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no good deed

Film by Jessica HendricksMarketing Plan by Jesse Knaack

Jesse KnaackEntertainment MarketingChapman University 2011

table of contentsExecutive Summary

THE FUNDATMENTALS:Synopsis

ObjectivesConcept Capsule, Tagline

Marketable ElementsTarget Segments

The Big IdeaFILM FESTIVAL STRATEGY:

OverviewTarget Festivals

Festival KitGuerilla Tactics

Stunts, Event ScreeningPR Strategy

Social MediaB2B STRATEGY

Distribution OverviewTarget Distributors

Getting NoticedCONSUMER STRATEGY

Objectives, Strategy OverviewRelease Strategy

Advertising TacticsOutdoor Strategy

Media StrategyCorporate Partners

PremiereCorporate Synergy

Public RelationsInternet Strategy

Media Plan Pitch Schedule

Budget

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Introduction

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executive summaryIt is often believed to be true that “every family is dysfunctional”. Add the pressure of a tough economic period—will the family band together or drift apart? In Jessica Hendricks’ No Good Deed, we witness emotions and circumstances that may be similar to ours. But we also see a unique, inspiring drama fit for a national audience.

This film is an independent family drama that illustrates the obstacles facing a teenage girl, her diabetic brother, and their distant parents as they struggle to unite during America’s current recession. It takes a hospitalized young character for this family to realize the errors of their selfishness.

The audience is left with a lesson learned and with some bittersweet hope that this family can have a shifting of priority in their lives.

No Good Deed’s marketing campaign will begin on March 2012 during a film festival circuit and will build up to its platform release in LA and New York on October 26, 2012, and nationwide on November 2, 2012. With a distributor in Fox Searchlight Pictures, and a budget of $26 million, we will utilize both new and traditional media to reach our target segments. These segments include: the hip teen girl, the affluent mother, college hipsters, and families with diabetes. Our big idea, “Return to the Dinner Table”, will communicate a theme of connecting with family and friends. Strategic partnerships will be formed with Verizon Wireless, Diet V8 Splash, and the American Diabetes Association. The main objective of this film and its marketing campaign is to generate revenue. Explore the engaging plan that is laid out on the following pages and don’t forget to return to the dinner table.

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the fundamentalsNo Good Deed is the story of a family of individuals that are so overwhelmed by their own personal issues that they neglect to see the warning signs of a larger crisis. The film takes place over the course of a day.

Peter is a realtor concerned with selling his next house to support his family. Karen, his wife, is so occupied with her day off and impressing her friend that she spends more than she can afford. Megan, their teenage daughter, is experimenting with drugs and sex as a distraction from responsibility. And Alex, the youngest son, just wants his family to come together as he cooks breakfast for them, but no one eats.

With everyone worried about their own issues, they forget about ordering Alex’s diabetes prescription. Megan neglects to pick up Alex from school. After walking home he goes into a diabetic shock and his sister Megan must handle the emergency after trying drugs.

The family rendezvous at the hospital and once they are reunited they begin to realize the errors of their selfishness. At the end of the film the family shares a snack and there is some bittersweet hope that they can have a shifting of priority in their lives.

Synopsis:

Alex played by Aidan Hall

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The objectives of No Good Deed’s marketing plan will be to generate awareness and revenue from our target markets. To begin, the film will be shown at specific film festivals where we will brand No Good Deed as a hip, independent film in order to generate the initial buzz.

Next the film will team up with a credible distributor in order to achieve a successful platform release. We anticipate a distribution deal with Fox Searchlight. As we communicate the appeal of the ensemble cast and the conflict elements, we will then incorporate the big idea of the film: “Return to the Dinner Table”. This theme of connecting with family and friends will resonate with the primary target segments for the film: the hip teen girl and the affluent mother.

Throughout these marketing efforts, we will also generate support and awareness for our partner: The American Diabetes Association.

Objectives:

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Tagline:

Concept Capsule:No Good Deed is an indie drama that illustrates the obstacles facing a teenage girl, her diabetic brother, and their distant parents as they struggle to unite during America’s current recession.

Return to the Dinner Table. / It takes a dinner table to raise a family.

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marketable elementsFamily Drama

The film reminds the audience of the importance of family values. There is a feel-good moment when a lesson is learned. Also, people can relate to this family because “every family is dysfunctional.”

Timely

All Americans are feeling the economic downturn in one way or another. Audiences can empathize with this family and turn to the film as an outlet of their own insecurities.

Teen Drama

No Good Deed contains elements of teen sexuality, relationships, and experimentation. All teens go through these and look to media for entertainment and as an outlet to express themselves.

