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. should NOT display the names of the team members or the ● Must not include more than 10 actors (that includes primary actors name of the school. and extras). ● Must NOT contain a separate title page (in addition to the ● Must not include any live animals. pages above). ● Must not contain any indecent, vulgar, obscene or offensive material, ● Must not include any beverages other than Coca-Cola including, but not limited to, material surrounding terrorism, guns, foul Beverages and any other theater brands other than Regal language and/or adult content. owned theatres. ● Must not contain brand names or trademarks other than those owned by The Coca-Cola Company and/or Regal Entertainment Group. Team members have a limited license to use these brand names and trademarks to create and submit material for this contest only.
Please see official rules for a full list of content restrictions. BRAND BACKGROUND In order to help you integrate both Coca-Cola and Regal, we’ve also provided brand background. Use this information to better integrate the brands into your spot. COCA-COLA GLOBAL BRAND LOOK, FEEL & TONE
The films should align and fit with the new Coca-Cola global brand campaign. The Coca-Cola Company is steeped in history and tradition where heritage is honored and values are respected. Please keep the following in mind when writing your scripts and, if selected, producing your films.
Echo the following brand sentiments: ● Insight: More than ever, people need moments of simple, uplifting pleasure. ● Belief: Even the smallest acts of optimism, including sharing a Coca-Cola, can bring us together. ● Promise: Coca-Cola is a simple, uplifting, ice-cold refreshment of unique delicious taste, and inspires moments of optimism and togetherness. ● Values: optimism, social, unpretentious, simple, inclusive, authentic. ● Personality: open, stubbornly optimistic, genuine, inspiring togetherness, timeless, forever-young. ● Seamless integration between product benefits: delicious, unique taste, refreshing, uplifting. ● Drive product “craveability.” ● Use of subtle red accents in key moments of the film. ● Use of Instagram saturated/color-corrected look. ● Do not have to use the campaign tagline “Taste the Feeling” anywhere in the films.
Due to the unique context around the occasion of Coke and Regal Popcorn at the movies, this project provides the opportunity to depart from the emotional drivers of the Taste the Feeling campaign and pursue a more product-focused, intrinsic approach to the creative solution. *Note that these images are subject to change and are to be used as reference. REGAL BRAND VOICE & TONE
From Alaska to Key West, and everywhere in between, Regal is a company filled with movie lovers. Our employees (called ”Cast Members”) are passionate about that unique out-of-home experience of seeing a movie in a great theatre. Moviegoing brings people together in a very special way in our world. Comedies are funnier, surprises are intensified, and emotions are deepened—when we share those moments in a theatre. So Regal’s guiding vision is the creation of fun, memorable and connectable experiences for each and every guest.
Regal’s Vision: “Bringing People Together Through the Power of Entertainment.”
Your film should echo Regal’s brand sentiments: ● Going out to the movies is a distinct choice in entertainment spending. Regal works very hard to be an entertainment destination that goes above and beyond to REWARD the love of movies by: ○ Delivering a best-in-class experience at the theatre, online, and in the mobile app. ○ Surprising, delighting and giving back great value to guests through the Regal Crown Club loyalty program. ○ Rewarding moviegoers for their love of movies. ● Personality: casual and approachable. Regal uses terms such as “movies” instead of “films” and “theatres” instead of “cinemas.” Regal is welcoming, lighthearted and informative—with a good sense of humor. ● Speak to a broad audience: Regal entertained over 217 million guests in 2016, in over 7,300+ auditoriums. ● The Regal Crown Club® allows customers to earn points and receive instant rewards in Regal theatres.
Think of Regal as your smiling, group-gathering friend that’s always saying “Hey, let’s go out to a movie!” We are the movie party host who works diligently to keep the moviegoing experience fresh and fun for everyone. The next slide showcases some visual examples of Regal’s personality.
INSPIRATION COMMERCIAL EXAMPLES
REGAL THIRST COKE: SIP STEALER REGAL CROWN CLUB: MEET BEN
“Thirst” drives product craveability and the “Sip Stealer” tells the Coke story of Ben is trying to save up his Regal Crown “a-h-h” moment of sipping an ice-cold desired thirst and refreshment through a Club credits for something big, but free Coca-Cola. simple model in a relatable way. popcorn proves just too hard to resist.
Main takeaway: drives product craveability, Main takeaway: simple storytelling, Main takeaway: Regal’s free rewards conveys refreshment. conveys thirst and a desire for the plus an intrinsically desired product are a product. great combination.
https://coke.box.com/v/RegalThirst https://youtu.be/1rcgypBD34s https://youtu.be/22eDYYOsTsw
PAST PROGRAM EXAMPLES
The program has had many amazing student-created spots and below are four great examples of what we are looking for in this year’s challenge.
2017: 2016:
Crunch Time, Chapman Coca-Cola Gaze, AFI Just In Time, UCLA Blindfold, SVA http://bit.ly/2017Coca-ColaRegalFilms https://drive.google.com/file/d/0By9B AJ2aYVBMRHBVdEF2NWNrQUU/vi ew?usp=sharing PROGRAM OVERVIEW Now that you’re excited about the program, this section will breakdown the details. PROGRAM DETAILS
● Develop a 30-second Regal and Coca-Cola co-branded pre-feature short film to run in all Regal locations nationally (30 seconds for film, 5 seconds for intro. bumper). ● There will be up to five scripts/finalists chosen. ● Finalists will receive $15,000 to produce their 30-second film (30-seconds for films, 5 seconds for intro. bumper) and capture behind-the-scenes footage. All film crews will be mentored throughout the program. ● Two awards will be granted: ○ Grand Prize: A panel of industry experts make up the Red Ribbon Panel and will judge the technical aspects of the films, their creativity, entertainment value, and brand fit in order to select the grand prize winner. The Coca-Cola and Regal Films Grand Prize winner will be featured in Regal theatres nationwide . ○ Fan Favorite: In addition, Sponsor currently anticipates promoting finalists’ films online and allowing fans to select a winner by sharing their favorite film online. The film with the most social shares would win additional prizes to be announced later. ○ Additional PR opportunities may become available and finalists may be invited to participate in events at a later date.
