REALITY CHECK PLANS BOOK by kqxarzawuiwpx

VIEWS: 7 PAGES: 72

									Reality CheCk
  Plans Book
      Kimmy Kirkwood
   Entertainment Marketing
        Professor O’Connor
                       [1]
[1]
 taBle oF
Contents
   exeCutive summaRy       2

Fundamentals 3                                B2B 33
            oBjeCtives     4    taRget distRiButoRs 34
             synoPsis      5           distRiBution
Fundamentals oF the Film   4               stRategy 36
     taRget audienCes      8

         Festivals 10              ConsumeR
         oBjeCtives &
     taRget Festivals      11
                                  adveRtising
          Festival kit     12       stRategy 39
     PRess Releases &                   distRiButoR    40
           FaCt sheet      13            oBjeCtives    41
     Cast & CRew Bios      16               Big idea   42
              key aRt      20           exeCutions     43
    maRketing taCtiCs      24                 media    54
     inteRnet taCtiCs      28   CoRPoRate syneRgy      58
     PuBliC Relations      30          PRomotions      60
                                   PuBliC Relations    62
                                 inteRnet stRategy     66
                                             Budget    68
                                                        [1]
                                             exeCutive
                                             summaRy
      the PRemise   Have you even done some you knew wasn’t right and gotten away with
                    it? Maybe you showed up late to work, slacked on a work assignment
                    or ditched your friends for a new guy/girl. Then you start to get
                    comfortable with the idea, and begin doing it more often, then before
                    you know it, it’s become a constant action. Maybe its time to check
                    yourself, before you wreck yourself. You are in need for a serious Reality
                    Check.

         the Film   This film is a comedy about character flaws and the outcomes of
                    various critical actions. It takes you through the story of a young man
                    who desperately tries and stop the inevitable. Even at the peaking
                    moment of his own world crashing Reality Check, he is still unable to
                    come to terms with his calamities. A lesson learned by the audience
                    was not so easily received by the morally challenged main character.

  Release date      Reality Check will keep the country in check with it’s wide release
                    and extensive advertising campaign, opening on May 14th 2010.
taRget audienCe     In the month prior, the four target audiences, ranging in age and
                    psychographics will be introduced to the idea that “sometimes all
        Big idea    you need is a little check on reality.” They will see the integration of
                    the message through the use of partnerships with different financial
   PRomotions       companies, stand-up comedy promotions and a full fledged advertising
                    campaign reaching them on their televisions, magazines, online and
 the CamPaign       out of home. They will become immersed in the idea with the use of
                    viral online content like Twitter contests and YouTube skits. You will get
        Budget      all of this, and more, for $50 million dollars.
                    The message is in the movie, the movie is with you, just remember to
        tagline     always check yourself, before you wreck yourself.

[2]
Fundamentals
      oBjeCtives
        synoPsis
             Film
     ComPonents
          taRget
       audienCes




               [3]
                                                    Fundamentals
       oBjeCtives                                   The objectives of this plan are to
                                                    successfully promote and market
                                                                                         Like many films in its genre,
                                                                                         Reality Check has the potential
Essentially, this plan will follow specific steps   the comedic film Reality Check       to go far and beyond a theatrical
 to bring us to our end goal: getting butts in      through three key phases:            release which this plan will take
                    theater seats, lots of them.
                                                                                         full advantage of.
                                                      •	 Film Festivals
                                                      •	 Business to Business            The core concept behind Reality
                                                      •	 Consumer Advertising            Check is something we can all
                                                         Strategy                        relate to. The lessons learned [or
                                                                                         not learned] in the film present
                                                    With heavy presences in Film         amusing examples of how so
                                                    Festivals, undeniable strategy       many of us are in need of a serious
                                                    in obtaining a distributor and a     Reality Check.
                                                    foolproof consumer campaign,
                                                    Reality Check will become a
                                                    satirical hit.




  [4]
oF the Film
While on a reality TV show, Jason
made a big mistake - he cheated
                                        While watching the show with
                                        their friends one night, Jason       synoPsis
on his girlfriend and love of his       grows anxious as the narrator        What do tactless motives and a bleak
life, Dana. Three months later,         announces that tonight they will     relationship get you? An entertaining
                                                                             tale of salvation.
Jason still hasn’t spilled the beans    be airing an extra episode, where
and is rudely awakened when             two roommates “get frisky”.
he finds out that his mistake
will be featured in an upcoming         Without any time to prepare,
episode. In attempts to prevent         Jason frantically attempts to keep
his relationship from crashing and      Dana from the TV. As the water
burning, Jason realizes he only has     shuts off and electricity flickers
one option: get Dana pregnant,          because of past due bills, Jason
in hopes that a baby will solve         makes countless useless efforts
everything and keep his one true        to distract Dana, only to tangle
love from jumping ship.                 him further in a complicated and
                                        hilarious web of lies.
Dana on the other hand also
thinks a baby will solve everything,    As the moment approaches,
but for far different reasons.          occurs and passes, Jason still
Secretly convinced that Jason won       cannot come to grips with the
the money from the show, she’s          ugly truth, as he continues to
desperate to keep him around for        hysterically
fear that he may up and leave as
soon as the check comes. Plus, a
little cash in the bank might be
nice to pay off all of their past due
utility bills.

                                                                                                                 [5]
                Fundamentals
      logline    Check Yourself Before You Wreck Yourself.




      ConCePt   Ever wonder what to do when you add a reality TV star, a paranoid
                girlfriend, utility bills piled to the ceiling and one big elephant in the
      CaPsule   room? Get a Reality Check.




[6]
oF the Film
Reality TV                              TV set
                                                                                 maRketaBle
The concept of poking fun at
the stupidity of reality TV and its
                                        Everything that happens in this film
                                        happens because of the TV. Thus, it      elements
possible repercussions is a basic,      will play an integral part of the plot   It all happened with two immoral
yet marketable element of this film.    line, and will be used in marketing      people, a TV, a dead hamster and a
                                        efforts.                                 reality check stamp to the forehead

Unpaid Bills
                                        Couch
Unpaid bills are relatable,
                                        The couch is a familiar item to
stressful, and a main theme
                                        anyone with a TV, and is a focal
throughout Reality Check, thus
                                        point in American lives. Couches
setting a tone for the film.
                                        will play an integral and iconic
Reality Check message                   part in marketing this film.

The important message from              Pregnancy
the film is extremely vital to the
campaign on all aspects.                While the couple is not pregnant,
                                        the hope and almost desperate
Hamster                                 need to be so is a theme that
                                        cannot be ignored. To most,
Jason and Dana’s pet hamster plays      pregnancy itself is a Reality Check
a main role in the climax of the film   in many ways.
and gives an example of the lack of
morals in the main characters.
                                        Reality Check Stamp
Popcorn
                                   The Reality Check stamp is an
As the characters munch on popcorn extremely important design
throughout the film, it becomes a  element and branding tool that
distinct element and a key prop.   will appear in all marketing efforts.
                                                                                                                       [7]
                                                    taRget
      PRimaRy   The Danas
                 •	 Males and Females 19-25
                                                  POSITIONING STATEMENT:
                                                  “The entertaining tale of a couple
                 •	 Students and young            attempting to salvage their bleak
                    professionals, low-mid        relationship based on tactless
                    income                        motives.”
                 •	 Frequent TV and movie
                    viewers or video gamers
                 •	 Enjoy trendy comedies
                    [Knocked Up, The Hangover]
                 •	 Laid back with free time
                 •	 Identify most with Dana




 seCondaRy      The Sydneys
                 •	 Males and Females 15-18
                                                  POSITIONING STATEMENT:
                                                  “The hilarious story of how one
                 •	 High schoolers interested in  reality TV star copes with his
                    Reality TV                    unfortunate real life.”
                 •	 They follow the hip comedies
                    that the older primary market
                    enjoys
                 •	 Have young senses of humor,
                    but appreciate and enjoy
                    understand older ones
                 •	 Identify most with Sydney


[8]
audienCes
The Jasons
 •	 Males and Females 18-30
                                    POSITIONING STATEMENT:
                                    A hysterical story about hopelessly
                                                                           teRtiaRy
 •	 Having trouble finding work     flawed people trying to get by and
    and paying bills                get passed their own misfortunes
 •	 Lazy and amble                  and mistakes.
 •	 Either in pointless
    relationships or single
 •	 People that can relate to the
    characters in the film
 •	 Identify most with Jason




The Aarons
 •	 Males 25-35
                                    POSITIONING STATEMENT:
                                    A comical look into an irrational
                                                                           niChe
 •	 Mid to high income              character so tangled in a web of
 •	 More mature and                 fabrication that the only way out is
    understanding of the world      through a serious Reality Check.
 •	 Enjoy black comedy and
    satire films
 •	 Interested in books
    with strong character
    development




                                                                                      [9]
               Film
           Festival
          stRategy
            oBjeCtives &
        taRget Festivals
             Festival kit
        PRess Releases &
              FaCt sheet
        Cast & CRew Bios
                 key aRt
       maRketing taCtiCs
        inteRnet taCtiCs
[10]
        PuBliC Relations
The objectives of the film festival is primarily get the film noticed by
the public, press and possible distributors as well as create an outlet to         oBjeCtives
test possible campaign initiative ideas. This will be the place where all
preliminary guerilla, stunts and public relations tactics will be put into gear.

