Large, bright, individual posters were made for the main players in the movie. The posters sold the idea of the film being about a team of heroes. The colorfulness of the posters also helped to bring out the new tone of the movie compared to previous Thor films. The more serious, dark appearance and tone of the previous film, Thor: The Dark World, hadn't succeeded with audiences, so this brighter nature was important to the new films success.
-Social Media:
The franchise created a special hashtag for fans to use on Twitter. Fans could tweet out '#WhatsRagnarok' and say what their definition of the word was. Responses were both serious and humorous, and one of the films main actors, Jeff Goldblum, was filmed responding to some of the fans responses. This helped fans feel involved before the movie was even released and helped emphasize the idea that this film would have a more comedic tone than the previous films in the franchise.
-Short Films:
Prior to Thor: Ragnarok's release, a couple of short films title Team Thor were released to show what Thor had been doing and explain why he and one of the other protagonists of Thor: Ragnarok, Bruce Banner, had not been in the most recent Avengers movie with the rest of the Avengers cast, as they had been in the previous Avengers film and are members of the group. The films director, Taika Waititi, told Den of Geek that the short films, "gave fans the opportunity to see just how irreverent we were gonna be, and just how different we were making Thor, and [Bruce Banner/The Hulk] as well."
-Competition:
A competition
was held prior to the films release, titled "Marvel Studios' Thor:
Ragnarok Superpower of STEM Challenge." The challenged asked
girls age 15-18, currently enrolled in grades 10-12 to create a do-it-yourself
project using their STEM (Science, Technology, Engineering, and Math) skills.
The participants would submit a video demonstrating their project and the top
five finalists would be invited to the red carpet premiere of Thor:Ragnarok.
The final winner would receive a three-day mentor-ship with Disney Imagineering
and Disney Communications building their project an teaching others how to
create the project themselves. The finalist was also featured on the new
channel Good Morning America where they demonstrated their project. This
competition allowed for audience participation and excitement, support of a
current issue, and media coverage.
The marketing strategies we could probably pull from what Thor: Ragnarok did would be its use of social media and possibly its use of posters. Creating a personal hashtag for twitter for fans to use is a simple way to get the message out about your film and also allow the audience to feel involved in the process of the films release. Although our film doesn't have a team dynamic like Thor: Ragnarok does to play on with the creation of posters, the concept of having bright, eye-catching posters of the films leads is still an efficient way to give the idea of the film being more about having fun than a dark, sinister plot. The posters also introduce characters to the audience early so they can be excited for that characters introduction.
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