Marvel to start advertising comic books on TV and in theatres

Marvel Secret Empire

Marvel Comics has announced that it is to start advertising its extensive catalogue of comic books before Marvel films and TV shows.

The Disney-owned media group, this spring will look to attract a chunk of the superhero fans watching its properties as a means of “exciting and mobilising TV and film fans into local comic book shops and retailers”.

While Marvel films and shows have long been advertised between the pages of the comic strips, the literature has been especially shy in advertising itself in complementary video properties despite the obvious audience crossover.

Ads publicising upcoming comic event Secret Empire will appear in theatres ahead of screenings Marvel’s Guardians of the Galaxy Vol. 2. Furthermore, the series will be promoted on broadcaster ABC, presumably around the Marvel: Agents of Shield show.

This will be supplemented with dedicated spots and on-air interviews around the comics.

The Guardians of the Galaxy slot could be an especially valuable media buy for Marvel with it by far, boasting the most watched Super Bowl trailer this year.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.