Marvel

Data Research + Analytics

Utilizing databases and digital tools learned throughout my advanced data mining course, my classmates and I collaborated on two projects regarding the release of two Marvel films in 2023: Ant-Man and the Wasp:Quantumania and The Marvels. These presentations served as our midterm and final assessment, allowing us to put into practice all that we had learned about gathering and analyzing data to inform impactful campaign tactics.

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Ant-Man And The Wasp

Quantumania

Film Marketing Audit

First, we audited Marvel’s marketing campaign for the release of their film, Ant-Man and the Wasp: Quantumania. Leveraging various social listening tools, we found that viewer sentiments skewed mostly positive, with select instances also showing spikes in disappointment or frustration.

Whereas the latter was often expressed towards the film’s narrative direction, an unexpected area that showed a sizable amount of positive feedback came from the film’s merch - namely the exclusive popcorn bucket. As a result, this insight became a foundational piece of our final assessment strategy.

The Marvels

Theatrical Film Release

Recognizing the power Marvel merch held in driving viewership amongst its fanbase, we were inspired to create a campaign for the upcoming release of The Marvels, that capitalizes on viewers’ desire for unique in-theater experiences. Proposed tactics included exclusive elements such as themed concessions, collectible merchandise, and alternate post-credit scenes; all of which aim to further drive hype for box-office sales.