Green Lantern Cross Promotions
Final Project Presentation by Sam Kusek
Part 1: Background: Industry
                      Overview
 Comic-book film
  marketing is growing,
  with several “dark...
Part 1:
Competitive Overview
       Marvel is releasing 4
        movies in 2010-
        2011, ending in a
        cross...
Part 1: Goals and Objectives
 To raise awareness of Green Lantern and
  DC as viable brands.
 $600M in total sales World...
Part 1: Ways to Measure
                    Success of Goals
 To measure pre and
  post awareness of DC
  and GL as Brand...
Part 1: SWOT
Strengths                                        Weaknesses
   • P r e - e xisting fan base that have been   ...
Part 1: Positioning Statement
Featuring an all-star cast and in-
 depth story, Green Lantern is what
 comic-book fans and...
Part 1: Target Audience:
                     Primary Target
 18-24 Males.
 Previous knowledge of
  Green Lantern; avid
...
Part 1: Target Audience:
       Secondary Target
          8-14 Males.
          Younger fans who
           don’t reall...
Part 1: Target Audience:
                   Tertiary Target
 15-32 Males and
  Females who aren’t
  extreme fans but
  en...
Part 1:Tone and Style
      Action-Packed
      Thrilling.
      Emotional (some
       tear-jerking
       moments.)
 ...
Part 2: Creative Elements and
                       Media
Part 2: Creative Elements and
                 Media: Key Art
 Trailer: Creates the     Posters: Two different
  right e...
Part 2: Image from the Trailer
Part 2: Posters
Part 2: Proposed Messaging
 The Title “Green Lantern” and the Tagline,
  “Where there’s a Will, there’s a Way!” will
  be...
Part 2: Digital/Direct to
           Consumer Campaign
Banner: Same images as traditional
 poster, ending with title, log...
Part 2: Digital/Direct to
         Consumer Campaign Cont.
 Online Social Media:
    Facebook:
        Exclusive prod. ...
Part 2: Specific Media Buys
 Digital/Online: Banner ad’s will be
  bought on nerd lifestyle blogs, film blogs,
  comic bo...
Part 2: Media Flight Plan
                 Dates
Media            Dec-10 Jan-10 Feb-10 Mar-10 Apr-10 May-10

TV

Online
Pr...
Part 3: Cross Promotions
Part 3: Cross Promotions:
                          Barter
 Giving IP of Hal
  Jordan to Mountain
  Dew for coverage on
 ...
Part 3: Cross Promotions:
          Revenue Stream
           Selling the IP of
            Green Lantern to Six
        ...
Part 3: Cross Promotions:
                            Contest




 Contest, using these 8 rings with be held, asking read...
Part 3: Cross Promotions:
         Twitter Giveaway
           A Re-tweet contest
            will be held via
          ...
Part 4: PR Outreach
Part 4: PR Outreach:
                          Press Tour
 Ryan Reynolds will
  appear on various
  talk shows as Hal
  J...
Part 4: PR Outreach:
UGC/Online Interviews
        Ryan, the Head
         Writer and Director
         will take part in...
Thank You and Stay Green
Upcoming SlideShare
Loading in …5
×

Green Lantern Film Cross Promotions Final Project

3,090 views
2,940 views

Published on

This is a final presentation I gave for my Cross Promotions class during my time in Los Angeles. It encompasses my promotional approaches and ideas for successfully marketing the Green Lantern movie.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
3,090
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
25
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Green Lantern Film Cross Promotions Final Project

