Marketing strategy for Entertainment Marketing class on Sony's Bad Boys For Life film which is the 3rd installment of the Bad Boys Franchise that was released January 2019.

1. Kimmey Cheng, Jay Ved, Maddie Hawes,
Sarah Kistler, Aidan Pesta

2. 05. ACTOR BREAKDOWN
06. PARTNERSHIPS
03. POSITIONING
04. PR/BRANDING
TABLE OF CONTENTS
01. OVERVIEW
02. COMPARABLES
07. SOCIAL MEDIA
08. TIMELINE

3. STORYTELLING
Brotherhood
through action
& comedy
AUDIENCE
Increase
engagement
DIGITAL MEDIA
Social media
platforms
TARGET DEMOGRAPHIC
Diversified audience
MARKETINGOBJECTIVES

4. Release Date: January 17, 2020
Rated: Not Yet Rated (Anticipated-R)
FILMDESCRIPTIONOVERVIEW
RIDE TOGETHER. DIE TOGETHER
Third installment of the Bad Boys
franchise - Miami PD detectives Mike
Lowrey and Marcus Burnett are back
again along with the newly formed elite
AMMO, to team up and take down the
head of a drug cartel in it to win it one
last time.

5. THEGENRE
Action-Comedy
Crime
THE RIDE OF A LIFETIME

6. OPPORTUNITIES
● New Generation of Bad PEOPLE
● Streaming potential
STRENGTHS
● Cult Following
● Successful first movies
● International reach
● Non-competitive release date
THREATS
● Lack of following after third movie
● Expectations
● Humor expiration
WEAKNESSES
● Rated R (profanity/sensitive content)
● Large gap between movies
SWOTANALYSIS

7. 21 JUMP STREET
RUSH HOUR
BAD BOYS
MEN IN BLACK
COMPARABLES
Rating Production Budget Box Office (M) Foreign B.O. Release Date
PG-13 $90 million $3,100 $400 July 2,1997
R $42 million $600 $200 March 16,2012
PG-13 $33 million $800 $2,500
September
18,1998
R $19 million $1,600 $800 April 7, 1995
R
January 17,
2020
BAD BOYS FOR LIFE

8. Production
Budget
Domestic
Total
International
Total Net
Profit
Profit Margin
MENINBLACK
$90 mil
$250 mil
$340 mil
$500 mil
82%

9. 21JUMPSTREET
Production
Budget
Domestic
Total
International
Total Net
Profit
Profit Margin
$42 mil
$138 mil
$63 mil
$159 mil
74%

10. RUSHHOUR
Production
Budget
Domestic
Total
International
Total Net
Profit
Profit Margin
$33 mil
$141 mil
$103 mil
$211 mil
84%

11. BADBOYS
Production
Budget
Domestic
Total
International
Total Net
Profit
Profit Margin
$19 mil
$65 mil
$75 mil
$121 mil
84%

12. COMEDY
HIGH
VIOLENCE
THRILLER
BROTHERHOOD
POSITIONING
NOSTALGIA
ACTION

13. ESTIMATEDKEYFIGURES
(OPENING WEEK)
TOP 5
COUNTRIES
USA Japan
Germany
Franc
e
UK
Research by New York Film Academy
France1
2
3
5
4

14. THEGENRES(PSYCHOGRAPHICS)
Male Female
18-29 30-44
55-64 65-64
AGE
PLATFORM
GENDER
65+
Female
18-29 30-44
55-64 65-64
AGE
PLATFORM
GENDER
Female
18-29 30-44
45-54 55-64
AGE
PLATFORM (THRILLER)
GENDER
Theaters
ACTION COMEDY CRIME
Male Male
87%
90% 86%
91%
88%90%
90% 91% 79% 84%
84%
65+
87%
90%
91% 93%
89%
65+
87%
80% 84%
82%82%
Streaming
53% 48%
Theaters
40%
StreamingStreamingTheaters
63% 53% 40%
Research by Statista and Deadline

15. THEGENRES(TARGETAUDIENCE)
Research by TipTap Lab

16. TARGETDEMOGRAPHIC
● African American/Hispanic males between the ages
of 25-54 seeking a comedy and action packed film
who have possibly seen the first two Bad Boys
franchise films
● Males between the ages of 18-34 seeking comedy
and action packed film, who have not seen the films
or were introduced to them through older family
members and friends
● Females 25-54, college age women, women who
know and love Will Smith/Fresh Prince
Primary
Secondary

17. POPULARGENRES(COUNTRY)
COMEDY
ACTION
Brazil
Argentina
USA
Canada
México
Germany
Italy
France
Sweden
Australia
New Zealand
UK
Research by New York Film Academy

18. U.S.TARGETS
TARGETS:
U.S. CITIES

19. HISPANIC/LATINAMERICANTARGET
MOVIEGOING
Latin America’s online
presence is larger than
the US & Canada,
combined
SOCIAL MEDIA
3rd largest county by
population
MIAMILOS ANGELES
36% more likely to see
more than one movie a
month
Largest county by
population
Research by BusinessWire, AS/COA, PewResearch

20. Mercury is the closest planet to the Sun
and the smallest one in the Solar System
COMPETITIVELANDSCAPE
INTERNET: HOW I FOUND LOVE

21. INTERNALBRANDING/PRSTRATEGY
Emphasize
camaraderie
Long-awaited third
installment
BROTHERHOOD NOSTALGIA
RIDE TOGETHER.
DIE TOGETHER.
STAR-STUDDED CAST
Old and
new/upcoming

