marketingplan

blairmosberg

aboutstartrekintodarkness

releasedate rating genre director labels producers

May 17, 2013 PG-13 Sci-Fi JJ Abrams Paramount JJ Abrams Action Bryan Burk Damon Lindelof

Alex Kurtzman

Robert Orci

writers releaseformatdomesticgboforecastmaincast

Robert Orci Traditional $278 Million Chris Pine Alex Kurtsman 3D Zachary Quinto Damon Lindelof IMAX Zoe Saldana Gene Roddenberry* Dolby Atmos Karl Urban * is credited as the original Benedict Cumberbatch Star Trek writer

aboutintodarkness,cont’d

directorJJ Abrams is a TV and film director/producer extraordinaire, especially in the science fiction and action genres. Alias PRODUCER Lost PRODUCER Super 8 DIRECTOR

maincast Chris Pine Zachary Quinto Zoe Saldana Karl Urban Benedict Cumberbatch

Captain Kirk Spock Nyota Uhura Dr. Leonard McCoy The Villain The main hero 2nd in command The sexy, smart lady Kirk’s right-hand man From within Starfleet

synopsisCaptain Kirk, Spock, Dr. Leonard McCoy and Nyota return to Starfleet

to find it has been destroyed by a villain from within.

executivesummaryhighlights

  Targeting old fans and new fans

  Marketing must stand out from the clutter of the May 3 release of Iron Man 3

  Competing for consumers’ top of mind awareness when it comes to movies released in May

  Competing for ticket sales into later May and early June

  Staggering the tactics to build suspense

  Consumer Insights & Industry Trends

consumerinsights&industrytrends

  Original characters resonate strongly with franchise fans

Source: Box Oce Mojo

  The top five grossing Star Trek films were those with the original characters

  Ticket sales for 2nd and 3rd franchise installments are surpassing revenues of original properties

  Particularly so with big-budget, action movies

issues&opportunities

issue:thetitle  Into Darkness isn’t specific to the franchise   Moviegoers may refer to the film as “the new Star Trek movie” or “Star Trek 3D”

issue:may2013releasedate  May is the kick-o for major summer blockbusters   Iron Man 3 release on May 3   Hangover 3 release on May 24

opportunity:jjabrams  Before 2009’s Star Trek he was mostly known amongst sci-fi fans

  Received major praise for directing Star Trek and Super 8

opportunity:zoesaldana  Starred in Avatar in December 2009

  Recognizable name and face, is a major subject among tabloids

opportunity:2009startreksuccess  Was praised among critics, original series fans, new fans

  Moviegoers know the quality of this series reboot

targetaudiences

trekkies  Obsessed with all things Star Trek   Star Trek culture is their livelihood   Mostly male   Multi-generational

sci-fifans  Enjoy many sci-fi franchises in addition to Star Trek

  Will see sci-fi movies that by WOM, critics and media are considered good

  Mostly male   Ages 14+

males16+  Will go to the movies as a social outing

  Interested in action and adventure   Naturally inclined to science + technology

á la video games

keycommunicationpoints

trekkies  Like in 2009, you will be pleased with the reboot   Will be worth your wait

sci-fifans  If you like JJ Abrams’s work, then you’ll like this movie   Into Darkness is not just for Trekkies   If you liked Super 8, District 9, or Prometheus you’ll like Into Darkness

males16+  Action-packed   Cutting-edge special eects   Zoe Saldana

byaudience

objective#1

objectiveBe the top box oce performing Sci-Fi sequel ever

strategies1. Create hype surrounding quality of actors’ and director’s performances

2. Increase awareness of release date

tactics1. Publicity: Pitch exclusive movie production and talent content to entertainment media

2. Partnership: Easy Mac

3. Retail/Theater: AMC Takeover

4. Superbowl XLVII Ad

objective#2

objective Be the highest grossing Star Trek film

strategies1. Excite emerging Star Trek and Sci-Fi fans

2. Reinvigorate original Star Trek fans

tactics1. Synergy: Integrate December 14 advance screening into an episode of

‘The Big Bang Theory’

2. Publicity: Preview exclusive plot content to Star Trek and Sci-Fi movie-related blogs, fan newsletters, and major conventions

3. Media: OOH campaign campaign with vintage Star Trek ads redone with new title and cast and Superbowl XLVII ad

4. Promotion: Star Trek Into Darkness Microsoft Surface sweepstakes

5. Synergy: Spike TV Trek-A-Thon

tone&positioning

toneStar Trek Into Darkness is a new, and relevant reboot. The movie stays true to characters at the core of the franchise with a fresh new setting and cutting-edge eects that enhance the story, but don’t overshadow the characters.

