Danny Caldwell goes to hell social media plan

1. Rob Zombie Can suck His Canniballs

2. Movie Title: Danny Caldwell Goes to Hell Year: 2009 Director: Ben Caution Lupinetti Producer: Melissa Izbicki Screenwriter: Austin Sheeley Sound Designer: Alex Ma Editor: Casey McClelland Production Designer: Erin Mitchell Art Director: Maya Levy Costume Designer: Samson Collins Starring: Clint Morrison, Stephanie Drapeau, Gordon Carmadelle, and David Alan Graf Marketing Director: Janelle maluenda

3. LL HOW TO NAVIGA E HE T 1 Title Page 2 Credits 3 Table of Contents 4 Introduction 5 Executive Summary 6 Objectives 7 Synopsis 8 Fundamentals 9 Target Audiences 11 Phase One: Film Festivals 12 Los Angeles Festivals 13 Freak Show: Florida 14 Horror fest: Big Bear 15 First Glance: Philadelphia 16 Festival Kit 17 DVD Art 18 Festival Strategies 19 Marketing and Public Relations 20 Guerilla 21 Social Media

4. 1 INTRODUCTION

5. L AM PAIGN WIL W HA T HIS C T DO FOR YOU Danny Caldwell Goes to Hell is an intelligently written campy horror comedy that criticizes the way the sell out movie industry caters to washed out masses by only producing bad horror films with excessive amounts of latex, blood, predictable dialogue and obvious twists endings. Danny is a screenwriter with lofty ambitions. He wants to write scripts about Satchel Page, the oldest major league pitcher of all time, yet can only make a living writing sub par horror scripts. With a baby on the way, Danny hushes the frustrated artist within to responsibly sell compromised scripts and provide for his new family. Then Danny dies. The dead screenwriter is now faced with a punishment as ironic as his screenplays: he must spend the rest of eternity stuck as a character in a crappy horror flick. The film is ironic. It is a satire. It is bloody. Hilariously bloody. Danny Caldwell Goes to Hell is a film for the horror fanatics. The slashes and blood geysers are so over done, its ridiculous. Its an experience for the frustrated writer, painter, producer, performer and any other individual that calls himself an artist. Its a story line for any one who struggles to respect the integrity of his art, while trying to make a decent living. The following pages will layout the fundamentals of the film. The campaign will explore the strengths of Danny Caldwell and who will enjoy watch- ing it. It will go into detail as to what festivals Danny Caldwell will be most successful at. This campaign book will provide samples of collateral materials for press, as well as contact information and story angles. Finally this book will provide access information for the social media accounts that have been set up as well as strategies and tactics. 5

6. ES PL AN OBJECTIV M ARKETING Position film as a fun piece of student cinema, poking fun of the ba- nality of today’s horror film industry. Demonstrate the Danny Caldwell Goes to Hell is the next step for Wein- stein Company to communicate that the company is done with selfish financially driven endeavors and is getting back to the basics, back to the art, and more importantly, back to having fun. Appeal to very targeted niche consumer audiences by developing an underground distribution campaign that relies on trusted strategic partnerships and positive word of mouth marketing to develop hype and successfully gain entrance to at least five film festivals across the nation. Bruce Campbell presents Danny Psychobilly boys sporting Danny Caldwell merch Student director, Ben Lupinetti, with distributors, Caldwell at 2010 Sundance Film Fest Bob and Harvey Weinstein, on the bloody white carpet. 6

7. RY DANNYS STO Danny Caldwell Goes to Hell is about a guy who writes crappy screenplays. Not because he’s a bad screen writer. He’s a good screen writer and he writes great scripts. Intelligent scripts in fact. But the industry wants crappy horror films, and since the industry pays his bills, and he’s got a baby on the way, he compromises the integrity of his work and writes crappy horror films. For a living. It sucks. So Danny dies. Unfortunate right? But even worse: he is ill fated with the ironic punishment of being stuck in a crappy horror film- forever. Danny’s B-List horror film from Hell is filled with hillbillies. Even better though, these hillbillies are cannibals. They live on a people farm. They invite people into their home. They cage em, breed em, and eat em. Its disgusting. And awesome. Danny’s hell is a crappy horror film. Every cheesy special affect from blood geysers and predictable dialogue floods the screen. Limbs are lost at no one’s expense. Screams and chase scenes, and plot twists overwhelm Danny until he wakes up... Right? PLOT TWIST! Does Danny wake up? Did he die? Will he continue writing awful screenplays for the rest of his life? Its ironic. Its cheesy. Its hilarious. Its got blood. And cannibal hillbillies. What’s better than bloody cannibal hillbillies? 7

