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Captain America changes title abroad

CaptainAmerica.jpgIt's no real surprise that Captain America: The First Avenger is set to hit a title change abroad, it's something I've said since the beginning of the idea of a Captain America film, this will be a hard sell in some countries. While changing the title might help, the iconic imagery will be the same and it's bound to raise issue with the content with cries of propaganda.

However the origins of the story must be realised, and the time it came from. The film-makers have done work on toning down the imagery and I'm sure the beliefs of the character somewhat to make it a tale identifiable to a more world wide audience, but the controversy will still happen none the less.

Captain America: The First Avenger will be known as The First Avenger in Russia, South Korea and the Ukraine, which I have to say is a smaller list of countries than I first thought, so good on the foreign distributors and studio for holding onto it.

Apparently the name change, which the L.A. Times reported through Blastr, was purely a business decision, and placed down to...

... brand management and consumer awareness and not a decision titled by cultural or political winds.

That's followed by some business speak that I find a hard sell in itself:

In private, Marvel insiders said that early on in the project's planning there was talk that the title might need to be changed in numerous international markets but that there was a "pleasant surprise"-the brand recognition of the comic-book superhero was so strong that it overrode those considerations in many places.

Although that didn't work in Russia, Ukraine and South Korea, apparently elsewhere the Avenger brand was so strong it overrode any other issues with the title and the perceived messages behind the film.

Title changes aren't uncommon, but there needed to be one here in some countries. Just looking at what Captain America stood for is a somewhat difficult sell in some countries and continents, however if the figures are telling them that the Avenger name will sell it, then that's got to be good news.

After all the biggest sales will surely be in America with Britain and Europe climbing a close second, and what's this film really for? A stand alone Captain America film and franchise, or to build the Avenger brand and get another origin story out of the way before the big ensemble film arrives?

Title change or not the controversy will still out about the film in some countries. The good news is that we're all really after the Avenger film without the lengthy and often common point of failure, character origin stories.



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