Marvel's Five-Year Plan For The Avengers!

In order to understand Marvel’s approach in promoting the highly anticipated The Avengers movie, it’s necessary to step back in time to 2008.

Five years ago, Marvel executives developed a comprehensive plan involving four superheroes to culminate with one “uber” movie, says Marvel’s Paul Gitter. “We took the superheroes — Iron Man, Captain America, Thor, and Hulk — that we felt were the most relatable, relevant, and aspirational to build into one package. Every Marvel movie since 2008 was created with the full intention of this super franchise.”

Yet, promoting a movie with four spotlight-hogging superheroes is not without its challenges. “It’s definitely a complex brand,” says Marvel’s Paul Gitter. “Instead of just one, you have four ingredients [Iron Man, Hulk, Captain America, Thor] to brand merchandise and get SKUs [at retail].”

As a result, The Avengers emphasizes the “Core Four” rather than any one specific superhero in TV and print advertisements. And there’s a concentrated focus to showcase all members equally on Avengers merchandise.

Marvel is also releasing individual character merchandise in “waves” to help ensure superheroes receive their turn in the spotlight. For example, the first wave of The Avengers toys by Hasbro (which holds the toy license for the property) is heavy on Iron Man and Captain America. The second wave will see an increase in toys for Thor and the villain Loki, while the third wave will emphasize the least known characters, Hawkeye and Black Widow, says Hasbro’s Daniel Benkwitt. Retailers will also receive “surprise” boxes of Avengers toys in which the character SKUs are just randomly thrown together.

Nonetheless, fans inherently prefer certain superheroes over others. “It’s just like you would think — Iron Man and Captain America sell more than Thor,” says Gitter. However, The Hulk may soon surpass them all. Marvel executives have been “pleasantly surprised by the phenomenal response” to this green superhero, and expect this fan affinity to further strengthen once the movie opens. “His sales are up in a major way. We repositioned him from where he was always misunderstood to now depicting him in a more heroic and aspirational manner,” says Gitter.

If Hulk’s successful turnaround continues, Gitter says Marvel “will spin him off to a stand-alone program next year,” supported by a big budget franchise movie in 2015. The entertainment studio is also exploring ways to promote Hulk as a “corporate icon,” similar to MetLife’s usage of Peanuts’ Snoopy, where The Hulk’s image conveys a message about channeling strength to overcome workplace challenges.

Marvel’s multi-year strategy also played a role in amassing more than $100 million in promotional support for the Avengers film. Starting in 2008, Marvel approached partners with the understanding that relationships would be multi-year, multi-movie agreements. “There are many opportunities for brands to align with the big commercial in the sky [Gitter’s term for blockbuster movies], but we want to develop sustainable relationships [with our promotional partners].” As such, Harley-Davidson, Dr Pepper, and Acura are a few of the brands who initially supported individual Marvel franchises and are back again for The Avengers.

This hefty promotional support meant Marvel had to be proactive to avoid superhero oversaturation. “We looked at every retailer strategically to see how can we be different. We think we came up with a nice mix,” says Gitter.

Walmart’s program, for instance, centers on technology and the MarvelAvengers Super Hero Augmented Reality mobile app. Shoppers have instant access to Hawkeye, but can only “unlock” Iron Man, Thor, Captain America, the Hulk, and Black Widow in the aisles of the store. Comparatively, Marvel worked with clothing retailer Aeropostale to develop visually distinctive displays to catch the attention of “hip and trendy” teens. Target’s The Avengers initiative utilizes broadcast and traditional media, and Toys R Us is about the in-store experience, and has opened Avengers-themed in-store boutiques at 600 locations.

While The Avengers’ May 4 opening marks the end of the current multi-year plan, Marvel has already developed a detailed marketing strategy for the next five years. Whereas this approach saw the feature film as the finish line, the upcoming campaign will “synergize” the Avengers into a “multi-platform brand that can live 365 days a year.” To that end, Marvel is introducing digital initiatives, new print and comic book titles, and Iron Man 3 hits theaters next year, and Captain America and Thor sequels are in the works. Although the Black Widow isn’t yet scheduled for her own stand-alone movie, the character’s lifestyle will inspire a collection of athletic gear and beauty products.

