The Incredible Hulk getting his own movie – again?

Marvel's president of consumer products says a Hulk movie is coming in 2015.

One of the most surprising developments in The Avengers, based on early reviews and reactions, is that the Incredible Hulk is finally awesome on the big screen. In fact, it has been said on more than one occasion that the Hulk  steals the entire show.

Perhaps as a result of that success, Marvel’s President of Consumer Products, Paul Glitter, recently talked about Guillermo del Toro’s upcoming television adaptation of The Hulk  and spinning it off as a major motion picture in 2015. Scroll down for details.

According to Paul Glitter, courtesy of Forbes:

“[After spinning 'Hulk'] off to a stand-alone [television] program next year, [Marvel will support said program with a big-budget feature film in 2015].”

Aside from the character being well-received in The Avengers, why has Marvel decided to move forward with a third Hulk film when the last two were tepid successes at best – and when Kevin Feige recently claimed they had no plans to do so?

Says Glitter:

“His sales are up in a major way. We repositioned him from where he was always misunderstood to now depicting him in a more heroic and aspirational manner.”

Buh? His sales are up in a “major” way? What sales are those exactly? If he’s referring to the comic books, The Incredible Hulk and The Hulk placed 37th and 87th, respectively, in March direct market sales. Now, direct sales are admittedly not the be-all, end-all in terms of comic book $$$, but they are indicative of demand for a title.

Sure, it’s fair to say that both those books are up from where they were last year (marginally, in The Hulk‘s case), but if you compare them to where they were two years ago, they’re down. Three years ago? Way down. Four years ago? Way, way, way down.

Perhaps the most telling statement from Glitter was one to do with branding:

“There are many opportunities for brands to align with the big commercial in the sky [Glitter’s term for blockbuster movies], but we want to develop sustainable relationships [with our promotional partners].”

Of course, there’s nothing wrong with making as much money as possible on these films, but I think it’s fair to say that we’re lucky Marvel chose Joss Whedon to bring The Avengers to the big screen – that is, someone who cares as much about the characters he’s developing as he does the money he’s receiving. Hopefully, the next Hulk film will be just as fortunate.

Ben Moore blogs at Screen Rant.