P4(b) Advertising

Meaning and Purpose : In this section, I will investigate how Marvel use internet and traditional way to promote & Advertise their latest movie through public. Meaning of Advertising is an act of calling people attention to the product by paid announcement. By advertising its own product, more people will be aware to the media product and it will gain benefits through those all advertisement to maximise the income for the Movie. 

Marvel had spent lots of effort to promote the movie of  "The Avengers". Marvel mainly used social media - "Instagram"  to promote their movie. Instagram is really similar to Facebook and twitter which Marvel will post different movie related pictures on the timeline. People who followed this Avengers account will be able to see the picture and attract their attention. As The Avenger's Instagram account  had 77.7 K of followers which is not bad consider Instagram is a free way for Marvel to promote this movie.

Marvel had also co-operated with three food industry company in U.S to let the customer to buy the food at the same time to have a chance to win a free ticket to watch The Avengers in the cinema. Dr Pepper , Hershey and Red Baron had joint this event to allow customer to win a ticket if they buy purchase any one the of the product over $20.

In countries like USA, Canada, Hong Kong, there were lots of different activities about The Avengers. If customer who bought certain amount of good, they will be able to get a stamp. Once they had collect enough stamp, they will be able to get a cup / toy about the character of The Avenger.

TV Advertising 

Avengers had placed different movie poster on public transport. The advantages of sticking advertisement on public transports like buses is they have higher chance to attract people attention, as the bus will be driving around in different area. People on the street will definitely see the poster when they are on the street. Usually this kind of poster will be only on once the movie is release.

As marvel is one of the most talked company in the worldwide. Marvel had then published an advertisement with Coke Cola which the character were all based on the The Avengers. As Coke Cola is the most well - known company in the world. Marvel had a great platform and opportunities to advertise the movie on TV / Internet. In the screen shoot, you can see the camera had been zoom in to show the superhero (Hulk) is drinking Coke Cola. It gives an image to the public that all superhero will get power after drinking a can of Coke. It will attract more people to buy the Coke and watch the movie in the cinema.

Cross Media 

To promote their latest movie to different group of audience. Marvel had decided to attract gamers attention which help to increase the profit of the movie. Marvel had made series of games which support wide range  of platform (playstation , xbox , android , iOS )  which all base on the character in the movie which made by Marvel . All the action which made Marvel now became a cross media company as it step into game industry as well as movie industry.

The game can be found on lots of place such as gaming shop , app store , online shops , steam etc.  Steam is currently the largest gaming platform which serve all over the world wide. It has 125 million of weekly active users , therefore it is the best and ideal platform for Marvel to promote their movie to the gamers.

Being a cross media company, Marvel had to aim the right target of area to promote their product to  people as many as possible with minimum effort. From the graph above, 3 consoles , PC & phones / tablets has a very steady rise of sales in the global.  Marvel had aimed the right target which all the software support those platforms.

After the movie had been released,  Marvel had also made a DVD of the soundtrack and sale it online   or shops. The music were all created by Marvel , therefore Marvel had to sale the music to fans to increase their income. As this movie had a global influence to every target audience , the rating of the album was be rated as 4/5 stars which was quite good consider normal musical artist album was usually rated at 3.5. There is a example above of one of the music from the album, which was published by Marvel on youtube.