International Theatrical Marketing Strategy

(Domestic Title Treatment)

Main Genre: Action Thriller

Denzel Washington Robert McCall 2 Guns, Flight, Safe House, Unstoppable, The Book of Eli, The Taking of Pelham 1 2 3, American Gangster

Chloё Grace Moretz Teri Carrie, Movie 43, Kick-Ass 1 & 2, Dark Shadows, Hugo, Let Me In, Diary of a Wimpy Kid

Marton Csokas Teddy Sin City: A Dame to Kill For, The Amazing Spider-Man 2, Noah, Abraham Lincoln: Vampire Hunter

Antoine Fuqua Director Olympus Has Fallen, Brooklyn’s Finest, Shooter, King Arthur, Tears of the Sun, Training Day

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Primary: Moviegoers 15-49, male skewing Secondary: action suspense fans; Denzel fans

Seeming everyman is actually lethal protector defender of the innocent and helpless

The Equalizer is an action-thriller starring Denzel Washington, who plays seeming cheerful everyman, Robert McCall. But looks can be deceiving. McCall has done his best to leave behind escape the life of his dark and secretive past. A friendship with young and desperate Teri (Chloe Moretz) changes everything. Now McCall must use the tools of his past return to a world he thought he had left behind and make use of his expert and resourceful combat skills to help her shake loose from the powerful Russian mafia. Helping Teri makes McCall a target, but also brings him back to his true calling – defending When it comes to protecting the innocent and the helpless, he does not hesitate to unleash on the corrupt his brutal brand of justice.

KEY STRENGTHS

Denzel remains a global star whose films carry with them a stamp of quality who is very much appreciated for his acting talent

This is Denzel the way audiences want to see him

Director Fuqua’s distinctive visual style

A classic story of good triumphing over evil

The film’s intense action and suspense is what director Fuqua does best. It is also the kind of genre international audiences prefer to see Denzel in. His last few action suspense efforts have grossed $80m+ internationally (ie, Safe House, Unstoppable, Pelham 1 2 3). Denzel has even been able to achieve even greater international success with $116m+ American Gangster and Déjà Vu. It is our goal to bring Equalizer closer to the heights of these last two titles.

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Typicality is a common concern for genre films like this. Therefore, we want this film to be perceived as more than a vigilante “saving a girl” and taking out “unspecified bad guys”. Our best shot of accomplishing this is to shine a strong light on Denzel’s character McCall as a unique and completely engaging anti-hero.

Making the movie feel big by indicating that the story isn’t just about saving Teri from pimps. This is just the tip of the iceberg, a catalyst for McCall becoming the Equalizer

Marketplace competition from A Walk among the Tombstones and Gone Girl, which are also going for suspense fans

RULES OF THE EQUALIZER

Leverage Denzel’s star power. He should be front and center of the campaign.

McCall helps people who cannot help themselves  Show him as active, capable, and badass  Add needed texture by showing that he bends the rules when taking out bad guys  Showcase his skills and ingenuity through action and fight scenes whenever possible  That his skills are a bit rusty also adds texture

Create an aura of mystery around McCall  His mysterious past and that he has a secret adds to the story and his character  His integrity and moral compass, backed up with his lethal potential, is what makes him so compelling  That McCall can display such confidence and a cool attitude in the face of terrifying enemies is what the movie promises to explain; no need to be specific about his past in marketing

Helping Teri leads to a bigger conflict - the story cannot be limited to saving her  Saving Teri opens up a “can of worms” and provides a transition to the conflict that goes all the way to the top of the Russian mafia

Create an aura of mystery around McCall. This character is a chief selling point. McCall’s integrity and moral compass, backed up with his lethal potential, while disguised as an everyman is what makes him so compelling. He could be right under one’s nose and one wouldn’t know it.

Showcase McCall’s skills and ingenuity through action and fight scenes whenever possible. The “stopwatch” fight sequence with the mafia is a perfect example.

Use Moretz’s character as the catalyst that brings McCall back into the fray. No need to go too much into her backstory. We mostly want to communicate that this young and desperate person is the reason why McCall resumes his role as lethal do-gooder despite his best efforts to escape this part of his life. Also note that while we are not exactly hiding that she is an underage sex worker, it is not something we want to lead with. 3

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Raise the stakes by hinting at McCall’s secretive, lethal past. The Russian mafia unsure of what they are facing is a good example (“I want to know who he really is”). The CIA agent (Pullman) disclosing that he was one of “the best” also gets at this. Another good example is McCall’s own disclosure: “I promised I wouldn’t go back to being that person”.

Linking the film to the TV show is unnecessary when marketing this film.

RESEARCH STUDIES

Test Screenings – the UK & Mexico

Very good responses overall, particularly in the UK where scores and ratings were well above norm. In Mexico, while there are no norms available, indications are that the film played well.

In both territories, it was a straightforward and easy recruit. Thus, there do not appear to be any issues whatsoever in marketing this film as a Denzel action thriller. Audiences very much want to see Denzel play this role. It is a chief selling point.