LA Shorts
                                                                                   taRget
                                                                                   Festivals
The L.A. Comedy Shorts Film Festival is dedicated to introducing the
newest and best comedic talent to the industry in a four-day, fun-packed
weekend of screenings, parties, industry panels, and a star-studded red
carpet awards event.
Newport Beach Film Festival
This festival offers film goers a unique experience to meet the filmmakers
who are eager to share their work and answer questions. Its mission is to
bring the best filmmaking from around the world to one place - Newport
Beach. They encourage people of all walks of life to participate.

Ashland Independent Film Festival
Over 6,000 film lovers gather at the historic art-deco Varsity Theatre in
downtown Ashland to watch over 80 films in five days. Filmmakers of the
documentaries, features and shorts come from around the world come
to engage with the audience after each screening.
Slamdance Film Festival
The festival takes place each year in Utah at the same time as the
Sundance Film Festival, competing to provide what’s considered a truer
representation of independent filmmaking with new films by first-time
writers and directors working with limited budgets.
Santa Cruz Film Festival
Over the past 10 years, the festival has screened over 160 locally-
produced films, attracted over 90,000 film lovers and filmmakers from
all over the world and showcased films in unique venues.
                                                                                               [11]
                                              Festival
       CoveR
       letteR   to: PRogRam diReCtoR

                It is my great pleasure to introduce to you
                Reality Check. This film is one of my most
                proud pieces I have yet to be a part of. The core
                concept of this film is based on the premise of making
                bad decisions and how different personalities respond and
                continue afterward.
                Packed with humorous quotes and memorable moments, this
                film was made to match the tone and humor of It’s Always
                Sunny in Philadelphia and reflect the imagery of Knocked Up.
                I would love for viewers to walk into the theater with
                anticipation and leave with more than just satisfaction. I want
                them to then look inside their own lives, find their Reality
                Check moments and reflect on the actions they took there-
                on-out. It’s always important to make sure to check yourself,
                before you wreck yourself. Enjoy!
                Thank you,

                ian RiCe
                Director




[12]
kit
While on a reality TV show, Jason made a big mistake - he cheated on
his girlfriend and love of his life, Dana. Three months later, Jason still   Festival
hasn’t spilled the beans and is rudely awakened when he finds out that
his mistake will be featured in an upcoming episode. In attempts to          synoPsis
prevent his relationship from crashing and burning, Jason realizes he
only has one option: get Dana pregnant, in hopes that a baby will solve
everything and keep his one true love from jumping ship.

Dana on the other hand also thinks a baby will solve everything, but
for far different reasons. Secretly convinced that Jason won the money
from the show, she’s desperate to keep him around for fear that he may
up and leave as soon as the check comes. Plus, a little cash in the bank
might be nice to pay off all of their past due utility bills.




                                                                                        [13]
                                           They will be incorporated in the campaign not only through
                                           the use of imagery, but also with regard to events and
                                           stunts. They have been given the opportunity to make their


                                                                         PRess
                                           first big break a hit in the box office. It all starts a festivals.
                                           These ideas will be implemented to prove the success of
                                           the marketing tactics, so that they can be carried out with

                                                                      Releases
                                           perfection when the film is widely released nationally.
                                           Reality Check is excited to bring you new creative ideas in
                                           guerilla as well as extra performances that compliment the
                                                REALITY CHECK
                                           film and its overall message.
                                                       PRESS RELEASE

                                                                                      REALITY CHECK
                                                                                             PRESS RELEASE
       The actors of Reality Check have given it the strength it needs
       to become more than just a film. While they have no previous
       work in big films, their skills and tactics in the film will give
       viewers a fresh look on the idea of Reality Checks.
                                             Comedies have become
       They will be incorporated in the campaign not only througha great outlet for people considering
                                             recent economic troubles. They have been steady in their box
       the use of imagery, but also with regard to events and
                                             office share to make their
       stunts. They have been given the opportunity and continue to succeed on DVD as well. Reality
                                             Check starts a festivals.
       first big break a hit in the box office. It allembraces all the aspects of modern day comedy, and
                                             additionally adds a of
       These ideas will be implemented to prove the successdirect and memorable message.
       the marketing tactics, so that they can be carried out with
                                             This message, the idea of getting a check on your own
       perfection when the film is widely released nationally.
                                             reality, will help carry this film through a series of advertising
                                             traditionally, guerilla, in
       Reality Check is excited to bring you new creative ideas stunts and PR tactics.
       guerilla as well as extra performances that compliment the
                                             To keep in mind the idea of Reality Check, people can open up
       film and its overall message.
                                             their eyes to a new understanding of the world they live in as
                                             well as their own personal lives.
                                           It’s always important to remember to check yourself, before
                                                REALITY CHECK
                                           you wreck yourself.
                                                       PRESS RELEASE

[14]
FaCt
sheet
                                        Reality CheCk
                                                    FaCt sheet
 Movie: Reality Check
 Year: 2009
 Director: Ian Rice
 Producer: Ian Dalensky
 Director of Photography: Taylor Mahony
 Editor: Danny Pugh
 Production Design: Kaitlin Kubiak
 Staring: Trey Everett, Lexi Sakowitz, Andreas Robichaux
 and Kate Lynn Abigail

 MPAA Rating: PG-13 for language and content.
 Running Time: 20 minutes
 Release Date: May 14th 2010

 Tagline: Check Yourself, Before You Wreck Yourself

 Concept Capsule: Ever wonder what to do when you
 add a reality TV star, a paranoid girlfriend, utility bills
 piled to the ceiling and one big elephant in the room?
 Get a Reality Check.




                                                                 [15]
                                                            Cast
           tRey        This Texas native traveled to

        eveRett        California shortly after high
                       school. After attending AADA-
             “Jason”   West, he took a year to soak up
                       the Hollywood Film Scene.

                       Past Work
                       Mountain of God
                       180




           lexi        From Houston, Texas, Lexi’s
                       studies for acting include Kinkoud
       sakowitz        High School, two summers at
                       The Lee Starsberg Actors Studio
             “Dana”
                       in New York City, USC Summer
                       Intensive, and a B.F.A. in Screen
                       Acting from Chapman University.

                       Past Work
                       Study Date
                       The Gallery
                       Wet Cigarettes




[16]
Bios
       Kate Lynn is a Senior Theatre        kate
       major at Chapman University, from
       Dallas, Texas.                       lynn
       Past Work
                                            aBigail
                                            “Sydney”
       Keys to Closure
       Fixed
       Workflow




       Born in Texas, Andreas decided
       to pursue his passion as a career
                                            andReas
       in his early teens. It wasn’t long
       before he made a splash onto the
                                            RoBiChaux
                                            “Aaron”
       indie scene.

