Communication faculty to discuss marketing superheroes

Strategies utilized by DC Films to market its hefty stable of superheroes that include Superman will be examined in “Selling Superheroes: DC Films’ PR Challenges,” a multi-faceted research presentation three Department of Communication faculty will present at the International Public Relations Research Conference (IPRRC) in Orlando, Fla., in March.

“Hollywood spends years promoting its movies: announcing directors, creating posters and organizing premieres,” said Associate Professor Roslin Smith.

“Thanks partly to high-profile public relations campaigns, superhero movies are at the forefront of audience attention. Corporate shake-ups, a lack of faith in directors and wayward stars make DC a complex, fascinating motion picture PR case study,” she explained.

An example of DC Films’ PR finesse is “Superman and the Mole Men,” the first full-length feature film based on a DC Comics’ character. Its release in 1951 followed three Superman movie serials – one animated and the other two live action – and served as a pilot for the “Adventures of Superman” television series that ran from 1952 to 1958.

Ms. Smith will reach back to the 1800s to examine the roots of the movie poster and “how the fantastic and suspension of disbelief is imbued within DC posters.”

Composition, color, text information and decoding the inherent messaging are just a small part of her section of the presentation she will present at the conference.

Smith is contemplating use of her IPRRC presentation information in a future course on DC Films movie posters.

In his presentation, Assistant Professor Branden Birmingham will talk about a planned survey that will seek feedback from students on DC films and their experiences viewing them.

“I will be discussing survey dissemination among students and how their feedback will be valuable, as they are the targeted audience.”

The survey will be given to students enrolled in courses taught by Dr. Birmingham and Smith.

Birmingham is also serving as the conference director.

Adjunct Lecturer Nicholas Smith will discuss the importance and consideration of audience tastes while creating motion picture content.

IPRRC is a top venue for innovative public relations research and interaction among scholars and professionals in small-group and roundtable formats.