Date Last Updated: March 13, 2006



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CONFIDENTIAL – DO NOT DISTRIBUTE






Domestic Theatrical Marketing Strategy

Date Last Updated: March 13, 2006




U.S. Release Date: April 7, 2006



Cast: David Spade (Dickie Roberts: Former Child Star, Joe Dirt, Black Sheep, Tommy Boy)

Character: Richie Goodman


Rob Schneider (Deuce Bigalow: European Gigolo, The Longest Yard, 50 First Dates, The Hot Chick, The Animal, Big Daddy, Deuce Bigalow: Male Gigolo)

Character: Gus

Jon Heder (Just Like Heaven, Napoleon Dynamite)

Character: Clark

Jon Lovitz (The Producers, The Stepford Wives, Dickie Roberts: Former Child Star, Small Time Crooks)

Character: Mel


Director: Dennis Dugan (National Security, Saving Silverman, Big Daddy, Happy Gilmore)
Producers: Jack Giarraputo (Deuce Bigalow: European Gigolo, The Longest Yard, 50 First Dates, Anger Management, Mr. Deeds, Big Daddy)
Adam Sandler (Deuce Bigalow: European Gigolo, The Longest Yard, Anger Management, Mr. Deeds, Big Daddy)
Executive Producers: Barry Bernardi (The Longest Yard, Haunted Mansion, Anger Management, The Master of Disguise, The Animal)

Derek Dauchy (The Fog, xXx: State of the Union, Man of the House, Are We There Yet?, Anger Management, The Master of Disguise)

Todd Garner (The Fog, xXx: State of the Union, Man of the House, Are We There Yet?, Anger Management, The Master of Disguise)
Main Genre: Comedy
Sub Genre: Family, Kids, Sports
Running Time: Unavailable
U.S. Rating: PG – 13

Synopsis

The Benchwarmers tells the story of three guys (Rob Schneider, David Spade and Jon Heder) who try to make up for their lack of athleticism when they were younger by forming a three-man baseball team to challenge a full squad of elementary school baseballers. They develop a large following of left-out kids as they head into a high-stakes, winner-take-all game with the best team of kids in the state.

Positioning Statement


The best positioning for The Benchwarmers should be as a hilarious comedy, focusing on the three co-leads, Rob Schneider, David Spade and Jon Heder as adult misfits who decide to take on a group of young bullies on the baseball field. The uplifting and inspiring story of underdogs who triumph against the odds may be an effective positioning for parents, females and viewers who might not otherwise respond favorably to the physical comedy and baseball theme. However, it is important not to alienate the core audience of young males, as they will be the film’s most enthusiastic supporters.

Key Strengths


The cast, especially Rob Schneider, David Spade and Jon Heder along with the story and comedy are the key drivers of interest.
Audiences will find the comedy hilarious and funny throughout the film with good one-liners.

The film’s message of standing up for the “little guy” is appealing to all audiences.

The best positioning for males features baseball action, physical comedy and outrageous humor.
A “revenge of the nerds” positioning and physical comedy can be effective with younger viewers.
Older viewers can be targeted with a combination of physical and verbal humor.
The Benchwarmers is a movie that parents can see with their kids.

Key Challenges


While the humor is one of the highest rated elements of the film, there are some who find it crude, silly, juvenile and cheesy. Additionally, the gross-out gags may reduce enjoyment of the film and may be a reason for not recommending the movie.
In a similar vein, some older moviegoers may feel the film is better suited for a younger audience.
Even though the story is well received, some audience members feel it is too predictable and has been done before (with some comparing it to Bad News Bears).
While the baseball storyline can work for men, women may not be interested in seeing a movie with a sports theme.

Target Audience


Primary: Moviegoers 13 to 34 years old

Secondary: Parents


Tertiary: Comedy fans

Competitive Titles To Consider

Week before opening (March 31st): Basic Instinct 2: Risk Addiction, ATL, Slither, Ice Age 2: The Meltdown, Lucky Number Slevin


Opening week (April 7th): Take the Lead, Phat Girlz

Week after opening (April 14th): Scary Movie 4, The Wild

Like Picture Comps:



Title

Release Date

Rating

Screens

Opening Box Office*

Ultimate Box Office

Dodgeball: A True Underdog Story

6/18/04

PG-13

2,694

$30,070,196

$114,324,072

Kicking and Screaming

5/13/05

PG

3,455

$20,159,925

$52,580,895

The Animal

6/1/01

PG-13

2,788

$19,610,520

$55,762,229

The Master of Disguise


8/2/02

PG

2,565

$12,554,650

$40,363,530

Bad News Bears

7/22/05

PG-13

3,183

$11,382,472

$32,865,161

Joe Dirt

4/11/01

PG-13

2,638

$8,016,008

$27,087,695

The Hot Chick

12/13/02

PG-13

2,217

$7,401,146

$35,016,147

*Sorted by opening weekend box office.




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I%20N%20T%20E%20R%20N%20A%20T%20I%20O%20N%20A%20L -> Confidential to: Sony Pictures
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Finished%20Domestic%20Strategies -> Phase 1: Announce the Film Teaser Trailer launched Summer 2005 Phase 2: Reassure Readers: It’s what they hoped for and more
STRATEGIES -> International Theatrical Marketing Strategy Deuce Bigalow: European Gigolo
STRATEGIES -> S. date as possible us release Dates
STRATEGIES -> International Theatrical Marketing Strategy Date Last Updated: December 9, 2005


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