MarketingMarketing GuideGuide

www.dinosalive.com Table of Contents

Introduction 3 Film Positioning Synopsis 4 Fact Sheet 5 Short Descriptions 6 Target Audiences & Messages 7 Key Artwork & Promotional Material Key Artwork 8 Promotional Material & Images 9 Press Relations & Publicity Press Kit & Electronic Press Kit (EPK), Media Screenings 10 Generating Publicity & Media Partnerships 11 Dinosaur Mascot 12 Screenings 13 Promotional Screening 14 Educator Screening 15 Opening Events Local Premiere & Members Events 16 Guest Appearances 17-19 Exhibits 20-22 Group Sales 23 Education & Resources Ed Guide, Classroom Poster & Traveling Trunks 24 Books for Children 25 Books for Adults 26 Advertising 27-31 Merchandise Film Related Items & Suggested Books 32 Contacts 33

ww ww ww .. dd ii nn oo ss aa ll ii vv ee .. cc oo mm 2 Introduction

This guide is provided to help you launch Dinosaurs Alive successfully and to sustain strong attendance throughout the film’s run.

All of the tools are available on the Films Marketing Website. You can access these by going to www.dinosalive.com and clicking on Theater Resources.

Contacts are provided at the back of the Guide. Please feel free to contact us if there is anything you need that you don’t find here or on the marketing website.

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w w w . d i n o s a l i v e . c o m 4 Film Positioning Su Fil Directors/ pp m Major fundi Len Distributed b ort Providedb ing Locations: Release Da Ph De gth of Pro otogra Director of script Formats: Narrator: Wri ducers: Editor: Fi Tit ng t p i ers: on: h lm te: l y y e & : : : : y

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w w w . d i n o s a l i v e . c o m 6 Film Positioning Primary promotional ef we recommend While sta M museum an family friendlyinal Parents and wi for of enjo (ages 5-15 lovers Dinosaurs Alive Target Audiences&Messages Additional M the word! for partne thea maximum re Creating audience-specificpromo NaturalHi E ESSA ll helpthe K-12 local D y ter ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ I the A r f Famil Women Senior gro Local com Di Tour g Museum p Educator s ship r BUYIN Disco Exp Learn Journey See life-sizedand HH income$75K+ dinosaur rel modern scientistscon of . om GES

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w w w . d i n o s a l i v e . c o m 7 Key Artwork Our goal and intention with the key artwork for Dinosaurs Alive is to communicate the subject matter, the format, and the content contained in the film to potential audiences. We believe the variety of campaigns from which you can choose offers options for maximizing the interest of your audience. Beautiful still images are available on the marketing website for use in your marketing and publicity materials. All of the marketing materials are being provided electronically and can be accessed from the website www.dinosalive.com [Theater Resources]. All of the files are provided in JPEGS so you can view them without downloading the file. Once you get into the files, you can easily manipulate the layered materials as needed. Theaters located in the United States are required to include the National Science Foundation credit and logo on all materials. These are included on the marketing website with direction on correctly using the logo and credit line – “Major Funding Provided by the National Science Foundation”. Available Tools: ■ Poster Key Art ■ Print Ads ■ Color logos ■ Radio Ads ■ B/W logos ■ Outdoor ■ Rack Cards ■ TV spot available on the EPK ■ Invitations through GSF ■ Postcards ■ Web Banner ■ Banners

Samples of the materials are located in the Resources Section of this Guide. Key Artwork & Promotional Material

ww ww ww .. dd ii nn oo ss aa ll ii vv ee .. cc oo mm 8 Promotional Material MARKETING MATERIALS There are a variety of concepts for the key art for Dinosaurs Alive. The following are available in layered files on the marketing website: ■ Posters ■ Rack Cards ■ Print Ads ■ Outdoor ■ Banners ■ Web Banner ■ Invitations ■ Postcards

Images Film and promotional images have been provided on the Marketing Website. Feel free to use these as needed in personalized promotion for the film in your market. We have provided a thumbnail view, caption, and credit for each image.

Artwork Modifications You may need to modify the film’s key artwork based on the needs and nature of your theater’s target audience. To that end, the files have been provided in formats that will allow you to modify them. Please include the NSF logo as required Key Artwork & Promotional Material and mentioned above if your theater is located in the United States.

ww ww ww .. dd ii nn oo ss aa ll ii vv ee .. cc oo mm 9 Press Relations & Publicity As the Media Screening To supplement You wi For e Press Kit&Electronic The ElectronicPressKit I Invite mediapro Press Kit to The WORDfileof Form. Press Foldersand relationship with the to to network o share medium) fo high maximize televis interest of crew to coverage. TV sp provides te unable to the depending onwhois Press Kits screening o and wi behind” sup encourage e you deserve! their related their f youdecid allo helpyou ob EVERYT groundwork

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w w w . d i n o s a l i v e . c o m 11 Giant Screen Films is pleased to introduce Tarbie the Tarbosaurus, available for appearances at your theater. Family-friendly and not too menacing, this 7-foot mascot is designed to look relatively realistic and based on the dinosaur Mascot featured in the film and on the poster. Kids will love it!

