Promotional partners
Does Disney promote via fast food companies?
The Avengers (2012 film)
Paul Gitter, Marvel Entertainment's president of consumer products, commented that the build-up to the film helped strengthen retail partnerships: "Retailers have been less tolerant with property films, so we decided that if we started on this coordinated strategy several years ago, retailers would give us shelf space throughout the years and we would have a more sustainable position in the marketplace". In September 2011, set photos of Robert Downey Jr. driving a new model Acura were published online. An Acura spokesperson later released a statement confirming the company's involvement with the film, "As you may know, Acura has been in the Marvel Comics Universe films as the official car of their fictional law enforcement agency called S.H.I.E.L.D. That relationship continues for "The Avengers". The open-top sports car that was photographed yesterday is a one-off, fictional car that was made just for the movie and will not be produced. That said, as you may also know, our CEO has said publicly that we are studying the development of a new sportscar, but we can't say any more about it at this time." In December 2011, Acura announced that a new NSX styled along the lines of the concept built for "The Avengers" would be unveiled at the 2012 North American International Auto Show. A series of 10 S.H.I.E.L.D. SUVs, based on the Acura MDX with modifications by Cinema Vehicle Services, were also made for the film. In February 2012, it was announced that Marvel has partnered with fragrance company JADS to promote "The Avengers" with character-based fragrances. The announcement was just ahead of the Toy Industry Association's annual February exhibition, where representatives held a sampling booth of the products. Other promotional partners include bracelet-maker Colantotte, Dr Pepper, Farmers Insurance, Harley-Davidson, Hershey, Land O'Frost lunchmeats, Oracle, Red Baron pizza, Symantec, Visa and Wyndham Hotels & Resorts. In total, Marvel and its parent-company Disney secured an estimated $100 million in worldwide marketing support for the film. Notable exclusions include Baskin-Robbins, Burger King and Dunkin' Donuts, who had partnered with Marvel in the past when their films were distributed by Paramount. Disney does not generally promote through fast food outlets.