In the course Entertainment and Marketing Promotion, each student was assigned to a student film to create a marketing plan for. This project taught me how to create a marketing plan for a film both as a major Hollywood film and a student film.
4. Synopsis
Mallory Lorne was forced to leave her young daughter, Olivia Lorne,
to spend several years facing her Dissociative Identity Disorder in an
asylum. The film starts as Olivia brings her mother home, attempting
to uncover the cause of her mother’s disease while also repairing their
destroyed relationship. Olivia attempts to get closer to her mother as
Mallory stays deeply intertwined with the tragedy of her past using
different personalities to help her cope. As these two women stand
to lose their relationship once more, Mallory comes forward with the
secrets she so desperately wanted to keep from her daughter. In the
wake of the revelation of the past, Mallory and Olivia are forced to
accept what has happened and move forward.
But the challenge still stands: there is a disease lurking in the depths
of one of them and there may never be a chance for full recovery.
Genre: Psychological Thriller Anticipated Rating: PG-13
Tagline: A daughter sets out to find the truths of her mother’s
past and to rekindle thier relationship, broken by her mother’s
time soent dealing with her Dissociative Identity Disorder.
2
5. Audiences & Positioning Statement
Primary Target
Audience:
Females, ages 30-50,
mature, like reading
between the lines,
enjoy stories with a
little mystery, can
relate to, or
sympethize with this
mother-daughter duo
3
Secondary Target
Audience:
Females, ages 15-25,
enjoy watching
something thrilling
that will entertain
them, want more from
a movie than a
Rom-Com
Tertiary Target
Audience:
Females and males,
ages 25-45, favorite
genre of film is
psychological thriller,
frequent movie goer,
enjoys trying to
figure out what is
going to happen next
As a psychological thriller, Many Faces will leave you
on the edge of your seat and mind racing impatiently
to see what will happen next. With a rich and
complex plot, the film provides the audience with a
mystery to solve. Recent films similar to Many Faces
are Gone Girl and Girl On The Train.
6. Obstacles & Opportunities
4
It is difficult to convey this story through marketing tactics without giving too
much away and not giving the audience too much information. You want to
encourage them to see the film, without having to reveal the details of the
story. You want the audience to be drawn in, and then shocked with the twist.
The cast and crew of this film are not widely know, which will not bring in the
loyal fan base as more well known figures in film.
This film has the ability to hit individuals who have found themselves in a
situation of having to shut out the past in order to cope with the present. The
film has been written, directed and produced by women which makes a
powerful statement of women in film today. The three lead characters in the
film are also women, attracting the film’s main target audience.
8. Film Festival Strategy& Distributors
Telluride Horror Show
The Telluride Horror Show is Clorado’s first and
longest-running horror film festival. It has also been
included in “20 Coolest Film Festival” by
MovieMaker Magazine. This festial displays a mix of
horror, suspense, thriller, sci-fi and dark
comedy. “Many Faces” would be a good fit for the
Telluride Horrow Show in the thriller category. The
festival will be held October 13-15, 2017.
Los Angeles Film
Festival
The Los Angeles Film Festival is a perfect place to
screen “Many Faces”. It provides the cast and crew
the opportunity to meet with Hollywood
executives, as well as the convenience and ease
of travel based on its location. Attracting nearly
100,000 people each year, this festival is the
perfect place to debut an independent film like
“Many Faces”. The Los Angeles Film Festival 2017
will be held June 14-22, 2017.
Tribeca Film Festival
This festival’s program is made up of a variety of
independent films including documentaries,
features and shorts, and family-friendly films.
Within the narrative features, there is a category
specifically for thriller films. “Many Faces” would fit
into this category based on the genre. This
festival also draws a large crowd of around 3
million each year. April 19-30, 2017.
Brussels International
Fantastic Film Festival
The Brussels International Fantastic Film
Festival is one of the top venues for horror,
thriller, and sci-fi genre films. Previous thriller
films debuted at this festival include “Orphan,” “The
Awakening” and “The Isle”. Many of the films at
this festival as also considered to be
dramas. As “Many Faces” is a psychological
thriller and includes family drama, the BIFFF is a
perfect fit. April 4-16, 2017.
