SUPERHERO FRANCHISES ANALYSIS
BRAZIL THE AVENGERS Opened April 27, 2012
Open weekend: R$ 21.7M / $11,5M Total BO: R$ 130M / $69,1M # of Screens: 1,010 % on opening: 16.7%
censorship rate: 12 years old MEDIA INVESTMENT
Campaign period: Feb to May 2012
MEDIA INVETMENT R$ SHARE
TV 2,745,536.74 56.3%
Formats 15" 30" • Over 92% of the investment is on TV
• PAT TV channels are: Disney Channel, PAY TV 1,754,289.51 36.0% Fox, FX, Megapix, Multishow, Sony, GNT, SPORTV, TNT, Universal, Warner Formats 15" 30" 45" 120" and Telecine
• Telecine and Megapix media are part of RADIO 3,914.77 0.1% a promotional deal – and represents 63% of the total pay TV investment
NEWSPAPER 167,916.03 3.4%
• Source: IBOPE. • Please note that IBOPE does not audit many of the OOH and Internet medias. • Newspaper, radioINTERNET and magazine are203,316.70 usually a promotional4.2% deal in exchange for promotional tickets.
TOTAL 4,874,973.75 MEDIA HIGHLIGHTS
Ingresso.com takeover PUBLICITY HIGHLIGHTS
KEY PRINT COVERS
PREVIEW MAG – cover story on shelf April 1st, 2012
PREVIEW MAG– characters’ posters on shelf March 1st, 2012
MUNDO DOS SUPER-HERÓIS MAG – cover story on shelf April 1st, 2012
KEY INTERVIEW COVERAGE
PROGRAMA DA ELIANA TV SHOW – Chris Evans in Brazil
FANTÁSTICO TV SHOW – cast in studio TALENT TOUR
TALENT / FILMMAKERS TOURED
Chris Evans
BRAZILIAN PREMIERE
CIDADE JARDIM SHOPPING CENTRE – SÃO PAULO
DATE: 8TH APRIL, 2011
JUNKET – 8TH APRIL, 2011
TV’s and round-tables TALENT TOUR
MEET AND GREET WITH LOCAL EXHIBITORS
VISIT TO A LOCAL TOY FAIR (Disney’s booth) PREMIERE PARTY
CHRIS EVANS IN SP LOCAL PREMIERES Events at RJ and SP markets with presence of local VIP event with presence of exhibitors celebrities and promotional partners. and local celebrities Exhibition of licensed products at the theater foyer. IN-THEATER MATERIALS
CAPTAIN AMERICA, HULK AND IRON MAN REAL SIZED SCULPTURES
Used as part of premiere party decoration and also displayed in theatres and bookstores at São Paulo, Campinas and Rio de Janeiro markets. FANS EVENT
Premiere for fans in Brasilia
Fans dressed as Avengers characters on Shopping Pier 21 premiere. BRAND PROMOTIONS
TELECINE + Azul Rayovac batteries - licensee airlines deal – theatrical and HE • Cultural contest • On Pack- 6 characters • Cable TV support • In store POS • App – invite 4 • GWP program in 4 big incredible friends, retails (LASA, Carrefour, pick up an an image Prezunic and Mundial) - HE and ansewr tthe windown quesion. • Cross promotion with the • TV provide the DVD section (discounts) media support and Azul Airlines the trip package. BRAND PROMOTIONS / LICENSEE DEAL
Cheetos Salty HABIB´S - FAST FOOD Snacks • In store POS theatrical and HE • TV (cable and Free), on Program line, radio. • On Pack Promotion • Habib´s pay R$15MM (4MM packaging) (U$7MM licensee deal) • Tv &Online Support • Toys, backpacks, dvds • Retailer in store anime Avangers. POS - 250.000 • Develop and exclusive POS combo (sandwiches • APP- tazo app 500g weight) • http://www.youtube.com/watch?v=mqd5KykFE30• Tv spot: http://www.youtube.com/watch?v=lN7_1d1FSKA RETAILS PROMOTIONAL PROGRAMS
# 565 POS RETAIL PRESENCE - Disney permanent spaces
2 Hypermarkets 4 Specialized Stores (Toys) 3 Departament Stores DIGITAL HIGHLIGHTS
Promotion on Facebook. Users should answer the quiz to earn points and win movie tickets.
