BRAND STANDARDS TABLE OF CONTENTS

Introduction 3 Primary Logo 4 Condensed Logo 5 Logo Usage 6 Background Control 9 Color Palette 12 Typography 14 Paper System 17 Email Signature 19 Video Branding 20 Social Media 24 Merchandise 29 Poster Housings 30 Showpage Copy 32

2 INTRODUCTION

As the Alamo Drafthouse Cinema continues to grow, so does the visibility to our business partners and the public. As a result, it becomes increasingly important to present a unified, cohesive voice across all of our marketing and visual communications. Our design aesthetic looks to vintage and obscure movie posters, ad mats, and press kits for inspiration. It echoes the fun, rebellious spirit of D.I.Y. film ‘zines from the second half of the twentieth century. This guide is intended for anyone involved in the creation of visual communication materials for the Alamo Drafthouse Cinema. The document is broken down into three sections, which are outlined below.

Section 1: The Alamo Drafthouse Cinema Logo This section covers usage of our most recognizable visual asset — our logo. The Alamo Drafthouse Cinema logo is the cornerstone of our identity and should always be used in accordance with these guidelines.

Section 2: Brand Standards Working hand-in-hand with the logo, the Alamo Drafthouse Cinema brand standards provide a framework for building consistent, professional communication materials through color palette and typography.

Section 3: Communication System The communication system covers the application of the previous two sections to print, video branding, merchandise, and more.

These sections provide general guidelines and assets for adhering to the Alamo Drafthouse Cinema design standards. However, we encourage you to contact John Gross at [email protected] with any questions you may have.

3 PRIMARY LOGO

Overview The Alamo Drafthouse Cinema logo represents our entire company — including the show, merchandising, advertising, and sponsorships. Be mindful when using the logo. It’s a personal sign-off on our unique ideas, culture, and presentation. The signature consists of the words “ALAMO DRAFTHOUSE CINEMA” set in a custom logotype and encased within a “marquee” housing. It has multiple variations which are available in a wide variety of formats suitable for print, on-screen and online applications.

General Usage The Alamo Drafthouse Cinema logo can be reproduced using one, two, or three colors. It can also be used in certain reverse color applications. See page seven for further details. Contact John Gross at [email protected] for instructions on how to access the logo files.

The logo should always be used as a complete unit. The words “Alamo Drafthouse Cinema” and its elements should never be used independently of one another. The following pages provide a complete guide to appropriate usage. The logo should not be utilized in any other way, without express written permission from the creative office.

4 CONDENSED LOGO

Overview The Alamo Drafthouse Cinema condensed logo is a secondary mark. It should be used in situations where the full logo doesn’t best reproduce, such as at small sizes. It is also the preferred online version of the logo, and should be used as the primary avatar for all social media profiles. The condensed logo should also be used in scenarios where the Alamo Drafthouse Cinema patrons are already familiar with the primary brand. For instance, the condensed logo should be primarily featured inside the cinema on employee uniforms, advertising, and merchandise.

General Usage The condensed logo can be reproduced using one, two, or three colors. It can also be used in certain reverse color applications. See page seven for further details. Contact John Gross at [email protected] for instructions on how to access the logo files.

The logo should always be used as a complete unit. The letter “A” and its elements should never be used independently of one another. The following pages provide a complete guide to appropriate usage.

5 LOGO USAGE

Clear Space When placing the logo in a layout, it should never be crowded by other design elements. Regardless of size, the minimum amount of clear space around all sides of the logo should be the height of the A in the logotype.

Height Height

Minimum Size The full logo is designed to be legible at small sizes. But it should never be sized less than 1.375” wide for print applications and 125 pixels wide for web applications. The condensed logo may be used as small as 0.35” wide for print, and 25 pixels wide for web.

1.375” 0.35”

25 px 100 px

6 LOGO USAGE

Correct Uses The Alamo Drafthouse Cinema logo can be used in any of the following ways. In situations where the black version of the logo is utilized, associated neutrals (see page eleven) may be substituted as long as they follow background control rules (see page nine). Contact John Gross at [email protected] for any of the below logos, or for specific usage instructions.

