A year ago, The Avengers came out. In the weeks leading up to that release, I was subjected to one commercial for the movie roughly 280 times a week. My post at work was about twenty feet away from a screen that played the ad every eight minutes. By the time the movie came out, I was sick of it. This wasn’t the case with Thor, Captain America: The First Avenger, or the first two Iron Man films.
Now, with the success of The Avengers, which was a decent movie, we have the next big Marvel release, Iron Man 3.
At the risk of writing a negative post, let me run through a few of my initial thoughts on this release.
First, there was the “Extended Look” that Marvel hyped up in February 2013. I was curious and I watched this clip. Watch it if you like, but, in my mind, this is a minute of my life I’ll never get back.
Next comes the Mandarin, who I have been anticipating since the first Iron Man came out. I heard that Ben Kingsley was going to play the part and I got even more excited. Then I saw this clip and my hopes were dashed. It sounds like he’s using the worst stereotype accent possible. I was even more disappointed when I saw the first full picture of the character as he would appear in Iron Man 3. At that point, my thought was that he was a hobo with a bad accent.
So that leads me back to my initial question: Has Iron Man 3 been hyped or overhyped?
I’ve been a fan of Iron Man for many years. The same box of comics I got as a Christmas present that led me to the X-Men also had a couple of Iron Man comics. In 1997-1998, I read a lot of the Iron Man comics that were part of “Heroes Return,” a period that I think represents the height of creativity when it comes to Avengers-related characters.
When I see ads for Iron Man 3, I see some of that drive and intrigue that drove Iron Man through the years of Kurt Buisek writing Tony Stark’s adventures. I also see the same science fiction arms race that drove the action in Iron Man, something that the sequel touched on, but never made a point to explore. It’s this kind of action that makes me think they might have nailed it again for the latest version.
I don’t feel like I’ve seen that many previews for Iron Man 3. I think Marvel is trying to make this carry more on the strengths of what came before. Unlike The Avengers, where large success was not guaranteed, Iron Man is a proven commodity. At this point, Marvel just needs to inform the public that Iron Man 3 is about to come out. The tickets will practically sell themselves.
In short, I think this time, Marvel is restraining their approach, letting the release alone do the bulk of the marketing for them. It’s a good position to be in and I’m glad they’re doing so well in that respect. I’m sure, within a week of this being posted, I’ll have already seen the movie.
So I don’t think Iron Man 3 has been overhyped. If it has, I’ve simply missed all the commercials for it.