https://www.facebook.com/notes/camesa-cama-mesa-e-banho/campanha-o-maior-f%C3%A3-do-filme-the-avengers/301386236596644
EXHIBITORS HIGHLIGHTS
Advanced ticket sales EXHIBITORS HIGHLIGHTS
Snack Bar Promotions EXHIBITORS HIGHLIGHTS
Online Promotions EXHIBITORS HIGHLIGHTS
Materials with XD and 4DX signatures THE DARK NIGHT RISES Opened July 27, 2012
Open weekend: R$ 13.5M / $6,7M Total BO: R$ 55M / $27,2M # of Screens: 944 % on opening: 24.6% censorship rate: 12 years old MEDIA INVESTMENT
Campaign period: Jul to Aug 2012
MEDIA INVESTMENT R$ SHARE
TV 1,609,639.61 74.0%
Formats 15" 30" 60"
PAY TV 242,817.54 11.2% • TV represents 85% of the total investment
Formats 5" 15" 30" 60" 120" • Pay TV channels are: FOX, FX, TNT and Warner
RADIO 42,696.20 2.0% • 15% are distributed between Newspaper, Radio and Internet.
NEWSPAPER 86,831.20 4.0%
• Source: IBOPE. • Please note that MAGAZINEIBOPE does not audit many30,876.85 of the OOH and1.4% Internet medias. • Newspaper, radio and magazine are usually a promotional deal in exchange for promotional tickets.
INTERNET 162,434.45 7.5%
TOTAL 2,175,295.85 MEDIA HIGHLIGHTS
Ingresso.com takeover PUBLICITY HIGHLIGHTS
Key print covers PREVIEW MAG – special 2 covers issue - on shelf July 1st, 2012 MUNDO DOS SUPER-HERÓIS MAG – cover story on shelf July 1st, 2012
Misc coverage: OMELETE WEBSITE – set visit PUBLICITY HIGHLIGHTS
BATPOD IN BRAZIL Exhibit in the main shopping malls
PREMIERE PARTY
LOCAL PREMIERES Events at RJ and SP markets with presence of local celebrities and promotional partners. IN-THEATER MATERIALS
BATPOD EXHIBITION
Exhibition of a Batdpod replica in 5 different cinemas of São Paulo. BRAND PROMOTIONS
HABIB´S - Fast food • In store POS • TV (cable and Free), on line, radio. • Develop and exclusive combo Carrefour – retail (sandwiches 500g (supermarkets) weight) • Print - 1 pg ads • Buyng Carrefor brand • Tv spot: products win a movie ticket • http://www.youtube.com/watch?v=lSpBYyIVu4A (warner offer 400.000 movie tickets EXHIBITORS HIGHLIGHTS
Advanced ticket sales EXHIBITORS HIGHLIGHTS
Online Promotions IRON MAN 3 Opened April 26, 2013
Open weekend: R$ 25.4M / $12,7M Total BO: R$ 97.4M / $48,7M # of Screens: 1,223 % on opening: 26.1%
censorship rate: 12 years old MEDIA INVESTMENT Campaign Period: Mar to May 2013
MEDIA INVESTIMENT R$ SHARE • TV represents 94% of the total investment
• PAY TV channels are: Disney, Fox, FX, TV 2,545,147.09 59.7% Globo News, Gloob, GNT, Multishow, SPORTV, TNT, Universal, Viva, Warner, Formats 15" 30" Megapix and Telecine
• Telecine and Megapix media are part of PAY TV 1,475,131.24 34.6% a promotional deal – and represents 57 Formats 5" 15" 30" % of the total pay TV investment
• OOH represents 5% of total investment – NEWSPAPER 31,644.80 0.7% street furniture in Rio de Janeiro
• Newspaper has less than 1% of share. OOH 210,082.60 4.9%
TOTAL 4,262,005.73 • Source: IBOPE. • Please note that IBOPE does not audit many of the OOH and Internet medias. • Newspaper, radio and magazine are usually a promotional deal in exchange for promotional tickets. MEDIA HIGHLIGHTS
Ingresso.com takeover PUBLICITY HIGHLIGHTS
KEY PRINT COVERS
PREVIEW MAG – cover story on shelf April 1st, 2012
PREVIEW MAG– characters’ posters on shelf March 1st, 2012
MUNDO DOS SUPER-HERÓIS MAG – cover story on shelf April 1st, 2012
KEY INTERVIEW COVERAGE
