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Its your journey...

What will you conquer?

EXPEDITION KILIMANJARO 3D
A film by Spencer Creigh Marketing plan by Candice DeForest

Special Thanks To: Godlove


Without whom, this journey would not have been possible.

Table of contents
11 12 13 14 15 16 18 20 22 24 25 Festivals Objectives & Strategy Target Festivals Festival Kit Press Releases & Fact Sheet Cast & Crew Bio Key Art Creative Partnerships Guerilla Stunts Marketing Special Events

2 3 4 5 6 7 10

Executive Summary Fundamentals Objectives Synopsis Marketable Elements Target Audiences The Big Idea

26 27 28 30 61 62 69

B2B Target Distributors Distribution Strategy Marketing Kit 31 32 Appendix 33 In-Class Articles 35 Original Research 36 38 50 42 51 52 56 57 58 59

Consumer Strategy Overview Advertising Tactics Media Plan Pitch Schedule Media Schedule Media Plan Promotional Strategy Public Relations Internet Strategy Corporate Synergy Special Events The Premiere Budget

Introduction
Seven days, 10 filmmakers, 40 porters, 85 miles and one journey of a lifetime. Welcome to the story of how eight Chapman University students and two professors pushed their physical and mental capabilities to reach the summit of Mount Kilimanjaro and shoot the first student-produced 3D documentary. This book is an adventure guide and will serve as your compass to the summit of success. Warning: It will not be easy. There will be challenges, obstacles, unpredictable events and rough terrain. Your physical, mental and emotional capacity will be pushed to the extreme. Do you have what it takes? There is only one way to find out.

Executive summary
This adventure guide will introduce you to the notion of setting your mind to something and conquering it. By preparing you for the journey ahead, educating you on all of the necessary elements and ultimately inspiring you to achieve what youve set your mind to, this plan not only extensively covers a detailed marketing plan for Expedition Kilimanjaro 3D but also provides you with the necessary tools to begin your own journey. By focusing on five key audiences, various internet strategies, five film festivals, several key partnerships and incorporating ground breaking technologies and trends, the plan seamlessly ties together a collaboration of corporate and non-profit synergies and opportunities for creatively marketing the documentary. Strap on your backpack. Fill up your water bottle. Double tie your shoes. And prepare for an unforgettable endeavor: Expedition Kilimanjaro 3D. .

Kilimanjaro, by any name, is a metaphor for the compelling beauty of East Africa.

Getting started: Fundamentals


It is not the mountain we conquer, but ourselves
- Sir Edmund Henry

in Beg

you

ere ey h urn r jo

The plan
The objective of this marketing plan is designed to own journey ahead and

educate

you about the adventure,

the mountain in your own life. Through the use of visual imagery, inspiring quotes and stories and compelling marketing tactics, this plan will successfully engage you in Expedition Kilimanjaro 3D and encourage you to join the movement.

inspire

you to take action to conquer

prepare

you for your

tagline

Its your journey... What will you

conquer?

The Expedition Kilimanjaro 3D trip took eight days from start to finish and was 85 miles of physically challenging climbing.

The film, the Expedition Kilimanjaro 3D takes the audience on a journey filled with culture, adventure, nature and stor ytelling as eight Chapman University students and two professors set out to climb to the summit of the worlds tallest free-standing mountain. The first 3D documentar y produced by a film school, the adventure film set in Mount Kilimanjaro in Tanzania, Africa, follows the journey through a visual exploration to the top of the 19,000 foottall spectacle. Aside from physical and mental challenges, what they encountered along the way was jungle, deserts, glaciers and some of the worlds most breath-taking beauty. The film documents their inspiring adventure, eventually arriving at the summit for what is truly a life-changing experience.

Synopsis

Concept capsule
An adventure documentar y exploring the physical and mental challenge to reach the summit of Mount Kilimanjaro, brought to you in 3D.

Kilimanjaro is one of the worlds most accessible high summits, a beacon for visitors from around the world

The essentials
First Chapman 3D film/documentary As the first Chapman University student-produced 3D documentary, the film will appeal to local and national outlets. Inspirational experience in 3D The latest technological advances have increased interest in 3D films and this one takes the viewer directly into the journey of a lifetime. The audience gets to experience the challenging climb to the top of the mountain and the glorious accomplishment to the summit. Overcoming challenges and obstacles - In both a literal and metaphorical sense, this film is about overcoming challenges and reaching the top when all of the odds may seem stacked against you.

For ever y journey, you need essential items to successfully accomplish your goals. Similarly in entertainment, each film must have marketable elements to effectively connect with viewers. Inside look at the lives of 8 Chapman students and 2 professors As a film school competing with UCLA and NYU for the top program in the U.S., this film provides insight into the lives of students using ground breaking technology to produce and direct a travel documentary. National park and well-known destination People all over the world are familiar with Mount Kilimanjaro and the beauty surrounding the picturesque landmark. A story of adventure and discovery Although the perception of a documentary film is not exciting, this film proves the opposite as it takes the viewer on the journey of a lifetime filled with adventure and discovery.

Most climbers reach the crater rim with little more than a walking stick, proper clothing and determination.

Meet your guides


The Brain
Primary Audience
This group, ages 30-55, have a passion for teaching and sharing knowledge with their students, particularly elementary and middle-school aged children. They frequently read National Geographic magazine, are advocates for social responsibility and enjoy sharing inspiring stories with their students. They live for the exploration of culture, have a strong interest and a yearning to travel and explore nature and a sincere desire to provide learning opportunities to their students and help others through their actions. Positioning Statement A 3D adventure documentary about the physical and mental challenge to the summit of Mount Kilimanjaro and the exploration and self-discovery along the way.

Whether it is leading by example, laying out a path for us to follow, or simply an eagerness to contribute positively to society, we are surrounded by examples of inspiration. In life, there is more than one guide steering us in the right direction; lending advice, a helping hand or a shoulder to lean on, there are many people who affect, inspire and teach us each day. Multiple perspectives are necessar y for safely completing a well rounded adventure. On this journey, there are five guides to assist you along the way the

Brain, the Leader, the Dreamer, the Athlete and the Explorer.

Kilimanjaro National Park is 1668 sq km (641 sq miles) in Northern Tanzania, near the town of Moshi.

Meet your guides


The Leader
Primary Audience
This group, ages 35-60, are actively involved in a leadership role for a Boy Scout or Girl Scout troop. They are champions for providing leadership opportunities to youth, are well-respected in the community for their involvement in the organization, have a strong sense of family values and a sincere desire to pursue adventure. They are interested in camping, exploring, experiencing new things, and enjoy outdoor activities. Positioning Statement A 3D adventure documentary about the journey of a lifetime to the summit of Mount Kilimanjaro and the reward of persistence and determination.

The Dreamer
Secondary Audience
This group, ages 15-20, are interested in pursuing a college education in film making. They are currently in high school or seeking to transfer to a university with a film program and live near major metropolitan cities in the U.S. such as New York, Los Angeles and Chicago. They study film in their spare time, enjoy reading random film trivia, are most likely found behind a camera on the weekends, actively use social media platforms to communicate with friends and identify with brands, are currently looking to apply to Chapman University, NYU and USC, and live for the desire to be a part of the film industry. Positioning Statement Eight film students and two professors set out on the journey of a lifetime - to climb Mount Kilimanjaro and create a ground-breaking 3D documentary.

There are six usual trekking routes to the summit and other more-demanding mountaineering routes

Meet your guides


The Explorer
Tertiary Audience
This group, ages 18-55, regularly watch Discovery Communications programming such as the Discovery Channel, Travel Channel and Planet Earth. Their hobbies include photography, traveling, blogging and adventure sports. They actively participate in online forums to share knowledge, swap resources and learn from one another, and they live for the excitement of discovery. Positioning Statement A 3D adventure documentary about the trek to the summit of Mount Kilimanjaro and the self-discovery and beauty along the way.

The Athlete
This group, ages 25-50, live a healthy lifestyle and actively climb mountains and explore new places. They frequently work out, belong to online communities dedicated to mountain climbing and live near popular mountain range spots such as on the West Coast, near U.S. national parks and mountains across the country. Often faced with the physical challenge of climbing, they live for the love of nature and the natural high experienced from endorphins and exercise. Positioning Statement A 3D adventure documentary challenging the mental, physical and emotional endurance of ten filmmakers to the summit of Mount Kilimanjaro.

