Gloria

Talks
Funny
 phase one* overview............................................................2-6
executive summary..............................................................................................3
genre.....................................................................................................................4
target audience....................................................................................................6
opportunities and obstacles...............................................................................7

phase two* film festival strategy.......................................8-23

strategy/film festivals........................................................................................9-10

festival kit.........................................................................................................12-22

phase three* B-2-B strategy............................................23-29

distribution strategy........................................................................................24-28
disrubutors...........................................................................................................28

phase four* consumer strategy.......................................30-40

1 consumer advertising strategy....................................................................24-28
timeline..........................................................................................................35-36
advertising and promotion..........................................................................37-47
phase
one*
Overview
2
 Executive Summary
The film Gloria Talks Funny is a charming and witty comedy that hones in on an
older womans struggle to find her passion. Working as a voice over actress for tam-
pon commercials and Japanese hentai porn, Gloria discovers the character she built
from the beginning of her career is creating a redo film; however, shes not cast and
her manager knew about it the whole time.

The film will will make you laugh, but will also allow you to vicariously live though
the life of Gloria. The marketing efforts center around the big idea find your passion,
success will follow. The advertising for this marketing campaign uses that tagline
she sure is a talker.

The three film festivals being targeted are the Sarasota film festival, Dallas Interna-
tional Film Festival, and Newport Beach Film Festival. These festivals have been se-
lected based on their tendencies to screen films of similar nature to the one at hand.

The three targeted distributors are Universal, Focus Features, and Fox Searchlight
Pictures. These distributors have recently released films that mirror the themes of
Gloria Talks Funny and deal with the complexities of strong female roles, humor,
and self conflict.

Gloria Talks Funny will be released in select cities January 12th, 2018. In order to
capture the target audiences attention prior to this release date, Gloria Talks Funny
will use a media mix including Internet, Outdoor, Radio, and Television advertising.
The film will also have an interactive website and make use of google adwords.

The actors from Gloria Talks Funny will appear on Ellen a week prior to the films

3
January 12th release, and Candi Milo (the lead actress), will have a spread in The
Stand Up Magazine. Lastly, Gloria Talks Funny will have a partnership with Ben
&Jerrys Ice Cream.
Genre: Comedy
Positioning Statement: To all middle aged
woman who appreciate a whitty humor and are question-
ing their passion or path, Gloria Talks Funny is a comedic
film that will both make you laugh and reassure you that
your next chapter may begin at any age.

Synopsis: Gloria, the voice behind the fictional

cartoon hit BioBoy, currently voices ADR for Japanese
hentai porn. She is past her BioBoy years and is taking
any job she can to make ends meet. When she finds out
her agent failed to tell her that BioBoy is coming back to
TV, Gloria sets her sights on reprising her dream role as
the famous BioBoy.

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She sure is a talker
5
 Anticipated rating: R
language, violence, and some sexual content

Target Audience
Primary: Women 18-55
She is a 18-55 year old single woman. She isnt married, but dates causally. She is educated, meaning
she speaks competently; however, she may not have been to college. She follows public figures like
Amy Schumer, Tina Fey, Amy Poehler. She is not as in touch with social media and current trends. In
school, they were know as the spunky class clown.

Secondary: Men 18-30

He is a 18-30 year old man. He enjoys reading comics like Marvel and enjoys cartoons. He enjoys
watching South Park and Comedy Central. He enjoys movies like Napoleon Dynamite and Blades of
Glory. He follows public figures like Jon Heder and comedians like Louis CK and Mike Birbiglia.

Tertiary: Comedians/the voice over industry,

They are current voiceover workers in the industry. They are looking for work and have a recognizable
voice; however, dont always the most comfortable in front of the camera. They are looking for new
jobs and know the struggle of working in voiceover and comedy.

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 Marketing Opportunities...
- Cast: Jon Heder from Napoleon Dynamite
- Realness and recognition of Candi Milos voice
- Realistic and relatable story
- Production value

Marketing Obstacles...
- Length
- Older target audience
- Rated R
* The Big Idea
Find your passion, success will follow
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phase
two*
film festival strategy
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film festival stragegy
Gloria Talks Funny will be submitted to three tiers of film festivals.

