Preliminary International Theatrical

Marketing Strategy

(Domestic Title Treatment)

Main Genre:

Action Thriller

Denzel Washington
Robert McCall
2 Guns, Flight, Safe House, Unstoppable, The Book of Eli,
The Taking of Pelham 1 2 3, American Gangster

Chlo Grace Moretz

Teri
Carrie, Movie 43, Kick-Ass 1 & 2, Dark Shadows, Hugo,
Let Me In, Diary of a Wimpy Kid,

Antoine Fuqua
Director
Olympus Has Fallen, Brooklyns Finest, Shooter, King
Arthur, Tears of the Sun, Training Day

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Primary: Moviegoers 15-49, male skewing

Secondary: action suspense fans; Denzel fans

Seeming everyman is actually lethal protector of the innocent and helpless

The Equalizer is an action-thriller starring Denzel Washington, who plays cheerful everyman,
Robert McCall. But looks can be deceiving. McCall has done his best to escape the life of his
dark and secretive past. A friendship with young and desperate Teri (Chloe Moretz) changes
everything. Now McCall must return to a world he thought he had left behind and make use of
his expert and resourceful combat skills to help her shake loose from the powerful Russian
mafia. When it comes to protecting the innocent and the helpless, he does not hesitate to
unleash on the corrupt his brutal brand of justice

KEY STRENGTHS
Denzel remains a global star who is very much appreciated for his acting talent.
The films intense action and suspense is what director Fuqua does best. It is also the kind of
genre international audiences prefer to see Denzel in. His last few action suspense efforts
have grossed $80m+ internationally (ie, Safe House, Unstoppable, Pelham 1 2 3). Denzel
has even been able to achieve even greater international success with $116m+ American
Gangster and Dj Vu. It is our goal to bring Equalizer closer to the heights of these last two
titles.

KEY CHALLENGES
Typicality is a common concern for genre films like this. Therefore, we want this film to be
perceived as more than a vigilante saving a girl and taking out unspecified bad guys. Our
best shot of accomplishing this is to shine a strong light on Denzels character McCall as a
unique and completely engaging anti-hero.

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RULES OF THE EQUALIZER

Leverage Denzels star power. He should be front and center of the campaign.
Create an aura of mystery around McCall. This character is a chief selling point. McCalls
integrity and moral compass, backed up with his lethal potential, while disguised as an
everyman is what makes him so compelling. He could be right under ones nose and one
wouldnt know it.
Showcase McCalls skills and ingenuity through action and fight scenes whenever possible.
The stopwatch fight sequence with the mafia is a perfect example.
Use Moretzs character as the catalyst that brings McCall back into the fray. No need to go
too much into her backstory. We mostly want to communicate that this young and desperate
person is the reason why McCall resumes his role as lethal do-gooder despite his best efforts
to escape this part of his life. Also note that while we are not exactly hiding that she is an
underage sex worker, it is not something we want to lead with.
Raise the stakes by hinting at McCalls secretive, lethal past. The Russian mafia unsure of
what they are facing is a good example (I want to know who he really is). The CIA agent
(Pullman) disclosing that he was one of the best also gets at this. Another good example is
McCalls own disclosure: I promised I wouldnt go back to being that person.
Linking the film to the TV show is unnecessary when marketing this film.

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POP POLLS
In the below graphs, awareness and popularity are indexed against the average scores for
each territory. Stars awareness and popularity scores are mapped out so that they land in
one of four quadrants based on whether they have high or low awareness and popularity
relative to the norm for that territory.

The ideal marketing scenario for a territory is for a star to land in the top right quadrant:
Superstar, which would indicate that the star has both high awareness and high popularity.
The Brad Pitts and Will Smiths of the world occupy that very top right corner. Conversely, if a
star lands in the bottom left quadrant Underperformer (low awareness, low popularity) it
would indicate that the star is challenged from a marketing perspective.
Note that not all graphs are presented at the same scale please reference awareness and
popularity index scores along the axes. Please also note fielding dates.
Popularity score = one of my favorites + very good

