International Theatrical Marketing Strategy Deuce Bigalow: European Gigolo

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International Theatrical Marketing Strategy


Deuce Bigalow: European Gigolo




Count of Film Attachments: 1

Date last updated:

August 02, 2005

Product Facts

Territory Rights:

US Release Date:

August 12, 2005

U.S. Distributor:

Columbia TriStar

3rd Party:

Cast:

Rob Schneider (The Hot Chick, The Animal, Deuce Bigalow: Male Gigolo)

Character: Deuce Bigalow


Eddie Griffin (Scary Movie 3, Undercover Brother, Deuce Bigalow: Male Gigolo)

Character: T.J. Hicks


Hanna Verboom

Character: Eva Voorsboch



Director:

Mike Bigelow

Producer:

Jack Giarraputo (The Longest Yard, 50 First Dates, Anger Management)
Tom McNulty (Dickie Roberts: Former Child Star)
Nathan Reimann (The Hot Chick, The Animal)

Main Genre:

Comedy: Mainstream

Corporate Genre:

Comedy

Funny

Sequel

Sub Genre:

US Rating:

R

Running Time:

77 minutes

Feature Delivery Target:

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International Theatrical Marketing Strategy



Deuce Bigalow: European Gigolo

Synopsis

In Deuce Bigalow: European Gigolo, Rob Schneider is seduced back to his unlikely pleasure-for-pay profession, when his former pimp T.J. Hicks (Eddie Griffin) is implicated in the murders of Europe’s greatest gigolos. Deuce must go back to work in order to clear his good friend’s name. Along the way, he must compete against the powerful European Union of prosti-dudes and court another bevy of abnormal female clients including the beautiful Eva (Hanna Verboom), who suffers from acute obsessive-compulsive disorder.

Positioning Statement (Home Office)

Deuce Bigalow: European Gigolo is the outrageously hilarious sequel to the popular Deuce Bigalow: Male Gigolo. Highlight the film's comedy and outrageous moments that moviegoers' enjoyed in the first film, while showing Deuce as an everyman with heart who helps those who are less fortunate. The international positioning should reflect the positioning in the U.S. while focusing on the murders of the great gigolos in Europe. This will allow focus to be placed on the cameos of the international stars that are well known in their respective markets.

Consumer Target

Primary Target:

Males & Females 13-34 with heavy male skew.

Secondary Target:

Males 15-25.

Key Marketing Strategies

Key Selling Points/Property Strengths

The first film grossed over $100 million worldwide

The first film developed a following on home video in many territories (a la the first AUSTIN POWERS movie, when the sequel performed better) / Cult DVD following
Fun, irreverent, over-the-top comedies (a la AUSTIN POWERS) are popular
Rob Schneider has a loyal fan base in select territories
The international setting
International cast of supporting gigolos (the cameos are ideal for local publicity and marketing efforts)
There is an underlying sweetness that makes the film accessible to females / endearing lead character

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Deuce Bigalow: European Gigolo

Key Challenges

The first film performed better domestically than internationally
Knowing how far to "push the envelope" so the film is not a turn-off (marketing materials should be handled carefully)
Eddie Griffin, while funny in the film, is not well known internationally, as is the same with Rob Schneider. (Unknown lead cast)
How to broaden the film beyond young males / getting in females

Dating and Release Strategy

US Release Date:

08/12/2005

International Release Pattern:

Gradual territory rollout from mid-August through early November.