Tertiary Audience

The clearest and warmest conditions are from December to February, but also dry (and colder) from July-September.

the big idea


ITS YOUR JOURNEY...
What will you

Conquer?

Whether a physical, mental, spiritual or emotional challenge, there is a mountain standing in everyones way. Expedition Kilimanjaro 3D is an inspirational account of how eight students and two professors overcame the physical and mental challenge of climbing to the summit of Mount Kilimanjaro to shoot the first 3D documentary created by a film school. Their story will inspire others to take action in their own lives against the obstacles they are faced with economic difficulties, getting into college, pursuing a dream, or exploring a daring new adventure, whatever it may be ultimately, everyone can relate to a story of human triumph.

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To avoid altitude sickness, allow a minimum of five nights, preferably even more for the climb. Take your time and enjoy the beauty of the mountain.

Phase I: Festival strategy


The ladder of success is best climbed by stepping on The rungs of opportunity.
-Ayn Rand

e re h ua Yo

re

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Objectives
The objective for the film festival strategy is to generate awareness and interest in Expedition Kilimanjaro 3D and create a real adventure while doing it. Film festival visitors will have a simulated journey in 3D and will be excited to see the film by the end of the adventure. The ultimate goal of the festivals is to forge relationships with major distribution companies to ultimately secure a distribution deal with Sony Pictures Classics and engage guests in a fun, interactive and ground breaking way. Through social media, 3D monitor displays and guerilla tactics, Expedition Kilimanjaro 3D will be the number one buzz worthy film of the event.

Strategy

Expedition Kilimanjaro 3D will be placed in five festivals of varying genres and locations. The film will stand out at each festival with multiple marketable elements and wide appeal to mass audiences. Each festival will highlight a different strength of the film documentary, adventure, 3D, travel and education. Multiple cities will be reached through these festivals as the film has international appeal.

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The breathable oxygen at the top is less than half the amount than is common at sea level, and climbers cover at least eighty kilometers on nothing but their own two feet over the five day journey.

The 3D Film Festival, presented by RealD and The Los Angeles Film School is produced by 3D live event pioneer The Dream Factory and features four days of events spread out over five city blocks with screenings and red carpet premieres. This will be an opportunity to meet Hollywood executives particularly interested in 3D films.

This Cape Town festival is held each year in late June through early July. The purpose of the festival is to provide South Africans an opportunity to see some of the worlds best documentary films and a forum wherein the filmmakers and public meet and discuss the films. Expedition Kilimanjaro 3D will be an opportunity to showcase Africas beauty and the latest technology trends in documentary film making.

Silverdocs Discovery Channel Documentary Festival encompasses a seven-day international film festival and five-day concurrent conference promoting documentary film as a leading art form. Silverdocs plays host to more than 27,000 attendees from across the globe with a diverse range of films, filmmakers and film subjects representing more than 60 countries. This will be a key opportunity to highlight Expedition Kilimanjaro 3Ds themes of inspiration, courage and adventure with a wide audience. Each year a selection of titles from that years Mead Festival travels to independent film and community centers, museums, and universities throughout the nation. This will be an opportunity to showcase Expedition Kilimanjaro 3D at locations across the nation. The annual New York International Documentary Festival, although a non-competitive 5 day event, will provide exposure for the film in one of the major cities of the planned platform release.

Target festivals

The number of climbers has escalated to over a thousand a year during the last century.

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Festival kit
EXPEDITION KILIMANJARO

3D

What will you conquer?


WINNER WINNER
SILVERDOCS FILM FESTIVAL 2011 2011 LOS ANGELES 3D FILM FESTIVAL

Its your journey...

Candice DeForest Entertainment Marketing Expedition Kilimanjaro 3D candice.deforest@gmail.com www.kili3d.com


WINNER
2011 SILVERDOCS FILM FESTIVAL

What will you conquer?

Its your journey...

WINNER
2011 LOS ANGELES 3D FILM FESTIVAL

EX PE DIT ION KILIMANJARO January 2012

3D

EXPEDITION KILIMANJARO January 2012

3D

TION a film by SPENCER a CHAPMAN UNIVERSITY PRODUC SONY PICTURES CLASSICS presents in collaboration with JEFF JARO 3D produced by JURG WALTER CREIGH EXPEDITION KILIMAN ILL, DAVID NONBERG, ROB MCs HEATHER HORN, CARLY BERRYH SWIMMER and filmmaker TT and ANGELICA ROBINSON CLELLAND, BRIAN BELL, LIz HARTNE

SONY PICTURES CLASSICS presents a CHAPMAN UNIVERSITY PRODUCTION a film by SPENCER CREIGH EXPEDITION KILIMANJARO 3D produced by JURG WALTER in collaboration with JEFF SWIMMER and filmmakers HEATHER HORN, CARLY BERRYHILL, DAVID NONBERG, ROB MCCLELLAND, BRIAN BELL, LIz HARTNETT and ANGELICA ROBINSON

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Many tour operators request that clients consult a doctor before attempting to scale the mountain, and have a physical check-up for overall fitness.

press release
EXPEDITION KILIMANJARO
Contact: Candice DeForest Chapman University One University Drive Orange, CA 92866 Phone: (714)-997-6815 Email: Candice.DeForest@gmail.com FOR IMMEDIATE RELEASE

The facts
pitch letter
EXPEDITION KILIMANJARO

fact sheet
EXPEDIKILIMANTitle: Expedition Kilimanjaro 3D Year: 2012 Director: Spencer Creigh Producers: Jeff Swimmer and Jurg Walter Distributor: Sony Pictures Classics
WINNER WINNER
2011 LOS ANGELES 3D FILM FESTIVAL

3D

Contact: Candice DeForest Chapman University One University Drive CHAPMAN UNIVERSITY STUDENTS PRODUCE 3D DOCUMENTARY Orange, CA 92866 LOS ANGELES - Chapman Universitys Dodge College of Film & Media Arts has tapped eight student Phone: (714)-997-6815 filmmakers to shoot the first student-produced 3D documentary on their expedition to reach the summit Email: Candice.DeForest@gmail.com of Mt. Kilimanjaro at 19,341 feet.

What will you con-

Its your journey...

PITCH LETTER The students -- four male and four female along with two professors, Jeff Swimmer and Jurg Walter, traveled to Tanzania in January 2011 for a seven-day trip. Swimmer said the students were selected after Good afternoon, proving to be physically fit enough for the task and eager to climb the highest mountain in Africa. I recently read your piece on USCs film program, and I have an story I believe youll be interested in. The film, which will be released by Sony Pictures Classics in January 2012 in Los Angeles and New York, won two awards at the 2011 Los Angeles 3D Film Festival and 2011 Silverdocs Film Festival. Eight students at Chapman Universitys Dodge College of Film & Media Arts shot the first studentproduced 3D documentary on their expedition to reach the summit of Mt. Kilimanjaro at 19,341 feet. Each student shot his or her own expedition documentary, chronicling their experience and also took Their film, Expedition Kilimanjaro 3D, will be released by Sony Pictures Classics in Los Angeles and New turns operating a Panasonic 3D camera. Panasonic loaned the crew a 3D camera for two months in ex- York in January 2012. change for two minutes of beauty shots from Kilimanjaro.
Swimmer said hes planning a similar journey next year to Antarctica. #####

Filmmakers: Heather Horn, Carly Berryhill, David Nonberg, Rob McClelland, Brian Bell, Liz Hartnett, and Angelica Robinson. Tagline: Its Your Journey... What Will You CONQUER?

2011 SILVERDOCS FILM FESTIVAL

Expedition Kilimanjaro 3D won awards at both the 2011 Los Angeles 3D Film Festival and 2011 Silverdocs Film Festival. The film is a story of the human spirit and the power of overcoming obstacles to conquer anything you put your mind to.

The film has partnered with Panasonic, YMCA, Summit on the Summit, Discovery Communications and Chapman University Dodge College of Film & Media Arts is located in Orange, Calif. Dodge College now hands-on science centers around the nation to create a powerful movement, What Will You Conquer? has 1,100 film students, 34 fulltime faculty, some 50 adjunct faculty, and a complete graduate program. among all ages - from Boy Scouts to educational leaders. Chapman student films have been accepted and honored in film festivals around the world, including Sundance and Telluride.Applicants routinely consider Chapman among the top film schools in the counI will send you an Adventure Kit with more information about the film and the materials necessary to try, along with USC, NYU, and UCLA. begin your own journey toward conquering your own mountain and encourage others to join the movement too. Contact me with any questions in the meantime. Expedition Kilimanjaro 3D is a student-produced 3D documentary exploring the physical and mental
challenge to reach the summit of Mount Kilimanjaro.

