1. STRATEGIC MARKETING AND RESEARCH Territories Covered: Research Studies: Focus Groups, Online Creative Tests (trailers, print) Key Strengths:  The Mayan Prophesy  Global, groundbreaking special effects  No signs of disaster fatigue  Worldwide scope  Roland Emmerich pedigree  Immediacy

2. STRATEGIC MARKETING AND RESEARCH Rules of 2012: 1.Differentiate the film by using the Mayan Prophecy. 2.The campaign as a whole must always maintain an ominous, mysterious tone. 3.At the same time, ensuring some semblance of humanity, connection and hopefulness is important. 4.Correct any mistaken views that 2012 is a sci-fi film. 5.Emphasis should be placed on the first two acts of the film.

3. STRATEGIC MARKETING AND RESEARCH Screenings and Trailer Test: Basic Rules: 1.Meryl Streep, Meryl Streep, Meryl Streep. 2.Think Devil Wears Prada. Not Doubt. 3.Don’t know Julia Child? Relax! 4.Two true stories is a BIG idea. 5.Don’t sell Amy Adams / Julie Powell story at the expense of Meryl Streep / Julia Child. 6.Use “cooking” to sell comedy and feel good moments.

4. STRATEGIC MARKETING AND RESEARCH Screenings and Trailer Test: Basic Rules: 1.Avoid the romcom label. 2.Push the boundaries. 3.Play up verbal/witty exchanges. 4.Stars Heigl and Butler are assets.