Danny Caldwell Goes to Hell is a 2009 campy horror comedy directed by Ben Caution Lupinetti. It stars Clint Morrison as Danny Caldwell, a screenwriter who compromises his artistic integrity by writing bad horror scripts to pay the bills. When Danny dies, his punishment is to be stuck as a character in one of his crappy horror films. The film satirizes the horror genre and the commercialization of the film industry. It will appeal to screenwriters, horror fans, and starving artists who understand Danny's struggle between art and commerce. The marketing campaign will focus on targeting these niche audiences through film festivals.

1. Rob Zombie Can suck His Canniballs

2. Movie Title: Danny Caldwell Goes to Hell
Year: 2009
Director: Ben Caution Lupinetti
Producer: Melissa Izbicki
Screenwriter: Austin Sheeley
Sound Designer: Alex Ma
Editor: Casey McClelland
Production Designer: Erin Mitchell
Art Director: Maya Levy
Costume Designer: Samson Collins
Starring: Clint Morrison, Stephanie Drapeau,
Gordon Carmadelle, and David Alan Graf
Marketing Director: Janelle maluenda

3. LL
HOW TO NAVIGA E HE
T
1 Title Page
2 Credits
3 Table of Contents
4 Introduction
5 Executive Summary
6 Objectives
7 Synopsis
8 Fundamentals
9 Target Audiences
11 Phase One: Film Festivals
12 Los Angeles Festivals
13 Freak Show: Florida
14 Horror fest: Big Bear
15 First Glance: Philadelphia
16 Festival Kit
17 DVD Art
18 Festival Strategies
19 Marketing and Public Relations
20 Guerilla
21 Social Media

4. 1 INTRODUCTION

5. L
AM PAIGN WIL
W HA T HIS C
T
DO FOR YOU
Danny Caldwell Goes to Hell is an intelligently written campy horror comedy that
criticizes the way the sell out movie industry caters to washed out masses by only
producing bad horror films with excessive amounts of latex, blood, predictable dia-
logue and obvious twists endings. Danny is a screenwriter with lofty ambitions. He
wants to write scripts about Satchel Page, the oldest major league pitcher of all
time, yet can only make a living writing sub par horror scripts. With a baby on
the way, Danny hushes the frustrated artist within to responsibly sell compromised
scripts and provide for his new family. Then Danny dies. The dead screenwriter is
now faced with a punishment as ironic as his screenplays: he must spend the rest of
eternity stuck as a character in a crappy horror flick. The film is ironic. It is a
satire. It is bloody. Hilariously bloody.
Danny Caldwell Goes to Hell is a film for the horror fanatics. The slashes and blood
geysers are so over done, its ridiculous. Its an experience for the frustrat-
ed writer, painter, producer, performer and any other individual that calls
himself an artist. Its a story line for any one who struggles to respect the
integrity of his art, while trying to make a decent living.
The following pages will layout the fundamentals of the film. The campaign
will explore the strengths of Danny Caldwell and who will enjoy watch-
ing it. It will go into detail as to what festivals Danny Caldwell will
be most successful at. This campaign book will provide
samples of collateral materials for press, as well as
contact information and story angles. Finally this
book will provide access information for the social
media accounts that have been set up as well as
strategies and tactics.
5

6. ES
PL AN OBJECTIV
M ARKETING
Position film as a fun piece of student cinema, poking fun of the ba-
nality of today’s horror film industry.
Demonstrate the Danny Caldwell Goes to Hell is the next step for Wein-
stein Company to communicate that the company is done with selfish
financially driven endeavors and is getting back to the basics, back to
the art, and more importantly, back to having fun.
Appeal to very targeted niche consumer audiences by developing an under-
ground distribution campaign that relies on trusted strategic partnerships
and positive word of mouth marketing to develop hype and successfully gain
entrance to at least five film festivals across the nation.
Bruce Campbell presents Danny Psychobilly boys sporting Danny Caldwell merch Student director, Ben Lupinetti, with distributors,
Caldwell at 2010 Sundance Film Fest Bob and Harvey Weinstein, on the bloody white carpet.
6

