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A modern day knight in high-tech armour, Iron Man is firmly established as a cornerstone of the Marvel Cinematic Universe. May 2013 will see the third movie in the trilogy release in cinemas worldwide.


T


he Iron Man franchise is a proven success – the two movies released to date have generated over $2.6 billion


worldwide, and over £91 million in the UK alone. With a cinematic trailer which has already been viewed 46 million times on Marvel UK's official YouTube channel, it's clear that there is already a huge groundswell of interest in the film. “Iron Man is the most popular of all the


Avengers characters,” said Kiran Jeffrey, Marvel's business franchise director. “He consistently ranks at the top of the ratings, the movies have built up a great following and storyline (Iron Man was released in 2008 and Iron Man 2 in 2012) and the character has really broad audience appeal. He also stood out very clearly as


Behind The Suit


the favourite character in the Avengers Assemble movie for audiences around the world.” With character strength at an all time high, Iron Man currently has 90% awareness among boys aged between 6 and 14, and 84% among UK adults aged between 16 and 64. Taking into account that wide-ranging audience, Simon Phillips, general manager of Disney Consumer Products EMEA, emphasised that: “Tony Stark is a great character for both kids and adults. He's relatable, aspirational and inspirational – and he has all of those qualities precisely


He's Back!


because we stayed so true to the origins of the Marvel comic books.” He continued: “That's one of the core


reasons that as a company Marvel is able to make characters which audiences and fans can relate to so well. Marvel has been publishing comics for over 70 years, and these provide a rich heritage and a huge source of information for us to use” With a huge number of dedicated adult fans having grown up with Iron Man and other Marvel characters, Simon explains


that it's important to ensure that they are not alienated from the new theatrical content. “Happily, the films have had a great


May 2013 will see Robert Downey Junior make his return as Tony Stark in Iron Man 3. He’s bigger, badder and angrier than ever, with an extended suit collection to match. Tony will also have some huge villains to fight and his own life to rebuild; creating an exciting new story with high-tech heroism and action-packed thrills.


A special max publishing 78 disney publication 2013 TM & © 2013 MARVEL & Subs.


reception from the original core fan- base while also appealing to a whole new generation. We have a real responsibility to deliver movies which play to both of those target groups.


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