1. Introduction
In this slideshow I will show how Disney and marvel promoted their newest movie ‘Avengers Infinity War’. The
production companies involved are: Marvel Studios, Jason Roberts Productions and South Pictures. The distribution
companies involved are: Walt Disney Studios Motion Pictures, B&H Film distribution, CJ Entertainment, Cineforum,
Feelgood Entertainment, NOS Audiovisuals, Press Play Pictures, Saturn Films and United International Pictures. The
promotion of this movie was done through several platforms such as social media, posters and trailers. The main cast of
the movie appeared on tv, posters and posted on social media and this allowed fans of the popular actors to follow along
with the promotional campaign and hype them up for the movie. The cast and crew consisted of:
Directors- Anthony Russo and Joe Russo
Cast-
Robert Downey Jr. Chris Hemsworth Mark Ruffalo Chris Evans Scarlett Johansson Benedict Cumberbatch Don Cheadle
Tom Holland Chadwick Boseman Paul Bettany Elizabeth Olsen Anthony Mackie Sebastian Stan Danai Gurira Letitia Wright
Dave Bautista Zoe Saldana Josh Brolin Chris Pratt
2. May 2017
Robert Downey Jr. and his
philanthropic organization Random
Act Funding partnered with Omaze to
initiate a contest to benefit the
organization and also begin the
marketing process for his most recent
film.
July 2017
Feige, Joe Russo, Downey,
Brolin, Bettany, Olsen,
Klementieff, Gillan, Bautista,
Cheadle, Mackie,
Cumberbatch, Stan, Holland,
Boseman, Ruffalo, and
Hemsworth appeared at D23
Expo to present a clip
highlighting the 10 years of
MCU films, along with footage
from Infinity War.
Due to the two convention
presentations, Avengers: Infinity
War generated over 90,000 new
conversations on social media from
July 17 to 23
The first trailer for Avengers:
Infinity War debuted on Good
Morning America on
November 29, 2017
November 2017
A commercial
for Infinity
War aired
during Super
Bowl LII
January 2018
February 27, 2018, Disney and
Marvel announced the Marvel:
The Universe Unites charity
campaign leading to the
release of merchandise for the
film on March 3.
February 2018
A week before the film's
release, the Burj Khalifa in
Dubai was lit up each night for
the film, counting down to its
release. Marvel also featured
tie-in events across seven of
their mobile games to
promote the film.
26th of April the movie was
released into theatres
April 2018
In early May 2018, Marvel
and Epic
Games announced the
"Infinity Gauntlet Limited
Time Mashup" mode
for Fortnite Battle Royale,
where players could find
the Infinity Gauntlet hidden
on the game map and
become Thanos with
added abilities.
May 2018March 2018
A second trailer was
released on March 16,
2018, which earned
over 1 million views on
YouTube in less than
three hours after it was
released.
Timeline of promotional process
3. Avengers infinity warhttps://www.youtube.com/watch?v=L3ymBk6Vb04
https://www.youtube.com/watch?v=-lgcAySBbTA&t=594s
https://www.youtube.com/watch?v=VoTbH16PVMQ&t=198s
The reason some of the cast from Avengers infinity war went on the tonight show starring jimmy fallon(the video was released on the tonight show
starring jimmy fallon YouTube channel) is to promote their new movie and to do so they created a song based upon how the Avengers became a
thing hoping to interest the audience. They also sing the song in a comedic style “and that’s how we became the marvel bunch "which could interest
any age range, however I believe the target audience is children and teenagers because the song is very brief and catchy which will get stuck in
young peoples heads. Also the tone of Avengers infinity war is serious not funny however they have decided to promote the movie in this way to try
interest more people. This video was released just one day before Avengers infinity war due to be released in cinemas around the world and the
reason to this could be to try and make the audience excited for what is about to come by reminding them how the Avengers were brought
together.
Most of the cast from Avengers infinity war went onto the Late late show with James cordon to promote their new movie and during their time on
the late late show they go on a tour with James cordon and it shows show nice and caring the cast are of the movie which could make the audience
want to see the movie because of how nice the cast is. The tour that takes place is filled with a song, fan interaction and jokes about the cast and
their role in previous movies which will interest and engage fans because it shows how the cast is fun and loves interacting with their fans. This video
was released on the 26th of April which is the day Avengers infinity war was released and the reason it was released on that day could be to make the
audience want to see the movie after seeing how incredible the cast is.
