Be prepared to see a lot of Hulk

Marvel Studios teamed up with several partners for their Hulk advertising push this summer. Expect to see the Hulk at least as much as the Simpsons last year, because 'The Incredible Hulk' will be showing up at "Burger King, 7-Eleven, Kmart, mall retailers, grocery store brands Pringles and Sargento, Airheads candy and Hasbro toys."

To distinguish itself from the flopped Ang Lee Hulk in 2003, the studio said to have changed several key elements. The Hulk is now portrayed as a real hero, he falls in love and he has a high profile nemesis The Abomination. This is not only to please the audience, but also to convince the advertisers of the Hulk again.

I'm starting to see why Edward Norton got into that feud with Marvel.