PR3Task 1SYNOPSISIron Man picks up where Avengers Assembleleft off – Robert Downey Jr. is still the brash,arrogant but loveable genius Tony Stark, but behind the scenes the events of the attack onNew York City has left him a nervous wreck, paralysed with severe insomnia and panicattacks. 12 years after humiliating disabled scientist Aldrich Killian (Guy Pearce) and a onenight stand with the creator of Extremis (a treatment which cures disabilities, particularlylost limbs), Maya Hansen (Rebecca Hall) looks like it will come back to haunt him. TheUSA’s biggest threat, a man known as the Mandarin, is terrorising the world with his severalbomb attacks. One of these explosions leaves his best friend and former bodyguard, HappyHogan (Jon Favreau, director of the first 2 Iron Man movies) in a coma. Tony makes atelevised offer of fighting man-to-man with the terrorist, which results in the mansion heshares with his girlfriend and the CEO of Stark Industries, Pepper Potts (Gwyneth Paltrow)to be destroyed. Iron Man crash lands in Tennessee where he takes shelter in the shed of a 10year old boy named Harley. Being a massive fan of the super hero, he agrees to let Tony keephis suit there to be charged and to bring back JARVIS (Iron Man’s Artificial Intelligencesystem). Together they find out that the Mandarin’s explosions were not bombs at all, but arethe result of Extremis. Killian has rid himself of his disabilities and, unbeknown to Tony, hasteamed up with Maya to recruit soldiers who have lost limbs as his very own humanexplosions. He escapes from the clutches of Savin, Killian’s right hand man and has tracedthe Mandarin to Miami. Once there though, he discovers that the Mandarin isn’t what heseems, and is actually an addicted British actor named Trevor Slattery (Sir Ben Kingsley)who is oblivious to the carnage created by his alter-ego and is only there because of the drugsand alcohol that Killian supplies him with. Stark is captured by Killian, who reveals that hehas kidnapped Pepper and is in the process of having Extremis take over her. Killian shootsand kills Maya when she has a change of heart and steals the armour of Tony’s friend, TheIron Patron (Don Cheadle), in order to attack the US President on Air Force One. He ends uptaking the President to an impounded damaged oil tanker, where the alive Pepper is, andplans to kill the President on live TV. Iron Patriot saves the President while Iron Manengages in a one on one battle with Aldrich. During the battle though, a rig collapses andPepper falls to her apparent death. With Killian about to deliver the final fatal blow to IronMan, revealing his true identity as the Mandarin, Pepper emerges and with her Extremispowers, finally kills the mad scientist. Trevor Slattery is arrested, alongside the VicePresident after it is revealed he was in on the act in order to cure a disability to a familymember and take on the reins of the Presidency. Tony orders JARVIS to destroy every IronMan suit as a sign of devotion to Pepper. After the battle, her Extremis powers are stabilisedand Tony undergoes surgery in order to remove the shrapnel near his heart but hints to theaudience that he will always be Iron Man.TARGET AUDIENCECertificate is 12A which makes it suitable for children over the age of 12. The action aspect tothe film makes it appeal to males between the ages of 12 and 25 - but because Iron Man wasoriginally a comic which has ran for many years, people who are big fans of the character andthe comic book genre itself will also be attracted to the film.
GENRESuperhero/comic-book/action – as well as elements of comedy.YEAR OF PRODUCTION2013DIRECTORShane Black.Iron Man 3 is his sophomore movie in terms of directing after Kiss, Kiss, Bang, Bang in2005 (also starring Robert Downey Jr.) Although only the second film he has directed, hehas experience in the movie business – such as being a screenwriter, a producer and anactor. He has a history with action oriented films, writing the scripts for the first 2 LethalWeapon movies, The Last Action Heroand The Last Boy Scout (which he also produced) – aswell as taking acting credits in Predator and RoboCop 3.PRODUCERKevin Feige.Kevin Feige is the President of Production at Marvel Studios, meaning he has producedpretty much all of the Marvel films and franchises, such as X-Men, Spider Man, TheFantastic Four, The Incredible Hulk, Thor and Avengers Assemble.DISTRIBUTORWalt Disney Studios Motion PicturesMarvel Studios is a subsidiary of Disney after the latter bought the company for $4 billion(£2,641,832,000) back in 2009.BUDGET$200 million(£132,065,600)BOX OFFICE TAKINGS (as of now, still increasing)$1,079,820,220 (£718,347,161)UK RELEASE DATE25th April 2013Task 2There were several different methods of marketing related to the film. Television adverts andtrailers were made available on the internet, TV and in cinemas. The use of word of mouthincreased the buzz around the film – this is because photographs were leaked onto the netpurposely in order to get the fans of the franchise and Marvel itself become excited.Newspapers and magazines featured adverts, but also featured interviews with thecast/director and reviews of the film. The internet also did this. It is always good to providethese kinds of information on the internet because in the 21st Century world we live in; theinternet has become far more popular than print based journalism.Synergies, as always with big blockbusters, played a big part. The usual synergies you see formovies were billboards, posters, video games, mobile apps/games, etc. But Iron Man alsopublished unconventional synergies, such as a comic book which followed the story betweenthe events of Avengers Assemble ending and Iron Man 3 beginning. The film also providedother uncommon marketing ploys, such as the director and the main cast members