A prestigious international festival, a smaller international film

festival, and a considerably smaller local film festival. The three
festivals chosen have been selected based on their unique abilities to
benefit the film and filmmaker.

The largest of the festivals would help the filmmakers gain

recognition and credibility within the film world and Gloria Talks
Funny would be considerably more well-known, the smaller
international film festival would do the same, but to a lesser degree,
and the small local festival would be a great networking opportunity
for the filmmaker.

There will be several advertising and public relations tactics

employed at each of the festivals as well, which are all detailed in this
section.

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Film Festivals...
!) Sarasota film festival: April 13-22
This film festival sells out every year. It is also based in the East Coast, which differentiates it from the other
two festivals recommended. This festival in particular has been continually recognized; however, remains smaller
and not too high key. It will be an incredible link of sponsors. The strategy at this film festival would be to apply to
the short films sections. This festival also attracts an older and more experienced audience, which is also the
audience for the film.

2) newport bearch film festival: April 20-27

Although this film would likely do well at larger and more prestigious film festivals such as the one
previously mentioned, Gloria Talks Funny would also thrive at the Newport Beach Film Festival. This
festival is local, which would mean the filmmakers could definitely attend. It also prioritizes showcasing
emerging filmmakers, and because director Kendall Goldberg is becoming a successful director, this would be

3) Dallas international FILM FESTIVAl: March 30-April 9

The Dallas International Film Festival has a student film category that Gloria Talks Funny would be
submitted to. However, the filmmakers would not be limited to entering to the student portion of the festival.
Many entries in this festival cover similar themes to the one ones being explored in Gloria Talks Funny, and it
is likely that the film would be successful at this festival.

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Festival Kit
Pitch Letter Press Release

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 MEET THE TEAM
Kendall Goldberg ( director)
Kendall Goldberg is an award-winning filmmaker with a diversified slate of films. Originally from
Chicago, IL, she currently resides in Los Angeles, CA. Her most recent short WHEN JEFF TRIED TO
SAVE THE WORLD stars Jon Heder (Napoleon Dynamite), and just had its premiere at the Sarasota
Film Festival. It serves as a proof of concept for the feature film version, which will be shot Summer
2017. Goldberg was hired to produce and direct a mockumentary short BARK MITZVAH and worked
with Tony-Award-winning dog trainer extraordinaire, Bill Berloni, as well as 12 dogs and a cat. Her
short film SWIPE RIGHT is a current finalist in the American Pavilion Emerging Filmmaker Showcase
at the Cannes Film Festival, and has screened in several Academy Award-qualifying film festivals. She
earned her BFA in Film Production from Chapman Universitys Dodge College of Film and Media Arts.

Michael Stanziale ( producer)

Michael Stanziale is an award-winning producer of student short films and inde-
pendent television pilots. Originally from Holmdel, NJ he is currently finishing his
bachelors degree at Chapman Universitys Dodge College of Film and Media Arts
in Orange, CA. Hoping to pursue a career in physical production, Michael is set to
start work full-time at Black Entertainment Television (BET) after graduation. He
has a blast making Gloria Talks Funny and cannot wait to collaborate with this
team soon!

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MEET THE CREW
Candi Milo
GLORIA
Candi began at Disney in two
shows created for her. She settled
in LA and worked as a stand-up
comic, was premiered on televi-
sion with Howie Mandell and was
in the original touring company
of Dreamgirls. In Paramounts
Cool World, with Brad Pitt, that
Candi discovered her passion for
voiceover. She has created over
200 characters for cartoons. Cur-
rently playing Nick Dean, one of
the stars of the Academy Award
Nominated Film, Jimmy Neutron.
Ryan Stiffleman
KEVIN
Ryan is the perfect balance
of charming and goofy. Since
graduating from Chapman in
2015 he has been working in
entertainment on several short
films and music videos for EDM
artists such as Marshmello and
Slushii. His love for cartoons
and admiration for Candi Milo
are what inspired him to take on
the role of Kevin.
Shawn Ryan
Dennis
A jack of all trades, Shawn Ryan
is a major up and coming talent
with a background in both film
and theater acting on top of live
vocal performance. Once called
the love child of Bette Midler
and Peter Allen by Logo TV,
Shawn brings an exciting flare
to Dennis as he goes from
dedicated manager to a money
hungry chariton.
Jon Heder
Harry
Since his breakout role as the lead
in 2004s Napolean Dynamite,
Jon has established his own brand
of comedy. This is Jons second
time work with Kendall Gold-
berg and Candi Milo. The three
recently collaborated on the set
of When Jeff Tried to Save the
World a short film headed into
14
feature production this year.
When Jon is not on screen
he can also be found doing
voiceover work across the
country.
 < FILM
POSTER
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PHOTOGRAPHY