Total Males Males Females Females Norms <25 25+ <25 25+ Excellent 30 33 20 34 31 20 Top 2 Box 73 76 68 70 76 55 Definite Recommend 54 59 49 51 55 40

Mexico

Total Males Males Females Females <25 25+ <25 25+ Excellent 31 30 30 32 32 Top 2 Box 71 70 69 68 77 Definite Recommend 54 48 58 45 63

CONFIDENTIAL – DO NOT DISTRIBUTE Focus Groups - France

Groups conducted in Paris were made up of Boys 15-17, Adults 18-24 (mixed gender), Adults 25-29 (mixed gender) and Adults 30-39 (mixed gender).

All groups were read out a short concept before in-going interest, and shown 2 sets of print: 4 posters and 3 OOH billboards. The 3 adult groups were also shown one trailer to add some context to the print.

Overview: Good response across all groups, with the concept, print and trailer generally well received. Denzel Washington drove appeal, regardless of age or gender, and the dynamic story of him playing an ordinary guy by day who becomes a heroic vigilante by night was motivating. The duality of McCall being an ordinary guy by day but a ruthless vigilante by night was a key hook. Continue to play up this dichotomy throughout the campaign by highlighting the normality of his day job versus the ruthlessness of his night time persona. It is important that his actions are seen as selfless and protective, rather than for his own benefit. However, audiences in France are open to a more flawed hero – where possible hint at complexities within his character or a dark past to generate intrigue and suspense. They’re used to seeing (and expect) Denzel playing the good guy, so hints at surprising twists on his character could help differentiate this role further. Broaden the appeal of the movie by showing it’s more than just a one man show. Chloë Grace Moretz was recognized by a few respondents, but she was of significant interest after they viewed the trailer. Her character appealed to both men and women - they questioned her role and wanted to find out more.

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In the below graphs, awareness and popularity are indexed against the average scores for each territory. Stars’ awareness and popularity scores are mapped out so that they land in one of four quadrants based on whether they have high or low awareness and popularity relative to the norm for that territory.

The ideal marketing scenario for a territory is for a star to land in the top right quadrant: “Superstar”, which would indicate that the star has both high awareness and high popularity. The Brad Pitts and Will Smiths of the world occupy that very top right corner. Conversely, if a star lands in the bottom left quadrant – “Underperformer” (low awareness, low popularity) – it would indicate that the star is challenged from a marketing perspective.

Note that not all graphs are presented at the same scale – please reference awareness and popularity index scores along the axes. Please also note fielding dates.

Popularity score = “one of my favorites” + “very good”

CONFIDENTIAL – DO NOT DISTRIBUTE DENZEL WASHINGTON

CONFIDENTIAL – DO NOT DISTRIBUTE CHLOE GRACE MORETZ

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INTERNATIONAL DIGITAL

Key Positioning Position Equalizer as a broad-based, star driven, action film appealing to core movie-goers.

Approved Synopsis In The Equalizer, Denzel Washington plays McCall, a former black ops commando who has faked his death to live a quiet life in Boston. When he comes out of his self-imposed retirement to rescue a young girl, Teri (Chloë Grace Moretz), he finds himself face to face with ultra-violent Russian gangsters. As he serves vengeance against those who brutalize the helpless, McCall’s desire for justice is reawakened. If someone has a problem, the odds are stacked against them, and they have nowhere else to turn, McCall will help. He is The Equalizer.

Targets Generate awareness and interest about the film through online features and sites, media stunts and editorial to reach the target demographics:  Primary Target: Broad Moviegoers (15-54)  Secondary Target: Fans of the talent, Fans of the filmmaker

Objectives and Strategic Approach

Objective 1: Highlight the action thriller theme to reach broad audiences  Highlight the great action and thrills through the immersive website with wall to wall photos and video.  Highlight the trailer and encourage highly visible viewing numbers, better search results and conversion through the user initiated Youtube player on the site.  Work with editorial partners to create a series of “Justice Served” lists, like “10 best poetic justice moments” or curated playlists of “street justice” videos.

Objective 2: Highlight the talent and filmmaker pedigree to reach secondary audiences  Emphasize the highly respected and Academy award winning Denzel Washington on the site and in ad units.  Explore themes with editorial partners such as “Best Denzel Washington Moments”, “Best Scenes from Antoine Fuqua Movies” in order to highlight the actor and filmmaker pedigree.  Engage fans of the filmmakers and the cast, Denzel Washington, Chloe Moretz and Antoine Fuqua in particular, through the use of digital greetings on social media and editorial sites.

Objective 3: Leverage the game to reach younger male audiences active on social media  Leverage the “Select and Protect” game to get younger males. This twitch game allows a user to create weapons out of items found in a typical “big box” home store and challenge friends to do the same via social media.