Three Color Red (PMS 200 C): Housing Gold (PMS 7405 C): Frame Cream (PMS 7499 C): Lettering

Two Color Two Color Two Color Two Color Red (PMS 200 C): Housing Red (PMS 200 C): Housing Red (PMS 200 C): Housing Black (Black C): Housing Gold (PMS 7405 C): Interior Cream (PMS 7499 C): Interior White (Paper Stock): Interior White (Paper Stock): Interior

One Color One Color One Color (Negative) One Color (Negative) Red (PMS 200 C): Housing Black (Black C): Housing Gold (PMS 7405 C): Housing White (Paper Stock): Housing

7 LOGO USAGE

Incorrect Uses It’s important to never use the Alamo Drafthouse Cinema logo in any of the following ways.

Any unapproved colors Used without the housing Used without the housing and frame Used without the lettering

Interior gradients and special effects Reversed from photographic Logo used inside another shape Rotated or Flipped such as emboss, glows, bevels, etc. background

Never use as a word.

Compressed or expanded Never recreate the logo or symbol

8 BACKGROUND CONTROL

Value Range The preferred backgrounds for our signature are white and black, but in some cases it’s necessary to use the signature over colors or images. In these cases, it’s extremely important to ensure the visibility of all signature elements. The chart below shows the approved signature colors and which value ranges work best. As you can see, the Three Color / Red Housing mark is extremely versatile.

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Three Color / Red Housing

One Color / Red Housing

One Color / Positive

One Color / Negative

9 BACKGROUND CONTROL

Colors The preferred backgrounds for our signature are white and black. But in some cases, the signature is used over a color to enhance a particular design concept, or it is necessary to apply the signature over a colored substrate. In these cases, it’s extremely important to ensure the visibility of all signature elements. The exhibits show which signatures to use over various colors to ensure maximum visibility. Note that, although the black signature may be visible on many mid-range backgrounds, it is preferred that white be used in those cases.

Colored Substrates/Surfaces Applied/Printed Colors

10 BACKGROUND CONTROL

Imagery The preferred backgrounds for our signature are white or black, and in some cases, a solid color. When appropriate, the signature can be used over an image to enhance a particular design concept. In these cases, it’s extremely important to ensure the visibility and readability of all signature elements by using only the three or two color signature options. Background imagery should be scaled back through duotone or opacity, in order to retain focus on the signature. The signature elements must not be superimposed over background imagery. Background imagery should never utilize a gradient fade in Alamo Drafthouse materials. The examples show both correct and incorrect usages.

Correct Uses Incorrect Uses

11 COLOR PALETTE

Primary Colors The primary colors of the color palette represent the strong, minimal core of the brand. The consistent representation of these core colors help reinforce the distinctiveness of the Alamo Drafthouse Cinema brand. The Alamo Drafthouse Cinema Signature can only be reproduced in the primary colors.

PMS 200 C PMS 7405 C PMS 7499 C CMYK: 24, 100, 99, 19 CMYK: 15, 19, 76, 0 CMYK: 9, 6, 23, 0 RGB: 163, 30, 34 RGB: 221, 195, 94 RGB: 231, 228, 200 HEX: #A31E22 HEX: #DDC35E HEX: #E7E4C8

Neutrals The following neutrals may be used in the Alamo Drafthouse Cinema color palette. Use neutrals sparingly, selecting only one or two tones if used in support of the primary palette.

PMS Black C Warm Gray 9 C Warm Gray 7 C Warm Gray 5 C Warm Gray 3 C Paper Stock CMYK: 0, 13, 49, 98 CMYK: 0, 1, 0, 51 CMYK: 0, 0, 0, 37 CMYK: 0, 0, 0, 29 CMYK: 0, 0, 0, 17 CMYK: 0, 0, 0, 0 RGB: 38, 28, 2 RGB: 145, 145, 149 RGB: 173, 175, 178 RGB: 190, 192, 194 RGB: 216, 217, 218 RGB: 255, 255, 255 HEX: #261C02 HEX: #919195 HEX: #ADAFB2 HEX: #BEC0C2 HEX: #D8D9DA HEX: #FFFFFF

12 COLOR PALETTE

The Alamo Drafthouse Cinema color palettes have been compiled into PMS, CMYK and RGB swatch libraries that can be loaded into Adobe Design programs such as Photoshop, Illustrator and InDesign. This saves time and eliminates error when working with the color palette for both print (PMS & CMYK) and web (RGB) formats.