APPROXIMATE TIMELINE PARTICIPATING SCHOOLS
Twenty-five film schools have been selected to participate. Below are the key faculty administrators who manage the program on each campus. All program applications must be signed and approved by the key faculty administrators.
For program questions that your key faculty administrator cannot answer, please email [email protected]. RED PARTNERSHIP
RED Digital Cinema, a leading manufacturer of professional digital cinema cameras and accessories, always has been committed to supporting emerging filmmakers. RED is proud to support the Coca-Cola Regal Films competition with our advanced technology and tools.
● Each finalist team will receive a loaner RED EPIC DRAGON package to shoot their short films. ● The Grand Prize winner will receive a RED SCARLET-W camera package.
We are excited to see what this generation can dream up and look forward to the next era of incredible content creation. Submission & Jury Process SUBMISSION GUIDELINES & CONSIDERATIONS
Be sure you’ve read and understand the official rules and the program overview. If chosen as a finalist team, you will be required to adhere to all detailed instructions including, but not limited to, the contest timing and budget requirements.
Submission Guidelines: ● A Team will be disqualified if it engages in or is discovered to ● Eligible students must submit their applications as part of a team. have engaged in Prohibited Behavior. “Prohibited Behavior” Selected participants will use their budgets to hire the appropriate means any action or statement by a Team member that brings crews needed to produce the spot. that Team Member into public disrepute, contempt, scandal or ● One of the team applicants must be a producer; the other may be ridicule, or that shocks or offends the community or any group or any key crew member. class thereof, or that reflects unfavorably upon Company or that ● Students may submit as many applications as they’d like. In fact, reduces the commercial value of the Company’s association with the Team Member. we recommend multiple submissions. ● Each applicant must submit the script and budget associated with Application Considerations: the application within 30 minutes of submitting an ● Each team of two is asked to include their key crew application--that is, one budget and script per email. If you’re information. This helps showcase the student talent spot, if submitting multiple scripts, you must submit an application and selected. email for each of them in order to be considered for the spot. ● If you are submitting an animation application, it is ● The budget must include your school’s key faculty administrator’s recommended that you also submit an example of the signature. For a list of key administrators, see page 22. preferred animation style for your spot. ● All required information must be sent in one email and include ● Although not required, storyboards are also welcome for all “CCRF Application_SCRIPT NAME” in the subject line. scripts. Sometimes these can be great tools for helping your ● Each script should be saved and submitted as a .pdf. spots come to life during the selection process. ● Make sure ALL of your documents are saved by your script title. ● Be sure your examples of work are NOT password protected. Example: “BreakTheNight_Application” and ● Read the official program rules and check the submission “BreakTheNight_Script” guidelines before you submit. SUBMISSION PROCESS
To submit your script(s) for consideration, please follow these steps in order:
1. Fill out an application online: http://bit.ly/CCRF2018App 2. Email your script and signed budget to: [email protected]. Each entrant will receive an email confirmation when his/her application has been processed. 3. Repeat this process if you are submitting more than one script for consideration.
JUDGING CRITERIA
Creativity Creative Fit to Theme and Tone Entertainment Value ● Overall quality of script and ● Does the storyline successfully ● Does the story provide a new, storyline. answer the elements in the untold perspective? ● Creativity and originality. Program Brief? ● Is the story entertaining? ● Ability to effectively tell a ● Does the concept represent/reflect compelling story. the Coke and Regal brands? ● Is it engaging to the target audience? SELECTION PROCESS
Narrowing all the amazing applications to 5 finalists is the challenge--and it's difficult! The selection process is outlined below. To see the full program timeline, go to page 21.
As many as 15 of the highest-scoring teams will be selected as semi-finalists. Each semi-finalist team will work with the sponsor’s agent and will receive feedback on the script, rework it, and re-submit by the dates listed below. All applicants will be notified of their status by November 30, 2018. WHAT TO EXPECT IF YOU ARE A FINALIST
If your script is selected as one of the scripts to be produced, below is information on the requirements of being a Coca-Cola Regal Films finalist: ● Each of the finalist teams will receive $15,000 to produce their films based on the contest timeline outlined on page 21. ● Finalists will be responsible for all applicable taxes (see line item labeled “prize tax” in the budget worksheet). It’s recommended that each prize winner meet with a tax professional and budget for tax payments accordingly. ● Finalists will receive a handbook with all production guidelines and best commercial practices. ● All pre-production will take place in the month of December. This means finalists and key members of their crews will need to be available during that time. ● Coca-Cola Regal Films will work with each finalist to record a 5-second introduction to the film. This is not something that needs to be scripted in advance. ● RED will provide camera equipment access to each team for production. ● Finalist teams are required to document their film development with a behind-the-scenes (“BTS”) crew. The BTS will be used to promote the projects and programs through social media. At the sponsor’s sole discretion, some or all BTS content may be shared on Coca-Cola-owned digital platforms and/or Regal platforms. ● Each team will be required to add a social-media manager to their team. This person will be responsible for promotion of the films. Details will be provided in the program handbook. ● All finalists will be given access to a Regal theatre in their area for production. Any filming inside or outside a theatre must be done at a Regal cinema.
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