Tomeworks Product Development Pitch:“Soleila” Motion Picture Crowdfunding

Campaignby: Victor A. Casti!o

PRODUCT CONCEPT & BUSINESS PLAN ALIGNMENT

Tomeworks is an international multi-genre independent record label that emphasizes

creative arts as a basis for its music.

For an artist to be signed to Tomeworks, the artist or group must commit to some level of

creative art to accompany their music.

PLAYING EMPEROR: Our creative arts commitment a!ows artists to incorporate different facets of talent into their music.

Other record labels are merely concerned with the musical facet of an artist. Tomeworks seeks to give artists the creative #eedom

to exhibit a! of their talents.

Musical Acts currently signed to Tomeworks

Nostaljik Syrah Robin Steele

Artist Profile: Syrah

Experimental group who’s subject matter is based on people, places & events of a semi-autobiographic science fiction novel called

“Saving Soleila.”

What is “Soleila?”

A fictional account of a young man’s spiritual coming of age memoir documenting his pursuit

of “the one who got away”.

“And do you know what they say, Atlas? Atlas, do you know what

they say? Atlas, they say, [Goddess Soleil] screamed so loud that day.

They say it caused a big...they say it caused a big ‘earth shake’ and a! the townspeople heard her screams and felt it for miles. Isn’t that amazing, Atlas? Atlas, isn’t that amazing?”

PlotWhen his father’s job brings him to Cassiopeia, Autumn Antonia grows fond of a classmate and

falls deeply in love with her.

Plot

Because of his father’s position in government, Autumn is forced to pick up and leave one planet

for another after a series of events beyond his control. Autumn and his family start a new life

together in a new world but his conscience eats at him years after he’s gone for leaving the love of his

life behind.

PlotWhen Autumn and company begin to lose their

lives, they find themselves in a purgatory like afterlife linked to their personal obsessions called

Syrah.

Plot

While Autumn and his childhood acquaintance,

Robin Steele are stuck in each

other’s Syrah, they discover that the lives they live are

not what they seem.

Plot

Autumn discovers that he and the people in his world are really figments of a terminally ill

patient’s imagination while on death row. Time is running out and Autumn must find a way to save

“Soleila”: the final resting place for the whole universe before the convict’s number is called.

“Saving Soleila” Prologue"Sometimes…I wish I was like everybody else," I said.

" "What!" Robin playfully faked disbelief.

" "Yeah."

" "The most interesting man in the world? Git the [heck] outta here! What do you mean?" There were no

shortages of smiles from Robin tonight.

" "Sometimes I wish I wasn't so…opinionated…political…always having to argue and one up people because

they're wrong and I'm right," I pouted.

" "I understand it's embodied in every fabric of your being. I don't blame you. Nobody blames you. Your

father was a [tyrant] with no moral compass. It's just your way of subconsciously separating yourself from

him." Robin had this compelling brotherly love about him.

" "Sometimes I wish I was ignorant and stupid like these Modernites walking the face of the earth with the

IQ of a doorknob." My tongue was a sharp dagger scraping the insides of my mouth and my vocal chords were

trembling with resentment and anger. "All running around like mindless zombies without a care in the world.

But then I pinch myself knowing I only feel this way because I don't want to offend anybody." A long pause.

We both sat up to take sips of our melomel.

“Saving Soleila” Prologue" "Well…Look, T. You know there's somebody in Atlas right now, and Callithya too, who would ki! for

somebody with the type of knowledge and the passion that'chu kick. Somebody just like Aurora. Like Rune.

Like Pepper. Somebody just like Euclid. Little [little] girls, man. Humes like us who would die a thousand

deaths to have an Autumn Antonia speaking on their behalves when they couldn't defend themselves; when

they needed someone the most. " “'Autumn the Advocate!'" Daye laughed and grinned from ear to ear. "My

brother, the only man who could articulate and convince millions upon millions of hapless sheep to overthrow

Malidia Melchom before it was too late. And you would give that up? For what? So you don't offend a couple

of dirtbags who don't give a [care] about you any [cotton pickin’] way? Everything these sleaze balls do offends

me for [heaven’s] sake. What's my recourse, huh? You [really that] crazy? Who gives a [care], son! Besides, there

ain't no Modern nothin’ out here to my knowledge, wherever this is. And if you ask me I'd be so happy to see

one of those [animals] out here, I'd be [hugging] one of those sorry [chaps] to death right about now." I let it

fully sink in before I said anything else; the man had a point.