It’s also likely that Marvel superheroes will soon be spotted in the theme parks of its corporate parent Disney, and in Broadway shows, similar to Marvel’s Spider-Man: Turn Off The Dark. Gitter doesn’t directly confirm these initiatives, only stating that Marvel is “exploring all land-based opportunities, including stand-alone shows and attractions.”

Disney strikes deal for Neil Gaiman’s “The Graveyard Book” with Henry Selick set to Direct!

Disney made a high six-figure deal for "The Graveyard Book", the bestselling children’s title by Neil Gaiman. The book, which won the Newbery Medal among other awards, is a riff on Rudyard Kipling’s The Jungle Book. Instead of a boy raised by wolves in the jungle, Gaiman tells the story of the surviving child of a murdered family raised by ghosts in a graveyard. Gaiman’s works include Coraline, The Sandman and American Gods.

The book attracted attention at every studio upon release, and it was optioned for a large fee by UK Effects House Framestore, along with Wayfare’s Ben Browning. They had Neil Jordan attached to direct, but never got it off the ground, even though they kept renewing the option.

Disney production chief Sean Bailey stepped in, and won the title in a competitive bidding situation with other studios. Gil Netter is producing with Browning, with Wayfare’s Michael Maher exec producing. The project is a priority for the studio and a potential coup for Bailey.

Henry Selick, who helmed Gaiman’s Coraline, is now attached to direct The Graveyard Book at Disney. Selick, best known for Tim Burton’s The Nightmare Before Christmas and Roald Dahl’s James and the Giant Peach, is already working for Disney-based Pixar on a top secret film, Deadline reported.

'Avengers' continues hot trek overseas: Disney-Marvel pic has racked up $36 million through Thursday! & D23 Magazine Goes Avengers with 3 Covers and Patches!

Continuing to display Box-Office super powers, Disney and Marvel's "The Avengers" again dominated the international box office Thursday, bringing the superhero pic's total to $36 million in 25 territories since its initial rollout Wednesday. 


The Joss Whedon-helmed tentople scored a $4.1 million bow in the U.K. Thursday, the third-largest opening ever in the territory while in Australia, "The Avengers" has already claimed $8.2 million in two days of release. Meanwhile, other European locales drew impressive auds as well. In France and Italy, box office has reached $4.9 million and $4.6 million, respectively, while the pic's German bow of $1.4 million Thursday marked the country's best opening day of 2012. 


"Avengers," which is beginning its foreign launch a week ahead of its U.S. arrival May 4, is following in the footsteps of Universal's "Battleship," which debuted internationally nearly a month before its U.S. release and has already grossed $122 million in two weeks. Disney is expecting the estimated $170 million-budget pic to continue to perform well in the coming weeks, as "The Avengers" is the only major tentpole to hit the foreign box-office until "Men in Black 3" in late May. Featuring an all-star ensemble of Marvel heros including Iron Man, Thor and Captain America, Disney's "Avengers" is based on the comics by Stan Lee and Jack Kirby.

And - D23, the official Disney fan club, is going for a very Avengers theme in their summer issue of the D23 Magazine. Not only will the issue have an awesome Avengers cover, but it will have 3 different covers with different characters on the front and back. The three covers will depict:

• Iron Man and Nick Fury on front; Hulk and Captain America on back
• Thor and Black Widow on front; Iron Man and Hawkeye on back
• Captain America on front; Hulk and Hawkeye on back

Furthermore, the issue will contain a great 10-page story about the film and how it was made. But that’s not all. The big item for D23 Gold Members that are fans of the Avengers is that each issue of D23 magazine will come with a special member-only gift: one of seven collectible patches featuring the insignias of each Avenger! If you’re looking for one of these cool patches (shown in the pictures below), you might want to sign up for D-23 right now! The magazine is shipped out to members and available in stores May 1st. Non-members looking to get a hold of the magazine will have to pay $15.95, but can purchase a copy at DisneyStore.com if they don’t want to track down a local magazine retailer or hit up a Disney resort. Furthermore, We’d like to add that the issue will contain a keen article on Pixar’s upcoming film, Brave, that gives a beautiful behind the scenes look at the movie.

Henry Selick’s New Stop-Motion Movie Will Be Released by Disney!

