AVENGERS! ASSEMBLE!

Marketing models and Fandom

Marvel

• Timely Comics 1939 • Atlas Comics 1950• Marvel Comics 1960• First featured comic: Fantastic Four • Chief editor Stan Lee was responsible for all stories at

this point. • Other popular stories include; Hulk, Thor, Captain

America, Iron Man, X Men, Daredevil, Spiderman.• Created well known villains such as; Doctor Doom,

Galactus and Magneto.

• Split into several entertainment subsidiaries during l980s. (Marvel Entertainment, Marvel Productions, Marvel Animations, Marvel UK, Marvel Music etc)

• To date, Marvel is the highest-grossing movie brand of all time, its films having grossed a total of $4,094.6 million.

AVENGERS!

• The ‘Marvel Cinema Universe’ – shared fictional universe created to host Marvel’s Avengers.

• The universe was established by crossed over shared elements, plot lines, characters and settings.

• Some of the productions set in the Marvel Universe; – Iron Man (2008)– The Incredible Hulk (2008)– Iron Man 2 (2010)– Thor (2011)– Captain America: The First Avenger (2011)– The Avengers (2012)

• John Favreau (2008)• Main player: Robert Downey Jr• When wealthy industrialist Tony Stark is forced to

build an armored suit after a life-threatening incident, he ultimately decides to use its technology to fight against evil.

• Budget: $140million• Gross: $585million

• Louis Lettrier (2008)• Main Player: Ed Norton • Thanks to a gamma ray

experiment gone wrong, Dr. Bruce Banner transforms into a giant green-skinned hulk whenever his pulse rate gets too high. Meanwhile, a soldier uses the same technology to become an evil version of the original.

• Budget: $150million• Gross: $263million

• Kenneth Branagh (2011)• After being cast out from

the kingdom of Asgard, the mighty and powerful Thor is forced to live on earth. He quickly becomes one of the planet’s greatest defenses.

• Budget: $150million• Gross:$446million

Main players: Chris Hemsworth, Natalie Portman, Anthony Hopkins

• Joe Johnston (2011)• Main Players: Chris Evans,

Christopher Markus. • After being deemed unfit for

military service, Steve Rogers volunteers for a top secret research project that turns him into Captain America, a superhero dedicated to defending the USA's ideals.

• Budget: $150million• Gross: $368million

• John Whedon (2012)

• Main Players: Robert Downey Jr, Chis Evans, Scarlett Johansson , Chris Hemsworth, Mark Ruffalo

• Nick Fury of S.H.I.E.L.D. brings together a team of super humans to form The Avengers to help save the Earth from Loki and his army.

• Budget: $220million

• Each film’s plot is designed to intertwine with regards to narrative, characters and setting to culminate in The Avengers (2012)

• The Avengers will feature an ensemble cast from each of the preceding Universe movies.

• The movie is the culmination of nearly 15years of preceding production work and intricately written, directed and marketed movies.

Cult Fandom and the Movie Geek • Fandom for particular texts or genres can become

exaggerated through mutual appreciation and large fanbases.

• It stems from a need to stand out from other forms of popular fandom.

• There will usually be a range of merchandising and themed events based around the text. (conventions etc.)

• The text and surrounding items become quasi-religious (almost a religion) symbols to fans, holding a certain amount of sentimental and cultural value.

Popular Examples

• Comic-Con• Star Trek• Twilight• Harry Potter

• Dr Who • Lord of the Rings• World of Warcraft

Popular Exmples

• Star Wars• Star Trek• Twilight• Buffy the Vampire

Slayer• Lord of the Rings• Dr Who• Superman/Smallville

• Marvel and DC Comics• Comic Con

TASK AHOY!• Your mission:• Get into groups of three or four. • You will be given one example of a cult fan base to investigate and

produce a Fact Profile for.

• Be sure to include;– Facts about the movie/genre/convention– Figures/dates etc – Images– Blog postings/fan postings– Your opinion on why this fan base has generated

GO FORTH AND GEEK!