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Two weeks ago, Disney director Bob Iger announced that Marvel Studios director Kevin Feige would take control of the future of X-Men characters after the company finalized the film. Fox acquisition. This would leave Sony as the only other studio to handle Marvel Comics characters since it retains control of Spider-Man, which it has lent to Disney a few times now, and its cast of characters.
In this spirit, the studio publishes this week Venom. Tom Hardy is portrayed by Eddie Brock, an investigative journalist who is currently pursuing the story of a scientific society led by Dr. Carlton Drake (Raz Ahmed). This company allegedly participated in dangerous experiments, including one involving a symbiotic organism. When this symbiote binds to Brock, he acquires superhuman powers, as well as the desire to eat people.
Tracking estimates predict an opening weekend somewhere north of $ 60 million, which would be good news for Sony. To help get people out, he launched a campaign that constantly reminded people that it was the story of an anti-hero who established himself, apart from Spider-Man, whose origins and the motivation of the character depended almost always.
The posters
The poster of the first teaser has reached the desired rhythm, showing the deformed, white and distorted eyes of Venom, who stared at the dark-ground audience. An excellent first effort. Second place a creeping venom mask on Hardy's face to show the divided nature of the character.
A series of three posters presented bold images of the main character. One of them showed a close up of his face, with wild lines coming out of his eyes and mouth to show how out of control he was. The next pulls the camera back to show more of the character, but the same kind of uncontrolled fury is communicated with black lines pulling from his body in all directions. The third offers a Venom profile that leans toward something out of the camera, tongue drawn and anxious about what he's planning to eat.
A new version of the same picture showing half of Hardy's face masked by the symbiote has been published. It also bore the slogan "The world has enough superheroes", something that was also used online. Sony then released theatrical posters of superheroes for the theatrical poster, putting Hardy in the center, with Michelle Williams and Rice Ahmed at his side, his back turned to the camera. Venom dominates the image, which includes various elements that give clues as to the story and frame, from the spaceship about to launch at the Golden Gate Bridge to Venom about to attack something.
The trailers
Tom Hardy and Eddie Brock say they are struggling in the first trailer (19.5 million views on YouTube), but they are many to say, little Venom. He speaks off-line about problem and problem management and we see him running away while panicking in an MRI machine. The only glimpse of all that is black and diabolical is a single shot of a strange liquid substance being watched by a mysterious gentleman.
The second trailer (70.6 million views on YouTube) seems designed to alleviate some of the concerns expressed after the first one. It begins with the harvest of the wreck symbiote of a cursed boat from Carlton Drake (Ahmed), who seems to want to exploit it for profit. It turns out that Anne Weying (Williams) works for this guy, something for which Eddie is not happy, especially since he's about to interview him as part of his search for a story. This interview is not going well, but leads Eddie to meet someone who is warning him about the shady events of the company. Eddie comes into contact with the symbiote that binds him and protects him from further attacks. He also asks her to commit all sorts of chaos, but he tries to limit that. It ends with a clear shot of Venom engulfing Eddie.
Another trailer (43 million views on YouTube) was released at the end of July. She offered an even better look at the main character, though that's about it. What the symbiote is, from where he comes from and more is not yet specified, including what he wants or why he decides to stay with Brock.
Advertising and Advertising
Marvel, although the film does not come from his own production company, gave the character a bit of attention for the comic book, announcing early in the film's hype cycle that Venom would be at the center of a mini-show. series intended to attract people's attention.
There have been several sponsored publications on Twitter during Comic-Con San Diego, one of them promoting the #WeAreVenom hashtag and an announcing the launch of @ EddiesClubhouse, an account dedicated to answering questions from fans.
Online ads began to air in mid-September. They present variations of the key art representing half of Brock's face and that of Venom. Around the same time, an exclusive ESPN television commercial was released, showing Venom being brought to the network offices to see if it could really scare.
Other commercials from the studio took various approaches to show Brock and his alter-ego, some of them explaining how he was a bad boy with others, including the song Eminem from the soundtrack.
Turning people into Venom was the idea behind both a Facebook camera mask and a Snapchat lens that applied the symbiot's face about the video or photo.
There have also been some promotions involving Amazon, which has also collaborated with Sony on previous films. First of all, Alexa users who have installed the Fandango skill hear a few dialogue lines of the movie when they search for schedules. Secondly, Amazon members could scan a "smilec code" in the purchase application to save $ 5 on tickets.
Sony has also offered exclusive material on the PlayStation Store on PS4 consoles.
The promotional partners of the film include:
► MSI, which offered a box of cinematographic branded products to those who were buying something online, as well as a raffle rewarding a trip to San Francisco and elsewhere.
► Walmart, which offered buyers exclusive Funko POP figures and the new Venom-themed Blu-ray packaging for popular Sony films such as Ghostbusters, Underworld and more.
► Brisk, who released a "Symbiotic Dark Cherry Limeade" in a film brand package, backing it with a TV commercial and other commercials.
The release of the first full trailer was scheduled to take place at CinemaCon in April, where the film was part of Sony's presentation to insiders and the press.
A small version of the teaser poster was distributed to those who discovered their local comic book shops during Free Comics Day earlier this year, then to San Diego Comic-Con in July, where the actors and the team appeared to talk about the story. and get hype fans for that.
The first clip, released at the end of September, shows Eddie confronting Dr. Drake about Drake's secret experiments, a confrontation that caused Eddie to be evicted from the building. A second shows that Venom confronts a whole group of SWAT officers.
Global
Between all this, Hardy and others have proposed various ways to determine if Spider-Man exists or not in the universe of this film. This answer was less than consistent, but it finally seems like no. The hero is not part of the same world as Venom. This is partly because, if it were, it would mean that 1 Spider Man exists in or 2) There is another Spider Man run there, we never saw.
This means that Sony had to try to sell a character with deep connections to the myth of Spider-Man without being able to take away the popularity of this character. It's a tricky turn and why the studio has been so focused on positioning Venom as an anti-hero with a personal agenda. If the film manages to attract an audience that is not interested in Bradley Cooper and make Lady Gaga a star, it may be a paid bet.
Chris Thilk is an independent writer with 15 years of experience in the social media and content marketing industry.
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