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DENZEL WASHINGTON

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CHLOE GRACE MORETZ

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INTERNATIONAL DIGITAL
Key Positioning
Position Equalizer as a broad-based, star driven, action film appealing to core movie-goers.
Approved Synopsis
In The Equalizer, Denzel Washington plays McCall, a former black ops commando who has
faked his death to live a quiet life in Boston. When he comes out of his self-imposed
retirement to rescue a young girl, Teri (Chlo Grace Moretz), he finds himself face to face
with ultra-violent Russian gangsters. As he serves vengeance against those who brutalize the
helpless, McCalls desire for justice is reawakened. If someone has a problem, the odds are
stacked against them, and they have nowhere else to turn, McCall will help. He is The
Equalizer.
Targets
Generate awareness and interest about the film through online features and sites, media
stunts and editorial to reach the target demographics:
Primary Target: Broad Moviegoers (15-54)
Secondary Target: Fans of the talent, Fans of the filmmaker

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Objectives and Strategic Approach

Objective 1: Highlight the action thriller theme to reach broad audiences
Highlight the great action and thrills through the immersive website with wall to wall
photos and video.
Highlight the trailer and encourage highly visible viewing numbers, better search
results and conversion through the user initiated Youtube player on the site.
Work with editorial partners to create a series of Justice Served lists, like 10 best
poetic justice moments or curated playlists of street justice videos.
Objective 2: Highlight the talent and filmmaker pedigree to reach secondary audiences
Emphasize the highly respected and Academy award winning Denzel Washington on
the site and in ad units.
Explore themes with editorial partners such as Best Denzel Washing Moments, Best
Scenes from Antoine Fuqua Movies in order to highlight the actor and filmmaker
pedigree.
Engage fans of the filmmakers and the cast, Denzel Washington, Chloe Moretz and
Antoine Fuqua in particular, through the use of digital greetings on social media and
editorial sites.
Objective 3: Leverage the game to reach younger male audiences active on social
media
Leverage the Select and Protect game to get younger males. This twitch game
allows a user to create weapons out of items found in a typical big box home store
and challenge friends to do the same via social media.
Digital Campaign Overview Sliderocket
Please visit the link below to view the Digital Campaign Overview for this title. The
presentation lists all assets and features for this campaign as well as any available EAGL file
names and timing.
Link: http://portal.sliderocket.com/SonyPicturesWorldwideDigitalMarketing/The-Equalizer-IntlDigital-Marketing-Campaign
Social Media:
Use social media to distribute content and increase word of mouth.
Upload video clips to your local viral video sites and Sony Pictures specific video channel.
Feel free to create your own local pages with social networking and social media sites where
users can subscribe, watch the trailer, post comments and see photos from the movie.
The below U.S. Social Media Strategy is to offer examples to consider for local plans.
Social Media Strategy
Further develop the existing Facebook and Twitter community of The Equalizer fans,
broad moviegoers, fans of the talent and filmmaker.
Build an Equalizer community that can act as marketers for the film.
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Reach out to the Equalizer online fan base to evangelize the film online.
Reach out to fans of the talent on existing social media communities.

The U.S. Facebook page is listed below for reference. Please adapt/translate it for your local
campaigns. If you do not create your own local ones, please Like, Follow or Subscribe to
them on your own accounts. Kindly alert us when your pages go live so we may link to them
and drive traffic to your sites.
U.S. Social Media URLs
U.S.
Facebook
Page:
U.S.
Tumblr:
YouTube
Channel:
Instagram:

https://www.facebook.com/TheEquali
zerMovie
http://theequalizermovie.tumblr.com/
Youtube.com/user/SonyPictures

Twitter
Handle:

https://twitter.com/theequalizer
@TheEqualizer

#TheEqualizer
U.S.
Hashtag:
Wikipedia http://en.wikipedia.org/wiki/The_
Equalizer_(film)
URL:

http://instagram.com/equalizermovie

Info Tab and Credits: Please use the approved wording on the US Info Tab (link below) when
filling out the credits on your local Info tab on Facebook.

For legal reasons, it is important that the order and list of names are observed.
To see the official, approved order and list, please visit the U.S. info page. (link below)
Link: https://www.facebook.com/TheEqualizerMovie (not live)
Online Editorial/Publicity:
Provide trailers, key art, photos and other marketing materials to local entertainment and fan
websites. Offer exclusives to your top online partners to launch the trailer or video clips.

