- ‘Tis the Season: London florist creates $4.6 million Christmas wreath
- No tailgating allowed at Super Bowl XLVIII
- Pentagon to transport African troops to Central African Republic
- Chinese man fed up with his girlfriend’s shopping jumps to his death
- Ukraine leader to talk with protesters; Washington urges caution
- Pope Francis: A nun saved my life
- Israeli P.M. Netanyahu backs out of Mandela funeral
- Elian Gonzalez makes first trip outside Cuba since custody battle
- U.S., British intelligence agents enter online sci-fi world to spy on gamers
- Sarah Palin to host the outdoors show ‘Amazing America’
Red, white & blue doughnuts anyone?
NEW YORK (AP) - The makers of “Captain America: The First Avenger” are in a must-win pre-emptive battle against superhero fatigue. Their not-so-secret weapon? A patriotic-themed marketing campaign complete with fireworks and red, white and blue doughnuts.
“Captain America,” which opened in theaters Friday, follows a string of action hero movies this summer that have been successful. So, when promoting the film, Paramount and Marvel Studios weren’t taking any chances that moviegoers would write it off as just another superhero flick.
The studios are spending millions on marketing that has included fireworks at baseball games and American-themed products such as Dunkin‘ Donuts’ bright red Cherry Coolatta frozen drink, Baskin-Robbins’ vanilla ice cream with blue chocolate chips and a cherry flavored swirl and Wrigley’s Captain America Orbit White and Juicy Fruit gum.
These days, opening at the No. 1 spot is a necessity __ not a bonus. Movie ticket sales are at their lowest in years, and a steady stream of superhero movies this summer such as “Thor” and “XMen: First Class” has made it particularly hard to stand out. So, Hollywood studios are willing to shell out millions to promote summer movies, which can cost more than $100 million and make up to half of their total box office receipts during opening weekend alone. For example, “Green Lantern,” which opened June 17, grossed $53 million during its opening weekend, and has made $112 million to date.
The makers of “Captain America” would not say how much they spent to promote the movie. But analysts estimate they spent between $30 million to $50 million to create buzz around the movie and its main character. Captain America, or “Cap,” epitomizes pro-American sentiment with his red, white and blue costume and shield. He first appeared in 1941 as a weakling transformed into a superhero to help the U.S. fight the Nazis.
“Certain characters lend themselves to unique marketing and Captain America is playing on the patriotic angle,” said Dergarabedian, the analyst, who predicts the film will make about $59 million to $60 million __ a good showing for a summer movie. “Character-specific marketing can be very effective.”
In addition to usual posters and trailers for the film, which will run globally, Paramount played up the patriotic theme that was American as baseball __ literally.
In the U.S., Paramount sponsored red, white and blue fireworks on July 4 at 10 major league baseball games, including the Chicago White Sox versus the Kansas City Royals in Chicago and the Rockies versus the Braves in Atlanta. T-shirts and mini posters were also given out at the games. The studio also ran promotional ads during the All-Star Game and Home Run Derby on July 12.
Additionally, the studio played up the character’s military roots. The movie was screened on 30 military bases across the country the weekend of July 16 and 17.
Makers of “Captain America” also teamed up with other companies to get the word out. Marvel had tie-ins including packaging and contests with Dr Pepper Snapple Group and 7-Eleven, a deal with Wrigley that put Captain America on gum and a partnership with Dunkin‘ Brands.
In addition to the Coolatta, Dunkin‘ is offering a Captain America jelly doughnut with vanilla icing and red, white and blue sprinkles, a Stars & Stripes doughnut with red icing and star-shaped sprinkles and a First Avenger “Tri-Cup” that lets drinkers have three different Coolatta flavors in one cup with Captain America’s image on it. An accompanying TV spot shows a construction worker drinking a Captain America Coolatta being splattered with red, white & blue paint as he chases a dog through a construction site until he begins to resemble the superhero. Dunkin’s sister company, Baskin-Robbins, is offering the Super-Soldier Swirl.
Dunkin‘ Donuts teamed up with Marvel for its first movie-tie in campaign on “Captain America” to offer a slate of products because the company thought the chain’s catch phrase, “America runs on Dunkin‘” was a good fit with Captain America’s image, said John Costello, Chief Global Marketing and Innovation Officer at Dunkin‘ Brands.
“We thought this would be a fun way to tie in with an exciting movie and some pretty exciting products,” he said.
Symantec’s Norton took a slightly different tactic, focusing on the emblematic red, white and blue shield that Captain America uses. They worked with Marvel to create a three-minute featurette with a behind-the-scenes look at the making of the movie and the importance of the shield. The film was posted on YouTube and shared on Facebook in early June and so far has been covered by more than 100 blogs viewed over 70,000 times on YouTube, said Sally Jenkins, vice president of marketing for Symantec.
By Brahma Chellaney
Beijing's creeping aggression signals a challenge to U.S. presence in the Asian Pacific
- Chinese man fed up with his girlfriend's shopping jumps to his death
- CURL: Obama tells a whopper on IRS scandal
- Satanists petition for statue at Oklahoma Statehouse
- Lawmakers see 'false narrative' of Obama as a terrorist fighter
- Ted Cruz sees legal landmines ahead for Obamacare
- Obama lied about Syrian chemical attack, 'cherry-picked' intelligence: report
- MILLER: Brady Campaign says Colorado recalls due to NRA, not grassroots opposition to gun control
- Bill OReilly reminds: Nelson Mandela was a communist
- Tech companies call for an end to NSA online snooping
- MSNBC host: Obamacare a 'wealthy white men' racist word
Independent voices from the The Washington Times Communities
Find the latest news and happening that effect those in the Washington D.C., Northern Virginia and Maryland Metro region.
The world impacts us. What happens in our towns, cities, states, country and on this planet makes a difference to us.
Happiness is attainable. Morning to night. I love to teach, deal with folks that have an issue and really wish to tackle it and write.
Brazen, leading-edge, “call it like it is” columns and reporting from Ohio native, radio host and writer, Sara Marie Brenner.
White House pets gone wild!
Let it snow