Captain America was a 2011 sci-fi/action film directed by Joe Johnston, produced by Kevin Feige, and distributed by Warner Bros. It had a budget of $140 million and grossed $176.6 million at the box office. The target audience was males aged 15-30 and young females. The film was marketed through trailers, posters, word of mouth promotion, and capitalizing on the appeal of lead actor Chris Evans to female audiences. It was meant to draw in fans of Marvel comics and set up the sequel The Avengers. Research like surveys were used to identify the target demographic.

1. Chris Waddington
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Captain America
Genre – Sci Fi / Action
Target Audience – Males aged 15 – 30 and Young Females
Year of production - 2011
Director – Joe Johnston
Producer – Kevin Feige
Distributor – Warner Bros
Box Office Takings - $176,636,816
Budget - $140,000,000
Uk Release Date – July 29 2011
Here are some of the ways that the film Captain America was
marketed;This is one of the trailers that is on Youtube.com, this
will also be shown in cinemas before other related films and also
on television advertisements.
http://www.youtube.com/watch?v=JerVrbLldXw
This is one of the posters that was used to advertise it in various places such as Bus
stops, Shopping centres, ect. It doesn’t give away much information apart from the
release date, director, producer and other small bits of info.
Another way films are marketed is by using word of mouth, this is how I personally heard about this
movie. This is quite effective because people usually trust their friends opinions and will generally
listen to them.
The main audience targeted by the producer of ‘Captain America’ is male adults aged around 25.
This is because people of this age grew up with the original comics and are more likely to want to go

2. Chris Waddington
and watch it. From all the people that watched the film in the cinema, 64% of them were Male and
58% of people were over 25.
A female audience has been targeted by the placement of Chris Evans in the film. This is a very
appealing actor to many females due to his good looks and his toned body. This will be one of the
main reasons many females wanted to watch this film.
The audience and fans of Marvel Comics & Films have been targeted and drawn in by the fact that
the film will lead on to Marvels next big movie, ‘The Avengers’. This is a synergy and in this film it
teams up Captain America with various other Superheros from Marvels endless list.
A producer would use various methods of research to find out about the target audience. For
example a survey on a social networking website such as
facebook may be used.
At the cinemas, The thing and 50/50 were released around
the same time. 50/50 was much more successful than the
thing due to its target audience and the way it was
marketed. 50/50 used Seth Rogan extremely well and star
theory proves that mainly due to him acting in this film,
many more people went to see it at the cinema.
Another major factor in the success of the film 50/50 is star theory. The actor Seth Rogan is very
appealing to a young audience due to his persona and the type of laid back, lazy character he plays
in many of the movies he stars in. Many younger people feel they can relate to the characters he
plays or him as an actor and this would also push many people to go and watch the movie solely
because he is in it.
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