MARKETING - wikileaks.org I L... · Assets •Denzel remains a global star whose films carry with them a stamp of quality •This is Denzel the way audiences want to see him •A

MARKETING 1

RESEARCH / POSITIONING 2

Target Audience Demographics Segments

Primary Swing

3

Positioning

The Equalizer is an action-thriller starring Denzel Washington, who plays seeming everyman Robert McCall. McCall has done his best to leave behind the life of his dark and secretive past. A friendship with young and desperate Teri (Chloe Moretz) changes everything. Now McCall must use the tools of his

past to help her shake loose from the powerful Russian mafia. Helping Teri makes McCall a target, but also brings him back to his true calling - defending

the innocent and the helpless.

Seeming everyman is actually lethal defender of the innocent and helpless

4

Assets

• Denzel remains a global star whose films carry with them a stamp of quality

• This is Denzel the way audiences want to see him

• A classic story of good triumphing over evil

Challenges

• Typicality is a common concern for genre films like this

• Making the movie feel big by indicating that the story isn’t just about saving Teri from pimps. This is just the tip of the iceberg, a catalyst for McCall becoming the Equalizer.

• Marketplace competition from A Walk among the Tombstones and Gone Girl which are also going for suspense fans

Assets & Challenges

5

Rules of the Campaign

McCall helps people who cannot help themselves

• Show him as active, capable, and badass

• Add needed texture by showing that he bends the rules when taking out bad guys

• Showcase his skills and ingenuity through action and fight scenes whenever possible

• That his skills are a bit rusty also adds texture

Create an aura of mystery around McCall

• His mysterious past and that he has a secret adds to the story and his character

• His integrity and moral compass, backed up with his lethal potential, is what makes him so compelling

• That McCall can display such confidence and a cool attitude in the face of terrifying enemies is what the movie promises to explain; no need to be specific about his past in marketing

Helping Teri leads to a bigger conflict - the story cannot be limited to saving her

• Saving Teri opens up a “can of worms” and provides a transition to the conflict that goes all the way to the top of the Russian mafia

6

DISTRIBUTION 7

COMPETITIVE LANDSCAPE

COMPETITION

9/19 THIS IS WHERE I LEAVE YOU (R) (WB)

A WALK AMONG THE TOMBSTONES (R) (UNIV)

THE MAZE RUNNER (PG13) (FOX)

9/26 THE EQUALIZER

THE BOXTROLLS (PG) (FOCUS)

10/03 ANNABELLE (WB)

GONE GIRL (R) (FOX)

8

DOMESTIC TRAILER TARGETS

Think Like A Man Too 6/20/14

Transformers: Age Of Extinction IMAX 3D

6/27/14

Dawn Of The Planet Of The Apes

7/11/14

Hercules 7/25/14

Into The Storm 8/8/14

No Good Deed 9/12/14

A Most Wanted Man 7/25/14

Number of Impressions +61 Million

9

WORLDWIDE DATING Belgium 9/24 Indonesia 9/24 Australia 9/25 Bahrain 9/25 Brazil 9/25 Croatia 9/25 Czech Republic 9/25 Denmark 9/25 Dominican Republic 9/25 Greece 9/25 Hong Kong 9/25 Hungary 9/25 Iraq 9/25 Israel 9/25 Jordan 9/25 Kuwait 9/25 Lebanon 9/25 Malaysia 9/25 Netherlands 9/25 New Zealand 9/25 Oman 9/25

Portugal 9/25 Qatar 9/25 Russia 9/25 Singapore 9/25 Slovakia 9/25 Slovenia 9/25 Syria 9/25 Ukraine 9/25 U.A.E. 9/25 Bulgaria 9/25 Cyprus 9/26 Egypt 9/26 Estonia 9/26 Ethiopia 9/26 Finland 9/26 Ghana 9/26 Iceland 9/26 Jamaica 9/26 Kenya 9/26 Latvia 9/26 Lithuania 9/26

Nigeria 9/26 Norway 9/26 Poland 9/26 Romania 9/26 South Africa 9/26 Sweden 9/26 Tanzania 9/26 Turkey 9/26 Uganda 9/26 United Kingdom 9/26 United States 9/26 France 10/1 Philippines 10/1 Switzerland (Fr) 10/1 Albania 10/2 Bosnia-Herzegovina 10/2 Cambodia 10/2 Macedonia 10/2 Peru 10/2 Uruguay 10/2 India 10/3

