EN LAS SOMBRAS In the Shadows

A Cinema Verite Documentary by Andrew Heskett, Danny Zeff and Max Miller

A marketing plan by Erin Miller

Table of Contents

Executive Summary p. Objectives p. Cast & Crew p. The Fundamentals p. Marketable Elements p. Target Audience p. The Big Idea p. Phase 1: Festival Strategy p. Target Festivals p. Festival Kit p. Public Relations p.

Guerilla & Stunts p. Phase 2: Distribution p. B 2 B p. Stunts & Guerilla p. Screening & Special Events p. Marketing p. Consumer Strategy p. Release Date & Trailer p. Traditional Media p. Non-Traditional Media p. SOL NO SOMBRA Forum p. The Premiere p. Social Media p.

PR & Corporate Synergy p. Media Plan p. Pitch Schedule p. Budget p. De Gracias p.

Phase 1: Overview In the Shadows Executive Summary

There are currently 13 million people living undocumented in the United States. In the Shadows is a cinema-verite documentary that shines light over one of these people. Our protagonist is an undocumented worker living and working in a small California town, his only goal is to provide a better life for his family than he had while living in Mexico. Unfortunately, he has been prevented from doing this legally. Even though he is an upstanding member of the community in which he lives, in the eyes of the government, he is a pest who must be removed This portrait film tracks the day to-day life of one undocumented Mexican-American man and his struggle to find an identity in a country in which he is largely marginalized and discriminated against. This entertainment marketing plan will bring our Indocumentados life into a story lived millions of times over into a more broader light, and in a manner where immigrants can empathize and connect with one another over the issue, as well as publicize this ever growing political issue in the states. This is an area of United States politics that is shameful, as our government has not even scratched the surface on how to deal with the issue. We will bring this film and this issue into the public eye by capitalizing on the films most marketable audiences, the consistently growing Hispanic population in the United States as well as the politically aware and minded market of American adults. From the festival circuit, to University screenings, to Hispanic populated areas and large urban cities box-office coverage, we will make sure that no one currently living day-today life in the shadows will be left unaware of this film. We have strong partnerships with American Apparel as well as Sabritas chips brand, and they will effectively publicize this film to our Target audiences. Heavy emphasis on online promotion, University and student outreach, and social media, we will bring this film to life, in both our English and Spanish subtitled versions, in our $32 million dollar campaign. In the Shadows/En Las Sombras will premiere as a limited release with plans to grow to wide release on November 2nd 2012 by Focus Features at Universal.

Title and Genre In the Shadows (En Las Sombras) - Cinema Verite Documentary Positioning Statement An undocumented immigrant strives to provide a better life for his family while risking his safety every day. Synopsis Roberto is a seemingly normal American, but he is not American. An undocumented worker living and working in a small California town, his only goal is to provide a better life for his family than he had while living in Mexico. Unfortunately, he has been prevented from doing this legally. Even though he is an upstanding member of the community in which he lives, in the eyes of the government, he is a pest who must be removed. This portrait film tracks the day to-day life of one undocumented MexicanAmerican man and his struggle to find an identity in a country in which he is largely marginalized and discriminated against. Tagline I will be here until I cannot Estar aqu hasta que no pueda HASTA QUE NO PUEDA Anticipated rating PG

Target Audiences Primary Audience: Latino adults, men and women, in the United States ages 18-35. This film will appeal to Latino adults whether their income level is very low, up to middle and uppermiddle class Hispanic adults. This is because this is a topic of interest to Hispanics struggling financially up to Latino families that are making their way well living in the states. These Latino families, regardless of income level, all have come to the states within some generation in the past, and therefore they have a connection to the themes and experiences portrayed in this film. This target audience could have only up to some high school level of education up to their PhDs. Secondary Audience: Young, politically informed adults, men and women, in the United States age 18-35. Education level at least a bachelors degree, informed politically with an interest in either current political issues in the United States, and/or an interest in Latino culture or the Latino-migration into the United States. Middle income to upper class income level, and with children and providing for an educated family on the brain for later in life. Tertiary Audience: Older Hispanic adults and Caucasian adults ages, ages 35-49. These adults are of middle age and most likely have a family. Though this is not our target primary audience, this audience will relate to the film because they are the same age as the man documented, and they will relate to him on the basis of providing for a family. Both Hispanic and Caucasian adults are grouped into our

tertiary group because providing for a family is an area where color, ethnicity, and race do not matter, only the objective of ones care. These families will range from lower class to upper middle class, with anywhere from some high school to PhD level education.

