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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:...
CAN YOU REMEMBER
THE KEY CONCEPTS?
Forms and conventions (of media
promotional texts)
Audiences (defining and targeting a
...
REMINDER OF
ASSESSMENT FORMAT
Analysis: An analysis of a cross media campaign (1000
words)
20 marks (22% of coursework gra...
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-smas...
KEY TERMINOLOGY
WHAT IS MEANT BY…?
Brand recognition
Franchise
Appeal to multiple demographics
Feel good levity
Explain in...
MULTI PLATFORMING
Think about how the film adapted to a range of
platforms to promote itself.
‘Avengers Alliance has been ...
PARTNERSHIP
DISTRIBUTION FOR
MERCHANDISING AND
ADVERTISING
“Wal-Mart, in partnership with Marvel, is selling
over 600 Aven...
MULTI
DEMOGRAPHIC?
Look at your list of
merchandising products and
answer the following:
1. Who are the different
audience...
AVENGERS ASSEMBLE
TEASER TRAILER
https://www.youtube.com/watch?v=zatgnqdIefs
Watch the trailer and think about how it make...
RICHARD DYER’S
STAR THEORY
Richard Dyers Star theory is the idea
that icons and celebrities are
constructed by institution...
The star is built with a signature which differentiates
them from other stars (for example Robert Downey
Junior has been c...
HOMEWORK
Homework: Produce a case study on
one of the stars of Avengers Assemble.
• Look at the star and describe their qu...
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Avengers pp

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Avengers PP

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Avengers pp

  1. 1. AVENGERS ASSEMBLE CASE STUDY LO: TO EXPLORE THE BENEFIT OF MARKETING TO A MULTIPLE DEMOGRAPHIC
  2. 2. 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
  3. 3. 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)
  4. 4. 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)
  5. 5. EXAMPLE CASE STUDY 2 LO: To explore how the concept of AUDIENCE is a key factor in a promotional campaign
  6. 6. 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.
  7. 7. 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
  8. 8. 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’
  9. 9. 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.
  10. 10. 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?
  11. 11. 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.
  12. 12. 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"
  13. 13. 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?
  14. 14. 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?

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