Marketing Communications

Creative Strategy Brief

June 26, 2008

1) Business Opportunity:

Overture Films has agreed to a special screening of Righteous Kill for loyal Cox

Arizona and Starz customers.

2) Campaign Strategy:

Leverage Cox’s loyal customer base in Phoenix and invite them to a special free

screening of Righteous Kill.

3) Campaign Objective:

Through a clear and simple creative approach, develop screening support materials

(invitation, email, etc.) that will attract loyal Cox customers to a free screening of

Righteous Kill. The campaign should also express Cox Arizona and Starz gratitude

and appreciation to their loyal customer base.

4) Campaign Type: Retention

Event Support Materials:

Print

Web

Video (in theater)

5) Key Messages

Creative concept should include Righteous Kill promotional elements and screening,

RSVP and other perks. Emphasis should also be placed on thanking loyal Cox and

Starz customers. Note: invitation is to you and a guest.

Screening Details:

Date: Wednesday, September 17, 2008

Location: Phoenix, AZ

Theatre: AMC Westgate 20, 9400 West Hanna Drive, Glendale, AZ 85305

Time: 7:00 PM

House Theater #10

Client Name: CCN/PR Team: Diana Phelps and Kristin Wilmes

Project Name: Righteous Kill Post Theatrical Screening

Delivery Date: 8/20/08

In Market Date: Screening Date – 9/17/08

Project Manager: Becca Barry

Marketing Communications

Creative Strategy Brief

RSVP Details:

RSVP to coxscreening@starz.com (this email is subject to change)

Limited seating, first come first served

Rating: Not yet rated yet, but most likely will be R

Perks:

1) One small popcorn and drink for each guest

2) Each guest receives Crash DVD (250 total, TBD on what it will be/either non-

final first episode or promo)

Tactics & messaging objective for each:

Invitations (print and email)

Evoke emotional response from recipient of the exclusivity of a private

screening of Righteous Kill

Reward loyal Cox customers and thank them on behalf of Cox Arizona and

Starz

Reminder Email

Remind those who have RSVPd to attend the screening (note: this will be sent

about a week and a half prior to the screening)

Crash Promo DVD/Exit Handout

Generate excitement/awareness of this Starz Original & serve as exit handout

or gift for screening attendees.

Leverage work already being done for Best Buy and Crash opportunity

Video Spot :30 - :60 (note: will play in theater before movie from a DVD)

Generate excitement about top Starz titles and Starz Originals

Thank loyal customers on behalf of Cox Arizona and Starz

Note: Existing content can be leveraged with a tag (no need to pay for new

VO if existing content is available)

Directional Signage

Supplement theatre signage to provide directions/traffic flow

6) Programming: Righteous Kill

Academy Award Winners Robert DeNiro and Al Pacino star as a pair of veteran New

York City Police Detectives on the trail of a vigilante serial killer in this adrenaline

fueled psychological thriller.

Marketing Communications

Creative Strategy Brief After 30 years as partners in the pressure cooker environment of the NYPD, highly

decorated Detectives David Fisk & Thomas Cowan should be ready for retirement,

but aren’t. Before they can hang up their badges, they are called in to investigate the

murder of a notorious pimp, which appears to have ties to a case they solved years

before.

Like the original murder, the victim is a suspected criminal whose body is found

accompanied by a four line poem justifying the killing. When additional crimes take

place it becomes clear the detectives are looking for a serial killer, one who targets

criminals that have fallen through the cracks of the judicial system. His mission is to

do what the cops can’t do on their own – take the culprits off the streets for good.

The similarities between the recent killings and their earlier case raise a nagging

question: did they put he wrong man behind bars?

Rating: NOT YET RATED

Key art should be available from Overture soon. Additional information about

Righteous Kill, including the trailer, may be viewed at http://www.righteouskill-

themovie.com/

7) Target Audience While the movie most likely attracts a mature audience, Cox will target all loyal

customers that subscribe to the Cox Bundle, have Starz (families, singles, etc. that

that have existing service for 1 to 3 years or more) and live in close proximity to the

AMC Westgate 20 theater on 9400 West Hanna Drive, Glendale, AZ 85305.

8) Budget

$3,600 Printed Invitations (3,000 quantity and including postage)

$0 Email Invitation

$0 Reminder Email

$300 Crash Promo DVD/Exit Handout (250 labels and DVDs)

$600 Video Spot

$500 Directional Signage

$5,000 total for all creative tactics

8) Timing

Concept Review/Approval: 7/3 – 7/7

V1 Review/Changes: 7/17 – 7/21

V2 Review/Changes: 7/25 – 7/28

Final Approval: 7/31 – 8/1

Printing: 8/6 – 8/19

Drop Shipping: 8/20

Cox to send reminder email: 9/12

Event date: 9/17