Social Media- Anyone who watches tv or is on any form of social media has undoubtedly seen advertisements for the latest Captain America film. The constant repetition of advertisements has convinced many not primarily interested to eventually decide to go and see it. By barraging potential viewers with ads across all platforms, Marvel has successfully and forcibly made the movie's prescence know to all of America.
Curiosity- The idea of Captain America facing off against his ally Iron Man is an intriguing one. The title alone containing the words "Civil War," immediately grabs the curiosity of Marvel fans. Questions are raised such as "Why would the two heroes fight?" or "Who will win?" Naturally, these questions can only be answered by watching the film. Through posing a seemingly impossible conflict between two of its most beloved icons, Marvel instantly hooks millions of consumers. Ads pose the question of "Whose Side are You On?", and fans begin to take sides of "team Iron Man," or "team Captain America." However in the end, the true winner is Marvel. Another tool Marvel has implemented to invoke curiosity is by introducing new heroes. As soon as ads were realeased showing the prescence of Black Panther and Spider Man in the movie, even more conusmers, myself included, were immediately sold on viewing on the film. The technique of subliminal persuasion through unanswered questions and intense camera angles is what has made the movie ads so effective.
Collaborations- To further promote its films, Marvel has repeatedly done cross-marketing with other brands and products. By adding exciting images and clips of the film's heroes on boxes of Pop Secret, Pizza Hut, and Kellog's cereals, some fans become convinced that they cannot fully experience the film without consuming these products. While I personally cannot stand any of these fattening prodcuts, the technique has effectively persuaded millions to buy into both products.
Marvel's movie industry has bult itself a marketing empire that is only going to strengthen over the years. As its profits grow, so will its advertising and its effectiveness. As long as there are super hero fans and adults willing to take their children to see the film, Marvel's movie success will remain a constant in the box office. Other film produces need to take note of the techniques that Marvel has mastered so well to promote its movies. What Mavel does have that nearly all others lack, is a legion of loyal fans, myself included, who will always pay to see its films regardless of the reviews.
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