MARKETING A BLOCKBUSTER

Deborah SheppardMarketing Director

Paramount Pictures UK

Audience

CORE AUDIENCE

12-34 Males

SECONDARY AUDIENCE

All adults

WHEN?

• When – is the best date for the film?

May 09

• When – can/should the marketing start?

Over a year prior to release (teaser trailer Jan 08).

Phasing-1

year-6

months-2 -1 Release +1 +2 +3

Weeks

IN-cinema/publicity(Jan 08)

Main POS/trailers (Nov 08)

Blockbuster launch

Multi-media, concentration on A/V capability

Large formats, sense of scale

Promotions/premiere

Film fans/cinema goers

16-34 Men

Blockbuster fans

Male-skewed media

Promoting word-of-mouth

STAR TREK

2008Sci-Fi ChannelAvg rating: 0.02Individuals: 13k

£49.9m total UK box office

2008Virgin1

Avg rating: 0.14Individuals: 77k

2008Virgin1

Avg rating: 0.18Individuals: 105k

2008Virgin1

Avg rating: 0.09Individuals: 52k

2008Virgin1

Avg rating: 0.16Individuals: 90k

Last two Star Trek films at the box officeFinancial Flops!!!

Star Trek: Nemesis (2003)Star Trek: Nemesis (2003)

Star Trek: Insurrection (1999)Star Trek: Insurrection (1999)

Box office: Opening w/end (£2.7m) Lifetime (£7.7m)Age: 7-14(6%) 15-19(10%) 20-24(11%) 25-34(29%) 35+(44%)Sex: Male (66%) Female (34%)Class: ABC1 (60%) C2DE (40%)Core audience: 25+ adults (male skew)

Box office: Opening w/end (£2m) Lifetime (£4.8m)Age: 7-14(6%) 15-19(9%) 20-24(16%) 25-34(23%) 35+(46%)Sex: Male (60%) Female (40%)Class: ABC1 (64%) C2DE (36%)Core audience: 25+ adults (ABC1 & male skew)

Star Trek Selling Points

The passion & vision of JJ Abrams

“

A complete re-invention of an iconic property

Completely new cast portraying much-loved

characters

Supreme production values

* Quote from Paramount Star Trek Roadshow, 2008

Building the audienceThe bullseye Star Trek fan…

IF this was just another Star Trek sequel, not the biggest blockbuster of the summer

25+ male sci-fi fans (Trekkies)

Mean age = 42

ABC1 skew

Married

No children in household

Love to buy new gadgets (199 index)

Influenced by internet reviews (172 index)

First place I look for info is internet (159 index)

I am introverted (142 index)

Know what the Kobayashi Maru is

Speak fluent Klingon

Cringe whenever a red shirt enters the screen

NOT traditionally drivers of strong blockbuster performance

Making Star Trek the Biggest Blockbuster

MINIMISE

LEGACY (STAR TREK)

CONTEXT (SCI FI)

RETRO FEEL

INSULARITY (TREKKIES)

MAXIMISE

NEW CAST

ACTION/VISUAL EFFECTS

CUTTING EDGE COOL

UBIQUITY

SPECTACLEGEEK FEST

JJ ABRAMS’ STAR TREK

Like these…

Iron Man (2008)

Transformers (2007)

Box office: Opening w/end (£8.7m) Lifetime (£23.3m)Age: 7-14(20%) 15-19(18%) 20-24(14%) 25-34(22%) 35+(26%)Sex: Male (69%) Female (31%)Class: ABC1 (59%) C2DE (41%)Core audience: Males of all ages (15-34 skew)

Box office: Opening w/end (£5.5m) Lifetime (£17.2m)Age: 7-14(17%) 15-19(19%) 20-24(18%) 25-34(17%) 35+(29%)Sex: Male (71%) Female (29%)Class: ABC1 (63%) C2DE (37%)Core audience: Males of all ages (15-34 skew)

Media Rationale

‘‘The future of blockbusters’The future of blockbusters’‘‘The future of blockbusters’The future of blockbusters’

Broadly targeted (male skew)

Spectacular

Inclusive

Media Strategy Summary

• Associate with cool, iconic properties

• Dominate with impactful placements, formats and creative

• THE most anticipated film.

CREATIVE

Cinema Posters and Trailers

Usually the first visual material

• Teaser trailer first appeared Jan ’08

• Teaser poster first appeared Nov ‘08

Trailer - Teaser

• Regular trailer first appeared Nov ’08

• Regular poster first appeared Apr ‘09

Trailer - Regular

£6m opening weekend figures in UK