  1. 1. Green Lantern Cross Promotions Final Project Presentation by Sam Kusek
  2. 2. Part 1: Background: Industry Overview  Comic-book film marketing is growing, with several “darker” “real” films.  Influx of Direct-to- DVD films.  Trend: Building up a well-known base of characters for cross- over films (ex. Crisis on Two Earths.
  3. 3. Part 1: Competitive Overview  Marvel is releasing 4 movies in 2010- 2011, ending in a cross-over event.  Other competitors include “The Green Hornet”, “Mad Max”, “The Hobbit”, “Alice in Wonderland” etc.
  4. 4. Part 1: Goals and Objectives  To raise awareness of Green Lantern and DC as viable brands.  $600M in total sales Worldwide.  $80M sales during Opening Weekend.  15% increase in Green Lantern book sales.  Green Lantern Books in New York Times “Top 10 Graphic Novel” Section for 5 months.
  5. 5. Part 1: Ways to Measure Success of Goals  To measure pre and post awareness of DC and GL as Brands, exit polls will be taken after viewing.  Comparing expected ticket sales with actual ticket sales.  Keeping track of New York times list and Green Lantern sale numbers.
  6. 6. Part 1: SWOT Strengths Weaknesses • P r e - e xisting fan base that have been o G r e e n Lantern does not have as anticipating the film for years. broad of a reach as other heroes • M a r k e t for Superhero films is at a (Superman, Batman). (Main record high. Concern) • R yan Reynolds stardom is a driving o R yan Reynolds portrayed a popular force for attracting unknown Marvel character, Deadpool, which moviegoe r s . is slated for his own film (Not main concern. ) Opportunities Threats o G e off Johns, head writer of Green o M a r vel has plans to release 3 films Lantern, is taking a very involved featuring popular first-string step in the production of the film. characters, which ultimately leads He could be used to target the fan into a tie in film. DC has no films ba s e . or plans in production right now to o Currently, a Green Lantern-focused combat this . story is running as a Cross- o Deadpool film production could company event in DC. Opportunity tear primary targets attention. (Not for tie-in. a main concern) o R yan Reynolds is well known in Media and has the star power to help push forward reach to a board audienc e .
  7. 7. Part 1: Positioning Statement Featuring an all-star cast and in- depth story, Green Lantern is what comic-book fans and moviegoers alike have been waiting for. Truly an intergalactic thrill ride, Green Lantern gives fans what they want; a wonderful, action-packed look into the world of the emerald crusader.
  8. 8. Part 1: Target Audience: Primary Target  18-24 Males.  Previous knowledge of Green Lantern; avid Comic-book fans.  Influencers in “Nerd Culture”; create a lot of buzz. “Make or break.”  Opinionated about Comics and like to share ideas.
  9. 9. Part 1: Target Audience: Secondary Target  8-14 Males.  Younger fans who don’t really know the character as well. Known through other media.  Unsure of where to get more knowledge but want to learn.
  10. 10. Part 1: Target Audience: Tertiary Target  15-32 Males and Females who aren’t extreme fans but enjoyed the Dark Knight and Iron Man.  Enjoy a good action film and overall theatre experience.
  11. 11. Part 1:Tone and Style Action-Packed Thrilling. Emotional (some tear-jerking moments.) Light humor.
  12. 12. Part 2: Creative Elements and Media
  13. 13. Part 2: Creative Elements and Media: Key Art  Trailer: Creates the  Posters: Two different right emotional effect sets of posters: and portrays the  One set of 4 exclusive Action/Humor posters that will be message well. released via Facebook.  Will be used for  Another set will be the Television, Web, and posters used in In-Theatre promo. Theatres for traditional promotions.
  14. 14. Part 2: Image from the Trailer
  15. 15. Part 2: Posters
  16. 16. Part 2: Proposed Messaging  The Title “Green Lantern” and the Tagline, “Where there’s a Will, there’s a Way!” will be featured on the traditional promotions.  The Oath, “In Brightest Day, In Blackest Night, No Evil shall Escape my Sight. Let those who worships Evil’s Might, Beware my Power! Green Lantern’s Light!” will be featured on the Facebook posters. (Spilt up among all 4.)
  17. 17. Part 2: Digital/Direct to Consumer Campaign Banner: Same images as traditional poster, ending with title, logo and release date of film. Website: Features of the Site include plot page, media page, newsletter, links to social media, and widget for online ticket purchases.
  18. 18. Part 2: Digital/Direct to Consumer Campaign Cont.  Online Social Media:  Facebook:  Exclusive prod. photos.  Engine used to distribute exclusive posters.  Twitter:  Twitter feeds for Ryan, Director, Writer and Film will be featured on the main page of the website. Twitter used for Contest. (Explained later in Cross Promo.)  Email:  Addresses gained through Newsletter sign-ups & Contest Entries.
  19. 19. Part 2: Specific Media Buys  Digital/Online: Banner ad’s will be bought on nerd lifestyle blogs, film blogs, comic book industry sites and Entertainment Weekly.  TV: 30 sec. ad spots will be bought on Fox, CW, Cartoon Network and Syfy.  Print: Full page ad’s will be bought in magazines and comic books.
  20. 20. Part 2: Media Flight Plan Dates Media Dec-10 Jan-10 Feb-10 Mar-10 Apr-10 May-10 TV Online Print (Mag.) Monthly Print (Comics) Weekly Website Launch Search
  21. 21. Part 3: Cross Promotions
  22. 22. Part 3: Cross Promotions: Barter  Giving IP of Hal Jordan to Mountain Dew for coverage on Cans.  What they get: IP of GL, Exclusive right as Film Beverage.  What we get: 1 million impressions via 500,000 Soda Cans.
  23. 23. Part 3: Cross Promotions: Revenue Stream  Selling the IP of Green Lantern to Six Flags, who will construct a theme roller coaster.  What they get: Exclusive Rights to well-known character.  What we get: $1 M for the Likeness and IP.
  24. 24. Part 3: Cross Promotions: Contest  Contest, using these 8 rings with be held, asking readers to let us know what they are so emotional about. Must have read DC comic to own rings/know about the contest and content.  Prize will include a trip to the set, including a walk-on role in the film.
  25. 25. Part 3: Cross Promotions: Twitter Giveaway  A Re-tweet contest will be held via Twitter.  Hand Crafted Rings given out to the Winners.  Pictures of the winners with the rings featured on web site.
  26. 26. Part 4: PR Outreach
  27. 27. Part 4: PR Outreach: Press Tour  Ryan Reynolds will appear on various talk shows as Hal Jordan, in an attempt to educate the General Public about the character, his abilities, and the Green Lantern Mythos on a whole.
  28. 28. Part 4: PR Outreach: UGC/Online Interviews  Ryan, the Head Writer and Director will take part in 2 UGC online video interviews during the course of Filming to keep hardcore fans happy and kept in the film-making process.
  29. 29. Thank You and Stay Green

×