Promotional Campaign;
Marvel published a number of posters to promote the avengers film. Marvel released individual posters focusing on each character to build up hype for each member of the Avengers squad. These were also made collectable in an attempt to engage fans in the franchise and increase numbers of people buying tickets for the film. The posters ranged from action packed scenes designed to grab attention to single characters designed to create a fan base for the film. The posters were all quite dark helping to make the images stand out and create an eye catching commercial campaign. Finally the posters helped Marvel to persuade their target audience to see the film and helped to boost the excitement around the film. 
Marvel is also released individual character merchandise in “waves” to help ensure the superheroes received their turn in the spotlight. For example, the first wave of The Avengers toys by Hasbro is heavy on Iron Man and Captain America. The second wave sees an increase in toys for Thor and the villain Loki, while the third wave emphasizes the least known characters; Hawkeye and Black Widow. Retailers also received “surprise” boxes of Avengers toys in which the character are were randomly thrown together. The Film was created with a full intention to turn it into a super franchise.Social media was used to create a fan base for the film and create a sense of excitement and anticipation around the film. This was done by the creation of an Avengers website, Facebook page and a Twitter account. These outlets allowed posters, videos and trailers to be shared to fans of the Avengers and they were also given the opportunity to win exclusive signed merchandise. This allowed Marvel to keep audiences interested in the film and made it more likely that a higher percentage of people would see the film.
marvel.com/avengers
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