6. positioning statement
MPAA Rating PG
GENRE Comedy
overview
tagline when in doubt, befriend your awkward neighbor
Plagued by a bout of writer’s block, an emotionally detached novelist grows agitated when her socially
incompetent neighbor interrupts her creative flow with a plea for help in finding his dog, Twinkie. Little
does she know, this unwarranted interaction could be the much-needed inspiration she needs, both
professionally and personally.
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7. W
hile in the process of drafting her fourth book, published novelist Miranda comes to a
terrifying realization – she has no conceptualization of true friendship. With a deadline
approaching and a cynical mindset to overcome, Miranda racks her brain for any
semblance of emotional attachments she may have to others.
Suddenly, a knock on the door pulls Miranda further into her agitated state. Miranda’s zany
next-door-neighbor, Arnold, is in search of his dog and insists that she join him. Despite her
obvious annoyance, Arnold invites himself in.
After what seems like hours of feigning interest in their forced conversations, Miranda grows
fond of her neighbor. Through their interactions and an unfortunate confession on Arnold’s
behalf, Miranda comes to understand friendship in its many forms. Because of this, she is able
to beat the clock while fostering a newfound relationship.
SYNOPSIS
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8. Relatable story
The main characters demonstrate a wide range
of emotions and experiences that resonate with
audiences, including loneliness, frustration,
mourning a pet, etc.
Audiences are naturally drawn to films about
animals or films that incorporate animal
themes into their plot.
great title
The film’s title is short and intriguing, which will
spark curiosity within audiences. This heightened
interest will prompt audiences to see the film.
RAting
The film’s PG rating allows for a wider
audience, and ultimately, more revenue.
opportunities
dogs
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9. unknown cast
Because audiences may be unfamiliar with the cast, it may be difficult to
motivate them to see the film.
lack of romance
While the film’s target audience is primarily female, they may be less inclined to
watch a movie that is solely friendship-based in nature.
Targeted GENRE
While men are already more unlikely than their female counterparts to see the
film, its lack of action and violent themes may further deter them from doing so.
OBSTACLES
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10. Females 18-25primary
Females 13-17Secondary
fans of indie light comedyTertiary
These women are college educated, employed part- or full-time and financially dependent. They are most likely
American, and come from a variety of ethnic and racial backgrounds. They work in large cities.
These girls are high school educated, unemployed, and financially dependent upon their
parents. They live in suburban America and come from a variety of ethnic and racial backgrounds.
Comprised of both males and females, this group enjoys films that are feel-good and but carry an important
message. Their favorite movies include Juno, Easy A, and Little Miss Sunshine. While watching these films, they
find themselves rooting for the underdog. They are socially aware and compassionate toward other people.
Psychographics: goal-oriented, find fulfillment in their careers, don’t always have time for romantic
relationships, enjoy movie nights with their friends when their schedules allow
Psychographics: enjoy lighthearted romantic comedies, value spending time with tight-knit
group of friends
TARGET AUDIENCES
14. FILM FESTIVALS
Focused on calling attention to the “best of the human spirit” through storytelling,
Heartland Film Festival encourages attendees to celebrate positively impactful films.
Commonalities between past winners and Twinkie are easily spotted, as both achieve a
balance of comedic and inspirational elements. Also, Twinkie’s incorporation of motifs
characteristic of “family” films, such as friendship and compassion, makes it a perfect
contender for Heartland’s intimate and hospitable atmosphere.
HEARTLAND FILM FESTIVAL
Hollyshorts showcases innovative short films while offering budding filmmakers the
opportunity to network with all in attendance. Hollyshorts and Twinkie are perfectly com-
patible, in that many past winners belonging to the comedy genre incorporate similar
creative elements into their films. These creative elements will resonate greatly with fans of
light comedy independent films. Furthermore, the festival’s appeal to a wide variety of
people would attract audiences from a variety of demographics.
HOLLYSHORTS FILM FESTIVAL
Based in Los Angeles, CA, LA Femme International Film Festival highlights empowering,
relevant, and “commercially viable” films written, produced, and directed by women.
