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The Legend of Zorro

International Theatrical Marketing Strategy

Date Last Updated: October 3, 2005

U.S. Release Date: October 28, 2005

Cast: Antonio Banderas (Shrek 2, Once Upon a Time in Mexico,

Spy Kids 3-D: Game Over, The Mask of Zorro)

Character: Don Alejandro de la Vega/Zorro

Catherine Zeta-Jones (Ocean’s Twelve, Chicago, Traffic, The Mask of Zorro)

Character: Elena de La Vega

Director: Martin Campbell (Beyond Borders, Vertical Limit, The Mask of Zorro, GoldenEye)

Producers: Gary Barber (The Hitchhiker’s Guide to the Galaxy, The Pacifier, Seabiscuit, Bruce Almighty)

Roger Birnbaum (The Hitchhiker’s Guide to the Galaxy, The Pacifier, Seabiscuit, Bruce Almighty)

Laurie MacDonald (The Island, The Ring Two, Lemony Snicket’s A Series of Unfortunate Events, The Terminal)

Walter Parkes (The Island, The Ring Two, Lemony Snicket’s A Series of Unfortunate Events, The Terminal)

Lloyd Phillips (Racing Stripes, Beyond Borders, Vertical Limit)

Steven Spielberg (The Terminal, Catch Me If You Can, Men in Black II, The Mask of Zorro)

Main Genre: Action: Big Budget

Corporate Genre: Action / Adventure

Sub Genre: Action, Adventure, Period, Remake

Running Time: 131 minutes

U.S. Rating: PG

In Columbia Pictures and Spyglass Entertainment’s exciting new action adventure The Legend of Zorro, the swashbuckling masked hero embarks on the most dangerous mission of his life. Multiple Golden Globe Award nominee Antonio Banderas and Academy Award® winner Catherine Zeta-Jones reunite with director Martin Campbell in this action-packed escapade set in the California territory in the critical days preceding statehood.

The Legend of Zorro is set several years after the conclusion of the previous adventure. Alejandro (Banderas) and Elena (Zeta-Jones) are married and have a 10-year-old son, Joaquin (Adrian Alonso). Though Alejandro continues to don the mask of Zorro to protect the people from the greed of the overlords, he is torn between his duty and his desire for a more normal life.

Now, to save a nation, Zorro must face his destiny and come to the aid of the people. In his valiant attempt to foil the plans of several prominent land barons and businessmen, Zorro runs headlong into a crisis that threatens his life and the safety of his family.

The positioning of The Legend of Zorro should be as a film for the “New Family Audience”: Grown-ups, Parents, Young Kids, Teens, etc. who saw films like Men In Black, Pirates of the Caribbean and National Treasure.

The positioning of The Legend of Zorro can be stated in two ways, but both have the same end result: Zorro Must Wear The Mask For One Last Ride.

1) He gave up his sword to protect his family, but now there is a threat so great that Zorro must wear the mask for one last ride.

2) Zorro is struggling to balance his responsibilities, but now there is a threat so great that Zorro must wear the mask for one last ride.

An extremely well known and well-liked brand

Sequel to the 1998 worldwide box-office hit The Mask of Zorro (Int’l Box Office of $156 million), which received very high “excellent” scores.

Return of stars Antonio Banderas and Oscar Winner Catherine Zeta-Jones who have an established chemistry

Appealing new villain: Rufus Sewell

Great built-in awareness from huge home video success

Fantastic action sequences as well as lighthearted moments

Zorro and Elena have a young son, which creates more “family” appeal

How to make it seem like a hot, hip, sexy, fun and must-see event film

7 years have elapsed since the original film

It is a period piece – swashbuckling Zorro may seem a bit dated

To broaden the marketing scope to a film for all ages, as opposed to a family / kids film

The presence of Zorro’s son should not give the misperception that the film is just for kids

Primary: Adults 13 – 49 years old

Secondary: Kids 6 – 12 years old

Tertiary: Teens

U.S. Release Date: October 28, 2005

International Release Pattern: Very aggressive dating. Close to a worldwide day-and-date release with a few strategic exceptions. Holiday weekend on or shortly after our dates in most territories.

International Release Strategy: Very wide release everywhere. Prints to be placed very deep into small towns for opening. Multiple prints for all multiplexes. TOP END TERMS REQUIRED.

