Marvel’s The Avengers

Smashing Blockbuster Status Through the Concept of Synergy

By Amanda Parham

Marvel’s The Avengers• The film was released on

May 4, 2012.• The film had a record

breaking opening weekend of $ 207,438,708 million.

• Marvel’s The Avengers holds the record for best opening weekend of any film to date.

• The film was directed by Joss Whedon.• Key Cast- Robert Downey Jr. as Iron Man,

Chris Evans as Captain America, Mark Ruffalo as The Hulk, Chris Hemsworth as Thor, Scarlett Johansson as Black Widow, Jeremy Renner as Hawkeye, and Samuel L. Jackson as Nick Fury.

• The production companies involved were Marvel Studios in association with Paramount Pictures.

• In 2009 during the development of the film, The Walt Disney Company acquired Marvel Entertainment for four billion dollars in a stock and cash transaction.

• In 2010 Walt Disney Pictures acquired the distribution rights to 2012's Marvel’s The Avengers which diminished an expected five-year relationship Marvel had with Paramount that began in 2008 with Iron Man.

  It’s A Hit!• The movie was shown in

4,349 theaters in the U.S. • The total box office gross

for Marvel’s The Avengers was:– Domestic- $ 623,357,910– Foreign- $ 888,400,000 – Grand total- $1,511,757,910

• The film is ranked third of highest grossing films of all time.

• Additional media products related to The Avengers include:– The Incredible Hulk (2008), Iron Man (2008), Iron Man 2

(2010), Iron Man 3 (2013), Captain America: The First Avenger (2011), Thor (2011), Thor: The Dark World (2013-in post-production), Agents of S.H.I.E.L.D. (television series to be debut in fall 2013), Captain America: The Winter Soldier (in pre-production, scheduled 2014) and The Avengers 2: Age of Ultron (in pre-production , scheduled 2015).

Industry Trend • The Avengers is one of

the largest blockbuster films to date.

• The Avengers’ franchise is ranked third as the highest grossing franchise with a seven film collection that is continually growing.

Synergy Through Horizontal Integration

• Since the purchase of Marvel Entertainment by The Walt Disney Company they have included The Avengers into many of their different media products: broadcast stations, cable television, radio, and other various media products they own.

• The company has seen an increase in their consumer products division due to the success of their Marvel line of Disney apparel, accessories, toys, and other products. The revenue at the consumer division, gained 8.3 percent in 2012.

• Disney has horizontally integrated Marvel into their company. Here are a few examples:– The creation of Avengers’ cartoon series,

appearing on Disney XD• 2010 The Avengers: Earth's Mightiest

Heroes • 2013 Marvel's Avengers Assemble.

– In 2010 the Walt Disney Company, which owns ESPN, depicted Marvel images on multiple covers for ESPN The Magazine by transforming key basketball players and teams into superheroes.

– Fall of 2013, Disney owned ABC premiered the new Avengers’ spin off show called Agents of S.H.I.E.L.D.

– Recently, in 2013 Disney announced that they plan to add a Marvel-themed land to Hong Kong Disneyland in 2017.

Synergy Through Vertical Integration

• The Walt Disney Company is also vertically integrated, which involves owning assets involved in the production, distribution, exhibition, and sale of a single type of media product.

• Under The Walt Disney Company’s film and theater assets are Marvel Entertainment, Walt Disney Studios Motion Pictures International (Distribution), and Walt Disney Studios Home Entertainment.

Maximize Profits Through Product Placement

• Another strategy for a successful blockbuster film like Marvel’s The Avengers is the use of product placements.

• Product placement is a form of advertisement, where branded goods or services are placed in a media text.

• Marvel’s The Avengers cost a good deal to produce and in today’s marketplace, the multinational conglomerates, like Disney, are looking more strategically at how to maximize profits.

• The film’s advertising promotional partners included 18 different brands that provided over 1.84 million dollars in equivalent brand value through product placement and integration.

Most Memorable Product Placement

• The Acura RDX is driven by the S.H.I.E.L.D. agents.

• The NSX Roadster concept car is driven by Tony Stark/ Iron Man.

• Acura has a multi-picture deal in place with Marvel which was seen in the release of Iron Man 3 and started with Thor in 2010.

• Acura Commercial http://www.youtube.com/watch?v=FcLdR7Z2f9Q

Other Product Placements • The film also includes

Harley-Davidson's $15,500 FLS Softail Slim motorcycle, the ride of choice for Captain America.

• Other featured brands in Marvel’s The Avengers include ABC (Disney owned), Bose, CNN, Dr. Pepper, Farmers Insurance, Jansport, LG, Oracle, and Southwest Airlines.