Sex Tape Is Directed by Jake Kasdan (Bad Teacher) and Also Stars Rob Corddry, Rob Lowe, Jack Black, and Ellie Kemper

International Theatrical Marketing Strategy

Main Genre: Outrageous Comedy

Cameron Diaz Annie The Other Woman (upcoming), Bad Teacher, Knight and Day, The Box, the Shrek franchise (voice), What Happens in Vegas, The Holiday

Jason Segel Jay This is 40, The Five-Year Engagement, The Muppets, Jeff, Who Lives at Home, Friends with Benefits, Bad Teacher, Gulliver’s Travels, Get Him to the Greek, Forgetting Sarah Marshall

Jack Black Lamont The Big Year, the Kung Fu Panda franchise (voice), Gulliver’s Travels, Year One, Tropic Thunder, Be Kind Rewind, Nacho Libre

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Rob Lowe Hank Parks and Recreation (TV), The Invention of Lying, Thank You For Smoking, Brothers & Sisters (TV), The West Wing (TV)

Primary: Moviegoers 15-34 (rating permitting), fans of Cameron Diaz or Bad Teacher Secondary: Moviegoers 35-49

(WORK IN PROGRESS)

Jay (Jason Segel) and Annie (Cameron Diaz) have a great marriage – but with busy jobs and two kids, it’s hard to find time for each other. To kick things up a notch, they They decide – why not? – to make a video of themselves having sex. It seems like a great idea – until they discover that their most private video is no longer private. Instead of becoming a one-night memory, the video is accidentally posted to “the Cloud” for all to see. With their reputations on the line, they know they’re just one click away from being laid bare to the world... leading to a race to reclaim their video.

Sex Tape is directed by Jake Kasdan (Bad Teacher) and also stars Rob Corddry, Rob Lowe, Jack Black, and Ellie Kemper.

KEY STRENGTHS

 Cameron Diaz’s huge international fan base.

 Being confused by technology is a hook that many will find relatable. The line, “no one understands the Cloud! It’s a mystery!” plays well in research screenings and trailer testing.

 Bad Teacher pedigree.

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 American comedies play to varying success internationally. On the positive side, this is the kind of high concept comedy that has been breaking internationally over the last couple of years such as WE’RE THE MILLERS (199m int’l), TED (330m int’l) and more recently, NEIGHBORS (79m+ int’l to date).

 Our sexy-sounding title, while catchy, has the potential of limiting word-of-mouth. At our research screening in the UK, ratings of the film were higher than recommendation scores -- suggesting that while moviegoers liked the film, the sexual content made them less comfortable about spreading the word.

 A story that may come across as predictable or unworthy of the big-screen. Mixing in some surprising or shocking moments to the campaign should help with this, as well as positioning the film as a “fun night out”. In terms of story elements, raise the stakes where possible: what could happen if certain people see Annie and Jay’s sex tape?

 Potential censorship issues for some territories.

RULES OF SEX TAPE

Find the right balance between physical comedy and more clever humor for your territory. In research, the dog scene and falling off the balcony are key slapstick moments. Jokes about technological gaffes help elevate this humor; scenes like Siri giving the wrong answer and the Cloud being a “mystery” are top scenes from trailer testing. The technology-related elements of this story may also boost the film’s perceived uniqueness.

Research has shown that our marketing focus should be the “race to erase” – Annie and Jay rushing to get their sex tape back. While it’s good to establish them as believable, likeable characters up front, we should waste no time getting to the fun. We do not need to dwell on the fact that their marriage has gone stale (which may age the movie up unnecessarily). Instead, focus on the fact that this is a believable couple in a situation gone wrong, caused by their own technological blunder.

Steer clear of marketing that pushes the sexual elements too explicitly, as this can limit our audience. To this end, consider using a title that is less on the nose, for example, “Our Prohibited Video” as used throughout LatAm. Also consider using a title that emphasizes the excitement that happens after the creation of the tape, that it, “the race to erase” notion of the film.

