EvEry First

Has a story.

“FIRST GENERATION” NARRATED By BLAIR UNDERWOOD

DiREcToR of

phoTogRAphy CHRIS EKSTEIN oRigiNAl scoRE By NATHAN MATTHEW DAVID

iN AssociATioN wiTh GOAL 2025 AND MARKET STREET PRODUCTIONS

wRiTTEN, pRoDucED

& DiREcTED By ADAM & JAYE FENDERSON

www.f irstgeneration

f ilm . com

Films can change the world. We make sure they do.

WHO WE ARE

picturemotion is the leading marketing and advocacy firm for issue-driven films. We work with filmmakers, distributors and changemakers to activate audiences and advance social change.

In other words…Films can change the world. We make sure they do.

Los Angeles | New York | Washington, D.C.

IMPACT CAMPAIGNS -

We design and execute custom campaigns and programs to ensure films create maximum impact — be it around

the world or within one community.

GRASSROOTS MARKETING -

We are the best at reaching and engaging target audiences with

social impact media and the most important films of our time.

WHAT WE DO

HOW WE DO IT

GRASSROOTS MARKETING IMPACT CAMPAIGNS

PARTNERSHIP DEVELOPMENT

STRATEGY AUDIENCE ACTIVATION

SCREENING TOUR

POLITICAL ADVOCACY

EXPERIENTIAL MARKETING

DIGITAL ENGAGEMENT

With the right plan, a great story change the world.

Our strategies position films for distribution,

implement a theory of change and raise funds

for impact campaigns

Strategy

• Designed 10-day sugar detox plan called The Fed Up Challenge

• 50+ experts, academics, and celebrities joined advisory board

• 65+ national partners

• 65,000 people accepted the challenge

• 96% said the challenge changed how they consume sugar.

• Created a multi-platform social media marketing plan

• The National Obesity Society research study credited Fed Up for helping change America's views on obesity

STRATEGY

GOAL:

OUTCOMES:

Drive audiences to theaters and empower consumers to reduce their sugar consumption.

Example:

FED UP 7# All-Time Top-Grossing Documentary on iTunes

• 24 organizations joined coalition

• 200 organizations promoted the film

• 10 protests and 40 panels at screening events

• Developed graphics-based social media campaign

• Top 10 documentary on iTunes for 3+ weeks

• Launched Fair Food Program Label in Whole Foods stores along with 15 screenings

• Walmart and Fresh Market joined Fair Food Program

Build a coalition to support the film’s campaign for farmworker rights.

GOAL:

OUTCOMES:

STRATEGY

Example:

FOOD CHAINS200PA RT N E R S

"Picture Motion is ALWAYS the first company that I recommend to filmmakers who want

their films to make a difference in the world. The PicMo team is smart, thorough, inventive,

insightful, and a joy to collaborate with.”

Ryan Harrington, VP Artists Programs, Tribeca Film Institute

WHAT THEY SAY

We are the experts at finding the experts. Utilizing new

outreach and our extensive database of organizations

and influencers, we will develop partnership initiatives

for engagement and impact.

Partnership Development

• Partnerships yielded 13 million social media impressions, 214 community screenings, 42 filmmaker panels and conferences, and 60 theatrical cities in the U.S. and Canada

• Launched Big Brothers Big Sisters fundraising campaign at the Sundance premiere

• Partnered with United Way Worldwide to create a funding grant program for local chapters to plan events

• Integrated film curricula into 8 Teach for America trainings and ongoing trainings

• Created inaugural Black Male Achievement Week with 11 partners, including the White House

• Coordinated 88 BMA Week events around the film’s broadcast on PBS

Impact Campaign Coalition

Example:

AMERICAN PROMISE

98Developed

Partnerships

PARTNERSHIPS

• Partnered with The Huffington Post to create 11 op-ed pieces with advocates, experts, and families

• Coordinated release of content in the weeks leading up to the HBO premiere

• Secured all 11 writers and served as editor

• Received an estimated 5 million views on The Huffington Post

• Yielded 6,729,297 impressions of #LionsMouthOpens during broadcast

• Organized high-profile events HDSA Annual Conference, Brain Research Foundation Board, Global Genes Annual Conference and the Woody Guthrie Center.

• Marianna Palka (film subject) named the HDSA Person of the Year

• Marianna and Director Lucy Walker named Global Genes Champions of Hope.

The Huffington Post Media Collaboration

Example: THE LION’S MOUTH OPENS

“Rarely has a short

made such an impact.”

Realscreen

PARTNERSHIPS

“Hands down, some of the best people working in this field - I highly recommend

working with these forces of nature.”