Tarbie can make appearances in your theater, at community events, local libraries, hospitals, malls, and schools. The dinosaur will need a handler to answer any questions because everyone knows that Tarbosaurs don’t talk!

Images of the costume and additional details are available through GSF. The costume will fit most adults and includes the body, a head, and special dino-feet to slip over the shoes. The mascot ships in two crates.

The mascot costume is available for seven day rentals plus shipping. The weekly rental cost is $700. Call GSF today to invite Tarbie to your theater!

ww ww ww .. dd ii nn oo ss aa ll ii vv ee .. cc oo mm 12 Advance screenings are the most effective way to generate buzz. Consider a strategic approach to this and utilize our offer to host screenings at no charge for admission to these.

We consider a justified promotional screening to be a special audience of invitees for the purpose of developing a specific audience or for general community awareness to build the overall success of the film. It should include a media partner with airtime to promote the screening. These do not include member events. Examples of screenings include: educator screenings, general public promoted with one or more media outlet. Screenings

ww ww ww .. dd ii nn oo ss aa ll ii vv ee .. cc oo mm 13 Promotional Screening General Promotional Screening Set a date for a SNEAK PREVIEW a few days before the film is officially opening. Create FREE “ADMIT TWO” PASSES (Quantity should be at least double the capacity of the theater) and make a distribution list of getting these passes out to the community. We recommend tying into a minimum of one media partner for this event. Give them the majority of the passes to give away on the air as prizes and incentives to call into the station. It is important that you check with your media partner throughout the promotion to ensure the success and to be sure they are following through on distributing the passes as agreed. Think Diversity You want to attract a mixed audience to maximize the word-of-mouth for the film. You can create the passes in house and include the official film logo, your logo, the date and time of the screening, your address and the Screenings media partner’s (or partners) logo. Be sure to include the following line of copy just in case you have more people show up than you have seats – This pass does not guarantee a seat. Please arrive early as admission is limited to the number of seats in the theater on a first come first served basis. Also, consider trading the pass as they arrive for actual tickets to get into the theater and only give out the exact number of seats you have in your theater. Your theater staff does not need to deal with an over-full theater situation. If you reach your capacity, consider offering passes for coming back when the film is open or taking their name and address and mailing passes to them. You do not have to offer passes for another day since you have included the “does not guarantee a seat” copy on the pass. However, a happy customer will come back and speak highly of the film which is better than an unhappy customer. Overfilling does not occur often but you should be prepared. While most passes should be given to the potential media partners to get the buzz started, also consider distributing some passes through: ■ Professionals from the tourism and cultural attractions industries ■ Local community leaders ■ Meeting Planners ■ Community partners for promotions ■ Theater Sponsor Companies – they can distribute to their employees ■ Staff’s friends and families ■ On your Website – Pop Up Offer ■ Neighboring attractions and area businesses ■ On-site-- to the visitors on the days prior to the screening ■ Board of Directors – Advocates and cheerleaders for the institution

ww ww ww .. dd ii nn oo ss aa ll ii vv ee .. cc oo mm 14 Screenings wh also helpcr studen high experience t Host a Educator Sc ich cand light t ts an least the eate d extend r he one ive sustainedgroup film’s Educ film anditseduca st screening rong

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w w w . d i n o s a l i v e . c o m 16 Guest Appearances

Guest speakers create opportunities for publicity. The following speakers are available to visit your theater. Once you know the dates and person you wish to invite, please make the request through Tina Ratterman at Giant Screen Films – [email protected] or 847-475-9140 x.111

Visiting Scientist Program, sponsored by the National Science Foundation, provides scientists for one overnight stay and two days with the first 20 US theaters to open the film. These representatives can conduct lectures, participate in media interviews and assist with film openings. Opening Events

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w w w . d i n o s a l i v e . c o m 19 The National Science Foundation provided funding for the film and for the following programs to support theaters located in the United States. TRAVELING TRUNKS The Maryland Science Center has developed the Traveling Trunks. These are available to theaters located in the United States at no charge, including shipping on a first come, first served basis. Each traveling trunk contains materials and activities for facilitated, interactive, hands-on educational experiences that supplement themes from the film and provide answers to questions frequently posed about dinosaurs. These activities relate to science curriculums at varying grade levels. Each trunk is housed in a hard-shelled, Pelican Case approximately 18” by 21” in size, to facilitate shipping and ease of handling. Contents can be utilized on a portable explainer cart or tabletop. Activities utilizing the included software will require a computer, monitor and keyboard. The addition of a printer will allow participants to take home the product of their activity for several of the programs. To request a traveling trunk send an email to: [email protected] Exhibits

