2. 360 Campaign
Advertising
Print
Full page 4 color ad in December/January issue 250th Issue
Collector’s Editor with Rick Ross and Big Sean on the Cover
Digital on thesource.com
• Display advertising: 728 x 90, 300 x 250, 160 x 600 (4 weeks)
• Pre-roll video on Source TV on thesource.com ( 5 weeks)
• Pre-roll video on Source You Tube Channel (5 weeks)
3. 360 Campaign
Social Media (5 week campaign)
• Facebook: Promoted contrabandmovie.net, Exclusive screenings,
Contraband trailer(s), Interview wiht Kevin Johnson,
• Twitter: Promoted contrabandmovie.net, Exclusive screenings,
Contrabandtrailer (s), Interview wiht Kevin Johnson,
4. 360 Campaign
Press
• Print article about Mark Wahlberg in December/January issue
• Article about Kevin Johnson on thesource.com pre film release
• Trailer headline story with link to screening details
• The Source invited bloggers to the NY screening event
• Source video interview with Compton Rapper Kendrick Lamar with
Contraband pre-roll video was picked up by several national sites
such as Complex
THESOURCE 020 THESOURCE.COM
his September 15,
1992, performance on
the Arsenio Hall Show,
a young Mark Wahlberg sat down
with the late-night host to promote
his sophomore effort You Got to
Believe, which had just been released.
At the time, Wahlberg was the leader
of Marky Mark and the Funky Bunch,
a popular group whose Hip-Hop
credibility was in question. When asked
about “staying true” (a term Arsenio
ironically said was used by Heavy D),
Mark’s response: “Don’t try to make it
something that it’s not.” A simple, yet
personal answer that was undeniably
Hip-Hop. Undeniably Mark.
Shortly after his appearance,
Wahlberg’s career took a sharp turn.
He stepped away from rapping to
venture into film, a move that would
more than pay off for him. Following
an underwear modeling career, Mark
started to pick up some interesting
roles. The 1993 television film The
Substitute featured Mark in his first
role in front of the camera since
his music video days. Yet it wasn’t
until the 1997 film Boogie Nights,
where Mark starred as Eddie Adams
(aka Dirk Diggler), that he received
accolades for his acting ability. More
impressive roles were just around
the corner as Mark’s acting resume
started to skyrocket. Roles in The
Perfect Storm, Planet of the Apes,
Max Payne, The Italian Job, Four
Brothers, Invincible, The Departed,
and more started to brand Wahlberg
as one of the top in his field. He would
become accustomed to playing
statement roles, bold in character, yet
ultimately different from one another.
But it’s behind the camera where
Mark’s success has been even more
impressive. Serving as executive
producer, Wahlberg had everyone
locked into HBO for eight seasons
with Entourage. Loosely portraying
his own life through Vinny Chase
and company, the idea for the series
came about when Mark’s assistant
jokingly asked to film Mark and his
own entourage. “You know, obviously
that was our first one for television.
We always knew we had something
special with it,” Mark says. The show
would translate into 18 Emmy and 11
Golden Globe nominations.
“It’s sad to see it end but all good
things come to an end. With a show
that successful, obviously it becomes
expensive to produce and shoot.
We just felt that the time was right,”
says Mark of his hit series. And while
fans salivate for a possible film to tie
up loose ends from the series finale,
Mark and company have a bigger
vision. “We’re hoping to develop the
first of at least three films in the near
future,” Mark says.
With Entourage behind him, Mark
is currently executive producing
two other notable HBO programs
in How to Make it in America and
Boardwalk Empire, shows that are
simultaneously airing on the network.
The first offers a perfect fuse of Hip-
Hop and fashion, featuring cameos
from Pusha T and Pharrell; the
latter has him working closely with
the one and only Martin Scorsese.
“We had the book and I had a great
relationship with Martin, who I worked
with on The Departed. He was on the
fence for a while until I paid him a visit
on the set of Shutter Island where
I basically talked him into it,” Mark
says. The two have even discussed
revisiting The Departed storyline in
the near future. “The first one was
based on a trilogy,” Mark offers.
