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August 2014

kevin. HART. Brand and Positioning Study. August 2014. Five Key Areas to Address. Is the Kevin Hart brand growing or oversaturated? Is Josh Gad an asset ?. Actor Brand Health. What are key interest drivers and holdbacks?

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August 2014

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  1. kevin HART Brand and Positioning Study August 2014

  2. Five Key Areas to Address • Is the Kevin Hart brand growing or oversaturated? • Is Josh Gad an asset? • Actor Brand Health • What are key interest drivers and holdbacks? • Who is the lead character: Doug or Jimmy? What role should each character take? • Concept Appeal • What styles of humor will work best? • How far can the raunch be pushed? • Tone • What story is most appealing? • What elements will make this film feel fresh and original? • Positioning the Story • How can the film broaden beyond African Americans? • How can the film come across as more than just a typical wedding movie? • Messaging Strategy

  3. Methodology Quantitative Brand Assessment and Script-Based Positioning Study Online interviews among: 900 Generals 17-44 400 African Americans 17-44 Research conducted August 2014

  4. kevin hart • Actor Brand Health BRAND HEALTH Concept Appeal Tone Evaluation Positioning the Story Messaging Strategy

  5. Measuring Actor Strength Evaluated Kevin Hart, Josh Gad and 16 other comedic actors Seth MacFarlane Ice Cube Seth Rogen Adam Sandler Ben Stiller Vince Vaughn Ricky Gervais Craig Robinson Jason Sudeikis Jack Black Steve Carrell Will Ferrell Jonah Hill Kevin Hart Josh Gad Chris Rock Kevin James Eddie Murphy Awareness “On the Way Up” Definite Interest in a New Movie Fanship Power Popularity

  6. Kevin Hart Health Among All Power Power Expanding Expanding Leading Leading Niche Niche Stagnant Stagnant Popularity Popularity

  7. Hart Health Among Whites Expanding Leading Power Power Niche Stagnant Popularity Popularity

  8. Hart Health Among AAs Expanding Leading Power Power Niche Stagnant Popularity Popularity

  9. Kevin Hart is “On The Way Up”… Kevin Hart is perceived as on the rise as moviegoers rate him as one of the highest comedians who is “on the way up.” Hart ranks 1st among AAs with over 9 in 10 saying he is “on the way up.” *Among those who have some level of familiarity with the actor

  10. Hart vs. Gad Awareness 81% 81% (93% AA vs. 78% White) 16% (12% AA vs. 17% White) Fanship 41% (71% AA vs. 31% White) 8% (8% AA vs. 6% White) On the way up 80% (94% AA vs. 76% White) 62% (65% AA vs. 61% White) Definite Interest in a New Movie 39% (63% AA vs. 30% White) 20% (20% AA vs. 18% White) Top Attributes Funny (35%), Entertaining (31%), Likeable (29%), Talented (24%) Funny (57%), Entertaining (48%), Likeable (42%), Talented (38%)

  11. Hart Brand Assets A TOP COMEDIAN AMONG AAS Ranks #1 among AAs on “entertaining,” “likable,” modern,” “outrageous,” “talented” and “unique” COOL Ranks 3rd overall on “cool,” just behind Ice Cube and Chris Rock, and 4th on “modern” after Rogen, Hill and MacFarlane MODERN OUTRAGEOUS, NOT RAUNCHY Kevin Hart is what's hot right know so it has to be over the top funny [Male 30+, AA] Ties for 3rd with Sandler as one of the most “outrageous” comedians, yet ranks 9th on “raunchy” I think if given a good part Kevin Hart could make comedy gold [Male <30, AA]

  12. Hart Brand Liabilities Ranks13th along with Jason Sudeikis on “versatile” overall ONE STYLE OF HUMOR NOT ESTABLISHED AS A LEAD LACKS BROAD FANBASE Ranks 10th overall on “more of a lead star” I definitely love Kevin Hart, but I think that he has been in too many movies playing the same exaggerated character over and over. [Female 30+] HartFanship 71% of AAs 31% of Whites vs. say they are “big fans”

