International Theatrical Marketing Strategy

CONFIDENTIAL – DO NOT DISTRIBUTE International Theatrical Marketing Strategy

Main Genre: Action Spy Thriller

Daniel Craig James Bond The Girl with the Dragon Tattoo, The Adventures of Tintin, Quantum of Solace, Casino Royale

Javier Bardem Silva No Country For Old Men, Eat Pray Love, Vicky Cristina Barcelona, The Sea Inside

Judi Dench M The Best Exotic Marigold Hotel, J. Edgar, Quantum of Solace, Notes on a Scandal, Casino Royale

Ralph Fiennes Gareth Mallory Wrath of the Titans, Clash of the Titans, Harry Potter film series, Schindler’s List, The English Patient

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Bérénice Marlohe Sévérine La discordance and TV appearances on “Section de recherches”, “Père et Maire”, “Femmes de loi”, and “Equipe médicale d’urgence”

Naomie Harris Eve Pirates of the Caribbean: At World’s End, Pirates of the Caribbean: Dead Man’s Chest, 28 Days Later

Sam Mendes Director American Beauty, Road to Perdition, Revolutionary Road

Primary: 12-49 year olds, with male skew (general) Secondary: Bond fans, action fans

Daniel Craig is back as James Bond 007 in Skyfall, the 23rd adventure in the longest-running film franchise of all time. In Skyfall, Bond’s loyalty to M is tested as her past comes back to haunt her. As MI6 comes under attack, 007 must track down and destroy the threat, no matter how personal the cost.

KEY STRENGTHS

Familiar Bond iconography. The Bond universe remains as vibrant as ever. Favorite Bond hallmarks such as exotic locales, beautiful women, heart-stopping action, a worthy villain, Aston Martin car, and Bond’s wry humor are all intact. Fans will be further excited to see the introduction of M’s enhanced

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A stamp of quality. The involvement of Oscar winners Sam Mendes and Javier Bardem should assure fans and general moviegoers that this latest Bond film maintains a high caliber of storytelling and characters. It was this successful recipe that made Craig’s first turn as Bond in CASINO ROYALE the incredible success it was. In the end, of course, we are not selling an awards picture. Our marketing must always promise plenty of big screen action and thrills.

The 50th anniversary of the James Bond film series. It has been 50 years since DR. NO was released. Considerable publicity will be paid to this milestone anniversary. In September, a box set of the first 22 Bond films will be released. Just keep in mind that our particular marketing task is to draft off the celebration of the 007 films in general and convert it into a genuine and specific enthusiasm to see SKYFALL on opening weekend.

New box office opportunities. Big things are expected from growth markets China, Korea, Russia and Brazil. Box office in these territories has exploded over the last few years. China, Korea and Russia in particular have already emerged as top 10 Bond markets with QUANTUM OF SOLACE.

KEY CHALLENGES

Building urgency. Now 22 films deep, the task ahead of us is to find novel ways to eventize SKYFALL, while at the same time communicating what this film will add to the franchise. That this is a 50th anniversary year and that Bond will be part of the Olympics Opening Ceremony will certainly amplify the film’s event status. Moreover, the re-introduction of Q and M’s greater role in the story helps freshen up the film. Plus, SKYFALL covers new ground now that we have moved passed 007’s origins story.

Maintaining broad appeal. Make sure to keep older audiences excited, all the while invigorating younger males and bringing in females. It is important that we continue to excite a new generation of Bond fans. However, be mindful that the recurrent theme of Bond being somehow “old fashioned”, “out of step” or that he is “an old dog with new tricks” doesn’t naturally resonate with younger audiences. With younger audiences, you are likely better off not only selling spectacular action, but also moments of levity and banter. Q can help in this regard.

Hispanics and Teens. Domestically speaking, both Hispanics and teens audiences rarely identify themselves as Bond fans. Hispanics tend to be predominately former fans, while teens have never been fans. The solution is to provide a compelling story that stands on its own to serve as an entry point, as opposed to selling the customary Bond hallmarks (because they don’t identify with them). Specifically, adding more levity and attitude from Bond, featuring high tech, modern gadgets and portraying Bardem as a truly sinister villains are the best ways to broaden appeal to non-fans.

RULES OF SKYFALL

Signal that SKYFALL is a clear break from the previous two films. We want there to be a renewed sense of vigor coming across in our messaging. Bond’s story of how he became 007 started in CASINO ROYALE and ended with QUANTUM OF SOLACE. So, SKYFALL marks a fresh start, a new exploration. Novel but still familiar ground is covered. M’s back story is the most notable example. Bond’s childhood is also touched upon and a very young Q is re-introduced. All of this continues the very successful approach taken in CASINO ROYALE whereby revered elements of the 007 iconography are thoughtfully re-imagined. This excites the existing fan base and also provides an opportunity for a brand new generation of fans to take another look at a longstanding franchise.

3 CONFIDENTIAL – DO NOT DISTRIBUTE Be specific about what is new. The most notable examples include: Q and hi-tech modern gadgetry, and a sinister and capable villain.

Pump up the action elements as appropriate to your market. In the US and other heavy action markets (car chases, train crash, hand to hand combat) there are plenty of spectacular stunts and stylized action scenes that can be used in the marketing. Lean on a straight ahead action positioning if appropriate for your marketing.

Clarify the central conflict. Even in “action markets” it is still important to communicate a clear storyline. Testing has shown that people on the fence primarily complain that they don’t know enough about the story. It can be boiled down to this: Bond’s loyalty to M is tested as her past comes back to haunt her. 007 must track down and destroy someone out to kill M, no matter how personal the cost.

Prop up the villain. In our testing, Bardem’s character hasn’t quite broken through. Therefore, it is important that he comes across as an extremely sinister threat and that his motivations are clear. While people don’t want a generic movie about saving the world from a madman, showing more of what Bardem is capable of will only help.

A little bit of levity and swagger go a long way. A degree of lightness will help broaden our audience. While edginess and grit really helped invigorate the franchise, moviegoers do still want to see a little bit of Bond attitude and fun. In materials, peppering in the banter between Bond and Q could work well. The scene of Bond adjusting his cuff link immediately after crash landing onto a train is another good example. The key is not to go overboard.

Understand that perceptions of QUANTUM OF SOLACE do not hurt SKYFALL. QUANTUM did not sour people to 007. We find no evidence of it in our research. While some might argue that QUANTUM was not as good as CASINO ROYALE, the fact remains QUANTUM’s worldwide box office (US$586m) makes it the #2 Bond film of all time and not far off from the #1 film, CASINO ROYALE (US$594m). More to the point, testing shows that that those who have seen QUANTUM (or CASINO for that matter) have high hopes for SKYFALL and can’t wait to see it.

SKYFALL is a James Bond movie. Despite the greater emphasis on M, there should be no doubt that Bond is the central character. The marketing must always flow through him. It is important that we communicate Bond’s sense of personal conflict. Like the previous versions were Vesper was his motivation, here it can be his ambivalent feelings toward M or that he seems to have “lost a step” as an agent.

Use the title to our advantage. Like many Bond films, the title can be difficult to understand. We should never reveal the true meaning of what Skyfall is. Rather, in publicity, all that should be said about it is that it has emotional context which will be revealed in the film. Do not divulge its connection to Bond’s childhood. Internationally, the title does not have a direct translation. Feel free to place “007” in the title or make use of other titling conventions from previous Bond films. Instead, we will use the title as another provocative, mysterious element over the course of the campaign.