5 of the cast members from Avengers infinity war went onto Jimmy Kimmel live to promote their new movie. The video was
released on the 24th of April and during the video the cast talk about the fun times they have had making the film and
answer some questions asked by jimmy kimmel. They mainly talk about the premier of the movie to show how great the
atmosphere is and how incredible everyone is who worked on the movie. This is done to show how great the movie is and
hopefully encourage the audience to go see the movie. The video is informal and full of jokes and laughter which is a
reoccurring theme when the cast of the avengers go on talk shows and it is done to show how the movies are a balance of
fun and serious moments.
4. https://www.youtube.com/watch?v=AgW9_FpJxuk
Ellen sent a fan of the avengers to the avengers infinity war premier and the kid spoke to most of the cast
and had a joke with them which shows a tone of happiness and joy. Throughout most public appearances of
the avengers cast they tend to be full of jokes and happy which could be showing the audience that the
characters aren't always serious and that there is humor amongst the movies. Another reason they could be
acting like this is to show everyone what the characters are really like ( the actors) which might encourage
the audience to want to see the movie when it is released in cinemas. I believe the target audience for this
appearance is anyone because they have a mixture of family friendly jokes and a few adult jokes which are
unrecognizable to children. Also because a kid is meeting the cast at the premier and its not an adult shows
its aimed at any age.
The premier of Avengers infinity war was streamed from marvel entertainments YouTube channel and within the live
stream it shows the cast all nervous and happy and also how they have found this journey. At the end of the live
stream bloopers and outtakes were shown from previous marvel films to show how the tone of the movies may
mainly be serious there is always jokes and laughed on set and sometimes within the movies. This is done yet again t
engage the audience and encourage them to watch a movie which is both serious and funny. These films are aimed
at anyone but they are made family friendly which is why they might include more humor in most movies sometimes
compared to others.
https://www.youtube.com/watch?v=gbRijjvIeyk
5. The official trailer dropped at the super bowl 2018 which was February 4th(219 million views, box office- $2.048 billion)which is
the most popular event in America and is shown on national television The trailer was released 2 month before the film was
meant to be released however for the past 10 years marvel have teased this movie in post credit scenes and within films by
referencing the characters. The reason it was released 2 month before the film was released was to give the audience time to
watch the trailer before the actual movie came out, hoping it will excite/encourage them to see the movie. major pop in
publicity came at Disney’s 2017 D23 event, where the cast appeared and shared details about the upcoming movie. A
sizzle reel of early footage showed off some of what fans could expect, including Captain America’s status as the story
picks up, the addition of new villains fighting for Thanos and more. Later on EW announced it would offer a collectible book
containing all of its Infinity War-related coverage and more.
Trailers
6. Synergy & convergence-two companies come together to promote the movie and a product. Nerf and marvel
come together because nerf is mainly aimed at children under the age of 16 which is good for marvel because
when they come together and promote they reach each others audiences which is good for both companies.
As it will increase their sales meaning more profit will come to the companies. This will attract the audience
of both companies because during the advert the kids modelling the new nerf guns act like superheroes and
when the audience see the advert they will think if they buy the product they can be a superhero like the
ones shown within the advert. Also marvels characters are well known especially to kid which means they
might just buy the nerf gun because of the characters in the advert.
Synergy & convergence-two companies come together to promote the movie and a product. Duracell and
marvel come together to reach each others audiences. Marvel are well known and have a huge audience
which is why Duracell would want to come together with marvel, so they can reach marvels audience and
increase sales and profits because parents might see the advertisements of an iron man toy and decide to
buy it for their child but also buy the batteries because they are advertised with the toy. Also children
might see this advert and see their favorite superhero iron man and decide they want the toy but also the
batteries because it has iron man on it. Marvel come together with Duracell to reach their audience and
hopefully catch parents eyes to encourage them to buy the toy for their child or hope children see this
advert.
https://www.youtube.com/watch?v=66rx1cDEdts
https://www.youtube.com/watch?v=N4LyoDjZIiI
7. https://www.youtube.com/watch?v=_utPFay97XU
https://www.youtube.com/watch?v=ThYtipBzPRY
Synergy & convergence-two companies come together to promote the movie and a product. Hasbro and marvel
came together to promote Hasbro's product and marvels movie. The reason they have done this is too attract
each companies target audience and increase profit and sales. They do this by creating a product that links the
movie into it and advertises it because it will attract the audience of the movie and convince them to buy the
product. This product is made into an app which increases its target audience because more kids in modern day
life use technology which allows them to be able to access the app. The reason marvels audience may buy
Hasbro's new toy because it contains their most popular superhero which will convince certain people to buy it.
The reason marvel came together with Hasbro is because Hasbro's audience is mostly children and this is a good
opportunity for marvel because children tend to love superhero's.
