The Marvel Movies

1. Audiences & Products
Shahzaib Yaqoob

3. Passive Consumption
• Detailed Definition
Passive Consumption is when the audience
doesn't interact with the films or the media, the
message of film doesn't effect them. The audience
just thinks its just a film.
For an example, if a person who loves the Star
Wars franchise and knows all the lore, planets and
characters, they would have a better perspective
of the film and likely to have a better emotion
than the other audience who doesn't really care
and understand the franchise.

4. Hypodermic Needle Model
• Definition
The Hypodermic Needle Model is basically where the mass
media injects information and influences to the audience. This
can make people passively believe things without the
background.
• Strengths
If it’s a good message from a film it might influence people to
do good acts like e.g. helping the needy, saving lives or be
respectful.
• Weaknesses
If it’s a bad message then it could cause people to do the
opposite of the good acts such as crime.
• Example
War Of The Worlds - Radio Broadcast 1938: In 1938 a radio
station had a conversion about the aliens attacking, people
believed that conversation and start to panic and run away.

5. Active Consumption
• Detailed Definition
Active Consumption is the opposite of Passive
Consumption, the audience thinks bigger about the
media. They would likely to engage more with the
media and have researched.
An example, a child watches Star Wars film and
would likely like it due to the lightsabers fight, with
no knowledge of the characters or storyline. An Adult
watches a Star Wars would likely like it due to the
more understanding of the storyline and the
characters.

6. Uses and Gratifications Theory
• Definition
Uses and Gratifications Theory is where the audience use the media
to satisfied their needs in their own lives. This could be examples of
escapism, personal identity, personal relationship and education.
• Strengths
Audience can be satisfied of what they watch, the media is their for
them in the time of their needs. Example a person needs to
research, their media sources like documentary's and articles for
the person to use.
• Weaknesses
Audience can be too distracted with the media and have less
impact with the real world, stopping things like socialising,
adventures or exploring.
People would watch the BBC News for education purpose, so
people can learn what's going on in the world.
Another example, people would watch TV shows like Friends
because the audience would have that personal relationship with
the characters from the show.

7. Reception Theory
• Detailed Definition
Reception Theory looks out how the
audience receive encoding, this where the
producer of a media production fills that
product with a message that they want to
get out to people. Films can do this
through costume, props, locations, camera
angles or editing.
Decoding is where the consumer of the
media decides the message from the
media producer has an emotional impact.
Not all audience will respond the message
of how the producer indented.

8. Reception Theory
• Choose an image (poster, screenshot from a film, photograph
etc) and provide:
• A potential encoded message
“Captain America is the alter ego of
Steve Rogers, a frail young man
enhanced to the peak of human
perfection by an experimental serum
to aid the United States
government's efforts in World War
II”.
A potential decoded message
The man with a shield is an American
military solider who loves his country
the United States, he looks like he is
fighting a war so he has his shield to
defend himself.

9. Reception Theory
• Choose an image (poster, screenshot from a film,
photograph etc) and provide:
• A potential encoded message
Buzz Lightyear is a heroic toy that
is based on a Saturdays morning
cartoon, he is on a daring mission
to save his friend Woody.
• A potential decoded message
The body position of Buzz is at a
heroic pose which he looks like to
be represent a good role model.
His colours on his suit represents
goodness due to the light colours
and the background is the
American flag so he must be a
general or leader that embraces
his nationality the United States.

10. Reception Theory
• Choose an image (poster, screenshot from a film, photograph etc) and provide:
• Preferred reading
Preferred reading is where the audience decodes the
message exactly how the producer intended it. For an
example the villain from Scream, “wears all black
symbolising darkness. the scary mask also symbolising the
villain like to scare his victims, he must be the villain”.
• Negotiated reading
The negotiating reading is where the audience understands
the meaning by the producers but need to adapt them for
their own beliefs.
For an example the character Deadpool, I understand his
jokes and sense of humour but I don’t agree his ways of
him killing his enemies and I don’t think he is a good role
model.
• Oppositional reading
The oppositional reading is where the audience totality
disagrees the producers message. For an example the
character Jar Jar binks from Star Wars, “I find Jar Jar Binks
annoying not funny”.