Because Twinkie was created by women and is heavily geared toward female audiences, LA
Femme is the perfect platform for the film’s debut. Although the festival primarily celebrates
emerging women in film, it also attracts a hugely diverse audience. This means more expo-
surefrom varying audiences for Twinkie.
LA FEMME INTERNATIONAL FILM FESTIVAL
15. Marketing AcTIVITIES
As soon as guests arrive, they will notice a series of paw prints on the
ground. Unbeknownst to them, these prints are beckoning them in the
direction of Twinkie’s promotional booth. Along their journey, guests
will be bombarded with “Lost Dog” posters plastered around the venue.
Together, these interactive marketing tactics will spark curiosity within
guests, and compel them to investigate further.
Once at the promotional booth, guests will be met with a meet and greet
like no other - a puppy petting zoo. Guests will have the opportunity to
play with and snap photos of their puppy pals, using the Twinkie
geotags on Snapchat. These will promote the film both within and
outside the festival, as guests are likely to publish their photos for all to
see on their social media accounts.
OPERATION PAW PRINT
Puppy petting zoo
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16. MARKETING ACTIVITIES
twinkie
twinkie
twinkie
While at the booth itself, guests can socialize with the cast and crew members and pick up free swag, ranging anywhere from bone-shaped
stress balls to journals to matching friendship bracelets - one fit for a human, the other a pendant for their pooch’s collar. This tactic ties into
the film’s big idea of redefining friendship as a bond not strictly experienced by humans.
meet-and-greet / merch
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18. CREW BIOGRAPHIES
DIRECTOR NOUR OUBEID
PRODUCTION DESIGNER ASHLEY KRON
It was quite the story when Nour, a then-freshman business student at UC
Riverside, publicized her hermetic dream of pursuing filmmaking. She is drawn
to the collaborative nature of the entertainment industry, and works toward
exploring the nuances of human connection, as well as becoming Robert
Downey Jr.’s apprentice. She is currently in her junior year Chapman University
and emphasizes in directing. And although she has worked on a number of short
films with friends, this is Nour’s first time leading a team on a production of this
scale.
Ashley Kron is a film student from Long Beach, California. She discovered her
love for filmmaking while creating zombie movies in the backyard with her
sister, and is now a junior film student with an emphasis in directing at
Chapman University. She loves production design as well as creative
collaboration, and she hopes to one day become an independent writer-director.
She would also love to live in a mansion made of gold.
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19. CAST BIOGRAPHIES
ELLIOTT MAYER “ARNOLD”
MARINA SHTELEN “MIRANDA”
Originally from New York City, Elliott Mayer is a trained actor who has gained
experience performing in award-winning films and television programs. Most
notably, Mayer has been cast in programs such as Law & Order and Tyler Perry’s
The Have and Have Nots.
Marina Shtelen is a trained actor from the UK and the Midwest, performing in
on-stage roles in Chicago, Cleveland and abroad (ranging from classical
Shakespeare to contemporary plays). Marina then segued to the small screen,
appearing in feature films and television.
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24. TARGET DISTRIBUTORS
From a visual perspective, past films distributed by A24 and Twinkie share
similar artistic approaches. Both exude characteristics typical of arthouse films - bold
color palettes and experimental cinematic techniques, to name a couple. In regards to
the films’ content, their style of storytelling is raw, in that it highlights genuine human
emotion.
A24
Twinkie and past films distributed under Fox Searchlight Pictures are very alike, in that
they employ many of the same stylistic choices, visually. Fox Searchlight comedies can
be differentiated by their vivid, monochromatic color schemes, something that Twinkie
accomplishes with its production design and coloring. Furthermore, Fox Searchlight
comedies are known for their artistry in combining both quirky, lighthearted humor
with inspiring themes in order to create stories that have the power to resonate with
audiences of all ages.
Similar films: Juno, Little Miss Sunshine, Me, Earl, and the Dying Girl
The Weinstein Company distributes films belonging to a wide selection of genres, which
would help Twinkie in appealing to each of its target audiences. Films such as Sing Street
and Submarine cater specifically to fans of independent light comedy, yet films such as
Silver Linings Playbook cater to Twinkie’s primary and secondary audiences - females
between the ages of 13-25, collectively. If distributed by the Weinstein Company,
Twinkie would gain wide exposure from audiences of all ages.