Over a year ago Henry Selick, director of The Nightmare Before Christmas, James and the Giant Peach, and Coraline, formed a new animation studio in San Francisco. At the time, he was said to be working on “great, scary films for young ‘uns with a small, tight-knit crew,” and the outfit was pulling together talent for its debut film. Selick had signed a deal with Disney in 2010, and when we first saw info on the studio there was word that it was affiliated with Disney.

The studio is called Cinderbiter, though there was a point where the name was reported to have been changed to Shademaker, which was also being thrown around as the working title of the company’s first feature. We don’t know what the title of this first feature will be, but we do know now that Disney will distribute the film. A few details are below.

The LA Times talked to Selick, who said the new film is untitled at this point, and has a very tentative 2013 release date. The film is an original story from Selick, who says,

It won’t come from totally left field… What I personally gravitate toward tends to be fantasy, medium dark — not too dark — fairy tales and sci fi. Stop-motion takes something on the page that’s really dark and adds a little sweetness to it, a living toys realm.

Selick went to CalArts with John Lasseter and Brad Bird, and consulted with Lasseter and other animators at Disney and Pixar while developing this script. He had access to the ‘Pixar brain trust’ for help in shaping this new film. He said the general lesson from that experience was,

Don’t get caught up in eye candy. They said, ‘Let’s try to make your story as clear as possible and give it as much heart as it deserves.’

Selick has become a defining director in the modern stage of stop-motion animation, and we're very keen to see what his next effort turns out to be. With luck, we’ll get some details this year at Comic Con.

IT'S OFFICIAL: Kermit and Miss Piggy announced the sequel to The Muppets! (Video!!)

Kermit and Miss Piggy made an appearance on tuesday at CinemaCon to say that yes, The Muppets 2 (working title, as far we know) is coming soon!  And also the Muppets official Facebook page posted the banner below!

Pixar sets 2014-15 slate of films!

ComingSoon.net has the news out of Cinema Con detailing Pixars 2014-15 slate of films. The Good Dinosaur, directed by Bob Peterson, will debut on May 30, 2014. Pete Docter’s untitled film “that takes you inside the mind” is now set for June 19, 2015. Also announced was director Lee Unkrich’s next project with producer Darla Anderson based on the Mexican holiday Dia de los Muertos aiming for a 2015 release.

Facebook Page With Plot and Logo Revealed For Disney Short ‘Paperman’!

A Facebook page for Disney’s Paperman, the mysterious animated short is said to revolutionize and breathe new life into traditional animation has surfaced, offering an official mini-synopsis of the short:

‘The story of a young man in NYC relying on his heart, imagination, a stack of papers—and a little luck—to win the girl of his dreams.’

Digging a little deeper, the page also has this to add regarding the film:

Introducing a groundbreaking technique that seamlessly merges computer-generated and hand-drawn animation techniques, first-time director John Kahrs takes the art of animation in a bold new direction with Paperman. Using a minimalist black-and-white style, the short follows the story of a lonely young man in mid-century New York City, whose destiny takes an unexpected turn after a chance meeting with a beautiful woman on his morning commute. Convinced the girl of his dreams is gone forever, he gets a second chance when he spots her in a skyscraper window across the avenue from his office. With only his heart, imagination and a stack of papers to get her attention, his efforts are no match for what the fates have in store for him. Created by a small, innovative team working at Walt Disney Animation Studios, Paperman pushes the animation medium in an exciting new direction.

For more in-depth reviews and technical explanations behind the technology used in the short, some tidbits have been posted in this thread at DVDizzy.com.

Although some believe the short may be making its theatrical debut in front of Walt Disney Animation Studio’s Wreck-It Ralph, Disney has made no official announcements as to plans for the short.

Disney to Co-Produce ‘Iron Man 3′ with China’s DMG Entertainment

With The Avengers debuting in theaters in just a few weeks, Marvel is looking ahead to its future projects, including the upcoming Iron Man 3. This week, some interesting news came out about the film,  as it was announced that Disney will be producing the film in conjunction with Beijing film studio DMG Entertainment.

DMG Entertainment will be investing at least 1 billion yuan ($158 million) into the production of the film and its distribution in China. While the partnership is not the only deal between the U.S. and China, with films such as 2010’s The Karate Kid produced with Chinese involvement, the Iron Man 3 deal will mark “the first multibillion dollar franchise to be produced between Hollywood and China,” says DMG chief executive officer Dan Mintz. Chinese elements will be added to the film to accomodate the partnership, and Disney has said that portions of the film produced in China will involve both DMG and Marvel Studios’ production and creative teams.