6
9. Festival Kit - Pitch Letter
June 1, 2017
Many Faces Marketing
1111 Wilshire Blvd
Santa Monica, CA 90403
To Who This May Concern,
A bruise may fade, but the pain may last forever. “Many Faces” is a beautifully produced film about a
mother-daughter relationship broken by secrets of the past and the struggle of a psychological disorder.
Mallory Lorne was forced to leave her young daughter, Olivia Lorne, to spend several years facing her
Dissociative Identity Disorder in an asylum. The film starts as Olivia brings her mother home, attempting
to uncover the cause of her mother’s disease while also repairing their destroyed
relationship. Olivia attempts to get closer to her mother as Mallory stays deeply intertwined with the
tragedy of her past using different personalities to help her cope. As these two women stand to lose their
relationship once more, Mallory comes forward with the secrets she so desperately wanted to keep from
her daughter. In the wake of the revelation of the past, the pair is forced to accept what has happened
and move forward. However, the challenge still stands; there is a disease lurking in the depths of one of
them and there may never be a chance for full recovery.
The themes of this film relatable to its target audiences while pulling on their emotional strings.
Enclosed is a copy of the film along with cast and crew biographies, film press release, key art, and my
business card. If you would like any more information or materials, please do not hesitate to
contact me.
Courtney Hummel
“Many Faces” Marketing Director
chummel@manyfaces.com
(425)495-0618
7
10. Festival Kit - Press Release
MAY 25, 2017: The Los Angeles Film Festival will hold a pub-
lic screening of psychological thriller, Many Faces, on June 16 at
8:00pm at (ArcLight Cinemas, 9500 Culver Blvd, Culver City, CA).
A daughter sets out to find the truths of her mother’s past in
order to identify the cause of her Dissociative Identity Disorder.
The disorder has broken caused a broken relationship, and the film
uncovers the struggles faced in order to rekindle the
mother-daughter bond. However, the challenge still stands, there is
a disease lurking in one of them and there may never be a
chance for full recovery.
The short debuted at Brussels International Fantastic Film
Festival where it won the grand prize, the Golden Raven
statuette. The film has since screened at various other festivals in-
cluding the Tribeca Film Festival in April. The short is
expected to screen at various film college campuses including Uni-
versity of Southern California, Los Angeles Film School, American
Film Institute and University of California Los
Angeles.
Screenwriter and director, Khira Layton, and producer, Payne Cow-
ley, will attend the screenings for a Q & A panel.
For more information, please visit manyfaces.com or contact
director of marketing, Courtney Hummel at
chummel@manyfaces.com, (425) 495-0618.
###
SHORT PSYCHOLOGICAL THRILLER TO SCREEN IN LOS
ANGELES
8
11. Festival Kit - Cast & Crew Bios
Julia Farino
Mallory Lane
Julia Farino is an
experiencd actress with
television series and short
films. The British actress
and singer currently resides
in Los Angeles, hoping to
further her Hollywood
career. Throughout her
career, Farino has appeared
on Jane the Virgin, Dys of Our Lives, Veep, True
Nightmares, and Age of the Living Dead.
Penelope Figueroa
Young Olivia Lorne
Penelope is a young actress
hoping to make her mark in
the Hollywood film scene.
She has previously worked
on Emily, Por Sofia, and
Prodigy. Figeuroa also has
experience working with
director, Khira Layton on
her previous projects. She
hopes to continue gaining experience with
Chapman student on films in order to further her
career.
Jinny Ryan
Olivia Lorne
Jinny Ryann is originally
from the tiny town of
Holliston, MA. She attended
Chapman University,
graduating in Spring 2016
with a BFA in Screen Acting
and a self-designed minor in
Neuroscience. She attended
the Artist As Citizen
Conference (put on by Artists Striving to End
Poverty) at Julliard this past June. She is now living
in Los Angeles pursuing her passions in the arts and
social justice.
Geoffrey Graham
Dr. Gregory
Geoffrey Graham is a native
to Los Angeles and enjoys
spending his time working
on films. He has been work-
ing as an actor since his
debut in The Far Country
in 1988. Gregory has since
worked on Ulysses’ Gaze
and Romulus, My Father.
Gregory enjoyed his time working on Many Faces
and working with such strong women in the film.
