Marketing and Distribution Plan


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A project at Full Sail University for a marketing and distribution plan for an independent film. This also includes the marketing budget.

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Marketing and Distribution Plan

  1. 1. Jessica Northey – Final Project Jessica Northey | Final Project Entertainment Media & Distribution SusanAlbershardt 1
  2. 2. Jessica Northey – Final Project I. IntroductionProduction Company The name of my production company is Metis Creativity, a Limited Liability company.We provide the casting for directors and actors for our client’s film projects. Metis Creativityprovides the organization of funding and setting up the budget for films, as well as helping tofacilitate the making of, and distributing films.Product Title: The Strange Case of Dr. Jekyll & Ms. Hyde Media: digital film Length: 120 minutes Genre: romantic comedyPositioning StatementsPremise: This movie is a romantic comedy with a twisted love affair. A career woman,workaholic, as a chemist known as Dr. Jekyll, stars in a movie about a woman who has splitpersonalities triggered by PMS. Once a month she turns into Miss Hyde, a moody and focusedonly on romantic notions, who also doesn’t remember the weeklong switches. After many yearsof blackouts, Miss Hyde has been having a romantic relationship with one of her fellowScientists who is clueless as she is. A clumsy Scientist falls in love with a crazy and hormonalMiss Hyde. Only he can discover her other side, as he discovers his manliness and adoration forher beauty and brains and she finds balance between work and her love life for her splitpersonalities into one again. 2
  3. 3. Jessica Northey – Final ProjectLogline: A modern version of Austin Powers meets Dr. Jekyll and Hyde.USP: The funniest movie of the summer, guaranteed to make you laugh so hard you split in two.Hook: She can do splits, just not the kind you’re thinking of.Target Market (Audience) The target market, or audience, are couples that live in the United States, they arebetween 20 – 29 years old, and enjoys watching rated R movies.They are women who likeromantic comedies. Their boyfriends or husbands willwatchchick flicks with them and enjoysmovies with crude humor, sci-fi parody, steamy love scenes, and nudity. II. Plan A: Finding a large Distributor or Publisher (Plan A) Find a large Distributor or Publisher is using the traditional marketing and distributionplan. To first make a deal with a large distributor or publisher with deep pockets who can sell myproduct to a mass audience and they will take over the marketing and distribution.The tactics thatwill be use to get the product in front of them is to enter film into Tier 1 film festivals forworldwide distribution deal, attend the American Film Market (AFM),(“About the afm,,” ) andbuild fan base of core market. The following are the major players who may be interested in thisproduct are at the following Tier 1 film festivals:Toronto, Sundance, Cannes, Berlin, LosAngeles, SXSW, and Tribeca. (Parks, 2012) The budget information is set. The personal budgetamount allotted is a $50,000 budget for distributing and marketing. And the production wascompleted using a budget of $20,000. 3
  4. 4. Jessica Northey – Final Project III. The Self–Distribution and Marketing Plan (Plan B)This is a description of a hybrid distribution strategy. We will split the distribution rights, butretain direct sales rights. We will partner with non-profit and online communities to grow andnurture audiences. The long-term goals are to maximize direct revenues and obtain a negativepick up deal or a sliding scale deal.Place: Theatrical The Theatrical strategy is four walling to show movie as special engagement at a small, local art-house theaterat Enzian Theater ( for the premiere. The show time during date night times only which are after 6pm on the weekend and provide five hard drives needed to deliver digital film for a platform release. The markets are in Winter Park, Orlando, Kissimmee, Lakeland, and Jacksonville. Bricks and Mortar Outlets The productswill be in retail stores such as Forever 21, local airports and on airplanes for the in-flight entertainment, card shops, and hotel chains such as The Alofthotel chain, which is coming to Orlando soon.For hotel chains that have high-class with affordability.(Clarke & Garcia, 2012) Internet Websites Product’s Website 4
