1. Case study Research
blockbuster films
‘The Avengers’
Budget $220 million[2]
Box office $1,511,757,910[3]

2. Use of new technology in production
• Use of CGI, comic
• In December 2011, Disney announced that the film would be converted to 3D
meaning that 3d cameras needed to be used
• Oscar-nominated cinematographer Seamus McGarvey was the main camera man
because he is known for an elegantly naturalistic approach to films
• Had various stunts and explosions
• An ARRI ALEXA camera system was used to shoot mark McGarvey

3. Use of technology in distribution
• Distributed by Walt Disney Studios and Motion Pictures1
• Release date(s) April 11, 2012 (2012-04-11) (Hollywood premiere), May
4, 2012 (2012-05-04) (United States)
• All the big cinemas
• Stratford
• Cineworld
• All the cinemas which had big screams

4. Use of new technology in advertising
• The film was promoted at the 2010 San Diego Comic-Con
International, during which a teaser trailer narrated by
Samuel L. Jackson was shown followed by an introduction of
the cast.
• Banners
• Buses
• Bus stops
• Tv
• Online ads
• trailers

5. Use of new technology in exhibition
• in December 2011, Disney decided that the film
would be converted to 3D because it was a spectacular
showdown of heroic egos, adrenaline-pumping fight
sequences, visual effects and slick sets which were
used. This meant that 3D glasses needed to be used
which then benefited the cinemas as tickets to watch
the films would increase.