5. The Brief
• Positioning: A jewel in our release crown
• Ambition: Make THE KING’S SPEECH a
British institution. We want this to be the
cinematic event of the year
• How: Unite the nation behind the release
• The campaign should be inspirational, British,
contemporary and stylish.
6. The Audience(s)
• Need a campaign that delivers the film
simultaneously to younger and older
audiences
• British Traditionalists & Middle England are
our core
– This older audience can typically take a few
weeks to come out.
• Reach out to 25+ cinema going audience to
help break out
7. Box Office Expectations
• THE YOUNG VICTORIA £5.1m
• THE DUCHESS £7.1m
• THE QUEEN £9.4m
• ATONEMENT £12m
• GOSFORD PARK £12.2m
• PRIDE AND PREJUDICE £14.5m
8. The Release Date
• January 7 2011
• Awards season
– Golden Globes
– BAFTA
– Academy Awards
9. The Royal Connection
• Wills and Kate engagement
• Appeal of the Royals
• Press and publicity hooks
• Historically accurate
18. Press
Quality and mid-market titles to reach an older
upmarket audience.
Titles included: Sunday papers; Sunday
Telegraph, Sunday Times, Mail on Sunday,
Sunday Express, Radio Times, Daily Telegraph,
Times, Daily Mail, Daily Express, and the Evening
Standard.
For younger audiences, we included Metro, The
Guardian and The Observer
21. The Results
• £3.5m opening weekend. Increase on week 2
• Averaged almost £1m a day throughout January.
• 730 cinemas across the UK played the film, screening
to almost 8m people.
• A global hit - grossing nearly $270m
• The most successful independent British
film of all time