Synergy & convergence-two companies come together to promote the movie and a product. Marvel , American
airlines and stand up to cancer came together to help promote cancer awareness and the movie. The reason
they all came together was to show awareness of cancer and that not all hero's are in a movie because a three
time cancer survivor is shown in the advert whom works for American airline. Overall the main message is to
spread the word of cancer awareness but also to help promote all the companies to improve sales and profit. All
the companies have a large audience which is good because they will all reach each others audience. Fans of
marvels movies may donate to stand up to cancer because their most popular hero was shown in the advert.
8. Marvel released special limited edition items for the release of the new movie coming out. Marvel partnered up with coke to
release special limited edition coke cans with the marvel characters on that will appear in the movie. The reason they have done
this is to promote the movie and to also increase sales because creating limited edition items will make fans of the movie excited
and will buy these items as soon as they are available and this means that coke will gain a lot of money because the limited
edition cans will sell out extremely fast. Overall the movie is advertised, fans will become excited to see the movie and they will
also be happy to have bought limited edition items, also coke will have increased sales. The audience is mainly teenagers and
young adults who all drink fizzy beverages and this is why the coke cans could appeal to the audience as well as the fact there is
only a limited amount.
Marvel released special limited edition figures for the release of the new movie coming out. Marvel partnered up with funko pop
to release special limited edition figures of the marvel characters on that will appear in the movie. The reason they have done this
is to promote the movie and to also increase sales because creating limited edition items will make fans of the movie excited and
will buy these items as soon as they are available and this means that funko pop will gain a lot of money because the limited
edition figures will sell out extremely fast. Overall the movie is advertised, fans will become excited to see the movie and they will
also be happy to have bought limited edition items, also funko pop will have increased sales. The audience is mainly teenagers
and young adults who all might be interested in having a cool figure of a character from their favorite franchise and also the fact
there is a limited supply urges people want to buy the item even more and because they will have the item they will go and see
the movie.
9. Marvel released a variety of solo character posters
which shows their individual looks and powers whilst
showcasing how significant each character is because
they have their own poster. This will excite fans
because their favorite characters have their won
poster which might lead them to think each character
has a specific role in the new movie and it is
important. The posters also show how unique each
character is, also the audience seeing their favorite
character ready to fight might excite them for the
movie and make them think the new movie is action
packed and persuade them to go see it. The purpose
of making these posters is to interest and persuade
the audience to go see the new movie because it
shows how each character is significant in their own
way which could be targeted at anyone because all
the characters had their own posters so any fan
would be encouraged to see the new movie. The
target audience for these posters is any age above 12
because that is what the movies are rated which
means anyone above the age rating is targeted and
encouraged to go and see the new movies.
10. Poster Trailer Website
All three of these platforms show the genre of the movie through the use of a colour scheme, the colour scheme is bright but
also bold which suggests the movie is an action movie because the typical colour scheme for them types of movies are
normally bright, bold and stand out to the audience unlike horrors where their colour scheme is dark, gloomy and distorted.
The use of the gold writing on the title shows they are all promoting the same movie and it also gives the title of the movie a
unique, recognizable look which will help the movie’s marketing because the same title will be seen over several platforms. Yet
again on all platforms the main original characters that starred in the first Avengers movie are shown in the center of the
posters, trailer thumbnails and the website because they are the most recognizable characters of the franchise and they will
hopefully catch the audiences eye because they are the characters that started the cinematic universe and are well loved
which means the audience might go see the movie just because their favorite character is in it.
I think these techniques are effective to the
audience because they will be familiar with the
colour scheme of the the posters and the title f
the movie which means they will be able to
recognize the movie just by the colours of the
title or the poster. I also believe because the
main cast is in the center of everything on the
poster that it will attract the audience because
the most iconic and familiar superheroes are in
the center of the poster which will catch the
audiences eye.
11. Overall I think the campaign to promote Avengers Infinity War was very successful because
the budget for the film was $400 million and in the box office it made $678,815,482. This
shows how effective the movie was because of how much it made in the box office
compared to how much it cost to make the movie, also in 2018 it was the second most
domestic grossing film and the film beating it was another Disney and marvel movie ‘Black
Panther’. To show the success of the promotional campaign I have looked at reviews of the
movie: Rotten Tomatoes-85%, IMDb-8.5/10 and common sense-5/5. These reviews show
how effective the campaign was because if the movie was not advertised the way it was,
then the audience wouldn’t be excited to see the movie and wouldn't persuaded to see it
because they wouldn't have had seen a sneak peak which would have interested them.
Therefore the marketing campaign was a huge part of the movie and was very effective.
The trailers that were released received a lot of views and the second trailer that was
released earned over 1 million views on YouTube in less than three hours after it
was released which shows how excited the audience was for the movie to be
released or to even see a little sneak peak about what the movie will contain.
