1 More Sign Marvel's Marketing Mistakes Are in the Past

Source: Marvel Entertainment.

Marvel's marketing is switching into high gear. After failing to use its comics to fully publicize new movie properties, Infinity, a comic-book limited series with ties to next summer's Guardians of the Galaxy movie, was last month's top-seller, according to data supplied by The Comics Chronicles.

Infinity isn't a direct tie-in, per se, but rather a teaser that features the villain Thanos, who appeared at the end of last summer's Marvel's The Avengers. Director James Gunn is to expected to reveal more about the character's role in the wide Marvel Cinematic Universe in Guardians, Fool contributor Tim Beyers says in the following video. 

That's an important change in Marvel's marketing, Tim says. Rewind to Iron Man 3. Though the film was an unqualified success, Walt Disney (NYSE: DIS  ) might have won more readers of its comics by having more promotional materials tied to the film available on opening weekend, which also happened to be Free Comic Book Day.

Marvel's marketing team seems to have learned its lesson in the months since. Does that make Disney stock a buy? Tim addresses this question in the video. Please watch for more.

And if you're interested in a closer look at what the Marvel marketing machine means to Walt Disney as a business, allow me to recommend a new special report from our top analysts. Inside, you'll find everything you need to know about how Marvel properties inform not only comics but also games, TV, and of course movies, producing profits for investors in the process. Ready to learn more? Click here to get your free copy of the report right now.


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  • Report this Comment On September 15, 2013, at 2:40 PM, tslghtr wrote:

    It might be a little risky, releasing a movie title, few are familiar with, but I think it's a good move by Marvel, to stray away from familiar characters, and story lines, to prevent the well from going dry.

  • Report this Comment On September 15, 2013, at 2:56 PM, drpink99 wrote:

    Either this is a (continuation of a) misguided jab that's trying to get people away from Disney stock, or someone is a bonehead. Iron Man 3 was a blockbuster, and the comic title needed no help after two other hit Iron Man films, plus the Avengers. Instead, Marvel chose to intro people to one of it's more obscure properties that drafts off of the Avengers, AND bridges to Guardians of the Galaxy - for free (and on a weekend where fan feelings are riding a Marvel high). No mistake there, just like it isn't a mistake that they are doing the Infinity series next summer, which DOES tie in the comic given away on free comic book day. It's called forward thinking....

  • Report this Comment On September 15, 2013, at 3:17 PM, slothropT wrote:

    Re Marvel's marketing--here's a reporter who doesn't seem to know Marvel and its history. I bought FF #1 and most of their other mags when they had different names, and I've followed their wild and wacky adventures since. They have a perfectly foolish knack for egregious overreaching and shooting themselves in the perfect foot. Don't count their foolishness out yet. The name of their game is Saturation Bombing and it's tripped them up numerous times.

    And as for Gardner's stock de-plunge--do I see an episode of "American Greed" in the offing?

  • Report this Comment On September 15, 2013, at 4:06 PM, HerbieJPilato wrote:

    What the heck marketing "mistakes" are you talking about?! The friggin' company makes a billion dollars a day!!!!!

  • Report this Comment On September 15, 2013, at 4:49 PM, HodgesArt wrote:

    Marketing Mistakes? By Marvel?!? You're LITERALLY a Fool. I'm trying to figure out where these mistakes are happening. Below are Domestic Gross:

    Iron Man 3 $409,013,994

    Marvel's The Avengers $623,357,910

    Captain America $176,654,505

    Thor $181,030,624

    Iron Man 2 $312,433,331

    The Incredible Hulk $134,806,913

    Iron Man $318,412,101

    Now, keep in mind that Iron Man was a literally a D level hero in the Marvel Universe. By all accounts, IM should have been a flop or, at the very least, not have done as well as it did. Fast forward to the fact that IM3 made almost as much WORLDWIDE as "The Avengers". I expect Thor 2 to make as much as the previous installment if not double and Captain America 2, coming in the Spring, will likely do twice as well as the first film.

    OH and as someone who has seen footage from Thor 2, Cap2 and the film you're predicting to be a flop, "Guardians of the Galaxy", I can assure you, Marvel is not only going to continue to be successful, but I'd go so far as to say GotG makes Avengers money at the Box Office. It looks amazing and if I were you, I would get out of this business because you haven't a $%&@! CLUE as to what you're talking about!

  • Report this Comment On September 15, 2013, at 5:13 PM, flexnfx1 wrote:

    Marvel continues showing why it's the Comic Book to Movie king. Just when we thought DC was getting it right with the Batman-Bale trilogy...we see why they (DC Comics) continues losing ground to Stan Lee and the gang,

    http://affleckisnotbatman.blogspot.com/

  • Report this Comment On September 15, 2013, at 5:20 PM, TMFMileHigh wrote:

    @HodgesArt,

    >>the film you're predicting to be a flop, "Guardians of the Galaxy" ...

    I was going to provide a detailed response till I realized you didn't watch the video or read the accompanying article. Try again?

    Thanks for being here nonetheless.

