MANY FACES

Courtney Hummel
 Table of Contents
Phase I: Overview: The Phase III: Business-to-Business
Fundamentals Strategy
2 Synopsis, Genre, Anticipated 15 Distribution Strategy
Rating, Tagline
16 Distributors
3 Target Audiences, Positioning
Statement
Phase IV: Consumer Strategy
4 Marketing Obstacles & Overall Strategy
Opportunities 18

Phase II: Festival Strategy 19-20 Creative Advertising

6 Film Festival Strategy &

Distributors
21 Media Strategy & Plan

7 Festival Kit - Pitch Letter

Media Research
22
8 Festival Kit - Press Release
23 Publicity Strategy

9-11 Festival Kit - Cast & Crew Bios

24 Publicity

12 Festival Kit - One Sheet, Business

Card 25 Partnerships

13 Festival Kit - Branded DVD Case 26-27 Internet Marketing

Phase I:
Overview
 Synopsis
Mallory Lorne was forced to leave her young daughter, Olivia Lorne,
to spend several years facing her Dissociative Identity Disorder in an
asylum. The film starts as Olivia brings her mother home, attempting
to uncover the cause of her mother’s disease while also repairing their
destroyed relationship. Olivia attempts to get closer to her mother as
Mallory stays deeply intertwined with the tragedy of her past using
different personalities to help her cope. As these two women stand
to lose their relationship once more, Mallory comes forward with the
secrets she so desperately wanted to keep from her daughter. In the
wake of the revelation of the past, Mallory and Olivia are forced to
accept what has happened and move forward.

But the challenge still stands: there is a disease lurking in the depths
of one of them and there may never be a chance for full recovery.

Genre: Psychological Thriller Anticipated Rating: PG-13

Tagline: A daughter sets out to find the truths of her mother’s

past and to rekindle thier relationship, broken by her mother’s
time soent dealing with her Dissociative Identity Disorder.

2
 Audiences & Positioning Statement

Primary Target Secondary Target Tertiary Target

Audience: Audience: Audience:

Females, ages 30-50, Females, ages 15-25, Females and males,

mature, like reading enjoy watching ages 25-45, favorite
between the lines, something thrilling genre of film is
enjoy stories with a that will entertain psychological thriller,
little mystery, can them, want more from frequent movie goer,
relate to, or a movie than a enjoys trying to
sympethize with this Rom-Com figure out what is
mother-daughter duo going to happen next

As a psychological thriller, Many Faces will leave you

on the edge of your seat and mind racing impatiently
to see what will happen next. With a rich and
complex plot, the film provides the audience with a
mystery to solve. Recent films similar to Many Faces
are Gone Girl and Girl On The Train.
3
 Obstacles & Opportunities

It is difficult to convey this story through marketing tactics without giving too
much away and not giving the audience too much information. You want to
encourage them to see the film, without having to reveal the details of the
story. You want the audience to be drawn in, and then shocked with the twist.
The cast and crew of this film are not widely know, which will not bring in the
loyal fan base as more well known figures in film.

This film has the ability to hit individuals who have found themselves in a
situation of having to shut out the past in order to cope with the present. The
film has been written, directed and produced by women which makes a
powerful statement of women in film today. The three lead characters in the
film are also women, attracting the film’s main target audience.

4
Phase II:
Film Festival
Strategy
 Film Festival Strategy& Distributors

Telluride Horror Show Tribeca Film Festival

The Telluride Horror Show is Clorado’s first and This festival’s program is made up of a variety of
longest-running horror film festival. It has also been independent films including documentaries,
included in “20 Coolest Film Festival” by features and shorts, and family-friendly films.
MovieMaker Magazine. This festial displays a mix of Within the narrative features, there is a category
horror, suspense, thriller, sci-fi and dark specifically for thriller films. “Many Faces” would fit
comedy. “Many Faces” would be a good fit for the into this category based on the genre. This
Telluride Horrow Show in the thriller category. The festival also draws a large crowd of around 3
festival will be held October 13-15, 2017. million each year. April 19-30, 2017.

