Marvel Studios and the MCU should learn from Sony’s Uncharted marketing team and copy what Sony did in the film’s first official trailer.
Sony has just released its official trailer for Unexplored and Marvel may want to take note and copy Sony’s marketing strategy. Sony’s highly anticipated film Unexplored is set to hit theaters on February 18, 2022 and will mark Sony’s latest video game adaptation. The film stars Tom Holland as young Nathan Drake alongside a cast that includes Tati Gabrielle, Mark Wahlberg and Antonio Banderas. Sony’s trailer does a brilliant job of bringing the classic PlayStation to life. Plus, it shows off the film’s ability to capture iconic gameplay moments that players will recognize from the franchise.
Play station Unexplored franchise started in 2007 with the release of Uncharted: Drake’s Fortune and came to encompass a total of six video games. Each game features third-person gameplay that follows the adventures of famous treasure hunter Nathan Drake. Drake is often compared to Indiana Jones and Lara Croft and has become an iconic character in pop culture. Along with his allies, Drake searches for mysterious relics and legendary lost cities while facing off against fortune seekers and rival thieves. Criticism acclaimed Unexplored The video game franchise has often been praised for its innovative gameplay and gripping story that delivers a cinematic gaming experience.
Therefore, it was only a matter of time before Sony capitalized on the popularity of the franchise and brought it to the big screen. In addition to Easter eggs, the Unexplored trailer includes marketing for PlayStation 5 Uncharted: Legacy of Thieves, a remastered edition of two Unexplored Games. The inclusion of a promotion for this remastered game means that Sony was able to market two of its properties at once to a huge audience. Marvel can learn from Sony’s marketing strategy and do comic book advertising at the end of its MCU trailers.
PlayStation Studios is involved with Sony Unexplored film, which explains the inclusion in the trailer of a video game promotion. This type of collaboration is sorely lacking between Marvel Comics and Marvel Studios despite the 20+ MCU movies based on Marvel properties. In fact, Marvel Studios does nothing to actively promote the comic book arm of the company. It seems like a missed opportunity given the millions of views each MCU trailer has seen. By including comic book promotions, Marvel would be able to target new audiences and train new readers.
Just like the Unexplored video game franchise inspired the movie, Marvel comics have been the inspiration for many MCU movies. These comics deserve to be promoted alongside the MCU movies. For example, Disney + Hawk Eye seems to be inspired by the 2012 comic book by Matt Fraction and David Aja and has over 15 million views. Marvel / Disney could put a tag at the end of the trailer advertising those paperback books and encouraging audiences to get to know Clint Barton and Kate Bishop better in anticipation of the series.
While it could be argued that every Marvel movie is one long comic book commercial, they lack the call to action found in real marketing. This is why direct promotions are useful in attracting new readers who may watch MCU movies and TV shows but have never purchased a Marvel comic book. The MCU maintains the ability to capture the attention of new readers with the right marketing. In the end, Marvel Studios would do well to copy Sony Unexplored collaborative efforts with PlayStation Studios and implement a similar collaboration with Marvel Comics.
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