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Marvel-Disney deal won't payoff until 2012 at the earliest and I wouldn't call their viral campaign cheap.
I've been showing up for most of their viral campaign stuff in California, including Comicon, and it's not cheap. I don't think I would call it expensive either, but there's never been anything like this or on this scale. 42 Entertainment, the studio behind the campaign, have put their Dark Knight work to shame.
Whatever comes after Avengers from Marvel will be the first major project worth being pushed by Disney specifically, though I wouldn't be surprised if Marvel continues to handle their own PR once that happens.
JHM: Disney's D23 Expo 2 will be August 19th - August 21st, 2011 Mar 18, 13:11
Is Comicon 2010 the only venue left for previewing their 2011 slate? Mar 18, 13:25
I'd imagine they'll go for more lower cost viral promos like what they're doing on Tron Legacy (more) Mar 18, 13:57
Marvel-Disney deal won't payoff until 2012 at the earliest and I wouldn't call their viral campaign cheap. Mar 18, 14:18