1 Executive Summary: Disney’s distributor Buena Vista presents the marketing campaign for Lucasfilm’s Indiana Jones and the Lost Paradise. The film is the first in a reboot trilogy planned for the iconic series. Our marketing campaign has four phases that cover the lifespan of the film from production through its time in theatres. Phase one begins in September 2016 and runs up until three months before the release of the film at the beginning of March. It primarily deals with the creation of the films website, to coincide with the beginning of production, and keeping the film and its plot details secret until we’re ready to reveal the title and our first teaser in December of 2017. Posters and signage will begin in February and increase in frequency until the films release. Phase two encompasses March and April and marks the release of our first trailer to premiere in theatres and air during March Madness. It is also the beginning of our contract with Pepsi Co. as well as the start of the Instagram photo contest. Phase three is the month of May 2018 and marks the largest push in advertising for the film. During this time our McDonalds cross promotion begins, the instagram contest finishes, the geo-­‐caching scavenger hunt begins, frequency reaches its max for all media advertising, Disney runs its Indiana Jones month in its parks, and the film is finally released May 25th 2018. The final phase begins when the movie is released and continues until it is out of theatres. During this phase all media advertising will continue with declining frequency until the movie is no longer in theatres. 2 Identification of Market Opportunity: In May of 2008 Lucasfilm released Indiana Jones and the Kingdom of the Crystal Skull, the first film in the beloved franchise since The Last Crusade in 1989. Although the film found financial success, grossing $786 Million worldwide, fan reactions were varied and many were left disappointed by the new entry. Merchandising efforts were large and the series received two new videogames, multiple toy lines, and various other tie-­‐in products. Despite all the hype around the film no further entries were made and the series reboot ended there. Now that Disney has purchased Lucasfilm and is updating the Star Wars franchise with new entries, the opportunity is there for them to revisit Indiana Jones as well. Indiana Jones appeals not only to a new generation of fans but to the existing older generations as well. The original films were released around the same time as the Star Wars films so it is fitting to release the reboot alongside the new Star Wars films capitalizing on the sense of nostalgia people will have. Our mission with the new Indiana Jones film is to begin a trilogy that will provide inspiration to a new generation of fans just as the originals did in the 1980’s. Product Concept Definition: Indiana Jones and the Lost Paradise is the first in a new trilogy of films focusing on the adventures of Henry Jones III, the son of Indiana Jones, played by Michael Fassbender. The first film chronicles Jones’ attempts to find the mythical Garden of Eden, taking him across the globe searching for clues and ultimately to Central Africa where he does find the garden. Harrison Ford reprises his role as Indiana Jones in at least the first film, playing a role similar to Sean Connery’s in The 3 Last Crusade. Alongside Fassbender’s Indy Jennifer Lawrence will play the love interest and be the “Indy girl.” Like the original films the reboot will be light and comical while full of adventure and action appealing to children and adults alike. J.J.Abrams, director of the Star Trek and Star Wars reboots is set to direct the film with Wally Pfister of the Dark Knight Trilogy as cinematographer. Target Market: The target market of the film is children, specifically male, ages eight to fourteen. Our goal is to build a new generation of Indiana Jones fans that have their own trilogy of movies to grow up with. By primarily targeting children we can assure the lifespan of the new trilogy and capitalize on merchandising activities such as toys. The secondary market is adult males ages eighteen to forty. This second group is being targeted for their sense of nostalgia with the original films as well as the action and male skewing themes implicit to the Indiana Jones franchise. It encompasses parents that will take their children to the theatres as well as young adults that remember watching Indiana Jones as kids. Finally, the third market is women ages eighteen to forty. A heavy portion of the targeting for this market will be toward mothers taking their children to the films. The sex appeal of the Michael Fassbender’s protagonist is also a consideration for this segment and will be used in posters and trailers. Desired Positioning: Indiana Jones and the Lost Paradise will be released May 25th 2018 the weekend before Memorial Day capitalizing on large box office numbers and the tradition of the summer blockbuster. This time slot is perfect for families going to 4 the movies as well as kids just finishing school. By harnessing the Indiana Jones formula the film will be both family friendly and action blockbuster positioning itself to fill multiple roles. We had discussed making