S pide r-Man:

A S naps ho t
S pide r-Man at S o ny Pic ture s : A
S naps ho t
The Original Trilogy

200 200 200

2 4 7

Spider-Man Spider-Man 2 Spider-Man 3

US: $404m US: $374m US: $337m
Int’l: $418m Int’l: $410m Int’l: $554m

Amazing Spider-Man Series

201
2 Upcoming

The Amazing Spider-Man 2 (May 2, 2014)

The Amazing Spider-Man 3 (June 10,

2016)

The The Amazing Spider-Man 4 (May 4, 2018)

Amazing
Spider-Man
US: $262m
Int’l: $490m
CONFIDENTIAL
S pide r-Man at S o ny Pic ture s : A
S naps ho t
All Well-Received by
Audiences
US Exits:
US Exits:
Definitely
Excellent
Recommen
Rating
d
Norm ~40% Norm ~55%

Spider-Man 63% 81%

Spider-Man 2 60% 80%
Spider-Man 3 49% 65%
The Amazing Spider- 59% 72%
Exit scores based on opening day. SM2 AND ASM1 exit scores among total general audiences; SM1 and SM3 exit scores among all audiences.

Man

But still…
As beloved as the
Spider-Man franchise is,
moviegoers need to be
re-engaged with each
installment, with
reminders of what they
love best about their
hero.

CONFIDENTIAL
The Amazing S pide r-
Man: Brand Ove rvie w
 AS M: Ke y Take aways

1
Fanship for the Spider-Man brand
overall is still strong after the release of
Amazing Spider-Man.

2
Spidey is known throughout the world
for its big-screen action, visual
spectacle, and compelling characters.

Audiences perceive Spider-Man as a

3
story with more to tell. With the new
Amazing Spider-Man series firmly
established , there is great opportunity
with the next installment.

4
Interest in a sequel is strong globally.
Interest also hinges on viewership of
ASM1 and continual engagement.

CONFIDENTIAL
 S pide r-Man:
Glo bal Fans hip amo ng Ge ne ral
Audie nc e s

60%
Overall Fanship
Fanship defined as strong + moderate fans

SPIDER-MAN fans…

Skew
Male 64% 55%
Neutral 13-17 18-24 25-34
by Age 61% 59% 60%
Skew
US/UK 73% 71% 64% 59% 58% 34%

Saw
ASM in
3D
48%
Data for general moviegoers shown;
Combined data for US, UK, JP, MX, FR, and
RU

CONFIDENTIAL
 S pide r-Man:
Glo bal Fans hip amo ng Familie s

Families are even more

likely than general audiences
to be fans of the SPIDER-
MAN brand.
70% 65%
of kids of parents
Fanship defined as strong + moderate fans

SPIDER-MAN family fans…

Boys Girls
Skews
Male 80% 60%
Dads Moms
70% 60%
Neutral 8-9 10-12
by Age* 70% 70%
More
Balanced
Across
Territories* 80% 72% 70% 69% 68% 59%

Combined data for US, UK, JP, MX, FR, and R

* Data for kids shown

CONFIDENTIAL
Ke y Ele me nts fo r AS M2
Humor and Fun
• Humor is a top requirement for general
audiences, and it is the #1 must-have for
families
• Spidey’s sarcastic sense of humor and the
thrill
of being Spider-Man make the franchise fun to
watch
• Spider-Man is no reluctant hero – he fully
embraces his superhero status, and loves the
rush he Superhero
Big gets Elements & Action
• Spidey fighting bad guys and protecting
people
• An epic final showdown with the villain
• Strong special effects that are best
enjoyed
A New Villain
with the in-theater experience
• Electro (Jamie Foxx) is made of pure
energy,
and will be Spider-Man’s greatest
challenge yet
• Very impressive visually
• It’s important that he is a relatable
character Gwen Stacy
with human emotions, and not just a villain
• Gwen Stacy is extremely well-liked
• Males find her attractive, while females
appreciate the smart, strong female
presence
she brings to the film

CONFIDENTIAL
 S to ry/To ne Co ns ide ratio ns
Audiences will be happy to see that ASM2 tells a story
they’ve never heard before, and it doesn’t lose the
much-loved superhero fun.

Challenge in ASM1 Opportunity in ASM2

ASM1 retold Spider- ASM2’s plot will

Man’s origin story.
Peter was seen
becoming Spider-Man,
in high school, and
dealing with his Uncle’s
death – for the second
time in the franchise’s
history.
inherently shift any
perception of a rehash.
Now that the origin story
has been told, ASM2 is
about moving the Peter
Parker story forward, with
Peter looking at the
present, and into the
future.

ASM1 was seen as First and foremost, Peter

too dark and serious/
introspective.
Peter was driven by a
desire to avenge his
Uncle’s death and find out
what happened to his
parents. He also came
across as “brooding” to
some.
takes time to enjoy the
thrill of being Spider-
Man. He is motivated by
a desire to protect, rather
than exact revenge. As
well, ASM2 has a brighter
palette and features
plenty of outdoor action.

