So, how big is going to be “Guardians of the Galaxy” earnings pie? Like “Thor the Dark World”? Estimates talked about a pie that might be around $80 million, but the movie is going to blast any previsions since it has produced more than $100 million over the weekend alone. How does social media and the community of Marvelites helped produce another block buster?
Marvel’s social media strategy has been entertaining and thrilling, specially in Facebook, and specially for Marvelites who have helped spread the word. Despite releasing a title plenty of new characters unknown for those who are not used to read the comics, their success might have more to do in some details that might have been overlooked, like triggering childhood memories.
Even though “Guardians of the Galaxy” has been around for quite a long time, those who haven’t read the comics, will be exposed to a new set of new characters. Perhaps, this is why main roles in this new movie of the Marvel Cinematic Universe (MCU) come from the voices and bodies of well-known actors and actress. The cast, the music, the humor and the action in the trailers are engaging enough to persuade the audience to go to the cinema. Not only that, the release of the movie has been just one week after San Diego Comic Convention (SDCC), ensuring the film to be fresh for the fans, and also ensuring a big pie in the short term, which is what’s been proven.
So, what has been Marvel doing in its social media and within the film, to ensure a huge pie and a long-term franchise? What are those childhood memories?
“Guardians of the Galaxy” has 900K+ of likes in Facebook. They have been sharing trailers, introducing the characters, introducing new posters and goodies, and engaging people with cool give aways during months. Their strategy has been a very long-term one engaging people little by little and securing that Marvelites would also give word-of-mouth a push. They started their Facebook page back in July 8, 2012, but have started escalating their promotions as the movie release date was approaching, creating a great deal of expectation, specially through videos in Marvel’s Youtuve channel with cool explanations of the characters, their outfits, their weapons, and their surroundings allure the audience to go to the cinemas.
Not only securing Marvelites has been key to spread the word through social media, the music in the film also allures non-Marvelites and people not familiar with the MCU to watch the movie in the cinemas. Music from the 70s which is famous enough to resonate in thousands of heads, not only those of Marvelites, is triggering a familiarity towards the film, while also triggering childhood memories, making more and more audience flock to the cinemas. Let’s take a look to the soundtrack:
- Hooked On a Feeling (Blue Swede).
- Go All the Way (Raspberries).
- Spirit in the Sky (Norman Greenbaum).
- Moonage Daydream (David Bowie).
- Fooled Around and Fell in Love (Elvin Bishop).
- I’m Not in Love (10cc).
- I Want You Back (Jackson 5)
- Come and Get Your Love (Redbone)
- Cherry Bomb (The Runaways)
- Escape (The Piña Colada Song) (Rupert Holmes)
Many of these songs are great emotional triggers for grownups. People who were kids in the 70s, who will remember their childhood. Will they go alone to the cinemas? They will provably will go with their families “to remember good times,” many will also associate this to the characters of the comic, being even long-term fans. So, thanks to the music, Marvelites and non-Marvelites will enjoy a film which is triggering childhood memories through music, and ensuring them to have a good time with their families while in the cinemas. Not only that, in doing so, Marvel is creating a relationship with those who are emotionally triggered, creating long-term viewers of their new franchise.
Trailers are fun. Those who have no idea of the MCU, and perhaps have not been triggered emotionally by the music, might find that the fun in the trailers make the movie a good candidate for a night in the cinemas. The movie seems to have all the ingredients you need to spend a good time: it has action, it has humor and it has romance. Not only families might attend, but also couples eager to have a good time.
So, has been social media responsible for such a pie for the “Guardians of the Galaxy”? Social media has played a key role, planned from a long-term point of view, motivating Marvelites to spread the word; but also emotional triggers within the movies, like the soundtrack, are calling an audience eager to remember childhood memories and have a good time with the family, friends and couples. The success of this movie is brought by a planned vision within the movie itself, and with the help of a social media strategy plan that has been around for longer than we might think.
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