After more than six years since Marvel Entertainment first announced the development of the ultimate superhero film, The Avengers is set to debut on May 4, 2012, and the studio, along with its parent The Walt Disney Company, are supercharged about its
potential as a box office blockbuster and a brand licensing powerhouse at retail.
The Avengers, which brings together several of Marvel's classic superheroes–Iron Man, Captain America, Thor, The Incredible Hulk, Black
Widow and Hawkeye–is positioned to be a new tent pole franchise rivaling that of any of its individual superhero franchises.
The much anticipated film is the culmination of the Marvel's "Avengers Assemble" umbrella theme and strategy that has produced
five films over the past several years since Iron Man debuted in May 2008. The list also includes: Iron Man 2, The Incredible Hulk, Thor and Captain America.
In fact, these five films generated a worldwide box office gross of more than $2.2 billion according to Box Office Mojo, and
all have been developed extensively with consumer products and retail partnerships across multiple categories. "'Avengers Assemble' has helped us position Marvel films as true sustaining brands," says Paul Gitter, president of consumer
products, North America, Marvel Entertainment. "This initiative has enabled our partners to build standout, long-term programs
with unique merchandise, retail and product promotions featuring our entire portfolio of Avengers.''
In addition, The Avengers will be the first film that will experience the entire Disney process since The Walt Disney Company acquired Marvel in December
2009.
The company will handle the distribution of the film through Walt Disney Pictures and it will have a greater influence on
the marketing and promotional efforts worldwide. Previously, Marvel films were distributed by Paramount.
Separate from The Avengers, another key component of Gitter's high expectations for the summer of 2012 is The Amazing Spider-Man, which will be released in July, giving Marvel a dominant position not only at the box office but at retail as well with
extensive consumer products programs planned.
"We will own the summer of 2012," claims Gitter.
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