Marketing the Marvel Cinematic Universe

Abstract

This Bachelor’s Thesis studies Marvel Studios’ interconnected story world, otherwise known as the Marvel Cinematic Universe, from a marketing point of view. Through analyzing various marketing related aspects applied in the Marvel Cinematic Universe and applying theory to the Marvel Cinematic Universe’s content, we will have a better understanding of the elements leading to thesuccess of the infamous story universe. Furthermore, through the examination of effective marketing strategies used in the entertainment industry, especially in movies and series, the difference is noticeable compared to marketing strategies for physical products. Moreover, in the process it is fascinating to discover the different aspects behind the success. Some of the elements examined in this paper are the four Ps, entertainment marketing theory, marketing campaigns used to market the content, and Marvel’s brand. For Marvel as well as its competitors, storytelling is not just an important marketing tool, but an integral part of the actual product. Due to this storytelling is an essential feature and has been taken into account in the examination of Marvel Cinematic Universe and its competitors.