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How `Avengers: Infinity War` Is Selling the "End Is Near" for a Neverending Series
A close look at the yearlong marketing blitz, hype and strategy behind the film billed as "the most ambitious crossover event in history." It’s hard to miss the sense of finality that pervades the marketing campaign for Avengers: Infinity War. At every turn, Disney and Marvel Studios have made it clear to the audience that this is the end. This is the moment the entirety of the Marvel Cinematic Universe, launched in 2008 when Samuel L. Jackson appeared at the end of Iron Man to mention the “Avengers Initiative,” has been building toward. As part of this big moment, the movie has also been billed as, to quote Marvel’s press materials, “the most ambitious crossover event in history.” While that claim has certainly provided a rich vein of material for memes and other ribbing, it’s also hard to argue with. Characters from all 18 MCU films will come together, bringing to the big screen the kind of crossover that comics fans always enjoy when the threat to the planet is too big for any one character or team to handle. Both of those themes have been communicated throughout the marketing to varying degrees. Here`s how.