These libraries have been exported as .ase (Adobe Swatch Exchange) files. Detailed instruction on how to load these pre-built palettes into your design application of choice are below. Contact John Gross at [email protected] for instructions on how to access the swatch libraries.

Loading Swatches in Photoshop To import custom swatches from a file in Photoshop, click on the swatches panel menu and choose “Load Swatches...” You will be prompted to select a file from your computer or network. Select your choice of Drafthouse_CMYK.ase or Drafthouse_RGB.ase files and press the “load” button. The color palette of choice will load in the swatches menu for your use.

Loading Swatches in Illustrator To import custom swatches from a file in Illustrator, click on the swatches panel menu and choose “Open Swatch Library.” Then, open “Other Library...” You will be prompted to select a file from your computer or network. Select your choice of Drafthouse_CMYK.ase or Drafthouse_RGB. ase files and press the “Open” button. The color palette of choice will load in the swatches menu for your use.

Loading Swatches in InDesign To import custom swatches from a file in InDesign, click on the swatches panel menu and choose “Load Swatches...” You will be prompted to select a file from your computer or network. Select your choice of Drafthouse_CMYK.ase or Drafthouse_RGB.ase files and press the “Open” button. The color palette of choice will load in the swatches menu for your use.

13 TYPOGRAPHY

Primary Headline The primary Alamo Drafthouse Cinema headline typeface is FUTURA STD. It is available in several weights for maximum flexibility. Use FUTURA STD Bold in capitalization as the standard weight and style in all primary print design headlines. Contact John Gross at john.gross@ drafthouse.com for instructions on how to access the typeface.

FUTURA STD Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890”:!@#%$&*?

FUTURA STD Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890”:!@#%$&*?

FUTURA STD Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890”:!@#%$&*?

FUTURA STD Extra Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890”:!@#%$&*?

14 TYPOGRAPHY

Secondary Headline The secondary Alamo Drafthouse Cinema headline typeface is SHELDON. It suggests a “hand written” style. Use SHELDON in capitalization as the standard weight and style in place of FUTURA STD as a headline when needed. FUTURA STD and SHELDON are not used together as headlines under any circumstances. Contact John Gross at [email protected] for instructions on how to access the typeface.

SHELDON fly ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890”:!@#%$&*?

SHELDON feather ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890”:!@#%$&*?

SHELDON ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890”:!@#%$&*?

15 TYPOGRAPHY

Primary Body The primary Alamo Drafthouse Cinema body typeface is Adobe Garamond Pro. It should be used as the standard body copy typeface.It is not used as a headline typeface under any circumstances. Contact John Gross at [email protected] for instructions on how to access the typeface.

Adobe Garamond Pro Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890”:!@#%$&*?

Adobe Garamond Pro Regular Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890”:!@#%$&*?

Adobe Garamond Pro Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890”:!@#%$&*?

16 PAPER SYSTEM

The Alamo Drafthouse Cinema paper system is simple, elegant, and easy to use in every scenario from printing on letterhead to sending an electronic document via email.

Business Card

The business card is a custom size, measuring 3.05” x 1.65”. It is 3/2 (3 colors 612A E. 6th St. on the front, 2 colors on the back) and should be offset printed on a natural Austin, TX 78701 white, uncoated cover with a minimum weight of 130 lb. It is die-cut to maintain YOUR NAME perfectly rounded corners, and the gold must be printed with gold foil. FUTURA Your Title STD Book must be used for all text on the cards, left-aligned and set in size 7 pt., p: 123-456-7890 c: 123-456-7890 [email protected] with a leading of 9 pt. The employee’s name and title are the only exceptions. The twitter: @yourtwitterhandle name is set in bold, all caps, at size 8 pt. The title is set in book at the standard 7 pt.

