Spider-Man: Homecoming

‘Spider-man: Homecoming’, released in July 2017, is the sixteenth film part of the marvel cinematic universe, a media franchise that is centered around a series of superhero films based on characters that appear in comic books published by marvel comics.

The parent company of Marvel Entertainment is The Walt Disney Company. In 2009, The Walt Disney Company, made a deal to acquire ‘Marvel Entertainment’ for $4.24 billion, gaining full ownership of the company. Along with Marvel Entertainment, The Walt Disney Company owns Lucasfilm Ltd, a film studio most famous for creating and producing the Star Wars and Indiana Jones film franchises. Pixar Animation Studios, most notable for their 3D animated films such as Toy Story and Monster’s Inc, is also owned by The Walt Disney Company.

The film delivered the Marvel Cinematic Universes biggest and most expensive promotional campaign for the franchise to date, at more than $140 million. It is clear that Marvel are trying to expand their approach to marketing their movies for Jeffrey Godsick, who over saw the advertising campaign said “We have been evolving our promotional campaigns to go well beyond the 30-second spot”

The Car company Audi were a promotional partner for Homecoming, releasing a short film on YouTube called 'Driver's Test', which gained 4.1 million views on the site. The short film consists of Tom Holland’s Peter Parker as he takes his driving test with an instructor played by J.B. Smoove, testing out the new car by Audi, the Audi A8. This both advertised the car and the movie and received mostly positive reception.

Along with Audi, companies such as Pizza Hut, Lego, Starbucks, Compare the market and Dell, created promotional content for the movie.

Also to gain more revenue at the box office, Spider-Man: Homecoming stunt double, Chris Silcox, climbed many of London's tallest buildings, such as London’s BT Tower and Heron Tower, to give the public showcase of what's to come when the film was released. This featured Silcox wearing the classic Spider man suit, performing flips and tricks around the country's capital.

Compared to other films created by Marvel Entertainment, Homecoming is marketed to a more child friendly audience, compared to movies such as Deadpool and Logan. Because of this, merchandise tied into the movie is mostly aimed to a young audience.

The Disney store has released a range of Spider-man: Homecoming merchandise, such as children's clothing, toys and stationary, to further profit from the movie's success. 'Funko', the leading company in pop culture collectibles, most notably their popular range of 'Pop! Vinyl' figures, released a range of Spider-man: Homecoming figurines, including Peter Parker, Vulture, Tony Stark and Spider-man.