  5. 5. Jessica Northey – Final Project The Internet website plans are to have the product’s website URL to be will have a trailer available in different viewing options for a variety of browsing options such as broadband and mobile. The payment collected through a third party processor called Intuit Merchant Service. Other Website Outside of the film’s website, the distribber, which is owned by Indiegogo, will be used to get thefilm on websites, and “get merit-based promotion around the world”.(“Learn more,” 2012) In order to use the services of Indiegogo, there is a fee on any money raised. It works out to four percent if the goal of $50,000 is met in time or nine percent if that amount of money is not raised by the deadline.(“Learn more,” )Price and Sales Projections: The financial goal is to recoup my total investment of $70,000 and raise awareness tobuild a fan base.Sales Projections Price ProjectedUnits ProjectedNet Revenue Theatrical* 5.00 500 2,500 Retail (Selling directly to consumer) DVD + Blu-Ray + Digital Combo 39.99(“This 275 10,997 Pack means war,” 2012) 5
  6. 6. Jessica Northey – Final Project VOD (film’s website) 4.99 3,000 14,970 Download (film’s website) 12.99 300 3,897 Wholesale/Dealer Price** (Selling to a retailer) DVD + Blu-Ray + Digital Combo 15.99(“This 500 7,995 Pack means war,” 2012) VOD (iTunes) 2.99 5,000 14,950 Download (iTunes) 7.99 2,000 15,980 Projected Total Net Sales Revenue $71,289 Aggregator Earnings Goal $50,000 7-12% N/A $44,000 Total: $115,289* Assumes 50/50 split with exhibitor; 2 sold-out showings** Assumes 60% of retail priceReturn Policy There is a standard return policy. Consumers can request a replacement or a refundwithin 60 days of purchaseand retailers can request replacement or refund within 120 days ofshipment. (“Policies,” 2012)Integrated Marketing Communications PlanMarketing Objective The marketing objective is to recoup the $70,000 investment, build a fan base for thefilm, creating future revenue and building awareness for long tail sales. It is important to have aplan for every step of the process.Customer Relationship Management Systems The customer relationship management systems will have a few actionsteps. The firststep is to set up the website to collect the customer’s data by sending a monthly e-newsletter to 6
  7. 7. Jessica Northey – Final Projecttheir e-mail inbox. Second, in exchange for their contact information, we will send out moviestickers. Customer service is critical; therefore, all customer complaints and suggestions will behandled through a customer service email address option through and Q&A section on thewebsite and a special email address: Tools The marketing tools,promotional tactics, and release strategy for the film in one year.Promotion:The distribution windows is as follows: Pre-Release (January through March 2013) Strategy. The strategy is to market/advertise in the local area three months prior to the movie premier for a platform release party at a local arthouse theater. Tactics. 1. Jan 5 - Run ads and submit press releases in local newspapers and blogs 2. Jan 19 - Guerilla marketing to core target market 3. Feb 2 - Radio spot air for one week on a local and college radio stations with the same target market 4. Feb 9 - Street team to promote movie trailer on website and in community 7
  8. 8. Jessica Northey – Final Project 5. Mar 2 - Book actors on local radio stations for interviews, using a promo code with Nimit to win 2 movie tickets (“The power of,” 2011) 6. Mar 23 - Offer exclusive promo giveaways from our sponsors in exchange for email list on website Release (April - August) Strategy. For a platform release strategy, have the premier at an arthouse theater in Orlando, as well as extending to offbeat locations, such as bars, nightclubs, and coffee houses. The strategy is to release the film to VOD and market to hotels/motels. Also to promote exclusivity, giving away combo packs before they are available to purchase in stores or online. Tactics. 1. Apr 6- Premier viewing at Enzian Theater 2. Apr 12 - Host Q&A session 3. Apr 20-Branch out to coffee houses in surrounding areas of Orlando, Florida 4. Apr 27 - Start showing movie at bars and nightclubs in Lakeland, Winter Park, and Orlando areas 5. May 4- Engage in social media street team promotions and e-mail blasts about VOD and date of release for sales of combo pack and ask questions 8
