Thor: The Dark World, the second movie in the Marvel series, which chronicles the mythical Norwegian god, debuts today. Expected to follow in the line of blockbuster hits, the movie has received considerable media attention. While Microsoft, like any company, is always looking for a bit of publicity, the software giant teamed with Marvel Studio to also bring about a bit of cheer.
However, in this particular Thor adventure, there are no bad guys to swing the mighty hammer at, and no destruction will be wrought. Instead, Microsoft communications property Skype allowed "fans the chance to submit their burning questions to the cast of Marvel’s Thor: The Dark World and also Kevin Feige, the producer and President of Marvel Entertainment." Needless to say, the response was overwhelming, with many videos even featuring fans dressed in costume. You can watch the results here.
Those selected in this contest also got a treat beyond just having their question answered -- "of course, every movie has a premiere, and this time Skype was a part of not just one, but two! Some of our Moment Makers had the chance to attend and make moments of their own." So far, this all sounds like a lot of fun, and a great opportunity for fans. But not all of what Microsoft did was about fun and games, there was a more somber note.
"We also transported the action and excitement of the red carpet to patients at Children’s Hospital Los Angeles. A giant monitor showcased a special Skype video call that brought the heroes of Marvel’s Thor: The Dark World together with the children at the hospital. A special area in the hospital was transformed to resemble Thor’s mythical home of Asgard, immersing the children in Thor’s world as they watched a special, simultaneous showing of Marvel’s Thor: The Dark World."
Microsoft, while it gets little attention, does a fair amount for charitable reasons. One could argue that it's for appearances sake, but consider founder Bill Gates' work with his foundation and the promise to give away his fortune for the good of others. Perhaps, despite the frequent "evil corporation" tag, the company can earn a bit of slack from the media, at least once in a while.