synergy in avengers assemble

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Synergy in Avengers Assemble To bring together and discuss our research To practice writing our response to past exam questions, in exam conditions

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Page 1: Synergy in Avengers Assemble

Synergy in Avengers Assemble

• To bring together and discuss our research • To practice writing our response to past exam

questions, in exam conditions

Page 2: Synergy in Avengers Assemble

Blockbuster

• A movie which is a huge financial success. In common usage a "blockbuster" is a movie that has a box-office of more than $100 million upon release in North America.“

• global appeal, attracted mass audiences• Summer = 40% of their year's takings are concentrated

into this period• Possibly major star, or is part of a franchise, or is a

remake, or an adaptation of a book, comic, tv show or computer game – how does this help a film?

• high production values

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ReceptionA huge weight of expectation met The Avengers Assemble upon its release. The film needed to be a rewarding smash; many had invested in these characters before and paid to see a range of related films. The Avengers is perhaps the most humorous of recent superhero movies, a big contrast to the two other major comic adaptations of 2012 - the moody and serious Dark Knight Rises and the gritty and emotional Amazing Spider-Man. The Avengers had plenty to satisfy a range of moviegoers.

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Synergy

• Jill Nelmes, in ‘An Introduction to Film Studies’ defines synergy strategy as:

• Combined or related action by a group of individuals or corporations towards a common goal, the combined effect of which exceeds the sum of the individual efforts.(Nelmes, 1996: 42)

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Synergy can come in a number of different forms:

• Product PlacementCompanies pay to feature their product in a film, which often leads to a deal in which the film’s protagonist or other characters are featured in their advertising campaigns.

• Tie-insPromotional Partnerships, where the film or its characters will feature on existing products. This may be in the form of competitions.

• Spin-OffsProducts based on the original, i.e. the Film. A film may be a spin-off of a television series, or a television series may be created as a spin-off of a film. We can also think of this as media convergence.

• Pre-Existing PropertyIf a film is based on pre-existing material (for example a video game, novel or comic book) the pre-existing material is often re-released featuring imagery from the film on its cover, or a special edition is released in synch with the film’s scheduled cinematic release.

• MerchandiseCompanies created products specifically for the film, for example toys, calendars, video games. These products not only help market the film, but the audience’s knowledge of the film brings their awareness to the merchandise.

• Vertical IntegrationWhen distribution and some forms of exhibition are kept in-house, meaning other subsidiaries of the conglomerate (who owns the production company) distribute the film and create DVD releases of it.

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Synergy in Avengers Assemble• The Avengers is perhaps one of the greatest examples of the extremes synergy can

be taken. The film is based on pre-existing property and has raised the profile of its comic book characters, most of the characters have been features in spin-off television animation series, re-issues of the old comic books, or re-branded new comic book series. Tie-ins have been arranged with fast food restaurants such as McDonalds (for their happy meals), Dunkin’ Donuts and Baskin Robbins and fizzy drinks, such as Pepsi.

• However, the most unique facet of The Avengers marketing and synergy campaign is that each of the protagonists has their own film(s) which have been used to market The Avengers. Each of these films has had tie-ins, product placement, merchandise, computer games and spin-offs and each is based on pre-existing property - which has been exploited and promoted by the film’s release. Iron Man, Thor and Captain America have been film franchises in their own rights, but from the build up to the release of Thor it has been clear that they are all part of the campaign for The Avengers.

• Marvel was bought by Disney, however a pact was organised between Marvel and Paramount Pictures to produce a slate of comic book films. The inter-relationship between two organisations owned by two different conglomerates: Disney and Viacom respectively, expresses the oligopoly nature of Hollywood. In 2012 this relationship ended leaving both with sizeable profits and Disney will continue to distribute the later films, including Iron Man 3 and The Avengers.

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Why was Avengers released earlier (April) than the usual summer blockbuster?

That summer (July):• The Amazing Spider Man was released which

is also based on a Marvel comic. • Dark Knight Rises (DC Comics) • Would the production company and

distributers want to risk going up against these films?

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Further reading

• What next for the global blockbuster?

http://www.guardian.co.uk/film/2012/jul/26/what-next-for-global-blockbuster

• Whatever happened to the American blockbuster? http://www.guardian.co.uk/film/filmblog/2012/feb/07/whatever-happened-to-american-blockbusters

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Past Exam Question (June 2011)

• “Successful media products depend as much upon marketing and distribution to a specific audience as they do upon good production practices.” To what extent would you agree with this statement remedial study?

50 marks, 45mins

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AO1

Demonstrate knowledge and understanding of media concepts, contexts and critical debates, using terminology appropriately and with accurate and coherent written expression.

AO2 Apply knowledge and understanding to show how meanings are created when analysing media products and evaluating their own practical work.

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Essay Ideas

What should you include?• Case study – Avengers, Working Title• Media terminology • Other media texts that you have looked at• Synergy – ways of marketing a film, its

importance• Blockbuster – in relation to audience?