MARVEL SUPERHERO FANS can now take their sides at the cinema, well before the latest installment of the Captain America film series hits theaters.

While Captain America: Civil War won’t get its nationwide release till April 27, SM City North EDSA hopes to tap into the anticipation with activities at the Block Atrium.

Two eight-feet tall statues of Iron Man and Captain America stand there, ready for selfies or group photos. Nearby is a booth with activities for fans to do based on their chosen teams, with other superheroes Winter Soldier, Scarlet Witch and Hawkeye on Captain America’s side and Black Panther, Vision and Black Widow on Iron Man’s.

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Captain America: Civil War, whose second trailer currently has nearly 60 million YouTube views, stars Robert Downey, Jr. as Tony Stark/Iron Man, Chris Evans as Captain America, Scarlett Johansson as Black Widow, Sebastian Stan as the Winter Soldier, Elizabeth Olsen as Scarlet Witch, Jeremy Renner as Hawkeye, Chadwick Boseman as Black Panther, and Paul Bettany as Vision, among other characters.


The promotion at the Block is the product of a partnership between SM Lifestyle and Entertainment, Inc. (SMLEI) and The Walt Disney Co.

Marvel Entertainment, which brought the Marvel Cinematic Universe on-screen, first with Iron Man in 2008 and most recently with Ant-Man and Avengers: Age of Ultron last year, is a Disney subsidiary.

“It’s a marketing partnership of SM and Disney. All the movie franchises in Disney will get the best promotion at SM malls,” said Nicole Deato, SMLEI business unit head for cinema, exhibition and digital media.

“We realize that whenever we do campaigns — last year we did Star Wars — the reception is good, in such a way that it completes their movie-going experience,” she added.

The five-year partnership will next produce an exhibit for Finding Dory, the sequel to 2003’s Finding Nemo, before the film opens in June. — N. F. P. de Guzman