Marketing Opportunities The issue of immigration is extraordinarily politically relevant, and a hot topic all over the country right now, especially with the upcoming presidential elections in November. The huge Hispanic audience to work with as well as Caucasians with interest in this subject. The Hispanic population consistently growing in the United States, will be the majority by 2050 Latino families go to the movies an average of 7 times of the year, where as all other ethnicities go an average of 4 times. We are producing this film, as well as marketing it, in both English and Spanish, under the titles In the Shadows and En Las Sombras. This obviously is much more inviting for a greater target audience, and does not discriminate against those in our target audience who speak to little to no English, as is the case for many immigrants in similar situation to our protagonist. In terms of opportunities, I would say releasing this film on a platform level in terms of playdate/engagements in largely

Latino-populated cities such as Los Angeles, Sacramento, San Antonio, Houston, Denver, El Paso, Albuquerque, Phoenix, Miami, New York and platform the release more and more with growing interest in the film. A future marketing opportunity for this film would definitely be the release of the film in Mexico, Central America and South America, obviously depending on interest level and how well the film does in the states, there should be a Spanish verse subtitled or dubbed for an international release possibility.

Marketing Obstacles Marketing obstacle could be the population of our target audience that does not speak English or has English for their second language. Will this film be subtitled or will their be a Spanish version of the film? The man documented obviously speaks English as one can tell in the trailer, however English is not his first language and it appears as not all of his family members speak English. Obstacle could be that this film does not have any stars or known names behind it, but I think that is an

opportunity for the target audience to relate much more to a indocumentado than to a Hollywood Estrella, if you will.

The Big Idea The Big Idea with the documentary film En Las Sombras is that there are millions are millions of undocumented Hispanic workers in California and in many parts of the United States. These workers are the backbone of our country, and they barely get by on a day to day basis in terms of providing for themselves and their families, if they are lucky to be able to see their families at all. This film takes the time to document the day-to-day lifestyle of Roberto, one of these workers. Though Robertos personal story is very strong, the real protagonists of this film and the main idea behind it are the migrant workers in the United States. Roberto is a vehicle in which these workers are portrayed, highlighting one of the greatest shames and greatest areas of need that our country needs to work on. We are held

up by a very strong, poinent and pertinent minority that will very soon in coming be the majority in this country, and the United States Governments system of citizenship opportunities, or lack there of, is appalling. This film gives insight into the system we as Americans are standing on.

Phase 2: Film Festival Strategy Strategy Our documentary In The Shadows will have been screened at Universities starting in September, October and November all over the west coast as well as in largely Latino populated cities. These screenings will have created internet and blog buzz from students and young adults regarding this film, and that buzz will lead to the festivals. In the shadows will start at the Sundance festival in Park City Utah, where several of our major Latino supporters of this film will attend to support the film. Both the attention at such a high profile festival as well as the Latino star attention will catch the eye of our Hispanic target audiences as well as our politically-aware and interested Target audiences. The interest in the film will lead next to the PDX Film Festival in Portland, which is an up and coming festival of unique and internationally minded films and documentaries. The interest internationally generated from the Portland festival will lead our film- makers down to the San Diego Latino Film Festival. There will have been enough interest and buzz

generated at Sundance and in Portland surrounding this film that there will be both critics and viewers excited about this film in San Diego. Our entrance in the SD Latino festival is because this is the most widely known Latino film festival in the United States, and it will draw the largest number of our target demographic in terms of critics and viewers. Our capstone festival for this film will be the LA Film Festival in the end of March. This film festival obviously returns the film to California and to the heart of the film-making industry, as well as to a city with a majority Hispanic population at large. Both in terms of Media and critic spotlight as well as the film interest in Los Angeles, this festival will put the future of this film and its ability for international attention and development to continue its journey.