This film has the ability to play broadly, so avoid a romance positioning, which can make the film feel smaller. Only in female-targeted materials should we consider offering bit more back- story on Annie and Jay before the sex tape – and even in those materials, we should continue to embrace outrageous humor first and foremost.

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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 – note awareness and popularity index scores along the axes.

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

CONFIDENTIAL – DO NOT DISTRIBUTE CAMERON DIAZ

Cameron Diaz is very well-known and well-liked in all territories. Older moviegoers are slightly more likely to be familiar with her.

CONFIDENTIAL – DO NOT DISTRIBUTE JASON SEGEL

Jason Segel has a varying international profile, ranging from muted to good. He is best-known and liked in Australia, Germany, and the UK. He also has a decent following in Spain. In all the aforementioned territories, younger moviegoers are more likely to be favorable.

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Rob Lowe earns varying levels of familiarity among international moviegoers, earning his highest levels of awareness in the UK, Australia, and Spain. Older moviegoers are most likely to be aware of him in these and most territories. Awareness levels are below the territory averages in Korea and Russia.

Lowe earns just moderate favorability in all territories.

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INTERNATIONAL DIGITAL

Key Positioning Position the film as a relatable “technology fail” story about a married couple who wakes up to discover that the “digital” sex tape they recorded on their tablet the evening before, has been shared online, leading to a frantic search to pull it down.

Targets Generate awareness and interest about the film through online media stunts and online features to reach target demographic:  Primary Target: Broad Moviegoers (Based on your local ratings)  Secondary Targets: Fans of the cast (Cameron Diaz, Jason Segel), Fans of raunchy comedies

Objectives and Strategic Approach

Objective 1: Highlight the “when technology fails you” theme, to reach a broader audience and keep the story contemporary  Highlight the technology and modern storyline to keep the story contemporary and appeal to younger audiences through the Pop-Up game and the Leaked Tape feature.  If applicable in your markets, work with influential journalists to push the funny editorial videos we will be creating with the talent.  Work with editorial partners to create a series of tech fail editorials (ridiculous texting fails, dirty autocorrect mentions, 10 tips to navigate the “cloud”) to engage broad moviegoers.  Amplify existing thematic content on social and aggregate humorous real life tech fails, to make the storyline more relatable (can also be used as editorial angle).

Objective 2: Highlight the couple’s storyline to engage older audiences, especially females  Emphasize the highly relatable storyline – transitioning from being a childless young couple to becoming overwhelmed parents trying to find time for each other and re- kindle the romance -through the Tumblr site, the Safe Word Generator feature, online editorials, and online ads to target females. Emphasize the chemistry and banter between Cameron Diaz and Jason Segel as husband and wife, through clips and imagery in online ads.  Explore themes such as “Before and After Kids”, “A couple’s guide to surviving marriage with kids”, “New relationships vs. Long-term relationships” for memes and social graphics, to appeal to older audiences. If applicable in your market, localize the Mommy’s Blogger site and reach out to influential local mommy bloggers to appeal to females, especially moms.  Engage fans of the filmmakers and the cast, Cameron Diaz and Jason Segel in particular, through the use of digital greetings on social media and editorial sites.

CONFIDENTIAL – DO NOT DISTRIBUTE Objective 3: Leverage the adult humor to appeal to younger audiences, especially males  Leverage the film’s adult comedy elements to target young audiences (16-34), especially young males through the Sex Tape Selfie mobile feature. Celebrate the film’s playful adult humor, while avoiding the overtly raunchy. Avoid showcasing humor that is explicitly vulgar or dirty.  On social, explore themes around “texts that have gone from hot to not”, or funny auto- corrects, for memes and social graphics, to keep the story contemporary and relatable to younger audiences.  Reach fans of the cast, and broaden to females by highlighting the couple’s frantic search and the comedy that ensues through clips and imagery in online ads.

