Did you see The Avengers last weekend? So did everybody else. The superhero blockbuster broke the record for the largest opening box office, driven by a massive media engine (and even a little help from Deutsch).
In the first official weekend of the 2012 summer film season, the pinnacle of comic book movies pulled over $200 million, surpassing 2011’s Harry Potter and the Deathly Hallows: Part 2, and 2010’s The Dark Knight. But while The Avengers succeeded with special effects, critical acclaim, and the effective usage of not one but six Marvel superheroes, it also managed to produce one of the most prolific and ultimately lucrative media campaigns of any movie.
The film’s May 4premier culminated seven years of production time, not only for cast and crew, but also for campaign teams who must generate and maintain hype and expectations. Casting rumors, teaser trailers, production notes, and hints within movies like Captain America and Iron Man were all used over the course of the film’s four-year branding campaign. As production drew to a close, four million dollars’ worth of Super Bowl time launched the message to the masses.
With millions of fans ultimately running to the seats, brands are subsequently drawn to the unique branding opportunity and captivated audience. Acura, Visa, and Harley-Davidson each make an appearance in the film, but Deutsch LA managed to promote the drink of choice, Dr Pepper, while also featuring a cameo of Stan Lee, the creator of the Marvel characters.