7. RY
DANNYS STO
Danny Caldwell Goes to Hell is about a guy who writes crappy screenplays.
Not because he’s a bad screen writer. He’s a good screen writer and he
writes great scripts. Intelligent scripts in fact. But the industry wants
crappy horror films, and since the industry pays his bills, and he’s got a
baby on the way, he compromises the integrity of his work and writes crappy
horror films. For a living. It sucks.
So Danny dies. Unfortunate right? But even worse: he is ill fated with the
ironic punishment of being stuck in a crappy horror film- forever.
Danny’s B-List horror film from Hell is filled with hillbillies. Even
better though, these hillbillies are cannibals. They live on a people
farm. They invite people into their home. They cage em, breed em, and
eat em. Its disgusting. And awesome.
Danny’s hell is a crappy horror film. Every cheesy special affect from
blood geysers and predictable dialogue floods the screen. Limbs
are lost at no one’s expense. Screams and chase scenes, and
plot twists overwhelm Danny until he wakes up... Right? PLOT
TWIST! Does Danny wake up? Did he die? Will he continue
writing awful screenplays for the rest of his life?
Its ironic. Its cheesy. Its hilarious.
Its got blood. And cannibal hillbillies.
What’s better than bloody cannibal hillbil-
lies?
7

8. S
FU N-DA-MENTAL
Concept Capsule
Campy horror comedy about the industry’s demand for sub-par screenplays
to please washed out masses, ironically oozing with blood and gore.
Marketable Elements
Blood; Horror. An easy association.
Comedy: Danny’s sarcastic wit and exaggerated situations Obadiah and his Hillbilly Cannibal
make for a subtly hilarious film with ironic value in re- family are creepy and weird make
Danny Caldwell a unique horror film.
gards to horror.
Screen Writing: A masochistic passion. It requires a lot of
time, a lot of alone time, and 90% of the work done will
be thrown away.
Integrity of Art: An internal struggle. Artist Versus
Corporate. Cheer for the underdog. Its the epitome of
David and Goliath in the art world.
Cannibals: Freakish. Interesting. Out of the ordinary.
Hilarious!
Hillbillies: Gross, incestuous, just as freakish as
canni- bals. That’s why cannibal hillbil-
lies is even more marketable than
anything.
8

9. IGN
IKE T HIS CAM PA
W HO WILL L
PRIMARY
Screen Writers:
Screenwriters don’t like the movies that play in the theaters. That’s why they
write their own. It must be clear that this movie is written for screen writ-
ers, coming from the underground, student, world of cinema. They will relate to
and understand the main character’s internal struggle more than any other tar-
get audience.
SECONDARY
Horror Fanatics:
These die hard fans are critical of contemporary horror and well aware that
the classics are the best of screamer cinema; they can’t stand crappy horror.
They will appreciate that Danny caldwell mocks the genre that is at stake.
They are very difficult to influence, and are uninterested in anything main-
stream. They trust friends more than any one.
TERTIARY
Starving Artists:
Whether it is music, film, art, poetry, or dance, artists will relate to Dan-
ny’s struggle to remain true to his passion of screen writing, and understand
why he is sent to Hell for “selling out”. Artists do not want to be marketed
to, live in a tight knit community, and the best way to penetrate the art
world is to come from it.
9

10. Phase One:
Film Festivals
7

11. G
W HERE ARE WE G OIN
S
LOS ANGELE
Shriekfast: http://www.shriekfest.com/
Strategy: Campy, horror, comedy. Deadline:
May 22. uper shorts/Webisodes (10 min/
pages & under, including credits) Early:
$20.00 Regular: $25.00, Late: $35.00
Regular shorts (11 min/pages-49 min/pages,
including credits) Early: $30.00 Regular:
$35.00, Late: $45.00 shriekfest@aol.com
Screamfest LA: http://www.screamfestla.com/ Strategy: Horror
sci-fi, female leadership, female producer, Early: $35 Regular
Deadline 07/15/10 $50 FINAL deadline 8/15/10 $60
ne of the biggest creative contests in the country, SXSW is
an opportunity for Danny Caldwell to earn the respect from
the creative community, specifically from industry leaders.
Eerie: http://www.eeriehorrorfilmfestival.com/ Strategy:
Creepy hillbilly characters. Akward situations. Submit via
withoutabix. Horror short
Sundance 2011: http://festival.sundance.org/ If you’re curious... They begin ac-
cepting submissions June 2010 $35-$75 entry fee via withoutabox.com
programming@sundance.org
11

12. 0
FLORIDA 201
FREAK S HOW
Strategy:
Appeal to the
artist that
wants to create
art without sac-
rificing creative
integrity.
http://www.freakshowfilmfest.com/
freaky Award Categories
Best Short
Best Cinematography
Best Actor
Best Special FX Makeup
The 2010 entry period is as follows:
Early Deadline is Feb. 12, 2010.
Entry Deadline is May 14, 2010
* LATE DEADLINE AUG. 13, 2010*
Entry Fees
Short Films 10,000+ Horror Fans and
0 to 45 minutes in length multiple distributors
$20.00 before February 12, 2010 will attend
*$30.00 before May 14, 2010*
$40.00 before August 13, 2010
***Run time includes credits***
12