CONFIDENTIAL – DO NOT DISTRIBUTE 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/The-Equalizer-Intl- Digital-Marketing-Campaign

Social Media:

Use social media to distribute content and increase word of mouth.

Upload video clips 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 the movie.

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

Social Media Strategy  Further develop the existing Facebook and Twitter community of The Equalizer fans, broad moviegoers, fans of the talent and filmmaker.  Build an Equalizer community that can act as marketers for the film.  Reach out to the Equalizer online fan base to evangelize the film online.  Reach out to fans of the talent on existing social media communities.

The U.S. Facebook page is listed below for reference. Please adapt/translate it for your local campaigns. If you do not create your own local ones, please “Like,” “Follow” or “Subscribe” to them on your own accounts. Kindly alert us when your pages go live so we may link to them and drive traffic to your sites.

U.S. Social Media URLs

U.S. https://www.facebook.com/TheEquali Twitter https://twitter.com/theequalizer Facebook zerMovie Handle: Page: @TheEqualizer U.S. http://theequalizermovie.tumblr.com/ U.S. #TheEqualizer Tumblr: Hashtag: YouTube Youtube.com/user/SonyPictures Wikipedia http://en.wikipedia.org/wiki/The_ Channel: URL: Equalizer_(film) Instagram: http://instagram.com/equalizermovie

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.

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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/TheEqualizerMovie (not live)

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 • Launch exclusive photos on cinema sites • Launch exclusive clips on movie sites • Invite movie/portal/genre sites to local junket/media events

Domestic Trailer Launch 9/2:  Live on 9/2 via Eminem’s Youtube/Facebook/Twitter channels with a 24 hour exclusive o Local territory social channels can feel free to support the launch with likes/shares or other social posts that drive traffic. o We will not be supplying this trailer for localization as it is domestic only. The link to the trailer is below for reference: https://eagl.spe.sony.com/Services/Session/Files/Public/PlayVideo.aspx?path=2014-09- 02_34933_474083f4-e7ae-4a55-a299- bca5ca5b8ed4%7cid%7c3&MimeType=video%2fquicktime&linkid=d65e31db-9f4f-4b0f-8e71- aff24d07d0a9&assetid=2446544

International Extended Clip Launch on Monday 9/15 (final time TBC): On September 15th we will be releasing an extended clip (4-5 minutes) online. Due to the overwhelming response from most markets to have the ability to go with a local partner we will not have a global exclusive partner. This means that you are free to run it with any partner you choose within your markets and we encourage you to secure those placements now. Please also put them on your social platforms at the same time if possible. The timing will be around 6pm Paris time (to coincide with the live launch) and 9am Los Angeles time.

CONFIDENTIAL – DO NOT DISTRIBUTE Now that creative is locked, we will be working with WPF to sub/dub for as many markets as possible and they will be reaching out shortly for any needed information on that.

We want to make this the biggest hit we possibly can so please work with any and all editorial partners to secure placements. If you have any questions, please feel free to reach out to Aaron Wahle.

Below are the full details:

 1 Week prior (9/8) social posts go up announcing the launch o Social posts to be provided via HO  3 Days prior (9/12) social posts go up with “3 Days” o Social posts to be provided via HO o TV Spots begin running pushing to the launch  2 Days prior (9/13) social posts go up with “2 Days” o Social posts to be provided via HO  1 Day prior (9/14) social posts go up with “1 day” o Social posts to be provided via HO  Today/Now (9/15) International Extended Clip goes live o FNAC event in Paris will kick off the launch with Talent/Director at approx. 6pm Paris Time, 9am Los Angeles time. o Local editorial placements go live (Allocine.fr, Yahoo.jp, etc..), o SEN network goes live with the clip o Xperia lounge goes live with the clip o International Pan-Regional Media support begins o Comedy Central/Discovery Max and Sony Nets go live with an On-air version of the extended clip o Territories upload natively to FB/Twitter or other local social networks in addition to local partners after the exclusive

When talking to online editorial partners: 1) Highlight the cast if they are popular in your territory. Do not encourage editorial partners to talk about the casts’ personal lives. 2) Highlight the action and vengeance storyline. 3) Highlight the filmmaker and cast pedigree.

Website(s):

International Splash Page Approach: The international splash page highlights the trailer, title and offers the photo gallery, story, and links to social media and worldwide release dates.

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EAGL File Name: TheEqualizer_INTL_EPKTeaser_080414.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 The Equalizer | International Movie Site | Sony Pictures

Meta Tag:

Columbia Pictures, Action, Thriller” >

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.