PROGRAMA DA ELIANA TV SHOW – Chris Evans in Brazil
FANTÁSTICO TV SHOW – cast in studio
PREMIERE PARTY
LOCAL PREMIERES Events at RJ and SP markets with presence of local celebrities and promotional partners. BRAND PROMOTIONS
Cheetos Salty Snacks Theatrical And HE Program Car product placement - • On Pack Promotion global deal • POS suport • Magazines ads • APP- tazo cards • Premiere Sponsor + app/ digital and print exposition of the car Audi cards (you can play R8 + Iron Man 3D figure on and off line with • Online friends) • PR • Video - http://www.youtube.com/watch?v=HO21ipcLHCE RETAILS PROMOTIONAL PROGRAMS
# 565 POS RETAIL PRESENCE - Disney permanent spaces 2 Hypermarkets 4 Specialized Stores (Toys) 3 Departament Stores DIGITAL HIGHLIGHTS Mobile Game promoted through Facebook page
https://www.facebook.com/appcenter/gl_ironman_three IN-THEATER MATERIALS EXHIBITORS HIGHLIGHTS
Snack Bar Promotions EXHIBITORS HIGHLIGHTS
Online Promotions MAN OF STEEL Opened July 12, 2013
Open weekend: R$ 9.9M / $4,4M Total BO: R$ 36.2M / $15,9M # of Screens: 780 % on opening: 27.6%
censorship rate: 12 years old MEDIA INVESTMENT
Campaign Period: Jun to Aug 2013
MEDIA INVESTIMENT R$ SHARE
TV 1,715,259.95 32.5%
Formats
PAY TV 529,503.50 10.0% • 42% of the total investment is on TV Formats • Pay TV channels are: AXN, Cartoon, Fox, Fox Spots, FX, Sony, SPORTV, RADIO 86,045.60 1.6% History, TNT and Warner.
• The cinema investment is a result of a NEWSPAPER 190,627.89 3.6% partnership between Flix Channel, Everlast and the movie - http://www.youtube.com/watch?feature=player_embedded&v=LYE-ZAvWvr0 • Source: IBOPE. • Please note that IBOPEMAGAZINE does not audit many22,906.07 of the OOH and0.4% Internet medias. • Newspaper, radio and magazine are usually a promotional deal in exchange• for Other promotional medias tickets. account for 10%.
INTERNET 248,043.11 4.7%
OOH 611,711.10 11.6%
CINEMA 1,869,029.00 35.4%
TOTAL 5,273,126.22 MEDIA HIGHLIGHTS
YouTube Masthead Light PUBLICITY HIGHLIGHTS
Key print covers PREVIEW MAG – cover story - on shelf June 1st, 2013 PREVIEW MAG– characters’ posters on shelf May 1st, 2013 MUNDO DOS SUPER-HERÓIS MAG – cover story on shelf June 1st, 2013
Key Interview coverage: FANTÁSTICO TV SHOW – cast in studio
Misc coverage: GLAMOUR BRASIL MAG GQ BRASIL MAG ROLLING STONE BRASIL – set visit OMELETE WEBSITE – junket in LA O GLOBO NEWSPAPER – junket in LA
PUBLICITY HIGHLIGHTS
MAN OF STEEL SUIT IN BRAZIL Exhibit at the Iguatemi JK mall in São Paulo
BRAND PROMOTIONS
DELL GWP - movie ticket Vivo - pre-paid cards + offer + premiere Vivo Valoriza • Print SKY • TV • Online • Promo spot • BTL support (social • 8MM pre paid cards media + digital + Sky themed with the movie channel • BTL support: on-line / social media IN-THEATER MATERIALS EXHIBITORS HIGHLIGHTS
Snack Bar Promotions EXHIBITORS HIGHLIGHTS
Online Promotions WOLVERINE IMMORTAL Opened July 26, 2013
Open weekend: R$ 13.7M / $6,1M Total BO: R$ 49.5M / $22M # of Screens: 807 % on opening: 27.7% censorship rate: 12 years old Campaign Period: Jun to Aug 2013MEDIA INVESTMENT
MEDIA INVESTIMENT R$ SHARE
TV 1,503,732.42 24.7%
Formats 15" 30" • TV correspond to 69% of total investment
PAY TV 2,728,403.69 44.9% • PAY TV channels are: AXN, Cartoon, Fox, Fox Sports, FX, Globo News, Gloob, Formats 5" 15" 30" 45" 60" Nickelodeon, SPORTV, TNT, Universal, VH1, Warner, Telecine and Megapix.
