for promotional puns (such as 7-Eleven's "Incredible Gulp" slurpees, and "Incredible Dad" themed Father's Day gifts at Kmart). Burger King also promoted the film, and General Nutrition Centers used the title character as a role model for strength training. Hasbro created the toy line, which they released on May 3, 2008. Sega released two tie-in video games on June 5, 2008; a version for consoles and personal computers was developed by Edge of Reality, while a handheld version for the Nintendo DS was developed by Amaze Entertainment. The film was promoted in an episode of American Gladiators on June 9, 2008, which was hosted by Hulk Hogan and featured Lou Ferrigno. Following the editing dispute between Norton and Leterrier, Universal's Adam Fogleson and Norton planned a promotional tour which would avoid constant media interviews and therefore uncomfortable questions. Norton attended the premiere, took part in a Jimmy Kimmel Live! sketch and would also promote the film in Japan. However, during the film's release he chose to do charity work in Africa. Release Theatrical The Incredible Hulk premiered on June 8, 2008, at the Gibson Amphitheatre in Universal City, California and was released in theaters on June 13 in the United States, where it opened in 3,505 theaters. The film is part of Phase One of the MCU. The Incredible Hulk was formatted and screened in IMAX for the first time on August 30, 2018, as part of Marvel Studios' 10 year anniversary IMAX festival. Home media The Incredible Hulk was released by Universal Pictures Home Entertainment on Blu-ray and DVD on October 21, 2008. It includes behind-the-scenes featurettes, audio commentary, deleted scenes, and an alternate opening. The film was also collected in a 10-disc box set titled "Marvel Cinematic Universe: Phase One – Avengers Assembled" which includes all of the Phase One films in the Marvel Cinematic Universe. It was released by Walt Disney Studios Home Entertainment on April 2, 2013. Universal released the film on Ultra HD Blu-ray on April 10, 2018. Reception Box office The Incredible Hulk earned $134.8 million in the United States and Canada, as well as $128.6 million from other territories, for a worldwide total of $263.4 million. The film, even though it barely passed its predecessor, and only equalled it if the smaller budget of the first film is taken into account, was still considered moderately successful. Entertainment analyst David Davis told The Hollywood