Los Angeles Film Brussels International

Festival Fantastic Film Festival

The Los Angeles Film Festival is a perfect place to The Brussels International Fantastic Film
screen “Many Faces”. It provides the cast and crew Festival is one of the top venues for horror,
the opportunity to meet with Hollywood thriller, and sci-fi genre films. Previous thriller
executives, as well as the convenience and ease films debuted at this festival include “Orphan,” “The
of travel based on its location. Attracting nearly Awakening” and “The Isle”. Many of the films at
100,000 people each year, this festival is the this festival as also considered to be
perfect place to debut an independent film like dramas. As “Many Faces” is a psychological
“Many Faces”. The Los Angeles Film Festival 2017 thriller and includes family drama, the BIFFF is a
will be held June 14-22, 2017. perfect fit. April 4-16, 2017.
6
 Festival Kit - Pitch Letter

June 1, 2017
Many Faces Marketing
1111 Wilshire Blvd
Santa Monica, CA 90403

To Who This May Concern,

A bruise may fade, but the pain may last forever. “Many Faces” is a beautifully produced film about a
mother-daughter relationship broken by secrets of the past and the struggle of a psychological disorder.

Mallory Lorne was forced to leave her young daughter, Olivia Lorne, to spend several years facing her
Dissociative Identity Disorder in an asylum. The film starts as Olivia brings her mother home, attempting
to uncover the cause of her mother’s disease while also repairing their destroyed
relationship. Olivia attempts to get closer to her mother as Mallory stays deeply intertwined with the
tragedy of her past using different personalities to help her cope. As these two women stand to lose their
relationship once more, Mallory comes forward with the secrets she so desperately wanted to keep from
her daughter. In the wake of the revelation of the past, the pair is forced to accept what has happened
and move forward. However, the challenge still stands; there is a disease lurking in the depths of one of
them and there may never be a chance for full recovery.

The themes of this film relatable to its target audiences while pulling on their emotional strings.

Enclosed is a copy of the film along with cast and crew biographies, film press release, key art, and my
business card. If you would like any more information or materials, please do not hesitate to
contact me.

Courtney Hummel
“Many Faces” Marketing Director
[email protected]
(425)495-0618

7
 Festival Kit - Press Release

SHORT PSYCHOLOGICAL THRILLER TO SCREEN IN LOS

ANGELES

MAY 25, 2017: The Los Angeles Film Festival will hold a pub-
lic screening of psychological thriller, Many Faces, on June 16 at
8:00pm at (ArcLight Cinemas, 9500 Culver Blvd, Culver City, CA).

A daughter sets out to find the truths of her mother’s past in

order to identify the cause of her Dissociative Identity Disorder.
The disorder has broken caused a broken relationship, and the film
uncovers the struggles faced in order to rekindle the
mother-daughter bond. However, the challenge still stands, there is
a disease lurking in one of them and there may never be a
chance for full recovery.

The short debuted at Brussels International Fantastic Film

Festival where it won the grand prize, the Golden Raven
statuette. The film has since screened at various other festivals in-
cluding the Tribeca Film Festival in April. The short is
expected to screen at various film college campuses including Uni-
versity of Southern California, Los Angeles Film School, American
Film Institute and University of California Los
Angeles.

Screenwriter and director, Khira Layton, and producer, Payne Cow-

ley, will attend the screenings for a Q & A panel.

For more information, please visit manyfaces.com or contact

director of marketing, Courtney Hummel at
[email protected], (425) 495-0618.

###
8
 Festival Kit - Cast & Crew Bios

Julia Farino Jinny Ryan

Mallory Lane Olivia Lorne
Julia Farino is an Jinny Ryann is originally
experiencd actress with from the tiny town of
television series and short Holliston, MA. She attended
films. The British actress Chapman University,
and singer currently resides graduating in Spring 2016
in Los Angeles, hoping to with a BFA in Screen Acting
further her Hollywood and a self-designed minor in
career. Throughout her Neuroscience. She attended
career, Farino has appeared the Artist As Citizen
on Jane the Virgin, Dys of Our Lives, Veep, True Conference (put on by Artists Striving to End
Nightmares, and Age of the Living Dead. Poverty) at Julliard this past June. She is now living
in Los Angeles pursuing her passions in the arts and
social justice.