International Release Pattern (Long):

International Release Strategy:

Highest potential territories for DEUCE will release in the first 30 days of our international rollout. Mid-sized print counts for most territories, with very aggressive counts in Holland and Mexico due to film's special appeal there. Bookings should focus on commercial multiplexes in and around big and mid-sized cities. First international release territories:
August 18 - Holland

August 18 - Germany

August 19 - Austria

First International Release Date:

08/18/2005

First International Release Territories:

Holland

Germany

Competitive Titles to Consider:

WEDDING CRASHERS

DUKES OF HAZZARD

BROTHERS GRIMM

THE LONGEST YARD



Title

Year

Rating

Int'l Box Office

Domestic Box Office

Like Picture Comps:

Deuce Bigalow: Male Gigolo

1999

R

$33.6

$65.5

White Chicks

2004

PG - 13

$42.2

$69.1

The Animal

2001

PG - 13

$27.0

$57.7

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Deuce Bigalow: European Gigolo

Screening Strategy

Screen for press only as absolutely necessary and as late as possible, while making sure to fill the theaters with the target audience.
Seek media promoted screenings targeting young males.
Screen for teen radio DJs and shock jocks.
Seek out teen audience through radio promotions.

Research

A recruited screening has been scheduled for Wednesday, August 10 at 7:30pm at Showcase Cinema in the UK.
Size of Audience: 300 (recruit to 280)
Recruit quotas: 15 to 34

15 to 20: 30%

21 to 24: 30%

25 to 29: 20%

30 to 34: 20%
Males: 65%

Females: 35%


Non-industry cinemagoers who have been to a cinema to see a film at least once in the past two months.
Research: Questionnaire and focus group discussion

Creative

Print:

1-Sheet #1 "Tower Of Pisa" Shipped 1/18.
30-Sheet Key Art - Posted 6/17.

30-Sheet Key Art (with lug-on) - Posted 6/17.

Bus Side Key Art - Posted 6/17.
Bus Shelter Key Art - Posted 6/17.
Moving Billboard Key Art - Posted 6/17.

Trailers:

Intl. Trailer #1 V.2 1:10 - Shipped 12/29.

(Focuses on Deuce and physical humor)


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Deuce Bigalow: European Gigolo

Intl. Trailer #2 "Solve The Crime" V.8e 2:01 - Shipped 7/12.

(Focuses on plot and physical humor)
Intl. Trailer #3 "UK" V.8 1:31 - Shipped 7/14.

(Cleaner, shorter version of "Solve The Crime")



TV Spots:

:30 "Low" Shipped to the UK only.

(Focuses on physical humor)


:30, :20, :15, :10 "I'm Deuce" Shipped 7/15.

(Focuses on story and physical humor)


More TV in development.

Radio Spots:

:30 spot in development.

In-Theatre/Other Materials:

Standee Key Art - Shipped 4/22.
Banners Key Art - Shipped 4/11.

Lobby Cards - Shipped 7/11.

Mock Newspaper - Posted 6/3.
Sample Ad Newspaper - Posted 7/12.
Gigolo Trading Cards - Posted 5/20.
She-John Trading Cards - Posted 5/20.

Media

Media Objective:

To generate awareness and reinforce positioning of the film as a raunchy, irreverent, sexually perverse comedy while also showing that Deuce has heart (where applicable to market).

Television:

TV buying audience – Adult 16-24; Male skewing programs
Consider cable/satellite for cost-efficient targeted programming.
Flighting

-Consider shorter lengths and high frequency campaigns as there is no complicated story or characters.



Radio:

Radio must be great before we will use it!

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International Theatrical Marketing Strategy



Deuce Bigalow: European Gigolo

Heavy launch week consideration, to supplement TV and as a call to action.
Speaks to audiences who are out and about, particularly where it is summer season.
Also consider radio as an alternative to TV in markets where TV is not affordable or where TV viewership is low against the young adult demo.

Outdoor:

Use only in cost-efficient, outdoor-friendly markets.
Consider non-traditional placement, i.e. bathroom panels, pubs, discos, etc., and especially wild-posting (where legal).

Magazines:

Not recommended. (Will be covered primarily by publicity)

Newspaper:

Consider sports dailies and/or college/university/ music press.
Possible insertions including non-traditional sizes for maximum impact.

Internet/New Technology:

Excellent, efficient opportunity to reach core young male target.
May be able to get away with more risqué creative executions than on traditional media.
Added value to complement audio / visual buys.