All numbers (phone, cell, fax, etc.) must appear on the same line. Underneath, the following lines can be utilized for digital communications such as email and Twitter accounts. The physical address always appears right-aligned on the top- right of the card.

If you require new or updated cards, contact John Gross at [email protected].

17 PAPER SYSTEM

Envelopes & Letterhead The envelopes and letterhead are 4/0 (4 colors on the front, blank on the back) and should be offset printed on a natural white, uncoated Date: January 01, 2011 To: Name Here Fr: Name Here text with a minimum weight of 100 lb. 1717 W. 6th St, Ste. 351 Austin, TX 78703 Re: Franchising 512-476-1320 www.drafthouse.com Oviditia quia placcab in eum, sit que exeribus estions ectiosam, omnihil maximol uptati dessi A template of the letterhead exists in both InDesign and Word forms. renimin usaperitat aut as preped elenim im ipsunt molecatur aut aut apicipi tasitib erferfero venet, voluptaque ratem ad eum velictotatur solectorum atum haris num rem voluptatur It is highly recommended you utilize the font Adobe Garamond Pro, mint, et il expliqu ostius, quia dolupitibus volut peroribus consequi aut aut harit facea dolupta dolendus accum fugia ex elloria tiist, ea necusdaerro cum eossima il int dolent laut regular at 11 pt. whenever possible. However, if you can not access the imus acia aperitemped ma eosandam, eosapienet aborro te peribus andicta aliquiae litatur? font, please use Arial, book at 11 pt. Iqui ut quunt escia dolorem aut mossinv elessectas esendisciisi aut escipsam vitiumque modit dolorem qui sumqui cusam ea con con custruptas arit volore vendant estioribus net, quo et aut poruptatiur, apero te peliquiaturi in prepele strume et et, odis coremped quibus, velenet, quae eum fugit qui dolorum ulpa suntemporis nonet quam, simus. Bisque pa quasped quam Contact John Gross at [email protected] if you require que pligeni mporruptatur restibea aut faccupta non ped que acea idendae dolores sitatiis either physical printed materials or digital templates. enim videlitat. Xeris as as el iurehenis molor rem ipsanis et utem simincit, el id ut volectiis et aut acesto blatet, acietur siminimet harchil moluptur?

Officil inctaqu iantemolorem etur sit laudant od eatem facil invent qui coruptation comnimilia dolest, aliquodit, aut doloremqui omnis moloris resequo odis dicim eaquia nectotaero im quam, natiori onsequi destis et ressusdam, sequo blantiur sitius si dicia sa doluptiur, consequis nonsequ iandis es eossi undi adiatur?

Xerrum as es nus. Haritatur?

1717 West 6th Street Suite 351 Austin, TX 78703

18 EMAIL SIGNATURE

Overview The Alamo Drafthouse Cinema email signature is an essential part of our digital communications. Everyone with a @drafthouse.com email address should have a signature formatted to our correct usage rules. As outlined below, you are required to list your name, title, Alamo Drafthouse Cinema, at least one contact number, drafthouse.com, and one of our notable press quotes in your email. However, you are not required to include your cellular or fax numbers. If you don’t have a title, you may disregard that line as well

Your email signature should be replicated with the font Arial at size 8 pt. This is a universal system font which translates seamlessly between users. Always left-align your signature block, and be sure any contact number is noted with an “o” (office), “c” (cell), or “f” (fax). The URL for our website should be hyperlinked, but never include “http://www.”, “http://”, or “www.” before the address.

To be consistent in the use of our brand, do not modify the layout, add logos, additional links, or create a unique style. Examples of correct and incorrect email signature usage are shown below. For specific questions concerning your signature, how to integrate it into your email client, or for a list of current press quotes, contact John Gross at [email protected].

Correct Use Correct Use Incorrect Use Incorrect Use

Your Name Your Name Your First Name Your Name Your Title Your Title 555 555 5555 Your Title Alamo Drafthouse Cinema Alamo Drafthouse Cinema [email protected] Alamo Drafthouse 555 555 5555 o 555 555 5555 c www.drafthouse.com http://www.drafthouse.com 555 555 5555 c drafthouse.com Best Theater in America 555 555 5555 f -- Coolest Movie Theater in the World drafthouse.com “Best Theater in America” -- -Entertainment Weekly “Coolest Movie Theater in the World” -Wired.com

19 VIDEO BRANDING

Correct Uses 1920 pixels The white condensed logo must appear in the bottom-right corner of all video blogs.

