AVENGERS ASSEMBLE

CASE STUDY

LO: TO EXPLORE THE BENEFIT

OF MARKETING TO A MULTIPLE

DEMOGRAPHIC

AIMS AND OBJECTIVES

To understand how a film is marketed to a target audience

across different media forms. This includes:

• Understanding how film companies work as a business

• Understanding how film companies are funded

• Understanding how a new film is marketed

• Understanding the rules and regulations which film

companies have to follow

• Understanding how various media forms can be used to

promote a new film

CAN YOU REMEMBER

THE KEY CONCEPTS?

Forms and conventions (of media

promotional texts)

Audiences (defining and targeting a

specific audience)

Representation (how particular social

groups are represented)

REMINDER OF

ASSESSMENT FORMAT

Analysis: An analysis of a cross media campaign (1000

words)

20 marks (22% of coursework grade)

Production: A film poster OR website for a new film AND

a storyboard for a trailer for that film

10 marks (11% of coursework grade)

EXAMPLE

CASE STUDY 2

LO: To explore how the

concept of AUDIENCE

is a key factor in a

promotional campaign

RESEARCH TIME

Read the article on how Avengers Assemble was marketed

http://sparksheet.com/marvels-the-avengers-hulk-smashes-the-box-office/

Make a list in your books of all the reasons given for why this campaign was a success.

KEY TERMINOLOGY

WHAT IS MEANT BY…?

Brand recognition

Franchise

Appeal to multiple demographics

Feel good levity

Explain in your own words how each of these

factors influenced the film’s success

MULTI PLATFORMING

Think about how the film adapted to a range of platforms to promote itself.

‘Avengers Alliance has been available on Facebook since March, with 1.2 million users playing per day, helping spread the word online.’

‘The Super Hero Augmented Reality App for iPhone and Android was advertised by Wal-Mart in partnership with Marvel, and lets players assume the role of their favourite characters’

PARTNERSHIP

DISTRIBUTION FOR

MERCHANDISING AND

ADVERTISING

“Wal-Mart, in partnership with Marvel, is selling over 600 Avengers-related products, and to get fans into their stores, they have erected QR codes and placards of the superheroes.”

TASK

Research online and list all the Avengers-related products you can buy.

MULTI

DEMOGRAPHIC?

Look at your list of

merchandising products and

answer the following:

1. Who are the different

audiences that these

products are aimed at?

2. What aspects of the film

are they promoting? E.g.

role play = the characters

3. Which needs are being

appealed to and fulfilled by

these products?

AVENGERS ASSEMBLE

TEASER TRAILER

https://www.youtube.com/watch?v=zatgnqdIefs

Watch the trailer and think about how it makes use of the

actors and their film personas to appeal to the audience.

https://www.youtube.com/watch?v=NPoHPNeU9fc

Watch the full theatrical trailer and make notes on which

elements would appeal to children, teens and adults.

RICHARD DYER’S

STAR THEORY

Richard Dyers Star theory is the idea

that icons and celebrities are

constructed by institutions for financial

gain and are constructed to target a

specific audience or group of people.

Stars are made to make money alone

The star is built for the audience

The stars’ images are modeled around

the target audience

Dyer says: "A star is an image

not a real person that is

constructed (as any other

aspect of fiction is) out of a

range of materials"

The star is built with a signature which differentiates them from other stars (for example Robert Downey Junior has been constructed as a wise cracking, arrogant ‘genius’ and therefore is typecast for these kind of roles)

TASK

Make a list of you top five favourite movie stars

Audiences often relate to the star as they have a feature which they admire or share with them, this often develops from an admiration to an idolization

Is this true of you…?! Think about the qualities of some of your stars- which do you admire or share?

HOMEWORK

Homework: Produce a case study on

one of the stars of Avengers Assemble.

• Look at the star and describe their qualities in as

much detail as possible

• How have these qualities been exploited in the

marketing for the films they have starred in?

• Look at the types of role they have played and what

they have in common

• What is the appeal to the audience? Is there a multi

demographic appeal with this star?