Indie Flick

Independent films fit into a niche market, and are seen more as “art films”. No Good Deed is can be shown at independent film festivals and can begin its popularity at an underground level.

Uplifting Final Scene

The emotional, tear-jerking scene is when the family recognizes the errors of their ways. This scene inspires hope to the audience as they leave the theater.

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target segmentsPrimary: The Hip Teen Girl

Secondary: The Affluent Mother

Name: ZooeyAge: 16-22Middle-Upper ClassPositioning Statement: “Growing up has its drama, especially for Megan.”

-Relates to Megan. She is either in high school going through these issues or is in college and remembers them. Megan’s drama is the main selling point. Hipster style. Likes to impress friends with knowledge of cool movies.

Name: LindaAge: 30-50Upper ClassPositioning Statement: “Your family will become closer after watching No Good Deed.”

-Relates to Karen. Competes with her friends and is a loving mother. She knows that raising young children and teenagers is a challenge and takes comfort in knowing that other mothers aren’t perfect either. She feels the struggling economy and is making spending adjustments.

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Niche: Familes with Diabetes

Tertiary: College HipstersAge: 18-24Middle-Upper ClassPositioning Statement: “Be first to discover No Good Deed before your friends.”

-Loves to attend film festivals. Trend setters among their peers in film, music, and art. Takes pride in “discovering” a good indie film before it gets popular. They can help promote the film at an underground level as they tell their peers how they discovered this new hip film.-Reads magazines, are active in social media, and have smart phones.

Any age, sex, or income levelPositioning Statement: “Witness this innocent 10-year-old boy’s struggle with diabetes and how his family adjusts.”

-These families deal with the treatment of diabetes on a regular basis. No Good Deed serves as a powerful example to those who neglect taking care of thier diabetes or that of a loved one. This segment will relate to the struggles that occur when a family addresses a diabetes emergency.

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“Return to the Dinner Table” not only sums up the message of the film but also that of the marketing campaign. In the film, the fully set dinner table with no one sitting at it is an icon that represents the distanced family. At the end of the film the family finally eats a snack together as they realize that in tough times, they can always count on each other.

The “dinner table” is a metaphor that can be applied to each of the target markets as well as the promotional partners.

Each segment is familiar with the dinner table and knows that satisfaction associated with slowing down and eating with your family and friends. The concept of connection will be emphasized throughout this campaign, as everyone can relate to the importance of unity.

the big idea

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“Return to the Dinner Table”

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Phase I:Film Festival

Strategy

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Festival Strategy Overview:The film festival strategy is very important to the overall success of this film. The objectives are to gain awareness and support from consumers while demonstrating the value of No Good Deed to potential distributers.

Gaining this awareness will be achieved through the festival kit, stunts, and guerilla tactics. These elements will allow No Good Deed to create interactions with our target segments and to maintain a visual presence throughout the festivals. We intend to create a buzz that will get the right audiences excited to see the film.

No Good Deed will be submitted to carefully selected festivals in order to gain exposure to the most beneficial audiences. Large festivals in key regions include the LA Film Fest, the Newport Beach Film Festival, and the Phoenix Film Festival. Niche festivals that were selected are the Manhattan Short Film Festival and the Women’s International Film & Arts Festival.

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target festivalsLos Angeles Film Festival, May 2012

This is the most popular annual film festival in Southern California. In addition to being an attraction to Hollywood producers, the LA Film Festival is a hub for our indie film-loving hipster demographic. This means that screening here would create a great opportunity for the film to be picked up by a studio and for an underground buzz to develop.

Newport Beach Film Festival, April 2012

The Newport Beach Film Festival is an ideal platform to reach the film’s primary target market: the Affluent Mom. Since No Good Deed takes place in Orange County, California, the NBFF is a logical selection to screen the film. This festival also hosts premieres and pre-screenings to bring in large crowds as well as Hollywood producers.

Phoenix Film Festival, March 2012

The Phoenix Film Festival is another great outlet for not only reaching the college hipster crowd but also the Affluent Mom segment. This segment will attend due to the fact that the theater complex that screens the films is located next to Scottsdale. This festival is also the most popular annual film event in Arizona.

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Women’s International Film & Arts Festival, April 2012

No Good Deed was written, directed, and produced by women. This makes the film eligible to be screened at the Women’s International Film & Arts Festival. This festival was “designed to promote women in

the film industry.” Screening here will be great exposure for No Good Deed to our primary target segments of women.

Manhattan Short Film Festival, September 2012

The Manhattan Short Film Festival is one of the most prestigious short festivals in the world. Not only does the MSFF screen the films on giant screens in NYC, but they films are also shown in remote venues all over the world. The MSFF audience spans over 100,000 people in over 250 cities across six continents. This festival will give No Good Deed an international platform for buzz and exposure.

