MARKETING AND CROSS PROMOTIONS PLAN PREPARED BY: ALEX OANONO

background
RELEASE DATE : July 26th, 2013 EXPECTED DOMESTIC GBO : According to HSX.com, the expected GBO is $174 million. EXPECTED RATING : PG-13 GENRE : Action, Adventure, Fantasy. % ON ROTTEN TOMATOES : 99% of audience members want to see it. OPENING WEEKEND EXPECTED : 1st Place

Story synopsis
Based on the celebrated comic book arc, this epic actionadventure takes Wolverine (Hugh Jackman), the most iconic character of the X-Men universe, to modern day Japan. Out of his depth in an unknown world he will face a host of unexpected and deadly opponents in a life-ordeath battle that will leave him forever changed. Vulnerable for the rst time and pushed to his physical and emotional limits, he confronts not only lethal samurai steel but also his inner struggle against his own immortality.

Theatrical history
THEATRICAL & BOX OFFICE HISTORY X-MEN DATE OF RELEASE PRODUCTION BUDGET PRINTS AND ADVERTISING BUDGET DOMESTIC OPENING WEEKEND MPAA RATING OPENING WEEKEND RANK DOMESTIC BOX OFFICE WORLDWIDE BOX OFFICE Jul 14, 2000 $75 MILLION $23 MILLION $54,471,475 PG-13 1ST $157,299,717 $296,339,717 X2: X-MEN UNITED May 2, 2003 $125 MILLION $50 MILLION $85,558,731 PG-13 1ST $214,949,694 $407,711,549 X-MEN: THE LAST X-MEN ORIGINS: X-MEN: FIRST STAND THE WOLVERINE CLASS May 26, 2006 $210 MILLION (AD ONLY) $34.3 MILLION $102,750,665 PG-13 1ST $234,362,462 $459,359,555 May 1, 2009 $150 MILLION Not Available $85,058,003 PG-13 1ST $179,883,157 $374,825,760 Jun 3, 2011 $160 MILLION Not Available $55,101,604 PG-13 1ST $146,408,305 $355,408,305

Competitive landscape
Friday July 5th, 2013 - The Way, Way Back Friday July 12th, 2013 - Grown Ups 2, PACIFIC RIM Friday July 19th, 2013 - RED 2, The Conjuring, RIPD, Girl Most Likely FRIDAY JULY 26TH, 2013 - THE WOLVERINE Friday August 2, 2013 - 300: RISE OF AN EMPIRE, 2 GUNS Friday August 9, 2013 - ELYSIUM, Were the Millers, Disneys Planes Friday August 16th, 2013 - Kick-Ass 2, Percy Jackson: Rise of Monsters, The To-Do List

industry insights
Continuing trend in comic adaptations prove to be a lucrative investment. According to Hollywood.com, With the studio machine having gotten a rm grasp on the economic advantages of epic liveaction superhero lms, its as if weve reached a point where comic book heroes only exist to the general public if theyve been embodied by movie stars in garish live-action blockbusters. According to Mintel, through 2015, a there will be an Asian cultural inuence across many industries. This this East Meets West trend demonstrates how Asia is becoming a key commercial inuence.

target audience
Primary focus: Teen males (12-17 y.o) Young Adult Males Generation-X Males Fanboys

Consumer insights
Teens Teen boys generally receive more money from their parents than girls do. The most watched television shows by teens are talent competitions. The top shows include American Idol, Americas Got Talent, The Voice, and X-Factor. Many teens multi-task when watching TV, they often simultaneously watch videos online, play video games, and visit websites on their cell phones. 84% of teems liked or became a fan of a brand or product that they liked. 70% of teens like to share links that personally interest them. Teens value social responsibility, and value supporting good causes and giving to charities. Teens place a high value on having a laptop, over a desktop computer.

consumer insights
Generation-X The best way for advertisers to reach this demographic is still through traditional television advertising. They spend an average 3.9 hours weekly commuting to and from work. Gen-X adults spend leisure time watching television, spending time with family, browsing the internet from computers, listening to the radio, commuting, playing video games, talking on the phone, and reading the newspaper. They are less likely to read physical newspapers, and prefer reading articles online.

The last few X-Men movies have been preLy weak - Ameet, 16

consumer focus teen-young males

Too young to get into X- Men when the original movies came out in 2000. I want to see explosions, hot girls, bad-ass moves, Wolverine tearing someone up with his claws, and maybe a few corny jokes in the trailer. - Dylan & Adam, 20 I admire Hugh Jackman because he is a bad- ass and a straight stud. - Marc, 24

They prefer movies that have cooler stu, like technology, cars, and have wealthy characters. - Ben, 16

Heavy TV consump[on, social media usage, video streaming though YouTube, spend leisure [me playing on social gaming consoles.

No interest in director, James Mangold. Prefer Iron Man, the Avengers, and The Dark Knight.

I want to see the life that dont have. Money, power, women, cars - just like in Iron Man and The Dark Knight. - Adam, 20

Interested in Japanese culture, specically weaponry, warfare, and Samauri.

Majority have never read the comics books.

Why would I want to see the movie if I know hes not going to die? -Dylan, 20

Subscribe to Marvel comics or will purchase in-store.

consumer focus Fan Boys

Share informa[on through word of mouth, rather than pos[ng on Facebook. Use Twi]er more.

Use websites like ComicVine.com as their encyclopedia to the X- Men universe.

Collect merchandise.

Prefer calling themselves fanboys rather than geek or nerd.

Want to a]end Comic Con, those who cannot pay close a]en[on to the events from home.

Marvel Fans, X-Men Fans, Avengers Fans.

They want to know all of the latest informa[on on all of the characters and comics rst, they are early adopters.