a darker more mature film but decided that staying family friendly would lend itself better to ticket sales. This decision is based on the fact that none of the top fifty highest grossing movies of all time have been rated R and thirty-­‐six of them were rated PG-­‐13 with most of those being action films (Dirks). Although the original Indiana Jones Harrison Ford is being given a smaller role in this film we decided upon the title Indiana Jones and the Lost Paradise so as to evoke a sense of nostalgia. We discussed dropping Indiana Jones from the title like Raiders of the Lost Ark did but decided that would distance our product from the original series and have a negative effect on marketing. Product: A film like Indiana Jones needs to be multiple things to many people. It is both light and comical to appeal to children and families while at the same time mysterious and action packed for young adults. The reboot will strive to capture the same charm and style of the original films in a modern way. Two of the most recognized images from the Indiana Jones brand are his whip and hat which are part of Fassbender’s outfit and will be prominently displayed on his person for posters. Indiana Jones and the Lost Paradise is being filmed in 3D and will be shown in both versions at all theatres giving moviegoers the option to choose which ticket to purchase. 3D tickets typically cost more, varying depending on the theatre, which makes up for the extra cost attributed to filming and editing. This choice is based on the fact that five out the six top grossing movies of all time were shown in 3D, with 5 Titanic, number two on the list, being created before 3D technology became popular (Dirks). Distribution: Distribution for films is handled on a theatre-­‐to-­‐theatre basis and negotiations happen at a local level. Based on our projections by 2018 there will be forty thousand movie screens across the United States (“Number of U.S. Movie Screens). We will attempt to get Indiana Jones and the Lost Paradise into as many of these theatres across the country as we can, specifically targeting large cinema chains first such as Carmike, Cinemark, Karasotes, and others. The amount of time the movie spends in each theatre is also based upon individual negotiations, however, we will attempt to get two month contracts that can be re-­‐negotiated based on box office numbers. Depending on negotiations we will place large signage in each theatre planning on airing the film beginning March 1st 2018. Movie posters will be displayed in select theatres up to six months before the films release. Midnight releases airing at 12 A.M. on May 25th 2018 will happen at select theatres across the country. Ticket prices are generally increased by up to three dollars for these first viewings. The contract between distributor and theatre is either based upon a one time fee, buying the theatre the ability to show the film for a specific amount of time, or a percentage is agreed upon and the profits from each ticket sold are divided. We will negotiate with theatres individually regarding this matter (NATO). 6 Budget Expense Budget Expenses Website/Social Media Construction/Additions Social Media Upkeep Facebook Ads Promoted Posts Other Social Media Ads Instagram Contest Trailer Construction Print Media Design Printing/Construction Placement/Location Television Ads Construction Men's Channels Children's Networks Major Networks Internet Ads Design Websites YouTube Pepsi Deal Geo-­‐cashing Development Web Page Non TV Advertising Physical Placement Phase 1 50,000 10,000 150,000 200,000 30,000 100,000 0 0 50,000 30,000 300,000 1,000,000 20,000,000 30,000 5,000 5,000 10,000 10,000 100,000 30,000 500,000 100,000 75,000 20,000 50,000 50,000 1,000,000 250,000 8,000,000 2,000,000 3,000,000 1,300,000 6,000,000 1,500,000 300,000 150,000 1,500,000 500,000 50,000 10,000 100,000 100,000 Total Phase 2 30,000 20,000 150,000 150,000 75,000 50,000 Phase 3 200,000 50,000 30,000 500,000 60,000 Phase 4 Total 1,540,000 250,000 2,080,000 21,890,000 3,880,000 20,000,000 340,000 49,980,000 7 Sales: Indiana Jones and the Kingdom of the Crystal Skull grossed $786,636,033 internationally and $317,101,119 domestically at the box office upon its release in 2008 (Box Office Mojo). With a higher production budget, advertising budget, and with a small amount of inflation we predict, conservatively, the international gross to be near $1,000,000,000. The projection for our domestic numbers is based upon a per theatre gross of $100,000 in four thousand individual theatres across the United States. This number is an estimate based on numbers from a similar; Disney owned film, The Avengers (Finke). Based on all these numbers we roughly estimate we will gross $400,000,000 domestically. Besides the money the movie makes from ticket sales it will also encourage huge sales for merchandise including new lines of toys and videogames as well. The intangible benefits must also be taken into account as the film will inspire an entire new generation of young fans and set the stage for the following two films in the trilogy. It also opens up the possibility for television show tie-­‐ins, book deals, and hundreds of other spinoffs and merchandising ideas that can generate revenue. 