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A Dash of Wisdom from the Dave Skylark. #Skylarksays

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A Dash of Wisdom from the Dave Skylark. #Skylarksays Page 1 MARKETING TIMELINE PHASE 1 PHASE 2 TRAILER 2 STUNT with MTV On-Air Full branding campaign 30-Minute Interview Special w/ Dave launches (digital & TV) Trailer 1 Launch Junket Skylark, online launch of trailer 2 Online Dave Skylark Interviews 9/8 - 9/14 9/15 - 9/21 9/22 - 9/28 9/29 - 10/5 10/6 - 10/12 June - July August 4 Weeks out 3 Weeks out 2 Weeks Out 1 Week out Opening Week Network Cable Spot Radio OOH (Select Units) OOH (Full Campaign) Digital Newspaper Publicity Page 2 TARGET & POSITIONING Marketing Positioning: The Interview is first and foremost a comedy. It just happens to have a real-life character central to the story. We need to let the audience in on the joke from the start and let Seth and James be the version of themselves that audiences want. Target Audience: Demographic: Primary: Moviegoers 17-34 Secondary: Hispanic / Asian Audiences Psychographic: Fans of genre and talent Page 3 KEY STRATEGIC FINDINGS 1. An easy concept to grasp that should be embraced for all of its outlandish and impossible circumstances. 2. The comedic combo of Seth Rogan and James Franco is now a proven commodity and sets up expectations for outrageous, relevant, and edgy humor. 3. With Rogan and Franco helming, audiences clearly understand the tone and intent of the film. 4. With Dave Skylark having second thoughts about killing Kim, this allows us to take the campaign to another level as we approach opening. - Adds a layer to the storytelling that raises the stakes and deepens the possibility for humor. - Promises fresh comedic conflict between Dave Skylark and Aaron Rapoport. 5. Don’t make film a history lesson. 6. Assure audience upfront that this is a comedy. 7. Campaign opportunity to reach a much larger Asian audience. - Utilize the prominence given from the fantastically bold performances from Ken Jeong and the other asian actors within the film Page 4 COMPETITIVE LANDSCAPE OCT 3rd OCT 10th OCT 17th ANNABELLE ADDICTED THE BEST OF ME New Line Cinema (Warner Bros.); Horror, Thriller Lionsgate; Drama Relativity; Drama, Romance Director: John Leonetti Director: Bille Woodruff Director: Michael Hoffman Starring: Annabelle Wallis, Ward Horton Stars: Sharon Leal, Boris Kodjoe,Tasha Smith, Tyson Stars: Michelle Monaghan Beckford, Emayatzy Corinealdi, Kat Graham, William Levy GONE GIRL BIRDMAN 20th Century Fox, Drama; Thriller ALEXANDER AND THE TERRIBLE, HORRIBLE, NO Fox Searchlight; Comedy Director: David Fincher GOOD, VERY BAD DAY Director: Alejandro Gonzalez Inarritu Stars: Ben Affleck, Rosamund Pike, Neil Patrick Harris, Walt Disney Pictures; Comedy, Family Stars: Emma Stone, Edward Norton, Naomi Watts, Tyler Perry, Kim Dickens, Patrick Fugit, Carrie Coon, Director: Miguel Arteta Zach Galifianakis David Clennon Stars: Steve Carell, Jennifer Garner THE BOOK OF LIFE THE HERO OF COLOR CITY THE INTERVIEW 20th Century Fox; Animation, Comedy Magnolia Pictures; Animation Sony Pictures; Comedy Director: Jorge R. Gutierrez Director: Frank Gladstone Director: Evan Goldberg & Seth Rogen Stars: Diego Luna, Channing Tatum, Zoë Saldana, Ice