When looking at a movie's box office numbers, the one factor that rarely comes to mind is marketing. However, when it comes to Avengers: Endgame, its reported marketing budget is larger than most film's entire production budgets.
According to Deadline, Endgame's marketing campaign reportedly cost Marvel Studios over $200 million. To put that into perspective, that's the same as the production budget for Guardians of the Galaxy Vol. 2.
It is also the highest marketing campaign in history for the Marvel Cinematic Universe. Previously, Avengers: Infinity War topped the list at just over $150 million. Meanwhile, Spider-Man: Homecoming had a marketing budget of $140 million and Guardians of the Galaxy Vol. 2 had a modest $80 million adding to its aforementioned numbers.
Walt Disney Company SVP of Partnership Marketing Mindy Hamilton explained that the rising marketing budget for MCU films is due to the movies moving far beyond its original core audience of "traditional fanboys."
"Now it’s millennials, it’s teens, it’s multicultural and families," she said. "We look for partnerships that honor and celebrate in each of these.”
Marvel has a record 10 custom ad-supported spots for Endgame, hitting locations that normal media doesn't reach with business partners such as Ulta Beauty, Audi, McDonald's, GEICO, Coca-Cola, Google, General Mills, Ziploc, OPPO Mobile and Synchrony Financial. Marvel has also teamed with Stand Up to Cancer and Mastercard for new PSA spots with cancer survivors and Avengers actors, including Chris Evans and Scarlett Johansson.
Directed by Anthony and Joe Russo, Avengers: Endgame stars Robert Downey Jr., Chris Evans, Mark Ruffalo, Chris Hemsworth, Scarlett Johansson, Jeremy Renner, Don Cheadle, Paul Rudd, Brie Larson, Karen Gillan, Danai Gurira, Benedict Wong, Jon Favreau and Bradley Cooper, with Gwyneth Paltrow and Josh Brolin. The film arrives April 26.