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Syndicate trailer and approved clips

Launch exclusive photos on cinema sites
Launch exclusive clips on movie sites
Invite movie/portal/genre sites to local junket/media events

When talking to online editorial partners:

1) Highlight the cast if they are popular in your territory. Do not encourage editorial
partners to talk about the casts personal lives.
2) Highlight the action and vengeance storyline.
3) Highlight the filmmaker and cast pedigree.
Website(s):

International Splash Page

Approach:
The international splash page highlights the trailer, title and offers the photo gallery, story,
and links to social media and worldwide release dates.

Search Engine Optimization

The following is to help search engines (e.g. Google, Yahoo, Bing) find your site.
Please use the following code when translating the site into your language. Also, submit your
site to your local search engines.
Website
<title> The Equalizer | International Movie Site | Sony Pictures</title>
Meta Tag:
<meta name="description" content=" Denzel Washington and Chloe Moretz star in the action
thriller The Equalizer. Only At Cinemas." />
<meta name=keywords content= " The Equalizer, Movie, Denzel Washington, Chloe
Moretz, Antoine Fuqua, Trailer, Columbia Pictures, Action, Thriller >
Please translate and add to your local territory and language. Please alter the keywords with
ones pertinent to your local territory and language.
Feel free to include your local release date.
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Access to asset source files:

Go to Sonys EAGL online tool to download the source files to adapt/translate in your
country/territory. http://eagl.spe.sony.com
Splash page: 6/3
Social Assets: TBD
Teaser 1 Sheet: EQ_INTL_TSR_1SHT.zip
1 Sheet(s): TBC
Trailer: Mid June TBC
Immersive Site:
Approach:
The immersive page highlights the trailer and offers more interactive experiences and social
contact to reach core movie-goers.

Domain Name Registration (URLs):

To see the Intl site live, go to:
Create a local vanity URL for your country that is easy to remember
(http://www.TheEqualizer-movie.net/). Use this link if you do not create a local teaser or full
site.
The U.S. site URL is: http://www.TBD.com. However, do NOT point to the U.S. site because
it uses U.S. assets (e.g. trailer, story, release date).
The Worldwide Release Dates page link is:
http://www.sonypictures.com/movies/TheEqualizer/releasedates/
If you create a teaser or full site, let us know so that we can add your link to this page and
drive traffic to your local site.

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Please e-mail Andrea Chen (andrea_chen@spe.sony.com ) to get your link updated or added
to the page.
Games/Viral Components:
A few features are being built to reach your targets:
Games:
1. Select and Protect

Select and Protect

In the movie Denzel Washington makes use of every available asset he can get his hands on
and now its your turn! Take the different objects that can be found at any Big Box store and
assemble them to create the perfect weapon of opportunity. Share the final product to social
media and then challenge your friends to best your creations.

EAGL Source files: Late July

Online Media:
Here are some tactics that you can look into when putting together your media campaign for
The Equalizer.
Audience
Primary Target:
Adults 15 34, male skew
Secondary Target: Adults 25 49, mainstream movie-going audience
Tactics:
Reach adults and younger males by having a mix of video, sports, gaming and
social/entertainment.
Video will be a great asset to this campaign, focus on video placements like YouTube
to show the action and support the trailers/clips/tv spots
To increase social buzz about the film use social networks like Facebook, Twitter, local
networks; plan to support the trailer early on with social posts
Reach males on sporting sites (ESPN, Local Sites, Yahoo! Sports) and gaming
environments (PlayStation, Xbox, Machinima).
Get broad movie going audiences on entertainment site (Yahoo, MSN or local Portals)

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Start your campaigns early out, with an emphasis on social, search and video to build early
buzz and excitement for this film. Consider coverage of the World Cup to take advantage of
the global event and reach men early in our campaign.
Rich Media Creative
Source files will be available on EAGL. Campaign will include 40K standard banners,
progressive, expandable, mobile and stunt ad units.

