Marvel Studios producer Kevin Feige insists the latest installment in the franchise will take some "very unique directions" which will include further exploration of Robert Downey Jr.'s character Tony Stark.
He said, "It's not a serious movie, but we seriously dig into exploring more of Tony. The trick is just trying to make great movies. We try to make them all great, all different and all fresh. What you'll see in Iron Man 3 is some very unique directions that were taken."
Iron Man 3 director Shane Black admits the crew are simply aiming to make the superhero action movie "fresh and different" rather than compete with this year's Avengers Assemble, which saw Iron Man team up with fellow superheroes Captain America (Chris Evans), The Hulk (Mark Ruffalo) and Thor (Chris Hemsworth).
He explained, "We're not aiming for bigger, necessarily. We're aiming for different and fresh and new."
"It's all about capturing that lightening in a bottle feel, about trying to get as much into this as we can. We're looking to get a ton of thrills into a short space, to make a nice little stew for you."
Robert believes it was the "right" time to release Avengers Assemble and he hopes Iron Man 3 will taste similar success to the superhero film when it drops next year.
He said, "You can dissect why it was the right movie with the right people and the right director at the time. But we feel the same way about Iron Man 3 now."