Other Media Considerations:

Publicity Objective/Strategy:

Publicity

Rob Schneider is very willing to travel and promote the film.
Target outlets for men and young adults.
Strive for poster placement in sports centers/fitness chains and travel centers.
Push publicity campaign for online websites.
Big club promotions naming drink specials after those in the film.

Publicity Angles:

How to be a Gigolo/Top 10 tips on how to be a Gigolo
Have you ever wanted to be a Gigolo?
Best or hottest Gigolo contests
“Pimp My Ride” style makeovers for cars, boats, homes, and men!



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Deuce Bigalow: European Gigolo

Pimp style fashion tips
Rob Schneider’s Gigolo legacy/film legacy
Amsterdam travel/tourist pieces – Red Light district, etc.

Press Junket:

Press Day in Los Angeles – Friday, August 5th (exact location TBC)
Screening in Los Angeles – Thursday, August 4th (exact location TBC)

All Media Screening:

Thursday, August 11th - Los Angeles (exact location TBC)

US Premiere:

Saturday, August 6th - Las Vegas

International Premieres:

See Tour Chart

Talent Tour:

See Tour Chart

Costume Prop Tour:

No Tour

Film Festivals:

N/A

Materials Available:

Photography: Various images have been posted from June onward.
Master Selection: Should be delivered the week of July 25th
Production Notes: Delivered May 10th
EPK: 3 approved clips so far. Working on getting clips of all our international stars/celebs in the movie for use in local market. We can't guarantee approvals on all of them, but that's what we're aiming for.
TV Special: TBC

Soundtrack:

No Soundtrack

Publishing:

No Publishing


Promotional Items:

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Deuce Bigalow: European Gigolo

Field items offered:

Visors


Royal Order of European Man-Whores T-shirts

Condoms


Women's red boy briefs

Other Publicity Pitching Ideas:

Promotions

Promotions Objectives:

Create awareness through well-placed media promotions and appropriate third-party promotions.

Promotion Strategy:

The promotions for Deuce Bigalow: European Gigolo should focus on media promotions and very select brands that target males 18-34.

Third Party Co-Promotions:

Focus should be on media promotions. Please note that we have confirmed an international promotional deal with Heineken beer. Heineken has yet to notify us which territories they plan to activate a program, but we will keep you informed as this information is finalized.

Media Promotions:

Media promotions should focus on TV, radio, print, and online partners that target males 18-34.

Media promotions should focus on the humor and subject matter and can incorporate fun and different consumer sweepstakes, contests, and promotions.


Global Promotions:

Product Placement:

The product placement list was serviced on December 17, 2004, consisting of a list of products provided to the production set. This does not guarantee placement in the final cut of the film.

Legal Guidelines:

Key Art:

The title treatment and key art may be used for all media-based, in-theatre or third-party promotions. This is a change from the original promotions guidelines we sent out a few months ago.

TV Spots:

The trailer or any AV materials may be used for promotional AV/TV spots. This is a change from the original promotions guidelines we sent out a few months ago.

Talent Rights/Approval Summary:

The following copyright lines should be included in all promotional materials:

Motion Picture © 2005 Columbia Pictures Industries, Inc. All Rights Reserved.



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The full Deuce Bigalow website is comprehensive in digital features. Please put them on your sites or share them with your online partners.

Website Highlights

-My Life (to learn more about Deuce)

-Story

-Trailer


-Photo Gallery

-Games


-Ho vs. Ho Game

-Trick Out the Pimp of da Sea

-QA with Dr. Deuce

-Get Deuce To the Awards Show (tbd)

-Downloads

-Wallpapers

-Buddy Icons

-Gigolo of the Month Screensaver (with a new gigolo per month)

-Gigolo Dancing Cuckoo Clock

-Cast & Crew (which includes Production Notes)




Main Site Elements:

Website URL:

The website for Deuce Bigalow: European Gigolo has a fun gigolo feel. Every time a visitor comes back to the site, the background changes with a different pimp motif (Hit the “Refresh” button to see them - orange shag rug, blue silk, etc.). Funny audio clips play as visitors move/click from section-to-section and page-to-page. The Games section creates a space for visitors to come back and share with friends.