First International Release Date: October 26, 2006

First International Release

Territories: October 26th: Belgium, France

October 27th: Germany, Russia

October 28th: Brazil, Italy, Korea, Mexico, Spain, Sweden, UK

Competitive Titles to Consider: None. We ARE the big event film of the season.

Like Picture Comps:

|Title |Year |Rating |International Box Office* |Domestic Box Office* |

|The Mask of Zorro |1998 |PG – 13 |$156.2 |$94.1 |

|Wild Wild West |1999 |PG – 13 |$106.0 |$113.8 |

|National Treasure |2004 |PG |$174.4 |$173.0 |

|Pirates of the Caribbean |2003 |PG – 13 |$351.5 |$305.4 |

*Dollars are in millions

Screening Strategy: Screen the film as necessary for key media. However, no critics are to see the film before the final print arrives the week of October 3rd.

Online Trailer Test in the UK with First Movies

Methodology: Self-completion questionnaires were conducted online.

Potential respondents were sent an invitation and link to the survey. Upon successful filtering (against the specifications below), respondents were then exposed to one of the two trailers.

Recruitment Controls: 15 – 49 year olds

Boost of 100 parents of 8 to 12 year olds per trailer

Cinema attendance at least once every two months, on average

No direct contact with the fields of advertising, journalism, marketing, market research, film, public relations and television

Trailers Tested: “Domestic Cutdown v.2” and “Relentless v.12”

Fieldwork: August 10 – 17, 2005

Total Sample Size: 400 per trailer (300 adults plus 100 parents for each). 800 overall.

Summary of Results from Final Report:

Within the UK, interest in The Legend of Zorro sits above norm pre-exposure, probably held by awareness of the original Zorro film.

After exposure, interest after viewing “Domestic Cutdown” and “Relentless” are at normative levels (with +3% lead for “Relentless” being the slight margin to separate them). However, while “Domestic Cutdown” appeals primarily to older respondents, “Relentless” exhorts a broader appeal, drawing in younger males (at the expense of older males).

Parents’ interest in taking their children to see the film is lower than the norm. However, interest rose to just above the norm for parents of boys, indicating that The Legend of Zorro is not seen as particularly suitable for girls.

“Relentless” communicated ‘action’ more saliently at both a spontaneous and prompted level. The action and interlinked sword fighting also came through as the key motivators to see the film. Conversely, “Domestic Cutdown” more strongly communicates the film’s romance, but this appeared to be at the expense of “Relentless”’ higher communication of ‘thrilling’.

Online Trailer Test in Germany with First Movies

Methodology: Self-completion questionnaires were conducted online.

Potential respondents were sent an invitation and link to the survey. Upon successful filtering (against the specifications below), respondents were then exposed to one of the two trailers.

Recruitment Controls: 15 – 49 year olds

Boost of 100 parents of 8 to 12 year olds per trailer

Cinema attendance at least once every two months, on average

No direct contact with the fields of advertising, journalism, marketing, market research, film, public relations and television

Trailers Tested: “Domestic Cutdown v.2” and “Relentless v.12”

Fieldwork: August 18 – 23, 2005

Total Sample Size: 400 per trailer (300 adults plus 100 parents for each). 800 overall.

Summary of Results from Final Report:

Both trailers are motivating pieces of communication with the potential to play a key role in the release of The Legend of Zorro. Both were significantly above the norm in terms of top-box interest and appealed to parents when considering going to the cinema themselves.

However, each trailer has achieved this positive response in slightly different ways and appealed to different groups via more of a focus on specific elements.

“Relentless” achieved a higher top-box interest shift and did so by appealing to those already aware of the film and by provoking a more positive response amongst younger males. The key strength of the trailer was undoubtedly the promise that the film would be ‘full of action’ but it also presented a richer understanding of the film’s plot.

“Domestic Cutdown” promoted a marginally stronger top-two box interest response with more of a universal appeal. The key strength of the trailer was also the promise of action with slightly more of an emphasis on this element than “Relentless”. There was also a higher level of curiosity to see the movie, which was seen as a key driver of interest. The response for younger males, however, was more negative for this trailer.

However, one issue for both trailers remains; the interest amongst parents when taking a child. Interest for both trailers fell short of norm and when asked why, they simply cited that it was not ‘suitable’.