Laura Nix, Director/Producer, The Yes Men Are Revolting 

WHAT THEY SAY

Films are meant to be seen. Our marketing campaigns

drive theatrical attendance, VOD streaming, broadcast

tune-in, digital downloads and DVD purchasing through

on and offline buzz building and eventizing.

Audience Activation

• Organized opening weekend events for theatrical release

• 62 leading economic justice organizations, unions, and advocacy groups

• 350 promotional partnerships

• 6 pieces of original content on Upworthy

• 24 local ambassadors hired in theatrical cities

• Paid the team leaders the living wage advocated for by the campaign

• 12 cities sold out on opening night

• Gave 6,000 furloughed workers tickets to see the film

Theatrical Marketing Campaign

Example: INEQUALITY FOR ALL

AUDIENCE ACTIVATION:

1.2M$ BOX OFFICE

• Organized grassroots mobilization for the day-and-date release in theaters and online

• 54 local organizations supported the theatrical release

• 15 in-theater events organized

• 5.7 million digital impressions

• 11 organizations created campaigns online and offline for a coordinated “Week of Action”

• 21 organizations supported Vimeo distribution of the film through customized discount codes

VOD and Theatrical Marketing Campaign

Example:

THE YES MEN ARE REVOLTING

AUDIENCE ACTIVATION:

45K$ in VOD Opening Weekend

"They’re able to mobilize activist audiences for theatrical release and keep them engaged over the life of the film. When it comes to releasing a cause-driven

movie, Picture Motion is a force multiplier.”

Dan O’Meara, campaign director, RADiUS

WHAT THEY SAY

We utilize digital tools to mobilize audiences.

From web to social to mobile, we build

movements that drive people into theaters -

and then into action.

Digital Engagement

• Created online house party campaign for broadcast

• 2,000+ people pledged to host a home screening

• Ran 6-hour Twitter conversation during broadcast

• Yielded 45 million impressions of #RescueHealthcare

• Received 6,500+ mentions of @escapefire or “escape fire”

• Yielded 23 million impressions of @escapefire

CNN FILMS Brodcast Premiere

Example: ESCAPE FIRE

DIGITAL ENGAGEMENT

#RescueHealthcare

Trended in the U.S. on Twitter during broadcast

• Drove HBO viewership through a live Twitter chat with film subjects

• Launched story-sharing platform on Tumblr

• Partnered with Nutcase Helmets and GoPro for online giveaways

• 342 submissions and 50,912 impressions from Instagram contest

• 11 million impressions through social media

• 35,000 email addresses collected

• 16,000 new Facebook likes

• 1,000 new helmet pledged on Causes.com

• 15 major snowboard and sports companies promoted on social media

HBO Broadcast Premiere

Example: THE CRASH REEL

DIGITAL ENGAGEMENT

3.5MReached

with BitTorrent partnership

“Picture Motion masterminds social media campaigns!”

Lucy Walker, director, The Crash Reel

WHAT THEY SAY

Let’s bring your film to the people that need it

most. We build buzz through influencer screenings,

attract press with premieres and drive engagement

through education and community screenings.

Screening Tour

• 600 educational screenings over two years

• 100,000+ students engaged

• $160,000 screening fee revenue

• 80% of survey respondents thought First Generation had at least some effect on college matriculation

National Screening Tour

Example: First Generation

• Received sponsorship from Wells Fargo

• Toured 4–6 high schools in 10 low-income cities

• 35,000+ students engaged

• Received national press attention

Go College! Tour

600SCREENINGS

SCREENING TOUR

• 385 local organizations engaged

• 150+ community screenings held

• Partnered with 35 national Jewish and faith-based organizations including JNF, B’Nai B’rith, Hillel, and CUFI

National Screening Tour

Example: ABOVE AND BEYOND

• The Museum of Tolerance in L.A. and N.Y.

• Israel Conference in L.A.

• Stand With Us summer conference

• Conference of Presidents

• National World War II History Museum in New Orleans

• Capitol Hill Visitors Center in Washington, D.C., co-hosted by Rep. Steve Israel, Rep. Ileana Ros-Lehtinen, Rep. Ted Deutch, and Rep. Tom Cole

Key Events

SCREENING TOUR

150 COMMUNITY SCREENINGS+

“I loved working with Wendy Cohen and the entire team at Picture Motion...They always had a

fresh idea or approach, and helped us tremendously in our outreach on Above & Beyond.”

Nancy Spielberg, producer, Above & Beyond

WHAT THEY SAY

Our effective advocacy strategies leverage films

as tools to help influence public policy at the

federal, state, and local levels.

