1. FIELD AGENCY DIRECTIVES
Opening Date: October 21, 2016
Rating: PG-13
Running Time: To be determined
Target Demo: Primary: Men, 35+
Secondary: Lovers of Lee Child and the Jack Reacher series
Synopsis: JACK REACHER: NEVER GO BACK, directed by Edward Zwick, finally makes
its swift kick onto the big screen. Jack Reacher (Tom Cruise), former ex-
military investigator, returns to his unit after a four-year period of leave.
Upon his arrival, he is accused of a 16-year-old’s homicide and finds out
that he might be a father. Reacher’s next plan is to clear his name of
murder and search deeper into his personal life. Of course, he won’t go
down without a fight. In a high-speed chase, Reacher must arrive at the
truth before his old headquarters catches up with him.
Overview: The goal of the JACK REACHER: NEVER GO BACK promotional plan is to
target the first movie’s audience, while also attracting new members to
the next movie in Lee Child’s series.
Reacher has more than just a will to fight in this new movie. Learning
that he might have a child gives this film a new angle, unseen in JACK
REACHER. Reacher encompasses more than just a fighting machine; he
could be a father with a soft side.
Lovers of the first movie will be sure to come back for more, but we need
more than just that. Tom Cruise, the world-renowned actor and star,
should be a huge selling point for the film. Make him as well as other
cast members known in your promotions.
PUBLICITY
MANDATORY: Work to heavily promote the full cast, movie trailer, upcoming events, the
movie’s social networks and website, the first JACK REACHER, etc. Work alongside press in
order to feature the trailer, cast interviews, and anything you believe would be important to
mention to the public regarding the new film. When scheduling with radio, TV, and online

2. publications, leave room for possible additions to the marketing plan in case events and last
minute features need to be promoted.
Materials:
• Press Mailer: Press will have Lee Child’s Jack Reacher book sets delivered to them at the
NYC Junket and press days. Note: There is a limited amount and should therefore be
distributed to our key networks.
• Generic Interviews: Interviews with the cast will be conducted during the NYC junket
and guest appearances on TV and radio.
Events/Publicity Opportunities:
• Press Junket: 10/15-10/16, NYC. Regional Television & Print to take place out of this
press junket. Screenings to be held on junket weekend out of NYC.
Talent participating is as follows:
o Tom Cruise
o Cobie Smulders
o Robert Knepper
o Edward Zwick
o Richard Wenk
o Lee Child
• Premiere: 10/21, NYC. Location and photo selects are still to be determined.
• College Conference Call: Edward Zwick is confirmed for a regional college conference
call. All colleges included should send in their questions for approval to the publicity
department. College publications should be followed up with for transcriptions.
• Television Satellites: Have been set up and will be attending major events and junkets.
• Radio Phoners: Set up a phone call with talent and/or director and producer for the
week of and post opening of the film.
• Reviews: Reviews should start opening day (10/21) with weeklies to follow.
Off-Entertainment Coverage:
• Opening Mentions & Calendar Listings: Secure calendar listings and opening mentions
early. These should be in as many mediums as possible in order to successfully get the
word out.
• Jack Reacher has a military background; pitch a story about the soldiers who fight for
our country. Conduct interviews with soldiers and their families in order to get an inside
look on the struggles they face and what life is like during and after their service.
• Police officers, SWAT teams, military police, and sheriffs have a large role in the Jack
Reacher series and have been heavily watched and commented on by the media. Pitch
a story on the struggles police officers face daily and how the media both hinders and
changes the actions they take out in the field.
• MANDATORY: Write a story on Lee Child and his impressive success as an author.
Feature his Jack Reacher series and the next steps he will be taking in his career.
• Jack Reacher’s strength and agility are tested throughout the film. Pitch a story on the
best workouts that offer great results that do not require a lot of time.

