During the course of releasing the promo material for upcoming Man of Steel, it's become clear the marketing department over at Warner Bros. is really, really pushing this whole Superman-as-a-Messiah theme. Between the imagery of floating high above the earth in the TV spots and all the rising sun associations in the posters, not to mention, oh, you know, Jor-El sending his only son to Earth to redeem it in the trailer thing, it's kind of not that subtle.
In the trailers we've seen, the most curious bit is right at the end, when Lois Lane () is cut off just before she can say, "Superman". Was this just meant to be a cheeky bit of marketing, or are director and executive producer taking this "not Superman but something more" idea to even greater lengths in the movie?
Writer elaborates on the deliberate decision to not use "Superman" anywhere in the title or promo material and instead, go with "Man of Steel". He was quoted as saying:
I would say that the marketing began early on in that we decided not to call it 'Superman', that was very deliberate. That was Chris [Nolan] and I, 'Man Of Steel', and Warner Bros. said, 'Why?' And we started talking about it, and we said, 'We want a line of demarcation in the sand between the old and the new.' We always knew we would be using the Superman glyph or the shield as we call it. But 'Man Of Steel' was also supposed to represent our take, which was he's a man, but he's not made of flesh and blood, metaphorically he's a man of steel. So that was sort of like the whole thing wrapped up in a nutshell.
So there you have it. The question now is: Will they ever use the word "Superman" once in the movie? Or will they strenuously avoid it?
Man of Steel will be saving the earth on June 14, so stay tuned and we'll bring you the latest material in the push before the movie's opening.