  9. 9. Jessica Northey – Final Project 6. July 6–Release movie for VOD in local hotels/motels by cold calling from the yellow pages of upscale hotels that are affordable to luxury motels 7. July 13–Release a homemade “behind-the-scenes” video on the movie’s YouTube channel and embed on film’s website 8. July 27- Promote contest on radio station to win free copy of a combo pack during interview with the Director, using a promo code with Nimbit (“The power of,” 2011) 9. Aug 10 – “Give and get business cards. Add everyone to your database, MySpace and Facebook” (Spellman, 2000) 10. Aug 17 –Host a party in a hotel lobby in downtown Orlando Post Release (September through December) Strategy. The marketing campaign will be to announce the release of the DVD/BLU-Ray rentals and sales for online sales and retail stores for the combo pack at exclusive retail stores. The marketing campaign is concentrated on the release for digital download. Tactics. 1. Sept 7- Sell combo pack in local retail stores like convenience stores and airports, and airplanes online entertainment film 2. Sept 21-Rental through Amazon, Netflix, Redbox, Blockbuster and iTunes 9
  10. 10. Jessica Northey – Final Project 3. Sept 28 – “Stay in touch with your audience (posting a Flickr set of photos, a blog post, audio or video from a Q&A session, or an early look at character sketches)” (Kirsner, 2009) 4. Oct 5 - Email fan distribution list a survey for feedback on where they hang out and offer discount on purchasing the combo pack with a promo discount code from website (Kirsner, 2009) 5. Oct 19 – Attend trade shows and conventions (Spellman, 2000) 6. Nov 2–Use Createspace to provide digital download through Amazon, Netflix, and iTunes only 7. Nov 9 – Website promotion to showcase online one winner online to win a copy of the combo pack of the extended directors cut, forwhoever can submit a video of why they love the film and their peers vote on the best video 8. Nov 16 – Ask for reviews or ratings by sending advance copies to mentors, influential bloggers, and people whose opinions are respected in Florida (Kirsner, 2009) 9. Dec 7 – Host webinar through film’s website about how self-distribution works to build audience 10. Dec 14 – Roll out ancillary products to purchase on website 11. Dec 21 – Add a blog about publications related to events that couples enjoy and reviews of local events for future date nights (Spellman, 2000)Future Opportunities 10
  11. 11. Jessica Northey – Final Project In Future Opportunities, the brand extensions and how we will continue to make moneyon this product. For the International markets, the Metis Creativity will reach internationalmarkets by using Indiegogo website and Nimbit to raise funds and build an audience. International Markets. Also, travel to promote movie at the Shanghai International Film Festival in Shanghai, China because “with 300 screenings, stars of Asian, Hollywood and world cinema attend” this film festival. (RC, 2010) Ancillary Products. Ancillary products are also very important for brand extensions. There are a few creative products that will be produced upon success of a theatrical release. The products are bridal shower party favor line to include a game and gifts, gag “PMS” gifts in novelty stores, movie posters sold online and at special events, autographed photos of actors sold on website, offer an extended, director’s cut (not yet rated) for super fans, and movie soundtrack sold on Amazon and iTunes.Budget The Budget Variables:DIY distribution, radio spots, movie desktop art, trailer, and ads.Metis Creativity will hire a public relations expert, interns for street team, a film distributor, achecker, and a sales agent. Also, travel to five cities in Florida for a platform release and one cityinternationally for film festivals.(“The beginner’s crash,” 2011) 11
  12. 12. Jessica Northey – Final Project The movie’srun is twelve months. The screenings are between 6pm to midnight onweekends for “date night”. The three main expense groups are marketing and PR, theaters, traveland miscellaneous. Budget Worksheet Frequency (e.g. daily, monthly, Annual Cost References Tactic Specifics quarterly)ProfessionalAssistance (“Public Public Relations $41/yr = $20/hr Monthly $3,000 relations agent,” 2012) (“Sales agent Sales Agent $30/yr = $15/hr Monthly $6,000 advertising,” 2012) Interns for street Monthly $3,000team(part-time) (“Web Initial design + Web Designer $5,000 designer,” updates $64/yr = $32/hr 2012)Distribber Fees Range is 4% to 9% depending on if goal 12% (Only if funds (“Learn Indiegogo* is reached in time. $6,000 of $50,000 is raised) more,” ) Plus 3% for 3rd party account fees. (“Compare Nimbit Monthly $119 plans,” ) (“Wd myHard drives $100 each $500 book,” ) (“AffordableBillboards $500 Monthly $6,000 billboards – advertising,”)ManufacturingCombo Pack 12