       Past Work
       Monochrome
       Spirit Forgotten
       Ridiculously Emo




                                                       All cast bio cards in festival kit.
                                                                                 [17]
                                                                          CRew
                  ian             Ian developed a passion for film
                                  at age ten when he reenacted
                 RiCe  Director
                                  his favorite TV shows with stuffed
                                  animals. He progressed to direct live
                                  action TV shows in middle school,
                                  created television announcements
                                  in high school, and now studies film
                                  at Chapman University. This his third
                                  major project as a Writer/Director.



           ian                    Ian grew up telling stories of
                                  mystery, comedy and war during
       dalesky        Producer
                                  family gatherings at an early age.
                                  Finding a channel for his stories,
                                  Ian began making films in middle
                                  school. He aspires to produce
                                  feature films and documentaries
                                  while influencing his projects from
                                  script through production.



        tayloR                    Taylor Mahony’s passion for film
                                  began in middle school. In high
       mahony
        Director of Photography
                                  school, he moved onto television and
                                  spent three years as the technical
                                  director of KBFT Brothers Falcon
                                  Television, rated best high school
                                  broadcast in the nation. Taylor now
                                  shoots films and music videos as a
                                  Director of Photography at Chapman
                                  University.
[18]
Bios
       Danny Pugh is a senior Film
       Production Major at Chapman            danny
       University with an emphasis in
       Editing and a minor in Psychology.
                                              Pugh
                                              Editor
       His attention to detail and
       understanding of the human
       mind and heart make him a
       natural storyteller. Danny has an
       enthusiasm for life and teamwork
       that makes him very flexible and
       enjoyable to work with.




       Kaitlin Kubiak attends Chapman
       University for Film Production with    kaitlin
       an emphasis in Production Design.
       When she was ten years old, Kaitlin
                                              kuBiak
                                              Production Designer
       did her first professional voiceover
       and earned her SAG card. Kaitlin
       has also worked on several music
       videos, most recently a video for
       Latin Grammy award winner, Noel.
       She aspires to be an art director in
       the entertainment industry.



                                                        All crew bio cards in festival kit.
                                                                                  [19]
                                                                      key
       Reality
        CheCk
         logo
                 The movie logo is always in red
                 or black and resembles a stamp.
                 Every time the logo appears on      It’s never perfectly centered or
                 something, it’s always literally    straight to maintain consistency
                 stamped, so it never looks quite    with how a stamp generally
                 the same.                           appears.




  euRostyle      aBCdeFghijklmno
                 PqRstuvwxyz
                                                     abcdefghijklmno
                                                     pqrstuvwxyz
       Font      abcdefghijklm                       abcdefghijklm
                 nopqrstuvwxyz                       nopqrstuvwxyz
                 1234567890                          1234567890
                 The title of the film will always
                 appear in this font.




       ColoRs                        RED:
                                     C: 15
                                                                      BLACK:
                                                                      C: 0
                                     M:100                            M: 0
                                     Y:100                            Y: 0
                                     K:15                             K:100
[20]
aRt
                                                                      ChaRaCteR
                                                                      images




                                                                      Billing
                                                                      BloCk

All Key Art can be found on the Key Art CD in the back of the book.
                                                                                [21]
                                                 key
       dvd   Reality Check DVD will be given
             in the Festival kit with the full
             film, chapters, and additional
             information about the film
             inside the Reality Check Manila
             Envelope.




[22]
aRt
Reality Check stamps will be given
in the festival kit along with two
                                      These stamps will give individuals
                                      of the kit the opportunity to stamp   stamP
ink pads: one red, one black.
While red is the primary logo
                                      whatever they see fit. It will help
                                      promote the film on a grassroots
                                                                            and
color, whenever it needs to be
seen on top of multiple colors or
                                      level by allowing consumers to
                                      contribute to the marketing of the
                                                                            ink Pad
on a black and white item, black is   film.
available.




All Key Art can be found on the Key Art CD in the Festival Kit Box.
                                                                                      [23]
                 gueRilla viRal
         viRal   The logo will be stamped on all
                 items that can be removed, as to

        stamP    not do anything permanent and
                 illegal. A street team will go out
                 and stamp the town, as well as
                 handing out physical stamps for
                 festival goers to continue.




        stamP    Clear, easy peel stickers with
                 Reality Check stamped on them
       stiCkeR   can be placed on more stationary
                 items, and can be easily peeled to
                 take and keep.




        items    Reality Check quotes as well as
                 the logo will be printed (and
                 stamped) on to coaster, napkins
                 and cup holders around the
                 festivals.




[24]
maRketing
      In the airports around the festival,
      an open suitcase will be situated       luggage in
      around the baggage claim, with
      the Reality Check stamped across
                                              aiRPoRt
      it. This will give festival goers a
      first impression film’s main theme.



      In bathrooms in and around the
      festivals, Reality Check stickers, as   BathRoom
      well as stickers of fake make up of
      bruises, drunkenness and other
                                              miRRoRs
      funny faces will be drawn so that
      people can line up with it and see
      the Reality Check logo on their
      forehead.




      Fake pregnancy tests will be left in
      bathrooms and other places with         Reality
      the Reality Check logo stamped
      on them, along with the website
                                              CheCk
      and movie times.                        PRegnanCy
                                              tests
                                                      [25]
                  gueRilla viRal
RestauRant        To really create situation in which
                  consumers will be surrounded by
     stunt        Reality Check, there will be fake
                  blackouts in restaurants and cafes.
                  When the room seems to have
                  lost power, the Reality Check logo
                  will appear on the ceiling, with a
                  call to action and movie times.



       BRanded    Couches, being one the
                  marketable elements for the film
       CouChes    (and an integral part of the plot)
                  will become a non-traditional
                  marketing element. They will be
                                                        new
                  placed all over the area that the
                  festivals will be taking place and
                  branded with the Reality Check
                  stamp.




        whooPy    Branded whoopy cushions
                  will be passed out as well as
       Cushions   implemented around the areas
                  of the festivals. The logo will
                  appear on the front, while the
                  website and movies times are
                  stamped on the back.

[26]
     maRketing
           A hamster plays a humorous and
           vital role in the film, as it attests to   BRanded
           the characters’ moral standards.
           To implement the importance                hamsteRs
           of the pet, numerous carefully
           watched hamsters in branded
                                                      in Running
           running balls will be placed all
           over the festival. As free roaming
                                                      Balls
                                                      Who wouldn’t be curious by
           hamsters are not something                 hundreds of roaming hamsters?
           people are familiar with on side
           walks, it will draw attention to the
           film and create a buzz.

ws
           Fake parking tickets will be
           distributed on cars in the                 BRanded
           surrounding area with the Reality
           Check stamp, movie times and               PaRking
           the website. Because everyone
           hates parking tickets, and they
                                                      tiCkets
                                                      Because everyone hates them...
           are usually a good indication
           of a Reality Check in real life,
           they will be heavily noticed and
           interacted with. People of our
           target audiences will appreciate
           the humor, and retain the name
           and look of the film.

                                                                                       [27]
       inteRnet maRketing
       Reality      The Reality Check movie website
                    will feature all the normal aspects
                                                          Similar to fmylife.com and Post
                                                          Secret, users will be able to post
        CheCk       that film site includes, but in
                    addition will have a page devoted
                                                          Reality Checks that they or their
                                                          friends have had. They can do
       weBsite      to getting the public involved with
                    the film’s theme and create a viral
                                                          this either by posting directly to
                                                          the site (where they can upload
                    campaign via the internet.            images or just input text) or simply
                                                          tweeting it with #realitycheck.

                                                                 HOME
                                                               TRAILER
                                                                 NEWS
                                                       REALITY CHECKS
                                                 REALITY CHECK VIDEOS
             TWITTER
             when twitter put a hold on
             my account bc i was over
             tweeting #realitycheck

             A true friend makes the
             birthday look sober :/                            WHEN I LET MY
             #realitycheck
                                                               FRIENDS DO MY
             I spend more time with the
             tiolet than my friends at
                                                               MAKE UP BEFORE
             dance parties #realitycheck                       GOING OUT.
             getting frisky and forgeting
             to lock the dorm door...
             #realitycheck                                     TRUST BECAME A
                                                               LUCID TERM
             When a harmless prank
             goes wayyy to far
             #realitycheck

                                                                     CHECK YOURSELF
                                                          BEFORE YOU WRECK YOURSELF
[28]
stRategies
       Twitter Tales
                                                Reality
       The twitter section of the website
       will also be a portal for a twitter      CheCk
       contest. People can win numerous
       prizes from gift certificates to local   Contests
       restaurants and shops to discounts
       on services based on the film’s
       sponsors. These winnings will
       be based on the top retweeted
       stories. They will be picked by
       how many times a tweet is shared
       and retweeted by other viewers.




