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Disney Studios Marketing Head Asad Ayaz on Mischievous ‘Loki’ Campaign - Hollywood Reporter

Disney Studios Marketing Head Asad Ayaz on Mischievous ‘Loki’ Campaign - Hollywood Reporter

Disney Studios Marketing Head Asad Ayaz on Mischievous ‘Loki’ Campaign - Hollywood Reporter
Jun 18, 2021 3 mins, 31 secs

The executive also talks resuming the push for 'Black Widow' after its delayed release and reflects on how listening to fans molded a memorable moment from the 'Falcon and the Winter Soldier' campaign.

“You were made to be ruled.” Tom Hiddleston’s Loki spoke those words in the first trailer for The Avengers, the 2012 film that took Marvel Studios to new heights and brought Hiddleston’s God of Mischief to new levels of popularity.

Nearly a decade later, Ayaz is still living in Loki’s world, with the exec’s team dreaming up mischievous ways to engage fans over the six-week run of Loki, the latest Disney+ series set in the Marvel Cinematic Universe.

The marketing work begins all the way back at the time a series is greenlit, with Ayaz and a few team members getting access to scripts and footage as it comes in.

Unlike a film campaign, an ongoing series means preparing posters and other materials to drop each week when new characters and elements are introduced.

(Falcon and the Winter Soldier, for example, saw Baron Zemo dancing become a meme-able moment, and the marketing team responded by releasing more footage of actor Daniel Brühl showing off his moves.).

The Loki campaign also comes amid Marvel Studios’ busiest year ever, which saw the Disney-owned studio delve into streaming for the first time with January’s WandaVision, restart Black Widow‘s marketing following a year-long COVID release delay, and gear up to introduce two new properties to the big screen: Shang-Chi and the Legend of the Ten Rings and Eternals.

Fans had dressed up as Loki.

Then we have access to different footage, what they’ve shot so far, and we start developing a timeline of how we want this campaign to look, based on the release date, when we want to announce it, when we want to give a first-look at footage from the series.

For streaming, you are marketing a series, not just an opening weekend of a film.

You have a marketing campaign that goes on for weeks across the season and all the way through the finale when you want people to binge and catch up and tune in for the final episode.

You will see as the season for Loki progresses, as something is revealed in an episode, you will then start seeing it in the post-episode marketing.

So we had a real opportunity to revisit some of those and also look at what a fresh campaign for Black Widow looked like.

Because so much time had gone by since the date was pushed, we didn’t want to look like we were going back to the exact same campaign.

If you go back and look at the very first posters we put out, they focused on the Black Widow symbol, certainly the black costume.

We are working on the event plan for Black Widow.

We certainly are looking at that for Black Widow and the rest of our films this summer.

With Loki, you look at the release date of your film or series and you kind of work backwards from that based on the story you want to tell over the course of the campaign.

We put a lot of thought and a lot of creativity into what we want the fans to experience, what we want to fans to own when they see the film and not necessarily spoil it pre-release.

Loki and Black Widow are two very creatively unique properties.

You look at the Shang-Chi trailer and the Black Widow trailer and the Eternals trailer teaser, they are all completely unique.

So that’s a wonderful thing for us to have as a marketing team.

I had a conversation with him and the team about it, and we moved really quickly and gave the fans the footage they were looking for, which is not traditional marketing and advertising, but it was a sensation.

When we revealed Grogu in the series, we let the fans own that

We are so careful about documents and things we put in emails because the fans want this content, the world wants this content, and our job is to protect is and let people experience it the right way

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