" "Thanks, Robin. Alright, your turn."

" "What I wish for? Sometimes I wish I wasn't so nice to weirdo, [dudes] like yourself all the time. 'Cause

maybe, just maybe…I wouldn't be running away from these demons in your Syrah that look like some of my

[clients] back home." Touche. Gotta love this guy. I'll drink to that.

Meet the main cast of “Soleila”:

Artist endorsement: Shia LabeoufReason for endorsement:

- Has extensive background in film and television.

- Considered for lead protagonist of “Soleila”, Wynn “Autumn” Antonia.

- Involved in 32 films #om 1998 - 2014.

- 77 episodes over 11 television shows #om 1998 - 2008.

- Nominated for a total of 19 awards and won 4.

SIZE & NATURE OF THE TARGET MARKET

Target Markets“The single most important part of the environmental

scan, and the most consistent with the product management competency of ensuring market-driven direction, is the analysis of customers and markets.”

- The Product Manager’s Field Guide by Linda Gorchels, page 37

Examples of questions to ask:- Who are your loyal customers?

Is your primary target market growing, stable or declining?What trends wi! change customer needs or behaviors?

What motivates customer-buying decisions?What level of support does the customer require a'er the sale?

How much of the customer’s total business do you have compared to your competitors? [Gorchels, page 36-37]

Tomework Target Market by Psychographics

PERSONALITY: Open minded individuals interested in learning new perspectives and points of view.

VALUES: Religiously devoted or atheist, political and principled.

INTERESTS/HOBBIES: Music, movies, reading, technology and science fiction.

LIFESTYLES: The artistic and musically inclined.

Tomeworks Target Market by Demographics[A! statistics courtesy of the Bureau of Labor Statistics.]

AGE: 17 - 34

LOCATION: Metropolitan (or densely populated areas) in the United States, great places to hold film festivals and rely on movie theater turnout.

GENDER: Both. Female leaning because they buy 6% more consumer units in the 25-34 year age range. Both genres 50/50 in under 25 year age.

(A good looking cast has been taken in consideration for these demographics.)

INCOME: Mean gross income for under 25 years & 25-34: $47,735.

EDUCATION LEVEL: Some College. 68.5% of all consumers fall into this category.

ALL OCCUPATIONS, ALL ETHNICITIES.

TOTAL NUMBER OF PEOPLE IN OUR TARGET MARKET: Approximately 84,690,290 Americans (census.gov).

Shia LaBeouf is consistently involved in products aimed at our target market every year.

Industry Data Statistics

“Why people read” - Pew Research Center

Industry Data Statistics

Why people read - Pew Research Center

The “Why people read” data is important to my product because this te!s me what I need to infuse

into my novel leading up to the filming of it. Learning, gaining knowledge and discovering te!s

me that historical events are important factors to them. Readers

also value a great escape #om reality, becoming immersed in

another world and the suspense of watching a good plot unfold.

Industry Data Statistics

Why people read - Pew Research Center

16 - 17 year olds are going to be the

demographic most likely to read “Saving Soleila”

and wi! watch the movie. Reading among

18 - 49 has gone down so the burden is on us to

target those individuals.

Industry Data Statistics

Online usage - Pew Research Center

The market has turned to the world wide web for a! forms

of entertainment, research, and #iendships. Our target market, in large numbers, spend much of their time online so it’s up to

us to capitalize on this.

Viability of concept as having demand in today’s marketplace

Courtesy of Visual.ly

Viability of concept as having demand in today’s marketplace

Courtesy of Visual.ly

These infographics represent the most popular movie themes of recent popular films and what they grossed at the box office.

Viability of concept as having demand in today’s marketplace

Courtesy of Visual.ly

They also represent the primary themes in “Soleila”. Why not bring together the best of these worlds for our

viewers? If they resonate with viewers in the box office, surely they will

resonate with them in our film.

COMPETITION ANALYSIS & MARKETING STRATEGY

Product Positioning Statement“To the young purveyors of visual and dramatic arts,

Tomeworks is the brand of music that is based on the creative arts due to the multiple talents of our artists.

LOGO: Ambigram of the word “Tomeworks” in a purple wax seal. A

“tome” is a weighty, and o'en scholarly book; “works” is an

architectural or engineering structure. Purple is the color of magic, mystery & royalty. As a business, purple represents

wisdom and sovereignty.TAGLINE: “We Can Dream”.

