Avengers shine on Facebook

PROMOTION • Walt Disney Co. is unveiling the latest ad for its May 4 movie release The Avengers inside a game on Facebook.

The trailer appears in the game Marvel: Avengers Alliance, which Disney created for Facebook. Players who watch get a virtual gold bar to buy weapons and other products in the game. Playing is free; the bars cost $1 for four.

The game has attracted 640,000 daily users, according to Appdata, an industry researcher. It is part of a broader trend in which film marketers drum up interest for their movies by engaging potential ticket buyers online.

“Disney is leveraging its assets in such an exciting way across multiple platforms,” said Jeff Gomez, founder of Starlight Runner Entertainment, which consults with companies on online strategies. “Our tracking indicates it’s been highly effective. They’re going to reap rewards.”

The Avengers follows a team of Marvel superheroes battling to save the earth.

This is the first Marvel movie from Disney since it acquired the film and comic-book company for $4 billion in 2009.