Hollywood Comic Book Superhero Film Series Marketing Research

In 1978,the first official comic book superhero movie Superman debut in the United States,which had caused a big stir.So far,more and more comic superheroes such as Spiderman,Iron man,X Men has been putting on big screen.Especially since the 21st century,the production of superhero movies increase,and the audience rose,meanwhile,the superhero movies has appeared. Over the past 30 years,comic book superhero movies has been changed from a lonely hero to groups. Superhero movie has become a notable film type, and these Hollywood movies broken their culture limits and went globalization. These movies has win the audience's attention all over the world which has become a kind of cultural phenomenon of the current. In Hollywood,using the art of marketing is so well,there's countless production every year through cinema,DVD and Internet. By comparing the amount of attention of the world films, comic book superhero movies has become the most popular kind of film series, and still increasing three to four per year.No matter from the screen number,the box office or the influence, Hollywood film is occupying the important status in the global film market. Throughout the comic book superhero film series,we will find that his birth and evolution are not just at once, they did not attracted people's attention and extend its value through the movie marketing mode at the beginning,from the early clings to other types of movies,to gradually explore and build up a pattern of its own, then to shape the film into a strong brand image, and finally formed a unique industrial chain.This paper focuses on the research of 10 series and single set of accumulative of 52 superhero movie since 1978, and Marvel,warner bros. pictures,20th century fox studios and S pictures adaptation of detective comics and diffuse marvel comic superhero movie. Discusses four comic book superhero movies studios, in combination with other superhero movie, tease and study the marketing of these superhero movies based on existed Hollywood movie marketing strategy.This paper can be divided into four main parts.The first part is the introduction including the research background and present situation in and abroad. In this part,first,give a general summary to the main body of research—comic superhero movies—segin with a worldwide popular movies. Second,the writer summarized some articles in and abroad to lay the foundation for the following part.In the second part,the writer reviewed the origin of superhero and the development courses of comic superhero movies. In this part, the writer then analyzed how it developed from comic to movie and the different typical works in different ages.In the third part,the writer contracted the Hollywood movie marketing model to the comic superhero movies,and described the movie world with the top four movie company. The writer used preparation, marketing during screen, propaganda later and so on in order to tell the reader the unique marketing methods of comic superhero movies.The fourth part is the summary. By means of the special marking methods of the movies above,the writer provided some meager references and experiences.