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.

CREATIVE CRITICAL REFLECTION: TECHNOLOGIES

PREPARATION FOR EMAZE or SLIDESHARE

Remember to use images!

Slide 1

THE INTERNET: research into title sequences

 The Art of the Title + 3 images

Slide 2

Netflix research into similar films

Slide 3

THE INTERNET : research into relevant issues that inspired my film making which I collated into one online, interactive platform. SCOOPIT is interactive as it offers ideas of relevant material. PINTEREST is also a curation tool that I used to research...

Scoopit & Pinterest image

Slide 4

THE INTERNET : research into how to write a treatment (Frank Ash, Big q & topline etc)

Slide 5

GOOGLE FORMS: audience questionnaire

Slide 6

THE INTERNET : research into Audiences Slideshare

Slide 7

PIKTOCHART link here

Slide 8

YOUTUBE: research into film making & editing, such as Every Frame a Painting and Creative Editing Techniques

Slide 9

COMIC LIFE: I researched different media theoretical frameworks (representation, narrative, semiotics, feminism, binary opposition and so on), on sites like MediaEdu, FilmEdu, MediaKnowall, BBC Bitesize and others such as those authored by David Gauntlett and Daniel Chandler 

I created a presentation in comic format about those theories that were relevant to my film making.

Slide 10

CANON CAMERAS: I used a Canon 650D to take a series of still images and then shoot a continuity exercises as well as a practice opening title sequence. 

The camera also took good quality footage of our characters whom we interviewed as part of our character development by 'hot seating' them

IPHONE : My iPhone was useful for taking recce shots such as location recces, shots of props, casting shots

Slide 11

FINAL CUT PRO I edited my footage in Final Cut. Especially useful was...

SONY VEGAS

AFTER EFFECTS To make my production company ident, I used After Effects

(Slide 11 additional slide here) IMOVIE I created our Production Company ident for Duraffe in iMovie by integrating a Gif, adjusted the colour properties then... using an image that I made in Photoshop

Slide 12

IPAD and GREENSCREEN I shot footage using my camera and iPad then took it into Final Cut to create a composite image using keying 

Slide 13

VOICE OVERS USING QUICKTIME here

Slide 14

GOOGLE MAPS & WORD I created Call Sheets using..

Slide 15

SOUNDCLOUD Using SoundCloud, I created a 'hot seat' interview...

Slide 16

BLOGGER As part of our trailer, we created a blog that our three characters set up as part of their design business in A Simple Act entitled ...

Slide 17

WIX was the preferred platform to make my website

Slide 18

PHOTOSHOP  My film postcard was made in Photoshop
My poster was made in Photoshop. I downloaded specialist fonts such as for the billing block

Slide 19

ANIMAKER I used Animaker to make this presentation

Slide 20

PRESENTATIONAL PLATFORMS: I used several different platforms to collate and present ideas, research, inspiration and finished work on my blog, such as VISME, CANVA, SLIDESHARE, FUZL, EMAZE, PREZI (Hyperlink your examples)

Slide 21

THE FILM INDUSTRY: ROGUE ONE A STAR WARS STORY

Our second case study film is: Rogue One: A Star Wars Story (2016) dir. G. Edwards

  Who produced the film? 

.Rogue One is the first film in the Star Wars anthology series, a series of standalone spin-off films in the Star Wars franchise. It was produced by Lucasfilm and distributed by Walt Disney Studios Motion Pictures

• Who owns this production company and what other films have they produced? 

The studio is best known for creating and producing the Star Wars and Indiana Jones franchises, as well as its leadership in developing special effects, sound and computer animation for film. Lucasfilm was founded by filmmaker George Lucas in 1971. The Walt Disney Company acquired Lucasfilm in December 2012. Star Wars merchandising would begin under Disney in 2014. Starting with Star Wars Rebels, certain products will be co-branded with the Disney name, akin to what Disney has done with Pixar.

• Who directed the film? What other films have they directed? 

Gareth Edwards first gained widespread recognition for Monsters (2010), an independent film in which he served as writer, director, cinematographer, and visual effects artist.^[1][2] He subsequently directed the 2014 reboot of Godzilla, and the film Rogue One: A Star Wars Story (2016), the first in the Star Wars Anthology.

• What was the budget? 

The film spent a total of $265 million and received a $45 million subsidy from the United Kingdom's film incentive program. ^[90]

It took $1 billion at the box office. • Who stars in it? 

Felicity Jones, Diego Luna, Donnie Yen, Riz Ahmed

• What technology has been used to make the film? (What cameras did they use? How was the film edited? What CGI was involved?) 

Filming: 

The film was shot using Ultra Panavision 70 lenses with Arri Alexa 65 large format digital 6K^[73] cameras.^[74]

CGI was used to represent a younger Carrie Fisher in order to portray Princess Leia at an earlier time as well as to revive Peter Cushing, who had died in 1994, as Grand Moff Tarkin.

The plot involved complex maneuverings of spy games, dogfights, and the most sprawling Rebel-versus-Empire land battle scene since the opening of The Empire Strikes Back.

