Brand Spot Shot Partners with Marley & Me

Spot Shot Stain Remover Partners with ‘Marley & Me’ Film

Dec 22, 2008 6:03 AM, PROMO Xtra By Patricia Odell

Print ads play up a new offer for Spot Shot in a partnership with “Marley & Me.”

It seems a perfect match. A cute little puppy and a product that removes pet stains.

That’s why the WD-40 Co. has partnered with Fox Films and its upcoming movie “Marley & Me,” which stars a Labrador puppy, that, as they do, grows up. The lengthy, integrated campaign promotes the company’s new Spot Shot, an instant carpet stain and odor eliminator marketed as environmentally friendly.

The campaign revolves around an offer for consumers to save $5 on a ticket to the movie with the purchase of Spot Shot.

The promotion work, developed by the Alcone Marketing office in Irvine, CA, plays out over nine months. It kicked off at the recent premiere of the film, with special invites to local buyers.

“’Marley & Me’ stood out [because] it complemented our target audience and was coming out around the holiday timing, which was the same timing as our distribution in the marketplace,” Patricia Olsem, the marketing director at WD-40 said. “During the holidays, there is a big uptick in pet purchases and adoption, and this product does remove pet stains.”

The film, taken from a best-selling nonfiction memoir by John Grogan and starring Owen Wilson and Jennifer Aniston, relays the tale of the Labrador named Marley that takes over their lives.

Print ads run in a number of publications fitted to the products’ core demographic, including Good Housekeeping, Family Circle, Better Homes and Gardens, People, and Prevention. An FSI drops around the opening of the film on Christmas Day. The target audience is environmentally conscious moms, 56% of whom own a pet.

At grocery stores across the country, customers will learn about the special offer through P-O-P and by promos on their cash register receipts. Anyone who buys the product will get a coupon at checkout that tells them where to redeem the offer.

“The household cleaning category has typically promoted via traditional vehicles such as FSI and coupon/discounts,” said Heather L. Eichele, an account director at Alcone. “A partnership with a film provided a way for Spot Shot to differentiate itself among its competitors and create a promotion with appeal for our retailers and our consumers.”

At www.SpotShot.com a promotion plays up the $5 offer and a links to a microsite where visitors can learn about the product and watch a movie trailer.

A public relations effort includes ticket giveaways through local radio promos and some blogging.

The campaign also ties to a sponsorship of Fox Film’s tour with Marley trainer Mark Forbes that will include product giveaways. And sponsorship of the latest versions of the book, “Marley and Me,” includes incorporating the Spot Shot logo on the books.

The WD-40 Co. markets a group of household brands and lubricating oils, including its popular namesake product, WD-40, as well as 3 In One, Lava Soap, Carpet Fresh, 12,000 Flushes and X14

Animal Welfare Groups Benefit from Marley Movie

Digital Dogs Promote “Marley” Movie, Animal Welfare

Dec 23, 2008 6:02 AM, PROMO Xtra By Brian Quinton

Web users can adopt and care for a realistic virtual version of Marley the movie star dog.

The canine-centric holiday movie “Marley & Me,” the pet food brand sponsors and non-profits aimed at animal protections are all getting a promotional boost from a virtual pet application available on the Web, on social networks and on the iPhone.

Using a team of Web game and feature-film animators, FooMojo has created a line of very realistic digital pets that need to be fed, watered, entertained and given medical attention.

Available on Facebook since February 2008 as Pokey pets, they have recently been re-branded and made available for free on MySpace, on a new beta Web site, and as a paid application downloaded to the iPhone.

To promote the Twentieth Century Fox movie that opens on Christmas Day, FooMojo has added a special edition “Marley & Me” pet to its stable of six adoptable virtual cats and dogs. The new puppy, a young golden retriever, is a virtual replica of the movie Marley, complete with animated sequences recreated from the film.

Adoptive owners in the U.S. can also “feed” Marley and the other FooPets using products from Nestlé Purina PetCare, including Purina Dog Chow and Puppy Chow. Those logging into social networks in European markets will be able to feed their pets using virtual food from Pedigree, a brand owned by Mars.

