Since its release in the summer of 2014, the first Guardians of the Galaxy film became a critical and commercial success, grossing over $770 million worldwide and becoming the highest-grossing superhero film of 2014. The film garnered praise for its humor, action, soundtrack, visual effects, direction, musical score, and acting. Rotten Tomatoes gave the film a score of 91% “Certified Fresh” and an audience score of 93%. The sequel, Guardians of the Galaxy Vol. 2, is scheduled to be released on May 5, 2017. 

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A trailer for the film aired during the Big Game this year. It was such a success for a Super Bowl spot, one that probably overshadowed the game itself for people like me who aren’t really invested in the outcome of the game. There's plenty of badass cosmic action, the humor we’ve come to love, a stellar soundtrack, and some great new footage from the sequel. According to comScore and its PreAct service, the spot generated the most Twitter conversation volume during the game with 47,800 conversations.

Superhero movie franchises have lost their novelty. As you can see there is an over-saturation of the genre, making it harder to get butts to fill the seats. Like seriously, who does that anymore? (point at the hand full of tickets on the screen)

However, Guardians of the Galaxy Vol. 2 isn’t just another superhero movie in a series of superhero movies and our goal is to get the target market to feel as if they do need to go to the theaters to see this movie.

(Next Slide) Our audience will probably wait for it to be available for streaming, if they haven’t torrented it first, like Bootleg Bill already has.

What we need to do is create a sense of… not urgency per say, but making this movie an experience that must be seen on the silver screen while it is in theaters.

Allowing the audience to be a member of the Guardians of the Galaxy.

At movie theaters across the country, there will be Standee Promotional Displays allowing guests at the theater to have a photo opp. with the characters.

On the cushion, there will be a Snapchat QR code that, when scanned, will unlock a special filter for an hour.

This will give our fans an experience that they will want to share with their friends. Obviously, they will share the photos using Snapchat, but if they don’t have or use Snapchat, the theater standees will still provide shareable content for Facebook and Instagram.

[Next slide] The filter will, cut out the background and place the user in a themed local, like this prisoner line up, then it will put Star Lord’s mask on the user's face, and finally they will be allowed to place a baby Groot sticker, like this.

With Snapchat, we will be able to track how many users unlock the filter, how many times the filters were used, the total amount of shares opened, and how many users open the content until completion or when the video or image can no longer be viewed.

The buzz that will be generated from those that come across this organically will grow exponentially. Once people see their friends having fun with this filter and standee, there will be a greater desire to experience this for themselves.

This will get more people into the theaters and since the movie is at top of mind awareness, it stands to reason that our audience will buy a ticket for the film.

Earlier this month, it was projected that the opening weekend gross will be $160 million in the United States for the film, as well as a $400 million total domestic gross.

However, with this campaign, we aren't leaving much up to chance.

Thank You… any questions?