Target Festivals Sundance, Park City Utah Jan 20-30th, 2013 Started in 1978, Sundance was originally a film festival for very low profile and budget films. Today, the festival is very well known in the public eye, and a hot spot for celebrities and movie makers. There will be a lot of producers and celebrities at this film festival that will be of the same political mind set as this documentary, and this film festival will generate a lot of the right type of buzz for this documentary.

Portland International Film Festival, Portland OR Feb 9-25th 2013 The 35th annual Portland film festival draws a very eclectic and open minded cinema viewing crowd internationally and domestically. This will be a great festival for film viewers and makers from Spanish speaking countries to see the film and possibly create future connections to bring this film international. Greater Portland has an enormous Latino population as well, which will bring buzz of this film up form California into the Pacific Northwest.

San Diego Latino Film Festival March 8th-18th, 2013

The largest and most well-known Latino film festival in the states is the San Diego Latino Film Festival. This past March was the 19th annual festival, which drew Latino film makers, actors, and viewers from all over the country to San Diego. This demographic is precisely the target audience for who will be viewing and buzzing about this documentary, and will be key in creating future festival interest in the right audience.

LA Film and Music Weekend March 25-27 2013

The LA Film Festival will bring this documentary back to California and back to the center of the movie industry. This film has been being screened at Universities in the LA and OC area, and buzz has been created online in the student and young adult communities, and now it is the critics turn to see what the discussion is all about. Los angeles is heavily Latino populated, and this will help generate more and more awareness regionally in our most important target demographics. This festival could also qualify En Las Sombras for IMDB.

***As a side note, festivals I would have loved to enter this film into were the SF Latino Film festival and the LALIFF. Respectfully, these festivals except films made by filmmakers of Hispanic-Latino origin.

Cast and Crew Bios

Cast Member Bios Protagonist Indocumentado- Our documentary follows the daily life of Roberto, an

undocumented Hispanic migrant worker living in rural California. He works everyday to provide for his family, hardly getting to see them. He lives in fear everyday that he will be caught as an illegal working in the states, however, as he says in the film, I will be here until I cant Roberto is one of millions of immigrants in California in this situation. The wife of our Indocumentado: Our principle characters wife is also an undocumented immigrant. She has been living in the United States for less than 10 years and speaks no English. She works as a housecleaner and babysitter and looks after the familys children. She lives with the same fear that she will be here until she cannot, on top of fear for her husband.

Principle Crew Members Bios: Biographies

Max Miller, 20, is a junior at Chapman University who is majoring in Television and Broadcast Journalism, with his emphasis being in documentary film. His previous films include We Must Remember and Carlsbad Cancer Cluster. We Must Remember chronicles seventeen high school students as they learn about the Holocaust and set out to do their part in not letting it happen again. It was widely accepted upon its release and was implemented as part of the Holocaust curriculum for over 300 middle schools across the state of California. Carlsbad Cancer Cluster investigates a possible rise in the rates of a particular type of cancer in Carlsbad, California. The topic is very sensitive there, and residents are forced to do their own work in proving something is wrong. After graduation, Max plans to continue in the documentary field, and hopes to work in the action sports industry. Danny Zeff, 20, is a junior majoring in Film Production at Chapman University, with a minor in Holocaust history. In high school, he made his first documentary entitled Theyre Just Regular People, a series of interviews with children in the Sacramento region who live with autistic siblings. More recently, he spent time traveling and studying film in Wellington, New Zealand. Dannys main aspiration in the film industry is to make people laugh, whether that requires directing sitcoms for Nickelodeon or drafting scripts for online sketch comedy groups. After college, he hopes to move to New York and master the art of independent films. Drew Heskett, 19, is a sophomore TV/Broadcast Journalism major at Chapman University, whos emphasizing in

documentary film. In high school, he had no idea where he wanted to go to school or what he wanted to do for a living. After becoming obsessed with the power of photojournalism senior year, he pursued the arts in the hopes of affecting social change in the United States, and at Chapman he soon found his passion in documentary. His most ambitious project thus far has been The Other Side, a short film he did his freshman year about a homeless woman living in Laguna Beach who is a former child star and soap actress. After graduation, Drew hopes to pursue a career in journalistic documentary filmmaking, with a specialty in cinematography.

