Marvel Cinematic Universe has some unforgettable films to its name, including the one big collaboration that went down in Avengers: Infinity War. However, despite the film bringing in superheroes from every corner of the universe, it is the 2012 The Avengers that still holds a very special place in the hearts of the MCU fanatics. The six superheroes falling into formation as the iconic music plays in the background is a scene you simply cannot forget!
And while ‘The Avengers’ is a brand in itself, the film was totally rebranded in the United Kingdom. Due to the existence of a British TV series with the same name and its film adaptation, The Avengers eventually went on to become ‘Avengers Assemble.’
Why Marvel Changed ‘The Avengers’ Title in the United Kingdom
Well, the answer is simple. Marvel Studios did not want to confuse their British audience by releasing a film that had the same name as an existing espionage television series as well as its American film adaptation.
Having been released in 1961, the spy series went on for 161 episodes and ended its run in 1969. It initially focused on the story of David Keel, played by Ian Hendry, and of course, John Steed, played by Patrick Macnee. Later, though, Hendry walked out from the show, leaving Macnee’s John behind to become the main character who got by with the help of a series of assistants.
Then, in 1998, the series was revived and turned into a satirical spy film with the same title, distributed by none other than Warner Bros. The film starred Uma Thurman and Ralph Fiennes in the lead roles of secret agents Emma Peel and John Steed.
While the series went on to be ranked amongst TV Guide’s Top Cult Shows Ever, the film did not fare well with the audience. It made a measly $48 million at the box office and has a score of 5% on Rotten Tomatoes. Yikes.
In order to avoid confusing their superhero flick with either of these two projects, Marvel decided not to call it The Avengers in the UK and instead named it Avengers Assemble. The name was also changed in Ireland.
Kevin Feige Talks About the Name Change
During a press conference for the film’s release, Marvel Studios boss Kevin Feige was asked about the film having a whole new name in the UK. Feige revealed (via Digital Spy) that the decision was not one of those that could be made lightly and that a lot of marketing research took place behind the scenes to reach a conclusion.
First joking, Feige stated,
We thought,’ Wouldn’t it be nice for our English fans to give them another word?’ So, now you have two words in the title instead of one word! It’s cool, isn’t it?
Seriously answering the question this time, Feige continued,
Listen, decisions like that aren’t made lightly and there are lots of marketing research and lawyers and things that get in the mix on it and that determination was to add that additional word. But the logo’s still the ‘A,’ it looks cool and has it all together. It’s the same movie.
While The Hollywood Reporter stated that the film would simply be called Avengers Assemble in the UK, Marvel’s UK website named it Marvel’s Avengers Assemble.
Stream The Avengers (2012) on Disney+.
