Cenas pós-créditos como estratégia de fidelização de público no Universo Cinematográfico Marvel

Abstract

This monograph aims to investigate how the post-credit scenes of the Marvel Cinematographic Universe contribute to the audience loyalty strategy in the Avengers' path until Ultimato. For this, we chose the method of content analysis, as well as the techniques of literature review and simple observation. This research also discusses some characteristics about marketing and loyalty building, the audiovisual production process for the cinema and a brief history of Marvel and its shared universe. According to aspects raised in the analysis, it was possible to realize that audiovisual products can be used for this type of strategy (sic).