Niche Festivals:

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festival kitSynopsis, Cast Bios, Crew Bios

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Fact Sheet, Pitch Letter, Press Release

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Key Art, DVD Case, Business Card

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One Sheets:

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guerrilla tacticsVarious guerrilla tactics will be implemented throughout the festivals and again just before the platform release. In addition to the flyers, posters, and t-shirts branded with No Good Deed, festival goers can pick up flash drives decorated with the logo and preloaded with the trailer. These specifically will be placed at coffee shops and restaurants where WIFI internet will be available and people have their laptops.

Peter, the father character in No Good Deed, is a struggling realtor. We will place custom real estate signs in parks, yards, and other landscapes in and around festival sites. There will be a space on the sign where we can write the showing location or time. These signs align with the real estate theme in the film and will attract the attention of realtors and other pedestrians.To embrace the dysfunctional family drama theme of the film, we will have framed family photos hanging throughout the urban

areas of festivals sites where people would not expect to see such things. The photos will be of the actual cast of the film with no one smiling except for Alex, the youngest son. There will be no logo on these photos because the purpose of them is to create curiosity.

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Stunts:Crowds attract crowds. So our goal is to create a crowd by staging a sampling of a dinner table argument in the middle of a busy festival site. To begin, a fully set dinner table will be left on the site. One by one, actors that represent a character from No Good Deed, disguised as normal people, will arrive to start eating at the table. They will argue and it will build up into a shouting fight, making a scene. Eventually each actor will storm off. The last actor to leave will place a sign on the table, and leave the fully set table. The sign will encourage people to take an individually wrapped cookie from the table. Attached to the cookie will be information about No Good Deed including show times and the website address.

Event Screening for Realtors:

Since one of the characters of No Good Deed is a realtor, we are sending free invitations to see the film to real estate offices in the vicinity of each festival site. Each attendee can invite their family to the exclusive screening. This screening event will make sure we have a guaranteed audience for this screening and every audience member will have a positive experience with the film because it was free to attend.

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public relationsAt each festival, members of the local press including newspapers, magazines, and bloggers will be invited to a free screening of No Good Deed immediately followed by a Q & A with the cast and filmmakers. Next, everyone can relax at the “Return to the Dinner Table” dinner party. Here, we will make sure each member of the press is well fed and that they leave with No Good Deed promotional materials. In addition to the press, members of potential distributors will also be invited to the screenings as we hope to spark interest towards a distribution deal.

Press Event:

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social media

Twitter and Facebook

Each serves as a key tool to the social media strategy. They both will be utilized for giving fans updates on new activity surrounding the film. Twitter will act as the primary medium to communicate with those who are talking about the film. The Twitter team will watch for tweets about No Good Deed and respond with a thank you or with a promotion that is available in the person’s region. The idea is to reward those who are interacting with the brand. Facebook will also serve as an easy platform for people to talk about their experiences with the movie and about any experiences that relate to the themes of family, teen drama, or diabetes.

Website and Blog NoGoodDeedMovie.com will serve as the main hub for information on the film. You can find screening information and trailers. The website will also host the blog which will be updated constantly throughout the launch process. Any information from festival events to street team photos will show up here. The blog will also post inspirational family stories that align with the family drama, teen drama, or diabetes themes.

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Phase II:B2B Strategy

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distribution plan

Before we can begin marketing the film’s release to consumers, we must select, market to, and sign with a distributor. Finding the best distributor for No Good Deed is vital to the success of this marketing campaign and to monetizing the film.

Because this is an independent film and we intend to market it that way throughout the entire launch, we will sign on with an independent arm of a larger major studio. Signing with an independent arm of a larger studio is ideal because they will be able contribute to the marketing budget more than a purely independent distributor.

The distributor needs to have a proven track record with serious indie dramas, preferably family or teen dramas. This is to ensure that No Good Deed will be perceived as a quality film based on being associated with the distributor’s past releases.

Although it is important to find the studio that is the perfect fit for No Good Deed, it is another challenge to get them on board. We will continue to implement a series of tactics in order to win over our target distributors. Our targeted list has been narrowed to Fox Searchlight, Focus Features, and Paramount Vantage.

Strategy Overview:

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target distributors

Fox Searchlight

Fox Searchlight is the independent film division of 20th Century Fox, owned by News Corp. Fox Searchlight also has a great reputation of releasing critically acclaimed films and making them profitable. Relevant films include: Slumdog Millionaire, (500) Days of Summer, and Little Miss Sunshine.

Focus Features

Focus Features is the independent film division of Universal Pictures, owned by NBC Universal. Focus has a great reputation of releasing critically acclaimed films and making them profitable. Relevant films include:

Brokeback Mountain, Eternal Sunshine of the Spotless Mind, and The Kids are Alright.