8 Posters: There are three different designs for the posters. The first is the official poster, which displays the characters with bright colors and action pieces in the background including a plane in flight, the pyramids, and a raft on the Nile river. This is the primary poster used in theatres and has a very modern look to it. The second poster models itself after the old Indiana Jones posters, which almost look like drawings rather than photographs and use mostly earthy colors. The final poster uses the minimalist style and displays only the iconic Indy hat with his whip leaning against it. Eighty percent of the posters on display will be equally split between the old school and minimalist posters with the modern poster taking the last twenty percent. The original style poster is featured so prominently to play on the nostalgia of old fans and evoke and ancient and mysterious tone for the brand. Posters are going to be displayed in most movie theatres across America as well as in other locations such as malls, buses, city centers, and high traffic areas. The highest frequency of poster and ad placement will take place during phase three in May 2018 and will begin phasing out once the movie is released with no posters left by the time the movie is out of theatres. See below for a mockup of the second, original style poster. 9 10 Trailers: For Indiana Jones and the Lost Paradise we will be releasing three full two to two and a half minute trailers, to be released online and played in theaters the month before the film. The first trailer is to be released December 2017 as a teaser trailer. This trailer is intended to be very cryptic and get people excited not just for the release of the film but for additional content about it. Most of the teaser trailer contains footage that will not be in the final cut of the film. The second trailer to be released at the beginning of March (also corresponding with our March Madness Basketball promotion). Since our target audience for March Madness are males ages 21-­‐50, this trailer focuses on things for them. It showcases some of the intense action sequences classic to the Indiana Jones franchise, a few jokes, and a dash of Jennifer Lawrence looking incredibly attractive. The third and final trailer offers a more nostalgic view into the film, as it cuts together scenes from the other Indy films as well. This will appeal to anyone who has ever enjoyed an Indiana Jones film, especially as a child, and get them eager to see the fifth installment. The trailer showcases the adventure from the older series, as well as this film. The trailer industry has a value over $200 million, with individual trailers costing hundreds of thousands to make (“The Science of the Trailer”). Much of the budget actually goes into the sounds, as the score for the film is usually not finished (or sometimes even started) when the trailers are created. The cost of licensing music and other sounds is incredibly expensive. We plan on using mostly the scores 11 from the other films, which we have the rights to as a Disney subsidiary, greatly reducing our cost. Social Media: Indiana Jones and the Lost Paradise will have its own Facebook page, Twitter account, and Instagram that will be regularly updated with news about the film from casting decisions to how it is performing in theatres. These updates will become more frequent in the later phases of the campaign. In an effort to increase hype for the movie we will encourage fan productions and work specifically with Epic Rap Battles of History, a series of short videos where historical or iconic figures have rap battles against each other. We will also upload all of our trailers. Pepsi Co. Contract: The contract with Pepsi Co. includes Indiana Jones and the Lost Paradise themed Pepsi commercials placed throughout the NCAA Tournament’s March Madness in March and April and up until the films release with a concentration of ads during the tournament and then again for two weeks from May 21st through June 4th as well as Indiana Jones being included in all Pepsi print advertising. The television spots placed in May and June will be concentrated around the NBA playoffs. The companies will collaborate on a sweepstakes in which participants have a chance to win one of many prizes including tickets to the NCAA Basketball tournament to watch the Final Four, tickets to the premiere of Indiana Jones and the Lost Paradise in Los Angeles, and tickets to the NBA Finals in June. To enter one 12 must visit www.pepsi.com/lostparadise where the films trailers will air on a loop above the contest information. The inclusion of the Pepsi contract maximizes our coverage and the frequency with which our markets are exposed to the film. Airing ads during March madness as well as the NBA finals also goes after our secondary market of men ages eighteen to forty. In 2013 the NCAA tournament averaged 10.7 million viewers across the multiple networks games aired on. This marked a nineteen-­‐year high for the tournament, which also enjoyed its highest online streaming numbers ever with live viewers collectively streaming 1.4 million hours (Van Riper). Prices for the contract are based on negotiations. McDonald’s Deal: We have a deal