Film Studies Assignment 3 Ant-Man

Relationship between Producers & Audiences Assessment

Poster
The Ant-Man movie has produced many different type of posters. The film marketing
has embraced a lot of the Marvel Cinematic Universe, having reference and nods to
other Marvel characters.
The Ant-Man Film created some individual posters of each Marvel aspect or icon with
their new character e.g. Ant-Man with Thor’s Hammer, Iron Man Suit, Cap’s Shield. It
also adds humour to the poster which brings the comedy side to the film.
The posters marketing can also be a response towards fan engagements by the fans
theories of Ant-Man being secretly hidden in every past Marvel film as he is so small to
see him.

Poster
• Content of images
– Who, where, doing what etc
The poster shows the title character standing on a shield. He is
posed heroically to represent to the audience that this character is
the hero lead protagonist. As the film is called Ant-Man, they
shrink the character down to show the general theme of the film
and what the audience is going to see.
– Why would they include this? Who does it appeal to?
The shield is Captain Americas, another Marvel character and
franchise. They did this to promote the films universe and
informing the audience that Ant-Man is in the same universe with
the popular The Avengers. As people are fan of The Avengers, the
iconic props will drag more people attention to the film.
• Colour
– Colours used and meaning constructed
– Why have colours been used? Who does it appeal to?
The background of the poster is blurry white/grey, the meaning
for this could be that when the character shrinks the
background goes abstract and blurry like in the film. The colour
red is the main colour for the Ant-Man character, they use the
same colour from the costume for the movie title. The red also
stands out with the white/greyish background and makes it
more easy to read.

Poster
• Text/fonts
– What does the text say?
The text say “No Shield, No Amour, No Problem” this gives the
film impression that the theme is a spy/heist film. This also
shows the comedic role of film so the viewers would expect
this movie to be a comedy.
– Font used and meaning constructed
The text is shown at the bottom from the logo and at the top
of the poster, this is to make the poster less crowded and make
it look professional. The Ant-Man Logo has a bold, comic book
looking font, which represents the comic book genre.
Why have fonts been used? Why include the text? Who does it
appeal to?
The text are used to give the films selling point, e.g. From the
Studio That Brought You The Avengers, that’s one of the
studios selling point which is trying to grab the group of fans
who love The Avengers to this film.
• Layout
– How is the image laid out? Is one character/actor more
prominent? Why?
As its Ant-mans first debut to the Marvel Cinematic Universe,
the poster shows a larger image of Iron-Man laid out in front
position to attract the marvel side of the audience. Ant-Man is
position on top of Iron-Mans armour while not knowing which
gives a comedic element to the poster.

Poster
• Listing of stars/previous films/directors
– Who is listed? In what order are they listed? Is there a significance
to it?
The poster lists most of the main stars from the poster including the
supporting characters. Paul Rudd is listed first as he plays the main
protagonist and the title character. Michael Douglas is listed
respectably at the end, due to be one of Hollywood's main stream
Actors and his role plays a big character which is the original Ant-Man
from the comics, this is one of the reasons that only his name include a
tag of the character he is playing “Dr. Hank Pym”.
The poster also incudes the “Studio That Brought You Guardians Of The
Galaxy” which is trying attract the fans of that film.
• Tone created
– Is it funny? Serious? Scary? Why would they create this tone? Who
does it appeal to?
The tone of this poster looks more serious than the other posters due
to the colours being quite blue and dull than the other poster colours
are white and fun. Some of the characters look depressed especially
Paul Rudd's character which could be giving the audience a meaning of
each characters personality.
Each character in the poster also shows the type social grade which
Paul Rudd character looks to be dressed quite poor and the other
characters have fancy suits which must mean they are rich.
The poster also looks futuristic which plays the theme of technology
and science.