Paramount Vantage

Paramount Vantage is the independent film division of Paramount Pictures, owned by Viacom. Most of the marketing and distribution work is done by Paramount Pictures while the “Vantage” brand still remains in order to establish the films as “art house” films. Relevant films include: Revolutionary Road, The Kite Runner, and Year of the Dog.

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Fox Searchlight Pictures is the perfect distribution partner for No Good Deed. They are a proven, credible distributor of independent films and they are the best choice to market and distribute No Good Deed so that it is most profitable. Fox Searchlight is a reliable studio that captures fans of independent film and mainstream release audiences.

Fox Searchlight achieved ultimate success with Slumdog Millionaire when it won Best Picture in the 2009 academy awards. They also have recently created momentum with the smash hit and critically praised Black Swan starring Natalie Portman, winner of 2011 Best Actress.

Films similar to No Good Deed are (500) Days of Summer, Little Miss Sunshine, and The Tree of Life (released May 17, 2011).

Due to the fact that Fox Searchlight is just a small part of the giant News Corp, this means that No Good Deed will benefit from the synergistic promotions that will occur over the many subsidiary companies. If there is any distributor that can gain awareness and revenue for No Good Deed, it is Fox Searchlight.

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Telemarketing/Direct Mail:

getting noticed

Online:

Guerilla Tactics:

Although these are older tactics, they are effective if performed correctly. In addition to our target companies, any distributors who have shown interest or attended a festival screening will be placed on our list. When calling and sending mail it is important to be courteous because we don’t want to stand out for the wrong reasons. Our primary targets will receive a full marketing kit, including the festival kit and screener DVD. Every interaction along the pitching process will have a follow up call and personalized letter.

The primary guerilla tactics of promotional materials, real estate signs, and framed family pictures will continue in studio towns in order to maintain a visual presence and intrigue studio employees.

With a great functioning website and a constant social media presence, No Good Deed will remain in the conversation for the independent film distributors to participate in. The more people that are involved in the No Good Deed conversation, the harder it is to ignore.

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Screenings:

Public Relations:

Any distributors in major markets who did not attend a festival screening will be invited to free exclusive screenings in art house theaters.

All relevant media, including the industry trade papers, will be invited to the Los Angeles Film Festival screening of No Good Deed. Any positive festival press of No Good Deed will be included in any packages sent to distributors. Taking advantage of and catering to the leading industry papers will be important to the success of our PR efforts.

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Phase III:Consumer Strategy

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Word of Mouth is the most powerful marketing tool. As the audience leaves the theater, they call, text, tweet, and update their statuses about the film—the marketing of No Good Deed is now in their control. We are confident in the product that is No Good Deed and that it is a great film. Once people see it they can relay that message for us.

The number one objective of the consumer marketing strategy is to get the maximum number of people in the theater to see No Good Deed on the date of the release. The primary objectives of this campaign are to create awareness and maximize revenue. All of the efforts of this marketing campaign lead to one purpose: to “get butts in the seats” on opening night. After opening weekend, our job of marketing the film is then placed in the hands of the consumers.

A successful advertising strategy will achieve word of mouth before and after the premiere. We plan on breaking through clutter and reaching our target segments through our promotion of the film’s marketable elements. The themes of family drama, timeliness, and connecting with loved ones will be among the messages emphasized with No Good Deed. Each message we send will in some way encourage the consumers to “Return to the Dinner Table.”

To communicate our messages we will utilize both traditional and new forms of media. The reach of these messages will encompass our target segments and the frequency will grow steadily until it climaxes the weeks before the premiere. Teaser advertisements will begin months before the premiere, as most of the festivals are ending.

Strategy Overview:

Objectives:

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release strategyLA & New York: Friday Oct. 26, 2012

Platform Release

No Good Deed will be distributed through a platform release. The first opening will occur in Los Angeles and New York. The film will be reviewed in these regions and word of mouth will begin to spread, building anticipation across the United States. After a successful week in these markets, the film will then be released to audiences nation-wide.

Nationwide: Friday Nov. 02, 2012

The wide release date is in the first weekend of November, which is American Diabetes Month sponsored by the American Diabetes Association. No Good Deed and the ADA will cross-promote each other as well as raise money for the charity. The main competition in the box office for this weekend is Disney’s Reboot Ralph. This film will appeal to young children and their families. That segment will not clash with our target segments of the hip teen girl, the affluent mother, and college hipsters. We are also releasing No Good Deed at the best time for awards consideration. If the film has great reviews then it will be able to take advantage of awards buzz while it is still in theaters.