This new partnership comes as Western operators are looking to have a further presence in China to take advantage of its rapidly growing markets. While the Chinese government limits the number of foreign films allowed into the country, films produced in conjunction with Chinese partners can work around these limits. Disney has been trying to further develop its Chinese market recently, as Chinese ticket sales rose 35% last year to make China the largest market after the United States and Japan. To better appeal to the local Chinese audience, managing director of Disney in Greater China Stanley Cheung says that the company will be adding more China-related elements to its future projects.

Iron Man 3 will debut in theaters on May 3, 2013.

The Orange Bird is back at Walt Disney World!

The Orange Bird, mascot of the Florida Citrus Growers and one-time Adventureland icon from the opening days of the park, has been relaunched at Walt Disney World after a campaign by Disney parks fans and their sympathizers in the park. A source close to the company says, "People had to REALLY fight the system to make this happen, and were almost laughed out of the company for wanting to try. A lot rides on the success of this line." Disney parks management is in a perpetual three-sided war between engaging with its trufans, maintaining margins, and trying to engage people who visit rarely, if at all.

Soon after his unveiling and introduction in Magic Kingdom, the Orange Bird was recognized nationwide through his association with Florida citrus growers. The character was seen on billboards, television advertisements, and a wide assortment of Orange Bird products that could be found throughout Walt Disney World and the Sunshine State.

But the Orange Bird’s permanent home was in Adventureland, where he swung from a branch of the fabled Sunshine Tree. For many years, park guests could pose for pictures with a strolling character, designed by Disney Legend Bill Justice. Sadly, in 1987, the Orange Bird left the Magic Kingdom when the Sunshine contract with the Florida Citrus Commission expired.

Today, after a quarter century away from his Magic Kingdom home, the Orange Bird has returned, allowing a whole new generation of guests to experience this classic Disney character. “With the 40th Anniversary for Walt Disney World, we thought this was a nice way to bring a slice of 1971 back to the park… bringing back the original figure is a great way to do that,” Jason said. In honor of this milestone, several teams within The Walt Disney Company have come together to celebrate the Orange Bird’s return. At Magic Kingdom Park, the original Citrus Swirl—along with new refreshing offerings—is available once again at the Sunshine Tree Terrace. A whole new array of adorable Orange Bird merchandise will roll out in the months ahead. And the Walt Disney Archives has dug deep to uncover rare documents, photos, and stories that illuminate the character’s origins.

Rich Ross leaves Disney! (YAHOOOOooo!!! - Disney fans rejoice!)

In somewhat surprising news, Disney Chairman Rich Ross has rather abruptly resigned from the company, THR is reporting. "I believe in this extraordinary Walt Disney Studios team, and I believe in our strong slate of films and our ability to make and market them better than anyone else," Ross, who only had the position since late 2009, said in his resignation letter. "But, I no longer believe the Chairman role is the right professional fit for me." It is unknown why he is leaving the company so suddenly, but Pixar honcho John Lasseter may or may not be behind it, as he is reportedly not a fan of Ross. It also might be because of the box office results for John Carter, which, as you possibly may have heard, cost Disney a lot of money to make. In any case, Ross' resignation is effective immediately.

No Jason Segal cameo in Muppets sequel after all, but WALTER will be back!

Despite rumors that indicated otherwise, Jason Segal will not be making a cameo in the upcoming Muppets sequel, CinemaBlend is reporting. "My goal was never to take over the helm of The Muppets. They have people who are better equipped for that," the Five-Year Engagement star said. "My only goal was to bring back the Muppets that I loved. And I did that. I kinda don’t know what I have left to do in that regard.” While Segal may be gone, Walter the Muppet apparently isn't. According to director Nicolas Stroller, "Walter is coming back. He is heavily involved in the story." The movie, of course, is without a release date at the moment.

Walt Disney CEO Bob Iger Reacts to Dick Clark’s Death

In the wake of  Dick Clark’s passing early Wednesday at age 82 from a heart attack, insiders have released a variety of comments via press release, email and even twitter acknowledging his contributions to the entertainment business. Walt Disney Company chairman and CEO Bob Iger joined the throng of mourners, issuing a statement highlighting not only Clark’s accomplishments but his impact on the television and music industries.

