David Bridges
Marvel Studios has launched an innovative and daring marketing strategy aimed at promoting Thunderbolts*, incorporating a highly visible promotional billboard and a comprehensive online campaign. However, this approach has drawn criticism from many MCU enthusiasts who perceive it as a significant spoiler for the film.
After achieving an impressive $76 million in domestic box office sales during its opening weekend, Marvel Studios, together with Thunderbolts* distributor Walt Disney Studios Motion Pictures, has covered existing billboards and posters displaying the film’s original title. They replaced it with a new proposed title that clarifies the meaning behind the asterisk: *The New Avengers.
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Understanding the Significance of the Title Transformation from Thunderbolts* to *The New Avengers
As we approach the climax of the 36th MCU movie, a pivotal moment unfolds when Yelena Belova (played by Florence Pugh), Bucky Barnes (portrayed by Sebastian Stan), Red Guardian (depicted by David Harbour), John Walker (played by Wyatt Russell), Ghost (portrayed by Hannah John-Kamen), and Sentry (played by Lewis Pullman)—the eclectic group of antiheroes known as the Thunderbolts—receive a rebranding as “the New Avengers.” This transformation is orchestrated by CIA director Valentina Allegra de Fontaine (played by Julia Louis-Dreyfus) in a clever public relations maneuver.
The movie’s post-credit scene further amplifies this rebranding narrative, hinting at a potential superhero copyright conflict that could arise from the title change. Marvel Studios appears to be following this lead in their marketing strategy, not only highlighting the updated title but also engaging the cast to elevate the film’s visibility.
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On Instagram, Marvel Studios shared an engaging clip from the film’s premiere, showcasing Florence Pugh dramatically peeling back the Thunderbolts* title from a promotional poster to unveil the new title: *The New Avengers. Additionally, a video was posted on Twitter featuring Sebastian Stan swapping out a character poster of his role as the Winter Soldier with an updated version reflecting the new title.
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So, what do these billboards, posters, and videos promoting the title change signify for fans?
Is the film officially titled Thunderbolts*? Or has it transitioned to the new name, *The New Avengers? This situation echoes past instances where movies like The Edge of Tomorrow and Ghostbusters (2016) underwent title changes post-release (with the latter being rebranded as Live Die Repeat and Ghostbusters: Answer the Call, respectively).
However, it appears that this is not the case here.
On Disney’s official website, the film continues to be listed as Thunderbolts*. If you attempt to purchase tickets via Fandango, you will still be booking for Thunderbolts*—even though both platforms feature the new promotional poster. This suggests a long-planned marketing strategy rather than an official title change within the MCU.
Both the original and updated posters are showcased below for comparison.
The original Thunderbolts* Poster
The original Thunderbolts* Poster
Credit: Disney Studios / Marvel Entertainment
The updated *The New Avengers poster
The updated *The New Avengers poster
Credit: Disney Studios / Marvel Entertainment
In an interview with The New York Times, Thunderbolts* director Jake Schreier elaborated on the rationale behind the marketing strategy, stating, “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. Especially given that the asterisk has been on the movie for a year, hopefully it doesn’t feel sweaty—it feels like this was a plan, and we built up to it.”
Reactions online regarding the poster swap have not been overwhelmingly positive. While fans are not upset about the introduction of the new Avengers roster, many are perplexed by the apparent title change. Additionally, there is frustration that this crucial plot point has been disclosed on social media and through physical advertisements even before the film’s first week in theaters has concluded.
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As Thunderbolts* transitions into its second weekend of theatrical release, it remains to be seen whether this marketing strategy will prove beneficial or detrimental to its ongoing success.
Daniel Mercer