  13. Hart’s Movies Have Yet to Cross Over Q. Which of these movies have you seen in theaters? Among Whites Among AAs 14% 14% 51% 11% 38% 7% 7% 38% Kevin Hart’s Madden commercial received 10M views on YouTube

  14. appeal concept • Actor Brand Health Concept Appeal Tone Evaluation Positioning the Story Messaging Strategy

  15. Title/Star Interest Skews Female, AA Title/Star interest in seeing The Wedding Ringer is above norm across audiences and is especially strong among AAs and Hart fans With the inclusion of “wedding” in the title, interest is also strong among Females 30+ T/S Norm* = 19 *Norm is among general moviegoers 13-49

  16. Concept Brings in Older Males Post-concept interest is good but not great, testing above norm overall Interest is driven by Older Moviegoers, particularly Females over 30 Interest heavily skews AA, with White audiences only testing at norm Kevin Hart fans are in, but show no lift from T/S Concept Norm = 32* T/S Norm* = 19 *Norm is among general moviegoers 13-49

  17. Moments that Pop • Budding Bromance • Outrageous Moments • The Business • The Quirky Team FITZGIBBONS,tattooedex-conwitha mullet LURCH,anoverweightplumber REGGIEascrawnyTSAAgent.

  18. Top Funny Moments in the Concept Grandma set on fire Jimmy’s disguises Recreating history Jimmy as a priest Jimmy/Doug’s dance scores highly with Females 30+ The bachelor party incident scores highly with Younger Males

  19. Kevin Hart Is the Star Hart is much more of a draw than his co-stars Kevin Hart is the #2 interest driver in the film as a whole, #1 among Younger Males and AAs. % saying the actor is a top interest driver in the film I love Kevin Hart, he is really talented and funny [Female 30+] 28/54 26/14 10/8 Kevin Hart is in it and he is hilarious in any movie he plays in [Female 30+] White/AA In addition to Hart himself being a major driver in the film, moviegoers are also drawn to his character, Jimmy. Which of the following characters makes you most interested in The Wedding Ringer? 84% among AAs Doug Jimmy Gretchen

  20. Jimmy Is a Smooth Operator Moviegoers most want to see Jimmy as: “The quick-thinking entrepreneur who can always get his clients, or himself, out of tough situations.” Aspects of Jimmy’s Character that Boost Appeal • He’s Original • He’s Funny • He’s a Pro • He’s Going to Grow The idea of hiring someone to be a best man adds a unique spin Each role he takes on as best man is more outrageous than the next He is cool, and confident and takes his job seriously He usually has a strictly professional relationship with clients, but this is about to change I like the concept of the hired best man and groomsmen. pretty unique and funny [Female 30+] [I want to see] Jimmy trying to be someone he isn't, like being a priest. [Female <30] Jimmy's outlook on weddings makes it funny. He takes them very serious and that can make for more laughter. [Female 30+] Jimmy grows a heart in the end and Doug gains a friend for the first time in his life [Female <30]

  21. Doug is the Lovable Loser Moviegoers most want to see Doug as: “The lovable loser who buys a best man, but is really looking for a best friend.” Serves as a foil to Jimmy’s character which adds humor Adds a heartwarming tone to the story The fact that Kevin Hart's confidence contrasts Gad's personality, sounds like it'll be funny how different they are and how they'll get along. [Female <30] [I like] the story of Doug finally knowing what it feels like to have friends. [Female <30] While Doug is primarily seen as “funny” and “nerdy,” focusing too much on his lonely desperation makes him come across as ‘boring” and “sad.”

