Why ‘Thunderbolts*’ Is Redefining MCU Marketing Like Never Before!

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As a movie enthusiast immersed in the Marvel Cinematic Universe, I’ve found the upcoming project, “Thunderbolts,” to be the most intriguing among the Multiverse Saga offerings. Initially, the film stirred a mix of anticipation and apprehension when it was unveiled. Unlike the sequels of established MCU franchises or new character introductions such as Shang-Chi, Moon Knight, She-Hulk, Ms. Marvel, and Werewolf by Night, Thunderbolts seemed to stand out as a unique proposition.

The team composition, consisting of characters from projects like “Black Widow” and “The Falcon and the Winter Soldier,” along with Ghost from “Ant-Man and the Wasp,” initially felt like an odd fit. A group of characters with similar abilities, with The Winter Soldier and Yelena Belova as the two most recognized names, on the surface, seemed like Marvel overreaching, testing audience tolerance for anything. However, as more details have emerged about the plot and character development, I’m increasingly excited to see how this story unfolds.

Since the very first trailer for Thunderbolts* was released, the promotional efforts have been captivating viewers

Through impressive music selections in the trailers, an A24-esque trailer that’s truly remarkable, a Wheaties box poster and theater standee, along with a jaw-dropping stunt video, Thunderbolts* has managed to claim the coveted opening weekend in May that Marvel typically uses to launch their summer movie season.

The marketing campaign for Thunderbolts* is drawing inspiration from two unexpected sources: A24 and Mission: Impossible. What started out as one of Marvel Studios’ more questionable decisions has evolved into one of the most innovative, potentially providing a much-needed boost to the MCU.

The Thunderbolts Are Not Your Average Heroes

The distinctive style of A24 productions was initially coined by actress Florence Pugh, labeling a movie as having an “A24 vibe.” However, this phrase raised eyebrows among some, appearing to be a trendy term used in interviews without much connection to the film itself. A24 is renowned for creating intimate, character-driven films that often deviate from mainstream tastes and explore unconventional themes, tones, and visuals.

Marvel Studios, a leading global studio under the Walt Disney Corporation, produces movies intended for all audiences. On the other hand, A24 is a film company known for supporting distinct creative voices. In a recent interview with Nia DaCosta, director of “The Marvels,” it’s been confirmed that Marvel Studios maintains tight control over its films. Despite significant shared talent between the MCU and A24, these creative spheres seemed almost incongruous, unable to find a meaningful connection.

Although many were taken aback, Marvel Studios astonishingly followed this quote by publishing a trailer on the contemporary movie log site Letterboxd, which they labeled as the “Absolute Cinema” trailer. Unlike their previous trailers that emphasized action, this advertisement was geared towards capturing vibes, aiming to preserve and honor a style of trailer often linked with A24. To clarify, while A24 doesn’t have a standard approach, they’ve built a certain reputation due to the surrealistic visuals in their films and marketing department, which frequently promotes offbeat comedic and horror tones. This upcoming “Thunderbolts” trailer breaks away from what Marvel Studios has been producing since the release of the “Iron Man” trailer 18 years ago.

This Thunderbolts* trailer seems to highlight the involvement of its stars, director, and creative teams in notable A24 productions, implying that the movie’s quality might be akin to those critically acclaimed films such as Midsommar, A Different Man, Everything Everywhere All At Once, The Green Knight, Minari, Hereditary, and Beef. It’s unusual for Marvel Studios to promote a film in this manner, with the exception of Eternals, which emphasized that it was “from Academy Award Winner Chloé Zhao.

The teaser trailer underscores the phrase, “The Avengers aren’t coming,” indicating that Thunderbolts* will offer a fresh take on the superhero genre, distinct from what we’re accustomed to with movies like The Avengers, Guardians of the Galaxy, or Fantastic Four. Essentially, Thunderbolts* is not attempting to replicate The Avengers, but rather assemble a new group of Marvel heroes tailored for a different demographic. This could appeal to audiences who have grown tired of MCU films or even those who don’t usually watch superhero movies.

*Note: “Thunderbolts” is a fictional team in the Marvel Comics universe, but it has not been confirmed that this will be the title of the upcoming film.

Practical Stunts Are Not What Audiences Expect From Marvel

For adrenaline junkies, there’s no need to fret as Thunderbolts* continues the traditional promotional approach seen in the Mission: Impossible series, focusing on the thrilling real-life stunts featured in the movie. Since Mission: Impossible – Ghost Protocol, each film has built anticipation around the daring physical feats that Tom Cruise undertakes. A recent video for Thunderbolts* showcases a scene where Florence Pugh’s character, Yelena Belova, leaps from Merdeka 118 in Kuala Lumpur, Malaysia – the world’s second-tallest building.

