Movie Release Deck - Captain America

Releasedate:Monday,May25,
2015
CaptainAmerica:TheWinterSoldier
By: Alyssa Haines, Caitlin Rabyniuk, Jewely Ramos, Maritza Cardenas, and Ricardo Uribe

TableofContents
1. Situation Analysis…………………………………………………………………………………………………................. .1
a. Product Category Threats and Opportunities…………………………………………………..…2
b. Company Background………………………………………………………………………………….…. 4
c. Competitive Analysis…………………………………………………………………………….…….……8
3. Target Market Specifications…………………………………………………………………………….…… 10
a. Demographics Characteristics……………………………………………………………………….. 10
b. Psychographic Characteristics…………………………………………………………………….….. 11
c. How to Market……….…………………………………………………………………………………….. ..15
4. Product Evaluation…………………………………………………………………………………………..…... 17
a. Brand Name………………………………………………………………………………………………….. 17
b. Package Considerations………………………………………………………………………………….18
c. Channel of Distribution…………………………………………………………………………………..22
d. Pricing…………………………………………………………………………………………………………… 25
e. Other Considerations……………………………………………………………………………….…….26

TableofContents
5. Marketing
Objectives……………………………………………………………………………………….……....................... 27
a. Budget……………………………………………………………………………………………………………..28
b. Advertising Program………………………………………………………………………………….……. 30
c. Advertising Strategy……………………………………………………………………………………......31
d. TV Spot…………………………………………………………………………………………………………….32
e. Magazine Ad…………………………………………………………………………………………………….32
f. Sales Promotion Program………………………………………………………………………………… 35
i. Trade and Consumer Objectives………………………………………………………………… 35
ii. Consumer Promotions……………………………………………………………………………….36
iii. Point of Purchase Program………………………………………………………………………. 40
g. Publicity, Special Events and Sponsorship Opportunities…………………………………46
6. Citations………………………………………………………………………………………………………………….49

The following will be an analysis of the motion film “Captain
America 2: The Winter Soldier.” A description of the product
category, threats and opportunities, company backgrounds,
and a detailed competitive analysis will provide a better insight
to our proposed promotional campaign.
SituationAnalysis
4
1

“CaptainAmerica2:TheWinterSoldier” will be rivaled by current
DVD/Blu-ray and box office hits at the time of their release. These threats will
pose as an obstacle in establishing a top-of-mind awareness of the product.
On-Demandmovieservices:
Netflix, Hulu, Redbox, Direct TV, On-
Demand, and Pay-per-view are movie
services that will also pose as financial
threats by waning the amount of users that
will purchase the physical DVD and Blu-ray
products
Othersimilargenrefilms:
Films with the
Adventure, Action, Sci-fi, or Political genre
films will pose a threat by appealing to the
target market interested in the same
categories
Piracy:
Illegal copies of the film and online
versions also constitute as threats by
declining DVD and Blu-ray sales
Currentboxofficefirms:
Current films playing in theatres during the
release of the “Captain America 2: The
Winter Soldier” DVD and Blu-ray will stand
as a threat in market sales. Box office
movies will provide the target market with
alternatives that create a novelty appeal
through popularity
ProductCategoryThreats
2

Due to the film’s heroic and patriotic appeal to American society, “Captain
America 2: The Winter Soldier” will be able to benefit from its opportunities
and increase profit
AdventureAppeal: Captain America travels
on a journey from working for Nick Fury to
battling SHIELD. By acquiring a copy of the
film, the target audience can relive and
partake in the adventure with Steve Rogers
and his team repeatedly.
AmericanAppeal: The film depicts Steve
Rogers, or Captain America, a hero. This
description appeals to the patriotic and
pride characteristics in each American.
Thus, each American would desire a copy
of the DVD/Blu-ray for their film collection.
YouthAppeal: Because Captain America
was a large part of target market’s youth,
the film would appeal to their inner-child.
By owning a copy of the film, the target
market can relive their childhood and pass
on the memories to their children.
ProductCategoryOpportunities
3

