autumn river - marketing plan

MARKETING PLAN | MAY 2016

Autumn River

Table of Content

PHASE 1: OVERVIEWPositioning Statement 5Sypnosis 5Tagline & The Big Idea 7Target Audiences 8Marketing Opportunities 9Marketing Obstacles 10

PHASE 2: FILM FESTIVALSFilm Festival Strategy 12Target Festivals 13-14Festival Kit 15-22Festival Marketing 23-24

PHASE 3: BUSINESS STRATEGYDistribution Strategy 26Target Distributors 27-28

PHASE 4: CONSUMER STRATEGYRelease Strategy 29-32Creative Strategy 33-35Media Strategy 36Market Research 37Public Relations 38-40Partnerships 41-42Online Marketing 43-44

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Executive Summary

Tzu-Yang Chen’s directorial debut, Autumn River, is a transcontinental and multilingual drama about metanoia. Following Masaru, a Japanese-American astronomy professor, the film unfolds how he deals with the haunting memories from his past life as he navigates through a mid-life crisis. Peculiar, intriguing and sentimental -- the drama Autumn River weighs past and present, family and self on the irreversible scale of life.

As the movie focuses on reincarnation with a heavy Asian-inspired content, the target audiences are mainly middle-aged adults and Asian adults. This helps the film to fit in nicely with local cultural film festivals that are beneficial to its credibility.

Due to its niche content, Autumn River requires influential distributors who are knowledgeable in handling independent and non-English speaking films. For the same reason, a platform release starting in metropolitan cities with the largest Asian populations is the most efficient way to release the film.

In theaters, Autumn River’s unique focus helps the film to stand out among its competitors in November 2017. Moreover, its rare multicultural cast and crew provide an appealing angle to pitch the film to the media. The film’s unusual focus and non-English dialogues may prevent it from being a mainstream hit, but its intriguing themes inspire various creative marketing activities, promising positive turnouts for the film.

Uyen Nguyen

PHASE 1 - OVERVIEW

Director | Tzu-Yang Chen

Producer | Daniel Greenstreet

Genre | Drama

Rating | PG-134

Positioning Statement Following Masaru’s mid-life crisis and his struggles with the haunting memories from his past life, the drama Autumn River weighs past and present, family and self on the scale of life.

To the world, Masaru’s life is perfect – a devoted wife, a sweet daughter, and a prominent career. To Masaru, life has lost its wonder. All he has are a tedious wife, a bothersome daughter, and a futile job.

His only source of comfort is the dreamy memories about his past life as a Burmese boy, where his world was dazzled by the stars and a special girl.

One day, the professor role that he hates turns his life upside down. In class, he meets Naia, the love of his past life. Minds shaken, lives blurred, Masaru and Naia begins to form an inexplicable connection. As he eagerly traces his past in Naia, Masaru has a decision to make: which life is now.

Sypnosis

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When past is presentThe Big Idea

Focusing on the theme of reincarnation, double-exposure graphics are utilized to portray the blurry lines between past and present.

Also, as the main characters are connected across lives through their love for stars, the reincarnation river full of stars is used as a symbolic image for the movie.

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Target Audiences

Asian adults 35-53

They easily relate to the Asian characters and settings in the movie. This group can also sympathize with the main character, who is going through a mid-life crisis.

Adults 35-53 interested in past lives

As this age group has been through more experiences in life and more likely to believe in past lives, they would be interested in the subject of the movie.

PrimaryAdults 25-34 interested in Asian culture

As this group is interested in Asian culture, they would find this Asian-inspired movie appealing.

TeritarySecondary

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MARKETING OPPORTUNITIESIn Hollywood, there are not many movies that are inspired by Asian culture and use it as the main spice. Based on Asian lifestyles and cultures, Autumn River can satisfy the demand among the under-targeted Asian Americans.

Asian-inspired content

Unlike the majority of Hollywood movies, the main castsof Autumn River are not Caucasians but Asians. Shining a light on a minority in Hollywood, especially after #OscarsSoWhite, Autumn River can get media attention and support from those who advocate for more diversity in Hollywood.

