Guardians of the galaxy marketing

Production, location, director and producer• Marvel studios (owned by disney) which is clearly known for its

action/sci fi films therefore has a very good representation. Marvel has a ‘fandom’- from both the comics and the films, its more of a brand than a company.• Guardians of the galaxy was directed by James Gunn and produced by

Kevin Feige (president of Marvel studios).• The film was filmed in UK studios which is actually quite strange for a

high concept film as usually these are ‘hollywood movies’.

Budget- how the budget influenced the film?• Production budget: $170million• Guardians of the galaxy was a high budget film which is quite

predictable for a Marvel film- a rich company with plenty of willing investors.• The film really showed where the money was spent as looking at

behind the scenes clips I recognise that the amount of green screens used and props developed was just out of this world. The transformed a green screen to explosions and space and they actually made all of the space ships, masks, costumes ect..

Marketing campaign• Last minute buzz: The final week before a film’s release is often when marketing activities

are heightened. Disney, the owner of Marvel Studios, saved 40% of its marketing efforts for the final week before the film’s debut. This allowed Guardians to generate maximum awareness at a critical time.• Being a Marvel film itself was part of the marketing campaign- even if the film isn't that

good people will go to see it because its marvel.• Announced the sequel comic- which suggested that the film was already a blockbuster to

the audience, even though it wasn't even out yet.• New characters in the film were heavily advertised on social media therefore people began

to recognise the characters and question who they were.• There was also the typical teaser posters/theatrical posters and trailers.• There is also the marvel website which is very easy access and has in depth details of films

e.g. guardians of the galaxy

Star power• Zoe Saldana played Gamora (1 of main

characters). Zoe is a recognisable female actor starring in films like Avatar and Star Trek. She is known for the sci-fi/action genre and has ‘female power’ in her roles. She is also quite attractive and on the posters has made to be ‘appealing’.• Chris Pratt played star lord (1 of main

characters). Chris Pratt has also been in many recognisable films e.g. Wanted.

Franchise/merchandise

Release and competition• Release date: July 31, 2014 (summer holidays)

Clear guiding principles• New characters: interaction • Personal identity• Introduce new space opera limits• Connect comedic moments

Why was it successful?• box office: $773.3 million• The film had amazingly positive critics.• Fresh appeal to marvel as it was a very modern take therefore it had a

unique selling point.• The summer release meant that much more school children (target

audience) were looking for something to do- go to the cinema.• The film was successful as there was a lot of word of mouth-marvels

brand new avengers type film with new characters! Of course there would be such a buzz.