Synopsis: The film, the Expedition Kilimanjaro 3D takes the audience on a journey filled with culture, adventure, nature and storytelling as eight Chapman University students and January 2012 two professors set out to climb to the summit of the worlds tallest free-standing mountain. SONY PICTURES CLASSICS presents a CHAPMAN UNIVERSITY PRODUCTION a film by SPENCER CREIGH EXPEDITION KILIMANJARO 3D produced by JURG WALTER in collaboration with JEFF The first 3D documentary produced by a film SWIMMER and filmmakers HEATHER HORN, CARLY BERRYHILL, DAVID NONBERG, ROB MCCLELLAND, BRIAN BELL, LIz HARTNETT and ANGELICA ROBINSON school, the adventure film set in Mount Kilimanjaro in Tanzania, Africa, follows the journey through a visual exploration to the top of the 19,000 foot-tall spectacle. Aside from physical and mental challenges, what they encountered along the way was jungle, deserts, glaciers and some of the worlds most breath-taking beauty. The film documents their inspiring adventure, eventually arriving at the summit for what is truly a life-changing experience.

EXPEDITION KILIMANJARO

3D

Awards: 2011 Los Angeles 3D Film Festival and 2011 Silverdocs Film Festival Release date: January 6, 2012 Release cities: Los Angeles and New York

Regards, Candice DeForest Chapman University Dodge College of Film & Media Arts is located in Orange, Calif. Dodge College now has 1,100 film students, 34 fulltime faculty, some 50 adjunct faculty, and a complete graduate program. Chapman student films have been accepted and honored in film festivals around the world, including Sundance and Telluride.Applicants routinely consider Chapman among the top film schools in the country, along with USC, NYU, and UCLA. Expedition Kilimanjaro 3D is a student-produced 3D documentary exploring the physical and mental challenge to reach the summit of Mount Kilimanjaro.

The name Kilimanjaro might mean Mountain of Light, Mountain of Greatness or Mountain of Caravans.

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Meet the crew


David Nonberg senior, film production This entire journey was the experience of a lifetime. The most memorable moment for me was being the first to reach the top of the mountain and having a moment of complete peace and tranquility as I looked around. I was literally on top of the world! Heather Horn,, junior, film production My favorite moment of the journey was reaching the summit and doing 30 pushups! I thought it would be difficult doing one with the thin air and exhaustion but was determined to surpass my own expectations. Carly Berryhill, sophomore, film studies I learned a lot about teamwork and the immediate bond you form with a group. On my way to Africa, my bags were lost in the airport and everyone on the trip was so helpful with lending me anything I needed. Rob mcclelland, senior, film production The experience is something I will take with me and reflect on for the rest of my life. The entire trip was incredible and I am very grateful for the support of Jeff who made it possible. Jeff swimmer, associate professor The most powerful aspect of this trip was watching a group of ten people transform into one. We were all there with one mission - to reach the summit and capture great footage along the way - and the bond between us was strong enough to overcome any challenge we encountered.

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Kilimanjaro National Park itself is not primarily known as a wildlife destination, but it is an example of tropical highland habitat, with all the various associated ecological zones.

Spencer Creigh, sophomore, film production This trip was a grueling and difficult seven-day journey, but to have the support of a team was very powerful. To witness what ten people can accomplish together when faced with a challenge is a great experience and I am very glad I was able to be a part of it. Liz Hartnett, sophomore, film studies The challenge in this trip was not only the physically demanding aspect but also finding the mental energy to remember what we were there to do in the first place - to film a documentary! I found it very rewarding to watch the footage once we returned from the trip to reflect on the journey and our accomplishment as a team. Jurg Walter, instructor This trip exemplified the triumph of the human spirit and the amazing things we can accomplish together. I feel fortunate to have been among such inspiring and talented individuals and could not have asked for a better experience.

Meet the crew


Angelica Robinson, senior, film production As an African-American, being the first person in six generations of my family to go to Africa was the most memorable and powerful part of the trip. To be honest, when I originally signed up for the trip all I knew was we would be going to Africa and I wanted to be a part of it!

Brian Bell,junior, film production We were accompanied by forty porters to assist us with carrying all of our necessary items on the journey. For me, the most memorable aspect of the climb was talking to each of the porters and hearing their stories. Many of them go for days without seeing their families and are used to living with next to nothing. At the end of the trip I gave my Nike sneakers to one of the porters as a gift of gratitude and it was a very rewarding and humbling experience to witness his gratefulness.

This allows for a diversity of smaller species of animals, but even more so an astonishing diversity of indigenous bird life.

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Key art
Images
Original photographs from the trip and stills from the making of the film will play a key role in the marketing collateral of this film. The images shown here exemplify the key theme of inspiration and accomplishment, in addition to adding a personalized element by revealing a glimpse into the lives of the filmmakers. The images will be heavily used throughout the social media sites, website and various exhibits and other tactics outlined in the consumer strategy.

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Kilimanjaro comprises three distinct volcanic cones: Kibo, Mawenzi and Shira

Key art
Logo

EXPEDITION KILIMANJARO
Typeface

3D

This logo will be used consistently through all marketing and advertising materials. The outline of a mountain is a simple, yet powerful image of what the film is about - conquering the mountain in your own life. The effects added to the text give it an extra pop and appear to be three dimensional with the added shadow. The colors , and , were chosen for a couple of reasons. Not only are they the national colors of Tanzania, blue, yellow and green are found throughout nature and the wilderness. The colors in logos such as the Discovery Channel and National Geographic are were also a source of inspiration for the colors chosen. These particular fonts were chosen because they work well together and draw attention to the word CONQUER which is a theme consistently used throughout the strategies.

blue yellow

green

What will you conquer?

Its your journey...

Most of the area Kilimanjaro is defined by the Kilimanjaro National Park, which is a UNESCO World Heritage site..

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Creative partnerships
Rationale: Panasonic supplied the equipment necessary for capturing the film and shooting it in 3D. To create opportunities for brand visibility and awareness, as well as contribute a fun and interactive element to the campaign, Panasonic will be a key component to the overall marketing strategy for the film. Strategy: Panasonic will sponsor the Expedition Kilimanjaro 3D tent and will feature an interactive 3D television screen. In addition, Panasonic will provide 3D monitors to display throughout the festival for a live Twitter stream of #CONQUER2011. Panasonic will also provide the 3D glasses which will be handed out throughout the event. Rationale: TweetingSeat will be a partner for the film festival component of the campaign only. The bench has two cameras recording users behavior once they sit down which is linked to a Twitter feed, in this case, #CONQUER2011. This will be an integral aspect of the film festival guerilla tactics and will contribute a buzz worthy element to the campaign as it is a brand new concept. Strategy: TweetingSeat will sponsor two benches at the Expedition Kilimanjaro 3D tent. The benches will be photographed with every participating individual who chooses to follow the interactive journey throughout the event. TweetingSeat will gain a lot of visibility and popularity through this event and it will be the first major promotional opportunity for the startup.

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There are five common routes used to climb Kilimanjaro: Marangu Route, Machame Route, Rongai Route, Lemosho Route and Mweka Route.

Creative partnerships
Rationale: Hands-on science centers and museums are a key component to the overall campaign and marketing strategy of the film. This will be initially kicked off with the presence of the California Science Centers outreach van at each film festival. Strategy: The California Science Center outreach van which will drive throughout the streets of the event to serve as a resource for daring participants who choose to engage in the interactive journey by handing out adventure kits, 3D glasses and reusable water bottles. Rationale: Summit on the Summit is an initiative designed to drive awareness and change to the global clean water crisis while engaging a community through partnerships, collaborations and advocacy, and is a key component in the marketing strategy. Strategy: The SUMMIT logo will be featured on each reusable, eco-friendly water bottle handed out throughout the event to generate awareness for the cause. There will be SUMMIT stands throughout t h e event where attendees can purchase water to fill up their water bottle. For every 1 cent of a purchase, one liter of water will be donated.
- RO D I JA P E AN EX ILIM K

D 3D
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In 1889, German geographer Hans Meyer and Austrian mountain climber Ludwig Purtscheller were the first to reach the summit of Kilimanjaro.

