Our vision is build a world that empowers filmmakers, distributors and change makers to play a profound role in driving social change. We do this by passionately working with storytellers and advocates to give voice to the voiceless, expose injustice, cultivate community and drive activism through our social action campaigns. Films can change the world. We make sure they do.

1. EvEry First
Has a story.
“FIRST GENERATION”
NARRATE
D
By BLAIR UNDERWOOD
DiREcToR
of
phoTogRA
phy CHRIS EKSTEIN
oRigiNAl
scoRE
By NATHAN MATTHEW DAVID
iN AssociATioN
wiTh GOAL 2025 AND MARKET STREET PRODUCTIONS
wRiTTEN,
pRoDucED
& DiREcTED
By ADAM & JAYE FENDERSON
www. firstgenerationfilm.com
Films can change the world. We make sure they do.

2. WHO WE ARE
picturemotion is the leading
marketing and advocacy firm for
issue-driven films. We work with
filmmakers, distributors and
changemakers to activate audiences
and advance social change.
In other words…Films can change
the world. We make sure they do.
Los Angeles | New York | Washington, D.C.

3. IMPACT CAMPAIGNS
-
We design and execute custom
campaigns and programs to ensure films
create maximum impact — be it around
the world or within one community.
GRASSROOTS MARKETING
-
We are the best at reaching and
engaging target audiences with
social impact media and the most
important films of our time.
WHAT WE DO

4. HOW WE DO IT
GRASSROOTS MARKETING IMPACT CAMPAIGNS
PARTNERSHIP
DEVELOPMENT
STRATEGY AUDIENCE
ACTIVATION
SCREENING
TOUR
POLITICAL
ADVOCACY
EXPERIENTIAL
MARKETING
DIGITAL
ENGAGEMENT

5. With the right plan, a great story change the world.
Our strategies position films for distribution,
implement a theory of change and raise funds
for impact campaigns
Strategy

6. • Designed 10-day sugar detox plan called The Fed Up Challenge
• 50+ experts, academics, and celebrities joined advisory board
• 65+ national partners
• 65,000 people accepted the challenge
• 96% said the challenge changed how they consume sugar.
• Created a multi-platform social media marketing plan
• The National Obesity Society research study credited Fed Up
for helping change America's views on obesity
STRATEGY
GOAL:
OUTCOMES:
Drive audiences to theaters and
empower consumers to reduce
their sugar consumption.
Example:
FED UP
7
# All-Time
Top-Grossing
Documentary
on iTunes

7. • 24 organizations joined coalition
• 200 organizations promoted the film
• 10 protests and 40 panels at screening events
• Developed graphics-based social media campaign
• Top 10 documentary on iTunes for 3+ weeks
• Launched Fair Food Program Label in Whole Foods
stores along with 15 screenings
• Walmart and Fresh Market joined Fair Food Program
Build a coalition to support the film’s
campaign for farmworker rights.
GOAL:
OUTCOMES:
STRATEGY
Example:
FOOD CHAINS200
PARTNERS

8. "Picture Motion is ALWAYS the first company
that I recommend to filmmakers who want
their films to make a difference in the world.
The PicMo team is smart, thorough, inventive,
insightful, and a joy to collaborate with.”
Ryan Harrington, VP Artists Programs, Tribeca Film Institute
WHAT THEY SAY

9. We are the experts at finding the experts. Utilizing new
outreach and our extensive database of organizations
and influencers, we will develop partnership initiatives
for engagement and impact.
Partnership Development

10. • Partnerships yielded 13 million social media impressions, 214 community screenings,
42 filmmaker panels and conferences, and 60 theatrical cities in the U.S. and Canada
• Launched Big Brothers Big Sisters fundraising campaign at the Sundance premiere
• Partnered with United Way Worldwide to create a funding grant program for
local chapters to plan events
• Integrated film curricula into 8 Teach for America trainings and ongoing trainings
• Created inaugural Black Male Achievement Week with 11 partners, including the White House
• Coordinated 88 BMA Week events around the film’s broadcast on PBS
Impact Campaign Coalition
Example:
AMERICAN PROMISE
98
Developed
Partnerships
PARTNERSHIPS

11. • Partnered with The Huffington Post to create 11 op-ed pieces
with advocates, experts, and families
• Coordinated release of content in the weeks leading up to the HBO premiere
• Secured all 11 writers and served as editor
• Received an estimated 5 million views on The Huffington Post
• Yielded 6,729,297 impressions of #LionsMouthOpens during broadcast
• Organized high-profile events HDSA Annual Conference, Brain Research Foundation
Board, Global Genes Annual Conference and the Woody Guthrie Center.
• Marianna Palka (film subject) named the HDSA Person of the Year
• Marianna and Director Lucy Walker named Global Genes Champions of Hope.
The Huffington Post
Media Collaboration
Example:
THE LION’S MOUTH OPENS
“Rarely has
a short
made such
an impact.”
Realscreen
PARTNERSHIPS