  22. Story Seen as Predictable, Unoriginal With a premise that includes needing a best man, hiring professional help, and crazy wedding antics, moviegoers feel that the story of The Wedding Ringer is predictable and derivative of other movies. Moviegoers say the story: #1 holdback overall 1 in 2 Seems predictable say the familiar storyline makes them less interested in seeing the film Seems too similar to other movies Does not seem fresh and original It sounds a lot like "I Love You Man", but with actors that I don't like as much. [Female <30] It's too similar a plot to Wedding Crashers. [Male <30] Moviegoers say The Wedding Ringer reminds them of: It's no different than movies like "Hitch." It's the same story line, just re-worked. [Male <30]

  23. Raunchiness Raises Some Concern 1 in 4 1 in 5 Say the humor is too silly/stupid Say the film seems too raunchy The humor in The Wedding Ringer is polarizing for some females. Doug’s bachelor party scene with the dog specifically gets the most negative attention The bachelor party sounds raunchy. [Female 30+] I just hope it sticks to the plot and doesn't focus on lame penis jokes. [Female <30] I don't really like the bachelor scene too much. [Female <30]

  24. tone • Actor Brand Health EVALUATION Concept Appeal Tone Evaluation Positioning the Story Messaging Strategy

  25. Perceived as a Buddy Comedy Moviegoers, particularly Females, are most likely to perceive The Wedding Ringer as a buddy comedy…. 42% Buddy Comedy It sounds chock full of adventure, with a wonderful plot and story of friendship. [Female <30] 27% Raunchy It sounds like a roller coaster of hilarious mishaps but building of a great friendship. [Female <30] Outrageous and over-the-top Relatable and true-to-life 26% Zany/Slapstick …but want the tone to be more outrageous and over-the-top than relatable 58% 42%

  26. Utilizing the Edgy Humor Moviegoers in general express a preference for Feel-Good comedy over Raunchy comedy However, there are a number of popular moments that can help edge up the humor without pushing the scale too far 41% 59% Raunchy Feel Good The wild escape from the cops Jimmy’s ridiculous disguises Grandma is set on fire (but survives) The groomsmen and their party tricks

  27. Finding a Unique Identity Compared to the films with which Wedding Ringer is most often associated with, the movie’s blend of the Outrageous and Feel-Good make it feel fresh. Feel Good Raunchy Relatable Outrageous

  28. positioning The Story • Actor Brand Health Concept Appeal Tone Evaluation Positioning the Story Messaging Strategy

  29. Establishing a Point of Difference What story element can set The Wedding Ringer apart from other films? A Budding Bromance Con Artists on Escapades The Suave Professional ???

  30. Positioning Themes Jimmy Callahan is a professional best man—to him weddings aren’t just fun and games, they are an art and he is the master. With his charismatic personality, perfectly worded toasts, and infallible improvisational skills, Jimmy always gets the job done. Yet when Jimmy meets Doug Harris, a nerdy businessman who has never had a friend in his life, he wonders if he has met his match. HITCH Jimmy and his friends Plunkett, Alzdo, Carew, Lurch, Fitzgibbons, Endo, Kip, Otis, Bronstein and Reggie are professional wedding imposters. Hired by the groom to be his wedding party, all the crew needs to do is memorize their given roles, perfect their party trick distractions, and then they’re in for a night of free food, wild partying, and getting laid. WEDDING CRASHERS When Doug Harris proposed to Gretchen, he only had one thing on his mind—how lucky he was to be marrying a girl way out of his league. Yet as the wedding planning begins, Doug realizes he has no one to be his best man. With only 10 days until he says, “I do,” Doug must recruit the ultimate best man to prove he's cool enough for his in-laws" LOVEABLE LOSER Doug Harris has never had a best friend. Jimmy, a professional best man, always has a best friend although they never last longer than a weekend. When Doug hires Jimmy to be his best man at his wedding, what starts out as a strictly professional relationship soon turns into a friendship they both have been looking for. BROMANCE Working for the Best Man Inc. Jimmy has had to pull off some incredible stunts to make weddings go smoothly, but when he meets Doug, he will have to conquer his biggest feat yet: the Golden Tux. In less than 2 weeks, Jimmy must find seven groomsmen and win over Doug’s future in-laws, all while giving the most convincing performance of his life. THE GOLDEN TUX With no close friends, Doug has missed out on a lot of life’s adventures. But after he hires professional “best man” Jimmy Callahan to be his best friend, Doug is in for the ride of his life. From wild bachelor parties, strange sexual encounters, car chases and unexpected trips to the emergency room, Doug is pushed outside his comfort zone in a series of raunchy experiences he won’t soon forget. GUYS’ WEEKEND

