It shouldn’t come as a big surprise that Marvel Studios is putting a lot of money into Avengers: Infinity War. This is, after all, a film that has dozens of characters — a film that the past 18 have all led up to. Plus, given its reported budget of $300 million, it’s a little important that they ensure that audiences know about it.

But just how much are they throwing into it? According to Deadline, when taking into account partnerships with Coca-Cola, Quicken Loans, and Infiniti, the estimated media value in its marketing push is north of $150 million.

For comparison, last year, Spider-Man: Homecoming‘s media goods amounted to $140 million, and Guardians of the Galaxy Vol. 2‘s amounted to $80 million. With that in mind, it’s $150 million push doesn’t sound too impressive. Given that they were able to near that total with Spider-Man: Homecoming, it’s a bit less crazy-sounding. However, it’s worth noting that that film was a co-production with Sony, and it’s likely Sony had a hand in spending that much money. It’s likely that the $80 million Guardians push is more in line with typical Marvel.

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Given that this is the franchise’s third film, their typical promo partners are doubling down on their overall support — no doubt because they know it will be a success.

“This movie is a celebration that we’ve been building toward for the past 10 years,” said Mindy Hamilton, Marvel’s SVP of Global Partnerships & Marketing.“We feel fortunate to have partnered with brands who share that excitement, and it’s been an incredibly rewarding experience to see their creative visions come to life.”

How much do you think Avengers: Infinity War will make at the box office when all said and done? Let us know your predictions down below!

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SOURCE: Deadline, THR