I'll add something else for balance here: I went to see The Avengers after studiously avoiding any marketing for the film. I wanted my mind free to experience every scene for the very first time, like a pledge-ring wearing co-ed looking forward to her wedding night. I didn't even know that Loki was the villain, that's how innocent I was.

My friends and I arrived at the cinema early, secured great middle seats and sat back to endure endless local commercials (Annie got it done no less than four times.) Then it was time for the very last advert before the trailers started: Lego. A Lego set featuring the Avengers. An animated Lego set where the various characters recapitulated the plot of the film in thirty seconds. Many, many angry voices cried out, to the general tune of, "That better f-ing not be in the movie." It all was.

It tainted our experience pretty badly. Even if the advert had featured a completely different story we'd still have been looking out for similarities. This was a few days after opening weekend, too!

I still love Lego, but she's given me my first disappointment. I guess I'm growing up.