To replicate the effect, duplicate the logo onto two layers. On the top layer, select a Soft Light effect and set the transparency to 1080 pixels 75%. On the bottom layer, set the transparency to 15%. This base enables the logo to reproduce on a variety of backgrounds.

125 Any video posted on an official pixels

80 Alamo Drafthouse Cinema pixels channel must be approved by 100 pixels our office. Contact John Gross at On a 1920x1080 video (example above) On a 1280x720 video the logo is 75 pixels tall, [email protected] for the logo is 125 pixels tall, placed 100 pixels placed 70 pixels horizontally from the right edge horizontally from the right edge and 80 pixels and 60 pixels vertically from the bottom edge. approval, or if you require a video vertically from the bottom edge. branding template.

20 VIDEO BRANDING

YouTube & Vimeo Channels Videos uploaded to YouTube and Vimeo must be branded correctly. The conventions below must be followed.

1. “Alamo[YourCity]” should be used as your public account name.

2. Name all videos in Title Case, with the first letter of every word capitalized. Use hyphens, with a space on either side, to separate when needed. You must include a year when naming a reoccurring event. Example: Fantastic Fest 2010 - We Are What We Are

3. Tag the video with unique key terms, and always provide a link to drafthouse.com in the description.

4. Anamorphic or 4:3 videos placed in a 16:9 window should have the watermark placed within the image, not within a letterbox or pillarbox.

Contact John Gross at john.gross@ drafthouse.com with any video questions.

21 VIDEO BRANDING

Onscreen Stingers When creating onscreen stingers for use in Alamo Drafthouse theaters, the following criteria must be met. All stingers must be approved by the Alamo Drafthouse creative department before they appear onscreen. Contact John Gross at [email protected] with any video questions.

1. Source materials should be of highest resolution possible. Blu-ray is ideal, and if available, mandatory. 2. Frame size must be 1920 pixels wide x 1080 pixels tall. Even if the aspect ratio is less than that, the final output must be these dimensions.

3. Frame rate must be 23.976 or 24 frames per second.

4. Frame rates and aspect ratios must be consistent throughout the entire piece.

5. All titles must appear within title safe areas. 6. Stingers should be no longer than 30 seconds with a 5 second grace period. Stingers longer than 30-35 seconds require special approval.

7. When delivering an exported file, use the “DNxHD .mov” codec or the “.tiff” sequence with accompanying .wav audio for DCP creation.

8. Use the following naming convention for exported files: type_location-title_trl (example: AD-AUS-VERTIGO_TRL).

22 PHOTO BRANDING

Correct Uses The white primary logo must appear in the bottom-right corner of all promotional photographs. For correct logo placement and sizing guidelines, see page six.

To replicate the effect, duplicate the logo onto two layers. On the top layer, select a Soft Light effect and set the transparency to 75%. On the bottom layer, set the transparency to 15%. This base enables the logo to reproduce on a variety of backgrounds.

Contact John Gross at [email protected] with any questions.

23 SOCIAL MEDIA

Franchises are highly encouraged to create and maintain their own social media streams (Facebook, Twitter, etc.), as it’s important to maintain a dialog with area customers. In doing so, you’ll learn what works and what doesn’t in your city. You can directly cater to your followers by putting a local spin on the show and creating one-of-a-kind presentations found nowhere else. Franchises should reward their avid followers at least once a month with exclusive deals such as food tastings, merchandise, and special screenings.

Local streams will exist in conjunction with the social media communications disseminated from the main office regarding national news, promotions, and updates. Please follow the best practices detailed below for voice, naming, language, frequency, and content. If you have any questions regarding social media usages, please contact John Gross at [email protected].

Voice The voice of the Alamo Drafthouse Cinema can be heard through the style, tone, and manner of our communications. Expressed in everything from the written word to public presence, our voice is honest, straightforward, and confident — but never boastful. The voice should be consistent and constant, as it is the heartbeat of our online presence.

