Super Hero's or Saturated Fat

Superhero Movies have been running their course over several decades with many hits, and some misses. Regardless of the outcome of any of these, the heightened awareness attached to these movies is immense. Marvel, DC, and Dark Horse have had the bulk of the offerings, but the $ attached to making these movies is enormous and can’t be overlooked in your marketing plans.

Here’s quick education for those in the fog. Warner Brothers has the rights to DC Comics and the likes of Superman (new movie in 2013), Batman (new movie in 2012), Green Lantern , Wonder Woman and Green Arrow (hitting TV 2013, with Smallville wrapping up) etc. Disney has bought Marvel, but is watching closely as contracts expire on certain Marvel equities with other major studios. Within that contract Universal has had Hulk, and has a Marvel Island in their theme parks. Paramount has gifted us with Ironman ( 3 in 2013), Thor  (sequel in 2013) and will be involved with the Avengers in May 2012. Lionsgate has given us the Punisher series. Fox has granted us X-Men, Wolverine (2013-sequel), Fantastic 4 (revamp in 2014), Daredevil ( rewrite in progress ), Deadpool (2014) & Electra. Sony has given us Spiderman ( new movie out in 2012), and Ghostrider ( new movie in Feb. 2012). I might have missed a few, but don’t forget graphic novels led by Sin City. Hopefully you get my point, that we just can’t ignore them and that the overloaded marketplace can appear to have some saturated fat.

The other reason to love them is that they (in most cases) are all family which broadens your offerings to your shoppers. All in all these films have sold Billions of $ in merchandise and still rule the buzz meters in social media.

Here’s the scoop most of them are tentpole pictures for their respective studio’s and tend to have plenty of promotional partners.  When researching an opportunity in the Superhero genre, pay specific attention to whom the other licensee’s are, when the movie is released in the calendar, are there other events adjacent to the film’s release, and are their physical attributes the characters have that play into your brands ( i.e. color, size, letters etc. )

I have seen very few players in promotion play in all the arena’s Marvel & DC have for their properties. I also know from experience that they tend to be a bit greedy as you move from licensed equities within their properties. I am hoping to see a player use all these opportunities to drive an extensive reach to existing and new shoppers. A typical property can have promotional opportunities tied to a movie, TV, print (comics), numerous other new category tie-ins (for your brands) such as theme parks, character /actor appearances etc.

Take a look at the calendar, and think big. Get your organization to broaden the promotional opportunity offered by these superheros and start realizing super results. Don’t forget you and your brand are quite the hero’s also!!

For more information on how to morph your brand in a supersize promotion and become a superhero in your company contact Haaseline Entertainment. Let us help you  have a fit brand with no saturated fat , but all the trimmings.