Trailer
• Content of the video clips
– What bits of the film do they show? Is it a whole scene or a series
of clips from throughout the film? Why would they choose that?
– What happens in the clips? Action/Comedy/Romance? Why choose
this content? Who would they appeal to?
The Trailer shows the main characters Scott Lang (Paul Rudd), most of his
backstory from a narration and mix scenes. The Trailer doesn't show the
full detail of the plot but mainly because they want to introduce the main
character. The Trailer also shows a lot of exterior shots of the places
The Trailer starts pretty serious and slow e.g. with scenes of Scott being
arrested, spending time with his daughter. Showing his character
developing. The mood changers after Hank Pym says “I need You to be
the Ant-Man” while Paul Rudd character just replied with a “huh”. This
scene introduce one of the main genre of the film which is a comedy. The
trailer then changes the mood to epic by showing many clips of the films
money shots and mix action sequence.
Music
– What music has been chosen? Has any music been used or is it just
dialogue/sound effects?
– Is it a song with lyrics or original soundtrack? What does this choice
do to the trailer? Who would the song appeal to? What does the
soundtrack add to the trailer?
The trailer music has chosen a very slow, brassy dramatic rhythm, this
syncs with the character narration scene “Hank Pym's speech”. They did
this to keep the trailer intriguing and to keep it slow at the beginning.
At halfway of the trailer the music rhythm starts to get louder and adds a
new instrument. When all the action shots and quick cuts are shown the
music gets more dramatic and epic, each beat syncs to each new shot.
This is done to sell and show the films uniqueness and making the trailer
even more entertaining and epic for people to watch.
Link to Trailer here
https://www.youtube.com/wa
tch?v=IEVE3KSKQ0o

Trailer
• Listing of stars/previous films/directors
– Who/what is listed in the trailer? Why is this useful/important for
the producers?
– Is the order of the list significant?
– Is the absence of a list significant?
The Ant-Man trailer doesn't list any stars, previous films or directors but
the trailer does list the production company as it’s made by a very well
known brand. The name Marvel alone is the films selling point, its what
audience will be familiar with and one of the main reason that audience
will go and see it.
Genre codes and conventions
– How do you identify the film trailer as part of a genre?
The Ant-Man trailer is easy to identify the films genre, with having some
short comedic lines can easily be identify as a comedy e.g. “is it too late
to change the name” making fun of the films title. Another example the
heavy use of action sequence can easily be identify this film to be an
action movie with clips of fights and car chases.
The music of the trailer is also one of the main things that can be
identify the trailer genre, the music helps the trailer the way it wants to
be represent, for an example the trailer uses an epic and heroic score
which identify that superhero genre.
– Why would creating a genre in the trailer be useful?
Creating a genre in a trailer is really useful because it helps what the
audience could expect. If you had no genre in a trailer the films itself
will be a mystery and confusing for the audiences. I also find having a
genre in a trailer is really important as you don’t want to mislead people
with the marketing.
tch?v=IEVE3KSKQ0o

Trailer
• Relevance of release date
– When is it released/why is that important?
The release date of the film is set to be out in July, being the season of
summer where it would have longer and warmer days. July is also the
season when students, teens and kids start their summer vacation so
they would have more free time to go to the cinema. This is one of
perfect opportunities for parents can take their children to the film.
This release date helps with the ticket sales as the film main target are
usually towards the youth generation. Its important to have a release
date set in a trailer as it keeps the audience informed when the film
comes out.
Tone created
– Is a tone created? Serious/comedic?
– How is it created?
– Who does it appeal to?
The trailer’s tone is usually made by how the scenes look e.g. the
lighting, or the dialogue which can have a character say something
funny or how the music is composed.
For an example in the Ant-Man trailer the tone starts quite serious with
the dramatic music, the slow duration of the clips, the lighting are
usually dark. The tone then gets intense and epic when the clips
features some quick cuts of the action sequence
tch?v=IEVE3KSKQ0o

Interview
• Relevance of who its with
– Who is interviewing? What’s their fan base/target
audience? What language do they use? How are
they dressed? Consider audience appeal
Conan is interviewing Paul Rudd for the promotion of
Marvel’s Ant-Man. Conan’s O’ Brien fan base are usually
Male, age 30-44, Urban, from Illinois, democrats,
annual income $100,000 and profession creative and
design. As the movie is a American film and the
interviewer is American, the language they speak is
American English. The clothing the both star and
interviewer are wearing formal with suits and ties this
reflects the older males fan base.
– Who is being interviewed? Why were they chosen
over other actors/characters? Consider audience
appeal
Paul Rudd is the main lead and the title character of the
film so it would be appropriate and better for
marketing to interview the main star and the super-
hero character. Paul Rudd has also have a big fan base
and well known with American audiences.
Conan
Link to Interview here
tch?v=H9fqZlo60_8

