WHERE IS THE ‘CAPTAIN AMERICA’ MARKETING?
Today, a grainy, bootlegged snippet of video from an upcoming Entertainment Tonight segment on Captain America: The First Avenger surfaced on the Internet. It lasts a whole six seconds and basically shows Chris Evans looking down and sort of smiling with a blue helmet on. Shockingly, this all-too-brief video marks the first time that anyone outside of the production has seen footage from Captain America at all. A full year ago, we saw a five-minute extended compilation of footage at the San Diego Comic-con for Marvel’s other big Summer ’11 release Thor, as well as an official trailer during the Holidays.
So with Captain America poised as Marvel’s tent pole Summer release, why haven’t we seen a single frame of official video from the production? Doesn’t Marvel know that this kind of thing raises a sea of red flags among the unwashed geek masses? Panicked questions will multiply like Gremlins on Christmas Eve: Is Marvel scared to release any early footage? Do they lack confidence in what they see? Is Chris Evans not cutting it as Cap? Do they not know how to properly market a superhero film with a WWII setting? Are there technical issues with the film? Is Joe Johnston completely screwing the movie up? Is Captain America: The First Avenger ass in a can?
Even if everything is looking spectacular with the production, a lack of marketing and promotion for what is essentially Marvel’s Superman is not a good thing. In my view, Marvel’s marketing department has missed a golden opportunity to capitalize on the mostly “meh” audience response to the shaky Green Lantern trailer by failing to put at least a brief, thirty-second teaser for Cap in cinemas during the November/December Holiday blockbuster season.
Marvel needs to convince audiences that Captain America is a larger-than-life, iconic hero; one that outshines second-tier characters that have already enjoyed success like Iron Man. Grandiose, epic music should blare triumphantly as words like “Honor”, “Valor”, “Freedom”, and “Pride” fill the screen in front of American flags, cannon blasts, tanks, and other WWII imagery, until a final shot of Chris Evans in the Captain America costume fades in with the title: “Summer 2011”. Would that have been so hard to do, Marvel? The film is six months away, let’s see some Captain America ass-kickery already!
If you want to see the worthless, six-second video, click HERE.