CONFIDENTIAL
 Audie nc e Co ns ide ratio ns
While we want to reach the broadest audience possible,
there are two segments in particular that require extra
attention.

Challenge in ASM1 Opportunity in ASM2

Males took issue with the Gwen Stacy is still a key

romance elements in ASM1.
Many felt as though Gwen
Stacy and Peter Parker’s
love story was too big a part
of the overall film.
asset overall, but should be
presented as her own
person, and not just defined
by her relationship with
Peter. She plays a key role
in taking on Electro.

Parents who didn’t see When parents first meet

ASM1 say they were
concerned it was too scary
(the Lizard) or too heavy
(death in Peter’s family) for
their children.
Electro, they will know him
as Max, a sympathetic
character who just wants to
be noticed and appreciated.
His journey from
powerlessness to great
power is awesome to
experience.

CONFIDENTIAL
 Po te ntial Hurdle s S pe c ific to
ASM2 has a wealthAS M2 new elements –
of exciting
but the treatment of certain plotlines and characters
will need to be handled delicately when it comes to
families.

Ultimately, promoting ASM2’s family-

friendliness will require a two-pronged
approach.

Make the villain Approach more

more “fun” than
“scary” for
families
Electro’s appearance may
be scary for some kids. In
family materials, show
Electro’s powerful, even
“cool” side – and emphasize
his potential for causing
major destruction instead of
any personal vendetta
against Spidey.
adult situations
with a lighter
touch
Storylines surrounding
Gwen Stacy and her
relationship with Peter might
feel “too adult” or “serious”
for some parents, so
approach interactions with
these characters with more
levity than drama.

CONFIDENTIAL
The Amazing S pide r-Man 2:
Campaig n S naps ho t by
De partme nt
S trate g ic Campaig n Arc hite c ture

We cannot take anything for granted with

ASM2. The challenge for marketing the
sequel will be foremost to re-engage
people in what they like best about ASM,
while immersing them in the specific
qualities that make the sequel a more
satisfying and entertaining experience.
In other words, maximize our assets and
minimize our liabilities.
And always remember our core
message:
with great power comes great
responsibility.

CONFIDENTIAL
 Do me s tic Me dia
• Target Audience: P12-49, Young Moviegoers, Kids, Parents

• Position confidently in market by surrounding iconic media

events
• Some early, with impactful presence/execution

Winter NCAA
Super Bowl Red Carpet Sponsorshi
Olympics Tournament
p

• Buy media programs on-air and/or digitally for maximum

coverage
• Set up opportunity for broadest audience conversion early out

• Target top media companies for top-level promotional

partnerships
• NBC/Universal and Turner “Symphony-Like” Multi-Media
Executions

• Continue with kids, general and adult individual promotional

programs for maximum noise & diversity

• Balance front end strength with solid close

• Multi-Media, Multi-Target Closers
• Paid media, added-value promotions and studio promotional
partnerships to drive heat

CONFIDENTIAL
 Inte rnatio nal Me dia
• Targets
•Primary: People 12-54
•Secondary: Kids 6-12, Slight Boy Skew; Moms
•Tertiary: Tweens/Teens

•Build strong event presence around key high profile media

opportunities
Televisio
n
High impact units, Early :60s, Key event programming

Winter Sanremo Music

Italy, Germany, Japan Baseball
Olympics Worldwide Festival
Spain Season Opener Worldwide
Worldwide Italy

•ASM 2 Theme Nights, ASM 1 Airings: Clips, Talent

greetings/intros
Outdoor

•Event placements

IMAX, UK Bus Sides Bus Shelter Takeovers

Pan-
Regional Channel IDs, Talent Greetings, Sneak Peeks,
Sponsorships
One Sony • Paid media partnerships garnering
Kids Audience Generalrobust
Audience
added value

CONFIDENTIAL
 Dig ital
1 – Re-Engage Key Audiences

The digital campaign will focus on re-engaging demos that attended Spider-
Man 3 in greater numbers than The Amazing Spider-Man:
• Families
• Females
• Ethnic (all)
• Fanboys

Strategies to include:
• Custom content creation, Targeted media, Tailored editorial,
Integration in
Pre-existing Games, Fan Loyalty Program
2 – Position ASM2 as existing in an expanded “Universe”

Movies in the superhero category have successfully set audience

expectations that there will be many heroes, villains and complex
relationships. The campaign, where possible, will tap into the extensive
Marvel comic universe to which Spider-Man belongs

Strategies to include:
• Daily Bugle, Character profiles on social, Fan art
3 – Avoid/Manage Spoilers

Keep certain elements of the movie under wraps until release. Manage the
conversations that will occur once the movie is screened

• Strategies to include:
• Social media disinformation campaign – release “red herrings” to
create speculation about what really happens in the movie

• Amplify audience enjoyment post screenings to create the

sentiment: “I heard about what happens in the movie but I had to
see it for myself”

