1. Iron man 3 essay
The begging of iron man 3 revolves around iron man getting over the events that happened
in the previous film ‘The Avengers’ and him dealing with the memories of the traumatic
experience. Tony Stark himself starts of secluded from the rest of life and spending all his
time improving and creating his iron man suits in order to protect both Pepper Potts and
himself if another attack were to happen. Over a large period of time news broadcasts bring
information of several terrorist attacks in important places all over the United States of
America. The man responsible calls himself the mandarin. Tony Stark then threatens the
mandarin, only to have his house destroyed and himself nearly killed. Finding himself
stranded in the middle of nowhere he befriends a child and fixes up his suit and sets out to
catch and take down the mandarin, until he finds that the mandarin is not who he says he is
and the terrorist from the TV threats isn’t actually the danger, the real threat is a man with
immense power and an evil plan leaving Iron Man as the last hope for humanity.
The target audience for a film such as iron man 3 is very broad because not only do they get
the attention of children,who are obviously interested in superhero films, but both marvel
and Iron Man itself are long standing and well known franchises and many adults will have
seen and read iron man in their childhood. The film would most likely appeal more to males
than females due to the action genre and how the film is more about war with mainly male
leads. The genre of the film is predominantly action with the sub-genre of superhero. This
appeals greatly to a huge audience because action is one of the biggest genres in existence
with an enormous fan base. Also the Distributor, Walt Disney Studios Motion Pictures and
producer, Kevin Feige picked a good time to release the film in 2013, because superhero
films are a lot more popular currently than they have been in a long time due to recent films
and modern technology. Considering the film was such a high budget production with a
budget of $200 Million all the necessary special effects were catered for by the director,
Shane Black.
Iron Man 3 was mass marketed in a big way, with it being such a big production and the
continuation of a popular franchise; it was incredibly important that people saw the
marketing and were aware of its release. Probably the biggest and most important
marketing method was digital, such as television advertisements and trailers. The iron man
trailer can be found here: https://www.youtube.com/watch?v=2CzoSeClcw0 and was
shown on the internet, on the TV and in the cinema. Putting the Trailer and advertisements
out there on the internet was only half of the marketing. The advertisements are then
shared all over social networking sites such as Twitter, Facebook and YouTube. This is how
many people find out about upcoming films along with other social aspects such as word of
mouth. In terms of internet advertising high budget films usually have specific web pages
and all film information can be found on cinema listings and review websites. Despite these
being the main methods of marketing they still don’t cover everybody possible which the
production companies need to do to make as much money as possible. This is why when

2. certain highly anticipated films come out they can be seen advertised in many places
including on the side of busses, bus stops, billboards and other movie posters found all over
busy places. This is a simple and effective method of advertising a film because not only
does everybody see it, but it gives the public the impression that the film is worth seeing
due to how much effort the company has put into marketing it. The only other ways of
marketing a film involve getting articles included in magazines and newspapers which is a
less effective but still important nevertheless.
During the marketing and initial release of
iron man 3, as well as making sure people
were aware of the release of the film, it
was also important that people
understood what the film was about and
why they should go and see it. One
method of targeting the audience that the
film used was Star theory, star theory
suggests that if popular, established actors
are seen in a film then it makes the
audience instantly want to watch the film
and have high hopes. It can also help the
audience decide on what genre the film is;
an example of this would be in oceans
thirteen when the film was advertised showing George Clooney, Matt Damon, Brad Pitt,
Don Cheadle and Andy Garcia. This instantly makes the audience expect the film to be high
quality because each actor has already been seen in many successful films. This also makes
the film appeal to a wider variety of people because the actors attract different kinds of film
fans such as Brad Pitt from action fans and Don Cheadle from comedy fans. In the case of
iron man 3 the audience would be inclined to see the film by posters such as this one
advertising Robert Downey JR, Gwyneth Paltrow, Don Cheadle, Ben Kingsley and Guy
Pearce. The use of a famous actress such asGwyneth Paltrow would make a lot of males
interested in seeing the film due to sex appeal.
The film’s producer Kevin Feige knew exactly how to target the audience as he also
produced Iron Man and Iron Man 2. Due to the recent rise in popularity of superhero films
there are certain ways of targeting the audience that can work to the producer’s advantage
such as appealing to men with male dominance and comic-book style. Appealing to women
with a lead role and men considered desirable by a female audience. Children are also
included in the audience because of the nature of the superhero genre. From producing the
previous two iron man films he understands that the fans are gay interested in a large
amount of action, plot twists and comedy, therefore this is how the film is marketed,
targeting the appropriate audience as widely as possible.

