![]() 7, 2018-earned 289 million views in the first 24 hours, breaking the record previously held by the Avengers: Infinity analyzed the trailers for Marvel’s ensemble films (like The Avengers, Avengers: Infinity War, and Avengers: Endgame) to see how Marvel utilizes characters in marketing versus in the movies themselves.Stream It or Skip It: 'Huluween Dragstravaganza' on Hulu, Where Drag Performers Do Spooky Numbers The Avengers: Endgame trailer-released Dec. Trailers can be the most viral form of marketing. “Or, with the ongoing sophistication of the virtual worlds and electronic social interactions, do people feel stronger relationships with fictional characters and fictitious worlds?” “Are actors more relatable for fans because they are real human beings?” Lee said. What are studios trying to sell, and what do audiences want to buy? #MARVEL CHARACTERS HOW TO#The decision of how to market large casts and develop a relationship with audiences hinges on the balance between character and cast member. Good characters are better assets than weak ,” Lee said. “Good actors are better brands than weak characters. So, what did we find from our initial data? Here are some key takeaways: Characters that are given more screen time in higher-grossing films become more valued by studios in turn, studios will use those characters to market future films.īecause our analysis of marketing techniques focuses solely on U.S.-based strategies, our calculations include domestic box office sales only. Why did we calculate value this way? We are interested in how characters are leveraged by the studios, not necessarily how they-or the actors portraying them-are perceived by audiences. #MARVEL CHARACTERS MOVIE#So, Character A owns $250 million (50 percent of the total) in Movie X toward their overall value. Character A appears on screen for 60 minutes. Then, we multiplied that value by domestic box office success to learn what percentage of sales a character owns.įor example: Movie X makes $500 million and runs 120 minutes. ![]() We used screen time to find the percentage of each movie a character appears in. Using the screen times of more than 200 characters in Marvel Cinematic Universe (MCU) determined the amount of money each Marvel character generates from each Marvel movie. Measuring The Value Of Franchise Film Characters Take a look at Marvel’s massive portfolio: How much are the characters worth? How is that used to market movies? “From a purely business point of view, the benefit of owning a large cast of characters is similar to that of investing in a well-diversified portfolio of financial assets,” said Lee, who has researched brand marketing and the impact of movie contract structure on channel scheduling. Since the original Iron Man film in 2008, Marvel has introduced hundreds of names and started eight additional character-based franchises. But brands need faces, and selling a relationship for 19 movies requires a lot of them. Movies are no longer stand-alone products but part of a larger brand or experience studios are selling to customers. ![]() Whitman School of Management at Syracuse University. “The increasing reliance of Hollywood on sequels with franchises of characters indicates a fundamental shift of focus,” said Eunkyu Lee, professor of marketing and associate dean for global initiatives at the Martin J. It’s the kind of lucrative long-term relationship that most franchises dream of. Marvel Studios is more than a decade into creating a universe that continues to break the box office - 2018’s Avengers: Infinity War grossed a record $2 billion worldwide. The following may include spoilers for Marvel Studios movies.
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