Transcript Chichen Itza - RESEARCH (final)

STRATEGIC MARKETING AND RESEARCH
Research Studies: Focus Groups, Online Creative Tests (trailers, print)
Territories Covered:
Key Strengths:
 The Mayan Prophesy
 Global, groundbreaking special effects
 No signs of disaster fatigue
 Worldwide scope
 Roland Emmerich pedigree
 Immediacy
STRATEGIC MARKETING AND RESEARCH
Rules of 2012:
1. Differentiate the film by using the Mayan Prophecy.
2. The campaign as a whole must always maintain an ominous, mysterious
tone.
3. At the same time, ensuring some semblance of humanity, connection and
hopefulness is important.
4. Correct any mistaken views that 2012 is a sci-fi film.
5. Emphasis should be placed on the first two acts of the film.
STRATEGIC MARKETING AND RESEARCH
Screenings and Trailer Test:
Basic Rules:
1. Meryl Streep, Meryl Streep, Meryl Streep.
2. Think Devil Wears Prada. Not Doubt.
3. Don’t know Julia Child? Relax!
4. Two true stories is a BIG idea.
5. Don’t sell Amy Adams / Julie Powell story at the expense of Meryl Streep / Julia Child.
6. Use “cooking” to sell comedy and feel good moments.
STRATEGIC MARKETING AND RESEARCH
Screenings and Trailer Test:
Basic Rules:
1. Avoid the romcom label.
2. Push the boundaries.
3. Play up verbal/witty exchanges.
4. Stars Heigl and Butler are assets.