RADIO 238.33 0.0% • Telecine and Megapix media are part of a promotional deal – and represents 58% of the total pay TV investment NEWSPAPER 124,959.42 2.1% • Radio, Internet, OOH and Cinema account for approximately 8%;
MAGAZINE 64,084.02 1.1% • The cinema investment is a result of a partnership between Flix Channel, FIAT Bravo and the movie - • Source: IBOPE. INTERNET 17,195.00 0.3% http://www.youtube.com/watch?feature=player_embedded&v=HZbIg25dBqo• Please note that IBOPE does not audit many of the OOH and Internet medias. • Newspaper, radio and magazine are usually a promotional deal in exchange for promotional tickets. • Product placement at Globo Network - Amor à Vida soap opera - represents 19% of OOH 225,971.20 3.7% the total investment.
CINEMA 247,862.16 4.1%
MERCHANDISI 1,165,186.05 19.2% NG
TOTAL 6,077,632.30 MEDIA HIGHLIGHTS Adoro Cinema Movie website 1 1 Intervenção Takeover Wallpaper 4D Custom wallpaper 4D
O Site / Cinema n°1 do Brasil 2 O Site / Cinema n°1 do Brasil 4 Wallpaper homepage video 1 Trailer booster 1 Wallpaper Home Page Vídeo Trailer Booster
O Site / Cinema n°1 do Brasil 7 O Site / Cinema n°1 do Brasil 3 MEDIA HIGHLIGHTS
Ingresso.com takeover PUBLICITY HIGHLIGHTS
Key print covers PREVIEW MAG – cover story - on shelf July 1st, 2013 PREVIEW MAG– 2013 preview issue on shelf January 1st, 2013 MUNDO DOS SUPER-HERÓIS MAG – cover story on shelf July 1st, 2013
Key Interview coverage: FANTÁSTICO TV SHOW – cast in studio CQC TV SHOW – cast in studio
Misc print coverage (not covers): GLAMOUR BRASIL MAG GQ BRASIL MAG O GLOBO NEWSPAPER – NYC junket MONET MAGAZINE – NYC junket
BRAND PROMOTIONS • Click to edit Master text styles – Second level – Third level • Fourth level – Fifth level
FIAT - special edition GIRAFFAS - Fast food Wolverine Self liqueidated • TV • POS • Print • Online • On-line • Free TV and • http://www.youtube.com/watch?v=nj_KwDlczeQ • http://www.youtube.com/watch?v=bAuhr2xeBUY EXHIBITORS HIGHLIGHTS
Snack Bar Promotions THOR: THE DARK WORLD Opened November 1st, 2013
Open weekend: R$ 17.4M / $7,7M Total BO: R$ 63.9M / $28,4M # of Screens: 1,030 % on opening: 27.3%
censorship rate: 12 years old MEDIA INVESTMENT
Campaign Period: Aug to Nov 2013
MEDIA INVESTIMENT R$ SHARE
• TV represents 70% of the total TV 1,433,819.91 32.8% investment
Formats 15" 30" • Pay TV channels are: Disney Channel, FOX, FX, GNT, Multishow, SPORTV, TNT, Universal, Warner, Telecine and Megapix. PAY TV 1,606,409.00 36.8%
Formats 15" 30" 120" Telecine and Megapix media are part of a promotional deal – and represents 78% of the total pay TV investment NEWSPAPER 87,762.45 2.0% • High investment in Cinemas (28%).
