Avengers 3: Infinite War
Wen / Guo Ji’an
Source: Entertainment Capital (ID:yulezibenlun)
On a street in Chaoyang District, Beijing, at half past two in the morning of May 11th, Xiao Jie and his friends walked out of the cinema and talked excitedly about the just ending movie plot. “Iron man, captain of surprise, extermination…” The focus of the chat is around the key words. The street crowd at night was bustling. Women in the majority of the ages were twenty or thirty years old, and women accounted for half of them. Even a girl was armed, and COS became a black widow.
Such a scenario is not uncommon in major cities. In the early morning, the domestic vengeer alliance 3 (hereinafter referred to as the box office of “Fu Lian 3” has broken through the 200 million key points, and the contributors are the loyal fans of the series. In the view of the cat’s eye, the female audience accounts for 46.5%.
The irony is that, on the first day of the film, Tongliao Wanda film city was arranged to broadcast in the view studio of “Fu Lian 3”. “Please tell you women, please do not disturb the pilgrims of men around you when you look at the movies, and eat popcorn quietly when you don’t understand the plot.”
It is also invisible to a stereotyped view of gender discrimination, and many people today believe that the main market of the superblockbuster is still a male audience.
As a matter of fact, the female fan group in the current domestic series has dominated the number of people, while women in related derivatives are more than 60%.
And this brand is much clearer. The powerful IP influence has made the superhero of the series of heroes become the popular fried chicken with the cargo circle. And the cooperation of these derivatives extends to every aspect of life. There are even many brands that focus on women’s market.
Clothing, food and shelter, super hero’s all-around invasion
Although the story of the cosmological universe takes place in a supernatural force, the extraterrestrial forces run across the world, but most of the most popular superheroes live in human beings, with a natural hobby and a unique life with the ordinary people. The iron man who loves hamburgers, the high school spiders, the little sister who loves to ride motorcycles, and the American team who love morning running. And their ground side also provides opportunities for cooperation in many products.
The superhero mugs, towels, ballpoint pens, locomotive helmets and everyday clothes, watches, and even the potato chips and drinks of the characters in the film are all favored by many brands. And the combination of these products is no less attractive to women than men.
In this case, “Fu Lian 3” as an example, on the eve of the release, Coca-Cola launched a hand in hand to launch the green giant, the American captain, the iron man, the eagle eye, the thunder god, the black widow six kinds of sugar free special drink. Fans are drying out the theme Cola purchased on micro-blog, and have the chance to get the free view coupon of “complex 3”. Although the co – name cooperation has been teased by Internet users as “sugar free early warning”, the packaging of the six first generation Avengers still attracts many fans, and there are no lack of all kinds of sun maps on the Internet.
Good time chocolate also launched a super hero theme package of chocolate suit before the “Fu Lian 3” was released. In order to please fans, it also sent the cup, movie poster and so on along with the chocolate, and let the netizen on micro-blog excited one.
Clothing cooperation is also very popular with brands. UNIQLO’s theme of this year’s UT design competition is man Wei, which has received 8500 entries from around the world in one month’s competition. In March this year, UNIQLO announced 17 award-winning entries, which will be sold on a UT basis according to the schedule. In April 29th, when the UT was on the shelves, they were snapped up by netizens. The charm of this basic T-shirt is inseparable from the attraction of IP.
At the same time, Fans-Made unveiled a complex theme sweater. Compared with UT, it was twenty feet, and the superhero element was directly put on clothing.
However, such ordinary people seem to feel that the surrounding areas of shame are popular among fans. Previously, the clothing business platform has launched a black panther Necklace in the Panthers, which has become a popular product of the buyers on the official website.