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/Sex-Tape-Intl- Digital-Campaign-Overview

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.

U.S. Social Media Strategy  Further develop the existing Facebook and Twitter community of Sex Tape fans, broad moviegoers, fans of the talent and animated genre fans.  Build a Sex Tape community that can act as marketers for the film.  Reach out to the Sex Tape 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. 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 from the U.S. page and drive traffic to your sites.

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U.S. Facebook.com/SexTapeTheMovie Twitter Twitter.com/SexTapeMovie Facebook Handle: Page: YouTube Youtube.com/user/SonyPictures U.S. #SexTape Channel: Hashtag: Instagram: Instagram.com/sextapemovie Wikipedia http://en.wikipedia.org/wiki/ URL: Sex_Tape_(film)

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.

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: Facebook.com/SexTapeTheMovie

U.S. Twitter Account:  U.S. Twitter Handle will be: https://twitter.com/SexTapeMovie

If you have local studio Twitter accounts (e.g. Twitter.com/SonyPictures), tweet out periodic updates around film content highlights (similar to email campaigns).

Wikipedia (Collaborative Website): Please create a Wikipedia (or other collaborative website) page if you are able. Link: http://en.wikipedia.org/wiki/Sex_Tape_(film)

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

If you are interested in recreating the editorial videos in your markets during your local junket or Press day, please reach out to Maud Beltran to get the scripts.

CONFIDENTIAL – DO NOT DISTRIBUTE 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 technology and modern storyline. 3) Highlight the filmmaker pedigree. 4) Encourage your editorial partners to create fun lists (Do’s and Don’t’s of Making a Sex Tape list, Famous Sex Tapes list, etc…)

Website:

International Splash Page Approach: The international splash page features a short intro animation that summarizes the plot of the movie. It also features the title, the trailer, photo gallery, story, and links to social media and worldwide release dates. The intro animation can easily be turned off if it doesn’t fit your market’s positioning.

International Tumblr Website: The international immersive site will feature the characters, talent, online features, quizzes and other features.

Full Website Features: • Story • Cast and Filmmakers • Photos • Videos

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 Sex Tape | International Movie Site | Sony Pictures

Meta Tag: Columbia Pictures, Comedy, Jake Kasdan, Rob Corddry, Ellie Kemper, Rob Lowe." />

CONFIDENTIAL – DO NOT DISTRIBUTE 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.

For the markets using the title “Sex Tape”, please make sure to dedicate a portion of your media budget for a search campaign.

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

Splash page: SexTape_INTL_TeaserSite_041014.zip Social Assets: SexTape_US_SocialAssets_040614.zip SexTape_INTL_SocialGraphics_052014.zip SexTape_INTL_SocialGraphics_051914.zip SexTape_INTL_SocialGraphics_052814.zip SexTape_BR_SocialGraphics_060514 SexTape_INTL_SocialGraphics_060614.zip

Banners: SexTape_INTL_AdBanners_TrailerLaunchConcept1_032714.zip SexTape_INTL_AdBanners_TrailerLaunchConcept2_032714.zip SexTape_INTL_AdBanners_TrailerLaunchConcept3_032714.zip SexTape_US_AdBanners_statics_033114.zip SexTape_US_ProgressiveBanners_060614.zip SexTape_US_ProgressiveBanners_Look01_061114.zip SexTape_US_ProgressiveBanners_Look02_061114.zip SexTape_US_40k_061114.zip

Mobile feature: SexTape_INTL_SexTapeSelfieFeature_051414.zip

Feature: SexTape_INTL_LeakedTapeFeature_051414.zip

Teaser site: SexTape_INTL_TeaserSite_052314.zip

Tumblr site: SexTape_US_TumblrSite_060514.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 (). Use this link if you do not create a local teaser or full site.

The U.S. site URL is: http://www.TheyForgotToDeleteIt.com. However, do NOT point to the U.S. site because it uses U.S. assets (e.g. trailer, story, release date).

