There are three short weeks till Avengers: Infinity War and the film is slated to break a major record, receiving the biggest push for a Marvel film ever. Marvel's marketing has been an incredible force, utilizing everything from corporate partners to supporting fan's campaigns. After the powerful push for Marvel's Black Panther, which continues to break records, Marvel should have an easy time selling the culmination of the first three phases of its cinematic universe.
There's a lot to be excited about for fans. From the news that Michelle Pfeiffer might potentially have a role in the film to the controversy surrounding Hawkeye, the campaign has already garnered a great deal of attention. It's the perfect push for a film that had its release date moved up by a week, getting fans and the internet excited. The previous largest push for a Marvel film was Spider-Man: Homecoming, which spent $140 million on its advertising. Now Marvel, even in the wake of creative ways to excite fans, is naturally looking to spend even more.
According to Deadline, Marvel will throw upwards of $150 million behind the culmination of its collected tentpole franchises. Seven different partners will create TV spots featuring the film's themes and characters. Notable partners include Ziploc, Go-Gurt, Quicken Loans, American Airlines, Duracell, Samsung, and Coca-Cola. The Coca-Cola partnership alone is estimated to be worth over $40 million. It makes sense, as Coca-Cola has a long-standing relationship with both Marvel and its parent company, Disney. According to Mindy Hamilton, Marvel's Senior Vice President, they'll be part of a partnership that includes long-standing partners and new members of their advertising team.
Some of these partners are new to the family and some have been friends of the studio for years,What they all share, though, is a commitment to innovate in their industries and excel at the way they craft their stories. We couldn’t be more excited about collaborating with them in preparation for this historic release.
The studio's advertising partners will be doubling their support in comparison to 2015's Avengers: Age of Ultron. That's understandable. As the film's release date approaches, fans should have plenty to distract them from sharing spoilers. After all, according to Thanos, sharing spoilers is ill-advised. It's a perfect entry for the summer season and Marvel seems very excited.
In the wake of Black Panther's success, however, the fan efforts can't be underestimated. The use of social media for the film is essential and Marvel must enlist blogging sites, influencers, and the fans themselves to truly spread excitement about their film. Even with that, Infinity War is on track for upwards of a $200 million opening. The historic nature of the film alone will count for a lot, but it's the advertising that will keep people coming back.
- Avengers: Infinity War / The Avengers 3 (2018) release date: Apr 27, 2018
- Ant-Man & The Wasp (2018) release date: Jul 06, 2018
- Captain Marvel (2019) release date: Mar 08, 2019
- The Avengers 4 / Avengers: Endgame (2019) release date: Apr 26, 2019
- Spider-Man: Far From Home (2019) release date: Jul 02, 2019