Everybody knows that this summer’s packed with more big “tentpole” movies than any previous year. If we were back in 2001, I feel like the CAPTAIN AMERICA marketing campaign would’ve reached saturation point well ahead of its release. In 2011, we’re a couple months away from the movie dropping and there hasn’t be a ton of advertising for it, yet. Not as much as I can see driving past billboards in LA, anyway. Perhaps we’re in store for a tighter and more focused campaign - - the special forces equivalent of brand awareness.
Either way, every big movie these days has to have its own series of character-specific posters. I really want to say the policy started with the first X-MEN movie, because it’d be a hoot if that movie started a trend that a flick like BRIDSEMAIDS is following, 11 years later. Regardless, we’ve got these one-sheets from Joblo that give some individual attention to Cap, Peggy Carter and the Red Skull. They’re more direct than all those edgy “the god of…” posters THOR had and less outlandish than GREEN LANTERN ones which put a lot more attention on aliens like Kilowog and Tomar Re. But that’s A-OK - - Cap’s a straightforward guy.
I do think it’s a little funny that Peggy’s poster just has her standing there without a gun in hand. All she’s packing is sass, I suppose.