A marketing plan by Mari Feazel

Project created by Mari Feazel FTV-419 / Fall 2008 Chapman University

Table of Contents
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 26 28 29 30 31 32 33 Executive Summary The Fundamentals The Synopsis Audience Profiles Marketable Elements Phase I: Festivals Target Festivals and Objective Festival Kit Sample Kit Materials Key Art Festival Strategies Marketing and Public Relations Phase II: B2B Distribution Plan Tactics Paramount Vantage Phase III: Consumers Consumer Strategy Advertising Strategy Advertising Mediums Outdoor Advertising Mediums Media Strategy Media Schedule Promotional Partnerships Corporate Synergy Public Relations Pitch Schedule Online Presence Budget Acknowledgments

Introduction

Executive Summary
It is probably difficult for most people to relate to someone who makes a choice to do something that is socially unacceptable, someone who alienates her family to engage in behaviors that are immoral and wrong. What is easier to understand is that we all have social conventions placed upon us based on our roles, and there are those for whom trying to make these conventions work brings to mind expressions about square pegs and round holes. This is the story of a woman trying, for the first time, to balance the incongruous elements of her roles as a wife and mother with a devious and deceptive fantasy life. In the process, Christy does things that are selfish, shocking, and even dangerous, all out of a desperation to finally be allowed to expose, as it were, what she feels is her true self. That process of exploration, along with its motivations and consequences, are what we observe in TURN AROUND. TURN AROUND, distributed by Paramount Vantage, will have a platform release beginning on September 25, 2010. After its initial release in New York, Los Angeles, and San Francisco, it will continue on with a wider, three-tiered release according to market demands. TURN AROUND is an outside-the-box film dealing with outside-the-box subject matter, and requires equally innovative strategies to reach its full promotional potential. This film will be promoted through a variety of creative avenues, all targeted primarily at three distinct audiences. These promotional plans, audiences, and much more will be outlined in the pages ahead.

The Cast

The Fundamentals
The Objective
The objective of this plan is to reach out and grab the hearts and minds of our audiences with the highly-charged subject matter of this film; namely, sexuality, societal expectations, and taboos. We want to challenge thought and provoke discussion. We aim to infiltrate the media and penetrate the consciousness of our target market through intertwining both the film and its subject matter into elements of our audiences daily lives. TURN AROUND will be an undeniable presence on the film festival scene, and with this presence and through our promotional efforts, we hope to obtain distribution with Paramount Vantage.

The Logline The Concept Capsule

Some secrets must be revealed

A woman tries to reconcile societys expectations of her as a wife and mother with her secret desire to fulfill her exhibitionist fantasies, but soon finds herself weaving the tangled web of a double life.

The Synopsis
At age 35, Christy Logan discovers that she has been hiding a dark secret. What starts off as curiosity soon has her spiraling out of control as she realizes that what she wants out of life is to be an exhibitionist. It is a lifestyle choice that goes against everything that is expected of her by society, and she struggles with a desperate need to reconcile the role she plays in life, that of a wife and mother, with her hidden identity. Out of desperation to feel fulfilled, she turns to the internet and finds that not only are there others out there like her, but there are those who are willing to meet with her to mutually enact their hidden fantasies. Christy is sucked into the seedy and sometimes dangerous world of meeting up with strangers to take sexual risks in public. And although she is finally living the life she believes should be hers, she is wracked with guilt for her lies and for the double life she has created apart from her family. When Christy finds herself enacting these fantasies with a man inside a movie theater while her young daughter sits only a few rows away, she realizes what a tangled web of deception she has created, and how her behavior is impacting those she loves most. It is then that she has to make the difficult decision of letting her husband know who she really is yet she knows this decision could cost her everything. In a desperate but necessary moment, Christy reveals her hidden identity to her husband, along with all the nefarious incidents that have accompanied her road to self discovery. We are left as the couple stands at a crossroads, trying to deal with all that has been exposed.