Guerilla & stunts


Its your journey...The layout of the festival will be a simulated climb to the summit of Mount Kilimanjaro. The entrance will have a couple of representatives handing out an adventure kit green bag with I will #CONQUER2011 displayed on it, filled with 3D glasses, a water bottle with the film logo and an adventure guide (map of the festival) to visitors. Throughout the streets of the city, there will be signs that read with the 3D glasses: Its Your Journey and arrows pointing visitors along a pre-determined route. Various monitors, sponsored by Panasonic, throughout the festival will display a live Twitter feed (#CONQUER2011) in 3D, which participants must use their 3D glasses to read.
#CONQUER2011

- RO DI JA PE AN EX ILIM K

3D 3D

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While Kilimanjaro doesnt have the highest elevation of any mountain in the world, it is the tallest freestanding mountain rise in the world, rising 15,100 feet (4,600 meters) from its base.

Along the way, there will be mock camp sites set up where visitors can rest and view photos, sneak preview video clips and facts about Mount Kilimanjaro. Additional water bottles will be handed out. Visitors who use location-based apps to check in at each of these sites will be eligible for a special prize (a 3D television provided by Panasonic.)
EXPEDITION KILIMANJARO

3D

The route will end at a special tent, sponsored by Panasonic, which will have an interactive 3D display and Kilimanjaro exhibit. TweetingSeat benches will be located outside of the Kilimanjaro tent at the end of the route, so that once people have arrived it will tweet their photo and the hashtag #CONQUER2011 to spark dialogue and interest at the festival. There will also be a replicate of the sign at the summit of Kilimanjaro to signify the end of the route. Everyone who participates and finishes the route will receive a T-shirt, I Will #CONQUER2011 with the Expedition Kilimanjaro 3D logo on the back.
DI ON EX PEANTI RO KILIM JA

Guerilla & stunts

3D
I WILL #CONQUER2011

EXPEDITION KILIMANJARO

3D

Around 25,000 people per year attempt to summit the top of Africa, as a spiritual journey or as a personal challenge.

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Marketing
Pre-festival
Prior to each festival, we will pitch local media outlets and bloggers in the surrounding community to generate interest and awareness for the film. In addition, we will pitch national media outlets, such as the New York Times, because the filmmakers are the first Chapman University film students to shoot and produce a 3D documentary which will capture the interest and attention of people all over the U.S.

We will use social media outlets to build buzz and interest for the film including a blog in which all ten filmmakers will contribute posts and stories from their journey during and after the making of the film, a Twitter handle @Kili3D, a Facebook page, www.facebook.com/ expeditionkili3D and a YouTube account, to post behind the scenes photos, video clips and updates on film festivals. The social media pages will regularly be updated during each festival and will include interviews and photos with the filmmakers at each event.

During the festival


During the event, aside from the @Kili3D Twitter updates, the use of grassroots campaigning will be an integrated into the guerilla marketing. With the use of the TweetingSeat and the live stream of #CONQUER2011 displayed on Panasonic monitors throughout the festival, in addition to location-based apps, attendees will be engaged and curious to find out more about the film and follow the signs to see for themselves.

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Uhuru peak is the highest summit of Mount Kilimanjaro. The highest peak on Mawenzi is Hans Meyer Point, which can only be reached by mountaineers.

Simulated adventure

Special events
Press event
We will hold a private screening for the press and 50 local bloggers during each festival. Every attendee will receive an adventure kit which will consist of tools necessary to begin their own journey: a pair of 3D glasses, a water bottle with the Expedition Kilimanjaro 3D logo and the Summit on the Summit logo, and a guide with facts about the film, filmmaker bios and a general overview of the journey. After each press screening, the eight student filmmakers and two professors will be available for a brief Q&A panel discussion and photo opportunities. The press event will be held in the Panasonic-sponsored tent. In addition, there will be a VIP reception after each screening for executives and special members of the press. Each reception will feature a meet and greet with the filmmakers, a special panel discussion about their journey through the making of the film and an exhibit of photos and behind-the-scenes clips from the trip. Every participant will also receive a I Will #CONQUER2011 t-shirt.

The main special event will be the interactive, simulated Kilimanjaro journey set up throughout the festival. The main entrance to the festival will feature a street team of Adventure Guides handing out adventure kits in green bags with I Will #CONQUER2011 to attendees. In each kit there will be a pair of 3D glasses, a water bottle with the SUMMIT and Expedition Kilimanjaro 3D logo, a map of the journey and items to inspire individuals to embark on their own journey. Daring participants will be challenged to follow the Panasonic-sponsored signs dispersed throughout the festival, which will display Its Your Journey.. in 3D, to proceed to the next location. Participants will be encouraged to used location-based check-in apps such as Foursquare or Facebook to share their experience with others at the festival and to be eligible to win a 3D television courtesy of Panasonic. Various locations along the route will include a mock camp-site with a resting area, photos, and video clips from the event, monitors displaying a live Twitter feed in 3D of #CONQUER2011 and the California Science Center outreach van distributing Adventure Kits and guiding participants along the route. At the end of the route, when guests arrive at the Expedition Kilimanjaro 3D tent (sponsored by Panasonic), there will be two TweetingSeat benches for participants to have their photo taken and directly uploaded to the #CONQUER2011 Twitter feed.

Kilimanjaro contains an example of virtually every ecosystem on earth glacier, snowfields, deserts, alpine moorland, savannah, and tropical jungle, all of which found on the mountain.

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Phase II: Business to business


Success is not counted by how high you have climbed, but by how many people you have brought with you.
Will Rose
ere re h a You

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Target distributors
Sony Pictures Classics, a division of Sony Pictures Entertainment, has a reputation for distributing documentaries, independent films and art films, most recently releasing Inside Job in 2010. This will be the number one choice for a distributor as they have not yet tapped into the 3D market and would benefit financially from the decision, in addition to boosting their credibility in the ever-changing technological advances in film. Recently, Sony partnered with IMAX and Discovery Communications to launch the first 3D television network, 3net, and EXPEDITION KILIMANJARO 3D is an opportunity to market the new venture.

An independent division of 20th Century Fox, Fox Searchlight has a reputation for dramady and independent films, most recently Slumdog Millionaire in 2009 and 127 Hours in 2010. Both of these films are inspirational stories intended to instill an emotion in the audience which aligns with Expedition Kilimanjaro 3Ds themes of adventure and encouragement. Fox-related companies and opportunities for synergistic promotion include Newscorp, Fox broadcast network (including National Geographic), MySpace and Hulu.

A specialty film division of The Paramount Pictures Cooperation, Paramount Vantage recently released the documentary An Inconvenient Truth. Viacom is the divisions grandparent company which offers opportunities for synergistic media promotion and marketing. Paramount Vantage would benefit from this opportunity as a way to make a previously unseen profit from a film.

It is required to have a licensed guide to climb Kilimanjaro. Current park entry and camping/hut fees are over $100 per day.

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Distribution strategy
Networking
Networking and fostering relationships with begin with the VIP reception and interactive guerilla tactics at the film festivals. Specific executives at the target distributors will be identified and invited to conquer their hesitation, if any, toward the film.

The goal of the distribution strategy is to maximize relationships created during the film festival strategy phase to secure a distributor. By appealing to executives and decision makers through the marketable elements of the film, and demonstrating the wide appeal among film festival visitors, distributors will be scrambling to sign the paperwork and secure the deal.

PUBLIC RELATIONS
The result of the guerilla marketing and public relations tactics utilized during the film festivals will capture attention of film distributors through media and social media sites. Bloggers, journalists and Tweeters all over the major markets (LA and NYC) will share their thoughts and insights, creating a multitude of outlets for promotion and coverage. Additionally, the interviews conducted at each film screening and the several promotional partnerships will provide many angles for pitching stories to these outlets.

Social media
By actively updating Twitter, Facebook, YouTube and the blog accounts, target distributors can directly engage in the film and generate conversations with the filmmakers. We will target specific distributors to create both online and offline conversations, starting with reaching them through their social media outlets.

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The Marangu Route, the most popular route to the summit, is commonly called the Coca-Cola Route,

Distribution strategy
Screenings
A VIP screening and reception will be held after the film festivals. This event will include a screening of the film with never before seen behind-the-scenes footage, a panel Q&A session with the filmmakers and a meet and greet reception afterward. Guests will have the opportunity to ask questions, interact with filmmakers, view photos and hear stories about the trip, in addition to sharing their own insights and experiences.