Penelope Figueroa Geoffrey Graham

Young Olivia Lorne Dr. Gregory
Penelope is a young actress Geoffrey Graham is a native
hoping to make her mark in to Los Angeles and enjoys
the Hollywood film scene. spending his time working
She has previously worked on films. He has been work-
on Emily, Por Sofia, and ing as an actor since his
Prodigy. Figeuroa also has debut in The Far Country
experience working with in 1988. Gregory has since
director, Khira Layton on worked on Ulysses’ Gaze
her previous projects. She and Romulus, My Father.
hopes to continue gaining experience with Gregory enjoyed his time working on Many Faces
Chapman student on films in order to further her and working with such strong women in the film.
career.

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 Festival Kit - Cast & Crew Bios

Toby Guebert Khira Layton

Leo Lorne Director
Toby Lorne is a Los Khira Layton is a senior
Angeles Native currently film production major
residing in Santa Monica. emphasizing in directing at
He has worked in film all of Chapman University.
his life. He has previously Layton has directed two
appeared in shorts and tv short films prior to Many
series. These include Rain Faces and plans to continue
or Shine, In Madness, To on working in production
Each His Own and Incest! after graduating in
The Musical. He enjoyed working with the Chapman December 2016. Layton’s passion lies in creating
students on Many Faces and hopes to get the projects with a voice aspiring to create positive
opportunity again! change. She displays this message by creating a
storyline in a unique manner. Her style is
psychologically thrilling!

Payne Cowley Quinn

Producer Brudos-Someres
Payne Cowley is a senior Director of Photography
creative producing major at Quinn Brudos-Someres is a
Chapman University. senior film production
Cowley has previously student with an emphasis in
worked in production on cinematography at
other short films, music Chapman University.
videos and commercials. He used his fovorite films,
Cowley enjoys producing such as “Mr. Nobody” as
as it gives her a chance to influences to inspire him
bring together a group of creative individuals to for this film. Apart from live cinematography, he is
collaboorate on a moving piece of art. After gaining experience in VR, animation, and CGI while
graduating in May 2017, Cowley hopes to work her at Chapman, in hopes of combining all his skills in
way up to become a producer in film and television. his future career.
10
 Festival Kit - Cast & Crew Bios

Kristie Lee Alheli Lopez

Unit Production Manager Editor
Kristie Lee is a senior Alheli Lopez is a senior film
creative producing major production student with an
at Chapman University. Lee emphasis in editing at
hopes of working at a Chapman University. She
production company based has worked with director
in Los Angeles after Layton on various projects
graduating in May 2017. She during her college
has worked on many Dodge experience. Through her
College projects, as well as editing of the short film,
professional productions. She has interned at Starz Lopez worked on match cutting and heavy sound
and Open Road in both acquisitions designing to emphasize very delicate topics
departments and spent Summer 2015 interning at the throughout the story. Whenever she is not working
Channel North Television Company in New Zealand. on film project, Lopez likes to go on day trips and
shoot some photography.

Tasha Jocz Meaghan O’Rourke

Sound Designer Set Designer
Tasha Jocz is a Film Meaghan O’Rourke is a
Production major with Chapman Unviersity senior
an emphasis in Editing at film production major with
Chapman University. She a production design
has sound designed the past emphasis and a digital
short films: “Rain or Shine” imaging and design minor.
and “The Reward” and has O’Rourke has previously
edited the past short films: worked at Disneyland as an
“Marveled”, “Trail Mix”, and entertainment costumer and
“Like a Pussy”. Jocz wants to work on post-produc- at 7ate9 an a television development intern. She is
tion editing either episodic television of feature films. currently the director of campus entertainment and
She currently interns with NBCUniversal with Bravo leisure at Chapman University.
Digital Media.
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 Festival Kit - Marketing

MANY FACES
A bruise may fade,
but the pain may last forever

MANY FACES
Winter 2016

Marketing Director

Courtney Hummel

[email protected]

(425) 495-0618

DIRECTED
Khira Layton PRODUCED
Payne Cowley EDITED
Alheli Lopez
Marketer
BY BY BY

One Sheet Business Card

12
 Festival Kit - Marketing

“This film will get you on the edge of

your seat” - Variety

Mallory Lorne (Julia Farino) was forced to leave

her young daughter, Olivia Lorne (Jinny Ryan &
MANY FACES
Penelope Figueroa), to spend several years facing
her Dissociative Identity Disorder in an asylum. It A bruise may fade,
is time for Olivia to bring her mother home and but the pain may last forever

many faces
to attempt to uncover the case of her mother’s
disease while also repairing their destroyed
relationship.

