Wasn't that the plan from the start - to link all these Marvel movies together?
Let's give Kevin Feige the credit, he's doing a great job thus far!
Director Jon Favreau said that he included the scene because, "We wanted something for the fans" and detailed how the scene was made. "I turned to [Marvel Studios President] Kevin Feige and said, 'You know what would blow their minds? Should we do this?' Kevin was like, 'Let's try.' And then we actually pulled it together. It was just a little scene, just a little tip of the hat for the fans that we were paying attention to what had been established, and a way to sort of tee up The Avengers. We brought Jackson in on a secret day of shooting, we had a skeleton crew so that the secret wouldn't get out".
well, the plan for a MCU existed probably before, since TIH was shot at about the same time and also had ties to the Avengers and a grander connected universe.Seems like maybe it was Favreau
Marvel Studios chair-CEO Avi Arad first announced plans to develop an Avengers film in April 2005 after Marvel Enterprises declared independence by pacting with Merrill Lynch to produce a slate of films that will be distributed by Paramount Pictures. In September 2006 Marvel confirmed their crossover plans in a brief presentation to Wall Street analysts. The studio's plan was to release individual films for the main characters, to establish their identities and familiarize audiences with them, before merging the characters together in an Avengers movie. Marvel Studios announced in July 2007 that screen writer Zak Penn, who wrote The Incredible Hulk, had been hired to write the film and will be titled, The Avengers. Penn confirmed his involvement but said he did not believe work would begin soon.