text: The South Korean government paid an eye-watering £2.4million to the makers of the new Avengers movie to ensure the country is shown in a positive light, it has emerged. Much of the comic book film, Avengers: Age of Ultron, was shot in Seoul and the country's culture ministry agreed to cover a third of filming costs in the city on the agreement the Republic of Korea is shown as 'high tech' and 'modern'. The use of public funds in what appears to be an extreme case of product placement has been criticised by South Koreans - as officials are having to wait with the rest of the world to see if the film, released on Thursday, will lift the country's reputation out of the shadow of it's headline-grabbing northern neighbour. Scroll down for video . On set: Chris Evans suited up as Captain America as shooting on Avengers: Age Of Ultron got underway in the Sangam-dong district of Seoul, South Korea last year . The production crew in the Sangam-dong district of Seoul, South Korea last year during filming for Avengers: Age Of Ultron . The move echoes that of Sony Pictures Entertainment and MGM, who recently made headlines after leaked emails revealed  the Mexican government had offered the studios $20m to ensure a positive portrayal of the country in Spectre. Kim Young-gun, who overseas the Korean Film Council's (KOFIC) incentive program for foreign films, said the film could transform the status of Seoul, which has been largely overlooked by Hollywood compared to its regional peers. He told MailOnline: 'If we have that kind of huge film, which shows Korea in a more positive way, then we think the image of Korea will be changed in a positive way.' The locations featured in the film include Gangnam Boulevard, immortalised in the pop song Gangnam Style, and Cheongdam and Mapo Bridges which span the city's Han River. Before shooting began last year, local government and film industry officials signed an agreement with the filmmakers to ensure the country would be shown in a positive light. In an memorandum of understanding, Marvel Studios agreed it would 'portray Korea as a high-tech, modern country and shall avoid portraying the Republic of Korea in any negative manner.' Filming: Black Widow pictured on her motorbike (right) in Avengers: Age Of Ultron, filmed in the Sangam-dong district of Seoul, South Korea (left and right) Capital city: Much of the comic book film, Avengers: Age of Ultron - released tomorrow - was shot in Seoul in South Korea . Scarlett Johansson plays Black Widow in the new Marvel movie Avengers: Age of Ultron, out on Thursday . The sequel sees the Marvel Comics superheroes forced into action when a high-tech peacekeeping programme - Ultron - goes badly wrong . In return, the country's culture ministry agreed to pay 30 percent of the cost of production in Seoul, about £2.4m. Only on Thursday will they know if it will boost the international image of the capital and make it as iconic abroad as Asian metropolises like Tokyo. Kim said: 'KOFIC and the Ministry of Culture and Tourism, also, are concerned about how they will portray Korea in the film, but we are looking forward to seeing the film on Thursday.' KOFIC has estimated the sequel to the 2012 hit The Avengers, which features an all-star cast including Scarlett Johansson and Robert Downey Jnr, could attract some 620,000 extra tourists to the country. The film has already sold 94 percent of its presale tickets. Scarlett Johansson stuns at the European premier of Avengers: Age of Ultron at Westfield shopping centre in west London last night . Stars: The cast of Avengers: Age of Ultron attended the European premier of the film in London last night . Kim acknowledged there has been domestic criticism about the spending of public funds but said the money has been put to good use, claiming US producers are already expressing greater interest in the country. A US source close to the production of the film, however, insisted Marvel Studios has not altered production to appease Korean officials. 'If there was an agreement signed or a rebate involved, Marvel is always about (being) creative first and the script and the story come first, and then if they can shoot in an area that offers them an incentive, then that's just an extra bonus, that's extra good for them,' the source said. 'But it's not what drives their scripts or the stories they tell.' Media in strongly nationalistic South Korea have often complained the country has been overlooked or misrepresented in Hollywood. Starring role: Elizabeth Olsen, who plays Scarlet Witch in the new movie, wrapped up for the premier last night . Dashing: Chris Hemsworth, who plays Thor, and Chris Evans, aka Captain America, attend the European premier . On Monday, the national broadcaster KBS reported that the country has only had fleeting appearances in the film, usually in relation to North Korea. Seoul, it said, has been shown as indistinguishable from Tokyo. Nina Juna, senior manager of international affairs at the Seoul Film Commission, said the few previous appearances of Seoul on the silver screen have irked Korean audiences. She said: 'The depiction of a future Seoul in Cloud Atlas looked like a future Japanese city, not Korea.'
target: South Korea has paid Marvel to ensure country is shown in positive light .
  Much of the new Avengers film, released on Thursday, was shot in Seoul .
  Culture ministry paid £2.4m to cover a third of the filming costs in the city .
  The government wants Seoul to be portrayed as 'high tech' and 'modern'