11. Spectatorship
• Detailed Definition
Spectatorship is understanding the different audience, where a film can
effect us or attract us in a personal way.
o Social self - making meaning in similar ways to others
o Culture self - the self who can refer to other cultural references to make
meaning
o Private self - memories of personal experiences
o Desiring self - usually sexual self creates a response to the content
example film stars you find attractive or objects you desire like a Posh Car.
• Example
The African American Audiences would like to watch the movie Black
Panther because of the movie is set to have all black cast and the entire
movie is African culture.
Another example the young adults audience would like to watch the new
Jurassic Park sequel because they grew up watching the first Jurassic Park
when they were children.

12. Framework for Interpretation
• List 2 very different frameworks for interpretation;
1
• Age - 21
• Gender - Male
• Social status/Class Middle Class
• Ethnicity - British
• Sexuality - Heterosexual
• Education - College
2
• Age - 54
• Gender - Female
• Social status/Class – Middle Class
• Ethnicity - British
• Sexuality - Heterosexual
• Education - Degree
My Self My Mother

13. Framework for Interpretation
• Discuss how each may react to a film of your choice based on their framework
The Amazing Spider-Man 2 (2014)
I really like the Amazing Spider-Man 2,
• I Love the Spidey’s new suit it remind me the
suit from the Tobey Maguire films.
• The movie plot reminds of the game I use to
play on the PlayStation - Spider-Man 2: Enter
Electro.
• The music is was really cool, the dubstep sounds
from Electro really reflects this modern
generation of music.
• Jamie Fox who plays Electro was a great, his
makeup and design made him look sinister.
• The relationship with Gwen Stacy and Peter
Parker was pretty good, you can really see the
chemistry.
• I also admire the special effects in this movie,
especially the scene with Spider-Man fights
Electro in New York.
1
I didn’t enjoy the Amazing Spider-Man 2,
• I enjoyed the first Spider man but didn’t
like the change in actors in the Spiderman
2
• I expected the film to be a sequel to the
first and found the change in actors
confusing.
• I found the music to be too loud and
distracting.
• The story was a little boring and
disappointing when Gwen Stacy’s
character is killed in the ending.
• The special affects were good.
2
My Self
My Mother

15. History Of Marvel
Marvel started as timely publications in the
late 30s. Stan Lee, Jack Kirby and Steve Ditko
has created and written many of the iconic
characters and stories e.g. Fantastic 4, The
Amazing Spider-Man, The Incredible Hulk.
Marvel has been popular from many
generations like the 60’s, 70s, 80s, 90s, 2000s
even before today’s marvel movies. many
marvel characters had their own animated tv
series, live action shows, video games and
merchandise.

16. Marvel Movies
Most of the marvel key films are mainly the most popular characters in the comic books, e.g. Spider-Man, Wolverine, Hulk.
in the early late 90s and early 2000’s, superhero films was the beginning of the Marvel franchise, starting with Blade (1998),
X-Men (2000), Spider-Man (2002), Hulk (2003). Originally Marvel was building a franchise to have some crossover
characters like in the comics, but sadly this never happened in the film industry as Marvel has been bankrupt during early
90s and sold many of their characters rights to different studios e.g. X-Men to 20th Century Fox and Spider-Man to Sony
Pictures. Due to studios complication many reboots happened and many fans wonder why their favourite characters are
not together in the same films.

17. Spider-Man 2 (2004)
Out of all the Marvel films, Spider-Man 2 is one of my favourite comic book
movies from today. What I like about Spider-Man 2 is that it doesn't have to be
dark to be a cool film, Spider Man 2 was just a fun and colourful and Rami
really brought the characters from the comics to life.
This film has some much love by reviewers and critics and according to fans
the train sequence is still one of the best action movie sequence of all time, its
even got an Oscar award.
What I like about this film is the whole character development with Peter, the
audience can really feel his struggle. His relationship with Mary Jane, Harry
hates Spiderman, behind his work at his college, Aunt May being evicted from
her home, no money and being Spider-Man at the same time.
Stan Lee created Peter to be poor, nerdy and young because he wants to
make the audience to relate to him and I find that this film really creates what
Stan Lee intended. The Aunt May speech is also probably the best part of film
because it really motivate me and inspires me in life
“I believe there's a hero in all of us, that keeps us honest, gives us strength,
makes us noble, and finally allows us to die with pride, even though
sometimes we have to be steady, and give up the thing we want the most.
Even our dreams”.

19. Marvel MCU
In 2006 Comic Con, Kevin Feige a produced in Marvel
has announced that they will be building and a
Marvel Cinematic Universe that will lead up to The
Avengers starting with the first Iron-Man (2008),
Many Fans scream with this excitement as fans
realise that they will see their heroes teaming up in
one movie.

