Dossier Cloud Atlas movie

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Cloud Atlas – Mediaplanning
Margaux Fairfort – Daphné Lala – Donavan Siron - Sarra Tadlaoui

Margaux Fairfort
Daphné Lala
Donavan Siron
Sarra tadlaoui

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Sommaire
Cloud atlas..............................................................p.04

Our target................................................................P.05

Our campaign...........................................................P.08

P&A..............................................................P.09
Comic con & Press junket........................P.11
Matrix operation .....................................P.12
Augmented reality trailer.....................P.13
Street marketing.....................................P.14
Digital tools..............................................P.15
Join the ride...............................................P.16

Budget & planning...................................................P.18

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Cloud atlas

This adventure film, mixing sci-fi drama and mystery, is an exploration of how the actions of
individual lives impact one another in the past, present and future. The story presents
different destinies : an 1849 diary of a journey across the Pacific ; letters from a disowned composer to
his friend; a thriller about a murder at a nuclear power plant ; a publisher in a nursing home ; a rebellious
clone in futuristic Korea ; and a tribe living in post-apocalyptic Hawaii ; showing slowly how everything
is connected.
Cloud Atlas is a movie coming out on the 22nd of February 2013. This film is from the directors of
Matrix, Andy Wachowski and Lana Wachowski, and the director of Run Lola Run, Tom Tykwer.
Featuring Tom Hanks, Halle Berry, Hugh Grant, Hugo Weaving, and much more, this movie is, to date,
the biggest and more expensive independant production, with an estimated budget
of $100,000,000. Produced by Cloud Atlas Production and co produced by seven other independent
production companies, the film is being distributed in the UK by Warner Bros. Cloud Atlas has been
Rated R(forbidden to under 15) because of the scenes of violence, language abuse, sexuality/nudity and
some drug use.

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Our target

Main Target
v Men-Women, 15-30 y.o, movie goers, sci-fi/blockbuster/epic film fans (Lord of
the Rings, Avatar)

Core target
v Men-Women, 20-25 y.o, living in urban areas, grew up with The Matrix, Lord
of the Rings, Narnia
v Used to seeing big FX movies like Avatar, have higher standards
v Play RPG (Final Fantasy)
v Generation Y (new technologies, social media)
v Students and/or working (part time) Very outgoing, movie goers

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Main Target planning – Felicja
FELICJA
Felicja.is.28..She.is.a.columnist.for.female.press.such.as.Cosmopolitain,.Bazaar…She.lives.with.he.boyfriend.Ron.in.a.small.but.nice.flat.in.shoreditch..They.have.a.cat,.and.maybe.plan.to.have.kids.!
They.like.going.out.on.Saturday.night.because.they.don't.have.a.lot.of.time.for.each.other.during.the.week..Her.night.for.herself.is.the.Friday.and.she.often.spend.it.with.her.friends.
She.read.the.Narnia's.book.when.she.was.younger.and.she.likes.seeing.those.type.of.movies,.like."The.Golden.Compass",.moreover,.she.knows.her.boyfriend.likes.the.big.adventure.movies.
She.has.her.own.blog.and.like.blogs.and.articles.about.previous.generations,.nostalgia…

writing/testing/meeting TV
sports friends

Monday Tuesday Wednesday Thursday Friday Saturday Sunday
73to38

she.wakes.up.and.goes. she.wakes.up.and.goes. she.wakes.up.and.goes. she.wakes.up.and.goes. she.wakes.up.and.goes.
83to39
jogging jogging jogging jogging jogging
have.a.shower..Share. have.a.shower..Share. have.a.shower..Share. have.a.shower..Share. have.a.shower..Share.
93to310
breakfast.with.her.boyfriend breakfast.with.her.boyfriend breakfast.with.her.boyfriend breakfast.with.her.boyfriend breakfast.with.her.boyfriend
She.starts.writting.some. Goes.to.the.HQ.of.Cosmo.for. She.starts.writting.some. she.wakes.up.and.goes.
103to311 Goes.shopping goes.to.the.hair.dresser
articles a.meeting articles jogging

113to312 writing meeting shopping shopping writing have.breakfast She.wakes.up.and.have.breakfast

