 In January 2012 , Marvel Studios held a global Twitter chat . The 30 @-@ minute live tweeting event featured writer / director Joss Whedon , cast members Samuel L. Jackson , Tom Hiddleston and Clark Gregg and a 10 @-@ second tease of the 30 @-@ second Super Bowl commercial that would air during Super Bowl XLVI in February . According to the Los Angeles Times , Disney paid an estimated $ 4 million for the 30 @-@ second spot . On May 1 , 2012 , executives from Marvel Studios , along with actors Tom Hiddleston and Clark Gregg , rang the opening bell of the New York Stock Exchange in honor of the film 's theatrical release . 
