Avengers Campaign

2. Marvel: Avengers Campaign
Marvel has been at the forefront of the
popular superhero era in film, with their
series of films by Marvel Cinematic
Universe. One of their biggest and most
popular film they have released to date is
'Avengers Assemble' and with the sequel
coming out in May 2015, 'Age of Ultron' the
film campaign of the avengers has kicked
off again.
The Avengers is a team of superhero
consisting of Iron Man, Captain America,
Thor, Hulk, Hawkeye and Black Widow led
by Nick Fury, Within 'Age of Ultron' the
audience is being treated with the arrival of
two new members Quicksilver and Scarlet
Witch. The team is faced up against fearful
foes who threaten the survival of humanity
and their role is to prevent and stop this
threat.

3. How Avengers was Introduced
The avengers was first teased to the
audience at the end credit scene in Iron
Man (2008) with Nick Fury approcahing
Iron Man stating 'I'm here to talk to you
about the Avenger initiative' This is a big
clue into what Marvel plan to do with the
series in the coming years and keeps the
viewers guessing about what he meant in
that scene. We later find out that it was in
fact teasing at the upcoming film 'Avengers
Assemble'
Marvel have been very successful using
this technique to get the audince guessing
about upcoming films or projects and have
now included an end credit scene in all of
their films in their series. With their latest
one being in 'Guardians of the Galaxy'
where they tease with the appearance of
Howard the Duck.

4. The film order to Avengers
The films leading up to the avengers also
helped in providing the audience with
excitement and anticipation for the
Avengers, and gave the audience insight
into most of the characters and their
background storyline.
The films that lead up to the Avengers
were stand alone films for Iron Man, Hulk,
Captain America and Thor. 4 of the main
characters of the film. This aided in the
campaign of the Avengers as now the
audience knows the characters and knows
what their powers are they can utilizie the
style and look of these characters for the
Avengers film campaign. For example
using these characters in posters,
magazine covers etc. However at this point
they never showed all of the charcaters in
the film, leaving out Hawkeye and Black
Widow, creating mystery surrounding these
two charcaters who they can still use to
tease.

5. Avengers Teaser Poster
A further element that Marvel has
became very good at is the use of
symbolism throughout their campaigns
to tease the audience about what will
come.
This teaser poster uses that symbolism
perfectly as the whole poster is just the
logo of the Avengers with ‘Assemble’
written in the middle of it. There is also a
date ‘2012’ which is very brief and
doesn’t give any indication as to when in
2012.
Avengers also released six posters
showcasing all of the characters
individually (as you will see on the next
slide). This aids in the audience getting
to see what each character looks like.

6. Avengers Teaser Poster
These posters give us some
insight into each of the characters
who will appear in Avengers. All of
the individual characters are
creating their own brand and have
their own symbol that is associated
with them and these posters help
to enforce that further. Some
examples of these symbols are
Captain America with his patriotic
shield, Thor and his hammer and
Nick Fury with the eye patch.
The posters also help us get a
view of what will be occurring in
the film, we can see in the
background that it is set in a major
city and in the poster on the
bottom left we can see what
appears to be a flying alien in the
background, a hint to the enemy in
the film.

7. Avengers Full Theatrical Poster
Following on from the teaser
posters came the full posters.
Unlike the teaser posters we finally
get a glimpse of the team being
together and what they look like as
a unit.
However as we can see in both
posters Iron Man (Robert Downey
Jr) appears to be bigger then all of
the other members. This could
foreshadow his role in the team as
the leader or someone who does
something more important.
In the poster at the top there is
also an iconic building in the
background, Stark Towers, which
is also linked to Iron Man.
Furthermore also provides us with
a more accurate setting for the
film.

8. Avengers Teaser Trailer/ TV Spot
Marvel had the opportunity to
show a very short teaser trailer at
the Superbowl XLVI. This is the
first time they showed moving
images for this film in a short 12
second long clip. Within this trailer
we get to see all of the heroes in
the team but however we still don’t
see who the main villain is.
We have to wait to the TV Spots
come out for the reveal of the
villain to be showcased. This TV
Spot helps to provide the audience
with more insight into the overall
storyline. Within the first few
seconds we get the view of the
villain in a very sinister shot as you
can see to the left, and again the
Avengers logo is used at the end,
for the symbolism aspect of the
trailer.

