5042 Wilshire Blvd., #600, Los Angeles, CA 90036 P. (323) 939.8477 F. (323) 939.8656

127 Hours (Fox Searchlight Pictures)Online, Retail and Print Campaign

DMA: Los Angeles Project Manager: Sean Bellosean.bello@campuscircle.net

Overview of Campaign• Campus Circle worked with Allied

Integrated Marketing on promotingthe release of 127 Hours in the L.A.DMA. Our efforts included

• A Retail PartnershipBig 5 Sporting Goods (50 locations)

• Online MarketingBanner AdsNewsletter AdvertisingDedicated EmailingA Film ScreeningSweepstakes hostingSocial Media

• Print AdvertisingCampus Circle Newspaper

Retail Partnership - Big 5 Sporting GoodsCampus Circle brought in Big 5 Sporting Goods as a retail partner for the release of 127Hours. The partnership included 127 Hours poster and counter card displays in fifty Big 5store locations in the Los Angeles DMA. The value of the retail partnership was $25,000.00.

Tracking Online Stats through Bitly• Campus Circle utilized the Bit.ly

tracking service to keepperformance statistics on ouronline campaign. Campus Circleutilized bit.ly links for ourdedicated email email, banneradvertising and newsletteradvertising.

• Collectively, all efforts resultsin 2,743 clicks to date.

• The remaining portions of thisreport gives examples of ouronline efforts.

Banner Advertising• Banner advertising for 127 Hours appeared on our website, campuscircle.com. The banner ads

ran throughout 95% of the site. Our monthly traffic currently averages 500,000 page views and 80,000unique visitors. The 127 Hours banner ads had a combined 300K impressions and 340 clicks. Thevalue of the banner ads was $3,600.00.

Newsletter Advertising• Banner advertising for

127 Hours appeared inour weekly emailnewsletter for fourweeks.

• The Campus Circleweekly email newsletterreaches 30,000members per week in thegreater Los Angelesarea. The banner adshad 142 combined clicks.

• The total value of thebanner ads over fourweeks was $1,500.00.

Campus Circle - Calendar Listing

• A calendar listing for127 Hours appearedon our website.

• To date, the calendarlisting has been viewed239 times.

• Campus Circle websitetraffic averages:

• 500,000 pageviews/month

• 80,000 uniquevisitors/month

Film Screening - 127 Hours

Campus Circle screeningpages are an eticketingplatform that includesinformation about the film(trailer, website links,editorial) as well as ourretail partners.

As a retail partner, Big 5Sporting Goods hadbanner advertising on the127 Hours screeningpage.

The 127 Hours screeningpage was viewed 2,194times in one week.

The value of thesweepstakes page is$750.00.

Film Screening - 127 Hours E ticket

Campus Circle eticketsprovide information about thescreening for the recipient aswell a vehicle to promote aretailer partner.

In this case, a 20% offcoupon for Big 5 SportingGoods was available for filmgoers to download off ourwebsite.

Film Screening Stats Page• For the 127 Hours screeningpage, Campus Circle had anaccompanying stats/demos pagefor the clients to keep track ofwho was rsvping to thescreenings.

• For example, the 127 Hoursscreening demos include:

• 67% - 18 to 34• 54% - Male• 30% - Hispanic• 32% - Caucasian• 13% - Asian• 06% - African American

Big 5/127 Hours Coupon• Campus Circle hand to handdistributed 500 Big 5/127 Hourscoupons at the film screening atthe ARCLIGHT.

Sweepstakes - 127 HoursCampus Circle sweepstakespages provide informationabout the film as well avehicle to promote a retailerpartner.

Once again, the Big 5 20% offcoupon for Big 5 SportingGoods was featured on thepage along with informationabout the film including themovie trailer, a link to theofficial website and editorial.

The 127 Hours sweepstakespage has been viewed 2,563times to date.

The value of the sweepstakespage is $750.00.

Dedicated Email promoting 127 Hours• Campus Circle sent out

a dedicated email topromote the 127 Hourssweepstakes.

• The stats for the emailwere as follows:

• Emails sent: 30,150• Clicks: 2,236 (7.4%)

• Value = $1,200.00

Sweepstakes Stats PageFor the 127 Hours sweepstakespage, Campus Circle had anaccompanying stats/demos pagefor the clients to keep track ofwho was entering thesweepstakes.

For example, the 127 Hourssweepstakes demos include:

• 41% - 18 to 34• 53% - Female• 15% - Hispanic• 48% - Caucasian• 11% - Asian• 03% - African American

Campus Circle - Print Editorial• Print Campaign

• An interview with James Francoapppeared in the 11/3 issue ofCampus Circle.

• Campus Circle is a weeklyalternative newspaper distributedto 40 schools and over 800 retailoutlets in the greater Los Angelesarea. In its 20th year, CampusCircle covers film, music, eventsand L.A. culture.

• The value of the 1/2 page article is$830.00.

Campus Circle - Online Editorial

• The 127 Hours articlethat appeared inCampus Circlenewspaper alsoappears on ourwebsite.

• Since 11/3, the articlehas been viewed 409times.

• Campus Circle websitetraffic averages:

• 500,000 pageviews/month

• 80,000 uniquevisitors/month

127 Hours Film Trailer on website• The trailer for 127 Hours

appears on our website.To date, the trailer pagehas been viewed 308times.

Campus Circle - Social MediaCampus Circle placed127 Hours posts(editorial, screening,sweepstakes) on ourSocial Media pages topromote the film. Thevalue of the Social Mediaoutreach was $1,000.00.

Campus Circle Outreach - Print• Campus Circle printed

full page 4 color ads for127 hours in 4 issues ofour publication.

• A cover strip ad for thefilm ran on the cover ofour November 17 issue.

• Campus Circle isdistributed to 40 schoolsand 800 retail outlets inthe Los Angeles DMA

• Circulation: 30,000• Readership: 90,000

• The value of all the printads was $10,050.00.

Campus Circle - Promo Ad

Campus Circle - Release Date Ad

Campus Circle - Week 2

Campus Circle - Week 3

Total Campaign Numbersfor all of Campus Circle’s outreach

(1) Dedicated Email (Emails Sent) - 30,150 EmailsEmail - Tix Purchase at The Landmark - 137 ClicksEmail - Editorial - 224 ClicksEmail - 127 Hours Big 5 Coupon - 327 ClicksEmail - Movie Trailer - 257 ClicksEmail - Sweepstakes - 946 Clicks

(2) Official Website Clicks (Combined)Email, Banner, Newsletter - 852 Clicks

(3) Website 127 Hours Related Page ViewsCalendar Listing - 239 Page ViewsFilm Screening Page - 2,194 Page ViewsSweepstakes Page - 2,563 Page ViewsOnline Editorial - 409 page viewsFilm Trailer - 308 page viewsTotal Page Views - 5,713

(4) Retail PartnershipBig 5 Promotion - 127 Hours Postering/Counter Card Displays - 50 Storelocations in Los Angeles DMA

(5) Street MarketingFlyer Distribution at screening - 500 handouts

(6) Print AdvertisingPromotional Ad - 30,000 Circ/90,000 ReadershipRelease Date Ad - 30,000 Circ/90,000 ReadershipWeek 2 Ad - 30,000 Circ/90,0000 ReadershipWeek 3 Ad/Cover Strip - 30,000 Circ/90,000 Readership