International Theatrical Marketing Strategy – draft #8 – 8.7.05
Release Dates:OCTOBER THRU DECEMBER 05 - PIRACY MARKETS SHOULD PLAN RELEASES AS CLOSE TO U.S. DATE AS POSSIBLE
US Release Dates:September 9, 2005 on 2000+ screens
MPAA Rating:PG-13
SYNOPSIS
In an extremely rare decision, the Catholic Church officially recognized the demonic possession of a 19-year-old college freshman. Told in terrifying flashbacks, THE EXORCISM OF EMILY ROSE chronicles the haunting trial of the priest accused of negligence resulting in the death of the young girl believed to be possessed.
Cast
LAURA LINNEY – The two-time Academy Award nominee, for her performances in YOU CAN COUNT ON ME with Mark Ruffalo, and last year’s KINSEY with Liam Neeson, is considered one of America’s finest working actors today. Ms. Linney is consistently lauded by critics and is popular with audiences for her blonde good looks and winsome smile. She came to be known to television audiences as Maryann Singleton in the continuing miniseries, TALES OF THE CITY based on the bestselling novels by Armistead Maupin.After appearing in PRIMAL FEAR in 1996, Ms. Linney made such an impression on Clint Eastwood he selected her for a major role in ABSOLUTE POWER. Ms. Linney went on to make THE TRUMAN SHOW with Jim Carrey, THE LIFE OF DAVID GALE with Kevin Spacey and MYSTIC RIVER with Sean Penn. She will next be seen in THE SQUID AND THE WHALE with Jeff Daniels.
TOM WILKINSON – Long a popular British character actor, Tom Wilkinson broke through to movie audiences around the world for his performance in the smash international hit THE FULL MONTY. He went on to critical acclaim for his performances in the Academy Award winning SHAKESPEARE IN LOVE and THE PATRIOT with Mel Gibson. But it was Mr. Wilkinson’s performance in the multiple-Oscar nominated film IN THE BEDROOM with Sissy Spacek that earned him his Best Actor Academy Award nomination. Mr. Wilkinson has won the prestigious London Critics Circle Theatre Award and he is an Officer of the Order of the British Empire for his services in drama.
CAMPBELL SCOTT – After studying drama at Lawrence University, Mr. Scott was widely noticed for his performance with Julia Roberts in DYING YOUNG. He has gone on to star in some of the most popular indy films in the last fifteen years, including SINGLES with Matt Dillon and Bridget Fonda, the groundbreaking aids drama, LONGTIME COMPANION, DEAD AGAIN with Kenneth Branaugh, MR.S PARKER AND THE VICIOUS CIRCLE with Jennifer Jason Leigh, and most recently, RODGER DODGER and THE SECRET LIVES OF DENTISTS. Mr. Scott has twice been nominated for a Best Actor/ Independent Spirit Award. Mr. Scott is also an accomplished director and producer, his most noted achievement THE BIG NIGHT which he co-directed with Stanley Tucci. The film won the Independent Spirit Award for Best Feature, and was nominated for the Grand Jury Prize at both Sundance and Deauville. Campbell Scott is pure Hollywood Royalty, the son of Academy Award-winnIng actor George C. Scott and Emmy Award-winning actress Colleen Dewhurst.
JENNIFER CARPENTER – Ms. Carpenter, who plays the possessed Emily in the film, makes the move into thrillers after appearing with the Wayan brothers in the hit WHITE CHICKS and D.E.B.S. Director Scott Derrickson knew he had to find a young actress for the role of Emily who could handle the complicated behaviors and physical contortions
we associate with demonic possession. Ms. Carpenter’s performance at a call-back audition eased Mr. Derrickson's mind about the crucial scenes. “When I saw her I was like, 'Well, you've just got to turn the camera on and point it at her.'” She will soon be appearing with Judd Nelson in LETHAL EVICTION.