    Foolish best,

    Tim

    --

    TMFMileHigh in CAPS and on the boards

    @milehighfool on Twitter

    http://about.me/timbeyers

    http://timbeyers.me

  • Report this Comment On September 15, 2013, at 5:28 PM, HodgesArt wrote:

    You posted in the past that GotG was a mistake... why should I bother watching the video?

  • Report this Comment On September 15, 2013, at 5:33 PM, HodgesArt wrote:

    What is the point of the video or the article? Honestly. Where were the Marketing mistakes in the first place?

    And learn how to pronounce Thanos... you sound like an idiot.

  • Report this Comment On September 15, 2013, at 5:49 PM, TMFMileHigh wrote:

    @HodgesArt,

    >>You posted in the past that GotG was a mistake... why should I bother watching the video?

    Looks like you have me mistaken for someone else:

    http://www.fool.com/investing/general/2013/08/31/this-marvel...

    As for the mistakes, I've said before and I still believe Marvel hasn't done a good job integrating its movies with its comics and vice versa. The GotG setup is a welcome change, in that respect.

    More on this:

    http://www.fool.com/investing/general/2013/05/07/marvels-hug...

    http://www.fool.com/investing/general/2013/06/22/marvels-mar...

    Also, for yet more evidence of this truism, here's the story of how Ed Brubaker, the writer who created Winter Soldier, found out that his plot would be made into a movie:

    http://www.comicbookmovie.com/fansites/JoshWildingNewsAndRev...

    Whoops.

    Don't get me wrong. I'm a Disney shareholder. I love Marvel and read the comics. But I think you'd be deluding yourself to suggest the company has been doing all it can to win the broadest possible audience for its content.

    Thanks for writing and Foolish best,

    Tim

    --

    TMFMileHigh in CAPS and on the boards

    @milehighfool on Twitter

    http://about.me/timbeyers

    http://timbeyers.me

  • Report this Comment On September 15, 2013, at 5:49 PM, drpink99 wrote:

    Really, that is THE point. Marvel didn't make a mistake in the first place. The fact that the Infinity title was last month's top seller is proof of that... But, if were looking to get people to read articles with sensational headlines, then there's some success there also

  • Report this Comment On September 15, 2013, at 5:49 PM, drpink99 wrote:

    Really, that is THE point. Marvel didn't make a mistake in the first place. The fact that the Infinity title was last month's top seller is proof of that... But, if were looking to get people to read articles with sensational headlines, then there's some success there also

  • Report this Comment On September 15, 2013, at 6:04 PM, TMFMileHigh wrote:

    @drpink99,

    >>The fact that the Infinity title was last month's top seller is proof of that...

    Sorry, but no it isn't.

    Put another way: Is it fair to say that it's proof Marvel did a poor job because sales of the monthly Iron Man title fell from 78 K copies in May to just 38 K copies in August?

    No, of course not.

    BUT, by not creating a closer tie with the movie in the comics -- or at least giving moviegoers something to gravitate to at the time of release -- Marvel probably lost an opportunity to win some monthly pull list customers.

    I've been writing about this theme for a while, which is why the headline is what you see.

    Thanks again for writing. I really appreciate the passion for this subject. (Because, as should be obvious, I'm passionate about it too.)

    Foolish best,

    Tim

    --

    TMFMileHigh in CAPS and on the boards

    @milehighfool on Twitter

    http://about.me/timbeyers

    http://timbeyers.me

  • Report this Comment On September 16, 2013, at 4:03 AM, HodgesArt wrote:

    The comics aren't suppose to fall in line with the films. They're an entity on their own. You obviously aren't a comic book person or you'd actually know this.

  • Report this Comment On September 16, 2013, at 4:41 AM, joeuser23 wrote:

    Thanos and the "Infinity" themed books have been hugely popular for decades... if you knew anything about Marvel or comics in general you'd be aware of that. The success of this series has little or nothing to do with it's movie franchises.

  • Report this Comment On September 16, 2013, at 9:03 AM, TMFMileHigh wrote:

    @HodgesArt,

    OK, I'll count you among the unconvinced. That's fine. Arguments are one of the things I've most enjoyed in 30 years of collecting and following comics.

    Foolish best,

    Tim

    --

    TMFMileHigh in CAPS and on the boards

    @milehighfool on Twitter

    http://about.me/timbeyers

    http://timbeyers.me

  • Report this Comment On September 16, 2013, at 9:11 AM, TMFMileHigh wrote:

    @joeuser23,

    >>Thanos and the "Infinity" themed books have been hugely popular for decades...

    If by "hugely popular" you mean the subject of rampant speculation during a period of excess (the '90s), then sure. Otherwise, no.

    Infinity Gauntlet = '91

    Infinity War = '92

    Infinity Crusade = '93

    >>The success of this series has little or nothing to do with it's movie franchises.

    Of course not. How could it when GotG hasn't screened yet? Take another read of the article and perhaps watch the video?

    What I'm suggesting is that Marvel is teeing up its cosmic properties for potential new readers who may want to jump in on a title if GotG turns out to be a success. Not the other way around.

    Thanks again for the comments everyone. On to other articles.

    Foolish best,

    Tim

    --

    TMFMileHigh in CAPS and on the boards

    @milehighfool on Twitter

    http://about.me/timbeyers

    http://timbeyers.me

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