Everybody's Fine

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Everybody's Fine

  1. 1. EVERYBODY’S FINE marketing plan
  2. 2. AGENDA <ul><li>Targeting & Positioning </li></ul><ul><li>Publicity & Advertising </li></ul><ul><li>Trailers & One-Sheets </li></ul><ul><li>Distribution </li></ul><ul><li>Performance </li></ul><ul><li>Budget </li></ul>EVERYBODY’S FINE
  3. 3. TARGETING
  4. 4. DEMOGRAPHICS <ul><li>Target the adult audience over 25 </li></ul><ul><ul><li>Greater emphasis on females over 25 </li></ul></ul><ul><ul><li>Star cast is popular with audiences over 25 </li></ul></ul><ul><ul><li>Family dramas are particularly appealing to women </li></ul></ul>EVERYBODY’S FINE
  5. 5. POSITIONING
  6. 6. POSITIONING <ul><li>Positioned as a family drama </li></ul><ul><li>Emphasize themes of togetherness, hope and laughter </li></ul><ul><li>Star cast makes it a must-see </li></ul><ul><li>Kirk Jones has past success with the genre </li></ul>EVERYBODY’S FINE
  7. 7. PUBCLICITY & ADVERTISING
  8. 8. PUBLICITY <ul><ul><li>TV </li></ul></ul><ul><ul><ul><li>Early Morning </li></ul></ul></ul><ul><ul><ul><li>Late Night </li></ul></ul></ul><ul><ul><li>Press Junket (LA) </li></ul></ul><ul><ul><li>Long-Lead Press </li></ul></ul><ul><ul><li>Pre-Screenings </li></ul></ul><ul><ul><ul><li>Unfavorable reviews </li></ul></ul></ul><ul><ul><li>Red Carpet (NY) </li></ul></ul>EVERYBODY’S FINE
  9. 9. ADVERTISING: TV <ul><ul><li>Largest Expenditure </li></ul></ul><ul><ul><li>Transition from 30- to 15-second spots </li></ul></ul><ul><ul><li>Network, Cable, and Local Stations </li></ul></ul><ul><ul><li>Early Morning, Primetime, Late Night </li></ul></ul><ul><ul><li>Affiliate stations: ABC </li></ul></ul>EVERYBODY’S FINE
  10. 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. 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. 12. ADVERTISING: OTHER <ul><ul><li>Online </li></ul></ul><ul><ul><ul><li>Initial marketing activity </li></ul></ul></ul><ul><ul><ul><li>Trailers, clips, special features </li></ul></ul></ul><ul><ul><ul><li>Website </li></ul></ul></ul><ul><ul><ul><li>Search, network, film, affiliate sites </li></ul></ul></ul><ul><ul><li>Radio </li></ul></ul><ul><ul><li>Outdoor </li></ul></ul><ul><ul><li>DVD Trailers </li></ul></ul>EVERYBODY’S FINE
  13. 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. 14. COMMERCIAL TIE-INS <ul><ul><li>Amtrak </li></ul></ul><ul><ul><ul><li>Product Placement </li></ul></ul></ul><ul><ul><ul><li>Station: Posters and Standalones </li></ul></ul></ul><ul><ul><ul><li>Train: Arrive Magazine </li></ul></ul></ul>EVERYBODY’S FINE
  15. 15. TRAILER
  16. 16. REASONING <ul><li>Plot set up </li></ul><ul><li>Family drama (comedic scenes) </li></ul><ul><li>Highlight well-known actors </li></ul><ul><li>Create engaging story and interest </li></ul>EVERYBODY’S FINE
  17. 17. ONE-SHEETS
  18. 18. REASONING <ul><li>Represent main actors </li></ul><ul><li>Motifs from film </li></ul><ul><li>Illustrate theme </li></ul><ul><li>Display tag line </li></ul>EVERYBODY’S FINE
  19. 21. DISTRIBUTION
  20. 22. POTENTIAL DISTRIBUTION METHODS <ul><li>Super-Wide: 3,000+ Screens </li></ul><ul><li>Wide: 2,000 – 3,000 Screens </li></ul><ul><li>Semi-Wide: 1,000 – 2,000 Screens </li></ul><ul><li>Platform </li></ul><ul><li>Single Screen </li></ul>EVERYBODY’S FINE
  21. 23. WIDE DISTRIBUTION <ul><li>Pros </li></ul><ul><ul><li>Large Reach </li></ul></ul><ul><ul><li>Potential for Large Opening Weekend </li></ul></ul><ul><li>Cons </li></ul><ul><ul><li>Still Very Expensive </li></ul></ul><ul><ul><li>Marketing Very Important and Expensive </li></ul></ul>EVERYBODY’S FINE
  22. 24. WHY WIDE? <ul><li>Star Power! </li></ul><ul><ul><li>Robert De Niro </li></ul></ul><ul><ul><li>Drew Barrymore </li></ul></ul><ul><ul><li>Kate Beckinsale </li></ul></ul><ul><li>Original Film Has Generally Good Reviews </li></ul>EVERYBODY’S FINE
  23. 25. WHY FALL? <ul><li>Drama </li></ul><ul><li>Serious </li></ul><ul><li>Dark Humor </li></ul><ul><li>Closer to the Holiday Season </li></ul>EVERYBODY’S FINE
  24. 26. RELEASE DATE <ul><li>November 25th 2009 is ill-advised </li></ul><ul><ul><li>Twilight: New Moon </li></ul></ul><ul><ul><li>Female demographic gone </li></ul></ul><ul><li>November 13th 2009 is a better release date </li></ul><ul><ul><li>No direct competition for target demographic </li></ul></ul><ul><ul><li>2012 and Mr. Fox </li></ul></ul>EVERYBODY’S FINE
  25. 27. MILESTONES: OPENING WEEKEND <ul><li>Ideal : Average per screen at $8,000+; </li></ul><ul><li> Expected Gross $24M+ </li></ul><ul><li>Good : Average per screen at $6,000-$8,000; </li></ul><ul><li> Expected Gross $18M - $24 </li></ul><ul><li>Fair : Average per screen at $4,000-$6,000; Expected Gross $12M - $18 M </li></ul><ul><li>Poor : Average per screen at $4,000-; </li></ul><ul><li> Expected Gross $12M- </li></ul>EVERYBODY’S FINE
  26. 28. PERFORMANCE & BUDGET
  27. 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
  28. 30. PROJECTED PERFORMANCE <ul><li>Everybody’s Fine (2009) </li></ul><ul><ul><li>$30 million domestic opening weekend </li></ul></ul><ul><ul><li>$60 million total domestic box office </li></ul></ul><ul><ul><li>$110 million worldwide box office </li></ul></ul>EVERYBODY’S FINE
  29. 31. BUDGET <ul><li>Production Budget </li></ul><ul><ul><li>$45 Million </li></ul></ul><ul><li>Promotional Budget </li></ul><ul><ul><li>$40 Million </li></ul></ul><ul><ul><ul><li>Prints </li></ul></ul></ul><ul><ul><ul><li>Commercials </li></ul></ul></ul><ul><ul><ul><li>Other Promotions/Advertisements </li></ul></ul></ul>EVERYBODY’S FINE
  30. 32. CONCLUSIONS <ul><li>Emphasis on females over 25 </li></ul><ul><li>Star cast </li></ul><ul><li>Far-reaching publicity and advertising </li></ul><ul><li>Mid-November release date </li></ul>EVERYBODY’S FINE

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