Did you know the Mona Lisa was once stolen?

Mr. David Boardman, Dean
Temple University’s Klein College of Media and Communication
Annenberg Hall
2020 N. 13th St.
Philadelphia, PA 19122 USA
Dear Dean Boardman,
Temple University has been a part of my life’s success story since 1973. With the encouragement of
Professor Howard Rice who believed I had a talent for writing, I pursued his advice by entering
career in advertising in Philadelphia. Finding I had an ability to write funny commercials, I ventured
into joke writing. This path led me to become a writer for The Tonight Show with Jay Leno. I worked
for Jay for 22 years – 17 of those years as head writer for the number one late night show in
television. Even with all of this success, I had not fulfilled my life’s goal to become a feature film
writer/director. Film was my passion, and the reason I chose Temple in the first place was because
the university offered a Radio, Television and Film major.
From 1977 through 2008 I spent all of my spare time struggling to write a feature length script about
Vincenzo Peruggia’s 1911 unthinkable theft of the Mona Lisa. As hard as I tried I could not discover
his true motivation for the theft and every made-up reason I created rang hollow. But in January of
2008, I discovered that Vincenzo Peruggia’s 84-year-old daughter was alive, and at the suggestion of
producer Justine Mestichelli Medeiros, I decided to make a documentary about this incredible story.
Since the outset of our production, Temple University has been involved in so many aspects in
making Mona Lisa Is Missing an international success. Professors Larry Stains and Jay Lockenour
were eager to share their insights on camera about the journalism and world politics at the time of
the theft of the Mona Lisa. Ashley Lomery, Assistant Vice President, Institutional Advancement,
Paul Gluck, Associate Professor of Practice, Department of Media Studies and Production/ General
Manager TUTV, and Leonard Guercio, Manager of the Digital Cinema Lab assisted in the Temple
Alumni Association’s hosted test screenings that allowed me to make much needed edits for the
final cut of the film. Temple also provided interns that worked with Justine on creating a database
for audience development. Temple Television interviewed me for one of its online profile spots,
and the film has been screened for film students at its Philadelphia campus and Temple Rome with a
Q&A that followed. Through those screenings, and my relationship with Paul, I have also mentored
several students with their film/television projects and comedy writing careers.

Now Midair Rose Production is ready to premiere Mona Lisa Is Missing on public television
nationwide, and it would be an honor to have Temple University as one of our exclusive sponsors.
What better audience to reach than public television viewers - those affluent, highly educated,
culturally astute parents and educators that are searching for a school of Temple University’s historic
caliber. Many might not know that Temple University is the best choice for their children and
students to educate them to become international leaders in medicine, law, media and the arts and
sciences. They need to know about how Temple University creates successful, award-winning
professionals so that their children and students can become successful, award-winning
professionals just like me.
What better way to convince these prospects - those that make public television their first choice for
information and entertainment - than to become an exclusive sponsor of the American television
premiere of Mona Lisa Is Missing. A 30-second spot at the beginning and end of Mona Lisa Is Missing,
- that Midair Rose Productions will produce to communicate the university’s messages to this
premium audience – will equate Temple University with public television’s unmatchable, national
prestige. A public television presence will give Temple University a seal of approval that validates
its reputation as an indisputable leader in higher education.
I look forward to our collaborating with you, and to continuing the proud partnership we have
forged to make Mona Lisa Is Missing an alumna’s success in realizing his life’s goal.
Respectfully,
Joe Medeiros
Joe Medeiros,’73
Lew Klein Award, 2002
President/Writer/Director
Midair Rose Productions, Inc.
Sponsorship Promo: https://vimeo.com/281719631
Trailer:
https://vimeo.com/201967777
Made-for-TV Feature: https://vimeo.com/65015664 Password: missingpiece2011