Interview
• What time of day was it broadcast?
– What time was it on at? Why may this be
relevant? Consider target audience
The time of the show is broadcast is set at late-
night, this is relevant to the adult side of the target
audience as they would be mostly awake during that
time.
• Discussion points
– What topics are discussed? Are they all film
related? Why would these topics be chosen?
Consider audience appeal
The topic of the conversation that Conan and Paul
have is not much film related about the story or the
character Ant-Man but does show an a exclusive
parody clip. Paul jokes how Marvel is so secretive
and can get in trouble. These topic are chosen to
add comedy to the subject so the interview is more
entertaining.
Conan
tch?v=H9fqZlo60_8

Interview
• Relevance of who its with
– Who is interviewing? What’s their fan base/target
audience? What language do they use? How are
they dressed? Consider audience appeal
Jimmy Fallon is interviewing Paul Rudd for the
promotion of Marvel’s Ant-Man. Jimmy Fallon fan base
has a more younger target compare to Conon, Jimmy
Fallon audience are usually Male, age 18-29, Urban,
from California, democrats, annual income $100,000
and profession creative and design. The show, host and
actor are all American and speak in a English American
language. The clothing the both star and interviewer
also wears formal.
Who is being interviewed? Why were they chosen over
other actors/characters? Consider audience appeal
Paul Rudd is also being interviewed as he is the main
lead of the film and the title character so it would make
sense to interview the main star.
The Tonight Show Starring
Jimmy Fallon
tch?v=4vn1UPEnC7E

Interview
• What time of day was it broadcast?
– What time was it on at? Why may this be
relevant? Consider target audience
The time of the show is also broadcast in night
which is relevant to the young adult target audience
as they would be most likely be awake during that
time.
• Discussion points
– What topics are discussed? Are they all film
related? Why would these topics be chosen?
Consider audience appeal
The topic of the conversation that Paul and Jimmy
have is a funny story about Michael Douglas during
the last day of shooting on Ant-Man. The topic is
film related as its talking about the relationships the
actor with the other cast members. These topic are
chosen to add the conversation more entertaining
and interesting for fans.
The Tonight Show Starring
Jimmy Fallon
tch?v=4vn1UPEnC7E

Ant-Man Marketing Strategy
During the marketing of Ant-Man, Marvel advertise their film
with mini ant size billboards. These mini billboards been
Located in Australia and sighted at Brisbane, Melbourne and
Queensland. This is done to really play with the films theme. It
seems that most of the Ant-Man marketing theme will be
microscopic.

Ant-Man had a viral marketing with a
Mockumentary of an interview with the films
character Scott Lang, the interview made
references other Marvel characters like Tony
Stark and the video also give more an insight
of Paul Rudd Character which is thief.
https://www.youtube.com/watch?v=wrJzv4Jy
yeU
Ant Man had another Viral Marketing,
having Paul Rudd and Michael Douglas
doing a silly clap dance to promote the
movie and parody viral videos .
https://www.youtube.com/watch?v=xyG
wMqMCta4
Before Ant-Mans official trailer was released,
Marvel published a microscopic Ant sized trailer
for the viral marketing.
https://www.youtube.com/watch?v=KQjhJf1R4k4

Comparethemarket.com has promoted
Ant-Man with The Meerkat Movies
promotion. they talk about why should
see Marvel’s Ant-Man with a funny
slideshow skit.
https://www.youtube.com/watch?v=yoxZl
9Kbw0I
Marvel Contest of Champions the Marvel
Mobile App Game included some
exclusive playable Ant-Man and Yellow
Jacket Movie skins.
https://www.youtube.com/watch?v=2ZvB
BRhNvDg

As Ant-Man is owned by
Marvel/Disney, the
Disney Store promoted
some exclusive
merchandise e.g. Ant-
Man clothing, costumes
Marvel Select Exclusive
Action Figure. This is to
attract the younger
audience to the film.
Also Pop Vinyl have produced a Movie
version of the Ant-Man character.

Film Studies Assignment 3 Ant-Man

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