The document provides marketing strategies and context for the release of an upcoming film. It discusses leveraging the names of the director and past films, targeting specific demographics. It notes the film's release in over 60 territories including China through a co-production deal. While set in the US, the film is expected to have stronger UK appeal. The marketing budget is triple the production budget of $26 million due to pushing up the release date to the summer to avoid legal issues over song rights.

1. Making the high notes…
Creating brief revision bullets
My Beautiful Laundrette

2. DBRC FES ESSMLA
 Director Danny Boyle, ‘writer’ Richard Curtis
 Marketing lead on THEIR names; THEIR past films …
 Featuring flipping Ed Sheeran (global star)…
 Slumdog Millionaire (Oscar winner! Link to critical
credibility … boost male/older appeal?)
 Love Actually (now classic rom-com; signifying
“chick flick”, escapism)

3. BBALA
 British but American … Los Angeles
 A humble Londoner seduced by glamorous
powerful American record executive
 Our hero moves to LA to succeed
 BUT…WT are actually making a dig at the
US!!! He rejects the surface, unfulfilling
American glamour to come back to Britain
for his girlfriend and to become a teacher

4. JFK + China
 Theatrical release in 63 territories (JFK shot
in ‘63)…
 Plus China!
 64 terrs is huge; unthinkable for an Indie
like Warp…NOT unusual for WT… as a
subsidiary of a big 5 vertically integrated
conglomerate, NBCUniversal
 Co-Production with Perfect Pictures, a
Chinese co, so gets round the China quota!

5. Gant -6
 Although the action switches to the US,
we start and end in the UK with a British
lead. Like BJB and World’s End (and the
Bond movies) we would expect UK appeal
to be stronger than for US
 So we don’t see the Gant rule: $73m US v
$18m UK = x4 multiple
 (that’s 10-6…Gant-6)

6. Triple 26
 $26m budget
 $75m marketing spend (triple 26)
 Includes $4m on prints alone – more than
most Warp films’ budget
 That high spend happened after the Beatles
song rights were set to change hands before
September release, so it was PUSHED UP to
June to avoid a court case with Paul
McCartney (summer Macs)
 That is of course the peak box office period
usually reserved for tentpoles/blockbusters

7. Summer Macs
 The high (triple budget) marketing spend
happened after the Beatles song rights were
set to change hands before September
release, so it was PUSHED UP to June to
avoid a court case with Paul McCartney
(summer Macs)
 That is of course the peak box office period
usually reserved for tentpoles/blockbusters
 Easter, summer, Xmas/New Year = the 3
peak periods because … school holidays

8. PE or PFE
 Perfect Entertainment (Vogue quote used in
marketing) Perfect fluffy escape
 The escapist nature of the film was judged
ideal for the covid context. American
audiences especially demand feelgood
endings
 The phrase from upmarket women’s
magazine Vogue, “perfect entertainment”, is
featured heavily in the marketing, including
in social media posts for the PVOD and DVD
releases – denoting the film’s fluffy nature

9. BO2B6 or BOB6
 Box office to budget multiple of 6
 Global box office of $150m represents a x6
multiple of budget, very healthy
 TV and PVOD brought in a further $80m

10. 2B or not 2B
 RC has generated nearly $2bn box office
from the various rom-coms he’s directed
(well over this if you add those he only
wrote)