Production
Kevin Feige produced Guardians of the Galaxy. He won the AFI Movie of the Year award for his film Iron Man, and has produced many successful films such as the Iron Man series, X-Men and Avengers Assemble. The director of the film was James gun, who directed scooby-doo and Shawn the Un-Dead. The budget for the film was $170 million, with a box office of $765.1 million, which is a 350% increase of it's spends.
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| A photograph of the cast taken at the film's premiere at the Dolby Theatre in Hollywood. |
Motion-Capture technology was used in this film. Motion-Capture (or Mo-Cap) which was originally used in 1995. It involves real life actors performing scenes in costumes fitted with motion sensors. This information is then transformed digitally onto a graphics computer, so that it can be animated over to create life-like images. An advantage of using mo-cap is how realistic the digital image becomes, because rather than drawing it all on a computer, it bases its frame work on real people. Good examples of mo-cap can be seen in The Polar Express, and with extremely heightened mo-cap in Avatar. (Click here to see video on how Mo-Cap works.)
Marketing
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| One of the Guardian of the Galaxy tops available to purchase |
Guardians of the Galaxy was created by Marvel, a large company featuring many fantasy action films. Due to its high budget, there were many products produced by the company, all attempting the reach out to a younger target market.
- Contracts were formed with over 14 merchandising companies (including Lego, Hasbro and New Era) to produce consumer products.
- Mad Engine and C-Life were partnered with the movie to produce a large range of clothing, such as jumpers and shirts, whilst New Era produced popular hats and headwear.
- 3 toy story sets were released by Lego based on scenes from the film.
- Backpacks and stationary were created by creative designs
The first trailer of the film was released on the popular American chat show 'Jimmy Kimmel live' which also featured an interview with the cast. (Click here to view)
They received positive reviews from Film critics published at popular newspapers such as The Los Angeles Times.
There was also a large reaction on social media networks, with over 88,000 mentions on twitter.
A trailer for the film (click here to view) was released on July 8th, it released 220,000 views within its first 24hours.
A 'sneak peak' of the film was featured in a one hour TV special on Marvel, and a two part comic strip was released shorted afterwards.
A viral marketing campaign was also created for the film. It involved a website called 'Galaxy Getaways' (click here to view) which allowed people to plan their own 'trips' into different corners of the movie's galaxies.
Disney Interactive produced a video game titled "Guardians of the Galaxy: The Universal Weapon" to be accessed by a mobile device.
A good example of convergence used in the film was the track 'Hooked on a feeling' by Blue Swede used in the feature trailer. Sales went up by 700% within the first 24 hours of trailer release. (Click here to listen) Technological convergence was also used, as there were games, apps and websites created to support the film. (All mentioned and linked above)
It was released in 13 languages across 78 different countries, including Australia, the UK, the USA, Japan and Switzerland. Its first release was the premiere in USA on July 21st 2014, July 24th for the UK. Its official release was July 31st for the UK and August 1st for USA.
The film was released in 2D and 3D, and will be released digitally in November in the following formats:
- DVD
- Blu Ray
- Blu Ray 3D
- On demand sites: iTunes, Redbox and Netflix
The age rating for the film is 12A, therefore the specific target audience of the film is between the ages of 8 and 14. Children under the age of 12 have to be accompanied by an adult (meaning higher ticket sales). A wider target audience would be those interested in Sci-fi films, such as people in there 20's or 30's, who attend events such as Comic-con.
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Additional Information
Box office:
Guardians of the Galaxy became the fourteenth movie of 2014 to gross over $300 million, which it did in 10 days. By October 16, 2014, the film had grossed over $700 million, becoming the third Walt Disney Studios release of 2014 to do so, and the fourth Marvel Studios film to do so.
It was nominated for 2 awards. Chris Pratt was nominated for Young Hollywood actors award 'Super Superhero' and the Cinemacon award for 'Breakthrough performer of the year' and won.
It is also suggested that a sequel will be made, and a TV series is already in production.
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| A poster released in May 2014. |
Billboard put up in June, Birmingham.
Various clips posted on youtube about the film:
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