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

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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 CONFIDENTIAL – DO NOT DISTRIBUTE 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. 2 CONFIDENTIAL – DO NOT DISTRIBUTE KEY CHALLENGES 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. 3 CONFIDENTIAL – DO NOT DISTRIBUTE POP POLLS 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” 4 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. 5 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. 6 CONFIDENTIAL – DO NOT DISTRIBUTE ROB LOWE 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. 7 CONFIDENTIAL – DO NOT DISTRIBUTE 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. 8 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.
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