Stars: Christina Ricci, Rosie Perez, Wayne Brady, Craig Stars: James Franco, Seth Rogen, Lizzy Caplan Cube, Ron Perlman, Christina Applegate, Kate del Ferguson, Owen Wilson, Jessica Capshaw Castillo, Cheech Marin, Placido Domingo, Hector Elizondo LEFT BEHIND THE JUDGE Stoney Lake Entertainment; Action, Adventure Warner Bros.; Drama DRACULA UNTOLD Director: Vic Armstrong Director: David Dobkin Universal Pictures; Action, Drama, Fantasy Stars: Nicolas Cage, Chad Michael Murray, Stars: Vera Farmiga, Robert Downey Jr, Leighton Meester, Director: Gary Shore Cassi Thomson, Nicky Whelan, Lea Thompson, Jordan Sparks, Robert Duvall Stars: Luke Evans, Dominic Cooper, Sarah Gadon Quinton Aaron, Martin Klebba NIGHTCRAWLERS THE GOOD LIE Roads Films; Crime, Drama Warner Bros.; Drama Director: Dan Gilroy Director: Philippe Falardeau Stars: Jake Gyllenhaal, Bill Paxton, Rene Russo, Riz Stars: Reese Witherspoon, Sarah Baker, Corey Stoll, Ahmed Thad Luckinbill Page 5 DOMESTIC TRAILER TARGETS 22 Jump Street Deliver Us From Evil Sex Tape Let’s Be Cops Frank Miller’s Sin City: 6/13/14 7/2/14 7/18/14 8/13/14 A Dame To Kill For 8/22/14 Number of Impressions +50 Million Page 6 TRAILER 1 LAUNCH RECAP Launched with Yahoo Movies online, ABC World News on-air 6/11 @ 7pm PT 87% Favorable (17 points higher than the comedy movie norm) 5% Unfavorable 8% Neutral 5.1MM IN 5 DAYS Page 7 8.0MM IN 1 MONTH TRAILER 2 LAUNCH PLAN August 11 • On-Air debut of the trailer with MTV • Online debut with MTV.com and MTV social pages. • After the exclusive window, trailer is distributed across movie social pages and YouTube (will also be supported with media) August 13 • Trailer goes in-theaters with Let’s Be Cops August 17 • MTV airs 30 minute interview special with Dave Skylark Page 8 Page 9 DIGITAL OBJECTIVE Leverage digital platforms (social media emphasis) to bring Dave Skylark and Aaron Rapoport to life in an engaging and comedic way. Page 10 DIGITAL LAUNCH CALENDAR Page 11 OFFICIAL MOVIE SITE (Domestic) TheInterview-Movie.com The website acts as the hub of the digital campaign with a consistent look and feel across desktop, tablet and mobile. Launch: Week of July 21 Page 12 OFFICIAL MOVIE SITE (International) Launch: Week of July 21 Page 13 THE INTERVIEW – SOCIAL OVERVIEW Engage the audience with custom social content creating conversation that highlights the cast, themes, and comedy Twitter.com/TheInterview Facebook.com/TheInterview TheInterview-Movie.com Page 14 Instagram.com/TheInterview 14 THE INTERVIEW – SOCIAL CONTENT QUOTE GRAPHICS Post Copy: North Korea’s #1 still goes #2. Post Copy: Trained to kill. Bound to fail. Page 15 THE INTERVIEW – SOCIAL CONTENT CHARACTER IDS Post Copy: This TV host just landed Post Copy: Entertainment producer turned #TheInterview that has everyone talking. CIA assassin. Foolproof plan. Page 16 THE INTERVIEW – SOCIAL CONTENT NOKO OR NOWAY ANIMATED GIFS Post Copy: Is this fact about North Korea true or total BS? Page 17 SKYLARKTONIGHT.COM Site will launch as an easter egg (URL) in the 2nd trailer. The Orlando Bloom video will be the first video reveal on the site with launch Page 18 SKYLARK TONIGHT SOCIAL CONTENT The social graphics for THE INTERVIEW will also feature Skylark Tonight content* and tease preparation by Dave and Aaron for