Li fe isn ’t a spectator sport.A marketing plan by Taylor Underwood

Table of Contents

1 Executive Summary

2 The Basics

5 Phase 1: Overview

6 Synopsis

7 Target Audience

8 Marketing Opportunities/Obstacles

9 The Big Idea

10 Phase 2: Film Festival Strategy

11 Target Festivals

13 Festival Kit

15 Festival Marketing

16 Phase 3: B-2-B Strategy

17 Distribution

18 Target Distributors

19 Phase 4: Consumer Strategy

19 Release Information

20 Advertising

22 Publicity

23 Media Plan

25 Promotions

26 Online Marketing

Executive Summary

High School has its obstacles that many must overcome on their journey through adolescence. When you're a young girl facing new feelings and opportunities seem endless, the decisions you make change your future.

This coming of age story, with a light-hearted and inspirational message, will leave the audience wanting more. Having a relatable protagonist who is an aspiring football kicker for the high school sports team, keeps you invested in the character, and rooting for her as the film progresses.

"The Sidelines" distributed by Fox Searchlight, will have a wide release beginning on October 15, 2012. Targeting three key demographics along with strong partnerships and heavy promotion, this marketing plan will raise awareness and spark interest for this film.

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The Basics

Genre Sports

Positioning Statement A coming of age story, about a young girl (Riley) forced to choose between love and her passion for football. Following her heart, Riley must make a decision that will guide her future. Lighthearted and inspirational, Sidelines proves that you can do anything you set your mind to.

Tagline Life isn't a spectator sport.

Anticipated rating: PG-13:

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Cast BiosLisa Kowalski (Judy Riley)

Lisa has credits in TV, stage, and screen; including "The Black Balloon", "Rescue: Special Ops", and "The Laramie Project."

Nicholas McDonald (Gunnar)

Born in New York city, Nicholas is an outdoors man, completing Eagle Scout in 2010. He also enjoys backpacking during his free time. This is Nicholas' first Chapman film.

Victoria Hoffman (Pele)

With over 20 years of acting experience, Victoria's credits include "House M.D.", "King of Queens", "Boston Legal", and "Will & Grace".

Ron Rogge (Coach Danson)

Born in Hawaii, raised in Alameda, California, and trained primarily in Theater in the San Francisco Bay Area, has performed in over 75 plays and/or musicals before moving to Hollywood, and landing his 1st ever TV credit. Credits include "Modern Family", "Law & Order: LA" and "NCIS: Los Angeles."

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Crew BiosRachel Weeda - Director/WriterRachel is originally from Kansas City, Missouri. The two things she has always been passionate about are film and football. With this film, "The Sidelines", those two passions are finally meeting. Rachel studied English with a writing emphasis at Westmont College and is now studying film directing at Chapman University. She is also currently a writing intern on TNT's "The Closer" and will soon be starting as a writing intern on AMC's "Mad Men". She ultimately aspires to be a television showrunner.

Jamie Clevenger - ProducerBorn in a small town on the Jersey Shore, Jamie spent the better part of her childhood dreaming about becoming part of the film industry. With an undergraduate degree in Business Adminis-tration, and a concentration in the Arts, from the University of Mary Washington, Jamie has developed a firm understanding of international finance and accounting while also balancing her love of entertainment. Upon graduation, Jamie worked in the marketing department of a non-profit theatre company, a start-up professional sports league, and eventually made her way to NFL Films.

James Geyer - CinematographerSports, football in particular, have always played and important part in James Geyer’s life. He was a four-year letterman in football in high school in Tampa, FL. He followed that by attending the college football mecca, University of Notre Dame, where he graduated with a Bachelor’s Degree in Film & Television. During his time as a student at Notre Dame he shot photography and videogra-phy for the university athletic department. James was also a finalist in a commercial contest put on in conjunction between Notre Dame football and NBC Sports. "The Sidelines" is a dream project for James because it combines his passions for football and storytelling.

Daysha Broadway - EditorBorn and raised in Los Angeles, California, Daysha acquired an interest in film at an early age. She received her first video camera at age 15 and by 16 had created an award-winning short film based on the story of King Arthur. She enrolled at the University of California, Riverside in 2002 and quickly found that her passion only thrived in this new environment. It was dur-ing these four years that Daysha developed her fascination with films that deal with the human condition. Her films, often female-centric, tend to chronicle the trials and tribulations of underdogs, social misfits and all around outcasts. Having grown up in a neighborhood where kids were more likely to join a gang then go to college, it is Daysha’s hope that her films, like the ones she grew up watching, will one day inspire youths from troubled backgrounds to pursue their dreams.

