A marketing plan by 

Amy Chase

Table of Contents

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Table of Contents

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Objectives

Executive Summary

Synopsis, Concept Capsule, Tagline

Cast & Crew

Marketable Elements

Target Audiences

Big Idea

Key Art

Phase One: Festival Strategy

Target Festivals

Festival Kit Part 1

Part II

Guerilla, Stunts, Etc.

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Guerilla & Stunts

Marketing

Phase Three: Consumer Strategy

Consumer Strategy Overview

Release Strategy

Theatrical

Traditional Media

Guerilla Stunts

Public Relations & Promotions

Online, Social Media

Promotions

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Media Plan

Pitch Schedule

Budget

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Thank you13

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2 Target Distributors & Research Database

Phase Two: B2B Strategy

Executive Summary

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Objectives

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Principle Cast Members

Barrett Warren“Milton Bradley”Barrett Warren has had exten-sive experience both in television and movies. He was featured in, “Law and Order,” “Bones,” “The Science of Sleep,” and many more. Steven is a member of SAG.

Calvin Hall“Professor Plum”Paul Fredrick is a California na-tive. His was featured in, “Crimi-nal Minds,” and “The Mentalist.” Fredrick attended college at the University of Washington where he trained with the college of performing ar ts. He is a member of SAG and AFTRA.

Joe Miller“Parker B.”Joe Miller’s credits include, “CSI Las Vegas,” as well as extensive theatre credits in the Los Angeles area. He is a member of SAG.

Cynthia SpartaScarletCynthia Spar ta screen credits in-clude, “Desperate Housewives,” and “The Good Wife.” She is a member of SAF and AFTRA.

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 Crew

Jack Brungardt Screenwriter and DirectorJack Brungardt is originally from Shaw-nee Mission, Kansas where he grew up writing and making movies. He moved to Califronia to persue his career at Chapman University. He plans to move to Los Angeles to fur ther his career in the enter tainment industry.

Ian DaleskyProducerIan Dalesky, originally from Bend, Oregon earned his bachelor’s in f ilm production at Chapman University in Spring 2011.

Rosie Roch Director of PhotographyRosie Roch, originally from Cork, Ireland earned her bachelor’s in f ilm production at Chapman University in Spring 2011.

Derek Beamer Sound DesignDerek Beamer, originally from Casper, Wyoming earned his bachelor’s in f ilm production at Chapman University in Spring 2011.

Corey Clark EditorCorey Clark, originally from Boylston, Massachusetts earned his bachelor’s in f ilm production at Chapman University in Spring 2011.

Kaitlin Kubiak Production DesignerKaitlin Kubiak grew up outside of Los Angeles and currently resides in Orange, Calif. She studies f ilm production with an emphasis in production design. She graduates in spring 2011. 4

The Fundamentals

Synopsis: Milton Bradley is an awkward, board game student trying to create the next great board game. His professor, Professor Plum, discourages him from continuing with schooling. Milton is jealous of his rival Parker who has evolved from a geek to the successful, inventor of Clue. Parker gets the fame, ladies and attention. In an act of desperation, Milton confronts Professor Plum with a new found conf idence. The chain reaction of events lead to the death and creation of Milton’s true inspiration: Mouse Trap.

Concept Capsule: Milton Bradley is attending board game university. The f ilm chronicles his rivalry and obses-sion with classmate Parker, and the chain of events that lead to the invention of the game Mouse Trap.

Tagline: The Untold Story of Milton Bradley

Marketable Elements: Like any game, the marketing plan must piece together the most appropriate selling points of “The Trap.” These items include: The Game, The Characters, Chain Reaction and a Success Story.

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Marketable Elements

Piece I The Game

Piece I The Characters

Piece I Success Story

Piece I Chain Reaction

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Mouse Trap is a game embedded into Ameri-can culture. Many generations of American’s have grown up playing Mouse Trap. This is our most effective marketable element of the movie, “The Trap.”

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Milton Bradley, Professor Plum, Scarlet and Chucky the Mouse. The plot of “The Trap” is extremely character driven and the name recognition of each is extremely marketable.

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The overall theme of the plot is that every-thing happens for a reason and sometimes out of your control. The idea of the game itself is similar to Milton’s life being out of control.

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This story follows the underdog as he over-comes his enemy and give fame a try. Regard-less of how Milton reaches his goal, he gets what he wants in the end.

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Target Audiences

Player 1: Originators45-60 year old late baby-boomers, men and womenFans that grew up with the debut of Mouse Trap. The movie will illicit memories of childhood and evoke curiosity about the truth of their beloved game.

They are old enough to have grown up with the game and played the game with their own families.

Media f indings: Originators receive their news from magazines and newspaper. They watch their television on a screen, rather than on the internet. They spend time online, but mostly perusing the internet and sending e-mails (rather than many social media sites). 1

- 72% graduated high school and attended some or all of college- House hold income of $150,000 or more- 42.6% from the West- 80% married

Positioning Statement: You think you know your childhood game. Or do you? Follow Milton Bradley as he plays each event that leads him to the creation of the game Mouse Trap.

