Release

The film's world premiere was April 11, 2012, at Hollywood's El Capitan Theatre. The Avengers closed the 11th Annual Tribeca Film Festival with a screening on April 28, 2012. The film received an expanded one-week theatrical push for the 2012 U.S. Labor Day weekend, increasing the number of theaters from 123 to 1,700.

The film was released by Walt Disney Studios Home Entertainment on Blu-ray, Blu-ray 3D, DVD and digital download on September 25, 2012 in the United States and as early as August 29, 2012 in various international markets. Producer Kevin Feige said the Blu-ray features a new Marvel One-Shot titled Item 47 and "a number of deleted scenes and a few storylines that fell by the wayside during the editing process" including "a few more scenes with the S.H.I.E.L.D. agent Maria Hill, played by Cobie Smulders" and "some slightly different versions of Maria Hill and Nick Fury’s interaction with the World Security Council".

The film was also released in a ten-disc box set titled Marvel Cinematic Universe: Phase One – Avengers Assembled that includes all of the "Phase One" films in the Marvel Cinematic Universe. However, in September 2012, the set's release, which was scheduled on the same day as the Blu-ray, was delayed until April 2, 2013, due to a pending lawsuit over the suitcase used to package the collection.

Some fans have criticized the U.K. DVD and Blu-ray release for omitting Joss Whedon's audio commentary, and for altering the scene involving Phil Coulson's death from the film's theatrical version. Disney's U.K. division said the "less graphic depiction of Agent Coulson's confrontation with Loki" occurred because "[e]ach country has its own compliance issues relative to depictions of violence. Unfortunately, another region's elements were inadvertently used to create the UK in-home release".

Upon its first week of release on home media in the U.S., the film topped the Nielsen VideoScan First Alert chart, which tracks overall disc sales, as well as the dedicated Blu-ray Disc sales chart with 72% of unit sales coming from Blu-ray, a record for a new release in which both the DVD and Blu-ray formats were released simultaneously.

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Marketing tactics used on social networking sites

Facebook

Twitter

Promotional Partners

In February 2012, it was announced that Marvel has partnered with fragrance company JADS to promote The Avengers with character-based fragrances. The announcement was just ahead of theToy Industry Association's annual February exhibition, where representatives held a sampling booth of the products. Other promotional partners include bracelet-maker Colantotte, Dr Pepper,Farmers Insurance, Harley-Davidson, Hershey, Land O'Frost lunchmeats, Oracle, Red Baron pizza, Symantec, Visa and Wyndham Hotels & Resorts. In total, Marvel and its parent-company Disney secured an estimated $100 million in worldwide marketing support for the film. Notable exclusions include Baskin-Robbins, Burger King and Dunkin' Donuts, who had partnered with Marvel in the past when their films were distributed by Paramount. Disney does not generally promote through fast food outlets.

Marketing

The film was promoted at the 2010 San Diego Comic-Con International, during which a teaser trailer narrated by Samuel L. Jackson was shown followed by an introduction of the cast.
In August 2011, Walt Disney Pictures, Pixar Animation Studios and Marvel Studios presented a look at Walt Disney Studios' upcoming film slate, which included The Avengers, at the D23 Expo in Anaheim, California. The presentation featured footage from the film and appearances by the cast members. Later in August, Disney dismissed Marvel's executive vice president of worldwide marketing, vice president of worldwide marketing and manager of worldwide marketing to bring their functions in-house.troduction of the cast.
In October 2011, Marvel Studios held a presentation at the New York Comic Con that featured new footage and a panel discussion including producer Kevin Feige and several cast members. The first full-length trailer was also released in October.The trailer, which debuted exclusively on iTunes Movie Trailers, was downloaded over 10 million times in its first 24 hours, breaking the website's record for the most-viewed trailer. This record was surpassed by the trailer for The Dark Knight Rises, which was downloaded more than 12.5 million times in its first 24 hours. A second full-length trailer was released on iTunes in February 2012, reaching a record 13.7 million downloads in 24 hours.The theatrical trailers of The Avengers appeared with many films, including Mission: Impossible – Ghost Protocol, 21 Jump Street and The Hunger Games.
In January 2012, Marvel Studios held a global Twitter chat. The 30-minute live tweeting event featured writer/director Joss Whedon, cast members Samuel L. Jackson, Tom Hiddleston and Clark Gregg and a 10-second tease of the 30-second Super Bowl commercial that would air during Super Bowl XLVI in February. According to the Los Angeles Times, Disney paid an estimated $4 million for the 30-second spot. On May 1, 2012, executives from Marvel Studios, along with actors Tom Hiddleston and Clark Gregg, rang the opening bell of the New York Stock Exchangein honor of the film's theatrical release.

Music

In November 2011, Marvel announced that Alan Silvestri, who scored Captain America: The First Avenger, would write and compose the score for The Avengers.
In March 2012, American alternative rock band Soundgarden announced through its Facebook page that its song "Live to Rise" would be included on the film's soundtrack. Additionally, the Indian rock band Agnee released a music video for its single "Hello Andheron", which serves as the theme song for the film's Indian release. The following day, Marvel revealed details for the soundtrack, which was released May 1, 2012, the same day as the score.