comparison of marketing strategies anna karenina vs the avengers

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Comparison of marketing strategies: Anna Karenina and The Avengers By Liam Hynes and Charlotte Cann

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Page 1: Comparison of marketing strategies anna karenina vs the avengers

Comparison of marketing strategies:Anna Karenina and The Avengers

By Liam Hynes and Charlotte Cann

Page 2: Comparison of marketing strategies anna karenina vs the avengers

There are many noticeable differences between the two websites. Anna Karenina only has four page options at the top showing that their website is not massively developed. This does not do a great deal for their advertising campaign and may not grab the interest of the potential audience. Due to the type of film and the target audience, the website is not developed because the film is set in late 19th centaury. Also, the film has a low to medium budget of £30 million so therefore

Official websites

Page 3: Comparison of marketing strategies anna karenina vs the avengers

Whereas, The Avengers website has lots of different features along the side. When The Avengers site loads, it automatically plays the trailer – showing people exactly what the film is about and giving them a

taste for it. Secondly, the website features optional music to add drama. Thirdly, by placing your cursor over a character you can click to access information about them, giving you options for downloads, their

bio all whilst playing clips of the various characters in the background. The budget for this film is $220 million, which is a noticeable difference to the budget of Anna Karenina.

Page 4: Comparison of marketing strategies anna karenina vs the avengers

Posters

The posters for Anna Karenina aren’t particularly inventive. The left hand side poster demonstrates the era with the large chandeliers and show the class of the film. The second poster is the same as

the website, demonstrating different couples and a man standing on his own, implying he has possibly been left on his own

purposely to give the audience a hint of what may take place.

Page 5: Comparison of marketing strategies anna karenina vs the avengers

The posters for The Avengers are far more detailed and eye catching. The one on the left shows destruction in the background and gives the audience a small flavour of the action going on in this film. The explosion in a building adds to the drama as potential audiences become interested as to what is going on. The poster to the right is more

simple and shows likeness to the organisation S.H.I.E.L.D because of the black background creating a more serious mood and the world in the background

symbolising that they let The Avengers loose on the world in order to protect it.

Page 6: Comparison of marketing strategies anna karenina vs the avengers

Social networking

As you can see, Anna Karenina have set up a Facebook page in order to gain support of their target audience, around 40-60 year olds, as well as get young people interested. They made a deal with LOVEFiLM for the release of Anna Karenina so that a younger audience may also take interest –

leading to more takings for the company. Although the page may seem quite basic it appears that more effort has been made on the Facebook page than the official website, suggesting that they

believe that they can gain more support and interest through the work of social networking. This may prove to be a good decision as Facebook announced this month that it has 1 billion users.

Page 7: Comparison of marketing strategies anna karenina vs the avengers

Although The Avengers Facebook page is not too different to the Anna Karenina Facebook page in terms of settings etc. it does have different options. The Avengers page tells you how many

likes the page has received and allows you to access The Avengers Hub. Also, in the bottom right hand corner of this shot there is a list of characters to ‘like’ therefore gaining further publicity for

the individual characters within the movie.

Page 8: Comparison of marketing strategies anna karenina vs the avengers

Newspaper articles

It is obvious that Anna Karenina did not get brilliant reviews as both newspapers rated it three out of five stars, however for a film with a budget of £30 million this isn’t particularly bad.

However, with negative headlines such as “Poor Keira, she’s out for the count” this will not gain them much positive media attention which can result in a loss for the film.

Page 9: Comparison of marketing strategies anna karenina vs the avengers

Whereas, the Avengers received a minimum of four stars out of five throughout countless reviews across the internet. This film received no negative headlines or bad

publicity, meaning that it will have gained more media interest because of the high praises from critics.

Page 10: Comparison of marketing strategies anna karenina vs the avengers

Conclusion

So, in conclusion the marketing strategies used in Anna Karenina are mostly traditional methods such as posters whereas The Avengers uses a more developed website and latest technology to grab the audience’s

attention. Although they had different budgets both advertising campaigns reflect the nature of the film – with Anna Karenina showing

the classy style of the film while The Avengers shows explosions and action hero qualities. Overall, it is clear that The Avengers had by far the

best marketing strategies whilst Anna Karenina possibly didn’t use enough of their budget on the various methods of attracting the

audience.