MarketingMarketing GuideGuide www.dinosalive.com Table of Contents Introduction 3 Film Positioning Synopsis 4 Fact Sheet 5 Short Descriptions 6 Target Audiences & Messages 7 Key Artwork & Promotional Material Key Artwork 8 Promotional Material & Images 9 Press Relations & Publicity Press Kit & Electronic Press Kit (EPK), Media Screenings 10 Generating Publicity & Media Partnerships 11 Dinosaur Mascot 12 Screenings 13 Promotional Screening 14 Educator Screening 15 Opening Events Local Premiere & Members Events 16 Guest Appearances 17-19 Exhibits 20-22 Group Sales 23 Education & Resources Ed Guide, Classroom Poster & Traveling Trunks 24 Books for Children 25 Books for Adults 26 Advertising 27-31 Merchandise Film Related Items & Suggested Books 32 Contacts 33 ww ww ww .. dd ii nn oo ss aa ll ii vv ee .. cc oo mm 2 Introduction This guide is provided to help you launch Dinosaurs Alive successfully and to sustain strong attendance throughout the film’s run. All of the tools are available on the Films Marketing Website. You can access these by going to www.dinosalive.com and clicking on Theater Resources. Contacts are provided at the back of the Guide. Please feel free to contact us if there is anything you need that you don’t find here or on the marketing website. ww ww ww .. dd ii nn oo ss aa ll ii vv ee .. cc oo mm 3 Synopsis Dinosaurs Alive is a global adventure of science Dinosaurs Alive will also introduce and discovery – featuring the earliest dinosaurs of audiences to the breakthrough the Triassic Period to the monsters of the discoveries taking place under the Cretaceous “reincarnated” life-sized for the giant IMAX ® screen. Audiences will journey with some towering red sandstone buttes and rock of the world’s preeminent paleontologists as they chimneys in northern New Mexico. Since uncover evidence that the descendents of the 1940s, AMNH scientists have dinosaurs still walk (or fly) among us. From the uncovered excellent specimens at the exotic, trackless expanses and sand dunes of mysterious Ghost Ranch, where erosion Mongolia’s Gobi Desert to the dramatic sandstone has cut down through the many levels of buttes of New Mexico, the film will follow sediment to expose fossils of the earliest American Museum of Natural History (AMNH) paleontologists as they explore some of the dinosaurs from the Triassic Period, some greatest dinosaur finds in history. Through the 230 million years ago. At that time reptiles magic of scientifically accurate computer- still ruled the earth and dinosaurs were generated animation, these newly discovered actually modest in size—no larger than a creatures, and some familiar favorites, will come cat, dog, or human. Dinosaurs exploded in alive…in a big way! diversity and size during the later Jurassic Film Positioning Beginning in the 1920s, AMNH scientist and Period. Scientists have recently discovered adventurer Roy Chapman Andrews, who is a “monster” buried near Ghost Ranch. believed to be the inspiration for the Indiana It was a long-necked sauropod called Jones character, led five expeditions to the Gobi Seismosaurus—meaning ‘thunder lizard’— Desert. Andrews and his team found hundreds of that was a massive 121 feet long. In the film, dinosaur remains, many new to science, including the first Velociraptor, the first dinosaur nests with audiences will witness this behemoth eggs, and fossils of early mammals that lived thundering about on screen, in stark contrast alongside dinosaurs in the Late Cretaceous to the more diminutive Triassic dinosaurs. Period. Andrews also happened to take along a Hollywood cameraman with him to film the Finally, in an exciting development captured expedition’s discovery. This rare and beautifully by our cameras, Novacek and Norell, travel preserved footage, juxtaposed against the large- to the site and inspect an extraordinary format footage of today’s expeditions, provides discovery made by AMNH graduate students - audiences with a unique perspective into field - one of the oldest dinosaurs ever found in paleontology over time. North America. The film will show how the Following in the footsteps of Andrews, AMNH fossil was discovered, protected in a plaster paleontologists, Mike Novacek and Mark Norell, jacket, carefully removed from the rock, have been making annual expeditions to the Gobi and studied at the American Museum of every summer since 1990. Some of the greatest Natural History in New York. Dinosaurs Alive dinosaur fossils ever found have come from the shows how new scientific insights are Gobi. Collapsing sand dunes quickly and completely covered whole communities of sometimes built from previous discoveries, animals, preserving them until the skeletons are and each new generation of paleontologists exposed today by erosion. One of the most continues the legacy of people like |Roy dramatic sequences in the film features a Chapman Andrews. Velociraptor and a Protoceratops locked in mortal combat as a sand dune sweeps over them and Dinosaurs Alive is a production of David Clark kills them. The famous fossil of these