SonyPicturesEntertainmentInc.(SPE)–Marvel
 Founded in 1920 by Harry Cohn, Joe Brandt, and Jack Cohn (Harry’s brother)
 Originally called CBC Sales Film Corporation
 Produce short and low-budget Westerns and comedies
 In 1924, to refurbish the company’s reputation, its name changed to Columbia
Pictures Entertainment, Inc.
 In 1991, the company changed its name to Sony Pictures Entertainment Inc.
 Produces and distributes motion pictures and television programming
 Engages in the acquisition and distribution of home video; operation of studio
facilities for production services; development of new entertainment
technologies; development of entertainment products and services for broadband
distribution; and distribution of filmed entertainment
 Offers interactive agency and digital marketing services, (including digital
marketing strategy, online research, customer service management, product
development, and Website design and development; post production, scoring, re-
recording, screening rooms, and editing services through its post production
facilities; and feature film clips/ still licensing
C CompanyBackground
4

MarvelEntertainment,LLC
• In 1939, Martin Goodman founded Marvel comics, which has grown to be one
of the most successful companies in the entertainment industry. Marvel’s
success attracted a plethora of companies for potential partnerships
• On September 2005, Marvel Enterprises, Inc. changed its name to Marvel
Entertainment, LLC.
• On August 2009, the Walt Disney Company acquired Marvel Entertainment,
LLC.
CompanyBackground
8
5

Marvel Entertainment, LLC, engages in the four segments
of licensing, publishing, toys, and film production business
with an accumulations of 5,000 characters franchises, such
as The Avengers, The Fantastic Four, X-Men, and Blade.
CompanyBackground
9
6

Licensing segment: licenses Marvel’s characters for use in various consumer
products, including toys, apparel, and video games; feature films, television
programs; DVD animated feature films; theme parks, shopping malls, and special
events; promotions; and publications
Publishing segment: publishes and sells comic books and custom comics to the
direct market and the mass market, which consists of teenagers and young adults
through comic book specialty stores and retail outlets, including bookstores and
news stands. This segment also sells advertising and subscriptions
Toysegment: designs, develops, creates, markets, and distributes
character-based toys. This segment markets its products through
specialty toy retailers
Filmproductionsegment: develops, produces, and
distributes films
CompanyBackground
7

WarnerBros.EntertainmentInc.—DC
• Home to aspects of the entertainment industry from
feature film, television, and home entertainment
production and worldwide distribution to DVD and Blu-ray,
digital distribution, animation, comic books, video games,
product and brand licensing, and broadcasting
• Works in concert with many key Warner Bros. divisions in
releasing its stories and characters across all media,
including film, television, consumer products, home
entertainment, and interactive games
• DC Comics is a shared universe built on the foundation of
super heroes, including Superman, Batman, Green Lantern,
Wonder Woman, and The Flash
• Feature films based on DC Comics properties consist of
“Green Lantern”, “The Dark Knight Rises,” and “Man of
Steel”
• The largest English-language comic publisher in the world
• Remains as the cornerstone of the company with
thousands of comic books, graphic novels, and
magazines published each year
CompetitiveAnalysis
8

ParamountPicturesCorporation—Transformers,TMNT
• Develops partnerships to produce large and small
celebrated movies, television, and commercials
• Manages for the worldwide sales, marketing and
distribution of DVDs and Blu-ray discs for films and
television shows distributed by paramount Pictures
Corporation and many of Viacom’s leading brands including
Nickelodeon, MTV, Comedy Central, and BET
• Collaborated with directors, such as Alfred Hitchcock and
Steven Spielberg, and actors such as Harrison Ford and Tom
Cruise
• Known for memorable movie series; for example, “Mission:
Impossible,” “Star Trek,” and “Taxi.” The success of the
company has lead to the highest grossing film of all time,
“Titanic”
• Produced movies such as “Transformers” and “Teenage
Mutant Ninja Turtles,” which are also comic book heroes
CompetitiveAnalysis
9

