'Avengers vs. X-Men': Marvel launches 'biggest marketing ever'

Marvel Comics is planning a record marketing push for Avengers vs. X-Men.

Senior vice president David Gabriel has outlined some of the details of the campaign for its summer event.

"This is the biggest marketing investment that we've ever put into a series or an event," he told ICv2.

"You'll see that online, through social media, and there's going to be a radio and television component as well."

Marvel is considering sister companies ABC and Disney XD as venues for television advertising.

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The campaign will run for the entirety of the series.

"They're actually treating every issue as an event, because there's a different fight going on in every issue, and I'm told that they are pushing every single issue through all twelve issues," said Gabriel.

"The story itself has three acts, and each of those acts has a natural marketing hook to it, so they're pushing those as well.

"We're making a concentrated effort like never before to get whatever we can out there."

Avengers vs. X-Men sees the two teams face off against each other over the imminent return of the Phoenix Force to Earth.