12. “Hands down, some of the best people
working in this field - I highly recommend
working with these forces of nature.”
Laura Nix, Director/Producer, The Yes Men Are Revolting
WHAT THEY SAY

13. Films are meant to be seen. Our marketing campaigns
drive theatrical attendance, VOD streaming, broadcast
tune-in, digital downloads and DVD purchasing through
on and offline buzz building and eventizing.
Audience Activation

14. • Organized opening weekend events for theatrical release
• 62 leading economic justice organizations, unions, and advocacy groups
• 350 promotional partnerships
• 6 pieces of original content on Upworthy
• 24 local ambassadors hired in theatrical cities
• Paid the team leaders the living wage advocated for by the campaign
• 12 cities sold out on opening night
• Gave 6,000 furloughed workers tickets to see the film
Theatrical Marketing
Campaign
Example:
INEQUALITY FOR ALL
AUDIENCE ACTIVATION:
1.2M$ BOX
OFFICE

15. • Organized grassroots mobilization for the day-and-date
release in theaters and online
• 54 local organizations supported the theatrical release
• 15 in-theater events organized
• 5.7 million digital impressions
• 11 organizations created campaigns online and offline
for a coordinated “Week of Action”
• 21 organizations supported Vimeo distribution of the film
through customized discount codes
VOD and Theatrical
Marketing Campaign
Example:
THE YES MEN ARE REVOLTING
AUDIENCE ACTIVATION:
45K$ in VOD
Opening
Weekend

16. "They’re able to mobilize activist audiences for
theatrical release and keep them engaged over the life
of the film. When it comes to releasing a cause-driven
movie, Picture Motion is a force multiplier.”
Dan O’Meara, campaign director, RADiUS
WHAT THEY SAY

17. We utilize digital tools to mobilize audiences.
From web to social to mobile, we build
movements that drive people into theaters -
and then into action.
Digital Engagement

18. • Created online house party campaign for broadcast
• 2,000+ people pledged to host a home screening
• Ran 6-hour Twitter conversation during broadcast
• Yielded 45 million impressions of #RescueHealthcare
• Received 6,500+ mentions of @escapefire or “escape fire”
• Yielded 23 million impressions of @escapefire
CNN FILMS
Brodcast Premiere
Example:
ESCAPE FIRE
DIGITAL ENGAGEMENT
#RescueHealthcare
Trended in the U.S. on Twitter
during broadcast

19. • Drove HBO viewership through a live Twitter chat with film subjects
• Launched story-sharing platform on Tumblr
• Partnered with Nutcase Helmets and GoPro for online giveaways
• 342 submissions and 50,912 impressions from Instagram contest
• 11 million impressions through social media
• 35,000 email addresses collected
• 16,000 new Facebook likes
• 1,000 new helmet pledged on Causes.com
• 15 major snowboard and sports companies promoted on social media
HBO
Broadcast Premiere
Example:
THE CRASH REEL
DIGITAL ENGAGEMENT
3.5M
Reached
with BitTorrent
partnership

20. “Picture Motion masterminds
social media campaigns!”
Lucy Walker, director, The Crash Reel
WHAT THEY SAY

21. Let’s bring your film to the people that need it
most. We build buzz through influencer screenings,
attract press with premieres and drive engagement
through education and community screenings.
Screening Tour

22. • 600 educational screenings over two years
• 100,000+ students engaged
• $160,000 screening fee revenue
• 80% of survey respondents thought First Generation had at
least some effect on college matriculation
National Screening Tour
Example: First Generation
• Received sponsorship from Wells Fargo
• Toured 4–6 high schools in 10 low-income cities
• 35,000+ students engaged
• Received national press attention
Go College! Tour
600
SCREENINGS
SCREENING TOUR

23. • 385 local organizations engaged
• 150+ community screenings held
• Partnered with 35 national Jewish and faith-based organizations
including JNF, B’Nai B’rith, Hillel, and CUFI
National Screening Tour
Example:
ABOVE AND BEYOND
• The Museum of Tolerance in L.A. and N.Y.
• Israel Conference in L.A.
• Stand With Us summer conference
• Conference of Presidents
• National World War II History Museum in New Orleans
• Capitol Hill Visitors Center in Washington, D.C., co-hosted by Rep. Steve
Israel, Rep. Ileana Ros-Lehtinen, Rep. Ted Deutch, and Rep. Tom Cole
Key Events
SCREENING TOUR
150 COMMUNITY
SCREENINGS+

24. “I loved working with Wendy Cohen and the entire
team at Picture Motion...They always had a
fresh idea or approach, and helped us
tremendously in our outreach on Above & Beyond.”
Nancy Spielberg, producer, Above & Beyond
WHAT THEY SAY

25. Our effective advocacy strategies leverage films
as tools to help influence public policy at the
federal, state, and local levels.
Political Advocacy

