Unit 26 Task 3

Within this article, I will discuss the production and marketing used to generate the big build up for Marvel Studio’s biggest film up to date; The Avengers.

The Avengers has been called one of the most ambitious movies ever made, by many critics and film producers alike. It has taken the world by storm, and in doing so; has created one of the largest fan-followings ever recorded. This was the main factor that producer; Kevin Freige had in mind whilst producing the multi-hero film. And being the first of it’s kind ever to grace the silver screne, Fridge had a lot to rise up to.

The Avengers characters rank as one of the most loved team from Marvel’s comic book universe. Characters, such as Iron Man, Hulk and Thor are loved from all age-ranges, however to have them all in one big movie, it is relatively hard to aim for one specific target audience. Yet, if you relate back to our culture, and back when we were all younger- mostly all the boys from the ages of four and up liked The Hulk, Captain America, or Iron Man. So to say what target audience Freige has aimed for this movie is very two-sided, however naturally, you would lean more towards the younger target audience range. Yet this does not

stop teenagers, or young adults enjoying the movies as much as the younger audiences; as Super-Hero’s are becoming more modernised; so much that they experience things that we do; and with teenagers, finding role-models is apart of their culture, and way of life.

The film classification given officially by the BBFC for The Avengers is a PG, however I really do not agree with this rating. Though predominantly, the film is aimed at the younger target audience, I do not believe that it should have been given such a low rating. One main factor for the film is the violence. The whole narrative of the film is based upon the war between the Avengers, and the evil aliens; Loki and his army, the Chitauri. The movie it’s self contains many violent scenes; though it doesn’t show much blood and gore, it’s enough, in my

opinion to go to a 12 rating, as bullets can be seen aiming for people’s heads, guns and other weapons are also used to defeat the main villains’. Consequently, adding all these small factors up, it is enough to give the movie an “R” rating fro violence. Another reason is the language used. Though it is mild, there are enough to be noticeable throughout the narrative. As well as secret, hidden innuendos that younger viewers may not pick up upon. But also, one of the main characters goes through a “Withdrawal” phase. Though mild, this can be aimed as a suggestion of drugs/abusive substances used. However, this does rise the issue of what we, as a culture now expect our movies to be, and rises some questions like; what is the difference, really between a 12 and a 12A, or a PG and a U. But also, this shows how more lenient we are to our children being exposed to mature themes, such as drugs and violence. But you would expect, as we are more protective of what children see, you would think that even this film, would have been given a higher rating. But ultimately, it depends on the consent of the child’s parents, and what they think is right for their child to see.

However, linking back to the idea of aiming to a certain target audience; it is evident that Freige has aimed to build upon a wide spectrum, having the Superhero’s themselves aimed towards the younger generations, and the violence, mature themes and sexual innuendos aimed for the more older generations. Fan base is also another factor that contributes to

the films target market, as by aiming towards teens; who spend most of their life online and blogging about what they’re interested in, The Avengers “hit the nail on the head” with aiming for teenagers, as on Tumblr, there are many accounts that blog about their favourite Super-hero. And of course, the idea of “idolising” a celebrity, who and what they stand for is one of the main factors to why teens are so attracted to Marvel’s Cinematic Universe. They, ultimately help bring the Marvel Universe alive; by spreading reviews and comments of the film it’s self via word of mouth, but also creates a huge following; for support of the films and Marvel in general, and in turn, creates an expectation-especially with teenagers and their culture, which ultimately leads to more viewing at the cinema.

But also, the idea of “hero’s” is what the younger audience like within these movies, as the characters are seen as role-models, and act as propaganda, in a way, to inspire the younger generations. And in this way, the characters from the comic books and the silver screen become more than just a movie for some people. And because of so much interest shown within the film, it is not just Marvel that benefits from a success of the film; brands used within the movies, such as a specific car, bike or piece of clothing issued by a certain brand, will

ultimately gain more profits as people buy the merchandise and anything associated with a major film.

Taking all this into consideration, this links onto the next factor to the production and marketing of the film; it’s publicity and marketing strategy.

Though I have already explained in detail about how “Target Audience” is linked to so many issues and ideas; the marketing is very similar to the target audience. If you do not get the marketing right, ultimately, there will be no target audience to aim for.

This can be proven by the advertisement for the film. Predominantly, most of the merchandise for the Avengers is aimed for younger children. Products, such as Toothpaste, Shampoo, Action Figures, Bed-Covers, Wallpaper, Lunchboxes and other eating

accessories were all mass produced after the trailers were released; so to create more interest, to both children and parents and obviously, more money for the company before the release of the film. However, merchandise can also be shown as a main contributing factor to how well the film does in success and is a big part of marketing and production. Clothing and even fragrances have been made to promote the film, and even three years after the movie has been made; it is still one of the most talked about films up to date, and still ranked as one of the most adventurous and best of our generation.

