Guardians of the Galaxy Uses Curiosity to Overcome Credulity

guardians of the galaxy ronn torossian

Right out of the gate they told you “this might not be the best idea.” That may have been exactly the right tone to take with the PR for Marvel’s upcoming Guardians of the Galaxy movie.

One of the biggest hurdles any comic book movie faces is attracting non-fans to the theaters. Marvel has scored well in this regard in recent years. But, is it enough for them to take the biggest risk yet? Betting the farm – or at least a big budget movie – on a little known comic book about an even lesser-known team of cosmic outlaws turned anti-heroes. They may have been better off making (another) Firefly movie.

But, Marvel chose Guardians. And, in what Ronn Torossian calls an incredible acute sense of reality, the folks at Marvel approached marketing for the movie in exactly the right way. The trailers, including the latest one released about a week ago, are irreverent, self-critical and the perfect mix of stunning graphics, fun adventure, and silliness. Just like the source material.

In giving the marketing a tone very similar to the approach of the source material is attracting the right core base of fans while also creating enough buy-in points for tire kickers. And, the mixture of eye-catching visuals, limited but punchy dialogue, and the sing-along-song soundtrack has all the hallmarks of a surprise summer blockbuster.

Guardians may not be the be best idea Marvel has had recently, but they decided to do it anyway … and once they decided to, they fully committed to do the best Guardians movie they could do. And that might prove to be the best decision after all.

About Ronn Torossian

Ronn Torossian is the Founder and CEO of 5W Public Relations. He is an experienced leader in the public relations industry with over 20 years of experience. Ronn Torossian has been named as Public Relations executive of the year by the American Business Awards, and has run countless award-winning Public Relations programs.

Ronn Torossian

Ronn Torossian is the Founder and Chairman of 5WPR, one of the largest independently-owned PR firms in the United States. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America’s most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company’s growth, overseeing more than 275 professionals. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named “PR Agency of the Year” by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world’s most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine’s Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR. Torossian is known as one of the country’s foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, “For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations,” which is an industry best-seller. A NYC native, Torossian is a member of Young Presidents Organization (YPO), and active in numerous charities.

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