"we will own the summer of 2012... by the time The Avengers debuts in 2012, there will be a significant amount of awareness in the marketplace."
--Paul Gitter, president of consumer products for Marvel Entertainment
The Avengers takes advantage of social media by installing a "Share" tab on its offical website, allowing vistitors to blog or post the link on social networking sites such as twitter or facebook. This is a form of free advertising for the company because users inform their friends of the film's relase through word of mouth and therefore generates more interest.
Offical facebook Avengers feed:
http://www.facebook.com/#!/AvengersUK
This facebook page keeps fans and also casual film goers updated.
Mechandise
In December 2011, Marvel announced that a four-issue comic book prelude to the film, written by Christopher Yost and Eric Pearson with art by Luke Ross and Daniel HDR, will be released in March 2012. A videogame coinciding with the film's release was planned but was eventually cancelled due to game-producer THQ failing to sell several other of its projects successfully.
In february 2011, Hasbro debuted 21 Avengers toys at the Toy Fair in New York.
Habro announced there were no plans for an offical X-Men First Class line of figures, only an Avengers line. The fact that X-Men was a film released a year before the Avengers proves the marketability of the franchise.
Link:
http://www.mania.com/21-avengers-toys-marvel-toy-fair-2011_article_128535.html
Link:
http://www.comicbookmovie.com/fansites/MarvelFreshman/news/?a=50329
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