But also, linking back to the idea of a “fan-base” spoilers, and teasers keep the interest flowing for bloggers to blog about; on any kind of social media. But also, as celebrity accounts being followed and issuing tweets, allowing them to tease and taunt fans, giving away spoilers and general hints

about the film’s plots. This gives a lot of power to Marvel’s hands, allowing them to drag out much anticipated trailers, before the film is released. This, in turn creates the “buzz” before a trailer is released, and this is how interest for the films are generated; through word of mouth on social networks, such as Twitter. And, depending on how many re-tweets and favourites the post has, the more it is spread though out the social networking site.

Award ceremonies are one of the main factors of any publicity for any kind of film, and to maximise interest. Especially for promoting and celebrating the films success. Marvel’s

Avengers holds a current total of ten different awards. (As seen above.) However, most of the awards shown have been won at the MTV Movie awards; an award show that is very popular with teenagers and the younger audiences, again, this is lining back to the idea of a “fan base” and creating a huge following for the films. This, again also links to social-media having an influence on films; as it is often the case with Award shows like MTV for the movies to be voted for by the general public. Having won the “Best Movie Award” For 2013, this shows the success that The Avengers have made; this shows the support and following that the film has gained through social media. And as awards ceremonies are popular with the younger audience, this also links to getting more people-that would not necessarily be interested in the film- to go and actually watch the film, or watch the trailer. And though subtle, it is a clear way of getting more and more promotions for the films; as the more awards won, the more “better” the movie seems to be.

Interviews, however, seems to range as the most obvious and best point to maximise an interest for the film. Chat shows, are often a major pivoting factor to whether or not someone goes to see a film-as the cast are introduced, along with talks and clips from the trailer it’s self. This, again links back to the idea of “Celebrity culture” having someone we idolise being put into the spotlight. But also, this gives a chance for avid fans of the cast to learn more about the movie and their opinions.

The most interesting searches for interviews, however seem to be for “behind the scenes.” As yet again, this links back to us being a very curious society, wanting to know anything and everything about the celebrities and their lives, but also; to see what goes on behind the scenes of the film. This, within it’s own right- opens up a whole new dimension to film making; and gives us, as a viewer, more insight to the world of Hollywood. And it’s actors. This brings up some questions; Are we becoming more greedy as a society? This can be proven by how intrusive the press are becoming within celebrity lives, as we feed and revel of Celebrities having “normal” issues as we do, but also, there is apart of us enjoying, thriving off the fact that we like to see Celebrities suffer.

Film premiers are also another way, and probably the most interesting way of gaining the most publicity. With a film like The Avengers, having such a diverse and popular cast; this enables the movie to be premiered in many

countries. And often, with film premiers, they are covered on any kind of news bulletin; as it is almost “tradition” for us as a culture to celebrate the release of any new film. Once more, this factor links back to the idea of us as a culture-and the “fan-bases, or fans” being able to get signed autographs and meet the cast in person, a film premier is one of the most positive and best ways for promoting the film. But also, it is an excuse for film lovers and avid fans alike to get the chance to celebrate something that is enjoyed, and again, liking back to being a culture; we all crave party and celebration. But not only that, “panels” are often held after or before premiers; and Marvel is known for brining their cast and their newest releases to the event: Comic con.

Comic Con is one of the most important dates in any avid comic book fan’s calendar. Yet, it is not just comics that are celebrated, debated and discussed. At comic con, guest speakers; such as cast members of any up coming Marvel movie are asked to attend panels; where fans of their films will ask them questions. This gives people the chance to see their “idols” in the flesh. (Linking back to the film premier.) As well as create costumes and wear them for the day. However, this is also another chance to promote the films, and often teaser clips or full on

trailers and exclusive content are released at the biggest Comic Con of them all; San Diego. It is often tradition, for the producers of the film, and screen-play writers to make announcements for following films, such as film titles and plans for sequels. Announcements like these; keep the speculation, theories and excitement to continue for the hard-core Marvel fans and film lovers of the Marvel series alive, and this is another way of keeping the interest up, and keeping bums firmly planted on the cinema seats.

BIBLIOGRAPHY

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http://www.comic-con.org/aGbout“San Diego Comic Con: About”[Found 28/01/15][Author: Gary Sassaman]