Audience Profiles
Primary
Women, 18-45, specifically married. She is college educated, liberal-minded, mid-to-upper income, pop culture savvy, and perhaps hiding a secret of her own. Positioning statement:
This film tells the story of every woman who has ever lived with the burden of a secret; who has ever wanted something different or more out of life than what she has; of the woman who has ever thought it might be worth risking everything to find out who she really is.

Secondary
Men, 25-45. He is college-educated, fascinated by sex, mid-to-upper income, and enjoys off-center, sexually-charged cinematic fare like Requiem for a Dream and Black Snake Moan.

Tertiary

Sexually liberal men and women, 18-45. All incomes, likes to challenge the sexual status quo, perhaps lesbian, gay, bisexual or transgender, or in an open or couple-swapping relationship. He or she appreciates pornography and provocative art, and spends time in clubs. Positioning statement:

Positioning statement:
This film is about a woman looking for a little less privacy in her sex life. Think her husband will understand?

For suburban housewife Christy, the reawakening of her inner exhibitionist isnt going as smoothly as she had hoped.

Marketable Elements
SEX SELLS THEMES
The provocative sexual elements at work in this film are an undeniable draw to many, especially men. The loveless marriage hijacked by pornography. The web of lies that leads to a double life. The secrets and deception. These thematic elements occasionally find their way into our own lives, but are especially intriguing on screen. We all deal with them, sometimes even buck them. Our main character struggles with these expectations throughout the film, and that is a relatable battle to many. This films hallmark is its dark thematic and visual elements. It is thought-provoking and murky at times. It is the cloudy day for the moviegoer who is sick of constant sun. A fascinating affliction. It repulses, is looked down upon, and is misunderstood. Yet how many know that Lady Godiva is essentially the Patron Saint of exhibitionism, not chocolate? There is a lot to be learned about the exhibitionist mentality. Prarthana Mohan is truly talented. A Chapman graduate student who calls India her home, Prarthana has stories to tell and tells them well.

SOCIETYS EXPECTATIONS DARKNESS EXHIBITIONISM

THE FILMMAKER

Phase I: Festivals

Target Festivals & Objective

Cucalorus Film festival
The Cucalorus Film Festival is a four-day festival held in Wilmington, Delaware during November. The international festival is now one of the biggest in the Southeast, drawing more than 1,000 eclectic submissions each year, of which 150 are selected. The 2009 festival will mark the 15th year of the annual event. TURN AROUND will be entered into the November 2009 festival. The Palm Springs International Film Festival is held in Palm Springs, California each January, with 2009 marking its 20th year. It has been known for creating good word of mouth for films it shows and sending them on to great success. Notable films like Juno, Into the Wild, and There Will Be Blood were all honored at the 2008 festival. TURN AROUND will be entered into the January 2010 festival. The Tribeca Film Festival is held in New York each April, and since its inception in 2002, it has become a major player in the festival world. It was co-founded by Robert DeNiro in 2001 in response to the attacks on the World Trade Center, and claims as one of its goals to help filmmakers reach the broadest audience possible. TURN AROUND will be entered into the April 2010 festival. We will use our time at these film festivals to heighten overall awareness for TURN AROUND in as many ways as possible, especially with potential distributors. We will permeate the atmosphere with signs of our presence through creative promotional ideas, partnerships, stunts, giveaways, events, and press previews. Our ultimate objective will be to obtain distribution for the film from a major or independent distributor.

Palm springs \ International Film festival

Tribeca Film Festival

The objective

Festival Kit
The business card Contents

Prarthana Mohan Productions

Mari Feazel

Tips for confessing your indiscretions to your significant other...

If you decide to confess, plan your disclosure for an appropriate time and manner. Dont blurt it out or hurl it out in anger. Be prepared for from your partner period of healing possibility of an her part. any possible reactionleaving you, to a long the broken trust, to the equal disclosure on his or

Pitch Letter Synopsis Cast bios crew bios press release fact sheet key art production photos Screener dvd

Director of Marketing
393 N Harwood St Orange | CA | 92866 P- 530.864.1876 F- 714.420.6059

If you confess, state clearly what you want and expect in the future. Renewed closeness and appreciation of what you have? A renegotiation of the rules of your relationship? If you decide to hold your tongue, be prepared for and accept the discomfort that may go along with keeping your secret.