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FESTIVAL KIT
DVD CASE BUSINESS CARDS

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FOLDER
COVER >
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\

FESTIVAL PUBLIC RELATIONS

FESTIVAL GOODIE BAGS
At each festival, branded goodie bags will be passed out to
100 audience members.

The goodie bags will include:

- 2 tampons
- Plush Bioboy toy
- Microphone shaped sponge
- Coupon for pint Ben & Jerrys GTF flavor

All of the products within the goodie bag will have

Gloria Talks Funny branded packaging.
This goodie bag will help viewers remember the film once
the festival is over.

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 stunting Advertising
At each film festival, the filmmakers will set up a stage where the main char-
acters will perform stand up comedy. Audience members will be able to watch
and participate if they so choose. Participants will be instructed to write a five
minute performance. At the end of each festival there, one audience member
will receive a GTF trophy.

Additionally, there will be a social media component, where audience mem-

bers can do their best impression of Bioboy and tag @GTF_film and hashtag
#GloriaTalksFunny

These opportunities will allow the audience members to interact with the film,
relate the the characters and leave with fond and lighthearted memories.

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 FESTIVAL ADVERTISING
Two weeks before each festival, in Dallas, Sarasota
and Newport Beach (the locations of the festivals),
there will be 30 second radio advertising for the
film.

They will play between 7-10am and 4-6pm on

popular radio stations in each area. Because many
people commute to work or school, these times are
ideal for the typical busy adult.

These short spots will be a Candi Milos voice,

starting as a advertisement for tampons, which will
then lead into a joke and then talk about the film.

The ad will continue with the name of the film and

a brief description of where tickets for the festival
can be purchased.
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 Phase
23
*Three
B-2-B Stragegy
Distribution Strategy
Platform Release
Gloria Talks Funny has a witty and comedic plotline , an R rating, well-known actors but
has an independent-film feel. All of these factors contribute to the fact that there is an
audience that would be interested in seeing it; however, in order to get off the ground, it will
need positive word-of-mouth or a general buzz surrounding the film.

This is why it is necessary that this film have a platform release, starting with theaters in
New York and Los Angeles, then spreading to Seattle, Orlando, Denver, and Bostone. In the
following weeks, the film will screen in independent theaters across the nation. Audiences
will fall in love with the characters and the relatable conflict resolution.

Eventually, the film will be available for digital download through iTunes, HBO, and
Amazon.

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Screenings Before the release date, there will be two pre-screenings set to
happen in Brooklyn, New York and Los Angeles, California.
These screenings will be for a more mature audience or wom-
en who want to have a girls night out with their friends or to
have a night full of laughter.

Advertising for these screenings will happen on book stores

and through sponsored advertisements on social media
such as Facebook and Instagram.

The screenings will be more than the viewing of the

film: they will be a might a female empowerment! Be-
fore the screening, women will be treated to a dinner
and dessert. The dinner will offer their choice of french
fries, fried chicken, baked potato or mac and cheese.
For dessert, there will be a ice cream sandwich bar,
where they will custom make ice cream sandwiches.

At the screenings, the first 50 women will be given a

Glorias Goodie Bag with Gloria Talks Funny on
it. These will be the same goodie bags from the film
festivals. They will have 2 tampons, a plush Bioboy toy,
microphone shaped sponge and a coupon for a pint of
Ben & Jerrys Ice Cream.

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 PUBLIC RELATIONS ACTIVITIES
*Because the movie is a comedy

GTF and the tagline is she is a talker,

we will emphasize the idea of us-
ing your voice. Only at opening
night, theaters will distribute mi-
crophone shaped sponges to the
first 50 people at each opening.
This eill encourage work of mouth
as well as increase awareness
through ocial media becuase peo-
ple will want to take pictures with
the novelty item.