Digital Promotions:
Please work with your local online promotions team to develop local campaigns.
Promotional creative guidelines to help promote the film with online partners:
- Highlight the film's title treatment and film release date
- Include an opt-in to your local newsletter where applicable
- Offer the online games and features if appropriate

Mobile:
Text messaging: You are encouraged to create engaging text messaging campaigns
promoting the opening of the film. The trailer can be used within mobile editorial offerings on
3rd party sites.
Mobile Markers: If you use mobile markers, please include them on the
website, posters, standees, etc. If you have questions regarding
promotional mobile marketing, please contact the digital team. Mobile
Markers will feature clips from the website.
Email:
Add a Registration link/button to your sites to collect names and email addresses into your
database. Or work with an online partner to promote the film through their email lists.
Consider delivering an email to your list(s) when there are key events like:
1) Website launch;
2) Game launches;
3) Online clips,
4) Most importantly theatrical film release.
Online Showtimes & Ticketing and In Cinema Programs
Offer the ability to view local theater showtimes and/or the ability to purchase online tickets
on your sites and within online ads, games or from mobile QR codes. (below for reference
only)

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Other:
Each country is encouraged to use other digital assets such as email and email signatures.
One Sony:
Work with your local Sony divisions and sister companies to help leverage the digital
marketing assets.
For example:
Playstation Network: Distribute trailer and video clips
Sony Xperia Tablet: Preload movie marketing content
Sony Xperia Lounge: Content your local Sony Mobile team to push content through
the Xperia Lounge Android app available on Google play:
https://play.google.com/store/apps/details?id=com.sonyericsson.xhs&hl=en

Sony Home Entertainment: Bundle in The Equalizer assets with similar action or
thriller genre DVD/Blu-Ray campaigns
Sony Pictures Television: Highlight the movie online with similar programmed films
Perspectives: Please work with your local home entertainment colleagues to integrate
PerSPEctives into your digital campaign.
.and other divisions that are able and willing to promote the movie for you.

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Digital Asset Creation and Guidelines:

We encourage you to create and share digital assets. Sharing ideas improves the marketing
campaigns for everyone.
When developing ideas to be used locally that are beyond what weve uploaded to EAGL,
please send to us for review. The ideas are reviewed by home office in 3 main areas:
1) Legal: There are contractual agreements that require certain items to be included or
removed (e.g. equal likeness issues of having talent listed.)
2) Filmmaker/Talent Requests: If the director, producers, and actors have a certain vision of
how the movie must be perceived, these must be taken into account (even if it is not a legal
reason).
3) Positioning: The digital assets must fit the overall marketing positioning and strategy of the
film.
Therefore, follow these guidelines when submitting your digital creative ideas:
1) Approved images. Only use approved movie photos/images from Publicity, style
guide, EAGL, etc.

INTERNATIONAL CREATIVE
The International creative advertising campaign for THE EQUALIZER will promise a visceral,
concept driven action-thriller, which clearly stands apart from the typical films fans have come
to expect from this genre. Trading on the international star power of Denzel Washington, and
the unmatched visual style of director Anton Fuqua, THE EQUALIZER will be positioned as
more than your typical vigilante film. In the vein of films like TRAINING DAY, the campaign
will focus primarily on the character of Robert McCall (Denzel Washington), and establish
how his dark and mysterious past has afforded him the unparalleled skills he now uses to
execute his own brutal brand of justice on the evil and corrupt. Denzel Washingtons portrayal
of McCall as an everyman with a secret past will make him a character audiences can rally
around, regardless of any previous awareness of the show; and Fuquas stylized direction
help THE EQUALIZER stand alone as a unique thriller both fans of the genre, and general
audiences alike will not want to miss.

PRINT
Posters:
TEASER POSTER - the below teaser poster and quad were serviced in April to go up in
theatres simultaneously with the teaser trailer. The teaser image features a shadowy figure
walking towards camera, with the title of the film in his shadow.

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LAUNCH POSTER the below four launch posters are being serviced in June. Each features
Denzel Washington prominently, and positions his character as a cool, contemporary hero.
Each includes the tag: FROM THE DIRECTOR OF TRAINING DAY.

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OUTDOOR: Executions based on the various launch images are still in development.
IN THEATRE: In development