TV Spots: 10 Spots shipped for different targets:

• 6 Broad event spots for general audience

• 2 Spots for family programming

• 2 Spots for kids only programming

You can view the spots on the SPRI site. Please make sure you review all of the spots and choose the most appropriate ones for your market. Gina Kilberg and her group will also contact you in this regard.

6 BROAD EVENT SPOTS:

• “Wow” interstitial :5 spots. These 2 spots should play as “top and tail” during the same commercial break.

• “One Legend” :30, :20, :15, :10. This spot focuses on two heroes, one legend. This spot is also available as a :30 trailer on request only.

• “Destiny” :30, :20

• “Hero” :30, :20, :15. This is a high-energy spot and shows Zorro as the hero you have been waiting for. This spot is also available as “Hero Alt.” :30, :20, featuring the scene of Antonio and Catherine slicing up their initials on the villain’s pants with their swords.

• “The Mask” :30, :20, :15, :10. Fun and energy. “Pirates of the Caribbean” sell.

• “Heat International” :30, :20. “Mr. and Mrs. Zorro” sell.

2 FAMILY SPOTS:

• “Protect” :30, :20, :15. International Trailer Cutdown. This is a story spot that shows how Zorro stopped being Zorro to protect his family. Now he has to come back to fight a new villain.

• “Horse” features the comedic antics between Antonio and his horse.

2 KIDS SPOTS:

• “Excitement” :30, :20, :15, :10. It sells the son of Zorro concept

• “Business” :30, :20, :15, :10. “Spy Kids” sell. The fantasy of every kid, his parents being a legend and a spy

Please Note: Make sure that if you use kid TV spots, they appear in programming where only kids and parents will be watching. They should not appear in any general audience programming.

Print: Teaser One-Sheet

“Antonio” Teaser One-Sheet

“Antonio” Teaser One-Sheet Alt (name across top)

“Catherine” Teaser One-Sheet

“Catherine Teaser One-Sheet Alt (name across top)

Payoff One-Sheet “Side by Side”

Payoff One-Sheet “Domestic”

Square Bus Panel

Bus Side

Bus Shelter

30-Sheet Billboard

14 x 18 Bulletin/Billboard

In Context Banners (5’ x 8’)

Quads

Media Strategy: Position The Legend of Zorro as a major event for all ages featuring returning Mask of Zorro superstars Antonio Banderas and Catherine Zeta-Jones. Campaigns will be broad-based using heavy TV as lead medium targeted mainly toward adults with a very targeted effort against kids (exception Latin America and Spain where kids and family will be more mainstream). Supplement schedules with some key high impact outdoor showcasing the iconography, action, sequel, and of course, the starpower of Antonio and particularly Catherine Zeta-Jones. Bolster launch with heavily concentrated drive-time radio schedules. Use press minimally, buying only page dominant ads.

Television: Primarily select broad–based, general appeal programs to reach the widest possible audience. Use “event” and “story” spots to reach core moviegoers. In appropriate markets, factor in only VERY targeted family and kid executions taking care not to intermingle messages and turn off the mainstream audience by appearing too young. Begin with longer length spots to build reach and generate impact, then slowly convert to shorter lengths closer to release day. A :5 second top and tail TV teaser is available on a request basis only. The :5’s should be placed for stunt purposes only used to kick off campaigns in a +/-2 day high frequency bursts. Media department will approve all requests for :5’s.

Pan-Regional Television: Negotiations are nearly complete for a moderate, but broad campaign on general, teen, and kid networks (i.e. Star, SET, Warner Channel, MTV, Nickelodeon and Cartoon). The pan-regional activity on Cartoon and Nick will isolate and contain the kid spots particularly in Europe (ex: Spain) where the effort to remain adult and broad audience is particularly important. Plans will include a buy with substantial added value featuring, specials, news editorial mentions, 2 minute vignettes; online presence – all specials will be supported with promo time, :60 second promos on MTV. Will continue to provide updates as plans firm up.

Outdoor: Event outdoor may set the tone for early awareness and create event status for Zorro. Select high profile / event sites, where appropriate and affordable. Continue working with Ignacio and Alex to customize creative to accommodate specific executions and ensure proper approvals.

Traditional outdoor should be considered in markets where event pictures typically use outdoor. While TV clearly needs to remain the lead medium, we want to use outdoor to highlight the stars and the action behind Zorro.