13. L
ROR FILM FESTIVA
B IG BEAR HOR
2010
http://www.bigbearhorrorfilmfest.com/
Strategy: Ben Lupinetti is the ultimate horror fan because
he produced a film that is standing up for the integrity of
the horror industry.
Early bird deadline: June 1, 2010*
Regular deadline: July 1, 2010*
Shorts/Student Films—Early bird: $15.00/Regular: $30.00
Big Bear Horror Film Festival Contest Seeks Out the
Ultimate Horror Fan Big Bear Lake, California April 27,
2010 - - The Big Bear Horror Film Festival, produced by Evil Kitty Productions,
is hosting a contest to find the ‘ultimate horror fan’ (UHF).
Contestants must create 1-2 minute videos wherein they creatively explain why
they should be chosen as the “Ultimate Horror Fan”. Videos, which must be sub-
mitted no later than July 1st, will then be judged by the general public, using
the festival’s official website. Winner will be announced July 15, 2010 and will
be invited to attend the festival for free, as a guest judge.
As a guest judge, the UHF, will be asked to view all films which have been sub-
mitted for consideration in the festival. The guest judge will utilize a scoring
sheet to provide feedback on those films and will be honored at the festi-
val, as well. Some tangible and non-tangible benefits and requirements may
apply.
For complete rules and specifications regarding the contest and to down-
load a submission form, please visit the festival’s official website, on
the “2010 Festival” page, under ‘Ultimate Horror Fan’:
www.bigbearhorrorfilmfest.com | info@bigbearhorrorfilmfest.com
13

14. 0
E FI LM FEST 201
FIRST GLANC
Strategy:
Indie, art film, Unique because of its witty dialogue. Spunky characters and
ironic situations.
http://www.firstglancefilms.com/
Withoutabox.com submission:
Short Narrative
Shorts Too
Student Shorts
FIRSTGLANCE FILM FEST PHILADELPHIA 2010
CALL FOR ENTRIES NOW OPEN!!!!
Early Deadline March 13 2010
Regular Deadline April 13, 2010
Late Deadline May 13, 2010
Entry Fee:
Starting at $25.00 for early submissions.
Entries must be submitted on NTSC Region 0
or 1 DVD.
14
7

