MARKETING 1
RESEARCH / POSITIONING 2
Target Audience Demographics Segments
Primary Swing
3
Positioning
The Equalizer is an action-thriller starring Denzel Washington, who plays seeming everyman Robert McCall. McCall has done his best to leave behind the life of his dark and secretive past. A friendship with young and desperate Teri (Chloe Moretz) changes everything. Now McCall must use the tools of his
past to help her shake loose from the powerful Russian mafia. Helping Teri makes McCall a target, but also brings him back to his true calling - defending
the innocent and the helpless.
Seeming everyman is actually lethal defender of the innocent and helpless
4
Assets
• Denzel remains a global star whose films carry with them a stamp of quality
• This is Denzel the way audiences want to see him
• A classic story of good triumphing over evil
Challenges
• Typicality is a common concern for genre films like this
• Making the movie feel big by indicating that the story isn’t just about saving Teri from pimps. This is just the tip of the iceberg, a catalyst for McCall becoming the Equalizer.
• Marketplace competition from A Walk among the Tombstones and Gone Girl which are also going for suspense fans
Assets & Challenges
5
Rules of the Campaign
McCall helps people who cannot help themselves
• Show him as active, capable, and badass
• Add needed texture by showing that he bends the rules when taking out bad guys
• Showcase his skills and ingenuity through action and fight scenes whenever possible
• That his skills are a bit rusty also adds texture
Create an aura of mystery around McCall
• His mysterious past and that he has a secret adds to the story and his character
• His integrity and moral compass, backed up with his lethal potential, is what makes him so compelling
• That McCall can display such confidence and a cool attitude in the face of terrifying enemies is what the movie promises to explain; no need to be specific about his past in marketing
Helping Teri leads to a bigger conflict - the story cannot be limited to saving her
• Saving Teri opens up a “can of worms” and provides a transition to the conflict that goes all the way to the top of the Russian mafia
6
DISTRIBUTION 7
COMPETITIVE LANDSCAPE
COMPETITION
9/19 THIS IS WHERE I LEAVE YOU (R) (WB)
A WALK AMONG THE TOMBSTONES (R) (UNIV)
THE MAZE RUNNER (PG13) (FOX)
9/26 THE EQUALIZER
THE BOXTROLLS (PG) (FOCUS)
10/03 ANNABELLE (WB)
GONE GIRL (R) (FOX)
8
DOMESTIC TRAILER TARGETS
Think Like A Man Too 6/20/14
Transformers: Age Of Extinction IMAX 3D
6/27/14
Dawn Of The Planet Of The Apes
7/11/14
Hercules 7/25/14
Into The Storm 8/8/14
No Good Deed 9/12/14
A Most Wanted Man 7/25/14
Number of Impressions +61 Million
9
WORLDWIDE DATING Belgium 9/24 Indonesia 9/24 Australia 9/25 Bahrain 9/25 Brazil 9/25 Croatia 9/25 Czech Republic 9/25 Denmark 9/25 Dominican Republic 9/25 Greece 9/25 Hong Kong 9/25 Hungary 9/25 Iraq 9/25 Israel 9/25 Jordan 9/25 Kuwait 9/25 Lebanon 9/25 Malaysia 9/25 Netherlands 9/25 New Zealand 9/25 Oman 9/25
Portugal 9/25 Qatar 9/25 Russia 9/25 Singapore 9/25 Slovakia 9/25 Slovenia 9/25 Syria 9/25 Ukraine 9/25 U.A.E. 9/25 Bulgaria 9/25 Cyprus 9/26 Egypt 9/26 Estonia 9/26 Ethiopia 9/26 Finland 9/26 Ghana 9/26 Iceland 9/26 Jamaica 9/26 Kenya 9/26 Latvia 9/26 Lithuania 9/26
