Marvel Studios knows everyone will watch their upcoming release this summer ‘Avengers: Endgame’, and unlike other film companies, they have that rare opportunity to either be extremely playful with it or not do marketing at all.
Of course, a film as large and anticipated as this needs the largest reach as possible, but the company showed something quite interesting: not showing the real goods.
A mystery box-type marketing don’t often work unless your brand has no relevant quality to your audience. Moviegoers demand a follow-up to ‘Avengers: Infinity War,’ and they are eager to wait as long as seven months to get to see a two-minute footage for that movie. On a filmmaker’s standpoint, you have to be selective in choosing the content you are willing to disseminate to the public, and an action spectacle like ‘Avengers,’ it’s surprising to witness how the trailer just focused on strictly character moments.
And the fans still freak out. A three to five second glimpse of Jeremy Renner’s return as Clint Barton was a major highlight on the overall response, but even this moment doesn’t really constitute the traditional way a Hollywood blockbuster trailer would present it.
‘Avengers: Endgame’ shows value by being too ambiguous. Marvel was able to master manipulation by showing trailers-exclusive content on their films. Remember that shot with the Avengers running through the jungle, looking all so poised in the first ‘Infinity War’ trailer and how everyone tries to piece it all together in the actual movie not knowing it wasn’t even there in the first place? It’s pretty impressive in its butchery.
The things we see in the ‘Endgame’ trailer might have the possibility of not actually appearing in the movie. But the audiences will still love them for what they are and more importantly, they will still pay to see the movie.
Marvel Studios knows their audience very well, and they seem to enjoy toying them. Even audiences loves the fact that Marvel toys with them by watching 8-10 minutes of credit rolls through stinger treats post-movie. I guess they adore speculations and fan discussions once they published something, including this one that i’m writing. Well, another free publicity for them.
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