Jessica Northey – Budget

Jessica Northey | Budget

Event Management

Jamie Elasick

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Jessica Northey – Budget

Explanations

Product

Title: The Strange Case of Dr. Jekyll & Ms. Hyde

Media: digital film

Length: 120 minutes

Genre: romantic comedy

Positioning Statements

Logline: A modern version of Austin Powers meets Dr. Jekyll and Hyde.

USP: The funniest movie of the summer, guaranteed to make you laugh so hard you split in two.

Hook: She can do splits, just not the kind you’re thinking of.

Event Vision

An Evening at the Movies is an independent movie viewing for the romantic comedy The

Strange Case of Dr. Jekyll and Miss Hyde. The ticket purchasers will be able to purchase an

exclusive DVD + Blu-ray combo pack and a CD of the music from the film, as well as be seen

online with the photo opportunity after entering into the theater.

Expenses

The objectives are to have $2,000 in profit generated, Soundtrack and DVD and Blu-ray

combo pack will drive ticket purchasers to the film’s Facebook page to increase fans by 75

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Jessica Northey – Budget

people between February 1 and March 1, 2013, and recruit 2 new sponsors.

Group 1: Who wants to attend? Ticket purchasers want to attend a movie

Demographics (age, marital status, race, ethnicity, income levels):

Age: 25-44

Family Mix

White, Asian, Hispanic, Mix

Median HH Income: $85,599 (“2011 prizm segmentation system,” 2011)

Psychographics (How do they spend their time and money?):

Movie buffs

Young Digerati

o Order from expedia.com

o Go water skiing

o Read the Economist

o Watch Independent Film Channel

o Drive Audi A3 (“2011 prizm segmentation system,” 2011)

Geography

Santa Monica, California

This population supports independent films

Aero Theatre (“American cinematheque” 2012)

Exclusivity:

Purchase the movie’s soundtrack before available to the public

Purchase the DVD/Blu-ray combo pack before available to buy/rent

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Jessica Northey – Budget

Entertainment and fun:

Photo session of guest on website for social media exposure

Group 2:

I want the press from the Hollywood Reporter or Variety, potential sponsors, and future

investors for the production company to attend.

Reasons:

The press will get the word out to my target audience

Potential sponsors will help with the cost for upcoming theatrical screenings

Future investors are needed to expand the production company operations

Break Even

The event will take place in an art-house theater with maximum ticket sales of 250. The

total variable costs are $462.20. The total anticipated numbers of participants are 240 of group 1.

The ticket price to break even is $46.12, which is justified because it includes exclusivity by

providing CD soundtrack and DVD and Blu-ray combo pack sales before they are available in

stores. Also, there will be a Q&A session with the actors and director of the film afterwards. As

well as a photography session with the step and repeat background of our sponsor’s logo, that

will be available to purchase by request through submitting name and contact information.

Income

The income is generated through reserves of purchasing an iPad with personal funds in

order to have the ticket purchasing system at the door. The sponsors are South Bay Studio

(“South bay studio,” 2008) for photography, Expedia (“Expedia travel: Vacations,” 2012) for

travel expenses for the event planner to fly from Florida to California for the weekend of the

event. As well as the Independent Film Channel (“Ifc – always,” 2012) will cover half of the

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Jessica Northey – Budget

costs of the venue expenses. Anticipating 50 participants will buy soundtrack and the DVD and

Blu-ray combo pack. The ticket sales are the bulk of the revenue. The profit results for a total of

$6,162.69, which is a successful event.

Category Item Quantity Unit Cost Total Cost ReferencesVenue

Rental 1 $4,000.00 $4,000.00 (1)Projection Setup 1 $500.00 $500.00 (1)Security 1 $30.00 $90.00 (1)Tax 1 10.25% $410.00 (2)Gratuity 250 18% $45.00

 TOTAL $5,045.00

MerchandiseSoundtrack CD 100 $313.00 $313.00 (3) (5) (6)DVD+Blu-ray combo 100 $603.50 $603.50 (3) (4) (7)

 TOTAL $916.50

TicketingCard Reader 1 $10.00 $10.00 (8)App 1 $0.00 $0.00 (8)Printer 1 $298.33 $298.33 (8)Service Fee 1 $0.00 $0.00 (8)Transactional Fee 240 3% $7.20 (8)

 TOTAL $315.53

DécorBanners 1x1'* 1 $0.00 $0.00 (9)Static Window Cling 12x12"* 2 $28.00 $28.00 (10)Taxes 2 6.50% $1.82 (11)

 TOTAL $29.82

Food & Beverage

Concessions 150 $5.00 $750.00 (1)

TravelPlane Ticket 1 $412.18 $412.18 (12)Car Rental 1 $132.00 $132.00 (12)Hotel 1 $408.34 $408.34 (12)