Radio: Use paid schedules in short sharp burst only 3 – 4 days prior to opening, pushing movie-going traffic at opening weekend and piquing the noise level. TV, outdoor and publicity will sell the visuals and bigness of the film. Radio serves as a push for opening and a call to action telling moviegoers “Zorro is this weekend”. Use radio as an efficient tool for leveraging media related promotions. Negotiate added value through promotional screenings, D.J. mentions and contests. Rollout promotional activity early, building awareness +/- 10 days out and follow-up with high frequency paid schedules.

Newspaper: Press ads should be page dominant, but limited, and used mainly for directory purposes. Use full-page color wherever possible or affordable, to achieve impact and event status. In general, press plans should include at least 2 – 3 weeks to sustain activity, but consider competition and any special/holiday opportunities.

Magazines: Consumer magazine activity should be limited and exploited through publicity opportunities versus paid.

Publicity Strategy: The objective is to capitalize upon interest in the global movie stars, Antonio Banderas and Catherine Zeta-Jones. We will create innovative opportunities without using the talent, to insulate ourselves into the marketplace (i.e. publicity and stunts utilizing the “Z” icon). Four audience segments will be targeted: men, women, children and teens.

Publicity Angles: Fashion (special shoot)

Sports

Food

Travel

Martin Campbell

Press Junket: Screening: Thursday, October 13th

Friday, October 14th in Los Angeles

U.S. Premiere: Sunday, October 16th at Orpheum in Los Angeles at 4:00pm

(After Party in Orpheum parking lot)

International Satellite

International Premieres: No premieres planned at this time

Talent Tour: See Tour Chart

Costume Prop Tour: Sketches from Costume Designer, Graciela Mazon (not serviced to field yet)

Will be polling the field for the potential costume / prop tour requests

Images / descriptions of the costumes available for touring are saved on the H:/ drive

Will be getting images / descriptions of the props available ASAP

Film Festivals: N/A

Phoners: Rufus Sewell (Armand) – UK press / phoners

Adrian Alonso (Joaquin) – for family oriented outlets

Graciela Mazon (Costume Designer)

International cast and crew – Mexico, UK, New Zealand, etc.

Stuntmen

Soundtrack: Score release date: Tuesday, October 25th

Publishing: No publishing

MATERIALS AVAILABLE:

Photography: The Zorro fashion shoot is approved and will be distributed to the field in the week commencing 9/26.

Special ad shoot has been serviced accompanied by generic fashion article.

Master Selection: Master set is being serviced as images are becoming available from Domestic on an Ad hoc basis

Production Notes: Serviced – September 6th

EPK: Mini version of EPK will be distributed the week of October 3rd. The final EPK will be available a week before the junket.

TV Special: Starz Special airs on Friday, October 7th

Other: “Z” slashes. Customized clips of Antonio and Catherine slashing the “Z” and “E”, to encourage broadcasters to include Zorro in their programming.

Promotional Items: Hats, T-Shirts and Blankets

Promotions Objectives: As Zorro is an extremely promotions friendly title, we should be working hard to identify partners that understand and believe in the equity that the Zorro character brings to their own brand. We need to convince our partners that the power of the Zorro brand, when properly used, will help to elevate our partners’ awareness and sales in the marketplace. We should be targeting all partner categories for this film from QSR to travel to packaged goods to service oriented businesses.

Promotions Strategy: Promotions should focus on media and third-party promotions that focus on families and kids, with a secondary market targeting males ages 18 – 49.

Third Party Co-Promotions: Co-promotions should focus on the themes of power, family, loyalty, trust, passion, action, adventure and bravery. As discussed, promotions should generally target brands and products for the family such as food brands, QSR, and home care, as well as for males 18 – 49 with personal care, travel, and mobile telecom.

Media Promotions: Media promotions should include TV, radio, print and online partners targeting families with a fun, adventure theme. Contests can be developed with media partners focusing on prizes such as trips to Mexico or other trips for family adventures.

Product Placement: There was not a product placement list for this film as it is a period piece.

LEGAL GUIDELINES:

Key Art: The title treatment and key art featuring only Antonio may be used for all third-party promotions. The key art with Antonio and Catherine can be used for in-theatre and media promotions as long as no third party prize partners are involved. Please note that the silhouette art from the Zorro art pack can no longer be used for promotions.