The short clip emphasizes that this action scene involves a genuine stunt, as Pugh leaps from the building while wearing a safety harness. Furthermore, a real-life stuntwoman activates the parachute, demonstrating for viewers that this is a real, high-octane stunt reminiscent of the “Mission: Impossible” series. Notably, the Merdeka Tower, the structure Pugh leaps from, follows the Burj Khalifa, the building Tom Cruise scaled in “Mission: Impossible – Ghost Protocol.

Displaying this physical feat underscores how Thunderbolts* aims to deliver a more hands-on approach to superhero action in the movie. Although it will undoubtedly include a lot of visual effects, especially concerning the film’s villain, The Sentry, the focus on stunt work offers viewers a distinctive taste of action, reminiscent of Captain America: The Winter Soldier rather than the heavily CGI-dependent spectacle seen in Captain America: Brave New World.

Marvel Studios’ efforts to create a more realistic and practical film experience, as demonstrated by the use of thunderbolts* in certain scenes and the construction of large-scale sets for “The Fantastic Four: First Steps,” aim to challenge the perception that their films heavily rely on computer-generated imagery (CGI). This misconception often arises due to concerns about Marvel Studios’ excessive use of CGI, which can sometimes result in subpar CGI effects, such as those seen in “Thor: Love and Thunder” and more recently in “Captain America: Brave New World.”

(*Note: In this context, thunderbolts refer to actual on-set lightning effects rather than the superhero team.)

In some instances, Marvel Studios might lean too heavily on computer-generated imagery (CGI) in their superhero movies. Although CGI offers the potential to create characters and scenes previously unattainable, it can lead to an excessive reliance on this technology.

‘Thunderbolts*’ Has a Playful, Grungy Marketing Campaign

In my perspective, Thunderbolts shares quite a few similarities with the beloved Guardians of the Galaxy. Both stories breathe life into Marvel characters who were previously unheard-of and morally ambiguous, and placed them within a team dynamic. What makes Thunderbolts, in concept, even more intriguing is that audiences have already been introduced to some of these heroes through previous entries in the MCU. Nevertheless, both projects had to face the challenge of overcoming skepticism from fans, such as “who asked for this?” or “are these characters really known?”, which I believe they will skillfully navigate with engaging storytelling.

Guardians of the Galaxy distinguished itself in the sci-fi genre with a vibrant, colorful style, a 1970s-inspired soundtrack that lent the movie its unique flavor and an edge of carelessness, as the trailer highlighted “what a bunch of a-holes.” The Thunderbolts* team is adopting a slightly varied strategy. The raw, gritty feel is evident in the trailers, with the first featuring The Pixies’ “Where is My Mind,” and the second showcasing “Possum Kingdom” by Toadies. It appears that for Thunderbolts*, grunge music aligns best with their aesthetic.

Grunge music originated in the late 1980s and early 1990s, characterized by lyrics addressing themes such as despair, nihilism, self-doubt, loneliness, and social estrangement. Remarkably, these themes resonate with the diverse characters of Thunderbolts*, a group of assassins and killers who feel misplaced amidst a world brimming with heroes. They are often misunderstood and undervalued, both by real-life audiences and other Marvel Cinematic Universe characters. The film serves as their opportunity to demonstrate their worth. The visual style of the movie, subtly tinted with shades of gray, echoes the grunge music’s somber atmosphere.

Although the promotional strategy remains lively, it assures viewers that this film will indeed be a blockbuster launching the summer movie season. The Wheaties poster stands out distinctly from other superhero ads and mirrors the film’s self-deprecating, edgy, and nonconformist vibe. Interestingly, the caption “with even more Bucky” might be a nod to the significant fanbase of Bucky Barnes / The Winter Soldier, particularly on Tumblr. Here’s hoping that the marketing’s cleverness and humor are indicative of the film’s quality, making it truly exceptional.

Marvel Studios acknowledges that Thunderbolts* is an unconventional property with characters who aren’t the powerhouses of the Marvel Universe. Instead of downplaying this, they’ve built a marketing strategy around it. Essentially, they’re emphasizing that Thunderbolts*, as a team and a film, stands apart from other Marvel productions. It’s like an up-and-coming band being chosen to perform at the Super Bowl – unexpected, yet exhilarating!

A key takeaway for fans from the movie Thunderbolts could be to avoid hasty judgments when a film is announced, as Marvel Studios has shown with this movie. In 2022, it was hard to imagine what they could achieve with Thunderbolts. Now, positive buzz from test screenings suggests that the movie might surpass previous MCU films like Captain America: Brave New World and Deadpool & Wolverine, and it’s now one of the most eagerly awaited summer movies. Mark your calendars, Thunderbolts* hits theaters on May 2, 2025.

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2025-04-16 06:02