Jasmine Ladjevardi - Sound DesignerJasmine Ladjevardi was born in Newport Beach, California and lived there most of her life. Ever since she was a little girl, Jasmine has been obsessed by cinema and film history. She attended University of California, Irvine and graduated in 2008 with a B.A. in Film and Media Studies. During her time at university, Jasmine wrote, directed and produced the films Shrinking Violets and Infamous. After graduating, Jasmine wrote, directed, edited and sound designed Our Lady of Chaos, a 40-minute feature that was shown at Indie Fest U.S.A. in 2009. 4

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Phase 1: Overview

Set in the small town of Bradford, Iowa we find a young girl, Judy ’Riley’; unafraid to fight for what she desires. Having grown up without a mother and an absentee father, Riley depends on her longtime friend, Gunner, to be her companion. We follow these friends as they grow up and share the love of football. At seventeen, the pair find themselves working in an ice cream shop and attending Bradford high school. As football season approaches, Riley contemplates leaving the soccer field to become a kicker for the high school football team, just like her best friend Gunner. After some harassment from her classmates, she decides she is going to try out. Riley seeks out a mentor by the name of Carol "Pele" Nel-son, a former kicker from a nearby town. Pele takes Riley under her wing. After two months of conditioning, Riley is ready for tryouts. Much to the disbelief of the high school team, Riley proves that she deserves a spot in the lineup. After making the first cut, Riley begins to struggle with romantic feelings she has for her friend Gunner. Should she sacrifice her spot on the team to preserve this long-time friendship? We root for Riley in her quest of young love, friendship, and life ambition collide. Riley must choose between cheering on the sidelines and getting in the game.

Synopsis

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Target AudiencePrimary: Women, Ages 14-34Young and impressionable, "She" loves a traditional feel-good movie. With high school memories fresh in Her mind She can relate to characters and relate with certain situa-tions. She loves doing things with her girlfriends and sup-ports anything with a strong female presence.

Secondary: Geographic: Middle America; Ohio west to the RockysFocused on small town and family values, this demographic enjoys the company of others. Traditions and rituals play a large part in daily life. Sporting events generate great buzz and attract community member support. This audience enjoys films that duplicate such regional events.

Tertiary: Sports Fans (Mothers, Tomboys, and Feminists)

Attracted by the love of friendly competition, this audience enjoys a good sports film. Engaging in the excitement the setting an athletic field provides, along with professional jargon and historical references; this will attract these moviegoers.

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Female Lead The strong and youthful female character provides a motivational and empowering message for young women.

Dream Big The story proves anyone is capable of achieving one's dreams making it inspirational and relatable; connecting with multiple demographics.

What’s Next Simple concept and likeable characters will leave the audience with the desire to find out what happens.

Boy Trouble Many young girls have found themselves in this conflict of emotions. Having that guy that begins to become more than just a friend. Should Riley choose to break the status quo?

Football High school football is an integral part of Midwest culture, drawing huge crowds and community support.

Young Love The development of a young romantic relationship is enjoyable for audiences. Giving them someone and something to root for.

Marketing Opportunities

Marketing ObstaclesSports Football is a sport that can be an automatic deterrent for a female audience.

Girl Sports Without a male character as the lead for a football movie, men might overlook the intriguing sports aspect.

High School There are several films with a similar high school football team content. The film could be overlooked because of this.

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The Big Idea

Empowerment!Power is in the decision.

With a message of independence and dream reaching, the hope is to EMPOWER moviegoers. Just like the protagonist in the film is motivated to

reach her goals, all executions in the marketing campaign will communicate this feeling and attitude.

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Phase 2: Film Festival Strategy

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Target Festivals

Sundance (Jan. 19-29, 2012)

Held in Salt Lake City, Utah, the festival is a showcase for new work from American and international independent filmmakers. Such genres highlighted include dramatic, documentary, feature length, and short films.

South By South West (March 9-17, 2012)

Held in Austin, Texas each March, the festival highlights the most innovative, smart and entertaining new films around. In addition to film the festival covers music and interactive projects as well.

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With a strong message of female empowerment, this film fits with the inspirational and unique attributes that such premier platforms offer. The festivals chosen have a strong foundation in supporting films that highlight innovative ideas.

Tribeca (April 18-29, 2012)

Founded in response to the September 1tth attacks on the World Trade Center and the consequent loss of vitality in the TriBeCa neighborhood in Lower Manhattan. The festivals program line-up includes a variety of independent films including documentaries, narrative features and shorts, as well as a program of family-friendly films.