Olivia attempts to get closer to her mother as

Mallory stays deeply intertwined with the trag-
edy of her past using different personalities to
help her cope.

As these two women stand to lose their relation-

ship once more, will they be able to unveil the
past and recover from it?

“Phenomenal...truly magnificent and absolutely

unforgettable” - Los Angeles Times

DIRECTED
BY Khira Layton
PRODUCED
BY Payne Cowley EDITED
BY Alheli Lopez Julia Penelope Jinny
Farino Figueroa Ryan

Branded DVD Case

13
Phase III:
Business -to-
Business
Strategy
 Distribution Strategy
Many Faces is a psychological thriller targeted toward a very
specfic audience. Therefor the film will begin with a limited
release with a small number of screens in major cities such
as Los Angeles and New York. If the film has good playability
among the audience, the film will then be put out for a
wider release. Many Faces would be best paired with a
ditribution company with experience with this genre of film as
well as the type of release.

15
 Target Distributors
A24 STX

A24 is a relatively new independent STX Entertainment is a newly founded

entertainment company and since opening, has entertainment company specializing in film,
been one of the top independent film companies. television and digital media. Many of the films
A24 has distributed many previous films that distributed by STX are psychological thrillers.
begin with a limited release then moving into wide These films include The Gift, Secret in Their Eyes
release. These films include Room, Spring and The Boy. As Many Faces is a psychological
Breakers, The Spectacular Now and While We’re thriller, STX would be a great distributor because it
Young. A24 also has a variety of intense and has the experience distributing this genre of film to
emotional films involving family drama, such as a certain audience.
Ginger & Rosa.

New Line Cinema Dimension Films

New Line Cinema merged with Warner Bros. Dimension Films is owned by The Weinstein
Entertainment in 2008. Since the merge, New Line Company working with edgy horror and
Cinema has experienced a highly successful period thriller films. The Weistein Company and
with releases including the The Hobbit trilogy, The Dimension have released a broad range of
Notebook and We’re the Millers. New Line is one of mainstream, genre and specialty films that have
the top film companies involved with the been successes. Recently, together the Weinstein
horror and thriller genres. New Line would be a Company and Dimension have released Silver
good choice for Many Faces because they have Linings Playbook, Sre4m, and Killing Them
distributed movies, such as Se7en, with similar Softly. These movies have similar themes and
genre and marketability. elements to that of Many Faces.
16
Phase IV:
Consumer
Strategy
 Overall Strategy
Many Faces will begin as a platform release during
the week of Thanksgiving in November 2017. Depending on the
playability with the audience, the film will then move to a wide
release. This will happen during the holiday season of
December. This is a very popular time for films to release, as
it the most popular time of the year for movie-goers. However,
the genre of psychological thriller is not as common compared
to others. Therefor although there will be competition for other
films, it is unlikely to have another psychological thriller during
this time.

18
 Creative Advertising

The main image for the movie campaign is made up from bits and
pieces from the three main characters in the movie. This is because
due to Dissociative Identity Disorder, Mallory Lorne has multiple
identities for herself. This one striking image will stand out to the
public, which will help them to remember the film. The simplicity of
the image also does not distract the view with too much going on in
the photo

Tagline: A bruise may fade, but the pain may last forever.

MANY FACES

in THEATERS November 2017

Billboard
19
 Creative Advertising

MANY FACES
A bruise may fade, but the pain

MANY FACES
may last forever

THEATERS November 2017

A bruise may fade,
but the pain may last forever

Print Ad

MANY FACES

in THEATERS November 2017

DIRECTED
BY Khira Layton PRODUCED
BY Payne Cowley EDITED
BY Alheli Lopez

One Sheet in THEATERS November 2017

Billboard
20
 Media Strategy & Plan
Many Faces does not have easy marketability. With a plot that
is quite complex, it is hard to explain the jist of the story to the
audience without giving away too much of the story. One of the
top complaints the public has about movie trailers is that they
reveal too much of the film. Given this and the complex story,
Many Faces will be marketed heavily through out-of-home
advertising, print ads, and social media.