with McDonald’s to include Indiana Jones toys with their happy meals and in their advertising. As has been the history of the partnership between McDonald’s and Disney no money will be exchanged and both companies will benefit from the cross promotion (Garber). Disney will manufacture the toys and provide them to McDonald’s who will then include them with their happy meals beginning May 1st 2018 and ending June 15th 2018. During this time Indiana Jones will also be featured in all of McDonald’s advertising and will also allow placement of posters in all restaurants. Instagram Photo Contest: Beginning April 25th Lucasfilm will sponsor an Instagram photo contest where five winners will receive a week long, all expense paid trip to one of five exotic, adventurous locations. The instructions for the contest are to upload a photo of yourself doing something Indiana Jones would classify as adventurous. The five 13 winners will be ranked and then, in order, given the opportunity to select their vacation package. The first adventure package is a trip to Morocco that includes a four night stay in Casablanca as well as a three night guided desert trek. The second package is a trip to Egypt to see the pyramids with a three day Nile cruise. The third package is a trip to Argentina that includes a hike to Iguazu falls and a two day trek through the jungle. The fourth package is trip to Tanzania that includes a Safari and hike to Mt. Kilamanjaro. The final package is china to Nepal with a guided hike in the Himalayas. Geo-­‐Caching Scavenger Hunt: During the month before the film’s release we will create an interactive game that invites fans to participate by solving a serious of clues and puzzles before being given a coordinate location to search for prizes. The prizes at the loction will be props from the film, hats, jackets, whips, toy guns, and more put there by members of the marketing team. All of the props being used in the game will be spread across forty different cities in the United States. The game can be found on the films website and provides players with a series of riddles and history questions similar to what Indiana Jones is forced to decipher in his films. As each clue is solved a new one will be presented until the player is finally given a longitude and latitude location. At that spot we will have one of the props waiting to be found. The first person to find the prop wins it. Advertising for the game will be done on the website as well as at the end of some of the television spots for May. The idea was inspired by the interactive game used during the Dark Knight’s advertising campaign that had more than ten million players and helped lead the film to great success at the 14 box office as it grossed over a billion dollars worldwide ("Dark Knight -­‐ Viral Marketing Campaign”). DisneyLand: Throughout the month of May 2018 both Disneyland and Disneyworld will have Indiana Jones month. This month will see Indiana Jones characters roaming the park as well as signage for the new film and events such as autograph signings by the actors during one weekend in Disneyland. During this time Disney will push Indiana Jones merchandise in their parks and unveil an updated version of their current Indiana Jones ride. The beginning of Indiana Jones month will also mark the unveiling of the Indiana Jones ride in Disneyworld. This beloved ride has been a part of Disneyland since 1995 and with a reboot of the series and a planned trilogy of movies it is time for Disneyworld to have it as well. The Disneyworld ride will be very similar to the one in Disneyland except that it will have a greater list of new features pertaining to the new film. The Indiana Jones stunt show will also happen more often for the entire month. Adventurer tickets will be sold for a higher price than normal tickets and include an autograph by a cast member, must be redeemed on a day cast members are doing signings in the park, an official Indiana Jones whip and hat, as well as a fast pass for the park. Advertisements for the park featuring the Indiana Jones month and a brief spot about the film will be played heavily in surrounding cities beginning Monday, April 16th 2018 and on national ads during select time spots. Also featured at both parks beginning this month is an Indiana Jones obstacle course based on the original three films. It is a short course similar to the Jedi Academy training that culminates in a viewed running of the obstacle 15 course by parents and friends. The course is for ages four to twelve. As Disney owns Lucasfilm and the Indiana Jones rights and because the additions to the park will generate revenue for them they will not be included in the advertising budget for the film and rather be incurred as park expenses. Television Ad Placement: With the placement of our television advertising we will attempt to target each of our three audiences on different networks. In order to reach our younger demographic we will spend -­‐-­‐-­‐-­‐-­‐-­‐ in advertising on children programs like Cartoon Network that have a younger audience. To reach adults we will spend -­‐-­‐-­‐-­‐-­‐-­‐ on a variety of major networks and programming such as NBC, ABC, and CBS that typically have an older audience. The exact placement of television ads will be split between our male and female demographic and will be negotiated once the television schedule for 2018 is set. The majority of all ads will air during phase three in the month leading up to the movie however we will continue to air ads gradually decreasing their frequency through phase four. Online Ad Placement: We will place advertisements online on multiple social media websites including Facebook, Twitter, and YouTube. It cost ten cents to be featured as an advertisement on YouTube and thirty cents per view for ads played before the searched video (Alleger). We have allocated one million to ads and two million to videos to be spread between phase two, three, and four adding up to a total of 10 million ads and 6.7 million video views. 