SHOHREH AGHDASHLOO – Ms. Aghdashloo was born in Iran in 1952, and at age 20 achieved nationwide fame and critical acclaim starring in THE REPORT, directed by the renowned Abbass Kiarostami, and SOOTEH DELAN directed by the late Ali Hatami. During the 1978 Islamic revolution, Aghdashloo left Iran for England, where she completed her education and continued acting. It was her breakthrough performance in 2004's HOUSE OF SAND AND FOG that earned her a Best Supporting Actress Academy Award nomination, the Independent Spirit Award for Best Supporting Actress, and Best Supporting Actress awards from the LA Film Critics Association and the NY Film Critics Circle, making her a hot commodity in the filmmaking community. She will soon be appearing in IL MARE with Keanu Reeves and Sandra Bullock.
Director – SCOTT DERRICKSON – An accomplished director and screenwriter with an undergraduate degree in theology anda Master’s Degree in Film Production from the USC School of Cinema and Television (which boasts Stephen Spielberg as their most celebrated alumnus), Scott Derrickson directed URBAN LEGENDS: FINAL CUT and HELLRAISER: INFERNO. With Paul Harris Boardman, he recently adapted the book BEWARE THE NIGHT for producer Jerry Bruckheimer, and wrote a science-fiction epic for director Martin Scorsese. Earlier this year Mr. Derrickson wrote the story for Wim Wenders’ LAND OFPLENTY. Mr. Derrickson is active in the Christian community, which gives his choice of this film’s subject matter an interesting perspective.
Genre:Horror/Thriller
Running Time:97 minutes
Feature Delivery Target:mid-August 2005
INTERNATIONAL POSITIONING STATEMENT
THE new EXORCIST. A true story told for the first time. Beyond scary with strong performances. An intelligent yet terrifying horror/thriller, with an Academy Award nominated cast of Laura Linney and Tom Wilkinson.
Sony’s legal department has approved our use of the tag line:
"Not since THE EXORCIST has a film terrified audiences like THE EXORCISM OF EMILY ROSE"
This could be a great positioning line and can be used to brand the film.
CONSUMER TARGET
Primary
ADVERTISING TARGET
Males and females:13 – 35, high school and college students
Secondary
PUBLICITY and WORLD OF MOUTH TARGET with SELECT, TARGETED ADVERTISING
Males and females:35-45
Horror fans
Gay cult fans of Laura Linney
KEY MARKETING STRATEGIES
• Market as a suspenseful horror film like THE EXORCIST
• Keep it real. The event really happened; this is the story. There may be aspects of the
actual story that have been altered in the film version, but focus must remain on the fact that it was a real, documented exorcism that went horribly wrong. The fact that it actually took place makes it even scarier.
• Advertising driven – U.S. trailer is being shown in theatres and on-line and fans of the genre have been buzzing about it. Early placement of the international trailer should be happening the same way; get on-screen asap with big film titles, on top local web sites. All materials throughout the campaign – trailers, tv spots, radio spots, print – will consistently support the promise of high levels of terror, but maintain a “big picture” feel at all times.
• Take advantage of the opportunity to attract the broadest commercial audience with the pedigree of the cast
Strengths
• action-packed suspenseful thriller/horror
• smart and absorbing; this is not an empty-headed horror/thriller, but has an intriguing and engrossing plotline
• inspired by true events, the first time ever told
• really really scary, an edge-of-your-seat quality missing from most films today
• great performances by Academy Award nominated actors Laura Linney and Tom Wilkinson
• well-made thrillers have a good track record of success
• Laura Linney has a gay following thanks to KINSEY and TALES OF THE CITY
Challenges
• no high-profile young cast members to attract teen audience
• word-of-mouth could reveal that majority of the film is in the courtroom setting
• some current internet buzz asking if the story is really true or not
Like Picture Comps
THE RING, THE EXORCIST re-release (not THE EXORCIST prequel), THE GRUDGE
Screening Strategies
Careful word of mouth screenings should be held as well to spread the word amongst key media opinion/tastemakers and talkers. Get local celebs to endorse the film saying, “I’ve never been more scared in my life.”
Paid sneaks should be explored as appropriate – please come back to us with your thoughts on this option after you have screened the film.
