Shang-Chi and the Legend of the Ten Rings: MARKETING

Question 1

Summarise the marketing technqiues used in the promotion of Shang-Chi?

Answer 1

1. Trailer Drops/ Teasers
2. Social medial & Viral Marketing
3. Synergetic Partnerships
4. Brand Colloborations
5. Cultural Reprsentation As A Commerce/ Selling Point.

Question 2

How were Trailer Drops/ and Teasers used to market the film?

Answer 2

On social media, Simu-Liu shared the FIRST TEASER POSTER for the film on his birthday, which was shortly followed by Marvel releasing the first TEASER TRAILER on official accounts.

The FULL trailer was released during ESPN’S NBA countdown (targets male audiences).

Question 3

How was Social Media & Viral Marketing used to promote the film?

Answer 3

Social Media accounts: Shang-Chi has official handles on Insta and twitter, where the team is quite consistent in posting promotional content (behind-the-scenes materials, gag reels)

Talk Show, Magazine, Radio Apperances: The cast (especially Liu) has made apperances on Jimmy Kimmel Live, Kelly Clarkson Show, Men’s Health, Wired.

Fan Culture: Fan’s have participated in making easter-egg videos, reviews, video essays, funny edits and memes of the movie. Trending hashtags such as #ShangChiChallenges where fans participate in martial arts trends.

Question 4

Synergetic partnerships?

Synergy: leveraging multiple owned platforms to cross-promote content, maximize profits, and strengthen brand dominance

Answer 4

TV- Shang-Chi was promoted on ABC (TV) through cast interviews on Jimmy Kimmel Live.

SPORTS- Shang-Chi was promoted om ESPN during NBA playoffs.

STREAMING- Shang-Chi trailers were attached to Marvel products such as Loki.

THEME PARKS- Shang-Chi characters apperared in Disney world–Marvel Avengers Campus (MAC)

Question 5

Cultural representation as a commerce/ selling point?

Answer 5

Charity funding: Team created a GoFundMe to raise money for poor Asian American children to see Shang-Chi. (siimilar initiative done for Blank Panther)

Partnered with groups such as CAPE (Coalition of Asian Pacific’s In Entertainment)

Question 6

Result- Box Office performance

Answer 6

$432M globally (strong for pandemic-era). Highest-grossing film ever released on Labour Day weekend,

Question 7

Result- Critical reception

Answer 7

Rotten Tomatoes reported an approval rating of 92%, with an average score of 7.5/10.

RT= Review Aggregator website