“The basis of the ‘Marley & Me’ story is the emotional attachment people form with their pets,” said FooMojo founder and CEO Ron Hornbaker, a former veterinarian, in a release. “We paid careful attention when creating the Marley FooPet and made sure he not only looks like the film’s Marley but acts like him too.”

“In the movie, Marley teaches his family about love and the strong bond that makes a pet so important in our lives,” said Twentieth Century Fox digital marketing vice president Bettina Sherick. “Whether you’re a longtime pet owner or have never had pet at all, we felt fans around the world should share in the positive experience of caring for their own personal Marley.”

In addition to the relationships with the movie and its pet-food sponsor, FooMojo also plans integrate donations to the ASPCA and the Humane Society of the United States into the online store of its FooPets virtual environments on the Web and social network sites. The 1 million regular FooPet users can now make easy contributions to those animal welfare organizations in the same place where they use credit cards or PayPal transfers to buy virtual food, medicine and toys for their digital dogs and cats.

All the net proceeds from donations made through FooPet applications will go to the ASPCA and the Humane Society. FooMojo already runs a non-profit FooPets Foundation, which donates 1% of its stock, 2% of its employees’ time and 100% of users’ net donations to charitable agencies engaged in animal protection.

Campbell’s Soup Co-Brands with Hollywood

Campbell’s Soup Partners with Tale of Despereaux

Despereaux, pushing cheese

Campbell Soup Company entered into its first-ever major movie partnership — with Universal Pictures’ animated adventure film The Tale of Despereaux — for its condensed soup brands, reports Retailer Daily.

Based on an award-winning book by Philadelphia’s Kate DiCamillo, The Tale of Despereaux takes place in the mythical Kingdom of Dor, once world renowned for its great soups, but where soup has now become a rare treat. The film hit theaters nationwide on Friday (Dec. 19).

Campbell’s marketing plan includes online promotion (including a website for kids), on-pack promotion on 50 million labels of participating Campbell’s Chicken Noodle and Tomato soup cans, employee and community involvement, sponsorship of the New York premiere, and support of a nonprofit serving children.

The company also launched a vigorous ad campaign against rival Progresso Light soups, after the General Mills product won endorsement from Weight Watchers. Part of Campbell’s marketing effort included a coupon offer to younger consumers.

The new marketing effort includes an interactive site for kids at myslurp.com and support for the Lollipop Theater Network, a nonprofit “dedicated to bringing movie magic to hospitalized children nationwide,” Campbell’s said.

myslurp.com features clips from the movie, photos, games and downloads, as well as the Royal Adventure Sweepstakes and Royal Spoon Instant Win Game.

Campbell’s Chicken Noodle and Tomato soup cans have undergone a makeover and now feature the film’s virtuous hero, Despereaux, holding a golden spoon.

Campbell also cosponsored the New York premiere of “The Tale of Despereaux.” Several of the film’s vocal talents–Matthew Broderick (Despereaux), Kevin Kline (Chef Andre) and “The Narrator” Sigourney Weaver–took to the spirit of the holidays and signed special Andy Warhol-designed Campbell’s soup bowls to be auctioned off to benefit the Lollipop Theater Network.

As part of its charity efforts, Campbell’s also made a 1,000-can donation of the specially labeled “Despereaux” cans to the Food Bank of New York City.

Finally, Camden, NJ elementary school students enjoyed a helping of soup and storytelling at Campbell World Headquarters when the company celebrated Royal Soup Day on December 12, featuring a reading of “The Tale of Despereaux” by author DiCamillo, a visit from Despereaux himself, as well as Royal Soup Day crafts and activities.

Story courtesy www.marketingvox.com

Stephen King’s Top 10 Movies of 2008

Courtesy www.aintitcool.com  12/18/08

SLUMDOG MILLIONAIRE & WALL-E Emerging As The Critics’ 2008 Movies To Beat!!