Among the items included in the festival kit, the business card is the one that will likely be the most widely seen. It is unique in that the top left corner is cut to follow the line of the womans shoulder, giving it an interesting appearance and physical feel. The back features tips for confessing your indiscretions to your significant other, and is likely to be read and enjoyed, maybe even followed, by recipients of the card. This advice ties into the films theme of deception within a relationship, and serves as a unique detail that makes this card stand out from the rest.

Sample Kit Materials

Key Art
DVD Art One Sheet

Film Logo for folder art

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Festival Strategies
Creative partnerships
Post Secret is an ongoing community art project that encourages people to anonymously submit their secrets to them through the mail on a post card. The submissions have been put into art displays and published into books, and often riveting, beautiful, and sad confessions are revealed. In our partnership with Post Secret, we will create postcards with some of their more sexual confessions on the front, and our logo and showtimes on the back. Post Secret is a perennially popular and intriguing project, and we can benefit from the interest that is created when real life secrets are confessed, as this is the subject of our film. Post Secret will benefit from the free awareness to be gained for their program. These postcards will be passed out and scattered throughout the festival, and will feature the website and blog address. To promote the film while at the festival, we will hire models to stand in high-traffic areas wearing only bikinis and trench coats. The title of the film will be painted in black and red on either their shoulders, mimicking the logo, or on their stomachs, which they will open their trench coats in an exhibitionist-like fashion to expose. These live billboards will draw attention to our film, while giving a provocative and intriguing hint as to the subject matter.

Stunts

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Marketing & Public Relations

TURN AROUND Blog interactive
Before, during, and after the festival, a blog will be maintained at www.turnaroundfilm.blogspot.com. It will track the adventures in promoting the film, the latest developments, festival show times, and events. It will even offer free tickets to readers who respond by a certain time. At the festival, we will have a TURN AROUND Confessional Booth set up, where anyone interested can go in and be filmed confessing their secret. They will get a free TURN AROUND-branded DVD of their confession, and it will be promoted as a unique way to share that burning secret with their loved one. Unconventional perhaps, but still more private than Jerry Springer. A promotional giveaway to publicize the film will be a womens Clean Up After You Dirty Up kit, filled with cosmetic items that can help them to hide that secret double life. The discrete kit will include TURN AROUND mints, a compact mirror, and a moist towlette to wipe away the evidence. This kit will be delivered to hotel rooms throughout the festival, particularly to celebrities and members of the press. An exclusive press reception and screening will take place during the festival, where press invitees will be treated like VIPs with an open bar serving TURN AROUND-tini cocktails and plenty of gourmet hors doeuvres. Promotional notebooks will be distributed as a low-cost way to gift the press without violating ethical standards. Director and cast will be present to mingle with the crowd during the reception, and a press conference will be held immediately following. We will follow up the next day with hand-written thank you cards from the cast and crew, as well as a phone call several days later to inquire as to whether we can expect to see a review published during the festival.

Promo Items

Press Events

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Phase II: B2B

Distribution Plan
Our primary target markets as we aim to secure distribution are independent arms of major studios like Focus Features, Paramount Vantage, and Fox Searchlight, as well as independent distribution houses like Lionsgate Films and Magnolia Pictures. TURN AROUND is a film with an arthouse feel but with the potential for real widespread appeal, so we hope to find a distributor who has the faith in the project to give us a platform release. In making our pitches to the various distributors, we will use telemarketing in conjunction with networking to create and maintain relationships over the phone with any contacts we can make. We will keep in mind that even if these particular contacts are not interested in the film, if we can develop a relationship with them, they may be able to refer us to someone who will be. We will also use public relations by sending out press releases and trying to obtain media coverage that can be included later in the presentation package and help create a buzz about the project that may lend it some clout. We will also make good use of mailers, which will include an initial teaser mailing, the actual pitch package, and a follow up mailing. All of these components will draw on the previously listed marketable elements and hook concepts to present a focused, cohesive package. It is our hope that with the exceptional quality of the project and the relationships previously established, a distributor will be eager to become involved with our film.

