Summary
TheMarvel Cinematic Universehas included some highly memorable marketing strategies since its inception in 2008. Many movies fromthe MCU timelinewere promoted in a fairly typical manner, using trailers, posters, and interviews to stoke excitement for pending releases. However, some notable examples employed decidedly creative tactics that perfectly captured the characters, tone, and narrative in some of the more eccentric MCU movies.
Thebest MCU moviesand television series were often foreshadowed by an eye-catching and dynamic promotional campaign. A notable entrant among these isMarvel’s 2024 release,Deadpool & Wolverine, which has maintained the franchise’s former use of unconventional market methods. Whether through cleverly designed images, viral marketing, or comedic lampooning, Marvel has truly mastered the art of promoting its movies.
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8Deadpool & Wolverine’s Bizarre Popcorn Bucket
Deadpool & Wolverine (2024)
Marvel unveiled a hilariously inventive popcorn bucket design forDeadpool and Wolverine, taking a cue from the inadvertently suggestive popcorn bucket forDune 2. In a cheeky move, Ryan Reynolds promised to outdoDune’s design, and the result did not disappoint. The new popcorn bucket, revealed on X byRyan Reynolds, is shaped like Hugh Jackman’s Wolverine’s open mouth and is arguably even more provocative than its predecessor.Mimicking the concept of sticking hands into the sandworm’s mouth,audiences must reach into Wolverine’s mouth to access their popcorn.
The bucket’s side featured a"Designed by Deadpool"signature, adding an extra layer of comedic flair. This signature, resembling Wade Wilson’s handwriting, further reinforcedthe notion that Deadpool is involved in the creation decisionsbehind the bucket. Marvel’sDeadpool and Wolverinepopcorn bucket offers a unique and entertaining way to enjoy snacks at the movies but also serves as a clever marketing tool that capitalizes on cinematic trends, the characters' personalities, and audience appeal. This is one of several successful moments of self-aware marketing that the franchise has deployed forDeadpool & Wolverine.
Deadpool & Wolverine
Cast
A follow-up to the highly successful Deadpool and Deadpool 2 films starring Ryan Reynolds as the Merc with a Mouth. The third film will be the first in the franchise to be developed under the Marvel Studios banner following Disney’s acquisition of 20th Century Fox.
7Ants! Ants! Ant-Man! Trailer
Ant-Man (2015)
The “Ants” promo forAnt-Manwas a humorous and memorable piece of MCU marketing that showcased the film’s playful tone. Featuring stars Paul Rudd and Michael Douglas, the promo took a lighthearted approach to build excitement for the movie. In the clip,both actors are seen slapping themselves while exclaiming,“Ants! Ants! Ant-Man!“The absurdity of the situation, coupled with the actors' committed performances, captured the quirky spirit of the film and its embrace of humor within the superhero genre.
Paul Rudd, known for his comedic timing, and Michael Douglas - typically seen in more serious roles - both dove into the silliness with gusto, creating a contrast that highlighted the chemistry between the actors and played into the movie’s distinctive charm. By not taking itself too seriously, the “Ants” promo successfully drew viewers in, piquing their curiosity and setting the stage for a fun and unconventional superhero adventure.
Ant-Man
Ant-Man follows master thief Scott Lang as he becomes a hero under the guidance of Doctor Hank Pym. Using his Ant-Man suit, Lang gains the ability to shrink in size while increasing in strength, and together they must protect the technology from new threats and execute a world-saving heist.
6Tiny Ant-Man Billboards
The innovative approach toyed with Ant-Man’s abilities and created a buzz on social media, where people shared their miniature discoveries - as demonstrated by Reddit usermildlyinteresting. The grassroots marketing tacticeffectively generated word-of-mouth excitement and amplified the film’s presencein a crowded market. By embracing the film’s core concept in such a tangible and creative manner, the tinyAnt-Manbillboards successfully intrigued potential viewers, making them more likely to remember the film and be curious about how its protagonist uses his extraordinary powers.
5Ant-Man Teaser Trailer
The miniAnt-Manteaser trailer was an ingenious marketing strategy that perfectly encapsulated the essence of the Marvel movie. The teaser shrank the video image down to a minuscule size, making it nearly impossible to discern any details. This mischievous approach immediately grabbed the audience’s attention by subverting their expectations of a typical movie trailer. The teaser featured rapid cuts and action-packed scenes, all rendered in an ant-sized format, mirroring the hero’s powers.By shrinking theAnt-Manteaser trailer itself, Marvel created a clever and witty experience that directly engaged viewersand grabbed their curiosity.
Marvel effectively generated intrigue and conversation across social media platforms along with its other marketing ploys. Viewers eagerly discussed the creative choice and began speculating over the movie’s content, despite being shrunk beyond comprehension. The tiny teaser trailer helped eschew any criticism of the hero and his powers by creatively embracing the film’s core concept in its marketing. It affirmed once again thatAnt-Manwould be a self-aware movie that toyed with its premise and the superhero genre.
