marketingplan

aboutstartrekintodarkness

releasedate rating genre director labels producers

May 17, 2013 PG-13 Sci-Fi JJ Abrams Paramount JJ Abrams Action Bad Robot Bryan Burk Damon Lindelof

Alex Kurtzman

Robert Orci

writers releaseformatdomesticgboforecastmaincast

Robert Orci Traditional $268 Million Chris Pine Alex Kurtzman 3D Zachary Quinto Damon Lindelof IMAX Zoe Saldana Gene Roddenberry* Dolby Atmos Karl Urban * is credited as the original Benedict Cumberbatch Star Trek writer

aboutintodarkness,cont’d

directorJJ Abrams is a TV and film director/producer extraordinaire, particularly in the science fiction and action genres. Alias PRODUCER Lost PRODUCER Super 8 DIRECTOR

maincast Chris Pine Zachary Quinto Zoe Saldana Karl Urban Benedict Cumberbatch

Captain Kirk Spock Nyota Uhura Dr. Leonard McCoy The Villain The main hero 2nd in command The sexy, smart lady Kirk’s right-hand man From within Starfleet

synopsisAfter the crew of the Enterprise find an unstoppable force of terror from within

their own organization, Captain Kirk leads a manhunt to a war-zone world to capture a one man weapon of mass destruction. (Paramount)

executivesummary

Star Trek Into Darkness is the second installment of the JJ Abrams franchise reboot. It is not the hard-core Star Trek fans (otherwise known as Trekkies) Star Trek and is the Trekkies’ Star Trek at the same time. Into Darkness follows the beloved original Star Trek characters with today’s A-list actors playing the roles. This classic science fiction franchise is filled with action, adventure, and cutting-edge special eects sure to please the original franchise fans as well as new fans.

The main strategy for marketing Into Darkness is awareness. Moviegoers need to be hyper-aware of its release date because one of the year’s biggest blockbusters, Iron Man 3, is set to release two weeks before Into Darkness. These two films are competing for ticket sales between similar target audiences that have been anticipating both films for years.

Although the Trekkies will undoubtedly obsess over the Into Darkness marketing eorts, top of mind awareness about the release date for Sci-Fi fans, males 16+, and general movie bus will be tough. Star Trek Into Darkness must stand-out among the marketing clutter provided by the sti competition.

consumerinsightsandindustrytrends

Big-budget action and Sci-Fi sequels have potential to gross as much or more than the original properties. Some examples of high action, second franchise installments that surpassed their original properties according to BoxOceMojo.com are The Dark Knight, The Twilight Saga: New Moon, and James Bond: Quantum of Solace.

Source: Box Oce Mojo

Original characters such as Captain Kirk and Spock resonate with with fans of the Star Trek series.

With ticket prices adjusted for inflation by BoxOceMojo.com, the top 5 highest grossing Star Trek films were those with the original characters.

Although the expected GBO according to HSX.com is $268 million, the film shows potential to surpass that prediction given the pattern of box oce performance in recent high action sequels in addition to fans’ emotional connection to the characters.

issuesandopportunities

issue:thetitleThe latter part of the title, Into Darkness, is too similar to many entertainment titles available to consumers today. It is not distinct to the franchise like 1982’s Star Trek II: Wrath of Khan. Most likely moviegoers will call Into Darkness simply, “the new Star Trek movie.”

issue:may2013releasedateMay is when the first wave of summer big-budget action movies are released. While the May 2009 release date proved successful for Star Trek, the 2013 May release will have to compete with the marketing clutter and for ticket sales of Iron Man 3’s May 3, 2013 release date.

opportunity:jjabramsPre 2009’s Star Trek, Abrams was known and respected mostly within the Sci-Fi/action community as

Executive Producer of television series Alias and Lost. Since Star Trek, Abrams has gone on to direct the mega-hit Sci-Fi film Super 8 and to produce the wildly popular Mission Impossible Ghost Protocol as well as

hit TV series Revolution. He is now one of the most respected directors in all of Hollywood.

opportunity:zoesaldanaFollowing Star Trek, Saldana starred in the second-highest grossing film of all time, Avatar. Her star power

weighs more heavily than it did when she starred in Star Trek. The combination of her sex appeal and Avatar fame will attract male moviegoers.

opportunity:2009startreksuccessThe success of 2009’s Star Trek will appeal to its fans and possibly new fans. Moviegoers that didn’t see the 2009 reboot may still be familiar with its success through word-of-mouth and therefore be convinced to see

Into Darkness.

