Purposes and Uses

Case study : Avengers Endgame (Anthony and Joe Russo)
Part of a idea marvel franchise, bringing together a number of characters rom previous films such as iron man and captain America.

It grossed $2.7 billion worldwide surpassing infinity wars enter theoretical run just eleven days and setting numerous highest grossing film and box office records, and is the highest grossing film in 2019. as all as the second highest of all-time.

marketing budget: $200 million

collective social followers 50+ million followers on instagram

youtube trailer views: 109 million views in April 2019

marketing channels: twitter, facebook, youtube and google.

partner brands: #coke #google# mcdonalds
A Multi Channel Approach
With 32.5 million followers on Instagram, Marvel has a well established platform to publish content on.
They have catered their marketing materials specifically to individual channels, for example, using condensed snippets of their trailers on Instagram with a link to the full trailer on YouTube.
Marvel has also stayed consistent with the #AvengersEndgame hashtag being used on Twitter, Instagram and Facebook.
Many iterations of poster designs for the movie can be seen on Marvel’s Instagram, Twitter and Facebook too. The stylish poster designs work perfectly on social media to engage fans and visually showcase the actors/characters in the films.arketing materials specifically to individual channels, for example, using condensed snippets of their trailers on Instagram with a link to the full trailer on YouTube.
Marvel has also stayed consistent with the #AvengersEndgame hashtag being used on Twitter, Instagram and Facebook.
Many iterations of poster designs for the movie can be seen on Marvel’s Instagram, Twitter and Facebook too. The stylish poster designs work perfectly on social media to engage fans and visually showcase the actors/characters in the films.





To capitalise on the audiences bereavement, Marvel has produced a series of images for social media juxtaposing the characters who survived with the ones who were snapped out of existence. 
A very simple idea but one that builds up anticipation as to whether the dusted characters will return or not and drives huge engagement.

The actors in the film also posted on their social media in order to attract the wider target audience

Link to marvel site
13 Million subscribers
123 million views
Likes and dislikes
Facility to share
Various links. 
Auto play means subsequent marvel trailers will play automatically
bell notification on so you can be notified straight away and be kept up to date

Trailer
Focusing on story and character development in the trailers, instead of spoiling the action, only builds even more anticipation.
Going into a film and not knowing how it's going to pan out, or what scenes are going to be shown, is very rare these days.
Showing very little story and action sequences also encourages audiences to speculate how the film is going to turn out. This leads to masses of people producing speculative content for sites like YouTube, indirectly marketing the film from a user generation point of view.
Consumers = prosumers
They contribute to the webpage, and also to the overall culture of the film
Not the 257,689 comments!














A further 2.5 million views

Consumers = prosumers
Digital technology enables fans to have their say, as in this ‘trailer theory’ post from Deffinition and for it to be liked and shared across the film’s fanbase – globalisation in action (more on that later)

 intertextuality
It was created by Dom Hofmann, Rus Yusupov, and Colin Kroll in June 2012. The company was later acquired by Twitter in October 2012 for a reported $30 million. Vine launched on January 24, 2013 as a free app for iOS devices. An Android version was released on June 2, 2013. In November, 2013. In a couple of months, Vine became the most used video sharing application in the market. Within April 2013, Vine became the most downloaded 
In the Vine app it allows users to create 6 second videos of any genre. Many popular creators nowadays originally started on Vine. As shown in the photo below Shawn Mendes, an extremely popular artists 
Flickr is a photo sharing website
You search for what you want or are interested in and pictures will come up
You receive views on your picture and  it shows your picture up top if you get most view
Adam Mosseri is the Instagram chief
Molly russel
2017- instagram- self harm and suicide


Flickr:
Is a popular photo-sharing and hosting service with advance and powerful features. It supports an active and engaged community where people share and explore each other's photos. You can share and host hundreds of your own pictures on Flickr without paying any money. Flickr also provides both private and public image storage. A user uploading an image can set privacy controls that determine who can view the image. The app has an age restriction, you must be 14+ to create an account with the option to purchase premium services, and you need to be 18+ to be able to make your account public, connect to Facebook for sharing content, view restricted or moderate content and joint 18+ groups.

What are the main ways in which they are able to distribute content to audiences?
The services enable you to upload, post and transmit photos and videos to the site or other portions of the services, and also provide you with access to discussion forums, blogs and other interactive areas in which you or other users may post or transmit photos, videos, text, music, messages, information or other content or materials.
In relation to Avengers, Flickr can be used by fans to post and share their fan art, pictures and videos with other people who are also fans of the Marvel series.

Media convergence is the blending of multiple media forms into one platform for purposes of delivering a dynamic experience. 
Through convergence, fans are able to access the app through various digital media platforms and share their content with other people who are also fans, who are then able to have their say.




Another function of Flickr is joining Groups made up of lots of people from all different backgrounds who come together to discuss different parts of Avengers and create different creative content based off of the movie series.
The main page has 2 main categories titles; explore and create. Each with 3 sub categories;

Explore: explore, trending and events
Create: photos, people and groups.

Users are able to make their own portfolio which can be public/ private, and people can join the group if they want to see more future content.

  

Flickr users also have the opportunity to upgrade their app to Flickr Pro. Some features of FlickrPro are:


  • advanced stats on your photos and videos 
  • ad free browsing on Flickr 
  • unlimited uploads and worry-free photo backup







Comments

  1. JCoSS Media Dept1 November 2019 at 05:35

    Excellent notes on Avengers Endgame. Also ensure you have detailed note on Flickr and Tumblr, as well as those of Vine - you can get these from other students who presented.
    Mr Boon

    ReplyDelete

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