THE AVENGERS: Kevin Feige Explains Why "Avengers Assemble" Wasn't Said In The Movie

The president of Marvel Studios reveals exactly why the famous catchphrase wasn't used in the recently released blockbuster Marvel's The Avengers.

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By Paul Romano - 5/7/2012


Those who have seen Marvel's The Avengers (which grossed a record-smashing $207.4M in its opening weekend) may have noticed that the popular catchphrase "Avengers Assemble" was not said in the movie. Now, speaking with io9, Marvel Studios President Kevin Feige confirms why they decided not to use the phrase in the critically acclaimed film.

"There wasn't a right place for it, it was cheesy overtime. Here's what I like, the catch phrase that you might expect is not in that movie, but people will walk out of that movie with many different catch phrases. 'We have a Hulk' being one of them, that people already use. We didn't say [to director Joss Whedon] 'You have to say it in the movie!' We did say, 'Is it going to fit anywhere, can you do it anywhere?' And Joss looked. That 360 shot (which is my favorite moment in the whole movie) — if right at the end of that, he goes 'Avengers Assemble!' [then] well, we just assembled. You do it without saying, it gives more impact."

Would you have liked to hear one of the characters say "Avengers Assemble" in the film? Many thanks to @superotherside for the heads up.






Release Date: 5/4/12
Cast: Robert Downey Jr, Chris Evans, Mark Ruffalo, Chris Hemsworth, Scarlett Johansson, Jeremy Renner, Tom Hiddleston, Samuel L. Jackson
Director: Joss Whedon
Screenwriter: Joss Whedon
Producer: Kevin Feige
Studios/Distributors: Marvel Studios, Walt Disney Pictures









Source: io9
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THEDARKNIGHT100 - 5/7/2012, 1:39 PM
good point
superotherside - 5/7/2012, 1:41 PM
I'm not throwing any stones, but I do kinda wish it was in there. Everything else was perfect though.

Oh well they can do it in Avengers 2 though. :D
incredibleTalk - 5/7/2012, 1:42 PM
The movie itself is my gift...who needs the Assemble line!Besides...they were not a team as yet!!!!
superotherside - 5/7/2012, 1:45 PM
incredibleTalk Good point. Also they didn't say it in the first few comics either. So it's not a big thing IMO.

But the line is a must for Avengers 2!
DrStrangeFan - 5/7/2012, 1:47 PM
We need that line for Avengers 2
Marvelfreek94 - 5/7/2012, 1:47 PM
When tony saw the aliens he should have called the team and been like "uhh avengers? Yeah assemble please!"
JDUKE25 - 5/7/2012, 1:54 PM
Seems legit.
spiderman2020 - 5/7/2012, 1:59 PM
It will probably be in a sequel
BIGBMH - 5/7/2012, 1:59 PM
Let's be honest. Most of the time when it's said in the comics it doesn't make that much sense because they're already there and charging into battle. I can imagine Nick Fury saying it near the beginning of Avengers 2 now that they're actually a team and scattered. It's somewhat ironic that they chose to call it Avengers Assemble in some places though.
blvdnoise - 5/7/2012, 1:59 PM
and he's absolutely right.. Perhaps in the sequel.
golden123 - 5/7/2012, 2:03 PM
I don't think this movie had to worry about being cheesy. Their was tons of jokes and unusual dialouge in this movie, and it all sounded good. If Captain America can look at Hulk hesitantly and then say "SMASH!", then Captain America can say "Avengers Assemble".
JordanKing - 5/7/2012, 2:03 PM
I'd only want to hear it if it makes sense and is done the way it was meant to be said. No tongue-in-cheek reference crap. I can see it being used in the sequel.
SuperDude001 - 5/7/2012, 2:04 PM
I understand it not fitting, I couldn't imagine it anywhere in the movie.
Although I wouldn't of minded perhaps Tony making a jokey reference to the line.

