Marvels The Avengers was released on May 4 2012 and grossed a total of $1,515,679,547 worldwide. A large portion of the overall money made was partly due to the use of the films 3D alternative viewing experience,the price of the 3D tickets were nearly doubled in the USA. The film had an extensive marketing campaign that had began years before the film was made. This was made possible by films like Iron man, Thor, The incredible Hulk and Captain America. Marvel had a set slate of films that would act over one overall story arc that has split then Marvel Cinematic Universe into three slates, at the end of each slate an Avengers film is set to be made. Through the use of a large story arc and post-credit teasers, Marvel was able to tease the Avengers film that would be made years after and stimulate fan excitement early on.
As the first slate of Marvel films began to draw to a close, leaving only Captain America and the Avengers remaining, Marvel had begun to tease the Avengers more and more. Fans first saw a glimpse of the Avengers in the form of a short teaser trailer that was presented at comic con with an audience of thousands of people. With the release of Captain America, Marvel used their trademark after credits scene to show the trailer that had previously been shown at comic con. This caused more fans to want to watch Captain America: The First Avenger and it also caused a dramatic burst of fan enthusiasm about the films release. After the release of Captain America, Marvel had began to devote pure focus to promoting the film and began to market more. Marvel had released a trailer that had been released that was downloaded over 10 million times within its first 24 hours of release.
Marvel then took to social media in order to further promote the film. Twitter, Facebook, Youtube and more was used to promote and release any new trailers and news about the film. This also allowed fans to become more connected to the film and have some of their questions answered. Marvel had also began a series of partnerships with other brands in order to further promote the film. These include brands like Acura cars. This is an example of a beneficial relationship between the two companies because the cars can be seen being driven in the film by Tony Stark while the car company can further promote the film to a wider audience. When Disney bought Marvel it opened up a new range of possibilities for promotion as they could promote the Marvel Cinematic Universe through theme parks and toys and films in order to reach audiences of different age groups.
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