 TOTAL $952.52

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Jessica Northey – Budget

Insurance & Permits

Insurance policy 1 $250.00 $250.00

MarketingTrailer 1 $0.00 $0.00 (13)Posters* 1 $21.00 $21.00 (14)Brochures 150 $0.60 $90.00 (15)Brochures shipping 1 $10.44 $10.44 (15)Facebook Impressions 0 $1.13 $0.00 (16)Print Ads 1 $470.00 $470.00 (17)*Shipping 1 $9.98 $9.98 (9)Taxes 1 6.50% $601.42 (11)

 TOTAL $1,202.84

EntertainmentPhotographer 1 $250.00 $250.00 (18)Rights to show a movie 1 $350.00 $350.00 (19)

TOTAL $600.00

 SUBTOTAL $10,062.21

Misc.Contingency 1 10% $1,006.22

 GRAND TOTAL $11,068.43

Budget References

(1) (“American cinematheque rental,” 2008)

(2) (Weber, 2011)

(3) (“Graphic design &,” 2012)

(4) (“Blu-ray discs in,” 2012)

(5) (“Cds in bulk,” 2012)

(6) (“Cds in custom,” 2012)

(7) (“Two dvd sets,” 2012)

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Jessica Northey – Budget

(8) (“Eventbrite – at,” 2012)

(9) (“Vinyl banners ,” )

(10) (“Window cling,” )

(11) (Johnston, 2012)

(12) (“Expedia travel: Vacations,” 2012)

(13) (“Services,” 2012)

(14) (“Posters,” )

(15) (“Brochure printing,” 2012)

(16) (“About advertising on,” 2012)

(17) (“Advertise with the,” 2012)

(18) (“South bay studio,” 2008)

(19) (“How much does,” 2012)

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Jessica Northey – Budget

References:

2011 prizm segmentation system. (2011). Retrieved from

http://www.claritas.com/MyBestSegments/Content/tabs/filterMenuFrameWork.jsp?

page=./Segments/snapshot.jsp&menuid=91&submenuid=911

About advertising on facebook. (2012). Retrieved from http://www.facebook.com/advertising/?

campaign_id=402047449186&placement=pflo&extra_1=not-admgr-user

Advertise with the hollywood reporter. (2012). Retrieved from

http://www.hollywoodreporter.com/ad/contacts

American cinematheque | movies on the big screen as they were meant to be seen.. (2012).

Retrieved from http://www.americancinemathequecalendar.com/aero_theatre_events

American cinematheque rental information. (2008). Retrieved from

http://americancinematheque.com/RentalDocs/0001-American Cinematheque Rental

Information.pdf

Blu-ray discs in bulk. (2012). Retrieved from http://www.cdrom2go.com/catalog/blu-ray-

duplication-replication_568.htm

Brochure printing. (2012). Retrieved from http://www.colorfxweb.com/products/brochure-

printing.aspx?digital=1

Cds in bulk. (2012). Retrieved from http://www.cdrom2go.com/catalog/cds-in-bulk-full-

size_284.htm

Cds in custom cardboard sleeves. (2012). Retrieved from

http://www.cdrom2go.com/catalog/cardboard-cd-sleeve_252.htm

Eventbrite – at the door . (2012). Retrieved from http://www.eventbrite.com/atthedoor/

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Jessica Northey – Budget

Vinyl banners . (n.d.). Retrieved from http://www.largeformatposters.com/Vinyl-Banners-

Posters.html

Expedia travel: Vacations, cheap flights, airline tickets, & airfares. (2012). Retrieved from

http://www.expedia.com/

Graphic design & art creation services. (2012). Retrieved from http://www.cdrom2go.com/art-

creation.aspx

How much does it cost to show a film or tv episode?. (2012). Retrieved from

http://www3.davidson.edu/cms/x34349.xml

Ifc – always on. slightly off.. (2012). Retrieved from http://www.ifc.com/

Johnston, T. (2012). What is the sales tax rate for florida counties including orlando?. Retrieved

from http://orlando.about.com/od/communityinterests/f/salestax.htm

Posters. (n.d.). Retrieved from http://www.largeformatposters.com/Semi-Gloss-Posters.html

Services. (2012). Retrieved from http://www.kamerawork.net/services

Showing Films or Television Shows on Campus. (n.d.). Film and Television Screening Requests.

Retrieved August 10, 2012, from http://www3.davidson.edu/cms/x34349.xml

South bay studio – event photography. (2008). Retrieved from

http://www.southbaystudio.com/photo/index.html

Two dvd sets in double dvd cases . (2012). Retrieved from http://www.cdrom2go.com/catalog/2-

dvds-in-standard-double-dvd-case-black_356.htm

Weber, S. (2011, March 31). Santa monica sales tax jumps to 10.25%. Retrieved from

http://www.nbclosangeles.com/news/local/Santa-Monica-Tax-Rate-Jumps-to-1025--

119006679.html

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Jessica Northey – Budget

Window cling. (n.d.). Retrieved from http://www.largeformatposters.com/Window-Signs-

Posters.html

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