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advertising tacticsTrailers:

The trailer for No Good Deed is dramatic and it inspires hope. It showcases the conflict in the story and it suggests the talents of the ensemble cast. The first full-length two-minute trailer will be released on the website and on YouTube.com just before the festivals begin. The full trailer will then be used as a teaser ad during specific primetime television shows 10 weeks before the wide release date. These shows include new episodes of Gossip Girl, Glee, Desperate Housewives, and Modern Family. The trailer will take up the entire commercial break. People will watch the ad because it will play like an engaging theatrical trailer instead of a typical 30-second commercial. At this point the trailer will also begin playing in movie theaters before other dramas and independent films.

A full two-minute teaser trailer will kick off the television strategy months before the release date of the film. As the release nears, shorter 30-second spots that briefly tell the plot of the film and positive reviews will be played on targeted shows and networks. The Independent Film Channel has agreed to air a 15-minute “Behind the Scenes of No Good Deed” special throughout the two weeks before the wide release date.

Televison:

Radio ads will play during the two weeks before the region’s release date on radio stations that resonate with the hip teen girl and the college hipsters segment. These ads will have dramatic quotes from the film and will direct listeners to the website.

Radio:

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The outdoor advertisement strategy will begin 3 months out, and will intensify the month before the launch of the film. Billboards and bus skins will be seen at a high frequency by daily commuters. One sheets will be incorporated into the streets of downtown urban areas. Mall directories are perfect for advertising to the target markets of the hip teen girl and the affluent mother. The outdoor ads will always display the website address to encourage viewers to interact with the brand online.

Outdoor:

Print advertisements will appear in magazines during the three months leading up to the release date in indie-style, young women, and women’s magazines. During the film festivals and before the release date the film’s one sheet will be placed as an ad in the trade publications and local newspapers.

Print:

The Internet is where we have the least amount of control over what is said about No Good Deed, but it is where we can inspire favorable impressions. Through the website and social media, we encourage interactivity between consumers and the brand and we also encourage sharing of No Good Deed online content between consumers. We work to maintain a positive relationship with every potential customer. The website is also where every other advertising medium directs people to visit.

Internet:

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outdoor strategy

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media strategyEach form of media in the No Good Deed media strategy is executed in its own way and implemented on its own timeline. However, they all are linked together in order to deliver the perfect reach and frequency.

The teaser trailers are released to spark interest and excitement in our target markets. This occurs 10 weeks from the release date of the film. At 6 weeks out the television ads begin to deliver a steady message through the most effective traditional medium.

The print media plan will have begun in certain markets early on the timeline in order to capture the attention of film festival crowds and press. Outdoor ads will peak during the month before the release.

Online ads and social media participation will remain constant through various platforms. MySpace and HULU frequency will be high thanks to the partnership with Fox Searchlight and News Corp.

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Verizon Wireless is the largest mobile telecommunications network and wireless phone provider in the United States. They also have over 2,000 brick and mortar store locations. Verizon is also a partner of the ADA.

Throughout the film, the characters are on their Verizon Wireless cell phones. We decided to take that relationship to the next level and form a partnership where we could both benefit.

No Good Deed will sponsor the “No Good Deed Family Connection Plan” where during the months of October and November 2012, families can sign up for a discounted phone plan. This plan emphasizes the connection between friends and family that “Return to the Dinner Table” also represents. The television commercials will promote both Verizon and No Good Deed.

As Verizon will receive prominent product placement in the film, No Good Deed will get poster advertisements in all Verizon Wireless physical store locations during the course of the promotion.

corporate partners

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Diet V8 Splash is a product of the Campbell’s Soup Company. What makes them great for No Good Deed is that they are both partners with the ADA. Diet V8 Splash is a delicious drink and is a healthy option for those with diabetes. The target markets for Diet V8 Splash matches the primary markets for No Good Deed: teen girls,

mothers, and people with diabetes.

In the kitchen scene of No Good Deed, the actors are drinking Diet V8 Splash. In exchange for this product placement, No Good Deed well get to place advertisements on Diet V8 Splash packaging over the course of the promotion. Diet V8 Splash is also sponsoring the No Good Deed “Dinner Table” premiere after party in Hollywood.

The American Diabetes Association is the leading diabetes nonprofit charity in America. Their mission is to prevent and cure diabetes and to improve the lives of all people affected by diabetes. They are also the most recognizable diabetes nonprofit organization. The ADA is the perfect partner for this film because of its subject matter in the importance of treating diabetes. The ADA will create an honorable image of No Good Deed and this film will serve as a message towards what the ADA stands for.