Nigeria 9/26 Norway 9/26 Poland 9/26 Romania 9/26 South Africa 9/26 Sweden 9/26 Tanzania 9/26 Turkey 9/26 Uganda 9/26 United Kingdom 9/26 United States 9/26 France 10/1 Philippines 10/1 Switzerland (Fr) 10/1 Albania 10/2 Bosnia-Herzegovina 10/2 Cambodia 10/2 Macedonia 10/2 Peru 10/2 Uruguay 10/2 India 10/3
Vietnam 10/3 Bolivia 10/9 Chile 10/9 Ecuador 10/9 Germany 10/9 Italy 10/9 Serbia 10/9 Switzerland (Ger) 10/9 Switzerland (Itl) 10/9 Austria 10/10 Mexico 10/10 Argentina 10/16 Colombia 10/16 Spain 10/17 South Korea 10/23 Thailand 10/23 Venezuela 10/24 Japan 10/25 Taiwan 10/31 China TBA
*Territories in RED are managed by Village Roadshow 10
DIGITAL MARKETING 11
DIGITAL MARKETING STRATEGY
Engagement
Create an immersive digital campaign that highlights the visceral action and
mystery surrounding McCall’s background
Word of Mouth
Engage fans by building social communities and by generating a high
volume of shareable content
Outreach
Use targeted entertainment media to distribute content through video and
custom programs
12
TRAILER LAUNCH – 6/12
6.5 MM VIDEO VIEWS TO-DATE
Supported with paid digital media:
Launched with the social power of Eminem
2.2MM
92.2MM
18.4MM
96% Positive / 3% Neutral / 1% Negative
13
EMINEM INTEGRATION
8/16 EXCLUSIVE LAUNCH • :60 TV spot launches on Eminem’s social pages
8/24 VMAs • :30 TV spot airs in show
• Twitter media during the show to leverage the convers
SOCIAL Q&A • Opportunity for fans to submit questions to Eminem (and potentially Denzel
Washington) via Facebook and Twitter and have them answered in real-time
14
ENGAGEMENT: WHAT DO YOU SEE WHEN YOU LOOK AT ME?
GOAL: Generate positive conversation
around the movie by creating a high
volume of shareable object teasing
insights into the mystery that is McCall.
15
ENGAGEMENT: DOMESTIC MOVIE WEBSITE
First of its kind official movie website built on a YouTube player. 16
ENGAGEMENT: PHONE CALL
Denzel VO:
If you're calling this number it's because you have
nowhere else to turn –and you need my help.
You're not alone. There are others out there like you.
Audio Recording :
To leave a message for The Equalizer press 1. Press
‘0’ for an urgent video message.
17
ENGAGEMENT: INTERNATIONAL MOVIE WEBSITE
Global site ensures that all territories are on brand and
on strategy after the teaser sites are retired. 18
ENGAGEMENT: SELECT AND PROTECT GAME (INT’L)
Mission/Task: Select the time challenge, and tools to create a weapon. Protect yourself and those deserving justice from the criminals.
19
WORD OF MOUTH: SOCIAL PLATFORMS
/TheEqualizerMovie /SonyPictures /TheEqualizer
20
WORD OF MOUTH: SOCIAL Q&As
AMA (Ask Me Anything)
reddits flagship fan engagement program in which fans submit questions
and participants answer in real time
Facebook & Twitter Chats
Fans participate in Q&As with Equalizer cast and filmmakers partnering
with a site to expand the reach
Pending talent approval 21
WORD OF MOUTH: SOCIAL CONTENT
Everyone plays a part. #The Equalizer How would you respond to #The
Equalizer?
When #TheEqualizer talks, bad guys listen.
22
WORD OF MOUTH: SOCIAL CONTENT
What do you see when you look at me?
#TheEqualizer
Nikolai comes face-to-face with
#TheEqualizer, in theaters September.
Are you ready?
Meet #TheEqualizer in theaters this
September.
23
WORD OF MOUTH: SOCIAL CONTENT
Ready for Denzel Washington as
#TheEqualizer? See him in theaters
September.
Nowhere to turn? Call #TheEqualizer You gotta be who you are in this world –
See #TheEqualizer in theaters September.