       Reality Check-Yourself Skits
       Prizes will also be given to
       consumers who best re-enact
       a Reality Check situation. They
       need to be performed and video
       taped, then submitted to the
       website’s video section. From
       there viewers will pick their
       favorite and the top five will be
       featured on the website. One
       lucky winner will get the chance to
       meet the cast and have their video
       presented at the beginning of a
       showtime.
                                                           [29]
             PuBliC Relations
       Business   Business cards will be made and
                  distributed to distributors and
         CaRds    members of the press at different
                  events, as well as at the entrance
                  to the film, at different partnership
                  locales, stunt locations, etc.
                                                                 I E
                                                            N TRRC
                  Anywhere the brand is, business         IA C O
                  cards will be available to take.        DIRE
                                                                             79
                                                                 4] 5 55-60L.COM
                                                           [71 CE@GMA      I
                                                                 I
                                                           IAN.R
sPonsoRshiPs/     Local Businesses

 PaRtneRshiPs     The film will partner with local
                  coffee shops, restaurants and
                  dive bars to help promote the
                  film. These venues will be used to
                  perform stunts for the film, as well
                  as events and advertising.


                  Orville Redenbacher
                  Because popcorn is constantly
                  eaten throughout the film, Reality
                  Check will partner with Orville
                  Redenbacher and produce a
                  special edition popcorn bag
                  handed out to people in popcorn
                  booths along the streets and by
                  theaters playing the film.
[30]
stRategies
Due to the difficulty of finding big
company sponsorships for specific
                                       This is an opportunity that will
                                       benefit both the film and local      sPonsoRed
festivals, Reality Check will hold
events that will be sponsored by
                                       companies. As well as local
                                       restaurants, bars and coffee
                                                                            events
various businesses in areas that       shops, these events will cater
have similar target audiences as       to businesses in fields that
the film. From step and repeat         pertain directly to the movies key
red carpets to promotional theme       elements such as financial aid,
dinners and stunts, the message        television and household sales.
of the film will be reinforced with
that of the businesses.
LA Shorts Fest                         Ashlands International
                                       Film Festival                        sPonsoR
Hollywood Car Wash
Blue Monkey Bar & Lounge               Oak Tree Northwest Bar & Grill       examPles
La Poubelle (restuarant)               Rogue Valley Roasting Co
City National Bank of Hollywood        Ashland Recycled Furniture
                                       Umpqua Bank
Newport Beach Film Festival
Rudy’s Sports Bar and Grille           Slamdance Film Festival
The Crab Cooker
Tse Financial                          Cafe Terigo
Ikea of Costa Mesa                     No Name
Coast Audio Video                      Cisero’s Ristorante Saloon
                                       Butera Home Collection
Santa Cruz Film Festival

Element Home Furnishings
Bank of the West
Red Restaurant and Bar
Santa Cruz Radio & Television
                                                                                   [31]
             PuBliC Relations
                   stRategies
geoCaChing         Reality Check stamps will be
                   strategically hidden around
                                                            receive Reality Check bags with
                                                            numerous gift certificates, event
    Reality        the festival area. They will be a
                   different color and will be labeled
                                                            invitations, and merchandise.

     CheCk         with a number. Participants can
                   get Reality Check booklets at all
                   restaurants, bars and coffee shops
                   partnering with the film.
                   The first 5 people to successfully
                   find and stamp their booklet from
                   every location will be presented
                   on the website and will also




       Fake Bill   Every 20th customer will get a
                   huge “fake” bill with a Reality
sweePstakes        Check stamp on it. The real one
                   will be present behind it, but
                   to give the impression that the
                   customer accidentally spent
                   way to much money, they will
                   be completely involved in the
                   guerilla technique. On the back
                   of the fake bill, there will be a note
                   saying that their meal is on Reality
                   Check, as well as an invitation and
                   free ticket to come see the film.
[32]
               B2B
  taRget distRiButoRs
distRiBution stRategy




                  [33]
                                                           taRget
   univeRsal      As per an article in LA Times’ Company Town this past summer,
                  Universal Pictures is going to focus heavily on comedies and “event”
    PiCtuRes      movies for the next year. Due to the drop in drama films revenue, this
                  distributor will stay in their comfort zone of comedies.
                  That said, Reality Check is the perfect film to fit into this decision. As it
                  is in the same direction as Universal’s Knocked Up, It’s Complicated and
                  Couple’s Retreat, Reality Check will be a good fit for this production
                  powerhouse. It will also allow access to other mediums that the film can
                  take advantage of such as Universal Studios theme park, numerous TV
                  stations (where reality TV began), and possibly even Broadway.



20th CentuRy      20th Century Fox has a huge contribution to the world of comedy,
                  both in film and in TV. Their comedy movie push consists of 27 Dresses,
         Fox      Borat, Date Movie, Dodgeball, etc. They also have an influence on
                  comedy in television with shows such as American Idol, Family Guy,
                  American Dad and The Wanda Sykes Show.

                  Reality Check could maximize its possibilities with opportunities from
                  Fox, and could be carried over into other mediums beyond film.



        waRneR    Warner Brothers also has an outstanding track record with comedies,
                  often with more intelligent humor as in films such as Analyze This (and
       BRotheRs   That) and American Outlaws while also owning the slapstick humor
                  category with the Austin Powers trilogy.
                  This distributor would give Reality Check the means necessary to
                  exploit it’s elements through film and merchandise, as the label carries
                  many opportunities with it.
[34]
distRiButoRs
As Paramount Pictures is owned by Viacom, it’s possibilities of
distribution and opportunities for Reality Check are nearly endless.          PaRamount
From film to synergy between other branches such as MTV, Comedy
Central, VH1, BET, and Home Entertainment, Paramount offers an
                                                                              PiCtuRes
array of venues for Reality Check. Their work in the comedic genre
is historically impressive and strong. From the classics to recent
successes, this distributor would benefit Reality Check immensely.
Example of comedic hits in Paramounts history includes diverse
comedies such as Breakfast at Tiffany’s, Coming to America, Failure to
Launch, and Head of State.



Dreamworks is a major distributor with extensive successful movies
from lighthearted animated films like Bee Movie, Madagascar and               dReamwoRks
Shark Tale to live action hits like I Love You Man, Tropic Thunder and
Surviving Christmas. While its primary focus is animated films, this
                                                                              PiCtuRes
distributor is still a force to be reckon with and would be a great fit for
a strong comedy like Reality Check. The strength in its partnerships
with Intel and Burger King, along with other corporate entities open
opportunities for Reality Check synergy.



With the premise of the film being based on the repercussions of
Reality TV, MTV Films would be a unique choice to use as a smaller            mtv Films
distributor for Reality Check. As it is also owned by Viacom, there
are many outlets for which the film can be promoted and connected.
Their extensive list of films include parodies and comedies such as
the National Lampoon series, Happy Gilmore, Meet the Parents and
American Pie, all films that the target audience enjoys.
                                                                                      [35]
                           distRiBution
telemaRketing   To start off the B2B process,
                phone calls will be made to all
                                                      Follow-up phone calls are
                                                      extremely vital in establishing
                potential distributors early on. As   a relationship with a distributor
                the film begins to enter into film    and will be made post pitch.
                festivals, more phone calls will be   Creating a kinship will create a
                made regarding initial feedback.      better chance of acquiring and
                                                      maintaining a distribution deal.
                After Reality Check has been
                screened multiple times in
                festivals, calls will be placed to
                get a pitch date. With these calls,
                there is more emphasis placed on
                the film’s quality and success.




netwoRking      Attending events as well as
                setting up “meet and greets”
                                                      These “meet and greets” are not
                                                      interviews or pitches, but rather
                with distributors and important       conversations with top industry
                members of the press is vital.        professionals about the film and
                Beginning communication               filmmakers. They are simply a
                face-to-face is a good way of         way to get to know people. It’s
                maintaining communication with        not always about what you know,
                distributors.                         but who you know.

                The marketing team as well as the
                                                       IAN RICE
                director, producer, and director            R
                                                       DIRECTO
                of photography will be present to
                                                       [714] 555-6079
                promote the film through social        IAN.RICE@GMAIL.COM
                conversation and networking.
[36]
stRategies
It is important to keep in contact
with distributors not only through
                                      newspapers regarding the film,
                                      its actors, and important crew        PR taCtiCs
phone calls and networking,           members. It will be imperative to
but also through tactics such as      gain coverage in important trade
articles in the Variety, LA Times     publications with high industry
and other industry magazines and      viewership.