She.eats.boiled.vegetables. park.or.special.room.with.her.
123to313 Have.a.luch.with.colleagues Have.a.salad.at.home Have.a.salad.with.colleagues have.lunch.at.home watches.the.News.on.BBC.News
and.fish boyfriend.to.climb
goes.out.to.test.products.and. goes.to.the.headquartes.of. goes.out.to.test.products.and.
133to314 goes.back.home.to.write goes.to.the.bank climbing watches.the.News
shops.for.her.articles The.Sun.for.a.meeting shops.for.her.articles
reads.some.
goes.out.to.test.products.and. goes.out.to.test.products.and.
143to315 writing writing meeting they.have.lunch.outside newspapers(times)/magazines(Gl
shops.for.her.articles shops.for.her.articles
amour.or.She.or.Cosmo)
goes.out.to.test.products.and. goes.out.to.test.products.and.
153to316 writing writing meeting they.go.to.an.exibition have.lunch
shops.for.her.articles shops.for.her.articles
goes.out.to.test.products.and. goes.out.to.test.products.and. park.to.walk.with.her.
163to317 writing writing goes.back.home.to.write exibition
shops.for.her.articles shops.for.her.articles boyfriend.maybe.riding.bycicle
goes.back.home.and.try.a. Goes.to.see.some.friends.to. Get.prepared.to.see.her.
173to318 Goes.to.waitrose.to.buy.food writing nap park
new.recipe have.a.drink friends
goes.for.a.drink.with.her.
183to319 cooking writing Join.her.friends.in.a.bar they.go.to.the.restaurant goes.to.waitrose
mother

193to320 Eating eating Goes.back.home.to.eat blogs They.go.to.a.restaurant restaurant Eating

while.watching.replay.of. while.watching.Beginners.on. They.watch.the.replay.of.X.
203to321 she.blogs eats party they.go.to.the.cinema
Doctor.Who.on.BBC1 "indie".sky312 FACTOR.on.itv1
while.watching.replay.of. while.watching.Beginners.on. watches.Superman.2.on.Sky. while.watches.Limitless.on. They.watch.the.replay.of.X.
213to322 party cinema
Doctor.Who.on.BBC1 "indie".sky313 305."action" sky309."sci.fi" FACTOR.on.itv2
watches.Superman.2.on.Sky. while.watches.Limitless.on.
223to323 party go.to.a.pub
305."action" sky309."sci.fi"

233to324 she.goes.back.home they.go.back.home

243to31

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Core Target planning – Jeffrey
Jeffrey
Jeffrey&is&23,&he&is&a&student&in&architecture.&He&lives&is&a&shared&flat&with&4&people&in&the&suburbs,&one&hour&far&from&school.&He&works&at&his&local&Burger&King.&He&likes&playing&RPG&like&Kingdom&of&Heaven&and&Final&Fantasy.&
He&likes&to&go&to&cinema&to&see&adventure&films,&he&went&to&see&the&Lord&of&The&Rings,&the&last&Spiderman,&and&Avatar.

class games friend&time
work&at&Burger&King TV

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

75to58 he&wakes&up

85to59 he&wakes&up goes&to&school wakes&up&and&go&to&work

95to510 his&class&begins his&class&begins class&begins work class&begins

105to511 but&he&sleeps goes&to&school class work but&he&plays&COD
wakes&up&and&goes&to&central&
115to512 class class work plays&COD
london
lunch&witch&classmates,&goes&to&
125to513 he&wakes&up goes&back&home goes&back&home&to&eat goes&to&school have&lunch&with&friends
tesco
135to514 and&go&to&class afternoon&lecture works&on&a&project goes&to&school afternoon&lecture have&lunch&with&friends
watches&the&replay&of&Doctor& go&to&see&a&movie&or&goes&
145to515 class&begins class afternoon&lecture class he&wakes&up
Who&on&BBC1 shopping&to&HMV
watches&the&replay&of&Doctor& go&to&see&a&movie&or&goes& watches&The&Last&airbender&on&&
155to516 class class class class
Who&on&BBC1 shopping&to&HMV "Family"&Sky&305
watches&the&replay&of&Doctor& go&to&see&a&movie&or&goes& watches&The&Last&airbender&on&&
165to517 have&a&pint&with&his&friends class class class
Who&on&BBC1 shopping&to&HMV "Family"&Sky&306
175to518 goes&back&home goes&back&home eats goes&back&home goes&back&home goes&back&home goes&to&tesco&to&buy&food
buys&his&"SCI&FI&Magazine"&and&
185to519 begins&work&at&BK begins&work begins&work begins&work Begins&work plays&Final&Fantasy
"games&TM"
195to520 work work work Read&his&magazines work work plays&Final&Fantasy
Watches&Harry&Potter7&on&
205to521 work work work work work plays&Final&Fantasy
"Familly"&Sky&307
Watches&Harry&Potter7&on& watches&Super&8&on&"Sci&Fi"&Sky&
215to522 work work work work work
"Familly"&Sky&308 309
watches&an&episode&of&Family& Watches&Green&Lantern&on& goes&back&home&to&quikly&get& watches&Super&8&on&"Sci&Fi"&Sky&
225to523 goes&back&home&with&free&meal goes&back&home&and&eat plays&Call&of&duty
Guy&on&"FX"&Sky&124 "Action"&Sky&305 ready,&and&leave 310
watches&an&episode&of& while&watching&The&Green& Watches&Green&Lantern&on& find&some&friends&in&a&bar/night& watches&Super&8&on&"Sci&Fi"&Sky&
235to524 plays&Call&of&duty plays&Call&of&duty
American&Dad&on&"FX"&Sky&124 Hornet&on&"Thriller"&Sky&307 "Action"&Sky&305 club 311
while&watching&The&Green&
245to51 plays&Call&of&duty plays&Call&of&duty party plays&Call&of&duty
Hornet&on&"Thriller"&Sky&307
15to52 plays&Call&of&duty plays&Call&of&duty party plays&Call&of&duty
watches&an&episode&of&Dexter&
25to53 party plays&Call&of&duty
on&"FX"&Sky&124
35to54 party

