Constructing Phase One: transmedia storytelling and the Marvel brand

Bansor, Mark (2013) Constructing Phase One: transmedia storytelling and the Marvel brand. BA dissertation, University of Portsmouth.

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    This dissertation deals with Phase One of the Marvel Cinematic Universe and how each film and the collective serial franchise was marketed across multiple mediums. Not only will marketing methods be analysed, but the concepts of continuity, narrative and post-modernism will be addressed throughout in order to establish an understanding of how it affects the current state of society. With reference to academic sources regarding concepts and transmedia convergence, I investigate how the film franchise has progressively promoted the final instalment of Phase One, 'The Avengers' (2012), via the franchise’s prior five feature films. It will provide a more focused analysis of how Marvel altered this campaign nearer to 'The Avengers' theatrical release and the results of such actions. I shall then investigate the expansion of the franchise post theatrical release of 'The Avengers' to gain an insight into how and why the transmedia world is such a popular and recurring concept within both contemporary cinema and the development of the franchise.

    Item Type: Dissertation
    Departments/Research Groups: Faculty of Creative and Cultural Industries > School of Media and Performing Arts
    Depositing User: Jenni King
    Date Deposited: 30 Jan 2014 09:25
    Last Modified: 28 Jan 2015 12:32

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