Campaign Overview:

Generate awareness and interest about the film through the website, online ads, features, and games.

·Primary: Male moviegoers ages 13-34

·Secondary: Heavy male skew ages 15-25

·(The digital campaign will also reach females because some of the games and text based features will appeal to them while not turning off male visitors.)



Internet:

Digital

Online Campaign Objectives:

Promotional Themes/Concepts:

Promotions are prohibited in the following categories without approval from home office: alcoholic beverages, tobacco products, firearms, personal hygiene products, pharmaceuticals, sexually oriented products (i.e., NO CONDOMS), gambling or lottery.

Regardless of the category, all deal memos must be submitted to the home office for approval.

Other Promotional Material Guidelines:

Regardless of the category, all deal memos must be submitted to Home Office for approval

Deuce Bigalow: European Gigolo

International Theatrical Marketing Strategy

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International Theatrical Marketing Strategy



Deuce Bigalow: European Gigolo

The international site complements the international offline campaign. For example, the site uses the Gigolo trading cards, Euro bill in Ho vs. Ho game, and the Royal Order of European Man Whores Crest.


To see the international site live, go to:

http://www.sonypictures.net/movies/deucebigalow/dbi.php

Use this link if you do not create a local teaser or full site.

Games:

1) Ho vs. Ho. (See screen shot to the right.)

Pick your favorite gigolo from the movie and have them fight it out against other gigolos.

2) Trick Out Pimp of Da Sea

In the movie, Eddie lives on a houseboat. Pick the colors and accessories for this boat and make it your own. When you’re done, print it up and share with your friends.

3) QA with Dr. Deuce

Get the dirty details on Deuce’s man whores. Deuce Bigalow offers great advice to those in need. Read letters written to Deuce and learn from his responses.

Feel free to change them to make them appropriate for your country. Also, you’re encouraged to add your own questions and answers.

4) Get Deuce to the Awards Show

This game is similar to the Mario Brothers game. Go through an Amsterdam neighborhood collecting clothes. The Awards Show is the part in the movie where they hand out the Golden Boner awards.

The U.S. created a specific site to host all the digital features at: http://www.subservientgigolo.com/

Feel free to create your own local version of this site. The source files are located on CineShare.


Cinema Listings

If possible, include a “Cinema Listings” by linking to your local movie theater release days and times.


The site requires Flash Player 7. Offer the following link on the site if most Internet visitors don’t have Flash so that they can download it. http://www.macromedia.com/shockwave/download/download.cgi?P1_Prod_Version=ShockwaveFlash
Teaser site: To those countries that create teaser sites (and not full sites), please use the teaser site, which is hosted on CineShare.
Ad units: No specific international online ad units were created since the look and feel is very similar to the U.S. The U.S. ad units are available on CineShare, but will need to be changed out with international URLs and release dates. They are uploaded on CineShare.
Trailer: Use the international trailer and not the domestic trailer. Offer it in high and low versions for visitors with high and low Internet connections. If possible, have the trailer auto-play when people click on the site. Research has shown the trailer as the most compelling sell-point of a film.
Video Clips and Intros:

There are nearly 50 Deuce Bigalow video introductions available. Rob created ones specifically for international digital use. Please share them with your online partners. They are great ways to generate awareness.


The video clips that have a green screen background can be used for online poll ads. When a user answers a question, they will get Deuce’s response.
Video Clips:

There are some film scenes from the movie that you can share with your online partners.

- DEUCE2_FilmClip_FishEnthusiast2.mpg

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- DEUCE2_FilmClip_FishEnthusiast.mpg

The difference between the clips is that one is edited for countries with stricter censorship laws to use because it downplays some of the raunchy humor.


