MARKETING

TITLE CONTENT

RESEARCH / POSITIONING

Target Audience DemographicsSegments PrimarySwing

Positioning The Equalizer is an action-thriller starring Denzel Washington, who plays seeming everyman Robert McCall. McCall has done his best to leave behind the life of his dark and secretive past. A friendship with young and desperate Teri (Chloe Moretz) changes everything. Now McCall must use the tools of his past to help her shake loose from the powerful Russian mafia. Helping Teri makes McCall a target, but also brings him back to his true calling - defending the innocent and the helpless. Seeming everyman is actually lethal defender of the innocent and helpless

Assets Denzel remains a global star whose films carry with them a stamp of quality This is Denzel the way audiences want to see him Director Fuqua’s distinctive visual style A classic story of good triumphing over evil Challenges Typicality is a common concern for genre films like this Making the movie feel big by indicating that the story isn’t just about saving Teri from pimps. This is just the tip of the iceberg, a catalyst for McCall becoming the Equalizer. Marketplace competition from A Walk among the Tombstones and Gone Girl which are also going for suspense fans Assets & Challenges

Rules of the Campaign McCall helps people who cannot help themselves Show him as active, capable, and badass Add needed texture by showing that he bends the rules when taking out bad guys Showcase his skills and ingenuity through action and fight scenes whenever possible That his skills are a bit rusty also adds texture Create an aura of mystery around McCall His mysterious past and that he has a secret adds to the story and his character His integrity and moral compass, backed up with his lethal potential, is what makes him so compelling That McCall can display such confidence and a cool attitude in the face of terrifying enemies is what the movie promises to explain; no need to be specific about his past in marketing Helping Teri leads to a bigger conflict - the story cannot be limited to saving her Saving Teri opens up a “can of worms” and provides a transition to the conflict that goes all the way to the top of the Russian mafia