We all know that Marvels recent movies (Iron Man 1 and 2, The Hulk) and those that are currently in production (Thor and Captain America) have been leading up to the highly anticipated ‘Avengers’ flick in 2012, which is set to be directed by Joss Whedon. It goes with out saying, but, Avengers will be the biggest and perhaps best comic-book based movie of all time. Marvels most elite superheroes (Thor, Iron Man, Captain America) all in one film. All under the genius of Joss Whedon. Excuse me while I rub my nipples. Shits gonna be EPIC!
Now, being that ‘The Avengers’ will be Marvels most ambitious and marvelous (see what I did there) project, it’s marketing will be treated a little differently. They are going to be treating it more like a brand, less like a film.
Paul Gitter, President of Consumer Products for Marvel, talks about how the phrase “Avengers Assemble” will be used on products.
“A full line of action figures, vehicles and role-playing items from toy maker Hasbro; arts and crafts products from Crayola; die-cast toy vehicles and play sets from Maisto; and footwear from Brown Shoe. Additional licensees include Fruit of the Loom, Kids Headquarters, AME and Jem Sportswear.”
“You’re going to see ‘Avengers Assemble’ logos and icons take more prominent positions. On a lot of the packaging you’re going to see everywhere, Marvel does tie back into ‘The Avengers,’ and the umbrella platform we have set up.”
“The big play here is that Marvel is really looking at our films more as brands and less as films. The goal here is to become more of a household name similar to Procter & Gamble and Johnson & Johnson. We want Marvel to take a much greater position in the minds of the consumer when they are thinking about our properties.”
So, basically what that means is that they’ll be shoving ‘Avengers’ down our throats with style.
Good for them in trying to treat their franchise like a brand similar to that of Coca Cola, Mcdonalds and Nike, but, I don’t think you’ll be seeing any basketball players endorsing athletic shoes, or super models posing down the run way with underwear by ‘Avengers’ anytime soon. God, hope for the latter though.
Now, Mr. Gitter went on to say something a bit more interesting.
“He alluded to a plan in development pegged to 2017, but declined to offer details.”
Excuse me but what the fuck does that mean? Does that mean a second Avengers movie? Could an Avengers sequel, or something even bigger be in the works?
What do you think about Marvel’s branding plan, and what do you think they are leading up to in 2017?