Feature Film Marketing Campaign

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marketing campaign proposal a FEATURE FILM WALL STREET 2 money never sleeps Executive Summary Twentieth Century Fox seeks to capitalize on the success of Wall Street with a film sequel IMC Goal maximize marketing efforts for Wall Street: Money Never Sleeps in order to hit projected revenue estimates WALL STREET 2 money never sleeps Situation Analysis economic recession U.S. Movie Production Expected 2010 Revenue $35,059 million INDUSTRY/MARKET SIZE TECHNOLOGICAL CHANGES digital tech = cheaper production HD format theatrical releases new forms of media consumption decline in private investment funds for film production INDUSTRY TRENDS LEGAL/REGULATORY ISSUES 1. MPAA ratings 2. copyright laws WALL STREET 2 money never sleeps Competitionr e s market sha 13.8% 5% 6.8% 15.1% WALL STREET 2 28% 15% money never sleeps 20th Century Fox: SWOT Strengths Vertically integrated business Dominant player in the entertainment market Weaknesses Ownership disputes in parent company Opportunities Increase in US ad spending Digital broadcast Threats Intense competition Piracy WALL STREET 2 money never sleeps Wall Street: Money Never Sleeps S t re n g t h s • fans of the original • awareness of the GORDON GEKKO character • the strength (awareness and currency) of the cast (Michael Douglas, Shia LeBeouf, Charlie Sheen, Josh Brolin, Susan Sarandon, Carey Mulligan) & director (Oliver Stone) • topical nature of the movie FORECASTED SALES FIGURES Est. Opening Weekend: $6.5MM Est. Avg Weekly Gross Wk 1-4: $8MM Est. Total Gross: $60MM money never sleeps WALL STREET 2 Target Customer older crowd (who saw and loved the 1st movie) GOAL younger crowd (who saw the first film more recently and/or are fans of Shia LaBeouf) WALL STREET 2 money never sleeps

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