1) The document discusses a case study on how the film Avengers Assemble was marketed to appeal to multiple demographics. 2) It explores how the film companies worked as a business to fund and promote the new film across various media forms like film posters, websites, apps, and merchandise. 3) The marketing campaign for Avengers Assemble was highly successful due to its brand recognition, appeal of the franchise across all ages and genders, and ability to provide lighthearted entertainment.

1. AVENGERS ASSEMBLE
CASE STUDY
LO: TO EXPLORE THE BENEFIT
OF MARKETING TO A MULTIPLE
DEMOGRAPHIC

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. 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. 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. EXAMPLE
CASE STUDY 2
LO: To explore how the
concept of AUDIENCE
is a key factor in a
promotional campaign

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. 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. 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. 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. 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. 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. 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. 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. 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?