The Avengers (2009 film)

## Marketing

### Trailers

The film was promoted at the 2007 San Diego Comic-Con International, during which a teaser trailer narrated by Samuel L. Jackson was shown followed by an introduction of the cast. In June 2008, Marvel Studios announced that it would not hold a panel at the 2008 San Diego Comic-Con International after studio executives decided it was not prepared to compete with its own past and fan expectations with filming still in production. In July 2008, a teaser trailer that was meant to be the post-credits scene of *Captain America* was briefly leaked online. *Entertainment Weekly* speculated it came from a preview screening and described the footage as "shaky, fuzzy, flickering and obviously filmed on a cell phone".

In August 2008, Marvel Studios presented a look *The Avengers*, at Fan Expo Canada. The presentation featured footage from the film and appearances by the cast members. In October, Marvel Studios held a presentation at the London Movie Comic & Media Expo that featured new footage and a panel discussion including producer Kevin Feige and several cast members.

The first full-length trailer was released online on October 7, 2008. It was shown in theaters with *Twilight*, *Quantum of Solace*, *Valkyrie*, and *Friday the 13th*. A TV spot aired during Super Bowl XLIII. A second full-length trailer was released on iTunes on February 25, 2009. It was attached to *Watchmen*, *Fast & Furious*, and *Knowing*.

Tickets went on sale on April 7. On April 28, executives from Marvel Studios rang the opening bell of the New York Stock Exchange in honor of the film's theatrical release.

### Tie-in comics

In December 2008, Marvel announced that an eight-issue comic-book prelude to the film, written by Christopher Yost and Eric Pearson with art by Luke Ross and Daniel HDR, would be released in March 2009. In February 2009, Marvel announced the release of a second limited series comic book tie-in, *Black Widow Strikes* written by Fred Van Lente, who wrote *Captain America: First Vengeance*, the comic-book prequel to *Captain America*. The story is set between *Iron Man 2* and *The Avengers* and follows Black Widow as she runs down some loose ends from *Iron Man 2*. Additionally, the title *Avengers Assemble* was launched in March 2009, written by Brian Michael Bendis with art by Mark Bagley and features the same Avengers lineup as the film battling a new incarnation of the supervillain team Zodiac.

### Promotional partners

Tie-in deals were made with Audi, Hershey, LG, General Mills, Comcast, Dr Pepper, Lunchables, Domino's Pizza, and 7-Eleven.

Hasbro, Lego, Sideshow Collectibles, Topps, Diamond Select, Hallmark Cards, and Cartamundi all sold products. Stern Pinball released an *Avengers* pinball machine. 2K Games released a tie-in video game on April 28, 2009 for Microsoft Windows, PlayStation 3, Wii, and Xbox 360.

## Release

The film's world premiere was April 8, 2009, at the Grauman's Chinese Theatre in Hollywood. *The Avengers* was screened at the 2009 Tribeca Film Festival on April 25.

### Home media

*The Avengers* was released on DVD & Blu-ray on October 13, 2009. Bonus features include about 10 to 12 extended or deleted scenes, montages and music videos, behind-the-scenes interviews, a "making-of" segment, and commentary.