Guerilla marketing
The TweetingSeat bench will be displayed outside each of the major distribution companies for one week after the festivals to catch attention of individuals entering and leaving the building. Anyone who sits on the bench will have their photo tweeted immediately to the #CONQUER2011 Twitter stream, and will be inclined to engage in conversation and see for themselves what everyone has to say about the film. Additionally, film festival visitors who choose to participate in the simulated Kilimanjaro adventure will be encouraged to use location-based apps to check in to various locations along the route. This will generate interest on sites such as Foursquare and Facebook places when Expedition Kilimanjaro 3D keeps popping up, and demonstrate to important decision-making executives that the film has wide appeal and potential to be very successful.

Climbers may choose to have porters, or guides, assist them with handling their equipment and necessities up the mountain.

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Marketing kit
what will you conquer?
What will you conquer?
WINNER WINNER
SILVERDOCS FILM FESTIVAL 2011 2011 LOS ANGELES 3D FILM FESTIVAL

its your journey...

Its your journey...

I WILL #CONQUER2011
EXPEDITION KILIMANJARO

3D

Candice DeForest Entertainment Marketing Expedition Kilimanjaro 3D candice.deforest@gmail.com www.kili3d.com

WINNER
2011 SILVERDOCS FILM FESTIVAL

WINNER
2011 LOS ANGELES 3D FILM FESTIVAL

EXPE DITIO N KILIMANJARO January 2012

3D
EXPEDITION KILIMANJARO January 2012

a film by SPENCER a CHAPMAN UNIVERSITY PRODUCTION SONY PICTURES CLASSICS presents collaboration with JEFF 3D produced by JURG WALTER in CREIGH EXPEDITION KILIMANJARO NONBERG, ROB MCHORN, CARLY BERRYHILL, DAVID SWIMMER and filmmakers HEATHER and ANGELICA ROBINSON CLELLAND, BRIAN BELL, LIz HARTNETT

3D
ON O T I AR DI NJ PEMA EX ILI K

EXPEDITION KILIMANJARO

3D

EXPEDITION KILIMANJARO
Contact: Candice DeForest Chapman University One University Drive Orange, CA 92866 Phone: (714)-997-6815 Email: Candice.DeForest@gmail.com FOR IMMEDIATE RELEASE

3D
EXPEDITION KILIMANJARO

SONY PICTURES CLASSICS presents a CHAPMAN UNIVERSITY PRODUCTION a film by SPENCER CREIGH EXPEDITION KILIMANJARO 3D produced by JURG WALTER in collaboration with JEFF SWIMMER and filmmakers HEATHER HORN, CARLY BERRYHILL, DAVID NONBERG, ROB MCCLELLAND, BRIAN BELL, LIz HARTNETT and ANGELICA ROBINSON

CHAPMAN UNIVERSITY STUDENTS PRODUCE 3D DOCUMENTARY LOS ANGELES - Chapman Universitys Dodge College of Film & Media Arts has tapped eight student Title: Expedition Kilimanjaro 3D filmmakers to shoot the first student-produced 3D documentary on their expedition to reach the summit of Mt. Kilimanjaro at 19,341 feet. Year: 2012

3D
what will you conquer?
its your journey...

EXPEDITION KILIMANJARO
Contact: Candice DeForest Chapman University One University Drive Orange, CA 92866 Phone: (714)-997-6815 Email: Candice.DeForest@gmail.com

3D

The students -- four male and four female along with two professors, Jeff Swimmer and Jurg Walter, Director: Spencer Creigh traveled to Tanzania in January 2011 for a seven-day trip. Swimmer said the students were selected after proving to be physically fit enough for the task and eager to climb the highest mountain in Africa. Producers: Jeff Swimmer and Jurg Walter The film, which will be released by Sony Pictures Classics in January 2012 in Los Angeles and New York, Distributor: Sony Pictures Classics won two awards at the 2011 Los Angeles 3D Film Festival and 2011 Silverdocs Film Festival. Filmmakers: Heather Horn, Carly BerEach student shot his or her own expedition documentary, chronicling their experience and also took ryhill, David Nonberg, Rob McClelland, turns operating a Panasonic 3D camera. Panasonic loaned the crew a 3D camera for two months in Brian Bell, Liz Hartnett, and Angelica exchange for two minutes of beauty shots from Kilimanjaro. Robinson. Swimmer said hes planning a similar journey next year to Antarctica. Tagline: Its Your Journey... What Will You CONQUER?

WINNER
2011 SILVERDOCS FILM FESTIVAL

WINNER
2011 LOS ANGELES 3D FILM FESTIVAL

PITCH LETTER Good afternoon,

#####

Synopsis: The film, the Expedition Chapman University Dodge College of Film & Media Arts is located in Orange, Calif. Dodge College now EXPEDITION has 1,100 film students, 34 fulltime faculty, some 50 adjunct faculty, and Kilimanjarograduate program. a complete 3D takes the audience on KILIMANJARO January 2012 Chapman student films have been accepted and honored in film festivals a journey filled with culture, adventure, around the world, including I recently read your piece on USCs film program, and I have an story I believe youll be interested in. and Telluride.Applicants routinely consider Chapman among nature and storytelling the eight Chapman Sundance the top film schools in as University students and two professors set SONY PICTURES CLASSICS presents a CHAPMAN UNIVERSITY PRODUCTION a film by SPENCER country, along with USC, NYU, and UCLA. CREIGH EXPEDITION KILIMANJARO 3D produced by JURG WALTER in collaboration with JEFF Eight students at Chapman Universitys Dodge College of Film & Media Arts shot the first studentout to climb to the summit of the worlds SWIMMER and filmmakers HEATHER HORN, CARLY BERRYHILL, DAVID NONBERG, ROB MCCLELLAND, BRIAN BELL, LIz HARTNETT and ANGELICA ROBINSON produced 3D documentary on their expedition to reach the summit of Mt. Kilimanjaro at 19,341 tallest free-standing mental Expedition Kilimanjaro 3D is a student-produced 3D documentary exploring the physical and mountain. The first feet. Their film, Expedition Kilimanjaro 3D, will be released by Sony Pictures Classics in Los Angeles to reach the summit of Mount Kilimanjaro. challenge 3D documentary produced by a film and New York in January 2012. school, the adventure film set in Mount Kilimanjaro in Tanzania, Africa, follows the journey through a visual exploration to the top of the 19,000 foot-tall spectacle. Aside from physical and Expedition Kilimanjaro 3D won awards at both the 2011 Los Angeles 3D Film Festival and 2011 mental challenges, what they encountered along the way was jungle, deserts, glaciers and some of the worlds Silverdocs Film Festival. The film is a story of the human spirit and the power of overcoming obstacles to most breath-taking beauty. The film documents their inspiring adventure, eventually arriving at the summit conquer anything you put your mind to. for what is truly a life-changing experience. The film has partnered with Panasonic, YMCA, Summit on the Summit, Discovery Communications and Awards: 2011 Los Angeles 3D Film Festival and 2011 Silverdocs Film Festival hands-on science centers around the nation to create a powerful movement, What Will You Conquer?

3D

3 3D

among all ages - from Boy Scouts to educational leaders.

Release date: January 6, 2012 Release cities: Los Angeles and New York

I will send you an Adventure Kit with more information about the film and the materials necessary to begin your own journey toward conquering your own mountain and encourage others to join the movement too. Contact me with any questions in the meantime. Regards, Candice DeForest Chapman University Dodge College of Film & Media Arts is located in Orange, Calif. Dodge College now has 1,100 film students, 34 fulltime faculty, some 50 adjunct faculty, and a complete graduate program. Chapman student films have been accepted and honored in film festivals around the world, including Sundance and Telluride.Applicants routinely consider Chapman among the top film schools in the country, along with USC, NYU, and UCLA. Expedition Kilimanjaro 3D is a student-produced 3D documentary exploring the physical and mental challenge to reach the summit of Mount Kilimanjaro.

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There were forty porters who assisted the Expedition Kilimanjaro 3D crew on their journey to the summit.

phase III: Consumer strategy


and there, ahead, all he could see, as wide as all the world, great, high, and unbelievably white in the sun, was the square top of Kilimanjaro. And then he knew that there was where he was going. - Ernest Hemingway
ere re h a You

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The goal of the consumer strategy is not only to create and maintain interest in Expedition Kilimanjaro 3D, but to inspire a powerful movement of conquering lifes challenges. People are inherently inspired by stories and encouraged to follow in the footsteps of people they look up to. The consumer strategy for Expedition Kilimanjaro 3D will educate individuals about the challenging journey of climbing Mount Kilimanjaro, prepare them to conquer the mountains in their own personal lives through support groups and community outreach events and engage them in the content and subject matter of the film.

