1. The Avengers
Synergy
The Avengers is a 2012 film produced
by Marvel Studios and distributed by
Walt Disney Pictures. Marvel Studios
is a motion picture studio owned by
Marvel Entertainment, which in turn
is owned by Walt Disney Company.
The DVD, blu ray and digital
download was released by Walt
Disney Studios Home Entertainment.
The score was by Alan Silvestri and
released under the label of Marvel
Music.

2. Promotion – Video Games
To tie in with the release with the film, Marvel
Entertainment made a deal with a major
games developer, Ubisoft, to create a video
game based around the Avengers. This is an
example of horizontal integration.
Contrasting this, the web
based game “Avengers
Alliance”, was also used to
promote the film, but is an
example of vertical
intergration. The developer, Playdom, is a
subsidiary of Disney Interactive Media Group.
This use of new technologies to promote the film is a good
marketing strategy to reach a larger audience and gain more money.

3. iTunes
The first trailer for the film debuted exclusively on iTunes Movie Trailers. It was
downloaded of 10 million times within the first 24 hours, breaking the websites
record of most viewed trailer. Disney, or Marvel, would have made a deal with iTunes,
allowing them to be the distributers for the trailer; this deal would be beneficial to
both companies. Avengers would have gained huge attention and probably increased
ticket sales for the film, whereas iTunes would have a lot of traffic coming into the
website due to the exclusivity of the trailer.
On the Avengers website, an iTunes logo
alongside an apple is advertised to the
side. This is an example of horizontal
integration.
This is an example of viral marketing using
new technology and new means of
distribution. The trailer to the film
appeared in cinemas, on the tv and the
internet. The internet is the most
important one, because it reaches the
largest amount of people who are
potential customers.

4. TV
A TV series based around the fictional organization, SHIELD, which is present within the
film is being produced by Marvel Television and being distributed by Disney-ABC
Domestic Television. The show is going to tie in with the universe established by the film
and star Clark Gregg. Clark Gregg plays a fan favourite in the movies and putting his
character into the show is a good marketing ploy. Also, the show is being written,
directed and produced by Joss Whedon. The director gained a lot of attention from his
commercial and critical success with the Avengers and putting him at the helm of this
project will draw in a larger audience.
Toys
Marketing to younger audiences involved action figures and toy props. Presumably, Marvel
Toys, a subsidiary of Marvel Entertainment, manufactured and produced these toys.

5. Posters
The main concept of the Avengers movie is a big,
action packed summer blockbuster that consists of
an all-star and can appeal to everyone from
hardcore comic fans to average cinema goers looking
for some fun. The marketing did a good job at
enticing both of these demographics and this is
evident within the posters. The posters portray the
characters that the fans love, but also shows off the
scale of the movie, the burn buildings, smoke and a
devastated NYC etc, and it also makes sure to include
the all-star cast within the picture:
• Robert Downey Jr.
• Chris Evans
• Mark Ruffalo
• Chris Hemsworth
• Scarlett Johansson
• Jeremy Renner
• Samuel L. Jackson
• Tom Hiddleston’s name is also present.

6. Synergy
“The interaction or cooperation of two or more organizations, substances, or
other agents to produce a combined effect greater than the sum of their
separate effects.”
Disney’s Avengers a perfect example of synergy,
to market the film, they cooperated and
stretched themselves across numerous
industries to build a greater marketing
campaign.

7. Convergence
The Avengers also gives us a good look at the
benefits of using convergence. To produce and
market the film, Disney used various media
platforms in conjunction, both old and new, to
create one of the highest grossing films of all
time.