TargetMarketSpecifications
ActualMovieGoers
SizeofTargetMarket
50.2 Million
 Gender: 64% Male/36% Female
 Age: 18-24 and 25+ (57% viewing audience)
 Generation X and Y
 Life Stage: adult
 Marital Status: 58% Couples 42% Families
 Residence Tenure: own home
DemographicCharacteristics
13
10

ComicBooksubculture
Values:
 Escapism: attempt to break away from society and its struggles to a society
where they are in control
 Belonging: Identify with people in this group, attend and engage with other
fans at popular comic book events like Comic-Con
Culture:
 Tendency to resist “pop culture”- studies show that fans are typically
interested in forming sub society where they can emphasize ideologies
typically overlooked by society
Technology:
 Tech-savvy - most are digital intermediaries
Education:
 Well educated - most have attained some form
of higher education
SizeofTargetMarket
24 Million
PsychographicCharacteristics
11

GenerationX
Values:
 Family
 Truth and Transparency: as the first generation to be heavily marketed to they
seek truth in ads and all aspects of life (not interested in “hype”)
 Balance of Life- believe in balance of work and family; “work to live”
Culture and Diversity:
 Celebrate and embrace multiculturalism
 Believe diversity in the racial composition of ads better
Politics:
 Born after Civil Rights era- value multicultural society
 Involvement in political process is becoming more important
 More liberal than their conservative predecessors
Technology:
 Regularly watch television/interact on digital platforms
 Digital Intermediaries (1980-90) and Digital Immigrants (1979 and below)-
starting to get involved in digital realm; did not grow up with it but have learned
to adapt
Education:
 Majority have attained some form of higher education
SizeofTargetMarket
41 Million
12

GenerationY
Values:
 Truth and Transparency in business – with the rise of social media and Web 2.0,
these qualities are now attainable to this generation
 Connectedness
 Work for a cause greater than themselves
 Immediate and convenient information
Culture and Diversity:
 Celebrate and embrace multiculturalism (most culturally diverse generation; one
in three falls into a minority)
Politics:
 Most politically progressive generation (Sixty-six percent voted for Barack Obama
in 2008)
 Desire to show a strong sense of purpose
Technology:
 Digital Intermediaries and Natives (2000+)- most grew up with
technology
 Social Identity is a part of “digital self”
 Regularly use digital platforms (especially social media)
SizeofTargetMarket
71 Million
13

ComicBooksubculture
Channel:
 Events (Comic-Con)
 Digital Marketing Tools (social media, forums, fan pages, etc.)
 Store Locations (comic book stores, retail chains)
Content:
 Engage
 Authentic and Transparent (especially when engaging in social media)
 Consistency- fan group appreciates content that is consistent with the storyline
 Encourage earned media – WOM, influencer posts (by popular comic
bloggers/sites), etc.
HowtoMarket
17
14

Generationx:
Channel:
 Television
 In-store (despite rise in online sales and technology, this generation prefer the
tangible in-store shopping experience - conduct research online prior to
purchasing most products)
 Digital Marketing Channels (social media, digital media, review sites, etc.)
Content:
 Engage
 Be authentic/trustworthy
 Emphasize family value
 Attempt to encourage earned media – WOM, influencer posts, etc.
HowtoMarket
18
15

Generation y:
Channel
 Internet (sponsored ads, SEO, etc.)
 Social media (desire real time information and sharing)
Content:
 Engage
 Be authentic and transparent (especially when engaging in social media)
 Capture attention - be creative and unique (with so much noise a
marketer must attempt to break through and capture the attention of the
millennial by bringing something new and exciting that’s different from
what they are programmed to tuning out)
 Encourage earned media - WOM, Influencer posts, etc.
 Multicultural ads
HowtoMarket
19
16

ProductEvaluation
BrandName
Filmvalues
 Honesty
 Courage
 Integrity
 Loyalty
 Humility
20
17

ProductEvaluation
The Fundamental Criteria For Effective Packaging:
 To be seen on shelf
 To engage shoppers
 To communicate key messages/point-of-difference
 To close the sale
PackageConsiderations
21
18

