How effective are the products when linked together?

How and why do the 'Captain America: The Winter Soldier' products link together?

One of the main themes that carries through the trailers, posters and DVD/ Magazine covers is the low-key lighting and the grey and orange colour scheme. Both these factors compliment each other well, and create a certain expectation for the audience that the mood of the film will be dark and depressing, the trailer re-enforces the darkness through the use of it's dark soundtrack, whereas the poster re-enforces the darkness through serious facial expressions and stiff body language, showing that 'Captain America: The Winter Soldier's' characters are going to be serious in the film. This shows how different products related to a film all combine to give the audience an idea of what the film is going to be like. As there can obviously be no soundtrack on a poster the poster is designed to show the films tone in a different way.

Another feature that all of the products feature is the studio productions logo, 'Captain America: The Winter Soldier' is a sequel to the previous Marvel films: 'Captain America: The First Avenger' and 'Avengers Assemble' therefore Marvel will want to establish that this is another film in the 'Marvel Cinematic Universe' canon. The audience will have expectations of Marvel films being superhero and action based, and by doing something as featuring the productions logo they can already start interesting an audience.

Representation is a strong link between all of these products, firstly the audience will already have expectations of females in action films as usually they are portrayed in quite a negative, helpless way. These products show Scarlett Johansson's character; Natasha Romanoff as strong and independent (through the use of facial expression and body language) but also as an equal to the male characters, this makes her exceed the negative expectations of women in action films, and may interest more women to go and see the film, widening their target market. 

The reason products need to link together effectively is to create an identity for the film, for example if the trailer followed a very serious and dark tone and the poster featured an image of the main characters smiling in a nice environment, this may confuse the audience and will not establish a proper target market.