality, because its really escapism, just like reality television.</p><p>The subject matter of this film lends itself to a very particular audience. This isnt your typical comedy, its not afraid to tackle taboo issues like suicide with a fun twist, and certain audiences will embrace that whole-heartedly.</p><p>Lets face it, everyone wants their 15 minutes of fame, but can we all handle them?. This is a rags to riches story about someone who is per-fectly content with his rags, which makes it a unique tale about the reality of fame.</p><p>Sex sells. </p><p>This element will appeal to our creative audience, since there is always conflict between what is true art and what is just mindless entertainment. Creative personalities will relate to the struggles that Tyler has to go through in his rise to unwanted notoriety. </p><p>While this film is not about the business of television, it does touch upon subjects from the entertainment world that would appeal to people with a knowledge of popular culture. Partnership and sponsorships opportunities also present themselves in the technology and entertainment field.</p><p>It wouldnt be dark humor without death, would it? Audiences are attracted to stories about death because it is something we all know is going to happen to us at some point. The idea of suicide and the control of death might be taboo, but it is a topic that sparks conversations and causes a reaction from people.</p></li><li><p>While there is a Primary Target Market for the film, the Secondary and Tertiary markets will be defined as sub-segments as they fall under the umbrella of the Creative Class, but they have different specific characteristics that we can leverage to our advantage as niche markets. The main focus of our efforts will be on the Creative Class, while niche promotions and media placements will help create buzz from the creative sub-segments of Film Buffs and Art Enthusiasts. These segments will work synergistically off one another, crossing demographic segments, ensuring that there is a high awareness for the film among all the target markets.</p><p>Primary Target Market: The Creative ClassMale &amp; Female, 18-34, low-to-middle income, high school and college educated, high internet engagement, interested in the arts, first adopters to new technology. They area also more likely than all other moviegoers to go online for info about movies they are interested in and share what they thought about a movie via social networks.</p><p>Jobs: Liberal Arts Students, Graphic Designers, Advertisers, PR Practitioners, Teachers, Bloggers, Interior Designers, Computer Specialists.</p><p>Key Media &amp; WOM Attitudes*: I get most of my entertainment news from the Internet. (66%) I like to share my opinions about movies with others. (80%) If I see something that makes me curious about a movie, I will go online to learn more. (72%) </p><p>Positioning Statement:A dark &amp; sexy dramedy about an up-and-coming video artist who decides to fake his death in order to get out of a gallery showing that will compromise his artistic integrity.</p><p>Creative Sub-Segment: Film BuffsMale, 18-24, low-to-middle income, college educated, heavy online content consumers (especially video), content creators.</p><p>Positioning Statement: A dark &amp; sexy dramedy about an up-and-coming video artist who decides to fake his death in order to save his artistic integrity.</p><p>Creative Sub-Segment: Art Enthusiasts 18-24, Female, low-to-middle income, college educated, keep up with fashion &amp; the arts, avid blog readers, attend concerts &amp; galleries.</p><p>Positioning Statement: A young video artist must choose between selling out or keeping true to his artwork, all while struggling to keep his relationship together.</p><p>Moviegoers are highly influenced by group decision making and Group Think can cross demographic segments. - Moviegoers: 2010 Study*</p><p>*The Moviegoers: 2010 study was implemented by StradellaRoad and included an analysis of 4,000 moviegoers. It was supported by a consortium of media companies that include AOL, Facebook, Fandango, Google, Microsoft, MovieTickets.com and Yahoo.</p><p>1</p><p>3</p><p>2</p></li><li><p>Film Festival Schedule</p><p>The ultimate goal of our Festival Strategy is to obtain distribution from a major independent studio. Our strategy is to consistently brand T.V. into the minds of attendees. We will use a combination of marketing tactics that include telemarketing, direct mail, and guerrilla marketing to achieve high levels of awareness within the festivals. We also look to create buzz and positive word of mouth, allowing attendees to interact, engage, and remember our movie.</p><p>To ensure awareness in the eyes of independent studios we selected a mix of film festivals that have a history of honoring films with dark subject matters, as well as those that receive major media attention.</p></li><li><p>Key Art</p><p>All of our marketing and communication materials will expand from the main one-sheet for T.V. The poster presents an image of Tyler Vearson as a television, literally translating into reality the iconic line he delivers in his closing monologue, I am T.V.</p><p>The colors are pulled directly for the Color Bars that are seen on television sets, as well as the Cross hairs that can be seen in the emergency television transmissions. </p><p>Splats of blood were added to the shoes in the poster to further visualize the idea of a dark dramedy about an artist who fakes his death.</p><p>The poster is quirky enough to reflect the indie quality of the movie, but dramatic enough to intrigue our target audiences into searching for more information.</p><p>To ensure our movie stands out and becomes branded within the minds of festival attendees, we have created eye-catching and highly-stylized key art that reflects the tone and subject matter of T.V.</p><p>T.V. One Sheet - 27 x 40 - (4/4) Full BleedArt Direction:</p><p>The poster will also include our twitter name, directing people to find out more information online.</p></li><li><p>Key Art</p><p>DVD Case:Our DVD case, used both in the festival kit for our special features and in the eventual DVD release, will feature once again our T.V. character to keep consistency throughout all of our communications.</p><p>Logo:The logo for the film will once again be pulled from the movie poster. It is simply a television set with the title of our film. The logo simple, clear, and straight to the point.</p></li><li><p>Festival TacticsFestival Kit:We will distribute hundreds of branded festival kits to members of the press, festival attendees, and agents to build awareness about the film, cast, and crew.</p><p>Each kit will contain:</p><p> Film Synopsis Fact Sheet Cast &amp; Crew Press Release Production Photos DVD with Behind The Scenes, Interviews, Etc. Social Media Links</p><p>Business Cards:Our branded business cards will direct festival attendees and potential buyers to our twitter, (@tvthemovie), as well as provide information on how to contact the makers of T.V.The back will contain a link to ArtIsALie.com, a branded web site where you can find tips on how to relieve stress and handle newfound fame in case your motion picture is picked up.</p><p>Stressed and Ready to Kill Yourself?Find tips on how to handle stress and fame at</p><p>Artisalie.com</p><p>Nick ConederaDirector &amp; Screenwriter858.382.1194Nick@nickconedera.com</p><p>Director: Nick ConederaNick Conedera got early training in lm and broadcast media at the Digital Media program at Rancho Bernardo High School in San Diego. Nick was prolic as a lmmaker during his time there, making over 50 productions and winning over 20 city, state, regional, and national lm and media arts awards, including three Student Emmy Awards. He now studies directing and photography at the state-of-the-art Dodge College School of Film and Media Arts at Chapman University, and plans on writing and directing a feature lm in fall 2010.</p><p>Since his migration west, Jacob has performed primarily as an actor in lms such as Everything Is Real which he was hired to both co-write and produce as well as play the LEAD role, his supporting role as the exploitative villain in The Competition directed by Sumit Goel and of course his latest lead role as rebellious video artist Tyler Vearson in the lm T.V. </p><p>Marissa Skell graduated from the Conservatory of Theater Arts &amp; Film at Purchase College in 2008 and has sin...</p></li></ul>

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