ABC and Disney jumped out ahead of upfronts by announcing its fall lineup early, and the network has already begun cranking up the promo machine for one of its big hopefuls. Have you not had your fill of Marvel superheroes on the big screen? Has Iron Man 3 not made enough money for you? Because here comes Marvel's Agents of S.H.I.E.L.D. In a 30-second trailer that aired last night (after, yes, another one of those Vine trailers), we see Clark Gregg back in the role of Agent Phil Coulson (even though, yes, he died in The Avengers), explaining that "they work the cases that S.H.I.E.L.D. hasn't classified." There's some reference to the various Avengers, some butt-kicking, and some humor about a car named Lola. There isn't a lot of actual superheroism, but this is a show by Joss Whedon (who's on Twitter now), so witty dialogue should be a given. (See: Buffy Speak.)
ABC, which also picked up series like Rebel Wilson's Super Fun Night for its fall 2013 season and plans to launch a live-streaming service at their upfront presentation on Tuesday, is really going all-out to make sure you watch S.H.I.E.L.D. Taking a cue from movie marketing campaigns, ABC and Marvel launched a tie-in website with the latest attempt at blockbuster viral marketing success. The site wearetherisingtide.com seeks information on S.H.I.E.L.D.
This article is from the archive of our partner The Wire.