26. • Called on members of the House Appropriations Committee to vote against the fiscal
year 2015 Agriculture Appropriations Bill, which threatened to weaken nutrition
standards of school lunches
• Co-hosted press conference with Food Policy Action and the Chef Action Network
• Speakers included Rep. Sam Farr, Rep. Rosa DeLauro, former Rep. George Miller,
and celebrity chef Tom Colicchio
• Organized chefs, food advocates, and moms to visit 29 Congressional offices
• Received 44,000 signatures on petition with Center for Science in Public Interest
• Fed Up was mentioned by Rep. Steve Cohen during a House debate on the Special
Supplemental Nutrition Program for Women, Infants, and Children
• The FY 15 Agriculture Appropriations Bill was successfully stalled
Capitol Hill
Day of Action
Example:
FED UP
POLITICAL ADVOCACY
44,000
Signatures on petition with Center
for Science in Public Interest

27. • Partnered with local legislators and organizations to host screenings
at or near state capitol buildings
• 48 state capitol screenings
• 167 legislators attended
• 3,218 total attendees
• 9 states that hosted screenings of Inequality for All as part of their local
movements to raise the minimum wage successfully passed legislation
in the weeks following
• 25,000+ petition signatures with MoveOn.org
• 740 house parties with Democracy for America
• 7,000-person conference call with Sen. Elizabeth Warren at the house parties
• 300+ screening events at colleges
National State
Screening Tour
Example:
INEQUALITY FOR ALL
3,218
TOTAL ATTENDEES
POLITICAL ADVOCACY

28. “I was just completely blown away by the two days
[Picture Motion] put together for us at the Impact
Lab. It was just outstanding. The speakers were
great. But even better were the [congressional]
meetings you set up.”
AFI Impact Lab Funder
WHAT THEY SAY

29. There is a lot of noise out there. Sometimes we
have to discard traditional tactics and do
something that will create a deeper experience
with the content. Here’s how we broke the mold.
Experiential Marketing

30. • Designed and developed a political engagement pilot program
as part of an international film festival: The AFI DOCS Impact Lab
• Selected 7 films and brought together 12 filmmakers to participate
in the inaugural two-day Impact Lab
• The Impact Lab included 10 trainings and nearly 20 speakers, trainers,
and issue-area experts to meet with participants
• Arranged meetings for filmmakers with aides and members of Congress
• Partnered with AFI and NBC Universal to launch the inaugural
Impact Grant for select film social action campaigns
AFI Docs
Impact Lab
Example:
AMERICAN FILM INSTITUTE
EXPERIENTIAL MARKETING

31. • Built street teams in New York City, Austin, Dallas, and Park City, Utah,
to drive SundanceNow Doc Club Memberships
• Hired and trained over 40 street teamers
• Built operating procedures for managing teams
• Developed collateral for street teamers
• Coordinated stunts based off the platform’s most popular films
• Drove over 15,000 paid memberships
The Doc Club
Street Team
Example:
SUNDANCENOW DOC CLUB
40
Street Teamers
Hired & Trained
4
Set up street
teams in four
US cities
EXPERIENTIAL MARKETING

32. • Hired three street artists to produce original art
• Scouted available building sides in Los Angeles, San Francisco,
and New York.
• Worked with street artists to produce contemporary pieces inspired by
Oscar Grant
• Launched in stealth mode to appear as organic responses to the film
• Hundreds of thousands via foot traffic and social media, and millions in
media impressions
Street Artists
for Change
Example:
FRUITVALE STATION
EXPERIENTIAL MARKETING

33. • Developed the concept for a card-based game
• Hired and managed designer to create a unique game look
• Created a prototype and product-tested it
• Partnered with organizations to distribute the game
• Partnered with I AM THAT GIRL to launch the game in 200 communities
• Wrote grants and fundraised to cover all game creation costs
• Developed online version of the game with Action Backed
Truth Circle
Game
Example:
LITTLE WHITE LIE
Developed the
concept for a
card-based game
COSTS
COVERED
with grants & fundraising
EXPERIENTIAL MARKETING

34. “They have have been critical in helping bring the social
impact campaigns for Difret and Little White Lie to life.
Their dedication and diligence has truly kept us on track
towards meeting our impact goals and securing the
widest possible audience for our films.”
Mehret Mandefro & Lacey Schwartz, Truth Aid Films
WHAT THEY SAY

35. OUR TEAM HAS EXTENSIVE
EXPERIENCE WORKING IN
SOCIAL ISSUE MARKETING
FOR NARRATIVE FILMS,
INCLUDING THE
FOLLOWING:

36. WHO WE
WORK WITH

37. EvEry First
Has a story.
“FIRST GENERATION”
NARRATE
D
By BLAIR UNDERWOOD
DiREcToR
of
phoTogRA
phy CHRIS EKSTEIN
oRigiNAl
scoRE
By NATHAN MATTHEW DAVID
iN AssociATioN
wiTh GOAL 2025 AND MARKET STREET PRODUCTIONS
wRiTTEN,
pRoDucED
& DiREcTED
By ADAM & JAYE FENDERSON
www. firstgenerationfilm.com
LET’S GET STARTED
hello@picturemotion.com
picturemotion.com
@picture_motion
facebook.com/picturemotioncampaigns