The Studios seem to have learned the lesson of recent years and have taken a step back
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| Image Credit: Marvel Studios |
Maybe you didn't notice or you paid little attention, but the latest trailer for Captain America: Brave New World seems to indicate that Marvel Studios has decided to change strategy for its cinematic universe. Nothing new, actually, but rather a return to the past.
Published during the days of the Brazilian D23, the new trailer showed already known characters such as the new Captain America played by Anthony Mackie, Harrison Ford in the role of General Thaddeus "Thunderbolt" Ross aka Red Hulk but also other important names who return to be part of the Marvel universe. At the beginning of the trailer we see Isaiah Bradley again, a former super soldier who was injected with the same serum as Steve Rogers and who apparently is involved in an attack on President Ross; shortly after here is another return from the series The Falcon and the Winter Soldier, namely Joaquin Torres (played by Danny Ramiraz) in the role of the new Falcon, complete with the suit.
Details, these, that perhaps until a few years ago would not have been shown. The successes built especially in the last decade and culminating with the phenomenon Avengers: Endgame have in fact pushed the studios to adopt a different strategy regarding the promotion of their films: do you all remember the maximum secrecy that surrounded the trailers of Spider-Man: No Way Home, Doctor Strange in the Multiverse of Madness and so on? Scenes added on purpose, others modified to remove details, characters, or even particular clothing… The MCU has chosen the path of secrecy because it is sure that its logo and a few names in the field would be enough to attract the public to the theaters.
But it has not always been like this. The less-than-exciting results of Ant-Man and the Wasp: Quantumania and The Marvels have in fact marked a hard blow for the Marvel universe and forced Disney and partners to rethink the way of communicating their titles. Hence the return to the origins: the trailer for this new Captain America seems to follow what was done in 2008 with Iron Man, in whose first trailer everything was actually shown, including the final scene of the press conference. Today it seems incredible, but 16 years ago few people knew the character played by Robert Downey Jr. and for this reason, the Studios needed to sell it by showing as much as possible. A strategy that is also being repeated with this film, which necessarily ties in with the TV series released on Disney+ but of which they want to immediately give all the necessary coordinates.
Marvel Studios therefore seem to have taken a step back: less secrecy, less "resting on their laurels" and a return to a broader communication style and less dedication to the specific audience that has followed every chapter of the MCU in recent years. Will the strategy pay off? The results of Deadpool & Wolverine seem to have relaunched the ambitions of the project, whose fans were then further excited thanks to the news related to the return of RDJ in the role of Doctor Doom for Avengers: Doomsday and Avengers: Secret Wars. For definitive answers, see you in 2025.
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