In the forthcoming year, Wahlberg’s
theater run isn’t slowing down. He
stars in the upcoming Ted, a comedy
about an adult still attached to his
teddy bear who happens to have a
potty mouth. Family Guy creator Seth
MacFarlane, who serves as the film’s
director and co-writer, stars alongside
Mark as the teddy bear’s voice. On
the flipside, Mark stars as Chris
Farraday in the thriller Contraband,
a remake of the Icelandic film
Reykjavík-Rotterdam, about a family
man forced to revisit his dark past of
drug smuggling to help his troubled
brother-in-law. “I’ll try to switch it up. I
had just got done with a comedy and
the American version of the film is an
unpredictable thriller,” he says.
This past month, Mark spent time
shooting in New York for Broken
City, a film co-starring Russell Crowe
and Catherine Zeta-Jones, set to be
released in January 2013. Then there’s
the development of another project,
Cocaine Cowboys, which co-stars
Leonardo DiCaprio, and could see
production as early as the fall of 2012.
As evident by what is most likely
a packed day planner, Wahlberg’s
career is a continuing evolution. Don’t
try to make it something it’s not.
—Sean Lynch
Following
THESOURCE 028 THESOURCE.COM
MARK OF SUCCESS
Executive producer, actor, and former rapper Mark Wahlberg is true to the art form.
#250_28_etts_lightscameraction.indd 28 12/8/11 9:07:28 PM
5. 3 Market Source Exclusive Screeings: Philadelphia, Chicago, Atlanta
Chicago: Kers Icon!Chicago-Roosevelt, 98% capacity
Summary
With no radio partner in the market The Chicago market surpassed
expectations. The Chicago market focused on a grass roots effort
with the distribution of 1,000 Contraband movie passes along with one
generic screening teaser and two (2) Chicago market evites to The
Source email database. Passes were distributed predominately
lifestyle locations which included:
• Barber Shops
!" Coffee Shops
!" Beauty Salons
!" Spas
!" Bally Total Fitness Gym
!" College Campuses
!" Clubs
!" Social Media platforms (Facebook & Twitter)
The evening of the screening The Chicago market was in the middle of a
snow storm but that did not stop attendees from being the first to see the
new film Contraband. Those in attendance showed up early and didn’t
mind waiting in line to get a seat. Those in attendance received
complimentary issues of the Source Magazine December/January issue
and once inside they were given a chance to win Contraband T-shirts.
Chicago Screening
6. 3 Market Source Exclusive Screeings: Philadelphia, Chicago, Atlanta
Atlanta: Altantic Station Regal, 95% capacity
Summary
Atlanta was another market that performed very strongly in support of
the Contraband movie screening. This market relied heavily on grass
roots efforts and limited support from radio station V103. In addition to
passes, the outreach was supported by one generic pre-screening
announcement, two (2) Atlalnta market invites, an article on
thesource.com and social media. Movie passes were distributed by the
following:
!! Greek & Sorority Organization
!! Church Community Groups
!! V103 Club Nights
!! Clubs
!! College Campuses
!! Beauty Salons
!! Barber Shops
!! E-Blast
!! Social Media (Twitter & Facebook)
Atlanta attendees arrived early to the Contraband screening some arrived
(2) hours prior to the start of the screening. Those in attendance were also
treated to issues of the December/ January issue of the Source and played
games inside the theatre to receive an official Contraband T-Shirt. The
screening performed very strongly.
Atlanta Screening
Screening Eblast
7. 3 Market Source Exclusive Screeings: Philadelphia, Chicago, Atlanta
Philadelphia: The Rave Motion Picture Theater75% capacity
Summary
The Source Magazine partnered with Hot 107.9 with the distribution of
passes for Contraband but we relied heavily like the previous markets
on grass roots efforts to distributed movie passes to the following:
!! Nail Salon
!! Beauty Salon
!! Hot 107.9 Club Nights
!! College Campuses
!! Churches
!! LifeTime Gym
!! Gentleman Bars
!! Coffee Shops
!! Hot 107.9 Van Hits
!! Social Media (Facebook & Twitter)
With (5) Contraband movie screening taking place in the market prior to
The Source screening. The turn out was still good with about 75% of the
theatre filled. We do be believe the prior screenings had some bearing
on attendance because alot of the audiences are shared. Those in
attendance showed up early for their chance to see the film. They
enjoyed the complimentary issues of The Source Magazine and the
Contraband T-Shirts. The audience was very engaged in the Contraband
trivia questions used to give away shirts.
Philadelphia Screening