Don’t give away any surprises. M’s death and Moneypenny’s identity should not be divulged. Those are big reveals the paying public should find out on their own.

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Opening Opening Opening Title Rating Date Day Gross Theaters Total Gross THE BOURNE ULTIMATUM PG-13 8/3/2007 Fri $69,283,690 3,660 $227,471,070 QUANTUM OF SOLACE PG-13 11/14/2008 Fri $67,528,882 3,451 $168,368,427 INCEPTION PG-13 7/16/2010 Fri $62,785,337 3,792 $292,576,195 RISE OF THE PLANET OF THE APES PG-13 8/5/2011 Fri $54,806,191 3,648 $176,760,185 PROMETHEUS R 6/8/2012 Fri $51,050,101 3,396 TBD CASINO ROYALE PG-13 11/17/2006 Fri $40,833,156 3,434 $167,445,960

AWARENESS POPULARITY Actor Total M-25 M25+ F-25 F25+ NORMS Total M-25 M25+ F-25 F25+ NORMS Daniel Craig 44% 52% 47% 41% 42% 45% 67% 92% 63% 68% 56% 40% Javier Bardem 15% 10% 16% 12% 16% 45% 67% 68% 67% 57% 68% 40% Judi Dench 34% 18% 36% 14% 40% 45% 67% 67% 62% 55% 68% 40% Ralph Fiennes 27% 12% 27% 19% 30% 45% 66% 66% 61% 75% 60% 40%

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Daniel Craig Polled April 2012 Awareness Popularity* Territory Total M-25 M25+ F-25 F25+ NORMS Total M-25 M25+ F-25 F25+ NORMS Australia 87% 84% 92% 77% 92% 59% 53% 63% 61% 34% 49% 40% Brazil 81% 83% 86% 67% 83% N/A 66% 60% 66% 70% 68% N/A France 89% 87% 94% 84% 91% 47% 49% 54% 54% 43% 45% 38% Germany 92% 90% 95% 90% 92% 50% 55% 63% 58% 49% 52% 40% Italy 76% 72% 81% 67% 81% 51% 51% 59% 45% 41% 58% 44% Japan 42% 39% 50% 29% 46% 28% 34% 40% 41% 28% 27% 30% Korea 71% 65% 83% 59% 79% 66% 26% 32% 32% 17% 22% 22% Mexico 79% 68% 84% 73% 84% 55% 72% 67% 68% 73% 79% 54% Russia 90% 90% 90% 87% 92% 69% 57% 56% 61% 55% 56% 34% Spain 89% 87% 93% 79% 92% 53% 50% 48% 53% 45% 52% 38% UK 97% 97% 97% 97% 97% 58% 57% 66% 60% 48% 53% 42% Int'l Averages 81% 78% 86% 73% 85% 54% 52% 55% 54% 46% 51% 38%

Javier Bardem Polled April 2012 Awareness Popularity* Territory Total M-25 M25+ F-25 F25+ NORMS Total M-25 M25+ F-25 F25+ NORMS Australia 33% 25% 31% 28% 42% 59% 43% 43% 42% 33% 47% 40% Brazil 59% 55% 54% 58% 68% N/A 60% 55% 53% 59% 68% N/A France 42% 28% 47% 40% 48% 47% 43% 39% 41% 41% 47% 38% Germany 35% 29% 33% 35% 40% 50% 50% 53% 46% 46% 53% 40% Italy 48% 36% 46% 49% 58% 51% 59% 57% 54% 58% 64% 44% Japan 14% 13% 16% 7% 18% 28% 32% 32% 42% 29% 24% 30% Korea 56% 50% 63% 46% 65% 66% 13% 17% 12% 11% 12% 22% Mexico 65% 50% 65% 61% 78% 55% 71% 63% 70% 66% 77% 54% Russia 63% 52% 67% 64% 72% 69% 25% 27% 23% 22% 29% 34% Spain 96% 95% 96% 95% 99% 53% 47% 42% 51% 43% 49% 38% UK 38% 32% 39% 35% 44% 58% 44% 45% 52% 38% 40% 42% Int'l Averages 50% 42% 51% 47% 57% 54% 44% 43% 44% 40% 46% 38%

Judi Dench Polled September-October 2011 Awareness Popularity* Territory Total M-25 M25+ F-25 F25+ NORMS Total M-25 M25+ F-25 F25+ NORMS Australia 86% 77% 91% 78% 92% 59% 67% 52% 71% 57% 76% 40% France 59% 55% 68% 45% 61% 47% 36% 32% 36% 33% 40% 38% Germany 65% 61% 70% 52% 72% 50% 58% 51% 54% 53% 68% 40% Italy 63% 53% 68% 62% 65% 51% 66% 59% 67% 68% 68% 44% Japan 31% 24% 42% 16% 34% 28% 29% 29% 27% 34% 31% 30% Korea 74% 76% 83% 62% 75% 66% 21% 25% 20% 23% 17% 22% Mexico 73% 60% 79% 67% 81% 55% 78% 69% 77% 75% 85% 54% Russia 71% 69% 78% 61% 75% 69% 33% 29% 26% 32% 34% 34% Spain 69% 61% 80% 59% 72% 53% 59% 49% 63% 53% 64% 38% UK 96% 92% 97% 93% 98% 58% 74% 58% 77% 63% 87% 42% Int'l Averages 69% 63% 76% 59% 73% 54% 52% 45% 52% 49% 57% 38%

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Ralph Fiennes Polled July 2011 Awareness Popularity* Territory Total M-25 M25+ F-25 F25+ NORMS Total M-25 M25+ F-25 F25+ NORMS Australia 59% 40% 66% 50% 69% 59% 50% 52% 46% 47% 54% 40% France 34% 27% 43% 27% 33% 47% 43% 38% 45% 37% 46% 38% Germany 40% 30% 42% 32% 51% 50% 61% 63% 60% 58% 61% 40% Italy 46% 38% 46% 45% 50% 51% 60% 46% 57% 65% 65% 44% Japan 17% 11% 20% 12% 22% 28% 31% 29% 40% 35% 22% 30% Korea 57% 54% 66% 50% 58% 66% 14% 16% 17% 12% 10% 22% Mexico 50% 38% 51% 51% 57% 55% 75% 70% 77% 70% 78% 54% Russia 56% 46% 64% 51% 64% 69% 29% 24% 25% 31% 35% 34% Spain 45% 31% 56% 27% 54% 53% 51% 41% 52% 58% 51% 38% UK 77% 57% 86% 67% 88% 58% 63% 53% 70% 58% 62% 42% Int'l Averages 48% 37% 54% 41% 54% 54% 48% 43% 49% 47% 48% 38%

* “One of my favorites” plus “very good” Bold figures indicate awareness and popularity levels well above the territory norm

Daniel Craig has a robust international profile, with over 8 in 10 international moviegoers aware of him (81%, +27% vs. int’l avg.). While earning above-average awareness scores in every territory, he is especially well-known in the UK, Germany, Spain, and France. Older audiences tend to be somewhat more familiar with him. Craig is well-liked internationally with a popularity score 14% points above the norm (52% vs. 38% int’l norm), and garners the most favor with moviegoers in Mexico, Brazil, Russia, Germany, and the UK. Interestingly, favorability towards Craig tends to skew male in most territories, but skews slightly more female in Latin America (Mexico and Brazil).