Screenings are one of the most
important ways to show potential
                                      be tested on a smaller scale
                                      with these screenings and the        sCReenings
distributors exactly how the film     communities they take place in.
can and will succeed. Therefore,      Screenings will also take place at
along with festivals, the film will   colleges and universities in order
be shown in various theaters          to test results on the college age
with Q&A sessions afterward to        target audience.
gain firsthand feedback from
viewers. Along with this, potential
marketing and PR tactics will




                                                                                    [37]
                             distRiBution
                               stRategies
          mail    Popcorn bags with the Reality
                  Check stamp will be mailed to
                                                        Movie posters, one sheets, DVD
                                                        packages and example marketing
                  distributors as well as Aaron’s       tactics will be mailed to the
                  recipe for nachos (which he eats      companies in conjunction with the
                  throughout the whole film).           popcorn bags and press releases.
                  Sample press releases will also
                  be sent to potential distribution
                  companies to exemplify the
                  concept behind the press releases.




       gueRilla   Because distributors have little
                  need or care to participate with
                                                        eye just how the process will
                                                        work. This is to further prove
                  the guerilla tactics that have been   the success of the film as a
                  created for them, they will instead   marketable product.
                  get a first hand experience at how
                  their consumers are interacting
                  with the overall consumer guerilla
                  campaign. They will see just how
                  viral this film can and will be. By
                  having them watch (or participate
                  if they choose to) they can see
                  from an objective and unbiased
[38]
 ConsumeR
adveRtising
  stRategy
        distRiButoR
         oBjeCtives
            Big idea
        exeCutions
              media
CoRPoRate syneRgy
       PRomotions
   PuBliC Relations
 inteRnet stRategy
             Budget



                 [39]
    univeRsal                         As previously mentioned, Universal Pictures would be a perfect fit for
                                      Reality Check, from it’s current comedic standing as well as possible
     PiCtuRes                         synergy between company and the film. It allows Reality Check to be
                                      exemplified through many portals, giving it expansive opportunity to
Gunna take us to the top... REALLY!
                                      grow as a film and idea. Through merchandising, tie-ins with corporate
                                      partnerships, theme parks and television, Universal Pictures will be the
                                      perfect distributor for the film.
                                      Public Relations and Promotions will have endless possibilities with
                                      the film and its core message. Universal Pictures will give it the legs it
                                      needs to be carried out in a national, wide release campaign, and will
                                      lead to a successful opening night and box office weekend.




[40]
The objectives for the Consumer Advertising Strategy are to create
a successful end result: get people into theaters and watching the            oBjeCtives
film. To do this, we are planning on creating an advertising campaign         Keepin’ the goals in check
with PR tactics that will interest and intrigue consumers to follow and
participate. It will become more than just a campaign for the movie;
it will embrace the main concept of the film by incorporating the idea
of checks on reality and how they can be implemented into everyday
life. Elements from the film festivals will also be incorporated into the
main body of the campaign, as they were tested to be successful with
the target audience on a smaller scale. Ideas will then be built off these
tactics, and the campaign will be shaped into a full fledged Reality Check.

In creating a campaign that involves everyone, Reality Check will take
off virally as well as traditionally with billboards, print and television
placements. We aim to first gain viral interest with a teaser campaign
by first introducing the idea of the film, free from character imagery. It
will simply be the stamp and tagline.

From there we will be able to build off the idea of Reality Check and
brand the movie in all mediums where the target audiences are. Within
The last two weeks before the release of film, all mediums will be
utilized with a hard final push to create a successful opening weekend.
                                                                              viRal teaseR

                                PR &
                            PRoPmotions
                                                                                      gueRilla
 oPening night
                                                       tRaditional
                                                          media
                                                                                                           [41]
                        CReative




   Big idea   sometimes all we need is
              a little CheCk on Reality.


   tagline    CheCk youRselF,
              BeFoRe you wReCk
              youRselF
[42]
one sheet
   in theateRs may 14th, 2010




                    CheCk youRselF
                  BeFoRe you wReCk
                          youRselF




                                     [43]
                          PRint ads
       in theateRs may 14th, 2010     in theateRs may 14th, 2010




       in theateRs may 14th, 2010   in theateRs may 14th, 2010




[44]
tRaileR
tv Radio ads
The Reality Check trailer will be aired previous to films in theaters
within the same genre: comedy and romance. It will also be aired            tRaileR
on television, from a wide range of shows that target each market
separately, as well as placing heavier and long buys in areas where
more than one target audience frequents. The preview will be standard
length, between two and five minutes, where as the trailer will be
condensed into a 30 or 60 second spot.

It will also be available on the Reality Check website, as well as
YouTube.com, hulu.com and in streaming videos for the television
websites such as abc.com, fox.com, nbc.com, etc.




Because the target audiences still depend on radio for music choices,
the audio trailer will run on selected radio stations. These stations       Radio
vary in content and music type to match the differing interests of the
target audiences. These placements will catch audiences while they
are driving in the car to work, school or hanging out with friends. While
radio usage may be decreasing, there is still traffic on main stations,
creating an area to maximize advertising.




                                                                                      [45]
                                                outdooR
 BillBoaRds      Billboard advertisements will be
                 placed in high traffic areas, such
                 as major streets, freeways and
                 highways. The teaser campaign
                 will be simple and unrecognizable,
                 but when the main campaign
                 begins, the normal advertising
                 images will be used, along with
                 the release date and website for
                 instant recall.


       tRansit   Bus Shelters and Bus Sides
                 Placements will also be put on bus
                 stops, shelters and on the busses
                 themselves. These will be placed
                 in cities or downtown areas for
                 maximum visibility.




                 Taxi Cabs
                 In cities and urban areas, taxi cab
                 advertisements will be placed to
                 keep advertising for the film con-
                 tinue at night as well as seen by
                 drivers and passengers.


[46]
in theateR
PlaCements
CheCk youRselF
BeFoRe you wReCk youRselF
                            Large cardboard cut-outs of the
                            characters will be placed in all      ChaRaCteR
                            theaters releasing the film. They
                            will be put up two months prior       CaRdBoaRd
                            to the wide release date, enough
                            time for movie goers to become
                                                                  Cutouts
                            familiar with the film and
                            its aesthetic.
                            There will be a cutout for each
                            character as well as one of
                            everyone on the couch. Different
                            theaters will carry different cut
                            outs depending on the aesthetic
   may 14, 2010             and amount of available space.




                            Large promotional posters will
                            be accompanying the cardboard         PRomotional
                            cut outs. They will be hung from
                            upper levels of the theater above
                                                                  PosteRs
                            the cut outs. The goal is to create
                            a certain ambiance in relation to
                            the film.



                                                                           [47]
                                                      online
   television   All target audiences have many
                things in common, including
      shows     where they are online. While
                each may be visiting separate
                websites, there are a few that
                overlap. These include television
                network websites, such as ABC.
                com and FOX.com as well as
                others that show current TV shows
                such as Hulu.com. The main page
                for these sites will have a Reality
                Check banner ad, as well as more
                targeted ones for specific shows
                (see media plan.)




[48]
PlaCements
      The male audiences film are also
      big sports fans. Therefore, banner   sPoRts
      advertisements will be placed on
      various sports websites where they
      frequently visit. These sites vary
      from the sports themselves (NBA.
      com, MLB.com, NFL.com) as well
      as sports magazines’ websites,
      such as Sport Illustrated and
      ESPN. Ads will be placed on the
      mainpages of the sites as well as
      on pages pertaining to a certain
      popular sports team or player.




                                                    [49]
                                                         online
       industRy   The target audience for Reality
                  Check is also interested in news,
          news    may it be celebrity gossip or
                  music, fashion, film and television
                  news. While circulation for these
                  magazines may be decreased
                  in sales, their content online is
                  increasing in unique visits. To take
                  advantage of this, banner ads
                  will be placed on such wesbites
                  as Entertainment Weekly, Rolling
                  Stone, Vibe, Us Weekly, People
                  and PerezHilton.com.




[50]
PlaCements
With the growing expectation         as well as a audio clip in between
of free music content, users
are moving to websites that
                                     a certain amount of songs.
                                     Stations that pertain to the target
                                                                            musiC
provide free music, at the cost of   audience will be chosen to play
advertising. Pandora.com allows      the ad. These stations include
advertisers to have full page ads,   pre-made genres such as Hip
                                     Hop, Underground Rap, Rap, and
                                     Alternative/Soft Rock. There will
                                     also be tags connected to certain
                                     artists that carry important to the
                                     audiences, from Mariah Carey,
                                     Carrie Underwood and Taylor
                                     Swift to TuPac, Snoop Dogg
                                     and T-Pain.