9
12. Festival Kit - Cast & Crew Bios
Payne Cowley
Producer
Khira Layton
Director
Quinn
Brudos-Someres
Director of Photography
Khira Layton is a senior
film production major
emphasizing in directing at
Chapman University.
Layton has directed two
short films prior to Many
Faces and plans to continue
on working in production
after graduating in
December 2016. Layton’s passion lies in creating
projects with a voice aspiring to create positive
change. She displays this message by creating a
storyline in a unique manner. Her style is
psychologically thrilling!
Quinn Brudos-Someres is a
senior film production
student with an emphasis in
cinematography at
Chapman University.
He used his fovorite films,
such as “Mr. Nobody” as
influences to inspire him
for this film. Apart from live cinematography, he is
gaining experience in VR, animation, and CGI while
at Chapman, in hopes of combining all his skills in
his future career.
Payne Cowley is a senior
creative producing major at
Chapman University.
Cowley has previously
worked in production on
other short films, music
videos and commercials.
Cowley enjoys producing
as it gives her a chance to
bring together a group of creative individuals to
collaboorate on a moving piece of art. After
graduating in May 2017, Cowley hopes to work her
way up to become a producer in film and television.
Toby Guebert
Leo Lorne
Toby Lorne is a Los
Angeles Native currently
residing in Santa Monica.
He has worked in film all of
his life. He has previously
appeared in shorts and tv
series. These include Rain
or Shine, In Madness, To
Each His Own and Incest!
The Musical. He enjoyed working with the Chapman
students on Many Faces and hopes to get the
opportunity again!
10
13. Festival Kit - Cast & Crew Bios
Kristie Lee
Unit Production Manager
Kristie Lee is a senior
creative producing major
at Chapman University. Lee
hopes of working at a
production company based
in Los Angeles after
graduating in May 2017. She
has worked on many Dodge
College projects, as well as
professional productions. She has interned at Starz
and Open Road in both acquisitions
departments and spent Summer 2015 interning at the
Channel North Television Company in New Zealand.
Alheli Lopez
Editor
Alheli Lopez is a senior film
production student with an
emphasis in editing at
Chapman University. She
has worked with director
Layton on various projects
during her college
experience. Through her
editing of the short film,
Lopez worked on match cutting and heavy sound
designing to emphasize very delicate topics
throughout the story. Whenever she is not working
on film project, Lopez likes to go on day trips and
shoot some photography.
Tasha Jocz
Sound Designer
Tasha Jocz is a Film
Production major with
an emphasis in Editing at
Chapman University. She
has sound designed the past
short films: “Rain or Shine”
and “The Reward” and has
edited the past short films:
“Marveled”, “Trail Mix”, and
“Like a Pussy”. Jocz wants to work on post-produc-
tion editing either episodic television of feature films.
She currently interns with NBCUniversal with Bravo
Digital Media.
Meaghan O’Rourke
Set Designer
Meaghan O’Rourke is a
Chapman Unviersity senior
film production major with
a production design
emphasis and a digital
imaging and design minor.
O’Rourke has previously
worked at Disneyland as an
entertainment costumer and
at 7ate9 an a television development intern. She is
currently the director of campus entertainment and
leisure at Chapman University.
11
14. Festival Kit - Marketing
MANY FACES
A bruise may fade,
but the pain may last forever
DIRECTED
BY
PRODUCED
BY
EDITED
BYKhiraLayton PayneCowley AlheliLopez
Marketing Director
Courtney Hummel
chummel@manyfaces.com
(425) 495-0618
MANY FACES
Winter 2016
One Sheet
Marketer
Business Card
12
15. Festival Kit - Marketing
MANY FACES
A bruise may fade,
but the pain may last forever
manyfaces
DIRECTED
BY
PRODUCED
BY
EDITED
BYKhiraLayton PayneCowley AlheliLopez
“This film will get you on the edge of
your seat” - Variety
Mallory Lorne (Julia Farino) was forced to leave
her young daughter, Olivia Lorne (Jinny Ryan &
Penelope Figueroa), to spend several years facing
her Dissociative Identity Disorder in an asylum. It
is time for Olivia to bring her mother home and
to attempt to uncover the case of her mother’s
disease while also repairing their destroyed
relationship.