Among international moviegoers, about 1 in 2 have heard of Javier Bardem, giving him an at- norm awareness score (-4% vs. int’l avg.). The actor is best recognized in his home country of Spain (where nearly all have heard of him), but is also well-known in Mexico and Brazil. Older moviegoers are slightly more likely to be aware of him. In terms of popularity, Bardem earns a moderate score (+6% vs. int’l avg.) and is slightly better liked by older females. Moviegoers in Spain, Mexico, Brazil and Italy tend to be among the most favorable.

Judi Dench is well-known internationally, earning an awareness score 15% points above the international average. Unsurprisingly, she is best known in her native UK and also in Australia. Older audiences tend to be somewhat more familiar with her. Dame Judi Dench also earns healthy popularity scores (14% above the int’l avg.) and is especially well-liked among older moviegoers and those in the UK, Australia, Spain, Mexico and Italy.

Ralph Fiennes is well-known in his native UK – where over 3 in 4 have heard of him (77%). But in most other territories, he earns average or below average awareness, giving him an overall score that’s 6% points below the international average. Fiennes earns a popularity score 10% points above the int’l norm and is best received in Germany, Mexico, Italy, and the UK.

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INTERNATIONAL DIGITAL MARKETING

One-line Positioning Position the film as an action spy thriller centered on Bond avenging large-scale attacks on MI6 and his personal storyline with M.

Digital Campaign Objective Position the film as a visually stunning espionage-thriller to reach the target demographic. Generate awareness and interest about the film through the EPK website, Video Blogs, social media, online media and other digital features.

Primary Target: Broad Moviegoers (12+ with male skew 60/40 per research) Secondary Target: Fans of the franchise, Fans of spy and action genres, Fans of the talent

Strategic Approach Reach broad moviegoers and highlight that this is a big event film with rich imagery in online editorial and streaming ads, focus on trendsetting action sequences and a great villain by showcasing the trailer and other A/V content. From research, it is important to highlight that the movie is action packed yet still has that classic intellectual humor bond fans have come to love. Target older audiences through use of the video blogs, which from research play into developing the story further. Reach fans of the Spy/Thriller genre by highlighting the trailers and by showing the villain to be worthy of a Bond film. Reach genre fans by highlighting the trend-setting action sequences through film clips and online media. Target fans of the talent by highlighting the cast in A/V content, video blogs, the EPK website, online media and in editorial coverage. Increase awareness by using high impact stunts online through rich media and sponsoring Bond themed movie hubs, linking to the 50th Anniversary content on 007.com in order to reach fans of the franchise.

Digital Campaign Overview Sliderocket: Please visit the link below to view the Digital Campaign Overview for this title. The presentation lists all assets and features for this campaign as well as any available EAGL file names and timing.

Link: http://portal.sliderocket.com/SonyPicturesWorldwideDigitalMarketing/Skyfall-Digital-Campaign- Overview

Social Media:

Use social media to distribute content and increase word of mouth. (Bond on Twitter/FB)

Upload video clips/video blogs to your local viral video sites and Sony Pictures specific video channel.

Feel free to create your own local pages with social networking and social media sites where users can subscribe, watch the trailer, post comments and see photos from Skyfall.

The below U.S. Social Media Strategy is to offer examples to consider for local plans.

12 CONFIDENTIAL – DO NOT DISTRIBUTE U.S. Social Media Strategy Further develop the existing Facebook and Twitter community of James Bond/007 fans, broad moviegoers, fans of the talent and spy/action genre fans. Build a James Bond/007 community that can act as marketers for the film. Reach out to the existing and lapsed James Bond/007 online fan base to evangelize the film online. Target communities on Facebook where fans of the talent are present (For example, fans of Daniel Craig would visit the Skyfall.com page)

The U.S. social media pages are listed below. Please adapt/translate it for your local campaigns. Kindly alert us when your pages go live so we may link to them from the international tab on the U.S. page and drive traffic to your sites. If you do not create your own local social media pages, please “Like” us on Facebook, “Follow” us on Twitter or “Subscribe” to the YouTube channel on your own accounts.

U.S. Facebook page: https://www.facebook.com/JamesBond007

Info Tab and Credits: Please use the approved wording on the US Info Tab (link below) when filling out the credits on your local Info tab on Facebook. For legal reasons, it is important that the order and list of names are observed.

To see the official, approved order and list, please visit the U.S. info page. (link below) Link: https://www.facebook.com/JamesBond007?sk=info

An international tab on the US James Bond Facebook page will link to your local Facebook page if applicable. (see screenshot)

13 CONFIDENTIAL – DO NOT DISTRIBUTE Please e-mail LaShea Bell ([email protected]) to get a link to your local Facebook page from the U.S. Facebook page’s international tab.

U.S. Custom YouTube Brand Channel: http://www.youtube.com/SonyPictures (subject to change)

Global Twitter Account: @007 The twitter account features “twitpics” officially approved images from set which you are free to share and add to your site(s); also the account features “This Day in Bond History” which you can use as trivia for any social channel.

Wikipedia (Collaborative Website): Please create a Wikipedia (or other collaborative website) page if you are able. (example: http://en.wikipedia.org/wiki/Skyfall)

If you have local studio Twitter accounts (e.g. Twitter.com/SonyPictures), tweet out periodic updates or retweet official posts around film content highlights (similar to email campaigns).

Online Editorial/Publicity: Provide trailers, key art, photos and other marketing materials to local entertainment and fan websites. Offer exclusives to your top online partners to launch the trailer or video clips. • Syndicate trailer and approved clips and video blogs • Launch exclusive photos and clips on cinema sites • Create clip downloads for PSP and iPod • Invite movie/portal/genre sites to local junket/media events

Video Blogs: Provide video blogs which feature cast interviews, behind the scenes footage and images to local partners • Syndicate to local editorial outlets

When talking to online editorial partners: 1) When possible, highlight the trailers and #Skyfall to encourage discussion among fans. 2) When talking to editorial partners, promote the Bond content hub (www.007.com/Skyfall) 3) Showcase the new director (Sam Mendes) and “The Bond Girls” by encouraging editorial outlets to highlight Naomi and Berenice’s roles. 4) Do not encourage editorial partners to talk about the cast’s personal lives.

Website International Splash Page

Approach: The int’l splash page highlights the title and offers the trailer, links to social media and worldwide release dates.

14 CONFIDENTIAL – DO NOT DISTRIBUTE EAGL Source Files: Skyfall_INTL_SplashPage_1 10311.zip

International EPK Website: The international immersive site will feature the trailer, video blogs, photo gallery, Video+, downloads and other digital features.

Goals: Majority of visitors watch the trailer and play the online games.

Full Website Features: • About • Gallery • Video Blogs • Downloads • Partners • Skyfall Trailers • Link to “Half a Century of Bond” • Link to “News from the Set” (007.com)

EAGL Source Files: Desktop: Skyfall_US_DesktopSite_05 1512.zip Mobile: Skyfall_US_MobileSite_051 512.zip Tablet: Skyfall_US_TabletSite_051 512.zip

Search Engine Optimization The following is to help search engines (e.g. Google, Yahoo, Bing) find your site. Please use the following code when translating the site into your language. Also, submit your site to your local search engines.

Website

Please translate and add to your local territory and language. Please alter the keywords with ones pertinent to your local territory and language. Feel free to include your local release date.

15 CONFIDENTIAL – DO NOT DISTRIBUTE Access to asset source files: Go to Sony’s EAGL online tool to download the source files to adapt/translate in your country/territory. http://eagl.spe.sony.com

Splash page: (available on EAGL) EPK: (available on EAGL) 1 sheet: (available on EAGL) Ad units: TBD Title Treatment: (Available on EAGL) Trailer: (Available on EAGL)

Domain Name Registration (URLs): To see the Int’l site live, go to: http://www.Skyfall-Movie.net/

Create a local vanity URL for your country that is easy to remember. Use this link if you do not create a local teaser or full site.

