Captain America: The Winter Soldier Case Study

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  • 1. Captain America: The Winter Soldier
  • 2. Idea • The movie is based on the character created by Joe Simon and Jack Kirby. • Christopher Markus and Stephen McFeely, who wrote ‘Captain America: The First Avenger’, stated before that film's release that they were working on a sequel, and in June 2012, Anthony and Joe Russo entered negotiations to direct.
  • 3. Story, genre and primary/secondary audience • Plot: Steve Rogers struggles to embrace his role in the modern world and battles a new threat from old history: the Soviet agent known as the Winter Soldier. • The genre of the movie could be described as Action, Sci-Fi and/or Fantasy. • The primary audience of the movie are fans of the original comics and previous movies of the Marvel universe. The secondary audience of the movie is people within the age of 16-24.
  • 4. Production • Marvel Entertainment have produced movies such as ‘The Amazing Spider-Man (2012)’, ‘Thor: The Dark World (2013)’ and ‘Iron Man 2 (2010)’.
  • 5. Distribution • Walt Disney Studios Motion Pictures are responsible for distributing ‘The Avengers (2012)’, ‘Iron Man 3 (2013)’ and ‘Toy Story 3 (2010)’. All of these movies surpassed the $1 billion mark in worldwide ticket sales. • They have previously worked with and continue to work with Lucasfilm, Pixar Animation Studios and Touchstone Pictures. • They also worked with Miramax Films (19932010) and Dimension Films (1993-2005).
  • 6. Casting All of the main cast will be reprising their previous roles with the inclusion of newcomers Stan and Mackie. • Chris Evans – Captain America • Scarlett Johannson – Black Widow • Sebastian Stan – Winter Soldier • Anthony Mackie – Falcon Anna Kendrick, Felicity Jones, Imogen Poots, Teresa Palmer, Alison Brie, Emilia Clarke, Mary Elizabeth Winstead, Elizabeth Olsen and Jessica Brown Findlay were considered to play Sharon Carter. Jones would later be cast in ‘The Amazing Spider-Man 2’. Brown Findlay later appeared in ‘Iron Man 3’ as the film used footage of her from ‘Downton Abbey’. Olsen will portray the Scarlet Witch in the upcoming film ‘Avengers: Age of Ultron’.
  • 7. • The movie is directed by the Russo brothers and produced by Kevin Feige. The budget was $170 million.
  • 8. Soundtrack & Score • Henry Jackman has composed the original score for the movie. This is the composer’s first work with Marvel Studios and the Marvel Cinematic Universe, but not his first film with characters from Marvel Comics. He previously composed the score for ‘X-Men: First Class’. • The official soundtrack has not been revealed as of yet.
  • 9. Technology • The movie is available to watch in 2D, 3D and IMAX. • According to Anthony Mackie, the Russo brothers relied on minimal use of computer-generated imagery. Mackie said, “they wanted to stay with live action, which is a dying art form…that's why the movie looks so great.“ • Nevertheless, five special effects companies are involved in creating the visual effects of the film, including Industrial Light & Magic and Scanline VFX.
  • 10. Release Date • The movie will be released on the 26th of March in the UK and the 4th of April in the US.
  • 11. Marketing • Teaser – 23rd October 2013: https://www.youtube.com/watch?feature=player_embedded&v=HaynOP_Hhmo • Trailer 1 – 24th October 2013: http://www.youtube.com/watch?v=Zmd6qLxMlQA • ‘Big Game’ Teaser – 31st January 2014: http://www.youtube.com/watch?v=bZquGybHre8 • Trailer 2 (International) – 2nd February 2014: http://www.youtube.com/watch?v=7SlILk2WMTI Captain America released teaser’s before their big trailers. Marvel took the opportunity to release their biggest trailer during one of the Super Bowl ad-break which was viewed by a whopping 111.5 million people. Marvel have also released merchandise such as figurines, costumes, LEGO and tie-in comics.
  • 12. Exhibition • The movie will be shown to people all over the country in Odeon, IMAX, EMPIRE and Cineworld chains. • It will be shown in independent cinemas such as Ritzy branches.