45to55 goes&back&home

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Our campaign

After seeing the six minutes trailer and doing some research, we thought that the factor of the travel
was a really important point in the movie. Always on the move, the characters are all in a journey, literally
and figuratively, to find out something about themselves an others. Most of the travel are either
done on the Pacific ocean, or linked to the sky (in the mountains or in kind of spaceships); this is why we
decided to turn our campaign to the experience of a journey. The catchphrase "Join the ride"
is linked to this experience of a personnal quest through the different elements. This is how we
will try to involve our target into the film's world. Such as Matrix, explaining the story of this film isn't a
simple task through usual materials such as trailers and posters. That is why it was important to make
participate the audience to incredible and mysterious experiences that could give them the
will to go to see the movie.

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P&A

Outdoor advertising

Outdoor advertising will be used to promote the movie on a national scale for a total of 6 weeks
leading to the release date, and will include:
- Bus advertising
- London Underground : Digital escalator panels and 4 Sheets in busy corridors and platforms

Format Period Cost

Bus advertising (National 2 weeks (Jan 28th - Feb
supersides) 653mm x 6108mm £720,042
10th)

Digital escalator panels
(HD portrait LCD 23” 2 weeks (Feb 4th - 17th) £9096
screens)

4 Sheets 2 weeks (Feb 11th -
381mm x 254mm £104,100
24th)

TOTAL £833,238

Print ad

The movie will be advertised in free newspapers in order to effectively reach our core target = young
adults, urbanites who commute everyday for studies or for work and who can’t necessarily afford high-
end newspapers
- The London Evening Standard
- Metro (London only)

Newspaper Format Period Cost

The London Evening Full page, color Opening week (Feb 18th £285,600
Standard - 22nd)

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Newspaper Format Period Cost

Metro (London only) Full page, color Previous week (Feb 11th £150,890
- 15th)

TOTAL £436,490

Magazine covers and interviews for
- Halle Berry on Glamour (February 2013 issue)
- Tom Hanks on Esquire (February 2013 issue)
- Hugh Grant on GQ (February 2013 issue)

TV

The 30s movie trailer will run for a total of 5 weeks on primetime and later on
- ITV1 and Sky1 for general audience
- SyFy and FX for core and main target audience

Channel Period Airing time Cost

ITV1 2 weeks (Jan 14th - Early evening news and £950,740
27th) primetime

Sky1 2 weeks (Jan 21st - Feb Early peak and late peak £122500
3rd)

SyFy 2 weeks (Jan 28th - Feb Late peak and night time £3920
10th)

FX 2 weeks (Feb 4th - 17th) Late peak and night time £9940

TOTAL £1,087,100

Talk show interviews during the opening week for
- Halle Berry on The Graham Norton Show
- Tom Hanks on The Jonathan Ross Show
- Hugh Grant on Alan Carr: Chatty Man

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Comic Con
To market the film, we think it would be important and interesting for
Cloud Atlas to take part in the San Diego Comic-Con’s session (11th to
15th July 2012).

The Comic-Con event is the perfect place to promote the film directly to
its target audience, Cloud Atlas being a Sci-Fi and adventure themed
movie. Plus its worldwide coverage will get the name of the movie
mentioned all around the world and thus generate interest among
movie goers long before the movie comes out.