The International EPK site URL is: www.skyfall-movie.net

However, do NOT point to the U.S. site because it uses U.S. assets (e.g. trailer, story, release date).

The Worldwide Release Dates page link is: http://www.skyfall-movie.com/releasedates/ If you create a teaser or full site, let us know so that we can add your link to this page and drive traffic to your local site.

Please e-mail LaShea Bell ([email protected]) to get your link updated or added to the page.

Games/Digital Features: A Video+ “trailer” may be created but at this time there are no further plans to have Skyfall games on the site.

Online Media: Please note that the below Online Media overview is for U.S. Please feel free to use the below to generate ideas for your local market.

Audience: Primary: Broad Moviegoers (12+, 60%M/40%F) Secondary: Spy/Thriller Moviegoers 12+

U.S. Positioning: Position the film as a visually stunning, espionage thriller to reach the target demographic. Generate awareness and interest about the film through the EPK website, social media, online media and other digital features to reach the target demographics.

U.S. Tactics: - Establish the position as the action film for A12-34 to see on 9/26 by surrounding trailer launch with large video media stunts - Create renewed excitement from existing fans and activate new fans by focusing on the deep story lines and trend-setting action across key partners - Excite male action fans by surrounding the thrill of the Olympics (TBD) - Deliver video content via mobile to users consuming relevant content - Highlight the strong female leads and emphasize Daniel Craig to reach women - Sponsor action content and programming to entice Hispanic Action fans - Entice audiences across social media and search with tie-ins with promotional partners like Heineken and Sony Electronics - Schedule high reach, mind-blowing stunts to create the most impactful opening week ever

16 CONFIDENTIAL – DO NOT DISTRIBUTE Goals: Reach: TBD Frequency: TBD

Rich Media Creative Source files will be available on EAGL. Campaign will include 40K standard banners, progressive, expandable and stunt ad units.

Pan-regional Digital Media Plans Europe: TBD Latin America: TBD Asia Pacific: TBD

Digital Promotions:

Please work with your local online promotions team to develop local campaigns. Promotional creative guidelines to help promote the film with online partners: - Highlight the film's title treatment and film release date - Include an opt-in to your local newsletter where applicable - Encourage partners to offer the online games, features and links to the official movie site if appropriate

Mobile: Text messaging: You are encouraged to create non-premium text messaging campaigns promoting the opening of the film.

Mobile Assets: The trailer can be used within mobile editorial offerings on 3rd party sites.

WAP Site: The movie WAP site will feature the trailer, photo gallery and synopsis.

MGM Social Game: MGM will be releasing a Facebook based social strategy resource game (like Mafia Wars) after the launch of the film and can be linked to from your sites.

EAGL Source Files: TBD

Mobile Markers: If you use mobile markers, please include them on the website, posters, standees, etc. If you have questions regarding promotional mobile marketing, please contact the digital team.

Email: If legally possible, add a “Registration” link/button to your sites to collect names and email addresses into your database. Or work with an online partner to promote the film through their email lists.

Consider delivering an email to your list(s) when there are key events like: 1) website launch; 2) feature/game launches; 3) online clips, and most importantly 4) theatrical film release.

Source Files: Available on EAGL Online Showtimes & Ticketing: Offer the ability to view local theater showtimes and/or the ability to purchase online tickets on your sites and within online ads/widgets.

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Other: Each country is encouraged to use other digital assets such as email and email signatures. Email Signature Source Files on EAGL: Skyfall_EmailSignature.png

Sony United: Work with your local Sony divisions and sister companies to help leverage the digital marketing assets. For example: Playstation Network: Distribute trailer and video clips Sony Video Walkman: Preload movie marketing content Sony Stores: To showcase the trailer and video clips; highlight your vanity URLs perSPEctives: Bundle in Skyfall assets with other action/spy titles Sony Pictures Television: Highlight the movie online with similar programmed films

….and other divisions that are able and willing to promote the movie for you. Digital Asset Creation and Guidelines: We encourage you to create and share digital assets. Sharing ideas improves the marketing campaigns for everyone.

When developing ideas to be used locally that are beyond what we’ve uploaded to EAGL, please send to us for review. The ideas are reviewed by home office in 3 main areas:

1) Legal: a. Must use a TM in connection with film title “Skyfall” b. MUST USE: 007 Gun Logo and related James Bond Trademarks © 1962 – 2012 Danjaq, LLC and United Artists Corporation. Skyfall, 007 and related James Bond Trademarks are trademarks of Danjaq, LLC. All Rights Reserved. c. 007 Gun Logo: user requires “TM” symbol 2) Filmmaker/Talent Requests: If the director, producers, and actors have a certain vision of how the movie must be perceived, these must be taken into account (even if it is not a legal reason). 3) Billing Block:

3) Positioning: The digital assets must fit the overall marketing positioning and strategy of the film. Therefore, follow these guidelines when submitting your digital creative ideas:

1) Approved images. Only use approved movie photos/images from Publicity, style guide, EAGL, etc.

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INTERNATIONAL CREATIVE

The creative advertising campaign for SKYFALL will promise high-octane thrills and amazing action sequences that broad audiences have come to expect from the most popular film franchise of all time. Daniel Craig will be showcased as the returning James Bond in his third outing, with an emphasis on girls, gadgets, and a formidable nemesis played by international star Javier Bardem.

Posters:

Poster: UK Quad:

Teaser Poster & UK Quad – the teaser poster and UK Quad was issued to theaters in early June to coincide with the global launch and theatrical engagement of MEN IN BLACK 3.

Final Poster -- The final poster is in development, with an in-theater target date of early August to coincide with the release of TOTAL RECALL.

In-Theater Materials:

Dimensions: 10’ wide x 15’ tall (LARGE) : 5’ wide x 8’ tall (STANDARD) Banners – banners using the teaser art are being shipped June 22nd for global placement in July.

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Dimensions: 11’ wide x 8’ tall (STANDARD) Standees – standees are in production for August placement in theaters.

Outdoor: TBD

A/V

Our A/V campaign began at the end of May with the launch of the Teaser Trailer on MIB3 around the world.

INTERNATIONAL TRAILER A (1:15) – Teaser trailer that shows us that James Bond is back and better than ever. Bond appears to be undergoing a word association test and when he hears the word SKYFALL simply says “Done” and storms off. The trailer shows the fantastic locales that 007 visits and that danger is just around the corner.

INTERNATIONAL TRAILER B (2:00) – A scandal rocks MI-6 as a drive containing the names of every agent embedded in terrorist organizations across the globe has been lost. Only one man is up to the task of getting the drive back and protecting the world from danger…Bond. James Bond. Agent 007 faces his most difficult battle yet as he goes up against a new villain (Javier Bardem). Available on time for TOTAL RECALL.

INTERNATIONAL UK TRAILER C (2:27) – Starts with M (Judi Dench) writing the obituary for Bond’s death. She is under scrutiny for having lost a drive containing the names of every MI-6 agent embedded with terrorist organizations across the globe. But when Bond (Daniel Craig) reappears, along with the technological assistance of Q, he will be the only one who can thwart the plans of the new villain (Javier Bardem), who appears to have a direct connection with M.

