Tagged: Nick Fury

As I begin to type this, on a rainy Sunday afternoon, there are only 211 days left before someone else lives at 1600 Pennsylvania Avenue, near the Potomac. I tell you this, not because it has anything to do with what follows, but to perhaps lend a note of cheer to your hour.

I didn’t stay through all of the Iron Man flick’s end credits, but I should have because my friend Ken Pisani told me that Samuel L. Jackson has a brief scene in which, in the persona of Nick Fury, he reveals to Robert Downey’s Tony Stark that he represents an organization called, in acronym-crazed Sixties fashion, S.H.I.E.L.D. Dissected, that meant Supreme Headquarters International Espionage Law Enforcement Division when the organization first appeared in 1965. It was later changed to stand for Strategic Hazard Intervention Espionage Logistics Directorate, which was probably more au courant, but is no less a mouthful.

It is a nifty coincidence, but no more than a coincidence, that S.H.I.E.L.D. makes a big screen appearance at about the time as another espionage-themed entertainment with roots in the spy-mad decade of peace and love, Get Smart, gets into the malls.

It is not a coincidence that the current tv promos for another popcorn movie, The Incredible Hulk, tells us that Marvel has done it again, thus making a solid connection between theaters and comic shops. So, we don’t go to the multiplex to see a superhero movie, we go to see a Marvel superhero movie. This is called “branding” and it means, as I understand it, the identification of a group of products as a single, collective entity. You, fashionista that you are, don’t buy a suit, you buy a Brooks Brothers suit because the Brooks Brothers label guarantees a certain level of quality and a certain approach to the creation of clothing. (And aren’t you a bit young to be dressing so conservatively?)

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