CONFIDENTIAL – DO NOT DISTRIBUTE The Worldwide Release Dates page link is: http://www.sonypictures.com/movies/sextape/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.

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:

Features: 1. Leaked Tape Feature 2. Sex Tape Selfie 3. Sex Tape Safe Word Generator 4. Pop-Up Game 5. Mommy Blogger Outreach

Leaked Tape Feature Users can prank their friends by sending them a personalized message saying that they found this video from “that one time we never speak of.” They’ll be able to customize the video title by answering a few questions such as where, when, and with who. When the receiver clicks through they’ll be directed to a page on the movie site which will be skinned to look like a YouTube page. It will look as though a video had been uploaded but was recently taken down due to the embarrassing content. However they’ll still be able to see the title along with suggested similar videos and shocked comments.

EAGL Source files: SexTape_INTL_LeakedTapeFeature_051414.zip

Sex Tape Selfie We’ll give users the ability to create a Sex Tape Selfie and a Sex Tape Title to go with it. Once they’ve taken a picture, users will be able to choose various effects to enhance the photo, like blur or contrast, as well as a filter. They’ll then be able to generate the name of their Sex Tape and share their picture and title across their social networks. Feel free to create a QR code that you can include on posters and standees to drive more traffic to the feature.

EAGL Source files: SexTape_INTL_SexTapeSelfieFeature_051414.zip 13

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Sex Tape Safe Word Generator Before you make your sex tape you need to set a safe word. Anything else would be down right dangerous! The Sex Tape Safe Word Generator feature will allow users to answer a series of multiple-choice questions and/or other pre-defined inputs to generate a custom Safe Word. Safe Words will be created in advance and populated into a database that can be randomized to allow users to interact with the feature multiple times. EAGL Source files: June

Pop-Up Game

Jay and Annie accidentally sent their sex tape to the cloud and they need your help to cancel the upload before it’s too late! The only thing stopping you? Pop-Up ads. The Sex Tape Upload game will challenge users to prevent the sex tape from uploading to a popular video sharing site. Users will need to clear all of the suggestive pop-ups to uncover the delete button before the video finishes uploading.

EAGL Source files: June

Mommy Blogger Outreach We will create a Tumblr page in the voice of Annie about being a Mom. Focus will be on mom tech fails and how to keep the romance alive. Mommy bloggers post and distribute content they’re creating for the film. EAGL Source files: June

Mobile:

Text messaging: You are encouraged to create non-premium 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. 14

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Online Media:

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

Audience  Primary Target: Broad Moviegoers (Based on your local ratings)  Secondary Targets: Fans of the cast (Cameron Diaz, Jason Segel), Fans of raunchy comedies

Tactics  A crucial component of the campaign to help plant the seed early out and begin the slow building hype and excitement for this film by using social networks is to increase social noise and spread word-of-mouth (Facebook, Twitter, local social networks)  Video/Pre-Roll will be important to help explain the story and sell the comedy of the film.(YouTube, Daily Motion)  To reach females target entertainment sites and portals (Yahoo, MSN, Orange, Mail)

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

We have different looks depending on your positioning (straight movie branding, or more raunchy).

Some of the partner sites being considered for the pan-regional buy are:  Facebook  Google Search  Youtube  GDN  Yahoo  Terra  MSN

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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

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/widgets.

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

CONFIDENTIAL – DO NOT DISTRIBUTE 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 Sex Tape assets with similar comedy 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: 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. 2) Jack Black cannot be used in advertising.