Overview

Release strategy
January 27 2012 ,
The film will premiere at the end of January to capture the attention of all target audiences. As this weekend is right after the new year when people are making their new years resolutions, the film will give them the motivation they need to stick it out and conquer whatever it is they desire. Additionally, since this premiere is during the winter months, television programming will strategically capture the attention of audiences who are tuned in and looking for indoor entertainment. Schools will also be able to take advantage of the timing to plan field trips for their students, and the prospective film student target audience (The Dreamers) will have enough time to take advantage of the campaign and be inspired to submit their applications to Dodge College of Film & Media Arts before the deadline.

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The lead porter who assisted the crew was named Godlove.

Advertising tactics
What will you conquer?
Its your journey...
WINNER
2011 SILVERDOCS FILM FESTIVAL

WINNER
2011 LOS ANGELES 3D FILM FESTIVAL

EXPEDITION KILIMANJARO January 2012

3D

The one sheet poster will be placed all throughout the cities of Los Angeles and New York to create awareness and interest in the film. Posters will be placed on the side of buildings, billboards and bus stops. Additionally, the science center outreach van will drive around the city with the EXPEDITION KILIMANJARO 3D logo displayed on the side of it. Social media users who follow @KILI3D on Twitter will be notified where the van is stopping and be eligible to win giveaways and promotional deals if they choose to participate.
its your journey...

SONY PICTURES CLASSICS presents a CHAPMAN UNIVERSITY PRODUCTION a film by SPENCER CREIGH EXPEDITION KILIMANJARO 3D produced by JURG WALTER in collaboration with JEFF SWIMMER and filmmakers HEATHER HORN, CARLY BERRYHILL, DAVID NONBERG, ROB MCCLELLAND, BRIAN BELL, LIz HARTNETT and ANGELICA ROBINSON

what will you conquer?

WINNER
SILVERDOCS FILM FESTIVAL 2011

WINNER
2011 LOS ANGELES 3D FILM FESTIVAL

EXPEDITION KILIMANJARO January 2012

3D

SONY PICTURES CLASSICS presents a CHAPMAN UNIVERSITY PRODUCTION a film by SPENCER CREIGH EXPEDITION KILIMANJARO 3D produced by JURG WALTER in collaboration with JEFF SWIMMER and filmmakers HEATHER HORN, CARLY BERRYHILL, DAVID NONBERG, ROB MCCLELLAND, BRIAN BELL, LIz HARTNETT and ANGELICA ROBINSON

The porters climb the mountain as a full-time job, often spending many days away from their families.

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Advertising tactics
KILIMANJARO
EXPEDITION KILIMANJARO 3D will be featured as the cover page of a special edition of Discovery Channel magazine prior to the release of the film. Additionally, the film logo will be placed on the home page of all the sponsor websites which will link to the EXPEDITION KILIMANJARO 3D website. The one sheet poster will be displayed on the outside of each participating hands-on science center in addition to throughout the museum and corresponding IMAX theater.
what will you conquer?
its your journey...
WINNER WINNER
2011 LOS ANGELES 3D FILM FESTIVAL 2011 SILVERDOCS FILM FESTIVAL

SPECIAL EDITION

January 2012

EXPEDITION KILIMANJARO

3D

EXPEDITION KILIMANJARO January 2012

3D

SONY PICTURES CLASSICS presents a CHAPMAN UNIVERSITY PRODUCTION a film by SPENCER CREIGH EXPEDITION KILIMANJARO 3D produced by JURG WALTER in collaboration with JEFF SWIMMER and filmmakers HEATHER HORN, CARLY BERRYHILL, DAVID NONBERG, ROB MCCLELLAND, BRIAN BELL, LIz HARTNETT and ANGELICA ROBINSON

34

The fastest verified ascent time was by Italian Bruno Brunod in 2001.

Media plan
Traditional media will be not be a heavy focus for this campaign, as most of the strategy focuses on engaging audiences and building relationships through interactive events and social media to create a powerful movement. Local and national media outlets will be pitched with the angle of creating a movement to inspire individuals to answer, What will you conquer? By sharing stories of the filmmakers and their personal journey through this experience, media outlets will appeal to human interest through emotion. Broadcast media will play a significant role in supporting the strategy by airing original programming and cross-promoting the film between channels. Blogs catering to The Athlete audience will also be critical.

He climbed Uhuru Peak from Marangu Gate in 5 hours, 38 minutes, and 40 seconds.

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Pitch schedule

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Many non-profits climb the mountain to raise awareness or donations for a particular cause.

Pitch schedule

In early 2010, Jessica Biel, Emile Hirsch and other celebrities climbed Mount Kilimanjaro to raise awareness for the global water crisis.

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Online media schedule

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The fastest round-trip time was by local guide Simon Mtuy who ran up and down on December 26, 2004 in 8 hours and 27 minutes.

Broadcast media schedule

The first paraplegic woman to reaches the Kilimanjaro summit in her wheelchair was in February 2010.

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Print media schedule

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Chapman University president Jim Doti, an avid climber, previously climbed Mount Kilimanjaro.

blog schedule

In 2008, Dodge College alumna Mitchell McIntire climbed Kilimanjaro to raise awareness for cerebral palsy.

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Promotional strategy
The promotional strategy will create five key partnerships to reach each of the target audiences in various ways. The goal is to effectively use the strategic partnerships to instill a movement much bigger than the film itself to encourage people all over the United States and the world to inspire excitement for the film with Its Your Journey.. and to look deep inside to answer the question, What will you conquer? The partnerships will include: Panasonic, Discovery Communications, YMCA, hands-on science centers around the nation and Summit on the Summit.

42

The Expedition Documentary course, overseen by Jeff Swimmer at Dodge College, plans to travel to Antarctica next year.

Promotional partner
Panasonic supplied the equipment necessary for capturing the film and shooting it in 3D. It is for this reason Panasonic will be one promotional partner for the film. Goal: To implement a social media campaign encouraging people to share their life journeys on blogs, Facebook and Twitter. Panasonic will offer a chance to win a 3D camera and a meeting with Dodge College of Film & Media Arts Dean Bob Bassett, for students who post a photo in response to the question, A photo is worth a thousand words. Share one photo to represent what you would make a documentary about in response to the question, what will you conquer? on the Expedition Kilimanjaro 3D Facebook page. The hashtag #CONQUER2011 will be used on Twitter to promote the campaign and encourage individuals to share photos. The photo with the most number of likes will win the 3D camera and the meeting with Dean Bob Bassett to discuss opportunities for making a film out of the idea.
Benefits to the partner Benefits to the film

Exposure and awareness of Panasonics wide range of leading 3D products, generating traffic to Panasonics social media pages and website, advertising space on the Expedition Kilimanjaro 3D Facebook page and website, and media coverage for Panasonic and Chapman University.

Generating buzz for the film through the social media contest, engaging the audience through an interactive contest. and creating a word-of-mouth campaign to increase interest for the film.

There are two wet seasons, November to December and March to May. The filmmakers noted it rained for at least a portion of each day while on the journey.

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Promotional partner
Discovery Communications, the parent company of the Discovery Channel, Animal Planet, the Travel Channel, the Science Channel, OWN, Discovery Fit & Health, Planet Green and most recently, 3net (a 3D broadcast television station in conjunction with Sony and IMAX), appeals to the Athlete, the Explorer and the Brain through nature, adventure and fitness-themed programming. Goal: To educate individuals about the challenging climb to the summit of Mount Kilimanjaro by sharing stories, behindthe-scenes footage, interviews and special programming about the location through regularly scheduled programs. Discovery Communications will strategically partner with all of the 10,000 YMCA locations, another Expedition Kilimanjaro 3D film partner, to ensure all fitness centers play one of the following stations during open hours between October to February, 2012: the Discovery Channel, Planet Green, the Travel Channel, the Science Channel, OWN and Discovery Fit & Health. The month prior to the release date will be designated Adventure Month, and each day will feature a new story and behind-the-scenes look at Mount Kilimanjaro on the new 3net channel. All channels will begin programs with a one minute trailer for the film and commercial breaks will feature advertisements from Panasonic, the YMCA and Summit on the Summit, and the local hands-on science center, in addition to promoting 3net, the new 3D television broadcast station. We will provide interviews with climbers who have previously trekked Kilimanjaro to Discovery Communications to air during Adventure Month. These short video clip interviews will be featured on the Expedition Kilimanjaro 3D Facebook page, which will also have the logos of the various Discovery Communication channels. Logos and links to all participating Discovery Communications channels will be featured on the website, social media pages and blog, in addition to the marketing collateral for the film.

