I actually didn't catch the billboard reference. I did however catch Erik Selvig telling Jane Foster and Darcy Lewis about how dangerous SHIELD is after they took their equipment. He mentioned the foremost scientist of gamma radiation and how after SHIELD got involved, he was never heard from again, referencing Bruce Banner.
I loved this movie. I think they did a great job of mixing the real world of Earth with the fantastical and mythical world of Asgard. I had high hopes for this movie and it didn't disappoint. I particularly enjoyed Thor's Asgardian mentality when he crash landed on Earth. Classic!
I do hope they continue a Thor franchise after The Avengers.
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