ALEX OANONO - THE WOLVERINE

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ALEX OANONO - THE WOLVERINE

THE WOLVERINE
MARKETING AND CROSS PROMOTIONS PLAN PREPARED BY: ALEX OANONO EXECUTIVE SUMMARY
This document is a six-month entertainment marke3ng campaign to promote the theatrical release of Marvels newest installa3on to the X-Men saga, The Wolverine. This lm is a sequel to the 2009 blockbuster, X- Men Origins: The Wolverine. This sequel will be released on July 26th, 2013. With a budget of $75 million, this brand centric campaign leverages its posi3on within the Marvel Universe, history of theatrical success, and unique story line to ensure successful performance at the box oce. The goal of this campaign is to earn at least $200 million for a Domes3c GBO. Addi3onally, with the X-Men 4 already in produc3on, a major goal of this campaign is to ignite interest in X-Men through educa3ng and cap3va3ng a younger audience who was too young to truly get into the X-Men comics when the rst movies came out in 2000. Through successful execu3on of this campaign plan, a younger demographic of X-Men followers will be born.

STORY SYNOPSIS
Based on the celebrated comic book arc, this epic ac3on-adventure 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-or-death ba]le that will leave him forever changed. Vulnerable for the rst 3me and pushed to his physical and emo3onal limits, he confronts not only lethal samurai steel but also his inner struggle against his own immortality.

BACKGROUND
RELEASE DATE
July 26th, 2013

EXPECTED DOMESTIC GBO

According to HSX.com, the expected GBO is $174 million.

EXPECTED RATING
PG-13

GENRE
Ac3on, Adventure, Fantasy.

% ON ROTTEN TOMATOES
99% of audience members want to see it.

OPENING WEEKEND EXPECTED

1st Place on Opening Weekend

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THEATRICAL INFORMATION & FACTS

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 STAND May 26, 2006 $210 MILLION (AD ONLY) $34.3 MILLION $102,750,665 PG-13 1ST $234,362,462 $459,359,555 X-MEN ORIGINS: X-MEN: FIRST THE WOLVERINE CLASS 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

INDUSTRY AND RELATED INSIGHTS

Comic adapta3ons s3ll prove to be a primary money-maker for studios. According to Hollywood.com, With the studio machine having go1en a rm grasp on the economic

advantages of epic live-ac8on 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-ac8on 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.
Mobile gaming is growing rapidly among both teens and adults alike. Leading companies in mens grooming are Unilever and Proctor & Gamble.

TARGET AUDIENCES
PRIMARY FOCUS: Teen males ages (12-17) Young Adult Males Genera3on-X Males Fanboys

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CONSUMER INSIGHTS
According to Mintel: Teens Teen boys generally receive more money from their parents than girls do. The most watched television shows by teens are talent compe33ons. The top shows include

American Idol, Americas Got Talent, The Voice, and X-Factor.

Many teens mul3-task when watching TV, they onen 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 suppor3ng good causes and giving to chari3es. Teens place a high value on having a laptop, over a desktop computer, and list them as their #1

choice when receiving a gin. They see having a laptop as being cool.
GeneraXon-X (Post-Baby Boomers) The best way for adver3sers to reach this demographic is s3ll through tradi3onal television

adver3sing. They spend, on average, 11.4 hours watching TV each week.

They spend an average 3.9 hours weekly commu3ng to and from work. Gen-X adults spend leisure 3me watching television, spending 3me with family, browsing the

internet from computers, listening to the radio, commu3ng, playing video games, talking on the phone, and reading the newspaper.
They are less likely to read physical newspapers, and prefer reading ar3cles online. Prefer to watch ac3on/adventure movies such as The Dark Knight, Iron Man, and The Avengers over X-Men

Movies.
They prefer movies that have cooler stu, like technology, cars, and have wealthy characters. - Ben, 16 I want to see the life that dont have. Money, power, women, cars - just like in Iron Man and The Dark

Knight, - Adam, 20
They love the ac3on, explosions, and gh3ng. May not see the movie during opening weekend. Will see movie with others. Some target audience members were too young to really get into the X-Men. They have seen a few movies, but

have no interest in learning about the comics or characters beyond that.