Vietnam 10/3 Bolivia 10/9 Chile 10/9 Ecuador 10/9 Germany 10/9 Italy 10/9 Serbia 10/9 Switzerland (Ger) 10/9 Switzerland (Itl) 10/9 Austria 10/10 Mexico 10/10 Argentina 10/16 Colombia 10/16 Spain 10/17 South Korea 10/23 Thailand 10/23 Venezuela 10/24 Japan 10/25 Taiwan 10/31 China TBA

*Territories in RED are managed by Village Roadshow 10

DIGITAL MARKETING 11

DIGITAL MARKETING STRATEGY

Engagement

Create an immersive digital campaign that highlights the visceral action and

mystery surrounding McCall’s background

Word of Mouth

Engage fans by building social communities and by generating a high

volume of shareable content

Outreach

Use targeted entertainment media to distribute content through video and

custom programs

12

TRAILER LAUNCH – 6/12

6.5 MM VIDEO VIEWS TO-DATE

Supported with paid digital media:

Launched with the social power of Eminem

2.2MM

92.2MM

18.4MM

96% Positive / 3% Neutral / 1% Negative

13

EMINEM INTEGRATION

8/16 EXCLUSIVE LAUNCH • :60 TV spot launches on Eminem’s social pages

8/24 VMAs • :30 TV spot airs in show

• Twitter media during the show to leverage the convers

SOCIAL Q&A • Opportunity for fans to submit questions to Eminem (and potentially Denzel

Washington) via Facebook and Twitter and have them answered in real-time

14

ENGAGEMENT: WHAT DO YOU SEE WHEN YOU LOOK AT ME?

GOAL: Generate positive conversation

around the movie by creating a high

volume of shareable object teasing

insights into the mystery that is McCall.

15

ENGAGEMENT: DOMESTIC MOVIE WEBSITE

First of its kind official movie website built on a YouTube player. 16

ENGAGEMENT: PHONE CALL

Denzel VO:

If you're calling this number it's because you have

nowhere else to turn –and you need my help.

You're not alone. There are others out there like you.

Audio Recording :

To leave a message for The Equalizer press 1. Press

‘0’ for an urgent video message.

17

ENGAGEMENT: INTERNATIONAL MOVIE WEBSITE

Global site ensures that all territories are on brand and

on strategy after the teaser sites are retired. 18

ENGAGEMENT: SELECT AND PROTECT GAME (INT’L)

Mission/Task: Select the time challenge, and tools to create a weapon. Protect yourself and those deserving justice from the criminals.

19

WORD OF MOUTH: SOCIAL PLATFORMS

/TheEqualizerMovie /SonyPictures /TheEqualizer

20

WORD OF MOUTH: SOCIAL Q&As

AMA (Ask Me Anything)

reddits flagship fan engagement program in which fans submit questions

and participants answer in real time

Facebook & Twitter Chats

Fans participate in Q&As with Equalizer cast and filmmakers partnering

with a site to expand the reach

Pending talent approval 21

WORD OF MOUTH: SOCIAL CONTENT

Everyone plays a part. #The Equalizer How would you respond to #The

Equalizer?

When #TheEqualizer talks, bad guys listen.

22

WORD OF MOUTH: SOCIAL CONTENT

What do you see when you look at me?

#TheEqualizer

Nikolai comes face-to-face with

#TheEqualizer, in theaters September.

Are you ready?

Meet #TheEqualizer in theaters this

September.

23

WORD OF MOUTH: SOCIAL CONTENT

Ready for Denzel Washington as

#TheEqualizer? See him in theaters

September.

Nowhere to turn? Call #TheEqualizer You gotta be who you are in this world –

See #TheEqualizer in theaters September.

24

RECOMMENDED LAUNCH WEEK OF 9/15 (TBD) WITH EDITORIAL PORTALS

WORD OF MOUTH: GLOBAL CLIP LAUNCH

25

OUTREACH: DOMESTIC MEDIA WEBSITES

BROAD/ADULT ENTERTAINMENT Search/Social Ticketing Video

SPORTS MALE LIFESTYLE FEMALE

These sites reach 140 Million users per month 26

ASIA PAC

INTERNATIONAL MEDIA: PARTNERS

Audience

• Primary Target: Adults 15 – 34, male skew

• Secondary Target: Adults 25 – 49, mainstream movie-going audience

EUROPE LATIN AMERICA

PAN REGIONAL PARTNERS

27

OUTREACH: TARGETING KEY LAUNCHES

9/2 – 9/28

•Destiny Review Sponsorship

•“Best In Class” Destiny Video Sponsorship

9/2 – 9/14: PS4 Destiny Playlist

9/9: Point-Of-Entry Takeover on release day 9/25-9/28: PS3 & PS4 Welcome Roadblock

