THE FILM INDUSTRY: CAPTAIN MARVEL

CAPTAIN MARVEL CASE STUDY

Create a case study on Captain Marvel as we did for Legend, Rogue One and Roma.
Below are my notes so far, not yet sorted into answers for the Case Study questions.

Disney launched a massive marketing campaign for Captain Marvel, producing a series of 10 character posters offered close up looks at Carol, Fury and other important characters. Two more posters followed in early February that took a different visual style showing more washed out, rough images of Carol both with and without her mask in place. They also released two teaser trailers on Facebook, Instagram, twitter and YouTube; with the first reaching over 53 million views on YouTube, and the second reaching over 35 million views on YouTube. the footage and dialogue makes it clear that the story will focus not only on outer space battles but also Carol’s search for clues to a past she doesn’t fully remember and answers as to who she really is. 

 

(Next paragraph could be this) As a teen consumer of media products, I typify my age group’s use of social media to be alerted to film publicity and this reflects a trend. As Matt Smith of Lionsgate remarks on the FDA site, there is paid for marketing and there is free publicity: viral marketing is free publicity. Matt Smith tells us that the spend on digital marketing has increased hugely and distributors now cut trailers to work in vertical format for smartphones as well as persuade impatient teens not to click off by prefacing trailers with warnings that something good is about to appear onscreen.

 

Increasingly, younger audiences such as you rely on marketing being fed to us via social media. Pre-release strategy for Avengers Endgame included a drip feed of tweets on Twitter from the end of March, including TV spots, ensemble and individual posters, clips from the film, Twitter emojis, red carpet world premiere live from Marvell Studios direct from LA, front covers of Entertainment Weekly with individual images of the main characters and TV shows. Instagram is even more popular than Twitter (9+ million followers as opposed to Twitter’s 4.8 million). Almost equally attractive for a teen audience like me and my peers can be fan marketing such as the YouTube video of two Dutch fans, comedians who defended the role of a female protagonist for Captain Marvell. It was described as ‘better than Disney marketing’ because it reached so many people thanks to going viral. The comedians really connected with audiences who understood Marvell’s film as a reflection of diversity (women) in the film world

Marvel Studios' landmark movie featuring its first female lead.

A new Captain Marvel fan video breaks down the movement trying to derail the film in what may well be the best piece of marketing the movie has received to date. https://www.youtube.com/watch?v=vDimp1zwcfM

Comedians Kirk Deveyck and Julien Keermelckbrugge released the video on their social media channels as part of their ongoing #MarvelFansUnited campaign. Their viral videos promote upcoming releases and, right now, all their attention is directed to Brie Larson as Carol Danvers.

It just seemed like an interesting party to join in with at an interesting time in their ascendancy,” Law said of joining the Marvel Cinematic Universe in an interview last year. “That to me is an interesting playground to work in because suddenly you’ve got filmmakers who are looking at humor and script work and character, within an infrastructure that is obviously capable of creating enormous universes and worlds and special effects — while also not bogging down the creativity of the director.”

Captain Marvel will arrive in theaters on March 8th. Upcoming Marvel Cinematic Universe movies include Avengers: Endgame on April 26th and Spider-Man: Far From Home on July 5th.

'Captain Marvel' Featurette Finally Confirms Jude Law's Role

One of the biggest mysteries throughout the production and advertising for Captain Marvel has been the identity of Carol Danvers' Kree mentor, played by Jude Law. It was initially believed, and reported, that he was playing Mar-Vell, but then several toy leaks and packages made it seem as though he'd be playing Yon-Rogg. Through all of the rumors and grumblings online, there had been nothing in the way of confirmation from Marvel Studios. That is, until today.

A new behind-the-scenes featurette has put the issue to rest once and for all; Jude Law is Yon-Rogg, end of story.On Friday, Marvel shared a video that saw the cast and crew of the film talking about the overarching storyline surrounding Captain Marvel: the war between the Kree and the Skrulls. When Law appeared on the screen for the first time in the clip, the lower third beneath him revealed his character's name, Yon-Rogg.

'Captain Marvel' throws back to the '90s with optical illusion posters

TWITTER

Here's the brand new @EW cover for Marvel Studios' #CaptainMarvel⁠ ⁠! Read more: bit.ly/2GRdjkj

I ❤️ 90’s #TBT #CaptainMarvel⁠ ⁠

IMPROVE YOUR BLOG

Over the weekend, your blogs were marked and you have received an email with corrections to make. Please take responsibility for your work. You should email me back with confirmation that you have completed all corrections this week. This needs to be done before you can complete Evaluation q. 4 as your improvements include changing presentational platforms to make better use of technology.

EVALUATION QUESTION 4

Complete with new formats included.

YOUR FILMING & EDITING

This carries the most marks in your coursework and should be going forward both in class and filming in your own time.

SALVATION

US TV DRAMA on Netflix to practise skills in analysing representation.