Have no interest in director, James Mangold. 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

May wait to see the movie online or when it comes out onto DVD or TV. Think that the last few X-Men movies have been pre]y weak. - Ameet, 17 Admire Hugh Jackman because he is a bad-ass and a straight stud. - Marc, 24

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Consumers are skep3cal about another Wolverine movie. Why would I want to see the movie if I know hes not going to die? It was thrilling when in The Dark

Knight and Iron Man we all though that they were dead at the end. - Dylan, 20
On Japanese culture: Believe that Samurai swords are cool. Admire karate, and even par3cipated in the sport when they were younger. Fans of The Last Samurai - which stars one of the characters in The Wolverine. Media ConsumpXon & Brand AliaXon for Males 13+: Channels: ESPN, Comedy Central, TNT, MTV, FOX, FX, NBC, HBO, etc. Shows: Tosh.O, Top Geat, Duck Dynasty, Family Guy, Game of Thrones, White Collar, House of Cards,

Velocity
Online: YouTube, Facebook, Twi]er, Reddit, Elite Daily, ESPN.com, Barstool Sports, Gaming: X-BOX, PlaySta3on, FIFA 13, Halo, Ba]leeld, BioShock, Assassins Creed, Call of Duty Social: Twi]er, Facebook, Instagram Music: Pandora, Spo3fy, Radio, Sirius XM Beverages: Arizona Iced Tea, Monster, Coca-Cola, Corona, Coors, Snapple, Powerade Homepage: Yahoo.com, Google.com, Facebook.com Magazines: Mens Health, GQ, Carbuzz Magazine Hygiene Products: Axe, Degree, Dove Men, Old Spice Free Time: Television, Video Games, Par3es, heavy interest in a]rac3ng Women Fanboys & Marvel FanaXcs Heavy interest in Comic Con Subscribe to Marvel comics, or will purchase them in store Collect memorabilia and merchandise Comment on forums Members of Marvel Fan Club Prefer to call themselves fanboys rather than geeks or nerds Visit Marvel.com, ComicVine.com, ComicsAlliance.com, AComicBookBlog.com, BleedingCool.com,

SuperHeroHype.com, ComicBookMovie.com
Admire Stan Lee Watch some cartoons on Cartoon Network They want to know all of the latest informa3on on all of the characters and comics rst, they are early

adopters.
While they can be enthusias3c, they can also be extremely cri3cal of adapta3ons - par3cularly in lm. They love to share informa3on and new ndings about characters, but prefer to discuss through word of

mouth, pos3ng on forums, and through Twi]er. They are less likely to share through Facebook.
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TRENDS
Sci-Fi / Fantasy / Magical Realism Technology Super-Heroes / Mutants

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

ISSUES
There is skep3cism towards sequel to X-Men Origins: The Wolverine. People expect more of the same. Movie adapta3ons to comics tend to receive cri3cism from fan boys if expecta3ons arent met. Li]le knowledge about X-Men universe from younger end of the 13+ target male audience. Said younger audience has a strong loyalty to the Avengers and isnt interested in learning about X-Men.

OPPORTUNITIES
Exis3ng fan base Large budget 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.

MARKETING GOALS & STRATEGIES

GOALS
Earn a domes3c GBO of $200 million. Expand the audience to include younger male viewers.

STRATEGIES
Execute a major promo3onal push with 3rd Party Partnerships that males in the United States connect with.

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Ignite interest in younger male audience through educa3on and interac3on with X-Men and Wolverine brands. Encourage word-of-mouth through intriguing promo3ons and events - especially through fanboys. Leverage audience anity towards Hugh Jackman through media eorts.

CAMPAIGN TONE
Mysterious / Intriguing Ac3on-packed Japanese inspired Thrilling MARVEL Powerful

WOLVERINE AS A CHARACTER
A tragic hero Full of rage, anger Loss and loniless Revenge Everyone he cares about is gone New found mortality Desperate, loosing his purpose More powerful than ever before Anarchy Rule breaking: Duty, hierarchy, honor, family, history Japanese culture Running out of things to live for

MARKETING 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 ac3on-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?