Media during week of ‘Destiny’ release

New first-person shooter game releasing September 9, 2014

Surround ‘Destiny’ conversations:

Gaming Roadblock

Sponsored Headlines Y! Stream Ads

Promoted Tweets

28

OUTREACH: TARGETING KEY EVENTS

TAP FOR VIDEO

•9/15: Homepage Desktop/Tablet/Mobile Takeover

•9/21: ESPN App Sponsorship

•9/18+9/25 NFL Mobile Homepage Sponsorship

9/21: Fantasy Sports Desktop Takeover TV Targeting to Key Sporting Events

(lined up with broadcast media)

•“Equalizers of the Ring” Custom Video

•UFC178 Fight Sponsorship

•Social Support from UFC (16MM Fans) & UFC Talent

29

OUTREACH: SURROUND ETHNIC AUDIENCES

BET Integrated Program

Host promo Spot (Denzel Movie Marathon)

4 Desktop & Mobile Roadblocks

Custom Editorials •Denzel Washington - Most Badass Moments

• Denzel Washington - Career Retrospective

•Antoine Fuqua’s Authentic Action

22 Social Posts

Roadblocks / Custom Editorials •Denzel Retrospective: A look at his past roles

• Antione Fuqua Does Action Right

•The Best Bad Boy Roles We Love

•Top 4 Equalizer MVPs of the NBA

30

OUTREACH: VIDEO MEDIA

21MM Video Views

Action/Adventure Targeting

2.3MM VIEWS

Targeted to top M18-34 content

2.3MM VIEWS

8/19 YouTube: Mobile Video

Roadblock

1MM VIEWS

Branding Targeting:

Females, Sports,

Hispanic, African Americans

11MM VIEWS

9/5 Video Roadblock

5MM VIEWS

31

MEDIA 32

MEDIA OVERVIEW

TARGET AUDIENCE

APPROACH

Campaign Early To Edge Out Competition

Anchor Campaign In Premium Programming For Greatest Exposure, While

Covering Key Moviegoer Areas

Secure Young Males & Ethnic Audience For A Winning Combination

Added Exposure With Media Promotions To Convert Interest

Close Campaign Strong To Drive Home Opening Weekend

Adults 18-49

(male skew) Young Males

African

Americans Hispanics

33

CAMPAIGN EARLY TO EDGE OUT COMPETITION

w/o 9/8 w/o 9/15 w/o 9/22 w/o 8/25 Early Out w/o 9/1 w/o 8/18 w/o 8/11 w/o 8/4

EARLY OUT

Content Segment - 7/18-9/25

Select PG13 & R Screens

Hard Rock Signage & Convention Banner

7/24-7/27

TV LAUNCH

:60s

:30s

34

ANCHOR IN PREMIUM PROGRAMMING

Opening Night (9/4)