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Tactics
Telemarketing and Networking
We will begin solicitations with these distributors during the production phase of the film, forming relationships over the phone with any and all points of contact, including distributor reps if possible. We will maintain an awareness that polite professionalism can open many doors and help penetrate seemingly impossible barriers, and that every connection can lead to the one that will be successful. Aside from networking over the phone, we will attend any potential networking opportunities we can gain access to, with the knowledge that personal connections can be made at industry events that can ultimately result in meeting just the right person to help make the project a success. Public relations will be used throughout the filmmaking process with the intention of garnering media coverage that will give added clout to our presentation package once the film is completed. We will send out press releases alerting local media to various stages of the project, and pitch the interesting and unique story of Prarthana Mohan, the native of India who is directing the film. We will also try to obtain coverage in industry trade publications. We will send sell sheets to our contacts as teasers to help create a top-of-mind awareness for when we are ready to pitch to them the final film. Once the film is in the can, we will send professional quality presentation packages to the distributors who we feel would be a good fit. It will closely mimic the festival kit, and will include a compelling sales letter, high quality production photos, examples of our key art, clippings of press coverage received up to that point, a press release announcing the films availability for distribution, and a high-quality, full-length screener DVD. We will also send a follow up, hand-written note one week after the package is sent, thanking them for their time and informing them we will be calling to follow up in one additional week. We will call once again two weeks after the initial mailing to find out if we can provide any more materials or answer any questions, and ascertain if the screener has been evaluated.

Public Relations Mail tactics

Follow up Strategies

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Paramount Vantage
Paramount Vantage, previously Paramount Classics, is the specialty film distribution arm of Paramount Pictures, which is owned by Viacom/CBS. It is known for taking on films with an art house slant, and has released films with a similar tone as TURN AROUND, including The Virgin Suicides, Black Snake Moan, Margot at the Wedding, Year of the Dog, and Intimate Strangers. Paramount Vantage had great success in 2007 when two films it co-produced with Miramax Films, No Country for Old Men and There Will Be Blood, were nominated for and won a number of Academy Awards. A relationship with Paramount Vantage will be highly beneficial in terms of synergistic marketing because of the number of media holdings owned by its parent, Viacom. These holdings include CBS, half of the CW network, MTV, VH1, SHOWTIME, The Movie Channel, Comedy Central, and LOGO. They also own Simon & Schuster and Scribner publishing houses, and Infinity Radio. Paramount Vantage has an excellent reputation for successfully bringing independent films to the public, and we look forward to working with them.

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Phase III: Consumers

Consumer Strategy
Overview
TURN AROUND is a film with an arthouse feel, but the potential for a widespread appeal, especially with women who may be married and in a position to relate to the protagonists plight of fighting against the constructs of society. We want to reach out to these women, as well as our secondary and tertiary audiences, in the mediums they read, watch, and experience each day. Our goal is to sow the seed of interest in the films concept, and then drive home a desire to see it when it is released. Paramount Vantage will be distributing TURN AROUND with a platform release, beginning with only three markets. It will open initially on September 25, 2010 in New York, Los Angeles, and San Francisco. Assuming the favorability of these markets, we will expand over the next two weekends to a goal of 1,000 screens in 330 different markets. The three markets slated for the films initial release will receive a large concentration of early promotions, since so much of the films ability to expand is reliant on the reception and word-ofmouth of early audiences. Therefore, we will begin an incremental campaign in these markets three months before release, with a wider focus beginning two weeks before release.