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KEY COMMUNICATION POINTS

Open-ended ques3ons: Will Wolverines 200 year-long life nally come to an end? If X-Mens most notorious bad-ass cant save himself, who can? How many lives does a wolverine have? 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. Facts: Based on Marvels X-Men comics. Sequel to the 2009 blockbuster, X-Men Origins: Wolverine. Hugh Jackman stars as Wolverine for the 6th 3me. Recent related awards: People magazine's Sexiest Man Alive of 2008 2008 Teen Choice Award for Choice Actor in an Ac3on Adventure X-Men Origins: Wolverine 2009 Best Performance by a Human Male at the 2009 Spike Video Game Awards as Wolverine in X-Men

Origins: Wolverine
2010 People's Choice Award for Favorite Ac3on Star X-Men Origins: Wolverine 2012 People's Choice Award for Favorite Ac3on Movie Actor Real Steel 2013 Golden Globe Award for Best Actor Mo3on Picture Musical or Comedy Les Misrables

TAGLINE
What happens when the claws dont come out?

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TACTICS
SYNERGY
X-Men week on FX 1 week long event on FX where each night, one of the 5 previous X-Men lms will be played. Soundtrack Fanboys love to listen to the soundtracks behind the lms because most of the 3me, only a few songs

on the album are even played in the movie.

Release 1 song for a free download in April. Work out Remixes Many of the songs on the soundtrack start out mysterious and end fast-paced and heart pumping.

Remixing a selec3on of the tracks into work-out paced music is a good compliment to the promo3ons explained in tac3cs below. This will allow the audience to connect using another sense.

MEDIA: TV
Run television commercials on major networks. Including but not limited to: FOX, FOX Sports, FX, ABC, ABC Family, NBC, TNT, MTV, ESPN, Comedy Central,

Speed Channel, Discovery Channel, History Channel, Sci-Fi, Spike TV, AMC, BET, Fuel, Fuse, VH1, Cartoon Network, etc.

MEDIA: RADIO
Heavy na3on-wide adver3sing on radio on top frequencies.

MEDIA: PRINT
Purchase adver3sing in magazines and newspapers Including: 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, Na3onal Geographic, In Touch, Weekly, OK!, Esquire, Mens Journal, Popular Science, Fantasy and Science Fic3on, Sports Illustrated, Sport, Tae Kwon Do Times, Game Informer, XBox Magazine, Carbuzz.
Newspapers Including but not limited to: 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 adver3sements in said publica3ons. Purchase back cover on MARVEL comic books in May, June and July. STORIES Wolverine work out plan in Mens Health Many of The Wolverines male-skewed target audience members admire Wolverine because of his

strength and physique. Since working out and looking good are important to the audience, especially int the summer months, a great way to have them engage with the Wolverine character is to follow a work-out plan to follow the beach body trend. This work out plan can be a full spread

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that interviews Hugh Jackman and talks about how he transformed his body to play the role. Jackmans physical trainer will share diet 3ps, exercises and 3ps. This will be in print but will also have an online component that shows viewers how to properly do each exercise.
Technology special in Wired Magazine One of the keys to a]rac3ng a younger male audience is to ll the movie with really great

technology. Wired magazine is a great pla{orm to do this on because of its focus on science, sci-, fanboy interest, and of course, technology. The Wolverine has a lot of great tech-lled scenes in the movie that would be interes3ng to discuss with the writers of the lm, as well as set designers and engineers.

MEDIA: OUT-OF-HOME
Bus benches Bill boards Bus ads Transit ads Commuter-rail display Taxi-adver3sing Wallscapes

MEDIA: DIGITAL
WHAT HAPPENS WHEN THE CLAWS DONT COME OUT? - Photo Leak Campaign Release photos and clips online - showing Wolverine in extreme pain. This will catch audience a]en3on

because it causes curiosity about loosing his super-powers. Target audience members men3oned that they think this sequel will be just like the last Wolverine movie and all the other X-Men lms. Doing some leaks that how that the Wolverine may die adds an interes3ng twist and another reason to see the lm.
Marvel.com Wolverine Takeover Use the background and banner spaces on the website to direct people to The Wolverine website, social

media proles, exclusive videos, the trailer, and more.