Before the platform release, advertising will only be located in

the cities of the theaters showing the film. Transitioning to a
wide release will call for an increase of the advertising. The
out-of-home advertising includes billboards, bus advertising,
and on-building ads. Print ads will be in various magazines and
newpapers. On-building ads will be on large buildings on traf-
fic-heavy streets or large highways in major cities.

21
 Market Research

Market research will be conducted for a couple reasons. First, research will be conducted to de-
termine the main demographics for movie goers of the psychological thriller drama. What ele-
ments of films of this genre they enjoy, how often they attend movies in theater, other genre of
films they would watch if given the option, etc.

Market research will also be conducted to better understand the target audiences: what their
movie habits are, what genre of film they like best, if they prefer watching movies at home,
where they spend most time online, their social media habits, etc. Truly understanding your
market essential to running a successful movie campaign.

After private screenings at local college campuses and women’s groups, surveys about the film
and its marketing will be administered. The responses from these survey will be very useful
when it comes time to amp up the marketing for the wide release of the film.

22
 Publicity Strategy
During the process of expanding to a wide release film the
target audiences and the genral public need to become more
aware of Many Faces. The cast members will all participate in a
satellite media tour allowing cities all over the country to
interview them. Pitches will be made to magazines and
newspapers to persuade them to write about the upcoming film.

Screening programs will be held at local college campuses

with film schools including Chapman University, University of
Southern California and University of California Los Angeles.
As the majority of the crew on the film are women, there will
also be screenings at women’s clubs around the Los Angeles
area. These clubs include Women’s Twentieth Century Club and
Woman’s Club of Hollywood.

A premeire of the film will happen one week before it’s platform
debut in Los Angeles. By inviting press to the premiere, there
will be more coverage of the film.

23
 Publicity

June 1, 2017
Many Faces Marketing
1111 Wilshire Blvd
Santa Monica, CA 90403

To Who This May Concern,

A bruise may fade, but the pain may last forever. “Many Faces” is a beautifully produced film about a
mother-daughter relationship broken by secrets of the past and the struggle of a psychological disorder.

Mallory Lorne was forced to leave her young daughter, Olivia Lorne, to spend several years facing her
Dissociative Identity Disorder in an asylum. The film starts as Olivia brings her mother home, attempting
to uncover the cause of her mother’s disease while also repairing their destroyed
relationship. Olivia attempts to get closer to her mother as Mallory stays deeply intertwined with the
tragedy of her past using different personalities to help her cope. As these two women stand to lose their
relationship once more, Mallory comes forward with the secrets she so desperately wanted to keep from
her daughter. In the wake of the revelation of the past, the pair is forced to accept what has happened
and move forward. However, the challenge still stands; there is a disease lurking in the depths of one of
them and there may never be a chance for full recovery.

The themes of this film relatable to its target audiences while pulling on their emotional strings.

Enclosed is a copy of the film along with cast and crew biographies, film press release, key art, and my
business card. If you would like any more information or materials, please do not hesitate to
contact me.

Courtney Hummel
“Many Faces” Marketing Director
[email protected]
(425)495-0618

24
 Partnerships

Many Faces will partner with Covergirl Cosmetics to promote the film. The title of the
film and its promotional advertising focuses on a woman’s face, just as Covergirl
Cosmetics does. The three lead characters in the film are all female as well as most
crew members and the partnership would also interest the primary target audience.

In the media, Covergirl advertisements will include a mention or image for Many
Faces. A television ad for the cosmetic company will display how Covergirl Cosmetics
was crucial in the appreance of the character in Many Faces. In return, Covergirl logo
will be present in all media or publicity for the film.

In stores where Covergirl products are sold, there will be an advertisement for
Many Faces next to the cosmetics.

25
 Internet Strategy
Given the primary target audience of females between the ages
of 30 to 50, social media is not the top priority when marketing
this film. However, given the massive presence on social media
platforms, it is necessary for Many Faces to have a presence.
The photography taken during the shooting of this film are
incredibly captivating and will be very useful for social media.

Many Faces will have a larger presence in online advertising

in order to reach its target audience. Advertisements will be
placed on websites that the research found to be commonly
visited by those in the target audiences.

26
 Internet Marketing

Social Marketing
Many Faces will utelize Facebook,
Instagram, Twitter and YouTube for
marketing purposes.

Online Advertising
Based on the research conducted,
Many Faces online advertising will
appear on Google, Amazon and CNN.

27