15. T
FESTIVAL KI
Cast Bios
DANNY CALDWELL GOES TO HELL
Ceiling Fan Productions
Business Cards
DANNY DannyCaldwellHell@gmail.com
CALDWELL Twitter.com/@DannyCaldwell
GOES
TO HELL 626-825-3602
Cast Bios
Clint Morrison
Clint is an actor living and working in Los Angeles, Califor-
nia. Upon graduating from Georgetown University with Phi Beta
Kappa honors, Clint drove cross-country to pursue a career
in acting. Clint has trained with the Groundlings School in
improv comedy and is currently studying under Howard Fine at
the Howard Fine Acting Studio in West Hollywood. Currently,
you can see Clint in Chris Berube’s The Seven Deadly Sins DANNY CALDWELL GOES TO HELL
which runs Tuesday nights at 9:30pm at The Next Stage Theatre Ceiling Fan Productions
at the corner of Sunset Boulevard and La Brea Avenue. DANNY DannyCaldwellHell@gmail.com
CALDWELL Twitter.com/@DannyCaldwell
Stephanie Drapeau
DANNY
Stephanie is the epitomy of a success story in Hollywood she
quickly DANNY to the top. Having performed in over 17 short
climbs CALDWELL GOES TO HELL
and feature films in less than one year, she is not shy about
Ceiling Fan Productions
working her way to stardom. Stephanie has talent in both DANNY CALDWELL GOES TO HELL
GOES
TO HELL 626-825-3602
DannyCaldwellHell@gmail.com
drama and comedy as she has been gifted with intelligence,
CALDWELL Ceiling Fan Productions
Twitter.com/@DannyCaldwell
depth, and a zest for life that you can’t help but love...and DANNY
to top it all off, her down-to-earth nature will keep her on DannyCaldwellHell@gmail.com
GOES
TO HELL 626-825-3602
the set simply because she’s a blast to be around! CALDWELL Twitter.com/@DannyCaldwell
Gordon Carmadelle
Upom earning his bachelors from Louisiana State, Gordon has
played lead in multiple films, leading to guest starring roles
GOES
TO HELL 626-825-3602
Fact Sheet
Cast Bios
in shows such as The Big Easy and Mystery. His theater work Movie Title: Danny Caldwell Goes to Hell
has earned him the award for Best Male Newcomer in the Baker Year: 2009
Theater production, “Wait Until Dark”. Director: Ben Caution Lupinetti
Producer: Melissa Izbicki
Synopsis
Screenwriter: Austin Sheeley
Production
Cast Bios Stills Sound Designer: Alex Ma
Danny Caldwell Goes to Hell is a film about a guy who writes crappy Editor: Casey McClelland
screenplays. Not because he’s a bad screen writer. He’s a good screen
David Alan Graf Production Designer: Erin Mitchell
writer and he writes great scripts. Intelligent scripts in fact. Buthas been acting
Los Angeles native David Alan Graf Art Director: Maya Levy
the industry wants crappy horror films, for over a quarter of a decade, gracing a variety
and since the industry pays his Costume Designer: Samson Collins
bills, and he’s got a baby on the way, of film, television, and integrity productions.
he compromises the theatrical of Starring: Clint Morrison, Stephanie Drapeau, Gordon Carmadelle, and
He was featured in the upcoming Muse Productions
his work and writes crappy horror films. For a living. The Virgin Suicides) release of
(American Psycho,
It sucks. David Alan Graf
This Girl’s Life.
So Danny dies. Unfortunate right? But even worse: he is ill fated with MPAA Rating: R for adult themes, language, and violence.
the ironic punishment of being stuck in a crappy horror film- forever. Genre: Campy Horror Comedy
Keywords: Horror, blood, screen writer, sell out, hillbillies, canni-
Danny’s B-List horror film from Hell is filled with hillbillies. Even bals, pregnancy, redemption
better though, these hillbillies are cannibals. They live on a people
farm. They invite people into their home. They cage em, breed em, and Tagline: They Can Suck His Cannniballs
eat em. Its disgusting. And awesome.
Concept Capsule: Campy horror comedy about the industry’s demand for
Danny’s hell is a crappy horror film. Every cheesy special affect from sub-par screenplays to please washed out masses, ironically oozing
blood geysers and predictable dialogue floods the screen. Limbs are with blood and gore.
lost at no one’s expense. Screams and chase scenes, and plot twists
overwhelm Danny until he wakes up... right? PLOT TWIST! Does Danny Horror Industry Timeline
wake up? Did he die? Will he continue writing awful screenplays for 1900-1930 Silent Fear
the rest of his life? 1930-1940 Classic Creations
1940-1950 Chills and Chuckles
1950-1960 Sci-fi, B-Movies and Hammer Horror
1960-1970 Psycho’s and Zombies
Its ironic. Its cheesy. Its hilarious. Its got blood. And cannibal 1970-1980 The Birth of the Slasher
hillbillies. 1980-1990 Modern Horror Begins
1990-2000 Scream. Forever.
What’s better than bloody cannibal hillbillies?
Fact Sheet
Synopsis 15
8 Production Stills

16. F
FANCY STUF
DANNY
CALDWELL
GOES
TO
HELL
rob zombie can suck his canniballs
DVD Art
WEINSTEIN COMPANY PRESENTS
A CEILING FAN PRODUCTIONS film: DANNY CALDWELL GOES TO HELL
Directed By: BEN CAUTION LUPINETTI Producer: MELISSA IZBICKI Screenwriter: AUSTIN SHEELEY Sound Designer: ALEX MA
Editor: CASEY MCCLELLAND Production Designer: ERIN MITCHELL Art Director: MAYA LEVY Costume Designer: SAMSON COLLINS
Starring: CLINT MORRISON, STEPHANIE DRAPEAU, GORDON CARMADELLE, and DAVID ALAN GRAF
One Sheet
16