                                     YouTube is visited by many
                                     different target audiences,            useR
                                     but is heavily used by those in
                                     conjunction with Reality Check.
                                                                            Content
                                     Therefore, not only are banner
                                     advertisements crucial, but a
                                     subscription to the film is also
                                     extremely important. This allows
                                     the film to show it’s multiple
                                     advertisements and build as the
                                     campaign increases. There will
                                     also be on-set clips with the actors
                                     and crew, interviews and a section
                                     for Reality Check fans to upload
                                     their skit videos.
                                                                                      [51]
            non-tRaditional
                 The non-traditional placements at the film festivals were a tester to see
                 the reaction and success with the target audiences. These placements
                 will then be used on a national level in conjunction with the wide re-
                 lease of the film. They will be implemented in unison with the teaser
                 campaign of the film, starting in December. They will then be taken
                 away for the month of January and then re-released in February.
                 To create a large amount of buzz, they will be placed in high traffic
                 urban areas. While most guerilla placements are not seen by that many
                 people, they are photographed and passed around on the internet,
                 which greatly attributes to the viral aspect.


       CouChes   Similar to the tactics used at
                 festivals, couches will be placed
                 on busy streets, by bus stops and
                 waiting stations. The logo will be
                 highly visible and a main focus.
                 The web address and release date
                 will also be present.




         items   The ideas behind the merchan-
                 dise as guerilla tactics will also
                 be implemented nationally, with
                 coasters and coffee cup sleeves.
                 These will be distributed in many
                 bars, restaurants and coffee shops
                 in a wide range of areas to spread
                 the word about the film.


[52]
PlaCements
                                     In public restrooms as well as in
                                     restaurants and bars where the        uRnals
                                     target audiences frequent, there
                                     will be stickers of shoes inches
                                     away from the front of the stall
                                     with the Reality Check logo on
                                     the floor in front of it. The shoe
                                     stickers imply a common joke
                                     among young men and will be
                                     appreciated as such.

As with the festivals the stamp will go everywhere. Street teams will
go out and attach the cling-ons to anything that need a Reality Check.     stamP
From bad advertisements, billboards to lost pet fliers and community
posters, the logo will be everywhere.

To keep within the law, anything that is removable will get the stamp
straight to it, but all Reality Check-ed items that cannot be taken down
will receive the cling-ons.


                                     Because the festival goers reac-
                                     tion to the bathroom mirrors was      BathRoom
                                     so positive, Reality Check stick-
                                     ers will also be applied nationally
                                                                           miRRoRs
                                     so that people everywhere can
                                     line up with it and see the Reality
                                     Check logo on their forehead.




                                                                                    [53]
                                                                media
        oveRall   The overall media strategy is to first create buzz about the film with the
                  teaser campaign, then bring Reality Check and its message across the
       stRategy   country. All placements made will be in places where the four different
                  targeting audiences are, and heavily placed in areas where multiple
                  audiences frequent.
                  From the online viral campaign with the website and youtube subscrip-
                  tion to billboards and outdoor placements, Reality Check will be every-
                  where. It won’t only be the film that is promoted but also the message
                  in itself, as it is a comedic response to something we all need.



         timing   Because this film will have a wide release, timing for the campaign will
                  be crucial. The teaser campaign will begin six months prior to the the-
                  atrical release. These teasers won’t include anything about the plot of
                  the film only the tagline and the Reality Check stamp. It will be imple-
                  mented only on certain network shows, syndications, print mediums,
                  websites, as well as on billboards in specific locations.
                  There will also be a Valentines’ Day addition, but instead of talking
                  about the perfection of love and relationships, it has a real-life tone to
                  it as it mocks the holiday and what it means (or doesn’t mean).
                  The main campaign will begin early, about ten weeks prior to opening
                  night with a selected few mediums. It becomes more heavy six weeks
                  prior and then has every medium in gear with two weeks to a month
                  before the film hits theaters.
                  The guerilla aspect of the campaign will work in conjunction with the
                  rest, including a teaser campaign in selected locations but not return-
                  ing until just two weeks before the film releases.



[54]
Various mediums will be implemented in the campaign. While
the target market is vastly found on the internet, their presence on       mediums
television as well as in print cannot be denied. Because the film also
has connection to television, placements will be bought on popular
network and syndicated shows. The shows with which multiple
audiences watch will have heavier advertising as well as begin sooner.
The shows where the tertiary or niche market are found have relatively
like advertising compared to that of the primary and secondary
markets.

Print will work similarly, with the main magazines for each market
included, but heavier use on the more popular ones.

One important factor to the campaign is that everywhere an
advertisement is placed in a traditional vehicle, it will also be placed
to their online identity. Placements on ESPN television will give us
opportunities to capitalize on espn.com, similarly to TV shows and
network channels.




                                                                                     [55]
                                                                           TRADITIONAL MEDIA MEDIA PLAN
This is the media plan for traditional mediums such as television, print
and radio for the four target audiences. Shows, stations and magazines
with multiple audiences will have heavier advertising and begin earlier.
                                         NOV       DEC         JAN         FEB        MAR                    APR           MAY 14TH     JUN
                                         24 23 22 21 20 19 18 17 16 15 14 13 12 11 10 9 8 7             6   5 4    3   2   1     1 2   3 4
ELECTRONIC
NETWORK TV NATIONAL
 Americas Next Top Model
 Dexter
 Family Guy
 Gossip Girl
 House
 How I Met Your Mother
 It's Always Sunny In Philedelpia
 Mad Men
 Project Runway
 Real Houswives of Orange County
 Saturday Night Live
 Smallville
 South Park
 The Office
SYNDICATION NATIONAL
 CSI New York
 Entertainment Tonight
 Everybody Loves Raymond
 Family Guy
 Seinfield
 Two and A Half Men

RADIO
 Kiss FM
 KLOS-FM (Los Angeles)
 The Beat LA/KKBT-FM (LA)
 WBLS-FM (NY)
 WMVP-Live(Chicago)

PRINT
MAGAZINES
 Allure
 Cosmo Girl
 Cosmopolitan
 Elle
 Entertainment Weekly
 ESPN
 Esquire
 GQ
 InStyle
 Marie Claire
 Maxim
 Men's Health
 People
 Rolling Stone
 Seventeen
 Sports Illustrated
 Us Weekly
 Vibe

  [56]                                           Teaser Campaign                Wide Release Campaign
MEDIA PLAN ONLINE & OUT OF HOME                                                   This is the media plan for out of home and online mediums for the
                                                                                  target audiences. websites and out of home areas where multiple
                                                                                  audiences frequent will have heavier advertising and begin earlier.
                                       NOV       DEC         JAN         FEB        MAR                   APR              MAY 14TH             JUN
                                       24 23 22 21 20 19 18 17 16 15 14 13 12 11 10 9 8 7           6    5 4       3   2   1     1 2           3 4
ONLINE
TRADITIONAL BANNER
 abc.com
 collegegrad.com
 collegehumor.com
 ebaumsworld.com
 espn.com
 eweekly.com
 facebook.com
 flickr.com
 fox.com
 google.com
 hulu.com
 mlb.com
 mtv.com
 nba.com
 nfl.com
 pandora.com
 perezhilton.com
 rapsody.com
 rollingstone.com
 si.com
 stumbleupon.com
 tmz.com
 usmagazine.com
 vibe.com
 youtube.com

STREAMING VIDEO
 abc.com
 cwtv.com
 fox.com
 hulu.com
 mtv.com
 nbc.com

OFFLINE
OUT OF HOME
 Billboards
 Bus Shelters
 Bus Sides
 Mall Placements
 Taxi Cab
 Theater Placements

EVENT SPONSORSHIP
 Final Four March Madness Tournament

GUERILLA STREET TEAMS
 Stamp and Sticker teams
 Couch placement and upkeep teams
                                           Teaser Campaign             Wide Release Campaign                                            [57]
                                      CoRPoRate
        nBC tv   NBC gets great coverage of
                 sports games and events, as well
                 as provides television shows that
                 connect with the target audience
                 and carry similar tones to the film.
                 From 30 Rock and The Office to
                 Late Night with Jimmy Fallon
                 and Jay Leno, there is an array of
                 opportunities to create synergy
                 between Reality Check and NBC
                 Universal.




       nBC.Com   The online possibilities are endless, with the vast selection of mediums
                 that users can visit and interact with on the NBC website. Integration
                 with these will be simple with the message of the film.
                 The company also has great community involvement that can be inte-
                 grated with the film and its message. The Biggest Loser League will
                 have a humorous approach to Reality Check, as many of the partici-
                 pants of the team oriented competition discovered a Reality Check of
                 their own when they decided to get fit.
                 There will be a limited section on the Community Involvement sec-
                 tion of the NBC website as well for Reality Checks and helping viewers
                 get out of sticky situations with the help of financial and psychological
                 experts.