A/V
INTERNATIONAL THEATRICAL TRAILER A (2:04)
The first international trailer went up in theatres in mid April, with TRANSCENDENCE. The
trailer begins by establishing the relationship between McCall (Denzel Washington) and Teri
(Chloe Grace Moretz). Though only casual friends who happen to cross paths at an all night
diner, we quickly learn that McCall is not the type to sit idly by while someone is in need of
help. When Teri is brutally beaten by two Russian thugs, McCall does not hesitate to unleash
his unparalleled brand of vigilante justice in her defense. In a highly stylized and visceral
sequence, we watch as McCall effortlessly dispatches with six Russian mobsters without the
benefit of a weapon -- in the span of nineteen seconds. Having now rattled the hornets nest,
McCall must contend with the full force of the Russian Mafia, as they seek revenge on the
man who has destroyed their once profitable East Coast operations. The trailer builds to a
suspenseful climax as McCall showcases his unique and unmatched skill for killing, violently
eliminating one threat after another, all in the name of justice.
INTERNATIONAL ON-LINE TRAILER B (2:27)
The second International trailer launched online and in select Imax theatres in mid June.
Taking a broader approach than International Trailer A, this piece begins by establishing
McCall as a low-key everyman, who quietly takes it upon himself to right any injustice he
comes across. When McCalls friend Teri is brutally beaten by a gang of Russian thugs,
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McCall once again springs into action in her defense, violently dispatching with six dangerous
mobsters in the span of nineteen seconds without the benefit of a weapon. Much like
International Trailer A, we then watch as McCall is forced to contend with the full force of the
Russian mafia, as they seek revenge on the man who has disrupted their East Coast
operations. Hunted by an insane killer who will stop at nothing until McCall is dead, the trailer
builds to a suspenseful conclusion, as McCall puts his unique skill for killing to the ultimate
test. This trailer includes the debut of a brand new track by Eminem.
INTERNATIONAL THEATRICAL TRAILER C (2:00)
A cutdown of International Trailer B, this piece maintains the central conceit of the longer
trailer, establishing McCall as an everyman who seeks justice for those in need. Like Trailer
B, it ends in a cool, stylish montage of McCall dispatching with the Russian gangsters, all
leading up to a suspenseful climax where McCall faces off with the lead gangster, who is bent
on revenge. This trailer also includes the debut of the new track from Eminem.
INTERNATIONAL TRAILER D (:90)
A :90 cutdown of International Trailer C, for France.

INTERNATIONAL PUBLICITY
PUBLICITY STRATEGY/GOALS
-

Make sure that the film is prominently featured in 2014 Summer/Fall Preview issues
Position the film as the seasons must-see action film.
Aim for breakout campaigns: Fitness / Heroism / Tattoo features / Genre, etc.

SCREENING STRATEGY
Screening dates: TBC but most likely screenings for press may take place after the US junket
first week of September. Select screenings for junket press / tour cities will be approved on a
case-by-case basis with strict embargoes.
All press screenings should be in line with security policy advised by Ann-Elizabeth Crotty.
Reviews:
- Review embargo date TBC (likely to be first week of September - to be confirmed under
separate cover).
INTERNATIONAL PUBLICITY ACTIVITIES
Set Visits / Edit Bay Visits

November 2013 a select number of press met with Antoine Fuqua in the edit bay in
Culver City and were show 3 scenes from the film prior to interviews being conducted.
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Tour

A European press tour with Denzel Washington & director Antoine Fuqua will be held
Sept 12-20, culminating with the first European premiere at the San Sebastian
International Film Festival on September 19th.

Junket Activity

Plans are currently being finalized, however, we anticipate an international junket

within the European tour with Denzel & Antoine to take place in Paris mid September.

Premieres

Premieres No premieres prior to the San Sebastian European premiere of

September 19th.

MATERIALS
Written Materials:
Preliminary synopsis available December 2013.
Production notes to be serviced date tbc/August.
Generic print interview with Denzel is being done, and is expected to be serviced by
July 14th.
Photography:
Currently, 10 unit shots are available on the publicity site.
A special photo shoot with Denzel Washington is confirmed, with materials expected to
be serviced by July 14th.
Electronic Materials uploaded to publicity sites/epk.tv etc:
Clips & EPK anticipated to be ready end of August.
Featurettes/Vlogs we are submitting ideas for approval and will advise.

EDITORIAL IDEAS / PUBLICITY STUNTS

Utilize the heroism theme: tell stories of little known/anonymous heroes. Find real
every-day heroes, and pitch features in local press outlets.
Encourage the public to do something good (without violence) and be rewarded for it.
For example pay it forward Equalizer activities: buy a stranger a coffee; help
someone with a flat tire, clean up graffiti etc
Radio take over using Eminems music as the basis for an Equalizer Hour (see
music category below).
Tattoo exhibits consider publicity breaks comparing tattoos as art.
TV Stations can cover self defense classes promoting the Equalizer.
Survival training can your top journalists survive a bootleg camp?
Hero for a day can you enlist people for a group charity day: helping out the
helpless.
Work with local hardware stores to promote skills with tools.
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MISCELLANEOUS
Music:
Oscar- and Grammy-winner Eminem will collaborate on a song for the film. Further
details to come.
Promotional Items details tbc
Additional Opportunities:
Crew we are awaiting a list of international crew from the production and will advise
accordingly.