Part of our Festival kit will include the tangible items that our Media facets will include. These items include an In The Shadows One Sheet (key art), DVD Case, key-chain w US Citizenship Services Design, USB containing the festival items, Press Release, Pitch Letter, Cast and Crew Bios, Passport Case, documents carrier, wallet, Business Cards.

Part two of our Festival strategy will include online, Public Relations Activities, and non-traditional tactics. The public relations strategy for En Las Sombras brings the citizenship documentation and deportation world of this film to life for potential distrbutors as well as for the press. Invitations to meet the directors of En Las Sombras will be sent to all media the week prior to the festivals. Further questions will be directed to InTheShadowsmovie.com.

EnLasSombras.com or InTheShadows.com

SOL NO SOMBRA InTheShadowsmovie.com will be the main online Hub for this documentary. It will have information about the film, the cast and crew, the political current situation in the United States in terms of this issue (specifics on Arizona law, etc). However, the main object of InTheShadowsmovie.com will be an anonymous sharing forum for immigrants in the United states to share their experiences anonymously. For more information on InTheShadowsmovie.com please turn to page 23. InTheShadowsmovie.com will be created in form of an anonymously shared, artistically directed blog/forum sharing place of words, images, art and stories between immigrants to the United States. This forum is titled SOL NO SOMBRA These words and images are created completely anonymously and for artistic purposes, as to maintain the privacy of the artists and immigrants. The purpose of this website is to not only provide information about the film, but to also give back in the form of a community for immigrants in similar situations to Roberto. These images and words can be uploaded, scanned and written from anywhere and in any language, I am aware that many immigrants do not have access or are not privileged in the way of a computer and/or internet.

Phase 3:

B-2-B Strategy (Securing distribution)

$1M, PG-13 In the Shadows/En Las Sombras documentary Studio Distributor: Focus Features- Universal Release Date: November 2nd, 2012. Right before a very important American election, and audiences with political interest will be going to this film. Distribution strategy: Platform ReleaseLimited. Obviously the audience for this film has specific tastes, therefore it will be placed in specific large cities in only select theaters. The cities that En Las Sombras will screen in theaters are Los Angeles, San Diego, Sacramento, San Francisco, Portland, Seattle, Denver, Miami and New York. Obviously there is a higher number of California cities because this is a documentary based in California. Screen Count: 900 screens

Target Distribution & Research Universal- Focus Features We believe In the Shadows would do best with Focus Features Universal, because their recent well-known films are alternative and have an international edge to them. Focus tends to specialize in art house independent fair, and In the Shadows needs a studio that understanding markets to a domestic and international audience, as well as can handle an independent documentary style film with ease. Films: The Pianist, Lost in Translation, the Kids are All Right Heads of Studio: Jeffrey Immelt, CEO. Contact Info: (818) 777-7373. 100 Universal City Plaza Universal City, CA 91608.

CBS Films

Our second choice for En Las Sombras is that it will be picked up by the studio CBS Films. CBS Films seems to specialize in smaller, more focused films and this film will obviously need a certain amount of specialized marketing to a specific audience. Films: The Woman in Black, Salmon Fishing in the Yemen. Heads of Studio: Sumner Redstone, CEO Contact Info: (310) 575-7000. 11800 Wilshire Blvd, Los Angeles, CA 90025

Relativity Media Relativity media is a relatively new company (founded in 2005,) and just aquired Overture in 2010 to become a full independent studio. For such a new studio, to have already come out this year with two major films, they are clearly making all the right moves in terms of the industry at this time. This studio would be the third choice for our directors, In The Shadows would love to be represented by such an up and coming independent studio. Films: Act of Valor, Mirror Mirror Heads of Studio: Ryan Kavanaugh, Founder and CEO, and Steve Bertram, President and CFO. Contact Info: (310) 724-7700. 9242 Beverly Blvd. Suite 300 Beverly Hills, CA 90210

B-2-B In the Shadows is a film that takes a

considerable amount of care in marketing to two target market audiences, both Latino culture as well as white-caucasian culture. In the Shadows is a film of serious nature that needs care in terms of how to market in the politically correct fashion, as well as care in terms of protecting all identities involved and still maintain a commercial documentary. It is for these reasons that we have chosen to go with Focus Features Universal, based on their strong history marketing difficult subject matter tactfully and strongly.

