Home Entertainment Endgame and the keys to why it is a marketing masterpiece

Endgame and the keys to why it is a marketing masterpiece

Image: Twitter via @ Avengers

the mount generated by Avengers: Endgame has reached enormous proportions, demonstrating undoubtedly that the MCU It's a marketing bulldozer.

to Disney it will be difficult to overcome or at least equal to the engagemet that it has wonder and all his film productions, which is why we can say that already more than justified his investment of almost 4 billion dollars a decade ago.

And, it is one of the 22 films that have been released up until the time of Marvel Cinematic Universe (MCU, for its acronym in English) They raised more than 18 thousand 400 million dollars only for second box office Box Office Mojo, without considering merchandising is licenses.

with Avengers: Infinity War and its over 2 thousand 046 million however, increasing expectations and attention generated by an MCU tape seemed insurmountable with Endgame they went beyond the limits.

A film that awaits so much of the planet

The film by the Russo brothers, which will debut on April 26th and end phase 3 of the MCU, attracted the attention more than a year after its debut, during which rumors, speculations and theories were generated.

Something that seemed to only involve fans was canceled, as the first trailer passed in one day on 289 million views becoming the most seen in history, and the latter accumulates more than 87 million views, only on YouTube.

To make matters worse, the advance sale of tickets for the premiere caused chaos, not only because of the high demand for tickets, but also because the systems of various chains and specialized services collapsed.

In the United States, for example, the Fandango and AMC platforms have become saturated. In Mexico, the effect was similar to the services of Cinemex and Cinépolis, which brought presale tickets up to prices of up to 10,000 pesos.

All these factors led the Russo brothers, Marvel and the president of the studios, Kevin Feige to think of a marketing strategy that managed to capture the public, but at the same time keep the mystery in the film.

The keys according to the creators

As far as we knew, part of the strategy was that for progress (teasers, trailers and TV commercials) they only considered the first 15 or 20 minutes of the movie.

But there is something else, at least that's what the creators said in a site interview io9, and among his relationships we find some elements that, in effect, have contributed to the mystery and expectations of Avengers: Endgame.

1. For Joe Russo the strategy of progress is more than designed: "Obviously, everything that goes into the trailers is really well considered. (…) And what people want or take away, can do it", referring to the viewer that builds its own history.

2. However, in the end you have clues or crumbs left so you can really understand what happened in other deliveries and what you'll see. This is what explains Kevin Feige, talking about the white seeds that appear in some progress.

The president of Marvel Studios, rather than explaining if they are quantum suits (as everyone speculates), points out that they used them to make a change in how the Avengers appear: "We call them team costumes. (…) Since the # 39 "In the beginning we decided that – spreading them – it was a great differentiator between (Endgame) and the other films. The Avengers never had the same clothes, so we thought it was a very interesting image that made this movie feel new. "

3. Everything was always aimed at overcoming, which from Feige's point of view was the challenge for Marvel and Disney; not only keeping the mystery, but also making the public understand that Avengers: Endgame is more than a sequel.

"(We had to) make him feel more than just Infinity War II. Because he is not (…) The costumes on the team add something new. Like Hawkeye, Captain Marvel and Scott Lang." In fact, l & # 39; Executive defined the characters that were not in Infinity War and all were fundamental in the marketing campaign.



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