Post-production:

Industrial Light & Magic (ILM) produced the film's visual effects. ILM used CGI and digitally altered archive footage^[95] to insert Peter Cushing's likeness over the body of actor Guy Henry. Lucasfilm secured permission from the late actor's estate to include him in the film.^[96] The team reportedly searched through countless hours of Cushing footage in order to find suitable reference material, and Henry provided the motion capture and voice work. A digital model of Cushing was mapped over Henry's performance like a digital body mask.^[97] Cushing's mannerisms, including his manner of speaking, were studied by the creative team and applied to the digital Tarkin model.^[98] Cushing's family were heavily involved with the creation and had input right down to "small, subtle adjustments".^{[99][100][96]} A similar process was used in the portrayal of Princess Leia; Carrie Fisher's appearance as Leia in the first film was superimposed over Norwegian actress Ingvild Deila's face and archival audio of Fisher saying "Hope" was used to voice the character.^{[27][28][101][29]}

Post-production wrapped on November 28, 2016.^[102]

Skywalker Sound

Type	Division
Industry	Sound effects, Sound editingand Remastering
Founded	1975
Headquarters	Lucas Valley, near Nicasio, California.
Key people	George Lucas Josh Lowden (General Manager of Skywalker Sound) Leslie Ann Jones
Number of employees	160
Parent	Lucasfilm (The Walt Disney Company)
Website	Skysound.com

Skywalker Sound is the sound effects, sound editing, sound design, sound mixing and music recording division of the Lucasfilm motion picture group.

• How was the film marketed? Which different marketing tools were used?
A teaser trailer for Rogue One, released by Lucasfilm on April 7, 2016, was praised by reviewers for its portrayal of strong female characters.
The trailer was viewed close to 30 million times in its first 29 hours, at a rate of 800,000 views per hour, from Facebook and YouTube

In June 2016, Rogue One was promoted at the Star Wars Celebration Europe III event in London. During the event, a new official poster was unveiled, which depicts a battle taking place on the tropical planet Scarif, with the Death Star looming large in a blue sky, above which is printed the tagline "A Rebellion Built on Hope". A second teaser trailer was also unveiled, screened exclusively for the Celebration audience, and not streamed online. This new trailer was reviewed favorably by critics; The Daily Telegraph noted that the trailer revealed new locations such as the planets Jedha and Scarif, and that its most significant revelation came in the final seconds of the teaser, with the appearance of Darth Vader, reflected in a computer screen and accompanied by his classic breathing sound effect.^[89] Variety also hailed the Vader reveal, and noted that the emphasis of the production was much more on the kinetic depiction of large battle sequences and full-on warfare, comparing it to Francis Ford Coppola's 1979 Vietnam War epic Apocalypse Now. A showreel was also shown during the event, which featured footage from the film, cut with behind-the-scenes shots and interviews with the director and cast members.^[117] The second trailer was shown publicly during a broadcast of the 2016 Summer Olympics and received favourable media reviews; Wired stated that the trailer was "littered with nostalgic throwbacks to the original trilogy", while Rolling Stone described the CGI landscape shots seen in the footage as "eye-poppingly gorgeous".^[118][119]

A further trailer released in October 2016

 • What examples of synergy with other products/merchandise can you find?

A simple Prezi can be found here

Film Website here

Star Wars at Shop Disney here

Star Wars Show
Disney Publishing Worldwide also announced that Del Rey would publish a new line of canon Star Wars books under the Lucasfilm Story Group being released starting in September on a bi-monthly schedule.^[41]
In 2013, Disney announced an exclusive deal with Electronic Arts to produce Star Wars games for the core gaming market. 

See these two articles: 

The Force Is Strong With ‘Rogue One: A Star Wars Story’ Marketing

Disney Targets Adult Audience with ‘Rogue One’ Merchandising Deals

The franchise came with a dedicated fan base spanning multiple generations and continents, Disney’s marketing machine—like The Force—surrounds all of us. From action-packed trailers to movie theatre hashtags and virtual reality, the world is ready to return to a galaxy far, far away thanks to some intuitive campaigns. Disney’s UK CMO Anna Hill told Marketing Week. “We’ve been very careful to only really begin major marketing activity eight weeks or so before the launch of Rogue One. A big part of our approach is to let fans spread word-of-mouth buzz.”

It certainly worked, and Twitter named #StarWars as the top trending movie hashtag of 2016 thanks to The Force Awakens' late-December 2015 release and building anticipation for Rogue One leading up to the present day.

Twitter: the marriage of social media and cinema in the lobbies of 57 movie houses across the US. The campaign includes a sponsored Twitter emoji and hashtags such as #RogueOne, #DeathStar, #StarWars and #StarWarsRogueOne that patrons will see on digital displays.

Uber: users will be able to unlock special Rogue One features and access exclusive video content including behind-the-scenes footage in the Uber app. The promotion will run through December 18 in hundreds of cities worldwide. In addition, the vehicle will appear on the map as one of many iconic Star Wars vehicles such as a rebel X-wing Starfighter.
When Nissan debuted its Rogue: Star Wars Edition TV campaign last month, traffic to Nissan’s website spiked 300 percent and the company experienced record sales of 24,682 units (up 19 percent month-over-month) and a share record of 10.6 percent to boot. While the SUV and film share a common name, the vehicle manufacturer saw an opportunity to tell a story with a limited edition vehicle. “There is a strong correlation between the both of us with epic adventures,” Jeremy Meadows, senior manager of marketing and creative strategy at Nissan, told [a]listdaily.
Nissan dealerships nationwide have teamed with “Star Wars: Force for Change” to host a toy drive benefiting the Toys for Tots organization.