TV Spots: The trailer or any AV materials may be used for promotional AV/TV spots but any footage with talent cannot be used.

Talent Rights / Approval Summary: The following copyright lines should be included in all promotional materials: "TM & © 2005 Columbia Pictures Industries, Inc. All rights reserved. © 2005 by Zorro Productions, Inc., All rights reserved. Zorro, the character, is a registered trademark of Zorro Productions, Inc."

Other Promotional Materials

Guidelines: Promotions are prohibited in the following categories without approval from home office: alcoholic beverages, tobacco products, firearms, personal hygiene products, pharmaceuticals, sexually oriented products, gambling or lottery.

Regardless of the category, all deal memos must be submitted to the home office for approval.

Digital Objective: Generate awareness and interest about the film through the website, online ads, promotions and games.

• Primary: General movie going audiences ages 13 – 49

• Secondary: Family and Kids (if appropriate)

Digital Strategy: The international digital campaign communicates the film’s broad mainstream appeal of adventure and excitement. The international approach will focus less on the family and kid-oriented positioning that the U.S. is using. It highlights the 2 stars – Antonio Banderas and Catherine Zeta-Jones. Main elements to the campaign are:

• Website: trailer, photo gallery, story

• Games: 2 games are offered. The standalone Arcade Target Practice (Shooting Gallery) Game and the multi-player swashbuckling Legend of Zorro Game

• Downloads: icons, wallpapers and screensaver.

Additionally, Mobile is another area that can be added depending on the country’s marketing plans.

Website: The teaser site uses the key international print elements (see image below):

• Zorro and Elena images (not smiling to focus less on the family and more on excitement and adventure)

• Z logo

• The words “Legend of Zorro”

The teaser should be used if the full site will not be created for a country’s digital campaign.

The splash/landing page to the full website is an animated flaming “Z”. It offers links to the full website, game and other content (i.e. Mobile).

The full website for The Legend of Zorro is character driven. Each time a user visits the site, a different character page (i.e. Zorro, Elena) will appear. (See screen shot below). It uses the same look and feel as the current U.S. site for a consistent worldwide launch.

Most characters contain the following tabs at the bottom of the screen:

• Actor Bio

• Media (Trailer + Photos)

• Downloads (Wallpapers, Screensavers, Buddy Icons, and Poster)

• Weapons (2 Games)

The thumbnail navigation bar above the tabs shows each main character in the movie, which takes visitors to their own separate pages.

The site has some “hidden” elements to encourage visitors to explore all parts of the site. Each character has a signature weapon which appears on the top of their pages. For example, Zorro has the whip while Joaquin has a sling shot. When visitors click on the weapon at the top, they are taken to the weapons page and asked to collect more weapons. These weapons are used to play the Arcade Target Practice Game.

To see the site live, go to:



If a full international site is not created for your country, please link to the aforementioned official international website.

Cinema Listings

If possible, include a “Cinema Listings” by linking to your local movie theater release days and times.

The site requires Flash Player 7. Offer the following link on the site if most internet visitors don’t have Flash so that they can download it.

As a reminder, Flash 8 is now available by Macromedia. Future sites will be built using this program.

Games: Two games are available for use.

1) Arcade Target Practice Game (Shooting Gallery Game). This game uses different weapons that the characters use. Click on your mouse to “shoot” the objects on the screen.

The game can be tied to the site where visitors can collect the weapons and/or it can be a standalone game to share with online partners.

2) The Legend of Zorro Game is to be used worldwide. It is not a standalone game because it is database driven. Translations will be implemented from the home office.

Have your local Zorro website “Game” links go here:

The vanity Game URL is:

(It redirects to the aforementioned link.)

The Legend of Zorro Game is a swashbuckling game where visitors choose their favorite characters. It has 2 modes: visitors worldwide play against other players or against the computer. (See screen shot below).

After entering, you arrive to game rooms. Select a room. Then either play against another player or play against the computer.

Then select from 1of 5 characters that are in the movie.

Each character has a signature weapon (i.e. Zorro has a sword).

1. Zorro

2. Elena

3. McGivens

4. Ferroq

5. Armand

Then choose from 1of 3 locations to play the game.