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The local tribe living in the foothills near the mountain is the Chagga.

Promotional partner

Benefits to the partner

Increased viewership on all channels across 10,000 YMCA fitness center locations when the maximum number of people are using the facilities (after New Years), increased interest in Discovery Communications programming across the U.S., increased viewership to the new 3D television broadcast station, 3net, visibility as a promotional partner on the website and all social media platforms, and opportunity to promote 3net, the new 3D television broadcast station.

Benefits to the film Visibility on seven television broadcast networks, specialized programming and short promotional videos to advertise the film, guaranteed visibility among key target audiences in 10,000 YMCA locations, cross-promotional opportunities with 3net, Sony and IMAX, and one-of-akind 3D television broadcast station.

The Chagga arrived about 300 years ago as nomads and settled as farmers, terracing Kilimanjaros slopes.

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Promotional partner

The Ys three areas of focus are: youth development, healthy living and social responsibility. Ys deliver the innovative training, resources and support to empower people to make change, bridge gaps and overcome obstacles. Goal: To introduce an empowering movement What will you conquer? at 10,000 YMCA locations in the U.S. to coincide with the tagline and underlying theme of accomplishment and determination presented in the film.

Arrange for each of the 10,000 YMCA centers to start a What will you conquer? program to coincide with the new year to encourage members to set goals and use the collective power of each other to overcome tough obstacles. Introduce the movement through a webcast panel presentation with the filmmakers involved in the making of the film and YMCA centers across the nation. All members who want to join the movement will receive a t-shirt, I Will #CONQUER2011 with the Expedition Kilimanjaro 3D logo on the back. Display a bulletin board at the front of each YMCA center with photos and stories from YMCA members and Expedition Kilimanjaro 3D marketing collateral. Create a national YMCA blog where members can post their stories and connect with others. Link the blog to the Expedition Kilimanjaro 3D website and social media pages. Include graphics and images from the film in the background. Provide a movie ticket group discount to 15+ people for 25% off. Arrange for fitness facility programming to air the special Discovery Channel feature Expedition Kilimanjaro 3D behindthe-scenes episodes and special programming. Display promotional material on bulletin boards, locker rooms, meeting rooms and reception desks.

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There are 18 larger forest villages in the forest reserve that surrounds Kilimanjaro National Park.

Promotional partner
Benefits to the partner Traffic to the YMCA website, awareness around the globe of their positive impact on the community, increased support from volunteers and community advocates, widespread reach of their mission and core values, generate interest in 10,000 neighborhoods for how the Y can help an individual or group conquer their life, a YMCA promotional short video (less than five minutes) will be played prior to the start of the film, and discounted group rates for seeing the movie. Benefits to the film Visibility at 10,000 locations across the United States, opportunity to create an empowering movement to coincide with new years resolutions, positive impact on the community, interactive discussion on the blog and social media pages, and available group rates will increase attendance and boost ticket sales.
what will you conquer?
2011 SILVERDOCS FILM FESTIVAL

what will you conquer?


WINNER WINNER
SILVERDOCS FILM FESTIVAL 2011 2011 LOS ANGELES 3D FILM FESTIVAL

its your journey...

EXPEDITION KILIMANJARO January 2012

3D

a film by SPENCER a CHAPMAN UNIVERSITY PRODUCTION with JEFF SONY PICTURES CLASSICS presents 3D produced by JURG WALTER in collaboration CREIGH EXPEDITION KILIMANJARO NONBERG, ROB MCHORN, CARLY BERRYHILL, DAVID SWIMMER and filmmakers HEATHER and ANGELICA ROBINSON CLELLAND, BRIAN BELL, LIz HARTNETT

its your journey...

WINNER

2011 LOS ANGELES 3D FILM FESTIVAL

WINNER

EXPEDITION KILIMANJARO January 2012


SONY PICTURES CLASSICS presents a CHAPMAN UNIVERSITY PRODUCTION a film by SPENCER CREIGH EXPEDITION KILIMANJARO 3D produced by JURG WALTER in collaboration with JEFF SWIMMER and filmmakers HEATHER HORN, CARLY BERRYHILL, DAVID NONBERG, ROB MCCLELLAND, BRIAN BELL, LIz HARTNETT and ANGELICA ROBINSON

EXPEDITION KILIMANJARO

Kilimanjaro is classified as a dormant, not extinct, stratovolcano.

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Promotional partner
Summit on the Summit (SUMMIT) is a non-profit initiative designed to drive awareness and change to the global clean water crisis while engaging a community through partnerships, collaborations and advocacy. By taking cultural influencers, educators and high profile individuals to the top of Mt. Kilimanjaro, Summit is able to support organizations in bringing clean water to the 1 billion people living without this basic human right. Goal: To generate donations for Summit on the Summit to assist with the cause while also creating buzz for the film. An outreach van from 260 hands-on science center/museums across the United States will travel to middle schools in the surrounding community to educate students about Kilimanjaro. The participating schools who raise the most money in donations for Summit on the Summit (1 cent = 1 liter of water) will win a special educational and interactive assembly presentation from the museum. One participating school in the U.S. with the highest amount of donations will win a trip to an IMAX screening of Expedition Kilimanjaro 3D with a special appearance from Jessica Biel and Emile Hirsch, representing the Summit on the Summit organization.
Benefits to the partner Benefits to the film

Raising awareness and donations for the organization, providing clean water to people living without the basic right, initiating a movement to involve youth and educators, and exposure through national outlets and media.

Supporting a good cause, practicing corporate social responsibility, providing opportunities to collaborate with schools to reach the target audience, engaging individuals all over the U.S. in the film while also raising donations for the non-profit.

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Kibos last major eruption occurred about 360,000 years ago. The last volcanic activity was recorded just over 200 years ago and resulted in todays ash pit.

Promotional partner
Hands-on science centers and museums, such as the California Science Center, will be an integral aspect to educating multiple target audiences about Mount Kilimanjaro and the physical challenge of the climb to the summit. The California Science Center will be the flagship center for this partnership. Goal: To implement Mount Kilimanjaro educational programs and exhibits at 260 hands-on science centers and museums. Each science center will display a hands-on Mount Kilimanjaro exhibit from November through February. The exhibit will feature facts, photos, video clips and interactive content. Visitors will encounter various stations with different accounts of climbing to the top of the mountain. To correspond with the exhibit, the film will be shown in the IMAX theater at the center. A national Scout Day will be implemented at each science center as an opportunity for Scouts to earn a science-related badge through a special Kilimanjaro program. A 2 hour session will educate Scouts about Mount Kilimanjaro wildlife, habitats and the training for the climb, and also offer an opportunity to win a free screening for the troop. The troop with the highest percentage of participation (one per city) will win free tickets to watch the film after the 2 hour session. An outreach van from each museum will travel to middle schools in the surrounding community to educate students about Kilimanjaro. The participating schools who raise the most money in donations for Summit on the Summit (1 cent = 1 liter of water) will win a special educational and interactive assembly presentation from the museum. One participating school in the U.S. with the highest amount of donations will win a screening of Expedition Kilimanjaro 3D with a special appearance from Jessica Biel and Emile Hirsch, representing the Summit on the Summit organization.

Since 1962 Kilimanjaro has lost 55% of the remaining glaciers, which may be local evidence of climate warming or due to the loss of humidity caused by deforestation for farms.

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Promotional partner
Benefits to the partner Increasing visitors to the museum and exhibits, generating interest among Boy Scout/Girl Scout troops to participate in the programs offered, media coverage and community awareness and links on the films website. Benefits to the film Targeting audiences through special programs and contests, generating awareness for the film. Educating audiences about the film content, sparking a word-of-mouth campaign across the U.S. and visibility in 260 locations.

E PE KIXIM DITIO L A NJAR N O

3D

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The latest forecasts predict that Kilimanjaro may lose the plateau ice within the next 30-40 years, but the slope glaciers may remain much longer.