Competitive Landscape of similar products

Courtesy of Visual.ly

People love movies that took place before 0 A.D. That’s

great because much of “Soleila” takes place B.C.

Evaluation of competitive advantages of proposed conceptOn Valentine’s Day of 2010, neo-progressive space rock super group Angels & Airwaves

released a free digital download of their third studio album appropriately called “Love” in support of an upcoming full-length film of

the same name . There was a $500,000 budget for the film and it grossed almost $1,500,000. The film was premiered at the

Santa Barbara Film Festival for a three night showing, was shown at film festivals across the world, won many awards for the group’s efforts and made its way onto a 2-disc deluxe edition of “Love”. I am fully convinced that

the film sold out thanks to the music of “Love”. When you release music to

accompany your films or release films to accompany your music, you add a dynamic to

your brand that listeners and viewers can fully embrace and appreciate.

Evaluation of competitive advantages of proposed concept

These three labels share in common the same experimental genres as we do but do not pride themselves on the same creative arts business model as Tomeworks does. They also have no feature films, books or graphic novels in support of their

music in their histories or in the works.

Important facts as our product relates to social media

Courtesy of Visual.ly

Important facts as our product relates to social media

Courtesy of Visual.ly

We have the power of social media and word of mouth on our side!

Our Social Media

www.syrah.bandcamp.com

Our Social Media

www.syrahmusic.tumblr.com

Our Social Media

www.facebook.com/Tomeworks

Our Social Media

www.instagram.com/ReelRbnSteele

Our Social Media

www.twitter.com/ReelRbnSteele

Proposed Marketing, Social Media & PR Mix$500,000 of the film’s budget has been allocated for marketing.

Newspapers: $50,500 (10.1%)Network television: $110,000 (21.6%)

Television commercials: $69,500 (13.9%)Internet: $22,000 (4.4%)

Theatrical Trailers: $21,000 (4.2%)Cable television, radio, magazines, billboards: $120,000 (24%)

Market research, publicity, creativity services: $110,000 (21.8%)$32,000 of this amount will be paid to WebPageFX to pay for a year of internet marketing. Please refer to http://www.webpagefx.com/Social-

Media-Pricing.html for full list of features.

Proposed Distribution Channels

- Theaters & Film Festivals. Customers will pay anywhere from $3 to $17.50.- Renting it on DVD & Blu-Ray. (Redbox charges $1.50 per day.)- On-Demand. (Netflix, Hulu). With paid subscription.- Purchase physical copy at your nearest participating retailer ($9.99 to $24.99).- Purchase digital copy (on YouTube or iTunes.) Customers will pay $9.99.- Watch it on Premium television. (HBO, Cinemax, Showtime, etc.)- Basic Cable.- Movie score and soundtrack available on Tomeworks: $9.99 - $19.99.

FINANCIALS & FUNDING SOURCE

What is Crowdfunding?

“Crowdfunding is a collective financial approach that allows individuals to pool their resources in support of favorite projects that might not succeed under a more

conventional model.”

“Crowdfunding both encourages and thrives upon community, as creators and sponsors form close relationships with each other

and as the audience also develops a co!ective culture.”- [Barrette, 2011]

Types of CrowdfundingSite Considered Pros Cons

- Most popular, most contributors. 5 million

people have pledged $800 million.

- All or nothing funding

- Can raise millions for my project.

- Keep the funds I raise. (Not an all or nothing

model.)

- Potential to have A&E fund my project.

- It will be very difficult to raise

enough funds for a film of this magnitude.

- I can raise millions on Kickstarter,

- Social media integration to maximize exposure.

- Keep the funds I raise. (Flexible funding model.)

Kickstarter Pros & Cons

Courtesy of Visual.ly

Why we chose Kickstarter

“We felt that Kickstarter was the best option for “Soleila”, its development and its distribution. It’s the most popular crowdfunding site with 4.9 million passionate individuals contributing $800 million over $49,000 projects. Though, we won’t be able to keep funds that we raise if we don’t reach our goal, it simply will not be feasible to come up with the remaining funds should

we fall short of our goal. Furthermore, we don’t see it fit to take money from our contributors if we can’t produce results. The position of Tomeworks is to aim high and aim often - these are

the high risk, high reward type of creators we are.”