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No Good Deed has partnered with the American Diabetes Association to raise money during the film’s LA premiere in Hollywood’s Egyptian Theater on Friday, Oct 26, 2012. Money earned from selling tickets to the premiere will go to the ADA. The wide release of the film will take place on Friday, Nov 2, 2012 during the first weekend of American Diabetes Month.

The premiere’s “Dinner Table” after party will be sponsored by Diet V8 Splash and will be held in the lobby of the Egyptian Theater. The party will feature fine cuisine by the famous “Diabetic Chef”, Chris Smith. An auction of No Good Deed memorabilia signed by the cast will then take place to raise money towards diabetes prevention research.

The American Diabetes Association values its relationship with No Good Deed, which carries a strong message of diabetes awareness. No Good Deed is an independent family drama that has a sequence in which a main character goes into a diabetic shock.

premiere

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corporate synergyFox Searchlight Pictures is the independent subsidiary of 20th Century Fox which is owned by media giant News Corp. Since No Good Deed is partnered with Fox Searchlight, then that means that it is in News Corps’ best interest that No Good Deed is promoted by all appropriate subsidiary companies.

Myspace, although not as popular as it once was, still gets enough traffic to remain a significant medium. Through synergy, No Good Deed will receive a skin takeover on Myspace during the week of the release and become a recommended friend. In the videos section of Myspace, the No Good Deed trailer will be a recommended video. No Good Deed ads will also be played between songs that when users are listening to music.

News Corps has a partnership with Hulu which allows No Good Deed spots to air during the shorter, focused advertising breaks that play during the shows. The

viewer has the option to watch the show commercial free if they watch the full No Good Deed trailer beforehand.

FOX has some of the most popular shows on television with Glee and American Idol. These shows have the same target demographic as No Good Deed: the teen girl and the affluent mother. Having an exclusive sneak peak of a scene from No Good Deed during the Glee and American Idol commercial breaks will maximize No Good Deed’s audience reach.

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public relationsThe most successful form of public relations is word of mouth. Once a person catches wind of an interesting film they tell their friends the jackpot phrase: “I heard it was good”. In order to get people to hear about how great the film is, we have to utilize great PR tactics.

Strategies

Many of the public relations strategies from the film festival phase will transfer over to the consumer phase. This involves making sure that key writers and bloggers attend all No Good Deed events for free and always leave with promotional materials. Once a review or story is written on No Good Deed it is then up to our website and social media efforts to relay the message.

Guerilla

The outdoor guerilla tactics will continue from the film festivals through the launch. People appreciate smart advertisements and will talk about them with their friends or write about them through social media.

Events

Festival and premiere after parties are great opportunities to offer attendees a positive experience and interaction with the brand. Tying these events with our partner the American Diabetes Association will support a noble cause and give No Good Deed an honorable image.

Press Conference

After the film has premiered, a short press conference will take place for the press to ask questions of the cast and filmmakers. The cast and crew will be sitting at a dinner table setting to reinforce the big idea of this campaign.

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internet strategyWebsite & Blog

All advertisements of No Good Deed direct the viewer to the website. NoGoodDeedMovie.com will serve as the central source for any information and content concerning the film including show times and trailers. Pictures and summaries of No Good Deed screenings and events will be posted on the blog found on the website. The blog is a tool that will encourage interactivity with consumers. Here, people can share stories and experiences related to the subject matter (family, recession, diabetes) in No Good Deed. Fans of the film can contribute to the blog to express themselves and read about other peoples’ experiences.

YouTube

No Good Deed will have its own branded channel on YouTube.com. This will serve as the host to the film’s trailers and bonus content videos. Hosting videos on YouTube make it easy for fans to share content.

Facebook

Users can become fans of No Good Deed and then receive updates concerning the film in their news feed. Facebook will also serve as an easy platform for people to talk about their experiences with the movie and about any experiences that relate to the themes of family, teen drama, or diabetes.

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Twitter

Each tweet that @NoGoodDeedMovie movie writes will include the hash tag #NoGoodDeed. This will encourage others to use the same hash tag when contributing to the conversation about the film. We will utilize Twitter as the primary way of contacting those who are interacting with the No Good Deed brand. On the day of the wide release, we will purchase #NoGoodDeed as a sponsored tweet. This hash tag will show up in the “trending topics” column of the website and it is a fun title that Twitter users can easily tweet.