CREATIVE ADVERTISING MATERIALS
IMPORTANT: There is a possible lawsuit pending with the family in
Germany. Please make sure your materials say “inspired by true events” only.
The US poster (above) is being serviced as a teaser poster for your use. We are working on a new look that is more explicit and graphic and I look forward to sharing that with you very soon. In the meantime, the teaser is being printed and layered files are available on the SPRI/Graphic Orb site.
We will be creating in-theatre materials including standees or banners and lobby cards pending creative lock of final materials.
AUDIO-VISUAL
The 1.55-minute trailer has been serviced to you. The reactions to the trailer have been excellent and you should use it as the cornerstone of your marketing campaign. We are prepared to also create a shorter version of the trailer for your markets if appropriate. PLEASE GET BACK TO SAL AS SOON AS POSSIBLE IF YOU NEED A :30 OR :60 TRAILER.
In addition, Cathy has developed a very cool trailer mailer which is being made available for your use. See TRAILER MAILER under Publicity.
LEGAL
THE EXORCISM OF EMILY ROSE is both a DGA and a WGA film, and the title is cleared.
LAURA LINNEY
• Artwork title tie-in to any cast; 1st position
• Likeness must appear if recognizable likenesses of more than 2 starring actors appear [substantially equal size]
• Has stills approval; resubmission of approved stills for key art
• Audio mention tie-in to any cast
• Excluded Ad tie-in to any cast
• Approval of bloopers, outtakes, interviews and behind-the-scenes footage
TOM WILKINSON
• Artwork title tie-in to Linney
• Stills approval [Note: Not a contractual requirement, but as a courtesy should probably let him approve any stills of him that you plan to use]
• Excluded Ad tie-in to Linney
• Approval of bloopers, outtakes, interviews and behind-the-scenes footage
CAMPBELL SCOTT
• Has stills approval – must use approved still if include likeness in key art
• Excluded Ad tie-in to any cast
COLM FEORE
• Has stills approval – must use approved still if include likeness in key art
• Excluded Ad tie-in to any cast in the billing block
JENNIFER CARPENTER
• Has stills approval – must use approved still if include likeness in key art
• Approval re blooper and outtake footage
MARY BETH HURT
• Has stills approval – must use approved still if include likeness in key art
• Excluded Ad tie-in to Czerny
• Approval re blooper and outtake footage
HENRY CZERNY (2nd to last position - “with Henry Czerny”)
• Has stills approval – must use approved still if include likeness in key art
SHOHREH AGHDASHLOO (Last position = “and Shohreh Aghdashloo”)
• Has stills approval – must use approved still if include likeness in key art
• Excluded Ad tie-in to any cast
• Tabloid Press Restriction: cannot submit stills to tabloid press
• Approval re blooper, outtake and behind-the-scenes footage
JOSHUA CLOSE
• Approval re blooper and outtake footage
LAKESHORE ENTERTAINMENT
• Logo parity with Screen Gems logo (animated and static logos)
• No reference to any prior Lakeshore movies or awards or to Lakeshore executives without prior written consent
•Consent required to use voices or likenesses of Lakeshore executives
ADVERTISING RESTRICTIONS
• Can say “Based on a True Story” without any type of qualification. However, if you decide to use qualifying language must use the following phrase in its entirety: “Names and locations have been changed for privacy concerns and certain events dramatized”
MEDIA
FILM /THE EXORCISM OF EMILY ROSE
Censorship Rating Guidelines / Rated RROLE OF ADVERTISTING / Generate must see interest against “horror” fans while creating cross-over interest and “want to see” amongst the discerning, sophisticated and older movie going audience.
Exploit each medium to its fullest and schedule activity wisely to create and extend the box office life. EMILY ROSE delivers a powerful combination of original story and compelling drama providing both marketability and playability.
