‘Thunderbolts*’ Asterisk Revealed: Marketing an Avengers Movie That Isn’t Really an Avengers Movie

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As a gamer, I’ve stumbled upon an unexpected addition to the jargon of sneaky Hollywood marketing tactics – the pesky asterisk. It’s like a hidden clue in a game, but instead of unlocking a secret level, it reveals some extra details that might change my perspective about a movie or game launch.

On Monday, following several weeks of brainstorming and strategizing, Disney finally revealed the reason behind the unusual naming of Marvel Studio’s early summer blockbuster: The “Thunderbolts” film is actually titled “Thunderbolts*The New Avengers“. It seems the asterisk serves to hint at a secondary title or tagline.

To clarify, Disney and Marvel aren’t actually renaming the film Thunderbolts: The New Avengers. Instead, the title *The New Avengers is being used as a marketing strategy to generate buzz after the movie’s release. This upcoming film brings together an ensemble of unconventional Marvel Cinematic Universe characters, including some lesser-known figures, who unexpectedly find their heroic potential when manipulated by the cunning CIA director, Valentine Allegra de Fontaine, portrayed by Julia Louis-Dreyfus. Particularly noteworthy is the new character Bob, played by Lewis Pullman, who struggles with mental illness and faces devastating consequences as a result of being subjected to inhumane testing.

It’s not surprising that Marvel Studios head Kevin Feige and Disney, who own the studio, aim to interlink the highly successful Avengers superhero franchise. However, they strive to avoid confusion among fans by ensuring that next year’s Avengers: Doomsday is distinct from Thunderbolts 2, and vice versa, to prevent misunderstandings that the latter is part of the official Avengers series.

Simultaneously, it’s accurate to mention that some cast members from “Thunderbolts” are also featured in “Doomsday”. This includes Pugh, Pullman, Sebastian Stan (known as The Winter Soldier), Wyatt Russell (portraying U.S. Agent), David Harbour (in the role of Red Guardian), and Hannah John-Kamen (as Ghost). As for what the future holds, that remains to be seen.

Disney’s Chief Marketing Officer Asad Ayaz and his team carefully considered when to unveil *The New Avengers, eventually deciding to reveal it on the Monday following its debut, in an effort to minimize spoilers as much as possible. In initial screenings, they requested that avid fans cooperate with their plan and refrain from spoiling the surprise for others.

The main cast members enjoyed themselves while taking part in a joke and were featured in a video that unveiled the title’s surprising twist, which was shared online at around 9 am on Monday. Digital content related to this disclosure is being sent to certain cinemas, promoted on the film’s social media accounts, and displayed on billboards in specific locations such as the well-known Sunset Wall along Sunset Boulevard near West Hollywood and Beverly Hills.

Throughout the day, Jake Schreier’s project was packed with marketing events, such as unveiling a Sunset Wall billboard comparison and releasing a video showcasing a Wheaties popcorn box displaying the *New Avengers* instead of the Thunderbolts (the cereal company is collaborating on the film’s promotion). Additionally, there will be limited edition one-sheet handouts available in select theaters.

In the upcoming days, numerous theater chains are expected to participate in a marketing makeover. Imax, Dolby Cinema, and other high-end screen formats will display revised content, while over 600 theaters will have new movie posters. Additionally, around 40 theaters will update their digital standees, with the Regal E-Walk in New York City and Hollywood’s El Capitan, owned by Disney, among them.

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In the United States alone, this is one aspect we’re focusing on. Globally, you’ll find various promotional activities taking place, such as some creative graffiti displays showcasing the fresh nickname we’ve adopted.

During the May 2nd-3rd holiday weekend, the film “Thunderbolts” debuted with earnings of $74.5 million across 4,330 cinemas. Although this is a good start, it didn’t quite reach blockbuster levels (initial estimates suggested it could earn around $76 million). Despite Marvel and Disney hoping for an opening north of $80 million, the film’s ultimate success will largely depend on its box office performance in the coming weeks, considering its production budget is approximately $180 million.

On Monday, Stan personally took action, affixing a fresh poster showcasing his Winter Soldier persona and the latest title to a bus shelter.

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2025-05-06 01:54