While they can be enthusias[c, they can also be extremely cri[cal of adapta[ons - par[cularly in lm.

Became X-Men fans at a young age. Contribute to online forums.

 Skepticism towards sequel to X-Men Origins:

ISSUES

Existing fan base Large budget

OPPORTUNITIES

The Wolverine. People expect more of the same. Movie adaptations to comics tend to receive criticism from fanboys if expectations arent met. Little knowledge and lack of interest about XMen universe from younger end of the 13+ target male audience.

MARVEL brand name behind the movie All of the other X-Men movies have been

successes which allows for more leverage when dealing with 3rd party endorsers and partnerships Wolverine is a fan favorite.

Goals

Earn a domestic GBO of $200 million. Expand the audience to include younger male viewers.

Execute a major promotional push with 3rd Party Partnerships that males in the United States connect with. Ignite interest in younger male audience through education and interaction with X-Men and Wolverine brands. Encourage word-of-mouth through intriguing promotions and events - especially through fanboys. Leverage audience afnity towards Hugh Jackman through media efforts.

Strategies

tactics

Campaign tone Wolverine as a character

Mysterious / Intriguing Action-packed Japanese inspired Thrilling Powerful Tragic hero Rage / Anger revenge new found mortality more powerful than ever before sense of anarchy

Positioning statement
This summer, Hugh Jackman stars as X-Mens most notorious bad-ass in The Wolverine, a sequel to the 2009 MARVEL blockbuster, X-MEN Origins: Wolverine. Skewed towards action-loving males, this lm sets itself apart from the X-MEN saga when Logan meets Japanese friends and foes who introduce him to his kryptonite. Wolverine discovers that his true power comes from his humanity - but is it by choice or through force?

What happens when the claws dont come out?

Key communication points

Will Wolverines 200 year-long life nally come to an end? If X-Mens most notorious bad-ass cant save himself, who can? When stripped of his powers, how will the superhero act as a human? Wolverine is at his most powerful when he is his most vulnerable. Based on Marvels X-Men comics. Sequel to the 2009 blockbuster, X-Men Origins: Wolverine. Hugh Jackman stars as Wolverine for the 6th time. Hugh Jackman was People magazine's Sexiest Man Alive of 2008 2008 Teen Choice Award for Choice Actor in an Action Adventure X-Men Origins: Wolverine 2010 People's Choice Award for Favorite Action Star X-Men Origins: Wolverine 2013 Golden Globe Award for Best Actor Motion Picture Musical or Comedy Les Misrables

tactics
synergy media retail publicity promotions 3rd party d2c non profit

$75 million budget

tactics: synergy

X-Men week on FX Release 1 track from movie sountrack Work-Out Remixes Promote Marvel Comic App

Media: television

Media: Radio
Nationwide commercials on radio stations across the country. High frequency during rush hour times - serve as a key touchpoints among morning commuters to work and school.

Media: Print

Publications: Magazines: Mens Health, GQ, Wired, Motor Trend, Hot Rod, Fortune, Forbes, Entertainment Weekly, People, Comic Buyers Guide, Details, Popular Mechanics, Comics Journal, TV Guide, Variety, Interview, The New Yorker, National Geographic, In Touch, Weekly, OK!, Esquire, Mens Journal, Popular Science, Fantasy and Science Fiction, Sports Illustrated, Sport, Tae Kwon Do Times, Game Informer, XBox Magazine, Carbuzz. Newspapers: New York Times, Washington Post, USA Today, Wall Street Journal, The Los Angeles Times, Daily News, New York Post, San Jose Mercury News, Chicago Tribune, Chicago Sun-Times, The Dallas Morning News, Houston Chronicle, etc. 3rd party partners will be encouraged to place advertisements in said publications. Potential Stories: Wolverine Summer Work-Out Plan in Mens Health Technology Feature in Wired Magazine

Media: Ooh
Bus benches Bill boards Bus ads Transit ads Commuter-rail display Taxi-advertising Wallscapes

Media: Digital
WHAT HAPPENS WHEN THE CLAWS DONT COME OUT? - Photo Leak Campaign Marvel.com Wolverine Takeover Advertise TV network websites Advertise on-online: Barstool Sports, Reddit, Elite Daily, Yahoo.com, Bing.com, Hulu, etc. Comic blogs: ComicVine.com, ComicsAlliance.com, AComicBookBlog.com, BleedingCool.com, SuperHeroHype.com, ComicBookMovie.com Purchase advertising YouTube homepage and banners.

media: mobile & gaming

Fruit Ninja x Wolverine App X-Box Advertisements Leverage Marvel Comics App X-Men Training Camp App - a collaboration with ComicVine.com

retail: in theatre
Traditional: Static clings, posters on windows and in theaters, theatrical trailer, stand alone cutouts, concession promotions. Jean Grey - Sneak Peak during Iron Man 3 screenings X-Ray Stand Alone Opening Night 3-D Glasses Promotion Hand-outs

Publicity
The Art of the Samurai Sword Event featuring Korehira Watanabe Crowdsourced pre-screening Comic Con - July 18-21 Jean Grey TV Appearances - morning shows, entertainment shows, sports talk shows Fanboy Outreach through exclusive leaks, photos, and interviews with inuential publications.

promotions & partnerships

Direct to consumer
E-mail pre-existing database of customers from previous XMen lms and Marvel fans.

non-profit overlay

Defenders of Wildlife - Save Americas Wolves

Measuring Success
Overall Box Ofce Earnings & Ticket sales Reaching GBO goals Digital tracking App downloads & usage Publicity and coverage Awards Buzz Qualitative feedback Partner feedback Reaching new customers