INTERNATIONAL TRAILER D (2:30) – Longer trailer for online use only. Starts with an action set piece in which James Bond (Daniel Craig) is after a drive with the names of all the MI-6 agents embedded in terrorist organizations around the world. During the operation, Bond must be sacrificed by M (Judi Dench). But when Bond reappears, along with the technological assistance of Q, he will be the only one who can thwart the plans of the new villain (Javier Bardem).

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INTERNATIONAL PUBLICITY

PUBLICITY STRATEGY/GOALS

Our overriding publicity goal is to herald “Skyfall” as the biggest and best Bond film yet. Saturate the media with a multi-dimensional editorial campaign aimed at adults and teens of both genders.

Exploit publicity assets strategically, notably the special photography featuring Daniel Craig, Javier Bardem, Naomie Harris, and Bérénice Marlohe; the videoblogs that are being created to highlight many aspects of the film, both in front of and behind the camera; and the title song (details forthcoming).

Pursue online publicity opportunities aggressively in order to cater to a younger demographic audience of this film.

Make sure that the film is prominently featured in Fall Preview issues.

Aim for significant breakout campaigns along a broad spectrum of subjects: Style and Fashion/Travel/High Tech/Fitness.

SCREENING STRATEGY A screening policy will be outlined and distributed under separate cover after the studio has seen the completed film. It will be especially important to ask press and fans to refrain from letting out any spoilers, so as to allow moviegoers to discover “Skyfall” for themselves.

INTERNATIONAL PUBLICITY ACTIVITIES Start-of-Production Event: A press conference/photo call was held in London on November 3, 2011, to announce the title ““Skyfall”” and introduce the cast. Daniel Craig, Javier Bardem, Naomie Harris, Bérénice Marlohe, Dame Judi Dench, director Sam Mendes, and producers Michael G. Wilson and Barbara Broccoli participated. Set visits were held at Pinewood Studios on February 19 (observation, department heads), April 3 (Daniel Craig, Javier Bardem, Bérénice Marlohe), April 10-11 (DC, JB, BM, Barbara Broccoli, and department heads); and in Istanbul on April 29 & 30, 2012. The Istanbul event also comprised a worldwide press conference and photo call with Daniel Craig, Naomie Harris, Bérénice Marlohe, Ola Rapace, and director Sam Mendes. Skype Press Conference: Sam Mendes, Daniel Craig, Naomie Harris, Bérénice Marlohe, Barbara Broccoli and Michael G. Wilson spoke to the press assembled for Cancun’s Summer of Sony event from the Pinewood Studios set of “Skyfall” on April 18, 2012. Long-lead Junket: With Daniel Craig, Javier Bardem, Naomie Harris, Bérénice Marlohe, Barbara Broccoli, and Michael G. Wilson in London, June 7 and 8, 2012. International press junkets are scheduled to take place in Los Angeles on October 9, and in London on October 21; details to be confirmed.

Tour Footage tour: Moscow in late September; Mumbai and Rio de Janeiro in mid-October. Talent participating: TBA. A global press & premiere tour will commence following the world premiere in London, from October 24 through November 24, 2012. Talent anticipated to participate: Daniel Craig, Javier Bardem, Naomie Harris, Bérénice Marlohe, director Sam Mendes, and producers Barbara Broccoli & Michael G. Wilson -- with different individuals covering different

21 CONFIDENTIAL – DO NOT DISTRIBUTE destinations in some instances. Stops to include Paris, Madrid, Berlin, Rome, Amsterdam, Stockholm, Zurich, Istanbul, Sydney, Tokyo, and Beijing.

Premieres

World premiere in London, on Tuesday, October 23rd. Consider local premieres without talent across your market in multiple cities, sponsored by national media tie-ins, but keep in mind that no premiere can take place prior to October 24. Reach out to the film’s multitude of promotional partners and licensees to explore the possibility of integrating them into your local premieres as sponsors.

Materials

Written Materials:

Preliminary production notes will be serviced shortly. Print generic interviews and features will be distributed closer to release.

Photography:

Currently, 16 unit shots are available on the publicity site. We hope to make some images from the advertising shoot available for publicity use. Note, however, that these photos of the actors are in character. The following images are still pending talent/filmmaker approval.

Special photo shoots by Gavin Bond with Naomie Harris and Bérénice Marlohe are available on the publicity site.

A special photo shoot by Cliff Watts featuring Javier Bardem will be distributed in mid-July. Note: The following images are still pending talent/filmmaker approval.

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A special photo shoot by Tom Craig featuring Daniel Craig (singles, as well as DC with Naomie Harris and with Bérénice Marlohe) will be distributed no later than September 2012 (see sample below). Note: The following images are still pending talent/filmmaker approval.

Electronic Materials to be uploaded to publicity sites/epk.tv/Summer of Sony, etc., include:

Generic interviews with talent, which will be ready for delivery closer to release. Video blogs started their rollout at the end of March and will continue on through to release. Created for digital, these pieces are also available for broadcast, but should only be used in appropriate contexts depending on content. EPK to be serviced in October. A separate communication will follow concerning TV specials. Teaser trailer released on May 21st. A second trailer will be released in August.

Editorial Ideas

 Fashion/Women: Pump up female interest via glossy fashion spreads/profiles of Bond girls Naomie Harris and Bérénice Marlohe, and take advantage of the high-style special shoot photography by Gavin Bond.  50th Anniversary: Leverage interest in the franchise’s 50th anniversary on October 5, 2012, and the activities surrounding the occasion (more on that under separate cover,

23 CONFIDENTIAL – DO NOT DISTRIBUTE as plans fall into place). This will help buttress awareness of, and interest in “Skyfall,” creating a receptive environment in the media and a great deal of appetite for Bond content among filmgoers.  Travel: In addition to the film’s exotic locales of Istanbul and Shanghai, a key element of “Skyfall” is that some of the most riveting action takes place in London. And with the English capital hosting the Queen’s Diamond Jubilee and the 2012 Summer Olympics, this makes for a convenient association in travel-related stories.  Home-court advantage: Thanks to the international locations and cast, several countries will have a local angle to exploit in their publicity effort, and so they should: time and again, local relevance has proven to boost box office. In addition to the Chinese and Turkish locations (and indeed the haunting landscape of Scotland), “Skyfall” avails itself of the services of Spanish Javier Bardem; Bérénice Marlohe, of French as well as Cambodian/Chinese descent; and Swedish Ola Rapace. Separate communications about other international cast and crew members will go out to the relevant territories.  Automotive/High-Tech: “Skyfall” pays homage to Bond tradition by reintroducing the vintage Aston Martin as well as Q, a beloved character now upgraded for the 21st century. Further, the reintroduction of the “gadgetry” angle should instantly appeal to car/high-tech aficionados who will devour related stories, but details on this last point should be saved for post-opening.  Dedicated Web-pages: If you partner with a local online social or media website to create a dedicated web-page for “Skyfall,” exploit this opportunity to drive traffic into the site by providing news alerts to local media about any exclusive film material, site visitor contests and giveaways.  Bond Filmography: Work with Fox Home Entertainment to gain extra editorial breaks or promotional DVD give-aways as part of the 50th Anniversary.  Theme Song: No list of assets could be compiled without acknowledging another important Bond tradition: the theme song. Details on song and artist will be shared in due time. As always, this is going to make for a key publicity advantage.

INTERNATIONAL MEDIA

Target Audience Primary Target: Adults 12-54, slight male skew Secondary Target: Adults 15-24, upweight young males

Positioning Position Skyfall as the next installment in the highly acclaimed, highly anticipated Bond franchise, starring Daniel Craig as James Bond. Achieved through buying urgent, concentrated event levels of media as cost-effectively as possible, reaching the most frequent and in-frequent of movie-goers.

