It should still be quite resonant- the hype that came with every new trailer release of Star Wars: The Force Awakens. Think of Christmas time- all of the Star Wars merchandise set up in displays in almost every store. While the die hard fans made obvious appearances to the premier, new fans went to see the movie for the sake of knowing it, to be a part of a cultural phenomenon. The blockbuster is on track for being recognized as the most successful film of all time. It was the fastest film to reach $1 billion at the international box office in less than two weeks of its release, according to The Guardian. How will Star Wars brilliant marketing plan affect movies that are to come?
Star Wars out-grossed 2009's Avatar in America. Star Wars has done what no other movie has to the same extent: it has revived a franchise.
Marvel and DC movies have done very well in the box office in the past. Perhaps it is the idea that superheros can appeal to all ages, and both genders. The level of action and the potential for humor makes these movies universal. It is not surprising that the ratings have been PG-13 (in America). This means that as many members of the mass market can see the movie. There are a few up and coming movies that are possible blockbusters. We will be seeing more for Captain America: Civil War and Justice League. Deadpool comes to mind (I am praying for the rated-R version, sorry 12-year-olds).
Like Star Wars, superheros are already familiar and celebrated in pop culture. Are modern franchises being lazy or smart when they are adaptions rather than original works? Super hero movies are cult classics on steroids with evolved versions spanning from generation to generation. Perhaps what has made Star Wars and Avatar successful is that they are original screenplays in a time where most movies coming out are adaptations (based on prior movies, books, comic books, plays, TV shows, video games). Star Wars and Avatar are unique as ongoing franchises because they have the ability to surprise us. We have anticipation because we do not know what is going to happen yet. We want to find out.
When it comes to movies based off of comic books there still is some level of surprise. The scripts are tied losely to the character's comic book plots. I think of the TV series Gotham. While it does bring in characters and some plot elements that make sense with the Batman comic book series, it really does take its own spin. It gets creative with the characters, having them interact in some unexpected ways. Villans we thought would exist at a later time according to the comic book plot, have been killed off in Gotham. I think a successful comic book adaption makes some decisions regarding the characters that the comic books have not. This alternate universe version of the characters gives us the surprises that non-adapted franchises such as Star Wars successfully have. What I have noticed is how superhero movies have been able to attract fans that are not familiar with the comic books. They don't have to be. The movies stand on their own.
One of the up-and-coming super hero movies is Batman vs. Superman: Dawn of Justice. DC shows off its two most popular heroes going head-to-head.
Are the trailers too revealing? Too many Easter eggs? Let's take a look at the newly released TV spots for March 25th release of Batman vs. Superman: Dawn of Justice:
TV Spot 1 (2 weeks ago)
TV Spot 2 (2 weeks ago)
Here is the most recent TV spot:
TV Spot 3 (just released!)
The TV spots show the major ideological differences between Clark Kent and Bruce Wayne. Superman for example thinks the job of a hero is to come to aid of those in need while Batman believes he has to stop threats before they take action. What is a hero and what is a vigilante?
The characters come from two different realities. Man vs. God. What level of action needs to be taken to protect a society? A place as dark at Gotham may require different action to get results than in Metropolis.
Also what will DC take from its competitor Marvel? I think that it's inclusion of a little bit of humor using the character Lex in its trailer is their attempt to show they aren't as dark as some of their past movies (I love Batman: The Dark Knight but compared to Marvel there is a much higher level of seriousness).
Before the TV spots there was a pretty revealing trailer released in December. I really liked this analysis of the trailer especially the contextualization of the painting shown in the background:
"If I wanted it, you'd be dead already" Superman says. It shows that the movie is less of a battle of ability and more of a battle of will power.
The movie is going to be about how far each is willing to go to win. I think it will be an interesting question of moral code, exposing the grey areas in justice.
I am a fan of comic books, particularly the darker ones done by artists like Frank Miller. I feel that Superman is too ideal of a hero. His godliness makes him almost impossible to relate to. You are almost forced to look up to him. Batman is admirable because he has the same weaknesses a human has. However as a billionaire playboy, Bruce Wayne's obsession and reliance on technology points out some of the complexities of a capitalist culture. Materialism is the crutch that holds him up (the same parallel could be said for Iron Man).
Does society accept the actions required to save it? Laws are created by society but morals are personally accounted for. Morals can require the ability to go against the norm for a higher principle. But does this turn a hero into a vigilante in the eyes of those they protect? Superman and Batman both face difficulties, as shown by the TV spots, with the governments and civilians of the very cities they are trying to save.
Either way, I think this is another wave of movie marketing genius. You can't ignore the results that we've seen this past December (and months leading up to it). Movie releases have become cultural events. Just imagine all over the world people rushing out to do the same thing at the same time- see a movie.
I am looking forward to seeing how social media plays a role in the release of movies to come. It really helps to build up the hype months before the release and to engage fans. When people can interact with entertainment it becomes more than a movie, it becomes a community of pop culture. While I do not think anything will top the recent success of Star Wars: The Force Awakens or even its contender Avatar, I think we will see a rise in marketing success from superhero movies. I think it is already building now. Anticipation is building.
Cheers!
Laura
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