1. By Liam Belch
PRODUCER AND AUDIENCE TASK:
ANALYSING THE MARKETING CAMPAIGN FOR
IRON MAN 3

2. INTRODUCTION
Audience is an important part of every film and it helps to know who the producers
are making the film for. When a film is in production it is always Crucial for
producers to Do the appropriate Research into the audience. When the makers of a
film know the audience that they will be displaying to they know exactly what the
audience needs and then everything starts to fall into place in the production side of
things. Meeting the audiences needs and expectations is always a very important
part of a mainstream multi-million film in order to get the highly desired Revenue.

3. STATISTICS
Directed by: Shane Black
Produced by: Kevin Fiege
Distributed by: Walt Disney Studios Motion Pictures
Budget:$200,000,000
Genre: Action Adventure
Demographic: marvel fans, mainstream audiences aged 13 –
mid 30’s
Year of Production: 2012
UK Release Date: 18 April 2013
Box office Takings: $1,182,023,292
Synopsis: When Tony Stark's world is torn apart by a
formidable terrorist called the Mandarin, he starts an
odyssey of rebuilding and retribution.

4. SYNOPSIS
Marvel's "Iron Man 3" pits brash-but-brilliant industrialist Tony Stark/Iron Man against an
enemy whose reach knows no bounds. When Stark finds his personal world destroyed at his
enemy's hands, he embarks on a harrowing quest to find those responsible. This journey, at
every turn, will test his mettle. With his back against the wall, Stark is left to survive by his
own devices, relying on his ingenuity and instincts to protect those closest to him. As he fights
his way back, Stark discovers the answer to the question that has secretly haunted him: does
the man make the suit or does the suit make the man?

5. DISTRIBUTOR
Because Walt Disney Pictures are the Distributor of the film this helps the film to get a lot
more popularity and views because The film will be more child friendly allowing for an age
range from young children to adults because it can be appreciated from both ends of the age
spectrum. This will also allow Disney to aim the synergies and merchandising at children as
well as adults which will mean even more revenue from a broader audience rather than
specific social groups.

6. FILM MARKETING
For the marketing of iron man a lot of different ways were used from
physical advertisement with things like large billboards and in printed
media and then digital advertisement like web banners and YouTube
trailers. The adverts for this film are everywhere and it was hard to
avoid. A lot of money went into the advertising campaign and this
shows in multiple ways. One way that a lot of film companies
advertise is by having their own Website for people to visit, this is true
for iron man but it is a section of the official marvel website, probably
to save money (http://uk.marvel.com/iron-man-3/). The website itself
offers a very Vague and brief outlook at the film, The site features
Trailers, Brief description of characters and a synopsis of the story.
This briefness is intentional as to not give away too much of the film to
give you a little taste to draw you in. The website also features
sections like: Cast and Crew and partners which is rather unusual but
is also another form advertising for other companies. There is also a
special interactive website called iron man tech
(http://marvel.com/ironmantech) where you can ‘’take a tour’’ of the
iron man suits. This is a good way of creating active spectatorship
with the audience and also helps to explains a bit in between the story
of 2 and 3 because iron mans suits make a large jump in
advancement from 2 to 3 so this helps to explain why and shows how.

7. FILM MARKETING
Using massive billboards can be very expensive but can be very
effective in exposing the general public to the films. A lot of large
budget films are expected to rake in absolutely millions and so
they really shove the advertising down your throat. A lot of
billboards and advertisements around public are an effective
way to do this because when you see the image everywhere It
will stick in your mind. The same thing goes for television
advertising and printed media, Multiple showings of a trailer can
often pique interest in the viewer. Just like the website little to no
detail is given away to draw in the viewer because they wish to
know more. Large full page advertisements in magazines and
papers are mostly unavoidable making them very effective for
exposure. When you turn the page onto a full page
advertisement you cant not notice it, and even if you turn page
instantly and don’t take much notice you will have already seen
the advertisement anyway.

8. ANCHORAGE
The Term anchorage means basically Giving meaning to an
image or media product. In advertising when an image is used
it can be open to interpretation and many people will discuss
and deride their own meanings from what they think they saw.
Anchorage basically means that the meaning is given, when an
image is accompanied by text the image is the hook and the
text ‘’anchors’’ the meaning to it. This accompanying text is
often called a tag line and can often a brief Description about
the product or can be detailed. The Tag line ‘’Tony stark
Returns with energy’’ is in reference to the fact that the iron
man suits are more advanced and how the film is so much
more Adrenaline pumping than the other instalments. This small
Text Anchors the audience in a way that it creates an air of
mystery and wonder. It leaves you wondering what it means but
can also open up the film for discussion and can create active
spectatorship in the way that you can discuss with your friends
what you think it means or what you think will happen.

9. FINDING INFORMATION ON THE TARGET
AUDIENCE
When searching for information on target audiences and demographics there is a world of difference for a new
film entirely and a sequel or prequel. Sequels will be aimed at the exact same people as all the others as they
are not really looking for a new audience as such. First time films will have to look to branch out as much as
possible to capture their audience. They will have to do primary Research into other films similar to the one
being made and will have to find out such specifics as:
Age
Gender
Religion
Race
Sexuality
Education
Occupation
Annual income
Disposable income
Current and Desired lifestyle
Media interests
Buying habits
brand loyalty
All of these areas matter because this helps to build the demographic, This is very similar to reception theory
in the way that the film will be targeted at specific people because of their social backgrounds, where they are
on the Hierarchical Class system (lower class, upper class etc.) amongst other things as well