2. Table of Content
PHASE 1: OVERVIEW
Positioning Statement 5
Sypnosis 5
Tagline & The Big Idea 7
Target Audiences 8
Marketing Opportunities 9
Marketing Obstacles 10
PHASE 2: FILM FESTIVALS
Film Festival Strategy 12
Target Festivals 13-14
Festival Kit 15-22
Festival Marketing 23-24
PHASE 3: BUSINESS STRATEGY
Distribution Strategy 26
Target Distributors 27-28
PHASE 4: CONSUMER STRATEGY
Release Strategy 29-32
Creative Strategy 33-35
Media Strategy 36
Market Research 37
Public Relations 38-40
Partnerships 41-42
Online Marketing 43-44
3. 2
Executive Summary
Tzu-Yang Chen’s directorial debut, Autumn River, is a transcontinental and multilingual drama about metanoia. Following
Masaru, a Japanese-American astronomy professor, the film unfolds how he deals with the haunting memories from his past life
as he navigates through a mid-life crisis. Peculiar, intriguing and sentimental -- the drama Autumn River weighs past and
present, family and self on the irreversible scale of life.
As the movie focuses on reincarnation with a heavy Asian-inspired content, the target audiences are mainly middle-aged adults
and Asian adults. This helps the film to fit in nicely with local cultural film festivals that are beneficial to its credibility.
Due to its niche content, Autumn River requires influential distributors who are knowledgeable in handling independent and
non-English speaking films. For the same reason, a platform release starting in metropolitan cities with the largest Asian
populations is the most efficient way to release the film.
In theaters, Autumn River’s unique focus helps the film to stand out among its competitors in November 2017. Moreover, its rare
multicultural cast and crew provide an appealing angle to pitch the film to the media. The film’s unusual focus and non-English
dialogues may prevent it from being a mainstream hit, but its intriguing themes inspire various creative marketing activities,
promising positive turnouts for the film.
Uyen Nguyen
5. Director | Tzu-Yang Chen
Producer | Daniel Greenstreet
Genre | Drama
Rating | PG-13
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6. Positioning Statement Following Masaru’s mid-life crisis and his struggles with the haunting
memories from his past life, the drama Autumn River weighs past and
present, family and self on the scale of life.
To the world, Masaru’s life is perfect – a devoted wife, a sweet
daughter, and a prominent career. To Masaru, life has lost its
wonder. All he has are a tedious wife, a bothersome daughter, and a
futile job.
His only source of comfort is the dreamy memories about his past
life as a Burmese boy, where his world was dazzled by the stars and a
special girl.
One day, the professor role that he hates turns his life upside down.
In class, he meets Naia, the love of his past life. Minds shaken, lives
blurred, Masaru and Naia begins to form an inexplicable
connection. As he eagerly traces his past in Naia, Masaru has a
decision to make: which life is now.
Sypnosis
5
8. When past is present
The Big Idea
Focusing on the theme of reincarnation,
double-exposure graphics are utilized to
portray the blurry lines between past
and present.
Also, as the main characters are connected
across lives through their love for stars, the
reincarnation river full of stars is used as a
symbolic image for the movie.
7
9. Target Audiences
Asian adults 35-53
They easily relate to the Asian characters and
settings in the movie. This group can also
sympathize with the main character, who is
going through a mid-life crisis.
Adults 35-53
interested in past lives
As this age group has been through more
experiences in life and more likely to believe
in past lives, they would be interested in the
subject of the movie.
Primary
Adults 25-34
interested in Asian culture
As this group is interested in Asian culture, they
would find this Asian-inspired movie appealing.
TeritarySecondary
8
10. MARKETING OPPORTUNITIES
In Hollywood, there are not many movies that are inspired by Asian culture
and use it as the main spice. Based on Asian lifestyles and cultures, Autumn
River can satisfy the demand among the under-targeted Asian Americans.
Asian-inspired content
Unlike the majority of Hollywood movies, the main castsof Autumn River
are not Caucasians but Asians. Shining a light on a minority in Hollywood,
especially after #OscarsSoWhite, Autumn River can get media attention and
support from those who advocate for more diversity in Hollywood.
Representation of the
minority in Hollywood
The subject of past lifePast life is a controversial subject. The many mysteries surrounding it would
trigger discussions and interests about Autumn River among the believers,
non-believers, and other curious people.