release type and date Strategy

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Advertising Strategy
The advertising strategy for TURN AROUND is to utilize a blend of synergistic elements, mutually beneficial promotional partnerships, a strong internet presence, purchased ad space where appropriate, and a reliance on word-of-mouth and positive critics reviews. All of these elements will go into conveying to our targeted audiences the films BIG IDEA: the intriguing concept of a woman living a double life. The tactics used to do so are introduced here, and expanded upon in the pages to come. This concept is effectively portrayed by the anchorpiece of all our artwork, which features a woman with her coat sliding down her naked shoulders. She faces only a wall, speaking to the shame and solitude Christy experiences as she comes to terms with her secret. Much of our advertising will be placed in contexts that are sexual in nature. We also want to educate the public about exhibitionism, bringing it out of the shadows of social taboo and into the public awareness. We hope through the use of a spokeswoman (pictured at right), we can open doors to interviews and humanize the story of exhibitionism in a way that will pique public interest in the film. Because of the nature of a platform release, it will be vital that we generate positive critic buzz and word of mouth after the initial limited release. In order to secure that form of free advertising, we will hold exclusive press and VIP early screening premieres on each coast in order to help build a credibility for the film that will allow it to spread into expanded marketplaces. We will also hold an exclusive advance screening for feminist advocacy group the National Organization for Women, whom we believe will perceive the film as empowering to women because of its story of a female protagonist who seeks more out of life than that which society has prescribed for her.

Exhibitionist Spokeswoman, Candy Silverman

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Advertising Mediums
Outdoor
The methods of outdoor advertising shown on the next page provide eye-catching and attentiongrabbing ways for TURN AROUND to draw a focus out on the street. Formats include buses and bus shelters, phone kiosks, trolleys, and wild postings. The aesthetic based on the key art, including the logo and one-sheet, will be reflected in all of our advertising. The one-sheet will be sent to theaters involved in all three stages of the release three months before our opening weekend. Ads will appear in major New York, Los Angeles, and San Francisco newspapers, as well as a selection of popular regional and national magazines. Our television advertising plan includes a cohesive mix of network, syndicated, and cable television programs tailored to the interests of our target markets. Our teaser trailer will run on specific programs as far as two and a half months in advance to help create an awareness and buzz, with frequency picking up along with the release of the full trailer six weeks before opening. Two weeks before the initial release will mark the highest frequency of television trailers shown, and this will continue through the third stage of the platform release. Radio ad time will be purchased in all markets two weeks before and the week of the platform opening weekend relevant to that market. Online advertising space will be purchased on a selection of relevant websites up to three weeks before the films opening weekend, and will continue through the second platform, with select websites continuing through the third platform. We will also buy ad space on the printed inside-flap of the Netflix mailing envelope. The teaser trailer and later the full trailer will be posted on YouTube as they become available.

print

television

radio Online

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Outdoor Advertising Mediums

Billboards Train Platforms Trolleys Phone Kiosks Buses and Bus shelters Wild Postings

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Media Strategy
TURN AROUNDs media strategy is to make good use of the advance buzz created by strategically placed trailers on network, syndicated, and cable television programs that are of interest to our three target markets. We will employ a much more aggressive and deep television strategy more immediately before the initial release. We will also purchase radio advertising time in all markets that will run two weeks before as well as the week of the release in the relevant market for each of the three platform levels. Newspaper advertising will run in the three major opening markets two weeks preceding the primary release of the film, and continue through the week of the initial release. Magazine advertising will be purchased to run the full month preceding the opening weekend of the film. Online advertising will be purchased for up to three months before the initial release, as well as through the second, and in some cases, the third level of the platform release.

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Media Schedule

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Media Schedule
v

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Media Schedule
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Promotional Partnerships
Bene fit Cosmetics
Benefit Cosmetics is a very popular line of makeup for fashion-conscious women who love feeling glamorous. All of their products represent a uniquely fun and funky style, including their line of Bad Gal cosmetics. To coincide with the opening of TURN AROUND, we will partner with Benefit to have them release a limited-edition Bad Gal Kit with eyeliner, mascara, and lip color, all packaged in a customized TURN AROUND bag. The kit will sell for $35 and be available in early September, two weeks before the initial release. It will be available for two months, and will be advertised by Benefit via their email list. This promotional partnership will be mutually beneficial in that Benefit Cosmetics will be prominently featured in the film in scenes when Christy is putting on her makeup. Agent Provocateur is a high-end lingerie store with a presence in major cities around the world. Aside from providing risqu luxury lingerie, they are master marketers with their highly provocative and artistic window displays. They make use of mannequins positioned in sexy situations in order to draw attention from passersby. Making the partnership even more fitting is the photographic book of their window displays released by the store in 2008 entitled Exhibitionist. In exchange for a scene being shot in one of Agent Provocateurs notoriously luxurious dressing rooms, we will partner with the company to have their New York, Los Angeles, and San Francisco window displays promote TURN AROUND on the week before, during, and after the initial release.