FOX SEARCHLIGHT PICTURES
THE WEINSTEIN COMPANY
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25. research
film school screenings
Twinkie will first host pre-screenings at influential film schools in both Southern California and New York City in order to generate positive word
of mouth surrounding the film, its story, its characters, and more. To further assess our audiences’ initial reactions and feedback, we will
distribute post-screening surveys to be completed and handed in upon our guests’ departure. With this consumer insight, we will be able to
measure the efficiency of our marketing strategies and adjust accordingly.
focus groups
Additionally, focus groups will be conducted to
better analyze the perceptions our target
audiences have of Twinkie’s marketing strategy. We
will test the film’s trailer and key art for relatability
and playability. This primary research will allow
us to revisit and revise already existing marketing
materials in order to make for a more engaging
experience.
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UCLA
chapman university
USC
calarts
American film institute
NYU
28. researchRelease STRATEGY
Twinkie will be a platform release, opening on 100 screens in Los Angeles and New York City. Once positive word of mouth is generated and the
campaign gains momentum, Twinkie will be introduced to screens in other major cities across the United States before eventually expanding into
a wide release at 1000 screens nationwide.
PLATFORM RELEASE
Wide release
Limited release
RELEASE DATES
Limited: August 4, 2017
Wide: August 11, 2017
cities
Los Angeles, CA
New York City, New York
San Diego, CA
San Francisco, CA
Seattle, WA
Chicago, IL
Phoenix, AZ
Miami, FL
Houston, TX
Boston, MA
29. COMPETITIVE ENVIRONMENT
CHiPS ActionBlazing Samurai Adventure
Emoji Movie: Express yourself Adventure
the coldest city thriller
The Dark Tower Western
July 28, 2017 August 4, 2017 August 11, 2017
twinkie comedytwinkie comedy
baby driver thriller
counterprogramming
Twinkie will be counterprogrammed against upcoming films belonging to the thriller, action, and adventure genres. Because Twinkie’s target
audiences consist primarily of comedy enthusiasts and women who are less likey than men to see films belonging to the aforementioned genres,
this method is expected to increase Twinkie’s audience size. While thriller/suspense films are typically more popular among female audiences, the
films in this category do not pose the same threat as the abundance of comedy films to be released in July. Overall competition will be very low
during Twinkie’s runtime.
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30. creative advertising
Public transportation
Because our primary audience is composed primarily of young professionals
working in metropolitan cities, it only makes sense to place Twinkie’s creative in
populous public transportation centers, such as bus shelters and subway
stations. All signage will contain a QR code that, when scanned with a
smartphone, will redirect users to the official Twinkie trailer for their viewing
pleasure.
When placing our bus stop advertisements, we plan on taking an experimental
route that will make a profound statement about Twinkie and reinforce its big
idea - redefining friendship. At select bus shelters, we will do away with typical
bench-style seating and replace it with only two conjoined seats. In doing this,
we will eliminate the common practice of physically and emotionally
distancing ourselves from unfamiliar faces. Positioned on the bus shelter itself
will be a pice of key art along with the film’s tagline. Overall, the bus shelter will
be dressed up in hues that correspond to the film’s color palette, as a way to
induce curiosity within passersby.
bus shelters
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31. creative advertising
digital out-of-home
Based on the understanding that teenagers typically
have more time allocated to leisurely activities than
their young professional counterparts, we will be
installing digital signage in shopping malls to grab
their attention. The creative itself will be an Obscure
Dog Name Generator that allows guests to text their
full names to the phone number displayed on the
screen. Within a matter of seconds of receiving the
text, the signage will assign guests their own
personalized dog name - a peculiar one, at that. This
level of interactivity is memorable and will establish a
strong positive brand image of Twinkie in the eyes of
its consumers.
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32. creative advertising
billboards
In the weeks leading up to the film’s release, billboard advertisements will
be targeted in high-traffic areas so as to maximize the film’s visibility to
young professionals while they make their daily commutes.