the interview with Kim Jong-un Post Copy: Tune in for The Interview Post Copy: Special edition Skylark Tonight everyone is talking about THIS FALL! gear. Just in time for #TheInterview everyone’s been talking about! *Skylark Tonight content will begin after trailer #2 Page 19 SKYLARK TONIGHT SOCIAL CONTENT “REAL” WORLD Post Copy: Word is traveling fast. #TheInterview hits theaters this fall! Post Copy: Hollywood’s own Dave Skylark has booked the biggest interview of his career! Social graphics that look like real world outdoor advertising and tease the interview with Kim Jong-un Page 20 SKYLARK TONIGHT SOCIAL CONTENT UPCOMING GUESTS Post Copy: They’re the supreme leader’s favorite Post Copy: Do you think Dave will get this band, making them (by law) the most popular Bloom to blossom? Stay tuned! band in North Korea! Page 21 SKYLARK TONIGHT SOCIAL CONTENT MONLOGUE MEMES Post Copy: It’s only difficult when they have no Post Copy: Was convinced it was herpes. soul to reach inside. Page 22 SKYLARK TONIGHT SOCIAL CONTENT PACKING FOR NORTH KOREA Post Copy: Don’t ask what’s in the hotdogs. Page 23 SKYLARK TONIGHT SOCIAL CONTENT #SKYLARKCORRECTIONS Post Copy: An apology from everyone at Post Copy: Skylark Tonight has lost street Skylark Tonight… #SkylarkCorrections cred. #Skylark Corrections Page 24 SKYLARK TONIGHT SOCIAL CONTENT #SKYLARKSAYS Post Copy: A dash of wisdom from THE Dave Post Copy: Believe in yourself and you Skylark. #SkylarkSays could potentially go far. #SkylarkSays Page 25 SKYLARK TONIGHT SOCIAL CONTENT #SKYLARKSAYS Post Copy: Priorities. Post Copy: #Geography Page 26 SKYLARK TONIGHT SOCIAL CONTENT KOREAN PHRASE-OF-THE-DAY Post Copy: Don’t leave Korea without a 4 Post Copy: Baby got feed-back. handed rub down. Page 27 CREATE A FAKE EMMY CAMPAIGN “For Your Consideration”: 8/20 - 8/24 Create an online ‘awards’ campaign that hilariously lavishes Skylark Tonight in praise Distribute Graphics: Run media on industry sites during real Emmy season: Page 28 SKYLARK ON SET Celebrities & well-known personalities sit down with James Franco in character as Dave Skylark. We release these as individual interviews on Skylark Tonight official sites and with media partners Orlando Bloom Zac Efron Page 29 FROM THE WRITER’S ROOM Aaron leads a brainstorm session with his writers for upcoming episodes, including the big interview with Kim Jong Un. Questions in preparation for the KJU interview could be: • “Are we 100% sure this guy doesn’t poop?” • “Do we think Dave should go ahead and cut his hair like the supreme leader as a friendly gesture?” Page 30 MEDIA TARGETS ENTERTAINMENT & VIDEO PROPERTIES Entertainment News COMEDY SOCIAL The Sites Will Reach 105 Million Uniques Page 31 SURROUND CURRENT ENTERTAINMENT NEWS Roadblock Entertainment News Sections with Display & Video Page 32 COMEDY PROPERTIES Channel targeting: Key & Peele The Lonely Island College Humor Break Fail Blog Funny or Die Content Targeting: Stand-Up Seth Rogen / James Franco Comedy Movies, TV, Video Target Seth Rogen/Comedy Podcasts Page 33 SURROUND NFL COVERAGE ONLINE NFL SUNDAY HOMEPAGE TAKEOVER – 10/5 13 Total Games covered on this day / 46MM Impressions Custom Editorial: Best Sports Interviews of all time Page 34 VIDEO
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