Green Lantern Cross PromotionsFinal Project Presentation by Sam Kusek

Part 1: Background: IndustryOverview

Comic-book filmmarketing is growing,with several “darker”“real” films.

Influx of Direct-to-DVD films.

Trend: Building up awell-known base ofcharacters for cross-over films (ex. Crisison Two Earths.

Part 1:Competitive Overview

Marvel is releasing 4movies in 2010-2011, ending in across-over event.

Other competitorsinclude “The GreenHornet”, “MadMax”, “The Hobbit”,“Alice inWonderland” etc.

Part 1: Goals and ObjectivesTo raise awareness of Green Lantern and

DC as viable brands.$600M in total sales Worldwide.$80M sales during Opening Weekend.15% increase in Green Lantern book sales.Green Lantern Books in New York Times

“Top 10 Graphic Novel” Section for 5months.

Part 1: Ways to MeasureSuccess of Goals

To measure pre andpost awareness of DCand GL as Brands, exitpolls will be takenafter viewing.

Comparing expectedticket sales with actualticket sales.

Keeping track of NewYork times list andGreen Lantern salenumbers.

Part 1: SWOTStrengths

• Pre -existing fan base that have been anticipating the film for years.

• Marke t for Superhero films is at a record high.

• R yan Reynolds stardom is a driving force for attracting unknown moviegoers .

Weaknesses o Green Lantern does not have as

broad of a reach as other heroes (Superman, Batman). (Main Concern)

o R yan Reynolds portrayed a popular Marvel character, Deadpool, which is slated for his own film (Not main concern. )

Opportunities

o G e off Johns, head writer of Green Lantern, is taking a very involved step in the production of the film. He could be used to target the fan base .

o Currently, a Green Lantern-focused story is running as a Cross-company event in DC. Opportunity for tie-in.

o R yan Reynolds is well known in Media and has the star power to help push forward reach to a board audienc e .

Threats o M a r vel has plans to release 3 films

featuring popular first-string characters, which ultimately leads into a tie in film. DC has no films or plans in production right now to combat this .

o Deadpool film production could tear primary targets attention. (Not a main concern)

Part 1: Positioning StatementFeaturing an all-star cast and in-

depth story, Green Lantern is whatcomic-book fans and moviegoersalike have been waiting for. Truly anintergalactic thrill ride, GreenLantern gives fans what they want; awonderful, action-packed look intothe world of the emerald crusader.

Part 1: Target Audience:Primary Target

18-24 Males. Previous knowledge of

Green Lantern; avidComic-book fans.

Influencers in “NerdCulture”; create a lotof buzz. “Make orbreak.”

Opinionated aboutComics and like toshare ideas.

Part 1: Target Audience:Secondary Target

8-14 Males. Younger fans who

don’t really know thecharacter as well.Known through othermedia.

Unsure of where toget more knowledgebut want to learn.

Part 1: Target Audience:Tertiary Target

15-32 Males andFemales who aren’textreme fans butenjoyed the DarkKnight and IronMan.

Enjoy a good actionfilm and overalltheatre experience.

Part 1:Tone and StyleAction-PackedThrilling.Emotional (some

tear-jerkingmoments.)

Light humor.

Part 2: Creative Elements andMedia

Part 2: Creative Elements andMedia: Key Art

Trailer: Creates theright emotional effectand portrays theAction/Humormessage well.

Will be used forTelevision, Web, andIn-Theatre promo.

Posters: Two differentsets of posters:

One set of 4 exclusiveposters that will bereleased via Facebook.

Another set will be theposters used inTheatres for traditionalpromotions.

Part 2: Image from the Trailer

Part 2: Posters

Part 2: Proposed MessagingThe Title “Green Lantern” and the Tagline,

“Where there’s a Will, there’s a Way!” willbe featured on the traditional promotions.

The Oath, “In Brightest Day, In BlackestNight, No Evil shall Escape my Sight. Letthose who worships Evil’s Might, Bewaremy Power! Green Lantern’s Light!” will befeatured on the Facebook posters. (Spilt upamong all 4.)

Part 2: Digital/Direct toConsumer Campaign

Banner: Same images as traditionalposter, ending with title, logo andrelease date of film.

Website: Features of the Site includeplot page, media page, newsletter,links to social media, and widget foronline ticket purchases.

Part 2: Digital/Direct toConsumer Campaign Cont.

Online Social Media: Facebook:

Exclusive prod. photos. Engine used to distribute exclusive posters.

Twitter: Twitter feeds for Ryan, Director, Writer and Film

will be featured on the main page of the website.Twitter used for Contest. (Explained later in Cross

Promo.) Email:

Addresses gained through Newsletter sign-ups & ContestEntries.

Part 2: Specific Media BuysDigital/Online: Banner ad’s will be

bought on nerd lifestyle blogs, film blogs,comic book industry sites andEntertainment Weekly.

TV: 30 sec. ad spots will be bought onFox, CW, Cartoon Network and Syfy.

Print: Full page ad’s will be bought inmagazines and comic books.

Part 2: Media Flight PlanDates

Media Dec-10 Jan-10 Feb-10 Mar-10 Apr-10 May-10

TV

OnlinePrint (Mag.) Monthly

Print (Comics) Weekly

Website Launch

Search

Part 3: Cross Promotions

Part 3: Cross Promotions:Barter

Giving IP of HalJordan to MountainDew for coverage onCans.

What they get: IP ofGL, Exclusive right asFilm Beverage.

What we get: 1 millionimpressions via500,000 Soda Cans.

Part 3: Cross Promotions:Revenue Stream Selling the IP of

Green Lantern to SixFlags, who willconstruct a themeroller coaster.

What they get:Exclusive Rights towell-known character.

What we get: $1 Mfor the Likeness andIP.

Part 3: Cross Promotions:Contest

Contest, using these 8 rings with be held, asking readersto let us know what they are so emotional about. Musthave read DC comic to own rings/know about thecontest and content.

Prize will include a trip to the set, including a walk-onrole in the film.

Part 3: Cross Promotions:Twitter Giveaway

A Re-tweet contestwill be held viaTwitter.

Hand Crafted Ringsgiven out to theWinners.

Pictures of thewinners with therings featured on website.

Part 4: PR Outreach

Part 4: PR Outreach:Press Tour

Ryan Reynolds willappear on varioustalk shows as HalJordan, in an attemptto educate theGeneral Public aboutthe character, hisabilities, and theGreen LanternMythos on a whole.

Part 4: PR Outreach:UGC/Online Interviews

Ryan, the HeadWriter and Directorwill take part in 2UGC online videointerviews during thecourse of Filming tokeep hardcore fanshappy and kept in thefilm-making process.

Thank You and Stay Green