Captain America Case Study

 

Uses and Gratifications in The Winter Soldier and The Selfish Giant

Uses and Gratifications	The Winter Soldier	Selfish Giant
Who is the audience for your film? Primary and secondary audience Niche or mass audience	The primary audience is 16-24 year olds and the secondary audience is young children who will watch the movie when it is released on DVD (as may not be able to see it in Cinema).	The primary audience is people that like British independent cinema and movies of a realist nature.
Personal Identity ·         Finding reinforcement for personal values ·         Finding models of behaviour ·         Identifying with valued other (in the media) ·         Gaining insight into one's self	The Winter Soldier focuses on real emotions and problems in a Sci-Fi environment.	The Selfish Giant gives an insight into the current state of Bradford and the criminal activity there.
Information  (also known as surveillance) ·         Finding out about relevant events and conditions in immediate surroundings, society and the world ·         Seeking advice on practical matters or opinion and decision choices Satisfying curiosity and general interest ·         Learning; self-education Gaining a sense of security through knowledge
Entertainment ·         Escaping, or being diverted, from problems ·         Relaxing ·         Getting intrinsic cultural or aesthetic enjoyment ·         Filling time ·         Emotional release ·         Sexual arousal	The movie is an escapist movie. Allowing the viewer to ditch reality for a while and become enthralled in the superhero fantasy. Also, the female gaze is used in the form of Scarlett Johannson	The Selfish Giant may induce an emotional release amongst viewers due to the tragic ending.
Social Interaction and Integration ·         gaining insight into circumstances of others; social empathy ·         identifying with others and gaining a sense of belonging ·         finding a basis for conversation and social interaction ·         having a substitute for real-life companionship ·         helping to carry out social roles ·         enabling one to connect with family, friends and society	As the movie is of a superhero nature, It doesn't gaining any insight into social interaction as the characters face supervillains in battle. It does however, include everyday struggles such as love and loss.	The movie focuses on human relationships, friendship, love and loss. It allows us to identify with the characters on screen.

Forrest Gump - Swede



Independent VS. Mainstream Film

Universal:

US:
1. Despicable Me 2 - $368,061,265
2. E.T.: Extra-Terrestrial - $359,197,037
3. Jurassic Park - $357,067,947

Paramount:

US:
1. Titanic - $600,788,188
2. Transformers: Revenge of the Fallen - $402,111,870
3. Transformers: Dark of the Moon - $352,390,543

Warner Bros.:

US:
1. The Dark Knight - $533,345,358
2. The Dark Knight Rises - $448,139,099
3. Harry Potter and the Deathly Hallows Part 2 - $381,011,219

20th Century Fox:

US:
1. Avatar - $749,766,139
2. Star Wars: Episode I - $431,088,295
3. Star Wars: Episode III - $380,270,577

Sony/Columbia:

US:
1. Spider-Man - $403,706,375
2. Spider-Man 2 - $373,585,825
3. Spider-Man 3 - $336,530,303

Walt Disney Pictures:

US:
1. The Avengers - $1.46 billion
2. Pirates of the Caribbean: Dead Man's Chest - $1.07 billion
3. Pirates of the Caribbean: On Stranger Tides - $1.04 billion

The Selfish Giant - Marketing

The Selfish Giant was shown in certain cinemas between the 25th of October 2013 and is still being shown in selected independent cinema firms, such as Curzon, until the 20th of February.

Trailer:

Posters:

 

 

Cast and director interview featurette:

 

BFI Q&A:

 

Clio Barnard (director) exclusive interview:

 

Reviews:

BFI Review

Roger Ebert
 

Telegraph

 

Daily Mail

 

EMPIRE Magazine

 

Independent

 

'The Selfish Giant' was slated by the New York Times. This could suggest that the movie is only relevant to a British audience due to the context.

Captain America - Marketing

Teaser Poster:

Second Teaser Poster:

Teaser Trailer:

Trailer 1:

First UK Exclusive Poster:

 

Official video game announced:

 

This video game will be able to reach wide audiences as it is accessible exclusively on iOS and Android compatible mobile phone platforms

 

SDCC:

SDCC Q+A panel appearance - This appearance gave fans to ask the main cast and crew questions about the movie
 

SDCC 'fan reaction' cast interview
 

Sebastian Stan (Winter Soldier) SDCC interview

 

 

Various interviews:

Interview with the sibling directors
 

Cast and crew group interview

 

Chris Evans Jay Leno appearance last May

 

Hayley Atwell red carpet interview

Three examples on how the internet is being used to promote Captain America: The Winter Soldier in the UK

Example 1:

What is it? (e.g. newspaper article, a competition, an event, etc.)

A newspaper article.

What is the source?

EMPIRE magazine.

Is it an above the line or below the line example?
On the site: below the line.
Magazine: above the line.

Who is it attempting to reach?

It is attempting to reach fans of Marvel's previous work such as 'The Avengers'. It's stating that the movie will lead up to the second Avengers movie and fans of the first installment will therefore be interested in it.

In what way is it a valuable marketing opportunity?

Encourages fans to see the film even if they did not like the first 'Captain America' movie. It will build up to the next Avengers movie and the audience of that movie will have to watch 'Captain America: The Winter Soldier' in order for 'The Avengers 2' to make sense. Marvel will be relying on their audience to have seen 'Captain America: The Winter Soldier'. This article is a good example of free advertising and persuasion.

Example 2:

What is it? (e.g. newspaper article, a competition, an event, etc.)
An official video game based on the events featured in the movie.

What is the source?
Gameloft - video game developer.

Is it an above the line or below the line example?
Above the line: the game will be available to purchase for a small price on various app stores.

Who is it attempting to reach?
The game is aiming to a reach a broad audience of young individuals and general fans of video games. It will also appeal to die-hard fans of Marvel and it's superheroes.

In what way is it a valuable marketing opportunity?

The video game will reel in a wide audience as it ties-in with the movie and may even persuade general fans of mobile video games to watch the movie. While making money in the process, the developers of the game are persuading a wide video game audience to go and invest their money in watching the film. If they do not choose to go watch the film then they have still made a little investment towards both Marvel and Gameloft.

Example 3:

What is it? (e.g. newspaper article, a competition, an event, etc.)
Five minute preview of the movie played before 'Thor: The Dark World' (exclusive to 3D customers).

What is the source?
'Thor: The Dark World' 3D Exclusive preview.

Is it an above the line or below the line example?
Above the line: making more money in 3D sales.

Who is it attempting to reach?
It is attempting to reach cinema-goers to tend to watch their movies in the 2D format.

In what way is it a valuable marketing opportunity?

By making the preview exclusive to 3D customers only, the showing persuades 2D customers to view 'Thor: The Dark World' in order to watch the exclusive footage from Marvel's forthcoming movie. Therefore, more money is made when the 3D customers purchase the glasses and pay other extra costs.