22. WILLSMITH
BIG HITS: Fresh Prince of Bel-Air; Men in Black; Aladdin;
Independence Day
MID-RANGE: Suicide Squad; I Am Legend; Six Degrees of
Separation
MISSES: Gemini Man; Concussion; Focus; I, Robot
STRENGTHS: All-around likeable guy + wide range of
audience respectability
WEAKNESSES: Difficulty playing serious roles
BRANDING
TALENT
MARKETING STRATEGY:
51 AND STILL YOUNG
Utilize ALL his social
media accounts
Place him in both day
time and late night talk
shows + Red Table Talk

23. MARTINLAWRENCE
BIG HITS:
Martin
Big Momma’s House
House Party
STRENGTHS: Comedic relief
WEAKNESSES: Smaller fan base; legality issues
BRANDING
TALENT
MARKETING STRATEGY:
FAMILY MAN/DYNAMIC
DUO
Focus on his love for
the brotherhood while
opposite Will Smith

24. NEWCAST “HIGH SCHOOL MUSICAL BOY BAND WITH GUNS”
“YOU LOOK GREAT, GRANDPA”

25. VANESSAHUDGENS
BIG HITS: High School Musical; Grease: Live!
MID-RANGE: Spring Breakers; Powerless
MISSES: Sucker Punch; Beastly
STRENGTHS: Popular among younger teens
WEAKNESSES: Unknown to older audiences
BRANDING
TALENT
MARKETING STRATEGY:
STICK TO THE STATUS
QUO
Position her as a strong
selling point for both
males and females

26. CHARLESMELTON
BIG HITS: Riverdale
BREAK-OUT: The Sun is Also a Star
STRENGTHS: Beginning to take on bigger roles
WEAKNESSES: Extremely small appearances and roles
in both television and film
BRANDING
TALENT
MARKETING STRATEGY:
UP AND COMING PLAYA
Position him as the new
“bad boy” alongside
Alexander Ludwig

27. ALEXANDERLUDWIG
BIG HITS: Hunger Games
MID-RANGE: Vikings, Midway, Race to Witch Mountain
STRENGTHS: Known among millennials to Generation Z;
visually appealing (forearms)
WEAKNESSES: Relatively unknown to the larger
population
BRANDING
TALENT
MARKETING STRATEGY:
ODDS ARE EVER IN HIS
FAVOR
Position him as eye
candy alongside Charles
Melton

28. MUSIC

29. NICKYJAM
BIG HITS:
Travesuras
Te Busco
El Perdón
STRENGTHS: big hitter with the Hispanic/Latin American
audience
WEAKNESSES: niche demographic (mostly only known
for his music in Latin America)
BRANDING
TALENT
MARKETING STRATEGY:
MIAMI LIVIN’
Have him release a
song with DJ Khaled
Tour around the Miami
area

30. DJKHALED
BIG HITS:
I’m the One
Wild Thoughts
No Brainer
STRENGTHS: worked with popular celebrities and
influencers
WEAKNESSES: unpopular amongst young adults and
adults (mostly tween/teen audience)
BRANDING
TALENT
MARKETING STRATEGY:
ANOTHER ONE
Have him release a new
song with Nicky Jam
Create a music video
featuring themes about
the film

31. MUSIC

32. MUSIC
Total Video Views: 1,573,241,467
Subscriber Count: 7.1M
Views in the Last Month: 66.32M

33. PROMOTIONSANDEVENTS
Talk Shows
Publicity Stunts
Youtube
Contests
Guys’ Night Pack
Sports Giveaways
Snapchat Filter
Bad Boys Experience
29%
Very
Favorable
26%
Very
Favorable
Research by Statista

34. TALKSHOWS(STRATEGY)
Research by Inscape and B&C

35. TALKSHOWS(STRATEGY)
Research by Inscape and B&C

36. (SPORTSEVENTSGIVEAWAY(SAMPLE)

37. PROMOTIONS(SNAPCHATFILTERS)

38. TikTok

39. TikTok

40. X
#BadBoyChallenge

41. ● 30-40 million viewers
● Key demographic targets
● Opening week promo
○ Halftime teaser
○ “Bad Boy” POTG
○ Special commentary

42. Total Video Views: 1,179,231,093
Subscriber Count: 7.45M
Views in the Last Month: 47.474M

44. PARTNERSHIPS

45. PARTNERSHIPS
PORSCHE
Previous Partnership
Fast, Exciting, Sleek
Luxurious
Well-Known Brand

46. Multiple Age Groups
Can Be Used Day & Night
Tropical Drinks
Customized Can
PARTNERSHIPS
REDBULL

47. Team Ammo Delivery
Postmates Party
Will Smith and Martin Lawrence Personalized Delivery
PARTNERSHIPS
POSTMATES

48. PARTNERSHIPS

49. PARTNERSHIPS

50. PARTNERSHIPS

51. YOUTUBE
● 71% avg. usage (15-55)
● Most widely used among adults
● 80% users outside U.S.
TWITTER
● 66% twitter users - male
● Total ad engagements up 91%
year-over-year
FACEBOOK
● 74% users visit daily
● 2nd most widely used by adults
POSTERS/BILLBOARDS
● Most effective (18-44)
● Visually aided ad recall (33-62%)
● 40% told family/friends
INSTAGRAM
● 16% avg. usage (13-54) worldwide
● Most popular in U.S.
● High brand engagement
TV
● 9:00 pm - 10:00 pm (18-49)
PROMOTION(SOCIALANDDIGITALMEDIA)
Research by Statista, Nielsen, OmniCore, & Pew Research

52. TIMELINE
January 13, 2020
January 17, 2020January 9, 2020
Late December
Like now...

53. We Ride Together.
We Die Together.