Shang Chi distribution and consumption

 Distribution- Macro Marketing 

Below The Line ("free" marketing)

• Word of mouth marketing 
• Memes 
• Viral Content
• Fan Accounts/Stan accounts 

Above The Line 

• Trailers 
• Easter eggs- Marketing it as a franchise 
• Teasers
• Billboards 
• Premieres/ Oscars 
• Interviews- wired auto complete interviews simi liu 
• Brand Synergy 
• Social Media 
• Post credit scenes which tease the next film- EG Shang chi teases the hulk and captain marvel 
• The marvel logo contains characters within the intro 
• individual character posters

shang chi had a lack of chinese distribution 

Shang Chi had many simple ways of marketing, one of the ways was a marvel 101 video which was paid marketing. a short YouTube video explaining Shang Chi and its background

Trailers: short promotional videos highlighting key plot points and visuals. for example Deadpool and wolverines trailer alone became the most viewed trailer within 24 hours of its release with 365 million views 

social media campaigns such as hashtags and teasers to generate buzz such as 2022 smile where actors were made to go to MLB games and stand with an eery smile at the camera generating massive trackable views and earned media online 

Celebrity endorsements, stars promoting films through interviews, social media and public appearances for example wired auto completes or actor on actor interviews 

posters are also a good physical way of marketing that offeres long terms presence iconic movie posters include pulp fiction, jaws and the godfather