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The Avengers SynergyThe Avengers is a 2012 film producedby Marvel Studios and distributed byWalt Disney Pictures. Marvel Studiosis a motion picture studio owned byMarvel Entertainment, which in turnis owned by Walt Disney Company.The DVD, blu ray and digitaldownload was released by WaltDisney Studios Home Entertainment.The score was by Alan Silvestri andreleased under the label of MarvelMusic.
Promotion – Video Games To tie in with the release with the film, Marvel Entertainment made a deal with a major games developer, Ubisoft, to create a video game based around the Avengers. This is an example of horizontal integration. Contrasting this, the web based game “Avengers Alliance”, was also used to promote the film, but is an example of verticalintergration. The developer, Playdom, is asubsidiary of Disney Interactive Media Group. This use of new technologies to promote the film is a good marketing strategy to reach a larger audience and gain more money.
iTunesThe first trailer for the film debuted exclusively on iTunes Movie Trailers. It wasdownloaded of 10 million times within the first 24 hours, breaking the websitesrecord of most viewed trailer. Disney, or Marvel, would have made a deal with iTunes,allowing them to be the distributers for the trailer; this deal would be beneficial toboth companies. Avengers would have gained huge attention and probably increasedticket sales for the film, whereas iTunes would have a lot of traffic coming into thewebsite due to the exclusivity of the trailer.On the Avengers website, an iTunes logoalongside an apple is advertised to theside. This is an example of horizontalintegration.This is an example of viral marketing usingnew technology and new means ofdistribution. The trailer to the filmappeared in cinemas, on the tv and theinternet. The internet is the mostimportant one, because it reaches thelargest amount of people who arepotential customers.
TV A TV series based around the fictional organization, SHIELD, which is present within the film is being produced by Marvel Television and being distributed by Disney-ABC Domestic Television. The show is going to tie in with the universe established by the film and star Clark Gregg. Clark Gregg plays a fan favourite in the movies and putting his character into the show is a good marketing ploy. Also, the show is being written, directed and produced by Joss Whedon. The director gained a lot of attention from his commercial and critical success with the Avengers and putting him at the helm of this project will draw in a larger audience. ToysMarketing to younger audiences involved action figures and toy props. Presumably, MarvelToys, a subsidiary of Marvel Entertainment, manufactured and produced these toys.
PostersThe main concept of the Avengers movie is a big,action packed summer blockbuster that consists ofan all-star and can appeal to everyone fromhardcore comic fans to average cinema goers lookingfor some fun. The marketing did a good job atenticing both of these demographics and this isevident within the posters. The posters portray thecharacters that the fans love, but also shows off thescale of the movie, the burn buildings, smoke and adevastated NYC etc, and it also makes sure to includethe all-star cast within the picture:• Robert Downey Jr.• Chris Evans• Mark Ruffalo• Chris Hemsworth• Scarlett Johansson• Jeremy Renner• Samuel L. Jackson• Tom Hiddleston’s name is also present.
Synergy“The interaction or cooperation of two or more organizations, substances, orother agents to produce a combined effect greater than the sum of theirseparate effects.”Disney’s Avengers a perfect example of synergy,to market the film, they cooperated andstretched themselves across numerousindustries to build a greater marketingcampaign.
ConvergenceThe Avengers also gives us a good look at thebenefits of using convergence. To produce andmarket the film, Disney used various mediaplatforms in conjunction, both old and new, tocreate one of the highest grossing films of alltime.