Olivia attempts to get closer to her mother as
Mallory stays deeply intertwined with the trag-
edy of her past using different personalities to
help her cope.
As these two women stand to lose their relation-
ship once more, will they be able to unveil the
past and recover from it?
“Phenomenal...truly magnificent and absolutely
unforgettable” - Los Angeles Times
Julia
Farino
Jinny
Ryan
Penelope
Figueroa
Branded DVD Case
13
17. Distribution Strategy
Many Faces is a psychological thriller targeted toward a very
specfic audience. Therefor the film will begin with a limited
release with a small number of screens in major cities such
as Los Angeles and New York. If the film has good playability
among the audience, the film will then be put out for a
wider release. Many Faces would be best paired with a
ditribution company with experience with this genre of film as
well as the type of release.
15
18. Target Distributors
A24
A24 is a relatively new independent
entertainment company and since opening, has
been one of the top independent film companies.
A24 has distributed many previous films that
begin with a limited release then moving into wide
release. These films include Room, Spring
Breakers, The Spectacular Now and While We’re
Young. A24 also has a variety of intense and
emotional films involving family drama, such as
Ginger & Rosa.
New Line Cinema
STX
Dimension Films
STX Entertainment is a newly founded
entertainment company specializing in film,
television and digital media. Many of the films
distributed by STX are psychological thrillers.
These films include The Gift, Secret in Their Eyes
and The Boy. As Many Faces is a psychological
thriller, STX would be a great distributor because it
has the experience distributing this genre of film to
a certain audience.
New Line Cinema merged with Warner Bros.
Entertainment in 2008. Since the merge, New Line
Cinema has experienced a highly successful period
with releases including the The Hobbit trilogy, The
Notebook and We’re the Millers. New Line is one of
the top film companies involved with the
horror and thriller genres. New Line would be a
good choice for Many Faces because they have
distributed movies, such as Se7en, with similar
genre and marketability.
Dimension Films is owned by The Weinstein
Company working with edgy horror and
thriller films. The Weistein Company and
Dimension have released a broad range of
mainstream, genre and specialty films that have
been successes. Recently, together the Weinstein
Company and Dimension have released Silver
Linings Playbook, Sre4m, and Killing Them
Softly. These movies have similar themes and
elements to that of Many Faces.
16
20. Overall Strategy
18
Many Faces will begin as a platform release during
the week of Thanksgiving in November 2017. Depending on the
playability with the audience, the film will then move to a wide
release. This will happen during the holiday season of
December. This is a very popular time for films to release, as
it the most popular time of the year for movie-goers. However,
the genre of psychological thriller is not as common compared
to others. Therefor although there will be competition for other
films, it is unlikely to have another psychological thriller during
this time.
21. Creative Advertising
19
MANY FACES
in THEATERS November 2017
Billboard
Tagline: A bruise may fade, but the pain may last forever.
The main image for the movie campaign is made up from bits and
pieces from the three main characters in the movie. This is because
due to Dissociative Identity Disorder, Mallory Lorne has multiple
identities for herself. This one striking image will stand out to the
public, which will help them to remember the film. The simplicity of
the image also does not distract the view with too much going on in
the photo
22. Creative Advertising
MANY FACESA bruise may fade,
but the pain may last forever
DIRECTED
BY
PRODUCED
BY
EDITED
BYKhiraLayton PayneCowley AlheliLopez
in THEATERS November 2017
One Sheet
MANY FACES
in THEATERS November 2017
Billboard
Print Ad
MANY FACES
A bruise may fade, but the pain
may last forever
THEATERS November 2017
20
23. Media Strategy & Plan
21
Many Faces does not have easy marketability. With a plot that
is quite complex, it is hard to explain the jist of the story to the
audience without giving away too much of the story. One of the
top complaints the public has about movie trailers is that they
reveal too much of the film. Given this and the complex story,
Many Faces will be marketed heavily through out-of-home
advertising, print ads, and social media.
Before the platform release, advertising will only be located in
the cities of the theaters showing the film. Transitioning to a
wide release will call for an increase of the advertising. The
out-of-home advertising includes billboards, bus advertising,
and on-building ads. Print ads will be in various magazines and
newpapers. On-building ads will be on large buildings on traf-
fic-heavy streets or large highways in major cities.
