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Preliminary International Theatrical Marketing Strategy

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Preliminary International Theatrical Marketing Strategy Preliminary International Theatrical Marketing Strategy Main Genre: Superhero Action Adventure Andrew Garfield Peter Parker The Amazing Spider-Man, The Social Network Emma Stone Gwen Stacy The Amazing Spider-Man, The Help, Crazy, Stupid, Love., Easy A Jamie Foxx Max Dillon / Electro Django Unchained, The Soloist, The Kingdom, Collateral CONFIDENTIAL – DO NOT DISTRIBUTE Paul Giamatti Aleksei Sytsevich / The Rhino Saving Mr. Banks, 12 Years a Slave, The Hangover Part II, Win Win, Fred Claus, Shoot ‘Em Up, Sideways Sally Field Aunt May Lincoln, The Amazing Spider-Man, Forrest Gump, Mrs. Doubtfire, “Brothers & Sisters” (TV) Dane DeHaan Harry Osborn Kill Your Darlings, The Place Beyond the Pines, Lawless, Chronicle 2 CONFIDENTIAL – DO NOT DISTRIBUTE Primary: General 12-54; Spider-Man fans Secondary: Family audience (children under 12 and their parents) WORK IN PROGRESS Spider-Man’s world is becoming increasingly dangerous, as new powerful villains emerge to take on the hero -- including Electro, a being made of pure energy. At the center of the villains is Oscorp, the corporation responsible for creating the spiders that gave Peter Parker his powers—and which seems to have a suspicious interest in Spider-Man. As these sinister forces push Spider-Man beyond his limits, he’ll learn that he has put the people—and the city—he loves most at risk; being a hero comes with a cost. Spider-Man’s greatest battle begins. WHAT WE’VE LEARNED Through exhaustive post-release studies, trailer tests, brand studies, feedback from our territories, and much more, we have a body of knowledge that has led to the strategy outlined below. Here is the latest information on the Spider-Man brand and specifically The Amazing Spider-Man 2. Overall fanship for the Spider-Man brand is robust. Positively, audiences already expect ASM2 to be better than its predecessor – this perception is driven by the introduction of Electro and other villains, but also because the story is new and has moved on from the origin story. For general audiences, the right balance of tone is intense and action-packed, serious but paired with moments of humor. In targeted advertising, a lighter, fun, and adventurous tone is better for parents and children. However, parents still appreciate the action – especially when there’s context and Spider-Man is protecting civilians. 3 CONFIDENTIAL – DO NOT DISTRIBUTE In US testing, using multiple villains instead of just Electro has proven effective, particularly when the villains are all shown to be connected to Spider-Man and all created by Oscorp, Spider-Man’s real adversary. Internationally, the multiple villains angle certainly helps us raise the stakes, but ultimately we have more room to let Electro remain the focus, and he is a key differentiating factor for this film versus ASM1. Additive story elements include seeing Peter balance his dual life and seeing Gwen as an active participant. The intersection of Peter’s “normal life” with the responsibilities of being a hero is very compelling, especially for general audiences. Gwen helping Spider-Man is a plus and also allows romance to be implicit, without having to directly sell romance (which is very polarizing). THINGS TO PROMOTE AND AVOID Things to do/promote: Things to avoid: The responsibility of being a Don’t imply that any part of this hero film takes place in high school Mysterious Oscorp, Don’t paint a picture of the film “headquarters” for the world being dark or moody. While the of villains Spider-Man faces, stakes are higher, this is Spider- Themes plays a role Man and not The Dark Knight. / Topics There is a lot of wit and humor Untold story throughout -- even more than the last film. This time around we really gain a sense of how much Peter enjoys being Spider-Man the hero. Convey that Peter is Don’t portray him as overly balancing being Spider-Man angst-ridden. Older males in with living a normal life particular found the Peter/Spider- Man character to be “annoying” Lean toward showing Peter in ASM1. as someone who loves being Spider-Man and has Don’t imply that he is still haunted Peter / some confidence in his role by the mystery surrounding his Spider- as a hero. parents’ disappearance Man The only question is how to Don’t depict him as still be the best Spider-Man, the consumed by his promise to best hero he can be. This is Captain Stacy a Spider-Man that belongs to everyone Importantly, emphasize the good moral messages that 4 CONFIDENTIAL – DO NOT DISTRIBUTE the Spider-Man character represents: helping others, protecting the innocent, fighting the dangerously