Marvel’s Thunderbolts twist: Bold brand play or franchise lifeline?

Just days after Thunderbolts hit cinemas, Marvel Studios pulled off a cinematic sleight of hand and rebranded the antihero flick as The New Avengers in a dramatic, mid-campaign reveal.

The twist — first teased by a mysterious asterisk in the film’s title — was confirmed a week after the movie's release when cast members Florence Pugh, David Harbour and Sebastian Stan unveiled a new poster at the Hollywood premiere. On social, Stan was seen swapping Thunderbolts* bus stop ads for *The New Avengers versions, revealing a guerrilla-style rebrand that aligned with the film’s internal plot twist.

While fans were divided with some praising the meta-marketing and others calling it a brand bait, the move reflects a deeper truth: even the biggest franchises must now pivot to stay relevant.

Don't miss: Marvel Studios ditches 'Thunderbolts' for 'The New Avengers' in bold post-release stunt 

According to Alex Chan, head of brand, communications and marketinga at Geneco, Marvel’s decision reflects the broader shifts in audience behaviour and superhero fatigue.

“The movie industry has changed significantly since the COVID-19 pandemic, with a noticeable decline in box office revenue. This decline has been further accelerated by the rise of streaming platforms and the oversaturation of the superhero genre,” he said.

“Given that this iconic franchise has been around for 17 years, it is essential for the marketing team to introduce a new strategy, fresh approach and unconventional tactics," Chan added. This is especially since Marvel has to prevent audience fatigue, stir curiosity and maintain interest in the brand until it unveils its next phase of Marvel content (Marvel Phase 6) in 2027. 

It’s a sentiment echoed by former GroupM marketing expert Padmanabhan Manickam, who described the reveal as a creative approach in line with the story plot which swiftly becomes a fantastic marketing ploy. He added that the curious nature of ‘asterisk’ is "brilliant teaser marketing" too. 

Crucially, both experts agree this wasn’t a last-minute salvage job. Chan argued that the asterisk was definitely a strategic move by the marketing team from the very beginning. He called the execution “the most un-Marvel marketing strategy they have ever undertaken.”

"Marvel typically focuses on traditional heroism. This bold step represents a departure from their tried-and-true conventional formula, taking risks with a fresh approach to boost box office performance," said Chan. 

Meanwhile, Manickam said that the move was "definitely and broadly a thunder-BOLD brand initiative." He explained: 

Nowadays the playbook of brand should be the need to continuously understand their target consumer whilst exercising flexibility and fluidity to remain relevant.

That said, Marvel hasn’t officially renamed the film in theatres as Thunderbolts remains the title listed. For Chan, this nuance is key. “The reveal is not official. The focus of the reveal is more on sparking conversations rather than rebranding the movie’s name,” he explained.

"Social media is now well-known for unofficially spoiling movies. If Marvel had not planned to reveal the plot twist behind the asterisk, social media would have done so anyway. By leveraging this insight, embracing the inevitable, and turning this challenge into an advantage, Marvel has crafted a key strategy," Chan added.

The campaign also spotlights the shifting role of social media in narrative control. With fan speculation moving faster than studio timelines, Marvel’s decision to lead the reveal rather than let spoilers leak organically reflects an adaptive mindset.

According to Manickam, this type of pivot makes sense if it serves its purpose, but it may not work for any other movie brand. "It was done creatively with massive PR exercise and yes it resonates well amongst the fans," said Manickam. 

And so far, it’s delivering buzz. “The rebrand has certainly stirred curiosity among those who have not seen the movie yet,” said Chan, pointing out that Disney CEO Bob Iger recently called Thunderbolts a first and best example of Marvel’s focus on quality over quantity.

As to whether it will drive sustained box office success, it is still too early to predict the impact. "Marvel’s marketing team has truly outdone themselves with this reveal, which is refreshingly different... Even the characters — considered C-listers in the MCU — were given a new boost," stated Chan. 

The bigger takeaway for entertainment marketers: risk with intention. 

In today's crowded media environment, Chan said that new strategies, unconventional efforts, and meaningful execution are more important than ever. "Thoroughly understanding your content, going beyond the norm, and taking calculated risks are key lessons from Marvel's recent marketing effort," said Chan.

However, this approach depends on the relevance of the content. If there is no depth to explore, there would not be much to leverage, Chan explained, adding that: 

The risk is that the marketing team may be seen as self-indulgent, resulting in little or no impact on viewership, which is the opposite of what entertainment brands want.

Similarly, Manickam said that a drastic brand exercise needs to be a well thought through process with a sound and strong PR crisis plan in the case of potential public outcry. "Most importantly, entertainment brands should be continuously creative and smart in showcasing and flexing their brand muscles in line with their consumer needs," said Manickam.

Whether The New Avengers rebrand marks a turning point for Marvel or a one-off stunt, one thing is clear: franchise storytelling is no longer confined to the screen, and neither is franchise branding.

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