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

Teaser 1 Sheet: EQ_INTL_TSR_1SHT.zip 1 Sheet(s): EQ_LAS_1SHT_BLUE.zip Trailer: Equalizer_ITR-B_Eng_EAGL.mov Social Assets: Equalizer_INTL_SocialGraphics_070314 Equalizer_INTL_SocialGraphics_071014 Equalizer_SocialGraphics_071414.zip Equalizer_SocialGraphics_ 071714.zip Equalizer_SocialGraphics_ 071914.zip Equalizer_SocialGraphics_ 072214.zip Equalizer_SocialGraphics_ 072414.zip Equalizer_SocialGraphics_ 072514.zip 13

CONFIDENTIAL – DO NOT DISTRIBUTE Equalizer_SocialGraphics_ 072914.zip Equalizer_SocialGraphics_ 073114.zip Equalizer_SocialGraphics_ 080114.zip Equalizer_SocialGraphics_0080514.zip Equalizer_SocialGraphics_0080614.zip Equalizer_SocialGraphics_0080814.zip Equalizer_INTL_SocialGraphics_081514.zip

Immersive Site: Approach: The immersive page highlights the trailer and offers more interactive experiences and social contact to reach core movie-goers.

The site is now live at: www.TheEqualizer-Movie.net

EAGL File Name: TheEqualizer_INTL_Website _081514.zip

Domain Name Registration (URLs):

To see the Int’l site live, go to:

Create a local vanity URL for your country that is easy to remember (http://www.TheEqualizer-movie.net/). Use this link if you do not create a local teaser or full site.

The U.S. site URL is: http://www.TBD.com. 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.sonypictures.com/movies/TheEqualizer/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.

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

Games/Viral Components:

A few features are being built to reach your targets:

Games: 1. Select and Protect

Select and Protect

In the movie Denzel Washington makes use of every available asset he can get his hands on and now it’s your turn! Take the different objects that can be found at any “Big Box” store and assemble them to create the perfect weapon of opportunity. Share the final product to social media and then challenge your friends to best your creations.

EAGL Source files: TheEqualizer_INTL_SelectandProtect_081514.zip

Online Media:

Here are some tactics that you can look into when putting together your media campaign for The Equalizer.

Audience  Primary Target: Adults 15 – 34, male skew  Secondary Target: Adults 25 – 49, mainstream movie-going audience

Tactics:  Reach adults and younger males by having a mix of video, sports, gaming and social/entertainment.  Video will be a great asset to this campaign, focus on video placements like YouTube to show the action and support the trailers/clips/tv spots  To increase social buzz about the film use social networks like Facebook, Twitter, local networks; plan to support the trailer early on with social posts  Reach males on sporting sites (ESPN, Local Sites, Yahoo! Sports) and gaming environments (PlayStation, Xbox, Machinima).  Get broad movie going audiences on entertainment site (Yahoo, MSN or local Portals)

CONFIDENTIAL – DO NOT DISTRIBUTE Start your campaigns early out, with an emphasis on social, search and video to build early buzz and excitement for this film. Consider coverage of the World Cup to take advantage of the global event and reach men early in our campaign.

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

EAGL File Names: Equalizer_INTL_AdBanners_ LatAm_English_073014.zip TheEqualizer_INTL_AdBanners_ExhibitorRelations_080814.zip

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 - Offer the online games and features if appropriate

Mobile:

Text messaging: You are encouraged to create engaging text messaging campaigns promoting the opening of the film. The trailer can be used within mobile editorial offerings on 3rd party sites.

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. Mobile Markers will feature clips from the website.

Email: 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) Game launches; 3) Online clips, 4) Most importantly theatrical film release.

Online Showtimes & Ticketing and In Cinema Programs

Offer the ability to view local theater showtimes and/or the ability to purchase online tickets on your sites and within online ads, games or from mobile QR codes. (below for reference only)

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Other: Each country is encouraged to use other digital assets such as email and email signatures.

One Sony: 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 Xperia Tablet: Preload movie marketing content Sony Xperia Lounge: Content your local Sony Mobile team to push content through the Xperia Lounge Android app available on Google play: https://play.google.com/store/apps/details?id=com.sonyericsson.xhs&hl=en

Sony Home Entertainment: Bundle in The Equalizer assets with similar action or thriller genre DVD/Blu-Ray campaigns Sony Pictures Television: Highlight the movie online with similar programmed films Perspectives: Please work with your local home entertainment colleagues to integrate PerSPEctives into your digital campaign.

….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:

CONFIDENTIAL – DO NOT DISTRIBUTE 1) Legal: There are contractual agreements that require certain items to be included or removed (e.g. equal likeness issues of having talent listed.) 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) 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.

INTERNATIONAL CREATIVE

The International creative advertising campaign for THE EQUALIZER will promise a visceral, concept driven action-thriller, which clearly stands apart from the typical films fans have come to expect from this genre. Trading on the international star power of Denzel Washington, and the unmatched visual style of director Anton Fuqua, THE EQUALIZER will be positioned as more than your typical vigilante film. In the vein of films like TRAINING DAY, the campaign will focus primarily on the character of Robert McCall (Denzel Washington), and establish how his dark and mysterious past has afforded him the unparalleled skills he now uses to execute his own brutal brand of justice on the evil and corrupt. Denzel Washington’s portrayal of McCall as an everyman with a secret past will make him a character audiences can rally around, regardless of any previous awareness of the show; and Fuqua’s stylized direction help THE EQUALIZER stand alone as a unique thriller both fans of the genre, and general audiences alike will not want to miss.

