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2018 Program Brief Lights 2018 PROGRAM BRIEF LIGHTS. CAMERA. REFRESHMENT. Hello, student filmmaker! Welcome to the most refreshing, exciting film competition in the world. We’re delighted that you’re part of this program and we can’t wait to read your script and see, if selected, how it’s brought to life on the big screen. This brief includes all the information required to submit to Coca-Cola Regal Films, including: ● 2018 Filmmaking Challenge ● Brand Background ● Program Overview ● Submission Steps Thanks in advance for all of your hard work. We look forward to seeing your ideas! STUDENT FILMMAKING CHALLENGE This section outlines the scripting requirements needed to participate in this challenge. 2018 STUDENT FILMMAKING CHALLENGE Going to the movies is an emotional journey that allows people to relax, cry, laugh and, most importantly, to share an entertaining experience with friends and family. It’s also a time for theatre guests to enjoy the ritual that is an integral and revitalizing part of their moviegoing experience--you can’t fully enjoy a movie without Regal popcorn and an ice-cold, refreshing Coca-Cola. Student Scripting Challenge: Write a 00:30 Coca-Cola/Regal co-branded film to run in all Regal locations during the period prior to the start of a feature movie. The Brief: Leverage one of the following themes to bring to life how Popcorn and Coke enhance the movie going experience. 1. Moviegoing brings people together in a very special way in our world. Explore ways that Regal movies, popcorn and Coke can bring people together. 2. Think about the ritual of moviegoing and the sacred space that Regal creates for moviegoers to feel all the emotions driven by movies. 3. Bring to life the feelings, tastes and sounds of popcorn and Coca-Cola as part of the moviegoing experience. Illustrate how the two are intrinsically linked as part of going to the movies. WHAT DO WE WANT TO COMMUNICATE? We want to build the ritual of Coke and Regal popcorn as an integral part of the moviegoing experience in a way that evokes a craving because viewing films on the big screen isn't complete without the delicious combo of ice-cold Coca-Cola and a tub of Regal's freshly-popped corn. ● Think: I need to satisfy this craving for a Coke and Regal popcorn right now. ● Feel: This movie is not complete without an ice-cold, refreshing Coca-Cola and hot, buttery Regal popcorn. ● Do: Stop by Concessions and buy a Coke and Regal popcorn. The film should make fans crave a Coke and Regal popcorn, leave their seats, and head to Concessions. And while that may not happen every time, the end goal is to evoke this craving to aid in building the ritual of Coke, Regal popcorn and movies on the big screen so the fans never make it to their seats without them. OUR TARGET AUDIENCE ● While moviegoers come in all ages, the core target for your 30-second short are teens and millennials. ● Frequent moviegoers attend the cinema once a month or more; therefore, it’s important to create engaging and entertaining content.* ● Three of the top-five-grossing films in 2016 attracted majority female audiences.* ● Regal operates in 42 states along with Guam, Saipan, American Samoa and the District of Columbia. It’s important to represent a multicultural and diverse audience. ● Your film also needs to be appropriate for all audiences, meaning it will be shown with G, PG, PG-13 and R-rated films. REASONS TO BELIEVE In order to build the ritual of Coke, Regal popcorn and a movie at Regal Cinemas, we must first educate moviegoers on how these items enhance their experience. It’s similar to the way that singing “Happy Birthday” makes us perceive the cake as better-tasting, or the way that champagne makes a celebration feel more special . they are inextricably linked. The delicious crispness of an ice-cold Coca-Cola (or Coke Zero Sugar or Diet Coke) is the perfect pairing to hot, buttered and salted Regal popcorn. The smell, the taste and the feel all help to enhance the Regal moviegoing experience. *This information was gathered from Motion Picture Association of America, Theatrical Market Statistics 2016 MUSIC Music can play a key role in delivering the connection with the viewer. When writing your script, consider how music can make your film more memorable and effective. The music should be young and relatable. It should enhance your spot, making your film and message more impressive. ● Students must use original music and own the rights to all film elements, including but not limited to: actors, art, music, sound effects, etc., featured in their films. Please be sure to include funds for music when submitting budgets. ● Although it certainly may, the music does not need to include lyrics. Coca-Cola Music Example: Please refer to the two