When it comes to The Avengers, the anticipation wasn't just among fans; advertisers were equally eager.
At the beginning of the film's preparation for sponsorships, The Avengers successfully secured product placements from over fifty brands, with fees totaling $125 million.
Among these were several Chinese companies, such as Yili Yogurt, Lenovo Computers, Hisense TVs, and Gree Air Conditioners.
This illustrates a broader trend: with economic development, more and more Chinese companies are going global. Being able to advertise in a Hollywood blockbuster is not something any ordinary company can achieve.
In addition, banks, insurance companies, luxury brands, clothing labels, cars, headphones, and tablet sponsors were involved.
Tony Stark's vehicle was sponsored by BMW, while Bruce Banner's small motorcycle came from a company based in Japan.
Placed within the modern setting of The Avengers, these advertisements were cleverly integrated and didn't appear jarring.
It's normal to see some trademarks on the streets of New York, and superheroes need clothing and gear—after all, they can't always run everywhere, right?
As long as it isn't as excessive as the later Transformers films, audiences generally don't mind.
Revenue from these advertisements undoubtedly reduced the financial pressure on The Avengers and allowed Marvel to experience Gilbert's "magic" firsthand.
Previously, for several Marvel productions, advertisers had been enthusiastic, but never to this intense degree.
It almost felt like they were saying: "Take my money now, or I'll die before your eyes if you refuse!"
This was an experience Marvel executives had never encountered because the film's director was Gilbert. These advertisers trusted Gilbert and believed the film would perform strongly under his direction.
Kevin Feige was literally counting money until his hands cramped. He told his assistant, "I wish all our films were directed by Gilbert; Marvel wouldn't have to worry at all."
The assistant curiously asked, "What does Gilbert himself think?"
Kevin Feige sighed: "He has his own ideas. He's an auteur-type director and won't be confined to one genre."
In fact, Gilbert had told Kevin Feige early on that for superhero films—especially the Marvel Cinematic Universe—the most important role was the producer.
The producer is the core of a Marvel film; the director's job is only to handle filming.
This was proven in the previous timeline. Several directors who had helmed Marvel films had little else in their portfolios beyond Marvel.
Without Kevin Feige as the central producer, Marvel films quickly went downhill.
Because of Gilbert's status and position, combined with his role as producer, few people paid much attention to Kevin Feige.
Yet without Kevin Feige's behind-the-scenes work, Marvel Studios would likely have faced difficulties.
However, Marvel's internal situation was not entirely smooth. As his power grew, Kevin Feige naturally demanded more authority.
Kevin Feige knew Marvel comics well and was an excellent film producer. Marvel Studios' success owed much to him.
But Gilbert could not allow Kevin Feige unrestricted power expansion without oversight; it conflicted with his goal of controlling Marvel.
At Marvel Studios' founding, Gilbert established a Project Management Committee, similar to Disney's editorial board.
All projects at Marvel had to undergo review and scrutiny by the committee.
Undoubtedly, this committee touched upon the powers Kevin Feige would have as CEO, and he lost his temper several times, trying to reduce the committee's authority.
Fortunately, Kevin Feige was no fool. He knew he couldn't oppose Gilbert, or he'd be the one shown the door.
After several discussions, an internal consensus was reached at Marvel Studios.
In reality, such internal struggles were common, and Disney also faced its share of corporate battles. Robert Iger consistently tried to expand his influence, while opposing board members gathered to resist him.
In a startup's early days, company structure is simple and can rally around the founder to create a venture.
But after years of growth into a large corporation, internal factions develop, and power struggles inevitably arise.
If there is a strong leader—such as Disney's consecutive CEOs Michael Eisner and Robert Iger, with sufficient skill and ability—the company's development continues smoothly.
But if leadership lacks ability, the company will inevitably be hindered by internal conflict.
20th Century Fox exemplifies this. As a major film company, even if its parent News Corporation could no longer provide support, it should have at least been able to sustain itself.
However, within a few years after News Corporation was split, 20th Century Fox fell to the point of being acquired by Disney.
Beyond external factors, internal power struggles that prevented the company from uniting to overcome challenges were also a key reason for 20th Century Fox's downfall.
Honestly, a long time ago, Gilbert had considered an idea.
That was to cooperate with 20th Century Fox and, during a moment of turmoil, take control of the company—transforming from a film director into a media tycoon in one spectacular move.
But later, as his own capital expanded and his power within Disney grew, Gilbert no longer needed that long route.
Of course, if 20th Century Fox had still experienced mismanagement as it did in the previous timeline, Gilbert would have encouraged Disney to join the acquisition battle.
Time slowly passed, and all studio scenes were completed by early December.
Afterwards, Annie Burton took a crew to shoot on location in Mumbai, India, and Berlin, while Gilbert moved the main team to New York for filming.
Unlike Joss Whedon, who completed almost all scenes in the studio, Gilbert still preferred shooting on location.
The New York City government, of course, welcomed the arrival of The Avengers and provided substantial support and incentives.
They even helped block several streets so the crew could film without interruption.
On the streets of New York, a scene was being filmed. Chris Evans, as Captain America, arrived and directed police officers to block the streets.
"Send people into these buildings—there are still civilians inside. If they run around, they could get caught in the crossfire. Protect them by moving them to basements or subways. Do not let them appear on the streets."
The lead officer looked confused, staring at this oddly dressed man, thinking it was some kind of cosplay act.
"Block this area up to 39th Street…"
"Why should I follow your orders?"
At that moment, several Chitauri soldiers attacked, and Captain America swiftly and cleanly neutralized them.
The police were stunned, then immediately set up defenses according to Captain America's instructions.
This served as a humorous moment, and the film is filled with such comedic touches that are likely to make audiences laugh.
That's precisely the point. Although it's not a comedy, Gilbert intentionally infused humor into the style during production.
The Dark Knight is excellent, but few audiences want to go to a theater to watch an overly heavy film.
After all, the essence of movies is entertainment—they should make people feel happy.
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