The Deal With Marvel Movies
Television is dying medium, we all know that. While older viewers may still frequent news channels, as more and more younger consumers begin seeking entertainment, they tend to gravitate more to places like Youtube and Netflix, which are more accessible. But despite that, the movie industry remains alive and well, with Disney, one of the largest companies in the world reigning supreme. One of their key franchises, and the one I'd like to talk about, is their Marvel Cinematic Universe. Its developed something of a cult following over the years, with moviegoers and comic book fans alike flocking to the plethora of movies it produces. It has created something of a culture, with most of the friends I've talked to being excited to see the newest installment, Endgame, which comes out Thursday.
The "geek culture" Marvel has developed is similar to the lifestyle many corporations seemed to want as shown in the documentary we saw in class this morning. People will see the next movie regardless of whether or not the trailer even looks good, just because its Marvel. They've developed a trust with moviegoers that causes people to want to see their movies. Even knowing it exists doesn't make me not want to see Endgame, because I trust that it'll be worth my time and money.
Marvel's marketing strategy is also rather interesting. I haven't seen any traditional advertisements for any of their movies recently, or even really any television ads. What I have seen is quite a few Youtube ads containing clips of the trailer with links to the full version. That, alongside sporadic talk show interviews with actors seems to have been enough to stir up hype for the movies, with no real need for any deceptive language.
Marvel's marketing strategy is also rather interesting. I haven't seen any traditional advertisements for any of their movies recently, or even really any television ads. What I have seen is quite a few Youtube ads containing clips of the trailer with links to the full version. That, alongside sporadic talk show interviews with actors seems to have been enough to stir up hype for the movies, with no real need for any deceptive language.
It's interesting how much sway a few hyped trailers with no actual content have. Do you believe the quality of a previous product will make people trust the brand enough to consume more products, even if the quality of the new stuff isn't as high? Maybe people think of brands or companies as companions, of a sort, because they are influenced by the materials produced. (Also thank you for putting Marvel in here I am a lifetime superhero geek.)
ReplyDeleteAll of this makes a really good point. Connecting the idea that Marvel is building up a "geek culture" with the lifestyles corporations push upon consumers is a very interesting notion. I've never thought of it that way. A key difference is that Marvel's advertising technique is built upon trust, while these "lifestyle corporations" simply rely on subconscious associations people make. However, I would like to say that I don't think much was really need to stir up the hype for a movie as important as Endgame. Good analogy, but movie advertising has changed over the years and still has some key differences against other forms of advertising.
ReplyDelete