The Avengers Assemble This Weekend, Supported By A $200 Million Promotional Campaign

Avengers: Endgame opens this weekend, the latest installment in a 22-film run of blockbuster movies, and is sure to bring massive revenues for Marvel Studios—it is tracking to earn an estimated $850 - $900 million globally, over its opening weekend. Endgame also has the largest marketing budget of any of Marvel’s films, estimated at more than $200 million, supporting numerous television spots, tie-ups with a wide range of brands in various industries and a diverse array of branded merchandise.

Affiliating with a Marvel film has proven to be a good investment for brands. Entertainment news site Deadline notes that industry experts estimate that when brands selling consumer packaged goods partner with a Marvel film, they see a 50 percent increase in sales over the quarter, on average, for the product line the partnership promotes. During the run up to Guardians of the Galaxy: Vol 2 in 2017, Hanes identified that 31 percent of Marvel fans were likely to buy its products, making it a good fit for the company.

Products bearing Endgame’s branding include Coca-Cola, which has a released a line of cans featuring pop-art images of the film’s heroes; McDonald’s Happy Meals toys; Ulta, which introduced beauty products inspired by the film; and Ziploc sandwich bags featuring designs from the movies, among others. The McDonald’s partnership extends to further content on the fast-food retailer’s mobile app, while Audi has created an in-car virtual-reality experience, Marvel’s Avengers: Rocket’s Rescue Run, for the backseat entertainment system of its upcoming Audi e-tron GT electric vehicle.

Branded partnerships with the movie also extend to organizations like Stand Up To Cancer, which brings stars from the movie together with cancer survivors to encourage support of research efforts, and Synchrony Bank, which has launched a campaign with Marvel to promote saving plans with the bank.

filed under April 2019
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