CONFIDENTIAL – DO NOT DISTRIBUTE INTERNATIONAL CREATIVE

The International creative advertising campaign for SEX TAPE promises a high-concept, outrageous comedy starring one of the biggest stars in the world, Cameron Diaz. In the vein of such hit comedies as THERE’S SOMETHING ABOUT MARY, BAD TEACHER and WE’RE THE MILLERS, SEX TAPE strikes that perfect balance between fun, physical comedy and broad, concept driven humor. At its heart, this is a film about a couple that is faced with a very modern problem; their most private moment has suddenly gone public. Careful execution of the campaign will ensure that materials focus on that universally relatable concept and the likeability of our cast, while not overselling the sexual or raunchy elements too explicitly.

Posters: Teaser Poster - the below teaser poster and quad were serviced in March, both featuring Cameron and Jason struggling desperately to hold back the massive title. Copy reads: A MOVIE ABOUT A MOVIE THEY DON’T WANT YOU TO SEE

CONFIDENTIAL – DO NOT DISTRIBUTE Launch Poster in development.

The launch materials will feature Cameron and Jason, standing sheepishly in the middle of their bedroom, surrounded by the wreckage of their wild night. The text bubbles surrounding them can be easily localized, and will suggest their video has now gone viral, and that their friends have seen it. The tagline THE CHASE TO ERASE BEGINS, will be used as a key element to convey the comedy. This poster is still in development and will be serviced when available.

In Theatre A standee based on the teaser artwork is in development for English speaking markets.

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Additional in-theatre elements utilizing the launch artwork are also in development.

Outdoor Two outdoor looks are currently available, both based on the existing teaser artwork. The look with the black background should be used by territories that prefer a raunchier comedic positioning. The version with the white background should be used where a broader, more commercial positioning that does not play up the sexual angle is preferred.

Bus Shelter

14x48

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30-Sheet

Additional outdoor elements utilizing the launch artwork are also in development.

A/V

INTERNATIONAL TRAILER “A” (2:05) The first international trailer went up in theatres in mid April, with THE OTHER WOMAN; it is not approved for use online. This trailer clearly establishes Annie and Jay as a busy, modern couple, struggling to maintain their relationship while raising two kids. When Annie suggests they film themselves having sex, as a way to spice up their marriage, this normal couple quickly falls victim to the complexities of modern technology. Upon realizing that their sex

CONFIDENTIAL – DO NOT DISTRIBUTE tape has “gone up to the cloud,” and subsequently been sent to all their friends and family, a frantic race through the streets of Los Angeles to recover the video and protect their privacy ensues. The trailer closes with a big, fun montage, nicely balancing the tone of the trailer between clever, physical humor and broad, concept driven comedy, without overselling the more overtly sexual elements.

INTERNATIONAL REDBAND TRAILER “B” (2:42) The red band trailer launched online only, March 31st, and is available for use theatrically on request. Taking an edgier approach than Trailer A, the redband opens with Annie lamenting how her and her husband’s once active sex life has hit a bit of a snag. She openly asks the question, “How do you get it back?” Her solution is to suggest they spice things up by making a sex tape. What seemed like a good idea at the time quickly goes sour when Jay receives a cryptic text the next morning, suggesting that someone has seen the video. They soon realize their sex tape has accidentally “gone up to the cloud,” and subsequently been sent to all their friends and family. A wild and hilarious chase through Los Angeles quickly ensues as they attempt to recover the video, and prevent it from spreading further online. The final montage favors a slightly edgier tone than International Trailer A, including some drug references and more overtly sexual jokes. The copy reads: THE CHASE TO ERASE BEGINS.

INTERNATIONAL GREENBAND TRAILER “C” (2:25) The third international trailer launched on-line only in late April, and is available for use theatrically upon request. This trailer is a slight revision of International Trailer B, utilizing the same basic positioning and structure, but losing some of the overtly sexual moments in favor of a broader, more censorship friendly tone.

INTERNATIONAL TRAILER “D” (1:44)

The fourth International trailer launched in theatres on various 12A rated targets in early June. It is available for use theatrically on request. Taking a less raunchy approach than International Trailer E, this trailer begins by showing Annie and Jay as a happily married couple, who just happen to have one very “intimate secret” they would prefer to keep private – a sex tape. Sticking to a brand of humor that is more physical and broad, the trailer culminates in a fun montage of Annie and Jay running around town trying to collect the various devices their video has been synced to before their friends see it. The copy reads THIS YEAR THE CHASE TO ERASE BEGINS.