Purchase online ads On the websites of the television networks that will be adver3sed on. These include websites like

Fox.com, FX.com, ESPN.com, etc.

Also including: 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 adver3sing YouTube homepage and banners. Consumer research shows that all segments of the target audience spend 3me on their computers,

especially watching videos online.

Youtube is a good pla{orm because banner ads can be targeted to viewers with a history of watching

videos that would be interested in the lm.

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The trailer can be played as an adver3sement prior to videos start. This is important because since the

trailer is so cap3va3ng - people may watch the en3re thing.

More importantly, the beginning of the trailer should reinforce the release date. This will serve as a

great touch-point for the lm.

MEDIA: MOBILE & GAMING

Fruit Ninja x Wolverine App The Wolverine movie is based in Japan, where Logan encounters and ghts Ninjas. This would be a

really fun way for Fruit Ninja gamers to engage with the Wolverine brand.
Wolverine branding could be could start right when the app opens, to show the movie poster and

release date. When the user the slices of the fruit - the iconic claws would slash through the fruit. The sound in the game would be remixed music from the movie soundtrack that gets more heart-pounding with each level.
This game is very popular with younger demographics. X-Box Adver3sements Among both teenagers and Gen-X adults, X-Box is the #1 gaming console. Not only is the system social,

but it has fast become a very targeted and useful marke3ng tool. Since many of the games are internet based through X-Box live, X-Box has the capability to target adver3sing to the appropriate users based on user proles.
Users will be able to watch the Trailer straight from their XBox dashboard and watch exclusive clips

and interviews.
Many popular sports games have arena banners- just like in real stadiums. Wolverine will adver3se in

banner ads on EA Sports games.

These games include FIFA Soccer 13, Tigerwoods PGA Tour 13, NHL 11, Madden NFL, and more. Interac3ve Tablet and SmartPhone Comic Book App Pre Exis3ng Marvel Comics: App Most teens do not see smart phones as a luxury anymore. In fact, as of July 2012, 58% of teens

between the ages of 13 to 17 have smartphones. This is a 60% increase from 2011. These teens lack of knowledge about the X-Men saga. Teenagers now were too young to get into the X-Men movies when they rst came out in 2000. Also, most of them have never even read an X-Men comic or been able to follow the story lines and learn about the characters.
Through the Marvel Comics app pla{orm, special Wolverine comics will be given for free. This will

non-users to download the app, but also ignite word of mouth within the fanboy community.
X-Men Training Camp: App Through a collabora3on with ComicVine.com, this app will be an educa3onal and interac3ve guide

to the Marvel Universe. Just like the ComicVine website, this app will help users learn all about each character and the history of each series through easy naviga3on.
Fans will be able to comment and connect in forums and discussions through the app. They will be

able to create their own user proles and choose their superpowers.

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RETAIL / IN THEATRE
Tradi3onal: Sta3c clings Movie posters on windows and in theaters Play theatrical trailer Stand alone cutouts Concession promo3ons - popcorn bags, cups, etc. JEAN GREY- SNEAK PEAK Jean Grey is a beloved and central character to the X-Men universe. She was the love of Logans life -

and like everyone else, he lost her too. In this movie however, she makes an appearance. Her role in the lm is highly an3cipated and all over fanboy forums.
Since Iron Man 3 is in the Marvel family and shares similar target audiences, having a short sneak peak

of one of her scenes in the lm would be a great way to capture an exis3ng fanboy audience, but also be a]rac3ve to other men and women. According to consumer research, The Woverines target male audience is interested in seeing a]rac3ve women. But also, showing the romance side of the lm will help convince female viewers into seeing the movie.
X-Ray Stand Alone Select theaters in metropolitan areas will have interac3ve stand alones. Movie-goers can stand in front of the cut out as a camera scans their body. On a screen an X-Ray of

their body will appear as if the scan detected Adaman3um in their body as if they had claws like Wolverine.
The soundtrack would be playing the the background in order to get the a]en3on over other stand

alones from people walking in the theater.

