In July 2010 Marvel Studios held a "Thor" panel at the 2010 San Diego Comic-Con International during which Kenneth Branagh, Chris Hemsworth, Natalie Portman, Kat Dennings, Tom Hiddleston, and Clark Gregg discussed the film and showed some clips from it. A few days later, this footage was leaked on the internet. The first television advertisement was broadcast during Super Bowl XLV on the Fox network in the United States. The rate for advertising during the game was approximately $3 million per 30-second spot. Marvel Studios and Acura launched a joint viral marketing promotion at the 2011 Chicago Comic & Entertainment Expo. Other official promotional partners included Burger King, Dr. Pepper, 7 Eleven, and Visa. In May 2011 Marvel Entertainment's President of Print, Animation and Digital, Dan Buckley, and Marvel Comics Editor-In-Chief, Axel Alonso, rang the NYSE closing bell in celebration of the theatrical release of "Thor".