INTERNATIONAL TRAILER “E” (1:38)

The fifth International trailer launched in theatres on 22 JUMP STREET, and is available for use theatrically on request. Using the same basic set up as International Trailer D, this trailer favors slightly more raunchy or sexual jokes – including a few of the wilder moments from their sex tape.

CONFIDENTIAL – DO NOT DISTRIBUTE TV NO DIGNITY INTL (:60) – A :60 cutdown of International Trailer E.

Additional TV spots are in development

INTERNATIONAL PUBLICITY

PER JACK BLACK’S CONTRACTUAL’S, NO USE OF NAME, VOICE AND/OR LIKENESS CAN BE USED WITH ANY PROMOTION OF THE PICTURE

PUBLICITY STRATEGY/GOALS

 Refer to the rules and positioning of the film and strategically exploit publicity assets, i.e. photography, EPKs, etc. and work closely with editors/producers etc. to ensure the film is correctly positioned editorially for your specific market, i.e. not too sexually explicit and with emphasis on comedy.

 Highlight the re-teaming of the raunchy comedy trio from the successful hit Bad Teacher: Cameron Diaz, Jason Segel and director Jake Kasdan.

 Aim to strike the right balance editorially between positioning as a grown-up R Rated comedy to attract a male /female audience (i.e. fans of the The Hangover, Bridesmaids) and not alienate the female audience.

 Highlight Radio as an important vehicle to reach audiences - -particularly in the summer with much TV programming on hiatus.

 Bearing in mind the central story thread of the film – the chase to erase their private content off the cloud – fully exploit online editorial opportunities.

 Highlight the strong supporting comedy actor cast members, i.e. Rob Lowe.

 Try to raise Jason Segel’s international profile with targeted profile features. He is most known to international audiences for his roles in The Muppets and Forgetting Sarah Marshall.

 Capitalize on Cameron’s book “The Body Book” and her reputation as the embodiment of female empowerment to help sell the film to women.

SCREENING STRATEGY

Actual 1st screening dates (tba). As always we encourage you to hold them until the release window in your market.

CONFIDENTIAL – DO NOT DISTRIBUTE Please be cautious when screening to your press Screen as near to your release date and we urge you to fill your press screenings to capacity. Should you want an early screening please seek permission from home office.

INTERNATIONAL PUBLICITY ACTIVITIES

Junket Activity

 Long lead International and Spanish press opportunities with Cameron and Jason mid- June in Barcelona, Spain.

 International junket in Los Angeles on July 12.

 Press day and premiere in Mexico City July 30th

 European tour with Cameron and Jason the beginning of September, travelling to the UK, France and Germany.

Materials

 Photography o One photo posted on February 12, timed to Valentine’s Day. o 7 unit art images posted to date. o Special photo shoot with Cameron – posted June 10.

 Electronic Materials: Early July

 Generic interviews: To be completed at the LA junket

 Production notes: Early July

Premieres

 U.S. Premiere: July 17 in LA.

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Editorial Ideas / Publicity Stunts