Stunts & Guerilla The filmmakers of In the Shadows will hold wine and cheese type gathering for the studios interested on Saturday June 30th, 2012. The fruits, nuts and wine will have specific tables

based on what part of California they are harvested from, and in what manner they are harvested. There will be anecdote cards near all of the food and wine with the photos of anonymous workers, with a series of numbers as their name and the city where they live. The tablecloths for the event will all be in our continuing theme of deportation letter head, emphasizing the situation. The idea behind this gathering is to remind everyone how pertinent and relevant the issue and themes addressed in this documentary are to everyday normal life. Towards the end of the event, the key chain USB drives will be passed out to the potential distributors. This USB drive contains the online information, info one the documentary and cast and crew bios, press releases, and information about our online activities.

Screenings and Special Events

Our strategy, before we have even met or had events with distributors, is first of all awareness of the film made by student screenings in major universities along the West Coast. Before we release the film nationwide to screens, there will be screenings of this film shown in Universities primarily in California and Oregon. These screenings will begin Saturday May 5th 2012, and continue through Saturday June 30th 2012. These University screenings will be held at: (California) USD, UCSD, UCR, UCI, Chapman University, Loyola Marymount U, UCLA, USC, University of Redlands, USF, UC Berkley, UC Santa Cruz. (Oregon) Southern Oregon U, University of Oregon, Oregon State, University of Portland, Portland State U, Western Oregon U. (Washington) University of Washington (Main Seattle Campus), Washington State, Western Washington, Washington State (Vancouver Campus).

In July and August 2012, work on this production will continue.

In September and October, our private screening events for Media and Critics will begin. We will have a screening in Los Angeles, San Diego, San Francisco, Portland, Denver, Dallas, Miami and New York. Each of the Media attendees of these screenings will be greeted with a brown packet that looks like an immigration packet, complete with stamps of US Customs and Deportations stamps etc. In this packet will be the press kit, press release, cast and crew bios, screen shots and description of Social Media and online goings-on. The setting for the screening will be an all white room with what appear to be bars on the windows to replicate a deportation center appearance. Obviously, the viewers and media will be able to come and go from the screening room. Directly following the screening, our media will be directed into a conference room where our directors Max Miller and Andrew Heske will hold a question and answer session for the media in regards to the film they just viewed. The after screening and question session party will again include only California harvested wine, nuts and fruits, as well as place cards for where the foods were harvested. Depending on the screening, the foods and wine served will pertain to that region, for example the Miami and Dallas screenings will have southern fruits and wines, not Californians.

Marketing InTheShadowsmovie.com will be the main online Hub for this documentary. It will have information about the film, the cast and crew, the political current situation in the United States in terms of this issue (specifics on Arizona law, etc). However, the main object of InTheShadowsmovie.com will be an anonymous sharing forum for immigrants in the United States to share their experiences anonymously. InTheShadowsmovie.com will also be synced with the Twitter, Facebook, and other social media accounts of the directors. This will be a consistently updated feed regarding goings on with the production, student screenings, private media screenings, as well as political updates that occur that affect Migrant laws changes or goings on that deal with the content of the film. InTheShadowsmovie.com will be created in form of an anonymously shared, artistically directed blog/forum sharing place of words, images, art and stories between immigrants to the United States. These words and images are created completely anonymously and for artistic purposes, as to maintain the privacy of the artists and immigrants. The purpose of this website is to not only provide information about the film, but to also give back in the form of a community for immigrants in similar situations to Roberto. These images and words can be uploaded, scanned and written from anywhere and in any language, I am aware that many immigrants do not have access or are not privileged in the way of a computer and/or Internet. The filmmakers will continue their outreach and awareness in the industry by posting regular updates pertinent to the film to the Hollywood Reporter and Variety.