Planning Strategy Plans will include highly selective and tactically placed long lead event TV and premium outdoor to excite the mainstream while assuring them that Daniel Craig is back, and includes all the action and high quality story-telling they come to associate with Daniel as our star, James Bond, particularly in this 50th Anniversary Year of Bond. TV serves as the clear launch medium with outdoor, digital and high frequency "announcement" radio providing strong event “noise” at opening. Large format, page dominant press ads will be scheduled on key movie-going days establishing Skyfall as the film that cannot be missed in theaters. Sustaining campaigns will be strategically centered around competition and pre-Holiday movie-going habits/patterns for each territory.

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Event Long Lead Secure a sprinkling of strategically placed high impact, high profile :60’s and/or :30 second road-blocks.(e.g.: season premieres, sporting events or highly rated specials are the goal and worthy of the spend) Based on the high volume spend this year, continue to leverage our muscle in the market to negotiate a prime-time placement of a +/-2 min “first look” at Skyfall. The package would ideally include 2 days of high frequency tune-ins announcing the airing of the special piece. Develop event long lead outdoor initiatives in suitable and worthy high profile locations +/- 4 weeks out from opening Where possible, push to discover a new, previously un-used panel, building site, bridge, tunnel, etc… Customize creative execution to maximize impact per site specs, taking into consideration size, scale, dimension, light, scope and location. High impact, “wow” and event positioning is the key objective

Launch Heavy TV schedules lead the way and set the stage for the launch campaign Longer length :30’s should kick-off launch schedules and make-up at least +/-40% of the schedule. Supplemental outdoor, digital, and promotional (non-paid) radio should all work in concert, selling, exciting and motivating movie-goers, with radio and on-line particularly supporting the younger 15+ segment, with a slight male skew. Include a balanced range of dayparts to insure coverage of all the key demos. Early morning, where applicable, can often deliver older women. Late night can be a strong and cost-effective programming choice for younger men/women. Weekend in many parts of the world is an effective daypart for delivering males via sport programming, etc... Stay mindful of delivering broad-based and niche demos on both terrestrial and cable/satellite to serve our entire movie-going base.

TV Details o Campaign pacing:  Longer length (20-40%) :30's will announce the entrance of Skyfall into the markets, using the time advantage to tell the story, further establish this next installment as a continuation of the wildly successful Casino Royale and QOS, and again, assure fans Daniel Craig is back as today’s James Bond of choice.  Moderate length (50%) :20's & :15's will make-up the mid-section of the campaign, building the bulk of the accumulated reach and acting as the work-horse of the schedule  Shorter length (30-20%) :10's high frequency schedules will push audiences into theaters opening week, announcing the actual release date vs. selling story. Will act as a final call to action and urgent reminder. It’s all about frequency and media domination at this stage o Consider all 3rd party promotional activity, especially our lead partner Heineken when scheduling specific TV activity. The partner support is looking substantial and should be maximized to the fullest extent. o Reach goals for sluggish/cost-prohibitive markets include +/- 50-60%, with stronger/higher penetration markets looking to achieve 80%+ o A top priority remains reaching out to infrequent movie-goers putting Skyfall at the top of their 2x year movie-going “to-do” list

25 CONFIDENTIAL – DO NOT DISTRIBUTE o Where possible schedules should consist of a wide range of dayparts and networks including high grade premium programs, mixed in with mid-range stations, and including late/early fringe, day, morning and late-night dayparts – not prime exclusively o Some niche segmentation and program selection against women and particularly young adults/teens may make sense

Outdoor o Bus shelters, bus mega-rears, billboards go up; station domination; bus/metro wraps all post +/-2 weeks before opening – tight, concentrated, dominant, urgent, loud campaigns o Given the winter season (in most parts of the world), lit sites will be a necessity, particularly in Europe o Busy pre-holiday city activity makes concentrated, but still impactful pedestrian sites worth exploring o Explore digital billboards and underground digital domination. Will be a fantastic way to also emphasize the action and tone of Bond.

Radio o Promotional radio, contests, DJ mentions, special programs all work to lay the groundwork on radio o Hold paid units until closer to opening for an urgent, noisy concentrated burst o Paid units to air in heavy volume 2-3 days out from opening and opening weekend with +/- 12-15 units per day per station, ideally concentrated in am and/or pm drive- time o May use a countdown creative approach for both high frequency radio and TV the final 2 days... Will coordinate with Ignacio’s team

Online o See Dwight and Michael’s detailed strategy, but campaigns generally should commence +/- 3 weeks out and build anticipation with all kinds of promotional and paid efforts establishing an awareness platform. Increase paid activity as release date approaches. o Exhibitor sites, wherever possible and/or appropriate as paid media, should be an absolute priority as part of overall paid online efforts.

Newspaper o Large size, high impact press insertions will add to the event status for opening - press is limited, but very present and dominant where necessary o Consider all relevant street/metro papers, e.g.: Metro, 20 Minutes, etc…

Sustain Sustain TV, radio, newspaper, and online campaigns will be applicable by market to consider: o Competition o Marketplace habits (1/2 price days, bank holidays, etc.) o Print count and regional play-through Sustain creative including TV, radio, newspaper and online will be introduced to: o Help generate additional impact o Stimulate repeat business o Motivate slower and infrequent movie-goers especially during a busy Holiday prep period

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Pan-Regional Activity Will be an effective in-road for cost-effectively reaching more vertical demos including younger males/females and more upscale infrequent movie-goers. Beyond paid media campaigns, we are looking for plans to include multiple added value opportunities, including but not limited to… Channel IDs Short clips and/or scenes, with tune-in units Theme nights/days Programming sponsorships Possible on-air competitions

Pan-regional partner line-up being considered: Sony Networks: AXN, Animax, SET, Sony Spin Discovery Channel ESPN MGM (Where it makes sense) MTV & relevant Viacom networks (i.e. Comedy Central, TMF, VIVA) STAR Networks (Asia)

Specific partner offerings to note: MTV - Sony will continue to be the first advertiser to have a worldwide campaign that will include a Custom Channel ID integrating our assets with the MTV characters and logo.

The commuter paper, Metro, is being considered across all regions where available. We are considering a cutout ad for creative impact placed in the movie listings section where possible.

INTERNATIONAL PROMOTIONS

OVERVIEW: Strategy: Seek out event caliber, thematically appropriate partners that supplement the global promotional campaign. Seek out new and different partners on the 23rd installment while retaining key partners from the past Bond films, as 2012 marks the 50th anniversary of the Bond franchise. Pitch local and pan-regional brands that focus on all of the target groups for the film with specific emphasis on men 18-34 and possess the following characteristics: o Are a global brand aligned with our key markets o Are leaders in their category o Have highly creative ads that can play off Bond franchise Pitch only to partners who can reflect the themes/values of Bond brand including: o Lifestyle o State-of-the-art technology o Action o Witty humor o Villains o Bond women The consumer MUST understand the connection between the partner and Skyfall. Promotional concepts and creative execution MUST be paramount to all other concerns. You should attempt to execute exciting programs that are “firsts” in your market. Every effort should be made to create concepts with partners that have never been done.