 Position the film as a must-see comedy counter-programming to summer superhero movies.  Play up Cameron’s appeal to both men (through great photography and her history with classic raunchy comedies starting with Something About Mary) and women (relatable down-to-earth persona with recent Body Book press tour).  Pitch food sections of magazines on recipes to ‘Spice” up your love life.  Consider Hot Mom photo competitions.  Pitch fitness magazines to put together a pre-sex tape work out.  Health and lifestyle magazines to offer tips for getting in shape for your partner/spouse. Tips for couples on how to feel sexy, enrich your marriage. Offer romantic one-liners.  Pitch features on how to “spice-up” your relationship “without resorting to a sex tape!” with tips from local relationship experts.  Consider a tie-in with local partners to create date night packages (tickets to film, lingerie, dinner).  Pitch features on fashion tips for the bedroom (illustrated by the film still of Cameron Diaz’s roller skates).  For territories emphasizing the caper/wild-chase element of the story, there’s a rich tradition of comedies that can be linked to “Sex tape’ in editorials.  Radio call in opportunities, discussing “Have you ever hit the ‘Send’ button and wish you hadn’t?” Engage music shows (where listeners can help assemble a sex tape mixtape), or call in segments (if you had a sex tape out there, what would you do to retrieve it) Comedy is key to this as it makes the sexual content more accessible.  General tasteful fashion feature on modern lingerie labels with edgy lines to help keep passion alive i.e. Kiki De Montparnasse, Agent Provocateur, Coco de Mer, La Perla www.laperla.com etc.

Coco de Mer

http://www.coco-de-mer.com/lingerie/nightwear/

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Agent Provocateur Kiki De Montparnasse

http://www.agentprovocateur.com http://www.kikidm.com/shop/home.php

 Consider couple’s date night special screenings.

 Fun editorial ideas for MILF’s and DILF’s

INTERNATIONAL MEDIA

Target Audience Primary Target: People 15-34 Secondary Target: People 35-49

Planning Strategy Generate must see interest against core young adults while creating cross-over appeal amongst the broader and older audiences who enjoy comedy and will relate to Cameron Diaz and Jason Segel’s characters and the sexual undertones of the film. Word-of-mouth will be a crucial advocate to position Sex Tape as the breakout comedy of the year and help generate the slow-building anticipation. Utilize television as our main vehicle, allowing us to effectively reach our main audience. Outdoor will be a strong compliment due to the summer season (in most areas), as the image clearly communicates humor and star appeal. Online and mobile is a strong supplement, allowing us to push the limits with our fun and risqué creative to reach our core younger segment. Radio is a key element, capturing the core during drive time call to action. Press will be minimal, on necessary days only. The media mix will vary by market, but the campaign could be flighted in a two-part approach:

Phase I – Digital Grassroots/Viral The goal during this phase is to identify key media vehicles that will kick-start a viral word-of- mouth campaign against our primary audience. Our first RED BAND TRAILER launched March 31st, generating initial buzz. To continue our early seeding, we strongly recommend exploring targeted online sites and select mobile opportunities 6-8 weeks out to create additional impact and early awareness. 26

CONFIDENTIAL – DO NOT DISTRIBUTE . Phase 2 – Launch Campaign

Strategy by Medium

Television o Consider a strong variety of day parts targeting our broad audience within cable/satellite outlets o Sprinkle in select high rated terrestrial TV to establish the story-line and widen our reach o Pending censorship restrictions, identify local entertainment programs targeting each segment of the audience, particularly the younger movie goers (i.e. Idol, Dancing with the Stars, X-Factor, The Voice) o Select, longer length units can showcase the comedy and set up the film’s premise of Cameron and Jason as the loveable, everyday couple trying to keep the spark in their marriage alive. Build in mid and shorter lengths closer to the release to add frequency into our overall campaigns. o For markets opening early, consider sports and news around the World Cup to reach males and balance out the schedules.

Online o A crucial component of the campaign to help plant the seed early out and begin the slow building hype and excitement for this film by using social networks to increase social noise and spread word-of-mouth (Facebook, Twitter, local social networks) o Video/Pre-Roll will be important to help explain the story and sell the comedy of the film.(YouTube, Daily Motion) o To reach females target entertainment sites and portals (Yahoo, MSN, Orange, Mail)