4Marvel Hides Skrulls In Other Movie’s Promotional Images
Secret Invasion (2023)
In a clever promotional move for the seriesSecret Invasion, Marvel’sSecret InvasionTwitter page ingeniously shared anold publicity photo fromGuardians of the Galaxy Vol. 3thatsecretly included a Skrull in the background. This subtle yet effective tactic seamlessly blended the Marvel Cinematic Universe’s expansive narrative, while also alluding to the show’s theme of alien infiltration. The Skrull, located at the back left of the image, went unnoticed during the promotion forGOTG 3, creating surprise and delight when it was eventually discovered months later.
This strategic Easter egg served multiple purposes. It tied the seemingly disparate elements of the MCU together, hinting at interconnected storylines and the pervasive influence of the Skrulls. This image also engaged the fanbase, who took to social media to share their discoveries and theories, thereby amplifying anticipation forSecret Invasion. Marvel flaunted their meticulous attention to detail and demonstrated their innovative marketing approach. This tactic heightened expectations forSecret Invasionwhile celebrating the intricate, interconnected world that Marvel audiences have come to love.
Secret Invasion
Based on the Marvel Comics event, Secret Invasion is a chapter in the Marvel Cinematic Universe that sees Nick Fury attempting to reckon with an alien invasion that has been occurring for years - without humanity even knowing. Fury discovers that the Skrulls have been infiltrating society for far longer than he realized, and danger arises as plans start into motion.
3Skrulls Appear In Real-World News Broadcasts
For the marketing ofSecret Invasion, Marvel continued its subtle and immersive approach by integratingthe MCU’s Skrulls into the background of various real-world American newssegments. According to a list compiled by Reddit userBeefyCircus,Skrulls were spotted walking behind newscasters in cities like Dallas, Los Angeles, and Chicago, even appearing as a crew member in the “Windy City Weekend” studio. Thissubtle and innovative strategy perfectly aligned with the show’s premise of shape-shifting aliens secretly infiltrating humanity. This real-world marketing campaign was a rare move for Marvel, known more for their grandiose promotional efforts.
By opting for a more understated method, Marvel effectively engaged the audience in a real-life “invasion,” blurring the lines between fiction and reality. The use of Skrulls in everyday settings resonated deeply with the show’s narrative, making the concept of aliens hiding among humans feel more tangible and immediate. This approach promoted excitement forSecret Invasionand exemplified Marvel’s ability to creatively and thoughtfully promote their projects. The campaign’s success lay in its subtlety and the interactive engagement it fostered, drawing viewers deeper into the mysterious and covert world ofSecret Invasionand the Skrulls.
2Secret Invasion Tweets & Deletes Temporary Images And Codes To Unlock A Teaser Trailer
As part of its inventive and interactive marketing campaign forSecret Invasion, Marvel utilized Twitter to engage fans in a treasure hunt that reflected the show’s themes of secrecy and infiltration.Marvel tweeted a series of cryptic images, each containing part of a larger map. These images were quickly deleted just five minutes later, adding an element of urgency and exclusivity to the experience. People who managed to capture the images before they vanished discovered that when compiled,the images formed a map of clues concerning the Skrulls’ invasion of Earth.
The clues in this map directed viewers to a password-protected website, where they wererewarded with an exclusive teaser trailer forSecret Invasionafter deciphering the password. Like Marvel’s otherSecret Invasionpromos, this marketing tactic brilliantly mirrored the show’s narrative. By embedding this sense of secrecy and discovery into the promotional campaign, Marvel captivated their audience with a tantalizing riddle. This approach showcased Marvel’s creativity in marketing, engaging their audience in an immersive experience that heightened anticipation for the series and deepened their connection to the storyline.
1Deadpool Accepts An Emmy
Ryan Reynolds teasedDeadpool & Wolverinein a memorable appearance at the 2024 Creative Arts Emmys. While accepting the Unstructured Reality Program award forWelcome to Wrexhamseason 2,Reynolds appeared dressed as Deadpool.During his acceptance speech, Reynolds stayed in character, referencing theDeadpoolsequel. Although he refrained from divulging any story details, he made a playful promise to not"f**k up"his MCU debut,acknowledging the high expectations surrounding Deadpool’s introduction into the Marvel Cinematic Universe.
This assurance, delivered with Deadpool’s signature blend of sarcasm and charm, was met with laughter and applause. Reynolds wrapped up his speech with a cheeky nod to the Oscars, urging them to keep an eye onDeadpool & Wolverinefor the VFX category. This final remark stoked anticipation for a visual spectacle andreinforced Reynolds’ perfect embodiment of the character. Like many other previousDeadpoolmarketing strategies, this promo worked to deconstruct the form in a joyous, fourth-wall-breaking style typical of the character. As such, Reynolds’ surprise Emmy appearance is one of the most effectiveMCUmarketing plans to date.
Marvel Cinematic Universe
The Marvel Cinematic Universe is a multimedia superhero franchise that began in 2008 with Paramount’s Iron Man starring Robert Downey Jr. The franchise quickly grew in popularity, with Disney eventually buying out Marvel Entertainment in 2009. The MCU consists of dozens of movies and TV shows, most notably Avengers: Endgame, WandaVision, and Loki.