  31. Positioning Themes BIC MITCHUM Part of working at Best Man Inc. is adopting any persona the groom has requested. Yet when Jimmy meets groom to be Doug Harris, he must take on the most challenging role yet: a military chaplain, Stanford grad named BicMitchum. With less than a week to brush up on the Bible, military intelligence and university knowledge, Jimmy wonders if he’ll ever be able to pull this off. NOTHING AS IT SEEMS When Doug hires Jimmy to be his best man, what starts as a little white lie soon turns into the scam of the century. From Jimmy posing as military chaplain BicMitchum, to Latino gangster Edmundo pretending to be a flamboyant wedding planner to the groomsmen each pretending to be Doug’s friends from childhood, everyone must perfect their roles to create the perfect wedding When Jimmy starts a new best man job, he is very thorough—he wants to know everything there is to know about the groom so he can create in depth backstory for his character and how he became friends with the groom. For Doug’s wedding, Jimmy goes the extra mile and even creates fake memories by staging pictures of him, Doug and the groomsmen doing all the things best friends do together from bowling, partying to going on crazy adventures. INVENTING HISTORY COMEDY ENSEMBLE Coming this winter, The Wedding Ringer stars comedians Kevin Hart and Josh Gad as an unlikely duo who become friends when one hires the other to be the best man at his wedding. This hilarious comedy also features Kaley Cuoco as an unsuspecting bride with cameos from Whitney Cummings and Jeffrey Ross. While Gretchen barely questions why she had never met Doug’s alleged best friend BicMithchum until just days before the wedding, her sister Allison is very suspicious and seems overly curious in Bic and Doug’s relationship. Though Jimmy is used to acting on his feet to ensure he plays his part without a hitch, when Allison starts hounding him with questions, she threatens to bring down the whole Golden Tux operation. ALLISON

  32. Positioning Scores Used Max Diff Technique to evaluate 11 unique storylines Respondents see multiple randomized storyline sets Results reflect moviegoers’ preference share relative to other storylines Score of 100 means preference level for this storyline achieved exactly its proportionate share of preference.

  33. The Big Lie Drives the Story The Big Lie is a common thread that runs through the three top positionings: it brings out the most appealing aspects of both characters and provides opportunities to highlight the unique brand of outrageous humor. • The Big Lie Doug Jimmy • The loveable loser who is taken for a wild ride when he lies to his fiancée and must hire a pro to play his best man • A smooth professional staring down his biggest con ever: pretending to be a military chaplain and assembling a team of groomsmen Outrageous Humor Jimmy’s Rules • The escalation that ensues when Doug, Jimmy, and the Groomsmen have to perfect their roles and fake past adventures • The unique set of guidelines Jimmy lays out for Doug to craft the perfect lie: coordinating their stories, using “boomerang words,” creating memories

  34. Incorporating the Groomsmen Jimmy’s ragtag group of “groomsmen” is crucial to making The Wedding Ringer feel unique, as their presence makes the comedy bigger and more outrageous. Bigger More Outrageous Somany individuals trying to stay on the same page and pretend to be the groom's friends seems pretty funny because someone is bound to mess it all up. [F30+] It sounds fun, like a big heist or scam in a comedy. [F30+] I want to see their wedding impersonations. I think this will be hilarious [F<30] Sounds like a wild bunch [M30+] It seems wild, and crazy. Seems very funny. [M30+] Differentiates it from: Differentiates it from:

  35. Establishing a Point of Difference Two guys and their ragtag team of fake groomsmen’s outrageous attempt to pull off the big lie sets The Wedding Ringer apart from other films. A Budding Bromance Con Artists on Escapades The Suave Professional The Mission to Pull Off The Big Lie

  36. messaging STRATEGY • Actor Brand Health Concept Appeal Tone Evaluation Positioning the Story Messaging Strategy