Naming “Alamo[YourCity]” should be used as your public account name for all social media streams. Do not put any spaces or underscores between words. Also, capitalize the first letter of each word. Example: AlamoLubbock or AlamoKC

Language Language used in social media should be positive and upbeat. Always use proper English, and keep it free of R-rated profanity or any unnecessary web speak (i.e. OMG, LOL, LMFAO). Use ALL CAPS for movie titles. Limit using ALL CAPS for other rare instances, such as cancellations or last- minute updates on events, tickets, or times. If you do use ALL CAPS, please begin the message with them, then switch to sentence case with the announcement. Example: UPDATE: Bill Murray announced that he’ll be at the 7 pm screening of MEATBALLS at the Ritz

24 SOCIAL MEDIA

Frequency You should post on your social media streams at least once a day. If you’re promoting a specific event or special, you should post about it no more than three times in one week. If you repeat posts about the same topic, please reword the message, or post about it in a new and interesting way. It’s important to get the word out to your followers, but it’s even more vital not to overwhelm them with repeat messages and shameless self-promotions.

Content The greatest misconception about business social media streams is that they’re simply free methods of online advertising. While this is true, to a degree, their primary usage should be to serve as the voice of the company. Promote the Alamo Drafthouse Cinema lifestyle, such as sharing film facts, discussing beers, or sharing classic video game secrets. Interact with your users — educate and entertain them. Always lean towards inventive or alternative ways of communicating, while keeping it simple and avoiding obvious or trendy content. This will keep them interested in revisiting your streams. Once they’re engaged, they’ll be more open to embrace the occasional in-house promotion. The following pages provide both correct and incorrect examples and serve as a guide for accepted content.

25 SOCIAL MEDIA

Correct Examples

On-brand, on-point post Quick, compelling quote to sell Photo tells a joke with a message Alternative content that is presented in an honest, matter- a movie that could benefit from that complements the content, specifically NOT selling a show, of-fact tone that lets the content extra promotion. rather than distracts. but still engaging to followers. speak for itself.

26 SOCIAL MEDIA

Incorrect Examples

Inane, cliche-ridden attempt Nonsensical text and phony Pandering questions that fail to Gratuitous use of exclamation at engaging dialogue that is enthusiasm. Never ask a question incite actual dialogue. marks and misinformed hash inconsequential to begin with. such as, “How cool is X?” or tags. Never ask a question such “Who likes X?” as, “Who loves X?”

27 SOCIAL MEDIA

Profile Image: Primary As stated on page five, the condensed logo should be used as the primary image for all social media profiles. Any of the approved color combinations for the logo can be used. Venue and event photography should be posted in albums within sites, but not used as the primary profile image.

Profile Image: Secondary Twitter Header Image Facebook cover images and Twitter header images must Primary Image coincide with brand standards.

The Facebook cover image should be 851 pixels wide by 315 pixels tall. Always provide space on the bottom left for the profile photo to overlap the cover image. Cover images should display specialty programming or brand initiatives in your market. Images should be changed two or three times a month, and when relevant, link to a show page or blog with more information.

The Twitter header image should be 1252 pixels wide by 626 pixels tall. It should display your market’s landmarks, such as an Alamo Drafthouse sign or an example of Alamo branding. Once established, Twitter headers should change no more than once a year. Facebook Cover Image

28 MERCHANDISE

Correct Uses Merchandise is an important facet of the Alamo Drafthouse Cinema. It provides an additional revenue stream and also allows our patrons to celebrate our brand outside of the cinema.

Items chosen as Alamo Drafthouse Cinema merchandise should be of the utmost quality. They should represent our culture, style, and timelessness. Below are examples of acceptable merchandise options. Again, all logo usage and background control rules should be expressly followed as detailed on pages five through eleven.

Final designs must be submitted to the Alamo Creative Department for approval before any promotional products are produced. Please use the Promotional Material Approval form when a design is ready. Contact John Gross at [email protected] for further information.

