How The MCU Got So BIG
2. Marketing And Collaborations
Of course, marketing and advertising have been a critical asset in bolstering the MCU’s success. Marvel’s casts and crews all excel in the dark arts of advertising… except their approach is the total opposite of dark.
Every director’s face beams with childish glee as they gush about their
newest Marvel instalment. Mark Ruffalo and Tom Holland are lovable klutzes,
much like their character counterparts, who keep “accidentally” spoiling major
plot points through interviews and Instagram posts.
At the drop of a hat, the whole Marvel cast can be weaponised to advertise a film with simple ad campaigns (e.g. #DontSpoilTheEndgame).
And with promotional campaigns going into the millions (Endgame’s campaign clocked in at over $200 million), the MCU can easily stay in the public image alongside Marvel-designed apparel, Funko Pops, and other merchandise.
In truth, it isn’t actually Marvel who’s leading the advertising brigade. In 2011, Disney dismissed the Marvel marketing team and took the advertising reins themselves.
While Marvel was no stranger to securing big-time partners, like their partnership with Audi, Disney’s acquisition probably didn’t hunt in landing major deals with Coca-Cola and Harley-Davidson. As the years have gone by, the marketing gurus have shifted their target market towards the mainstream. Mindy Hamilton, SVP of Disney's Partnership Marketing, said:
“We’ve grown beyond our target audience of traditional fanboys; now it’s millennials, it’s teens, it’s multicultural and families. We look for partnerships that honor and celebrate in each of these."
Disney’s partnership deals alongside Marvel’s willingness to play ball with other companies have led to direct cinematic improvements too.
Collaborating with Sony let Spider-Man enter the fray, who was a driving force for much of the emotional turmoil towards the end of the Infinity Saga. Marvel gave their blessing to Fox to switch Negasonic Teenage Warhead's powers, in return for using Ego the Living Planet, who appeared in Guardians of the Galaxy 2.