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www.theincredibles.com
S T U D I O M A R K E T I N G G U I D EJULY 13, 2004
UPDATE #1
We are providing you this studio marketing guide to facilitate your creative efforts insupport of The Incredibles. Its contents are proprietary, confidential and subject to
change at any time. Do not reproduce or distribute this guide to anyone else without consent from the Walt Disney Company.
Proprietary & Confidential - Do not duplicate © 2004 Disney/Pixar
Studio Marketing GuideSYNOPSIS - REVISED
1
July 13, 2004
SSYYNNOOPPSSIISS
Writer/Director: Brad BirdProducer: John WalkerMusic By: Michael GiacchinoVoice Talent: Craig T. Nelson, Holly Hunter, Samuel L. Jackson,
Wallace Shawn, Jason Lee, Sarah Vowell, John Ratzenberger, Spencer Fox, Elizabeth Peña
From the Academy Award®-winning creators of “Toy Story,” “Monsters, Inc.” and“Finding Nemo,” comes this hilarious action-packed animated adventure about super-heroes. Bob Parr used to be one of the world’s greatest superheroes (known to allas “Mr. Incredible”), saving lives and fighting evil on a daily basis. But now, fifteen years later, Bob and his wife (a famous former superhero in her own right)have adopted civilian identities and retreated to the suburbs to live normal lives withtheir three kids. Now he’s a clock-punching insurance claims adjuster fighting boredom and a bulging waistline. Itching to get back into action, Bob gets hischance when a mysterious communication summons him to a remote island for atop-secret assignment. Pixar Animation Studios stretches the boundaries of the artform with this stylish and entertaining film. Acclaimed filmmaker Brad Bird (“The Iron Giant”) directs.
Proprietary & Confidential - Do not duplicate © 2004 Disney/Pixar
Studio Marketing GuideFILM POSITIONING & MARKETING STRENGTHS
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July 13, 2004
PPOOSSIITTIIOONNIINNGGThe Academy Award®-winning creators of Finding Nemo
take you into the Incredible world of superheroes as it has never been seen before.
Everybody (50/50 male/female)
• Kids (2-11)
• Families — moms/dads/kids• General Audiences (18-49)
• Tweens/Teens (12-17)
TTAARRGGEETT AAUUDDIIEENNCCEE
Proprietary & Confidential - Do not duplicate © 2004 Disney/Pixar
Studio Marketing GuideTIMING & TONE OF MATERIALS
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July 13, 2004
TTIIMMIINNGG AANNDD TTOONNEE OOFF MMAATTEERRIIAALLSS
PHASE 1Establish The Incredibles as the first choice
for General Audiences and Tweens/Teens.
Elements of Communication:1. Pedigree:
— Disney Presents A Pixar Film— From the creators of Finding Nemo
2. Unique world of superheroes3. Focus on specific superhero characters (Mr. Incredible, Elastigirl, Frozone)
PHASE 2Broaden the appeal to include our Core Audience (Parents & Kids)
Additional Elements of Communication:1. Introduction of a family of superheroes2. Reveal that superheroism is prohibited3. How the extraordinary live the ordinary within the Supers Relocation Program4. Introduction of additional characters (Dash, Violet, Mirage, Syndrome and much more E!)
VIOLET PARR (SARAH VOWELL)Violet Parr is, in many ways, a typical shy, insecure teenage girl stuck at the
crossroads between child and woman. She, like her parents, has special powers,and it seems only right that hers allow her to turn invisible and protect herself with asecure force field. For what would be better for an awkward young woman but to beable to disappear from her problems at a moment’s notice? Especially for someone
who desperately wants to be like everybody else, normal, but truly isn’t.
Proprietary & Confidential - Do not duplicate © 2004 Disney/Pixar
Studio Marketing GuidePRIMARY CHARACTERS - REVISED
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July 13, 2004
PPRRIIMMAARRYY CCHHAARRAACCTTEERRSSUU..SS.. VVOOIICCEE TTAALLEENNTT
MR. INCREDIBLE/BOB PARR (CRAIG T. NELSON)Once the best-known, most popular superhero alive, Bob Parr is now fifteen
years older and is bolder and heavier. As a claims adjuster at possibly theworld’s worst insurance company, Insuricare, the former Mr. Incredible’s
heroics are limited to helping people navigate the intricacies of the appealssystem. Bob’s unhappiness has taken a toll and he and his family have
become disconnected. Bob thinks the best years of his life are in the past,but what he will discover is that his family is his greatest adventure.