20. Marvel Cinematic Universe
The Marvel Cinematic Universe sets up a bigger story than a ordinary standalone film, before the MCU
Marvel films were just a basic comic book adaptation. Kevin Feige build a share universe for all comic
book characters so they can be part a bigger story. Feige cleverly build these films in phases, so each film
will have stages to build up.
 Phase 1
They introduce the main characters with a standalone
• Iron-Man (2008)
• Incredible Hulk (2008)
• Thor (2011)
• Captain America - The First Avenger (2011)
• The Avengers Assemble (2012)
 Phase 2
Each Hero explores the bigger threat.
• Iron-Man 3 (2013)
• Thor-The Dark Wold (2013)
• Captain America - The Winter Solider (2014)
• Guardians of the Galaxy (2014)
• Avengers Age of Ultron (2015)

21. One of the main key creators of the MCU franchise is Kevin Feige. Kevin Feige has been with the Marvel
franchise for a very long time, he was a associate producer of the first X-Men (2000), then a executive
producer of the Sam Rami’s Spider-Man and now the president and creator of the Marvel Cinematic
Universe.
Feige always indented to create a share universe with all the marvel characters, just like in the comics.
Feige been promoted from producers to president of Marvel Studios, it was Feige who help brought the
MCU together.

22. Marvel Key stars
The key actors in this franchise is the actors who play the characters the longest, Robert Downey Jr
and Hugh Jackman both grew and portray the same characters for years, they are now the poster boys
of marvel. You see that slowly RDJ appears more than the Iron-Man suit in the recent posters.

23. The Success Of The Marvel Franchise
The Marvel Cinematic Universe has been really successful over the past 8 years with box office hits
awards nominations and good critics. The Marvel cinematic universe has really put superhero movies
on the top. The MCU has also inspire other movies studious with the cross movie set up plan.
MCU Films
• Black Panther (2018) is now the 3rd highest grossing film of all time
• The Avengers (2012) made 1.519 billion USD at the box office
• Guardians Of The Galaxy Vol 2 (2014) was nominated for the Oscars for best visual effects
• Tom Hiddleston won best villain MTV Award for Loki in the Avengers (2012)
• The Avengers Infinity War Trailer
Other Marvel films
• Spider-Man 2 (2004) won best Visual Effects at the Oscars
• Logan (2017) was nominated for Best Writing Adapted Screenplay at the Academy Award
• Spider-Man 3 (2007) made 890.9 million USD at the Box Office
• Spider-Man (2002) won Saturn Award for Best Music

25. How Big is Marvel
I have always love the characters and the created universe that marvel
has introduced. Marvel has a huge growing fan base across the globe
like for example people straight away can recognised most and all
characters even if they haven’t seen the films or have read comic books.
Another example is that Spider-Man is an iconic character that is very
popular in the world and is instantly recognisable. The marvel are so
popular that they have references in most of todays pop culture tv
shows and movies.

26. Homage andParodyFilms
The Marvel franchise has been so popular over the years, many films and
tv shows has made homages and parodies to the franchise, shows like The
Simpsons, Family Guy and Robot Chicken. Some Marvel movies have
some of the most iconic scenes, e.g. the upside down kiss from the 2002
Spider-Man film, many shows and films like to parody that due to be so
iconic.

27. Homage andParodyFilms
Superhero Movie (2008), a whole movie based on a parody of
the Spider-Man (2002) movie, most scenes has a shot by shot
comparison to the original movie. They also parody other Marvel
movies and characters like the Fantastic 4 and the X-Men.

28. Comic Cons
Comic Cons is one of the biggest things to celebrate your favourite franchise,
Comic Cons helps to bring the fans together and really interact with film.
Comic Cons doesn't just allows to meet the stars from the movie, Comic Con
really allows the audience to become the character they look up on.
For the Marvel franchise, there is always something unique that fans bring to
each comic con. Marvel fans always come up with great cosplays, this shows
how fans go through each detail of their costume to make them look detailed
like in the movies and comic books. Cosplays also builds friendship to other
fans as they meet people that have in common.
https://www.youtube.com/watch?v=2y8jInCBygw

29. AudiencesResponseWith Black Panther
In 2018 Marvel releases a film that have a majority of black cast and filmmakers. Black
Panther was an effective film that embrace African culture and is now of the highest
successful film that Marvel Studios has made.
Audience has responded the film very positively and emotionally. African Americans are
spotted in theatres dressing up in their African clothing, celebrating and embracing the
African culture.
Black Panther has builds a strong message to everyone that this world is one, no matter
what culture, “we are all one tribe”.
Black Panther proves to Hollywood that they don’t need to make a super-hero movie with
a white protagonist.
For the African Americans side of the audiences, Black Panther is probably a very
emotional step as it helps to ignore all the bad political things that is going on in the world
and just embrace peoples true identity and culture.