24. Market Research
22
Market research will be conducted for a couple reasons. First, research will be conducted to de-
termine the main demographics for movie goers of the psychological thriller drama. What ele-
ments of films of this genre they enjoy, how often they attend movies in theater, other genre of
films they would watch if given the option, etc.
Market research will also be conducted to better understand the target audiences: what their
movie habits are, what genre of film they like best, if they prefer watching movies at home,
where they spend most time online, their social media habits, etc. Truly understanding your
market essential to running a successful movie campaign.
After private screenings at local college campuses and women’s groups, surveys about the film
and its marketing will be administered. The responses from these survey will be very useful
when it comes time to amp up the marketing for the wide release of the film.
25. 23
During the process of expanding to a wide release film the
target audiences and the genral public need to become more
aware of Many Faces. The cast members will all participate in a
satellite media tour allowing cities all over the country to
interview them. Pitches will be made to magazines and
newspapers to persuade them to write about the upcoming film.
Screening programs will be held at local college campuses
with film schools including Chapman University, University of
Southern California and University of California Los Angeles.
As the majority of the crew on the film are women, there will
also be screenings at women’s clubs around the Los Angeles
area. These clubs include Women’s Twentieth Century Club and
Woman’s Club of Hollywood.
A premeire of the film will happen one week before it’s platform
debut in Los Angeles. By inviting press to the premiere, there
will be more coverage of the film.
Publicity Strategy
26. Publicity
24
June 1, 2017
Many Faces Marketing
1111 Wilshire Blvd
Santa Monica, CA 90403
To Who This May Concern,
A bruise may fade, but the pain may last forever. “Many Faces” is a beautifully produced film about a
mother-daughter relationship broken by secrets of the past and the struggle of a psychological disorder.
Mallory Lorne was forced to leave her young daughter, Olivia Lorne, to spend several years facing her
Dissociative Identity Disorder in an asylum. The film starts as Olivia brings her mother home, attempting
to uncover the cause of her mother’s disease while also repairing their destroyed
relationship. Olivia attempts to get closer to her mother as Mallory stays deeply intertwined with the
tragedy of her past using different personalities to help her cope. As these two women stand to lose their
relationship once more, Mallory comes forward with the secrets she so desperately wanted to keep from
her daughter. In the wake of the revelation of the past, the pair is forced to accept what has happened
and move forward. However, the challenge still stands; there is a disease lurking in the depths of one of
them and there may never be a chance for full recovery.
The themes of this film relatable to its target audiences while pulling on their emotional strings.
Enclosed is a copy of the film along with cast and crew biographies, film press release, key art, and my
business card. If you would like any more information or materials, please do not hesitate to
contact me.
Courtney Hummel
“Many Faces” Marketing Director
chummel@manyfaces.com
(425)495-0618
27. Partnerships
25
Many Faces will partner with Covergirl Cosmetics to promote the film. The title of the
film and its promotional advertising focuses on a woman’s face, just as Covergirl
Cosmetics does. The three lead characters in the film are all female as well as most
crew members and the partnership would also interest the primary target audience.
In the media, Covergirl advertisements will include a mention or image for Many
Faces. A television ad for the cosmetic company will display how Covergirl Cosmetics
was crucial in the appreance of the character in Many Faces. In return, Covergirl logo
will be present in all media or publicity for the film.
In stores where Covergirl products are sold, there will be an advertisement for
Many Faces next to the cosmetics.
28. Internet Strategy
Given the primary target audience of females between the ages
of 30 to 50, social media is not the top priority when marketing
this film. However, given the massive presence on social media
platforms, it is necessary for Many Faces to have a presence.
The photography taken during the shooting of this film are
incredibly captivating and will be very useful for social media.
Many Faces will have a larger presence in online advertising
in order to reach its target audience. Advertisements will be
placed on websites that the research found to be commonly
visited by those in the target audiences.
26
29. Internet Marketing
Social Marketing
Online Advertising
Many Faces will utelize Facebook,
Instagram, Twitter and YouTube for
marketing purposes.
Based on the research conducted,
Many Faces online advertising will
appear on Google, Amazon and CNN.
27