7 1 Source: mriplus.com

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Target Audiences

Player 2: Board Game Enthusiasts25-30 year olds with a female skewThis is the largest demographic of board game enthusiasts.1 These consumers not only enjoy playing board games for leisure but also grew up with the game. They are the second generation of Mouse Trap fans. Their parents, having grown up with the original Mouse Trap game have passed on the rules, players and contraption itself to their children. They are beginning their own family and are surrounded by young

children more than other demographics.

Positioning Statement: Mouse Trap is a common symbol in American culture, ever wonder what the back story is? Follow Milton as he overcomes to f ind the inspiration, get the girl and f ind the fame of Mouse Trap.

1 MRIPlus.com research shows that the largest population of board game players are 25-30 year old females. 2 MRIPlus.com shows that 49.9% of all movie goers are 18-24 years old

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Player 3: Curious Youngsters 15-24 year olds with a female skewInterested in the story of the movie itself. They are curious in the movie because they know the icon of the historic game. Although more than anything, they want to be the f irst to see the latest movie.2 They are interested in the emotional appeal of Milton overcoming his nega-tive professor and getting the girl, game and fame.

Positioning Statement: Where does your inspiration come from? Watch Milton overcome the negativitiy of his peers and professor to get the girl, game and fame.

The Game 

is a 

Chain Reaction

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Big Idea

The Game is a Chain Reaction

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Phase 1: 

Festival Strategy

Festival Strategy

This festival strategy is a game. With each turn, momentum builds generating more buzz for “The Trap.” Each festival strategy affects the next. A chain reaction.

The strategy will build upon each festival to bring buzz and create awareness in the minds of the audience and potential distributors. Festivals will be f illed with par tnerships, events, stunts and promotions for each of the players.

Turn #1: Focus on targeting decision leaders who are likely to pass on their knowledge of “The Trap,” to others.

Turn #2: After beginning the game and generating online publicity, “The Trap,” will move back to the hear t of the enter tainment industry, Los Angeles.

Turn #3: The pinnacle of the festival strategy will take place at The Tribeca Film Festival. Located in the hear t of New York City, this will involve the most players and bring the most media attention. This will also be the festival chosen to focus on in the next section.

Turn #4: We will end our game at the Sundance Festival. The previous moves in the game lead “The Trap,” to the largest independent cinema festival in the United States.

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Target Festivals

SXSW I Austin, Texas I March 11-20South By Southwest will kick off the festival strategy. The conference was founded in 1097. SXSW draws bloggers, developers, investors and much more. This will be the push to kick off “The Trap’s” publicity targeting online inf luencers.

2011 LA Film and Music Weekend I Los Angeles I March 25-27Indie Film Depot and Music Weekend are committed to exhibition and promotion of f ilms of all types. After the online buzz created from SXSW, “The Trap” will play at LA Film and Music Weekend bringing the movie back to the center of the indus-try, Los Angeles. This f ilm is also an IMDB qualifying festival.

Tribeca Film Festival I Lower Manhattan I April 20-May 1 Tribeca Film Festival was founded in 2002 by Jane Rosenthal, Rober t De Niro and Craig Hatkoff. With over 250 f ilms and 1000 plus screenings this festival has ex-panded to theaters all across Manhattan.

Sundance I Park City, Utah I Jan. 20-30Sundance begain in 1978 as a low-prof ile venue for small-budget, independent creators but has now transitioned to bring high-prof ile celebrity actors, paparazzi and luxury lounges. This will be the ending point of the festival strategy after the previous festivals bring “The Trap,” more notoriety and buzz.

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Festival Kit

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rosie roch ian dalesky jack brungardt jack brungardtPhotographyby

Producedby

Writtenby

Directedby

Kaitlin kubiak Corey Clark Sound derek beamerproduction design by edited by

sound design by

Chapman University in association with Marion Knotts Studios presents a dodge college of film and media arts production of “The Trap”

Par t one of the festival kit includes the tangible items that the media will receive. Items include “The Trap,” one sheet, DVD, Mouse Trap keychain USB containing the festi-val kit items, press release, pitch letter, crew and cast bios, mouse pad and business cards.

“The Trap” one-sheet “The Trap” DVD case and DVD

“The Trap” business card

Festival Kit

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Mouse Trap keychain with USB attached containing digital festival

kit

“The Trap” mouse pad

Press Release and Pitch Letter

Cast Bios

Crew Bios

Public Relations

The public relations strategy for “The Trap” brings the game to life for the press and pontential distributors.

Invitations to meet the creator of this generation’s next great board game will be sent to all media the week prior to the festival. For fur ther information they will be directed to TheTrap.com.

Included in the invitations will be pieces from the game: cheese, mice, dice and trap.

