AVENGERS (Hulk-Talk)

• THE HULK WE KNOW AND DON'T

Now that we know what the Hulk will look like in The Avengers movie, Marvel Studios president Kevin Feige is talking about the creative decisions behind the character's new design -- his third in as many films.

Hero Complex spoke to Feige about the new look,

"It will be as different as The Incredible Hulk [movie] was from Ang Lee's Hulk in terms of its look and design, but it is Hulk," says Feige. "Hulk is Hulk. We're not going to reinvent the wheel."

And yet, this Hulk will share a resemblance to Mark Ruffalo, the actor who is playing his alter ego Bruce Banner.

"The most important thing is that face," he says. "As you can already see in that concept painting, it is -- more than any Hulk that's ever been done in live action -- a Hulk that lets you see the actor in there. You will be able to see Ruffalo in there. That was a big revelation for us. It's just a concept painting, but in that you can see the [influence of Marvel Comics pioneer and original Hulk artist Jack] Kirby, as people have already pointed out, but also, and equally important in this case, Ruffalo's eyes and his cheek structure. It is him."

Feige adds that on the previous films, this was something they avoided -- the thinking was Hulk is "not any one actor" and should just look like Hulk. But the filmmakers came to question this approach.

"We did a few designs that put Ruffalo into it, and we immediately saw how much more you feel for the creature," he says. "When you keep that connection going between Banner and the Hulk and you have characters around him trying to reach Banner inside -- "Bruce, calm down," and all of that classic Hulk stuff -- it means more if you see the same actor throughout."