3. One Technique commonly used to attract an audience to watch
a film is anchorage. Anchorage is the name given for when an
advert is created to show the audience exactly what it is, this
means that if a film poster is a huge picture of the main
character surrounded by a great deal of action, this was done
to explain to passers-by instantly what the film is about. The
method of doing this involves using a giant image to draw
people in and at the same time instantly highlight what genre
of film it is and how good it looks. An example of this would be
a film poster for a film such as die hard where Bruce Willis is
instantly seen along with an image of an explosion and the
white house, a monumental building. This automatically tells
the audience that the advertisement is for a high budget action
film. The bright colours and enlarged image of Bruce Willis looking roughed up accompanied
by an explosion catches the passer-by’s eye and draws them in to see what the film is.
This technique was used during the marketing for Iron Man 3 for example when it was used
on this film poster prior to the film’s release. On
first glance the poster makes it obvious that the
film is a superhero action film with a giant picture
of iron man in the foreground; the poster also
implies that the film is dark and epic by the use of
the colour scheme and imagery. One of the most
important anchorage factors in the poster is the
marvel logo above the iron man 3 text. The poster
used the Marvel logo to anchor the audience this
works because the audience know marvel as a
legitimate and respectable company so they
immediately know the film, its genre and its
quality from a glance at the poster. The Iron Man
suit and colours are also a well-known trademark
so this being shown instantly highlights to a lot of
people what the film represents, especially after
Iron Man 1 & 2.
With any film, before it goes into production the
producers must research what the audience wants
and needs in a film in order to correctly target the
audience with the style of the film and the marketing of the film. For example in a film such
as Gangster squad the producer would have to carry out lots of research to prove that a film
of that genre is appropriate to create in the current film market; then research would have

4. to be carried out to find out whether the audience prefer action or not and what kind of
storyline suits what is popular at the time. For Iron Man there will have been a huge amount
of pre-production research that was needed to carry out at many different stages of
production.
First off for the pre-production research, the companies would begin by carrying out
secondary research by browsing the internet to find current and upcoming films, reviews
and surveys to check what type of film is popular at the current time. Another method of
researching this is to check over social networking sites to see what people are talking about
in terms of films and styles of film. The film companies will then carry out primary research
into Another method of researching this is to check over social networking sites to see what
people are talking about in terms of films and styles of film. The film companies will then
carry out primary research into the same sort of thing, this consists of creating surveys and
questionnaires asking about stars to include, settings, plot and all kinds of important
information. When the company does this kind of research, there are two different methods
of obtaining the data which the production companies usually do about half of each. One
method is Qualitative Research; this is when the public is asked a question where they can
give their opinion as the answer i.e. what do you think of Iron Man 3? The other method is
Quantitative Research, which includes measurable research from things like questionnaires
that can be accumulated into statistics such as 60% like and 40% dislike. This kind of data
would be obtained by asking questions such as: Did you enjoy Iron Man 1 & 2? Despite all
the research that has to be carried out for the producer to know what to include in the film,
there also has to be a lot of research completed in terms of what they can and can’t include.
For example once certain aspects of the film have been decided, before they can begin
filming, they must first carry out secondary research into location, read the scripts, research
the culture in locations etc. This is so that the producers can be sure filming all the
necessary shots will be possible in the locations. After thisresearch is completed A location
manager would go to the locations and file reports; they will also look up things online and
in books. A weather report may be necessary for some shots that will be done over a long
period of time.
Finally the last real research necessary to the completion of the film is the post-production
research. This kind of research usually involves post production test screening. This occurs
after most of the filming is complete and is an organised event including about 100 people
to go into a private cinema and watch a first draft of the film. This is called an intimate
screening. They will then be given a questionnaire and asked what they liked and disliked
about the film to find out how they could make the film better and what they do well. This
could spark the film company to put in lots more money to make the film better, rather than
the film lose lots of money. This method will gather mainly quantitative data. A lot of
questions asked will be about the marketing of the film, as the film can’t be re-shot, the

5. questionnaire will highlight which elements of the film were popular and this is how the
company will market the film.
Altogether the marketing for Iron Man 3 was an incredibly extensive and comprehensive
campaign, the producers carried out a lot of research and concentrated massively on how to
target the correct audience with the film advertisements. Eventually with all the aspects of
marketing completed the film became a success and was correctly advertised in every way
possible and worked brilliantly to attract the audience and numbers the producer was
hoping to achieve.