Phase 4:

Consumer Strategy

Strategy: In the Shadows is about a very currently relevant political topic: undocumented Immigrants, specifically in California, and their struggle living and providing for their families, while living in fear of being deported back to their own countries. Our strategy in terms of marketing this film to consumers is that we in America have all immigrated from somewhere in the world to America at some point in our ancestery, and that we all have stories to share and a voice to be heard. I will be here until I cannot. Our strategy is that YES you can be here, and you can be heard as well, you do not have to live In the shadows. The film begins with statistics shown about the number of indocumentados living in California, this number estimated at over 3 million. Through student screenings, In theshadows.com internet hub, our area of Intheshadows.com where anonymous users can post stories and art, heavy social media presence and interactions between directors and audiences on twitter and Facebook, private media and critic screening events, Hispanic celebrity promotion, we will gain consumer awareness and interest with the correct target market audiences. We will do this by using both traditional and nontraditional forms of promotions, public relations, advertising and social media. The trailer release will 1. Introduce the story of our Indocumentado

2. Introduce the theme of the documentary 3. Explain our overall concept that it is a societal error in America that currently millions are living in our walls, in our fields, y En Las Sombras.

-Distribution Strategy and Release Date, Release Date and Pattern Release Date and Trailers: PG-13 In the Shadows/En Las Sombras documentary Studio Distributor: Focus Features- Universal Release Date: November 2nd, 2012. Right before a very important American election, and audiences with political awareness and interest will be going to this film. Immigration laws will be a hot topic of discussion and debate amongst the candidates for the next American presidency, therefore consumers, media and critics will have an even greater interest in this film and its relevance to current events. Distribution strategy: Platform Release- Limited. Obviously the audience for this film has specific tastes in films, therefore it will be placed in specific large cities in only select theaters. The cities that En Las Sombras will open in are theaters in Los Angeles, San Diego, Sacramento, San Francisco, Portland, Seattle, Denver, Houston, Miami and New York. Obviously there is a higher number of California cities because this is a documentary based in California, as well as a focus on west coast cities and cities with a large Hispanic population. There will simultaneously be promotion in other cities around the country for this film, even if it is not opening in those cities, as well as obvious vast online promotion and social media presence.

Screen Count: start out at 900 screens, with intent to grow to larger number of screens based on interest level and attendance numbers. In terms of our Competitive Environment, the movies coming out that are thematically competitive with In the Shadows include Lincoln in July, The Campaign in August, Southern Republicans in September, and Zero Dark Thirty in December.
Media Strategy and Plan. Traditional Media Movie Trailer: On Friday, July 20th, three and a half months prior to our films release on November 2nd 2012, full-length trailers will screen in films of targeted at similar audiences and lead up to the film release. These films include: the July opening previews of Lincoln, The Great Gatsby, Killer Joe, The Bourne Legacy, the August opening previews of The Campaign, Lawless, the September opening preview of Wont Back Down and the October opening preview of Cloud Atlas. Television Trailer: In terms of our TV Spots, our TV trailers will run beginning Monday October 3rd, and leading up to the release. Our Television commercial spot will run during the nighttime fall 2012 Television slots on ABC Body of Proof, on CBS NCIS, NCIS: LA, Unforgettable, CSI: NY, and 60 Minutes. On NBC Law&Order: SVU, Prime Suspect, on FOX Fringe. On Cable Television, our trailer will run during Breaking Bad on AMC, and on Showtime during Homeland. This obviously targets our target adult audiences specific adult and/or political interests. On specifically Hispanic targeted channels that include Univision, Telemundo, Galavision, and FOX Sports en Espaol. The trailer will run during the 7pm-11pm shows, as well as the late night talk shows and news shows. This obviously targets are adult audience. Newspaper

Leading up to the release of In the Shadows, there will be small advertisements in the newspaper for In the Shadows. On Friday, October 26th, 2012, one week before the premiere, there will be a large advertisement, half a page sheet, placed in the Politics section of the LA Times and the NY Times, UT San Diego, The Oregonian, and the Seattle PI. Obviously compared to the rest of the campaign, Newspaper presence is minimal compared to our online presence and blanket screening process. Radio Our radio spot will have a paid advertisement on KABC Progressive Talk Radio in Los Angeles, and on News Talk Radio 77 WABC New York.

