Pre-sales sold out, systems collapsed, early morning schedules... Still not released, Avengers Endgame was already a success. Marvel Studios' most expensive production represents the culmination of 22 films and a decade of the Marvel Cinematic Universe, but more than a movie, it is a milestone in the history of cinema.
Such a unique and historic event could not be promoted in a conventional way, hence the advertising strategy of Avengers Endgame also constitutes a whole marketing lecture:
Ending the story the way Avengers Infinity War did, with the villain defeating the heroes and half of the heroes with an uncertain fate, only generated awesome anticipation in the audience. Audiences experienced a cliffhanger unparalleled in movie history that, combined with how little they knew about Avengers Endgame, made it one of the most anticipated in history and a more than assured success.
Until a little more than 4 months before the premiere, we had not seen any official image, trailer or even knew the title of the film. All that mystery, created anticipation like no other film project had ever done. When the first trailer for Avengers Endgame was finally released, it quickly became the most watched trailer in history. Audiences no longer just wanted a preview and to know the name of the movie, they needed it.
For Marvel Studios, launching a movie trailer revolves around a different strategy than other studios, since in addition to choosing a day and time away from any event or circumstance (not counting, of course, unpredictable issues) that could detract attention from the trailer, they must also consider their other projects(Captain Marvel). Knowing when to promote a product is almost as important as knowing how to do it.
In times when trailers err on the side of showing too much, the previews for Endgame only showed scenes from the first 15 minutes of the movie. Not knowing what's to come makes audiences more interested and their desire to witness the final product as soon as possible even greater.
Since the first Avengers movie in 2012, it was possible to establish who the cornerstones of this cinematic universe are: Iron Man, Captain America and Thor, and the advertising of this new installment has revolved around them. Knowing those elements that have proven on multiple occasions their connection with the public and making them a fundamental part of the marketing strategy is something that Marvel has put into practice in a masterful way.
After more than 10 years of success and making movies that are mostly well received by audiences and critics, Marvel movies have become a brand that assures you an enjoyable experience in the movie theater. A product that becomes known for its quality and good results, eventually should not have to make a great effort to promote itself.
Excerpt from the article published by the Mexican agency Kreativoz.