Public relations
overview The PR strategy for this film is to engage each of the target audiences by using a variety of specialized outlets, partnerships and appealing to multiple themes. The strategy specifically targets Los Angeles and New York City, but can be replicated in other cities where the film will screen once released. The strategy focuses on incorporating the Internet, including various social media sites, interactive apps and bloggers to attract involve individuals in the movement of What Will You Conquer? and share it with their friends and others through word of mouth. blogger screening In conjunction with the premiere of the film, 100 bloggers from The Athlete target audience around the Los Angeles and New York City area will be invited to a VIP private screening of the film. They will be encouraged to use location-based apps to check in once they arrive, Tweet about their experience and thoughts during and after the film, and post to their blogs afterward. This will generate hype prior to the premiere and will engage The Athlete target audience.

The average yearly rainfall at Kibo Huts (highest hut on Marangu route) is less than 200 mm.

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The Internet will be a focus of the consumer strategy in order to educate, promote and inspire target audiences to engage in the film and the compelling message of What will you conquer? The Internet will assist with developing relationships to engage with key audiences and create supportive forums for conversation and the exchange of stories and experiences.

Internet strategy

Website
The website will feature filmmaker bios, photos from the event, the trailer for the film and informational material for the press, in addition to sponsor logos and links to their websites. Viewers may choose to subscribe to the websites RSS feed to receive blog and news updates. Additionally a weekly newsletter will be available through an email subscription on the website. This newsletter will have all of the promotional messages, key film information, stories from filmmakers and updates on the film. The website will be a main place for target audience members to find out more about the What will you conquer? Movement and choose their response to overcoming an obstacle in their life. A page will be dedicated as an Adventure Kit which will give readers resources and tools necessary to begin their own adventure and start overcoming an obstacle in their life.

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140 species of mammals (87 forest species) live on Kilimanjaro. Species include 7 primates, 25 carnivores, 25 antelopes and 24 species of bat.

Facebook

Internet strategy
Twitter
The Twitter account @Kili3D will be the main source of communication for all film festival updates and promotional messages. The Twitter account will generate relationships with social media users and bloggers and encourage Tweeters to share their stories. A live Tweetchat (#KILI3D) will be scheduled one week prior to the premiere of the film for target audience members to engage in dialogue and conversation with the filmmakers. It will be an open forum to discuss the making of the film, the adventure itself and how the event changed their lives. This Tweetchat will inspire others to join the movement and spark interest in the film while taking advantage of the powerful reach of Twitter.

The Expedition Kilimanjaro 3D Facebook page will be used to generate conversation between filmmakers and target audiences, in addition to providing advertising space for partners and promoting special events and contests. The main goal of the Facebook page, aside from promoting the film, is to encourage individuals to join the What will you conquer? movement by supporting one another with sharing inspirational stories and challenges overcome in life.

At least seven larger mammal species have been recorded above the tree line: Kilimanjaro tree hyrax, grey duiker, red duiker, eland, bushbuck, buffalo and elephants.

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Internet strategy

blog

YouTube
A dedicated Expedition Kilimanjaro 3D YouTube channel will share behind-the-scenes clips, interviews and stories with the filmmakers to personalize the film and share their journey throughout this process. The videos will be promoted through the other social media sites and embedded in the blog posts.

A blog will be used a platform for all ten filmmakers to share their journey throughout the process and reflect on how the adventure and conquering the mountain changed their life. There will be at least one new post each day and viewers can subscribe to the blog through RSS feeds or email subscription. Readers will be encouraged to comment and share their own stories.

54

Three primate species live in the montane forests: blue monkey, black and white colobus Colobus and bushbaby.

groupon

Internet strategy

A Groupon special deal package will be offered to visit the hands-on science center and view the film in an IMAX theater for a discounted price. Tickets will be available for $5 for a limited time which will include museum and movie admission and group rates will be available as well. This promotion will be used in Los Angeles and New York City only and will be advertised via email, the Groupon website and social media outlets.

location-based apps
Foursquare and Facebook Places check-in applications will encourage target audiences to use the check-in feature when at the YMCA, hands-on science center, or IMAX theater. Individuals who use the check-in feature will be entered into a drawing to win a handheld 3D viewer device for their smartphone.

At least 179 species of birds have been recorded in Kilimanjaro National Park.

55

Synergy
Since Discovery Communications recently partnered with Sony and IMAX to launch 3net, a 3D television broadcast network, there are opportunities for cross-promotion between the three platforms. Discovery Communications channels will air original programming on seven channels and specialty programs available on 3net. Websites will include marketing messages for Expedition Kilimanjaro 3D, including photos, links to the website and social media contact information.

EXPEDITION KILIMANJARO
EXPEDITION KILIMANJARO

3D

3D

EXPEDITION KILIMANJARO

3D

IMAX theaters across the country will Sony will feature a Expedition Kiliman- Discovery Communication programpromote the film with banners, adver- jaro 3D trailer on the websites home ming (Travel Channel, Discovery Chantisements, trailers and handouts. page. nel, etc.) will feature only the movie trailer for Expedition Kilimanjaro 3D and specialized programming for Adventure Month. This will also attract viewers to the new 3net 3D television network.

56

In 1987 the park was inscribed as a World Heritage Site for its natural value.

Special events
Adventure simulation
Similar to the film festival strategy, the cities of Los Angeles and New York City will be transformed into an interactive adventure. Its Your Journey... Signs with the Expedition Kilimanjaro 3D logo will be posted throughout each city. Individuals can use the SCVNGR* app to participate in the adventure. (*SCVNGR is a social location-based gaming app for smartphones which companies and brands can use to build challenges.) Participants who follow Expedition Kilimanjaro 3D on social media sites will be prompted with a trivia question. By going places and answering relevant the questions about Kilimanjaro and the making of the film, users can earn points which are broadcast to their friends over social media sites. Users who complete the challenges will win free IMAX movie tickets to see the film.
#CONQUER2011

EXPEDITION KILIMANJARO

A designated outreach van will be in each city tweeting updates of its location. A limited number of participants who follow @Kili3D on Twitter will be notified of the vans location and if they find it, will receive discounted movie tickets and Adventure Kits to begin their own journey.

In 1921 the area was gazetted as a Forest Reserve and in 1973 the mountain above the tree line (2700m) was reclassified as a national park.

57

The premiere

The premiere will take place at the California Science Center IMAX theater (700 State Drive, Los Angeles, CA) on Friday, January 20. The second premiere will take place on Thursday, January 26 at the Sony IMAX 3-D Theater (1998 Broadway, NY.) Each premiere will be formatted similar to the film festivals as an adventure simulation. 3-D monitors with Twitter streams (#KILI3D) will be placed throughout the city and viewers may live tweet their experience throughout the show. The science center outreach van will arrive will all of the filmmakers in tow, including SUMMIT spokespeople Jessica Biel and Emile Hirsch, to provide photo opportunities for the press. The filmmakers will present Biel and Hirsch a check to contribute to SUMMIT to provide water for those in need in Tanzania.
KILIMANJARO
January 2012
SONY PICTURES CLASSICS presents a CHAPMAN UNIVERSITY PRODUCTION a film by SPENCER CREIGH EXPEDITION KILIMANJARO 3D produced by JURG WALTER in collaboration with JEFF SWIMMER and filmmakers HEATHER HORN, CARLY BERRYHILL, DAVID NONBERG, ROB MCCLELLAND, BRIAN BELL, LIz HARTNETT and ANGELICA ROBINSON

Audience and press members will each receive a I Will #CONQUER2011 t-shirt and a pair of 3D glasses. TweetingSeat will be present on the red carpet to live tweet photos from the event.

58

The national park also protects some of the montane forest, and six access corridors through the forest belt below.

Budget
Consumer Budget
Other NonMedia 20%

Newspaper 6%

Network TV 22% Other Media 25% Spot TV 14%

Trailers 4%

Internet/Online 9%

The Kilimanjaro National Park shows that only 30% of climbers actually reach the Uhuru summit with the majority of climbers turning around at Gilmans Point, 300 metres short of Uhuru.

59

you made it!

60

Eight students and two professors from Chapman Universitys Dodge College of Film & Media Arts conquered Kilimanjaro. What will you conquer?

appendix
When faced with a mountain, I will not quit! I will keep striving until I climb over, find a pass through, tunnel underneath or simply stay and turn the mountain into a gold mine, with Gods help. - Dr. Robert Schuller

You are here

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