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Wow, this looks A LOT like the future shop iron man grail!
Some part of me wants to think the marketing guys behind the film are so savvy that they actually thought about that Iron Man steelbook when designing this one (notice it doesn't say Artwork TBC on this or the Zavvi thread). I don't have it, but it's a pretty iconic steelbook, I mean there's a small picture of it to represent the "Blu-ray Steelbook" section of this forum!
Well i've just recently added it to my Iron Man collection:
The border, the probably embossed title, the banner and last but not least the deadpool-symbol... very similar setup of the steelbook...
Apart from the banner, it looks even more similar to Zavvi's Iron Man steelbook:
Well, we'll have to wait and see what they deliver..