Brand Tone

Fan-Centric & Engaging, Playful & 'Unhinged' (on some platforms), Nostalgic & Celebratory, Authentic & Inclusive, Informative (for product specifics)

Brand Values

• •Entertainment & Storytelling
• •Fandom & Community
• •Creativity & Innovation
• •Integrity & Excellence
• •Boldness & Empowerment
• •Inclusivity & Diversity
• •Authenticity

Best Practices

• •Deeply Understand Each IP's Unique Voice: While there's an overarching Lionsgate tone, the copy for specific merchandise should strongly reflect the individual tone, quotes, and lore of the movie or show it represents. For example, *John Wick* copy will be grittier than *La La Land* copy.
• •Prioritize Fan Language & Inside Jokes (Authentically): Incorporate phrases, references, and humor that resonate with dedicated fans of each franchise. This shows an understanding and appreciation of the fandom.
• •Balance Enthusiasm with Clarity: While being playful and engaging, ensure product descriptions are still clear, accurate, and provide essential purchasing information (materials, size, etc.).
• •Stay Agile and Culturally Relevant: Mirror Lionsgate Entertainment's social media approach by staying aware of current fan discussions, memes, and trends related to their properties, and subtly weave these into copy where appropriate and authentic.
• •Develop a 'ShopLionsgate' Persona that Complements the Studio: While the studio can be 'unhinged,' the shop's persona should be the enthusiastic, reliable outfitter for the fans – equally passionate but also focused on delivering the goods. The voice should feel like it's 'by fans, for fans.'

Social Perception

As an Entertainment Giant, Engaging with Fans, Provider of Collectibles & Fan Merchandise, Merchandise Store Legitimacy, Mixed (General Product Reviews)

Copy Examples

• •Product: John Wick 'Excommunicado' T-Shirt Copy: 'Wear the judgment. This official 'Excommunicado' tee isn't just a shirt, it's a statement. Perfect for those who walk their own path, consequences be damned. Are you in?' (Tone: Fan-centric, Edgy, Engaging)
• •Product: The Hunger Games 'Mockingjay' Necklace Replica Copy: 'Ignite the rebellion. Our meticulously crafted Mockingjay necklace replica is a symbol of hope and defiance. Keep the spirit of Panem's uprising close to your heart. Will you answer the call?' (Tone: Celebratory, Fan-centric, Evocative)
• •Product: Saw 'Billy the Puppet' Enamel Pin Copy: 'Want to play a game? Add a touch of delightfully sinister fun to your collection with this official Billy the Puppet enamel pin. It’s the perfect, chilling accessory for any *Saw* fanatic. Let the games begin... on your lapel.' (Tone: Playful (with a dark edge), Fan-centric, Collectible-focused)
• •Homepage Banner: Flash Sale on Retro Titles Copy: 'Rewind & Rejoice! 🔥 Score [X]% off classic Lionsgate gear for a limited time. From *Dirty Dancing* grooves to *Reservoir Dogs* cool – your faves are calling. Don't miss out on this throwback thrill!' (Tone: Nostalgic, Exciting, Urgent)
• •Social Media Post: Promoting New 'Twilight' Collection Copy: 'Team Edward or Team Jacob? Doesn't matter, because our NEW Twilight Saga collection is here and it's epically Forks-tastic! 🌲🐺🦇 Tap to shop tees, hoodies, and more that sparkle (almost) as much as Edward. #Twilight #LionsgateShop #OfficialMerch' (Tone: Engaging, Playful, Fan-centric, Culturally Aware)