24
RECOMMENDED LAUNCH WEEK OF 9/15 (TBD) WITH EDITORIAL PORTALS
WORD OF MOUTH: GLOBAL CLIP LAUNCH
25
OUTREACH: DOMESTIC MEDIA WEBSITES
BROAD/ADULT ENTERTAINMENT Search/Social Ticketing Video
SPORTS MALE LIFESTYLE FEMALE
These sites reach 140 Million users per month 26
ASIA PAC
INTERNATIONAL MEDIA: PARTNERS
Audience
• Primary Target: Adults 15 – 34, male skew
• Secondary Target: Adults 25 – 49, mainstream movie-going audience
EUROPE LATIN AMERICA
PAN REGIONAL PARTNERS
27
OUTREACH: TARGETING KEY LAUNCHES
9/2 – 9/28
•Destiny Review Sponsorship
•“Best In Class” Destiny Video Sponsorship
9/2 – 9/14: PS4 Destiny Playlist
9/9: Point-Of-Entry Takeover on release day 9/25-9/28: PS3 & PS4 Welcome Roadblock
Media during week of ‘Destiny’ release
New first-person shooter game releasing September 9, 2014
Surround ‘Destiny’ conversations:
Gaming Roadblock
Sponsored Headlines Y! Stream Ads
Promoted Tweets
28
OUTREACH: TARGETING KEY EVENTS
TAP FOR VIDEO
•9/15: Homepage Desktop/Tablet/Mobile Takeover
•9/21: ESPN App Sponsorship
•9/18+9/25 NFL Mobile Homepage Sponsorship
9/21: Fantasy Sports Desktop Takeover TV Targeting to Key Sporting Events
(lined up with broadcast media)
•“Equalizers of the Ring” Custom Video
•UFC178 Fight Sponsorship
•Social Support from UFC (16MM Fans) & UFC Talent
29
OUTREACH: SURROUND ETHNIC AUDIENCES
BET Integrated Program
Host promo Spot (Denzel Movie Marathon)
4 Desktop & Mobile Roadblocks
Custom Editorials •Denzel Washington - Most Badass Moments
• Denzel Washington - Career Retrospective
•Antoine Fuqua’s Authentic Action
22 Social Posts
Roadblocks / Custom Editorials •Denzel Retrospective: A look at his past roles
• Antione Fuqua Does Action Right
•The Best Bad Boy Roles We Love
•Top 4 Equalizer MVPs of the NBA
30
OUTREACH: VIDEO MEDIA
21MM Video Views
Action/Adventure Targeting
2.3MM VIEWS
Targeted to top M18-34 content
2.3MM VIEWS
8/19 YouTube: Mobile Video
Roadblock
1MM VIEWS
Branding Targeting:
Females, Sports,
Hispanic, African Americans
11MM VIEWS
9/5 Video Roadblock
5MM VIEWS
31
MEDIA 32
MEDIA OVERVIEW
TARGET AUDIENCE
APPROACH
Campaign Early To Edge Out Competition
Anchor Campaign In Premium Programming For Greatest Exposure, While
Covering Key Moviegoer Areas
Secure Young Males & Ethnic Audience For A Winning Combination
Added Exposure With Media Promotions To Convert Interest
Close Campaign Strong To Drive Home Opening Weekend
Adults 18-49
(male skew) Young Males
African
Americans Hispanics
33
CAMPAIGN EARLY TO EDGE OUT COMPETITION
w/o 9/8 w/o 9/15 w/o 9/22 w/o 8/25 Early Out w/o 9/1 w/o 8/18 w/o 8/11 w/o 8/4
EARLY OUT
Content Segment - 7/18-9/25
Select PG13 & R Screens
Hard Rock Signage & Convention Banner
7/24-7/27
TV LAUNCH
:60s
:30s
34
ANCHOR IN PREMIUM PROGRAMMING
Opening Night (9/4)
Green Bay @ Seattle
Local Coverage
LIVE SPORTS COVERAGE
FALL PREMIERES/FINALES & CABLE ORIGINALS
9/15
Issue Additional Sports
Coverage
DUAL ADULTS
35
COVER KEY MOVIEGOERS
HOLLYWOOD/HIGHLAND
OUTDOOR - LA
High Profile Locations Hollywood/Highland
Overland/National
Sunset/Vine
Century City Mall
Westfield Culver City
General Market Coverage Bulletins
Bus Shelters
Bus Kings
30-Sheets & Premiere Panels
Wildpostings
SUNSET/ VINE ROOFTOP
BULLETINS, BUS KINGS, BUS SHELTERS
WESTFIELD CULVER CITY
OVERLAND/ NATIONAL
CENTURY CITY MALL
36
SECURE YOUNG MALES & ETHNIC AUDIENCES Y
ou
ng
Male
s
Afr
ica
n
Am
eri
ca
ns
His
pa
nic
s
4,100 Locations
Military Base OOH
37
ADDED EXPOSURE WITH MEDIA PROMOTIONS
TIE INTO THEMATIC PROGRAMMING
Sneak Peek Sneak Peek
Sneak Peek or
Character Lounge