INTERNATIONAL MEDIA
Target Audience:
Primary Target:
Adults 15 34, male skew
Secondary Target: Adults 25 49, mainstream movie-going audience
Planning Strategy:
Position Equalizer as a broad-based, star driven, action film appealing to core movie-goers.
TV will serve as the clear lead medium showcasing the storyline and distinctive action
sequences.
Online, especially video sites, will serve as a strong secondary medium, playing a key role in
seeding the campaign. Outdoor will act as a complementary component given the time of
year but be mindful of popularity of our star and strength of genre when balancing outdoor
into the overall media mix. A cost efficient medium, radio can be used as a useful launch tool
to boost awareness and secure strong promotional tie-ins. Page dominant press ads should
be scheduled on key days only and in key publications, especially younger profile commuter
papers like 20 Minutes and Metro.

Strategy by Medium:
Television
Solid TV campaigns should be implemented; schedules should clearly establish TV as the
lead medium. TV is especially important in markets where TV is affordable, accessible and
where action as a genre performs. Where threshold TV levels seem out of reach, consider
cherry picked spots on cable/satellite and terrestrial that deliver to young men with efficient
and solid impact.
Again, rely heavily on Cable/Satellite to be a substantial part of your mix given the ability to
reach our core movie-going demographic cost-efficiently. Please consider longer flights, to
ensure solid reach and frequency goals.
Due to possible rating restrictions, please develop your daypart mix accordingly. If possible,
explore all appropriate dayparts with late night being a key part of the overall media mix.
Please consider these constraints and optimize your plans carefully so that we build strong
and tactical campaigns. Take advantage of the new television season (in most places);
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consider high rated season premieres that will deliver both males & females (i.e. Arrow,
Games of Thrones, Big Bang Theory, NCIS, Homeland, Supernatural, etc). Look to weekend
sporting events as a cost effective way to reach young males.
Longer length :30s and :20s should be used to kick off the campaign to showcase the plot.
Ideally, we suggest limiting the use of shorter lengths to week the of release where :15s and
:10s should be a sufficient length to sell the overall tone and action.

Digital
Reach adults and younger males by having a mix of video, sports, gaming and
social/entertainment.
Video will be a great asset to this campaign, focus on video placements like YouTube
to show the action and support the trailers/clips/TV spots
To increase social buzz about the film use social networks like Facebook, Twitter, local
networks; plan to support the trailer early on with social posts
Reach males on sporting sites (ESPN, Local Sites, Yahoo! Sports) and gaming
environments (PlayStation, Xbox, Machinima).
Get broad movie going audiences on entertainment site (Yahoo, MSN or local Portals)
Start your campaigns early out, with an emphasis on social and video to build early buzz and
excitement for this film. Consider coverage of the World Cup to take advantage of the global
event and reach men early in our campaign.
Please refer to the digital strategy paper for a more detailed look.
Outdoor
Again, purchase outdoor in markets where it is affordable and accessible. Consider heavier
campaigns where Denzel Washington is popular and where action plays.
Some cost-efficient metro sites, both under and above ground, may make sense. Develop
heavy mall programs to reach our younger segment during fall months (back to school) when
foot traffic is high. Investigate accessible pedestrian outdoor areas utilizing wild posting and
banners. Build programs around universities and other areas where younger groups
congregate.

Radio
Radio will be a key complement to our TV and Digital campaigns. A longer one week flight
will provide additional strength against the younger segment. Look to arc the schedule so
you build frequency as the week comes to a close, as people are making weekend plans and
movie going choices. Consider concentrating spots in highly rated dayparts only (e.g. drivetime). Look into the hip, niche university stations.
Leverage media-paid promotions as a key factor when booking the campaign. Negotiate
added value (bonus) spots through promotional screenings, DJ mentions and contests.