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 Distributors
Rationale
The selected distributors
choose films that deal with
themes of the complexities
of self conflict, laugh out
loud comedy and the
challenges presented
by decision making. They
also all look for strong
characters especially female
roles. Additionally, their
films are often more artsy
than the typical wide release
film, contributing to their
tendency toward platform
releases. These smaller
distribution companies
would be a perfect fit for
Gloria Talks Funny.

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Phase
Four*
Consumer trategy 30

31
Overall Consumer Advertising
Strategy
From June to January, Gloria Talks Funny will do quite a
lot of consumer advertising. The film will utilize advertising
by:

- forming a partnership with Ben & Jerrys ice cream

- creating an interactive Gloria Talks Funny website
- doing pre-screenings for critics and comedians
- creating an active social media presence
- using google adwords
- presenting traditional print, radio, and television advertise-
ments to the public.

All of these advertising activities will capture the attention of

the public and generate a heightened awareness of the film
before its release on June 9th.

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Release Date
January 12th 2018
Release Platform
Platform Release:
Gloria Talks Funny has a witty and comedic plotline , an R rating, well-known actors but has an independent-film
feel. All of these factors contribute to the fact that there is an audience that would be interested in seeing it; however,
in order to get off the ground, it will need positive word-of-mouth or a general buzz surrounding the film.

Because Gloria Talks Funny has much marketing appeal, it is necessary that this film have a platform release. On
opening weekend, Gloria Talks Funny will be released on a total of four screens in New York and Los Angeles. By
the second week, the total number of screens will increase to 24, spread between NYC, LA, Seattle, Denver, and Or-
lando. By this point, word of mouth, social media, and marketing efforts will have given the film enough leverage to
be successful when it is released in independent theaters nationwide in the following weeks.

Eventually, the film will be available for digital download through iTunes, HBO, and Amazon.

Competitve Environment
There are three other movies expected to premiere that weekend, they are: The Commuter (Thriller),
Sherlock Gnomes (Adverture) and White Boy Rick (Drama). None of these films are comedies. All four
of these films have different target markets as well. The other three attract younger adults and people seeking

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a thriller movie. Gloria Talks Funny is the only comedy opening that weekend that will also be targeting
older women.
Timeline for All Advertising
april september october
begin posting on continue social
Dallas Sarasota Film social media on media efforts
Internaional Festival Facebook, Insta-
Film Festival gram and Twitter

Newport Beach put Billlboards up

Bilm Fesival in premiers spots
Los Angles and
New York

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 Timeline for All Advertising
november december january
Ben and Jerrys Ben and Jerrys Candi Milo Wrap up social
GTF flavor fits GTF flavor fits appearance on media campaign
shelves shelves Ellen

continue social Candi Milo ap- Gloria Talks

media efforts pearance in The Funny Releases
Stanc up

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Creative
Big Idea
Strategy
find your passion, success will follow
Tagline
she sure is a talker
< One Sheet
37
 Media Strategy

For the Gloria Talks Funny campaign, a media mix will be used. With a budget of $2 million, funds will be split
between Outdoor, Online, Television, Print, and Radio Advertising.

Because the target audience of Gloria Talks Funny is young to middle aged women that are immersed in the co-
medic culture and eat breath and sleep comedy and wit. Online, radio, and outdoor advertising will be a main focus
of the campaign. Secondary media will include TV and Print. Each of these media will help to blanket the market
that the film is targeting.

Online and radio will comprise of 50% of the media budget. Outdoor has a low cost-per-thousand (CPM) impres-

sions, so only 15% of the budget will be spent there, while still reaching a huge amount of the films target audience.
Despite only having a secondary focus on TV, this medium is the most expensive to advertise in, so the ads placed
there will consume 25% of the $2,000,000 budget. Lastly, print will use 10% of the total budget.

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 Media Plan

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 Market Research
pre-release post-release
1) tracking 1) campaign evaluation
* first choice * ticket sales?
*awareness *awareness
2) positioning studies 2) brand metrics
*test screenings * imprressions
*exit studies *clicks and views
3) consumer research *social media presence( followers/likes)
*surverys
*focus groups

why?
Pre-release research will help the marketing team
to understanding where, why and when they should
place promotional items and ads based on soncumer
research. The contect of the ads will also be guided by
positioning studies. Tracking will help the marketing
team to evaluate how well their effforts are being
received by their target audience.
why?
The post-release reseach is important because it will
allow the marketing team to understand how effect
their efforts and campaign were. It will guide them in
future campaign based on their successes and oppor-
tunities.
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Creative Advertising
Outdoor Media Billboards will be placed in Los Angeles and
New York several months prior to the June 9th
opening in those cities. Billboards will appear in
Chicago, Seattle, Denver, and Orlando in the
following weeks, as the release dates for those
cities approach.

