Deadline reports that Avengers: Infinity War will receive the biggest promotional campaign of any Marvel title to date.
With partners including Coca-Cola, Quicken Loans, and Infiniti, Infinity War will mark Marvel’s biggest promotional campaign yet with a media value estimated north of $150 million. These figures exceed the “media goods” of last summer’s Spider-Man: Homecoming ($140 million) and Guardians of the Galaxy Vol. 2 ($80 million). According to the outlet’s sources, the Coca-Cola partnership with Avengers: Infinity War alone is worth an estimated $40 million.
Seven partners are set to debut TV spots that will be inspired by Avengers: Infinity War or feature characters and themes included in the highly-anticipated film, with many partnership campaigns kicking off within the next two weeks. Many of these campaigns will continue well past the Avengers: Infinity War release date. Regular Avengers franchise promotional partners will be doubling their support compared to Age of Ultron.
Marvel’s SVP Global Partnerships & Marketing, Mindy Hamilton, made the following statement on the partnerships:
“Some of these partners are new to the family and some have been friends of the studio for years. What they all share, though, is a commitment to innovate in their industries and excel at the way they craft their stories. We couldn’t be more excited about collaborating with them in preparation for this historic release.”
Additional brands partnering with Avengers: Infinity War include Ziploc, Go-Gurt, Yoplait, Synchrony Bank, American Airlines and Stand Up to Cancer, with Duracell, Unilever, Quaker, Chevron, and Samsung set to run promotions for the film in smaller markets.
Hamilton also stated:
“This movie is a celebration that we’ve been building toward for the past 10 years. We feel fortunate to have partnered with brands who share that excitement, and it’s been an incredibly rewarding experience to see their creative visions come to life.”
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Directed by Joe and Anthony Russo, the film stars Robert Downey Jr., Chris Hemsworth, Mark Ruffalo, Chris Evans, Scarlett Johansson, Benedict Cumberbatch, Don Cheadle, Tom Holland, Chadwick Boseman, Paul Bettany, Elizabeth Olsen, Anthony Mackie, Sebastian Stan, Tom Hiddleston, Idris Elba, Danai Gurira, Peter Dinklage, Benedict Wong, Pom Klementieff, Karen Gillan, Dave Bautista, Zoe Saldana, Vin Diesel, Bradley Cooper, Gwyneth Paltrow, Benicio del Toro, Josh Brolin, and Chris Pratt.
Avengers: Infinity War will be released in theaters on April 27, 2018.