Coca-Cola spots below to see how music has played a role. You do not have to, nor should you, apply this music; simply use it as a guide when selecting a song for your film. Coca-Cola: Break Up Coca-Cola: Anthem https://www.youtube.com/watch?v=ejkaBA_CVec https://www.youtube.com/watch?v=A3ez5Ck4fm4 ANIMATION, CGI & VFX Animated scripts, whether partially animated or a fully CGI-created PLEASE AVOID THE FOLLOWING: spot, are welcome to be submitted. There are a few additional things ● No animations of trademarks, competitor brands or to keep in mind if you are submitting an animated concept. established characters are allowed in your spot. ● The production of your spot must adhere to the program Borrowing the equity from animated characters, third-party deadlines. Please see the full program timeline on page 21. characters or celebrities that primarily appeal to children is ● Animation finalists will be required to showcase rendered not permitted. versions of their animations in advance of the full edit being ● Coca-Cola products (bottle, aluminum can or cup) may completed, just as filmmakers are required to show several NOT be animated to have “human” characteristics; for cuts before their film edits are completed. example, eyes, talking, etc. ● When submitting an animation, it's highly recommended that ● Avoid cartoon-like animation styles. All animation styles you submit animation-style examples or storyboards along must appear realistic so not to appear as though the spot with your scripts and budgets. This is not a requirement. is being marketed to children. That includes retro-styled ● Your films need to be appropriate for all audiences, meaning animations that might be aimed at an older target. they will be shown with G, PG, PG-13 and R-rated films. ● Submissions may NOT be eligible if they imply cause and ● The Coca-Cola Company and Regal Cinemas are committed effect as they relate to health claims or leads to to the responsible marketing of their brands and products. All supernatural powers. spots must respect the roles of parents and caregivers by NOT marketing to children under 15 years of age. Keep this in mind if you plan to include animated characters. PRODUCT INTEGRATION MANDATES Below is a list of requirements to include in your spot: 1. Initially, students are not expected to script for the opening 5-second bumper. Should your team be selected as a finalist, Coca-Cola and Regal then require that you create and include a 5-second introduction to your film. 2. Throughout the program and scripting process--in text, voice-over and logo usage--it is preferable to refer to the Regal brand simply as “Regal” and not Regal Cinemas or Regal Entertainment Group. 3. Filming of any Coca-Cola product being enjoyed inside a Regal theater should display a company-branded cup (Coke, Diet Coke, Coke Zero Sugar) suitable for filming. Anything outside should be in the Coca-Cola contour glass bottle. 4. You must showcase a small-size Coca-Cola in the film and, when applicable, include additional brand choices such as Diet Coke, Coke Zero Sugar, etc. 5. You must show Regal popcorn in branded tubs or bags. 6. Students must use original music and own the rights to all film elements, including but not limited to: actors, art, music, sound effects, etc., featured in their film. Please include funds for music when submitting budgets. 7. The Coca-Cola Company and Regal Cinemas are committed to the responsible marketing of their brand and products. All spots must respect the roles of parents and caregivers by not marketing to children under 15 years of age. 8. Submissions may not be eligible if they imply cause and effect as they relate to health claims or lead to supernatural powers. SCRIPT REQUIREMENTS & RESTRICTIONS Please follow the script requirements listed below and ensure your content does not violate the restrictions listed. Content restrictions: ● Must be able to be created and produced as a film for $15,000 or ● Must be the original work of the team and created less. specifically for this contest. ● Must not disparage, ridicule, denigrate or embarrass The Coca-Cola ● Must never show an empty theatre. Company, its employees or products, or Regal Entertainment Group or its employees, products or services. Script requirements: ● Must NOT show children under 15 years old without the presence of ● Must be in English. a parent or caregiver; visible face, torso and significant presence of a ● Must be the length appropriate for a 30-second film parent or caregiver must be evident in the spot and narrative created. (approximately 1 page or less). All youth portrayed alone in any media must be and clearly look like a ● The title should be displayed at the top of the page and youth of 15 years or older.
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