Marvel Continues Brand Spotlight Mastery
Just two weeks prior to the much anticipated release of Warner Bros. and DC Entertainment’s “Batman v Superman,” Marvel has once again taken the spotlight with a new trailer for “Captain America: Civil War.” Civil War is slated for a May 6 release, but the new trailer created major attention on Thursday and was at the top of all the trending charts. It was the most-searched term on Google with more than 600,000 searches just hours after its release, drawing the No. 1 spot on Twitter’s worldwide trends for a number of hours as well. The trailer also drew more than 20 million views on YouTube in less than 24 hours. The universe they have built allows for each movie to build on the other, and is a major reason why they have made audiences worldwide care about Marvel as a whole, instead of just their favorite characters.
Fans of The Hulk still want to see the new Iron Man movie, and fans of Captain America will be eagerly awaiting the release of “Doctor Strange.” By utilizing the big films such as “The Avengers” and “Captain America: Civil War” to introduce new characters, they effectively build an audience before they even start marketing a new movie, creating even more talking points for fans on social media. When the subsequent movies are released with the new characters, their story builds back into the next big blockbuster movie and strengthens the brand even more. This strategy has been proven to work for Marvel as the two Avengers movies have grossed more than $1 Billion at the box office in just the United States.
Captain America: Civil War promises to deliver on this concept with the introduction of at least two new characters to the Marvel Universe. The introduction of The Black Panther and Spiderman provide many storylines for Marvel to build on and open a wide range of possibilities. With 11 movies planned between now and July of 2019 there is one thing we can see for sure: Marvel’s brand position is here to stay.
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