In a year when successful comic book movies get more than half of their money from overseas ticket sales, how a comic book film gets promoted internationally becomes very important. It becomes even more important when the lead character is a biologically enhanced superhuman soldier who wears an American flag as a costume. Therefore, the international poster for Captain America: The First Avenger becomes worth a look.
There is a lot of telltale signs of how Marvel is altering their marketing slightly for the international market. The “From the Makers of Iron Man and Thor” at the top tells potential patrons “Hey, this guy might be wearing the colors of a country you’re not that big a fan of, the film is done by the same company as those other two you liked.”
Having the larger cast feature also allows British actress Hayley Atwell, who plays Peggy Carter, and JJ Feild, who plays Mongomery Farnsworth–the comic book alter ego of Britain’s answer to Cap, Union Jack–to get some face time with an audience that they might appeal to.
And while there is no way to completely do away with all the America in Cap’s costume, taking of his mask and giving the people a straight on look at Chris Evans’ handsomeness could take many a person’s mind off the costume.
Captain America: The First Avenger, according to IMDB.com, opens on July 22 in the U.S., Poland, Italy and Canada, July 22 in the U.K., Brazil, and Mexico, August 5 in Spain, August 17 in France, August 18 in Germany, and October 15 in Japan. It opens in the rest of the world between July 21 and October 15.