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Objectives: Promotions on Skyfall should focus on: Securing broad, upscale campaigns to help create exposure and awareness of the film. Always securing solid above-the-line commitments from promotional partners. Media partnerships with top tier media that generate significant exposure for the brand. These partnerships should leverage the values of the film and focus on exclusive and unique opportunities. Media promotions should not be executed unless they bring strong promotional value. In-cinema partnerships that focus on generating purchase, repeat viewing, and pushing exhibitors to give maximum exposure to Skyfall over other titles. They should also attempt to run cutting edge programs not done in cinemas before. Local programs must be non-competitive with existing global promotional partners. Please check with Home Office if you have any questions about the global campaigns.

Local Market Promotional Partners: All offices submitted lists of desired brand partners to pursue locally in February. The partners have been reviewed by Home Office and the filmmakers, and you all should have received communication back as to which local partners you are able to pursue. If you do not have this information, contact Scott Lyons immediately. Please remember that this approval was only to proceed with negotiations with the partners. Final approval of the partners will be based on the deal points negotiated, the creative concept, and the quality of the execution.

RESTRICTED CATEGORIES: Promotions are prohibited in the following categories: tobacco, firearms [all weapons, other than toy weapons], petrol, personal hygiene products, razors, sexually-oriented products, pharmaceuticals, intimate apparel, cosmetics, lotteries and/or gambling. Other categories may not be officially restricted but may be deemed inappropriate, so these must be approved in advance.

PROMOTIONS GUIDELINES: Third-Party Brand Promotions: All opportunities need to be sent via deal memo and approved by home office. Pursue only promotional partners with prime media placement and significant above-the-line media spends. Focus on either luxury, high end brands that have appropriate brand attributes or key consumer brands targeting men 18-34. Focus on brands that can provide significant retail exposure that we cannot purchase. (i.e. Retail displays and signage, POS) Submit all deal memos to Scott Lyons with a copy to Becky D’Anna and Ziad Toubassy o Local offices must also submit deal memos for all global partners’ local activation

Media Promotions: All media promotions must be submitted via deal memo to Scott Lyons with a copy to Becky D’Anna and Ziad Toubassy. Focus on exclusive media partner relationships that will allow you to create a larger promotional program with your largest and/or most appropriate TV, print, radio, and online partners. By focusing on exclusive relationships, it should afford you the opportunity to do repeat programs with these media outlets. Such a relationship should bring enormous value add opportunities to Skyfall. This also gives the feeling of exclusivity to the consumer as well.

In-Cinema Promotions: General Guidelines o Concession promotions MAY NOT include ANY kind of meal deal (ie. hot dog, popcorn and beverage).

28 CONFIDENTIAL – DO NOT DISTRIBUTE o Concession promotions MAY NOT utilize ANY film artwork that features Daniel Craig. Exhibitor Relations will create a piece of artwork to be used for concession programs that does not feature talent. o Because of the global program with Coke Zero, in-cinema promotions MAY NOT feature ANY non-Coke beverage branding or logos. In-Cinema Promotions Without Third Party Brand Involvement o Submit deal memos and creative which do not involve third party brands to Wendy Armitage with a copy to Ann-Elizabeth Crotty, Becky D’Anna, Ziad Toubassy and Scott Lyons. In-Cinema Promotions With Third Party Brand Involvement o Submit deal memos and creative to Scott Lyons with a copy to Becky D’Anna, Ziad Toubassy, Wendy Armitage and Ann-Elizabeth Crotty.

CREATIVE STRATEGY: Following is an overview of franchise attributes that will be helpful in the planning and design of your creative campaign for Skyfall.

Established consumer beliefs of the James Bond character o Bond is original and the epitome of cool o I want to be just like James Bond! Desired consumer effect o I want to buy products that are associated with Bond & Skyfall o To live the Bond lifestyle o Aspirational! Franchise/character themes o Original, cool, strong, adventurous, sexy & unpredictable o Action/Adventure: The action keeps getting hotter and consumers love it o Sophisticated humor o Bond Women: Smart, sexy & iconic o Gadgets: Ubiquitous with the franchise o Villains: Are to be feared! Restrictions o Partner may NOT imply a talent endorsement of any kind

DO THIS DON’T DO THIS Travel/Gear Up…Like Bond Be Bond The Choice of Bond Daniel Craig’s Favorite… 007’s Choice Bond Loves… The Official…of Bond Bond will only drive/wear/use… Bond’s Favorite… NO look-a-likes

CREATIVE GUIDELINES:

Skyfall Logo o You must use your market’s localized logo. TM must be tied to logo and no liberties should be taken with the layout. o The logo must be prominently displayed with an in theater mention below it on all materials. Approved variations of this include but are not limited to: . Only In Cinemas . In Cinemas October X

Teaser One Sheet/International Final One Sheet o The teaser one sheet (posted May 2012) and final international one sheet (due August 2012) can be used for all promotions.

29 CONFIDENTIAL – DO NOT DISTRIBUTE o These one sheets MAY NOT be altered or edited IN ANY WAY. o No partner product, logo, or messaging can appear within the border of these one sheets

TV Spots/Trailers o All Trailers and TV Spots may be used to cut spots for all third party brand promotions once they are available. o The use of film footage may trigger some reuse fees, which your advertising agency should be able to easily identify and process. Once you identify which footage you would like to use, SPE will work with you to determine which talent (including stunt performers) may require reuse fees to be paid. o If a partner wishes to show the full trailer of the movie, they must link to the Skyfall URL. http://www.skyfall-movie.com/

Approved Publicity Stills o All uses of approved publicity stills for brand, media and cinema promotions MUST be approved by Home Office.

Music o The James Bond Theme composition is owned by EMI. Partners will need to negotiate directly with EMI for the composition rights. Promotional partners will be responsible for a fee to EMI for usage based on specific territory, media plans and term. Marsha Tannenbaum EMI Music 810 Seventh Avenue NY, NY 10019 P) 212-830-2004 F) 212-830-5196 Email: [email protected] o Music from approved TV spots and trailers can only be placed over film footage in partner spots. The partner will need to source music locally for frames in spots that contain non- film material. o The title song has not yet been announced but it will also require additional clearance for partner use. We will update you when we have more information.

Legal Line (Must be featured on EVERY piece of creative) o Full Line: SKYFALL © 2012 Danjaq, LLC, United Artists Corporation, Columbia Pictures Industries, Inc. 007 Gun Logo and related James Bond Trademarks © 1962-2012 Danjaq, LLC and United Artists Corporation. SKYFALL, 007 and related James Bond Trademarks are trademarks of Danjaq, LLC. All Rights Reserved. o With space limitations: SKYFALL © 2012 Danjaq, United Artists, CPII. Gun Logo and related James Bond Trademarks © 1962-2012 Danjaq and United Artists. SKYFALL, 007 and related James Bond Trademarks are trademarks of Danjaq. All Rights Reserved. o With severe space limitations (only when absolutely necessary): SKYFALL © 2012 Danjaq, United Artists, CPII. 007 and related James Bond Trademarks, TM Danjaq.

LOCAL CREATIVE SUBMISSION GUIDELINES: All material that is localized must be submitted to Home Office for approval. Please ensure to allow 10 business days for approval.

The below should be used as a checklist before submitting any creative for local approval: It is critical to include the official film title treatment and in-cinema message on all creative materials.

30 CONFIDENTIAL – DO NOT DISTRIBUTE When sending creative layouts, please be sure to indicate each item’s purpose in the file name. Review creative materials before sending to home office and include your comments when sending as to changes that need to be made. Ensure that an English translation of all creative materials accompanies the creative. Please make sure Home Office has hi-res art and AV (link to download broadcast quality version) for all your third party brand partner’s creative no later than two weeks before release so that it may be shared with filmmakers and senior executives. Add the legal line at the bottom of the creative. Remove all logos and billing block from key art. Use only the approved synopsis when describing the film.