Green Bay @ Seattle

Local Coverage

LIVE SPORTS COVERAGE

FALL PREMIERES/FINALES & CABLE ORIGINALS

9/15

Issue Additional Sports

Coverage

DUAL ADULTS

35

COVER KEY MOVIEGOERS

HOLLYWOOD/HIGHLAND

OUTDOOR - LA

High Profile Locations Hollywood/Highland

Overland/National

Sunset/Vine

Century City Mall

Westfield Culver City

General Market Coverage Bulletins

Bus Shelters

Bus Kings

30-Sheets & Premiere Panels

Wildpostings

SUNSET/ VINE ROOFTOP

BULLETINS, BUS KINGS, BUS SHELTERS

WESTFIELD CULVER CITY

OVERLAND/ NATIONAL

CENTURY CITY MALL

36

SECURE YOUNG MALES & ETHNIC AUDIENCES Y

ou

ng

Male

s

Afr

ica

n

Am

eri

ca

ns

His

pa

nic

s

4,100 Locations

Military Base OOH

37

ADDED EXPOSURE WITH MEDIA PROMOTIONS

TIE INTO THEMATIC PROGRAMMING

Sneak Peek Sneak Peek

Sneak Peek or

Character Lounge

Vignettes w/ Talent Co-Branded Vignettes Sneak Peek

Sneak Peek Sponsorship Sneak Peek

MALES

DUAL ADULTS

38

ADDED EXPOSURE WITH MEDIA PROMOTIONS

MAXIMIZE ETHNIC APPEAL WITH KEY OUTLETS

Custom Vignettes Movie Stunt

106 Flicks

AFRICAN AMERICANS HISPANICS

Custom Vignettes Futbol Virtual Ads

Local Vignettes

TBD

39

CLOSE CAMPAIGN STRONG

OPENING WEEK

Top 26 Markets

3-4 Stations / 8x per day

RADIO

MEDIA

PROMOTIONS

PRIME

PREMIERES

OUTDOOR IN-THEATER

25+ CABLE

NETWORKS

LOCAL TV

26 MARKETS

HISPANIC

TV

40

CLOSE CAMPAIGN STRONG

Early Out Stunt

8/17-8/21

w/o 9/1 w/o 9/22 w/o 9/8 w/o 9/15 w/o 8/25 Early Out

TV

Hispanic

Radio

OOH

Print

NCM

Comic Con

7/24 – 7/27 LA – Select Units

Fall Premieres / Finales

Cable Originals

41

CLOSE CAMPAIGN STRONG Early Out Stunt

8/17-8/21

w/o 9/1 w/o 9/22 w/o 9/8 w/o 9/15 w/o 8/25 Early Out

TV

Hispanic

Radio

OOH

Newspaper

Print

NCM

Comic Con

7/24 – 7/27 LA – Select Units

Fall Premieres / Finales

Cable Originals

305 535 315 455 170 195

42

PUBLICITY 43

Set Visit Breaks

44

Targeted Marketing

45

Toronto Film Festival Gala Premiere/Junket

46

Hosted Tastemaker Screenings

47

New York Special Screening

48

Fast-Breaking Publicity

49

INTERNATIONAL MARKETING 50

EDIT BAY VISIT

• NOVEMBER 18, 2013 WITH ANTOINE FUQUA

51

PA TOUR – FRANCE, GERMANY, ITALY, UK, SPAIN

• ANTOINE FUQUA & DENZEL WASHINGTON

SEPTEMBER 12-20

• INTERNATIONAL

JUNKET – PARIS

52

PA TOUR – NOTABLE DW APPEARANCES

• GRAHAM NORTON SHOW (BBC)

• LE GRAND JOURNAL (CANAL +) AND

FRANCE 2 8PM NEWSREEL

53

PA TOUR - SAN SEBASTIAN FILM FESTIVAL

• FRIDAY, SEPTEMBER 19 (OPENING NIGHT)

• DW TO RECEIVE DONOSTIA LIFETIME

ACHIEVEMENT AWARD

54

• DW SPECIAL SHOOT

55

CREATIVE CONTENT

WORLDWIDE CREATIVE CONTENT • EPK/BTS Content (Available Aug 22)

• TV Clips • Soundbites • B-Roll

• Television Making-Of Special [Starz/International] (Airing Sept 19 – Oct 17) • Broadcast/Online Featurettes & Vignettes & Social Media

• Robert McCall / Special Skills: Tent. Week of Aug 4 for Int'l Needs Examines how Robert McCall thinks and what he does & skills he uses & relatability.

• What Makes A Modern Hero: Tent. Week of Aug 11 for Int’l Needs Real heroes don’t wear tights and a mask or come from another planet. They live amongst us.

• Not What They Seem: Tent. Week of Aug 18 for Simultaneous Int’l & Dom. Seemingly innocuous household items can serve as weapons, medical devices and more.

• Denzel Washington: Tent. mid Aug for Simultaneous Int’l & Dom. In this featurette, cast and crew will share anecdotes and examples of just how good Denzel is in this role, what it’s like working with him, and his acting process supported by feature footage and B-Roll.

• Antoine Fuqua: Tent. mid/late Aug for Simultaneous Int’l & Dom. This featurette will feature Antoine’s style and skill as a director & re-teaming with Denzel.

• Chloë Grace Moretz: Tent. late Aug or earlier for Simultaneous Int’l & Dom. Cast & Crew extoll the virtues of Chloë Grace Moretz as well as examine the real sex trade.

• #ThrowDownThursday [#TDT ] Weekly viral videos that highlight situations that required Robert McCall to step in and “Equalize.” Hashtag all your favorite moments of justice where the good guys win!

• Media Promos • NCM - [TRT 2:30] In Theater Exclusively from Jul 18 – Sept 25 on PG-13 & R Screen (Available Sept 26) • :60 - AMC - Hell On Wheels - due late August • :60 - CBS - Extant or Under The Done - Due early September • :60 - History - Pawn Stars - Due early September • :60 - Legends - Due mid September • :60 – BET – 106 & Park – due September • :55 – BET – TBD Movies 57