Representation of the minority in Hollywood

The subject of past lifePast life is a controversial subject. The many mysteries surrounding it would trigger discussions and interests about Autumn River among the believers, non-believers, and other curious people.

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MARKETING OBSTACLESAs the content, the settings, and the characters are very Asian, Caucasian Americans may feel alienated from the movie. Asian focus

In most parts, characters communicate in Japanese and Burmese, with English running in subtitle. The language barrier would make it hard to appeal to the wide audience in America.

Foreign languages

Movie Title Autumn River is a succinct, memorable, and meaningful title as it incorporates a symbol of the movie. However, it is not evocative enough to appeal to the public and does not communicate what the movie is about. Also, it makes the movie to be easily mistaken as a romantic movie.

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PHASE 2 - FILM FESTIVALS

PHASE 2 - FILM FESTIVALS

Film Festival StrategyTo maximize its reach and screening opportunities, Autumn River will be brought to six festivals that range from top tier to lower tier, in strategically selected categories as follows:

Traditional and general festivals as they attract a lot of attention, although they are more selective.

Niche cultural festivals, as the film’s Asian-focused content is a competitive advantage.

Local festivals as they favor student films.

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As AFI Fest is a notable celebration of international cinema, an appearance here will enhance the credibility for Autumn River.Although the festival is selective, Autumn River’s content aligns with the deep messages about family valuess and self identity of the recent winners, so it may have a chance.

Although Slamdance is competitive, the festival is dedicated to new filmmakers and looks for originality so Autumn River will stand out with its unique themes.

As the largest festival for Asian Pacific films in Southern California, this festival will help Autumn River reach its targeted demogrraphic with its Asian-inspired content.

Film Festivals

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The festival is a showcase of works by emerging filmmakers around the world. It, therefore, suits the international content, cast and crew of Autumn River well. New Filmmakers LA also has monthly film festivals, which help the film to have a better chance of reeaching the public.

As Hawaii has a large population of Japanese and the Hawaii International Film Festival often highlights Japanese cinema, it is very relevant for Autumn River, a drama of which main characters are Japanese.

San Pedro International Film Festival is a strategically appropriate as it celebrates diverse cultures and fresh voices, just like the content of Autumn River. Moreover, the festival is favorable toward Chapman films so it is likely that Autumn River will get accepted.

Film Festivals

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Film Festivals KitMay 1 2016Entertainment MarketingOne University Drive,Orange, CA 92866

To whom it may concern,

As controversial as #OscarsSoWhite was, the lack of diversity in Hollywood was not a fiction. Responding to that issue, Tzu-Yang Chen’s directorial debut, Autumn River, is a transcontinental and multilingual drama that highlights the talent of its Southern California-based multicultural cast and crew.

Following Masaru, an astronomy professor, Autumn River unfolds how the middle-aged Japanese-American deals with the haunting memories of his past life as he navigates his present’s mid-life crisis. Past or present, family or self, Masaru has to decide which life to live.

Peculiar, intriguing and sentimental – Autumn River is an honest reflection of the mental struggles of middle-aged adults in modern days. Taking on the unusual theme of reincarnation, the movie is also a captivating perspective about past and present that the interested public will not want to miss.

I would be happy to connect you with our producer, Daniel Greenstreet, to explore more about the thoughts and vision behind Autumn River.

If you are interested, please contact me at [email protected] or (714) 474 5548.

Thank you for your time and consideration for our movie.

Uyen Nguyen

Pitch Letter

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Film Festivals KitPress Release

Contact: Uyen [email protected]

(714) 474 5548

TRANSCONTINENTAL AND MULTICULTURAL DRAMA “AUTUMN RIVER” TO PREMIERE IN HOLLYWOOD

Hollywood, Calif. – Highlighting its multicultural cast and crew with a story across lives and borders, Autumn River, the directorial debut of Tzu-Yang Chen, will premiere at ArcLight Hollywood on Nov. 1, 2017.

Following Masaru, an astronomy professor, Autumn River unfolds how the Japanese-American deals with the haunting memories of his past life as he navigates his present’s mid-life crisis.