Political Advocacy

• Called on members of the House Appropriations Committee to vote against the fiscal year 2015 Agriculture Appropriations Bill, which threatened to weaken nutrition standards of school lunches

• Co-hosted press conference with Food Policy Action and the Chef Action Network

• Speakers included Rep. Sam Farr, Rep. Rosa DeLauro, former Rep. George Miller, and celebrity chef Tom Colicchio

• Organized chefs, food advocates, and moms to visit 29 Congressional offices

• Received 44,000 signatures on petition with Center for Science in Public Interest

• Fed Up was mentioned by Rep. Steve Cohen during a House debate on the Special Supplemental Nutrition Program for Women, Infants, and Children

• The FY 15 Agriculture Appropriations Bill was successfully stalled

Capitol Hill Day of Action

Example: FED UP

POLITICAL ADVOCACY

44,000Signatures on petition with Center

for Science in Public Interest

• Partnered with local legislators and organizations to host screenings at or near state capitol buildings

• 48 state capitol screenings

• 167 legislators attended

• 3,218 total attendees

• 9 states that hosted screenings of Inequality for All as part of their local movements to raise the minimum wage successfully passed legislation in the weeks following

• 25,000+ petition signatures with MoveOn.org

• 740 house parties with Democracy for America

• 7,000-person conference call with Sen. Elizabeth Warren at the house parties

• 300+ screening events at colleges

National State Screening Tour

Example: INEQUALITY FOR ALL

3,218TOTAL ATTENDEES

POLITICAL ADVOCACY

“I was just completely blown away by the two days [Picture Motion] put together for us at the Impact Lab. It was just outstanding. The speakers were great. But even better were the [congressional]

meetings you set up.”

AFI Impact Lab Funder

WHAT THEY SAY

There is a lot of noise out there. Sometimes we

have to discard traditional tactics and do

something that will create a deeper experience

with the content. Here’s how we broke the mold.

Experiential Marketing

• Designed and developed a political engagement pilot program as part of an international film festival: The AFI DOCS Impact Lab

• Selected 7 films and brought together 12 filmmakers to participate in the inaugural two-day Impact Lab

• The Impact Lab included 10 trainings and nearly 20 speakers, trainers, and issue-area experts to meet with participants

• Arranged meetings for filmmakers with aides and members of Congress

• Partnered with AFI and NBC Universal to launch the inaugural Impact Grant for select film social action campaigns

AFI Docs Impact Lab

Example: AMERICAN FILM INSTITUTE

EXPERIENTIAL MARKETING

• Built street teams in New York City, Austin, Dallas, and Park City, Utah, to drive SundanceNow Doc Club Memberships

• Hired and trained over 40 street teamers

• Built operating procedures for managing teams

• Developed collateral for street teamers

• Coordinated stunts based off the platform’s most popular films

• Drove over 15,000 paid memberships

The Doc Club Street Team

Example: SUNDANCENOW DOC CLUB40

Street Teamers

Hired & Trained

4 Set up street teams in four US cities

EXPERIENTIAL MARKETING

• Hired three street artists to produce original art

• Scouted available building sides in Los Angeles, San Francisco, and New York.

• Worked with street artists to produce contemporary pieces inspired by Oscar Grant

• Launched in stealth mode to appear as organic responses to the film

• Hundreds of thousands via foot traffic and social media, and millions in media impressions

Street Artists for Change

Example: FRUITVALE STATION

EXPERIENTIAL MARKETING

• Developed the concept for a card-based game

• Hired and managed designer to create a unique game look

• Created a prototype and product-tested it

• Partnered with organizations to distribute the game

• Partnered with I AM THAT GIRL to launch the game in 200 communities

• Wrote grants and fundraised to cover all game creation costs

• Developed online version of the game with Action Backed

Truth Circle Game

Example: LITTLE WHITE LIE

Developed the concept for a

card-based game

COSTS COVERED

with grants & fundraising

EXPERIENTIAL MARKETING

“They have have been critical in helping bring the social impact campaigns for Difret and Little White Lie to life.

Their dedication and diligence has truly kept us on track towards meeting our impact goals and securing the

widest possible audience for our films.”

Mehret Mandefro & Lacey Schwartz, Truth Aid Films

WHAT THEY SAY

OUR TEAM HAS EXTENSIVE EXPERIENCE WORKING IN SOCIAL ISSUE MARKETING

FOR NARRATIVE FILMS, INCLUDING THE

FOLLOWING:

WHO WE WORK WITH

EvEry First

Has a story.

“FIRST GENERATION” NARRATED By BLAIR UNDERWOOD

DiREcToR of

phoTogRAphy CHRIS EKSTEIN oRigiNAl scoRE By NATHAN MATTHEW DAVID

iN AssociATioN wiTh GOAL 2025 AND MARKET STREET PRODUCTIONS

wRiTTEN, pRoDucED

& DiREcTED By ADAM & JAYE FENDERSON

www.f irstgeneration

f ilm . com

LET’S GET STARTEDhello@picturemotion.com

picturemotion.com @picture_motion

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