17. ION
FE STIVAL M ISS
Just One of the Gang
Three of the four target audiences Danny Caldwell is be-
ing marketed to, do not want to be marketed to. Screen
writers, horror fanatics, and starving artists do not
want to be affiliated with corporate functions. The Danny
Caldwell brand must appear to be apart of the art com-
munity. There should be no divide, no hierarchy, no
struggle for power or dominance while at festivals. Our
director will be very involved in the Danny Caldwell ac-
tivities and stunts and will act as the spokesperson for
the film.
Have Fun With Influential Individuals
While abstaining from encouraging power, Danny Caldwell
must also appeal to influential members of the art commu-
nity. This will be executed by having fun, being relaxed,
and going with the flow. Influentials must be given the op-
portunity to lead Danny Caldwell fans, in a casual, yet
structured fashion. This “role playing” will lay the foun-
dation for influentials to guide consumers into partici-
pating in future Danny Caldwell activities. These influ-
entials will be take on key roles in the next phase of
marketing when Danny Caldwell will be pitched to a distributor.
Strong Visual Presence
To begin building momentum for the release of the film, the Danny Caldwell
logo should be every where, at every festival. This is tricky because the
brand cannot appear corporate. Our logo must be integrated into film, screen
writing, and music culture. It must be visible without being noticeable.
17

18. R
MA RKETING N P
Street Team
For each festival, a Danny Caldwell street team will be formed. This group will be respon-
sible for carrying out public relations and marketing tactics day after day. The street
team will be made up of those involved in the production of the film, as well as one mar-
keting representative. The team will work to create hype about the film and the marketing
rep will work to get coverage for the various stunts that are executed. The beauty of the
project is that because every city, and every team, and every experience is different, the
stunts, and media coverage will vary.
Screen Writers Survival Kit for Hell
Each festival that offers a screenplay compe-
tition will be given the opportunity to pres-
ent the winners with a Danny Caldwell Screen
Writers Survival Kit for Hell. This kit is
key in communicating to screen writers that
Danny Caldwell is a story about them. The kit
will include various pieces of branded Danny
Caldwell memorabilia that is useful to screen
writers such as a writing pad, literary action
figures, and Danny Caldwell B Movie Victims.
We will also provide contact information for
our director to invite screen writers to con-
nect with the film and become apart of the Danny
Caldwell experience in months to come.
18

19. S
A TEN
T TION W HORE
Cannibal Cookout
One of the easiest ways to attract crowds of people,
without yelling at them with a blow horn, is to serve
them food. At the Danny Caldwell Cannibal Cookout, Danny
Caldwell reps will cook up human fingers, (hot dogs) and
pass them out. This will bring people together, espe-
cially because festivals are long and food is expen-
sive. Artists and musicians love and appreciate free
food. We will encourage directors and producers of
films to get on the grill, and we can offer specials Cannib
depending on who is cooking. Cooko l
a
ut!
Free hillbilly
hot dogs from
Free Danny Caldwell Merch
1-3pm
The best way to achieve a strong, transparent,
visual presence, is with merchandise. The Danny
Caldwell logo will be placed on track jackets,
messenger bags, and other attire that humble, artist-types wear.
Because our merchandise will be free, we will have to make our par-
ticipants earn it. These contests will create brand enthusiasts and
will be helpful in promoting the film.
Networking
Throughout the festivals Ben will develop an e-mail list of all people he
NIBALLS comes into contact with. Post festival e-mail will be sent out from Ben
C AN
and other influentials we network with. This e-mail list will act as our
underground form of communication with audiences about the future release
of Danny Caldwell Goes to Hell.
19

20. A
SOCIAL MEDI
Twitter
Email: DannyCaldwellHell@gmail.com
Password: chapman6969
Strategy: Tweet as Ben, the director. Position onself as an artist.
• Opinions about the film industry
• Updates about entering film into festivals
• What members of the cast are up to
• Chapman Film School news
Hook it up to phone
Facebook
Page Name: DannyCaldwell
Strategy: Build a network of following
• Stream Twitter, Youtube, Flikr and Tumblr to Facebook
• Post pictures
• Create events
• Distribute press materials
Flikr
Email: dannycaldwellhell@yahoo.com
Password: chapman6969
Strategy: Post pictures as Ben. LIving his life as a film maker
• On set
• Editing
• Networking
• Job
Hook it up to phone
20

21. A
SOCIAL MEDI
Gmail
Email: DannyCAldwellhell@Gmail.com
Password: chapman6969
Strategy: For use by Ben and Janelle for festival out-
reach
Hook it up to phone
YouTube
Email: DannyCaldwellHell@gmail.com
Password: chapman6969
Strategy: Behind the scenes look
• Trailer
• Cast Interviews
• B-Roll
• Random stuff from Ben’s life
Hook it up to phone
Tumblr
Page Name: DannyCaldwell
Strategy: Build a network of following
• Stream Twitter, Youtube, Flikr and Tumblr to Face-
book
• Post pictures
• Create events
• Distribute press materials
21