Marvel Takes Page from Lucasfilm’s PR Playbook

Marvel Takes Page from Lucasfilm's PR

Both companies aim to release news first on their websites for future films

When it announced that Robert Downey Jr. will return for two “Avengers” sequels, Marvel Studios made it clear that it has embraced Lucasfilm’s method for controlling how news gets revealed about its movies.

Lucasfilm has long used StarWars.com to officially announce directors, cast and other production elements related to its sci-fi franchise. While the news had already been reported by other news outlets, Lucasfilm had a strategy of not confirming the reports until it was ready. After its $4 billion purchase of Lucasfilm last year, Disney also took the same position with news surrounding the seventh “Star Wars” installment that J.J. Abrams will direct.

For weeks leading up to an announcement of Abrams’ involvement, Disney declined to confirm reports of his hire or that of writer Michael Arndt and producers Simon Kinberg and Lawrence Kasdan until a press release was posted on StarWars.com.

Now Marvel is taking a page from the same playbook.

“Be sure you stay glued to Marvel.com because in the coming days and weeks and months, Marvel.com will be FIRST in the world to reveal additional casting updates, new characters coming to Marvel movies and so much more — directly from the most secret meetings at Marvel!” the company posted on Marvel.com.

The move is sure to ruffle the feathers of news outlets and the blogosphere always eager to break news on Marvel Studios projects, running the latest rumors past Marvel or Disney’s PR department. Just like “Star Wars,” anything that has to do with Marvel movies drives traffic to websites. And being first is always better.

But Marvel and Lucasfilm also realize that when they eventually announce something that too will also get picked up everywhere. News, after all, is still news. While the Internet has made controlling the message harder than ever, Marvel and Lucasfilm prove it’s still possible.

Marvel Studios has always been more secretive than most, opting not to confirm a hire until well after they’ve already started working on film. For example, Jon Favreau already had been publicly discussing his work developing “Iron Man 2” long before Marvel officially confirmed his return to direct the film.

Marvel and Lucasfilm aren’t alone.

During the production of “The Hunger Games: Catching Fire,” Lionsgate also chose to only confirm casting news via Twitter. The studio dropped that strategy after Lionsgate and Summit merged.

But it wouldn’t be surprising if it chose to adopt a more proactive move to how it confirms business decisions on its films again.

As studios rely on well-established properties to fill their release schedules, attention levels will always be on high for anything involving their development through release. And with websites, Twitter feeds, Facebook posts, Instagram and other social media platforms, it’s becoming a little easier for studios to pick and choose what they want to distribute to their fanbase.

As Marvel put it on its website: “You wouldn’t want to miss out on that now, would you?!”

Filed Under:

Want to read more articles like this one? SUBSCRIBE TO VARIETY TODAY.
Post A Comment 14

Leave a Reply

14 Comments

Comments are moderated. They may be edited for clarity and reprinting in whole or in part in Variety publications.

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

  1. If you have the tendency to horde things, you will
    have to learn let go. Will you need the
    cleaning service to do a thorough cleaning for you. Equipment should also be serviced on a weekly
    basis to make them more efficient.

  2. Another must-have piece of equipment is a cell phone to enable easy response to your customers.
    Will you need the cleaning service to do a thorough cleaning for you.
    These mops can be a bit pricey initially, but
    over time will add up to hundreds of dollars in savings on floor
    products, especially if you have many types of flooring.

  3. Anne says:

    Before you start calling properties and getting estimates, you may need to find out what you
    need cleaned. Many mothers today work outside the home
    in addition to raising children, and sometimes housework
    suffers as a result. To begin with, you would need an office, some people who will clean the apartments and also some cleaning equipments.

  4. Paula says:

    Before you start calling properties and getting
    estimates, you may need to find out what you need cleaned.
    Many mothers today work outside the home in addition to raising children, and sometimes housework suffers as a result.
    These mops can be a bit pricey initially, but over time
    will add up to hundreds of dollars in savings on floor products, especially if you have
    many types of flooring.

  5. Miranda says:

    If you have the tendency to horde things, you will have to
    learn let go. Many mothers today work outside the home in addition to raising children, and sometimes housework suffers as a result.
    You don’t want to be inhaling dust or preparing food on dirty,
    contaminated surfaces.

  6. Another must-have piece of equipment is a cell phone to enable easy response to your customers.
    This lets them know how they have done and it helps them to improve their cleaning.
    Most of the companies that offer apartment cleaning services are bonded and insured so that
    if any accident were to happen they will take
    full responsibility for the replacement.

  7. Shaun says:

    These are the right size for most cleaning jobs, very absorbent, lint free, and
    best of all reusable. Will you need the cleaning service to do a thorough cleaning for you.
    Of course, you don’t want to be doing something every minute of the day, so take some time to relax too.

  8. Merle says:

    Actually, the problems that can be caused by traditional chemical products can be enormous.
    You can also keep containers of various colors and sizes in different rooms.

    You don’t want to be inhaling dust or preparing food on dirty, contaminated surfaces.

  9. Actually, the problems that can be caused by traditional chemical products can be enormous.

    This lets them know how they have done and it helps them to improve their
    cleaning. There are a couple of excellent e-courses available that give a lot of really valuable information on how to structure your business,where and how to get clients, how to calculate
    prices, what equipment and supplies are needed etc, and in my opinion are well worth the $30 or $40 they cost.

  10. 7Pcam.com says:

    If you have the tendency to horde things, you will have to learn let go.
    Finally, I think parents and grandparents need to make it clear
    to students that keeping the apartment clean is a personal health issue.

    Regardless of whether you have a 3 bedroom apartment home or a studio, your place will get dirty.

  11. Hai says:

    Before you start calling properties and getting estimates, you may need to find out what
    you need cleaned. The places that are found in this lovely
    area are there for the convenience of the customers.
    There are a couple of excellent e-courses available that give a lot of really valuable information on how
    to structure your business,where and how to get clients,
    how to calculate prices, what equipment and supplies
    are needed etc, and in my opinion are well worth the $30
    or $40 they cost.

  12. These are the right size for most cleaning jobs, very absorbent, lint free, and best of all reusable.
    You can also keep containers of various colors and sizes in different rooms.

    Equipment should also be serviced on a weekly basis to make them more efficient.

  13. elatea.com says:

    Remember that people trust real address workplaces
    more than online ventures because contact with the business is more real.
    The places that are found in this lovely area are there
    for the convenience of the customers. While you schedule your work,
    make sure that you make allowance for cleaning different parts of the house on different days.

  14. SLEY SAMPSON says:

    Smart move or not, I don’t know. In the end, it is JUST A MOVIE were talking about. It’s not exactly Headline News. Still, I guess I could add StarWars.com & marvel.com to the home screen on my iPhone just to get the latest Breaking News That Doesn’t Matter, NOT EVEN when I see the film in question. Which I WILL SEE, no matter what news I’m aware of, most likely on opening day.

More Film News from Variety

Loading