Audience and Institutions Essay

Marketing is extremely important in the film processes. Marketing is the way that audiences of the films are aware of the films. Different production companies have realized the importance of marketing and have enacted a plethora of different strategies in order to fully market their films. 

Spiderman Homecoming seems to be a great example of the importance of marketing in order to acquire a successful and profitable piece of film. The production companies for this movie is Columbia Pictures and Marvel studios. The marketing seemed to be a success as it was the second best opening ever for Sony. The first marketing strategy and debatably the best strategy for the movie was merchandise through toys. The merchandise for this movie seemed to be the best marketing strategy out there. The films advertisement department recognized the demographic for their product and was able to capitalize on that to further push their movie. The merchandising for Spider-man Homecoming was also done through a PS4 exclusive title that brought hype for the movie. The marketing seemed to be specific to a certain demographic. The marketing also went a step further and had cross promotion with target in order to push their action figures. They then did some synergy between Cinnamon Toast Crunch in order to market their movie through them. All the merchandise for the movie was released before the movie came out in order to create hype for the release. The actors and artist who were involved in this movie went on to the movie made about $880.2 million worldwide and only put $140 million dollars into advertisement. The marketing seemed to be highly important in the success of this movie. There was a huge emphasis in the marketing of this film, and it created a huge profit for the parties involved in the creation of this film.

 Guardian of the galaxy Vol. 2 is another Marvel studio film that used marketing to boost the film in the end. The film utilized a lot of cross promotion in order to boost the marketing of the film. The film had a couple of campaign partners when trying to promote itself. Some of these partners were Hasbro, M&M’s, Sprint Corporation just to name a few. These companies propelled the marketing of the film and plastered the film all around. They also made a lot of toys to target the kid demographic in the marketing process. The marketers also decided to plaster the film on a game of monopoly. The film seemed to be everywhere and on practically on every product. There were shirts, posters, cups and phone cases used to market the film. This was done prior to the film release to have this film in the minds of the people of the world. The biggest marketing strategy I believe is the decision to plaster a commercial for the movie during The Super Bowl. The price to have a commercial play during The Super Bowl is extremely expensive but the advertisement department realized the importance of marketing this film and decided to play it during the Superbowl. The trailer played across the screen of millions around America and was talked about for weeks on end. Due to the marketing and advertisement the movie was able to make $863.8 million worldwide. The marketing is what propelled the movie into the minds of the audience. Through this the audience will go out and view the film and this was a perfect example of how marketing is extremely important to the success of a film.

 Jurassic World was another film that utilize a lot of marketing in order to garner its success. The movie started its advertisements through the trailers. The trailers were distributed through the internet was able to garner a good view count. The official trailer posted on the Universal Pictures YouTube channels has garnered 89 million views. The trailers did a good job hyping the public up for the movie. They decided to also re-run older Jurassic Park movies on NBC in order to bring hype and excitement for the upcoming Jurassic World. They then decided to release posters that were limited editions for the movie. These posters garnered a lot of attention from the fans of the series. The movie was extremely hyped through the video and game promotions. There was Lego sets and a Lego Jurassic World video game that was announced while the film was announced. Lego also released an abundant number of toys pertaining to the film. To help reach the kid demographic they had Jurassic World themed candy. There was also another video game released through mobile that helped boost the recognition of this film. Through the past films and a number advertisement through trailers and toys this film was able to garner $1.67 billion USD worldwide.

Black Panther had a very unique and diverse marketing strategies. The strategy used a lot of different tactics and elements in order to push this movie into the minds of its audiences. The first unique strategy that they utilized is to host certain events in order to promote the movie. This movie was unique and had a different demographic to it, so the promotion wasn’t focused on the kid demographic. Yet this still did have merchandise that appealed to them. They released a lot of clothes, toys and accessories that represented the movie. The did this through online and physical shops. This wasn’t their only strategy though. The merchandise through toy would be easy because the character isn’t as popular any other marvel superheroes. so, they initiated another form of advertisement. One of the best marketing strategies that was done was to host special events. One of the events, hosted by Marvel Studios, was a New York Fashion week. The marketing was done through a form of art. The pieces shown through this event were outfits inspired by the movie. They also had the lead actor participate in a mobile game event to market the movie further. Though this helped I believe the biggest marketing strategy was the one they did with Kendrick Lamar. He was a main feature on the Black Panther soundtrack and had many other popular artists featured in it. The soundtrack stayed at number one for three consecutive weeks on the Billboard 100 chart. The popularity of the song propelled the movie and made it a huge success. The movie was able to reach $1.344 billion USD worldwide. Through its unique and successful marketing strategy, the film was capable of garnering a huge sum of profit.

 The film industry has recognized the importance of marketing. They have unique and effective tactics when it comes to marketing that propel their films. Through marketing all these films were able to earn a great load of profit. This shows the importance of marketing in the film industry.