Iron Man 2 - Marketing campaign research

The film
The film Iron Man 2 is a Marvel films production that was distribute by Paramount pictures and released in April 2010. It was made on a budget of $200,000,000 and grossed $623,433,331. The marketing budget alone was reported to be up to $100,000,000, a massive sum.


Television
At San Diego comic con in 2009 (A sort of Nerd Mecca, appealing massively to the 18-30 male market) a five minute teaser trailer was shown, before being released online. A cinematic release trailer was shown infront of Sherlock Holmes in late 2009, another film featuring Robert Downey Jr. in the main role. Many other companies launched promotions alongside Iron Man 2 including an absolutely terrible LG website (http://www.lgim2.com/) and a reasonably funny LG advert (http://www.youtube.com/watch?v=XKSjTO6WBJo). Many other companies advertised including Burger King in the UK and many US partners. After the release date, a one or two minute section of the film was released online, the well publicised (In nerd circles) briefcase scene, in which Tony Stark pushes a button on a red and gold suitcase, and his suit forms around him. It was thoroughly awesome.




Posters
The first posters to be released featured simply the number two in the iconic Iron Man font and a release date, before character posters were released. At roughly the same time, fake newspaper clippings about Tony Stark, often with his name highlighted and shown in a dingy, dark, torn manner, were released. This was, in my opinion, the first real innovative marketing material released. Ater these, the marketing went back to a standard generic campaign with the expected posters released with more detail as time passed.




Website
http://ironmanmovie.marvel.com/


The website has a very high tech mise-en-scene as you are greeted with flashy 3D menus and numbers and code flashing about everywhere. There are many conventional features including downloads, availability to view all other forms of media online and also downloads, social network links and cast biographies. Despite the visual extravaganza, I found the website limited in features and didn't like the idea of having two separate navigation menus.


There was also a different website set up after comic con for 'Stark industries', which featured an opportunity to apply for a job there. This was later adapted to become a website for StarkExpo2010, which although it was also limited, would have drummer up much interest in the film to devoted fans. However, the existence of this website was not brilliantly publicised so it would not have attracted too many viewers who were not already going to see it.


Merchandise
Iron Man was already a large brand due to the success of the Marvel comics, the TV series and also the prequel to the film. Many action figures, typical of action adventure films, were released, alongside comics, (bad) computer games, and a novelisation.


The Bottom Line
The marketing campaign was very successful, but as a media student, I was not impressed. There were many reasonable ideas, some good ideas, but looking at it now, there wasn't the spark or the edge that would knock me off my feet, something I wouldn't be expecting that would have convinced me to see the film.I expect the tactics of Paramount, the distributors, would have been to flood the market, so everyone would know that it was on. In this respect, I was impressed, recalling that the day I did see it with a non-media student friend, when we were deciding what to see on the way to the cinema, all he could think of that was on was Iron Man 2 (although to be fair, no other big films had the same release time). I think that the success of the marketing did not justify the extravagant cost, as due to the small film market that April to May, this was already the only film that stood out to the target audience members.

Mood board to represent men and women in the action adventure genre

My mood board contains images of stereotypes in action adventure films. The stereotypes rely heavily on binary opposites. although there are some similarities such as the characters being funny and smart. On the whole though, women are usually objectified and sexualised, whereas the male characters are often very strong, brave and hyper masculine.

Narrative Techniques in my film

Open Narrative
The end of the film features Lily and Aidan promising to get Ethan out of Jail, leading on to a potential sequel. Also, Victor escapes and there is no explanation of what happens to him later.


Multi Strand
As well as the story of finding out what happened to Aidan's father, there is the story of them avoiding capture from the police.


Suspense
Suspense would be built up in the chase scene as to what would happen and if they would catch Victor. Also, in the escape at the end I would use suspense in the build up to Ethan's capture.


Binary Oppositions
The binary opposites of a police chief and a criminal are used as bad guys on opposite ends of the legal spectrum.

'On the Run' pitch improvements

Improvements all written in grey.


Narrative


Equilibrium: Aidan is at his father's funeral, with Ethan and Lily. They are all reasonably wealthy, good looking upper middle class people.