CONTENTS ■ Cast replicas of raptor claws from Velociraptor and Utahraptor. ■ Cast replica of an Oviraptor egg. ■ Laminated activity card –Oviraptor: egg thief or protective parent? ■ Interactive CD-Rom containing four distinct programs with activities: 1. Color a Dinosaur 2. Is it a Dinosaur? 3. Create a Dinosaur 4. Make a Dinosaur Song ■ Manual containing background information/activity ideas. ■ Promotional signage or table covering featuring the Dinosaurs Alive logo Classroom Posters Special thanks to The American Museum of Natural History has developed the Classroom the National Science Poster that includes educational activities and fun facts. They also can be Foundation for mailed as a stand-alone piece for marketing the film to school groups. Each supporting lease theater can receive 1500 complimentary posters. Additional quantities Dinosaurs Alive may be ordered through GSF. Contact Tina Ratterman to receive your free and advancing posters. [email protected] science education! Tickets for Underserved Audiences Each lease theater is invited to submit a plan for reaching underserved audiences and in return will receive 1500 free admissions. Please send your plan to Tina Ratterman at Giant Screen Films for approval. [email protected] Guest Appearances Scientists who appear in the film are available for speaking engagements to the first 20 theaters to launch. This includes one overnight stay, the speaker’s fee, and travel expenses with a “not to exceed” amount. Details on all of the speakers are included in the Opening Events section begin on page 17.

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w w w . d i n o s a l i v e . c o m 21 NATURAL HISTORY MACHINES Parasaurolophus & Struthiomimus

INTERACTIVE DINOSAUR SCULPTURES This entirely unique dinosaur exhibit combines monumental puppetry, sculpture, mechanics, simple machines, natural science and technology with your visitor's imaginations and curiosity. Artist and innovator, John Payne has taken interactive sculpture to new levels of audience engagement. Big, bold creatures are electronically as well as manually controlled, sure to capture the interest of theater patrons. Payne's steel dinosaur skeletons come to life when visitors simply walk by, roused to life on cue. Or your visitors can control their movements,

Exhibits their sounds and special effects with a remote control device. Staff can manually control the creatures as gigantic puppets for programs and demonstrations. Your gallery is always alive! Two exhibit sculptures are available: a Parasaurolophus sculpture and a Struthiomimus sculpture (featuring two animals on one platform). Parasaurolophus were about 10 m (33 ft) long, 5 m (16 ft) high and weighed around 3500 kg (7,700 lb). Like other hadrosaurs, they were facultatively bipedal, i.e. they could alternate between two legs and four, probably preferring a quadrupedal gait while they foraged for food and assuming a bipedal mode for faster running. Struthiomimus was a long-legged, ostrich-like dinosaur which lived in the area that is now Canada, during the late Cretaceous Period, approximately 75 million years ago. The bipedal Struthiomimus stood about 3.7 meters long and 1.4 meters (4'6") tall at the hips and weighed around 150 kg (330 lb). SCULPTURE DETAILS These exhibits are produced by John Payne in his Ashville, NC studio. The skeletons are fashioned out of recycled steel and weigh approximately 800 lbs and require an 8’x14’ space with 11.5’ clearance. Each requires one regular 110V grounded power outlet. Detailed specs are available upon request. LEASING Exclusive discounted lease fee of $2,700 per month for theaters featuring Dinosaurs Alive. Shipping is extra. Installation fees may apply. The exhibits are one-of-a-kind but may be leased together or separately. John Payne is available for appearances. Please contact your GSF representative for more information.

ww ww ww .. dd ii nn oo ss aa ll ii vv ee .. cc oo mm 22 Dinosaurs Alive offers a compelling platform by which to attract local school groups, families, youth groups, and educationally oriented audiences to your theater. We highly recommend that you and your marketing team maximize your group support by hosting educators and local community leaders and organizations at advance screenings to drive group sales bookings throughout the film’s programming run. Advance screenings are tremendous opportunities to allow educators and people involved in the group sales and tourism industry to experience the film and its content firsthand and to display and highlight the film’s marketing materials such as the Rack Cards and Posters. Advance marketing for group sales will introduce the film and potentially create strong word-of-mouth publicity within your community, which in turn can drive sustained group sales throughout the programming run. The list below provides ideas to consider for advance screenings that could prove to be strong potential sources for ongoing group sales bookings:

Group Sales ■ Teachers/Educators ■ School Administrators ■ Parent-Teacher Organizations ■ Tour Operators – Local, regional and national ■ Group Leaders – Local, regional and national ■ Travel Agencies that specialize in trips to archeological dig sites. ■ Local Boys & Girls Clubs ■ Girl and Boy Scout Troops ■ Professionals from other tourist attractions ■ Local Political Leaders ■ Home School Organizations ■ Community Centers ■ Meeting Planners (MPI) ■ Local Corporations To support your sales efforts and marketing to educational and youth groups, we are pleased to provide the Educator’s Guide, developed by American Museum of Natural History in New York and a printed classroom poster available through GSF. The comprehensive online Educator’s Guide can be downloaded from the website www.dinosalive.com and www.gsfilms.com

ww ww ww .. dd ii nn oo ss aa ll ii vv ee .. cc oo mm 23 Educator’s Guide We encourage you to promote the online interactive Educator’s Guide as a valuable element of the group sales package thus providing the educator with increased value and a platform for integrating the film into their lesson plans leading up to the group’s visit. We also recommend using the Education Poster and website address for the online Educator’s Guide as a sales generating tool whenever possible. Distribution of the Education Poster at educator screenings, for example, can provide teachers with immediate insight into the role the film can play in the classroom and can generate positive word-of-mouth promotion for the film in the educational community. We have provided the Education Poster and Ed Guide electronically with the film’s Marketing Tools. ion & Resources t Educa

Educator’s Guide – The Ed Guide is provided on the film’s website and the GSF website to allow you to print copies and include them in your pre-visit packets for confirmation to educators. www.dinosalive.com and www.gsfilms.com Classroom Poster – This piece can be used as a self-mailer to promote the film to educators and includes activities and an attractive poster to display in the classroom. These should be ordered from GSF using the Materials Order Form. Traveling Trunks are available to theatres located in the United States at no charge, including shipping on a first come, first serve basis. See page 20 for details.

ww ww ww .. dd ii nn oo ss aa ll ii vv ee .. cc oo mm 24 Recommended Reading

Suggested Reading and References for Children Bausum, Ann. 2000. Dragon Bones and Dinosaur Eggs: A Photobiography of Roy Chapman Andrews. National Geographic Society, Washington, D.C. Czerkas, S.J. 2002. Feathered Dinosaurs and the Origin of Flight. The Dinosaur Museum, Blandng, Utah. Dingus, L. and Norell, M.A. 1996. Searching for Velociraptor. Harper Collins Publishing, New York. DK Publishers. 1994. The Big Book of Dinosaurs. DK Publishers. 1998. Dinosaurs and How they lived. Lindsey, W. 1998. On the Trail of Incredible Dinosaurs. DK Publishing. Norell, M.A., and Dingus, L. A Nest of Dinosaurs: The Story of Oviraptor. Doubleday, New York. Norell, M.A., Lowell, D., and Gaffney, E. 1995. Discovering Dinosaurs: Evolution, Extinction, and the Lessons of Prehistory. University of California Press, Berkeley, California. Parsons, J. 2001. Dinosaur Encyclopedia. DK Publishers. ion & Resources

t Rey, L. 2001. Extreme Dinosaurs. Chronicle Books, San Francisco. Wenzel. G.C. 2004. Feathered Dinosaurs of China. Charlesbridge Publishing Zimmerman, H. 2000. Dinosaurs! The Biggest Baddest Strangest Fastest. Antheneum, New York. Educa

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ww ww ww .. dd ii nn oo ss aa ll ii vv ee .. cc oo mm 31 Merchandise necessary for GSF: And provided or additiona ava The mercha on-line orderinga vendor that partne Giant Scree magnets an includ deve A varietyof Merchandise Film Related specificr ilab y l Wood oped t ing t- r awoo ing witha l e inMayand l detailswi . shirts, itemsa wi o d more [email protected] you can n ndise wil equests directly a suppor Filmsis ll provide

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r 001. w York. ux, Ne ants E.B. Shugar, g Cl f rs to Wilson, J.A.

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w w w . d i n o s a l i v e . c o m 32 Contacts

General Information Giant Screen Films 500 Davis Street, Suite 1005 Evanston, IL 60201 (847) 475-9140 (847) 475-9145 FAX www.gsfilms.com

For marketing information and support, design approvals, and appearances, contact: Tina Ratterman (847) 475-9140 x 111 [email protected]

For marketing material orders, prints and soundtracks, please contact: Rob Grzymala (847) 475-9140 x 106 (847) 475-9145 (fax) [email protected]

For merchandise, exhibits and mascot information, please contact: Andy Wood (847) 475-9140 x.105 [email protected]

ww ww ww .. dd ii nn oo ss aa ll ii vv ee .. cc oo mm 33