EXECUTIVE SUMMARY
Mona Lisa is Missing – The True Story about the Man Who Stole the Masterpiece is an award-winning documentary film that
tells the remarkable—and little-known—story of the theft of the world’s greatest masterpiece.
Screened nationally and internationally to enthusiastic audiences since 2013, its evergreen subject continues to
enchant astute documentary fans even today. The film has been seen around the world on television in Asia and
Europe, and at international film festivals and screenings at universities, libraries and museums. Yet the most
frequently asked question from American audiences is, “When can I see Mona Lisa Is Missing on public television?”
Mona Lisa is Missing is now slated to debut on American public television to millions of new viewers in the first
quarter of 2019. PBS SoCal, the second largest media market in the United States, has already made a verbal
commitment to include the made-for-tv version of the film in its program schedule.
The documentary tells the story of filmmaker Joe Medeiros’s 33-year quest to find the facts about Vincenzo
Peruggia’s involvement in the theft of the Mona Lisa. His search took him to Italy to meet the thief’s 84 year-old
daughter, Celestina Peruggia, whom he hoped would tell him her father’s motivation for his crime. What he
encountered was a daughter who knew little about her father’s life. But she did give him a mandate to discover and
bring back to her the truth about Vincenzo Peruggia and his unthinkable theft of the Mona Lisa.
Midair Rose Productions, a California-based media production company financed and produced the film. Midair
Rose’s president, Joe Medeiros, is considered the leading expert on the theft of the Mona Lisa and has appeared in
the Smithsonian Channel’s Museum Secrets Revealed and Ovation TV’s Raiders of the Lost Art. Medeiros had a career
spanning 22 years in late night television as a comedy writer for The Tonight Show With Jay Leno and served 17 years as
head writer for Mr. Leno’s number one late-night television talk show.
A limited number of sponsorships are available for the public television broadcast of Mona Lisa is Missing.
In today’s multi-channel, multi-media universe, public television stands alone with a unique value proposition: a
highly-trusted brand; an educated and affluent audience like no other on television; and an environment that makes
your message stand out.
Sponsor credits—which are attached to the film for its two-year public television run—are available in 30-, 15-, or 7-
second lengths. Your organization will reach a discerning audience with the discretionary spending power to
respond to your message.
This is highly targeted opportunity for Temple University is made more valuable when you consider the quality of
the public television audience.
We welcome the opportunity to prove the value of this investment.

In 1911, the Mona Lisa
was stolen from the
Louvre in Paris.
In 2019, public television
will reveal how and why
this man did it.
And you can be an exclusive
sponsor of its broadcast
television premiere.

"The Mona Lisa was stolen?"
It’s the most famous painting in the world. Nearly 8-1/2 million
people visit her every year. Yet few have ever heard about the
time where it actually vanished from the Louvre in Paris for
nearly 2 1/2 years.
But now a remarkable awardwinning
documentary Mona Lisa
Is Missing tells the touching, funny
and fascinating story of Vincenzo
Peruggia, an Italian immigrant
living in Paris who walked out
of the Louvre with Leonardo da
Vinci's masterpiece under his arm
on August 21, 1911.
Audiences who have seen the film
in theaters, museums, festivals
and universities around the world
have responded enthusiastically
to the story. And most ask the same question:
"Why isn't this film on public television?”

Seen only by limited audiences, this wonderful
and moving film will reach millions of new viewers in its
upcoming debut on public television,
slated for the first quarter of 2019.
The film will be made available to more than
350 public television stations in the U.S.
Public television audiences across America will
meet the idealistic young man who dreamed
of returning the most famous painting in the
world to its birthplace - Florence, Italy.
This film is the definitive telling of the story
of this remarkable theft. And you need to
be one of the select group of sponsors to
help bring it to tens of millions across
America.
See the trailer
https://vimeo.com/201967777
A limited number of
Exclusive Sponsorship
Positions Are Available
for this public television
event
Sponsor messages appear twice
during each airing of the film, in
a sixty-second pod, and remain
attached throughout the two-year
broadcast rights.

Why your name and the world's
most famous painting go together
You always strive for excellence and to be recognized for what
you do. So what better symbol of excellence to be associated
with than probably the greatest and most famous face the art
the world has ever known?
And by attaching your name to
the sponsorship of Mona Lisa Is
Missing on public television, you
are helping to bring to tens of
millions of people a story whose
themes are especially relevant
today: immigration, ethnic
prejudice, mental illness,
occupational disease, greed and
the power of art to transcend
borders and unite people.
“... a fascinating ... and wonderful film.”
-Milton Esterow, Editor & Publisher, ARTnews

A Filmmaker's 30-Year Obsession
Writer/director Joe Medeiros was an advertising copywriter
turned comedy writer who spent 22 years working for Jay Leno
on The Tonight Show, 17 years as the show's headwriter.
But for more than 30 years, Medeiros was obsessed with making
a film about the theft of the Mona Lisa. When he met the thief's
daughter Celestina, he knew that time had come.
So with the help of researchers, art experts and the thief's
grandchildren Silvio and Graziella Peruggia, Medeiros and his
team embarked on an epic journey leading them to the Louvre,
to Peruggia’s hiding place in Paris, to Florence where he returned
the painting, to thousands of documents in the French and Italian
archives. And ultimately ... to the truth.
“ ... humorous, fast-paced, entertaining."
-Loren King, The Boston Globe

Why you belong on public television
In today’s world of competing priorities, public
television remains a reliable community ally.
Through high-quality productions and programming,
public television fulfills its enduring mission to educate,
enrich, and inspire the community.
In turn, public television earns trust and support. For
more than a decade, PBS has ranked #1 in public trust
among print and broadcast media organizations.
PBS viewers are more than 2x more likely
to buy a product or service from
PBS sponsors than from
advertisers on cable or broadcast.

Viewers respond to sponsors’ messages
on PBS 3x more than ads
on other networks.
48% “trust public television
‘a great deal’” compared to
24% courts of law
21% commercial tv
20% digital content platforms
13% newspaper publishers
11% federal government
9% commercial cable tv
7% Congress
PBS viewers are more than
3x more likely to believe
PBS sponsors are more
committed to quality and
excellence than advertisers
on cable or broadcast.
This trust creates a halo effect for sponsors
who support Mona Lisa is Missing.