CONFIDENTIAL
 Do me s tic Public ity
Objectives

• Target an audience of ages 8 to 80

• Utilize the pedigree and popularity of our talent to expand our
reach through all media platforms
• Create targeted and dedicated campaigns within Hispanic,
African-American, Science & Technology, Sports, and Faith-
Based Communities
• Through the use of traditional media, along with unique and
original ideas, craft and eventize a campaign that encompasses
all four quadrants

CONFIDENTIAL
 Inte rnatio nal Public ity
Objectives

• Provide content & talent access to ensure ASM2 is top

entertainment story internationally.
• Create newsworthy stunts with global appeal.
• Promote theme “With Great Power Comes Great Responsibility.”

• Create breakout campaigns beyond entertainment sections to provide

ubiquity in the market place and local relevancy (travel, fashion,
science, music, stunts/fitness, photography etc).
 Pro mo tio ns
Global Promotions - Strategy
• Focus on kids and families
• Capitalize on the success of THE AMAZING SPIDER-MAN to leverage
more
marketing support
• Target global brands first (QSR, Auto, Cosmetic)
• Engage ASM partners where appropriate
• Explore/exploit relevant storyline/character angles – hero, power,
electricity,
strength
• Extend partnerships to female-targeted brands
• Leverage placement opportunities for marketing support (billboards &
hero Key Attributes Key Categories
placement) •
• Cool & iconic Insurance
• Secret identity • Candy
• Heroic • Power/energy
• Power & companies
Responsibility • .com
• Battles Villains • Surge protectors
• Wall-crawling • Glue/Adhesive
• Web slinger • U.S. Postal Service
• Youthful
Global Promotions – In Negotiations

Additional promotions pending

CONFIDENTIAL
 Co ns ume r Pro duc ts Lands c ape

Brand Affinity Toy Performance

One of the most ●

79% of
popular characters in
Boys 3-17
the world** (in research
• #1 action-based study) have
character among Spider-Man
Boys 3-11* merchandis
e
• #2 most mentioned
character overall* 82% of
●

Boys 3-5
and 62% of
Boys 6-12
Merchandise TV want to
own more

●
#1
Top 3 licensed boys Animated
franchise in CP, Show on
across a range of Disney XD
product with Boys
categories** 6-8***
●
Viewed by
29.1M
unique total
***SOURCE: Disney Channels Worldwide U.S. Ratings Highlights - July - September 2012 (based on Nielsen)
viewers
* SOURCE: Unaided mentions as part of 2011 Character Strength Study ** SOURCE: Toys and CE NPD data as of December 2011

during
CONFIDENTIAL
3Q12***
 Re tail Lands c ape
Target key retailers who can activate the Spider-Man
brand across entertainment, toys, apparel and food

Walmart
TOP TIER PROGRAM
Includes full corporate support
• In-store displays and signage through-out store
• Newspaper tab ad
• In-store TV
• In-store events with costume characters
• Full social and digital support
• Potential TV commercial (TBC)
• Interest in promoting movie ticket sales
• Opportunity to launch content via VUDU, walmart.com &
social

Walmart stats:
• 140 million customers
through
store each week
• 30 million facebook fans
• 35 million email subscribers
• 40 million newspaper tab
ad
circulation
ASM 1

CONFIDENTIAL
 Re tail Lands c ape (c o ntinue d )

Target key retailers who can activate the Spider-Man

brand across entertainment, toys, apparel and food

Target
TOP TIER PROGRAM (TBC)
Includes corporate marketing support
• In-store TV
• Target.com vanity URL/microsite
• Social and mobile media advertising
• Focal In-store signage
• Circular (front page or interior product spread)

Best Buy
MID LEVEL PROGRAM (TBC)
• In-store signage
• Email blasts
• Social media
• Reward Zone
• SPHE/Activison/Playstation bundles

AMAZON
Site wide marketing
• Email blasts
• Social media
• Potential exclusive viewing of trailer
• Presell toys and BD at theatrical
• Potential gateway and category flyouts
• Potential AMG buy

CONFIDENTIAL
 One S o ny Oppo rtunitie s

Identify opportunities for bundles and joint retail offers

and placement

Sony Product/Group Opportunity

Sony Mobile – i2 phone Bundle with ASM1, content and
assets from ASM 2
Sony TV – 4K 4K bundle with ASM 1, assets
from ASM 2
VAIO HD ASM 1 bundle, assets and
content from ASM 2
Playstation – PS3/PS4 & Hard bundle with PS3 or PS 4,
peripherals peripherals, ASM 1 BD and
Activision game (possibly at Best
Buy and Walmart)
Sony BD players Connected player ASM 1 bundles
and ASM 2 assets – including
VUDU (Walmart) and Amazon
Instant Video
Sony USB drives & SD cards Pre-load content, branding on
packaging and potential VUDU
(Walmart) offer

CONFIDENTIAL