- Tomeworks CEO Victor Castillo

Why we chose Kickstarter

Courtesy of Visual.ly

Film BudgetSTORY RIGHTS: $100,000SCREENPLAY: $50,000PRODUCERS: $100,000DIRECTOR: $100,000CAST: $300,000- Autumn Antonia: $170,000 + 15% gross profits-Aurora Price: $70,000 + 10% gross profits- Soleil Luna: $30,000 + 10% gross profits

-Rest of the cast: $30,000 + 10% gross profitsPRODUCTION COSTS: $250,000VISUAL EFFECTS: $350,000MUSIC: $300,000

- Composer: $100,000Marketing: $500,000

Total Kickstarter Budget: $2,000,000

“The Atlas Manifesto” Projected Sales

Bronze Kickstarter perksPledge $1 or more: Don’t have much money? We know times are tough

but are greatly appreciative of your kind contributions nonetheless! You will receive exclusive backer updates throughout the production of

“Soleila” as a kind thank you.

Pledge $10 or more: Congratulations! Pat yourself on the back! You are now officially a contributor to what we hope will become the biggest project in Kickstarter history! You will be sent an e-book and PDF

script of “Soleila.”

$25 or more: You will be sent a limited edition “iDream” T-shirt to pledge your allegiance to “Soleila” in addition to each perk mentioned

above.

Pledge $35 or more: You will receive a digital download of “Soleila” in addition to each perk mentioned above.

Bronze Kickstarter perks

Pledge $50 or more: A physical copy of “Soleila” film and soundtrack, courtesy of Tomeworks in addition to each perk mentioned above.

Pledge $75 or more: The official “Soleila” movie poster, in addition to each perk mentioned above.

Pledge $100 or more: An exclusive documentary on the making of “Soleila” and a day in the life of Syrah in addition to each perk

mentioned above.

Silver Kickstarter perks

Pledge $150 or more: “The One Who Got Away” Package includes autographed head shots of both sets of Autumn & Aurora in addition to

all other perks. (LIMITED)

Pledge $250 or more: The cast and creators will friend you or follow you indefinitely on social media in addition to all other perks.

Pledge $350 or more: A cast member of your choice will thank you kindly on a short personalized video that you can show off to the rest

of the world in addition to all other perks. (LIMITED)

Gold Kickstarter perks

Pledge $500 or more: Hans Bergkamp will record a personalized voicemail for your cell phone in addition to all other perks.

(LIMITED)

Pledge $750 or more: You and a guest will be invited to attend one of 3 red carpet movie premiers of your choice attended by the cast and

creators in addition to all other perks. (LIMITED)

Pledge $1,000 or more: You and a guest will be invited to the VIP afterparty following the showing of your choice in addition to all other

perks. (LIMITED)

Pleage $3,000 or more: You and a guest will be invited to be extras in the movie and will join the cast for a special luncheon in addition to all

other perks. (LIMITED)

Platinum & Diamond Kickstarter perks

Pledge $5,000 or more: You and a guest will design a character not in the book to appear in “Soleila” in addition to ALL other perks.

(LIMITED)

Pledge $10,000 or more: You will play a special role in the movie, receive a special shout out as “Soleila’s” Diamond contributor and

appear by yourself in the movie’s epilogue after end credits in addition to ALL other perks. (LIMITED)

In Closing: Kickstarter Pitch

http://youtu.be/OcxZhqfEGQM

ReferencesGorchels, L. (April, 2013). The Product Manager’s Field Guide. McGraw-Hill: New York.

http://www.census.gov/prod/cen2010/briefs/c2010br-03.pdf

Barrette, E. (September, 2011). Crowdfunding: A Communal Business Model. Communities Magazine. Retrieved from EBSCO Host on September 20, 2013.

Markowitz, E. (June, 2013). 22 Crowd-Funding Sites (And How To Choose Yours!) Inc. Magazine. Retrieved from EBSCO Host on September 26, 2013

www.pewresearch.org

Sramzee. Visual.ly Online. Retrieved from http://visual.ly/how-social-media-makes-or-breaks-movie on September 27, 2013.

Admin. Visual.ly Online. Retrieved from http://visual.ly/notable-films-took-place-0-ad on September 27, 2013.

www.kickstarter.com

www.rockethub.com

www.indiegogo.com

Bmacmedia. Visual.ly Online. Retrieved from http://visual.ly/kickstarter-info-kit on September 27, 2013.

Peters, M. (January, 2010). A! You Need Is ‘Love’. Billboard Magazine. Retrieved from EBSCO HOST on September 27, 2013.