ELASTIGIRL/HELEN PARR (HOLLY HUNTER)Helen Parr, the former super-stretching superhero, has adjusted to normal life
quite well, and is busily focused on caring for her three children. While she occasionally uses her amazing ability to stretch to meet the daily challenges of
modern motherhood, she is careful to do so only behind the closed doors of theirsuburban home. She misses the old days, but doesn’t dwell on those times as
she has a wonderful family and is quite happy to spend her time with them. Sheonly wishes Bob would do the same.
DASHIELL “Dash” PARR (SPENCER FOX)At age ten, Dash seems to be moving even when standing still. Full of restless
energy, he has the power of super-speed – a power so useful for playing pranksthat he has difficulty keeping it in check. Unable to resist torturing his least favoriteteacher, Dash has been called into the Principal’s office more than once, but he’snever been caught. Dash doesn’t understand why superheroes should hide their
powers – why would they have them if they weren’t supposed to use them?
JACK-JACK PARRJack-Jack is the black sheep of the family. He is nearly two years old, and it seemsthe only thing incredible that he can do is jabber in gibberish. He’s very good at that— as well as throwing food at dinnertime. Hey, that’s what being a baby is all about!
But who knows, maybe someday…He is an Incredible after all…
Proprietary & Confidential - Do not duplicate © 2004 Disney/Pixar
Studio Marketing GuidePRIMARY CHARACTERS - REVISED
5
July 13, 2004
PPRRIIMMAARRYY CCHHAARRAACCTTEERRSSUU..SS.. VVOOIICCEE TTAALLEENNTT
SYNDROME (JASON LEE)Syndrome wasn’t born with superpowers, but envied the attention
and admiration the Supers received. Of all the Supers, Mr. Incredibleembodied everything Syndrome desired: strength, fame, and
popularity. Highly intelligent and cunning, Syndrome now spends hisdays on a remote island on the other side of the world inventing
gadgets and robots to carry out a diabolical plot.
FROZONE/LUCIUS BEST (SAMUEL L. JACKSON)Lucius Best used to be known as the coolest superhero on the planet – and notjust because he was best friends with Mr. Incredible. His style, wit and attitude
made Frozone, as he was known then, the hippest of the lot. Of course hispowers made him cool too, literally. Lucius’ ability to create ice from moisture in
the air, then travel on it with his special boots made him the envy of everygadget-loving little boy. Lucius knows the old days are done and there’s no
going back, so he doesn’t try to relive the past. But he knows Bob still wants to, and he tries to help him adjust in any way he can.
E/EDNA MODE (BRAD BIRD)Brilliant and successful, Edna Mode got her start in the industry as the
world’s leading superhero costume designer. With her now-mature sense ofdesign, she remains the top designer in the field, taking her clothing designsto Milan, Paris and other internationally important fashion centers. However,E longs for the return of the superheroes, for a real design challenge, so she
can fuse the latest technology with her impeccable fashion sense and unfurl her incredible creations for the adoring public.
HCR_SUPERFITBOB.PER8.50
HCR_SFAM200.FINAL_FAMILYBOB
Proprietary & Confidential - Do not duplicate © 2004 Disney/Pixar
Studio Marketing GuideCHARACTER ART - REVISED
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July 13, 2004
HCR_SFB550.PER8.550
HCR_SUPERFITBOB.PER8.450
INC_BOB_HERO_REV_V2.1
HCR_SD.PER8.71 HCR_SUPERDASH.PER8.1
HCR_SFAM200.FINAL_FAMILY DASH
HCR_SUPERHELEN.PER8.100
HCR_SUPERHELEN.PER8.50
STANDEE HELEN
Proprietary & Confidential - Do not duplicate © 2004 Disney/Pixar
Studio Marketing GuideCHARACTER ART - REVISED
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July 13, 2004
Proprietary & Confidential - Do not duplicate © 2004 Disney/Pixar
Studio Marketing GuideCHARACTER ART - REVISED
8
July 13, 2004
HCR_SFAM200.FINAL_FAMILY VIOLET
HCR_SFAM200.FINAL_FAMILY HCR_SUPERHELENBOB.PER8.150
HCR_SUPERVIOLET.PER8.100
Proprietary & Confidential - Do not duplicate © 2004 Disney/Pixar
Studio Marketing GuideCHARACTER ART
9
July 13, 2004
HCR_SYN200.PER8.200
HCR_E.PER8.1 HCR_E.PER8.51
HCR_SYN450.FINAL_COMP.450
HCR_SUPERFROZONE.PER8.150 HCR_SF26.PER8.26
SSIIZZEE
CCOOMMPP
AARRIISSOO
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AARRTT
Proprietary & Confidential - Do not duplicate © 2004 Disney/Pixar
Studio Marketing GuideSIZE COMPARISON CHART
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July 13, 2004
MR
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VIO
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Proprietary & Confidential - Do not duplicate © 2004 Disney/Pixar
Studio Marketing GuideNOMENCLATURE - REVISED
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July 13, 2004
NNOOMMEENNCCLLAATTUURREE**(06/17/04)
*NOTE: This document should only serve as a guideline. For final legal approval, please submit materials to your legal department.