Disruption: Elijah tells them that Aidan's father was killed and did not die. After some looking into it, Aidan finds out something more mysterious. They return home to find a mysterious man at their home, rooting through things crazily. He finds a letter and throws it onto the fire, as Aiden, Ethan and Lily make themselves known. After a short fight scene, the assailant is unconscious and the trio attempt to get the would be assailant away. However, they are seen and reported to the police. Aidan, Ethan and Lily shoot up most wanted lists on suspicion of attempted murder. Newly promoted police sergeant Jason Barnes is keen to get them to make his first big catch. On the run from the police, they still attempt to find out more about why they were attacked and the death, and uncover the truth. Aidan's father formerly worked with Victor Cooper, a high profile businessman, and was close to revealing secrets of his shady criminal other life.

Restoration: In a chase scene, Aidan, Ethan and Lily catch Victor and he admits the truth, before escaping. However, with the police on their tails, the trio try to escape, but Ethan is caught by Barnes and is arrested. At some point, Aidan and Lily share a kiss, before Ethan is taken away. Ethan is put in jail but Victor escapes.

Resolution: Ethan is in jail, during visting time. He is visited by Lily and Aidan, who merely say 'We're getting you out' Lead on to possible sequel.


Characters


Hero: Aidan Butler - Played by Henry Cavill, this character has recently lost his father, once a master criminal, in mysterious circumstances. He wants to find out what happened to him.
Helper/Hero: Ethan Parker - Played by Andre Holland, he is one of Aidan's best friends. He advises Aidan to be a cautious, but is not as strong willed. Very technically gifted.
Princess/Hero: Lily Swan - Played by Mary Elizabeth Winstead, she is the other of Aidan's best friends.
Donor: Elijah Carson - Played by Chiwetel Ejiofor, he first informs the trio that the death was not normal. Helps with little extra bits of information throughout. Mysterious
Villain: Kevin Cooper/Victor Cooper - Played by Christian Bale, this evil mastermind is the one behind the death of Aidan's father.

My Pitch Presentation

Media Pitch Presentation

View more presentations from MProtheroe.

Homework: My target audience profile and USP

Target Audience


The target audience is primarily males aged 15-24, mainly middle class and generally extroverted. This type of person would generally be not that big a fan of the mainstream due to the actors and actresses used, but they would also be intelligent and active.


USP


The USP of the film is that it is intelligent and features mostly young up and coming actors who have big futures in the industry. Also, the characters are not so much alpha males and other stereotypes, but more relatable, intelligent characters.

Homework: My Film Pitch

Title: No title yet decided.


Characters


Hero: Aidan Butler - Played by Henry Cavill, this character has recently lost his father, once a master criminal, in mysterious circumstances. He wants to find out what happened to him.
Helper: Ethan Parker - Played by Andre Holland, he is one of Aidan's best friends. He advises Aidan to be a cautious, but is not as strong willed. Very technically gifted.
Princess: Lily Swan - Played by Mary Elizabeth Winstead, she is the other of Aidan's best friends.
Donor: Elijah Carson - Played by Chiwetel Ejiofor, he first informs the trio that the death was not normal. Helps with little extra bits of information throughout. Mysterious
Villain: Kevin Cooper/Victor Cooper - Played by Christian Bale, this evil mastermind is the one behind the death of Aidan's father.


Narrative


Equilibrium: Aidan is at his father's funeral, with Ethan and Lily. They are all reasonably wealthy, good looking upper middle class people.


Disruption: Elijah tells them that Aidan's father was killed and did not die. After some looking into it, Aidan finds out something more mysterious. A night time attack on their shared apartment sees the would be assailant beaten, but he flees and as news of the assault spreads, Aidan, Ethan and Lily shoot up most wanted lists. On the run from the police, they still attempt to find out more about why they were attacked and the death, and uncover the truth.


Restoration: In the mad wicked chase scene to end all chase scenes, Aidan, Ethan and Lily catch Kevin/Victor and he admits the truth, before escaping in an extravagant manner. However, with the police on their tails, they try to escape, but Ethan is just caught by a police sergeant and is arrested. At some point, Aidan and Lily share a kiss, before Ethan is taken away. Ethan is put in jail and blamed for all of Victor/Kevin's crimes.


