Captain America : Civil War (2016) A summary: The thirteenth instalment in the Marvel cinematic universe Directed by Anthony and Joe Russo, who had proven success with Captain America : Winter Soldier Has a cast of big names including Robert Downey Jnr, Chris Evans, Scarlett Johanssen, Jeremy Renner, and several others The film did extremely well, beating all competition to become the highest grossing film of 2016 A budget of $250 million and a box office taking of $1.1bn The Package: A hugely well known franchise Big cast of famous actors Famous directors Well known and proven studio (Marvel) Adapted from cult comic book, Civil War Appearances by new versions of characters including Spiderman and Black Panther Institution Produced by Marvel studios, massive, hugely successful comic book studio Distributed by Disney Studios, one of the big 6 Disney have distributed 8 films that have surpassed the $1 billion worldwide box office sales
Audience Summer blockbuster, so a mixture of young and old, school children and general public Fanboys comic fanatics that can be found at comic con San Diego Expected to be huge mass audience appeal Production Filmed in America, South Africa, Iceland, Puerto Rico, and Germany Shot in IMAX, and converted to IMAX 3D and 3D, as well as normal 2D format Over 20 effects studios worked on post production, including ILM The main focus of their work was the airport battle, in which almost every shot contained effects, the end sequence, and the shots with a young Tony Stark Marketing The postcredits scene for AntMan featured footage shot by the Russo brothers for Captain America: Civil War, showing Wilson and Rogers with Barnes in their custody, and unable to contact Stark because of "the accords"; Wilson mentions that he "know[s] a guy", implying Lang. The first footage of the film debuted in August 2015 at the D23 Expo (an all Disney version of Comic Con). Additional footage was shown in September 2015 at the Asia Pop Comic Convention. The footage shown at the D23 Expo and 2015 Asia Pop Comic Convention received an overwhelmingly positive response from the audiences. The first trailer for the film debuted on Jimmy Kimmel Live! on November 25, 2015, and within hours became the number one trending topic on Twitter. The trailer was viewed 61 million times in the first 24 hours of release, surpassing the 34 million views of Avengers: Age of Ultron's in 2014. On February 4, 2016, Marvel released their own version of the Facebook "#FriendsDay" video for Captain America. The video mirrors those created by Facebook for users to celebrate the anniversary of Facebook's founding, and features images of Captain America's "friends" the Winter Soldier, Thor, Falcon
and Hawkeye. The video concludes with an image of Captain America and Iron Man being torn in half. Three days later, a teaser debuted during Super Bowl 50, which received the most social media activity out of all the film trailers released that day. Four days later, on Valentine's Day, the Facebook campaign was continued, with Marvel creating a "fauxstatus update" for Captain America, showing his relationship status had changed to "In a Complicated Relationship with Iron Man". From March 7 to March 10, Marvel released individual posters for characters in the film, continued its Facebook campaign with two teaser videos showcasing the participants on "Team Cap" and "Team Iron Man", and released a second trailer. The trailer was viewed close to 95 million times within the first 24 hours of release, surpassing the views achieved by the first trailer. In addition, 240,000 social media posts across Twitter, Tumblr, Instagram, and Facebook, among others, were made related to the trailer, surpassing the 81,000 the Age of Ultron trailer received in 2014. According to internet analytics firm ZEFR, the trailer was viewed over 62 million times from YouTube and Facebook over four days, making it the second most viewed trailer at the time, behind the 64.6 million views for the first Star Wars: The Force Awakens trailer. On April 10, Evans debuted an exclusive clip of the film during the 2016 MTV Movie Awards. Throughout the month, the Russo brothers and the cast promoted the film in Paris, Beijing, Singapore, Berlin and London. On May 2, 2016, Evans, Renner, and executives from Marvel rang the opening bell of the New York Stock Exchange in honor of the film's theatrical release. Merchandise At the 2015 Licensing International Expo, Disney Consumer Products announced that they would partner with licensees including Hasbro, Lego, Funko, Hot Wheels, Rubies, Mad Engine, CLife, Jay Franco, Global Brand Group, Kellogg's, Hallmark and American Greetings to sell merchandise related to the film CocaCola, Google, Samsung, Wrigley, Harley Davidson, Audi, Synchrony Financial, Pringles, Keebler, Pizza Hut, Pop Secret, Mouser Electronics, and Vivo,
among other brands, were also licensees for the film. As part of the $200 million marketing effort for the film, Harley Davidson created two customized motorcycles for the film, Audi debuted a commercial directed by the Russos featuring unreleased scenes from the film, while Pizza Hut debuted collectible boxes and Kellogg's, Pringles, and Keebler products featured virtual reality experiences. The leadup to the film's release culminated in a massive online vote across Google, YouTube, and Twitter for either Team Captain America or Team Iron Man. Box Office Takings Captain America: Civil War grossed $408.1 million in the U.S. and Canada and $745.2 million in other territories, for a worldwide total of $1.153 billion. It became the highestgrossing film of 2016, the fourthhighestgrossing superhero film of all time. The film opened in IMAX, IMAX 3D, 3D, and normal 2D. How do I use this information to answer the questions in the exam? If a question about Technology comes up on the exam, look at how the marketing and making of the film internet, websites, IMAX showing and 3D showing, CGI used technology. Compare and contrast Captain America Civil War with your second film. If a question about Marketing comes up, look at how the film spent millions of dollars, and lots of different techniques and media, to market the film focus on trailers, viral campaigns, use of synergy, use of merchandising, and the promotional campaign as a whole. Compare and contrast this with your second film. If a question about Institution comes up, or one that focuses on media ownership or the dominance of large companies in the film industry, focus on the institutions involved in your two films. For Captain America Civil War, look at Disney and Marvel, their record for successful films, and how they invested so much money into the marketing of the film that it was very unlikely to flop, and how the film industry is dominated by films produced and distributed by the big 6 Sony, Warner, Walt Disney, Universal, Fox, and Paramount so the same types of films are often released again and again. Compare and contrast this with your second film and their distributor. Other points to think about Is there a sense that audiences are becoming a little bored of superhero films and want something different? Does the success of a film like Deadpool or Logan suggest that audiences want something new? Or with audience anticipation high for Batman vs Superman and Civil War are audiences just as excited about Superhero films as ever? Further reading: https://christhilk.com/2016/05/04/captainamericacivilwarmarketing/