“For more than half a century, Dick Clark brought the best of American music to audiences across the country, creating careers and countless fans for artists on his iconic shows, ‘American Bandstand’ and ‘New Year’s Rockin’ Eve’,” Iger said. “We’re proud that ABC was home to those programs and will always be part of his legacy.”

“On behalf of everyone at Disney and ABC, we send our sincere condolences to Dick’s family, as well as the three generations of fans who will miss him as much as we do.”

Meanwhile, Alan Perris, COO, Academy of Television Arts & Sciences also released a statement, in which he said, “The Academy of Television Arts & Sciences is deeply saddened by the loss of our good friend Mr. Dick Clark. Our thoughts and prayers go out to his family and friends.

“Dick was a television icon and music innovator who entertained audiences for decades and will truly be missed. Television shows like American Bandstand, American Music Awards and Dick Clark’s New Year’s Rockin’ Eve are brands that continue to pave the way live television and music are presented.

“Dick was inducted into the Television Hall of Fame in 1992 and his impact on the television industry as well as everyone he met, moved and entertained will never be forgotten.”

Disney Steers Mr. Toad’s Wild Ride Toward a Big-Screen Adventure!

With billions in the bank from The Pirates of the Caribbean and plans already in motion David Fincher’s 20,000 Leagues Under the Sea, Disney is now looking to turn its long-running theme-park attraction Mr. Toad’s Wild Ride into a feature film.

Deadline reports the studio has signed commercials and video director Pete Candeland to develop the combination live-action/CGI project. TRON: Legacy‘s Justin Springer will produce, with the search under way for a writer.

The ride, itself based on Disney’s 1949 animated adaptation of The Wind in the Willows, debuted with Disneyland in 1955 and is one of the few remaining original attractions. The Walt Disney World counterpart was closed in 1998 and replaced with The Many Adventures of Winnie the Pooh. A statue of Mr. Toad remains in the pet cemetery outside The Haunted Mansion (another attraction heading to the big screen, this time courtesy of Guillermo del Toro).

In 1996 Disney released on video in the U.S. an adaptation as Mr. Toad's Wild Ride, although it differs substantially from the novel. It was also notable in that it starred John Cleese, Eric Idle, Terry Jones and Michael Palin (all of whom were previous Monty Python members).

Arrietty and next batch of Ghibli Blu-ray titles in May!

Walt Disney Home Entertainment has announced the Blu-ray/DVD combo releases of Studio Ghibli’s The Secret World of Arrietty, Castle in the Sky and Whisper of the Heart on May 22nd. Available for the first time on Blu-ray in North America, these Studio Ghibli classics are reported to have received new digital masters and include original Japanese tracks. However, The Secret World of Arrietty seems to have missed out on Hayao Miyazaki and the director Hiromasa Yonebayashi interviews which appear on Asian and UK Blu-ray releases. Full specs and details on these releases can be found here.

First poster for Wreck-It Ralph revealed! & Celebrate 20 years of Disneyland Paris with a new book!

The first teaser poster for Disney's upcoming animated action movie Wreck-It Ralph has been revealed over at MSN. The movie tells the story of a video game baddie who longs to be a hero, and features a number of cameos from classic Nintendo products. Starring the voices of John C. Reilly and Sarah Silverman, the film kicks off the holiday movie season on November 2nd.

And - As Disneyland Paris begins its twenty-year anniversary celebrations, a NEW book with behind the scenes marking this historic birthday is released! Disneyland Paris: 20 Years Of Dreams documents the development of what was once EuroDisney (at its opening in 1992) through to the resort destination it has become today, with 192 pages and over 500 photos detailing and illustrating its story in both English and French texts. The book will be available at the Park itself and via mail order from April 23. For more information visit DLRPtoday, while a peek at the book’s front cover artwork can be seen right below...

Disney film 'Chimpanzee' made world premiere in Orlando

Chimpanzee expert Jane Goodall took a break from the rainforests of Africa on Friday for a chance to walk the red carpet in Orlando.

Goodall and the crew behind "Chimpanzee," the latest documentary from Disneynature, posed for cameras outside the AMC Downtown Disney theater before heading in for the film's world premiere.