targetaudiences

trekkies  Obsessed with all things Star Trek   Star Trek culture is their livelihood   Mostly male   Multi-generational

sci-fifans  Enjoy many Sci-Fi franchises in addition to Star Trek

  Will see Sci-Fi movies that are considered good by word-of-mouth, critics, and media

  Mostly male   Ages 14+

males16+  Will go to the movies as a social outing

  Interested in action and adventure   Naturally inclined to science + technology á la video games

keycommunicationpoints

trekkiesThe Trekkies will search for every detail regarding the latest Star Trek news and are by far the most excited for the next chapter of the franchise. They will share with their networks all the latest developments from Star Trek Into Darkness production. Trekkies are very into the characters and how they work within the story. It’s the details that are important.

sci-fifansThe Sci-Fi fans will enjoy the science fiction aspect and the overall quality of the filmmaking and story. They’ll appreciate the returning characters and franchise history, as well as the creative work of JJ Abrams. If they enjoyed Abrams’s Super 8, then they’ll enjoy Star Trek Into Darkness.

males16+Into Darkness will be considered a good, entertaining movie with action, special eects, a sexy leading lady, and an award-winning director. It is meant to be a good movie in general, and not just a good Sci-Fi movie. Buzz is very important to this target audience.

byaudience

objective#1

objectiveBe the top box oce performing Sci-Fi sequel ever

strategies1. Create buzz surrounding quality of actors’ and director’s performances

2. Increase awareness of release date

tactics1. Publicity: Pitch exclusive movie production and talent

content to entertainment media

2. Partnership: “Beam Me Up, Scotty!” with Easy Mac

3. Retail/Theater: AMC Takeover

4. Superbowl XLVII Ad

objective#2

objective Be the highest grossing Star Trek film

strategies1. Excite emerging Star Trek and Sci-Fi fans

2. Reinvigorate original Star Trek fans

tactics1. Synergy: Integrate December 14 extended preview into an episode of ‘The

Big Bang Theory’ and Spike TV Trek-A-Thon

2. Publicity: Preview exclusive plot content to Star Trek and Sci-Fi movie-related blogs, fan newsletters, and major conventions

3. Media: Traditional and non-traditional OOH campaign campaign with Star Trek ads and Superbowl XLVII ad

4. Promotion: Star Trek Into Darkness Microsoft Surface sweepstakes

toneandpositioning

tone

Fresh, Exciting, Fun Star Trek Into Darkness is a new, and relevant reboot. The movie stays true to characters at the core of the franchise with a fresh new setting and cutting-edge eects that enhance the story, but do not overshadow the characters.

Into Darkness will satisfy those in love with the franchise and those who just want to entertained.

positioningstatementFor movie fans 16+ , Star Trek Into Darkness is the most anticipated revived Sci-Fi sequel that features classic characters in an exciting new setting with a star-

studded, young cast lead by director JJ Abrams.

marketingcampaigntimeline

december2012 january2013 february2013

‘The Big Bang Theory’ Episode Preview exclusive content Superbowl XLVII ad about film’s plot to Star Trek blogs and fan materials.

march2013 april2013 may2013

OOH Campaign begins Microsoft Surface Sweepstakes AMC Takeover continues through release date Easy Mac Partnership Spike TV Trek-A-Thon Pitch exclusive talent content

competitivetimeline

may3 may10 may17 may24 may31

Iron Man 3 The Great Gatsby Frances Ha Epic The Purge Super Hero, Action, Sci-Fi Drama Drama Animation, Adventure Thriller Disney Warner Bros. IFC Films 20th Century Fox Universal

The Ice Man About Time Black Rock Fast & Furious 6 Drama, Thriller Drama, Comedy, Sci-Fi Thriller Action Bielberg Entertainment Universal LD Entertainment Universal

Mother’s Day Star Trek Hangover 3 Drama Into Darkness Comedy Siempre Viva Productions Sci-Fi, Action Warner Bros. Paramount

partnership

easymac

Beam Me Up, Scotty!

The “Beam Me Up, Scotty!” Easy Mac partnership is a play on the Star Trek action of teleporting, or transporting through beams, and microwave beams. Into Darkness artwork will be featured on Easy Mac packaging with the release date will on the back.

Easy Mac targets a teenage, young adult demographic that is primarily male. This target is very close to the Into Darkness target audience. Easy Mac consumers also may buy the product in bulk, which means consumers will have an advertisement for the film sitting in their home for some period of time.

The Into Darkness partnership oers Easy Mac the possibility of increased sales and an advantage over competition. Consumers looking for microwavable macaroni & cheese may choose Easy Mac over another brand because of the special Into Darkness edition. For example, mothers shopping for their teenage sons might opt for the Into Darkness Easy Mac instead of the store brand because they know their child is a Star Trek fan.

synergy

An episode airing in mid-December will feature the cast at a December 14 extended sneak preview in Los Angeles with recurring guest star and Star Trek: The Next Generation alum, Will Wheaton.

