thor: ragnarok media campaign.

1. Unit 6,
Media Campaign:
Thor: Ragnarok
Cast: Chris Hemsworth, Tom Hiddleston, Cate Blanchett, Tessa Thompson, Jeff
Goldblum, Mark Rufallo, Idris Elba, Benedict Cumberbatch, Taika Waititi, etc.
Institutions Involved: Walt Disney, Warner Bros, CJ Entertainment, etc.
Budget: $180 Million
Box Office: The opening weekend, it got $122 million but overall got $853.9 Million
Release Date: November 3rd, 2017
Director: The Director of this film was Taika Waititi who previously directed some not
so well known films such as ‘Eagle vs Shark’ and ‘What we do in the shadows.’ He is
again to direct the fourth movie of the Thor Trilogy, Thor: Love and Thunder.
Genre: Action, Comedy, Superhero, Adventure, Science-Fiction, Fantasy.
Age Rating: 12 (UK) / PG-13 (US)
Target Audience: Fans of Marvel, Fans of the Thor Franchise, Fans of Superheroes,
Fans of the actors and actresses in the film, fans of the 80’s film style, etc…

2. Purposes and features of
marketing campaigns:
The purpose of Marketing is to build awareness around your brand or whatever it
is that you will be Marketing. People will want to know who you are as a company
and what makes you different from others.
Traditional Marketing campaigns use more platforms such as YouTube and Social
Media to advertise their film featuring products such as theatrical teaser trailers,
posters and more to their target audience. The difference between teaser trailers
and theatrical trailers are that teaser trailers don’t necessarily give you much
information, they are only snippets of what is used in the actual trailer, so for the
Thor: Ragnarok teaser trailers, they included clips used in the actual trailers but
reduced the length and the amount of information showed so you weren’t spoiled
for when the real trailers came out and you were excited to find out more about
the film.
Viral Marketing campaigns make big stunts in order to get publicity and draw in
the attention of the public. There wasn’t any viral marketing for Thor: Ragnarok
but there was an article about the ’giant wolf eats the sun’ thing in the film.
According to the article: Ragnarök, the twilight of the gods, is the final apocalyptic
war in Norse mythology.

3. Film Release,
November 3rd, 2017.
Film confirmed,
October, 2014.
Before the film release, this YouTube video was
released to promote the film, Halloween was
changed to ‘helaween’ (Cate Blanchet’s
character, Hela) and candy apples shaped like
Thor’s hammer were sold all around. October
31st, 2017.
’Team Thor’ was released, explaining why
Thor and Hulk weren’t in Civil War but it
was also used to promote the new film.
Advertising and Cross-Promotions.
- Red Robin offered a free movie ticket
when you bought a limited edition movie-
branded gift card.
- Comicave produced high-end
collectables based on the movie and the
looks of the characters.
- Synchrony Bank created a movie-
themed landing page with ‘Thor-Spiration’
videos to help people ‘save like a Hero.’
- Screenvision Media, which made the
movie part of its regular pre-show
entertainment package.
The Movie had an official site as well as a
Facebook, Twitter and Instagram pages. The
website has a content menu where it prompts you
to watch the trailer or check out a photo gallery, it
also includes a brief synopsis of the film.

4. Marvel released merch for Thor: Ragnarok before
and after the film was released to get people
excited for it and now they have a website selling
dvd’s, Thor t-shirts, Hulk t-shirts, and even water
bottles with the films logo on it.
Synergy and Convergence is a connection between the film and
another product, in this case, Marvel teamed with Funko to
create these Pop Vinyl Figures. Making a connection between
the two businesses means that more people will both want to
watch the film and also buy these collectors figures. People who
enjoy Pop Vinyls, also enjoy Superhero films.
Merchandise:

5. The Posters:
The first poster has a colourful effect that shows Thor with his helmet in his hands and
he is standing in what looks like an arena, suggesting that he is fighting for something or
fighting someone. The colours can suggest that this is taking place somewhere that isn’t
on earth, either back on his home-planet, Asgard, or perhaps elsewhere. The other
posters in this series all have bright, neon colours. Each member is linked to their colour,
for example, Hulk is green and therefore the colour used on his poster is green, as well
as Valkyrie who wears blue, so hers is blue. The bright colours in the posters on the left
catch your attention and they are always coming from the side, this draws your attention
to the logo. The logo is also in the same place on every poster.
The next posters are all comic book type posters with a more artistic style and these
were made specifically to promote IMAX screenings.
The third poster was made for those who bought their screening tickets through the site
‘Fandango.’