Select your 3 plays and then click “Done”.

Ad Units: International ad units are available in horizontal, skyscraper and box streaming flash ads (see images below).

They focus on the “Excitement/Adventure” theme and were made specifically for Yahoo. Feel free to adapt for other sites and to fit your local digital campaigns.

The U.S. ad units will also be available, but will need to be changed out with international title art.

Trailer: Use the international trailers and not the domestic trailer. Offer it in high and low versions for visitors with high and low internet connections.

If possible, have the trailer auto-play when people click on the site. Research has shown the trailer as the most compelling sell-point of a film.

Exclusive Clip: There are no exclusive digital clips at the moment.

U.S. Online Media: Leverage upfront portal partners for broad reach.

• Portals: AOL, Yahoo!, MSN

• Sports: ESPN

• Entertainment: Real Networks, Gorilla Nation, iFilm

• Female: American Greetings, Tickle

• Hispanic: Terra

• Showtimes/Ticketing: , ,

U.S. Online Promotions: These U.S. promotions are meant to offer ideas. The U.S. focused on family.

1) NetZero -- "Zero In On Mexico" Sweepstakes: Sign-up for NetZero service and you could win a luxury vacation for two to a resort in Mexico!

2) -- "Zorro Family Fun Tournament": Register for and play the Zorro online game and if you are one of the top scorers, you could win a family four pack of tickets to Gameworks!

3) -- "Zorro Gaming Adventure" Sweepstakes: Enter now and you could win a PlayStation 2, a gift pack of PS2 games plus get a "hero" code to use in your next round of game play of the Zorro online game!

4) -- "Zorro On The Go" Sweepstakes: Enter now and you could win a Sony portable DVD player for those fun family road trips plus a four-pack of DVD's!

Search Engine Marketing: The following is to help search engines (i.e. Google, Yahoo, MSN) find your site.

Please use the following code when translating the site into your language. Also, submit your site to local search engines.

Legend of Zorro - Sony Pictures Official International Site

Please alter this name to your local territory. (e.g. Brazil = A Lenda Do Zorro )

Please translate and add to your local territory and language.

Feel free to include the release date.

Please alter the keywords with ones pertinent to your local territory and language.

Access to website source

files: Go to Sony’s CineShare to download the website to use in your country/territory.



The following files are on CineShare:

Full Site: Zorro_website_source.zip,

Teaser Site: zorro_teasersite.zip, zorro_billboard.zip

Int’l Ad units: zorro_banners.zip

Game: zorro_game_ShootingGallery_source.zip

Mobile: TBD

Other: zorro_style_guide.zip, Zorro_logo.jpg

Other URLs to promote:

This site highlights many Sony territories. It acts as a gateway page to all Sony international theatrical releases. If you have a gateway site and it is not listed on , please let Michael Fisk know and he’ll make sure that it is added.

Mobile: Text messaging: You are encouraged to include text messaging campaigns.

Downloads: TBD

Wallpapers: TBD

Screensavers: TBD

Ringers: TBD

Trailers and TV spots used for promotional purposes must be given to consumers for free. Profit by mobile carriers and providers may not be made from promo spots. Otherwise, the Licensing department must get involved. This is the same for wallpapers, ringtones, screensavers and games.

Please address all your mobile requests to:

Rachel Cadden, Director of Marketing & Promotions, Sony Pictures Digital. Rachel will coordinate with the appropriate mobile group(s). She can be reached as follows:

Tel. 310-482-4813, Mobile 310-384-3337 rcadden@

If Rachel is not reachable, please use the following contacts:

For Europe:

Chris Generalis, Tel. +44-207-533-1288, cgeneralis@

For Asia:

TBD

Other: Each country is encouraged to use other digital campaigns such as email, email signatures, and WAP portals. As for email signatures, there have been file size, spam and security problems using them in the past on Lotus Notes users (which Sony uses). At the moment, there are no plans to create email signatures for use. However, each country is encouraged to create their own if they work within their email deployment system.

As always, if you create digital assets that you think other countries can use, please let Michael Fisk know and he’ll share with everyone. Sharing ideas improves the marketing campaigns for everyone.

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Synopsis

Positioning Statement

Target Audience

Key Selling Points

Key Challenges

Dating and Release Strategy

Research

Creative

Media

Publicity

Promotions

Digital

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