PRINT magazines
We will also insert print advertisements in a variety of magazines whose fan
followings are comparable to ours in regards to their demographic and
psychographic backgrounds. This will ensure that our message will be, not only
seen, but received by readers.
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33. media strategy
Due to an upward trend in non-traditional media consumption among our target audiences, we will allocate
more of our media dollars toward digital channels. However, due to the fact that our target audiences are high
consumers of outdoor and television advertisements, we will continue to invest good money in these traditional
media, specifically.
DIGITALradio PRINT TV outdoortheater
overview
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34. DIGITAL
sponsored posts
Because we live in a digital world in which social media platforms are increasingly popular
among the milennial generation, we see it necessary to incorporate promoted and
sponsored Instagram, Twitter, and Facebook posts into our overall media plan. These posts
will spark engagement from users and expand the reach of our content on a global scale.
360 AV content
In order to immerse our followers into the world of Twinkie, we will upload 360
audiovisual content (that will closely mimic that of our promotional VR stunts) to the
film’s official Facebook page. Because virtual and augmented reality are rapidly
developing, this will give our audiences a reason to stop, stay, and interact with our
content - without even leaving the comfort of their homes.
youtube advertisements
To further target our audiences via digital outlets, we will invest in YouTube
advertisements and banners that will appear before and during videos, respectively.
While audiences have the ability to dismiss these messages, this tactic remains effective,
in that it allows us to reach specific segments based on topics, keywords, and
demographics. Furthermore, YouTube will enable us to pimpoint our marketing success
with specific audiences through YouTube Analytics.
35. digital
snapchat filters
VOD advertisements
The week of the film’s initial release we will invest in interactive Snapchat filters
that will further expose our film to our target audiences, and beyond. Users will
be able to share their photos with friends and upload them to their Snapchat
Story, facilitating invaluable word of mouth marketing that will get people in
seats on opening weekend.
Although our target audiences are light consumers of traditional television,
they are heavy consumers of online streaming services, such as Hulu, Netflix,
Amazon, and HBO GO. Therefore, it is necessary that we reach them through
this digital medium. Before the film’s release, viewers will see advertisements for
Twinkie during commercial breaks on Hulu - a streaming site that airs television
programs that fall under our list of targeted programs.
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36. Television
overview
While we will prioritize digital streaming sites over traditional television, we will air :30 and :60 advertisements
for Twinkie during prime time slots, with a focus on comedy programs. We feel the shows pictured below and
Twinkie are similar, in that they possess common themes, characters, and comedic styles.
Television programs such as Jane the Virgin, New Girl, and Saturday Night Live are very versatile, in that they are
popular among members belonging to both our primary and secondary audiences. On the other hand, niche
shows with sarcastic and satirical humor, such as It’s Always Sunny in Philadephia and the independently-owned
Portlandia will entice our tertiary audience.
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37. in-theater
STANDEES
Aside from screening the official
Twinkie trailer and displaying movie
posters and banners, we will install
interactive standees that communicate
the overarching message of the film
through their creative execution. The
premise is this: four colorful
cardboard cubes with the ability to
swivel on a horizontal axis will be
stacked one upon the other like large
building blocks. On each side of these
cubes will be images of key characters
from the film - Arnold, Miranda, Tom,
and Twinkie. When rotated, guests
will be able to “construct” their ideal
best friend with attributes from each
respective character. This hands-on
experience is sure to elicit a chuckle
from moviegoers.
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38. print
overview
We will invest in full-page advertisements in magazines we feel will reach each of our target audiences based on their inter-
ests, attitudes, and beliefs. Due to their demanding schedules, members of our primary audience are likely to sunscribe to
quick-but-interesting reads about the entertainment industry, such as Entertainment Weekly, Variety, and Vanity Fair. On the
other hand, our younger audience members with an interest in articles about friendship and celebrities are likely to be
consumers of Teen Vogue and Seventeen. Lastly, our tertiary audience is likely to subscribe to The New Yorker, as they are
politically-minded, opinionated, and have an inclination for staying informed about current events and political happenings.