fighting Inc., Giant Screen Films, the Maryland dinosaurs shows that they died in a deadly Science Center, and Stardust Blue, LLC, in embrace, claws and jaws still grasping at each association with the American Museum of other. Great dinosaur moments like these, actual Natural History. The film is directed and fossilized stories, are brought back to life through written by large-format veterans Bayley Silleck state-of-the-art CGI. and David Clark with cinematography by Bill Reeve. Major funding has been provided by the National Science Foundation, with additional support from the Museum Film Network and the 3D Film Interest Group. The film is being released to IMAX® and other giant-screen theaters. w . d i n o s a l v e c m 4 Fact Sheet Title: Dinosaurs Alive! Formats: 2D and 3D (Available in 15/70, 8/70 and 10/70) Description: See the earliest creatures of the Triassic Period to the monsters of the Cretaceous in a ‘life-sized’ IMAX® presentation. Join renowned paleontologists as they discover new fossils and uncover evidence that dinosaur descendants are still among us. Realistic and scientifically-accurate computer generated animation brings dinosaurs back to life…in a big way! Filming Locations: Mongolia (Gobi Desert) New Mexico (Ghost Ranch, New Mexico Museum of Natural History & Science) New York (American Museum of Natural History) Film Positioning Producers: David Clark, Inc. Giant Screen Films Maryland Science Center Stardust Blue LLC In association with the American Museum of Natural History Distributed by: Giant Screen Films Major funding & Support Provided by: National Science Foundation Museum Film Network 3D Film Interest Group Directors/Writers: David Clark and Bayley Silleck Director of Photography: Bill Reeve Editor: Stephen Johnson Narrator: Michael Douglas Length of Film: 40 minutes Release Date: March 30, 2007 w . d i n o s a l v e c m 5 Short Descriptions 35 Word Description Travel to the deserts of Mongolia and New Mexico on an expedition of discovery. Find new fossils and uncover realistic and scientifically accurate computer generated dinosaurs as they come to life on the giant screen. 50 Word Description Film Positioning See the earliest creatures of the Triassic Period to the monsters of the Cretaceous in a ‘life-sized’ IMAX® presentation. Join renowned paleontologists as they discover new fossils and uncover evidence that dinosaur descendants are still among us. Realistic and scientifically-accurate computer generated animation brings dinosaurs back to life…in a big way! w . d i n o s a l v e c m 6 Target Audiences & Messages Dinosaurs Alive is suitable for all audiences and an exciting film for dinosaur- lovers from age 3 to 93. The film specifically targets families with children (ages 5-15) and school groups (grades 3-8), though students of all ages will enjoy the film. Working with our educational partner, the American Museum of Natural History, we have developed curriculum-based classroom material for K-12. The generous support provided by the National Science Foundation will help theaters target underserved schools and community organizations. Parents and teachers need not be concerned about violent scenes; the film is family friendly in all regards. Dinosaurs Alive is an excellent film for both museum and commercial theater audiences. MEDIA BUYING AND MARKETING TARGETS While statistics such as household incomes may differ market to market, we recommend targeting the following demographics with advertising and Film Positioning promotional efforts: Primary Targets ■ Women (mothers age 25-49) with children in the household. HH income $75K+ ■ Families with children. HH income $45K+ Additional Targets ■ Educators (public, private and home school) ■ Museum patrons ■ Tour group operators ■ Dinosaur enthusiasts ■ Local community and youth organizations ■ Senior groups Creating audience-specific promotions for each target category will achieve maximum reach and more successful overarching campaign. We encourage theaters to approach media and community organizations with creative partnership opportunities and ideas, such as setting up promotional screenings for local hotel concierge groups and city cab drivers to help spread the word! MESSAGES ■ See life-sized and life-like dinosaurs on the giant screen. ■ Journey with paleontologists on expeditions in remote corners of the world to hunt for the bones of prehistoric creatures. ■ Learn how explorers like Roy Chapman Andrews in the 1920s and modern scientists contribute to the way we understand dinosaurs ■ Explore how fossils and new discoveries shed light on dinosaur behavior. ■ Discover how paleontologists have determined that dinosaur relatives still walk (or fly) among us today. w . d i n o s a l v e c m 7 Key Artwork Our goal and intention with the key artwork for Dinosaurs Alive is to communicate the subject matter, the format, and the content contained in the film to potential audiences. We believe the variety of campaigns from which you can choose offers options for maximizing the interest of your audience.