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 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 CONFIDENTIAL – DO NOT DISTRIBUTE 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; Family audience (children under 12 and their parents) Special Considerations: We need to re-energize teens and bring back families. It is paramount we make ASM a trilogy for a new generation. WORK IN PROGRESS We’ve always known that Spider-Man’s most important battle has been within himself: the struggle between the ordinary obligations of Peter Parker and the extraordinary responsibilities of Spider-Man. But in The Amazing Spider-Man 2, Peter Parker finds that a greater conflict lies ahead. It’s great to be Spider-Man (Andrew Garfield). For Peter Parker, there’s no feeling quite like swinging between skyscrapers, embracing being the hero, and spending time with Gwen (Emma Stone). But being Spider-Man comes at a price: only Spider-Man can protect his fellow citizens from the formidable villains that threaten the city. With the emergence of Electro (Jamie Foxx), Peter must confront a foe far more powerful than he. And, as his old friend Harry Osborn (Dane DeHaan) returns, Peter comes to realize that all of his enemies have one thing in common: OsCorp. When enemies unite, his greatest battle begins. WHAT WE’VE LEARNED Through exhaustive post-release studies, trailer tests, brand studies, feedback from our territories, and our recent focus groups, 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. But we can’t take this for granted, particularly when it comes to teens and families. We need to build this base back up by highlighting the things they love about the brand: the suspense and web-swinging action, while at the same time reminding them that Spider-Man is ultimately an underdog, an ordinary guy in extraordinary circumstances. 3 CONFIDENTIAL – DO NOT DISTRIBUTE 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. In our recent testing, males and older groups favored the more distinct “enemies unite” positioning as embodied in the ‘Enemies’ trailer, while younger audiences and families prefer that some levity and fun be layered in as found in the trailer ‘Plan’. In worldwide 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. This should be the predominant positioning. That said, there is room to shed a greater but not necessarily exclusive light on Electro. 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: There is a lot more heart-thumping, Don’t imply any part of this film takes place web-slinging action. This is one clear in high school. difference from the first Amazing Spider-Man. You really get a sense of Don’t paint a picture of the film being dark the scope and intensity of action or moody. While the stakes are higher, this from the get go Themes is Spider-Man and not the Dark Knight. There is a lot of wit, humor and humanity / Topics Much of this is action is due to throughout even more than the last film. enemies uniting. With Electro in the This time around we really gain a sense of forefront and other enemies coming how much Peter enjoys being Spider-Man from all sides, this scenario easily the hero. becomes Spider-Man’s greatest challenge. He will be put to the test like never before 4 CONFIDENTIAL – DO NOT DISTRIBUTE Uniting these enemies and playing a central role is mysterious Oscorp, “headquarters” for the world of villains Spider-Man faces More villains working in a coordinated fashion, means higher stakes. The responsibility of being a hero Untold story Peter Parker is at heart an ordinary Don’t portray him as overly angst-ridden guy. He is neither a billionaire playboy nor someone born with Don’t imply that he is still haunted by the superhuman abilities. He is someone mystery surrounding his parents’ just like you and me. This ordinary disappearance person just happens to be in an extraordinary circumstance Don’t depict him as still consumed by his promise to Captain Stacy Peter / Lean toward showing Peter as someone who loves being Spider- Spider- Man and has some confidence in his Man role as a hero The only question is how to be the best Spider-Man, the best hero he can be. This is a Spider-Man that belongs to everyone Convey that Peter is balancing being Spider-Man with living a normal life. Position her as intelligent and Don’t go too deep into her relationship with independent, someone who is able Peter Parker. The two clearly have to deftly assist Spider-Man chemistry, but we don’t want to over- Gwen emphasize romance Don’t mention her death Should be seen as someone who has Don’t reveal that Harry becomes the Goblin a personal connection to Peter, but he also has a connection to his Don’t mention that his father Norman dies father Norman Osborn and the Harry legacy of Oscorp Don’t address the “Harry’s blood” storyline. It is not that compelling Highlight that both Harry and Peter are fatherless and that this is their unique and shared bond. Push the idea that Electro is the Don’t make it seem as if Electro is the only Electro most powerful supervillain Spider- supervillain. Thanks to Oscorp, this will be Man has faced and that he is capable Spider-Man’s greatest challenge as he faces of destruction on a massive scale a cadre of super villains 5 CONFIDENTIAL – DO NOT DISTRIBUTE Make clear his personal connection Don’t emphasize Max over Electro. We with Spider-Man, namely, Spider- want to keep the stakes high, and nerdy Man’s greatest fan has now become Max is not that threatening his greatest enemy 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. We are telling the story of the hero's journey and in this case, the stakes have never been higher for both Spidey and Peter. Spidey, because he is facing enemies that have joined forces against him, and Peter, because the choices he makes and the promises he tries to keep have real consequences. Multiple and very powerful villains than before. Continue raising the stakes with Spider- Man’s new enemies. Build further upon the notion of Spider-Man being attacked from all angles from multiple villains – with the formidable and extremely powerful Electro in the forefront – to suggest a daunting and greatest challenge yet. 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 for his heroism. 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.