Posters: TEASER POSTER - the below teaser poster and quad were serviced in April to go up in theatres simultaneously with the teaser trailer. The teaser image features a shadowy figure walking towards camera, with the title of the film in his shadow.

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LAUNCH POSTER –The below four looks were serviced in June, but have subsequently been killed except in select markets. They are currently only available via special request.

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The below poster and quad layouts were printed and shipped in mid August, featuring the copy, EVERYONE DESERVES JUSTICE.

CONFIDENTIAL – DO NOT DISTRIBUTE The below RAIN Domestic poster and Wild Poster artwork will be posted and available on EAGL, by September 2nd.

OUTDOOR: Executions based on the blue artwork were serviced in late August.

30 Sheet

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Bus Shelter

CONFIDENTIAL – DO NOT DISTRIBUTE Executions featuring the CITY artwork are available on request:

30 Sheet

14X48

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IN THEATRE: 5 x8 Banners featuring the BLUE artwork are shipping in late August.

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INTERNATIONAL THEATRICAL TRAILER “A” (2:04) The first international trailer went up in theatres in mid April, with TRANSCENDENCE. The trailer begins by establishing the relationship between McCall (Denzel Washington) and Teri (Chloe Grace Moretz). Though only casual friends who happen to cross paths at an all night diner, we quickly learn that McCall is not the type to sit idly by while someone is in need of help. When Teri is brutally beaten by two Russian thugs, McCall does not hesitate to unleash his unparalleled brand of vigilante justice in her defense. In a highly stylized and visceral sequence, we watch as McCall effortlessly dispatches with six Russian mobsters without the benefit of a weapon -- in the span of nineteen seconds. Having now rattled the hornet’s nest, McCall must contend with the full force of the Russian Mafia, as they seek revenge on the man who has destroyed their once profitable East Coast operations. The trailer builds to a suspenseful climax as McCall showcases his unique and unmatched skill for killing, violently eliminating one threat after another, all in the name of justice.

INTERNATIONAL ON-LINE TRAILER “B” (2:27) The second International trailer launched online and in select Imax theatres in mid June. Taking a broader approach than International Trailer A, this piece begins by establishing McCall as a low-key everyman, who quietly takes it upon himself to right any injustice he comes across. When McCall’s friend Teri is brutally beaten by a gang of Russian thugs, McCall once again springs into action in her defense, violently dispatching with six dangerous mobsters in the span of nineteen seconds – without the benefit of a weapon. Much like International Trailer A, we then watch as McCall is forced to contend with the full force of the Russian mafia, as they seek revenge on the man who has disrupted their East Coast operations. Hunted by an insane killer who will stop at nothing until McCall is dead, the trailer builds to a suspenseful conclusion, as McCall puts his unique skill for killing to the ultimate test. This trailer includes the debut of a brand new track by Eminem.

INTERNATIONAL THEATRICAL TRAILER “C” (2:00) A cutdown of International Trailer B, this piece maintains the central conceit of the longer trailer, establishing McCall as an everyman who seeks justice for those in need. Like Trailer B, it ends in a cool, stylish montage of McCall dispatching with the Russian gangsters, all leading up to a suspenseful climax where McCall faces off with the lead gangster, who is bent on revenge. This trailer also includes the debut of the new track from Eminem.

INTERNATIONAL TRAILER “D” (:90) A :90 cutdown of International Trailer C, for France.

INTERNATIONAL TRAILER “E” (2:30) A refresh of International trailer B, featuring more of the signature Eminem cue, as well as a few updated shots in the back-end montage. This trailer will debut online only, starting in

CONFIDENTIAL – DO NOT DISTRIBUTE early September. This trailer is available to any territories that wish to use it in theatres, upon request only.

TV Spots

PROTECT INTL (:60) - a broad, story spot for early in the campaign, focusing on McCall's unique ability to help those in need, culminating with his line, "I'm going to protect. I'm going to stand for something."

TIME INTL (:30, :20, :15, :10) - a stylish action spot, which showcases how McCall uses his unique abilities to help those in need. This spot focuses on the concept of McCall dispatching with the Russian mobsters in 19 seconds. As this spot is more style and action, it's probably better suited for the second phase of your TV campaign.

STAND FOR SOMETHING INTL (:30, :20, :15, :10) - A spot that firmly establishes the character of McCall, as someone who helps people who can't help themselves. It uses the copy line, EVERYONE DESERVES JUSTICE. As a good story spot, we recommend this spot is used as a story/workhorse spot, early in the campaign.

SECRET INTL (:30, :20, :15, :10) – A story spot for the first part of your campaign, that focuses on McCall as a man with a mysterious past, who is forced to use his special skills to help someone in need. It ends with McCalls signature line, "you gotta be who you are in this world."