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11. MARKETING OBSTACLES
As the content, the settings, and the characters are very Asian, Caucasian Americans
may feel alienated from the movie.Asian focus
In most parts, characters communicate in Japanese and Burmese, with English
running in subtitle. The language barrier would make it hard to appeal to the wide
audience in America.
Foreign languages
Movie Title
Autumn River is a succinct, memorable, and meaningful title as it incorporates a
symbol of the movie. However, it is not evocative enough to appeal to the public
and does not communicate what the movie is about. Also, it makes the movie to be
easily mistaken as a romantic movie.
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13. Film Festival Strategy
To maximize its reach and screening opportunities, Autumn River will be brought
to six festivals that range from top tier to lower tier, in strategically selected
categories as follows:
Traditional and general festivals as they attract a lot of
attention, although they are more selective.
Niche cultural festivals, as the film’s Asian-focused content
is a competitive advantage.
Local festivals as they favor student films.
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14. As AFI Fest is a notable celebration of international cinema, an appearance
here will enhance the credibility for Autumn River.
Although the festival is selective, Autumn River’s content aligns with the
deep messages about family valuess and self identity of the recent winners,
so it may have a chance.
Although Slamdance is competitive, the festival is dedicated to new
filmmakers and looks for originality so Autumn River will stand out with
its unique themes.
As the largest festival for Asian Pacific films in Southern California, this
festival will help Autumn River reach its targeted demogrraphic with its
Asian-inspired content.
Film Fe
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15. The festival is a showcase of works by emerging filmmakers around the
world. It, therefore, suits the international content, cast and crew of
Autumn River well. New Filmmakers LA also has monthly film festivals,
which help the film to have a better chance of reeaching the public.
As Hawaii has a large population of Japanese and the Hawaii International
Film Festival often highlights Japanese cinema, it is very relevant for
Autumn River, a drama of which main characters are Japanese.
San Pedro International Film Festival is a strategically appropriate as it
celebrates diverse cultures and fresh voices, just like the content of
Autumn River. Moreover, the festival is favorable toward Chapman films
so it is likely that Autumn River will get accepted.
estivals
14
16. Film Festivals Kit May 1 2016
Entertainment Marketing
One University Drive,
Orange, CA 92866
To whom it may concern,
As controversial as #OscarsSoWhite was, the lack of diversity
in Hollywood was not a fiction. Responding to that issue,
Tzu-Yang Chen’s directorial debut, Autumn River, is a
transcontinental and multilingual drama that highlights the talent
of its Southern California-based multicultural cast and crew.
Following Masaru, an astronomy professor, Autumn River unfolds how
the middle-aged Japanese-American deals with the haunting memories
of his past life as he navigates his present’s mid-life crisis. Past or
present, family or self, Masaru has to decide which life to live.
Peculiar, intriguing and sentimental – Autumn River is an honest
reflection of the mental struggles of middle-aged adults in modern
days. Taking on the unusual theme of reincarnation, the movie is also a
captivating perspective about past and present that the interested public
will not want to miss.
I would be happy to connect you with our producer, Daniel
Greenstreet, to explore more about the thoughts and vision behind
Autumn River.
If you are interested, please contact me at uyennguyen@autumnriver.
com or (714) 474 5548.
Thank you for your time and consideration for our movie.
Uyen Nguyen
Pitch Letter
15
17. Film Festivals Kit
Press Release
Contact: Uyen Nguyen
uyennguyen@autumnriver.com
(714) 474 5548
TRANSCONTINENTAL AND MULTICULTURAL DRAMA
“AUTUMN RIVER” TO PREMIERE IN HOLLYWOOD
Hollywood, Calif. – Highlighting its multicultural cast and crew with
a story across lives and borders, Autumn River, the directorial debut of
Tzu-Yang Chen, will premiere at ArcLight Hollywood on Nov. 1, 2017.
Following Masaru, an astronomy professor, Autumn River unfolds how
the Japanese-American deals with the haunting memories of his past
life as he navigates his present’s mid-life crisis.
Tired with his job and family, Masaru finds comfort in the nostalgia
about his past life as a Burmese boy. Just then, Masaru meets Naia, the
love of his past life. An inexplicable connection forms between the
confused middle-aged professor and the quirky twenty-something
student. As Masaru eagerly traces his past in Naia, he has to decide:
which life is now.
