This is a final presentation I gave for my Cross Promotions class during my time in Los Angeles. It encompasses my promotional approaches and ideas for successfully marketing the Green Lantern movie.

1. Green Lantern Cross Promotions
Final Project Presentation by Sam Kusek

2. Part 1: Background: Industry
Overview
 Comic-book film
marketing is growing,
with several “darker”
“real” films.
 Influx of Direct-to-
DVD films.
 Trend: Building up a
well-known base of
characters for cross-
over films (ex. Crisis
on Two Earths.

3. Part 1:
Competitive Overview
 Marvel is releasing 4
movies in 2010-
2011, ending in a
cross-over event.
 Other competitors
include “The Green
Hornet”, “Mad
Max”, “The Hobbit”,
“Alice in
Wonderland” etc.

4. Part 1: Goals and Objectives
 To raise awareness of Green Lantern and
DC as viable brands.
 $600M in total sales Worldwide.
 $80M sales during Opening Weekend.
 15% increase in Green Lantern book sales.
 Green Lantern Books in New York Times
“Top 10 Graphic Novel” Section for 5
months.

5. Part 1: Ways to Measure
Success of Goals
 To measure pre and
post awareness of DC
and GL as Brands, exit
polls will be taken
after viewing.
 Comparing expected
ticket sales with actual
ticket sales.
 Keeping track of New
York times list and
Green Lantern sale
numbers.

6. Part 1: SWOT
Strengths Weaknesses
• P r e - e xisting fan base that have been o G r e e n Lantern does not have as
anticipating the film for years. broad of a reach as other heroes
• M a r k e t for Superhero films is at a (Superman, Batman). (Main
record high. Concern)
• R yan Reynolds stardom is a driving o R yan Reynolds portrayed a popular
force for attracting unknown Marvel character, Deadpool, which
moviegoe r s . is slated for his own film (Not main
concern. )
Opportunities Threats
o G e off Johns, head writer of Green o M a r vel has plans to release 3 films
Lantern, is taking a very involved featuring popular first-string
step in the production of the film. characters, which ultimately leads
He could be used to target the fan into a tie in film. DC has no films
ba s e . or plans in production right now to
o Currently, a Green Lantern-focused combat this .
story is running as a Cross- o Deadpool film production could
company event in DC. Opportunity tear primary targets attention. (Not
for tie-in. a main concern)
o R yan Reynolds is well known in
Media and has the star power to
help push forward reach to a board
audienc e .

7. Part 1: Positioning Statement
Featuring an all-star cast and in-
depth story, Green Lantern is what
comic-book fans and moviegoers
alike have been waiting for. Truly an
intergalactic thrill ride, Green
Lantern gives fans what they want; a
wonderful, action-packed look into
the world of the emerald crusader.

8. Part 1: Target Audience:
Primary Target
 18-24 Males.
 Previous knowledge of
Green Lantern; avid
Comic-book fans.
 Influencers in “Nerd
Culture”; create a lot
of buzz. “Make or
break.”
 Opinionated about
Comics and like to
share ideas.

9. Part 1: Target Audience:
Secondary Target
 8-14 Males.
 Younger fans who
don’t really know the
character as well.
Known through other
media.
 Unsure of where to
get more knowledge
but want to learn.

10. Part 1: Target Audience:
Tertiary Target
 15-32 Males and
Females who aren’t
extreme fans but
enjoyed the Dark
Knight and Iron
Man.
 Enjoy a good action
film and overall
theatre experience.

11. Part 1:Tone and Style
Action-Packed
Thrilling.
Emotional (some
tear-jerking
moments.)
Light humor.

12. Part 2: Creative Elements and
Media

13. Part 2: Creative Elements and
Media: Key Art
 Trailer: Creates the  Posters: Two different
right emotional effect sets of posters:
and portrays the  One set of 4 exclusive
Action/Humor posters that will be
message well. released via Facebook.
 Will be used for  Another set will be the
Television, Web, and posters used in
In-Theatre promo. Theatres for traditional
promotions.

14. Part 2: Image from the Trailer

15. Part 2: Posters

16. Part 2: Proposed Messaging
 The Title “Green Lantern” and the Tagline,
“Where there’s a Will, there’s a Way!” will
be featured on the traditional promotions.
 The Oath, “In Brightest Day, In Blackest
Night, No Evil shall Escape my Sight. Let
those who worships Evil’s Might, Beware
my Power! Green Lantern’s Light!” will be
featured on the Facebook posters. (Spilt up
among all 4.)

17. Part 2: Digital/Direct to
Consumer Campaign
Banner: Same images as traditional
poster, ending with title, logo and
release date of film.
Website: Features of the Site include
plot page, media page, newsletter,
links to social media, and widget for
online ticket purchases.

18. Part 2: Digital/Direct to
Consumer Campaign Cont.
 Online Social Media:
 Facebook:
 Exclusive prod. photos.
 Engine used to distribute exclusive posters.
 Twitter:
 Twitter feeds for Ryan, Director, Writer and Film
will be featured on the main page of the website.
Twitter used for Contest. (Explained later in Cross
Promo.)
 Email:
 Addresses gained through Newsletter sign-ups & Contest
Entries.

19. Part 2: Specific Media Buys
 Digital/Online: Banner ad’s will be
bought on nerd lifestyle blogs, film blogs,
comic book industry sites and
Entertainment Weekly.
 TV: 30 sec. ad spots will be bought on
Fox, CW, Cartoon Network and Syfy.
 Print: Full page ad’s will be bought in
magazines and comic books.

20. Part 2: Media Flight Plan
Dates
Media Dec-10 Jan-10 Feb-10 Mar-10 Apr-10 May-10
TV
Online
Print (Mag.)
Monthly
Print (Comics)
Weekly
Website Launch
Search

21. Part 3: Cross Promotions

22. Part 3: Cross Promotions:
Barter
 Giving IP of Hal
Jordan to Mountain
Dew for coverage on
Cans.
 What they get: IP of
GL, Exclusive right as
Film Beverage.
 What we get: 1 million
impressions via
500,000 Soda Cans.

23. Part 3: Cross Promotions:
Revenue Stream
 Selling the IP of
Green Lantern to Six
Flags, who will
construct a theme
roller coaster.
 What they get:
Exclusive Rights to
well-known character.
 What we get: $1 M
for the Likeness and
IP.

24. Part 3: Cross Promotions:
Contest
 Contest, using these 8 rings with be held, asking readers
to let us know what they are so emotional about. Must
have read DC comic to own rings/know about the
contest and content.
 Prize will include a trip to the set, including a walk-on
role in the film.

25. Part 3: Cross Promotions:
Twitter Giveaway
 A Re-tweet contest
will be held via
Twitter.
 Hand Crafted Rings
given out to the
Winners.
 Pictures of the
winners with the
rings featured on web
site.

26. Part 4: PR Outreach

27. Part 4: PR Outreach:
Press Tour
 Ryan Reynolds will
appear on various
talk shows as Hal
Jordan, in an attempt
to educate the
General Public about
the character, his
abilities, and the
Green Lantern
Mythos on a whole.

28. Part 4: PR Outreach:
UGC/Online Interviews
 Ryan, the Head
Writer and Director
will take part in 2
UGC online video
interviews during the
course of Filming to
keep hardcore fans
happy and kept in the
film-making process.

29. Thank You and Stay Green