Wolverine - Class Presentation

7/30/2019 Wolverine - Class Presentation

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MARKETING AND CROSS PROMOTIONS PLAN

PREPARED BY:

ALEX OANONO


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background

RELEASE DATE : July 26th, 2013

EXPECTED DOMESTIC GBO :According to HSX.com, theexpected GBO is $174 million.

EXPECTED RATING : PG-13

GENRE : Action, Adventure,Fantasy.

% ON ROTTEN TOMATOES : 99%

of audience members want to seeit.

OPENING WEEKEND EXPECTED :1st Place


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Story synopsis

Based on the celebrated comic book arc, this epic action-adventure takes Wolverine (Hugh Jackman), the most

iconic character of the X-Men universe, to modern dayJapan. Out of his depth in an unknown world he will face ahost of unexpected and deadly opponents in a life-or-

death battle that will leave him forever changed.Vulnerable for the first time and pushed to his physical andemotional limits, he confronts not only lethal samurai steel

but also his inner struggle against his own immortality.


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Theatrical history

TH ATRICAL&BOX FFICEHISTORY

X-MENX2:X-MEN

UNITED

X-MEN:THELAST

STAND

X-MENORIGINS:

THEWOLVERINE

X-MEN:FIRST

CLASS

DATEOFRELEASE Jul14,2000 May2,2003 May26,2006 May1,2009 Jun3,2011

PRODUCTIONBUDGET $75MILLION $125MILLION $210MILLION $150MILLION $160MILLION

PRINTSAND

ADVERTISINGBUDGET$23MILLION $50MILLION

(ADONLY)$34.3

MILLIONNotAvailable NotAvailable

DOMESTICOPENING

WEEKEND$54,471,475 $85,558,731 $102,750,665 $85,058,003 $55,101,604

MPAARATING PG-13 PG-13 PG-13 PG-13 PG-13

OPENINGWEEKEND

RANK1ST 1ST 1ST 1ST 1ST

DOMESTICBOXOFFICE $157,299,717 $214,949,694 $234,362,462 $179,883,157 $146,408,305

WORLDWIDEBOX

OFFICE $296,339,717 $407,711,549 $459,359,555 $374,825,760 $355,408,305


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Competitive landscape

Friday July 5th, 2013 - The Way, Way Back

Friday July 12th, 2013 - Grown Ups 2, PACIFIC RIM

Friday July 19th, 2013 - RED 2, The Conjuring, RIPD, Girl Most Likely

FRIDAY JULY 26TH, 2013 - THE WOLVERINE

Friday August 2, 2013 - 300: RISE OF AN EMPIRE, 2 GUNS

Friday August 9, 2013 - ELYSIUM, Were the Millers, Disneys Planes

Friday August 16th, 2013 - Kick-Ass 2, Percy Jackson: Rise ofMonsters, The To-Do List


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industry insights

Continuing trend in comic adaptations prove to be alucrative investment.

According to Hollywood.com, With the studio machine having

gotten a firm grasp on the economic advantages of epic live-action superhero films, its as if weve reached a point wherecomic book heroes only exist to the general public if

theyve been embodied by movie stars in garish live-actionblockbusters.

According to Mintel, through 2015, a there will be an Asiancultural influence across many industries. This this EastMeets West trend demonstrates how Asia is becoming a keycommercial influence.


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target audience

Primary focus: Teen males (12-17 y.o)

Young Adult Males

Generation-X Males

Fanboys


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Consumer insights

Teens

Teen boys generally receive more moneyfrom their parents than girls do.

The most watched television shows by teens are talent competitions.

The top shows include American Idol, Americas Got Talent, TheVoice, and X-Factor.

Many teens multi-task when watching TV, they often simultaneously watchvideos online, play video games, and visit websites on their cell phones.

84% of teems liked or became a fan of a brand or product that they liked.

70% of teens like to share links that personally interest them.Teens value social responsibility, and value supporting good causes andgiving to charities.

Teens place a high value on having a laptop, over a desktop computer.


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consumer insights

Generation-X

The best way for advertisers to reach this demographic is stillthrough traditional television advertising.

They spend an average 3.9 hours weekly commuting to andfrom work.

Gen-X adults spend leisure time watching television, spendingtime with family, browsing the internet from computers,listening to the radio, commuting, playing videogames,talking on the phone, and reading the newspaper.

They are less likely to read physical newspapers, and preferreading articles online.


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consumer focus

teen-young males

Iwanttoseethelife

thatdonthave.

Money,power,women,

cars-justlikeinIronManandTheDark

Knight.-Adam,20

Theyprefermoviesthathave

coolerstuff,liketechnology,

cars,andhavewealthy

characters.-Ben,16

TooyoungtogetintoX-

Menwhentheoriginal

moviescameoutin2000.