ProductEvaluation
Target
• Include exclusive “Captain America: The Winter
Soldier” comic book
• Include E-comic code (tailored for
Generation X and comic fans)
• Include Marvel’s Captain Winter Soldier mobile
app - interactive game through the story of
Captain America
CODE: 2XCAPTAIN
20

ProductEvaluation
Walmart
• Regular DVD release will include
standard DVD and Blu-ray copies
21

ProductEvaluation
Distribution for Marvel’s “Captain America: The
Winter Soldier” will be based on target market size,
psychographics, and demographics. The DVD and
Blu-ray will be available through all DVD and Blu-ray
distributors such as Target, Walmart, Best Buy, and
K-Mart.
MAINRETAILERDistributors
ChannelofDistribution
25
22

ProductEvaluation
 San Francisco, CA Seattle, WA
 Asbury Park, NJ Charlotte, NC
 Baltimore, MD Orlando, FL
 New York City, NY Memphis, TN
 Chicago, IL Columbus, OH
 Denver, CO New York City, NY
 Houston, TX Phoenix, AZ
 Los Angeles, CA Monroeville, PA
 Irving, TX Portland, OR
 Denver, CO Lake City, UT
 Detroit, MI San Diego, CA
 Atlanta, GA Bethesda, MD
There will be a larger emphasis on distribution of DVDs and Blu-rays in
stores located in cities where a concentration of major comic book fans
reside.
23
national

ProductEvaluation
 France Argentina Puerto Rico
 UK Chile United Arab Emirates
 Belgium Germany Australia
 Finland Denmark Czech Republic
 France Netherlands Greece
 Ireland Peru Hong Kong
 Italy Portugal Israel
 South Korea Singapore Kuwait
 Norway Taiwan Macedonia
 Philippines Spain New Zealand
 Sweden Indonesia Russia
There will also be a large emphasis placed on a higher distribution of
DVDs and Blu-rays in international countries where comic fans
reside.
24
International

ProductEvaluation
TargetPricing
25
Standard DVD Standard Blu-ray 2-Disc Combo Pack
MSRP – $24.99 MSRP – $29.99 MSRP – $34.99
Recommended Sales Price –
$19.99
$24.99
Recommended Sales Price -
$29.99
Items Included:
- Standard DVD copy
- Mini-comic
- Promotional code
Items Included:
- Standard Blu-ray copy
- Mini-comic
- Promotional code
Items Included:
- 3D Blu-ray and DVD copy
- Mini-comic
- Promotional code
Standard DVD Standard Blu-ray 2-Disc Combo Pack
MSRP – $19.99 MSRP – $24.99 MSRP – $29.99
$16.99
$21.99
Recommended Sales Price -
$26.99
Items Included:
- Standard DVD copy
Items Included:
- Standard Blu-ray copy
Items Included:
- 3D Blu-Ray and DVD copy
WalmartPricing

ProductEvaluation
 Each comic will contain a
unique code that can be
entered into a Captain
America app available on
the iTunes App Store and
the Google Play Store
 Our comic book is
designed to appeal to
Generation X and comic
book fans
OtherConsiderations
Target will sell exclusive discs that include a mini-comic
book within the packaging.
 Anyone will be able to
download the app but to
access its content you must
purchase the movie at
Target and enter your
unique code
 The app will feature
customizable Captain
America avatars and will
allow the user to immerse
themselves in the storyline
 Our app is designed to
appeal to Generation Y
ComicBook MobileApp
CODE: 2XCAPTAIN
26

MarketingObjectives
30
 Maximize consumer awareness of DVD and
Blu-ray release event date
 Lead overall market share by ten percent
during the week of release as compared to
other DVDs and Blu-rays release during the
same week
 Engage fans by realizing one million unique app
code activations through our Target DVD and Blu-
ray sales within the first month of release
 Achieve 500,000 20 percent off Gillette coupon
redemptions
27

AdvertisingProgram
 Target males ages 18-49
(this will be accomplished through positioning advertising with male-oriented brands
such as Chevrolet and Gillette)
33
30