powerful, and valuing family Position her as intelligent Don’t go too deep into her and independent, someone relationship with Peter Parker. who is able to deftly assist The two clearly have chemistry, Spider-Man but we don’t want to over- Gwen emphasize romance Don’t mention her death Should be seen as Don’t mention that his father someone who has a Norman dies personal connection to Peter, but he also has a Don’t address the “Harry’s blood” connection to his father storyline. It is not that compelling Harry Norman Osborn and the legacy of Oscorp Maintain an air of mystery around Harry: is he someone that Spider-Man should trust? Push the idea that Electro is Don’t emphasize Max over the most powerful Electro. We want to keep the supervillain Spider-Man has stakes high, and nerdy Max is not ever faced that threatening Make clear Electro’s Be careful about showing the personal connection with Green Goblin. We don’t want to Electro Spider-Man, for example, look like a rehash of the original Spider-Man’s greatest fan series. & Other has now become his Villains greatest enemy Show that not only is Spider-Man battling several enemies, but all of them have a personal connection with him 5 CONFIDENTIAL – DO NOT DISTRIBUTE GUIDING PRINCIPLES Convey that Spider-Man will be tested in ways that audiences have never seen before. Spider-Man will be pushed beyond his limits, and when he’s pushed beyond his limits he can no longer protect everything and everyone the way he wants to – he will struggle and be forced to make difficult choices. The consequences for him are personal, and that elevates what’s at stake. Build mystery around Oscorp. The connection between Spider-Man and Oscorp is expanded upon in this movie, and Oscorp is at the center of all of Spider-Man’s troubles. When addressing the mystery behind Peter’s parents, hint that we’ll learn more about the connection between Peter’s father and Oscorp. Peter will discover information about his father and Oscorp that causes him to question what he thought he knew about his family. Family friendliness is helped by Spider-Man’s character being beloved around the world by people of all ages. This movie stays true to the core things that people—both kids and adults—love about him most. This is a blockbuster that has something for everyone – fun moments, serious moments, and action that’s going to pump up everyone. Additionally, this movie showcases Spider-Man’s sense of humor more than ASM1, which will help position the film as family friendly. Peter Parker is an “everyman”, and anyone who’s been pushed around or felt powerless can relate and identify with him. He’s an outsider and he’s given incredible power, and he has to cope with the responsibilities that come with that, but ultimately he chooses to use his power to fight villains and help others. Electro is a supervillain. He’s incredibly strong and his power is very visual, so the film will have very high level special effects that audiences will appreciate. Electro is also intriguing as he’s an inversion of Spider-Man’s character. He’s an unappreciated outsider who’s given special powers, but he chooses to handle his powers in a very different way. 6 CONFIDENTIAL – DO NOT DISTRIBUTE GOALS Get back the family audience. Reassure parents through positive messages about being brave and heroic, Spider-Man using his superpowers to rescue innocent civilians, and adventurous and fun moments that underscore this as a movie for people of all ages. Win back older males. Among fans, those who didn’t turn out for ASM1 were most likely to be older males. Some older men who did see the film found Garfield’s character to be too “angsty” and too focused on the romance. It’s important that romance and Garfield’s emotional turmoil are more on the back-burner when targeting this group, which is eager for more straight action, dangerous villains, and the usual Spidey wit. Re-energize teens. There are a lot of relatable themes here for teens, and our cast – Emma Stone in particular – is very well-liked. It’s important to get teens on board with the franchise in this installment so they are eager to follow the story into ASM3. Get people more comfortable with Andrew Garfield as Peter Parker. Males especially were less receptive to Garfield as Peter/Spider-Man. Getting Peter out of high school will help this, as well as showing a more confident Peter who fully embraces and loves being Spider- Man, and he has fun with the job. Minimize any negativity from the last movie and focus on the love of the brand and how it pertains to this movie. Naturally, Spider-Man embodies the franchise and is by far the most appealing character. Fanship is still very strong for the Spider-Man brand, and that should be capitalized on.
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