Tired with his job and family, Masaru finds comfort in the nostalgia about his past life as a Burmese boy. Just then, Masaru meets Naia, the love of his past life. An inexplicable connection forms between the confused middle-aged professor and the quirky twenty-something student. As Masaru eagerly traces his past in Naia, he has to decide: which life is now.

Peculiar, intriguing and sentimental – Autumn River is an honest reflection of the mental struggles of middle-aged adults in modern days. Taking on the unusual theme of reincarnation, the movie is also a captivating perspective about past and present.

For more information, please visit autumnrivermovie.com.

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Film Festivals KitMeet the Filmmakers

Tzu-Yang ChenGraduate student in Film Production at

Chapman University

Daniel GreenstreetGraduate student in Film Production at

Chapman University

Christopher PurdyGraduate student in Cinematography at

Chapman University17

Film Festivals KitMeet the Cast

Masaru | Eijiro OzakiKnown for The Last Samurai (2003), How I Met Your Mother (2005), and

Touch (2012)

Naia | Eili HarboeKnown for The Wave (2015), Kiss Me You Fucking Moron (2013), and The

Orheim Company (2012)

Kyoko | Yuna Kawahara Known for Fukai Mori (2015), The

Voice of Water (2014), and Solomon’s Perjury (2015)

Nozomi | Reyna KajinoKnown for Make Note of Every Sound

(2014) and Fukai Mori (2015)

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Film Festivals KitPhotography

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Tzu-Yang Chen | DanIeL gReenSTReeT | ChRISTopheR puRDY | Sam Fan | maRC manabaT | RobeRT WISe | QIngYa LI | gabRIeLLe ShepaRD | gIna YuLL | beau mo-Ran | nanCY LIu | Yumeng Chen | XIaoDan Yang | nICk FeDeRoFF | Chen Xu


Film Festivals KitDVD Case

Autumn R

iver

95 minuttesColor

EIJIRO OzAKI EILI HARBOE YUNA KAWAHARA REYNA KAJINO

SPECIAL FEATURESBloopersCast commentary Deleted scenes

To the world, Masaru’s life is perfect – a devoted wife, a sweet daughter, and a prominent career. To Masaru, life has lost its wonder. All he has are a tedious wife, a bothersome daughter, and a futile job.

His only source of comfort is the dreamy memories about his past life as a Burmese boy, where his world was dazzled by the stars and a special girl.

One day, the professor role that he hates turns his life upside down. In class, he meets Naia, the love of his past life. Minds shaken, lives blurred, Masaru and Naia begins to form an inexplicable connection. As he eagerly traces his past in Naia, Masaru has a decision to make: which life is now.

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Film Festivals KitFestival Folder

When past is present

Autumn River

FESTIVAL KIT

Autumn RiverThe Movie

Uyen Nguyen

UNMarketing Director

(714) 474 5548

[email protected]

When past is present...

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Festival MarketingAudience Q&APromotional SwagAfter the screening, audiences will have a chance to interact with the filmmakers and explore the creative process behind Autumn River, as well as the pros and cons of leading a multicultural cast and crew.

This will help to enhance audiences’ interest in the movie and encourage them to discuss about Autumn River to other people, helping the film’s word of mouth.

As the reincarnation river full of stars is a symbolic image for Autumn River, handing out branded kaleidoscopes at the festivals will help people to see many rivers of stars and attract attention for the movie.

As a nostalgic toy, kaleidoscopes fit with the theme of Autumn River and appeal to the targeted audiences.

For the teritary audiences who are young adults, kaleidoscope glasses will be a unique alternative that intrigue them to share with their friends on social media, gaining more awareness for the movie.

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Stunting StrategyUtilizing the image of the star river again, a big branded star will be set up in front of the screening location so people can go inside to take photos.

In front, the star is decorated like the poster. Inside, the star is well-lit so that people’s shadows will be reflected on the front, creating an interactive photo opportunity.