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39. radio
streaming services
With traditional radio decreasing in popularity among younger audiences and digital streaming services
on the rise, it is crucial that we prioritize the latter. While users with paid subscriptions to Spotify are
not subject to advertisements, 70 million out of the 100 million users are unpaid subscribers. By placing
audiovisual advertisements for Twinkie on Spotify, we would achieve vast coverage with audiences from a
variety of diverse backgrounds.
traditional radio
So as to not completely discount traditional radio, we will air
advertisements on top hit music stations in California, New York, and
Chicago - three of the major cities in which Twinkie will be released. This
method will be effective, considering the stations’ geographic locations,
levels of credibility, and high listenership across varying demographics.
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40. market research
pre-release
post-release
overview
To ensure that our marketing strategies adequately reach our target audiences, we will conduct market research as a way of understanding consumer
attitudes and reception to the film. Prior to the film’s release, will closely follow tracking studies to measure Twinkie’s rank in comparison to other
upcoming films. These studies will facilitate our own understanding of those who express interest in the film, and to what degree. Upon the film’s
release, we will assess our marketing successes based on box office sales, social media impressions, and overall online engagement.
Focus groups
Pre-screening surveys
Tracking
Box office sales
Media impressions
Webpage clicks and views
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41. publicity
overview
Because a film’s publicity campaign is vital to its success, we plan on grathering and delivering valuable assets in exchange for press coverage.
We will seek out credible media outlets whose audiences are likely to parellel Twinkie’s in order to ensure all young professional women, teenage
girls, and independent comedy lovers perceive our film as a must-see, and eagerly await its release.
Our press kits will be comprised of a pitch letter and a bone-shaped USB drive loaded with the official Twinkie trailer, behind-the scenes footage,
photography, cast interviews, and more. They will also include formal invitations to attend exclusive press screenings of the film and press
junkets, both at which attendees will receive complementary food, refreshments, goody bags, and more. These events will provide publicists with
the opportunity to meet and interview our talent, all of whom will be in attendance to promote the film.
press kit electronic press kit
Pitch letter
Film overview
Synopsis and positioning statement
Cast/crew biographies
Photography
Contact information
Links to website and social media accounts
Invitation to press screenings
Invitation to press junkets
All assets included in press kit
Film trailer
Cast/crew interviews
Behind-the-scenes footage
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42. print And Tv publicity
independent outlets
Because the film will begin as a platform
release, we will first reach out to independent
entertainment news outlets, such as IFC and
Indiewire prior to its initial release.
mainstream outlets
Once the film has gained traction with these sources, we will extend
our pitches to the mainstream media and consequently schedule cast
interviews and guest appearances on talk shows such as The Ellen
Degeneres Show and The Tonight Show starring Jimmy Fallon. By the
time the film has expanded into a wide release, we will have secured
positive publicity from publications that further appeal to our
audiences, such as Entertainment Weekly, Deadline, Variety,
Seventeen, and Teen Vogue.
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43. online publicity
Buzzfeed
While we will gain online publicity through media
sources that have online publications, we will pitch the film
to Buzzfeed, an online entertainment company typified by
its shareable, viral content. Due to Buzzfeed’s prevalence
within the teenage girl and young adult audiences,
film-related content in the form of movie reviews and
interactive character quizzes would appeal immensely to
Twinkie’s secondary and even primary audiences. This
engagement from users will increase the film’s coverage
across an expansive online community.
What Obscure Animal Are You Based On Your
Friendship Style?
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44. promotions
overview
Our overall promotional strategy leading up to Twinkie’s premiere will be vast in its reach. Although the film’s target audiences primarily consist of
women, our marketing efforts will operate on a much larger scale to secure a diverse following from those who maintain an active online presence
or have a soft spot for animals. We are going to achieve the perfect balance of communicating the film’s central theme and implementing a strategy
that anyone can find relatable.
nationalregional
so cal corgi beach day
Organized by So Cal Corgi Nation and hosted by Mr. Pickles
the corgi, So Cal Corgi Beach Day is an event characterized by
doggy meet-and-greets, games, giveaways, contests, and more.
