Last weekend saw the opening of yet another Marvel Studios goliath. Ant-Man and the Wasp opened as the number one movie in America with a box office net of $76 million and an overseas haul of $85 million. The film, which garnered strong reactions from audiences and critics, has already recouped its budget of $160 million budget. It would be hard to argue that Ant-Man and the Wasp is not a success. There are a number of factors here, but the one we’ll be discussing is perhaps the most important: Marvel’s branding and marketing strategies superheroics.
True Believers!
Owned by Walt Disney Studios, Marvel Studios, LLC is a film studio dedicated to producing work based on the Marvel Comics stable of comic book characters. They’re responsible for some of the biggest blockbuster hits of the last decade. With films including The Avengers, Black Panther, and Guardians of the Galaxy, Marvel is one of the biggest names in moviedom. Before Disney reorganized their companies in 2015, Marvel Studios President Kevin Feige reported to Marvel Entertainment CEO Isaac Perlmutter. Feige now reports directly to Walt Disney Studios and is able to make more decisions regarding their company’s output and their branding/marketing.
Know Your Fanbase
Marvel knows better than anyone: give the people what they want. When it comes to Marvel Comics, fans have long wanted to see their favorite characters up on the big screen. But, it’s not just about making a Spider-Man movie with a character named Spider-Man; fans want to be able to recognize this character from the comics. Marvel is giving their audience the comic book experience on the big screen and both studio and fanbase are reaping the rewards. Marvel’s marketing strategy lies in making their products for everyone and they have the box office receipts to back it up.
Create Your Fanbase
But, what about new audiences? Keeping the pre-existing fans happy is one thing, but what about their friends and families? Marvel wisely makes their films accessible for those who didn’t grow up with these stories and characters. You can even walk into the third Thor film and keep up. Marvel wants everyone to be able to come and see their films. That includes viewers of all ages. Unlike the somewhat dark and grim DC Films like Man of Steel and Batman v Superman: Dawn of Justice, Marvel’s brand is a bit lighter and fun (Ant-Man and the Wasp being a great example) ensuring everyone takes the trip to the newest blockbuster.
Play the Long Game
So, you’ve seen the newest film in The Avengers series. You had a great time at the theater and you’re ready to head home. But, Marvel doesn’t only want you talking about the film you just saw on your trip home. Marvel also wants you to be talking about the next film. At the end of each Marvel film, they include a post credit scene or two setting up the next adventure in the Marvel Universe. This is a rather genius strategy on the part of Marvel. They plant the seed for the next film and right away you’re primed to get your ticket.
Time to Suit Up!
These marketing strategies don’t just apply to a major motion picture studio. They apply to all businesses. When it comes to marketing strategies, make sure a) you know your audience, b) your products are for everyone, and c) you are staying ahead of the game by always keeping your customers talking about you. For more tips and tricks on how upgrade your business from trusty sidekick to major superhero, contact us at Web Content Development today!
