"There's been strong fanboy buzz on the movie since last summer's Comi-Con, where Downey appeared with director Jon Favreau and castmates Terrence Howard and Gwyneth Paltrow, but the studio intends to take it beyond niche, starting with a splashy Super Bowl ad and extending through broad-based promotions at 6,400 7-Eleven convenience stores and global campaigns with Burger King and Audi"
"The partnerships fan out across every demo," said LeeAnne Stables, Paramount's svp-worldwide marketing partnerships. "And they reach consumers in ways and places that the studio marketing can't." Some lessons from the studio's successful Transformers deals from last summer will get a re-do here: Favreau will direct BK's TV ads, as filmmaker Michael Bay did for the robot movie/ burger chain tie-in, and the studio will pack a dedicated Audi Web site with original Iron Man content, to an even greater degree than it did for Transformers ally General Motors."
my take = juz gimme teh toys, folks! LOL