Actor Edward Norton's recent barb about behind-the-scenes turmoil on the set of The Incredible Hulk returns the spotlight to a nearly forgotten chapter of Marvel's cinematic history, just in time for the studio's 10th anniversary.

Released in June 2008, at the birth of the Marvel Cinematic Universe, director Louis Leterrier's film is the neglected twin of Iron Man, which arrived a month earlier to widespread acclaim. On paper, The Incredible Hulk probably should have been the easier sell, with a more recognizable superhero -- everyone knows who the Hulk is -- and with (then) two-time Oscar nominee Edward Norton in the starring role. However, while The Incredible Hulk was financially successful, grossing $263.4 million worldwide, it wasn't the smash the fledgling Marvel Studios and its distribution partner Universal Pictures might have hoped.

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This was a different era, of course, before Marvel Studios was anything resembling the Hollywood powerhouse that it is today, and the idea of a cinematic universe seemed like little more than a pipe dream. The Marvel of this period was a bit of an upstart that made waves by signing the likes of Robert Downey Jr. and Samuel L. Jackson to unprecedented multi-picture deals, but also drew criticism for low-balling salaries for supporting players, replacing actors instead of renegotiating contracts, and exerting too much creative control.

Edward Norton in The Incredible Hulk

Into that environment walked Norton, who struck a deal to board The Incredible Hulk as both the star and uncredited writer. As stipulated by the contract, he submitted his first draft within a month and reportedly continued to polish his script well into production. Norton was also apparently given at least some say about the film's final cut, as he and Leterrier clashed with producers over the run time, a dispute that spilled over into the public. The studio won, with the theatrical release clocking in at 112 minutes, as opposed to the 135-minute cut championed by Norton and Leterrier.

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Norton made it clear he wouldn't participate in publicity plans for The Incredible Hulk if he wasn't pleased with the final edit, an assertion the actor dismissed in a statement, saying, "It has always been my firm conviction that films should speak for themselves and that knowing too much about how they are made diminishes the magic of watching them." However, Norton declined interviews on the matter, and made only select appearances in support of the film's release.

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That might have been the end of any dispute, except for Marvel's plans to assemble its heroes in 2012's The Avengers, which led to a report ahead of Comic-Con International 2010 that the studio would recast the Hulk, and introduce Norton's replacement during its Hall H presentation. That was quickly followed by a statement by Marvel Studios President Kevin Feige, from the London set of Captain America: The First Avenger, that didn't pull any punches.

The Incredible Hulk

“We have made the decision to not bring Ed Norton back to portray the title role of Bruce Banner in the Avengers," he said. "Our decision is definitely not one based on monetary factors, but instead rooted in the need for an actor who embodies the creativity and collaborative spirit of our other talented cast members. The Avengers demands players who thrive working as part of an ensemble, as evidenced by Robert, Chris H, Chris E, Sam, Scarlett, and all of our talented casts. We are looking to announce a name actor who fulfills these requirements, and is passionate about the iconic role in the coming weeks.”

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Unsurprisingly, that didn't sit well with Norton's agent, who called Feige's statement an “offensive” and “a purposefully misleading, inappropriate attempt to paint our client in a negative light.” He insisted Norton had been in negotiations with Marvel, and had even met with director Joss Whedon, but “after several weeks of civil, uncontentious discussions,” the studio said it “had decided to go in another direction with the part.” (That other direction was, of course, Mark Ruffalo, who was whisked away to San Diego just in time for his Hall H debut with the rest of the ensemble cast.)

Incredible Hulk

But before the feud could escalate any further, Norton released a statement "appreciative of the outpouring of support from fans of the Hulk and the Avengers," and expressing his disappointment that he wouldn't return to the role. "I grew up with Banner and the Hulk and have been a fan of every incarnation," he wrote. "I’m really proud, and very blessed, to have been one of them and will be thrilled to see him live on through other actors. Hulk is bigger than all of us, that’s why we love him, right?"

Norton has seldom addressed the dispute in the eight years since, but notably broke his silence while promoting Birdman in 2014, when he said he was "really proud" to have been a part of the tradition of "really good actors" playing the Hulk. That is, until he broached the subject again on Saturday, during the taping of The Comedy Central Roast of Bruce Willis, in which he reportedly contended he was difficult in the production of The Incredible Hulk because “I wanted a better script.”

The MCU, and the Hulk's decade-long arc, would be significantly different had Marvel and Norton been able to reconcile. Ruffalo quickly became a fan favorite for his portrayal of both Bruce Banner and (using motion-capture technology) the Hulk, to the point that it's virtually impossible to envision Norton in a film like Thor: Ragnarok, never mind Avengers: Infinity War.