Festival Marketing

Instead of these standard white fonts, the stunt will be a white star, decorated like the poster, that people can walk into and take photos of their shadows.

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PHASE 3 - BUSINESS STRATEGY

PHASE 3 - BUSINESS STRATEGY

Distribution StrategyAs the movie has a niche focus, the most suitable distributors for Autumn River should be knowledgeable in handling independent and foreign films.

With a strong Asian focus, Autumn River may not have a mainstream appeal, but it suits the interests of the under-targeted Asian-American demographic. Therefore, screening the film in selected cities with large Asian populations first would accumulate word of mouth for Autumn River and support its expansion. Limited release is the best option for Autumn River.

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Target Distributors

Well-regarded indie distributor

Owned and operated by AMC networks

Specializes in indie, dramedy, non-English speaking films like Autumn River.

Experienced in creating bit hits for niche audience

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Specializes in indie, dramedy, non-English speaking films like Autumn River.

Experienced in creating bit hits for niche audience

Renowned indie studio

Experienced with Asian dramas and films for middle-aged audience.

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PHASE 4 - CONSUMER STRATEGY

Release StrategyWith a strong Asian focus, Autumn River may not have a mainstream appeal, but it suits the interests of the under-targeted Asian-American demographic. Therefore, limited release is the best option for the movie.

Release PatternInitially, the film will be screened at six metropolitan cities with the largest Asian populations across the country, three screens each city. Once it garners attention from word of mouth, the number of screens will be increased accordingly.

LOS ANGELES

SEATTLE

SAN FRANCISCONEW YORK

HOUSTON

HONOLULU

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Release Strategy

Release DateNovember 2017 is a month of super heroes (Thor: Ragnarok, Justice League, Murder on the Orient Express) and animation movies (Dr. Seuss’ How the Grinch Stole Christmas, Coco) with no dramas.

Applying counter programming, this is a suitable time to release an Asian-focused drama targetting middle-aged adults like Autumn River., as the other movies on screen draw a different pool of audiences.

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FRIDAY, NOVEMBER 17, 2017A week before Thanksgiving -- if the movie generates good buzz, can capitalize on the increased number of movie attandees on the holiday.

If the movie does exceptionally well, it can continue expanding in December, the festive season when people enjoy this type of reflective movies.

Even though Star Wars will be released in December 2017, Autumn River has a niche focus so people will choose it based on positive word of mouth.

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Autumn RiverWhen past is present...

IN CINEMAS NOVEMBER 2017

TV Spot

Billboard

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Print Ad

Autumn RiverWhen past is present

NOVEMBER 2017


IN SELECT THEATERS

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MediaOverviewTo maximize awareness for Autumn River, stories about the film’s multicultural cast and crew will be pitched to national and local mass media. Besides that, capitalizing on the film’s Asian content and its focus in reincarnation, other types of specialized media, such as publications for Asian, filmmakers and reincarnation groups, are also targeted.

Following the AIDA model, online and outdoor media will be utilized first to spread awareness about Autumn River, as they have mass reach but low credibility. Then, TV and print would be efficient to increase interest for the film due to their credibility. Closer to the release date, all media channels, including radio, will be used to encourage the audience to go watch the movie.

Media Schedule

Media Budget

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Market ResearchConcept testing

Positioning studies

Test screenings

Program testing

Tracking

Exit study

Pre-Production

Post-Production

Pre-camPaign

during camPaign

Post-camPaign

Strengths and weaknesses of the movieReceptiveness toward the conceptTarget audiences identification

Playability of the movieMarketable elements in the movie

Where the film stands compared to competitors among the target audiences

Effectiveness of the marketing program to the target audiences

Effectiveness of active marketing activitiesAudiences’ attitude toward the movieAudience’ attitude toward the competitors

Playability of the movieStrengths and weaknesses of marketing campaign

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Public RelationsAs the film’s Asian-inspired content does not have a mainstream appeal, public relations activities will help Autumn River to reach a broader public by captivating on its unique theme about reincarnation, and tying its multicultural crew to the current issue about diversity in Hollywood.