  37. More likely to be Single (54% v. 47%) More likely to be from the South (56% v. 35%), and live in the city (54% v. 43%) Bigger fans of Action Films (88% v. 81%), Action Comedies (84% v. 70%), and Kevin Hart (93% v. 81%) More influenced by TV advertising (36% v. 26%) and movie trailers in theaters (23% v. 17%) Targeting Segments – AAs Who are they? Media Habits More likely to have seen: More likely to watch: More likely to use:

  38. Engaging the AA Base African American Definites/Likely Probables account for 10% of all moviegoers. • Keep the focus on Kevin Hart as the cool professional who is in control • AVOID • DO • Include Jimmy’s hilarious array of disguises, especially his new role as a military chaplain • Overly predictable elements • Show Jimmy, Doug, and rest of the team recreating history to keep the Big Lie going • Too much emphasis on Doug and Gretchen • Highlight the edgier humor that ensues from pulling off the scam, with a touch of raunch

  39. More likely to be 30-34 years old (21% v. 16%) More likely to be Frequent Moviegoers (65% v. 55%) Slightly more likely to live in the Northeast (22% v. 19%) and South (37% v. 35%) Bigger fans of Heartfelt (41% v. 36%) and Zany/Slapstick (43% v. 36%) Comedies as well as Family Films (51% v. 44%) Targeting Segments – Whites Who are they? Media Habits More likely to have seen: More likely to watch: More likely to use:

  40. Reaching Beyond the AA Base White Definites/Likely Probables account for 26% of all moviegoers • Highlight the outrageous humor that stems from pulling off the big lie • AVOID • DO • Incorporate the eccentric group of groomsmen to support Kevin • Putting the story on Kevin Hart’s shoulders • Include moments that hint at the blossoming bromance between Doug and Jimmy • Overemphasizing the raunchy elements • Overly predictable elements • Keep Kaley Cuoco in the mix, who is much more popular/well-known than Josh Gad

  41. Campaign Guidelines Play up Doug’s unique dilemma and solution - don’t dwell on the wedding or the bachelor party to avoid unfavorable comparisons to similar comedies Focus on what’s unique The lengths that Doug, Jimmy, and the groomsmen will go to sell the big lie adds outrageous, edgy humor that isn’t overly raunchy Play up the big scam Alluding to Doug and Jimmy’s eventual real friendship communicates that this will be a feel-good comedy with some heart Hint at a bromance

  42. Positioning Architecture

  43. the END

  44. Hart Fanship Skews AA, Younger While Hart possesses huge popularity among African Americans, his appeal among Whites and Older Audiences is still relatively limited. Kevin Hart Fans: Media Habits Skew ages17-20 (22% v. 17% overall) Are more likely to live in a city (50% v. 43%) Are much more likely to be fans of Buddy Comedies (51% v. 42%) More Likely to Have Seen:

  45. Trailer Boosts Interest and Humor Definite Interest Comparison Concept Norm = 32* T/S Norm = 19 % Who say the film seems “Very Funny” 43% 57% Post-Trailer Post-Concept

  46. Kevin Hart Profile Awareness and Fanship Top 10 Descriptors Funny (57%) Entertaining (48%) Likeable (42%) Future Growth and Interest Talented (38%) Cool (35%) Silly (34%) Witty/Clever (30%) Modern (25%) Outrageous (25%) Unique (25%) *Among those who have some level of familiarity with Kevin Hart

  47. Josh Gad Profile Awareness and Fanship Top 10 Descriptors Funny (35%) Entertaining (31%) Likeable (29%) Future Growth and Interest Talented (24%) Cool (19%) Silly (19%) Smart (19%) Witty/Clever (19%) Modern (18%) Relatable (18%) *Among those who have some level of familiarity with Josh Gad

  48. Kaley Cuoco Profile Kaley Boosts Interest in the Film among Whites The Big Bang Theory is the #1 Show Respondents Watch Moviegoers are Equally Likely to Like Gretchen and Doug Q. Which of the following characters makes you most interested in seeing The Wedding Ringer?

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