attending the 2012 San Diego Comic-Con, displaying the new Iron Man suit, a few minutesfootage from the movie, and sitting on a panel answering fans’ questions. An exhibit wasreleased at Disneyland, allowing fans to ‘visit Iron Man’s world’ as well as a Kinect-stylegame that lets fans wear the Iron Man suit and fly through his workshop. All synergies wereproduced and distributed by either Marvel or Disney.Promotional campaigns were uploaded to YouTube, playing trailers before the videos andalso displaying a large player and online poster on the home page. A ‘Like’ page was createdon Facebook in order to keep fans up to date with any developments, such as its release dateand any unseen footage. It also helped in gathering new fans because Facebook is such a vastplatform with over 1 billion users. A Twitter page was created for the same reason. An officialweb page for the film was also created where fans could get the latest news, video clips andtrivia on the movie. Web banners and cinema listings will have been available on websitessuch as ODEON and Imdb would have provided plenty of information on the film, as well asratings and reviews.Task 3The way the audience has been targeted by the producer is the fact that a whole host of newfans have brought in by several methods. The certificate of the film (12A) attracts a youngergeneration, as well as the humour – which is almost of a slapstick nature - but doesn’talienate the core demographic too much because of the action scenes and violence. The timesetting of the film, Christmas, brings in a bigger audience because films set at Christmasattract families to all visit the cinema together. Kevin Feige and Shane Black seem to havefound a perfect balance between creating a film aimed specifically at original fans of thecharacter (and Marvel films in general) and drawing in new audiences. Product placementseems to have grown important over the years, so the use of Audi cars could possible attractcar lovers. The deal secured with the Iron Man 3 team and the home entertainmentcompany, TCL, was a great bit of business because they operate mainly in China so bypromoting the movie through their products they are attracting almost a whole country tothe film.There are several ways of researching things that can affect how an audience can be targeted.Pre-ProductionPrimary research is pretty much the Producers job. They have to gather their own researchthrough the medium of things like focus groups and questionnaires in order to learn thepreferences of film fans and what they can do in order to persuade people to watch their filmor please potential viewers. This also applies to their decision on casting a certain actor forany role. From listening to feedback, they may decide that the actor they have in the pipelinemay not be the correct choice and look to replace them. Alternatively, the response to theactor may be good so they can be satisfied with their choice and tie them up to the film. Thisis an example of Qualitative research, which is based on opinions. Secondary research is theact of finding already existing research and is important for people working on a film,notably the Location Manager. Their job is to find out facts about a place where they are dueto film or are planning to film, taking close attention to the health and safety aspects of thelocation. This is an example of Quantitative research, which relies solely on hard facts andstatistics.
Post-ProductionOnce the pre-production and a rough edit of the movie has been completed, the Producermust then begin post-production. This is usually done through inviting members of thepublic, people who work in the movie business and journalists to a test screening of the film.Once they have watched it, they will be given a questionnaire to fill out to let the producerknow what they thought about several things, such as the storyline, the editing, the effects,etc. and see if any improvements could be made before the official release. It could possiblelead to having to re-shoot certain scenes. It is also beneficial to the marketing as theproducer can choose how he/she may market the movie based on the feedback they havereceived. This could include asking questions about how they were attracted to the film andhow they had heard about it (or possibly - as this is the 3rd film of the Iron Man franchise andthe 4th overall to feature the character in the recent Marvel reboots - how they heard aboutthe first film). The marketing team then uses the feedback in any pieces of synergy related tothe film in order to anchor the audience. A short while after the film has been released, theproducer and marketing team will get together and discuss where to go with the next film (interms of the storyline, script, editing, characters, etc.) in the franchise after reading reviewsand the public’s response.AnchorageThe media term ‘anchorage’ basically means that people immediately know what they arelooking at when viewing an image, brand, logo or company, etc.The Iron Man 3 poster anchors the audience to the film in many ways. One of the reasons isthat it contains the Marvel logo, which is an extremely well known and iconic companyaround the world. This could be seen as an advantage or disadvantage to the film because itcarries huge expectations and will disappoint millions of people if the film doesn’t live it tothe buzz. The character himself is such an iconic figure too, making people automaticallyrecognise him without having to read any text - this makes the filmmakers wary not tochange the characteristics of Tony Stark too much as it could upset long-time fans. The easilyrecognisable Iron Man logo is also viewable for everyone. This is placed on all Iron Manproducts, as well as the Marvel logo. Big budget blockbuster franchise movies like thesealways need good anchorage because it creates situations that normal movies couldn’tachieve. For example, if a young child couldn’t read and saw an Iron Man related product,such as a billboard or poster, they can recognise the film straight away just by looking at thehuge central image of the character.
Iconic Iron Man suit.Recognised by prettymuch everyone, evenpeople who aren’t fans ofthe movie franchise orcharacter.The logo is also iconic,reflecting the red andgold colours of his suit.The sell line could beambiguous as it relatesto the fact that the filmitself is action-packedand full of energy, as wellas the suit beingpowered by energy. Italso reminds you thatIron Man is back, havingappeared in the last IronMan film and alsoAvengers Assemble.Iconic MARVEL logoknown worldwide.Disney is another iconicworldwide company