Agent Provocateur

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Promotional Partnerships
FLICKR
Flickr is a popular photo hosting website that is part Yahoo! online family. It is innovative in the social networking aspects its provides users, including groups, rankings, and commenting. Because of the exhibitionist aspect involved in posting photographs on the internet, Flickr will be an excellent partner in promoting this film. Through this partnership, Flickr will host an Exhibit Yourself photo contest, where users can submit the photograph that says the most about them. The winner of the contest will receive an all-inclusive trip to New York City for the films premiere. The contest period will last for one month, beginning six weeks before the premiere. After the winner is chosen, the best submitted photographs will continue to have a place on the homepage, along with the films logo, to sustain the buzz. In exchange, Flickr will have a significant presence at the premiere, with their logo posted on the red carpet backdrop. We will also give away single-use digital cameras at the event, emblazoned with the Flickr logo, which attendees can use to take photos throughout the evening and upload them later to Flickr as part of a special TURN AROUND group. of the

Hustler Clubs

Larry Flynt is a man who has built his Hustler brand out of all that is provocative and shocking about sex, and his worldwide Hustler Clubs are no exception. With 12 clubs in six U.S. states and three countries, the influence of these establishments reaches far and wide, especially with our male and sexually liberal audiences. With locations in San Francisco, Southern California, and New York City, the Hustler Club chain will be involved in the promotion of the film, particularly during the initial release period in those areas. In exchange for an advertising presence at our media-heavy premiere, the Hustler Clubs will give all entrants a hand stamp with our logo on it that will stay with them likely through the next day and remind them about the movie. The club will also serve TURN AROUND-tinis and TURN AROUND OF BEERS/SHOTS, which will be make available at special promotional prices in conjunction with the film during the weeks before and of its opening.

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Corporate Synergy
The CW
We will use The Tyra Banks Show on the CW as a forum to educate the public about exhibitionism. Our spokesperson, former exhibitionist Candy Silverman, will go on the show along with filmmaker Prarthana Mohan, and the actress who plays Christy, to educate viewers about what exhibitionism really involves. Americas Next Top Model, also on the CW, often has themed photoshoot challenges that relate to various sponsors. For our film, the challenge will have the aspiring model pose in various exhibitionist-like positions for their photoshoot. A 15-minute segment on 60 Minutes will be dedicated to interviews with our exhibitionist spokeswoman, along with the filmmaker and lead actress. Silverman will talk about her struggles with coming to terms with a desire to be an exhibitionist, when society rejects that kind of behavior. On Survivor, the TURN AROUND Trophy will be awarded to the castaway who displays the most exhibitionist behavior (a la Season 1 winner and nudist Richard Hatch), as voted on by viewer text messages.

MTV

Two new episodes of MTVs documentary program True Life will be brought to viewers by TURN AROUND. The shows will reflect the subject matter of the film, and be called Im an exhibitionist and Im living a double life. Mini-music videos featuring still photos and nonverbal clips from the film with music by electronika artist Plastikman will play in 15-second transitional spots before and after shows such as VH1s Rock Docs and Top 20 Countdown. TURN AROUND will sponsor commercial-free episodes of LOGO shows during programs like Sordid Lives: The Series and Coming Out Stories. Our exhibitionist spokesperson, director, and actress will be made available for interviews to CBS radio outlets in opening cities. Simon and Schuster will publish two books in conjunction with TURN AROUND. The first will be an autobiography by our exhibitionist spokeswoman about her struggles, as similar to Christys in the film, and the second will be the book form of the screenplay.