May 01 2015Entertainment MarketingOne University Drive,Orange, CA 92866

Dear ABC,

I saw from your past work that you are interested in diversity issues in Hollywood. Your audience would love to know that Eijiko Ozaki, known for The Last Samurai (2003) and How I Met Your Mother (2005), is the lead in Autumn River, a multilingual drama made by a multicultural crew.

The film follows Ozaki’s character, Masaru, an astronomy professor, as he deals with the haunting memories of his past life while navigating through the mid-life crisis of his present. Past or present, family or self, Masaru has to decide which life to live.

Set in multiple countries with multilingual dialogues, Autumn River challenges diversity issues in Hollywood, as well as in the world.

I would love to connect you to Ozaki to explore more about his experiences working with a multicultural crew in a transcontinental movie.

If you are interested, please contact me at (714) 474 5548 or [email protected].

Thank you!

Uyen Nguyen

To attract attention for the movie at its screening locations, the cast and crew will talk about the multicultural filmmaking experiences at Local TV shows Local radio stations Local events for filmmakers Local events for Asians

Publicity Appearances

Screenings

Public Relations Activites

Preview screenings will be available for press, critics, and bloggers to let those opinion leaders bring Autumn River to the audience.Also, the movie will be screened at select colleges at its screening locations to build word of mouth.

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Press Junket

StuntsPrior to the premiere, a press junket will be hosted at ArcLight Hollywood for the media to interact with the cast and crew, and explore more about the thoughts and visions behind Autumn River.

Autumn River star stickers will be placed randomly around the citties - each is a free ticket to a screening. This will create word of mouth for the movie.

At some theaters, the interactive shadow stunts (see Film Festival - Marketing) will be set up. At other theaters, a large white star will be set up as a memory lane for people to write their nostalgic memories on. Both tactics will help to attract attention and generate word of mouth for the film.

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PartnershipsBesides relevant consumer product brands, cultural organizations are potential partners as Autumn River has a strong Asian content.

Nationally, Apolis would be a suitable clothes sponsor as it also target middle-aged adults like Autumn River.

Besides that, Orion can provide astronomy equipments for the film. As Masaru is a renowned astronomy professor in the movie, showing that he researches using Orion’ equipments would be beneficial for the brand.

Locally, the film can partner with Japanese, Burmese or Asian organizations to spread more awareness about the film to these target demographics.

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Media

Product Placement

In-store

Talent Involvement

The film will include the brands’ names and logos in press releases and the film’s social media platforms.The brands will promote the film on their online channels.

The brand will display the movie’s posters in their stores.

Autumn River will display the brands’ products in the movie at relevant scenes.

The film’s stars will attend some promotional events with the brands and some volunteering/educational events with the cultural groups.

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Online MarketingPublicity

Advertising

To gain exposure and credibility, the movie will be pitched to opinion leaders in targeted groups, such as bloggers about indie films, diversity in Hollywood, and Asian-American cultures. As they review the movie in respect to their blogs’ perspective, the film will reach its targeted audiences.

Placing banner ads on movie review sites such as imdb.com or rottentomatoes.com, Autumn River will reach a vast number of very potential movie goers.

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Social Marketing

As the target audiences for Autumn River are mainly middle-aged adults, Facebook will be the main social media platform.

The page will engage visitors with interesting content such as behind-the-scene photos, quote from each crew member about the multicultural filmmaking experience, as well as stories and quizzes about past lives.

YouTube will be used to publish teasers, trailers, and other promotional videos.

Similar to Facebook, the film’s blog will focus on the filmmaking experience and stories about past lives as its main content. However, the blog will go more in depth about these topics compared to Facebook.

This will increase the film’s credibility and generate curiosity among the public.

As the main target audiences for Autumn River are middle-aged adults, trendy social media platforms for young people will not be targeted. However, the film will establish an appearance on Twitter and Instagram to interact with potential younger movie goers. Other than that, the film will utilize Facebook, YouTube, and a blog as its main social media channels.

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Autumn RiverUYEN NGUYEN | MARKETING PLAN | MAY 2016

autumn river - marketing plan

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