  13. 13. Jessica Northey – Final Project (“Usdm dvd case,” 2012), Packaging 1,000 units/$.47+.69 As required $1,160 (“Digital printed blank,” 2012) (“Usdm pro Duplication 1,200 units/$2.19 Projected Sales $2,628 optical,” 2012) (“Compare UPC Code Included with Nimbit $0 plans,” )Gifts/Prizes/ Ad Movie tickets radio Cost for 2 tickets $20Specialties station contest in Feb.Media Advertising Print:newspapers, $350 each Quarterly $1,050magazines, etc. (“How much Radio :60 spot $171 Quarterly $513 does,” 2012) Online DIY $0 Viral Video + DIY $4,000Trailer Website/Internet $1,000Promotions Events/ $500PartiesWebsite Development/Pro 3 pages with e- (Mastercopy, $750gramming commerce 2012) (“Domain Maintenance/Hos GoDaddy website $80 names,”ting hosting. $6.64/month 2012)Film Festivals Fees and Setup Registration $440 x4 Quarterly $1,760 Travel/ Flight Quarterly $3,900Shipping $1,500x1+800x3 Exhibits/ Booth $629x4 Quarterly $2,516Signs 1GB Thumb drive (Mastercopy,Press Kits Monthly $43 $3.59 2012)Networking/ Café meetings Weekly $480EntertainmentDistribution Costs Checking FL Min wage$7.67/ (“U.s. Per film viewing $38.35Attendance Hr department 13
  14. 14. Jessica Northey – Final Project of,” 2012) Collections Residuals & Break even in first $0Royalties year 140 Internet combo (“MerchantCredit Card pack orders plus $29.99 + $71 + Monthly accounts,”Payment Gateway authorization fees $28 = $128.99 2012) (1.69% + $0.20) 10 free combo packsReturn Reserves $159.99 at $15.99 wholesale (“Enzian 5 platform releasesRenting theaters Total estimated cost $5,000 theater,” (includes catering) 2012)CRM system Act! By Sage Total cost $175vendorTOTAL $49,521.33*Not included in the total 14
  15. 15. Jessica Northey – Final ProjectReferences:About the afm, american film market. (n.d.). Retrieved from billboards – advertising. (n.d.). Retrieved from, S., & Garcia, J. (2012, July 15). Tourism & travel, newmark working on new downtown hotel. Orlando Sentinel. Retrieved from 15/business/os-cfb-tourism-0716-20120715_1_luxury-hotel-hotel-rooms-new-downtown- hotelCompare plans. (n.d.). Retrieved from printed blank cd-r & dvd-r. (2012). Retrieved from names, the worlds largest domain name registration. (2012). Retrieved from theater. (2012). Retrieved from much does radio advertising cost in orlando, fl? - how to budget radio with orlando, fl rates and prices. (2012). Retrieved from does-radio-advertising-cost-in-orlando-fl---how-to-budget-radio-with-orlando-fl-rates- and-pricesKirsner, S. (2009). Fans, friends & followers. Lexington: CinemaTech.Technology. Belmont: Wadsworth.Learn more. (2012). Retrieved from 15
  16. 16. Jessica Northey – Final ProjectLearn more. (n.d.). Retrieved from, C. (2012). Web development. Retrieved from, C. (2012). Web key. Retrieved from accounts. (2012). Retrieved from accounts/merchant-services-compare.jspParks, S. (2012). Insiders guide to independent film distribution. (2nd ed., p. 59). Focal Press.Policies. (2012). Retrieved from relations agent. (2012). Retrieved from &Job=31148&Zip=&Area=0&DC=Yes&CityID=169&BPM=0RC. (2010, December 30). Top international film festivals of 2011. Retrieved from of-2011-2172576.htmlSales agent advertising. (2012). Retrieved from &Job=113249&Zip=&Area=0&DC=Yes&CityID=169&BPM=0The beginner’s crash course in film distribution. (2011). Retrieved from power of direct to fan. (2011). Retrieved from 16
  17. 17. Jessica Northey – Final ProjectThis means war [blu-ray]. (2012). Retrieved from Blu-ray- Hardy/dp/B005LAIGY6/ref=atv_avod_discplus?ie=UTF8&m=ATVPDKIKX0DERU.s. department of labor – wage and hour division. (2012, January 1). Retrieved from dvd case triple disc ultra clear. (2012). Retrieved from pro optical select bd-r everest/p-55 white thermal hub printable 4x. (2012). Retrieved from p-55-white-thermal-hub-printable-4x_1930_864.htmWeb designer. (2012). Retrieved from &Job=99746&Zip=&Area=123674&DC=Yes&CityID=169&BPM=0Wd my book av dvr expander. (n.d.). Retrieved from,or.r_gc.r_pw.r _qf.,cf.osb&biw=1181&bih=766&um=1&ie=UTF- 8&tbm=shop&cid=4687198595315633416&sa=X&ei=FQEFUOWYA4ii8gSHoODsBw &ved=0CM4BEPMCMAc 17