Bad news for Edward Norton: The actor won’t reprise his role as The Incredible Hulk in 2012′s The Avengers.

Norton played the role of Bruce Banner and his alter-ego, the Incredible Hulk, in 2008’s The Incredible Hulk, a reboot/follow-up to 2003’s The Hulk, which starred Eric Bana in the title role. In an effort to keep production costs down, Marvel Studios intends to give the role to an unknown actor — if they decide to keep the character in the superhero movie at all. Norton’s involvement in the project has long been in doubt despite the success of 2008′s The Incredible Hulk, with the actor recently urging fans to write to Marvel in order to get him cast. Marvel Studios president of production Kevin Feige explained the decision in a statement to HitFix.com on Sunday.

“We have made the decision to not bring Ed Norton back to portray the title role of Bruce Banner in ‘The Avengers,’” Feige told the site. “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.”

A rep for the former Fight Club star calls Marvel’s ousting of Ed an underhanded move.

“Marvel subsequently made him a financial offer to be in the film and both sides started negotiating in good faith,” he told Hitfix. “This past Wednesday, after several weeks of civil, uncontentious discussions, but before we had come to terms on a deal, a representative from Marvel called to say they had decided to go in another direction with the part. This seemed to us to be a financial decision but, whatever the case, it is completely their prerogative, and we accepted their decision with no hard feelings…We know a lot of fans have voiced their public disappointment with this result, but this is no excuse for Feige’s mean spirited, accusatory comments. Counter to what Kevin implies here, Edward was looking forward to the opportunity to work with Joss and the other actors in the Avengers cast, many of whom are personal friends of his. Feige’s statement is unprofessional, disingenuous and clearly defamatory. Mr. Norton talent, tireless work ethic and professional integrity deserve more respect, and so do Marvel’s fans.”

Current Marvel stars Robert Downey Jr. (Iron Man), Chris Hemsworth (Thor), Chris Evans (Captain America: The First Avenger), Samuel L. Jackson (Nick Fury), Scarlett Johansson (Iron Man 2’s Black Widow), are expected to reprise their superhero roles when The Avengers opens in theaters in two years.