Non- Traditional Media Los Angeles Metro and Bus Stops: Though Los Angeles is not exactly known for its grand system of public transportation, the demographic that utilizes the LA Metro and Bus system is, in large demographic, a Hispanic population. We will have a series of advertisements in the LA metro and bus systems in both LA County and Orange County using our key art that are put up in the end of August 2012 and stay up through November 2012 for In the Shadows. Guerrilla: In The Shadows/En Las Sombras: On October 12th, 2012, we will hold an Indocumentado understanding day. Our event will have been being promoted through our SOL NO SOMBRA campaign. This event needs to be handled with a certain amount of autonomy and care because of the nature of the people it affects. The idea is simply awareness, wearing your American Apparel SOL NO SOMBRA T shirt, and to be mindful that there are 13 million people living in the sombras around you, and to be grateful for your liberties and freedoms.

Outdoor: a series of billboards will be stationed around Los Angeles, San Diego, Orange County, and Sacramento with our key art for En Las Sombras. The billboards will be placed in heavily Hispanic populated areas of the city, an example of which would be Montebello or Southgate in Los Angeles County. Media Flow Chart/Time line

The Premiere The premiere of In The Shadows will take place at the Los Angeles Theatre Center on South Spring Street in Los Angeles on October 19th, 2012, 2 weeks prior to the public release date of the film. This theater is home to the Latino Theater Company of LA, and is the most well known historic Hispanic cinema home in LA. For the month prior to the premiere, there will be key art posters on the outsides of the theater. At the premiere will be the directors, cast and crew members, as well as many members of the Hispanic acting and Hollywood names such as George Lopez, Gabriel Garcia Lopez, Jennifer Lopez, Antonio Banderas. Though these names are not in the movie, attendance to our premiere will bring press and obvious

social responsibility PR to these celebrities, as well as recognition of their ethnicity and pride in their culture.

Social Media -Internet Marketing *Strategy *Online Publicity *Online Media *Social Marketing SOL SIN SOMBRA Artist Forum: As discussed in the marketing section, intheshadows.com will be the main online Hub for this documentary. It will have information about the film, the cast and crew, the political current situation in the United States in terms of this issue (specifics on Arizona law, etc). The main object of InTheShadowsmovie.com will be an anonymous sharing forum for immigrants, friends/family of immigrants, and basically for all to share their experiences anonymously. This forum will be known as SOL SIN SOMBRA. It will be created in form of an anonymously shared, artistically directed blog/forum sharing place of words, images, art and stories between immigrants to the United States. These words and images are created completely anonymously and for artistic purposes, as to maintain the privacy of the artists and immigrants. The purpose of this website is to not only provide information about the film, but to also give back in the form of a community for immigrants in similar situations to Roberto.

In the Shadows Facebook/Twitter: InTheShadowsmovie.com will be synced with the Twitter, Facebook, and other social media accounts of the directors. This will be a consistently updated feed regarding goings on with the production, student screenings, private media screenings, as well as political updates that occur that affect Migrant laws changes or goings on that deal with the content of the film. www.facebook.com/EnLasSombras and www.twitter.com/EnLasSombras . In the Shadows SOL NO SOMBRA Instagram. In the Shadows has an Instagram account that features photos from stills of the production, as well as photos of migrant life. This is an anonymous Instagram account that is linked to the SOL NO SOMBRA Artist Forum part of Intheshadowsmovie.com

In the Shadows You-tube series. One of our publicity tools will be a you-tube series of interviews with the filmmakers and persons in this documentary. The series will follow the reasoning behind making the film, the actual making of the film, the filmmakers thoughts and comments on why they started creation of the film. The persons in the film as well as some of those interviewed in the actual documentary will appear in the mini series on YouTube. There will be a new edition to the you tube series weekly. In the Shadows Online production photos. One of our publicity ideas will be a series that is published online of shoots still photography of the documentary while it is still in production. These will be coupled with photos with actual photos of other migrant farm workers homes or migrant farm camps throughout California.

PR & Corporate Synergy -Promotion and Corporate tie-ins. *Strategy *Promotion Partners (National and Regional) *Promotion Details: Media, Product Placement, In-Store, On-Pack *Field Activities American Apparel Brand Partnership - In the Shadows has partnered with LA Based brand American Apparel, this well-known brand is known for its being made in LA. American Apparel will produce and sell SOL SIN SOMBRA T shirts throughout fall 2012, with the emphasis being that immigrants should not be made to live in the shadows, but rather live in the sun. Sabritas Brand Partnership- Sabritas Chips brand will partner with In the Shadows to promote the film. The popular Hispanic chips brand, sold in the states but originally based in Mexico, similar to the brand Lays but with spicy chips flavors, will run small key art for In the Shadows on the outside of their chips bags, as well have inside chances to win SOL SIN SOMBRA T Shirts and passes to the Premiere of In the Shadows.