‘The Big Bang Theory’ is consistently one of TV’s highest rated sitcoms. It is typically #1 in its time slot and achieves approximately a 5 point Nielsen rating every week. 2009’s Star Trek and and previous franchise history are a major anity of it’s main characters.

CBS, which airs ‘The Big Bang Theory’ was formerly a division of Viacom, the parent company of Paramount. It is currently the broadcast network Viacom has the strongest relationship with.

‘thebigbangtheory’episode

The Star Trek Into Darkness preview will oer ‘The Big Bang Theory’ a relevant and novel story line. ‘The Big Bang Theory’ in return will leverage awareness of the Star Trek Into Darkness pending marketing eorts.

synergy

Spike TV is a cable network geared to toward men that is currently a property of Viacom. The network consistently airs Star Trek the television series and movies as regular programming and as marathons. This target audiences of Into Darkness and Spike TV perfectly in alignment.

What’s dierent about this Spike TV Trek-A-Thon from previous Star Trek marathons is that exclusive behind-the-scenes content about the making of the movie in addition to one special sneak peak scene will air. These special features will be revealed as interstitials when the 2009 Star Trek is broadcast in primetime after a marathon of the first season of the original television series.

spiketvtrek-a-thon

Spike TV oers Star Trek Into Darkness a very targeted audience of male viewers and science-fiction/action fans. The sneak peak of the film will draw more viewers than a typical Star Trek marathon because of the content cannot be found anywhere else except during this Trek-A-Thon.

promotion

The Microsoft Surface Sweepstakes will be a promotion to buy a Microsoft Surface in April (2013) and be entered to win two tickets to the Los Angeles premiere of Star Trek Into Darkness and to the ocial after-party at Bad Robot Studios. The Surface tablets sold in April will be pre-loaded with the Into Darkness trailer and artwork that can be used as personal icons and wallpapers. The packaging will also be based on Into Darkness artwork with the release date displayed.

Currently Surface sales are not up to expectations. The Star Trek sweepstakes adds value to the product that its competition does not have.

Technology and science fiction go hand in hand. Naturally science fiction fans are interested in new technology, and the Microsoft Surface tablet looks like it could have come right out of the movie. The sweepstakes and packaging designs will raise awareness of the release date. Consumers walking through or browsing other items in electronic stores across the country will see the Star Trek packaging that mentions the release date, regardless if they purchase a Surface.

microsoftsurfacesweepstakes

publicity

january2013

Following suit of the synopsis reveal in November 2012, the villain will be revealed to Star Trek and science fiction related bogs and fan letters.

march2013

Content surrounding new cast members, including the actor who plays the recently revealed villain, will be pitched to entertainment-based media such as EW, deadline.com, The Hollywood Reporter, etc. These staggering tactics maintain the elements of secrecy and exclusivity for heightened suspense.

media

oohcampaign$25 million worth of advertising in public spaces including billboards, public transit and reverse grati in America’s major cities from east to west and north to south. This campaign will directly compete with the eorts of Iron Man 3 to raise awareness of the two very close release dates.

retail/theater:amctakeoverStandard movie posters will be distributed to theaters in advance of the film’s release per usual. Standouts of Captain Kirk, The Villain, Spock and Nyota will also be distributed for theaters’ use. In particular, there will be an AMC Star Trek Into Darkness takeover. The popcorn bags and soft drink cups will be designed with the film’s artwork incorporating the release date.

superbowlxlviiadNot just a trailer, but an ad specifically tailored to the Superbowl. Major characters will be involved. This tactic will raise general awareness of the upcoming film for the Sci-Fi fans and Males 16+. For many viewers it may be the first time they hear of the film’s release. Trekkies, however, may or may not be watching the Superbowl, but once they hear about the special ad they will most likely share it WOM or through their social networks. The 2009 Superbowl ad was very hyped after its release, and now in 2013 Trekkies almost expect an Into Darkness Superbowl ad.

budget

Media 75%

Publicity 10%

Promotions 10%

Synergy 5%

totalmarketingbudget:$45million

mediaooH Campaign: $25,000,000 Retail / Theater: $4,750,000 Superbowl Ad: $4,000,000

Total: $33,750,000

publicityExclusive Content: $4,500,000

promotionsMicrosoft Surface Sweepstakes:

$2,000,000 Easy Mac Partnership: $2,500,000

Total: $4,500,000

synergyBig Bang Theory & Spike TV: $2,250,000