Nissan is one of five global brands—Duracell, General Mills, Gillette and Verizon are the others—to join forces with Lucasfilm and launch an extensive global promotional campaign in support of the movie. Duracell partnered with Disney and Children’s Miracle Network Hospitals to tell the story of a group of child “rebels” who use their imaginations to deliver an R2-D2 toy to a girl in the burn ward. General Mills, meanwhile, partnered to give away movie tickets through specially-marked boxes of cereal.

Gillette’s “Every Story Has A Face” campaign features a Star Wars-themed commercial that focuses on the many people working together on a mission—from a smiling rebel finishing his shave to the stern look of a fellow, bearded soldier and the focused gaze of a female fighter pilot.

Verizon unveiled its very own, Rogue One 360 Experience on its Facebook page that places users in the cockpit of a rebel fighter who finds more than he bargained for on a routine space mission. The branded adventure has been viewed over three million times.

With Rogue One starring the second female lead character in a row, Disney is making extra efforts to include women in its marketing efforts.

Target’s “There’s A Rebel in All of Us” ad features three females and one man, each relating how Star Wars makes them feel like they can accomplish anything. Unlike Rey from The Force Awakens, who was mysteriously absent from a number of toy lines, Jyn Erso is a prominent figure—action or otherwise—among merchandise this time around.

In fact, you’ll notice a lot of female figures in Star Wars campaigns this year, including this heart-warming ad by Globe that promotes donations to the Phillippine General Hospital Medical Foundation.

LEGO was the brand most associated with Rogue One between September 13 and December 13. Out the top 10, the brands most associated with Rogue One between September 13 and December 13 are Uber, Hasbro, Nerf, Verizon, Gillette, SoftBank, Hot Topic and O2.

 • What examples of synergy can you find?

Industrial Light & Magic (ILM) is an American motion picture visual effects company that was founded in May 1975 by George Lucas.^[4] It is a division of the film production company, Lucasfilm, which Lucas founded, and was created when Lucas began production of the film Star Wars. In 2012, Disney bought ILM's parent company, Lucasfilm, and acquired ILM in the process.

• What examples of technological convergence can you find? 
Convergent technology is technology that allows an audience to consume more than one type of media from a single platform.

Technological convergence refers to the process where new technology is moving towards single platforms delivering multiple media outputs that can be used to reach audiences, for example, a games console's primary function is video gaming but you can download and watch movies from Netflix on it and also watch catch up TV and music videos; a smartphone's primary function is to send and receive calls and texts but it is equally used to take photos, watch media, store music, play games and access Apps.

• Where and when was ROGUE ONE released (nationwide, worldwide) and in what cinemas?

Rogue One premiered at the Pantages Theatre in Los Angeles on December 10, 2016.^[110] The film was released in certain European countries on December 14, 2016, and was released in North America on December 16, with China getting the film on January 6, 2017
It grossed over $1 billion worldwide, making it the 27th highest-grossing film of all-time, the second highest-grossing film of 2016, and the third highest-grossing film in the Star Wars franchise.

• What formats was it available in (digital / 3D etc…)? 

Rogue One was released on Digital HD on March 24, 2017, and by Walt Disney Studios Home Entertainment on Blu-ray, Blu-ray 3D and DVD on April 4, 2017.^[125]

• Who is the target audience?
The Star Wars saga is one of the biggest pop culture brands in the galaxy. There are now ten total films in the franchise. Rogue One earned $30 million. 

A funny thing happened to Disney on its way to turn Star Wars into the most lucrative entertainment franchise in human history. In the past, Star Wars films and merchandise were so comparatively rare that they marketed themselves. Starved fans hung on the word of any Star Wars news. Disney’s acquisition of the franchise threw into motion decades of plans for new films, toys, rides and everything else. Every year would now see a Star Wars film. Fans rejoiced. The tradeoff was that Star Wars marketers, having barely worked a day in their lives, would actually have to get their feet off the desk.

After throwing the kitchen sink into its marketing plan for last year’s inaugural Star Wars: The Force Awakens, Disney this year has backed off with Rogue One: A Star Wars Story. Part of the problem is that this prequel to the second trilogy requires audiences to understand the timeline. (Rogue One fits in before the 1977 original but after the 2005 Star Wars: Episode III—Revenge of the Sith.) This is not a sequel to last year’s Episode 7 and not related to next year’s Episode 8. It’s just another Star Wars story.

One way Disney is doing this is by turning to big brands to do some of the heavy lifting.

Fast food chain branded kids meals, sweepstakes and toys are all tried-and-true co-marketing choices for Disney. But Star Wars is also appeals to “grown children.” To capitalize on that, Disney has partnered with a number of adult brands for some childish promotions.