ByJennifer Gennaro, writer at Creators.co
Entertainment Marketing
Jennifer Gennaro

The upcoming sequel to one of the biggest hero-packed adventures is coming. On May 1st 2015 the adventure continues with Avengers: Age of Ultron. The marketing for this hit began in 2013 at the San Diego Comic-Con International, Joss Whedon introduced a teaser trailer for the film, which included a look at an Ultron helmet, this teaser, as well as a brief interview with Whedon, was made available as part of Iron Man 3 's second screen companion app for its Blu-ray release on September 24, 2013. Iron man 3 brought in $680.1 million in only 10 days. The DVD sales for the blue ray special addition were $54 million, the sales alone helped boost the promotion for the 2nd Avengers movie. On March 18, 2014, ABC aired a one-hour television special titled, Marvel Studios: Assembling a Universe, which included a sneak peek of Avengers: Age of Ultron. The special debuted concept art for Quicksilver and Scarlet Witch, as well as art of the Hulk fighting a "Hulkbuster"–like Iron Man suit. Harley-Davidson partnered with Marvel to provide their first electric motorcycle, Project LiveWire, for use by Black Widow in the film. At the 2014 San Diego Comic-Con, the cast was introduced to promote the film, along with screening footage from the film. Avengers: Age of Ultron received the second most amount of social media mentions at the convention, following Batman v Superman: Dawn of Justice, but had a higher intend-to-see response. Social media is bringing fan interaction as one of the main pushes for fans to get more exposure to the anticipated films.

The first trailer was scheduled to premiere during the airing of an episode of Agents of S.H.I.E.L.D. on October 28, 2014. The TV show is also apart in the franchise. However, on October 22, the trailer leaked online,and within a few hours Marvel officially released the trailer on YouTube. Entertainment Weekly and The Hollywood Reporter noted the effective use of the song "I've Got No Strings" from Pinocchio (1940) in the trailer.Scott Mendelson of Forbes felt the trailer was "such a textbook 'dark sequel' trailer that it borders on parody" but said, "it's a pretty spectacular piece of marketing, one that elevates itself both by the music choices and by James Spader's vocals as the title villain".The trailer received 34.3 million global views in 24 hours, 26.2 million from Marvel's YouTube channel, which broke the previous record held by Iron Man 3 with 23.14 million views. In comparison, the original Avengers teaser received 20.4 million views in 24 hours after its debut. In response, Marvel agreed to air footage from Age of Ultron during the episode of Agents of S.H.I.E.L.D. that was originally scheduled to premiere the trailer.At the end of October, Marvel Comic's Editor-in-Chief Axel Alonso stated there are comic tie-in plans for the film.

In November 2014, ABC aired another one-hour television special titled Marvel 75 Years: From Pulp to Pop!, which featured behind the scenes footage of Age of Ultron.Also in November, an extended trailer debuted on Samsung Mobile's YouTube channel, featuring product placement for various Samsung devices.In December 2014, additional behind the scenes footage was released as a special feature on the Guardians of the Galaxy BIu-ray, highlighting the various filming locations for the film.Also in the month, ABC announced that an episode of Marvel's Agents of S.H.I.E.L.D. would tie-in to the events of the film.

In January 2015, a featurette focused on Ultron was shown at Samsung's "Night With Marvel" event at the 2015 Consumer Electronics Show (CES). Also at CES, Samsung revealed a selection of hardware inspired by the Avengers films, as well as a simulation of Avengers Tower via its Gear VR virtual reality device. A second trailer premiered on ESPN on January 12, 2015 during the broadcast of the 2015 College Football Playoff National Championship.Mendelson enjoyed the trailer, but wished it did not reveal as many story elements as it did. However, he added, "the marketing thus farhas been far superior too much of what sold The Avengers three years ago, both in terms of the specific footage and the artistic choices being made... I'm sold, and I imagine most of the general moviegoers are already onboard too."

On February 3, 2014, Marvel "stealth released" a one-shot tie-in comic, Avengers: Age of Ultron Prelude - This Scepter'd Isle. Written by Will Corona Pilgrim and illustrated by Wellinton Alves, it reveals how Strucker came into possession of Loki's scepter and the origin of the Maximoff twins' abilities. The internet is now more then it has ever been before a media companies to receive the exposure to succeed.

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