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Page 1: Everybody's Fine

EVERYBODY’S FINEmarketing plan

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AGENDAI. Targeting & PositioningII. Publicity & AdvertisingIII. Trailers & One-SheetsIV. DistributionV. PerformanceVI. Budget

EVERYBODY’S FINE

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TARGETING

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DEMOGRAPHICS• Target the adult audience over

25» Greater emphasis on females over 25

» Star cast is popular with audiences over 25

» Family dramas are particularly

appealing to women

EVERYBODY’S FINE

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POSITIONING

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POSITIONING• Positioned as a family drama

• Emphasize themes of togetherness, hope and laughter

• Star cast makes it a must-see

• Kirk Jones has past success with the genre

EVERYBODY’S FINE

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PUBCLICITY & ADVERTISING

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PUBLICITY• TV

» Early Morning » Late Night

• Press Junket (LA) • Long-Lead Press • Pre-Screenings

» Unfavorable reviews • Red Carpet (NY)

EVERYBODY’S FINE

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ADVERTISING: TV

•Largest Expenditure

•Transition from 30- to 15-second spots

•Network, Cable, and Local Stations

•Early Morning, Primetime, Late Night

•Affiliate stations: ABC

EVERYBODY’S FINE

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Most Popular Primetime Fall TV Shows 2008

Mad Men

The Office

30 Rock

Heroes

The Shield

Chuck

How I Met Your Mother

The Daily Show

Life on Mars

The Big Bang Theory

Terminator: The Sarah Connor Chronicles

Sons of Anarchy

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Newspapers and Magazines

New York Times Reader’s Digest

Local “Arts & Leisure” Sections Sports Illustrated

Better Homes and Gardens Taste of Home

Good Housekeeping News Week

Women’s Day Cosmopolitan

Family Circle O

Ladies Home Journal Redbook

People Glamour

Men’s Health Esquire

TV Guide Time

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ADVERTISING: OTHER

• Online » Initial marketing activity » Trailers, clips, special features » Website » Search, network, film, affiliate sites

• Radio • Outdoor • DVD Trailers

EVERYBODY’S FINE

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THEATRICAL ATTACHMENTS

Movie Theatrical release date (2009)

Misconceptions August 6

Cold Souls August 7

Julie & Julia August 7

The Time Traveler's Wife August 14

World’s Greatest Dad August 21

Whiteout September 11

The Burning Plain September 18

A Serious Man October 2

The Informant October 9

Amelia October 23

EVERYBODY’S FINE

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COMMERCIAL TIE-INS

•Amtrak

»Product Placement »Station: Posters and Standalones »Train: Arrive Magazine

EVERYBODY’S FINE

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TRAILER

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REASONING• Plot set up

• Family drama (comedic scenes)

• Highlight well-known actors

• Create engaging story and interest

EVERYBODY’S FINE

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ONE-SHEETS

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REASONING• Represent main actors

• Motifs from film

• Illustrate theme

• Display tag line

EVERYBODY’S FINE

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DISTRIBUTION

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POTENTIAL DISTRIBUTION METHODS

• Super-Wide: 3,000+ Screens• Wide: 2,000 – 3,000 Screens• Semi-Wide: 1,000 – 2,000 Screens• Platform• Single Screen

EVERYBODY’S FINE

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WIDE DISTRIBUTION

• Pros» Large Reach» Potential for Large Opening Weekend

• Cons» Still Very Expensive»Marketing Very Important and

Expensive

EVERYBODY’S FINE

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WHY WIDE?• Star Power!»Robert De Niro»Drew Barrymore» Kate Beckinsale

• Original Film Has Generally Good Reviews

EVERYBODY’S FINE

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WHY FALL?

• Drama• Serious• Dark Humor• Closer to the Holiday Season

EVERYBODY’S FINE

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RELEASE DATE• November 25th 2009 is ill-advised» Twilight: New Moon» Female demographic gone

• November 13th 2009 is a better release date» No direct competition for target

demographic» 2012 and Mr. Fox

EVERYBODY’S FINE

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MILESTONES: OPENING WEEKEND

Ideal: Average per screen at $8,000+; Expected Gross $24M+

Good: Average per screen at $6,000-$8,000; Expected Gross $18M - $24

Fair: Average per screen at $4,000-$6,000; Expected Gross $12M - $18M

Poor: Average per screen at $4,000-; Expected Gross $12M-

EVERYBODY’S FINE

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PERFORMANCE & BUDGET

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COMPARABLE FILMSYear

Title Similarities

Budget

US BO Int’l BO

1993

What’s Eating Gilbert Grape

Plot $11 Mil $10 Mil $10 Mil

1998

Walking Ned Director $3 Mil $25 Mil $55 Mil

2000

Meet The Parents De Niro $55 Mil $166 Mil

$330 Mil

2001

Riding In Cars With Boys Barrymore $48 Mil $30 Mil $35 Mil

2002

About Schmidt Plot $30 Mil $65 Mil $105 Mil

2005

Broken Flowers Plot $10 Mil $14 Mil $47 Mil

2007

Lucky You Barrymore $55 Mil $6 Mil $8 Mil

2008

Choke Rockwell $3 Mil $3 Mil $4 Mil

2008

Rachel Getting Married Plot N/A $13 Mil $16 Mil

2008

Snow Angels BeckinsaleRockwell

N/A $402k $411k

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PROJECTED PERFORMANCE

• Everybody’s Fine (2009)» $30 million domestic opening weekend

» $60 million total domestic box office

» $110 million worldwide box office

EVERYBODY’S FINE

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BUDGET• Production Budget

» $45 Million

• Promotional Budget» $40 Million

• Prints• Commercials• Other Promotions/Advertisements

EVERYBODY’S FINE

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CONCLUSIONS

• Emphasis on females over 25

• Star cast

• Far-reaching publicity and

advertising

• Mid-November release date

EVERYBODY’S FINE