3. • Pitch a story about a prison guard and inquire about the things they see and face when
inside the prison walls. Add any personal stories they have about handling the men and
women behind bars.
• Reacher finds out that he might have a child in the film, but he needs to search deeper
into his personal life to truly discover the truth. Pitch a story about adoption, whether it
entails parents who adopt, the child’s reactions to adoption, or any angle you see fit.
• Sports: Cars and car chases are commonly present in the film. Pitch a story on a famous
racecar driver and include their perspective on the sport, their daily fears, challenges,
lifestyle, and any future plans they may have.
• Sports: Jack Reacher is known for his quick punches and strong endurance. Pitch a story
or feature covering a boxing match. What does it take to be in boxing shape and what is
a boxer’s typical lifestyle.
TALENT/FILMMAKER HOMETOWNS
• Tom Cruise –Syracuse, NY
• Cobie Smulders—Vancouver, Canada
• Robert Knepper—Fremont, OH
• Aldis Hodge—Onslow County, NC
• Holt McCallany—New York, NY
• Patrick, Heusinger—Jacksonville, FL
• Danika Yarosh—Morristown, NJ
• Edward Zwick—Chicago, IL
• Richard Wenk—Plainfield, NJ
• Marshall Herskovitz—Philadelphia, PA
SCREENINGS
IMPORTANT: Fill screenings with appropriate press and be sure to cover reactions of those in
attendance.
• Trade Screenings: Press should not be in attendance.
• Junket Press Screenings: Press in attendance at the junket in NYC will see the film.
• All other Press: To be incorporated into your WOM or Promo Screenings.
• Promo Screenings: Major press, television, publications, online, and event retail
partners should be present at these promotional screenings. Passes will be given out to
the general public and reactions will be mandatory. Make sure these screenings are
displayed in the largest screening rooms available and that the audience is being taped
at each.
• WOM Screenings: In these early screenings you may invite press and appropriate
groups and organizations targeting our demographic.

4. • Military Screenings: Like the JACK REACHER directives, we are currently trying to secure
dates for a military screening. Stay tuned for more information about this.
• Reacher Creature Screenings: The screenings filled by bofobo for JACK REACHER went
extremely well. Therefore, we are going to have another series of screenings for Lee
Child’s fans, “Reacher Creaters” in LA, NYC, San Francisco, and Chicago. Invite lists
should be made and press and bookstore representatives should be in attendance.
• Sports Screenings: Athletes and/or professional sports teams will have screening passes
made available to them. These screenings will be private and press will not be in
attendance. Stay tuned to for the invite lists and screening dates.
• African American: Please incorporate these partners into your promo screenings,
promotional activities and WOM/grass roots outreach.
• Hispanic Screenings: Please incorporate these partners into your promo screenings,
promotional activities and WOM/grass roots outreach.
MEDIA PARTNERS
When working with our media partners, we are looking to put out on social media new and
innovative ideas that encompass the action, thrill, and drama JACK REACHER: NEVER GO BACK
offers to its audience. Use the promotional items and promotional screening passes to
encourage the public to get excited to see the movie. We want our media partners to target all
age groups through their campaigns, which might include partnering with retailers or outlets to
gain awareness for the film.
• Print Promotions: Major Dailies (Lifestyle & Sports), Suburban Dailies, Weeklies,
Alternatives, etc.
• Television: Both network and cable
• Radio: Target radio stations with male appeal and work to feature the cast and audio of
the trailer.
• Online: Focus on online features and secure online partners early.
• College: Reach out to colleges early in order to get features and events squared away.
• African American Media Partners: Have these media partners present in the
promotional screenings. Have them tape reactions for features of the film.
• Hispanic Media Partners: Have these media partners present in the promotional
screenings. Have them tape reactions for features of the film.
• Premiere Tickets: As incentives for participating in events and radio calls, there will be a
limited amount of premiere tickets available for distribution. Work with managers in
order to give these out as well as the details for the night.
LOCAL PROMOTIONS
Additional promotional ideas include:

5. • College Events/Programs: Find college outlets to partner with during the promotions.
Feature the film during on campus events, tailgates, homecoming, holidays, etc. Interact
with the students and plan events that encompass all age groups.
• Radio Call-Ins: Use radio time to promote the movie and its cast in fun and assuming
ways! Have listeners call in to play games such as “Name as many Tom Cruise movies as
you can in under 10 seconds” or “Call-in your best Tom Cruise impressions.” Winners
will get promotional items.
• On-air Flyaway Promotions: Call-in to play two themed games to win a trip to a
destination you wish you could “Always Go Back” to. First, call-in to talk about the
worst trip you have ever been on or a destination where you will “Never Go Back.”
Second, call-in your best Tom Cruise voice impression.
• Event: Partner with a sporting arena (Staples Center, Dodger Stadium, etc.) to host an
event both outside and inside with booths, raffles, and promotional games for all people
attending either a game or concert. Participants can win promotional items and
possibly premiere passes.
• Event: Media Promotion: Host a Tom Cruise movie promotion day. Have posters,
promotional items, DVDs, autographed mini posters, etc. from previous Tom Cruise
movies and JACK REACHER: NEVER GO BACK. In order for the event to run smoothly and
successfully, create an invite list.
• Print Promotion: Put a page of quizzes, crossword puzzles, Sudoku puzzles, and word
jumbles that relate to Jack Reacher and his mysterious, defensive, quick-witted
personality in a print publication. Add cast bios and quotes in order to promote the cast
while also creating an interactive and engaging portion for readers.
• Work with local bars in order to host bartending classes before a planned JACK
REACHER: NEVER GO BACK bar event.
COLLEGE PROMOTIONS
It is MANDATORY to target a college audience. In order to successfully promote the movie,
attend any and all activities taking place on college campuses. Partner with greek life, the
football office (and/or sporting offices), student government, ROTC clubs, wrestling/boxing
clubs, and college gyms in order to plan events and distribute promotional gear. Encourage
college publications to write features on the film and have their features tie in an extra social
media promotion (Instagram or Facebook contest).
ONLINE PROMOTIONS
Work with both college publications and online calendars to promote the movie’s release date
and any promotional events coming up. Include cast information as well as the movie’s title
treatment in any listings. Through features, promotional giveaways, and planned events, notify
readers and attendees to participate in any social media contests.
NATIONAL PROMOTIONS

6. We need to make sure that there are no major overlaps between the social media contests
when working with our national partners. It is important that the planned ideas, events, and
promotions are extremely unique and stand out to the public. These need to be different than
the JACK REACHER promotions. We want this movie to be highlighted in the best and unique
way possible in order to draw the most attention to it.
National Magazines:
CONFIRMED:
· Entertainment Weekly
ADDITIONAL TIE INS – LOCAL EVENTS/RETAIL TIE-INS
On a local level, you should aggressively distribute items at appropriate events (especially large
conventions/concerts/sporting events with large attendances), retail and to appropriate WOM
groups/organizations. Concentrate efforts on working with local retailers to secure prizing (i.e.
gift certificates) as well as help with ticket distribution. Ideas include:
Below is a list of possible partners, local retailers, and ideas for events, where promotional gear
should be distributed to those who attend.
• College Print, Radio, TV, Online
• College Residence Halls
• Sororities and Fraternities
• College Dining Halls
• College Calendars and Bulletins
• College Libraries
• ROTC Clubs
• Wrestling Clubs
• Army Recruitment Centers
• Sporting Clubs/ Intermural Sporting Groups
• Stadiums/Arenas
• Tailgates and Sporting Events
• Concert Venues
• NASCAR, Racing Events
• Local Gyms
• Video Stores
• Arcades
• Local Restaurants
• Grocery Stores/ Farmers Markets
• Car Show Rooms
• Gas Stations/Auto Body Shops
• Car Dealerships
• Bike Shops
• Sporting Good Stores

7. • Sporting Activity Companies (Kayaking, paddle boarding, hiking, etc.)
• Gun Shows
• Boxing Matches
• Shooting Ranges
• Barber Shops/ Hair Salons
• Local Hiking Trails/Parks
• Outdoor Malls
The above groups are also essential to include in your promotional screenings!
ITEMS
Promotional Items should be distributed at any and all events.
• Multiport Chargers
• Drawstring Backpacks
• Key Chains
• Reusable Water Bottles
• Adhesive Sticker Back Cover Card Holder
• Beanies
• Coasters
• Mini Posters
*Note: At junkets and other events with the cast present, have mini posters and other
promotional gear signed for the radio, social media, and event giveaways.
WEBSITE
JackReacherMovie.com