Users will be able to e-mail the picture to themselves, or upload it straight to Facebook, Instagram or

Twi]er with the hashtag #TheWolverine.

Opening Night 3D Promo3on A fun part about 3D theatrical releases is when movies come out with glasses unique to the lm.

Audience members interact with the brand and play dress up as the characters. These people love to share pictures of themselves through social media and show their peers how they look. That being said, opening night would be a great way to encourage word-of-mouth through said social media pla{orms.
The glasses will be in the shape of the black part of the classic Wolverine costume from the original

comic books (pictured right).

Hand Outs Upon purchasing your Wolverine 3cket (whether at the movies or online), 3cket holders will be given a

small 3 x 3 hand out with QR code to down load the Marvel Comics App and X-Men Training App. This will also promote sharing the app on all social media pla{orms for the lm, as well as #TheWolverine.

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PUBLICITY
The Art of the Samurai Sword Event Korehira Watanabe is one of the last few remaining Japanese sword makers in the world. He creates

magnicent swords with expert cransmanship using ancient tradi3onal techniques.

The Wolverine movie displays many Samauri swords as Logan learns how to use the weapon against his

Japanese enemies.
The Wolverine will host a gallery-like exhibit in Los Angeles one month before the theatrical release.

Watanabe will be present as the exhibit takes takes a closer look at the making of a Samurai Sword, and the tradi3on behind it.
Hugh Jackman and Japanese cast members will a]end in addi3on to James Mangold and Stan Lee. Free Screening & Enter-to-Win Contest New York, Los Angeles, Houston, Chicago, Philadelphia, plus 1 more crowdsourced loca3on. During the same weekend as Comic Con. This will be exci3ng to people who wished they could have gone to the conven3on but could not. Through the use of a Facebook crowdsourcing app, fans can vote to bring a free screening to their

hometown for their closest 20 friends.

ComicCon - July 18-21, 2013 Cast members will be in a]endance Ques3on & Answer session with cast members Writers will also be in a]endance on panel Autograph sining More informa3on about Jean Greys role in the lm will be announced. Fanboy Outreach Through leaking photos and clips to specic comic blogs to encourage word

of mouth, buzz, and generate excitement among avid fans.

Television Appearences Hugh Jackman and James Mangold will appear on talk shows across the

media spectrum including Good Morning America, E! News, Extra, Entertainment Tonight, and more.
On ESPN, Jackmans personal trainer for the lm will share workout 3ps to

audience members through male dominant networks like ESPN, Spike, and FX.
Behind-the-Scenes with Yahoo! Movies Exclusive look at the making of the lm Interna3onal Press Junkets

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PROMOTIONS: 3RD PARTY PROMOTIONAL TIE INS

Sponsor the 46th Annual Japan Karate-Do Ryobu-Kai Interna3onal Championship May 4th, 2013 Award winners with special Wolverine branded belts Hand out out older X-Men DVDs and posters to a]endees Give people discount coupons to see the movie in theatre Encourage social media and word of mouth Insanity Workout x Wolverine Package with 1 Free Ticket Voucher With the release of the movie being at the end of July, Insanity Workouts are going to be ying o the

shelves as men and women try to pump-up their beach bodies.

Package would include 1 Free Ticket Voucher Remixed soundtrack would be featured as a blood-pumping addi3on to the workout. Beyblade x Wolverine This tradi3onal Japanese toy has a large following amongst kids in the US. Through the partnership,

Beyblade would produce a limited edi3on Wolverine branded Beyblade and rink.
Unilever Body Wash & Deodorant Partnership According to Mintel, Unilever is the largest category player when it comes to male grooming products.

Deodorant is the highest selling mens hygiene product - Unilevers Degree products is one of the top selling in the world.
Degrees Men Adrenaline Series An3-Perspirant & Deodorant S3ck is one of their newly relaunched and

most advanced formulas that responds to adrenaline-fueled movements.

This would be a great partnership because the posi3oning and technology of the deodorant seems like

something that Logan, The Wolverine, would use.