16 Our advertising on Facebook will be broken up into two categories, promoted posts and traditional advertisements. Traditional advertisements reach a variety of people, but are smaller and often look more like spam, while promoted posts are highly visible they are only viewed by people who “like” the Facebook page or their friends (Jekishan). Our focus for the early part of the campaign then is to mostly use ads, as we will have few likes rendering promoted posts ineffective. However, once we reach one million likes, we will begin to phase out the ads and phase in the promoted posts which will help us, engage with our current followers. Also, the more prominent location will also reach those who are friends with our followers. The average 18-­‐24 year old on Facebook has 510 followers, that equates to a potential 510 million people (Staff). One dollar spent on a promoted post when done in large quantities yields about 400 views (Jekishan). Mythbusters: Mythbusters is one of the most popular shows on the Discovery Channel that follows a group of scientists as they work to test the validity of various popular myths. The show has done many themed episodes and recently tackled a Star Wars theme, which received mostly good reviews. We will work with the Discovery Channel to produce an Indiana Jones themed episode of Mythbusters to air in May before the release of the film. Costs on the project are fairly low as Discovery has agreed to do the episode for free provided we allow them to use the name, music, and selected props on the air. The Discovery Channel’s target audience is adults ages twenty-­‐five to 17 fifty-­‐four specifically males which allows us to tap into one of our target audiences. (Discovery Channel). Pawn Stars: Since much of our target audience is male we plan to team up with the television show Pawn Stars, which is the fourth most watched television show by men in the United States ages 18-­‐24 (Guthrie). Not only will we be advertising on the History Channel, but also creating a special episode focusing solely on Indiana Jones type artifacts. We find and pay people who have artifacts from ancient civilizations to bring them to the store to be appraised. It will also include the Pawn Stars traveling to the home of Gailen David, the man with one of the world’s largest Indiana Jones collections (Phillip). The episode being focused both on memorabilia, but also real life artifacts will be a great way to get people interested in seeing the film. The episode will air in May on the closest date before the film comes out. Talk shows and News: The week of Monday May 18th 2018 marks the beginning of our talk show and news push. Throughout the week the stars of the film will appear on different late night talk shows and news outlets. Michael Fassbender will begin the week by appearing on the Late Night Show with David Letterman airing on CBS on Monday may 21st 2018. On Tuesday the 22nd Jennifer Lawrence will go on Jimmy Kimmel Live on ABC. The following night, Wednesday the 23rd, Harrison Ford will appear on The Tonight Show starring Jimmy Fallon on NBC in order to play on the chemistry the two have after Harrison Ford pierced Jimmy Fallon’s ear during a previous appearance. All three actors will discuss the movie and each host will air a trailer for 18 the film. On Thursday the 24th, one day before the films release, all three actors will appear on The Today Show on NBC in the morning to give one final piece of media coverage. By spreading the actors across different nights and different shows we will maximize our exposure reaching fans of three different late night talk shows as well as those watching early morning news. Movie Premiere: Indiana Jones and the Lost Paradise will premiere in Hollywood, California on May 11th 2018. Most of the cast and crew will be there along with the winners of the Pepsi contest. The event is to be red carpet and black tie with maximum media coverage. Phase 4-­‐Post Release: Upon the release of Indiana Jones and the Lost Paradise we will maintain frequency of all communications and advertisements already in place for two weeks. After that we will begin to gradually phase out all marketing activity until the film is out of theatres. This marks the end of marketing activities for Disney’s distributor Buena Vista for the theatrical release of Indiana Jones and the Lost Paradise. 19 Bibliography Munoz, Lorenza. 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