• Posters• Outdoor • In-Theater • Newspaper (All-Sizes)• Home Video Packaging• Consumer Products • Premiums
© COPYRIGHT NOTICE FOR PRINT MATERIALS:(Other than stills. If using stills from the film, refer to copyrightnotice for A/V materials)All materials must contain a legible copyright notice.
• Copyright on all printed materials © Disney/Pixar • Copyright on any printed material 10 point size • Copyright on any premiums: 5 point size, Bold
© COPYRIGHT NOTICE FOR AUDIO VISUAL MATERIALS(and stills from the film.)All A/V materials and stills must contain a legible copyright notice.
• Copyright on all A/V materials:© (Year A/V piece was FIRST broadcast) Disney/PixarExample: ©2004 Disney/Pixar
FOR ALL PRINT USES:
100% 55% 30% PMS COLORS:Orange: 151CYellow: 123C
Black: Proc Black C
CMYK VALUES:Orange: 0%C, 42.5%M,100%Y, 0%K
Yellow: 0%C, 6%M, 100%Y, 0%KBlack: 60%C, 55%M, 30%Y, 100%K
PLEASE REVIEW LEGAL NOTES BELOW FOR IMPORTANT USAGE REQUIREMENTS FOR ALL LOGOS
FOR ALL A/V USES:• Film• Trailers• TV Spots• Radio• Any A/V materials
For audio/visual materials, the full branding, Walt Disney Pictures Presents A Pixar Animation Studios Film, must be voiced in the narration (with equal pace and volume) AND used visually over the logo.For audio materials with no visuals, the full branding must be voiced in the narration (with equal pace and volume).For visual materials with no audio, the full branding must be used visually over the logo.
LEGAL NOTES:The “I” icon logo cannot be used by itself. It must always be accompanied by the branding (as noted above for Print & A/V)in close proximity to it within the materials.
The The Incredibles logo must be accompanied by the branding (as noted above for Print & A/V) AS WELL AS by characterart from the film. Both branding and character art need to appear in close proximity to it within the materials.
PROMOTIONAL PARTNERS BADGE• Packaging
Proprietary & Confidential - Do not duplicate © 2004 Disney/Pixar
Studio Marketing GuideAUDIO/VISUAL MATERIALS - REVISED
12
July 13, 2004
“SUITING UP” TEASER TRAILER(Attached to Finding Nemo)
TRT 2:05
“CHARACTERS” TRAILER(Enclosed with Shrek 2)
TRT 1:57
Proprietary & Confidential - Do not duplicate © 2004 Disney/Pixar
Studio Marketing GuideCOMIC-CON 2004 - NEW
13
July 13, 2004
CCOOMMIICC--CCOONN 22000044JULY 22-25
SAN DIEGO, CA
LIMITED EDITION POSTERBY RENOWNED COMIC BOOK ARTIST MIKE MIGNOLA
Proprietary & Confidential - Do not duplicate © 2004 Disney/Pixar
Studio Marketing GuideIN-THEATER: IN-CONTEXT - REVISED
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July 13, 2004
Proprietary & Confidential - Do not duplicate © 2004 Disney/Pixar
Studio Marketing GuideIN-THEATER: IN-CONTEXT - REVISED
15
July 13, 2004
Proprietary & Confidential - Do not duplicate © 2004 Disney/Pixar
Studio Marketing GuideTEASER POSTER - NEW
16
July 13, 2004
Proprietary & Confidential - Do not duplicate © 2004 Disney/Pixar
Studio Marketing GuideALL-CHARACTER PAYOFF POSTER - NEW
17
July 13, 2004
*Work-in-Progress: hi-res files not yet available
CONCEPT SKETCH WORK-IN-PROGRESS
Proprietary & Confidential - Do not duplicate © 2004 Disney/Pixar
Studio Marketing GuideIN-THEATER: STANDEE - REVISED
18
July 13, 2004
Proprietary & Confidential - Do not duplicate © 2004 Disney/Pixar
Studio Marketing GuideIN-THEATER: MOBILE & BUNTING - REVISED
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July 13, 2004
MOBILE
BUNTING
BUNTING TITLE BACK
Proprietary & Confidential - Do not duplicate © 2004 Disney/Pixar
Studio Marketing GuideIN-THEATER: 5’x12’ BANNER - REVISED