U.S. Online Media: Leverage upfront portal partners for broad reach. Below is an example of what was done in the U.S. The purpose was to push the film’s humor through high impact video ads, polling/quiz ads, and high impact media programs.

Portals: AOL, MSN, Yahoo!

Entertainment: Comedy Central, E! Online, MTV, Idol on Fox, Yahoo/Apprentice

Male: NASCAR, WWE, Playboy.com ESPN, Maxim, Heavy.com, College Humor

Gaming: UGO, Massive Network, Gorilla Nation Network

Community: My Space, The Facebook

Ticketing: Moviefone, Fandango, MovieTickets

Website Activity:

Online Advertising/Promotion:

Listed below are examples of what was done in the U.S.

•MECCA - POP/Online sweepstakes with Mecca Clothing brand through 150+ retailers across top U.S. 12 markets. 3 million online impression; extensive in-store visibility

•MAXIM – Field publicity co-promotion

Other:

Mobile:

Mobile Campaign Strategy:


Mobile Promotional Campaigns and Text Messaging:

Premium and promotional mobile content has been created by the SPD Mobile group. All the assets are uploaded to CineShare at: deucemobile_cineshare.zip
Mobile Content includes:

·2 Promotional Wallpapers

·60 Premium Wallpapers

·7 Premium Voicetones (from film)

·25 Premium Voicetones (custom)
Please address all your mobile requests to:
Rachel Cadden, Director of Marketing & Promotions, Sony Pictures Digital. Rachel will coordinate with the appropriate mobile group(s). She can be reached as follows:

Tel. 310-482-4813, Mobile 310-384-3337 rcadden@sonypictures.com


If Rachel is not reachable, please use the following contacts:
For Europe:

Chris Generalis, Tel. +44-207-533-1288, cgeneralis@sonypictures.com


For Asia:

TBD


Mobile Licensing Campaigns:

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Deuce Bigalow: European Gigolo

Text messaging: You are encouraged to create text messaging campaigns.

Downloads: Trailers and TV spots used for promotional purposes must be given to consumers for free. Profit by mobile carriers and providers may not be made from promo spots.

Other Digital Marketing Considerations:

Other Digital:

Search Engine Marketing:

The following is to help search engines (e.g. Google, Yahoo, MSN) find your site.

Please use the following code when translating the site into your language. Also, submit your site to your local search engines.

Deuce Bigalow: European Gigolo - Sony Pictures Official International Site

Please alter this name to your local territory. (e.g. Mexico = Gigolo Por Accidente)


Please translate and add to your local territory and language.

Feel free to include the release date.

Please alter the keywords with ones pertinent to your local territory and language.


Access to website source files:

Go to Sony’s CineShare to download the website to use in your country/territory.

http://cineshare.spe.sony.com
The following files are on CineShare:

Full Site: deuce_final_site.zip

Teaser Site: deuce_intl_teaserpage.zip, deuce_website_source.zip, deuce_website_update.zip

Ad units: deuce_mediaBanners.zip, deuce_US_banners.zip

Game: deuce_game_HoVsHo.zip, deuce_game_SubservientGigolo.zip
Other URLs to promote:

www.SonyPictures.net


This site highlights many Sony territories. It acts as a gateway page to all Sony international theatrical releases. If you have a gateway site and it is not listed on SonyPictures.net, please let Michael Fisk know and he’ll make sure that it is added.

Additionally, promote your local gateway and film URLs at junkets and press opportunities.
Each country is encouraged to use other digital campaigns such as email, email signatures, and WAP portals. As for email signatures, there have been file size, spam and security problems using them in the past on Lotus Notes users (which Sony U.S. uses). At the moment, there are no plans to create email signatures for use. However, each country is encouraged to create their own if they work within their email deployment system.
As always, if you create digital assets that you think other countries can use, please let Michael Fisk know and he’ll share with everyone. Sharing ideas improves the marketing campaigns for everyone.

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