<!—->

How the  critics awards are tallying up!Among the regional critics associations, “Slumdog Millionaire” tops the most lists I’ve seen, though WALL-E is getting plenty of love as well:

Regional critics’ associations:
New York Film Critics: Milk
Los Angeles Film Critics: WALL-E
Chicago Film Critics: WALL-E
London Film Critics: Slumdog Millionaire
D.C. Area Film Critics: Slumdog Millionaire
Boston Film Critics: (tie) Slumdog Millionaire & WALL-E
San Francisco Film Critics: Milk
Dallas/Fort Worth Film Critics: Slumdog Millionaire
Florida Film Critics: Slumdog Millionaire
Las Vegas Film Critics: Frost/Nixon
Detroit Film Critics: Slumdog Millionaire
St. Louis Film Critics: The Curious Case of Benjamin Button
Austin Film Critics: The Dark Knight

International Press Academy:
DRAMA: Slumdog Millionaire
COMEDY: Happy-Go-Lucky

Critics Choice Awards nominees:
The Changeling
The Curious Case of Benjamin Button
The Dark Knight
Doubt
Frost/Nixon
Milk
The Reader
Slumdog Millioniare
WALL-E
The Wrestler

Roger Ebert’s top 20, as published in The Chicago Sun-Times:
Ballast
The Band’s Visit
Che
Chop Shop
The Dark Knight
Doubt
The Fall
Frost/Nixon
Frozen River
Happy-Go-Lucky
Iron Man
Milk
Rachel Getting Married
The Reader
Revolutionary Road
Shotgun Stories
Slumdog Millionaire
Synecdoche, New York
W
WALL-E

Kenneth Turan’s top picks, as published in the Los Angeles Times:
Ballast
A Christmas Tale
The Class
Frost/Nixon
Frozen River
Gomorrah
Happy-Go-Lucky
Rachel Getting Married
Slumdog Millionaire
Tell No One
WALL-E
Waltz With Bashir
Plus four Sundance documentaries (“Man on Wire,” ” Roman Polanski: Wanted and Desired,” “Stranded” and “Trouble the Water”)

Richard Corliss’ top 10, as published in Time Magazine:
1. WALL-E
2. Synecdoche, New York
3. My Winnipeg
4. 4 Months, 3 Weeks & 2 Days
5. Milk
6. The Curious Case of Benjamin Button
7. Slumdog Millionaire
8. Iron Man
9. Speed Racer
10. Encounters At The End of the World

Stephen King’s top 10, as published in Entertainment Weekly:
1. The Dark Knight
2. Slumdog Millionaire
3. WALL-E
4. Tropic Thunder
5. Funny Games
6. The Bank Job
7. Lakeview Terrace
8. The Ruins
9. Redbelt
10. Death Race

Lisa Schwarzbaum’s Top 10, as published in Entertainment Weekly:
1. WALL-E
2. Milk
3. The Dark Knight
4. Waltz With Bashir
5. Gomorra
6. Wendy and Lucy
7. Trouble The Water
8. Happy-Go-Lucky
9. Man On Wire
10. Tropic Thunder

Owen Glieberman’s Top 10, as published in Entertainment Weekly:
1. The Wrestler
2. The Dark Knight
3. Rachel Getting Married
4. WALL-E
5. Momma’s Man
6. The Edge of Heaven
7. Burn After Reading
8. The Class
9. Milk
10. Tell No One

The American Film Institute’s picks:
The Curious Case of Benjamin Button
The Dark Knight
Frost/Nixon
Frozen River
Gran Torino
Iron Man
Milk
WALL-E
Wendy and Lucy
The Wrestler

AMC Goes IMAX on 100 New Screens in 33 Markets

AMC theaters go IMAX

By LOU GAUL
phillyBurbs.com

Film fanatics in the suburbs can now enjoy an IMAX experience that will rock their world.

AMC Entertainment and IMAX Corp. have entered a partnership to retrofit 100 auditoriums over 33 markets containing AMC theaters. The work has been completed on three theaters – the AMC Neshaminy 24, the AMC Cherry Hill 24 and the AMC Hamilton 24 – in our area.

Executives at both companies believe going to the movies will never be the same.

“The point of our IMAX partnership is that the format is so immersive that you cannot replicate the experience at home or with any other form of entertainment,” said the Kansas City-based Justin Scott, director of corporate communications for AMC.  “When people are choosing how to spend their entertainment dollars, they want the best experiences, and IMAX provides one that’s second to none.

“You feel like you are in the movie.”

For Jackson Myers, a company spokesperson for the Toronto-based IMAX (Image MAXimum), witnessing people discover the sights and sounds of the large-screen format is rewarding.