ThelastfewX-Men

movieshavebeen

preLyweak-

Ameet,16

IadmireHughJackman

becauseheisabad-

assandastraight

stud.-Marc,24

Iwanttoseeexplosions,hot

girls,bad-assmoves,

Wolverinetearingsomeoneup

withhisclaws,andmaybea

fewcornyjokesinthetrailer.-Dylan&Adam,20

InterestedinJapaneseculture,

specificallyweaponry,warfare,and

Samauri.

Nointerestindirector,

JamesMangold.

Majorityhave

neverreadthe

comicsbooks.

PreferIron

Man,the

Avengers,and

TheDarkKnight.

HeavyTV

consump[on,social

mediausage,video

streamingthoughYouTube,spendleisure

[meplayingonsocial

gamingconsoles.


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Why would I want to see

the movie if I know hes notgoing to die?

-Dylan, 20


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consumer focus

Fan BoysWanttoa]endComic

Con,thosewhocannot

payclosea]en[ontotheeventsfromhome.

Collectmerchandise.

SubscribetoMarvel

comicsorwill

purchasein-store.

Prefercallingthemselves

fanboysratherthan

geekornerd.

Contribute

toonline

forums.

Theywanttoknowallof

thelatestinforma[onon

allofthecharactersand

comicsfirst,theyareearly

adopters.

Whiletheycanbe

enthusias[c,theycanalsobe

extremelycri[calof

adapta[ons-par[cularlyin

film.

Shareinforma[onthrough

wordofmouth,rather

thanpos[ngonFacebook.

UseTwi]ermore.

MarvelFans,X-MenFans,

AvengersFans.

Usewebsiteslike

ComicVine.comastheir

encyclopediatotheX-

Menuniverse.

BecameX-Men

fansatayoungage.


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ISSUES OPPORTUNITIESSkepticism towards sequel to X-Men Origins:The Wolverine.People expect more of the same.

Movie adaptations to comics tend to receive

criticism from fanboys if expectations arent

met.

Little knowledge and lack of interest about X-Men universe from younger end of the 13+

target male audience.

Existing fan base

Large budget

MARVEL brand name behind the movie

All of the other X-Men movies have been

successes which allows for more leverage

when dealing with 3rd party endorsers and

partnerships

Wolverine is a fan favorite.


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Goals

Strategies

tactics

Earn a domestic GBO of $200 million.

Expand the audience to include younger male viewers.

Execute a major promotional push with 3rd Party Partnershipsthat males in the United States connect with.Ignite interest in younger male audience through education andinteraction with X-Men and Wolverine brands.Encourage word-of-mouth through intriguing promotions andevents - especially through fanboys.Leverage audience affinity towards Hugh Jackman throughmedia efforts.


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Campaign tone

Mysterious / Intriguing

Action-packedJapanese inspired

Thrilling

Powerful

Wolverine as a

character

Tragic hero

Rage / Anger

revenge

new found mortalitymore powerful than ever before

sense of anarchy


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Positioning statement

This summer, Hugh Jackman stars as X-Mens most notorious

bad-ass in The Wolverine, a sequel to the 2009 MARVELblockbuster, X-MEN Origins: Wolverine. Skewed towardsaction-loving males, this film sets itself apart from the X-MEN

saga when Logan meets Japanese friends and foes whointroduce him to his kryptonite. Wolverine discovers that his true

power comes from his humanity - but is it by choice or throughforce?


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What happens when the clawsdont come out?


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Key communication points

Will Wolverines 200 year-long life finally come to an end?

If X-Mens most notorious bad-ass cant save himself, who can?

When stripped of his powers, how will the superhero act as a human?

Wolverine is at his most powerful when he is his most vulnerable.

Based on Marvels X-Men comics.

Sequel to the 2009 blockbuster, X-Men Origins: Wolverine.

Hugh Jackman stars as Wolverine for the 6th time.

