The producer of Iron Man 3 targeted both Marvel fans and young audiences. To reach these groups, the film was widely marketed through trailers on websites like YouTube and the official Marvel site. Print advertisements for the film were also placed in magazines, newspapers, and as posters. Word of mouth from positive reviews and recommendations helped increase interest in seeing the third installment of the popular superhero franchise. The high box office revenues showed that the broad targeting of Marvel enthusiasts and families with children was successful.
2. Introduction
Within the film industry, there are always film producers who will
produce a film yet target different types of audience.This is because
the film then will be able to consume more money for the making of
the film and release great different ideal merchandise which can
have a wide variety of age range. For example there are films out
there which are targeted for teenagers which younger children will
be included in the audience as children themselves will want to see
the DVD.There will be merchandise which will appeal to both
children and teenagers.They will each get their own selection of
things they can buy like jewellery, pens and note pads which could be
considered for teenagers whilst the children would get toys, teddies
and possibly bedding helps raise money from the making of the film.
Making it worldwide and loveable the producers will make more
money than they initially used for the budget.
3. Synopsis
The Marvel Studios Iron Man 3 is a whole new adventure and
mission forTony Stark as he comes against an enemy who reaches
no bounds. As soon as Starks personal world is destroyed before his
very eyes by his enemy, he then sets off on a quest to find the
person responsible.This journey itself will test Stark at every turn
he makes. After a while he is left to survive and complete his quest
with using his own devices and not dependant on the suit, relying
on his ingenuity and instincts to protect all those that are closest to
him. Fighting his way back, he then finally realises and discovers
the answer what has haunted him for a while, and that very
question is does the man make the suit or the suit make the man.
4. For the new release of Iron Man 3 (2013) directed by Shane Black is becoming a
huge success. Only having been release 18th April 2013, there is already a crazy feel
for the film and its merchandise. By having Kevin Feige produce Iron Man (2008) as
well as Iron Man 2 (2010), and now the new release of Iron Man 3 (2013) there only
seemed to be one set target audience from the start which have all been carried
through new experiences from each Iron Man films. Having all of the Marvel fans
targeted, as well as the youngsters are targeted as it has been made from comic
books, It has been made to stay friendly for them. After it being a success and
everyone loving the film and merchandise made and money made from it, the
prequels have been made and the franchise growing. Having a new director for the
film, has gave the actual film another meaning to go and see it as its like there is a
great expectation of the film. Having a budget of around $200 million and then
getting a box office taking at around $1,196,616,000, shows how much of a top
quality film people seem to think it is.
5. As the distributor of the film isWalt Disney Studios
Motion Pictures, this also enables the actual film itself
for more audience. As I was saying before, with it
being kept friendly for a younger audience this will
allow Walt Disney to release the majority of the
merchandise aimed at children in all the Disney stores
which are placed in different countries.
6. Marketing of Iron Man 3
The film Iron Man 3 has been marketed by using a very wide variety of
different ways. As the days are becoming more modern, advertising a film
has become easier to do on the internet through things such as social
networking sites. Having little adverts pop up which enable people to click
on it which can direct them to an official website makes marketing again
much easier then it may have been 10 years ago. Having official websites
which hold the official trailers as well as sites such asYouTube allows the
audience to view what is on offer for a brand new film.YouTube itself will
only hold the trailer and nothing more because it is one place anyone can
go to watch thousands and different videos, trailers, music videos and so
on.Whereas the official website for a film such as Iron Man 3,
http://uk.marvel.com/iron-man-3/#/trailer-3 holds a trailer, a synopsis,
screen shots of the film and even more advertisement links at the bottom
which like to more marketing for the film. Bringing out and pushing more
of Iron Man merchandise is reinforcing that the new film has been
released or going to be released again discretely promoting the film so
7. From on screen advertisement to print, Iron Man 3
posters have been placed everywhere. From bus stops,
to posters in the actual cinema to show what will be
released soon or even what is in the cinema it all links
into place and relates.You can’t go wrong with the
marketing of a film especially Iron Man 3 which is a
prequel from the first and second. Having pictures
posted on Billboards, in newspapers and magazines, it’s
not unmissed to the human eye so the marketing is
down to aT. Knowing the older generation are more
likely to look within the newspapers, and the fairly
younger generation are going to be looking within
magazines, that’s just hitting the target audience as
even now the majority of people within the world love
the Marvel films. As well as images and posters within
magazines, interviews and reviews are held in more of
the film magazines which also encourages people to
see the film, film mad people who want the second
opinion to know if other people like it which could also
come under word of mouth, reading a review or
interview can get more people intrigued to watch the
film.
http://www.youtube.co
m/watch?v=oYSD2VQa
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Trailer
8. Word of mouth is one of the essential ways of people hearing about a
film and making them want to go and see it. It’s all good seeing
trailers and saying you want to go and see it as trailers always seem to
pick the most vital parts of the film to show, they show the more
exciting bits to grab the audience’s attention and then sometimes it
can turn out disappointing. With the Iron Man 3, it has become a big
thing more people are going to see the film in my opinion from word
of mouth. As it is the third one, some people can say the film itself can
be dragging so the people who go to see it and tell other people that
its good or brilliant makes all of the people who haven’t saw it want to
go and see it. Its becoming a point where, a friend or families opinion
and thought on a film encourages people to go and see the film. All of
the marketing skills which Marvel have used, seem to mush together
and work together helping each skill out, no film is successful without
an audience who enjoys the films and watches them. Having a
brilliant campaign going and focusing 0n the target audience has
made the film a success.
9. How has the audience for Iron
Man 3 been targeted by the
producer?
10. Media Term – Anchorage (Anchor)
Fixing of meaning
e.g. The copy text anchors (i.e. fixes to one spot)
the meaning of an image (for instance, a single
rose, that could be used for an ad for anything
from a dating agency to a funeral home) in a print
advertisement
It fixes the meaning of an image and directs the
reader to the text. For example, newspapers use
captions to anchor the meaning of photographs.
11. Looking at the actual poster and
having the Iron Man 3 in huge letters,
and people would think that that is
anchoring the actual film but I
personally don’t feel it is.The fact
that it has Marvel above the big
letters, it is standing out on the
actual Iron Man image.This is
showing everyone that it is a Marvel
film and Marvel related. It reinforces
the image and the comic book feel
again and for all those Marvel fans
which can be considered as the
target audience.
12. Finding Information on Target
Audience
There are many methods of how to find out the target audience of a film.The main way
in which I feel that they would get more success from a method is figuring out the genre
as well as the age certificate of the film.This would lay a base for finding the right target
audience because after this has been done they can then set out to who they want the
target audience to be. Knowing the genre of the target audience which can possible be
considered as the demographic group. By also looking at other similar films or
sequels/prequels is another method they can use to make it easier for them to focus on
the target audience.This can make it easier for the producers to select the demographic
group. By also doing a mix of either or a range of surveys, online blogs and
questionnaires also gives off a clear indication and a better result on the kind of audience
that a producer wants to target.
13. Breaking the information into trying to find the right target audience up into several
different categories/factors is another method in how to target a specific audience. Not
all of these factors work or fit into everything but they are all still yet considered within
the research on the audience. By thinking of all possible outcomes and possibilities the
factors help the producers.The factors which are thought about are:
Age
Gender
Religion
Race
Sexuality
Education
Occupation
Annual Income
Disposable Income
Current and desired lifestyle
Media Interests
Buying Habits
Loyalty to brands