AdvertisingStrategy
 We will place a large Captain
America 3-D drawing in the
middle of NYC Times Square -
drawing will be of Captain
America fighting the Winter
Soldier
 This location is known to be a
large tourist attraction and will
help bring attention to the DVD
and Blu-ray release while
simultaneously cutting through
ad clutter
34
Break through ad clutter by utilizing stunts and guerilla marketing
 Shields "crashed" into sides of
famous buildings and city
buses in major cities
GuerillaMarketing Stunts
31

TVandMagazineSpot
Chevrolet
Incorporate the 2014 Chevrolet
Corvette Stingray commercial with
clips from the “Captain America: The
Winter Soldier” movie. At the end of
the commercial we will announce the
DVD and Blu-ray release date as well as
a tag line saying:
Gillette
We will have a spot on Men’s Fitness
magazine where we will advertise both
for Captain America and for Gillette.
The advertisement will say:
Commercials MagazineAd
“A car fit for a superhero”
“What does America’s
hero trust more than his
bulletproof shield?”
32

SalesPromotionProgram
 Create high sales volume by offering
incentives for our consumers
TradeandConsumerObjectives
 Create awareness of the DVD and Blu-
ray and their release date
 Capture our audiences’ attention
38
35

ConsumerPromotions
We will be having three distinct promotions. One of them will be a sales
promotion with Gillette, the other two will be promotions that offer the
consumer incentives to buy the DVD and Blu-ray at Walmart versus Target
and vice versa.
Gillette
Gillette will have a sales promotion that will benefit their sales and the sales of the
Captain America DVD and Blu-ray. The promotion will begin two weeks prior to
when the DVD and Blu-ray is released. The promotion will be with their Gillette
Fusion ProGlide. The razor will come with an on-pack coupon for the DVD and Blu-
ray that will discount them 20 percent off the price of the film. Consumers will be
able to buy the razor with the on-pack coupon at any retailer where Gillette
distributes their razors and will only be redeemable at either Walmart or Target
stores. The coupon will be redeemable from the date that the DVD and Blu-ray is
released (May 25, 2015) until four weeks after.
39
36

Walmart:
Walmart will attract their consumers to buy the DVD and Blu-ray through retailtainment.
Walmart will have cardboard cutouts that will depict scenes from the movie and a free
standing shield where consumers will be able to take pictures. Consumers will then be
able to upload their pictures to the Walmart Facebook page. A winner will then be chosen
and will win a trip for two to Comic-Con in San Diego.
Target:
The DVDs and Blu-rays that will be distributed to Target will be unique to those that
will be distributed to Walmart. The DVDs and Blu-rays distributed to Target will
include a Captain America comic book with a QR code and a code. The QR code will
take the consumer to either the App store or Google Play, depending on the
consumers’ phones, where they will be able to download a “Captain America: The
Winter Soldier” game. In order for the consumer to access the story line of the
game, they will need to enter their code. The story line that they will have access to
play will be inspired by the storyline of the actual comic book.
40
37

WalmartContest
42
Take a picture of yourself posing with a Captain America shield at any
participating U. S. Walmart location and upload it to the Walmart Facebook
page to enter to win an all inclusive trip for two to San Diego Comic-Con!
39

PointofPurchaseProgram
For the point of purchase, we will be having four main components. One of
them will be the DVD and Blu-ray stands, the other will be the Gillette Fusion
ProGlide, and the other two would be unique to Target and Walmart.
Gillette
We will include a point of purchase display for the Gillette Fusion ProGlide. The
razor stand will be designed in a way that will advertise for both the razor and the
“Captain America: The Winter Soldier” DVD and Blu-ray. The stand will include
the product release date so that the consumers will know when the DVD and Blu-
ray would be available for purchase. The razor stand will be included in both
Target and Walmart.
43
40