29 POSTER HOUSINGS

Correct Uses The Alamo Drafthouse Cinema logo, primary or condensed, should be utilized on all poster housings. These poster housings are custom designed and meant to frame provided posters for online and print use. This provides an immediate visual connection between our brand and the unique blend of presented and produced events we cultivate. These housings differentiate movies presented as an Alamo Drafthouse Cinema experience from standard movies.

30 DIGITAL POSTERS

When choosing digital posters for display, the following criteria must be met.

1. Posters should be high-resolution and sized to approximately 1080 pixels wide by 1600 pixels tall at 72 DPI.

2. Posters should not contain watermarks, incorrect scaling, or overly pixellated imagery. 3. Posters should be original studio theatrical one-sheets or approved Alamo Drafthouse posters and not artist interpretations or re-imaginings. Mondo posters are not to be used under any circumstances.

If you have questions, contact John Gross at [email protected] for further information.

31 SHOWPAGE COPY

Philosophy Showpage copy is a shill -- we’re selling our love for movies. The tone is personal, knowledgeable, trustworthy, and enthused. The goals are to get people excited about coming to see the movies that we’ve programmed, make our showpages fun to read, and represent the Alamo Drafthouse voice and brand correctly.

Length All show page blurbs run 100-150 words, unless specifically requested or approved.

Content Imagine that you are telling a friend about a film they should see. What are the notable points that are most intriguing? What language would you use that would most convince them to go? Whatever you would say to your friends to convince them to come see this movie with you -- that’s what we want to communicate to the audience. We like to speak in the first-person plural (“we”) when inviting others to join our fun. But showpage blurbs are never written in the first person singular (“I”). As a rule of thumb, just talk like you talk: opinions, slang, loose grammar, web lingo (WTF!?) -- all are acceptable. We’re shooting for breezy, light, fun to read, and personal. Blurbs should read more like an email than an essay -- but a bright, literate email to a friend you are trying to impress.

Blurbs are not synopses, and Alamo Drafthouse showpages are not Wikipedia. A good rule of thumb is to use at most one engaging sentence describing the plot, and only if necessary (“tracking one man’s descent into madness as he tries to . . .”). Many of our best blurbs get away with just a couple of words describing the genre (“fast-pace heist film starring . . .”) or tone (“a nihilist exploration of . . .”).

32 SHOWPAGE COPY

Content cont. We are not interested in trivia relating to the making of the film, unless the backstory is so powerful that it makes you want to see the movie

Correct example: The fact that director Koji Wakamatsu actually burned his own house down to get that amazing shot for UNITED RED ARMY tells us that the film is spectacular and passionate. Incorrect example: The fact that Tom Selleck was the actor originally cast in the role of Indiana Jones is not relevant to our pitch for people to see RAIDERS OF THE LOST ARK at our theater. It’s a fun fact to learn after you’ve already seen the movie.

Quotes from reputable sources can be added to blurbs, as long as they are used sparingly and contribute to the selling of the movie. Quotes should be no longer than two sentences and can be placed before or after the blurb on the showpage.

Correct example: “Akira Kurosawa’s masterpiece has been widely imitated, but no one can come near it.” -- Pauline Kael on SEVEN SAMURAI Incorrect example: “THE DARK KNIGHT has good fight scenes.” -- Your Friend Who Has A Movie Blog

Unique aspects of the screening that are considered strong selling points should be placed above the blurb and in bold.

Correct example: Director Robert Zemeckis in person! Incorrect example: New monthly specials available on the menu!

Movie titles are written in all uppercase, but are not bold or italic.

33 SHOWPAGE COPY

Tone Be positive. We only show movies that we love, and want to share. Negativity is not part of the Alamo Drafthouse voice. We encourage blurbs to be funny and charming, but not at the expense of the movies. Write about what you like. Be affectionate. There is no mean-spirited, mocking ironic glee at the Alamo Drafthouse -- “so bad it’s good” does not exist in our universe. There is only the horizon-expandingly, mind-bendingly, and sometimes completely unintentionally, brilliant.

Correct usage: LADY TERMINATOR has a joyful disregard for logic and humanity. Incorrect usage: LADY TERMINATOR is mind-bogglingly stupid.

