The design, lettering, and color scheme for the promotion is similar to the Guardians of the Galaxy.
The last Thor movie was dark and had little humor. Marvel made sure to add humor onto the new movie, ala Butch Cassidy and Sundance Kid, with Hulk and Thor. They rolled out the plot like a GOTG movie and it appears to work.
The designs of the costumes also allude to the Thor comics drawn by Jack Kirby, and scripted by Stan Lee, who adds a small interactive cameo.
The Valkyrie is not the one from the comics but she is the heroic lead in the movie.
Perhaps part of the obvious Kirby touch is due to the settlement with the Kirby estate. Who knows, still, Kirby received recognition from Comic-con this year, and from the Disney convention. This Thor movie is released on what would have been Kirby's 100th birthday.
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