Multiplexes and brands are already in a tizzy. Marvel’s Avengers: Age of the Ultron , where Iron Man, Thor, Hulk and Captain America come together, is opening in Indian theatres a week ahead of its US release.

Disney India, which is distributing the film, will release the movie across over 1,500 screens on Friday in IMAX 3D and 3D. The movie will release in English, Hindi, Tamil and Telugu.

Multiplexes are likely to open advance bookings from Wednesday. “This is one of the biggest Hollywood franchise movies of the year, having something for the entire family. With no other big Bollywood release slated for this weekend, nearly 80 per cent of our screens will show the movie,” said Devang Sampat, Business Head – Strategic Initiatives, Cinépolis India.

Brand wagon

Nearly 50 brands are collaborating with Disney India’s Consumer Products business to launch Avengers’ branded merchandise.

This is said to be the highest number of brand associations for any Hollywood film in India.

Abhishek Maheshwari, VP and Head, Consumer Products, Disney India, said the sales of Avengers’ branded merchandise could be as big as the box-office collections.

He said while some brands have come on board for a limited-time promotional association, others will be selling the branded merchandise under longer-term deals.

“The franchise has a strong fan base across age groups and lends itself to wide range of products across categories,” he added.

So, you can sip on some Avengers branded Mountain Dew, eat ‘The Earth’s mightiest Subs’ from Subway and buy Avengers branded T-shirts from Myntra.

Other brands that are associated with the movie include Amazon, Ferrero Rocher’s Kinder Joy, Hamleys, Liberty, Pantaloons, Landmark, Hero Cycles, Tupperware and Funskool.

Anupam Bansal, Director, Liberty Shoes, said the company is launching a footwear range targeted at boys as well as back-to-school products, such as bags and water bottles, inspired by Marvel’s superheroes Avengers.

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