8. S FU N-DA-MENTAL Concept Capsule Campy horror comedy about the industry’s demand for sub-par screenplays to please washed out masses, ironically oozing with blood and gore. Marketable Elements Blood; Horror. An easy association. Comedy: Danny’s sarcastic wit and exaggerated situations Obadiah and his Hillbilly Cannibal make for a subtly hilarious film with ironic value in re- family are creepy and weird make Danny Caldwell a unique horror film. gards to horror. Screen Writing: A masochistic passion. It requires a lot of time, a lot of alone time, and 90% of the work done will be thrown away. Integrity of Art: An internal struggle. Artist Versus Corporate. Cheer for the underdog. Its the epitome of David and Goliath in the art world. Cannibals: Freakish. Interesting. Out of the ordinary. Hilarious! Hillbillies: Gross, incestuous, just as freakish as cannibals. That’s why cannibal hillbillies is even more marketable than anything. 8

9. IGN IKE T HIS CAM PA W HO WILL L PRIMARY Screen Writers: Screenwriters don’t like the movies that play in the theaters. That’s why they write their own. It must be clear that this movie is written for screen writers, coming from the underground, student, world of cinema. They will relate to and understand the main character’s internal struggle more than any other target audience. SECONDARY Horror Fanatics: These die hard fans are critical of contemporary horror and well aware that the classics are the best of screamer cinema; they can’t stand crappy horror. They will appreciate that Danny caldwell mocks the genre that is at stake. They are very difficult to influence, and are uninterested in anything main- stream. They trust friends more than any one. TERTIARY Starving Artists: Whether it is music, film, art, poetry, or dance, artists will relate to Dan- ny’s struggle to remain true to his passion of screen writing, and understand why he is sent to Hell for “selling out”. Artists do not want to be marketed to, live in a tight knit community, and the best way to penetrate the art world is to come from it. 9

10. Phase One: Film Festivals 7

11. G W HERE ARE WE G OIN S LOS ANGELE Shriekfast: http://www.shriekfest.com/ Strategy: Campy, horror, comedy. Deadline: May 22. uper shorts/Webisodes (10 min/ pages & under, including credits) Early: $20.00 Regular: $25.00, Late: $35.00 Regular shorts (11 min/pages-49 min/pages, including credits) Early: $30.00 Regular: $35.00, Late: $45.00 shriekfest@aol.com Screamfest LA: http://www.screamfestla.com/ Strategy: Horror sci-fi, female leadership, female producer, Early: $35 Regular Deadline 07/15/10 $50 FINAL deadline 8/15/10 $60 ne of the biggest creative contests in the country, SXSW is an opportunity for Danny Caldwell to earn the respect from the creative community, specifically from industry leaders. Eerie: http://www.eeriehorrorfilmfestival.com/ Strategy: Creepy hillbilly characters. Akward situations. Submit via withoutabix. Horror short Sundance 2011: http://festival.sundance.org/ If you’re curious... They begin ac- cepting submissions June 2010 $35-$75 entry fee via withoutabox.com programming@sundance.org 11

12. 0 FLORIDA 201 FREAK S HOW Strategy: Appeal to the artist that wants to create art without sac- rificing creative integrity. http://www.freakshowfilmfest.com/ freaky Award Categories Best Short Best Cinematography Best Actor Best Special FX Makeup The 2010 entry period is as follows: Early Deadline is Feb. 12, 2010. Entry Deadline is May 14, 2010 * LATE DEADLINE AUG. 13, 2010* Entry Fees Short Films 10,000+ Horror Fans and 0 to 45 minutes in length multiple distributors $20.00 before February 12, 2010 will attend *$30.00 before May 14, 2010* $40.00 before August 13, 2010 ***Run time includes credits*** 12