vh1

logo CBS Radio Simon and schuster

Cbs

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Public Relations
Publicity Strategy premieres
Our overall publicity strategy will be to obtain as much free press coverage and buzz as possible to help sustain a successful platform release. We will accomplish this through creative events and premieres, press conferences, and guerilla tactics. We will hope to develop a positive word-of-mouth that will accompany traditional advertising techniques in promotion for the film. We will hold our East and West Coast premieres on September 18, 2010, the weekend before our initial release. The East Coast premiere in New York City will be a red-carpet affair, to which press, celebrities, and other opinion leaders will be invited. Guests will be treated during a reception to a gallery display by a local group called The Exhibitionists, a collaboration of female artists, writers, dancers, and performers who use their collective talents to produce events that unite these varying art forms. The West Coast premiere in Los Angeles will be similarly decadent, and held in a theater with a retractable screen so that before the film, guests can enjoy a performance of Guide to an Exhibitionist by the Collage Dance Theatre, a modern dance troupe based in Los Angeles. Both events will be memorable and designed to leave an impression on the press and help to obtain positive reviews for the film. Immediately following the film premieres, a press conference will be held allowing attending journalists to ask questions of the director and the cast. This will help to reinforce for the press a relationship with the film, and allow them access to quotes and tidbits of information that can add unique qualities and perspectives to their reviews. We will hold an advance screening of the film for chapters of the National Organization of Women in New York, San Francisco, and Los Angeles, two weeks before the films opening date. NOW is Americas largest feminist organization, and we feel strongly that the theme of this film will resonate with this group. This should generate positive reviews and wordof-mouth both within and outside of the organization. Two weeks before the films initial release, classified ads will be placed in the spicy personals section in the weekly papers in premier cities. The personal ads will have copy like, For a good time, go to... or To see this housewife reveal her hidden secrets, go to... and will then have the location of the theater where the film is playing, as well as the opening date of September 25. The ads will also have the website listed so curious readers can learn more.

press conference special events

Guerilla tactics

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Pitch Schedule

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Online Presence
website and blog
The TURN AROUND website will be a great promotional tool for the film and a hub of information including show times and locations, key art, production photos, and trailers. A message board on the site will encourage users to post and discuss their own stories of secrecy in relationships. The site will link to our TURN AROUND blog, which will be written alternately by members of our team including the director, our exhibitionist spokesperson, and the star of the film. The blog will give inside insights on what is going on with the film, as well as a unique perspective of the social issues presented in the film. Faceook is the single most popular social networking site in the world today, and cuts across a vast range of ages, persuasions, and demographic elements. Through Facebooks gift program, users can post an icon on a friends page in exchange for accumulated points. TURN AROUND will sponsor a free gift that users can exchange, with the icon as our logo. Facebook also allows for users to select from a drop-down menu their relationship status, which has traditionally included options from Single, In a Relationship, or even Its Complicated. We will sponsor an additional option, Exhibitionist, that users can select to add a unique touch to their page, and maybe even shock their friends. A sidebar on the Facebook homepage will advertise this limited-time selection and its connection with the film. We will work to obtain coverage on blogs and message boards that cover topics that relate to the film. We will pitch stories to blogs like The Ethical Exhibitionist, Secret Exhibitionist Video Blog, This Could Be Dangerous: Diary of an Exhibitionist/Voyeur, and Double Agent Girl. We will also post information about the film on message boards like the I Am An Exhibitionist forum on a message board community called Experience Project.

Social Media

other blogs and message boards

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Total Budget

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Acknowledgments
Page 3: VikaValter Page 5: Mirjan; TheAlieness GiselaGiardino; Heavens Gate (John) Page 20: Adsoutdoor.com Production Photographs: Page 1: TheAlieness GiselaGiardino; Eldercare 2008; Crysi; Mirjan; Chasing Twilight (Sara Lynn Paige) Page 2: Jwb10; Whiteperfumeonly (Mona); Gosia Janik; Heavens Gate (John); DrJoanne

Photograph: The Flash{er} Jim Gonzalez

thanks m ost of all to johnny

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