How will the film generate publicity for my brand?

The Pre-Release campaign will involve:

· The Word of Mouth Road Show will take the stars of the film to cities and towns throughout the UK, in advance of its cinema release, allowing well-known celebrities & members of the cast to personally promote the movie. This will generate significant publicity from regional, national and international media.

1. Celebrity interviews through the full range of mass-media, including TV, radio, newspapers and magazines.

2. Promotional events on a regional, national and international level.

3. Opportunities exist for all sponsoring brands to become heavily involved in the Road Show and directly benefit from the hi-profile media coverage generated by this star-studded event.

4. 3 Soundtrack single releases from worldwide artists.

5. 'The Making Of The Great Bear' to be televised as 4-part 'fly-on-the-wall' TV documentary.

6. A whole range of publicity events will mark the arrival of the movie.

· The Internet viral marketing strategy, which was innovatively deployed by The Blair Witch Project, proved hugely successful as the most effective route into the lucrative 12-35 year-old market segment. THE GREAT BEAR will utilise the Internet's viral influence through promotional activities & chat rooms. Banner advertising on THE GREAT BEAR website will be offered to all sponsors.


Why does film communicate my message so effectively?

· Captive Audience is actively engaged. i.e. not going to make the tea or go to the toilet during an advertisement.

· Positive Association - consumers perceive the brand as feelgood due to the film's theme & genre.

· Celebrity Association is extremely powerful e.g. If 'The Bear' drinks whisky when in a relaxed environment, he's telling jokes, is popular, wears trendy clothes and is an aspirational figure within the group, the whisky brand would be perceived as having a COOL image. Nike has built a world-famous brand upon this premise by using top celebrities in its marketing, e.g. Tiger Woods & Michael Jordan.

· Screening Out - companies are seeking new ways of introducing products/brands that consumers can relate to. The brand almost becomes part of the consumers' entertainment. (Think Disney) Strong body of opinion believes that innovative forms of marketing - such as through film has GREATER IMPACT than traditional advertising.

· Unbeatable Reach & Frequency = Unbeatable Value - promoting a brand through THE GREAT BEAR will mean that your brand will reach a mass -market audience worldwide. As with the Cinema release, the Video/DVD release will then promote your company's brand for a further period of say, 10 years or so. Feelgood movies are the most likely videos to be purchased and watched on a regular basis. This is complete PASSIVE Marketing for your brand.