Hugh Jackman was People magazine's Sexiest Man Alive of 2008

2008 Teen Choice Award for Choice Actor in an Action Adventure X-Men Origins: Wolverine

2010 People's Choice Award for Favorite Action Star X-Men Origins: Wolverine

2013 Golden Globe Award for Best Actor Motion Picture Musical or Comedy LesMisrables
http://en.wikipedia.org/wiki/Les_Mis%C3%A9rables_(2012_film)http://en.wikipedia.org/wiki/Golden_Globe_Award_for_Best_Actor_%E2%80%93_Motion_Picture_Musical_or_Comedyhttp://en.wikipedia.org/wiki/People%27s_Choice_Awardhttp://en.wikipedia.org/wiki/People%27s_Choice_Awardhttp://en.wikipedia.org/wiki/Teen_Choice_Awardshttp://en.wikipedia.org/wiki/People_magazinehttp://en.wikipedia.org/wiki/Les_Mis%C3%A9rables_(2012_film)http://en.wikipedia.org/wiki/Les_Mis%C3%A9rables_(2012_film)http://en.wikipedia.org/wiki/Les_Mis%C3%A9rables_(2012_film)http://en.wikipedia.org/wiki/Les_Mis%C3%A9rables_(2012_film)http://en.wikipedia.org/wiki/Golden_Globe_Award_for_Best_Actor_%E2%80%93_Motion_Picture_Musical_or_Comedyhttp://en.wikipedia.org/wiki/Golden_Globe_Award_for_Best_Actor_%E2%80%93_Motion_Picture_Musical_or_Comedyhttp://en.wikipedia.org/wiki/X-Men_Origins:_Wolverinehttp://en.wikipedia.org/wiki/X-Men_Origins:_Wolverinehttp://en.wikipedia.org/wiki/People%27s_Choice_Awardhttp://en.wikipedia.org/wiki/People%27s_Choice_Awardhttp://en.wikipedia.org/wiki/X-Men_Origins:_Wolverinehttp://en.wikipedia.org/wiki/X-Men_Origins:_Wolverinehttp://en.wikipedia.org/wiki/Teen_Choice_Awardshttp://en.wikipedia.org/wiki/Teen_Choice_Awardshttp://en.wikipedia.org/wiki/People_magazinehttp://en.wikipedia.org/wiki/People_magazine


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tacticssynergymedia

retail

publicitypromotions

3rd party

d2c

non profit

$75 million budget


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tactics: synergy

X-Men week on FX

Release 1 track from movie

sountrackWork-Out Remixes

Promote Marvel Comic App


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Media: television


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Media: Radio

Nationwide commercials on

radio stations across thecountry.

Highfrequencyduring rushhour times - serve as a keytouchpoints among morningcommuters to work andschool.


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Media: Print Publications:Magazines: Mens Health, GQ, Wired, Motor Trend, Hot Rod,

Fortune, Forbes, Entertainment Weekly, People, ComicBuyers Guide, Details, Popular Mechanics, Comics Journal,

TV Guide, Variety, Interview, The New Yorker, NationalGeographic, In Touch, Weekly, OK!, Esquire, Mens Journal,Popular Science, Fantasy and Science Fiction, SportsIllustrated, Sport, Tae Kwon Do Times, Game Informer, XBoxMagazine, Carbuzz.

Newspapers: New York Times, Washington Post, USAToday, Wall Street Journal, The Los Angeles Times, DailyNews, New York Post, San Jose Mercury News, Chicago

Tribune, Chicago Sun-Times, The Dallas Morning News,Houston Chronicle, etc.

3rd party partners will be encouraged to place advertisements

in said publications.

Potential Stories:

Wolverine Summer Work-Out Plan in Mens Health

Technology Feature in Wired Magazine


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Media: Ooh

Bus benches

Bill boards

Bus ads

Transit ads

Commuter-rail display

Taxi-advertising

Wallscapes


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Media: Digital

WHAT HAPPENS WHEN THE CLAWS DONT

COME OUT? - Photo Leak Campaign

Marvel.com Wolverine Takeover

Advertise TV network websites

Advertise on-online:

Barstool Sports, Reddit, Elite Daily,Yahoo.com, Bing.com, Hulu, etc.

Comic blogs: ComicVine.com,ComicsAlliance.com, AComicBookBlog.com,BleedingCool.com, SuperHeroHype.com,ComicBookMovie.com

Purchase advertising YouTube homepage andbanners.


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media: mobile &

gaming

Fruit Ninja x Wolverine App

X-Box Advertisements

Leverage Marvel Comics AppX-Men Training Camp App - acollaboration withComicVine.com


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retail: in theatre

Traditional:

Static clings, posters on windows

and in theaters, theatrical trailer,stand alone cutouts, concessionpromotions.

Jean Grey - Sneak Peak during Iron

Man 3 screeningsX-Ray Stand Alone

Opening Night 3-D Glasses Promotion

Hand-outs


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Publicity

The Art of the Samurai Sword Eventfeaturing Korehira Watanabe

Crowdsourced pre-screening

Comic Con - July 18-21

Jean Grey

TV Appearances - morning shows,entertainment shows, sports talk shows

Fanboy Outreach through exclusive leaks,photos, and interviews with influential

publications.


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promotions

& partnerships


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Direct to

consumer

E-mail pre-existing database ofcustomers from previous X-

Men films and Marvel fans.


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non-profit

overlay

Defenders of Wildlife - SaveAmericas Wolves


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Measuring Success

Overall Box Office Earnings & Ticket sales

Reaching GBO goals

Digital tracking

App downloads & usage

Publicity and coverage

Awards

Buzz

Qualitative feedback

Partner feedback

Reaching new customers

Wolverine - Class Presentation

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