Acura and Marvel Entertainment Announce Exclusive Co-Promotion
Campaign for Marvel's The Avengers
April 05, 2012
TORRANCE, Calif., April 5, 2012 – Acura and Marvel Entertainment , LLC
, announced today the details of their promotional campaign for this
summer's most anticipated film, Marvel's The Avengers. Following the
luxury automaker's integration with THOR last summer, Acura is
building on its established role as the official vehicle of
S.H.I.E.L.D. , the international peacekeeping agency of the Marvel
Universe , has a leading role in this film portrayal of the iconic
comic book series. Throughout Marvel's The Avengers, S.H.I.E.L.D.
agents drive various Acura vehicles, including the MDX , ZDX and TL
models; the completely redesigned 2013 RDX will make a cameo
appearance. In addition, an Acura convertible sports car was created
specifically for the film.
"Acura is developing an impressive second chapter as the official
vehicle of the cutting-edge S.H.I.E.L.D. organization, enabling us to
reinforce Acura's brand philosophy of innovation and advancement, and
leverage excitement for the new ILX, RDX and NSX supercar concept
product news announced earlier this year," said Susie Rossick,
Acura Brand Manager.
Acura kicked off its campaign with Marvel at the New York Auto Show on
April 4, 2012, where a militarized S.H.I.E.L.D.-Edition MDX was on
display with a S.H.I.E.L.D. Agent Product Specialist. S.H.I.E.L.D.
Agent street teams are scheduled at PAX East, Boston and C2E2,
As the exclusive automotive sponsor of the world premiere of Marvel's
The Avengers on April 11 at the El Capitan Theatre in Hollywood, a
surprise special stunt is planned to make an impactful, red-carpet
entrance. A fleet of Acura vehicles will also be used as talent
transportation during the premiere.
The hub of Acura's national advertising campaign for Marvel's The
Avengers, allows fans to immerse themselves in the world of
S.H.I.E.L.D. and Marvel's The Avengers. Users can rise within the
ranks of S.H.I.E.L.D. by testing Avengers-inspired technology mounted
to S.H.I.E.L.D.-Edition Acura vehicles. The tests take place within
different combat simulation environments that correspond with the four
main characters: Iron Man, Hulk, Captain America and Thor. As users
attain a specific S.H.I.E.L.D. rank, they earn the chance to win movie
passes and S.H.I.E.L.D. gear, including a branded tactical flashlight,
a replica Acura convertible sports car (created for and featured in
Marvel's The Avengers) and a virtual keyboard. The grand prize is an
all-expense-paid Tony Stark-inspired trip to New York City.
About Marvel's The Avengers
Marvel Studios presents "Marvel's The Avengers"-the team up
of a lifetime, featuring iconic Marvel Super Heroes Iron Man, The
Incredible Hulk, Thor, Captain America, Hawkeye and Black Widow. When
an unexpected enemy emerges that threatens global safety and security,
Nick Fury, Director of the international peacekeeping agency known as
S.H.I.E.L.D., finds himself in need of a team to pull the world back
from the brink of disaster. Spanning the globe, a daring recruitment
Starring Robert Downey Jr., Chris Evans, Mark Ruffalo, Chris
Hemsworth, Scarlett Johansson, Jeremy Renner and Tom Hiddleston, with
Stellan Skarsgård and Samuel L. Jackson as Nick Fury, directed by Joss
Whedon, from a story by Zak Penn and Joss Whedon with screenplay by
Joss Whedon, "Marvel's The Avengers" is based on the
ever-popular Marvel comic book series "The Avengers," first
published in 1963 and a comics institution ever since. Prepare
yourself for an exciting event movie, packed with action and
spectacular special effects, when "Marvel's The Avengers"
assemble in summer 2012.
"Marvel's The Avengers" is presented by Marvel Studios in
association with Paramount Pictures. The film is being produced by
Marvel Studios' President Kevin Feige and executive produced by Alan
Fine, Jon Favreau, Stan Lee, Louis D'Esposito, Patricia Whitcher,
Victoria Alonso and Jeremy Latcham. The film releases May 4, 2012, and
is distributed by Walt Disney Studios Motion Pictures.
About Marvel Entertainment
Marvel Entertainment, LLC, a wholly-owned subsidiary of The Walt
Disney Company, is one of the world's most prominent character-based
entertainment companies, built on a proven library of over 8,000
characters featured in a variety of media over seventy years. Marvel
utilizes its character franchises in entertainment, licensing and
Acura offers a full line of technologically advanced performance
luxury vehicles through a network of 272 dealers within the United
States. The Acura lineup features six distinctive models including the
RL luxury performance sedan, the TL performance luxury sedan, the TSX
Sport Wagon and sedan, the RDX luxury crossover SUV, the MDX luxury
sport utility vehicle and the ZDX four-door sports coupe.
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