Marvel’s Thunderbolts* Marketing Strategy Triggers Spoiler Backlash from Fans
Marvel Studios has initiated a daring and contentious marketing approach for its upcoming film, Thunderbolts*, that has caught many MCU enthusiasts off guard. This campaign, which features revamped billboards, posters, and social media visuals, unveils a significant plot twist — the redefining of the Thunderbolts as “The New Avengers” — mere days following the film’s premiere.
After a robust domestic opening weekend with $76 million at the box office, Marvel and distributor Walt Disney Studios Motion Pictures kicked off an extensive promotional effort that transformed the initial Thunderbolts* title into a new one: *The New Avengers. Billboards and posters were refreshed to incorporate the alteration, with the asterisk finally clarified as a reference to the movie’s third-act twist.
What’s the Reason for the Title Shift?
In the climactic scenes of the 36th installment in the Marvel Cinematic Universe, the group of antiheroes — Yelena Belova (Florence Pugh), Bucky Barnes (Sebastian Stan), Red Guardian (David Harbour), John Walker (Wyatt Russell), Ghost (Hannah John-Kamen), and Sentry (Lewis Pullman) — are reconfigured as “The New Avengers” by CIA director Valentina Allegra de Fontaine (Julia Louis-Dreyfus). This renaming is depicted as a tactical public relations maneuver within the narrative, yet Marvel’s marketing in the real world has taken it further.
The film’s post-credit scene alludes to an impending superhero identity dilemma, and Marvel’s marketing seems to parallel that narrative turn. On Instagram, Marvel showcased footage from the film’s premiere where Florence Pugh removes the Thunderbolts* title from a poster to unveil *The New Avengers below. Concurrently, a Twitter video displayed Sebastian Stan swapping a Winter Soldier poster with a new one reflecting the revised team name.
Is the Film Actually Renamed?
In spite of the new promotional content, the movie’s official title remains Thunderbolts*. Disney’s website and ticket sales platforms like Fandango still classify the film under its initial name, even as they display the refreshed posters. This implies that the rebranding serves as a marketing stunt rather than an official title change — distinct from previous Hollywood cases like Edge of Tomorrow’s post-release shift to Live Die Repeat or Ghostbusters (2016) rebranding to Ghostbusters: Answer the Call.
Director Jake Schreier commented on the marketing approach in an interview with The New York Times, stating that the campaign intended to mirror the film’s in-universe twist. “It felt like, if Val is also trying to pull a switcheroo and sell the New Avengers to the world, we could do that, too,” Schreier mentioned. “Especially considering the asterisk has been on the movie for a year, hopefully it doesn’t feel forced — it feels like this was a plan and we built up to it.”
Fan Reactions: Disorientation and Annoyance
Although the marketing maneuver may have been meticulously orchestrated, numerous fans were not pleased with the unexpected reveal. Online responses were immediate and critical, as viewers conveyed bewilderment over the title alteration and irritation that a crucial plot element was disclosed so quickly after the film’s debut. The campaign has sparked discussions regarding whether such a revelation should have been kept under wraps for a longer period.
The backlash hasn’t solely been about the notion of a new Avengers team — many fans are eager to witness the MCU’s progression — but rather concerning the timing and presentation of the revelation. With posters, billboards, and social media announcements revealing the twist, some feel the surprise was stripped of its effectiveness.
What Lies Ahead for Thunderbolts*?
As Thunderbolts* enters its second weekend in theaters, it remains uncertain whether the marketing twist will enhance interest or backfire. While the campaign has certainly created excitement, it may also estrange fans who wish to experience significant reveals in theaters rather than through advertising.
For the moment, Thunderbolts* — or *The New Avengers, based on perspective — keeps blurring the boundaries between fiction and promotion, leaving viewers to determine whether Marvel’s latest tactic was ingenious or merely excessive, too soon.