Walmart
Walmart will have their own cut-outs that will demonstrate specific scenes from
the movie with life size Captain America shields protruding for fans to pose next
to. Adjacent to this we will display one of the DVD and Blu-ray stands.
Target
Target will have cardboard cutouts of characters from the movie in selected areas
of the retail store. This will be unique to target stores only and will not be
included in the Walmart stores.
DVDandBlu-rayStands
The point of purchase will consist of a DVD and Blu-ray sales rack containing the
“Captain America: The Winter Soldier” DVDs and Blu-rays. The DVD and Blu-ray
racks will be created in a way that will catch the customers’ attention because it
will have Captain America, Black Widow, and Winter Soldier life-size behind the
DVDs and Blu-rays. These stands will be placed in both Walmart and Target.
44
41

GillettePointof
PurchaseDisplay
42

TargetIn-StorePointof
PurchaseProgram
46
43

WalmartIn-StorePointof
PurchaseProgram
44

Publicity,SpecialEventsand
SponsorshipOpportunities
SponsorshipOpportunities
Chevrolet
We will have Chevrolet as one of
our sponsors. Chevrolet will finance
and buy time to broadcast the
Chevrolet Stingray and Captain
America commercial.
Gillette
Another one of our sponsors will be
Gillette. Gillette will advertise for
their products as well as for the DVD
and Blu-ray. They will finance and
purchase a spot for an
advertisement in Men’s Fitness
magazine.
WoundedWarriorProject
We will sponsor The Wounded
Warrior Project. Ten percent of
every DVD and Blu-ray that is
sold will be donated to this non-
profit organization. This
sponsorship will serve as an
incentive for consumers to buy
the DVD and Blu-ray instead of
buying illegal copies of the film.
The sponsorship will also greatly
benefit the Wounded Warrior
Project.
Sponsors Sponsorships
45

One of the ways that we will be capturing the media’s attention and receive publicity
will be through guerilla marketing tactics. We will have Captain America’s shields on
buildings and buses appear as if they were smashed into them. The shields will have
the DVD and Blu-ray’s release date on them. The shield will be placed two weeks
prior to the products released date, May 11, 2015, and will not be taken off until
three weeks after the release date, June 15, 2015.
On Sunday, May 24, 2015, one day before the DVD and Blu-ray’s release, we will have
a special event at New York’s Times Square announcing the DVD and Blu-ray. This will
be a short event where we will be giving out free DVDs and Blu-rays to fans who can
answer certain questions about Captain America. At the event we will have an artist
who will draw a 3-D sketch on the street of a battle scene between Captain America
and the Winter Soldier.
Publicity,SpecialEvents&Sponsorship
Opportunities
Publicity
SpecialEvents
49
46

Citations
1. Fundinguniverse.com (http://www.fundinguniverse.com/company-
histories/marvel-entertainment-group-inc-history/)
2. Britannica.com(http://www.britannica.com/EBchecked/topic/126972/Columbi
a-Pictures-Entertainment-Inc)
3. Crunchbase.com (http://www.crunchbase.com/company/marvel-
entertainment)
4. Marvel.com
(http://marvel.com/news/comics/2009/8/31/9360/disney_to_acquire_marvel
_entertainment)
5. Sonypictures.com
(http://www.sonypictures.com/corp/aboutsonypictures.html)
6. Investing.businessweek.com
(http://investing.businessweek.com/research/stocks/private/snapshot.asp?priv
capId=691780)
7. Sonypictures.com (http://www.sonypictures.com/movies/discanddigital/
8. http://www.paramount.com/inside-studio/studio/divisions)
49

Citations
9. Paramountstudios.com (http://www.paramountstudios.com/working-on-the-
lot/general-info/history.html)
10. Answers.com (http://www.answers.com/topic/marvel-enterprises-inc)
11. Imdb.com (http://www.imdb.com/title/tt1843866/)
12. Greenbuzzagency.com (http://www.greenbuzzagency.com/marketing-
demographics-talkin-bout-my-generation/)
13. Pewresearch.org (http://www.pewresearch.org/2009/12/10/the-millennials/)
14. Psychologytoday.com (http://www.psychologytoday.com/blog/webs-
influence/201305/5-things-you-need-know-about-marketing-gen-y)
50

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