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http://www.hollywoodreporter.com/hr/content_display/film/news/e3ida1d365b6d3f5717367cca88ce668afd
Universal previews summer movies
By Carl DiOrio
March 14, 2008
Complete ShoWest coverage
LAS VEGAS -- Rallying ShoWest exhibitors to its swimsuit season offerings, Universal on Thursday trumpeted a summer slate boasting two franchise sequels and a third film -- "The Incredible Hulk" -- that is more a do-over than a sequel but sure to benefit from brand awareness.
"The Hulk has been one of the most enduring characters in the Marvel pantheon for more than 50 years," Universal worldwide marketing and distribution president Adam Fogelson said during an energetic slate presentation at the Paris hotel.
Produced by Marvel Entertainment, "Incredible Hulk" was directed by Louis Leterrier ("The Transporter") and stars Edward Norton as the big green guy this time around. Producers include Avi Arad, Gale Anne Hurd and Kevin Feige.
Uni and Marvel are hoping to deep-six memories of 2003's Ang Lee-directed version starring Eric Bana by offering a more heroic take on the title character and a more wholly CGI rendering of the Hulk. Exhibitors attending the slate presentation seemed to respond positively.
"Looks better than the last one," was a typical comment from ShoWesters exiting the presentation.
Of course, the reaction among the film's potential fanboy base will be most telling once the trailer hits theaters this weekend and Internet movie sites.
Simply titled "Hulk," the first film was a $132 million domestic grosser. So though hardly an abject failure, Uni ran into problems largely because of the effects-laden movie's high budget and even higher market expectations.
"Incredible Hulk" will bow June 13 in about a gazillion theaters.
. Marvel was really saying something with just the title. I feel the same way about Ang's Hulk as I feel about Superman Returns, both were good movies in the sense that they were well-made interesting stories. However, they are not good to me as a fan of the comic book characters that I identify with. From the way it sounds, Singer will go on the right track as The Incredible Hulk has.
