New Technologies used in Avengers Assemble

In Production:

• Shot on Arriflex Alexa in digital and Canon 5D
• Used the ARRIRAW format
• Used Codex workflow technology
• CGI + SFX though Predominantly GCI
• Starting with real images and using CGI to build from there. 
• 1:85 aspect ratio to cope with varying character heights. 
• Used Motion capture with Mark Ruffalo and an Athlete to create Hulk's movements
• Used four motion capture HD cameras to film him
• Filmed in greenscreen studios
• High speed shots captured on 35mm (Super 35)
• Used digital in dark mise-en-scene eg the forest scene
• 2,200 digital FX developed across 14 companies:  Industrial Light & Magic, Weta Digital, Scanline VFX, Hydraulx, Fuel VFX, Evil Eye Pictures, Luma Pictures, Cantina Creative, Trixter, Modus FX, Whiskytree, Digital Domain, The Third Floor and Method Design 
• Only had 3 days to film in New York - Used Composited digital backgrounds - thousands of pictures of New York streets stitched together
• Inserted Tom Hiddleston's agonised face onto a CG version of Loki's body when Hulk is beating him up
• Didn't use CGI for Thor's storm clouds as it was easier just to use a stock clip
• Efilm and Deluxe

In Distribution and Exhibition:

• Distributed in digital 2D.  
• Digitally re-mastered in 3D and IMAX 3D - had to reanimate some shots so that they would fit better
• 2^nd screen app on blu-ray version.
• Blu-ray 3D combo pack, blu-ray combo pack,  DVD and HD digital. 
• Released as a digital download

In Marketing:

• Marvel UK channel on youtube
• Teaser Trailer 'leaked' online
• Trailer debuted on iTunes Movie Trailers and was downloaded 10 million times in 24 hours
• Many cast member's highly popular Twitter accounts kept fans updated on news about The Avengers release, home entertainment and merchandise
• Had a global twitter chat before the films release with Joss Whedon, Samuel L Jackson, Tom Hiddleston and Clark Gregg
• Avengers Assemble specific marketing adapted for UK/Ireland market by Disney UK.
• FB game: Avengers Alliance
• The Avengers FB page: over 1m likes and 7,000 ‘talking about this’. 
• 2^nd screen app on i-tunes, i-pad, via website. 
• Live wallpaper android app. 
• Pictures of Robert Downey Jr driving an Acura on set were released online (on of the Avenger's promotional partners
• Highly interactive website. 
• Character downloads and interactive virtual world by entering the SHIELD database via 2^nd screen
• Nominated for Best Visual Effects
• The Avengers game released on Xbox 3, playstation 3, Wii U
• Mobile Game 'Avengers Initiative'

In Exchange:

• 8m illegal downloads – 4^th most illegally downloaded movie of 2012
• Over $1.5b worldwide gross. 5^th biggest US sales on DVD for 2012. 87M DVD sales to date.