13. L ROR FILM FESTIVA B IG BEAR HOR 2010 http://www.bigbearhorrorfilmfest.com/ Strategy: Ben Lupinetti is the ultimate horror fan because he produced a film that is standing up for the integrity of the horror industry. Early bird deadline: June 1, 2010* Regular deadline: July 1, 2010* Shorts/Student Films—Early bird: $15.00/Regular: $30.00 Big Bear Horror Film Festival Contest Seeks Out the Ultimate Horror Fan Big Bear Lake, California April 27, 2010 - - The Big Bear Horror Film Festival, produced by Evil Kitty Productions, is hosting a contest to find the ‘ultimate horror fan’ (UHF). Contestants must create 1-2 minute videos wherein they creatively explain why they should be chosen as the “Ultimate Horror Fan”. Videos, which must be submitted no later than July 1st, will then be judged by the general public, using the festival’s official website. Winner will be announced July 15, 2010 and will be invited to attend the festival for free, as a guest judge. As a guest judge, the UHF, will be asked to view all films which have been submitted for consideration in the festival. The guest judge will utilize a scoring sheet to provide feedback on those films and will be honored at the festival, as well. Some tangible and non-tangible benefits and requirements may apply. For complete rules and specifications regarding the contest and to down- load a submission form, please visit the festival’s official website, on the “2010 Festival” page, under ‘Ultimate Horror Fan’: www.bigbearhorrorfilmfest.com | info@bigbearhorrorfilmfest.com 13

14. 0 E FI LM FEST 201 FIRST GLANC Strategy: Indie, art film, Unique because of its witty dialogue. Spunky characters and ironic situations. http://www.firstglancefilms.com/ Withoutabox.com submission: Short Narrative Shorts Too Student Shorts FIRSTGLANCE FILM FEST PHILADELPHIA 2010 CALL FOR ENTRIES NOW OPEN!!!! Early Deadline March 13 2010 Regular Deadline April 13, 2010 Late Deadline May 13, 2010 Entry Fee: Starting at $25.00 for early submissions. Entries must be submitted on NTSC Region 0 or 1 DVD. 14 7