Press junket
The press junket will consist of a 3-day trip to Morroco, just a week before Christmas, for renowned
journalists from newspapers to magazines specialised in cinema, lifestyle, and for men and women. The
main aim of this operation is to make the film gain notoriety by press coverage, which is why we’re
going to give the journalists a real treat.

During this trip, they will have the opportunity to get a special screening of the movie and
interview individually members of the cast (Halle Berry, Tom Hanks, Hugh Grant, etc.) and the film
crew.
A welcoming party will be organised during the 1st night at the 5 star hotel where they will be staying.

On the last day, they will individually get to experience a 3D mapping that will make them dive into
world of Cloud Atlas, where they will travel through time and space just like the main characters.
They will first travel through natural landscapes such as mountains and forests, and then discover
futuristic landscapes and cities. Their experience will be filmed and given to them as a gift to go
home with so that they could share it with their family and friends and generate word of mouth.

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Matrix operation

As part of the 10 year anniversary of the Matrix trilogy (from the same directors than Cloud
Atlas), we will arrange a partnership between these two Warner Bros films.
A special edition of the Matrix DVD box set will be released for the occasion and will include a golden
ticket offering the opportunity for fans to attend the premiere of Cloud Atlas along with the cast of
the film.
Owners of the DVDs will have to go to the Cloud Atlas’ website to register and enter the number
inscribed on their ticket. Only 10 tickets will possess the winning code for 2 persons to attend the movie
premiere on February 15th 2013.

In addition of getting media coverage for both movies, we will create traffic on Cloud Atlas’
website.
To promote this operation, in-store marketing will be placed in several DVD stores such as HMV.

This operation will take place before the launch of the trailer and the beginning of the movie’s campaign
allowing us to create mystery around this movie and encourage people to enquire it.

Example of in-store marketing

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Augmented reality Trailer

Trailers of Cloud Atlas will be projected as usual in chosen cinemas, around one month before
the release of the film. But more than that, trailers in augmented reality will be broadcasted
before movies targeting the same kind of audience and coming out in january 2013 :

- NEMO 3D (movie in 3D version)
- Riddick: Dead Man Stalking (Riddick 3)
- Django Unchained (last tarantino)
- The Man With The Iron Fists (adventure film with Russell Crowe,Lucy Liu)

This trailer will show the room, filming in live. People will see on the screen iconic characters from
the movie going down the aisles. Then the « spaceships » from the movie wil appear from a corner
and race aroud the room as the exhilarating music will play. After the augmented reality part, the short
version of the normal trailer will appear on screen, so that the audience could remember the
film linked to the experience they just lived.

Example of the augmented reality Trailer

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Street marketing

Hot-air balloon

An aerial event will be used to promote the movie, with a hot air
balloon in the heart of London, in a Thames side location. The
air balloon will be customized with the movie’s title written on
the balloon for people across London to see it from far away.

Pedestrians walking by will be able to fly over London for free
to live the Cloud Atlas experience and go home with movie
themed merchandise. The idea is to make them feel what it feels
like to be traveling in the air like the movie characters, and the aim is to create buzz with word of mouth
from both the passengers and those who saw the hot air balloon up in the sky, and thus gain
awareness.

Ship Parade

In addition to the aerial event, there will also be a ship
parade on the Thames. Pedestrians strolling alongside the
Thames will have the chance to see a large ship with pirates
on its board pretending to fight. ‘Cloud Atlas’ will be carved
on the ship’s hull to make the movie gain awareness and
generate word of mouth.

These 2 events are meant to remind of the movie’s
theme, which is traveling through space and time, and of
the elements that are conveyed through the movie’s title itself
(air and water).

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Digital tools

Cloud Atlas App

During the campaign, an app for smartphones will be launched. The app will offer basic
informations about the movie, such as the trailer, latest news, exclusive interviews. The app
will also have a part where people can get informations to go through the Contest, like the articles
in which they have to look for to find out the code. Finally, the app will have an exclusive game, that
will be released later on, on Facebook.

Example of the Cloud Atlas App

Cloud Atlas Game

Thanks to the application, people will be allowed to play an « old school » game. Also displayed on
the Facebook app, the game capitalize on the look of old geeky games of the 80’s, as the actual
trend tends to use it more and more this year. The « nerd » audience will be delighted to see a game
with an old look, but pictures of the movie in the background. The game is simple and alternates,
regarding the levels, between a spaceships race (left), and a Cloud Atlas version of Space invader (right).

Example of the App’s exclusive game

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JOin the ride

We’re going to launch a contest for fans to win tickets for a private event under the name of
Join The Ride, prior to the movie premiere.