Vignettes w/ Talent Co-Branded Vignettes Sneak Peek
Sneak Peek Sponsorship Sneak Peek
MALES
DUAL ADULTS
38
ADDED EXPOSURE WITH MEDIA PROMOTIONS
MAXIMIZE ETHNIC APPEAL WITH KEY OUTLETS
Custom Vignettes Movie Stunt
106 Flicks
AFRICAN AMERICANS HISPANICS
Custom Vignettes Futbol Virtual Ads
Local Vignettes
TBD
39
CLOSE CAMPAIGN STRONG
OPENING WEEK
Top 26 Markets
3-4 Stations / 8x per day
RADIO
MEDIA
PROMOTIONS
PRIME
PREMIERES
OUTDOOR IN-THEATER
25+ CABLE
NETWORKS
LOCAL TV
26 MARKETS
HISPANIC
TV
40
CLOSE CAMPAIGN STRONG
Early Out Stunt
8/17-8/21
w/o 9/1 w/o 9/22 w/o 9/8 w/o 9/15 w/o 8/25 Early Out
TV
Hispanic
Radio
OOH
NCM
Comic Con
7/24 – 7/27 LA – Select Units
Fall Premieres / Finales
Cable Originals
41
CLOSE CAMPAIGN STRONG Early Out Stunt
8/17-8/21
w/o 9/1 w/o 9/22 w/o 9/8 w/o 9/15 w/o 8/25 Early Out
TV
Hispanic
Radio
OOH
Newspaper
NCM
Comic Con
7/24 – 7/27 LA – Select Units
Fall Premieres / Finales
Cable Originals
305 535 315 455 170 195
42
PUBLICITY 43
Set Visit Breaks
44
Targeted Marketing
45
Toronto Film Festival Gala Premiere/Junket
46
Hosted Tastemaker Screenings
47
New York Special Screening
48
Fast-Breaking Publicity
49
INTERNATIONAL MARKETING 50
EDIT BAY VISIT
• NOVEMBER 18, 2013 WITH ANTOINE FUQUA
51
PA TOUR – FRANCE, GERMANY, ITALY, UK, SPAIN
• ANTOINE FUQUA & DENZEL WASHINGTON
SEPTEMBER 12-20
• INTERNATIONAL
JUNKET – PARIS
52
PA TOUR – NOTABLE DW APPEARANCES
• GRAHAM NORTON SHOW (BBC)
• LE GRAND JOURNAL (CANAL +) AND
FRANCE 2 8PM NEWSREEL
53
PA TOUR - SAN SEBASTIAN FILM FESTIVAL
• FRIDAY, SEPTEMBER 19 (OPENING NIGHT)
• DW TO RECEIVE DONOSTIA LIFETIME
ACHIEVEMENT AWARD
54
• DW SPECIAL SHOOT
55
CREATIVE CONTENT
WORLDWIDE CREATIVE CONTENT • EPK/BTS Content (Available Aug 22)
• TV Clips • Soundbites • B-Roll
• Television Making-Of Special [Starz/International] (Airing Sept 19 – Oct 17) • Broadcast/Online Featurettes & Vignettes & Social Media
• Robert McCall / Special Skills: Tent. Week of Aug 4 for Int'l Needs Examines how Robert McCall thinks and what he does & skills he uses & relatability.
• What Makes A Modern Hero: Tent. Week of Aug 11 for Int’l Needs Real heroes don’t wear tights and a mask or come from another planet. They live amongst us.
• Not What They Seem: Tent. Week of Aug 18 for Simultaneous Int’l & Dom. Seemingly innocuous household items can serve as weapons, medical devices and more.
• Denzel Washington: Tent. mid Aug for Simultaneous Int’l & Dom. In this featurette, cast and crew will share anecdotes and examples of just how good Denzel is in this role, what it’s like working with him, and his acting process supported by feature footage and B-Roll.
• Antoine Fuqua: Tent. mid/late Aug for Simultaneous Int’l & Dom. This featurette will feature Antoine’s style and skill as a director & re-teaming with Denzel.
• Chloë Grace Moretz: Tent. late Aug or earlier for Simultaneous Int’l & Dom. Cast & Crew extoll the virtues of Chloë Grace Moretz as well as examine the real sex trade.
• #ThrowDownThursday [#TDT ] Weekly viral videos that highlight situations that required Robert McCall to step in and “Equalize.” Hashtag all your favorite moments of justice where the good guys win!
• Media Promos • NCM - [TRT 2:30] In Theater Exclusively from Jul 18 – Sept 25 on PG-13 & R Screen (Available Sept 26) • :60 - AMC - Hell On Wheels - due late August • :60 - CBS - Extant or Under The Done - Due early September • :60 - History - Pawn Stars - Due early September • :60 - Legends - Due mid September • :60 – BET – 106 & Park – due September • :55 – BET – TBD Movies 57