Marvel drives movie ticket sales via Iron Man Central app
Leading up to the release of the “Iron Man 2” movie, Disney’s Marvel Entertainment LLC has launched the commerce-enabled Iron Man Central application for Apple’s iPhone and iPod touch.
Marvel tapped mobile media company Zumobi for the launch of Iron Man Central, which gives fans access to all things Iron Man, from his origin story to current news, exclusive wallpapers, video content and direct links to Iron Man content on iTunes. In addition, the application lets users search for theaters that are screening Iron Man 2 and buy tickets using their handset.
“Iron Man Central is our way of bringing Iron Man in all his forms—film, comics, etcetera—to mobile users worldwide,” said John Dokes, senior vice president of integrated sales and marketing for publishing and digital media at Marvel Entertainment, New York. “We know there are lots of people who want to know more about Iron Man and this app is a one-stop resource for news, wallpapers, videos and more regarding everyone’s favorite armored avenger.
“We’re looking to reach everyone, from the hardcore Marvel fans to the person who’s only heard of the Iron Man films,” he said. “Marvel’s heroes have a rich history we can’t wait for people to discover.”
“Marvel has promoted this via all our major media partners, in addition to promotion through our social networks and our popular Web site, Marvel.com.”
Marvel, a wholly-owned subsidiary of The Walt Disney Co., is a character-based entertainment company built on a library of more than 5,000 characters featured in a variety of media over seventy years.
The company uses its character franchises in licensing, entertainment via Marvel Studios and Marvel Animation and publishing via Marvel Comics.
The company’s strategy is to leverage its franchises in a growing array of opportunities worldwide, including feature films, consumer products, toys, video games, animated television, direct-to-DVD, online and mobile.
Marvel Entertainment also recently launched a commerce-enabled Marvel Comics application for Apple’s iPad in the App Store (see story).
Iron Man Central is available for free in Apple’s App Store and as a part of the Zumobi Network. The application will also be available on the iPad before the end of the month.
The application’s user interface is modeled after the hologram interface inside Iron Man’s suit.
Iron Man Central lets fans search for Iron Man 2 show times and buy movie tickets through the application itself.
The application also comes with two free wallpapers and additional wallpapers are $0.99 each.
Iron Man Central integrates with users’ email, Twitter and Facebook accounts, letting them share exciting Iron Man content with friends and family, creating viral buzz for the movie.
“IPhone and iPod touch users represent the most active users of mobile applications and even big brands as recognizable as Marvel face the challenge of creating a highly engaging app,” said Brenda Walker, vice president of marketing at Zumobi, Seattle, WA.
“Zumobi’s experience and expertise with adapting content for mobile in its publishers’ network enables Marvel to publish an app that is highly repeatable and sharable for their users with great content,” she said.
“The Zumobi Network also provides a vehicle for exposing the app directly to highly engaged and responsive iPhone and iPod touch users while they are interacting with other apps within Zumobi’s app portfolio.”