One of the most iconic characters in popular culture, the character has appeared on a variety of merchandise, such as clothing and collectable items, inspired real-world structures (such as theme park attractions), and been referenced in a number of media. Banner and the Hulk have been adapted in live-action, animated, and video game incarnations. The character was first played in a live-action feature film by Eric Bana. In the Marvel Cinematic Universe, the character was portrayed by Edward Norton in the film "The Incredible Hulk" (2008) and by Mark Ruffalo in the films "The Avengers" (2012), "Iron Man 3" (2013) in a cameo, ' (2015), ' (2017), ' (2018), "Captain Marvel" (2019) in a cameo, and ' (2019). Ruffalo will reprise the role in the upcoming Disney+ series "What If...?" (2021) and "She-Hulk" (2022).