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.
The target audience for Iron Man 3 is males between 16 and 25. This is because males are
most likely to enjoy the action scenes and the futuristic technology. Parents may also want to take
their children as they are brought up on the comics or television programmes. Gwyneth Paltrow is
an actor that males may find attractive so the male audience may be drawn to the film even more.
People who enjoy video games also may be attracted to this film as there is fast paced editing and
non-stop action. The women in this film also have a lot of screen time; this may anchor female
audiences to the franchise.
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
film. Once children have seen Iron Man 3 they may also want to by
synergies such as toys and video games or vice versa; they may buy the product and then want to go
and see the film. This merchandise may be distributed by Walt Disney or Marvel who distributed and
made the film.
Here are a few of many toys and bags that
were made for the promotion of the film.
2. 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. People who have seen
this actor in other films and enjoy his acting may want to see him in this 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-
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
Well known MARVEL
logo used to anchor
Disney is another well-known
company who are known for their
range of different types of film,
especially children’s cartoons.
The poster features the
iconic Iron Man suit which
can be recognised by people
who are not even fans of the
The Iron Man logo is also very iconic
and uses the red and gold colours
that are used on the suit. The sell
line for the poster is ‘Tony Stark
Returns with Energy’. This can be
considered as a metaphor for the
whole film; that it is full of action
and energy. It also reflects what the
suit is powered by, energy.
3. 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.
In the Iron Man Official UK trailer the main character narrates as if he is writing a diary. He
tells the audience how he has everything but there is a problem. The problem is revealed further on
in the trailer. It makes the audience wonder, ‘Why there is a problem with this super hero?’ The
trailer then shows the ‘MARVEL’ logo. This lets the audience know what company has made the film
and may anchor the audience.
In my opinion this trailer leaves the audience with bits of information, meaning there will be
a lot of questions being asked. This leads to more speculation and more passing on information
through word of mouth. The trailer then reveals that there is a man threatening America and he
must be stopped. It shows that the public is in panic and they are relying on Iron Man to solve this
problem. Once Tony Stark takes it upon himself to stop the threat he is then torn from his home and
girlfriend from a missile attack. This may be considered shocking to the diehard fans of the franchise
as he finds himself with his back against the wall.
In this trailer it shows flash sport cars and luxurious locations, this is what you would expect
from a super hero film. In the final few seconds the trailer there is a scene where Tony Stark’s suits
come to his rescue which in my opinion is every young male’s dream, to see a battle with robotic
suits involved. (The link for the trailer is below)
Once again the MARVEL logo is shown. Iron Man is shown as in a vulnerable
The Iron Man suits come to Tony Stark’s