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Symantec’s Norton, which makes computer security software, took a slightly different tactic, focusing on the emblematic red, white and blue shield that Captain America uses. They worked with Marvel to create a three-minute featurette with a behind-the-scenes look at the making of the movie and the importance of the shield.

The video was posted on YouTube and shared on Facebook in early June and so far has been covered by more than 100 blogs viewed more than 70,000 times on YouTube, said Sally Jenkins, vice president of marketing for Symantec.

“When we look at these partnerships, we look for a property that has attributes similar to the position that Norton takes,” Ms. Jenkins said. Captain America and Norton share “the fact that we’re fighting the bad guys,” she said

The combination of promotions and tie-ins for “Captain America” is key to a successful movie marketing campaign, said Alvin Lieberman, marketing professor at New York University’s Stern School of Business.

“For every person who may see a trailer once or twice, they’ll also see the TV commercials from the tie-in companies that will remind them this is a hot property and to come out and see it,” he said.