This film has been several years in the making, with five solo films woven together to build up to it, and Whedon is not just a great filmmaker and TV show creator, he is in fact a comic book writer of serious talent as well, and he took his time working to write and rewrite this film to get it right.
The advertisers were facing some serious pressure from social media mostly Twitter according to Gideon Spanier, an advertising writer for the Evening Standard in London.