For more than 50 years, Goodall, who jokingly calls herself the "chimp lady," has been studying the primates in their natural habitat. Surrounded by the media Friday, Goodall said she prefers the jungle.

"This is chaos," Goodall said.

"Chimpanzee," narrated by Tim Allen, follows the story of Oscar, a young chimpanzee living in the Tai Forest National Park in the Ivory Coast. During the film, a rival band of chimpanzees confronts Oscar and his family, separating them.

Left to fend for himself, Oscar meets Freddy, an alpha-male chimp that becomes an adoptive father.

Holding a stuffed chimp, the soft-spoken Goodall said the film will bring needed exposure to the plight of chimpanzees and the environment. Goodall didn't take part in the film's production, but for every moviegoer who sees "Chimpanzee" during its opening week, Disneynature will make a donation to the Jane Goodall Institute, an international wildlife organization that protects apes and their habitats.

Besides Goodall and the crew, several stars from theDisney Channel, including Bella Thorne of "Shake it Up," Debby Ryan of "Jessie" and Laura Marano of "Austin & Ally," attended the event.

Four years in the making, "Chimpanzee" is the fourth documentary produced by Disneynature and conceived by the team behind 2007's nature documentary "Earth."

Executive producer Don Hahn, who also produced "Beauty and the Beast" and"The Lion King," explained the challenges behind the making of "Chimpanzee." The crew, he said, dealt with snakes, spiders, cheetahs and ants throughout the shooting.

Chimps don't follow scripts, he noted, so it may take an entire day to capture 30 seconds of usable film. "We don't entice them or make them do anything, so you have to wait for them," Hahn said.

Directors Alastair Fothergill and Mark Linfield said they knew that "Chimpanzee" would be a difficult documentary to shoot before filming began. Both have shot nature documentaries in extreme conditions around the world, but working on location in the Ivory Coast proved especially trying because of civil war, the "dark, thick rainforest" and the quickness of the chimpanzees, Linfield said.

But Fothergill said the time and effort it took to bring a close-up view of chimpanzees to the big screen was worth it.

"Chimpanzees, without a doubt, are the best animals on the planet," said Fothergill, who has worked with chimps for more than 25 years. "They are breathtaking, wonderful, engaging animals."

The G-rated "Chimpanzee" opens April 20 and coincides with Earth Day, which is April 22.

Disney XD Greenlights Live-Action Puppet Comedy Crash & Bernstein!

Disney XD has ordered a comedy series ‘Crash & Bernstein” which is a live action comedy with puppetry!

The show will follow a 14 year old Wyatt Bernstein who is the only boy among four kids who eventually gets his dream of having a brother come true when his puppet Crash comes to life.  Crash is a loud mouth and brings some much needed ‘boy reinforcement’ amidst a house full of sisters.  The show is set to continue Disney XD’s commitment to provide unique original programming for boys and their quest for discovery, adventure and humor. The series offers a fresh take on the typical buddy comedy and brings together an everyday kid and his ‘know no limits’ puppet as they navigate life’s adventures.”  Emmy-nominated puppet master and filmmaker Tim Lagasse (“Sesame Street,” “Between the Lions”) will star as Crash.  There is no word yet on who is set to play the title character Wyatt.


The multi-camera series will begin production in Hollywood in May for a Fall 2012 premiere on Disney XD.  The announcement was made today by Adam Bonnett, senior vice president, original programming,Disney Channel.  The pilot was directed by Bruce Leddy (“Mad TV”). “Crash & Bernstein” is a production of It’s A Laugh Productions, Inc.  

Nick Stoller teases about Disney's Next Muppet Movie!!!

Collider.com interviewed Nick Stoller recently, and naturally, they inquired about plans for the follow-up to The Muppets.  Stoller revealed that he and James Bobin have outlined the whole thing, and have already written 13 pages of the screenplay. And apparently Disney is hoping for a release date next summer, but Stoller says “I don’t think that that’s realistic in terms of getting it all together in time. But to want to do it so quickly is great. It certainly makes us want to write it quickly.”

After 'John Carter' Flop, Disney Looks Forward to 'Avengers' Rescue!