TheTrap.com will be the hub for press and fans. It will include complete bio of Milton, online version of the game and links to all other social media tools.

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Guerilla & StuntsWith the seed planted in the minds of the media, we will now bring to life the game in the form of Guerilla and Stunts.

Each day of the festival leading up to the premiere, oversized game pieces will be distributed around the festival branded with TheTrap.com.

The day of the premiere a life-size board game will be created. Actors will play the characters from the movie and play the oversized game.

As the mouse trap falls down, blue prints will explode through the crowd with hand drawn blue prints.

The crowd will use the blue prints to be directed to the theatre.

Game board spaces on the ground surrounding the stunt will lead the crowd to the theatre.

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TheTrap.com

Phase II:

 Distribution

B­2­B Strategy

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The Trap is a f ilm with an iconic subject: Mouse Trap. The studio to distribute this f ilm must be familiar with staying true to prominent character and story development. Character driven f ilms that have a child-like subject with an adult theme.

For these reasons, “The Trap,” will choose to par tner with Warner Bros. Studios to produce the f ilm.

Target Distribution and Research

Warner Bros.Warner Bros. is the major motion picture division of TIme Warner. Warner Bros. is known for distributing a number of character driven movies that stay true to the world of the storyteller, including stories that have a younger subject but older demographic. With the withstanding Marvel ownership by Disney, this will offer a competitive edge against the large stake-holder. 1

Films: Harry Potter, Batman

Key Players: Dan Fellman, President Domestic Distri-bution for Warner Bros. Pictures

Contact Info:(818) 954-30004000 Warner Blvd.Burbank, CA 91522

The media holdings of Time Warner also offer a variety of synergistic oppor tunities that reach our demographic.

Source: www2.warnerbros.com/web/wbsf/index.jsp?section=geninfo&subsection=deptcontactlist

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Target Distribution and Research

Walt Disney PicturesAn American f ilm studio owned by The Walt Dis-ney Company. The recent par tnership with Marvel is aligned perfectly with “The Trap.” The synergy capabilities of the Disney brand is a huge appeal to working with Disney. They also target multiple generations extremely well, similar to the goals of “The Trap.” 1

Films: Alice and Wonderland, Nightmare Before Christmas

Key Players: Richard Cook, Chairman of The Walt Disney Studios

Contact Info:(818) 560-1000500 S. Buena Vista St. Burbank, CA 91521-9722

Paramount PicturesAmerican f ilm production and distribution com-pany founded in 1912 and currently owned by Viacom. The synergistic oppor tunities with Viacom is another psotivie for working with the company. They have worked on a board game movie previ-ously with “Clue.” 2

Films: Clue

Key Players: Brad Grey, Chairman and CEO

Contact Info:(323) 956-50005555 Melrose AvenueHollywood, CA 90038

1 Source: http://disney.go.com/movies/index2 Source: http://www.paramount.com/studio/jobs7

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Stunts and Guerilla

What do professionals love most at industry events? Free wine and cheese of course!

The f ilmmakers will treat the professionals they are attempting to pitch to in order to form relationships over wine and cheese.

Rather than cheese trays, these hors d’oeuvres will be served on the board game itself branded with TheTrapMovie.com, star ting conversation.

At this point in time, “The Trap” keychain with attached USB will be handed to potential distributers. These keychains will contain the online version of the media kit.

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Marketing

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TheTrapMovie.com will serve as the hub for distributors, press and fans about everything “The Trap.” This will include descriptions of each character, press releases, budget, bios as well as Milton’s personal blog chronically all of the latest insights into the production of the f ilm.

Phase III: 

Consumer Strategy

Strategy

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Release Date and Trailers

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rosie roch ian dalesky jack brungardt jack brungardtPhotographyby

Producedby

Writtenby

Directedby

Kaitlin kubiak Corey Clark Sound derek beamerproduction design by edited by

sound design by

Chapman University in association with Marion Knotts Studios presents a dodge college of film and media arts production of “The Trap”Warner Bros. Pictures presents “The Trap”Start the game: December 3, 2011

Traditional Media

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Television

Newspaper

Radio

MagazinePar tnership with Jeremy ScottJeremy Scott, fashion designer who had a very successful Mouse Trap collection, will dress the actors from “The Trap,” for a special fashion spread in PUT MAGAZINE HERE FROM MRI.

Guerilla Marketing

Taking our local strategies at festivals and bringing them to a global scale we will grow the lifesize trap into a nationwide execution.

Trap National Competition

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Public Relations/Promotions (Premier)

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The premier will take place at Toys R Us in Times Square

Should the magazine go here?

Online/Social Media

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TheHub.com?

Promotions/Partnerships (Corporate Synergy)

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TheHub

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Media Plan

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Media Plan

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Pitch Schedule

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Budget

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Thank you

Kate EglenMike and Deed ChaseCircle Advertising for your inspirationPRSSA Jack Brungardt for the script!

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