[58]
syneRgy
While the film may not make for the most exciting roller coaster at the
theme park, there are many opportunities to sell prank merchandise in      univeRsal
the “Reality Check-yourself Store.” A wide selection of items, both from
the film and pertaining to the overall message will be sold, all branded
                                                                           studios
with the Reality Check logo. Park goers can purchase the Reality Check
stamp, cling-ons, whoopy cushions, shock pens and gum sticks, movie
                                                                           themePaRks
posters, DVDs, soundtracks and many other branded items.

                                     There will be a Reality Check
                                     photobooth that appears to
                                     look like a normal photobooth,
                                     but when the images come out,
                                     they are distorted to make the
                                     viewers look completely different.
                                     The photos will have the line
                                     “check yourself, before you wreck
                                     yourself” on them as well.

As Universal Studios has many Broadway shows, from Billy Elliot to
Wicked, there is a great opportunity to create a sequel, or prequel        Reality
to the film on Broadway. The idea of the film can be transferred to a
play performance easily, and the addition of musical numbers is also
                                                                           CheCk goes
feasible. Because the film is more than just a comedic representation of
a couple’s pathetic life, but a grand message about Reality Checks that
                                                                           BRoadway
happen everyday, bringing it to life in new mediums only enhances the
idea.

Mini Reality Check performances will be executed before full length
plays. They will bring a fun new aspect to the play experience, and also
open up the world of Broadway to the target audience, as well as the
message of Reality Check to a new audience.
                                                                                   [59]
                                PRomotions
       ameRiCan   In creating a deal with Universal Pictures, Reality Check is also open
                  to some of the company’s many partners. An example of this would
        exPRess   be with American Express, which is the office credit card of Universal
                  Studios. American Express would offer exclusive information on credit
                  card safety and responsibility, in conjunction with the plotline of the film
                  and occurrences on screen.



       ge money   Also, GE Money is the Official Financial Services Provider of
                  Universal Studios. This opens huge possibilites with the film and its
                  message of financial responsibility. While American Express will deal
                  with credit card help, GE Money will also provide information and
                  discounts to Reality Check fans with regard to financial services.

                  There will be financial workshops that move across the country,
                  along with the actors to help promote the importance of financial
                  responsibility as well as keeping your life in check.




       shaRP      As Sharp is the Official Television of Universal Studios and a main focus
                  in the film, a partnership between the two is seamless. Through the
   television     film’s campaign, sweepstakes will be conducted through Twitter and
                  Facebook.

                  As with the Festival Twitter Competition, it will be carried out nationally
                  with the start of the Reality Check campaign. The top five people
                  whose story is retweeted the most will each receive specialty products
                  from Sharp. The grand prize, given to the participant with the highest
                  amount of unique retweets will be able to choose from wide selection
                  of supreme TV products.
[60]
& sPonsoRshiPs
Because many student take out
student loans for college without
                                    They will help them learn about
                                    interest rates and how to pay           sallie
thinking about the repercussions,
Reality Check will partner with
                                    them off. All of this is to minimized
                                    Reality Checks later in life.
                                                                            mae
Sallie Mae (a student loan
company) and sponsor workshops
to help student understand the
financial system and prepare them
for what lies after graduation.


                                    Reality Check will become an
                                    official sponsor of March Madness.      maRCh
                                    This sponsorship will give us
                                    advertising space in the gym
                                                                            madness
                                    arenas as well as announcements
                                    before and after commercial
                                    breaks. We will be hosting the
                                    Final 4 Reality Check Half Court
                                    Shooting Contest at halftime.


Reality Check will sponsor numerous stand-up comedy workshops to
help young comedians reach their goals. These workshops will present        stand-uP
one exceptional student who will then go on to present at Comedy
Central stand up.
                                                                            Comedy
The actors will have one class where they are present, helping the          woRkshoPs
students with their performances and interacting with the program.


                                                                                      [61]
                                                             PuBliC
       stRategy   The Public Relations Strategy for the film is similar to that of the film
                  festivals. We want to get the name and the message of the film out
                  there and in the media’s eyes. This will get done in several ways.
                  Through the use of creative press kits, press junkets and special
                  premieres, the members of the press will be intrigued by the film and
                  its new stars, as well as eager to get the information out to the public.
                  Through a series of interviews with popular talk show hosts, the words
                  Reality Check will become commonly known before it hits theaters
                  May 14th. Because the film has comedic tone to it, many of the talk
                  shows will have hosts with comedy backgrounds. These well known
                  comedians will present the show to their loyal fans, and create a bridge
                  between the audiences and the film.



        stunts    Similar to the stunts used at film festivals, street performers will put on
                  mini skits in high traffic areas. It will start in large cities and move to
                  smaller ones. Opportunities to make your own street team are open to
                  anyone who wants to participate.
                   The beginning skits will feature electricity or water being turned
                  street teams performing the       off, getting caught cheating,
                  various trailers. They will dress etc). At the end of the every
                                                    performance, a member will apply
                  like the characters in the film and
                  mimic the previews word-for-word. the stamp to somewhere along
                                                    the street, in a nondestructive
                  Once buzz about the performances medium.
                  has begun circulating, they will
                  continue, but change to different
                  cases where Reality Checks occur.
                  These won’t necessarily connect
                  with the plot line of the film,
                  but be based on the ideas (the
[62]
Relations
The film PR will also have a number of special events in conjunction
with the premieres. There will be interactive stand-up and improve          sPeCial
performances with a special performance with the cast of the film.
                                                                            events
Other participants will be winners
from the Reality Check website
and YouTube skit competition.
These winners will be invited to
the event, meet the cast as well
as put on a mini performance
themselves. It will create synergy
between fans and the press.


Premieres will be organized according to location and date, so that cast
and crew members can be present at each. They will begin on the first       PRemieRes
weekend of May, two weeks before the wide release of the film, and
continue until opening night.
These premieres will include a red     Andreas and Kate will also be
carpet and step & repeat. Instead      walking together, taking in fame
of the actors merely walking           when someone will rudely remind
down the carpet, they will each        them that they are only supporting
perform a Reality Check moment         characters and not important.
themselves. Trey and Lexi will
walk together when a fanatical
fan approaches them and attests
to her and Trey’s love affair. Lexi
will get upset with Trey and then
pretend to see a spider on the
walkway (she is terrified of spiders
in the film), scream and faint.
                                                                                      [63]
                                              PuBliC Relations           REALITY CHECK
                                                                             PRESS RELEASE



       PRess kits                                              Press kits will be sent out to various members of the press. These will
                                                               be personalized to the type of magazine it is being sent to. The tone
                             The actors of Reality Check have given it the strength it needs
                             to become more than just a film. While they have no previous will follow that of the target audience that reads
                                                               as well as positioning
                             work in big films, their skills and tactics in the film will give
                                                               that type of print. For sports magazines, it will have more a mens
                             viewers a fresh look on the idea of Reality Checks.
                                                               humor to it, where
                             They will be incorporated in the campaign not only through as the kits sent out to Cosmopolitan will contain
                                                               more to events and
                             the use of imagery, but also with regardinformation on the actors as well as the message.
                             stunts. They have been given the opportunity to make their
                             first big break a hit in the box office. It all starts a festivals.
                             These ideas will be implemented to prove the success of
                                                              These kits will include press releases, cast bios as well as key art on
                             the marketing tactics, so that they can be carried out with
                                                                                                                                        a
                                                              complimentary
                             perfection when the film is widely released nationally. thumb drive and a sample stamp for personal use.
                             Reality Check is excited to bring you new creative ideas in
                             guerilla as well as extra performances that compliment the
                                              REALITY CHECK
                             film and its overall message.
                                                     PRESS RELEASE