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2012 August September October November

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TRAILER

Teaser

Standard

RADIO

KCRW/Indie Stations

NPR

KIIS FM

XM/Sirius

BROADCAST

Network

Glee (FOX)

American Idol (FOX)

TMZ (FOX)

Gossip Girl

Jimmy Fallon

Modern Family

Desperate Housewives

Non-Network

Real Housewives…

...Kardashians

Conan

Real World

Vh1

Teen Mom

16 and Pregnant

Fuse Top 20 Count-down

The Soup

Tori and Dean

All About Aubrey

Lifetime Original Mov-ies

Sister Wives

The Secret Life…

When I Was 17

IFC Movies

Full Trailer Premiers=LA/NY Release

-><- Wide Release

Premeire MonthOne Month OutThree Months OutTwo Months OutMedia Plan:

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2012 August September October November

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OUTDOOR

Billboards

Street Posters

Mall Directories

Bus Skins

PRINT

Magazines

Rolling Stone

Filmmaker Magazine

Marie Claire

Vogue

Seventeen

Teen Vogue

Cosmo Girl

NYLON

Newspapers

OC/LA Weekly

New York Village Voice

Phoenix New Times

Miami New Times

Other Village Mags

LA Times

OC Register

Arizona Republic

New York Times

Miami Herald

Variety

HW Reporter

The Wrap

Daily Beast

ONLINE

MySpace

HULU

Facebook

Twitter

YouTube

Perez Hilton

Pitchfork

GAWKER Sites

LA/NY Release ->

<- Wide Re-lease

Premeire MonthOne Month OutThree Months Out Two Months Out

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49

budgetTELEVISION:

NetworkCable

PRINT: NewspaperMagazines

OUTDOOR:EventsStreet

Physical

RADIO:

TRAILERS:

ONLINE:

TOTAL:

$11,700,000$6,500,000$5,200,000

$5,200,000 $2,600,000$2,600,000

$3,900,000$1,300,000$260,000

$2,340,000

$1,300,000

$1,300,000

$2,600,000

$26,000,000

45%25%20%

20% 10%10%

15%5%1%9%

5%

5%

10%

50

Skinnygirl Deal 31-Mar Emily York http://www.latimes.com/business/la-fi-skinnygirl-20110330,0,2402905.story

Get out of Dodge’s Way 10-Apr Reed John- http://www.latimes.com/entertainment/news/la-ca-chap-

Hollywood Upbeat About 31-Mar Verrier http://www.latimes.com/business/la-fi-ct-cameron-lu-

Box Office Mojo: Y-T-D http://boxofficemojo.com/yearly/?view2=ytdcompare&view=releasedate

Trying to rock the box office 5-Apr John Horn http://www.latimes.com/entertainment/news/la-et-foo-fight-

Title (Print Edition) Date Byline Link

Feature Articles

Chapman U plans movie studio 31-Mar Reed John- http://www.latimes.com/business/la-fi-ct-dodge-film-20110331,0,7460657.

An heir Apparent at News Corp 31-Mar James/Flint http://www.latimes.com/business/la-fi-ct-james-mur-

Showbiz Successions are messy 3-Apr Patrick http://latimesblogs.latimes.com/the_big_picture/2011/04/in-hollywood-

Trying to rock the box office 5-Apr John Horn http://www.latimes.com/entertainment/news/la-et-foo-fight-

New theme at Disney: Hardship 4-Apr Julie Maki- http://www.latimes.com/business/la-fi-ct-tokyo-disney-20110405,0,4981903.

Box Office Y-T-D Boxoffic- http://www.boxofficemojo.com/yearly/?view2=ytdcompare&view=released


Feature Articles

Movie Theater Advertising 29-Mar Verrier http://latimesblogs.latimes.com/entertainmentnewsbuzz/2011/03/cinema-

Warner Bros. to acquire Flixter 29-Mar Fritz http://latimesblogs.latimes.com/entertainmentnewsbuzz/2011/03/warner-

Movie Studio boss… 29-Mar Fritz http://www.latimes.com/business/la-fi-0329-ct-warner-rob-

Advisory Firm Questions 22-Mar Chmielews- http://latimesblogs.latimes.com/entertainmentnewsbuzz/2011/03/on-the-

Disney Shareholders… 23-Mar Chmielews- http://latimesblogs.latimes.com/entertainmentnewsbuzz/2011/03/disney-

Dodd makes first speech 29-Mar Verrier http://latimesblogs.latimes.com/entertainmentnewsbuzz/2011/03/new-


Feature Articles

Ex-FCC Chief will lead 16-Mar Puzzang- http://www.latimes.com/business/la-fi-fcc-powell-20110316,0,5018532.story

Fee set for NYT online 18-Mar Olivarez- http://www.latimes.com/business/la-fi-nytimes-20110318,0,4959842.story

Pepsi hopes Crowell can put 17-Mar Meg James http://www.latimes.com/business/la-fi-0317-ct-pepsi-x-20110317,0,5473794.

News Corp sued over Shine 18-Mar Meg James http://www.latimes.com/business/la-fi-newscorp-shine-20110318,0,2292624.