Television commercials will be a 30 second

trailer of the film with the release date for
specific cities at the end of the spot.

TV Advertising

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 Radio Advertisement
Leading up to the release of the film, there will be 30 second radio
advertisements focused in New York and Los Angeles (the cities where the
film will premiere opening weekend). These short spots will be full of stand
up comedy and plenty of jokes. The ad will continue with the name of the
film and a brief description of where tickets can be purchased.

Print Advertisement
Gloria Talks Funny will place print ads in popular stand up comedy
magazines such The Stand Up in the months leading up to the films release.

Up
a n d
S t
e
Th

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 Sample Pitch Letter Publicity
Publicity appearances will help to increase the
overall awareness of the film before its release
in January, 2018. Publicity will run from the
beginning of Gloria Talks Funnys festival
season, starting with Sarasota in April and
continue until the week of the films release.

Screenings
Gloria Talks Funny will have two pre-screenings
prior to its January 12th release date; one in New York
and one in Los Angeles. These first-look screenings
will be specifically for press, influential stand up
comedians, and critics and will serve as a platform for
word-of-mouth advertising. By allowing influencers
to see and write about the film before its release date,

43 Gloria Talks Funny will gain credibility within its

target audience.
 Appearances
Candi Milo and Jon Heder, the lead actors in this film, will appear
on Ellen a week before the films release. During their interview,
Candi and Jon will be praised for their portrayal of an relatable con-
flict. They will talk about growing up and mid-life crissess and will
answer questions that Ellen has about the movie.

Print
Because Candi Milo is new to the screen-acting , not voice live,
Hollywood acting scene, she needs to be introduced to the public.
Thus, Camille will appear in a spread in The Stand Up magazine
which will feature an interview with the comedian.

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Promotional Partnerships
Ice cream is a quintessential movie-night snack,
and Ben & Jerrys is a nationally-loved ice cream
brand. By partnering with this well known and
popular comfort-food brand, Gloria Talks
Funny will be able to reach a large amount
of their target audience, while working with a
brand that is relevant to the movie-watching
experience.

GTF FLAVOR

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Promotional Partnership
Details Media
Gloria Talks Funny social media will promote Ben & Jerrys in their
posts. For example, a Twitter post might say Need a late night snack?
Grab some Ben and Jerrys Gloria Talks Funny ice cream from the gro-
cery store, and youll feel like youre on cloud 9! When Gloria Talks
Funnt is having giveaways, Ben & Jerrys gift cards will be include in the
bundle of prizes.

Product Placement
Ben and Jerrys will make several relevant appearances in this film. At the
beginning of the movie, Gloria will be outside of the studio smoking a
cigarette and enjoying a pint of Ben & Jerrys ice cream.. At the end of the
film, when Gloria is getting ready to hop on stage for her stand up perfor-
mance, she will eat a scoop of ice cream.

In-Store
Ben and Jerrys will have kitchen sink Gloria Talks Funny flavor, which
will be available in grocery stores across the nation. 46
 Internet Marketing
Strategy
Gloria Talks Funny will use two-way communication online in order to involve the
target audience through engagement. There will be interactive portions of all online
marketing, and visitors will be encouraged to share explore their own passions and
dreams. the Gloria Talks Funny social media accound will retweeet and folow
followers of the movie. All social media will have a consistent tone that will emphasize
the wit of Glorias character. All the while communicating the release date and where to
buy tickets.

Online Publicity and Advertising

Gloria Talks Funny will have paid advertising on Facebook, Instagram and Twitter. Google Ad-
words such as independent film, new passion, wit, and stand up comedy will also be utilized
to encourage traffic to the Gloria Talks Funny website and social media accounts.

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 Tyler Porterfield
Entertainment Marketing
PRA-419
May 11, 2017

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