Peculiar, intriguing and sentimental – Autumn River is an honest
reflection of the mental struggles of middle-aged adults in modern
days. Taking on the unusual theme of reincarnation, the movie is also a
captivating perspective about past and present.
For more information, please visit autumnrivermovie.com.
16
18. Film Festivals Kit
Meet the Filmmakers
Tzu-Yang Chen
Graduate student in Film Production at
Chapman University
Daniel Greenstreet
Graduate student in Film Production at
Chapman University
Christopher Purdy
Graduate student in Cinematography at
Chapman University
17
19. Film Festivals Kit
Meet the Cast
Masaru | Eijiro Ozaki
Known for The Last Samurai (2003),
How I Met Your Mother (2005), and
Touch (2012)
Naia | Eili Harboe
Known for The Wave (2015), Kiss Me
You Fucking Moron (2013), and The
Orheim Company (2012)
Kyoko | Yuna Kawahara
Known for Fukai Mori (2015), The
Voice of Water (2014), and Solomon’s
Perjury (2015)
Nozomi | Reyna Kajino
Known for Make Note of Every Sound
(2014) and Fukai Mori (2015)
18
20. Film Festivals Kit
Key Art
When past is present
Autumn River
NOVEMBER 2017
Tzu-Yang Chen | Daniel Greenstreet | Christopher Purdy | Sam Fan| Marc
Manabat | Robert Wise | Qingya Li | Gabrielle Shepard | Gina Yull | Beau
Moran | Nancy Liu | Yumeng Chen | Xiaodan Yang | Nick Federoff | Chen Xu
Eijiro Ozaki Eili Harboe Yuna Kawahara Reyna Kajino
autumnrivermovie.com
Focusing on the theme of reincarnation, double-exposure
graphics are utilized to portray the blurry lines between
past and present.
Also, as the main characters are connected across lives
through their love for stars, the reincarnation river full of
stars is used as a symbolic image for the movie.
Color Palette
19
22. When past is present
Autumn RiverTzu-Yang Chen | DANIEL GREENSTREET | Christopher Purdy | Sam Fan | Marc
Manabat | Robert Wise | Qingya Li | Gabrielle Shepard | Gina Yull | Beau Mo-
ran | Nancy Liu | Yumeng Chen | Xiaodan Yang | Nick Federoff | Chen Xu
autumnrivermovie.com
Film Festivals Kit
DVD Case
AutumnRiver
95 minuttesColor
Eijiro Ozaki Eili Harboe Yuna Kawahara Reyna Kajino
Special Features
BloopersCast commentary Deleted scenes
To the world, Masaru’s life is perfect – a devoted wife, a
sweet daughter, and a prominent career. To Masaru, life
has lost its wonder. All he has are a tedious wife,
a bothersome daughter, and a futile job.
His only source of comfort is the dreamy memories about
his past life as a Burmese boy, where his world was
dazzled by the stars and a special girl.
One day, the professor role that he hates turns his life
upside down. In class, he meets Naia, the love of his past
life. Minds shaken, lives blurred, Masaru and Naia begins
to form an inexplicable connection. As he eagerly traces
his past in Naia, Masaru has a decision to make: which life
is now.
21
23. Film Festivals Kit
Festival Folder
When past is present
Autumn River
FESTIVAL KIT
Autumn RiverThe Movie
Uyen Nguyen
UN
Marketing Director
(714) 474 5548
uyennguyen@autumnriver.com
When past is present...
22
24. Festival Marketing
Audience Q&APromotional Swag
After the screening, audiences will have a chance to interact with the
filmmakers and explore the creative process behind Autumn River, as
well as the pros and cons of leading a multicultural cast and crew.
This will help to enhance audiences’ interest in the movie and
encourage them to discuss about Autumn River to other people,
helping the film’s word of mouth.
As the reincarnation river full of stars is a symbolic image for Autumn River,
handing out branded kaleidoscopes at the festivals will help people to see
many rivers of stars and attract attention for the movie.
As a nostalgic toy, kaleidoscopes fit with the theme of Autumn River and
appeal to the targeted audiences.
For the teritary audiences who are young adults, kaleidoscope glasses will be
a unique alternative that intrigue them to share with their friends on social
media, gaining more awareness for the movie.
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25. Stunting Strategy
Utilizing the image of the star river again, a big branded star will be set up
in front of the screening location so people can go inside to take photos.