“It’s always fun watching someone watch an IMAX movie for the first time,” Myers said. “A lot of times, people are in disbelief at how great the experience is and their jaws drop.”

Through the joint venture, IMAX transforms one of the theaters in an AMC multiplex into a newly designed digital auditorium with 25-percent larger screen and laser-aligned sound capable of rattling a viewer’s rib cage.

“One thing we do when tuning the sound is to make sure every seat offers a good listening experience,” Myers said. “The most important element is the theater geometry, which is the position of the screen in the auditorium.

“When you combine the digital sound and image, you get IMAX.”

“The Day the Earth Stood Still,” a PG-13 sci-fi remake, recently received an IMAX makeover. The digitally rendered result is a picture that’s a joy to behold and hear.

AMC charges a $3 premium above the per-ticket cost for the IMAX experience.

According to AMC and IMAX, other titles coming soon to IMAX theaters include:

“The Dark Knight” re-release (January 2009) with Christian Bale, “Monsters vs. Aliens 3-D” (March 2009) with the voice of Reese Witherspoon, “Watchmen” (2009) with Patrick Wilson, “Star Trek” (May 2009) with Chris Pine and Zachary Quinto (as Kirk and Spock, respectively), “Night at the Museum 2: Battle of the Smithsonian” (May 2009) with Ben Stiller, “Transformers: Revenge of the Fallen” (June 2009) with Shia LaBeouf, “Harry Potter and the Half-Blood Prince 3-D” (July 2009) with Daniel Radcliffe, “A Christmas Carol 3-D” (November 2009) with Jim Carrey, “Avatar 3-D” with Sigourney Weaver (December 2009), “How to Train Your Dragon” (March 2010) with the voice of America Ferrera and “Shrek Goes Fourth 3-D” (May 2010) with the voices of Mike Myers, Cameron Diaz and Eddie Murphy.

The three Philadelphia-region AMC theaters offer IMAX Digital, a new system that can show either normal or 3-D content. The less-bulky system does not require heavy film reels and relies on digitized images and sounds supplied via computer.

According to Myers, IMAX has more than 320 theaters in 42 countries and with “more and more locations opening up the IMAX experience is going mainstream.”

“From an AMC standpoint, it (IMAX) is about delivering options to our guests,” Scott said. “People are blown away by the auditoriums.”

E-MAIL: lgaul@phillyburbs.com
December 16, 2008 8:05 AM

How Marley Won Over Purina

Movie Deal Is Dog-Food Brand’s First Branded-Entertainment Effort

by Jeremy Mullman

Published: December 18, 2008

CHICAGO (AdAge.com) — He’s been called the world’s worst dog, but Purina couldn’t say no to Marley.

‘Marley & Me,’ which hits theaters Christmas Day, is Purina’s first major branded-entertainment play.

Purina has, of course, been selling dog food for eons, and has passed on many canine-featuring flicks. But “Marley & Me,” the film from 20th Century Fox starring Jennifer Aniston and Owen Wilson, has inspired the pet-food marketer to dig into its first major branded-entertainment play.

The company’s director of marketing, Pat Mullen, said the “known quantity” of working with a best-selling book, an A-list cast and an accomplished director (David Frankel, who directed “The Devils Wears Prada” and has numerous TV credits) made this project too good to pass up.

History with ‘rascally’ dogs
Marley’s likeness to the rambunctious pooches the Chow brand has spotlighted in its long-running “Long live your dog” campaign also helped. The premise of the campaign is to keep dogs “rascally” for longer. In one early scene in the film, Marley tips over a giant bag of Puppy Chow and begins Hoovering its contents. “The takeaways there are that Marley was a voracious eater, and that Marley really loves his food,” Mr. Mullen said. “Those are very positive for us.”

The deal goes well beyond product placement and includes integrations in nearly every communication for the brands.

The deal includes integrations in nearly every communication for the brands, including a contest in which consumers can get videos of their own rascally dogs included on the ‘Marley & Me’ DVD, which comes out this spring.

“Pretty much everything we’re doing is Marley-centered right now,” said Duane Johnson, a creative director on the brand at its longtime agency, Fallon. “All of our communications are focused there.”