Lexus Since the movie is based in Japan and highlights advanced technology, a partnership with Lexus is only

natural. The companys Future Vehicles would be featured in the lm as the billionaire scien3sts car, while other models would be used throughout the rest of the lm in ways that are not too obvious and seem natural to the story.
Kawasaki Motorcycles In the movie, a Japanese motorcycle gang a]acks The Wolverine. Leveraging this dynamic scene would

allow Japanese Motorcycle Company, Kawasaki, to product place its motorcycles in the scene. This would be a natural t.
Panasonic Again, this movie features a lot of technology, much of it displayed through screens - whether around

Tokyo or in the science labs. This would be great product placement for Panasonic because their products would be a natural t to exemplify high-end Japanese technology and appeal to The Wolverines tech-savvy audience.
Powerade

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The Coca-Cola Company is a brand that speaks to The Wolverines target audience. Many ac3on movies

receive a lot of cri3cism when they partner with un-healthy drinks and fast food companies. That being said, a partnership with Powerade is a safe way to 3e-in with a avored beverage, but also remain true to the ac3on and athle3cism in the lm.

DIRECT-TO-CONSUMER
Send e-mails to pre-exis3ng database of customers from previous X-Men lms and Marvel fans.

NON-PROFIT OVERLAY
Defenders of Wildlife - Save Americas Wolves As men3oned above, teens value social responsibility and suppor3ng good causes. They also love to

help animals. At many schools, students take ini3a3ve by collec3ng dona3ons from peers during the school day. This goes for middle schools, high schools, and colleges alike.
X-Men and Defenders of the Wild Life will set up a campaign where students can visit the lm or the

charity's website to request a branded Wolverine charity box so that they can collect dona3ons at their own schools and easily send the money back to the organiza3on.

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MARKETING TIMELINE OVERVIEW

October 2012 - February 2013
Throughout these months start promo3ng TheWolverineMovie.com and the Facebook page. Encourage user engagement through releasing movie s3lls. Release interview videos of Hugh Jackman and James Mangold to comic blogs and aner on Facebook Release movie poster in February

March 2013
MONDAY, MARCH 4TH: Release a 10 second clip from the trailer. Have a countdown on the website, Facebook page, and all social media pla{orms to encourage an3cipa3on for

the theatrical trailer.

MONDAY, MARCH 25TH: Release the trailer exclusively on FX.

April 2013
MONDAY, APRIL 1ST: Launch out-of-home tac3cs. X-Men: Wolverine x Insanity Workout Print & Online media

May 2013
SATURDAY, MAY 4TH: Sponsor the 46th Annual Japan Karate-Do Ryobu-Kai Interna3onal Championship in

Garden Grove, CA.

SATURDAY, MAY 16TH: Hand out laptop cling s3ckers to people who purchase 3ckets to Iron Man 3. Hugh Jackman workout plan in Mens Health. Print & Online media Interac3ve table and smartphone comic app. Sneak peak during trailers at Iron Man 3 theaters.

June 2013
SUNDAY, JUNE 10TH: Start running televisions commercials. These will run un3l the 2nd week in in theaters. Print & Online media Technology feature in Wired Magazine. Banner ads on gaming consoles. THURSDAY, JUNE 27TH: Samurai Sword event in Los Angeles

July 2013
MONDAY, JULY 1ST: Press junket Print & Online media JULY 18-21: COMIC CON Conven3on in San Diego Pre-Screenings across the US

FRIDAY JULY 26TH, 2013 - THEATRICAL RELEASE

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HOW TO MEASURE SUCCESS

1. 2. 3. 4. 5. 6. 7. 8. 9. Overall Box Ofce Earnings & Ticket sales Reaching GBO goals - Was Wolverine #1 for opening weekend? Did the lm earn its money back? Digital tracking - How is social media helping promote the lm? Did people tweet, hashtag, or share? App downloads & usage - How many app downloads were there? Did people use the apps? Publicity and coverage - How much coverage did the lm recieve before and after the theatrical release? Was it positive? Awards - Did the cast and crew earn any awards? Buzz - Were the fanboys buzzing? Did it cause non-fanboys to notice? Qualitative feedback - What did the audience say? Partner feedback - What did our partners say? Was this partnership a positive business venture?

10. Reaching new customers - Did X-Men gain a stronger audience among male teens?

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