Los Angeles Film Festival (June 14-24, 2012)

Dedicated to promoting and supporting independent films and film-makers, the festival takes place in downtown Los Angeles, California. In the 17 years of the festivals history it has helped to connect the movie-loving public to critically acclaimed filmmakers, film industry professionals and emerging talent.

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Festival Elements

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The football USB drive with the film logo will hold the electronic press kit consisting of the pitch letter, cast and crew bios, set photography, and press release.

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Festival MarketingAt film festivals, titles crowed the scene in a variety of genres. This clutter of information often makes it difficult for a film to hold a presence. The marketing elements selected for "The Sidelines" are intended to build awareness and engage moviegoers. Each execution must communicate the name of the film along with a brief introduction to the story line and the characters. Guerrilla elements are strategically placed in high trafficked areas at the festival(s) in order to insure maximum exposure to the festival attendants.

Distributors dressed in referee jerseys branded with "The Sidelines" logo, will distribute items to festival attendees.

These branded benches will be strategically placed throughout the festival(s) as additional seating. Each are branded with the films logo and stand out from the standard movie poster or wild posting. These would also act as locations for the giveaway team to distribute items.

Giveaways: Items distributed to festival attendees will include a variety of keepsakes. Seat cushions, similar to what you might see at a sporting event will be printed with the logo and production information. Small footballs in the films signature red color will be thrown out to passers by; each will be branded with the films logo. Plastic megaphones are another promotional item that will be branded and distributed to moviegoers.

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Phase 3:B-2-B Strategy

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Distribution Strategy

Screenings::A month prior to the film opening, a select group of press representatives will be invited to a pre-screening of "The Sidelines". Following the screening, a panel of both cast and crew will be available to answer questions about the film. The intention of this screening will be to create industry awareness and a recognizable presence amongst medias. From this screening it is our desire to encourage media coverage, from online to print features. These four weeks will allow ample time for a build up to the opening of the film.

Research:Advertising Tests These studies will be conducted with the intent of receiving feedback direct from the target demographic. This will insure that our message is being heard and that the media choices are connecting with the audience. With this information necessary adjustments can be made to posters or trailers in an attempt to refocus or refocus who we plan to reach.

Exit Studies Conducted during opening weekend, after a showing of the film, the study will allow those who have viewed the product an opportunity to provide feedback on their experience. This can offer projections of the success of of the film during opening weekend. The study will also be focused on discovering the who, what, why. Who came to see the film? What advertisements (if any) did they see of the film? What drew them to see the film? What did they like about the film? With this data, marketing can be adjusted to to reach an untapped demographic or readjust the focus of the current marketing campaign.

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Target Distributors

Fox SearchlightReleasing a fewer number of films yearly, Fox Searchlight still holds a presence in the top ten of domestic film distributors. Their films distributed are often quirky and share an original story. Some past films include Juno, Whip It, and Win Win.

Universal PicturesHaving a variety of hit films including Friday Night Lights and Blue Crush, Universal Pictures is not a stranger to the sports genre. With a strong foundation of resources, "The Sidelines" could be a great film for this powerhouse of film distribution. Averag-ing fifteen films a year Universal has the savvy and the resources to provide the distribution and network to the launch of this film.

Sony PicturesIn 2010, Sony held the number five spot in market share. It's success and established credibility would make the perfect launching platform for "The Sidelines." Having released films like Soul Surfer, Nick & Norah's Infinite Playlist, and Across the Universe, Sony has found success in youthful, unique and inspirational films. 18

Distribution

"The Sidelines" will be released on October 5, 2012. This date was chosen, given that football season is just underway and that many high school homecomings occur in the fall quarter. It is also noted that competition in the 2012 lineup include several dark films that do not appeal to our target demographic. "The Sidelines" will have a wide release opening in 2,300 locations nationwide.

This somewhat smaller distributor can provide the film with the support needed for it's success. Several films from Fox Searchlight have explored the lives and experiences of young people. The high school setting is familiar to their several features. "The Sidelines" would add another unique title to their collection. With it's strong female protagonist, and focus toward attaining goals and living dreams, Fox Searchlight would act as the perfect platform for "The Sidelines" to enter the market.

Release

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Phase 4: Consumer Strategy

AdvertisingThere will be three trailers cut for the film, to be distributed throughout three separate phases of the film. The first phase will "create awareness" by simply introducing the film name, storyline, and release date. The second phase will "build anticipation" through an introduction of the plot and protagonist, this trailer will reveal the struggles she faces as a high school student. The final phase will "share experiences" of those who have viewed the film; collected through exit studies.