User-generated videos
The deal also includes a number of contests and giveaways — including a Willy Wonka-esque “Golden Bone” giveaway of tickets to the Hollywood premiere — and major retail displays, such as a contest in which consumers can get their videos of their own rascally dogs included on the DVD, which comes out this spring. Finalist videos got an airing earlier this year in co-branded TV spots during the National Dog Show.

“That’s the first time user-generated content has ever ended up as branded content on a DVD release,” said Bryan Thoensen of William Morris & Associates, which helped shape the deal and, according to Purina executives, served as a guide through the unfamiliar Hollywood landscape. “That’s groundbreaking.”

Other aspects of the campaign include Chow-branded Marley calendars and holiday ornaments, created by agencies Checkmark and William Morris and Fallon. The consumer-generated-video finalists can be found on longliveyourdog.com.

The film will hit theaters Christmas Day.

Rave Motion Pictures to Show Live Sports in 3D Locally

Dallas, TX. — Rave Motion Pictures, the nation’s largest all digital projection theater circuit, announces two stellar LIVE 3D broadcast events:

January 8, 2009 BCS College Football Championship Game
Featuring the Florida Gators & the Oklahoma Sooners (8 PM EST)

February 14, 2009 NBA All Star Saturday Night Live
Featuring the 3 Point, Slam Dunk & Skills Contests (8 PM EST)

Fox Sports and Cinedigm Digital Cinema Corp. will team up to broadcast the FedEx BCS National Championship Game in LIVE 3D to select digitally-equipped theaters across the United States. The announcement represents the first ever sporting event broadcasted to the public in LIVE 3D on a nationwide basis.

College football fans will be able to experience the game as if they were on the field as the country’s top collegiate teams compete for the coveted National Title.

Just last week, the NFL broadcast of its Thursday night game in live 3D was in only 3 theaters in NY, LA and Boston and made national news. Now Rave is proud to host 18 of only 81 such events in the country.

Ticket prices for the BCS Bowl Game range by market from $20 to $25. Meanwhile, ticket prices for the NBA Event range by market from $15 to $20.

NFL Shown in 3-D

A recent experimental telecast of a live NFL football game in 3-D illustrated the lengths that sports leagues are willing to go to keep fans interested. While the result was impressive — if a bit technically challenged — they achieved their goal of presenting sports programming in a new and unique way that can’t currently be experienced at home. Creating excitement is the name of the game.

A company called 3Ality, in Burbank, CA, provided the camera rigs and special processing software to broadcast a game on Dec. 4 between the San Diego Chargers and Oakland Raiders. The milestone telecast was produced on-site in San Diego using a Cross Creek Television production truck (HD8) with standard 2-D HD technology and transmitted via satellite to theaters in Boston, Los Angeles and New York.

Howard Postley, chief technical officer and COO of 3Ality, said the idea was to show that 3-D could be broadcast with existing technology, while keeping production and transmission costs down. That’s because cost — and the lack of receivers in the home that can correctly display the latest generation of 3-D — is the biggest hurdle right now.

In many respects, the issues surrounding 3-D in sports have not changed that much. Steven Sabol, co-founder and president of NFL Films, recalls shooting the Super Bowl in 2005 with two film cameras shooting simultaneously.

He said it costs about $10-$20 million to produce and display one hour of 3-D footage on 35mm film. Every year, NFL Films (which Steven started with his father Ed and is now owned by the NFL) shoots more film than all the Hollywood studios combined.

“3-D has always been intriguing to the league and fans,” Sabol said, adding that NFL teams were interested in using the technology for their internal training, “but it’s difficult to do. The cameras were way too cumbersome, and production costs way too much to make a business out of it. In the early days of any new technology, money remains the issue.”

Yet, while cost has always been the biggest limitation to 3-D, producers of the latest stereoscopic technology — including 3Ality and Pace Technologies (also in Burbank), which has provided footage of both NFL and NBA games in 3-D — seem to be eager to get the technology into the mainstream as soon as possible. Some predict it’s at least five years away.

The NFL game saw 3Ality using Sony and other HD cameras configured in pairs, side-by-side, to capture the action in 3-D. At San Diego’s QUALCOMM Stadium, eight camera positions (two cameras each) were set up — three on the field, low and high end zones, the announcer booth and two wide-angle views — to capture the live action in full 3-D. Some used a special beam splitter that separated the image into two halves. This signal was taken out of the camera and compressed in the production truck — where it was handled by a Grass Valley Kalypso HD switcher and an EVS server (for replays) and sent via satellite as a 2-D signal to conserve bandwidth.

