Six 'Avengers Endgame' Lessons on Marketing
Sold out presales, collapsed systems, early morning hours ... Even without being released, Avengers Endgame it was already a success. Marvel Studios' most expensive production represents the culmination of 22 films and a decade of the Marvel Cinematic Universe, but more than a movie, It is a milestone in the history of cinema.
Such a singular and historical event could not be promoted in a conventional way, hence the advertising strategy of Avengers Endgame also constitutes a whole chair in marketing:
Leave them wanting more
Finish the story like you did Avengers Infinity War, with the villain defeating the heroes and with half of them with an uncertain destiny, it only generates an impressive expectation in the public. Audiences experienced a cliffhanger unequaled in film history that, combined with what little they knew about Avengers Endgame, made it one of the most anticipated in history and a more than assured success.
Create expectation
Until just over 4 months before the premiere, no official image, trailer had been seen or we even knew the title of the film. All that mystery created expectation like no other film project had. When the first trailer for Avengers Endgame, quickly became the most viewed trailer in history. The public no longer just wanted a preview and to know the name of the film, they needed it.
Timing is essential
For Marvel Studios, launching a movie trailer revolves around a different strategy than other studios, since in addition to choosing a day and time away from any event or circumstance (not counting, of course, unpredictable issues) that could pay attention to progress, they should also consider their other projects (Captain Marvel). Knowing when to promote a product is almost as important as knowing how to do it.
Don't show all your cards
In times when trailers fail to show too much, the previews of Endgame They only showed scenes from the first 15 minutes of the film. Not knowing what is to come makes the audience more interested and greater in their desire to witness the final product as soon as possible.
Use your strong cards
From the first Avengers movie in 2012 it was possible to establish who are the cornerstones of this cinematic universe: Iron Man, Captain America and Thor, and around them the advertising has rotated of this new installment. Knowing those elements that have proven their connection with the public on multiple occasions and making them a fundamental part of the marketing strategy is something that Marvel has masterfully put into practice.
Make fame ...
After more than 10 years of success and making films that are mostly well received by the public and critics, Marvel films have become a brand that ensures you an enjoyable movie theater experience. A product that is known for its quality and good results will not have to make a great effort to promote itself over time.
