Emotional Connections With Marvel Characters
People have absolutely loved Marvel since its first movie showcased. They wait for the next movie, theorize every little detail, write fiction about characters called fanfictions, and show up at the cinema every time. Marvel has a great marketing strategy; using psychology and analyzing their social media comments. Just like what Oreo famously does, they listen and act towards the wants, customers say they want Oreo Churros, next month there is Oreo Churros in the stands.
Marvel is one of the movie universes that was able to catch the expectations of the world; people now prefer watching series to movies. They love when they can binge watch, a term indicating watching a series without pausing or in one sitting. A survey about of the percentage of people who at least once binge watched a series proved the questions, 92% of the participants answered positively to the question of “Did you at least once binge watch a series in your life?.”
Marvel did a great job understanding the necessities. It created a universe with charming characters that makes people want to watch more, binge watch. An article stated that people now watch series more than movies because they allow more character development and expect the events to turn different directions with every season. In Marvel context, this is allowing characters, like Tony Stark or Natasha Romanoff, to accept their fates, to be vulnerable on screen and to have a development, meaning to make sacrifices. Movie makers and decision makers in the firm constantly announce new characters to the universe, even though movies are mostly adapted from comics, they are not entirely bounded by them, which makes viewers wait for the next movie completely thrilled.
In a study conducted about why people love Marvel more than DC Universe, it concluded that viewers simply fall for characters in Marvel trailers while they like the effects or cinematography in DC trailers more. They emotionally engage to the Marvel characters. Viewers showed positive responses to jokes and emotional sentences like the ones Wanda Maximoff had related with Vision in Marvel miniseries WandaVision. Most loved Marvel trailer, according to the survey, was The Guardians of the Galaxy 2. Adorable character Groot was there in the trailer and there were lots of jokes.
Someone online answered the question of why people liked Harry Potter so much, and the answer was Harry Potter series is not about a boy who used a wand to do magic in a wizardry school, but rather how Harry and his friends were loyal to each other and how his family sacrificed themselves for a greater purpose. Marvel is not about superheroes and gods saving the world or fighting with each other; it is about teamwork, loyalty, sacrifices, and also propaganda, corruption of media and organizations, every little sad thing about the world. It not only amazes viewers but makes them completely broken and sad when someone dies in the movie. Tony Stark, the witty clever rich boy, died right after everyone fell in love with his character development; everybody talked, cried and created content about it. That is the marketing strategy Marvel uses.
From age 9 to 90, Marvel has been able to engage the viewer with the content, any kind of it: jokes, deaths, relationships, witty quotes… In cinemas, what mostly matters is not great effects or good cinematography, but the character development, relationships, everything charming in real life. Just like in the Harry Potter series, people love to see character development: them growing up and learning from their mistakes, being vulnerable, etc. This is what even makes the waiting period between the movies of the Marvel Universe so splendid.
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Yenisey, Zeynep. “Here’s Scientific Reason Why People Like Marvel Movies More Than DC Movies” Maxim, 13.02.2018,
DePaulo, Bella. “Watching TV: Why We Love to Binge” Psychology Today, 8.01.2016,