TARGET AUDIENCE / Primary: Adults 13 - 35
Secondary: 35 +, older, frequent movie goers
TELEVISION / Where possible, use TV as lead medium to broadly communicate the dramatic visuals, compelling “true story” hook and strong playability of the film. Be careful to achieve threshold levels of TV in order to safeguard the out-of-pocket necessary to include TV in the mix.
Use cable/satellite to cost effectively reach the target with little media waste. Additional Pan-regional support with supplemental “added value” will be negotiated from home office.
Where affordable, kick-off campaigns with longer length units to reveal story, visuals, reviews and true story hook. Decrease lengths and increase unit frequency closer to release to push audiences into theaters with a sense of urgency, and being sure to highlight positive review spots just prior to launch. Consider broad-based, older skewing adult programs as well to achieve audience cross-over.
NEWSPAPER / Newspaper schedules should be limited so as not to dilute TV efforts. Concentrate efforts on key papers, on key days, with page dominant ads only for maximum impact. Positive review ads will play an essential role. Consider unconventional sizes (banner ads, consecutive pages) for even further impact, particularly in markets where breakout TV levels will be difficult to afford.
Consider color space premiums including one-color treatments on key days to help ads “pop”.
RADIO / A strong cost-efficient supplement to target young movie-goers on pop stations as well as older “commuters” during morning and evening drive times.
Radio activity should be scheduled in the days close to release as a high frequency call-to-action when movie-goers are drafting weekend plans. Schedules should spike at between 10 –12 spots per station per day where possible to make “noise” pre-weekend.
Radio buys should also yield heavy promotional added value benefits in terms of DJ mentions, screenings and giveaways…
In conjunction with the audible cries of EMILY ROSE, the expected positive reviews will make a powerful local spot and a strong cost-efficient choice to sustain the box office momentum and give the picture legs.
OUTDOOR / Use efficiently particularly in outdoor friendly markets. Given it is winter season in a majority of territories, traditional backlit outdoor campaigns may prove costly and could dilute TV efforts.
Consider metro activity where available and affordable.
However, pedestrian accessible outdoor, (a.k.a., wild posting, bookshops, college campuses, music stores, internet cafes, discos, coffee houses, postcards, etc.) can provide inexpensive support.
MAGAZINE / Limit use of paid ads wherever possible, however, given the absence of key talent, consider magazines where publicity coverage will be compromised.
Schedules should include street press and directory vehicles reaching frequent movie-goers with little waste. With the broad audience that the film is expected to attract, make the most of long lead reviews.
INTERNET / Prime, emerging medium effective for reaching the younger demo cost-efficiently and often times with a unique message or content.
Utilize unique international campaign encompassing audio-visual elements in pop-ups and banner ads on broad search engines as well as movie, sports, news and listing sites.
Work with Michael Fisk to synch up efforts and maximize all the available assets.
In negotiations with other medias i.e. television, radio and press utilize leverage to include online presence for their respective media sites.
PUBLICITY
MATERIALS
CD Press Kit: Delivery week of August 22.
EPK: Delivery late August. EPK is scheduled to have a bit of B-roll, but not an extensive amount. More footage has been requested, but uncertain if it is available.
TV Special:
13 minute Starz TV Special – delivery late August
1 hour special on possessions and exorcisms – delivery late August - *****NOW IS THE TIME TO BEING SETTING UP CABLE PROGRAMMING EVENTS TO TIE IN WITH YOUR RELEASE DATE***
Photography:
• 17 photos were posted on the Sony website July 27th.
• Key photography to be shipped after August 20. • There is NO Laura Linney studio owned special photo shoot.
Special items made for THE EXORCISM OF EMILY ROSE:
Promotional Newspaper:
Please find attached a newspaper layout created by our domestic colleagues at Screen Gems. The newspaper contains actual articles that chronicle the real life events surrounding the act of exorcism. The images and articles are being licensed by SPRI for worldwide use and the final files will be emailed shortly. Please let us know how many of these “newspapers “ – which can be distributed at horror/fantasy festivals, as bag stuffers in comic book and fantasy shops, bag stuffers for a local promotion with an appropriate retailer, give-aways at the movie theatres, etc. ) you think you can use.