Guerrilla marketing will include the transformation of crosswalks and bus stops. Designed to integrate elements of football, the crosswalks will become yard markers while bus stops will become the team bench. Each element will be branded with the movie's logo and release date along with the one-sheet.

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Monthly magazines were chosen in response to the target demographic of females. Utilizing the women empowerment message, we hope to reach impressionable young women and inspire them to see the film. Media buys in each magazine hope to accompany feature spotlights and behind-the-scenes look at the making of the film.

With the targeted demographics, television and print will play the largest part in advertising for the film. Shows selected for their viewership and key demographic will feature one of the three trailers dependent upon the part in the distribution plan.

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Print

T.V.

PublicityIn this campaign the publicity elements will act as a support to the other advertising executions, with goals of targeting both the secondary and tertiary audiences. Publicity will begin a month prior to include film festivals, a press junket, and movie premiers.

The press junket will be held at Rose Bowl Stadium with cast and crew. The football setting is perfect to embrace the excitement of the sport and provides a grand space for interviews. Having such a young and vivacious cast provides ample opportunities for fun interviews. Segments could include a kicking contest or tossing of the football on the field.

Movie premiers will take place in both Los Angeles and New York. Complete with an astroturf carpet, the press will line the walkway. Those working the event will be dressed in logo'd referee jerseys.

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MediaJulyJulyJuly AugustAugustAugust SeptemberSeptemberSeptember OctoberOctoberOctober

Date 12 11 10 9 8 7 6 5 4 3 2 1 0 1 2 3TrailersCreate AwarenessBuild AnticipationShare ExperiencesNetwork TelevisionABC - Grey’s AnatomyABC  -­‐  Happy  EndingsABC - Modern FamilyABC - Once Upon a TimeABC  -­‐  The  MiddleCBS - Amazing RaceCBS  -­‐  Big  Bang  TheoryCBS - Mike & MollyFOX - GleeFOX - SimpsonsNBC  -­‐  Biggest  LoserNBC - CommunityNBC - The OfficeTalk  NewsGood  Morning  AmericaJimmy  Kimmel  Live!Late  Night  With  Jimmy  FallonLate  Night  With  Jimmy  FallonThe  TalkThe  Today  ShowThe  ViewCable TelevisionABC Family - Melissa & JoeyABC Family - Secret LifeAMC - Mad MenBRAVO - Million Dollar MatchmakerBRAVO - Million Dollar MatchmakerBRAVO - Real HousewivesE! - E! NewsMTV - Jursey ShoreMTV - Teen MomOxygen - Tori & DeanTBS - Family GuyOutdoorBillboardsBus StationsGuerillaRadioKiiS FMPandora.comSpotifyMagazinesCosmopolitanEntertainment WeeklyGlamourIn StyleInTouchLuckyOK!PeopleUS WeeklyNewspaperLos Angeles TimesNew York TimesOnlineFacebookGetGlueNetflixTwitterWebsiteYouTube.com23

Budget

Television35%

Online12%Promotions

20%

Radio3%

Print18%

Outdoor12%

Chart 2

Total Budget: $ 36 Million

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PromotionsIn looking for partnerships for the film, it was important to select brands that offer opportunities for our target demographic to feel empowered and engaged. Each partnership will have unique promotions and will integrate the films create into the individual company brand.

Foot LockerKnown as the go-to athletic shoe distributor, the company will act as the ideal partnership embodying the films characteristics and values. The main protagonist in the film would appear in special filmed advertisement for the Ladies Footlocker line. Each store location would receive special branding: from floor clings, window posters, logo'd employee uniform, and logo'd shopping bad. Footlocker serves both men and women and therefore each of the films target demographics would be reached. StubHub.comAn up-and-coming ticket purchasing website, StubHub is the one stop place for everything from sport matches to concerts. The partnership would integrate "The Sidelines" logo onto their main site in addition to an opportunity to enter a contest. A part of the StubHub website would allow visitors to post the sporting event they dream of attending. StubHub would then select a winner with the best entry and grant their dream with free tickets to the event of their choosing. The winner would also receive free tickets to a screening of "The Sidelines".25

Online Marketing

Social media plays a large part in any marketing campaign. There is both earned me-dia - which is impressions created using free media platforms such as Facebook and YouTube pages; and owned media - such as www.SidelinesMovie.com - that you pay to own and operate. Utilizing both will enable the audience to interact with the film before even stepping in a theater. The main website will act as a hub for each social media plat-form that will have it's own branded elements. The element of online media is consistent throughout the campaign with information regarding important landmarks in the films run (i.e. Production, Premier, Opening Weekend, DVD release).

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Taylor UnderwoodDecember 8, 2011FTV -419-02