The "Internal Greenlight" is a market based, creative and financial analysis similar to that performed by the major US and foreign distributors. This is a complete analysis of a feature film project proposed for development. When potential clients submit scripts for review, our analysis is focused on answering the question "Is this script sufficiently developed that we can perform an accurate greenlight analysis?" Ideally, the process is performed on a property in screenplay format, however, we can also analyze a treatment if it is at least 40 pages long with dialogue or in novel form.

By using the “Internal Greenlight” process prior to spending any significant money on picture development, clients can determine if there is a market for the screenplay in its current form. If the results of the analysis are positive, our clients can then set strategic meetings with a US studio and studios in the major foreign territories.

The “Internal Greenlight” is accomplished by breaking down the script into marketable elements and creating marketing materials reflective of the script's marketing strengths. We usually prepare one or two scripts for 0:30 television spots and a two-minute trailer. Utilizing our proprietary system we then analyze target audience(s) and emotional content of these marketing elements. This valuable information along with proposed above the line selections are used to accurately locate comparable recent studio released pictures from a well-constructed database.

Once we have selected comparable pictures, we can use this information to estimate the earnings of the picture. With the information on hand we are able to perform additional analysis customized to the client's needs. For instance, if the client is preparing for a studio pitch, we can recommend the studios and/or marketing teams with the best track record at releasing and marketing similar pictures. Common requests from clients are for talent recommendations/analysis, advertising expenditure (or P&A commitment) analysis, and release analysis (best time of year, release pattern, etc.).

     

Besides being the basis for deciding which distributors to approach, the "Internal Greenlight" analysis forms the kernel of the first meeting with the distribution department of the studio. Clients who have done the research can confidently open the meeting: "We have come to you first because you distributed 3 of the 6 pictures that we feel are most comparable to ours in terms of target audience, marketing approach, and above the line elements". They then follow this by demonstrating storyboards of their picture's 30-second television campaign (rather than conducting a rough elevator pitch) and are able to confidently discuss the picture's potential earnings (not just the budget) based on intelligent comparisons with the other pictures that the studio has successfully distributed. They are able to discuss the primary and secondary target audiences and recommend the most optimum media buy for their film. The "Internal Greenlight" analysis is key to helping a producer stay one step ahead and is one of the valuable aspects of being a balanced producer.


If you're a numbers person you can download some of the charts generated as part of past greenlight analyses, and marketing expenditure analyses in acrobat (pdf) format. Or, feel free to contact us with questions or requests for other samples.

For a more complete list of consulting services, check out our services page or contact us.

Copyright (C) 2000-2002 Entertainment Business Group

 

home | producers | celebrities | investors | consulting | seminars | events | contact us | about us