30. Fan Theories
One of the huge input that audience interact with the films are the fan theories. In most Marvel films, there are
always some sort of theory that fans try come up with, this could be to do with the characters or the storylines.
These theories sometimes help to fix some missing parts of the films plot or to improve a characters arc.
Fan Theories usually keep the films fresh and to become one of the number one topic that audience talks about.
Films in todays generation purposely creates open holes for fans to fill, this way the marketing strategy boost
and gets more people on-board. Marvel theories work so well because Marvel it self has a huge universe full of
characters and worlds. a single reference of a unused character would get fans speculating, e.g. Doctor Strange
reference in Spider-Man 2 (2004).

31. Fan Theories
A lot of the new Fan theories can come out when a new Marvel film or trailer, for
an example the Avengers - Infinity War, there are many videos in the web of fans
speculating of what's going to happen or analysing each scene to find out the plot.
Marvel respects fans theory and sometimes gives homage in
their films. Some directors and cast suggest that a couple of
theories are true. For an example before the deal with
Spider-Man in to the MCU, Peter Parker was always in the
MCU and was spotted in Iron-Man 2 (2010). This theory
really improve the character Peter Parker arc and show how
Peter always looked up to Iron-Man. During the promotion of
Spider-Man: Homecoming (2017) Tom Holland announced
that theory is true and he just had a conversation by studios
president Kevin Feige.

32. Fan Theories
Another example of a fan theory been respected by the creators and my favourite was the “Stan Lee’s
Is one of The Watcher”. In every Marvel film Stan Lee has always appeared in every single Marvel
cameo, from the Rami Trilogy, The X-Men Franchise, The Fantastic 4 and the MCU. His cameo has
always kind kept each film together. A big theory by a fan suggest that Stan Lee is one of The Watchers
and the reason why he's been spotted in every single marvel film. The theory makes sense because
the MCU has covered the multi verse from Doctor Strange (2016) where there are different
dimensions in the Marvel Universe which creates opened doors that Fox, Sony and the other Marvel
franchise in fact are together. James Gunn (Director) loved that theory so much, he then confirmed it
to be true in a traditional post-credit scene in Guardians Of The Galaxy Vol 2 (2017).

33. Social Media
Another key aspect of how audience interacts and responds as part of a community is
social groups. There are many Marvel fan groups out their in social media which helps to
build a larger community. For an example a Marvel related Facebook Pages. Facebook
pages like "Marvel Shieldposting” or “Marvel Universe Rocks My World” can allow fans to
interact to another, post discussions and express their opinion about certain subject to do
with the Marvel films. Discussion could be about what are peoples’ favourite X-Men film,
who is the strongest Marvel villain, people theory's, This keeps the audiences engage and
still promotes the franchise. one common thing that fans intend to in fan pages are
memes, Memes sometime can bring a smile to people by creating humour in films scene.

34. Social Media
Some Marvel fans like to vlog or podcast their opinions to interact with the fan
community. Youtubers sometimes create movie talks or reviews to express their
opinions.
Usually these conversation have some friends gathered around and basically share
all their thoughts with the media. Some of these podcast have a group of well
known Marvel fans who have knowledge of the Marvel LORE.
In nerd culture fans love debating or expressing their opinions in a particular
subject. e.g. Iron Man is better than Batman or theories on the New Infinity War
Trailer. Fans love talking about these characters because it build up the excitement
and the interest of these franchise.
Some movie talks have the audience involved
Audience’s like to watch these podcast to get inspire by other fans opinions.

35. Social Media
One big ways that fans can interact with the franchised is to donate or support a
charity. Sites like MarvelStudiosHeroActs.com and Omaze brings fans together to help
and support people who is in need.
As well as a marketing strategy this brings fans involved with the franchise and
“become the real heroes”.
MarvelStudiosHeroActs.com is a charity site set up by Marvel Studies to get fans to
post pictures of their self dressing one their favourite Marvel characters, each post
donates $5 to a charity.
Omaze.com is like a Kickstarter that raise money to charity, Marvel publish a
competition every year to get fans involved in donating and win incredible prizes