Thomson’s Technicolor Digital Cinema facility in Burbank processed the transmission then sent it along to the three theaters for display on a large screen provided by RealD 3D ( out of Beverly Hills, CA). At each theater, RealD used NEC projectors fitted with a special polarizing filter, and audience members wore special polarizing glasses to get the full 3-D effect.

Technicolor Digital Cinema provided transmission services to the theaters using its Technicolor Live theatrical solution technology, which was jointly developed by Grass Valley and Premier Retail Networks (PRN, a division of Technicolor). It featured Grass Valley’s MediaEdge IPTV encoders, streaming engine and set-top boxes, which were all used to distribute the 3-D video and play it out at the theaters via an IP architecture.

The advanced digital cinema system included system design, management and bandwidth services from ScreenVision, a provider of cinema advertising content, using PRN’s video network manager software to provide scheduling and control functions. Several Grass Valley MediaEdge IPTV-based set-top boxes were deployed for playout at the theaters on Samsung televisions capable of receiving and displaying 3-D content.

One could nitpick the 3-D telecast because it suffered a few technical problems, due to the immature nature of the technology and the challenge of live IP signal distribution. At times, the telecast went black from lack of signal, and some of the 3-D imagery appeared blurry and out of synch (which several knowledgeable audience members attributed to too much compression). In addition, a handheld version of the dual-camera rig appeared heavy and tough for the operator to manage as he ran around the field.

However, these same issues plagued early HD telecasts in the mid-’90s as well.

Representatives of the NFL said the telecast was a one-time experiment done to prove that the concept of 3-D sports was viable. Going forward, one idea is to present similar telecasts during the playoffs and Super Bowl in specially equipped 70mm IMAX and 3-D theaters.

For this observer, the technology showed huge potential and can only get better.

Are recession-hit Americans giving up going to the movies?

Recession-hit Americans Flocking to Movies

NEW YORK (Reuters) – True to form and in keeping with past recessions, Americans are flocking to the movies, the chief executive of the largest U.S. theater chain said on Wednesday.

“We’re approximately two-thirds of the way through the quarter, and we are having a very good fourth quarter this year compared to last year as an industry,” Regal Entertainment Group’s CEO Mike Campbell told Reuters. Movie theaters are seeing double-digit growth in box office revenue and high single-digit growth in attendance so far this quarter on the appeal of films like “Twilight,” “Madagascar: Escape 2 Africa,” and “Bolt,” according to Campbell. He said the movie industry has done well during all the recessions in the past 50 years. “It is still the most affordable out of home entertainment option.”

By Sue Zeidler – Wed Dec 3, 5:54 pm ET

Buying Cinema Media Based on Demographics

Cinema advertising continues to garner the support and respect of savvy marketers who see the value of a captive audience.  Just released is a new Nielsen Preview analysis on purchasing cinema based on specific demographics.   Full reports are available for purchase at:http://www.nielsenpreview.com/member/study_detail.php?id=1087

Here is an excerpt of the report:

Earlier this year, the Nielsen Preview analysis of Cinema Advertising generated a
significant amount of interest. In particular, many readers wanted to learn more
about best practices in purchasing cinema – either on a genre or consumer segmentation
basis.
The following research contains insights on which movies might be good targets for
various brands and advertisers, based on specific demographics. Included in this
research:
• How many movie consumer segments are there in the industry
• The frequency and size of these segments  in the last two years
• How to predict the relevancy for a brand for two of the key movie segments

Interested, in the full study? Consider purchasing and get an in-depth analysis on
each of the movie segments, including:
• Demographics by segment
• Examples of movies in each of the eleven movie consumer segment
• Most predictive genre elements of each segment
• Average box office results for each segment

Full reports are available for purchase at:http://www.nielsenpreview.com/member/study_detail.php?id=1087

The Basics
About the Content
When discussing films, it is all too common to describe a film in terms of a very broad genre versus a description of more detailed
content. Most speak about action, G, PG or summer blockbusters when discussing films, but genre content goes deeper than this.
For example, while comedies and family films are known to generate some of the top dollars, it is little discussed that Road films
and Sports have been strong contributor to overall film dollars as well.