Outdoor o Used where Cameron/Jason are stars and where we can generate impact, especially during summer months (in most areas) o In tougher outdoor markets, consider formats that concentrate on high density areas with heavy pedestrian traffic, keeping our efforts more concentrated and affordable. o Consider heavy mall campaigns, utilizing a variety of formats as an affordable way to reach younger audiences, females and moms. o Also identify strategic communal areas that stimulate conversation – community centers, restaurants, bars, night clubs, coffee shops, metro/subways o If applicable, consider beach advertising to reach summer travelers o Pending timing of release, university advertising may also work in reaching the core target

Radio o Used as a tactical device, a longer +/-7 days prior to the release flight may work to showcase our stars and the comedy through “sticky” sound-bytes and virally disperse the funny one-liners of the film o University radio (for later releases) may further enhance the word-of-mouth strategy among the core

CONFIDENTIAL – DO NOT DISTRIBUTE Newspaper o Press should be limited so as not to dilute the viral campaign o Concentrate efforts on select papers, on key days, with page dominant ads only for maximum impact o Consider alternative street/free press to reach younger cusp of our target

Magazines o Cameron Diaz should elicit maximum impact through publicity coverage versus paid ads

Pan-Regional Activity Pan-Regional activity will play an important role in the overall campaign by reaching a broad audience through cable/satellite. Beyond paid media campaigns, we are looking for opportunities to include:  Short clips and/or scenes  Tune-in units  Channel IDs  Programming sponsorships

Pan-regional partners under consideration are:  Asia: No Regional Buys planned.  Europe: Sony Networks (AXN, SET), Discovery Channel, Viacom networks (Comedy Central, MTV, TMF, Viva)  Latin America: Sony Networks (AXN, SET Sony Spin), Discovery Channel MTV, TNT, Warner Channel

The commuter paper, Metro, is being considered across all regions where available. We are considering a cutout ad for creative impact placed in the movie listings section where possible.

INTERNATIONAL PROMOTIONS

International Promotional Guidelines

Third Party Brand Promotions Guidelines Due to talent restrictions, third party brand promotions on this title will not be accepted. 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.  Specific media promotions concepts and ideas are provided in the media promotions template.  Following are general guidelines: o Focus on exclusive media partner relationships that will allow you to create a larger promotional program with your largest and/or most appropriate TV, print, radio, and online partners. By focusing on exclusive relationships, it should 28

CONFIDENTIAL – DO NOT DISTRIBUTE afford you the opportunity to do repeat programs with these media outlets. Such a relationship should bring enormous value add opportunities to Sex Tape. This also gives the feeling of exclusivity to the consumer as well. 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 sunglasses Cameron Diaz wore 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

Final One Sheet  The final one sheet can be used for media promotions. Follow the guidelines provided in the media promotions template.  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.

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.

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EXHIBITOR RELATIONS

SEX TAPE Release Range: July '14 - September '14 Territories: ALL TRAILER TARGET NOTES The Other Woman Priority Walk Of Shame Chef X-Men: Days Of Future Past 3D Edge Of Tomorrow IMAX 3D (SPLIT w/ Deliver Us From Evil Priority #2) 22 Jump Street (Att) Priority Think Like A Man Too (Att) Deliver Us From Evil (Encl) Priority And So It Goes Begin Again Blended Priority TRAILERS RELEASED Trailer Version Quantity Ordered Int'l A 3,221 Int'l B 466 Int'l C 721 IN-THEATRE MATERIALS ONE- English: 12,288 SHEET

LAS: 3,760 Date Queried: 3/10/2014 Inwood Shipping 3/25/2014 Date: In-Theatre Date: 3/31/2014

STANDEE English 970

Date Queried: 4/25/2014 Inwood Shipping 5/13/2014 Date: In-Theatre Date: 5/20/2014

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Security Pre-Screening Dates & Invitation Verbiage

 Please find the security info for all Sex Tape 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 July 18th, 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 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 Sex Tape pre-release footage screenings and pre-release screenings shall have the following security protocols. Sex Tape 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

CONFIDENTIAL – DO NOT DISTRIBUTE 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.

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.