‘Avengers: Infinity War’ and the Marvel Marketing Machine

Pim Razenberg on Marvel’s well-oiled marketing machine, which hooked us all to the Marvel Cinematic Universe…

Black Panther passed the $1 billion mark at the box office, Avengers: Infinity War is expected to have a $215 million opening debut in North America and Kevin Feige is starting to tease audiences around the world with what lies beyond the 2019 Untitled Avengers Movie. Marvel Studios’ sowed the seeds for their Cinematic Universe before any other studio followed and they are now raking in their cash. Together, we have granted them $14,5 billion of our hard-earned pocket money in just under a decade and we are already marking new release dates in our calendars to give them a bit more.

Marvel Studios’ movies have been accused of lacking in diversity, being too repetitive and hosting underdeveloped villains, but generally speaking, the Marvel Cinematic Universe has been a critical and financial success. Though much of this comes from the hard labour of the film studio’s cast and crew, a major unseen player in the success of the MCU – and our resulting addiction to it – was orchestrated by the studio’s marketing department. Throughout the decade, a series of marketing strategies have made the MCU the juggernaut franchise it is today.

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