Shang Chi distribution and exhibition

 Marketing it as a part of a franchise

  • The dominance of franchisesand the size of disneys Marvel Empire, mean that fans enjoy the Intertextual references, for things like the Marvel logo.
  • As the MCU grows,so the clips and characters that are spotted in them develop too.
  • Marketing strategies
  • Disney/Marvel released a 101 guide to the characters so people would be familiar with them
  • Main posters, character posters, teasers an a main official trailer were the more conventional mrketing strategies
  • Simu Lius Instagram (and those of other stars) helped promote the film
  • TV adverts
  • Talk shows
  • Soundtracks

A coplicated release pattern

  • Unlike Snow White, where people flocked to the cinema for months, Shang Chi had a complicated story
  • Because of Covid, it had a shortened theatrical window

Reception - it was a critical and commerical success

  • It was a big hit 
  • Praised for its depictions of Asian - American exeriences, including the pressure that people themeselves, and their families, place on young adults to be successful
  • Diversity of all kinds

ACHIEVEMENTS

Nominated for best visual effects oscar however it lost out to dune

Shang Chi won some smaller awards, though nothing at the Oscars

NEGATIVE REACTIONS

Shang Chi didnt get the same reaction in China as other parts of the world, it wasnt played on a single screen in China

"Chinese audiences cannot accept a prejudiced character from 100 years ago is still appearing in a new Marvel film"

D23

D23 is the official fan club and every year there is an Expo event (comic-con style)

Winter every year : November or December

It was named D23 after the year the company was formed - 2023 is their 100th anniversary

Engagement with fans, new announcements etc

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