15. T FESTIVAL KI Cast Bios DANNY CALDWELL GOES TO HELL Ceiling Fan Productions Business Cards DANNY DannyCaldwellHell@gmail.com CALDWELL Twitter.com/@DannyCaldwell GOES TO HELL 626-825-3602 Cast Bios Clint Morrison Clint is an actor living and working in Los Angeles, Califor- nia. Upon graduating from Georgetown University with Phi Beta Kappa honors, Clint drove cross-country to pursue a career in acting. Clint has trained with the Groundlings School in improv comedy and is currently studying under Howard Fine at the Howard Fine Acting Studio in West Hollywood. Currently, you can see Clint in Chris Berube’s The Seven Deadly Sins DANNY CALDWELL GOES TO HELL which runs Tuesday nights at 9:30pm at The Next Stage Theatre Ceiling Fan Productions at the corner of Sunset Boulevard and La Brea Avenue. DANNY DannyCaldwellHell@gmail.com CALDWELL Twitter.com/@DannyCaldwell Stephanie Drapeau DANNY Stephanie is the epitomy of a success story in Hollywood she quickly DANNY to the top. Having performed in over 17 short climbs CALDWELL GOES TO HELL and feature films in less than one year, she is not shy about Ceiling Fan Productions working her way to stardom. Stephanie has talent in both DANNY CALDWELL GOES TO HELL GOES TO HELL 626-825-3602 DannyCaldwellHell@gmail.com drama and comedy as she has been gifted with intelligence, CALDWELL Ceiling Fan Productions Twitter.com/@DannyCaldwell depth, and a zest for life that you can’t help but love...and DANNY to top it all off, her down-to-earth nature will keep her on DannyCaldwellHell@gmail.com GOES TO HELL 626-825-3602 the set simply because she’s a blast to be around! CALDWELL Twitter.com/@DannyCaldwell Gordon Carmadelle Upom earning his bachelors from Louisiana State, Gordon has played lead in multiple films, leading to guest starring roles GOES TO HELL 626-825-3602 Fact Sheet Cast Bios in shows such as The Big Easy and Mystery. His theater work Movie Title: Danny Caldwell Goes to Hell has earned him the award for Best Male Newcomer in the Baker Year: 2009 Theater production, “Wait Until Dark”. Director: Ben Caution Lupinetti Producer: Melissa Izbicki Synopsis Screenwriter: Austin Sheeley Production Cast Bios Stills Sound Designer: Alex Ma Danny Caldwell Goes to Hell is a film about a guy who writes crappy Editor: Casey McClelland screenplays. Not because he’s a bad screen writer. He’s a good screen David Alan Graf Production Designer: Erin Mitchell writer and he writes great scripts. Intelligent scripts in fact. Buthas been acting Los Angeles native David Alan Graf Art Director: Maya Levy the industry wants crappy horror films, for over a quarter of a decade, gracing a variety and since the industry pays his Costume Designer: Samson Collins bills, and he’s got a baby on the way, of film, television, and integrity productions. he compromises the theatrical of Starring: Clint Morrison, Stephanie Drapeau, Gordon Carmadelle, and He was featured in the upcoming Muse Productions his work and writes crappy horror films. For a living. The Virgin Suicides) release of (American Psycho, It sucks. David Alan Graf This Girl’s Life. So Danny dies. Unfortunate right? But even worse: he is ill fated with MPAA Rating: R for adult themes, language, and violence. the ironic punishment of being stuck in a crappy horror film- forever. Genre: Campy Horror Comedy Keywords: Horror, blood, screen writer, sell out, hillbillies, canni- Danny’s B-List horror film from Hell is filled with hillbillies. Even bals, pregnancy, redemption better though, these hillbillies are cannibals. They live on a people farm. They invite people into their home. They cage em, breed em, and Tagline: They Can Suck His Cannniballs eat em. Its disgusting. And awesome. Concept Capsule: Campy horror comedy about the industry’s demand for Danny’s hell is a crappy horror film. Every cheesy special affect from sub-par screenplays to please washed out masses, ironically oozing blood geysers and predictable dialogue floods the screen. Limbs are with blood and gore. lost at no one’s expense. Screams and chase scenes, and plot twists overwhelm Danny until he wakes up... right? PLOT TWIST! Does Danny Horror Industry Timeline wake up? Did he die? Will he continue writing awful screenplays for 1900-1930 Silent Fear the rest of his life? 1930-1940 Classic Creations 1940-1950 Chills and Chuckles 1950-1960 Sci-fi, B-Movies and Hammer Horror 1960-1970 Psycho’s and Zombies Its ironic. Its cheesy. Its hilarious. Its got blood. And cannibal 1970-1980 The Birth of the Slasher hillbillies. 1980-1990 Modern Horror Begins 1990-2000 Scream. Forever. What’s better than bloody cannibal hillbillies? Fact Sheet Synopsis 15 8 Production Stills

16. F FANCY STUF DANNY CALDWELL GOES TO HELL rob zombie can suck his canniballs DVD Art WEINSTEIN COMPANY PRESENTS A CEILING FAN PRODUCTIONS film: DANNY CALDWELL GOES TO HELL Directed By: BEN CAUTION LUPINETTI Producer: MELISSA IZBICKI Screenwriter: AUSTIN SHEELEY Sound Designer: ALEX MA Editor: CASEY MCCLELLAND Production Designer: ERIN MITCHELL Art Director: MAYA LEVY Costume Designer: SAMSON COLLINS Starring: CLINT MORRISON, STEPHANIE DRAPEAU, GORDON CARMADELLE, and DAVID ALAN GRAF One Sheet 16

