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Everybody's Fine

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  • 1. EVERYBODY’S FINE marketing plan
  • 2. AGENDA
    • Targeting & Positioning
    • Publicity & Advertising
    • Trailers & One-Sheets
    • Distribution
    • Performance
    • Budget
    EVERYBODY’S FINE
  • 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
    EVERYBODY’S FINE
  • 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
    EVERYBODY’S FINE
  • 7. PUBCLICITY & ADVERTISING
  • 8. PUBLICITY
      • TV
        • Early Morning
        • Late Night
      • Press Junket (LA)
      • Long-Lead Press
      • Pre-Screenings
        • Unfavorable reviews
      • Red Carpet (NY)
    EVERYBODY’S FINE
  • 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
    EVERYBODY’S FINE
  • 10. The Big Bang Theory Terminator: The Sarah Connor Chronicles Sons of Anarchy Life on Mars The Daily Show How I Met Your Mother Chuck The Shield Heroes 30 Rock The Office Mad Men Most Popular Primetime Fall TV Shows 2008
  • 11. Time TV Guide Esquire Men’s Health Glamour People Redbook Ladies Home Journal O Family Circle Cosmopolitan Women’s Day News Week Good Housekeeping Taste of Home Better Homes and Gardens Sports Illustrated Local “Arts & Leisure” Sections Reader’s 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
    EVERYBODY’S FINE
  • 13. THEATRICAL ATTACHMENTS EVERYBODY’S FINE October 23 Amelia October 9 The Informant October 2 A Serious Man September 18 The Burning Plain September 11 Whiteout August 21 World’s Greatest Dad August 14 The Time Traveler's Wife August 7 Julie & Julia August 7 Cold Souls August 6 Misconceptions Theatrical release date (2009) Movie
  • 14. COMMERCIAL TIE-INS
      • Amtrak
        • Product Placement
        • Station: Posters and Standalones
        • Train: Arrive Magazine
    EVERYBODY’S FINE
  • 15. TRAILER
  • 16. REASONING
    • Plot set up
    • Family drama (comedic scenes)
    • Highlight well-known actors
    • Create engaging story and interest
    EVERYBODY’S FINE
  • 17. ONE-SHEETS
  • 18. REASONING
    • Represent main actors
    • Motifs from film
    • Illustrate theme
    • Display tag line
    EVERYBODY’S FINE
  • 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
    EVERYBODY’S FINE
  • 23. WIDE DISTRIBUTION
    • Pros
      • Large Reach
      • Potential for Large Opening Weekend
    • Cons
      • Still Very Expensive
      • Marketing Very Important and Expensive
    EVERYBODY’S FINE
  • 24. WHY WIDE?
    • Star Power!
      • Robert De Niro
      • Drew Barrymore
      • Kate Beckinsale
    • Original Film Has Generally Good Reviews
    EVERYBODY’S FINE
  • 25. WHY FALL?
    • Drama
    • Serious
    • Dark Humor
    • Closer to the Holiday Season
    EVERYBODY’S FINE
  • 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
      • 2012 and Mr. Fox
    EVERYBODY’S FINE
  • 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-;
    • Expected Gross $12M-
    EVERYBODY’S FINE
  • 28. PERFORMANCE & BUDGET
  • 29. COMPARABLE FILMS Year 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 Beckinsale Rockwell N/A $402k $411k
  • 30. 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
  • 31. BUDGET
    • Production Budget
      • $45 Million
    • Promotional Budget
      • $40 Million
        • Prints
        • Commercials
        • Other Promotions/Advertisements
    EVERYBODY’S FINE
  • 32. CONCLUSIONS
    • Emphasis on females over 25
    • Star cast
    • Far-reaching publicity and advertising
    • Mid-November release date
    EVERYBODY’S FINE