                                                                         REALITY CHECK
                                                                             PRESS RELEASE
     The actors of Reality Check have given it the strength it needs
     to become more than just a film. While they have no previous
     work in big films, their skills and tactics in the film will give
     viewers a fresh look on the idea of Reality Checks.
                               Comedies have become a great outlet
     They will be incorporated in the campaign not only through for people considering
                                also with regard troubles. They
     the use of imagery, butrecent economic to events and have been steady in their box
                               office share and continue make their
     stunts. They have been given the opportunity toto succeed on DVD as well. Reality
                               Check office. It all the aspects of modern day comedy, and
     first big break a hit in the box embracesall starts a festivals.
                               additionally adds a the success of
     These ideas will be implemented to prove direct and memorable message.
     the marketing tactics, so that they can be carried out with
                               This message, the idea of getting a check on your own
     perfection when the film is widely released nationally.
                               reality, will help carry this film through a series of advertising
                               traditionally, guerilla, stunts and in
     Reality Check is excited to bring you new creative ideasPR tactics.
     guerilla as well as extra performances that compliment the
                               To keep in mind the idea of Reality Check, people can open up
     film and its overall message.
                               their eyes to a new understanding of the world they live in as
                               well as their own personal lives.
                             It’s always important to remember to check yourself, before
                                              REALITY CHECK
                             you wreck yourself.
                                                     PRESS RELEASE




     Comedies have become a great outlet for people considering
[64] share and continue toThey haveon DVD as well. their box
  recent economic troubles.
  office                    succeed
                                    been steady in
                                                   Reality
     Check embraces all the aspects of modern day comedy, and
Reality CheCk      may 14, 2010                                                           PitCh
PRint        PitCh PitCh
magazines date
                                                                                          sChedule
Entertainment Weekly           3/01/2010    Exclusive story about the best comedy this spring brings a check on your reality
Rolling Stone                  2/01/2010    Soundtrack to Universals new film Reality Check brings unique twist to the film
People                         3/15/2010    Lexi Sakowitz gets makeover after her first film, Reality Check
Us!                            3/25/2010    Reality Check’s hot new actor Trey Everett talks about real life girlfriend issues!
Esquire                        2/01/2010    Trey Everett brings new style into the industry with Reality Check
Men’s Health                   1/15/2010    Reality Check’s Trey Everett and Andreas Robichaux share their workout tips
GQ                             1/01/2010    Hollywood’s newest sweetheart, Kate Lynn Abigail prepares for movie premiere
Maxim                          2/01/2010    Exclusive article: Lexi Sakowitz shares details about her dating life
Sports Illustrated             11/01/2010   Reality Check star Lexi Sakowitz’s workout plan unique and keeps her body hot!
Vibe                           1/01/2010    Reality Check soundtrack exclusive look into pop-culture and where its going
Allure                         1/15/2010    Exclusive Interview with Lexi Sakowitz and how she does her make up
Cosmopolitan                   1/01/2010    How the industries new it girl, Lexi Sakowitz, keeps her sex appeal
Elle                           1/15/2010    Kate Lynn Abigail’s tip and ticks on dressing simple, chic
InStyle                        2/01/2010    Reality Check’s Lexi Sakowitz exclusive interview on shopping thrifty!
Seventeen                      1/15/2010    Today’s newest hottie, Trey Everett talks about his first kiss!
Cosmo Girl                     2/01/2010    Trey Everett and Lexi Sakowitz exclusive interview about their on set crushes!
Marie Claire                   2/15/2010    Lexi Sakowitz talks about her great relationship with her mother, and how it’s led to
                                            her to who she is today.
newsPaPeRs
LA Times                       4/15/2010    Reality Check gears up for critics! Why it thinks it will be Spring’s No. 1
NY Times                       4/01/2010    Reality Check sends us more than just a movie, it gives us a comical message
The Variety                    4/25/2010    Interview with Reality Check’s director Ian Rice about movie’s modern comedic tone
San Francisco Tribune          4/15/2010    Actors of Reality Check excited for premiere!

eleCtRoniC
television
E!                             2/01/2010    Exclusive interview with Hollywood’s new good girl Kate Lynn Abigail
Access Hollywood               2/15/2010    First look into the friendship between Trey Everett and Lexi Sakowitz
Comedy Central                 1/25/2010    Stand Up Comedy with the cast of Reality Check
Conan O’Brien                  1/15/2010    Interview with Reality Checks bad boys Trey Everett and Andreas Robichaux
Ellen                          1/01/2010    Exclusive interview with Lexi Sakowitzs on her own Reality Checks
Late Night with Jimmy Fallon   2/01/2010    Interview with Trey Everett on Jason and how they comically relate to each other
Jay Leno                       1/01/2010    First interview with Reality Check’s director, Ian Rice on the film
Tyra Banks Show                1/01/2010    Reality Check’s girls Lexi Sakowitz and Kate Lynn Abigail talk about love and reality
Chelsea Lately                 1/01/2010    First on screen interview with Trey Everett and Lexi Sakowitz about the film
Saturday Night Live            12/15/2010   Reality Check Trey Everett bring new humor to Saturday Night Live
Last Call with Carson Daly     1/15/2010    Exclusive Interview with all cast members of Reality Check about the filming process

Radio
KLOS-FM (Los Angeles)          3/01/2010    Exclusive interview with Trey Everett and Lexi Sakowitz about the films message
The Beat LA/KKBT-FM (LA)       3/15/2010    Interview with Lexi Sakowitz about her favorite music and bands
WBLS-FM (NY)                   2/25/2010    Trey Everett talks about how music helps him concentrate before takes
                                                                                                                             [65]
                                                 inteRnet
       weBsite     Exactly as it was integrated in the festival campaign, The Reality Check
                   movie website will feature all the normal aspects of a film’s site, but in
                   addition will have a page devoted to getting the public involved with
                   the film’s theme and create a viral campaign via the internet.

                   Similar to fmylife.com and Post Secret, users will be able to post Reality
                   Checks that they or their friends have had. They can do this either by
                   posting directly to the site (where they can upload images or just input
                   text,) or simply tweeting it with #realitycheck.

                                                                 HOME
                                                               TRAILER
                                                                 NEWS
                                                       REALITY CHECKS
                                                 REALITY CHECK VIDEOS
             TWITTER
             when twitter put a hold on
             my account bc i was over
             tweeting #realitycheck

             A true friend makes the
             birthday look sober :/                            WHEN I LET MY
             #realitycheck
                                                               FRIENDS DO MY
             I spend more time with the
             tiolet than my friends at
                                                               MAKE UP BEFORE
             dance parties #realitycheck                       GOING OUT.
             getting frisky and forgeting
             to lock the dorm door...
             #realitycheck                                     TRUST BECAME A
                                                               LUCID TERM
             When a harmless prank
             goes wayyy to far
             #realitycheck

                                                                    CHECK YOURSELF
                                                         BEFORE YOU WRECK YOURSELF
[66]
stRategy
The twitter tales will continue from the festivals to the national
campaign, remaining a portal for contests. People can earn winnings        twitteR
with many of the partnerships, from passes to Universal Studios, to
discounts on financial services or American Express. These winnings
will be based on the top retweeted stories. They will be picked by how
many times a tweet is shared and retweeted by other unique viewers.




The twitter tales will continue from the festivals to the national
campaign, remaining a portal for contests. People can earn winnings        FaCeBook
with many of the partnerships, from passes to Universal Studios, to
discounts on financial services or American Express. These winnings
will be based on the top retweeted stories. They will be picked by how
many times a tweet is shared and retweeted by other unique viewers.




Reality Check-Yourself Skits
Prizes will also be given to consumers who best re-enact a Reality
                                                                           youtuBe
Check situation. They need to be performed and video taped, then
submitted to the website’s video section. From there viewers will pick
their favorite and the top five will be featured on the website and the
1st place winner will get a chance to meet the cast and have their video
presented at the beginning of a show time.
                                                                                      [67]
                                    Budget
   television         $17,500,000   35.0%
 netwoRk shows        $12,500,000   25.0%

 syndiCated shows     $5,000,000    10.0%



         Radio        $2,500,000    5.0%


          PRint       $12,500,000   25.0%


        online        $7,500,000    15.0%
tRaditional BanneR    $2,000,000    4.0%
                      $5,500,000    11.0%
  stReaming video

       oFFline        $8,500,000    17.0%
        out oF home   $5,000,000    10.0%
event sPonsoRshiPs    $3,500,000    7.0%
       stReet teams   $500,000      1.0%



ContingenCy           $1,500,000    3%


         total        $50,000,000
[68]
           CheCk youRselF
BeFoRe you wReCk youRselF

                       [69]
       Reality CheCk
         Plans Book
                2010
[70]

								
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