synergy in avengers assemble
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Synergy in Avengers Assemble
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Blockbuster A movie which is a huge financial success. In common usage a "blockbuster" is a movie that has a box-office of more than $100 million upon release in North America. global appeal, attracted mass audiences Summer = 40% of their year's takings are concentrated into this period Possibly major star, or is part of a franchise, or is a remake, or an adaptation of a book, comic, tv show or computer game how does this help a film? high production values
ReceptionA huge weight of expectation met The Avengers Assemble upon its release. The film needed to be a rewarding smash; many had invested in these characters before and paid to see a range of related films. The Avengers is perhaps the most humorous of recent superhero movies, a big contrast to the two other major comic adaptations of 2012 - the moody and serious Dark Knight Rises and the gritty and emotional Amazing Spider-Man. The Avengers had plenty to satisfy a range of moviegoers.
Synergy Jill Nelmes, in An Introduction to Film Studies defines synergy strategy as: Combined or related action by a group of individuals or corporations towards a common goal, the combined effect of which exceeds the sum of the individual efforts.(Nelmes, 1996: 42)
Synergy can come in a number of different forms: Product Placement Companies pay to feature their product in a film, which often leads to a deal in which the films protagonist or other characters are featured in their advertising campaigns. Tie-ins Promotional Partnerships, where the film or its characters will feature on existing products. This may be in the form of competitions. Spin-Offs Products based on the original, i.e. the Film. A film may be a spin-off of a television series, or a television series may be created as a spin-off of a film. We can also think of this as media convergence. Pre-Existing Property If a film is based on pre-existing material (for example a video game, novel or comic book) the pre-existing material is often re-released featuring imagery from the film on its cover, or a special edition is released in synch with the films scheduled cinematic release. Merchandise Companies created products specifically for the film, for example toys, calendars, video games. These products not only help market the film, but the audiences knowledge of the film brings their awareness to the merchandise. Vertical Integration When distribution and some forms of exhibition are kept in-house, meaning other subsidiaries of the conglomerate (who owns the production company) distribute the film and create DVD releases of it.
Synergy in Avengers Assemble The Avengers is perhaps one of the greatest examples of the extremes synergy can be taken. The film is based on pre-existing property and has raised the profile of its comic book characters, most of the characters have been features in spinoff television animation series, re-issues of the old comic books, or re-branded new comic book series. Tie-ins have been arranged with fast food restaurants such as McDonalds (for their happy meals), Dunkin Donuts and Baskin Robbins and fizzy drinks, such as Pepsi. However, the most unique facet of The Avengers marketing and synergy campaign is that each of the protagonists has their own film(s) which have been used to market The Avengers. Each of these films has had tie-ins, product placement, merchandise, computer games and spin-offs and each is based on pre-existing property - which has been exploited and promoted by the films release. Iron Man, Thor and Captain America have been film franchises in their own rights, but from the build up to the release of Thor it has been clear that they are all part of the campaign for The Avengers. Marvel was bought by Disney, however a pact was organised between Marvel and Paramount Pictures to produce a slate of comic book films. The inter-relationship between two organisations owned by two different conglomerates: Disney and Viacom respectively, expresses the oligopoly nature of Hollywood. In 2012 this relationship ended leaving both with sizeable profits and Disney will continue to distribute the later films, including Iron Man 3 and The Avengers.
Why was Avengers released earlier (April) than the usual summer blockbuster?That summer (July): The Amazing Spider Man was released which is also based on a Marvel comic. Dark Knight Rises (DC Comics) Would the production company and distributers want to risk going up against these films?
Further reading What next for the global blockbuster? http://www.guardian.co.uk/film/2012/jul/26/ what-next-for-global-blockbuster Whatever happened to the American blockbuster? http://www.guardian.co.uk/film/filmblog/201 2/feb/07/whatever-happened-to-americanblockbusters
Past Exam Question (June 2011) Successful media products depend as much upon marketing and distribution to a specific audience as they do upon good production practices. To what extent would you agree with this statement remedial study? 50 marks, 45mins
AO1 Demonstrate knowledge and understanding of media concepts, contexts and critical debates, using terminology appropriately and with accurate and coherent written expression.
AO2 Apply knowledge and understanding to show how meanings are created when analysing media products and evaluating their own practical work.
Essay IdeasWhat should you include? Case study Avengers, Working Title Media terminology Other media texts that you have looked at Synergy ways of marketing a film, its importance Blockbuster in relation to audience?