SECRET INTL (:60) - A good story/character spot, which opens by establishing McCall as a mysterious figure with a unknown past, using the copy A SIMPLE LIFE. A SECRET PAST. It then transitions into the Eminem cue, and a big action montage as we see McCall unleash his brand of justice, to help those in need.

VMA INTL (:30, :20, :15) – A musically driven spot, cut around the new Eminem single. It opens by establishing McCall as a mysterious figure with an unknown past, then concludes with an exciting action montage cut to the Eminem song.

STAND FOR SOMETHING SOFT INTL (:30, :20, :15, :10) - a censorship friendly version of the previously serviced STAND FOR SOMETHING spot.

TIME SOFT INTL (:30, :20, :15, :10) - a censorship friendly version of the previously serviced TIME spot

INTERNATIONAL PUBLICITY

PUBLICITY STRATEGY/GOALS

- Make sure that the film is prominently featured in 2014 Summer/Fall Preview issues - Position the film as the season’s must-see action film. - Aim for breakout campaigns: Fitness / Heroism / Tattoo features / Genre, etc.

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SCREENING STRATEGY

Screening dates: screenings for press may take place after the US junket September 8th. Select screenings for junket press / tour cities will be approved on a case-by-case basis with strict embargoes. All press screenings should be in line with security policy advised by Ann-Elizabeth Crotty.

Reviews: - Review embargo date September 8th TBC (likely to be first week of September - to be confirmed under separate cover).

Word-of-mouth screenings: our domestic colleagues are proceeding in setting up screenings hosted by influential tastemakers, high profile celebrities/sports stars to kick off word of mouth for the film. If this is something you wish to consider in your market, please advise targeted date & details.

INTERNATIONAL PUBLICITY ACTIVITIES

Set Visits / Edit Bay Visits

 November 2013 – a select number of press met with Antoine Fuqua in the edit bay in Culver City and were show 3 scenes from the film prior to interviews being conducted.

Tour

 A European press tour with Denzel Washington & director Antoine Fuqua will be held Sept 12-20, culminating with the first European premiere at the San Sebastian International Film Festival on September 19th.

 In France on Sept 15, Antoine & Denzel will introduce an unedited clip prior to a FNAC Masterclass Q&A with bloggers & opinion maker audience.

Junket Activity

 Plans are currently being finalized, however, we anticipate an An international junket within the European tour with Denzel & Antoine to take place in Paris mid September.

Premieres

 Premieres – No premieres prior to the San Sebastian European premiere of September 19th.

MATERIALS

Written Materials:  Preliminary synopsis available December 2013.  Production notes to be serviced – August 20th  Generic print interview with Denzel serviced July 14th. 27

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Photography:  Currently, 25 unit shots are available on the publicity site.  A special photo shoot with Denzel Washington was serviced in two batches on July 14th & July 21st

Electronic Materials – uploaded to publicity sites/epk.tv etc:  Clips & EPK to be posted on September 5th.  Featurettes/Vlogs –the first of 6 featurettes start rolling out weekly commencing August 22nd.  Generic TV interviews with Denzel, Antoine, Marton Csokas and Chloe Moretz will be serviced the week of September 8th.

EDITORIAL IDEAS / PUBLICITY STUNTS

 Utilize the heroism theme: tell stories of “little known/anonymous” heroes. Find real every-day heroes, and pitch features in local press outlets.  Encourage the public to do something good (without violence) and be rewarded for it. For example “pay it forward” Equalizer activities: buy a stranger a coffee; help someone with a flat tire, clean up graffiti etc  Radio take over – using Eminem’s music as the basis for an Equalizer Hour (see music category below).  Tattoo exhibits – consider publicity breaks comparing tattoos as art.  TV Stations can cover self defense classes promoting the Equalizer.  Survival training – can your top journalists survive a bootleg camp?  Hero for a day – can you enlist people for a group charity day: helping out the “helpless”.  Work with local hardware stores to promote skills with tools.

MISCELLANEOUS

Music:  Oscar®- and Grammy-winner Eminem will collaborate on a song for the film. Further details to come.

Promotional Items –n/a

Additional Opportunities:  Crew – we are awaiting a list of international crew from the production and will advise accordingly.

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Target Audience: Primary Target: Adults 15 – 34, male skew Secondary Target: Adults 25 – 49, mainstream movie-going audience

Planning Strategy: Position Equalizer as a broad-based, star driven, action film appealing to core movie-goers. TV will serve as the clear lead medium showcasing the storyline and distinctive action sequences.

Online, especially video sites, will serve as a strong secondary medium, playing a key role in seeding the campaign. Outdoor will act as a complementary component given the time of year but be mindful of popularity of our star and strength of genre when balancing outdoor into the overall media mix. A cost efficient medium, radio can be used as a useful launch tool to boost awareness and secure strong promotional tie-ins. Page dominant press ads should be scheduled on key days only and in key publications, especially younger profile commuter papers like 20 Minutes and Metro.

