Marvel Secretly Bringing 'Avengers' to Comic-Con with SHIELD Viral

July 5, 2011

Marvel - The Avengers

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!

Find more posts: Comic-Con 11, Hype, Movie News, Viral Marketing



so all this, might, might, if, if... all this boils down to is .... I don't know anything?

Anonymous on Jul 6, 2011


Well, because Marvel and everyone is being secretive about this. Celebrities aren't confirmed until closer to the event, so they're always "if" until they show up. And everything else (despite being two weeks away) is still coming down to Marvel deciding if they want to spend money, how much, what to build, and so on. We'll find out for certain once we get to San Diego in a few weeks.

Alex Billington on Jul 6, 2011


I hope this happens, I really do. But until then, this is only fueling rumors 😉

Anonymous on Jul 6, 2011


No, these are not rumors. These are confirmed details that we've heard from inside Marvel, even though plans can and most likely will change.

Alex Billington on Jul 6, 2011


What? which one is it? lol.

Anonymous on Jul 6, 2011


Rumors are not the same as information that can change. Marvel seems to be making last-minute decisions. What is reported above is current and not a rumor, but Marvel can change their plans. Simple as that.

Alex Billington on Jul 6, 2011


Things are going to get nuts this year. With the will-they/won't-they of the Marvel hoopla, people are going to be even more on edge trying to see what comes up. All the same, that definitely means no shortage of work for the bloggers this time around! I'm excited to cover everything (that I can!)!

Lauren on Jul 6, 2011


So it's confirmed that they'll be showing the trailer? 

222 on Jul 6, 2011


About as confirmed as you can get... Marvel won't say anything, Disney won't either, it's meant to be a big surprise. But yes, all signs are pointing to the teaser trailer showing there (and being on Cap America).

Alex Billington on Jul 6, 2011


Thanks for the info, Alex. Well I guess I know for sure which booth I'll be hanging around at 🙂

ruth on Jul 6, 2011


i wish i could go to comic-con but i cant, so midnight captain will have to suffice. wonder if its going to be in imax too? =D

Luke Hanna on Jul 6, 2011


can't wait, i'll b there for sure

Rey on Jul 6, 2011



Tyler Danger on Jul 6, 2011


DC is gonna have a lemonade stand compared to this kind of publicity

Nick Sears on Jul 6, 2011


Is director Joss Whedon coming to SDCC? I'm a great fan of that guy since Firefly. And a even greater fan of the beautiful and talented  Summer Glau

Anonymous on Jul 7, 2011

New comments are no longer allowed on this post.



Subscribe to our feed or daily newsletter:

Follow Alex's main account on Twitter:

For only the latest posts - follow this:

Add our posts to your Feedlyclick here

Get all the news sent on Telegram Telegram