'The Amazing Spider-Man 2' - Case Study (WIP)

Case Study

Name of Film: The Amazing Spider-Man 2

Director: Marc Webb
Stars: Andrew Garfield, Emma Stone, Jamie Foxx, Dane DeHaan, Campbell Scott, Embeth Davidtz, Colm Feore, Paul Giamatti and Sally Field.
Date Released: April 10th, 2014, London (Premiere), April 16th, 2014, UK and Belgium (Public)

How was the film marketed?

The marketing budget for the film is somewhere between $180 million and $190 million.

On July 17th, 2013, Sony revealed a the first footage of the film showcasing Jamie Foxx as Electro to encourage the attendance to their panel at the San Diego Comic-Con International, where they premiered a 4 minute trailer, which - although not publicly released - was eventually leaked onto the internet.
Meanwhile, viral marketing included a version of the Daily Bugle (a fictional tabloid newspaper seen throughout the Marvel Universe, but most predominantly in Spider-Man) on the blogging site Tumblr - which is known for it's ability to quickly share posts around the globe - especially when the post's main audience is a fanbase as large as Marvel's.
The director, Marc Webb, tweeted a photo of a message written in a Drawven language, stating that the first official trailer for the film would debut prior to the 3D screenings of The Hobbit: The Desolation of Smaug.
On December 8th, 2013, it was announced that new footage from the film was to be shown at the New Year's Eve festivites at New York City's Times Square.

Further promotion of the film came with the World Wide Fund for Nature's (WWF) "Earth Hour" campaign, the cast being present at the launch of the event in Singapore, whilst the Spider-Man logo was lit up alongside Earth Hour's 60+ logo.
On February 17th, 2014, at the American International Toy Fair, Disney Consumer Products announced a merchandise product line for the film.
In March, 2014, Marvel and Gameloft announced the launch of a mobile game of the same name for tablets and smartphones, and was later released on consoles. Meanwhile Kellogg's also released an application featuring the film.
On April 1st, 2014, Evian released an advertisement titled "The Amazing Baby & Me 2" featuring Spider-Man alongside a baby version of himself to follow up their original "Baby & Me" advertisement from April 19th 2013.
They partnered with NBCUniversal for advertising. Spots for the film appeared on Bravo, E!, USA, Syfy, mun2 and Telemundo, as well as a customized page being made for the film on Fandango.
In May 2014, Marvel announced that Spider-Man's film costume would be available in the game Marvel: Avengers Alliance - a game originally released on Playdom's official website and Facebook, but is now available on iOS and android devices.

What are the producers stressing? What is the film's unique selling point?




Who is the audience?



Where and when was it released? Any significance?



How successful has the film been



How is success judged?



Have you seen the film? What is your opinion as an audience member?