9. Avengers Full Trailer
The full trailer the follows on from
the teasers, but this time treats the
viewers with 2 and half minutes
worth of clips.
Similarly to the other elements of
the campaign, Marvel tease us
again with the full trailer, only
giving us a little bit of info into the
main villain Loki. However they do
continue with their element of
symbolism surrounding each
character as they are all
introduced using their powers or
abilities, two examples are to the
right of Iron Man and Captain
America.

10. Avengers Magazine Covers
Empire magazine gave avengers 4 exclusive covers for their magazine all of them
hosting a different character. However different from all of the other content that the
campaign has provided so far the characters own unique symbol is hidden, with an
exception to Iron Mans suit. The colour scheme surrounding Iron Man and Captain
America relate to the colour schemes of their superhero suit, something that in a way
is also symbolic to their individual characters. But overall these magazine covers
provide us with something different then what the campaign has previously given.

11. Avengers Build up to #2
After Avengers Assemble, Marvel
concluded that their ‘Phase 1’ of
the series was complete and they
was now working on their second
phase which included another
Avengers film.
Similar to the first avengers they
had a series of films leading up to
the big finale of the avengers to
finish off this phase. These run up
of films included The next
instalments to Captain America,
Thor and the final of the Iron Man
trilogy. But they also included a
new team of heroes in Guardians
of the Galaxy.

12. Avengers: Age of Ultron Teaser poster
With the new Avenger film fast
approaching, Marvel began doing
what it is good at and teasing the
audience.
There first poster, and first content
for this film follows their usual use
of symbolising in the characters.
Which is what this poster does
well. As all you can see is Ultrons
face on a black background it
immediately gives away that he is
the bad guy in the film. They are
also using the exact same
Avengers logo then before, but
however they have changed their
colour scheme to be red for this
film, this ties in with the bad guy as
you can see in the poster, as he
has red eyes and a red mouth.

13. Avengers Teaser Trailer #1
2 years before the movie was even
due to be out in cinemas and
Marvel have already dropped a
teaser trailer. However this isn't
the norm of teaser trailers.
The trailer consisted of just
Ultron’s helmet rotating with the
unveil at the end of the Avengers
logo and the title of the film. Where
this was released so early in the
films campaign it build up a lot of
speculation within the Marvel fans.
The trailer follows on from the
exact same thing that the teaser
poster had, with Ultrons helmet,
along with the red colour scheme
and the logo.

14. Avengers Full Theatrical Poster
With Age of Ultron now only a few
months away from being released
we are getting more and more
content. Like this full theatrical
poster.
However it doesn’t follow the
typical theme we have seen from
the previous content, we can now
see all of the characters alongside
each other, including the two new
Avengers for this film. The poster
also gives away a few more
narratives, we can see that Ultron
has an army, and alongside this
we can see the setting is once
again around the iconic Stark
Tower. Despite these differences
the Avengers logo is still in red
which does follow on from the
themes of the previous content.

15. Avengers Teaser Trailer #2
https://www.youtube.com/watch?v=tmeOjFno6Do
The teaser trailer only just came
out recently, and prematurely as
unfortunately for Marvel their trailer
got leaked forcing them to release
it early.
This trailer provided the viewers
with more clips as to what the film
will offer, along with further
narrative and insight into the
storyline. Similarly to the previous
Avenger film, it follows the same
style of showing off all of the
characters alongside their iconic
power/style. The title of the film is
also identical to all of the other
content that this film campaign has
provided so far.

16. Avengers Magazine Cover
Another step in their campaign is
to try to get onto the covers of
magazines, this is so that they can
reach a much wider and precise
audience.
The magazine cover to the right
however isn't a main stream
magazine, but it does appeal to a
clique market with the title of this
cover being ‘Comic-con preview’.
The cover showcases the bad guy
within the film Ultron, who has so
far appeared on all of the
campaign so far. Captain America
and Iron Man also make their
appearance on the magazine.
However the title doesn’t follow the
same style as what the other
content has done so far with the
title being in white and not red.

17. Marvels Announcement
During the build up campaign of
Age of Ultron, DC announced their
line-up of films over the coming
decade. Marvel followed this up
with their upcoming films in their
titled ‘Phase 3’. One of the films
they announced was another
Avengers film, but this time it is a
2-parter. They also announced that
Avengers Age of Ultron wouldn’t
be the finale of Marvels ‘Phase 2’
but instead Ant-Man would.
This announcement has already
kick started the campaign for the
next Avengers film titled ‘Infinity
Wars’ with the other Marvel film
Guardians of the Galaxy already
showcasing the villain in the film,
as seen on the right.