Marvel Secretly Bringing 'Avengers' to Comic-Con with SHIELD Viral
by Alex Billington
July 5, 2011
Despite claims that The Avengers was not going to show up Comic-Con this year, at least not with a Hall H presentation, word from inside Disney/Marvel is that there is actually going to be a presence - just unlike anything we've seen. An inside source has provided us with early details, and as a big fan of viral marketing, I couldn't resist sharing some of them (the rest will remain a secret until Comic-Con). The main focus will be S.H.I.E.L.D., similar to the badges at WonderCon, and they will have actual set pieces from the movie placed on the showfloor as part of a faux-security and recruiting station for S.H.I.E.L.D. - but there's more!
As was teased with WonderCon, S.H.I.E.L.D. is becoming the main focus of Marvel's viral marketing efforts at comic book conventions, and in San Diego this year they're going all out. More vehicles (sponsored again by Acura, but of course) will be scattered throughout, along with more S.H.I.E.L.D. personnel. We've also heard that the massive Helicarrier bridge is a very important set piece in the actual movie, and might be the centerpiece for Marvel's booth this year, just like Odin's giant throne was the centerpiece last year (but that's not 100% confirmed and won't be until someone gets photos from the showfloor). Oh and apparently there will be footage showing on screens at the booth. But we're not exactly sure what - likely the teaser.
We also heard that some of the cast, including Chris Evans (Cap), Chris Hemsworth (Thor), Robert Downey Jr. (Iron Man), Scarlett Johansson (Black Widow), Jeremy Renner (Hawkeye) and Mark Ruffalo (Hulk), might show up for signings at Marvel's booth. Of course, with any actor, their availability changes in an instant (especially considering they're all still shooting Avengers) and I'm sure we'll hear more closer to Comic-Con. That said, this does make sense, as Captain America comes out the same Friday, July 22nd, as Comic-Con. Maybe they're planning to launch that secret teaser trailer that night (starting Thursday at midnight shows) and run it on the showfloor throughout the weekend, with signings and more.
I attempted to confirm this info with Disney, but was told no comment. It looks as if Marvel is shaking things up with Comic-Con and instead of going all out with an exhausting Hall H panel, that only reaches 6,500 people anyway, they're hitting the entire showfloor to market to all 150,000 Comic-Con attendees. Smart idea. It's likely that Marvel will also be hosting big midnight screenings of Captain America: The First Avenger, so keep on the lookout for those as we get nearer. Despite all the discussion about who will or won't be at Comic-Con this year, I'm still excited, as I have a feeling there will still be a lot to cover this year.
Update: After publishing this, a few tweets from Entertainment Weekly blogger Anthony Breznican added: "I'd put money on an 'oh, and one more thing …' Avengers teaser trailer being shown." That gels with what we've heard. Additionally, fellow movie blogger Erik Davis tweeted in reply (then later deleted) about getting this information from a recent set visit for The Avengers, which we were not a part of. Our source was not on that set visit, therefore we can presume most of this is accurate and Davis heard the same but is not allowed to say anything. So there you have it - Marvel is bringing The Avengers to Comic-Con after all!