Super Bowl commercial: The Avengers (extended preview) adds money-shots, lacks visual oomph, high-toned polish, and a sense of grand scale.

There are certain a handful of 'money-shots' in this 70-second spot, and the final Hulk action beat is the kind of thing that gets people excited.  Still, there is something missing here, both in the sense of actual action content (it still feels like 80% of the action occurs in the third act) and a certain visual pizzazz.  The first preview was in 1.85:1 and while this one seems to be 2.35:1 (or something close to that), there is a certain flatness to the footage.  I'm as much of a Joss Whedon fan as the next nerd, but he is known more for his dialogue and his character-plotting than any directorial flourish.  Without a certain polished sheen or rich color-scheme, scenes like that final 360-degree pan looks like five people playing dress-up with high-end Halloween costumes (compare the new Captain America costume with any still from Johnston's Captain America).  It's tough to put my finger on it, but the whole film (from what we've seen so far) looks and feels a bit plain, and thus doesn't feel as epic or even as 'big' as it damn-well should.  Of course, if the writing and acting are up-to-par, the visual issues will matter that-much less.  But it is still a bit disheartening to see what is supposed to be 'the mother of all superhero films' that looks significantly less epic and large-scale than even the first Spider-Man picture.  The Avengers of course drops on May 4th.  As always, we'll see.

Scott Mendelson