The contest will consist of 3 spaceships (the ones that appear in the movie trailer) placed in 3
different locations in London where people are very likely to come across: Hyde Park, Trafalgar
Square and Camden Town. They will be installed on January 19th (same day as the ship and the balloon)
and start counting down to January 21th, where they will start giving out clues for the
contest on their screens for 3 weeks. They will also serve as an attraction, to get people
talking and wondering what they are and why they’re there.

Apart from being a complement to the air balloon and the pirate ship, these spaceships will also be used
to give clues for the contest : clues will be generated on a screen and will consist of numbers. In
order to find out what they need to do with these numbers, the contestants will have to follow the
movie’s Twitter account, which will give clues about what the numbers refer to (number of article,
page, line etc.). The contestants will have to find the 3 words that form «Everything is
connected» (the movie’s tagline) which will be randomly placed throughout different articles on the
movie’s official website. The contestants will then have to like the movie’s Facebook page in
order to enter the 3 words as well as their personal information (name, age, address, telephone number)
to enter the drawing. Their liking the movie’s Page will also help promote it on Facebook. The contest
will end on February 10th.
Of those who have correctly entered the name of the event, 250 will be randomly picked out to attend it
with a person of their choice.

The Join The Ride event is a place where fans can exclusively experience and explore the
themes of the movie before it comes out: travelling through different worlds, travelling through time,
travelling through the elements.

The event will take place on February 16th at the
Tate Modern, where the winners can :

- enjoy a buffet and an open bar
(disguised person = one free drink)
- go through the different universes that can be seen
in the movie (we’ll recreate some of the movie sets)
and have the possibility to check in to each universe
and take pictures without having to use their mobile
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phones (they will be given wristbands synchronized to their Facebook account which will be used to
swipe across sensors on Facebook pillars) in order to share their experience with their friends
- experience awesome 3D mappings that recreate the magic of the film
- travel the world and the universe in a mini spaceship for 2 (much like Star Tours the motion
simulator attraction at Disneyland), guests can create their own itinerary
- play games and and go home with limited edition merchandises

The contest will be promoted through the website and the movie’s UK Facebook page.

Example of 3D mapping’s universes

Example of the introduction for the minispaceship attraction

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Budget

Comic con :
- 80 000 £
for 4 days, including the stand, the personnel, and the exhibition’s space

Press junket
- 50 000 £
for 3 days and 20 journalists, including the travel, the luxury hotel, the journalist’s activities (3D
Mapping) & meals.

Matrix operation
- 10 000 £
for all the UK operations, including instore marketing and printed golden tickets.

P&A
- 2 356 828 £
including TV, print ad and outdoor advertising.

Augmented reality trailer
- 100 000 £
including development and broadcasting.

Street marketing
- 230 000 £
including ship parade and hot air balloon attraction.

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Digital tools
- 10 000 £
including the app and the game.

Join the ride Event & contest
- 700 000 £
for 500 persons, including rent for the event’s place, activities, personnel, buffet and open-bar, event’s
digital tools (facebook links…), place embellishment
setting up of the contest, spaceships in street creation, community management for all this operation

TOTAL COST : 3 536 828 £

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Planning
P&A
PUBLIC#RELATIONS STREET
TRAILER
DIGITAL PRESS MARKETING JOIN THE RIDE CLUES FOR
COMIC CON P&A DVD Matrix Augmented APP ADVERTGAME PREMIERE EVENT RELEASE
JOIN#THE#RIDE#CONTEST JUNKET (Boat+hot air CONTEST THE CONTEST
Reality
PROMOTIONAL#OFFER baloon)
RELEASE
Week 1
Week 2 12#to#15#July
JULY
Week 3
Week 4
Week 1
Week 2
AUGUST
Week 3
Week 4
Week 1
Week 2
SEPTEMBRE
Week 3
Week 4
Week 1
Week 2
OCTOBER
Week 3
Week 4
Week 1
Week 2
NOVEMBER
Week 3
Week 4
Week 1
Week 2
DECEMBRE
Week 3 17#to#19#Dec
Week 4
Week 1
Week 2 101Jan 101Jan 101Jan
JANUARY
Week 3 191Jan 19#to#20#Jan
Week 4 211Jan
Week 1 021Feb 091Feb
Week 2 101Feb 111Jan 151Feb 161Feb
FEBRUARY
Week 3 221Feb
Week 4
Week 1 11Mar
Week 2
MARCH
Week 3 221Feb
Week 4

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