Action-Adventure Marketing research-Iron Man 2

Target Audience- Male comic book fans, aged 18-30

How Does Marketing Appeal to Them?

The trailers show plenty of action and the glamourous,exciting and therefore aspirational life of the film's protagonist, Tony Stark/Iron Man.

The soundtrack is comprised of songs by iconic Hard Rock group AC/DC. AC/DC are popular with students and middle-aged men who were fans of them when younger, and this will attract them to the movie.

Based on a comic-book superhero, Iron Man has a built-in audience. Fans of the comic books get Iron Man and several other popular Marvel superheros (for example, Nick Fury is shown in the trailer) in the film.
Note: Since the first Iron Man film,all Marvel Comics-based movies take place in the same 'universe', with superheros from one film cameoing in another, to attract fans of any of the superheros to multiple movies (For example, Iron Man cameoed in 2008's Incredible Hulk movie). In 2012, 'The Avengers' ,a movie featuring most of Marvel's superheros, will be released. It will attract fans of any of those superheros, and Marvel comics in general.

The cast was also an important selling point. Popular actors such as Robert Downey Jr. and Scarlett Johansson. Fans of them will go and see the film for there presense. (A major trailer for the film aired with screenings of 'Sherlock Holmes' also starring Downey Jr.)

Iron Man 2 was also promoted in more unique ways. A fictional website for Stark's company was used to release information. It linked to the proper website, creating synergy and attracting more fans.

Finally, major companies such as Burger King, Hershey, and Audi helped promote the film . This created further awareness, and extra merchandise to attract younger fans.

Conclusion

 Iron Man 2 had a very effective marketing campaign, conveying the films superhero USP and selling it to its male target audience, as well as gaining younger fans with merchandise and some female fans witrh some emphasis on strong female characters. This strategy paid off as the film made over $600 worldwide.