Netflix: Original Programming? 17-Mar Fritz/Flint http://latimesblogs.latimes.com/entertainmentnewsbuzz/2011/03/is-netflix-


Feature Articles

Oscar Economy 26-Feb Verrier/ http://www.latimes.com/business/la-fi-ct-oscars-econo-

A Come From Behind 28-Feb Horn/Sper- http://www.latimes.com/entertainment/news/la-et-oscar-mo-

MPAA Hires Dodd 2-Mar Verrier http://www.latimes.com/business/la-fi-ct-mpaa-dodd-20110302,0,6512066.


Feature Articles

Two Men and One Ugly Brawl 26-Feb Scott Col- http://articles.latimes.com/2011/feb/26/entertainment/la-et-0226-charlie-

Now Sheen’s Gone Too Far 26-Feb McNamara http://www.latimes.com/entertainment/news/tv/la-et-charlie-sheen-com-

Charlie Sheen Axed From 2.5 7-Mar Joe Flint http://latimesblogs.latimes.com/entertainmentnewsbuzz/2011/03/charlie-

Warner Bros. Airs Dirty Laundry 7-Mar Joe Flint http://latimesblogs.latimes.com/entertainmentnewsbuzz/2011/03/warner-

Sheen Enabler: Mark Cuban 7-Mar Goldstein http://latimesblogs.latimes.com/the_big_picture/2011/03/charlie-sheen-

Sheen Retained by SM Agency 7-Mar WSJ http://blogs.wsj.com/speakeasy/2011/03/06/how-charlie-sheen-and-other-

Ad for #TigerBloodIntern 7-Mar Internship http://cs.internships.com/charlie-sheen-internship/?adly_id=1373351728

LA Times Bibliography:

51


Feature Articles

Bold Crazy World of Adult Swim 20-Feb Fennessey http://www.latimes.com/entertainment/news/tv/la-ca-adult-

Quality Films Prove Profitable 20-Feb Goldstein http://latimesblogs.latimes.com/the_big_picture/2011/02/the-oscar-box-

Keeping the Spinoffs True 15-Feb Ben Fritz http://www.latimes.com/business/la-fi-ct-starlight-run-

Items

Netflix and Redbox 17-Feb Chmielews- http://articles.latimes.com/2011/feb/17/business/la-fi-ct-disney-red-

Getting Time Warner To Repent 15-Feb Lazarus http://www.latimes.com/business/la-fi-lazarus-20110215,0,1032272.column

Weekend Box Office Wrap-up 21-Feb Kaufman http://latimesblogs.latimes.com/entertainmentnewsbuzz/2011/02/box-

Weekend Box Office Chart 21-Feb Boxoffic- http://boxofficemojo.com/weekend/chart/?yr=2011&wknd=07a&p=.htm


Feature Articles

Fox seeks a share of retrans… 12-Feb Joe Flint http://www.latimes.com/business/la-fi-ct-fox-affiliates-20110212,0,1121048.

Disney Channel’s preschool… 13-Feb Villarreal ://www.latimes.com/entertainment/news/la-ca-disney-

Selling romance and jiggle 10-Feb John Horn http://www.latimes.com/entertainment/news/la-et-

Items

Disney reports 54% jump in 9-Feb Ben Fritz http://www.latimes.com/business/la-fi-0208-ct-disney-

AMC and Regal forming new 10-Feb Ben Fritz http://latimesblogs.latimes.com/entertainmentnewsbuzz/2011/02/amc-and-

MPAA focuses on Dodd 10-Feb Richard http://latimesblogs.latimes.com/entertainmentnewsbuzz/2011/02/chris-

MGM, SONY Pictures… 9-Feb Ben Fritz http://latimesblogs.latimes.com/entertainmentnewsbuzz/2011/02/sony-

Optional readings…if you want

Elizabeth Murdoch may soon 12-Feb Meg James http://www.latimes.com/business/la-fi-ct-elisabeth-mur-

Katzenberg’s notorious 10-Feb Goldstein http://latimesblogs.latimes.com/the_big_picture/2011/02/jeffrey-katzen-

The titles of the print edition


Feature Articles

Putting Super in the Bowl 4-Feb Joe Flint http://www.latimes.com/entertainment/news/tv/la-et-nfl-market-

Super Bowl likely to intercept 4-Feb Fritz/ http://latimesblogs.latimes.com/entertainmentnewsbuzz/2011/02/movie-

Out to win the popcorn pri- 5-Feb Geoff http://www.latimes.com/entertainment/news/la-et-0205-summer-mov-

Entertainment Marketing 2011

Jesse Knaack and producer Hannah d’Angerio

no good deed - chapman universityknaac100/art435/portfolio/pdfweb/nogooddeed… · with a...

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