In July 2010, Marvel Studios held a Thor panel at the 2010 San Diego Comic-Con International during which Kenneth Branagh, Chris Hemsworth, Natalie Portman, Kat Dennings, Tom Hiddleston, and Clark Gregg discussed the film and showed some clips from it.[16] A few days later, this footage was leaked on the internet.[121] The first television advertisement was broadcast during Super Bowl XLV on the Fox network in the United States. The rate for advertising during the game was approximately $3 million per 30-second spot.[122] Marvel Studios and Acura launched a joint viral marketing promotion at the 2011 Chicago Comic & Entertainment Expo.[123] Other official promotional partners included Burger King, Dr. Pepper, 7 Eleven, and Visa.[124] In May 2011 Marvel Entertainment's President of Print, Animation and Digital, Dan Buckley, and Marvel Comics Editor-In-Chief, Axel Alonso, rang the NYSE closing bell in celebration of the theatrical release of Thor.[125]
A post-credits scene in the film Iron Man 2 showed Coulson reporting the discovery of a large hammer in the desert. Rick Marshall of MTV News believed it to be the weapon Mjölnir belonging to Thor, writing, "It continues the grand tradition of connecting the film to another property in development around the Marvel movie universe."[126] In the commentary track of Iron Man 2's home media, Iron Man 2's director, Jon Favreau, stated that "this is a scene from [the set of] Thor ".[127]
Marvel Animation announced a 26-episode animated series in November 2008, to air in late 2010 before the release of Marvel Studios' film.[128] The company released an animated direct-to-video film, Thor: Tales of Asgard, to coincide with the live-action film.[129]
A video game titled Thor: God of Thunder based on the film was developed by Sega using the voices and likenesses of actors Chris Hemsworth, Tom Hiddleston and Jaimie Alexander, and was released on May 3, 2011.[130]
