This document discusses the marketing of the film The Avengers and how digital technologies and social media have impacted film marketing. Traditional marketing methods like poster campaigns and TV ads are compared to online marketing approaches for The Avengers, including an official website, Facebook game, augmented reality videos, and use of Twitter, YouTube, and Facebook. The rise of user-generated parodies and participation online are also examined. The document encourages researching additional case studies to analyze how new films utilize creativity, collaboration and participation online.

2. The Past
• Consider how was film
produced and
distributed?
• How did we used to
consume film?
• How was film
previously marketed
before the rise of the
Internet?

3. How has Web 2.0
benefitted the
Marketing &
Production of Film?

4. Case Study:
Marketing The
Avengers

5. Marketing Traditional Methods
• Poster Campaign, Television Adverts, Trailer before feature films in
cinemas.

6. Official Website
• Interactivity? Creativity?
• http://marvel.com/avengers_movie/

7. Marketing:
Online Games
Avengers Alliance
Facebook game attracted
1.2million users.

8. Marketing: Augmented Reality – The Future?
• https://www.youtube.com/watch?v=dXpZ7niGgIY
• What does it offer users?

9. Marketing
Twitter a good
promotional tool?
• http://mashable.com/2012/05/07/the-avengers-twitter-roundup-
charts/

10. • https://www.facebook.com/AvengersUK?brand_redir=1
Marketing

11. What does the platform offer?
• http://www.youtube.com/watch?v=eOrNdBpGMv8
• http://www.youtube.com/watch?v=TkINcovFxaY

12. Parodies and Swedes – Why?
• http://www.youtube.com/watch?v=dE27sIid6KU
• http://www.youtube.com/watch?v=de06YM2mDlA#t=18
• http://www.youtube.com/watch?v=2i0Gt4M8dpM

13. Exhibition/Distribution
• How has it changed?

14. Go Research…
• Create your own Case Study of a new release or soon to be released
film and look at the different methods of marketing.
• Can you find examples of the Internet allowing for what David
Gauntlett coins Creativity, Collaboration, Participation?
• Suggest what benefit these methods have on the both consumers and
producers.