Marvel Spoils ‘Thunderbolts*’ Big Reveal Too Soon!

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This article contains spoilers for Thunderbolts*

Over the weekend, I had the pleasure of catching *Thunderbolts* and let me tell you, if you missed it, the film’s stunning twist is likely already spoiled for you! Ever since the production of *Thunderbolts*, there was an asterisk added to its title, fueling fan theories for over a year. Frankly, this seemed like a genius move to pique curiosity about a movie that initially left some fans uncertain, given its roster mainly comprised lesser-known characters from the MCU, which some might have forgotten.

In the movie, it was hinted that the team was actually known as The New Avengers, a secret revealed in the film’s climax. Later, Marvel Studios officially confirmed this by updating their promotional materials to showcase the team under the title of The New Avengers, instead of the previous Thunderbolts label, shortly after the film’s release in theaters. This unexpected reveal is somewhat surprising given that Marvel Studios usually waits a few weeks before confirming major spoilers, as they did with films like Avengers: Infinity War, Avengers: Endgame, and Spider-Man: No Way Home.

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Part of the Built-in Marketing Campaign for ‘Thunderbolts*’

Some Marvel fans may have been frustrated when Marvel Studios unveiled the significance of the asterisk in the film’s opening weekend, but it was evident that this was a strategic part of their marketing plan. As Kevin Feige had promised, he delivered on his word by disclosing the true meaning post-release. Essentially, MCU fans were already somewhat privy to this development. The video Marvel Studios shared, featuring the cast uncovering the Thunderbolts* title on the poster to reveal the The New Avengers logo, was captured at the film’s LA premiere, indicating that they intended to release it shortly afterward.

For the first time ever, the Marvel Cinematic Universe (MCU) has taken an unusual step that hasn’t been seen before in its history or by any other studio – they have unveiled a clandestine title for one of their movies. Previously, Marvel Studios had maintained “spoiler embargoes” for two weeks to protect significant plot developments in films like “Avengers: Infinity War”, “Avengers: Endgame”, and “Spider-Man: No Way Home”. This new move prompts a discussion on the appropriate length of time for such secrecy.

The most similar scenario happened when Warner Bros. changed the title of “Birds of Prey (and the Fantabulous Emancipation of One Harley Quinn)” to simply “Harley Quinn: Birds of Prey” because the movie didn’t perform well at the box office. Similarly, “Edge of Tomorrow” became “Live Die Repeat” when it was released on home video. “Mission: Impossible – Dead Reckoning” dropped the “Part 1” after they decided to rename the next film as “Mission: Impossible – The Final Reckoning.” All these title changes were made due to underwhelming box office performance, except for “Thunderbolts,” where the double-meaning title was planned from the start. However, the early decision to use this approach might have an impact on its box office returns as well.

*Note: The actual title of the movie is “The Thunderbolts” but it is often referred to by fans as “Thunderbolts.

‘The New Avengers’ Could Increase Box Office Profits

The film titled “Thunderbolts” made $76 million in its domestic box office debut in 2025. Although this is relatively low compared to the opening weekends of Marvel Cinematic Universe movies during May, it’s a strong start for a team that many people are not familiar with yet. The main characters are Bucky Barnes and possibly Yelena Belova, although Florence Pugh might be more recognized than her character. Remarkably, “Thunderbolts” had the third-highest opening weekend of 2025, trailing only “A Minecraft Movie” and “Captain America: Brave New World.” The fact that it made $76 million on a title like “Thunderbolts” demonstrates the enduring power of the Marvel brand, as other studios have found it challenging to surpass $50 million.

Disney and Marvel Studios could view the fresh marketing strategy of Thunderbolts* transforming to The New Avengers as a means to boost ticket sales. As most eager fans would have already watched Thunderbolts*, it appears that Marvel Studios is trying to attract audiences who were undecided or even a broader audience who are unaware of the Thunderbolts*. Since audiences recognize The Avengers as a well-established brand, they might be more inclined to see the movie if they come across a poster for The New Avengers. While it may ruin the surprise, sometimes a spoiler can help lure people into theaters.

Keeping Spider-Man a secret in the marketing for “Captain America: Civil War” could have been an exciting twist, but it’s clear that his appearance at the end of the trailer was a significant draw for many viewers. The tagline “Spider-Man meets the Avengers” is indeed a powerful marketing tool. Now, with “The New Avengers,” the Thunderbolts team can benefit from a second promotional push, starting in the next fortnight at the box office. The positive buzz surrounding the movie might help it claim the top spot at the Mother’s Day weekend box office. However, will this new branding enable it to outperform “Final Destination: Bloodlines” on May 16? It certainly has a good chance now.

*Thunderbolts is a fictional superhero team in the Marvel Universe. In this context, it seems “The New Avengers” refers to this team.

The Battle Against Spoilers on Social Media

Marvel Studios’ decision to unveil the real title of the film previously known as “Thunderbolts,” only three days after its release in theaters, might be considered premature and could have waited another week. Marvel seems to have capitalized on fans’ anxiety about something being spoiled to drive viewers to the movie during its opening weekend. The films such as Avengers: Endgame, Spider-Man: No Way Home, and Doctor Strange in the Multiverse of Madness were strategically crafted around major surprises that audiences wouldn’t want to miss, due to the hype surrounding these revelations. Therefore, one might question why Marvel decided to call “Thunderbolts” as “The New Avengers.

From my perspective as a movie critic, it seems that the cat’s out of the bag regarding the team’s name in The New Avengers film. Numerous clips from the post-credit scene, uploaded online, have confirmed their identity. A plethora of articles discussing the team’s true name have already been published. Despite efforts to maintain secrecy, spoilers are now widespread. However, this rebranding allows Marvel Studios to dictate the storyline moving forward.

As a film enthusiast, I must admit that it’s a bit underwhelming, but at the end of the day, it doesn’t diminish the fact that Thunderbolts* is still a solid movie worth checking out. Despite the anticipation surrounding the big New Avengers reveal, The New Avengers/Thunderbolts* is currently gracing our cinema screens.

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2025-05-06 00:32