CONFIRMED PARTNERS/LICENSEES: Promo Partners Bollinger: Champagne o 30 Territories o Creating limited edition 007 licensed innovative Bollinger/Bond Collector bottle to celebrate the 50th anniversary o Retail and Print Coke: Carbonated Beverage o 45+ Territories o $30+ MM Media Commitment o Special Packaging o Themed TV spot Harrods: UK Retail o POS materials throughout the estate o Visible to 1.7 million visitors o Print and online promotional support Heineken: Beer o 50+ Territories o $60MM Above-the-Line Commitment – TV, Print, Digital, Outdoor, On and Off Premise o Dedicated TV spot featuring Daniel Craig and Bérénice Marlohe o Introducing super premium 007 showcase packaging Omega: Watch o 30+ Territories o $15MM Media Commitment o Producing TV spots featuring Daniel Craig and Bérénice Marlohe o 50th Anniversary Watch – Feb. 22, 2012 o Limited Edition Watch – October 2012 Sony Electronics/Mobile: Electronics & Mobile o 42 Territories o $33+ MM Media Value Commitment o Joint activation and messaging - Sony Electronics and Sony Mobile o Dedicated TV spot featuring Daniel Craig Visit Britain: Travel o 21 Territories o Creating a SKYFALL -themed travel package o Providing “Money Can’t Buy” Experiences – For media promotions o Exposure through all marketing channels o TBD – TV Campaign

Placed Brands If you need specific information about what is placed in the film, please contact Home Office. The following brands have products in the movie: Aston Martin: Automobile

31 CONFIDENTIAL – DO NOT DISTRIBUTE Honda: Motorcycles Land Rover: Automobiles Tom Ford: Apparel

Licensees Activision: Gaming O.P.I: Nail Lacquer o 107 Territories o $3+ MM Above-the-Line Commitment o Bond 50th Anniversary and Skyfall Nail Lacquer P&G: Men’s Fragrance o 32 Territories o 007 Fragrance o TV, Print, Online o SKYFALL promotion leading into Holiday buying season o Distribution Channels - department stores, specialty beauty stores, duty free, and drugstores. Swarovski: Jewelry, Apparel, Accessories o 50th Anniversary collection with Skyfall piece o Retail support in 2,200 Locations o Bérénice Marlohe featured in campaign

Because these are global partners, please refrain from pitching to partners in the following categories: Accessories Apparel Automobile Beverages (including carbonated & alcoholic) Electronics Gaming Jewelry Men’s fragrances Mobile Watches

EXHIBITOR RELATIONS

SKYFALL Release Range: Late October '12 - December '12 Territories: ALL, EXCEPT: Scandinavia, Bulgaria, Iceland, Israel, Middle East, Hungary, Portugal, Poland, Romania, Czech Republic and Slovakia TRAILER TARGET NOTES Amazing Spider-man, The Big Wedding The, Gambit Gangster Squad Here Comes The Boom Men In Black 3 (3D) Taken 2 Total Recall

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TRAILERS RELEASED Trailer Version Date Available Int'l A May-12 Int'l B August 2012 IN-THEATRE MATERIALS TEASER ONE- SHEET

Languages: English & LAS Date Queried: 5/1/2012 Inwood Shipping Date: 5/25/2012 In-Theatre Date: 5/30/2012

5x8 BANNER

Languages: English, LAS, Castilian, Complex Chinese, French, German, Italian, Japanese, Korean Date Queried: 5/29/2012 Inwood Shipping Date: TBD In-Theatre Date: TBD

10x15 BANNER

Languages: English, LAS, Castilian, Complex Chinese, French, German, Italian, Japanese, Korean Date Queried: 5/29/2012 Inwood Shipping Date: 6/26/2012 In-Theatre Date: 7/6/2012 COMING SOON Item Date Available Standee July 2012

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Security Pre-Screening Dates & Invitation Verbiage

Please find the security info for all SKYFALL pre-release footage screenings and pre- release screenings.

Please let Josh Farrar know where all screenings will be held, so proper security can be coordinated.

Night vision goggles are required for every screening.

Screenings prior to October 25, 2012 – Full security procedures MUST be in place to include bag checks, wanding, night vision goggles and mobile devices with cameras MUST be collected.

Night vision goggles are required for every screening

Please find the proper verbiage for all invitations:

This screening will be monitored for unauthorized recording. By attending this screening, you consent to surveillance by security personnel. By attending, you agree not to bring any recording device (including certain types of mobile devices which have recording capability) into the theater. By attending, you also consent to physical search of your belongings and person for recording devices. If you attempt to enter with a recording device, you will be denied admission. If you attempt to use a recording device, you consent to your immediate removal from the theater and forfeiture of the device and its contents. Unauthorized recordings will be reported to law enforcement and may subject you to criminal and civil liability.

Security Pre-Screening Protocols

PRE-SCREENING SECURITY

All SKYFALL pre-release footage screenings and pre-release screenings shall have the following security protocols. SKYFALL is far too important to Sony Pictures not to protect it to the fullest extent.

PRE-RELEASE SCREENING SECURITY PROTOCOLS

All invitees must be advised in advance that NO mobile phones, cameras or recording devices will be allowed inside the theatre. The invitation must have language to this effect in both the local language and in English. Please also ask your guests to arrive early as this process could slow things slightly. NOTE: security vendors selected to provide security 34 CONFIDENTIAL – DO NOT DISTRIBUTE coverage at each theatre must be adequately prepared and staffed to facilitate this both courteously and efficiently.

Prior to theatre entry metal detection devices (hand-held wands) will be used by trained security personnel to screen all attendees to ensure they do not enter with prohibited items. A sufficient number of these wands should be available to ensure all guests are screened within one hour leading up to the start of the film.

At each theatre entrance there should be an area designated to perform wanding of guests with handheld metal detectors and to allow for the check-in of recording devices and all phones.

Security staff should walk through all areas of the theatre (including bathrooms) and the projection booth in each auditorium prior to and during the screening of the film - ideally, one member of staff should remain in the projection booth area while the assembled film is there.

Theatre management should be advised of these security protocols and understand and support them.

FOR THE RUN THROUGHS IT IS IMPERATIVE THAT WE SECURE THE AUDITORIUMS AND PROJECTION BOOTHS.

Although package inspection is mandatory there should be no physical contact between the screener and the guest or the guests' belongings (unless and until they are checking in a camera or a mobile phone).

Security is responsible for ensuring that no unauthorized persons enter the theatre after the film begins and further to re- inspect all items/persons upon their re-entry to the theatre.

Security staff will patrol the theatre and utilize night vision goggles (NVG) to ensure no one is operating a recording device. The size of the audience and the lay-out of the auditorium will determine the number of scopes needed.

In the event someone is observed or suspected of recording the film a member of the SPRI staff will be responsible for responding. Unless there are extraordinary circumstances it is preferred that the screening not be interrupted and that the suspect be approached just as the film ends. This will obviously require continual visual monitoring until movie ends.

The local contract security vendor for each venue should provide enough two-way radios to ensure their staff and ours are well connected.

POST SCREENING PROTOCOLS/OTHER

Upon completion of the screening, each print should be broken down, recovered and properly secured.

If you have any questions please email Josh Farrar [email protected]. If you have any specific equipment needs (NVG's/ Metal Detector Wands / etc.) please make that request to Josh Farrar immediately.

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