Strategy by Medium:

Television Solid TV campaigns should be implemented; schedules should clearly establish TV as the lead medium. TV is especially important in markets where TV is affordable, accessible and where action as a genre performs. Where threshold TV levels seem out of reach, consider cherry picked spots on cable/satellite and terrestrial that deliver to young men with efficient and solid impact.

Again, rely heavily on Cable/Satellite to be a substantial part of your mix given the ability to reach our core movie-going demographic cost-efficiently. Please consider longer flights, to ensure solid reach and frequency goals.

Due to possible rating restrictions, please develop your daypart mix accordingly. If possible, explore all appropriate dayparts with late night being a key part of the overall media mix. Please consider these constraints and optimize your plans carefully so that we build strong and tactical campaigns. Take advantage of the new television season (in most places); consider high rated season premieres that will deliver both males & females (i.e. Arrow, Games of Thrones, Big Bang Theory, NCIS, Homeland, Supernatural, etc). Look to weekend sporting events as a cost effective way to reach young males.

Longer length :30s and :20s should be used to kick off the campaign to showcase the plot. Ideally, we suggest limiting the use of shorter lengths to week the of release where :15s and :10s should be a sufficient length to sell the overall tone and action.

Digital Reach adults and younger males by having a mix of video, sports, gaming and social/entertainment.  Video will be a great asset to this campaign, focus on video placements like YouTube to show the action and support the trailers/clips/TV spots

CONFIDENTIAL – DO NOT DISTRIBUTE  To increase social buzz about the film use social networks like Facebook, Twitter, local networks; plan to support the trailer early on with social posts  Reach males on sporting sites (ESPN, Local Sites, Yahoo! Sports) and gaming environments (PlayStation, Xbox, Machinima).  Get broad movie going audiences on entertainment site (Yahoo, MSN or local Portals)

Start your campaigns early out, with an emphasis on social and video to build early buzz and excitement for this film. Consider coverage of the World Cup to take advantage of the global event and reach men early in our campaign.

Please refer to the digital strategy paper for a more detailed look.

Outdoor Again, purchase outdoor in markets where it is affordable and accessible. Consider heavier campaigns where Denzel Washington is popular and where action plays.

Some cost-efficient metro sites, both under and above ground, may make sense. Develop heavy mall programs to reach our younger segment during fall months (back to school) when foot traffic is high. Investigate accessible pedestrian outdoor areas utilizing wild posting and banners. Build programs around universities and other areas where younger groups congregate.

Radio Radio will be a key complement to our TV and Digital campaigns. A longer one week flight will provide additional strength against the younger segment. Look to arc the schedule so you build frequency as the week comes to a close, as people are making weekend plans and movie going choices. Consider concentrating spots in highly rated dayparts only (e.g. drive- time). Look into the hip, niche university stations.

Leverage media-paid promotions as a key factor when booking the campaign. Negotiate added value (bonus) spots through promotional screenings, DJ mentions and contests.

Newspaper Press ads should be page dominant on and around opening, but limited to key days for maximum impact.

Please consider commuter papers, ie. Metro and 20 Minutes. We’ll work with Ignacio’s Creative Team to build alternative creative executions, i.e. cutout ads, for use with commuter papers.

Magazines Overall, consumer magazine are NOT recommended. In markets where young men magazines deliver readership (e.g. UK’s “Nuts” or “Maxim”) a modest buy, ideally with promotional support, may make sense.

Pan-Regional Cable/Satellite TV Beyond paid media campaigns, we are looking for opportunities to include:  Short clips and/or scenes  Tune-in units 30

CONFIDENTIAL – DO NOT DISTRIBUTE  Channel IDs  Programming sponsorships

Channels we are in negotiations with: Sony Channels: AXN, SET Discovery Channel ESPN Latin America MTV Space Latin America STAR Networks Asia TNT Latin America Warner Channel Latin America

September 15th Scene Launch In support of the On-line Sept 15th extended scene launch, we are negotiating the following activity on Pan-regional channels.  Sony Channels – Varies by region/market. o Asia: We will be launching an on-air broadcast 4:00 version of the online piece across the South East Asia Feed & Taiwan on both Animax and AXN. Scheduled to launch Sept. 16 with supporting :30s running 3 days prior to launch o Europe: We will be using the :30 Teaser spot to drive viewers to our local online launch destinations, i.e. Facebook, or TheEqualzer-Movie.net o Lat Am: We will launch an on-air broadcast 4:00 version of the online piece on Sept. 15th on both AXN & SET. We will support this launch with :30s running 3 days prior to launch  Viacom Channels (MTV, Comedy Central & Viva) o :30 On-air Teaser (tune-in) pointing Viacom viewers to the local on-line launch. Tune-ins will run Sept. 13-15

PLEASE NOTE: We have already begun negotiations with the cable partners. If you had them in mind for your local plans please synch up with us so that we can be sure not to duplicate efforts.