Into Darkness will satisfy those in love with the franchise and those who just want to entertained.

positioningstatementFor movie fans 16+ , Star Trek Into Darkness is the most anticipated revived Sci-Fi sequel that features classic characters in an exciting new setting with a star-

studded, young cast lead by director JJ Abrams.

marketingcampaignoverview

december2012 january2013 february2013

‘The Big Bang Theory’ Episode Preview exclusive content Superbowl XLVII ad about film’s plot to Star Trek blogs and fan materials.

march2013 april2013 may2013

OOH Campaign begins Microsoft Surface Sweepstakes AMC Takeover continues through release date Easy Mac Partnership Spike TV Trek-A-Thon Pitch exclusive talent content

competitivetimeline

may3 may10 may17 may24 may31

Iron Man 3 The Great Gatsby Frances Ha Epic The Purge Super Hero, Action, Sci-Fi Drama Drama Animation, Adventure Thriller Disney Warner Bros. IFC Films 20th Century Fox Universal

The Ice Man About Time Black Rock Fast & Furious 6 Drama, Thriller Drama, Comedy, Sci-Fi Thriller Action Bielberg Entertainment Universal LD Entertainment Universal

Mother’s Day Star Trek Hangover 3 Drama Into Darkness Comedy Siempre Viva Productions Sci-Fi, Action Warner Bros. Paramount

synergy

‘thebigbangtheory’episode

  An episode airing in mid-December will feature the cast at a December 14 extended sneak preview in Los Angeles

  Airs on CBS, a former property of Viacom

  The Big Bang Theory is consistently one of network TV’s highest rated shows

  The Star Trek Into Darkness episode oers a relevant storyline

spiketvtrek-a-thon

  A marathon of the original Star Trek TV series with 2009’s Star Trek airing in primetime

  Behind the scenes and a special sneak peak will air before and after some commercial breaks   “Stay tuned for and exclusive behind the scenes look

at Star Trek Into Darkness…”

  Spike TV has a male audience

  Consistently airs Star Trek episodes on TV

promotion

microsoftsurfacesweepstakes

  Buy a Microsoft Surface tablet in the month of April and be entered to win two passes to the LA premiere & after party at Bad Robot Studios

  The Surface package have Into Darkness artwork

  Will come pre-loaded with trailer and images to use a personal icons and wallpapers

  Currently Surface sales are weak

  Sweepstakes gives consumers adds incremental value to product that competitor don’t have

partnership

easymac

  Into Darkness artwork and release date on the packaging.

  Packaging will inform shoppers and consumers in retail centers when they browse products

  The package design might be enough for consumers to choose Easy Mac over a competitor

publicity

january2013

Villain revealed to Trek blogs and fan letters

march2013

Exclusiveswithreturningcastandnewcastpitchedtoentertainmentmedia

media

oohcampaign

  $25,000,000 campaign   Advertising in major metropolitan areas

  Public Transit   Traditional & Electronic Billboards   Reverse Grati

superbowlxlviiad

  Tailored ad to the occasion featuring the cast   2009 ad was excited Star Trek fans   Now fans are expecting a Superbowl ad

retail/theater:amctakeover

  Posters and stand-ups of Captain Kirk, Spock, Nyota, and the Villain will be distributed per usual

  AMC theaters will have Into Darkness themed popcorn bags and soft drink cups

budget

Media 75%

Publicity 10%

Promotions 10%

Synergy 5%

totalmarketingbudget:$45million

mediaooH Campaign: $25,000,000 Retail / Theater: $4,750,000 Superbowl Ad: $4,000,000

Total: $33,750,000

publicityExclusive Content: $4,500,000

promotionsMicrosoft Surface Sweepstakes:

$2,000,000 Easy Mac Partnership: $2,500,000

Total: $4,500,000

synergyBig Bang Theory & Spike TV: $2,250,000

Hey, Sherine

thankyou!