Everybody's Fine

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  • 1. EVERYBODYSFINE marketing plan

2. AGENDA

  • Targeting & Positioning
  • Publicity & Advertising
  • Trailers & One-Sheets
  • Distribution
  • Performance
  • Budget

EVERYBODYSFINE 3. TARGETING 4. 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

EVERYBODYSFINE 5. POSITIONING 6. 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

EVERYBODYSFINE 7. PUBCLICITY & ADVERTISING 8. PUBLICITY

    • TV
      • Early Morning
      • Late Night
    • Press Junket (LA)
    • Long-Lead Press
    • Pre-Screenings
      • Unfavorable reviews
    • Red Carpet (NY)

EVERYBODYSFINE 9. ADVERTISING: TV

    • Largest Expenditure
    • Transition from 30- to 15-second spots
    • Network, Cable, and Local Stations
    • Early Morning, Primetime, Late Night
    • Affiliate stations: ABC

EVERYBODYSFINE 10. The Big Bang Theory Terminator: The Sarah Connor Chronicles Sons of Anarchy Life on MarsThe Daily Show How I Met Your Mother Chuck The ShieldHeroes 30 RockThe Office Mad Men Most Popular Primetime Fall TV Shows 2008 11. Time TV GuideEsquire Mens Health Glamour People Redbook Ladies Home Journal O Family Circle Cosmopolitan Womens DayNews Week Good Housekeeping Taste of Home Better Homes and GardensSports Illustrated Local Arts & Leisure Sections Readers Digest New York Times Newspapers and Magazines 12. ADVERTISING: OTHER

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

EVERYBODYSFINE 13. THEATRICAL ATTACHMENTS EVERYBODYSFINE October 23 AmeliaOctober 9 The InformantOctober 2 A Serious Man September 18 The Burning Plain September 11 Whiteout August 21 Worlds Greatest DadAugust 14 The Time Traveler's Wife August 7 Julie & JuliaAugust 7 Cold Souls August 6 Misconceptions Theatrical release date (2009) Movie 14. COMMERCIAL TIE-INS

    • Amtrak
      • Product Placement
      • Station: Posters and Standalones
      • Train:ArriveMagazine

EVERYBODYSFINE 15. TRAILER 16. REASONING

  • Plot set up
  • Family drama (comedic scenes)
  • Highlight well-known actors
  • Create engaging story and interest

EVERYBODYSFINE 17. ONE-SHEETS 18. REASONING

  • Represent main actors
  • Motifs from film
  • Illustrate theme
  • Display tag line

EVERYBODYSFINE 19. 20. 21. DISTRIBUTION 22. POTENTIAL DISTRIBUTION METHODS

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

EVERYBODYSFINE 23. WIDE DISTRIBUTION

  • Pros
    • Large Reach
    • Potential for Large Opening Weekend
  • Cons
    • Still Very Expensive
    • Marketing Very Important and Expensive

EVERYBODYSFINE 24. WHY WIDE?

  • Star Power!
    • Robert De Niro
    • Drew Barrymore
    • Kate Beckinsale
  • Original Film Has Generally Good Reviews

EVERYBODYSFINE 25. WHY FALL?

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

EVERYBODYSFINE 26. 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
    • 2012andMr. Fox

EVERYBODYSFINE 27. 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 - $18 M
  • Poor :Average per screen at $4,000-;
  • ExpectedGross $12M-

EVERYBODYSFINE 28. PERFORMANCE & BUDGET 29. COMPARABLE FILMS Year Title Similarities Budget US BO Intl BO 1993 Whats 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 Beckinsale Rockwell N/A $402k $411k 30. PROJECTED PERFORMANCE

  • Everybodys Fine (2009)
    • $30 million domestic opening weekend
    • $60 million total domestic box office
    • $110 million worldwide box office

EVERYBODYSFINE 31. BUDGET

  • Production Budget
    • $45 Million
  • Promotional Budget
    • $40 Million
      • Prints
      • Commercials
      • Other Promotions/Advertisements

EVERYBODYSFINE 32. CONCLUSIONS

  • Emphasis on females over 25
  • Star cast
  • Far-reaching publicity and advertising
  • Mid-November release date

EVERYBODYSFINE