17. ION FE STIVAL M ISS Just One of the Gang Three of the four target audiences Danny Caldwell is being marketed to, do not want to be marketed to. Screen writers, horror fanatics, and starving artists do not want to be affiliated with corporate functions. The Danny Caldwell brand must appear to be apart of the art community. There should be no divide, no hierarchy, no struggle for power or dominance while at festivals. Our director will be very involved in the Danny Caldwell activities and stunts and will act as the spokesperson for the film. Have Fun With Influential Individuals While abstaining from encouraging power, Danny Caldwell must also appeal to influential members of the art community. This will be executed by having fun, being relaxed, and going with the flow. Influentials must be given the opportunity to lead Danny Caldwell fans, in a casual, yet structured fashion. This “role playing” will lay the foun- dation for influentials to guide consumers into partici- pating in future Danny Caldwell activities. These influentials will be take on key roles in the next phase of marketing when Danny Caldwell will be pitched to a distributor. Strong Visual Presence To begin building momentum for the release of the film, the Danny Caldwell logo should be every where, at every festival. This is tricky because the brand cannot appear corporate. Our logo must be integrated into film, screen writing, and music culture. It must be visible without being noticeable. 17

18. R MA RKETING N P Street Team For each festival, a Danny Caldwell street team will be formed. This group will be respon- sible for carrying out public relations and marketing tactics day after day. The street team will be made up of those involved in the production of the film, as well as one marketing representative. The team will work to create hype about the film and the marketing rep will work to get coverage for the various stunts that are executed. The beauty of the project is that because every city, and every team, and every experience is different, the stunts, and media coverage will vary. Screen Writers Survival Kit for Hell Each festival that offers a screenplay compe- tition will be given the opportunity to pres- ent the winners with a Danny Caldwell Screen Writers Survival Kit for Hell. This kit is key in communicating to screen writers that Danny Caldwell is a story about them. The kit will include various pieces of branded Danny Caldwell memorabilia that is useful to screen writers such as a writing pad, literary action figures, and Danny Caldwell B Movie Victims. We will also provide contact information for our director to invite screen writers to con- nect with the film and become apart of the Danny Caldwell experience in months to come. 18

19. S A TEN T TION W HORE Cannibal Cookout One of the easiest ways to attract crowds of people, without yelling at them with a blow horn, is to serve them food. At the Danny Caldwell Cannibal Cookout, Danny Caldwell reps will cook up human fingers, (hot dogs) and pass them out. This will bring people together, espe- cially because festivals are long and food is expen- sive. Artists and musicians love and appreciate free food. We will encourage directors and producers of films to get on the grill, and we can offer specials Cannib depending on who is cooking. Cooko l a ut! Free hillbilly hot dogs from Free Danny Caldwell Merch 1-3pm The best way to achieve a strong, transparent, visual presence, is with merchandise. The Danny Caldwell logo will be placed on track jackets, messenger bags, and other attire that humble, artist-types wear. Because our merchandise will be free, we will have to make our par- ticipants earn it. These contests will create brand enthusiasts and will be helpful in promoting the film. Networking Throughout the festivals Ben will develop an e-mail list of all people he NIBALLS comes into contact with. Post festival e-mail will be sent out from Ben C AN and other influentials we network with. This e-mail list will act as our underground form of communication with audiences about the future release of Danny Caldwell Goes to Hell. 19

20. A SOCIAL MEDI Twitter Email: DannyCaldwellHell@gmail.com Password: chapman6969 Strategy: Tweet as Ben, the director. Position onself as an artist. • Opinions about the film industry • Updates about entering film into festivals • What members of the cast are up to • Chapman Film School news Hook it up to phone Facebook Page Name: DannyCaldwell Strategy: Build a network of following • Stream Twitter, Youtube, Flikr and Tumblr to Facebook • Post pictures • Create events • Distribute press materials Flikr Email: dannycaldwellhell@yahoo.com Password: chapman6969 Strategy: Post pictures as Ben. LIving his life as a film maker • On set • Editing • Networking • Job Hook it up to phone 20

21. A SOCIAL MEDI Gmail Email: DannyCAldwellhell@Gmail.com Password: chapman6969 Strategy: For use by Ben and Janelle for festival out- reach Hook it up to phone YouTube Email: DannyCaldwellHell@gmail.com Password: chapman6969 Strategy: Behind the scenes look • Trailer • Cast Interviews • B-Roll • Random stuff from Ben’s life Hook it up to phone Tumblr Page Name: DannyCaldwell Strategy: Build a network of following • Stream Twitter, Youtube, Flikr and Tumblr to Face- book • Post pictures • Create events • Distribute press materials 21

Danny Caldwell goes to hell social media plan

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