But I think "Avengers assemble" would be a great line in the sequel, even if Cap doesn't say it.
incredibleTalk - 5/7/2012, 2:04 PM
By Avengers 2..there should be a reason to Assemble as a real team.....all the formalities are done with...time to just kick-azz!!
vtopa - 5/7/2012, 2:05 PM
Save it for the 2nd flick.
elcaballerooscuro92 - 5/7/2012, 2:07 PM
yeah in a trailer for the second movie
golden123 - 5/7/2012, 2:07 PM
@Nomis: However; I did hear "It's a bird, it's a plane, it's Superman". That line is far more identified with Superman than "Up, Up, and away".
thunderforce - 5/7/2012, 2:08 PM
It should be what their funky super hero ID cards say when they are summoned and that is about it .
incredibleTalk - 5/7/2012, 2:08 PM
@BIGBMH..the reason the name was changed in the UK was out of respect for the long running tv series there also called the Avengers...so Assemble was added!!!
thunderforce - 5/7/2012, 2:08 PM
And they should have only one place to assemble too.
elcaballerooscuro92 - 5/7/2012, 2:09 PM
@nomis up, up, and away was in the first movie
Fabs - 5/7/2012, 2:11 PM
That's the mature way to approach the subject.
My fav catchphrase was "Puny god" hehe :)
Fogs - 5/7/2012, 2:11 PM
I wanted to hear that before watching. Then I saw that they were not a nicely created team, all together and trained and shit like that.

It was hard for them to get together, just calling themselves Avengers right off the bat would really sound forced IMO.
Fishandchips - 5/7/2012, 2:11 PM
I don't get why they called it avengers assemble in Europe, well in England at least, that's a stupid film name, they're the avengers not the avengers assemble. It doesn't even make sense to change the films name to that, I'm sure they did it to stop confusion between that tv show we had, but [frick] that shit. And yes I would have liked him to say it, but it is no biggie, I've still been to see it more than once.
95 - 5/7/2012, 2:17 PM
Good reason. I don't care if they said it or not. But I think they could of included that.
2gold - 5/7/2012, 2:19 PM
Have Cap text them all in the second movie. Well except Thor, I'd hate to see the messaging rates on that one.
ralfinader - 5/7/2012, 2:24 PM
Movie sucked without "Avengers assemble!", saw the damn movie twice, and still never heard it said. If it's not said in the DVD/Bluray version I am buying the day it is released, then it better be in Avengers 2!
LoudNoises - 5/7/2012, 2:25 PM
It seems like since this is their first time teaming up that they wouldn't use a phrase like "Avengers Assemble" yet. That should come into play in the sequel since they would have already established themselves as a team. I could maybe see Fury saying it in the first film. Something along the lines of "assemble the avengers". But I don't think that would carry the same weight as Cap crying out in the heat of battle "Avengers Assemble!!!"
Fogs - 5/7/2012, 2:28 PM
@ralfinader - dude, sorry to inform you that doesn't matter how many times you watch a movie, the dialogue will not change. :P jk
GUNSMITH - 5/7/2012, 2:31 PM
WELL YOU DON'T HAVE TO YELL IT OUT IT COULD HAVE BEEN SAID OVER A RADIO LINK OR SOMETHING BY CAP OR FURY....BUT IT DID WORK OUT WITHOUT IT

COULDV'E SAID.." BITCHES COME!"

Curmudgeon - 5/7/2012, 2:31 PM
They were all, already there. Didn't need further assembling at that point.

Maybe for the sequel, as the call to arms that reunites the team.
sianirudh94 - 5/7/2012, 2:32 PM
I think it wouldve worked just before that 360 shot. But yeah, the impact was still amazing so I can look past that.
Chewtoy - 5/7/2012, 2:38 PM
It strikes me as something that will work best as a radio call than yelling as a battle cry.
nowtheresaBATman - 5/7/2012, 2:38 PM
Black Widow looked funny in that 360 shot. She wouldn't of if she had had a machine gun instead of a puny pistol... ooooooo scaaarrry

@Intruder Genius indeed.
sexfoodcomics - 5/7/2012, 2:38 PM
I agree with him it could sound very cheesy and forced if not used in the right place and context. I'm sure we will here it sometime in our life.
nowtheresaBATman - 5/7/2012, 2:39 PM
@Chewtoy Precisely :)
DanteSparda - 5/7/2012, 2:39 PM
Mid-Spoilers ahead...

Perhaps just before Banner arrives at the city with the rest of the team Cap could have shouted "AA", but now that I think about it maybe it wasn't in the movie because only one character would have a chance to say it and said character would have been much more highlighted than the rest just for saying it (to the point of looking like the main character for some people).

gastitdk - 5/7/2012, 2:42 PM
Yo, don't get me wrong: I loved Avengers, loved very much. But I'm a little tired of all the non-sense talking about the film, like this article...Kevin Feige, just shut up, the movie is awesome, but please, shut up
UncleTee - 5/7/2012, 2:42 PM
The very reason why this film only gets a 9.9/10
gastitdk - 5/7/2012, 2:42 PM
loved it*
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