| Date | |
|---|---|
| Author | Zoe Aresti |
Continuing to inspire thought and conversation around film in 2015, Digital Cinema Media (DCM) and FUEL, a marketing data intelligence platform, have taken a look at the social chatter around the upcoming Avengers: Age of Ultron movie, revealing exclusive data insights surrounding the film.
The international box office success of Avengers Assemble was the result of a careful five year marketing plan, connecting the characters from Iron Man, Thor, The Hulk and Captain America in one mega-blockbuster. It was the first film to break the global $200m record in three days, with $50m of that total amounting from UK. With Academy Award and BAFTA nominations under its belt, and with the entire franchise worth over $1.8 billion, this cinematic success story shows no signs of slowing down.
Avengers: Age of Ultron - the next film in Marvel’s franchise - has been greatly anticipated by fans. The trailer has been viewed over 117 million times, second only in 2014 to Fifty Shades of Grey, and already up 64% on its prequel.
Q2 is the perfect time to target cinemagoers with 12.4M admissions predicted for the six hottest action films. Within this total audience, 8.5M will be 15-34 year olds, 8.1M will be male cinemagoers and 7M will be ABC1. Avengers: Age of Ultron is expected to draw in 5.2m of those 12.4 admissions, as well as a predicted box office figure of £50m in the UK, the biggest release since Skyfall in 2012!
It has been widely agreed that Marvel's success bottles down to the film’s mass ‘four-quadrant appeal’, in that it has been strategically marketed to both genders, and across age groups. Avengers Assemble saw box office demographics evenly split; with 50% of viewers over the age of 25, and with 40% female. This is further demonstrated with an audience make-up of 55% couples, and 24% families. As the highest grossing comic-book movie of all time, its $88 million lead over second placed The Dark Knight, is seen to be due to the witty script alongside the action; where the dark, sinister themes in Nolan’s Batman series created less family-friendly appeal, Avengers found the right balance to broaden its audience.
For brands wishing to align themselves with Avengers: Age of Ultron, it is this mass appeal that sets this title apart; as well as the under 25 comic-book generation, brands should also consider targeting the adults accompanying their children to the cinema. This was seen with brands who successfully associated themselves with the first film, as the diverse range spanned Hershey’s chocolate and Dr Pepper, to Farmers Insurance and Wyndham Hotels.
Samsung has fully embedded itself within the latest instalment, with two examples of product placement in the first trailer alone, and with exclusive content and Marvel branded products still to come. Similarly, Harley Davidson showcases its latest model within the highly-viewed trailer, and Acura will continue to provide the official car of law enforcement agency S.H.I.E.L.D. However, it’s not just makers of gadgets and engines and capitalising on this franchise; JADS International is known for creating geek-chic scents, and have produced a range designed around each character… even allowing fans to purchase the Hulk's cologne.
Where brands have also had success in the past, is where they have specifically associated themselves with the active, healthy lifestyle and themes of teamwork as promoted by the film’s superheroes. US juice rebranded its character ‘Captain Citrus’ alongside the film’s release to better connect the ideas of healthy living to a family market, and saw success in achieving over 600 media stories in one week.
Avengers: Age of Ultron will be released in cinemas on 23 April.