In front, the star is decorated like the poster. Inside, the star is well-lit so
that people’s shadows will be reflected on the front, creating an interactive
photo opportunity.
Festival Marketing
Instead of these standard white fonts, the stunt will be a white
star, decorated like the poster, that people can walk into and take
photos of their shadows.
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27. Distribution Strategy
As the movie has a niche focus, the most suitable distributors for Autumn River should be
knowledgeable in handling independent and foreign films.
With a strong Asian focus, Autumn River may not have a mainstream appeal, but it suits the
interests of the under-targeted Asian-American demographic. Therefore, screening the film in
selected cities with large Asian populations first would accumulate word of mouth for Autumn
River and support its expansion. Limited release is the best option for Autumn River.
26
29. glish speaking films like Autumn River.
bit hits for niche audience
Renowned indie studio
Experienced with Asian dramas and films for middle-aged audience.
28
31. Release Strategy
With a strong Asian focus, Autumn River may not have a mainstream appeal, but it suits the interests of the
under-targeted Asian-American demographic. Therefore, limited release is the best option for the movie.
Release Pattern
Initially, the film will be screened at six metropolitan cities with the largest Asian populations across the
country, three screens each city. Once it garners attention from word of mouth, the number of screens will be
increased accordingly.
Los Angeles
Seattle
San Francisco
New York
Houston
Honolulu
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32. Release Strategy
Release Date
November 2017 is a month of super heroes (Thor: Ragnarok, Justice
League, Murder on the Orient Express) and animation movies (Dr.
Seuss’ How the Grinch Stole Christmas, Coco) with no dramas.
Applying counter programming, this is a suitable time to release an
Asian-focused drama targetting middle-aged adults like Autumn River.,
as the other movies on screen draw a different pool of audiences.
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33. FRIDAY, November 17, 2017
A week before Thanksgiving -- if the movie generates good buzz, can capitalize
on the increased number of movie attandees on the holiday.
If the movie does exceptionally well, it can continue expanding in December,
the festive season when people enjoy this type of reflective movies.
Even though Star Wars will be released in December 2017, Autumn River has
a niche focus so people will choose it based on positive word of mouth.
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34. Creative Strategy
The Big Idea
Focusing on the theme of reincarnation, double-exposure
graphics are utilized to portray the blurry lines between
past and present.
Also, as the main characters are connected across lives
through their love for stars, the reincarnation river full of
stars is used as a symbolic image for the movie.
When past is present
Autumn River
NOVEMBER 2017
Tzu-Yang Chen | Daniel Greenstreet | Christopher Purdy | Sam Fan| Marc
Manabat | Robert Wise | Qingya Li | Gabrielle Shepard | Gina Yull | Beau
Moran | Nancy Liu | Yumeng Chen | Xiaodan Yang | Nick Federoff | Chen Xu
Eijiro Ozaki Eili Harboe Yuna Kawahara Reyna Kajino
autumnrivermovie.com33
37. Media
Overview
To maximize awareness for Autumn River, stories about the film’s multicultural cast and crew will
be pitched to national and local mass media. Besides that, capitalizing on the film’s Asian content
and its focus in reincarnation, other types of specialized media, such as publications for Asian,
filmmakers and reincarnation groups, are also targeted.
Following the AIDA model, online and outdoor media will be utilized first to spread awareness
about Autumn River, as they have mass reach but low credibility. Then, TV and print would be
efficient to increase interest for the film due to their credibility. Closer to the release date, all media
channels, including radio, will be used to encourage the audience to go watch the movie.
Media Schedule
Media Budget
36
38. Market Research
Concept testing
Positioning studies
Test screenings
Program testing
Tracking
Exit study
Pre-production
Post-production
Pre-campaign
During campaign
Post-campaign
Strengths and weaknesses of the movie
Receptiveness toward the concept
Target audiences identification
Playability of the movie
Marketable elements in the movie
Where the film stands compared to competitors
among the target audiences
Effectiveness of the marketing program to the
target audiences
Effectiveness of active marketing activities
Audiences’ attitude toward the movie
Audience’ attitude toward the competitors
Playability of the movie
Strengths and weaknesses of marketing campaign
37
39. Public Relations
As the film’s Asian-inspired content does not have a mainstream appeal, public
relations activities will help Autumn River to reach a broader public by captivating
on its unique theme about reincarnation, and tying its multicultural crew to the
current issue about diversity in Hollywood.
