6. Hype Space
It began with a drip feed- a picture of the clanking Mark I armour here, a shot of Downey working on the Mark III suit there.
Unlike some previous films, which hide tried to cloak every element of the plot and production design in intense scrutiny, Favreau and his team realised that they’d get more mileage from carefully released pics.
The first image of the Mark I armour arrived in April 2007, thanks to the fact that it was built for real and could easily be photographed.
The canny Favreau realised quickly that he needed to reach out to the fans – and kept people up to date via his MySpace blog (ah, the days before Twitter!)
With refreshing honesty, Favreau opened himself up to a dialogue with the fans even before a frame had been shot. “The questions are coming on the Internet," he told MTV in 2006. "I've got a MySpace group set up just to discuss the movie, so I welcome the input."
But while the pics were fun, what was to come was truly astounding…