CINEMA 1,242,488.52 28.4%
• Source: IBOPE. • Please note that IBOPE does not audit many of the OOH and Internet medias. • Newspaper, radio and magazine are usually a promotional deal in exchange for promotional tickets. TOTAL 4,370,479.87 MEDIA HIGHLIGHTS
Ingresso.com takeover MEDIA HIGHLIGHTS Adoro Cinema Movie website
Takeover 1 Custom wallpaper 4D Intervenção Vídeo Wallpaper Customizada 4D Home Page 1
1 Trailer Booster Expand
1 O Site de Cinema n°1 do BrTasilrailer Booster Expand Trailer boosterO Site1 d0 e Cinema n°1 do Brasil 11
O Site de Cinema n°1 do Brasil 13
O Site de Cinema n°1 do Brasil 13 PUBLICITY HIGHLIGHTS
Key print covers PREVIEW MAG – cover story - on shelf November 1st, 2013 PREVIEW MAG– characters’ posters on shelf October 1st, 2013 MUNDO DOS SUPER-HERÓIS MAG – cover story on shelf November 1st, 2013
Misc coverage: PAPEL POP WEBSITE – junket in LA BRAND PROMOTIONS
Skype / Microsoft Cultural contest - the first 5.000 answers will win 4 movie ticket • On-line Support ( MSN)
Send a video trough Skype explaining why you want to see the movie and win 4 tickets *
*limited to the first 5.000 people
http://skype.m.delivery.net/w/webView?cid=13999019952&mid=7703364804&pid=6666&vid=13846&ee=bmFrYW1vcnJpc29uQGxpdmUuY29t&si=&mv=H&bv=H&oc=N&k=7BA0J4&sc = EXHIBITORS HIGHLIGHTS
Advanced ticket sales EXHIBITORS HIGHLIGHTS
Snack Bar Promotions MEDIA INVESTMENT
DARK AVENGE KNIGHT IRON MAN MAN OF WOLVERI THOR 2 RS 3 NE RISES STEEL Release Date abr/12 jul/12 abr/13 jul/13 jul/13 nov/13 TV 1.460 797 1.273 756 668 637 Pay TV 933 120 738 233 1.213 714 Radio 2 21 0 38 0 0 Newspaper 89 43 16 84 56 39 Magazine 0 15 0 10 28 0 Internet 108 80 0 109 8 0 OOH 0 0 105 269 100 0 Cinema 0 0 0 823 110 552 Merchand. 0 0 0 0 518 0 TOTAL 2.592 1.076 2.132 2.322 2.701 1.942
USD Exchg Rate 1,88 2,02 2,00 2,27 2,25 2,25
• Source: IBOPE. • Please note that IBOPE does not audit many of the OOH and Internet medias. • Newspaper, radio and magazine are usually a promotional deal in exchange for promotional tickets. DOLAR EXCHANGE RATE
R$
2.6
2.4
2.2
2
1.8
1.6
1.4 38808 38991 39173 39356 39539 39722 39904 40087 40269 40452 40634 40817 41000 41183 41365 41548 38718 38899 39083 39264 39448 39630 39814 39995 40179 40360 40544 40725 40909 41091 41275 41456 41640
2014 events in Brazil • FIFA World Cup – June 12th to July 13th. • Election Day for President – Oct 5th.
Estimate Exchange Rate keep rising up to R$ 2,50 by June-July 2014. SCREEN EVOLUTION
Year Locations Screens Digital 3D IMAX 2008 626 2.063 8 8 0 2009 633 2.096 97 73 2 2010 673 2.225 264 254 2 2011 679 2.346 510 494 3 2012 706 2.529 759 672 6 2013 700 2.656 1.234 913 6 2014* 704 2.684 1.304 938 6
* Until Feb 7th.