Print Publicity- TIME magazine positioning piece. Time magazine film section will have a story and interview with the filmmakers regarding the documentary, and it will be in the issue of TIME that comes out the week before the film comes out. The magazine writer will also have a screening of the film and will be able to discuss the documentary, the current situation in reality, and the interview with the filmmakers in his/her article. Trade publications- IDA International Documentary Association- Magazine Cover story. En Las Sombras will be the cover story for the quarterly magazine IDA magazine. It will run in the season in which this film is released. The cover story will have behind the scenes photos, interviews with filmmakers and cast, access to viewing and critique of the film before it is released, and a photo shoot with the filmmakers and actors, *Engagements/Playdates

Talk show- Larry King CNN- There are many of talk shows that taking this film to would be inappropriate or might be handled with lack of care for the subject matter or for the message of the documentary. I think the best talk show to take this film to would be Larry King on CNN, because she has a history with dealing tactfully with very hard, tragic subject matter. Many talk shows are humorous, and there is nothing humorous about this documentary. The filmmakers and a few cast members will do a segment discussing why they decided to make the film, the way they studied the actual tragedy, the film making process, and where they are looking to take their documentary from here. Press visits- print. The documentary makers of In the Shadows will have 3 different appearances with the print press leading up to the release of this documentary. They will be answering questions on why they made the documentary, the production process, and where they will be taking the documentary next. Press visits- broadcast. The film makers and several members of the cast will be holding interviews with a few broadcast journalists, one in Denver, one in Los Angeles, and one in New York, for specials to be shown on the news

regarding the making/release of this documentary.

Screenings See Also Screenings and Special Events Critic Screenings- There will be screenings of this documentary for critics in San Francisco, Sacramento, Los Angeles, Miami and New York. These screenings will be for critics and the critics will have to have a pass or to have RSVPd to the screening. These screenings are more for generating publicity and knowledge of the documentary than they are about the actual critique of the film. These critic screenings will spread the word of mouth out more about the documentary, and that will generate more and more interest in the media outlets to go and see the documentary and write it up sooner rather than later. Screenings- word of mouth/tastemaker screenings. There will be a series of screenings at universities in Sacrament, Denver, Los Angeles, San Francisco, Portland, Seattle, New York, Miami and Houston held of this documentary in the couple weeks before

it is released. These screenings will be held in universities and will be free to university students. This will generate word of mouth and knowledge of the documentary at the University and education level, and that word of mouth will spread.

Points of Purchase/Budget/ Budget Evaluation = $32 million Total Budget Television Advertisements- $8 million , 25% of total budget Online Presence- $5.4 million, 15% of total budget Promotions/Events- $8 million, 25% of total budget Radio- $.72 million, 2% of total budget Print Media- $6.48 million, 18% of total budget Outdoor- - $15 million 15% of total budget Budget Evaluation The En Las Sombras Budget is focused on Television Advertisements, Online Presence and Social Media, our University Promotions and Events, our Print Media advertisements and Print presence, our Radio advertisement, and our Outdoor ads. Our television ads take up 25% of the budget,. Next, our online presence is 15% of total budget, and that includes Website and Zipz Design Forum, Social Media Presence on Facebook, Twitter, Instagram and the budget includes Website, Paying for designs and page upkeep, contests etc. Next in the budget is 25% Promotions and Events. TNext in the budget is our Radio Ad in LA and NYC. Our Print Media is 18% of our budget.

De Gracias I would like to thank the 13 million Indocumentados currently living in the United

States and upkeeping our economy by doing the jobs that American Citizens are not doing. You uphold the state of our economy. I would also like to thank my film makers Drew Heskett, Max Miller, and Danny Zeff for stepping out of the shadows, and speaking for thirteen million voices. Fifteen minutes cannot depict the gravity of the issue, but it can capture the gravity of one voices situation and relay it brilliantly.