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3d ago

Marvel Rebrands 'Thunderbolts*' as 'The New Avengers' in Unprecedented Marketing Shift

The film's title change, strong reviews, and post-credits setup signal a new era of quality-driven storytelling for the MCU.

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Yelena (Florence Pugh) Bucky (Sebastian Stan) and John Walker (Wyatt Russell) with text "Thunderbolts."
Steve and Tony face off on the poster for Captain America: Civil War

Overview

  • Disney CEO Bob Iger calls 'Thunderbolts*' the first example of Marvel's renewed focus on quality over quantity, following years of franchise fatigue.
  • The film, now marketed as 'The New Avengers,' has received critical acclaim with an 88% critics score and a 94% audience score on Rotten Tomatoes.
  • A post-credits scene teases future MCU developments, including the Fantastic Four's arrival and Sam Wilson's Avengers team, ahead of 'Avengers: Doomsday' in 2026.
  • The mid-run title change sparked online debates, with some fans criticizing it as a spoiler and others praising it as an innovative marketing strategy.
  • Marvel's A24-inspired promotional approach and grounded storytelling in 'Thunderbolts*' aim to recapture cinephile interest and reinvigorate the MCU's appeal.