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Newspaper
Press ads should be page dominant on and around opening, but limited to key days for
maximum impact.
Please consider commuter papers, ie. Metro and 20 Minutes. Well work with Ignacios
Creative Team to build alternative creative executions, i.e. cutout ads, for use with commuter
papers.

Magazines
Overall, consumer magazine are NOT recommended. In markets where young men
magazines deliver readership (e.g. UKs Nuts or Maxim) a modest buy, ideally with
promotional support, may make sense.

Pan-Regional
Cable/Satellite TV
Beyond paid media campaigns, we are looking for opportunities to include:
Short clips and/or scenes
Tune-in units
Channel IDs
Programming sponsorships
Channels we are in negotiations with:
Sony Channels: AXN, SET
Discovery Channel
ESPN Latin America
MTV
Space Latin America
STAR Networks Asia
TNT Latin America
Warner Channel Latin America

PLEASE NOTE: We have already begun negotiations with the cable partners. If you had
them in mind for your local plans please synch up with us so that we can be sure not to
duplicate efforts.

INTERNATIONAL PROMOTIONS
International Promotional Guidelines
Third Party Brand Promotions Guidelines
Due to content of film, third party brand promotions on this title should not be pursued.
Please focus on media and in-cinema promotions only.

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Media Promotions Guidelines

The local office can approve all media deal memos and media creative locally using
the media promotions template provided by the home office. The Media Promotions
template will be available soon.
Specific media promotions concepts and ideas are provided in the media promotions
template.
Following are general guidelines:
o Focus on media partner relationships that reach the primary target of older
teens and adults 15-49 years old. Partners that market and advertise (i.e. TV,
Print, Online, etc.) to this demo will be the best reach for media promos for The
Equalizer. This also allows the partner to take capitalize on the local market
studio support that will be speaking to the same demographic to create a more
targeted, cohesive program.
o Work with media partners to come up with unique contest entry questions
and/or giveaways that are organic to the film property. This will help ensure the
media partner and the film stands out in the crowded marketplace among other
competitive media promotions.
o If a third-party brand is included other than prizing or the promotion
doesnt adhere to the template: Submit deal memos to Ashley Varner with a
copy to Becky DAnna and Ziad Toubassy.
The local office does not need to submit partner prizing deal memos for
approval if they adhere to the media template and the following
guidelines:
The actors names cannot be used in relation to the third party
prizing (for example, Enter to win the jacket Denzel Washington
wears in the film!)
Third party prizing should not be in the following categories
typically restricted by talent including alcohol, personal hygiene,
tobacco, firearms [all weapons, other than toy weapons], sexuallyoriented products, pharmaceuticals, intimate apparel, cosmetics,
lotteries and/or gambling, birth control medications, religious or
political causes
Media promotions will need to be reported to the home office using the Media
Promotions Summary Report template to be provided at later date.
Media Promotions Creative Guidelines
Final One Sheet
The final one sheet can be used for third party and media promotions.
The final one sheet cannot be edited or altered in any way. There must be a
clear dividing line between the key art and the partner logo, product or
messaging.
TV Spots/Trailer
Approved TV spots and trailers can be used for media promotions. Follow the
guidelines provided in the media promotions template.

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Legal Line
2014 Columbia TriStar Marketing Group, Inc. All Rights Reserved.
When space is extremely limited, use:
2014 CTMG. All Rights Reserved.
Media Promotions Template
A media promotions template will be provided to assist in the development of creative
materials for media promotions including Print, TV, and Radio examples.

EXHIBITOR RELATIONS
THE EQUALIZER (IMAX)
Release Range: September '14 to November '14
Territories:
ALL; Except Australia, New Zealand, Singapore
TRAILER TARGETS
DATE
Think Like A Man Too
Transformers: Age of Extinction 3D IMAX
Dawn of the Planet of the Apes 3D
The Purge: Anarchy
Hercules
Into The Storm
No Good Deed
TRAILERS RELEASED
Trailer Version
Date Available
Int'l A
March 2014
Int'l B - IMAX
June 2014
Int'l C
June 2014
Int'l D
TBD
IN-THEATRE MATERIALS

FINAL
ONE-SHEET
V.1

FINAL
ONE-SHEET
V.2

Languages:
Date Queried:
Inwood Shipping Date:
In-Theatre Date:

English, LAS
06/19/14
Est. 07/03/14
Est. 07/11/14

Languages:
Date Queried:
Inwood Shipping Date:
In-Theatre Date:

English, LAS
06/19/14
Est. 07/03/14
Est. 07/11/14

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FINAL
ONE-SHEET
V.3

FINAL
ONE-SHEET
V.4

REQUESTED MATERIALS
Item
Banner

Languages:
Date Queried:
Inwood Shipping Date:
In-Theatre Date:

English, LAS
06/19/14
Est. 07/03/14
Est. 07/11/14

Languages:
Date Queried:
Inwood Shipping Date:
In-Theatre Date:

English, LAS
06/19/14
Est. 07/03/14
Est. 07/11/14

Date Available
August 2014

Security Pre-Screening Dates & Invitation Verbiage

Please find the security info for all THE EQUALIZER pre-release footage screenings
and pre-release screenings.

Please let Josh Farrar know where all screenings will be held, so proper security can
be coordinated.

Night vision goggles are required for every screening.

Screenings prior to September 23, 2014 Full security procedures MUST be in

place to include bag checks, wanding, night vision goggles and mobile devices
with cameras MUST be collected.

Night vision goggles are required for every screening

Please find the proper verbiage for all invitations:

This screening will be monitored for unauthorized recording.
By attending this screening, you consent to surveillance by
security personnel. By attending, you agree not to bring any
recording device (including certain types of mobile devices
which have recording capability) into the theater. By
attending, you also consent to physical search of your
belongings and person for recording devices. If you attempt
to enter with a recording device, you will be denied
admission. If you attempt to use a recording device, you
consent to your immediate removal from the theater and
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forfeiture of the device and its contents. Unauthorized

recordings will be reported to law enforcement and may
subject you to criminal and civil liability.

Security Pre-Screening Protocols

PRE-SCREENING SECURITY
All THE EQUALIZER pre-release footage screenings and pre-release screenings shall have
the following security protocols. THE EQUALIZER is far too important to Sony Pictures not to
protect it to the fullest extent.
PRE-RELEASE SCREENING SECURITY PROTOCOLS
All invitees must be advised in advance that NO mobile phones, cameras or recording
devices will be allowed inside the theatre. The invitation must have language to this effect in
both the local language and in English. Please also ask your guests to arrive early as this
process could slow things slightly. NOTE: security vendors selected to provide security
coverage at each theatre must be adequately prepared and staffed to facilitate this both
courteously and efficiently.
Prior to theatre entry metal detection devices (hand-held wands) will be used by trained
security personnel to screen all attendees to ensure they do not enter with prohibited items.
A sufficient number of these wands should be available to ensure all guests are screened
within one hour leading up to the start of the film.
At each theatre entrance there should be an area designated to perform wanding of guests
with handheld metal detectors and to allow for the check-in of recording devices and all
phones.
Security staff should walk through all areas of the theatre (including bathrooms) and the
projection booth in each auditorium prior to and during the screening of the film - ideally, one
member of staff should remain in the projection booth area while the assembled film is there.
Theatre management should be advised of these security protocols and understand and
support them.
FOR THE RUN THROUGHS IT IS IMPERATIVE THAT WE SECURE THE AUDITORIUMS
AND PROJECTION BOOTHS.
Although package inspection is mandatory there should be no physical contact between the
screener and the guest or the guests' belongings (unless and until they are checking in a
camera or a mobile phone).
Security is responsible for ensuring that no unauthorized persons enter the theatre after the
film begins and further to re- inspect all items/persons upon their re-entry to the theatre.

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Security staff will patrol the theatre and utilize night vision goggles (NVG) to ensure no one is
operating a recording device. The size of the audience and the lay-out of the auditorium will
determine the number of scopes needed.
In the event someone is observed or suspected of recording the film a member of the SPRI
staff will be responsible for responding. Unless there are extraordinary circumstances it is
preferred that the screening not be interrupted and that the suspect be approached just as
the film ends. This will obviously require continual visual monitoring until movie ends.
The local contract security vendor for each venue should provide enough two-way radios to
ensure their staff and ours are well connected.
POST SCREENING PROTOCOLS/OTHER
Upon completion of the screening, each print should be broken down, recovered and properly
secured.
If you have any questions please email Josh Farrar josh_farrar@spe.sony.com. If you have
any specific equipment needs (NVG's/ Metal Detector Wands / etc.) please make that request
to Josh Farrar immediately.

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