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July 13, 2004
SIDE A
SIDE B
Proprietary & Confidential - Do not duplicate © 2004 Disney/Pixar
Studio Marketing GuideIN-THEATER/OUTDOOR: ELASTIGIRL CUSTOM BANNER - NEW
21
July 13, 2004
FRONT
BACK
*Work-in-Progress
Proprietary & Confidential - Do not duplicate © 2004 Disney/Pixar
Studio Marketing GuideIN-THEATER: INTERNATIONAL 4’x6’ BANNERS - NEW
22
July 13, 2004
6 SINGLE-SIDED BANNERS
Proprietary & Confidential - Do not duplicate © 2004 Disney/Pixar
Studio Marketing GuideIN-THEATER: WINDOW CLINGS - REVISED
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July 13, 2004
CLING 1 CLING 2
CLING 3 CLING 4
CLING 5 CLING 6
CLING 7 CLING 8
Proprietary & Confidential - Do not duplicate © 2004 Disney/Pixar
Studio Marketing GuideOUTDOOR: PARKS - NEW
24
July 13, 2004
DISNEY CALIFORNIA ADVENTUREGREETINGS STORE WINDOW
DISNEY CALIFORNIA ADVENTUREEL CAPITAN MARQUIS
Proprietary & Confidential - Do not duplicate © 2004 Disney/Pixar
Studio Marketing GuideOUTDOOR: PARKS - NEW
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July 13, 2004
DISNEYLAND RESORTESPLANADE BILLBOARDS
DISNEYLAND RESORTWORLD OF DISNEY STORE WINDOW
Proprietary & Confidential - Do not duplicate © 2004 Disney/Pixar
Studio Marketing GuideOUTDOOR: PARKS - NEW
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July 13, 2004
MGM STUDIOS, FL.BILLBOARD*
DISNEYLAND RESORTDOWNTOWN DISNEY TRAM WINDOW A
DISNEYLAND RESORTDOWNTOWN DISNEY TRAM WINDOW B
*Work-in-Progress
Proprietary & Confidential - Do not duplicate © 2004 Disney/Pixar
Studio Marketing GuideOUTDOOR: PARKS - NEW
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July 13, 2004
TRAM CARD IN CONTEXT
WALT DISNEY WORLDTRAM & BUS CARDS
Proprietary & Confidential - Do not duplicate © 2004 Disney/Pixar
Studio Marketing GuideBACKGROUNDS - REVISED
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July 13, 2004
BACKGROUND A
BACKGROUND B
*4 Color & 5 Color hi-res files available
Proprietary & Confidential - Do not duplicate © 2004 Disney/Pixar
Studio Marketing GuideTAGLINES
29
July 13, 2004
TTAAGGLLIINNEESS
SAVE THE DAY
EXPECT THE INCREDIBLE
Proprietary & Confidential - Do not duplicate © 2004 Disney/Pixar
Studio Marketing GuideFONTS
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July 13, 2004
FFOONNTTSS
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxvz 1234567890 BERTHOLD AKZIDENZ GROTESK REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxvz 1234567890 BERTHOLD AKZIDENZ GROTESK BOLD
* NOTE: To achieve the dynamic, arced headline treatment with the Bovine Poster font, do the following:
• Within Photoshop, go to Layer -> Text -> Warped Text • Select ARC
Select Horizontal Bend at +9 Horizontal distortion around -50 Vertical distortion around -17
Please note that the distortion values are to be used only as a guide. The actual distortion needed toachieve the affect will vary depending upon the length of the word or words.
Proprietary & Confidential - Do not duplicate © 2004 Disney/Pixar
Studio Marketing GuidePUBLICITY STILLS
31
July 13, 2004
Hi-Res images available upon BVPM/BVI Burbank publicity department’s approval of layouts.
50116_A4_INC_SPR_BOB_23
50607_A4_INC_SPR_BOB_80
50719_A7_INC_SPR_BOB_37
Proprietary & Confidential - Do not duplicate © 2004 Disney/Pixar
Studio Marketing GuideWEBSITE - REVISED
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July 13, 2004
wwwwww..tthheeiinnccrreeddiibblleess..ccoomm
FLASH INTRO
HOME PAGE
SYNOPSIS TRAILER PAGECHARACTER PAGESELECTION
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