Lesson 9 Iron Man 3.

• http://www.youtube.com/watch?v=9w_wmZrESxI

• Iron Man 3(2013)

• 130 min - Action|Adventure|Fantasy - 25 April 2013(UK)

Iron Man 3 (Disney/Marvel Studios)the issues raised by media ownership in contemporary media practice;

• Budget/marketing: $375 millionProjected global gross: $1.2 billion

• Revenue analysis: The film made a profit for Marvel and Disney, even after gross participants -- including Robert Downey Jr. -- took their fees, along with the $90 million or so owed Paramount because of its previous distribution deal with Marvel.

Promoting “Iron Man 3”

• Remember the film already has a fan base (films 1 and 2).

• The publicists want to appeal to existing fans and attract new ones.

Iron Man 3 – Promoting the film. the importance of cross media convergence and synergy in production, distribution and marketing;

• In July 2012, at the San Diego Comic-Con International, a new Iron Man armour from the movie, the Mark XLII, was on display on the convention floor, along with the Marks I-VII from the first two Iron Man films.

• A panel was held, during which Shane Black, Robert Downey, Jr., Don Cheadle, Jon Favreau and Kevin Feige discussed making the film, and several minutes of footage from the movie were shown.

• The first television advertisement aired during Super Bowl XLVII on the CBS network in the United States.

• http://www.youtube.com/watch?v=EEH05OYX0CA

• On March 25, 2013, Marvel and Disney revealed on the official Iron Man Facebook page, "Iron Man 3: Armor Unlock," to reveal suits Stark has made before the events of the film.[

“Iron Man 3” – Promoting the film – Social Media. The importance of cross media convergence

and synergy in production, distribution and marketing;.• On March 25, 2013, Marvel and Disney revealed on the official Iron

Man Facebook page, "Iron Man 3: Armour Unlock," to reveal suits Stark has made before the events of the film.

• This reinforces the notion that the character exists outside of the film world.

Disney Theme Parks -the issues raised by media ownership in contemporary media practice;

• Disney also promoted the film at its domestic theme parks beginning April 2013.

• The Walt Disney World Monorail System was given an exterior Iron Man scheme.

“Become Iron Man” Simulator Game - the importance of cross media convergence and synergy in production, distribution and marketing;

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• In addition, there is a simulator game, titled "Become Iron Man," that uses Kinect-like technology to allow the viewer to be encased in an animated Mark XLII armour and take part in a series of “tests,” in which you fire repulsor rays and fly through Tony Stark's workshop.

• The game is guided by JARVIS, who is voiced again by Paul Bettany. The exhibit also has smaller displays that include helmets and chest pieces from the earlier films and the gauntlet and boot from an action sequence in Iron Man 3.

Become Iron Man.

The Film Experience - Exhibition.the significance of proliferation in hardware and content for institutions and audiences;

• In selected countries the Premier of the film was shown in the 4DXformat.

• 4DX is a motion picture technology owned and developed by South Korean company CJ 4DPLEX, a part of the CJ Group. 4DX allows a motion picture presentation to be augmented with environmental effects such as motion, scents, mist and wind, outside the standard video and audio. As such, it requires a theatre with special equipment (in the same way that IMAX theatres require special equipment/design).

Mobile game the technologies that have been introduced in recent years at the levels of production, distribution, marketing and exchange;

• A smart phone video game titled Iron Man 3: The Official Game, developed and published by Gameloft, was released on April 25, 2013. Gameplay is similar to Temple Run: the player attempts to dodge objects to score points and complete the level while still defeating the Crimson Dynamo, Ezekiel Stane, Living Laser and M.O.D.O.K.

Tie-in comic - the importance of cross media convergence and synergy in production, distribution and marketing;

• In January 2013, Marvel Comics released a two-issue comic book.

• The story set between Iron Man 2 and Iron Man 3, centres on War Machine and what he was up to during the events of The Avengersand why he was not present during the battle in New York.

The ways in which the candidates’ own experiences of media consumption illustrate wider patterns and trends of audience behaviour.

• Iron Man 3 was released by Walt Disney Studios Home Entertainmentin digital download form on September 3, 2013 (5 months after Cinema Release)

• This was followed by the film's release on Blu-ray disc, 3D Blu-ray, DVD, digital copy and on demand on September 24, 2013.