After losing $200 million on the sci-fi film "John Carter," Walt Disney Co. is mounting a superhero-style marketing campaign to ensure "The Avengers" is a blockbuster.

The company's interactive unit designed an online game, the parks division covered a Florida monorail in ads and the Disney XD cable network is running an "Avengers" cartoon, all to help boost awareness of the film, which opens May 4 to kick off Hollywood's summer box-office season.

"It's quite a contrast to another recent Disney effort," said Jeff Gomez, founder of Starlight Runner Entertainment, an internet consultant that works with studios. "There are a number of elements that are unprecedented."

A lot is riding on "The Avengers," the first Marvel film Disney has marketed since buying the comic-book company for $4 billion in 2009. Under Rich Ross, the TV executive who became studio chairman in October of that year, Disney has cut its slate in half, betting on fewer films to boost profits.

But that plan's risk was underscored by "John Carter," which will drag the unit to a second-quarter loss of as much as $120 million.

"The Avengers" may generate domestic ticket sales of $155 million its opening weekend and $370 million in U.S. and Canadian theaters, estimates Phil Contrino, editor of BoxOffice.com.

That would be more than five times the domestic tally of "John Carter" and a bigger opening than Lionsgate Entertainment's "The Hunger Games" last month, itself the third-largest debut of all-time at $152.5 million, according to Box Office Mojo.

"I don't think there's any need to worry about this one," Mr. Contrino said in an e-mail. "It's a sure thing."

Disney spent an estimated $220 million producing "The Avengers," $30 million less than on "John Carter," according to IMDB.

Disney's upcoming release has several built-in advantages that its recent flop did not.

"The Avengers," about a team of superheroes battling to save Earth, stars Robert Downey Jr. and Scarlett Johansson, reprising their roles as Iron Man and the Black Widow from 2010's "Iron Man 2." That film posted $624 million in worldwide ticket sales for distributor Paramount Pictures on a budget of $200 million, according to IMDB. The team also includes Captain America, a character that got the big-budget treatment last summer with "Captain America: The First Avenger," and Thor, who also hit big screens last year.

But Disney is also avoiding mistakes it made with "John Carter," said Peter Sealey, a former Columbia Pictures executive who is now a consultant. He cited a "Carter" trailer that didn't excite viewers, a change in the studio's top marketing officer two months before the release and the removal of the identifying words "of Mars" from the title.

"It was a huge marketing failure," Mr. Sealey said, adding Disney will "get the train back on the track."

Disney has been stoking interest in "The Avengers'' since at least July 2010, when the stars and director Joss Whedon appeared at the annual Comic-Con International convention in San Diego. The film premieres today at the Disney-run El Capitan theater in Los Angeles, before going into wide release on May 4.

The company gave away free screenings in 10 cities where the most Facebook users signaled they liked the film. More than 1 million did so, according to the site. The trailers have broken records for downloads on Apple's iTunes.

Playdom, acquired by Disney in 2010 and part of the interactive unit, created its first social game for a Disney product for the movie. Introduced on Facebook Inc.'s site last month, "Marvel: Avengers Alliance" has 640,000 daily users, according to researcher AppData.

Disney also lined up an estimated $100 million in "Avengers"-related marketing by partners including Hershey, hotelier Wyndham Worldwide and Honda Motor's Acura.

David Funk, senior VP of sales and marketing at Land O'Frost Inc., a Lansing, Illinois-based luncheon meat maker, began discussing sponsorship packages with Marvel a year ago. He declined to put a dollar figure on his company's efforts, which include a sweepstakes for an "Avengers"-themed trip to New York, supermarket displays, trading card giveaways and a TV commercial with a superhero mom making a sandwich.

"They told us this was going to be the biggest movie in their entire portfolio," Mr. Funk said in an interview. "We figure: They're going all out, we'll go all out, too."

Harley-Davidson, the largest U.S.-based motorcycle maker, produced a website where fans can design cartoon characters and virtual motorcycles. In July, Harley and Marvel will pick their five favorites, publishing them in online comic books and giving the winners custom-made Harleys, according to Dino Bernacchi, director of North American marketing communications at Harley Davidson.

"This is experiential marketing and that's what we're looking to do more of," Mr. Bernacchi said in an interview. "Who doesn't want to be a part of comic history and what cooler way to do it than riding in on a Harley?