Genre/Theme Sum of Box Office

ANIMATED                   $2,534,726,980
LIVE ACTION               $1,585,796,387
ROAD FILM                   $1,045,761,395
SCIENCE FICTION      $1,016,902,688
SPORTS                                $846,883,242
Quads (as defined by Men <25, Women <25, Men >25, and Women >25) for each movie were calculated.
The key metrics were calculated on an absolute basis, as a percent of the movie going population of moviegoer, with values ranging
from zero to 100.
Next, using the four quads as the basis of segmentation, the almost 400 films were grouped together into naturally occurring
segments in order to understand the different types of films in the industry and their relative appeal to particular demographic
groups.
Once the groups were segmented, each segment could be defined based on the type of moviegoers interested in the film as well as
the types of genres appealing to these particular demos.
Note: Nielsen defines the movie-going universe as consumers 12+.

Under 25
Over 25
Males Under 25
Males Over 25
Females Under 25
Females Over 25
When we consider the movies over the last two years, eleven natural groups explain most consumer film preferences. These groups
have varying degrees of appeal to the various quad demographics, ranging from niche appeal all the way to broad appeal across all
demographics tested.
What can be termed, Under the Radar Female oriented films makes up the broadest number of wide-release films over the last two
years – almost 25%. While Tent Poles, appealing to over 60% of all demos, are quite rare – amounting to no more than 2% of all
films.

Segment M<25 M>25 F<25 F>25 % of Films
Low Profile Chick Flick                  14.9
Young Fluff                                         14.1
Chick Flick                                           12.2
Female Teen Flick                           + 1.6
Under the Radar – Female            24.3
Under the Radar – Male                    9.5
Crowd Pleaser                                       5.9
Guns ‘n’ Guts                                   + + 3.5
Male Teen Flick                               + 11.1
Men’s Tent pole                             + + 1.1
Tent Pole                                  + + + + 1.9
Note: A plus sign (+) indicates over 50% of this demo group had strong interest in the movie segment.

Key Insight:
Not all films are created equal in reaching your targeted audience, and advertising
across all films can prove inefficient.
About MPAA Ratings : While each of these segments represents a unique relationship based on demographic preferences, this has very little relation to
MPAA Ratings.
About the Segments:   Except for Female Teen Flicks, each of the segments draws from more than one MPAA rating, with many drawing from PG, PG-
and R.

Key Insight:
MPAA ratings are inefficient at predicting which types of consumers will arrive at the
theatre. A deeper look is required for targeting.
The Segments – by rating distribution
Segment                                                G %                                    PG %                                         PG-13 %                                             R %
Low Profile Chick Flick                       4                                         35                                                  29                                                        33
Chick Flick                                               4                                         20                                                  67                                                          9
Under the Radar – Female                7                                          22                                                  32                                                         39
Under the Radar – Male                     0                                          14                                                   20                                                        66
Young Fluff                                             2                                            2                                                   58                                                        38
Female Teen Flick                                0                                           0                                                  100                                                         0
Crowd Pleaser                                        9                                         23                                                    50                                                       18
Guns ‘n’ Guts                                           0                                           0                                                     54                                                       46
Male Teen Flick                                     0                                         10                                                    44                                                        46
Tent Pole                                                  0                                         29                                                    71                                                          0
Men’s Tent pole                                     0                                            0                                                    75                                                        25

—End of excerpt—

Hollywood Branding International was started in 2001 as a boutique ad agency specializing in cinema media.  We provide valuable and time saving information on finding movie theaters that make sense for your brand.  Demographics are cross referenced with census polls and the demographic segments for upcoming movies to ensure your campaign is shown at the best theatre during the release of strategic movies attracting your target audience.

No other agency or marketing company in the U.S. provides such detailed planning to ensure your campaign is a success.  We are not a “rep” firm and do not suggest theaters based on certain circuits.  We look to our proprietary database of every movie theater in the U.S. along with demographics to find the key cinema locations for your brand.

For more information on integrating this research into a cinema media campaign for your brand contact Beverly Nation at 636-485-5832 or by email  hollywoodbranding@gmail.com.