• The home video release includes a Marvel One-Shot short film titled Agent Carter starring Hayley Atwell as Peggy Carter from Captain America: The First Avenger

Social Media before the film’s release …. the importance of cross media convergence and synergy in production, distribution and marketing

• Twitter

• From April 5-10, Iron Man 3 was responsible for a fantastic 13,315 tweets.

• The film was generating consistent chatter thanks to the debut of a new scene that aired during Sunday night's MTV Movie Awards.

• Additionally, the movie held its world premiere in Beijing, China followed by Moscow.

Facebook – Social Media the importance of cross media convergence and synergy in production, distribution and marketing.

• Through April 9 2013, Iron Man 3 boasted over 13.76 million fans on Facebook--a solid number for a second sequel in a series of films. It continued to gain momentum approaching the release date.

• By comparison, The Dark Knight Rises carried 11.69 million fans at the same point in the release cycle.

• Transformers: Dark of the Moon was responsible for 6.34 million

Flixer - the importance of cross media convergence and synergy in production, distribution and marketing

• Fan anticipation on Flixster followed the lead of the other social networking sites with an incredible 99% "want to see" score from almost 93,000 voters.

• Flixer is an American ‘social movie site’ for discovering new films, learning about films, and meeting others with similar tastes in films. The site allows users to view movie trailers as well as learn about the new and upcoming movies in the box office. The site is based in San Francisco, California and was founded in 2007. Flixster has been the parent of website Rotten Tomatoes since January 2010.

China-the issues raised in the targeting of national and local audiences (specifically, British) by international or global institutions

• Iron Man 3 had a deliberate strategy to break China's growing film market with a special Chinese version of the film?

• http://www.dailymail.co.uk/news/article-2324077/Iron-Man-3-execs-changed-film-Chinese-audience-adding-4-minutes-Chinese-actors.html

• When Marvel launched the international promotional campaign for Iron Man 3, it did not choose Hollywood or London's Leicester Square, but Beijing's Forbidden City.

• It was the first time a Hollywood film had ever been celebrated inside the Chinese capital's Imperial Palace.

The issues raised in the targeting of national and local audiences (specifically, British) by international or global institutions

• Leading man Robert Downey Jr. did his part to charm the Chinese press by calling out to fans in the local Chinese dialect. He told the press conference, "I'm interested in all things Chinese and I live a very Chinese life in America,".

• It was all part of Hollywood's attempt to woo Chinese audiences and authorities

China - the issues raised in the targeting of national and local audiences (specifically, British) by international or global institutions

• Iron Man 3 was distributed worldwide by Walt Disney Studios Motion Pictures1 with the exception of China, where it was released by DMG Entertainment, and Germany and Austria, where it was released by Tele München Group.

• The Chinese version offers specially prepared bonus footage made exclusively for the Chinese audience.[

This version features a four-minute longer cut of the film, with a scene showing Dr. Wu on the phone with Iron Man visible on a television screen behind him, as well as a longer scene of Dr. Wu operating on Stark. The extra material also features product placement of different Chinese products.

• http://www.youtube.com/watch?v=vG2nVGwPfCU

• http://www.youtube.com/watch?v=39m85puOQok

BBC Webpage.

• http://www.bbc.co.uk/news/entertainment-arts-22188200

The issues raised in the targeting of national and local audiences (specifically, British) by international or global institutions.

• China recently overtook Japan as the world's second-biggest cinema market, as box office revenues surged 30% to $2.7bn (£1.8bn).

• Since James Cameron's Avatar took $222m (£145m) in China in 2010, Hollywood has been desperate to crack the Chinese market.

• Marvel has found a way through some of the red tape by co-producing Iron Man 3 in China with DMG Entertainment, a Beijing-based production company.

• "The concept of what people want to see and what the government doesn't want to be seen isn't understood very well," says DMG's chief executive officer Dan Mintz.

China - the issues raised in the targeting of national and local audiences (specifically, British) by international or global institutions

• Chinese authorities allowed 34 foreign films to be screened in the country each year.

• David Cameron achieved a diplomatic breakthrough in January 2014 –the Chinese will allow more British films to be shown.

China - the issues raised in the targeting of national and local audiences (specifically, British) by international or global institutions

• The Chinese authorities often request changes to remove sexually explicit scenes, violence and other topics deemed inappropriate for the home audience.