May 01 2015
Entertainment Marketing
One University Drive,
Orange, CA 92866
Dear ABC,
I saw from your past work that you are interested in diversity
issues in Hollywood. Your audience would love to know that
Eijiko Ozaki, known for The Last Samurai (2003) and How I
Met Your Mother (2005), is the lead in Autumn River, a
multilingual drama made by a multicultural crew.
The film follows Ozaki’s character, Masaru, an astronomy
professor, as he deals with the haunting memories of his past
life while navigating through the mid-life crisis of his present.
Past or present, family or self, Masaru has to decide which life
to live.
Set in multiple countries with multilingual dialogues,
Autumn River challenges diversity issues in Hollywood, as
well as in the world.
I would love to connect you to Ozaki to explore more about
his experiences working with a multicultural crew in a
transcontinental movie.
If you are interested, please contact me at (714) 474 5548 or
uyennguyen@autumnriver.com.
Thank you!
Uyen Nguyen
40. To attract attention for the movie at its screening locations,
the cast and crew will talk about the multicultural
filmmaking experiences at
Local TV shows
Local radio stations
Local events for filmmakers
Local events for Asians
Publicity Appearances
Screenings
Public Relations Activites
Preview screenings will be available for press, critics, and
bloggers to let those opinion leaders bring Autumn River
to the audience.
Also, the movie will be screened at select colleges at its
screening locations to build word of mouth.
39
41. Press Junket
Stunts
Prior to the premiere, a press junket will be hosted
at ArcLight Hollywood for the media to interact
with the cast and crew, and explore more about
the thoughts and visions behind Autumn River.
Autumn River star stickers will be placed
randomly around the citties - each is a
free ticket to a screening. This will create
word of mouth for the movie.
At some theaters, the interactive shadow stunts (see
Film Festival - Marketing) will be set up. At other
theaters, a large white star will be set up as a memory
lane for people to write their nostalgic memories on.
Both tactics will help to attract attention and generate
word of mouth for the film.
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42. Partnerships
Besides relevant consumer product brands, cultural
organizations are potential partners as Autumn River
has a strong Asian content.
Nationally, Apolis would be a suitable clothes sponsor as it also target
middle-aged adults like Autumn River.
Besides that, Orion can provide astronomy equipments for the film. As
Masaru is a renowned astronomy professor in the movie, showing that
he researches using Orion’ equipments would be beneficial for the brand.
Locally, the film can partner with Japanese, Burmese or Asian
organizations to spread more awareness about the film to these target
demographics.
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43. Media
Product Placement
In-store
Talent Involvement
The film will include the brands’ names and logos in press releases and the film’s social media platforms.
The brands will promote the film on their online channels.
The brand will display the movie’s posters in their stores.
Autumn River will display the brands’ products in the movie at relevant scenes.
The film’s stars will attend some promotional events with the brands
and some volunteering/educational events with the cultural groups.
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44. Online Marketing
Publicity
Advertising
To gain exposure and credibility, the movie will be pitched to opinion leaders
in targeted groups, such as bloggers about indie films, diversity in Hollywood,
and Asian-American cultures. As they review the movie in respect to their
blogs’ perspective, the film will reach its targeted audiences.
Placing banner ads on movie review sites such as imdb.com or rottentomatoes.
com, Autumn River will reach a vast number of very potential movie goers.
43
45. Social Marketing
As the target audiences for Autumn River are
mainly middle-aged adults, Facebook will be
the main social media platform.
The page will engage visitors with interesting
content such as behind-the-scene photos,
quote from each crew member about the
multicultural filmmaking experience, as well
as stories and quizzes about past lives.
YouTube will be used to publish teasers,
trailers, and other promotional videos.
Similar to Facebook, the film’s blog will
focus on the filmmaking experience and
stories about past lives as its main content.
However, the blog will go more in depth
about these topics compared to Facebook.
This will increase the film’s credibility and
generate curiosity among the public.
As the main target audiences for Autumn River are middle-aged adults, trendy social media platforms for young people will not be targeted.
However, the film will establish an appearance on Twitter and Instagram to interact with potential younger movie goers. Other than that, the film
will utilize Facebook, YouTube, and a blog as its main social media channels.
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