Resolution: Ethan is in jail, during visting time. A couple walk up, hand in hand, with rings on, and Ethan picks up the receiver. A woman's voice says 'We're getting you out' and Ethan smiles. Lead on to possible sequel.


Influences
Oceans Eleven
Something else, to which I can't put a name.

Homework: A-A clip genre analysis

Narrative


Men in Black has a traditional three part structure. The Equilibrium has James Edwards as a police officer in New York, who is attempting to run after a criminal. The disruption comes as he realises the criminal is not human, and he is told the world is going to end. This leads to him being recruited for the 'Men in Black' or the MiB, as agent J for short. An alien with the intent to capture 'the Galaxy', an energy source, lands and causes havoc. The restoration comes as the alien is killed and 'the Galaxy' is found, inside a cat's necklace. Agent K is retired by J using the neuralyzer.


Iconography


The film has many individual images that are very distinctive, such as the miniature but insanely powerful gun the noisy cricket, the aforementioned neuralyzer, the car, referred to by J as 'a ford POS', and also the main characters in their suits. The outdoor scenes are often very dark, whilst the scenes at the MiB headquarters are brightly lit and futuristic. It features many conventions of action adventure/ Sci-Fi films.


Characters


Hero: Agent J, or James Darrell Edwards III - a witty, strong former police officer who fits in with many standard conventions of action adventure films.
Helper: Agent K (You never hear his former name) - He acts as a mentor to J and has worked at the MiB for a long time, enjoying a high ranking in the agency.
Villain: The Bug - This stereotypical alien is trying to get 'the Galaxy', without any regard for what would happen to the Earth.
Donors: Chief Z, Frank the Pug, Jack Jeebs and Beatrice, Edgar's wife.
Princess: Dr. Laurel Weaver, a doctor who later becomes J's new partner after K's retirement,


Setting


The film is set almost completely in New York and many of the distinctive scenes that are outdoors are set at night, such as the original J alien chase scene, the first of K's scenes and the final battle against the bug. The indoors scenes are very futuristic and the outdoors scenes show a very urban environment that shows the danger of the aliens to humans, as well as bringing out comedy that there are aliens living among us.

'Blades of Glory' analysis

Genre


The film Blades of Glory is a comedy about ice skating, more specifically about two characters, Chazz Michael Michaels and Jimmy MacElroy. These two binary opposites are forced to work together as a doubles team as they were banned from singles skating for having a fight.


Characters
Hero: This film unconventionally features two heroes, pairs figure skaters Chazz and Jimmy. In most respects however, Jimmy is more the hero character.


Villain: Stranz Van Waldenberg and Fairchild Van Waldenberg, reigning national champions and brother and sister team, they will stop at nothing to win.


Princess: Katie Van Waldenberg, Jimmy's love intrest and the neglected sister of the villains.


Helper: Coach Robert, who helps unite the pair of heroes and teaches the two how to skate as a pair


Donor: Hector, Jimmy's stalker, who tells Jimmy that his lifetime skating ban is not complete and a loophole allows him to compete as a member of a pair.


Narrative


Equilibrium: Chazz and Jimmy compete in the world winter sports games, each in the singles competition and are awarded joint first place.


Disruption: The pair fight on the podium and are banned for life from figure skating. Jimmy is 'un-adopted' by his adoptive father and ends up, three and a half years later, working in a skating shoe store, getting in trouble and sent to wrok in the storeroom. Chazz is part of a skating play and is fired for performing drunk. There is a false resolution as it is revealed that Jimmy could perform as half of a pair. This is swiftly crushed as he has to work with Chazz and the two squabble at first.


Resolution: They qualify for the next world winter sports games and after Stranz and Fairchild try to stop them competing by kidnapping them.  They perform a move that, on the only other attempt in history, ended up decapitating the female of the pair, win the competition and see Stranz and Fairchild get arrested. The film ends with them flying away using the rockets in their skates.


Which is perfectly normal.