• "Everyone is trying to figure out the loopholes," says Mintz. "The pressure is immense to crack this market and to understand it."

China - the issues raised in the targeting of national and local audiences (specifically, British) by international or global institutions

• Marvel has even created a special Chinese version of the action film with an extra scene featuring a new character and storyline.

• The additional eight-minute scene stars Chinese actress and singer Fan Bingbing and A-lister Wang Xueqi.

• "It takes a fundamental character from our movie who isn't in it as much and extrapolates out his story," says British co-writer Drew Pearce.

• "People didn't grow up with Marvel in China," says Mintz, who set up his advertising and production company 20 years ago. "Awareness needed to be built."

China - the issues raised in the targeting of national and local audiences (specifically, British) by international or global institutions

• Mintz says China has "crept up" on Hollywood, explaining: "Five years ago, it didn't matter if you took it seriously, but that was the time they should have been figuring out their strategy."

• Iron Man 3 is not the only film to take aim at the Chinese market. The next Transformers movie is to be partly made in the country, and James Cameron (“Avatar”) announced a joint venture with two Chinese firms last year.

• Iron Man 3's main cast members did not film in China. But Don Cheadle, who plays US Air Force colonel James Rhodes, says he is keen to be a success in Asia.

• "If I become a big Chinese star, you can guarantee I'll be shooting a movie in China," he says.

China - the issues raised in the targeting of national and local audiences (specifically, British) by international or global institutions

• The efforts from Marvel and DMG paid off as they secured a release date in China - 3 May, the same day the film came out in the US.

• Mintz is convinced that the Chinese market will continue to grow and says it may one day challenge Hollywood for supremacy in the global movie market.

• "There's always been a number two, but this is the first time anyone is challenging for number one," he says

Box Office.

• http://www.boxofficemojo.com/movies/?id=ironman3.htm

• http://www.slideshare.net/957323/iron-man-marketing-13534159

• http://www.slideshare.net/vividproduction/marketing-campaign-of-iron-man-3

Iron Man 3 and Audi.

• This ‘Superhero film’ took an innovative approach to brand partnerships.• Public relations and product integration hit all new heights in this sequel,

where there was a lot of hype in the entertainment and pop culture press about which car the film's hero, Tony Stark would be driving.

• The partnership allowed Audi to align its new R8 model with the film's protagonist, who adapts his superpowers to the changing world around him.

• The movie's star, Robert Downey Jr. showed up at the U.S. premier in Los Angeles behind the wheel of the same red 2014 Audi R8 Spyder that he drove in the film, taking product placement from the screen to the real-world.

Read more: http://www.entrepreneur.com/article/227105#ixzz2ryWXN3UZ

Captain America: The Winter Soldier and Kiehl's (skin and hair care).• Marvel Comics putting out the film with Disney, started their

unconventional marketing strategy with the skin and hair care brand, Kiehl's.

• Kiehl's retail stores were decorated with signage and product displays featuring the characters.

• Marvel came out with a custom-made Captain America comic book specifically set inside a Kiehl's shop. The comic book recently ran as an insert in the Wall Street Journal and was offered to customers when they made a purchase in-store or online.

Read more: http://www.entrepreneur.com/article/227105#ixzz2ryWOlrDm

Iron Man 3 and Audi.

• This ‘Superhero film’ took an innovative approach to brand partnerships.• Public relations and product integration hit all new heights in this sequel,

where there was a lot of hype in the entertainment and pop culture press about which car the film's hero, Tony Stark would be driving.

• The partnership allowed Audi to align its new R8 model with the film's protagonist, who adapts his superpowers to the changing world around him.

• The movie's star, Robert Downey Jr. showed up at the U.S. premier in Los Angeles behind the wheel of the same red 2014 Audi R8 Spyder that he drove in the film, taking product placement from the screen to the real-world.

Read more: http://www.entrepreneur.com/article/227105#ixzz2ryWXN3UZ

Voluntary Extra WorkDistribution – Marketing -Task: • www.launchingfilms.com/releaseschedule

• Choose a film that has either been released this week or is just about to be released.

• Create a PowerPoint presentation that covers as much about the marketing strategy for that film as possible

• Make a note of whether your chosen film is British or America

• Record the name of the distribution company