Should Marvel Be Marketing The Avengers More?

English: 2012 The Avengers Movie

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It’s literally the biggest comic book movie ever made. It’s taken four years and five movies to make and in May of this year, Marvel will finally unleash The Avengers on screen. However, would anyone that hasn’t seen any of the movies beforehand be familiar enough with The Avengers concept, based on how Marvel has been marketing it so far?

The Dark Knight Rises doesn’t come out until July of this year. Yet, Warner Bros. has already officially released a teaser trailer, a full trailer and a six-minute prologue. It seems strange that compared to The Dark Knight Rises, Marvel have only officially released one Avengers trailer, and a slightly altered international version. Granted audiences will flock to the movie anyway, but is Marvel making enough of the opportunity to put their cinematic franchise leagues ahead of DC’s final Batman picture?

What kind of marketing am I expecting? Well, seeing as Black Widow and Hawkeye haven’t had a great deal of screen time in previous movies, why not release character vignettes from them both, showcasing a few of their moments in The Avengers movie so audiences can familiarise themselves with the characters beforehand. It would certainly help their character development if audiences knew whom Black Widow and Hawkeye were heading into the movie. It’s an alternative route, if Marvel would prefer not to release a new trailer so soon.

I’m also surprised at the lack of merchandise so far. The Avengers will undoubtedly attract a lot of kids, what better way to solidify that then by getting toy lines and other merchandise out early. I remember when the Phantom Menace line was released before the movie; I was stoked to see all of these new characters and couldn’t wait to see the movie as a result. The same applies to videogames. There has been no news of any Avengers game in development (after one got cancelled) yet videogames are a great way to generate hype for a movie. Imagine seeing your favourite Avengers that aren’t in the film given the movie concept treatment. Even if movie games all tend to suck, it’s why there’s so many of them. Getting some merchandise out early couldn’t hurt.

I understand Marvel is probably playing it safe for now. If they start the hype machine too early, they run the risk of it fading out before the movie even hits theatres, however I believe the matter is more to do with Joss Whedon trying to keep aspects of the film under wraps for now. Aspects such as what army is supporting Loki in his quest to conquer Earth, and if any other villains or heroes appear. You can only look at Wolverine: Origins as an example of marketing damaging the movie. When Fox released a trailer showcasing Deadpool (or Barackapool as the IC calls him) fans panned the movie before release, some even calling for a boycott. Marvel is probably just trying to avoid making the same mistake. Especially if the army is revealed to be Hydra, instead of the Skrulls or Atlanteans.

I’m sure nearer to April/May The Avengers marketing will pick up speed, but for now, let’s just hope a new trailer hits soon. The first trailer was a little too much Tony Stark for my liking. This is an ensemble movie after all.

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