We don’t put down one movie to trumpet another. If you think a certain movie is better than something that the Coen Brothers made, it does not matter. There is no need to dampen the enthusiasm of a Coen Brothers fan by making an aside about how you don’t like their movies. For example, this is what we do not want: “It’s as funny and stylish as the Coen Brothers, without their condescending misanthropy.”

Write seriously about silly things, and be willing to be silly about serious things. This is a general piece of advice about our voice. We want to show “high art” in its most accessible light -- Jean-Luc Godard does make movies about girls and guns after all -- and “low art” often deserves to be taken more seriously than it is.

34 SHOWPAGE COPY

Alamo Drafthouse Blurb Examples These are examples of showpage blurbs that best represent the Alamo Drafthouse voice. If you have questions, contact John Gross at [email protected].

24 HOUR PARTY PEOPLE An equal ode to post-punk hedonism and forgetting to file your business tax returns, 24 HOUR PARTY PEOPLE stars an on-point Steve Coogan as Tony Wilson, the fake-it-til-you-make-it impresario behind one of the greatest record labels in all of indiedom. Factory Records was an ambitious hothouse located in Manchester, the center of Britain’s frigid, industrial North -- and this Altmanesque dance party of a breezy proto-Britpop biopic fires up the stories of its favorite sons: Joy Division, James, Happy Mondays and Wilson’s own sweetly chaotic “unreliable narrator” vector. Coogan’s Wilson is detached, bemused, resigned, almost the Jack Benny of Punk Rock as he cheats and squirms his well-deserved way into music history.

MR. ARKADIN Like CITIZEN KANE in reverse, Orson Welles’ MR. ARKADIN aka CONFIDENTIAL REPORT tells the story of an elusive billionaire (Welles) who hires an American smuggler to investigate his past, leading to a dizzying descent into a Cold War European landscape. Darting across Europe as fast as his debtors chased him, Welles stuffed this dizzying, pulpy funhouse with inventive camera tricks, hallucinatory images, and whiplash-inducing narrative bombast. The film’s history is also marked by chaos and confusion. There are at least eight different cuts of the film (none strictly definitive), three radio plays, a novel, and several long-lost sequences. We’ll be screening the 99 minute CONFIDENTIAL REPORT cut of the film from an archival 35mm print via Janus Films.

“Jorge Luis Borges famously described CITIZEN KANE as a labyrinth without a center. MR. ARKADIN does have a center. It’s a maze designed by the Minotaur.” -- J. Hoberman

35 SHOWPAGE COPY

Alamo Drafthouse Blurb Examples cont.

SHIVERS Sex! Pus! CRONENBERG! SHIVERS is an unstoppable engine of gross-out anxiety. Shot on the cheap by first-time-feature-filmmaker David Cronenberg and overflowing with nihilistic perverts, horny zombies, and lil’ beasties who look like penises with alligator heads, it’s no surprise that this was the most taboo-annihilating Canadian horror movie of 1975. The house doctor in a newly developed suburban high-rise invents a parasite that’s “a combination of aphrodisiac and venereal disease that will hopefully turn the world into one beautiful, mindless orgy!” Of course, the monster cuts loose in the complex and transforms the residents into undead ghouls who lust for sex in every way imaginable. And unimaginable. Feeling like NIGHT OF THE LIVING DEAD as reinterpreted by John Waters circa DESPERATE LIVING, SHIVERS is a ridiculous-yet-disturbing snapshot of Cronenberg’s developing obsession with sexual body violence. Prepare to party!

SIXTEEN CANDLES John Hughes’ alchemic ability to transform ordinary teen life into something extraordinary is no better exemplified than with SIXTEEN CANDLES. Molly Ringwald is utterly relatable as Samantha Baker, whose problems include a crush on a taken (and we mean REALLY taken) boy named Jake Ryan, and a preoccupied family who completely forgets her birthday. From the freshman nerd (brilliantly essayed by Anthony Michael Hall) to the hot senior (the enigmatic Michael Schoeffling), these characters are stripped down to their most basic truth, then layered with earnest angst and authentic humor. SIXTEEN CANDLES masterfully captures the reality of high school, while still offering the dream of a happy ending.

36