Although Twinkie isn’t a “dog movie,” using this event as a
marketing platform would expose thousands of people from
across the world to the film. At the event, we will set up a booth
at which we will distribute free promotional merchandise that
humans and dogs alike will enjoy - dog treats, bone-shaped
stress balls, journals, coffee mugs, and matching friendship
bracelets/dogtags.
amazon - national best friend day
In order to communicate the film’s overarching theme of
friendship, we will team up with Amazon on June 6, 2017 to
celebrate National Best Friend Day. On this day, we will
encourage users to show their appreciation for their closest pals
with discounted gifts. When customers enter the promo code
“TWINKIEFILM” at checkout, they will receive 30% off their
entire purchase, as well as free shipping. This limited-time event
will be advertised on the Amazon landing page and also in the
form of Facebook advertisements.
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45. promotions
Apple find my furry friends
We will also partner up with a brand known to be treasured by young professionals, teenagers, and film connoisseurs alike. For a limited time only,
the Find My Friends function on Apple products will be converted to “Find My Furry Friends.” The app’s interface will undergo a drastic
transformation, applying Twinkie’s vibrant color palette to its overall design and swapping all your friends’ photo IDs for photos of cute critters of
all sorts. While the app will still accurately disclose your friends’ whereabouts, it will provide users with false descriptions of their current activities,
such as “sniffing another dog’s butt” or “picking a fight with the neighbor’s cat.” Located on the app will also be links to Twinkie’s official social
media accounts as well as a widget that allows users to watch Twinkie trailer, in-app. This hilarious promotion will be completely
unannounced and is guaranteed to spark word of mouth marketing among our audiences.
petsmart Twinkie Treats / VR
As a way of marketing our film in-stores, we will team up with nationally recognized pet
store, Petsmart, and create a line of Twinkie dog treats to be featured at the store’s Treat
Bar. Twinkie Treats will be labeled as such and featured in an array of colors that stay true
to the film’s creative strategy. Throughout the promotional period, shoppers who purchase
Twinkie Treats will be entered into a sweepstakes - select winners and their guests will be
flown to Los Angeles for the red carpet premiere of Twinkie.
Nearby, a virtual reality experience invites shoppers to immerse themselves
into the world of Twinkie, in which they can search for Twinkie,
exploring Miranda’s house along the way.
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46. internet marketing
twinkiefilm.com
The official Twinkie website will serve as the focal point for Twinkie’s marketing plan, as all information pertaining to the film will live here -
character biographies, high-resolution movie stills, ticketing information, trailers,official social media accounts, and downloadable content, such
as digital wallpapers.
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47. social media
facebook twinkie film
In addition to using Facebook as a vehicle for sponsored
advertising, we will use the medium as a hub for all
information regarding Twinkie. The official Facebook page
will be updated regularly with screening information,
teaser trailers, and behind-the-scenes content to engage
users.
Twitter @twinkiefilm
Similarly to our Facebook page, the official Twinkie Twitter
account will keep fans up-to-date on newly released
screening/ticketing information, teaser trailers, and
behind-the-scenes content. From here, fans will also be able
to find links to key cast guest appearances and talent
interviews conducted by the press. Before and after the
film’s release, we will arrange cast takeovers
(#TwinkieTakeover), during which Marina Shtelen and
Elliott Mayer will manage the account, giving fans the
opportunity for fans to interact with them, and tweet in
their questions.
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48. social media
Tumblr arnoldwrites
ArnoldWrites will be a day-in-the-life blog whose posts will
be written in the style of Arnold, the awkward next-door-
neighbor. Posts will detail his everyday interactions in the
form of rebloggable content - relatable how-to advice
columns, uncomfortable-yet-somehow-charming selfies,
and short stories inspired by his novelist neighbor,
Miranda. The character’s quirky personality and comedic
style will become multidimensional and truly give readers a
sneak preview into his life before having seen the movie. In
order to drive traffic to this site, its link will be advertised
on our various other social media channels.
instagram @twinkiefilm
The official Twinkie Instagram account will host behind-
the-scenes photo and video content, teaser trailers, cast/
crew interviews, and key art, all of which will familiarize
fans with the film itself as well as those involved in its
creation. To further our holistic online marketing
approach, we will integrate links to other information
regarding the film’s release in our Instagram captions.
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