INTERNATIONAL PROMOTIONS

International Promotional Guidelines

Third Party Brand Promotions Guidelines  Due to content of film, third party brand promotions on this title should not be pursued. Please focus on media and in-cinema promotions only.

Media Promotions Guidelines  The local office can approve all media deal memos and media creative locally using the media promotions template provided by the home office. The Media Promotions template will be available soon.

CONFIDENTIAL – DO NOT DISTRIBUTE  Specific media promotions concepts and ideas are provided in the media promotions template.  Following are general guidelines: o Focus on media partner relationships that reach the primary target of older teens and adults 15-49 years old. Partners that market and advertise (i.e. TV, Print, Online, etc.) to this demo will be the best reach for media promos for The Equalizer. This also allows the partner to take capitalize on the local market studio support that will be speaking to the same demographic to create a more targeted, cohesive program. o Work with media partners to come up with unique contest entry questions and/or giveaways that are organic to the film property. This will help ensure the media partner and the film stands out in the crowded marketplace among other competitive media promotions. o If a third-party brand is included other than prizing or the promotion doesn’t adhere to the template: Submit deal memos to Ashley Varner with a copy to Becky D’Anna and Ziad Toubassy. . The local office does not need to submit partner prizing deal memos for approval if they adhere to the media template and the following guidelines:  The actors’ names cannot be used in relation to the third party prizing (for example, “Enter to win the jacket Denzel Washington wears in the film!”)  Third party prizing should not be in the following categories typically restricted by talent including alcohol, personal hygiene, tobacco, firearms [all weapons, other than toy weapons], sexually- oriented products, pharmaceuticals, intimate apparel, cosmetics, lotteries and/or gambling, birth control medications, religious or political causes  Media promotions will need to be reported to the home office using the Media Promotions Summary Report template to be provided at later date.

Media Promotions Creative Guidelines

Final One Sheet  The final one sheet can be used for third party and media promotions.  The final one sheet cannot be edited or altered in any way. There must be a clear dividing line between the key art and the partner logo, product or messaging.

TV Spots/Trailer Approved TV spots and trailers can be used for media promotions. Follow the guidelines provided in the media promotions template.

CONFIDENTIAL – DO NOT DISTRIBUTE Media Promotions Template A media promotions template will be provided to assist in the development of creative materials for media promotions including Print, TV, and Radio examples.

EXHIBITOR RELATIONS

Release Range: September '14 - October '14 Territories: ALL TRAILER TARGET NOTES Transcendence Priority Deliver Us From Evil Priority Transformers: Age Of Extinction Priority Dawn Of The Planet Of The Apes Priority Purge: Anarchy Priority Lucy Priority Hercules Priority A Most Wanted Man Into The Storm Priority Expendables 3 Priority November Man No Good Deed A Walk Among The Tombstones Priority TRAILERS RELEASED Trailer Version Quantity Ordered Int'l A 4,732 Int'l B 514 Int'l C 1,957 Int'l D 721 Int'l C (UK) 0 IN-THEATRE MATERIALS

TEASER English: 9,684 ONE-SHEET LAS: 3,070 Date Queried: 4/11/2014 Inwood Shipping 4/17/2014 Date: In-Theatre Date: 4/22/2014

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ONE-SHEET #1 English: 2,121

LAS: 840 Date Queried: 6/24/2014 Inwood Shipping 7/7/2014 Date: In-Theatre Date: 7/12/2014

ONE-SHEET #2 English: 7,507

LAS: 2,665 Date Queried: 6/24/2014 Inwood Shipping 7/7/2014 Date: In-Theatre Date: 7/12/2014

ONE-SHEET #3 English: 2,271

LAS: 0 Date Queried: 6/24/2014 Inwood Shipping 7/7/2014 Date: In-Theatre Date: 7/12/2014

ONE-SHEET #4 English: 5,251

LAS: 0 Date Queried: 6/24/2014 Inwood Shipping 7/7/2014 Date: In-Theatre Date: 7/12/2014

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FINAL English: 7,707 ONE-SHEET "BLUE"

LAS: 10,762 Date Queried: 8/12/2014 Inwood Shipping 8/22/2014 Date: In-Theatre Date: 8/27/2014

VERTICAL English: 534 BANNER

7'5" x 5' LAS: 351 Castilian: 374 Italian: 0 French: 92 German: 212 Complex Chinese: 40 Japanese: 185 Korean: 0 Date Queried: 8/13/2014 Inwood Shipping TBD Date: In-Theatre Date: TBD

Security Pre-Screening Dates & Invitation Verbiage

 Please find the security info for all THE EQUALIZER 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 September 26, 2014 – 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 35

CONFIDENTIAL – DO NOT DISTRIBUTE 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 THE EQUALIZER pre-release footage screenings and pre-release screenings shall have the following security protocols. THE EQUALIZER 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 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.

CONFIDENTIAL – DO NOT DISTRIBUTE 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.