I estimated the budget for this hypothetical motion picture project (code name: Pequod ) using existing data. The average annual marketing and negative cost data listed in Entertainment Industry Economics allowed me to extrapolate average costs in today’s numbers. The estimated average negative cost will be $93.4 million in 2016. The estimated average prints and advertising cost will be $52.1 million in 2016. The total budget for Pequod is approximately $148.5 million. The target demographic for P equod is Generation Z — anyone born after 1994. This whale represents 25.9 percent of the population and controls $44 billion in spending.2 Influence over parent’s spending has been estimated at $200 billion.3 Due to the unique needs of this demographic, the development of Pequod will require three distinct phases.
To understand how this vessel should be configured, Pequod will go through an extensive research and strategy phase budgeted at $1.5 million. During this phase, the aim will be to find direction on the film itself, alternative narrative structures as well as marketing strategies specific to Generation Z. Generation Z is generally described as extremely creative, more comfortable with one-to-one media interactions (e.g. Snapchat or WhatsApp), and keenly averse to advertising and commercial content.