1. Iron Man 3
Iron Man 3 is an American Super Hero film released May 2013. It was directed by Shane
Black and produced by Kevin Feige. The film is the third in the Iron Man trilogy which has become
very popular over the past few years. Iron Man is a fictional character from the Marvel comics and
has been brought to life in the Marvel Cinematic Universe. The film stars Robert Downey Jr. as Iron
Man/ Tony Stark as he tries to come to terms with his near death experience in the film Avenger
Assemble. This leads to him having anxiety attacks in different parts of the film. Gwyneth also
reprises her role as Pepper Potts, Tony Stark’s girlfriend.
The film starts at a new year’s party in Tony Starks past, where he humiliates an inventor.
The inventor then set out to get revenge for the way he made him feel. Throughout the rest of the
film Tony tries to uncover the mystery behind the Mandarin, a terrorist leader, and the strange
deaths that have been occurring across the world.
Iron Man 3 is a certificate 12A; this means that the film may be too violent for younger
audience. The demographic that the film is aimed at is families, adult males and teens. Adult fans of
the Marvel comics may be able to remains about their childhood through this film. Even younger
comic book fans would want to see this film; this is because the story is based on a story from the
comics. Teens will also enjoy watching this film as they have been brought up on a long line of super
hero films. Children who watch the cartoons made by Marvel may want to see Iron Man 3 as it
contains an iconic character from their television shows.
A lot of the jokes and puns in the Iron Man franchise can be aimed at most demographics.
Some jokes are very slapstick like, making it very family friendly. Some of the jokes in the Iron Man
Franchise contain adult themes, but this is done in a discreet manor.
The budget for Iron Man 3 was $200 Million and at box offices they earned $1,073,273,000.
There were many different marketing methods that cropped up when Iron Man 3 was released such
as television trailers and advertisements on social networks. Photos from the set were released to
the public prior to the release of the film, so that fans could speculate and through word of mouth
get the news out that there would be a new film. Not long after production was finished, billboards
and posters were put up along with the release of video games and other synergies. Tie in comics
were released before film release which were set between the 2nd
and 3rd
film.
Anchorage is a media term that means that when a person sees a logo, brand or company
they automatically know what it is about. Within Iron Man 3 posters there are many things that
anchor the audience to the film. Posters contain the well-known Marvel logo which is very iconic
with today’s generation. As Marvel is such an iconic company the audience will have high
expectation of Iron Man 3 especially as their past films have a high reputation. The character of Iron
Man is very iconic also. Audiences can recognise that character without their being any mention of
his name. On the poster bellow,there is the iconic ‘IRON MAN’ logo in its iconic font. This can be
recognised as it is on all Iron Man products.
Robert Downey Jr. is a well-known actor who has been in films such as Sherlock Holmes and
Tropic Thunder. He is known for his skills as an actor and his unique style. Star theory and anchorage
work together when he is shown in advertisements and posters. When the audience see this actor
on posters in the iconic Iron Man suit with the Marvel logo underneath, they are likely to have a high
expectation of the film and actor, which makes them want to see the film. How did I find out about
this film? During and after the film Avengers Assemble there was a lot of speculation into whether
there would be a third Iron Man film. During a conference the producer teased future Marvel films,
revealing Iron Man 3. When Iron Man 3 finished post-production, advertisements were released and
bits of information were purposely leaked online to tease the audience. I found out about the film
through websites which contained film news.
During pre-production the producer would part in some primary and secondary research to
find out about the audience. Primary research is where the producer would hold focus groups and
give out surveys to find out about their target audience. The secondary research involved during pre-

2. production would be where the producer looks into locations and health & safety issues, mostly
finding quantitative information. Other primary research would involve looking for stars to feature in
the film. This would involve auditions and negotiations just like the producer did with Ben Kingsley in
April of 2012.
Once pre-production is over and done with, post production begins. During post-production
the producer would also do some research into the target audience. He/ She may hold a test
screening with a questionnaire at the end to gain qualitative information which would be used in
marketing and be used to improve scenes and editing.
Some questions asked would be ‘What do you like about this scene?’ and ‘How can we
improve this scene?’ This would be used to improve each scene editing wise. Sometimes it may lead
to re-taking a few shots, but this only happens on rare occasions. Other questions would be ‘What
attracts you to the Iron Man franchise?’ and ‘How have you found out about previous films?’ The
marketing team would use this information to make posters and advertisements which would
anchor the audience to the film.
After the film is released the producer and marketing team would look at review and
research into the public’s opinions of the film to find out what to work on for their next film;
whether it is the script, special effects or editing.