Marvel: Avengers Campaign

Marvel has been at the forefront of the

popular superhero era in film, with their

series of films by Marvel Cinematic

Universe. One of their biggest and most

popular film they have released to date is

'Avengers Assemble' and with the sequel

coming out in May 2015, 'Age of Ultron' the

film campaign of the avengers has kicked

off again.

The Avengers is a team of superhero

consisting of Iron Man, Captain America,

Thor, Hulk, Hawkeye and Black Widow led

by Nick Fury, Within 'Age of Ultron' the

audience is being treated with the arrival of

two new members Quicksilver and Scarlet

Witch. The team is faced up against fearful

foes who threaten the survival of humanity

and their role is to prevent and stop this

threat.

How Avengers was Introduced

The avengers was first teased to the

audience at the end credit scene in Iron

Man (2008) with Nick Fury approcahing

Iron Man stating 'I'm here to talk to you

about the Avenger initiative' This is a big

clue into what Marvel plan to do with the

series in the coming years and keeps the

viewers guessing about what he meant in

that scene. We later find out that it was in

fact teasing at the upcoming film 'Avengers

Assemble'

Marvel have been very successful using

this technique to get the audince guessing

about upcoming films or projects and have

now included an end credit scene in all of

their films in their series. With their latest

one being in 'Guardians of the Galaxy'

where they tease with the appearance of

Howard the Duck.

The film order to AvengersThe films leading up to the avengers also

helped in providing the audience with

excitement and anticipation for the

Avengers, and gave the audience insight

into most of the characters and their

background storyline.

The films that lead up to the Avengers

were stand alone films for Iron Man, Hulk,

Captain America and Thor. 4 of the main

characters of the film. This aided in the

campaign of the Avengers as now the

audience knows the characters and knows

what their powers are they can utilizie the

style and look of these characters for the

Avengers film campaign. For example

using these characters in posters,

magazine covers etc. However at this point

they never showed all of the charcaters in

the film, leaving out Hawkeye and Black

Widow, creating mystery surrounding these

two charcaters who they can still use to

tease.

Avengers Teaser Poster

A further element that Marvel has

became very good at is the use of

symbolism throughout their campaigns

to tease the audience about what will

come.

This teaser poster uses that symbolism

perfectly as the whole poster is just the

logo of the Avengers with ‘Assemble’

written in the middle of it. There is also a

date ‘2012’ which is very brief and

doesn’t give any indication as to when in

2012.

Avengers also released six posters

showcasing all of the characters

individually (as you will see on the next

slide). This aids in the audience getting

to see what each character looks like.

Avengers Teaser Poster

These posters give us some

insight into each of the characters

who will appear in Avengers. All of

the individual characters are

creating their own brand and have

their own symbol that is associated

with them and these posters help

to enforce that further. Some

examples of these symbols are

Captain America with his patriotic

shield, Thor and his hammer and

Nick Fury with the eye patch.

The posters also help us get a

view of what will be occurring in

the film, we can see in the

background that it is set in a major

city and in the poster on the

bottom left we can see what

appears to be a flying alien in the

background, a hint to the enemy in

the film.

Avengers Full Theatrical Poster

Following on from the teaser

posters came the full posters.

Unlike the teaser posters we finally

get a glimpse of the team being

together and what they look like as

a unit.

However as we can see in both

posters Iron Man (Robert Downey

Jr) appears to be bigger then all of

the other members. This could

foreshadow his role in the team as

the leader or someone who does

something more important.

In the poster at the top there is

also an iconic building in the

background, Stark Towers, which

is also linked to Iron Man.

Furthermore also provides us with

a more accurate setting for the

film.

Avengers Teaser Trailer/ TV Spot

Marvel had the opportunity to

show a very short teaser trailer at

the Superbowl XLVI. This is the

first time they showed moving

images for this film in a short 12

second long clip. Within this trailer

we get to see all of the heroes in

the team but however we still don’t

see who the main villain is.

We have to wait to the TV Spots

come out for the reveal of the

villain to be showcased. This TV

Spot helps to provide the audience

with more insight into the overall

storyline. Within the first few

seconds we get the view of the

villain in a very sinister shot as you

can see to the left, and again the

Avengers logo is used at the end,

for the symbolism aspect of the

trailer.

Avengers Full TrailerThe full trailer the follows on from

the teasers, but this time treats the

viewers with 2 and half minutes

worth of clips.