6. The first Teaser Trailer was released on April 10th, 2017. It begins
with the cliché “you’re wondering how I got myself into this
situation” which is then followed by him wrapped up in chains as
well as someone destroying his hammer. Our attention is
immediately grabbed because we want to know how this person
is and how she is able to control Thor’s hammer which seemingly,
only he is worthy enough to control. Thor is then captured and
taken to a different world where he is then made to battle the
Hulk, who he is friends with, kind of. The trailer includes both
action and humour which can interest anyone really, or at least
those that enjoy comedy, action and superheroes.
The official trailer for the film came out on the 22nd of July,
over three months after the teaser trailer and in this one it
also shows a lot of humour, maybe even more humour than
action. It shows Thor assembling a team which consist of
himself, Loki, Valkyrie and Hulk and they are trying to defeat
Hela who we find out in the film, is his long lost sister. There is
more of a story shown in the official trailer and the movie
differs a lot from the dark tone used in the previous film, Thor:
Dark World. The editing in the trailers is quite fast paced which
shows the audience that this is an action and superhero film.
Trailers:

7. Thor: Ragnarok has its own Facebook page as
well as a Twitter page for the whole Thor
franchise. The Facebook page has 127k likes
and the Twitter page almost 2 Million
followers. The younger target audiences, I
think, would interact more with Instagram and
Twitter pages rather than Facebook because
most teens and young adults use Instagram
and a lot of teenagers have twitter pages to
support their favourite films, TV shows,
celebrities, etc.
Marvel of course has its own social media pages, with
their Instagram accounts having a huge 25.4m and 44.9m
following. The Facebook page has 32 million likes and
Twitter has 9 million, 3 million and even an Avengers
page with 5 million followers. The Thor: Ragnarok film
was advertised on those accounts which obviously helped
raise awareness of the film as well as get more people to
go and see it.
The Franchise got given a 93% Tomaometer and a 87%
Audience Score by Rotten Tomatoes. It won 6 awards and
had another 48 award nominations on top of that.
The header on the twitter page is of the most recent
Avengers movie, Avengers: Endgame. This also shows the
people following and those who view the page that Thor
is part of an even bigger franchise and that he doesn’t
just have his own solo films.
Social Media:

8. How the products link
together:
All of these products are linked together by lots of different things, for
example, the poster and trailer screenshot (2) are linked because they
both have the same serif font and text to show that both of these things
have been created by Marvel.
Without knowing that this is a superhero film, we can tell it is because of
the types of clothing they are wearing- the armour, and the weapons.
Almost all trailers, if not every trailer made, includes the Immigrant Song
by Led Zeppelin. From this we can tell that the song is a main sell type
thing. People who like the song might want to see the film if the trailer
interests them enough.
The Magazine cover has a sort of 80s rock style to it and the difference of
the magazine covers compared to the ones for Thor and Thor: Dark World
along with the film style changing quite a bit and the poster with all bright
colours instead of dark, we can guess that there is a different director.
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9. Conclusion:
The film got a got quite a few of reviews from popular
YouTube pages as well as well known Newspapers and
Magazines and Blogs all over the internet that a lot of
different people watch and read, this definitely helped with
Marketing because it will have got quite a few people that
aren’t really fans of Marvel to watch this film and even
become interested in Marvel.
The campaign seems to have been quite effective
considering the $122 million it received in box office within
the opening weekend, the overall got $854 million in total,
the 139 million views it got in cinemas, on television,
streaming apps, etc. over the two years from November
2017-2019. The film also received a 93% score on Rotten
Tomatoes and an 87% audience score. The film being shown
on so many different platforms has obviously helped with
the amount of money the film made and the amount of
views it got as well.