Captain America: The First Avenger marks a new beginning for actor Chris Evans and Marvel Comic's as well. I have reason to believe that Evans will be the face of the entire movie line. From the 2012 release of the Avengers movie to Hulk, Iron Man 3, or any other future Marvel release, Captain America will have a big part in it. Starting with the cast of 'The First Avenger' Chris Evans wasn't their first choice for the lead.
Several others topped Marvels list for the lead roll as Steve Rogers. Like Garrett Hedlund, John Krasinski, Mike Vogel etc. but a busy work load for some of these up and coming stars would keep them from meeting Marvel's demands. Marvel needed someone who wasn't in such high demand at the time, but still maybe have the appeal to become an in house super star. So they look no further then their very own 'Human Torch', Chris Evans. A good young actor whose yet to play a lead in a blockbuster film but good enough to do so.
With Spider-Man belonging to Sony, Captain America will be Marvel films franchise superhero. Robert Downy Jr. and Samuel L. Jackson are too big of stars to commet for a 9 movie deal such as Chris Evans. With Hollywood not exactly knocking down his door, I think Chris Evans will embrace being not only Captain America but the face of Marvel movie's for a long time. Get ready to see Chris Evans aka Captain America's face everywhere! Lunch boxes, BookBags, Happy Meal Toys, action figures, and everything else you can think of. If you ask me Marvel made out pretty cheap for what they are about to make off of the movie franchise. If the movie hits and hits hard which it will how long will they be able to keep Evans in the Marvel Universe! P.S. I guess Chris Evans movie career is alot like Steve Rogers, started off small and weak about to become big and strong.