The Value of Public Television
Quality brand. Quality audience.
Public television’s touchstone is quality programming,
and Mona Lisa is Missing is a perfect fit in its schedule.
The result: a much-needed show that will surely attract
viewership that is remarkable for its size as well as its
composition.
And most do not watch cable.
In fact, a surprisingly high number don’t watch CNN,
Discovery, A&E, MSNBC, or the History Channel.
When you want to reach as many as 42 million+
additional households nationally, public television offers
sponsors a clear audience advantage over cable.
One of the most valuable and unique aspects of
Mona Lisa is Missing sponsorship is an unduplicated
audience.
More than 95 million people
tune in to public television
each week

PBS Audience: Affluent
PBS has a strong reach
with high net worth
viewers
When compared to most cable news networks,
PBS provides strong reach with high net worth viewers
(i.e. adults 18+, HHI $100K+).
PBS’ total brand footprint reaches over
24 million affluent viewers
PBS viewers on average had higher median incomes,
and liquid assets.
PBS viewers use
full-service brokers,
financial planners and CPAs
more often than
CBS, NBC, ABC, FOX,
USA, TNT, History and
FOX News Channel
affluent viewers.
PBS Affluents rank #1 in visiting
Europe in the past 3 years.

PBS Audience: Educated
PBS viewers value education, are naturally curious
and make lifelong learning a priority
Viewers of PBS Drama
are 25% more likely to
agree with the statement
“I like to learn about art,
culture, and history.”
40% of PBS Affluent
viewers have post-graduate
degrees.
PBS viewers are 25%
more likely to attend
adult education courses
Viewers of PBS Drama
are 31% more likely to
agree with the statement
“I would like to spend
a year or more
in a foreign country.”

PBS Audience: Culturally Minded
PBS viewers are passionate about the arts
Viewers of PBS Arts & Performance
are 111% more likely to attend
art galleries/shows
Viewers of PBS Drama
are 367% more likely to attend
classical music/opera
performances
They are concerned, engaged citizens
who can take an active role in
improving the world around them.

PROGRAM SPONSORSHIP
Loyal to public television and its
sponsors, this audience is highly selective
in their television watching, which makes
reaching them through other channels
very difficult.
This exclusive audience – with its
educated, influential viewers – is best
targeted through this one vehicle.

Sponsors of Mona Lisa Is Missing will reach a
target-rich environment.
And, when distilled to a profile of public television
membership, the audience becomes even more attractive.
36% more likely to have a household income of $200k
31% more likely to have an investment portfolio valued
$500k -$999K
12% more likely to own common or preferred stock, or
mutual funds
18% more likely to own a home valued at $500k or more
40% more likely to spend $5k on a vacation
in the next year
16% more likely to have spent $10K on travel
in the last 6 months
12% more likely to have purchased tickets to
a museum or art gallery
34% more likely to have purchased tickets to
classical music/ballet/opera
138% more likely to attend a movie in a theatre
25% more likely to have spent $200-$499
on gourmet foods in the last 30 days
67% more likely to be involved in a civic issue
75% more likely to be a member of a civic club
53% have a college degree or higher

Two television sponsor credits
Your sponsor credit will appear at both the beginning
and the end of Mona Lisa is Missing each time it airs.
The credits are integral to the show and remain attached
throughout the two-year life of the program’s broadcast
rights.
Public television offers uninterrupted programming
by limiting sponsor credits to just one 60-second pod at
the beginning and again at the end of the program.
A limited number of sponsor opportunities are available
in lengths of 30, 15 or 7 seconds, and your message
is seen twice in the program’s one-hour time slot.

Sponsor recognition
Sponsors receive recognition in all
Mona Lisa is Missing promotional activity generated in support of
public television distribution.
Customized collateral material: Sponsors shall have access to
materials created to promote Mona Lisa is Missing, and will
have the additional opportunity to work with the producers to
develop personalized materials for internal and external
communications.
Program copies
Sponsors will be provided with a
quantity of DVDs of the film for internal promotion; additional
copies are available at additional cost.
Logo Sponsors will have permission to use the Mona Lisa is
Missing logo and promotional images in their own internal and
external communications efforts.
PACKAGE PRICING
30-second opportunity, $300,000
includes two announcements per broadcast
15-second opportunity, $150,000
includes two announcements per broadcast
7-second opportunity, $70,000 • includes two
announcements per broadcast

Don't Miss This Opportunity to Help
Bring Mona Lisa Is Missing
to Tens of Millions of
Public Television Viewers
For more information, contact:
Justine Medeiros
monalisamissing@gmail.com
818-585-8522 / 818-427-4495
Midair Rose Productions
4607 Lakeview Canyon Drive #310
Westlake Village, CA 91361