Summit International Awards

Mandalay and Peter Guber have earned a reputation over the years of pioneering next generation entertainment business models. Mandalay has been particularly effective at utilizing its expertise in the areas of entertainment content creation and marketing on multiple distribution platforms and brings this skill set to corporate clients in areas including feature films, television, internet, music, sports and live events.

Mandalay Integrated Media Entertainment (MIME) offers corporate clients a new approach to brand reach and brand building through its myriad of entertainment and communications services. The formation of the company marks the first time a major Hollywood production entity has stepped forward to lead Fortune 500 companies in the new world of entertainment content marketing. The art of storytelling and the ability to tap into the emotions of a viewer are the tools of the Hollywood filmmakers. Mandalay uses these skills in concert with your communications efforts to reach your consumer audience in the new, impactful and relevant ways.

ADVERTISING REVOLUTION - The exponential growth and development of technology is causing a fundamental change in the way the consuming public receives and processes marketing messages. Media is being broadcast through a multitude of vehicles that are enabling subscribers to have greater control over content received. Satellite and cable offer commercial free programming while recording devices selectively omit paid advertising (since it is does not generally support the content of the selected program). With this in mind, let’s look at another cultural change affecting consumer behavior. Every day consumers are bombarded with flashes of branded messaging – on average some 1,200 per day. This creates a desensitized attitude toward momentary advertising. While companies such as Nielsen Media Research can formulate an estimated number of viewers for a segmented time during content programming, there is virtually no way to determine whether the audience remained viewing during commercial breaks or used the opportunity as an intermission. The decline of media spending also supports the notion that advertising spots are not reaching the desired eyes, thus placing the onus to deliver branded messaging within programming content. This fact has been recognized by the major advertising agencies and they are searching for ways to address this dilemma. Mandalay has formulated a delivery solution through entertainment content marketing. MIME is a full-service entertainment company offering clients the clout, expedience and reach of Hollywood, which is unparalleled in the communication industry. Mandalay has created a media platform that is a tool for managing brand messages and the hub for delivering them. The platform consists of proprietary media programming capable of harnessing the development, introduction and integration of additional consumer touch-point channels.

MEDIA PLATFORM STRATEGY MIME - deploys a unique business model that turns expenses of advertising into a formidable war chest of performing assets. Ad Vs. Brand Asset Expense Currently, advertising is a line item on a Profit and Loss spreadsheet justified by creating awareness while communicating a brand position. Through various formulas, ratings companies tally estimated viewers of programmed content, forwarding assumptions that the estimates apply to the notches of leased space within the programs. With Mandalay, the same media expenditure not only receives up to 240 times more opportunity for building brand presence, but also serves as a platform for promoting activities and properties. This is derived by providing ownership through a proprietary media program while offering the potential of self-liquidation. Current Broadcast Advertising Model Objective: Reach target viewer within 30-60 seconds during a program break Opportunity: Increase brand awareness Result: Percent of targeted consumer received context of message Mandalay Entertainment Platform Model Objective: Entertain target audience delivering custom built content for 30, 60, 90, or 120 minutes Opportunity: Increase brand awareness, create emotional bond, promote cross-platform activities, introduce support properties, strengthen partnering relationships Result: Real number of targeted consumers understand intrinsic value and proposition of the brand, medium becomes communication control center and hum, media expense recovered through partnership plan, scheduled programming creates brand consumer community, integrates other proprietary channels (e.g. media property, internet property, music property, sports property, etc.)

COMMUNICATIONS EXPERTISE - Mastery in Storytelling A brand has a story to tell that its audience will find compelling and relevant. Touching the hearts and minds of that audience will create a brand relevance that will allow for an affinity connection that will strengthen the bond to the brand and the products. The emotional connection is one that the Hollywood filmmakers have honed to a fine art. They have the ability to influence the entire culture and to move a single person. Through movies, television or music, the power of entertainment and the skilled professionals who create it, is undeniable. The opportunity to not only capture an audience’s attention but also provide an entertainment destination is made possible through Mandalay. Every brand has a story to tell and must do so in a manner that is uniquely differentiating. Brands now have the opportunity of assuming the pioneering position in entertainment content marketing that will become the platform for delivering an all-inclusive brand message communication. This is the most comprehensive medium for achieving strategy objectives. Multi-Cultural Experience For the past 30 years, Peter Guber has created global entertainment covering every aspect of every medium. To effectively do so, Peter has understood that it in not simply the repurposing of material or just through translation, but the creation of culturally relevant material. Mandalay has produced and distributed programming globally since its inception.

REACHING TARGETED CONSUMERS - As Mandalay better understands the content of the brand equity and the sales and marketing directions the company is embarking upon, it is our task to create unique content and entertainment solutions that reach the audience in an impactful way. Mandalay brings expertise in every available entertainment discipline including feature films, broadcast networks, series, long-form cable movies, syndicated movies, IMAX productions, live events, sport events, direct-to-audience, Internet, and radio. Specific brand consumer targets have a greater chance of message impact resulting in brand preference and insistence through the use of these vehicles with content carefully created to reflect the brand and the audience. A strategy for content is arrived at along side a distribution methodology that creates a media platform creating access points to the consumer for the brand with multiple opportunities. Distribution of any program or content is identified as a component of the initial media strategy.

PERFORMANCE GENERATED PARTNERSHIPS - With a proprietary segment program, corporations will control partner participation. The selected media provides strategic partner messaging, which must support and contribute to the program content (target relevant). Appropriate brand sponsored properties are recommended for inclusion to further promote and leverage existing assets. As an “up sell” to an existing relationship, or a strategic complement to specific content, Mandalay has found great synergistic success with these types of partnerships in extending media dollars.

FINANCIAL PERSPECTIVE - Mandalay provides an alternative to the traditional media spends by creating the content and therefore a definable reach to the target audience. The corporate partner funds the development, production, and distribution of the various aspects of the media platform. Strategic partner content insertion fees can offset the cost of the proprietary program. Previous expenses to promote sponsored events and other properties are eliminated as they are folded into the original program. The asset created has a short and long term library value in addition to the immediate messaging reach to the intended audience. MIME works to create the plan, provides the entertainment media consulting, develops program and entertainment content and handles the production, promotion, and distribution of the assets.