... the major superhero comic- book publisher Marvel Comics The postmillennial cineplex is marked by the continuing popularity and production of superhero films, so much so that the upcoming The Avengers ... Grey’s findings regarding the importance of hype in creating meaning during the postmillennial Hollywood era As such, this chapter finds that the trailer is in the vein of previous promotional superhero ... decentering themselves from the text, for ‘more than “understanding” a film, [they] find themselves either “exploring” at the source of that which they find in front of them to better orient themselves.’...