Similarly to the other elements of

the campaign, Marvel tease us

again with the full trailer, only

giving us a little bit of info into the

main villain Loki. However they do

continue with their element of

symbolism surrounding each

character as they are all

introduced using their powers or

abilities, two examples are to the

right of Iron Man and Captain

America.

Avengers Magazine CoversEmpire magazine gave avengers 4 exclusive covers for their magazine all of them

hosting a different character. However different from all of the other content that the

campaign has provided so far the characters own unique symbol is hidden, with an

exception to Iron Mans suit. The colour scheme surrounding Iron Man and Captain

America relate to the colour schemes of their superhero suit, something that in a way

is also symbolic to their individual characters. But overall these magazine covers

provide us with something different then what the campaign has previously given.

Avengers Build up to #2After Avengers Assemble, Marvel

concluded that their ‘Phase 1’ of

the series was complete and they

was now working on their second

phase which included another

Avengers film.

Similar to the first avengers they

had a series of films leading up to

the big finale of the avengers to

finish off this phase. These run up

of films included The next

instalments to Captain America,

Thor and the final of the Iron Man

trilogy. But they also included a

new team of heroes in Guardians

of the Galaxy.

Avengers: Age of Ultron Teaser posterWith the new Avenger film fast

approaching, Marvel began doing

what it is good at and teasing the

audience.

There first poster, and first content

for this film follows their usual use

of symbolising in the characters.

Which is what this poster does

well. As all you can see is Ultrons

face on a black background it

immediately gives away that he is

the bad guy in the film. They are

also using the exact same

Avengers logo then before, but

however they have changed their

colour scheme to be red for this

film, this ties in with the bad guy as

you can see in the poster, as he

has red eyes and a red mouth.

Avengers Teaser Trailer #12 years before the movie was even

due to be out in cinemas and

Marvel have already dropped a

teaser trailer. However this isn't

the norm of teaser trailers.

The trailer consisted of just

Ultron’s helmet rotating with the

unveil at the end of the Avengers

logo and the title of the film. Where

this was released so early in the

films campaign it build up a lot of

speculation within the Marvel fans.

The trailer follows on from the

exact same thing that the teaser

poster had, with Ultrons helmet,

along with the red colour scheme

and the logo.

Avengers Full Theatrical Poster

With Age of Ultron now only a few

months away from being released

we are getting more and more

content. Like this full theatrical

poster.

However it doesn’t follow the

typical theme we have seen from

the previous content, we can now

see all of the characters alongside

each other, including the two new

Avengers for this film. The poster

also gives away a few more

narratives, we can see that Ultron

has an army, and alongside this

we can see the setting is once

again around the iconic Stark

Tower. Despite these differences

the Avengers logo is still in red

which does follow on from the

themes of the previous content.

Avengers Teaser Trailer #2https://www.youtube.com/watch?v=tmeOjFno6Do

The teaser trailer only just came

out recently, and prematurely as

unfortunately for Marvel their trailer

got leaked forcing them to release

it early.

This trailer provided the viewers

with more clips as to what the film

will offer, along with further

narrative and insight into the

storyline. Similarly to the previous

Avenger film, it follows the same

style of showing off all of the

characters alongside their iconic

power/style. The title of the film is

also identical to all of the other

content that this film campaign has

provided so far.

Avengers Magazine CoverAnother step in their campaign is

to try to get onto the covers of

magazines, this is so that they can

reach a much wider and precise

audience.

The magazine cover to the right

however isn't a main stream

magazine, but it does appeal to a

clique market with the title of this

cover being ‘Comic-con preview’.

The cover showcases the bad guy

within the film Ultron, who has so

far appeared on all of the

campaign so far. Captain America

and Iron Man also make their

appearance on the magazine.

However the title doesn’t follow the

same style as what the other

content has done so far with the

title being in white and not red.

Marvels AnnouncementDuring the build up campaign of

Age of Ultron, DC announced their

line-up of films over the coming

decade. Marvel followed this up

with their upcoming films in their

titled ‘Phase 3’. One of the films

they announced was another

Avengers film, but this time it is a

2-parter. They also announced that

Avengers Age of Ultron wouldn’t

be the finale of Marvels ‘Phase 2’

but instead Ant-Man would.

This announcement has already

kick started the campaign for the

next Avengers film titled ‘Infinity

Wars’ with the other Marvel film

Guardians of the Galaxy already

showcasing the villain in the film,

as seen on the right.